Marketers often confuse content marketing with engagement. Just because you get someone’s attention doesn’t mean your audience actually cares. You spend all of this time following the work of others, listening to experts who preach soundbites and executing against a programmatic calendar only to miss the very thing that connects with people…relevance. It’s hard to gauge or appreciate something so contextual however when we base our work on the measurement of the wrong things. Numbers do not reflect engagement. They…
Video: From Social Graphs to Interest Graphs
In the next installment of discussions exploring the state and future of social media, Chris Beck, founder of 26dottwo (@26dottwo) and I review how relationships online are evolving from social networks to social “nicheworks” or contextual networks. In social media, how we connect with one another reflects our interests as well as our contacts. We’re adapting our definition of relationships to now also include a new, thinner layer of “relations” in order to refine our online experience as well as…
Social Media’s Critical Path: Relevance to Resonance to Significance
If Social Media warranted a mantra, it would sound something like this, “Always pay it forward and never forget to pay it back…it’s how you got here and it defines where you’re going.” This intentional form of alternative giving is referred to as “generalized reciprocity” or “generalized exchange.” And, the idea of giving something to one person by paying another is credited to Benjamin Franklin, which contributes to the definition of “pay it forward.” The capital of this social economy…
