Studying the impact of innovation on business and society

Month: January, 2010

Who is the ME in Social Media?

Good friend Stowe Boyd recently shared a quote by Gabriel García Márquez, “Everyone has three lives: a public life, a private life, and a secret life.” Indeed, quite simply many of us live life allowing specific, trusted individuals to know us in one or more of our personae. Our moral compass as well as outside influences affect how we balance our three lives. The size and permeability of our personal dividers vary in the separation of each life and resemble…

The Socialization of Email Marketing

Follow me on Twitter! Become a fan on Facebook! It seems that everywhere you turn, businesses, media properties, and brands are asking us to connect with them in the social Web. Whether it’s on TV, in press materials, advertising, or email, brands are vying for our “friendship.” In July 2009, Bill McCloskey in partnership with StrongMail, analyzed the email marketing campaigns of top brands and how they integrated social profiles into the marketing presentation. McCloskey observed that top brands were…


UPDATED I’m truly excited to share a bit of news with you… While this isn’t the formal launch of my new book, today represents a significant milestone for me. As of today, Engage is available for pre-order on, Barnes and Noble, Books a Million, and Borders, with shipments expected to arrive sometime in mid-to-late February. Other sites will go live soon. This post represents the first time that I’ve publicly released the title…Engage. And, I also join good friends…

The Myth of Control in New Media

One of the most common fears I focus on defeating among executives and brand managers is that in new media brands lose control by publishing content and engaging in social networks. The general sentiment is that by sharing information and creating presences within public communities that they, by the nature of democratized participation, invite negative responses in addition to potentially positive and neutral interaction. By not fully embracing the social Web, many believe that they retain a semblance of control….

The 10 Stages of Social Media Integration in Business

What follows is the unabridged version of my post on Mashable, “The 10 Stages of Social Media Business Integration.“ An overnight success ten plus years in the making, Social Media is as transformative as it is evolutionary. With every day that passes, we are presented with increasing reports that showcase the impact of Twitter, Facebook, YouTube and blogs within small and large businesses alike. As a result, we can now visualize the state of adoption, understanding, and implementation in different…

Removing the Blindfold that Prevents True Engagement and Measurement in Social Media

MarketingProfs recently published a fantastic report on the equality of B2B and B2C adoption and practice of social media. In “The State of Social Media Marketing,” the 242-page report shared how over 5,000 marketers and business professionals use social media to create award winning campaigns, measure ROI, and reach audiences. Jay Baer offers an interesting analysis at Convince and Convert. More of my thoughts on the subject of B2B and B2C social media are shared in my post, “The Business…

Mark Drapeau’s New Job: Corporate Public Diplomacy via Innovative Social Engagement

Guest post by Mark Drapeau For a good part of my career, I was a scientist researching how animal behavior is controlled by genes and neurons. Desiring something more, I got a terrific fellowship from the scientific society AAAS in 2006 and was able to conduct science and technology policy research at the Department of Defense for a few years. That experience opened my eyes to everything from the inner workings of the military, to how the government purchases goods…

Social Marketing in Twenty Ten

Every year closes with summaries of the top stories as well the predictions for the year ahead. Heading into Twenty-Ten, I contributed to several prediction roundups including Junta42, ContactCenterWorld, ZDNet, among others. What I didn’t do however, is write about the endless predictions for the future of marketing, media, business, et al. While there were many excellent contributions, I focused on other writing priorities. When I received an end of year 2009 report on the Top Social Computing Predictions for…

A New Age for Social Media Marketing

In 2010, Social Media will rapidly escalate from novelty or perceived necessity to an integrated and strategic business communications, service, and information community and ecosystem. Our experiences and education will foster growth and propel us through each stage of the Social Media Marketing evolution. As MarketingSherpa observes, “2010 is the year where social media marketers gain the experience required to advance from novice to competent practitioner capable of achieving social marketing objectives and proving ROI.” It’s a powerful prediction and…

2010: Social Network Advertising and Marketing Outlook

In July 2009, experts predicted that advertising on Facebook would surpass MySpace by 2011. What represents a tectonic shift in social media spend is now anticipated in twenty-ten (2010). A new report published by eMarketer, “Social Network Ad Spending: 2010 Outlook” documents the major shifts in social network advertising spending that emerged in 2009 and will ultimately unfold in 2010. eMarketer observes that Facebook is becoming the premier destination for marketers in the U.S. as well as many worldwide markets….

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