social business
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 [...]
Quid Pro Quo
This post is part rant, part case study. Lately, I’ve been extremely annoyed by two campaigns on Twitter. The first campaign was by Squarespace. They asked people to use the hash tag #squarespace in their tweets. People could do this randomly and were encouraged to do it as often as possible. Squarespace would select a [...]
Dialing The Social Media Police
Engaging in social media is a risky activity. You never know what to expect from your audience. They can rave about you, but they can just as well cause you the big problems that seriously affect your image. The risk can never be eliminated and the consequences have to be expected, but there are two [...]
The Double-Edged Sword That Is Social Media
There’s been a lot of talk about social media being something companies must engage in. The dramatic increase in people who label themselves as social media experts/gurus has been ridiculous. Often times, they are also the ones clamoring that social media is the ultimate solution for companies to market themselves. Except, it isn’t. Social media [...]
A Little More Conversation And A Little More Action Please
It’s good to listen to consumers and it’s good to talk to consumers, both online and offline. But as they, talk is cheap. The conversation factor can have a positive effect on your brand image, but it doesn’t always drive the bottom line (and consequently shareholder value). If you don’t know why you’re entering the [...]
Opaque Transparency
Online customer reviews are one of the developments that have raised the popularity of social media. Many retailers offer customers the option to write and read reviews about the products they sell. Customer reviews form a great complement to professional reviews. Whereas professional reviews can tell us how good a product is to use, customer [...]
