[Katharina Scholtz] Setting goals based on your client's and your organisation's needs can dictate design and navigation choices and ultimately determine how you measure the return on investment.
[Katharina Scholtz] Is an investment in social media more important than one in SEM? The short answer is: probably not. Search engine marketing (SEM) and social media marketing have different results, but SEM more reliably drives business and sales.
[Katharina Scholtz] PR & SOCIAL MEDIA: There are a number of online channels through which your company can communicate online; I discussed principles for approach previously. In order to understand what is possible, it's worth familiarising yourself with some of the channels that are available.
[Katharina Scholtz] PR & SOCIAL MEDIA: It's difficult to imagine a real conversation taking place between a company (with many employees) and its hundreds or thousands of customers. A conversation is something which normally involves direct communication, a certain level of intimacy and a fair amount of individual attention. With people expecting exactly that from their brand of choice, it's obvious that both the nature of corporate communication and the way it's engaged in has had to be reconsidered by brands.