Engagement
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Name the companies that set the standards for social media use in business. Nothing coming to mind immediately? Me neither. Telligent , an enterprise collaboration software company, believes that some day the same answer will immediately occur to both of us. "We think that if you give [leaders in corporate social media use] a little more time, you won't even have to do research," says Cecilia Edwards, Telligent's senior director of strategy.
HOW TO: Create a World-Class Online Community for Your Business
Why Influencer Marketing Is a Dangerous Fad
Gary Lee is the CEO of mBLAST , providers of cloud-based solutions to help PR and marketing professionals better identify and engage with their key influencers. From diet pills to get rich quick schemes, our culture is often obsessed with finding the quick and easy solution for every challenge. Lose 10 pounds in two weeks (no diet or exercise required). Make six figures from this simple investment, guaranteed. We in the marketing and PR industry are not immune to the promise of the quick fix ourselves. Nowhere is this more evident than in the latest fad of "influencer marketing."
As Facebook has become a primary customer interaction point for businesses, many companies have established formal policies for how community managers and employees should engage with fans. These engagement policies run the gamut from a brief checklist of best practices to a multi-page legal document with detailed instructions on how to handle issues. Since every company's goals, style and tone are different, it's important to develop policies that fit your business. Here are six steps to get you started. Categorize Posts The first step in creating engagement guidelines is to categorize the different types of posts you're likely to see on your page.
HOW TO: Create a Facebook Engagement Policy
Maria Ogneva is the director of social media at Nimble , a social relationship management solution that transforms your entire community into business opportunity by leveraging the best of customer relationship management, social media and communication tools. You can follow her on Twitter at @themaria or @nimble , or find her musings on the company blog and her personal blog . It’s no secret that customer experience is one of the cornerstones of an effective business strategy.
HOW TO: Use Social Media to Create Better Customer Experiences
Last year, we encouraged businesses to move out of broadcast mode and start a two-way dialogue with their Facebook fans. As Facebook marketing has matured and more companies have had an opportunity to experiment and innovate, this approach has become de rigueur . New tactics are emerging that raise the bar for what constitutes successful engagement, particularly as brands and digital marketing agencies look to engage and activate a large number of fans. According to Daniel Stein , co-founder of digital marketing agency EVB, more of the agency's clients are now asking for programs that mobilize their millions of passionate fans on Facebook to take action in the real world.
HOW TO: Engage and Mobilize Facebook Fans Beyond the "Like"
4 Social Media Marketing Predictions for 2011
Tim Ferriss is an angel investor (Twitter, StumbleUpon, Evernote, etc.) and author of the #1 New York Times bestsellers The 4-Hour Body and The 4-Hour Workweek . In his spare time, Tim has doctors stab pen-sized needles into his thighs . Ah, social media marketing. Fewer things are so lavishly spent on, yet so poorly measured. Here are a few predictions for 2011 related to where the smart money and dumb money will go. Special thanks to a number of high-volume retail experts for their insights, including Ryan Holiday , director of marketing at American Apparel.
5 New Paradigms for a Socially Engaged Company
Soren Gordhamer is the organizer of the Wisdom 2.0 Conference , which brings together staff from Google, Facebook, Twitter and Zynga with others to explore living with awareness and wisdom in our modern age, at the end of February in Silicon Valley. He is SorenG on Twitter. The age of social media is not just changing our personal lives, but is increasingly affecting how business is conducted. No longer satisfied with strictly top-down models that view employees as cogs in a system, businesses are quickly adapting to a new paradigm that emphasizes connection, collaboration and innovation. When people in companies and teams feel engaged, the benefits are significant. Towers Watson (formerly Towers Perrin), the global professional services firm, interviewed 90,000 employees in 18 countries, and found “companies with high employee engagement had a 19% increase in operating income and almost a 28% growth in earnings per share.