In social media, questions, and not answers, dominate the landscape for branded digital programs. Anyone who tells you otherwise, is misinformed. The answers that reveal strategy and direction are ours to discover, however it’s our responsibility to take the initiative to answer our own questions and accordingly, pave the roads for experimentation and experience. It is in these journeys where we learn everything and as such, become the experts we sought in our quest to seek direction and validation.
Twitter is a stream of incredible collective consciousness.
Every day, people all over the world share their experiences through a truly personal lens, providing insight into the real-world experiences and observations that inspire conversations, define communities, and move markets – all in real time. Perhaps one of the most profound and largely untapped treasures in all of Social Media, Twitter indeed represents one of the world’s richest conversation mines. The openness of Twitter holds the information necessary to learn, adapt, earn relevance and ultimately establish significance in our respective markets.
I believe that Social Media represents in two words and five syllables, nothing short of a revolution within any business or any industry for that matter. And, for individuals, it represents the democratization of media and equalization of influence. It presents an equal opportunity platform to broadcast and publish at will, earning audiences and prominence that directly align with the level of individual participation and investment in engagement. The socialization of media affects and empowers more than personal brands however.
Following is an abbreviated excerpt from Engage, a new book that helps businesses build, cultivate, and measure success in social media.
Last year, Forbes magazine assembled a visual list for its Top 21 Twitter Tips to showcase business examples on how to use Twitter for marketing, service, sales, and ideation. The original compilation served as inspiration for a new list, one that helps businesses of all shapes, sizes, and focus embrace not only Twitter, but all social networks of relevance.
While many of the examples and quotes remain the same, the list is modified based on my observations and personal experiences.
As social media moves from the edge to the center of adoption and practice, the future of marketing hinges on the ability for brands to evolve from the broadcasting of one-to-many sales and marketing messages to an authentic media company that creates and publishes meaningful and timely content. In Part 1, we examined the idea that every company is a media company: EC=MC, the various forms of pervasive media in the social Web, the need for editorial calendars, and how through the creation and proliferation of social objects, businesses could earn awareness and presence.
Sunday, April 25th was World Malaria Day and the United Nations is placing its hopes on you and the social graphs you’ve nurtured to finally end this deadly, yet preventable disease.
You see, every 30 seconds, a child in Africa dies from malaria and every 10 seconds, another case is diagnosed. That might not mean a lot to you…I’m sure where you are right now is probably the furthest away from Malaria and Africa. But even where you are, right now, you’re in a place to actually save a life…literally.
In Part Two of The State and Future of Twitter, we reviewed Promoted Tweets and the new advertising platform and metric system that will test and hopefully strengthen the “interest graph” that connects individuals around relevant subject matter and eventually the ads that they might find relevant. In Part Three, we are going to review the news and ideas that erupted during the Chirp conference as well as the new features that position Twitter as “consumption media” and how it will earn new users and simultaneously increase the activity and contributions of everyone.
To celebrate the release of Engage!, I was recently asked to share my thoughts on how social media impacts the advertising landscape for the current issue of Winning the Web, a popular magazine related to Web marketing. While the discussion opens with a review of the state and future of online advertising, the discussion also looks at the overall tectonic shift in new media and the profound opportunities that are unfolding.
Search isn’t an isolated experience. The act of looking for information is now fused with validation, which means the socialization of search will unite discovery with context and relationships. It all begins with where we purposely search for relevant content and also where we respond to interesting information that crosses our path.
ComScore‘s most recent search engine ranking report offers new insight that will make us rethink how we publish content, increase its findability, and facilitate sharing.
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.