Stop looking for a single way to measure ROI

The pursuit of a stable way to measure social media return on investment is founded on a false premise, writes Brian Solis. Rather than seeking a single static set of tools with which to measure ROI, we should seek tools that relate directly to our goals in any given moment. “R.O.I is specific to an outcome or a goal, which means that there is no one answer,” Solis writes. BrianSolis.com

6 ways to ruin a Promoted Tweet campaign

Marketers are understandably excited about Twitter’s Promoted Tweets system — but it’s all too easy for a Twitter campaign to fall flat, writes David Berkowitz. Treating Promoted Tweets like a traditional media buy, using ad copy instead of real tweets, or letting Promoted Tweets distract you from your regular Twitter account can put you well on the way to an epic failure, he writes.  MediaPost Communications/Social Media Insider

Chevron announces workforce cut at Alaska’s Cook Inlet

Chevron will no longer pursue plans to increase oil development at the declining Cook Inlet fields in Alaska and will cut its production workforce at the site by 10%. Reduced operational work and economic setbacks prompted the layoffs decision, the company said.  Rigzone.com/McClatchy-Tribune Information Services

Analysis: Drug-ad rules and new media

The FDA needs to develop guidelines for online pharmaceutical ads that reflect the differences between the way information about benefits and risks is conveyed via different media, consumer groups and marketers say. “You can’t just take the same rules from print and TV and put them online,” said David Zinman, Yahoo!’s vice president of display advertising. “The goal isn’t just to help advertisers. It’s also to help consumers.”  Los Angeles Times

Fate Therapeutics raises $30M from financing round

Fate Therapeutics said it has raised $30 million from a series B funding round headed by OVP Venture Partners. The company is studying a method that employs small molecule drugs to turn adult stem cells into induced pluripotent stem cells.  San Diego Business Journal

Mobile ads gain momentum, but heyday still coming

This year, $416 million is expected to be spent on mobile advertising in the U.S., per eMarketer, which equals about two weeks worth of spending on search marketing. Adweek’s Brian Morrissey examines what’s needed to take mobile to the next level.  Adweek

FDA approves Gloucester’s drug for rare skin cancer

Gloucester Pharmaceuticals received FDA approval for Istodax, a small-molecule treatment for cutaneous T-cell lymphoma. CEO Alan Colowick said the biotech startup plans to introduce the drug in January.  The Boston Globe