When it comes to measuring social media, I believe there needs to be a section concerning mentions/interaction within target public and outside of target public. If a social media channel is very popular with a lot of page views and interactions, but most of the people participating are not in the target group, it means that something is wrong with the content or the way it is being shared. Combining the idea with measurement for monetary gain, if the site is very popular but not reaching the target public it will receive a lot of traffic and mentions, but not with the segment who will be spending money on the end product.

With the proliferation of multiple social media channels it is easier for PR professionals to segment their content to the minutest quality in an attempt to directly connect with their target public. The gift and the curse of social media lies in the ability to spread a lot of information to a lot of people, but also trying to focus and hit the exact public in which your product/ service is best for.

Paline, K.D. (2007). How to Measure Social Media Relations: The More Things Change, the More They Remain the Same. Institute for Public Relations.

On October 5th I attended "LinkedIn Webinar Series: Leveraging Linked In for Your Career Search," hosted by Steve Green and presented by the Toppel Career Center. The webinar focused on more advanced ways to use LinkedIn when looking for employment opportunities outside of the regular notion of adding connections to your network. The most useful piece of advice dealt with making sure you join the variety of professional organizations either within the field you are currently in or one in which you wish to enter. Green also touched on the importance of adding and connecting to alumni, who are the ones most likely to directly help you in your job search.

The webinar also provided basic advice along the lines of insuring that your profile had a 100% completion rating to have it look more attractive to recruiters. Green also touched on little features such as making your experience portion look presentable, along the lines in which you would present it in a resume. Since this was the second in a four part series, the suggestions were along the intermediate side, but not too deep into the inner working of LinkedIn. It was still a good presentation whether for a beginner or advanced user of the platform.