Weekly comms round up 14/03/13

Seems like winter is back but so is Thursday and my weekly pick of comms news curated via @CisionUK.

Using analytics to boost your social ROI by Matt Kates @ePrize via Econsultancy
‘This presents a significant challenge that needs to be overcome in order for marketers to tailor social communications in ways that encourage meaningful engagement.

Enhancing the quality of engagement will increase loyalty among your social audience and more effectively guide them down the path to purchase. As such, marketers should place a premium on fostering social relationships that add tangible value and incentives to the customer experience. But how do you do this without understanding your social audience?’

Why you measure Facebook engagement inaccurately by @tobymargetts via The Wall
‘Let’s be clear: nobody is measuring their social activity effectively. This may seem like a sweeping statement but understand that this claim is based on a five fundamentals:’

Big data: the bedrock of eCRM strategy by @Jessdaviesmk via The Drum
‘Big data is playing a key role in the transformation of electronic customer relationship management (eCRM), allowing marketers to drive multichannel communications with consumers.

Email has long been seen as the backbone of eCRM, and with good reason. After all, most B2C communications on the web require an email address to get started. Yet the importance of email has been overshadowed in the last few years, regarded by many marketers as the unsexy sister of social media.’

10 more valuable Google Analytics custom reports by @gcharlton via Econsultancy
‘Last week I published a list of ready-made custom reports for Google Analytics, including ways to measure links, PPC campaigns, sales by time of day and more.

The reaction was very positive, and in the comments and related G+ discussion, more great custom reports were suggested, so I’ve rounded them up here.’

A Guide To SEO and Online Marketing Jargon by Colin Skinner via RETURN ON.DIGITAL
‘We are all guilty of using jargon and abbreviations during phone calls and meetings whilst presuming clients know the ‘slang’ of our industry. Assuming they don’t, I’ve translated this jargon in a quick reference guide to help clients, colleagues and overly nosy family members.’