The Ottumwa Courier

Business

January 27, 2014

Hawthorne Direct launches podcast series

FAIRFIELD — Hawthorne Direct, a full-service brand response advertising agency, has launched a new monthly podcast series entitled "Spotlight on Branding," COO Jessica Hawthorne-Castro announced.

The first entry in the series, which launched last week, is entitled "Are You Really Measuring Your Social Media Performance?" and will be presented by Hawthorne Direct's agency chairman and CEO Tim Hawthorne. Future company podcasts will include such topics as "Is That Second Screen Complementing Your Television Marketing Campaign?" and "The Maturation of Mobile Marketing."

In the premiere "Spotlight on Branding" Podcast, Tim Hawthorne makes these points:

• According to recent research, while there is clearly recognition that employing social media to amplify content is a key strategy in today's connected world, few organizations are able to comprehensively gauge the results of their social media efforts.

• Calling social media measurement "an underutilized approach across companies of all sizes," research states that even among respondents who do measure social media performance, measurements aren't always tied directly to business revenue or overall market share.

• Measurement is the only mechanism marketing professionals have for advocating for their budgets and determining a real return on investment. Attaining "impressive numbers" isn't always easy — even for Direct Response Television users who understand the importance of tying production and media investments to real results.

• For marketers who wish to hone their own social media measurement strategies, the first step is to use call and URL tracking to keep tabs on the direct hits that are coming in via Facebook, Twitter and other sites. A true idea of a campaign's social media performance can then be assessed.

To hear this and all future Hawthorne Direct Podcasts, visit: https://soundcloud.com/hawthorne-direct

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