What If What Next (tm)

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1. Plan: Your plan should contain a description of goals and objectives, strategies, tactics, the key target audience and an implementation plan detailing content development, execution timelines and milestones. 2. Goals: Set clear goals for your campaign. ROI can be difficult to calculate. Consider these activity and engagement metrics: conversations, links, web traffic, leads, members, posts/threads, favourable comments, tags, votes, profiles, referrals, posts, followers. 3.

Howard Oliver is the founder and CEO of What If What Next, a Digital Marketing and PR agency. For over 25 years, he has been an entrepreneur, writer, omnichannel content builder, thought leader, PR maven, business development executive, technology evangelist, and marketing manager. His firm’s current client engagements include legal services, health care, construction technology, laboratory equipment, medical devices, cloud computing, fashion and printing.

The challenges extend to relationships with external creative agencies. The right firm might not be engaged in the first place. Many agencies themselves are locked in archaic, overhead-heavy business models. Others oversell trendy social media fads. Traditional advertising agencies are having a tough time adopting new media realities. PR firms are struggling to provide full service solutions that cross into the MarComm world. The result: agency and client relationships suffer. Programs cycle in and out. Brand development suffers.

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