Studying the impact of innovation on business and society

Tag: brand

10 Steps for Optimizing the Brand for Social Search

Facebook recently overtook Yahoo as the second most visited site in the United States. And in doing so, Facebook along with other social networks set the stage for a confluence of social and search that fundamentally changes who we, as a society, discover and share information, and in turn, where our attention is directed and driven. Source: Mashable Make no mistake, attention is shifting away from traditional destination sites and instead, it is fixated on personalized attention dashboards that funnel…

Social Capital: The Currency of the Social Economy

The convention for creating financial opportunities is evolving and changing the way we seed prospects, promote our expertise and prowess, and connect with those who can help us learn and advance through the facilitation of strategic and mutually beneficial alliances. Digital capitalization is laying a foundation for expanding the need to cultivate and participate, not only in the real world, but also in the online networks and communities that can benefit us personally and professionally. In an era of democratized…

The Roles of Facebook and Twitter in Social Media Marketing

Social Media marketing is rapidly earning a role in the integrated marketing mix of small and enterprise businesses and as such, it’s transforming every division from the inside out. What starts with one champion in any given division, be it customer service, marketing, public relations, advertising, interactive, et al, eventually inspires an entire organization to socialize. What starts with one, a domino effect usually ensues toppling each department, gaining momentum, and triggering a sense of urgency through its path. And,…

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 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….

There’s an App for That: Mobile is the Next Frontier for Brand Engagement

Source 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. As the social web evolves, attention is shifting away from destinations and migrating towards packaging and engendering micro experiences. These self-contained environments are delivered directly to individuals where their attention is focused, catering to their appetite for consumption. Whereas Websites served this function from the 90s until…

Socialized Media: The Powerful Effects of Online Brand Interaction

Shutterstock 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…

On Twitter and Social Networks, Brands Benefit from Conversations

Source: Shutterstock A recent study revealed 20 percent of tweets published are actually invitations for product information, answers or responses from peers or directly by brand representatives. Now we learn that Twitter users are actively paying attention to brands on the popular information network. According to research conducted by Performics and ROI Research, about half of Twitter users who were introduced to a brand on Twitter were compelled to search for additional information. The companies studied the activity of 3,000…

One in Five Tweets are Related to Products

According to a recent study, 20 percent of tweets published are actually invitations for product information, answers or responses from peers or directly by brand representatives. Jim Jansen, associate professor of information science and technology at the College of Information Sciences and Technology (IST) at Penn State, along with IST doctoral student Mimi Zhang, undergraduate student Kate Sobel and Twitter chief scientist Abdur Chowdhury, investigated micro interaction as an electronic word-of-mouth medium, using Twitter as the platform. The results were…

Implement Social Media Guidelines, Now

Guest post by Dan Schawbel: Follow him on Twitter | Read his blog Source Technology has united our professional and personal identities into one.  You are no longer just the financial analyst, doctor, lawyer or “social media guru” during work hours.  People all around you, sitting in cubicles, in offices and even the secretary can find out more personal information about you, with a single search in Google, Facebook, Twitter, etc.  There is no hiding anymore and our identities will…

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