Doug Chapman, Tiphereth Gloria, Heather Ann Snodgrass, Cathie McGinn
Moderated by Heather Ann Snodgrass, Amnesia Razorfish
Paull Young from Young PR/
Converseon
Jye Smith from Switched On Media
Matt Granfield from DP Dialogue
The Verge Bar Ground Floor,
The ArtHouse Hotel 275 Pitt Street
Sydney NSW 2000
• When everything else digital is measurable with clicks and/or time spent, is social media measurable?
• Is there a tyranny of technology/measurability that cannot be lived up to in measuring social media?
• Are blogs and blog comments still classified as social media? Why/Why not?
• What are the basic measurements that can give an idea of social media success?
• How important is social media for a search strategy?
• Does social media help Google rankings?
• How do you measure engagement?
• Is there a standard “business case” for return on investment for social media?
• How do you measure influence?
• How easy are key influencers to find? Are they open to being influenced?
• As social media is a really fast moving environment, are the “measuring tools” out of date almost as soon as they are developed?
• Does intuition have a role to play in social media measurement?
The second event from Social Media Club Sydney is sure to generate enthusiastic debate and discussion around these key strategic issues:
· Can the traditional brand agency offer any value in social media?
· Does a digital agency own the territory for social media because most interaction is online?
· What value can a social media specialist agency offer?
· Why is social media important now for PR? Should PR agencies own social media?
· What role can consultants play? Are consultants hired by agencies or by clients directly?
· What would happen when all the agencies are hired by the same brand to work on a social media campaign? Where is the delineation of roles and responsibilities?
· Who can actually make money from social media? Can you charge for social media expertise?
· Can brands just do it themselves by hiring a community manager?
· Are there brands that should not be doing social media? Why / why not?
· Are there any Australian brands doing social media effectively by themselves?
· Is there a point in the social media timeline that clients/brands need to take over the social media relationship with the customer / potential customer?
The structure of the event will be a panel discussion, with a question and answer format, and then questions from the audience and Twitter stream. The event will be filmed for later podcast.
• Let's define "Authenticity" vs. "Transparency." Is one ever appropriate without the other? If so, when and why?
• Is "Authenticity" the same for journalists as it is for bloggers, for individuals, for advertising agencies, for PR or for brands or companies?
• Are we going to hold people and companies accountable for their words and actions?
• Are there any issues for people with different identities for work & personal lives?
• What happens when a fake personal brand emerges that has internal consistencies?
• What happens when the stories that emerge around this “identity” build and sustain momentum?
• What happens when this identity gains a following?
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