Source: Shutterstock (edited)
As some social media experts are now starting to realize, businesses need a little bit more than relationships to justify their spend in conversational marketing. Relationships are difficult to forge and even more burdensome to measure. And while participation and engagement are part of a more effective interactive business communications program now, we can not neglect our responsibilities to the bottom line as well as our dedication to existing customers and prospects.
Source: Shutterstock (edited)
Social Media is rooted in relationships, the dynamic interaction and collaboration between real people. We learned and continue to learn how to communicate in public forums, evolving our personal views on privacy and uncertainty as we transform from digital introverts to social extroverts.
This is our industrial revolution and its reward for participation is relevance. The socialization of online societies democratized the publishing industry and equalized influence.
Mobile phones are rapidly emulating the capabilities of desktop and notebook PCs, serving as one of the three screens of the Golden Triangle that captures a bulk of our attention and interaction.
In the world of reruns, there’s a saying, if you’ve never seen it, then it’s new to you.
As we near the end of 2009, I wanted to share with you some of the posts that I believe will help you as you tackle challenges, opportunities, and set the stage for innovation and growth in 2010.
comScore recently released a report that triggered nothing short of a “sky is falling” media panic. Led by Adweek asking if Facebook is getting uncool for the 18-24 year olds, the media is speculating as to whether or not a mass exodus is underway with much of the blame focusing on parents “ruining the party” for younger demographics.
Here’s what we do know…
As we’re learning, many updates on Twitter, Facebook and other social networks are actually invitations for answers regarding brands. We’ve also discovered that 44% of users readily share brand-related information with others. And, as action speaks louder than words, 48% of those who came into contact with a brand name on Twitter and 34% on other social networks went on to search for additional information on search engines.
Does this information in and of itself serve as an invitation for brands to engage?
Inbound Marketing is a new book written by Brian Halligan and Dharmesh Shah of HubSpot.
This book is an exceptional guide to understanding the landscape of creating and maximizing presence. Inbound Marketing refers to the act of consumers discovering your brand through various forms of online media, without your direct engagement necessarily. In the interactive Web, I refer to this practice as SMO or Social Media Optimization – the art and science of escalating the findability of social objects within social networks and the blogosphere.
I recently visited good friend Robert Scoble, his lovely wife Maryam and their family in Half Moon Bay. It was an overdue trip, one without an agenda. It was a fleeting opportunity to catch up, talk a bit about the latest book, and also an excuse to have a fireside chat, literally, on the grounds of the Ritz Carlton (overlooking the 18th green and the Pacific Ocean.)
Mark Glaser (@mediatwit) is the executive editor of PBS MediaShift and also the host of 5Across. MediaShift serves as the guide to the future of the digital media revolution.
Over the years, I’ve followed Glaser’s work closely. His astute observation and poignant sense of distillation and direction help his readers and viewers understand change and evolution to make more informed decisions. Recently, we discussed the landscape, market, opportunity and pitfalls, and psychology associated with sponsored tweets, paid posts, disclosure and the new guidelines proposed by the FTC.
Guest post by Dan Zarella, author of “The Social Media Marketing Book,” published by O’Reilly.
When you’re trying to find targets for a social media marketing campaign, you should be looking for two types of people, influencers and audience. Your audience is the people you’re trying to sell to, this is a wide swath of potential users, clients or customers. They may or may not be heavily involved in social media and they may or may not have large followings. Your influencers are the people your audience listens to. They are actively engaged in the social web and can communicate with lots of people. They are the vector for your contagious messages to spread through, to reach your audience you should seed your campaigns to your influencers.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.