Hannah Smith's Posts

Calculating ROI from Social Media - Problems, Pitfalls & Breaking all the things...

As an industry we’re quite rightly under pressure to report and measure the impact of our activity in order to justify our existence.

How to calculate return on investment (ROI) on social media activity is something which I’m asked a lot - I guess because ROI is a metric that the C-Suite are both familiar with and very interested in.

However, ROI is a woefully poor measure of the success or failure of social media activity.


To be clear, I’m not saying ROI is a bad metric. But it’s misunderstood and often misappropriated.

But I’m leaping ahead of myself.

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The Content Marketing Show Round Up - May 2013

Friday saw more than 1000 marketers attending the Content Marketing Show in Logan Hall at the Institute of Education in London.

This was my favourite slide of the day - it’s Paul May’s & the photo was taken by Stacey Cavanagh.


The wifi password was ‘going underground’ but despite the dearth of natural light in the basement auditorium the unexpectedly clement weather (yeah I know it’s the end of May but someone forget to let the weather Gods know) meant all the attendees and speakers had a decidedly sunny outlook.

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Why Content Marketers are Right to Hate on SEOs

Do you self-identify (or have you previously self-identified) as an SEO?

If so you likely won’t be too surprised to hear that you’re ‘unpopular’ in the content marketing world. In truth I’d suggest that unpopular doesn’t come close to covering it. You might in fact be more accurately described as the red-headed stepchild of the content marketing world.

3415077023_2a47d51dbc_b How the Content Marketing Industry sees us SEOs:
Red-headed stepchildren (in this instance we’re in creepy doll form). No one likes us.


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Centralised vs Localised Social Media Presences for International Brands

When marketing an international company the old adage ‘think global, act local’ is often coined; but does the same ring true for social media? I was recently asked by a client to make some recommendations on how to handle their social media presence given their international audience; and I thought that I’d also share my thinking on this here.

Essentially the client was asking whether they should have a single central account, or have accounts for each of their individual markets. As with most questions of this sort, there’s not necessarily a single ‘right’ answer. It really depends on each individual company’s situation - for example:

Is there a compelling reason to suggest that more than one single social account on each platform is required?

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Why Content Marketing Pwns Zombies, Bacon & Cats

As online marketers we know what the internet loves to link to and share.

In no particular order it probably looks something like this - zombies, bacon, cats, consipiracy theory, controversy, drama... and erm sex. I spoke recently on this very topic at Think Visibility (incidentally - you can see my slide deck here). NB - I elected not to speak about sex in order to save both my own blushes and that of the audience.

The problem of course, is that whilst this sort of content (when done well) attracts lots of links and social shares, most companies have no desire to place this sort of content on their websites.

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