360DigitalInfluence

A couple weeks back, a colleague of mine on the account side came to me with a question:

“We just scored this amazing media placement for one of our clients in [Tier-One Publication]. Do you have any ideas for how we can get some additional traction for the article?”

Harkening back to my days as a lowly Assistant Account Executive, presenting my SVP with a similar piece of media coverage that I no doubt, spent countless hours pursuing and securing, I remembered his response: “That’s great. But did you get the Journal yet?!!”

Subduing my urge to respond in a similar fashion and saving my colleague the dejection that I had felt, I provided a more constructive response.

The fact is, media column inches have been shrinking at an exponential rate. Newspapers are shutting their doors with a few viable ones moving their operations online. To compound the issue, marketing budgets are decreasing as companies look for efficiencies in generating awareness for their brands. What does this all mean? It means that that piece of coverage you secured in Wired or in Crain’s New York Business is ten times more valuable today than it was, say, five years ago.

So then how can we extend the life of that press coverage? Here are some tried-and-true methods, as well as some new thinking:

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When I first read about a new work-around to add Google Analytics to Facebook Pages I was set to geek out and asked recent FBML experts Mike Mangi and Jay Marrow to help me set it up.  I added it to our 360 DI Facebook Page and let it run for about five days.

Verdict: Nice to have but not need to have. Not worth the trouble for basic Pages but an easy lift to add to a custom Tab for campaign tracking. Details after the jump. continue reading