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Social Media Strategy Good Practices

Social media strategy good practices is a short list of principles that can make your firm stand out when empowering customer and employee experience. It’s part of a talk I gave today to a large multidisciplinary team. Their venerable institution plans to use social media strategy to get the ducks in a row without too much squawking. The most exciting aspect of social media strategy is that there’s so much room for improvement: while your peers and competitors are trying to “engage” with finely crafted-yet-impersonal content, you can power past them using experiential social media, which focuses on scalable interaction.

Social Media Strategy Good Practices: summary

Here are the cliff notes to the good practices part of our discussion:

Make Personas Actionable

Social Media Strategy Good Practices: Make personals actionablePersonas are like strategy: often researched and constructed but seldom used to optimal effect. Social media changes that because your teams can find personas online and iterate them continuously, quickly and inexpensively. They […]

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Short Guide to Forum Outreach

Short Guide to Forum Outreach: experiential social mediaThe short guide to forum outreach reveals how experiential social media teams can tap forums’ unique opportunity to engage users, using a three-stage model. Forums are vital to relationship building with people with specific interests. They are consistently the most people-centric platform type according to CSRA’s research in such diverse industries as healthcare, consumer products, financial services, government, and nonprofits. As such, although they are very human and social, forums are distinct from social media, which often enables social actions oriented to content sharing and short exchanges.

In some ways, forums are the polar opposite of social media because their DNA is threaded discussions, which enable long conversations among many members. Even more exciting, the most passionate members are often members of several forums that are relevant to your stakeholders and workstreams.

Prepare

Forums can be the most personal of digital social venues, so the team’s goals should be grounded in communicating via interaction rather than words. Usually, this means that they need to build their individual identities, which roll up to the team’s identity. Prepare aims to build these identities by interacting in ways […]

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Short Guide to Blog Infrastructure

Short Guide to Blog InfrastructureThis short guide to blog infrastructure outlines some of the basics for how to choose a platform and make best use of basic blog features, so your blog will encourage interactions with your high-priority readers. Most brands and people use blogs for content marketing, but it competes for pocket change and leaves the bills on the table. Here you’ll learn how to organize your blog, so it engages readers more deeply by relating to them in distinctive ways. Before delving into some bits and bytes of blog software and features, I’ll outline a new way to approach engagement that changes the rules, which are themselves a kind of infrastructure.

One: A New Approach to “Engagement”

Content marketing and marketing automation are incrementally better than mass communications because they use digital data and robust software to “micro-target” content to audiences. By analyzing audiences’ digital activities, marketing automation software sends them content that its algorithms determine has a high probability of being relevant to audiences’ buying journeys. Content marketing tries to attract audiences with relevant content, too. These principles underlie the structures, strategies, and tactics of most blogs.

Here’s how […]

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The End of Social Media Reflected by Fake Followers

Bill Snyder at Infoworld posted some amazing statistics that support the end of social media as we know it, which I predicted in 2009. Marketing and public relations have been losing influence for years because they are impersonal, and people prefer personalized interactions (deep dive here), so marketers and their vendors are grasping at straws. In this context, “social media” has generally been practiced as a shallow promotional activity, and my premise in predicting its demise is that the true potential of social technologies is creating and maintaining relationships, which are based on personalized attention and caring.

Twitter’s Fake Followers lays out in gory detail the extent of vendors’, marketers’, “celebrities’ and politicians’ desperation, and its links take you to real data. It also links to the Fake Follower Check, which reveals the degree of fake followers of any Twitter handle/username. For example, since I have chosen to build a tight Twitter network, I have 2% of fakes, 8% inactive and 90% good. Unsurprisingly, political candidates have some of the biggest percentage of fakes in their followings. I first covered sponsored tweets in 2009 in Advertising on Twitter?

Why the […]

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Why Mobile Advertising Is Flawed

How Marketers Are Pushing the Wrong Button on Mobile

Mobile advertising is flawed when it interrupts and spies on users

Mobile advertising is flawed because it interrupts. CMOs’ continued use of such outmoded marketing tactics isn’t pretty, like bursting market bubbles or parties at which one has stayed too long. Screen-hogging banners or tricky apps are unnecessary for those who understand the mobile experience and how to add value; however, they are very effective for alienating clients and customers. As Stan Rapp puts it, “Don’t do things to people (do things with them).” In the interest of doing mobile right, I’ll juxtapose the mobile experience with advertising to show how inappropriate much of it is before suggesting how marketers and brands can add value and avoid destroying trust.

“Everybody hates digital ads.” This is a refrain I’ve heard forever, and I have never heard anyone say that they like them. People don’t even like big screen ads. What most marketers may not know is that even application makers and […]

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The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem Better

The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem BetterThis week Twitter and LinkedIn canceled their agreement for easy cross-posting, which begot numerous indignant comments from people who seemed to have forgotten that they were using free infrastructure. Social business platforms are built and managed by venture-backed firms that need to execute on evolving business models, so we can all expect sudden changes from any and all. However, with some foresight and preparation you and your firm can minimize disruptions, which we’ll cover here. Even better, the LinkedIn-Twitter dustup provides strategic insights into how to operate within the digital social ecosystem, and we’ll address those, too.

What Happened

In case you were not aware of these features, for the past two-three years, LinkedIn members could “connect” their LinkedIn accounts with one or more Twitter accounts (authorized by Twitter), which would enable two-way cross-posting. In other words, your Linkedin status updates would publish as tweets for the specified Twitter account(s). It also worked the other way: the specified Twitter accounts’ tweets would publish as LinkedIn status updates. Effective this week, it only works one way now: Linkedin status updates can publish as tweets. […]

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How Brands Cut Their Exposure to Facebook Business Risk

How Brands Cut Their Exposure to Facebook Business Risk shows how brands can reduce the risks of depending on Facebook too much.

How Brands Cut Their Exposure to Facebook Business Risk: Part three

In the Facebook As Investment trilogy, I have analyzed several dimensions of investing in Facebook and raised my doubts about the company’s management and direction. In Part Three, I’ll address how brand executives can insulate themselves from Facebook’s—or any platform’s—fortunes by moving to make their relationships and networks portable. By making and managing investments carefully, brands’ relationships will endure regardless of platforms’ destinies.

By the way, Part One examined how Facebook’s trust gap would make it difficult for Facebook to fully monetize its considerable assets. Part Two analyzed Facebook as a social platform and revealed that it had no competitive threats from other pureplays; rather, the risk was that the whole pureplay category would lose its dominance in 3-5 years.

Seeing Beyond the Platform

How Brands Cut Their Exposure to Facebook Business Risk: part threePureplay firms like Facebook, LinkedIn and Twitter have defined language, behavior, features and the very concepts of […]

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Facebook As Investment: No Replacement for Facebook But Pureplays Will Fade

Facebook As Investment: No Replacement for Facebook But Pureplays Will FadeFacebook As Investment: No Replacement for Facebook But Pureplays Will Fade shows how the fading importance of social networks is the threat—not competitors. In Part One of the Facebook As Investment trilogy, I argued that Facebook had a signifiant trust gap with users that would inhibit its ability to monetize its most unique and valuable assets, and that the trust gap was recently compounded by its “IPO irregularities.” In Part Two, I’ll take a different tack and analyze the investment prospects of Facebook-the-platform. Part Three advises executives on how to isolate their social business investments from Facebook business risks.

In its favor, Facebook will not have to worry about being “displaced” by another social network the way that it displaced MySpace. In the near term, this lack of competition will give the company some breathing room. However, a more daunting threat awaits, the end of the social network pureplay, but that is 3-5 years out.

Nonetheless, the fate of pureplays should be top-of-mind for serious Facebook investors: to produce the fabulous returns that current investors expect, Facebook will have to move far […]

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Facebook As Investment: How Trust Issues Block Its Best Path to Wealth

Facebook As Investment: How Trust Issues Block Its Best Path to WealthFacebook As Investment: How Trust Issues Block Its Best Path to Wealth describes why Facebook needs to change its orientation to users to unlock its full wealth potential. Over the past month, it has been de rigeur to comment on Facebook’s IPO and “quality” as an investment, but I decided to hold back until I could free a window to consider the matter in sufficient detail. The result is the “Facebook As Investment” trilogy, of which this is the first part. Part Two analyzes Facebook-the-platform’s investment prospects. Part Three advises executives on how to isolate their social business investments from Facebook business risks.

I did not buy into Facebook and do not plan to invest in its stock. I think it is a fantastic social venue and platform in which to connect with people (“stakeholders,” friends, associates..)—personally and for enterprises and brands. However, as I’ll argue here, Facebook‘s Achilles heel is a significant trust gap with most of its stakeholders. Its trust gap will make it difficult for Facebook management to fully monetize its most unique asset, its users’ social graphs.

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B2B Executive’s How-to Guide to Social Business

B2B Executive’s How-to Guide to Social BusinessThe B2B Executive’s How-to Guide to Social Business is an executive primer on developing B2B relationships much faster and cheaper.

If you have been on several “social media” platforms as a firm or individual for some time but feel that you’re barely scratching the surface, this guide will help you boost your results significantly because: its goal is to help you develop B2B relationships more efficiently, instead of “selling” yourself and it shows you how to use B2B-oriented platforms in concert to increase leverage. If you would like some background on the profound distinction between “selling” yourself and focusing on relationship, “Social Business Disruption of B2B Sales & Marketing” crystallizes it in 8 minutes.

I’ll risk stating the obvious here because there seems to be extensive confusion around it with respect to social technologies: whether you are across the table or on Skype, LinkedIn, Twitter or the telephone, the core “activity” is relating to people. Social technologies give us more options for how we do the mechanics, but the core things remain:

How much and under what conditions can I trust you? Do you care about […]

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