marketing
The Community Engagement Framework – Part 3: Social Governance
Leading up to today, I talked about social media and social business as part of the Community Engagement Framework. Today, I’ll add the final part of the framework: social governance. Social governance refers to the formal and informal rules that are used to monitor and govern social media use. These fall into four categories: Laws [...]
The Community Engagement Framework – Part 2: Social Business
Yesterday, I kicked off the Fundamentals series with an introduction to social media as part of the Community Engagement Framework. Today, in Part 2, I’ll continue with social business. Social business can be seen as becoming involved with social media as an organization. It is a process of an organization building social capital by creating [...]
Outlook 2010 – Part 2: Businesses
Earlier this month, I wrote about 2010 developments on the consumer side. In this post, I’ll focus on developments that I think will affect business the most, particular in regards to social business and social media. These are the topics: Rationalization Preparation Application Other developments
Cross-Analyzing Customer Sentiment And Customer Segments
Earlier this month, we talked about sentiment analysis. In this post, I’ll dive into the topic of adding meaning to the numbers. Having a nice number of total positive mentions doesn’t have to be representative of how each customer segment feels about your organization, brand, or products/services. Adding Up The Numbers As discussed earlier this [...]
Catalysts Of Content Distribution And Their Effect On Sentiment Analysis
The content on the social web is a rich source of information for people and organizations. This content can also contain a certain sentiment related to you, your brand or your products/services. In this post, I’ll be discussing the distribution of content—based on influence, virality and discussion—and the monitoring and analysis of positive or negative [...]
Finding Your Social Media Balance – Part 2
This is the second part in a two-part series about communicating on the social web. In part 1, I talked about four variables that help you control the depth of your interactions and relationships with people. In this post I’ll be discussing four ways to classify your interactions/relationships on the social web: Community Building Entertainment [...]
Finding Your Social Media Balance – Part 1
This is the first part in a two-part series about communicating on the social web. In this post I’ll be talking about four variables that come into play when you look to control the depth of your interactions and relationships with people on the social web: Motive: The underlying motive(s) for your interactions/relationships Focus: The [...]
Keep Your Enemies Closer
Particularly in new media, marketing tactics aren’t always as proven and as successful. There is often a big difference in the tonality, the form and the audience of the content. Readers of a car blog aren’t necessarily the same type of people that read a car magazine, for example. It’s always important to consider the [...]
