Effective Blogs Need Effective Analysis
As I have detailed in my new book – The Media Savvy Leader – “The once-effective support structure for executives and leaders—such as public relations, marketing, and advertising agencies—has been shockingly slow to learn the new and ever-changing trends of how to use the Internet.”
“Shockingly” is somewhat of an understatement.
A young professional woman with an MBA in international relations and exceptional experience in developing online strategies recently told me about an interview at one of the world’s largest public relations agencies, an agency that touts its online savvy. During her meetings, she asked agency principals how they analyzed the strategic effectiveness of blogs created for clients.
“Oh, we check Google Alerts,” came the reply from the senior vice president, “And we hope postings get pickup.” That was the extent of it.
My friend asked about the agency’s strategic planning process for clients, and how they used such basic analysis tools as Google Analytics and various blog search engine optimization (SEO) tools. As to the planning process, the SVP said the agency was trying to figure out the best model. About the tools to analyze blog performance, the SVP had no idea what my friend was talking about.
When I heard this, I thought that such lack of knowledge in the agency world is more often the case than the exception, as my research for the book confirmed. “The Media Savvy Leader” is to be published in January by Robert D. Reed Publishers.
Filed Under: Blog • Online Strategies
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in the Washington, D. C., area, and works worldwide.
for real? surely not in the year ‘08! what happened to the good old scientific method?