http://staging.blog.biakelsey.com/index.php/2011/02/08/social-local-media-study-shows-measurement-confusion-aplenty/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 http://staging.blog.biakelsey.com/index.php/2011/02/08/social-local-media-study-shows-measurement-confusion-aplenty/comment-page-1/#comment-451224 Tue, 08 Feb 2011 23:15:24 +0000 http://blog.kelseygroup.com/?p=11784#comment-451224 An big increase (2x) in conversion (perhaps off a small base?) makes sense given the much bigger increases in the “soft” social metrics. As discussed in my C3 wrap-up post, brand marketers are moving away from event-driven campaigns to investing in ongoing customer engagement programs. These efforts, when done well (ahem @KennethCole) create regular positive mentions of the brand in relevant (and often irrelevant) context, which naturally leads to trial and loyalty (assuming the product is good of course).

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