5 Social Media Pitfalls to Avoid Social media is now an active reality for marketers. No longer something to consider as an option, marketers are rapidly increasing their budgets in this space and trying to leverage social media to best connect with consumers. Many marketers believe social media is a low risk, high reward channel. However, these 5 pitfalls will increase your risk and lower the reward, leading you down the path to social mediocrity. Pitfall #1: Forcing traditional metrics on social media Social media is evolving, is not a one-size-fits-all channel, and allows for unprecedented interaction with consumers. The social media ROI model is different from models for traditional channels, such as television, which have been proven and tested over time. Pitfall #2: Culture clash The Web created an always on environment where consumers expect to have 24/7 access to brands. United Airlines uses Twitter to connect with customers online and to build a reputation as being customer-centric. Pitfall #4.
Andy’s Answers: How BlackRock uses social media for internal collaboration BlackRock — the largest investment-management firm in the world — faced a challenge companies of all sizes face: How to get valuable information to staff who need it, and efficiently. At BlackRock, this problem was especially affecting their sales team. Everyone was trying to feed them information. That’s when Jonathan Haley and his team turned to social tools to solve the disconnect. So far, they’ve seen a measurable decrease in support calls, increased conversion rates and an increased perception of their sales team as advisers. This internal success has led to big things externally, too. At our recent BlogWell event, Haley shared the details of how they pulled it off. Getting familiar with social tools takes less time than you think. Watch the case study: Slides from this presentation are available here. And if you like this presentation, be sure to check out our upcoming BlogWell events in New York and Washington, D.C.
Twitter's International Growth: Becoming the World's Water Coole Not to be outdone by Facebook's impressive global growth trend, Twitter's just revealed some statistics about how many people Tweet around the third rock from the sun. Get this: More than 60% of Tweeps aren't American. Matt Sanford, Twitter's head honcho engineer on its International Team, presents the stats (mainly in the form of that graph shown above) on the company's blog. But peeping at that graph up there, the growth in international membership of Twitter has been nothing short of phenomenal. Specific events around the world sparked peaks in international growth, Sanford notes--with the February 2010 Chilean earthquake prompting a 1,200% spike in member sign-ups. Although Twitter is regionalized into six languages, and small sign-up spikes have been observed when, for example, Spanish was added back in November 2009, its international growth has been pretty smooth.
Social Media for Social Change — Inside the Organization? How has the activity of organizational change been changed, with the advent of social media? Back when I was an internal OD/Org Change manager in the Soap Plant, we spread ideas about change the old-fashioned ways: meetings, photocopied paper mail, and face-to-face conversations. With the rise of enterprise social networks, and all of those messaging, micro-blogging, meet-up-ing, and connecting tools, the world of an internal organizational change agent must also have changed– but how? Has Social Media Movement Building moved inside organizations? At last week’s Social Media Week events, there were several sessions about using social media to foment change ‘outside’– among citizens, voters, consumers, and audiences. Social media — the latest, greatest tool set for social movement building –is being used outside organizations: No one at Social Media Week really talked about using these very media platforms and techniques inside organizations. But what of organizational social change agents?
Which Department Owns Social Media? In the past, it was easy for businesses or brands to segment different types of outreach or communication into departments. Marketing and public relations often operated separately from one another; human resources, customer service and technical support all operated in their own distinct branches. While overlap did occur, for the most part, actions and activities adhered to a set organizational structure. But how do you classify social media? This is a loaded question with no clear-cut answer. Marketing and PR Social media is a natural extension of both marketing and public relations. In its November 2009 report on Social Media and Online PR, Econsultancy found that of the companies surveyed, 35% of companies managed their social media resources under the digital marketing team. Social media has proven to be a solid marketing tool, so it isn't surprising that many companies associate the two with one another. In his role as Lead Evangelist/PR, Wong manages all social media outreach.
A Big Picture Social Media Strategy It can be difficult for organizations to see the strategic big picture when it comes to social media, especially if they are focusing all their energy on tools and tactics. Questions abound … How does social media investment relate to business value? What are the real costs? What impact does social media strategy have on organizational culture? This high level framework is designed to illustrate the social media learning curve and to help business and non-profit leaders understand how strategy relates to investment, value and culture. Axis Relationships Investment: As your organization moves along this axis, be prepared to increase your investment.Initially, most social media costs are related to time and labour. Business Value: As your brand moves along this axis towards integration and, possibly, a social business model, value SHOULD increase.Value will vary based on an organization’s definition. Business Culture: Phases of Social Business Evolution Emerging: Tactical: Integrated: Social:
The History and Evolution of Social Media Social media has become an integral part of modern society. There are general social networks with user bases larger than the population of most countries. There are niche sites for virtually every special interest out there. There are sites to share photos, videos, status updates, sites for meeting new people and sites to connect with old friends. It seems there are social solutions to just about every need. In this article, we’ll review the history and evolution of social media from its humble beginnings to the present day. Precursors to Social Media Usernets Usenet systems were first conceived of in 1979 by Tom Truscott and Jim Ellis. Usenets have no centralized server or dedicated administrator, setting them apart from most BBSs and forums. Group sites such as Google Groups and Yahoo! BBSs (Bulletin Board Systems) The first BBSs came online in the late 70s. While there were legitimate BBSs, most were at least somewhat involved in illicit, illegal, or other shady practices. Online Services
The Future of Social-Media Archiving - Wired Campus The Archiving Social Media conference at George Mason University brought scholars, archivists, and Web developers together on Friday to discuss the preservation of data now whizzing around the Internet on blogs and networking sites like Twitter and Facebook. Demand for Web archives has grown as social media has become part of the fabric of social history. At the conference, participants talked about the challenge of documenting social media from a variety of angles, such as copyright, ethics, and how the archives will be used. “This was really intended as a first conversation,” said Tom Scheinfeldt, managing director of George Mason’s Center for History and New Media, and a research assistant professor of history at GMU. “We have a better sense of the kind of work that would need to be done.” Mr. Keeping archives dark: Deciding what to archive: Achieving uniformity in archives: Co-coordinating Editor Return to Top
Malcolm Gladwell Is #Wrong Essay Maria Popova Malcolm Gladwell's take on social media is like a nun's likely review of the Kama Sutra — self-righteous and misguided by virtue of voluntary self-exclusion from the subject. But while the nun's stance reflects adherence to a moral code, Gladwell's merely discloses a stubborn opinion based on little more than a bystander’s observations. Gladwell, who has built a wildly successful career curating and synthesizing other people's research for the common reader’s consumption, has been surprisingly remiss in examining the social web’s impact on various forms of activism. In a recent New Yorker article, in fact, he declared that "the revolution will not be tweeted" — that social media are practically useless when it comes to serious activism. Gladwell's argument rests on two main ideas: first, that the social web is woven of what he calls "weak ties" between people, whereas activism is driven by "strong ties." Let’s look at Gladwell's definition of activism, or lack thereof.
Sir Tim Berners-Lee on WikiLeaks Vs. Open Government "By luck, I stumbled upon your site, and of course I wanted to try it out. I went on to deposit $500 on OneTwoTrade, then opened 5 positions and won 4. Took out the $500 and still have the profit of $288 to trade with. This is a great system you got there Sir, I definitely owe you one." Shelly Green - New York "I began with $200 on OneTwoTrade and I went down to $100 the first day. John Bates - Los Angeles "I didn't know what to think about this system at first, as I have always looked at trading as too complicated and only for professionals... obviously I was wrong. Julia Moore - Chicago "Just started trading binary options a month ago. Scott Parker - Miami
Social Media Grows at NY Times, But Home Page Remains King Social Media content on MediaShift is sponsored by the John S. Knight Journalism Fellowships, a program offering innovative and entrepreneurial journalists the resources of Stanford University and Silicon Valley. Learn more here. Lately Facebook has been trumpeting its prowess in driving traffic to news sites. In a blog post a couple weeks ago, Facebook media guy Justin Osofsky crowed that Facebook was now the number one referral site to SportingNews.com and that the Washington Post saw Facebook referral traffic grow 280 percent year-over-year. That’s right. Still, Roberts has a lot to celebrate when it comes to the New York Times on Facebook. > @NYTimes on Twitter has 2,845,559 followers > The NYTimes Facebook page has 1,052,752 fans > Over 450,000 NYTimes.com users have opted to ‘Log In with Facebook’ to make comments on the site All this is happening while the organization’s org chart is being changed to reflect print and web convergence. Jim Roberts And Google search, I assume?
The Impact of Social Media Harvard Business Review Analytics Services has released a study on the impact of social media. Facebook, Twitter, Linkedin, blogs etc. offers organizations the chance to join conversation with millions of customers around the globe every day. But even though social media has great potential, many organizations do not properly integrate social media in their marketing and communication efforts, or only use it as a one-way communication channel instead of listening, analysing, and driving conversations. The survey was conducted among HBR magazine and newsletter subscribers during July 2010. The participating organizations were mainly based in the US and in Asia. These are some of the main results from the survey: • Three-quarters (75%) of the companies in the survey said they did not know where their most valuable customers were talking about them. • Nearly one-third (31%) do not measure effectiveness of social media. • Less than one-quarter (23%) are using social media analytic tools.
JPMorgan to Start Social Media Fund J.B. Reed/Bloomberg News Hoping to seize upon investor excitement over social networking companies like Facebook, JPMorgan Chase is planning to start a new fund to invest in an array of Internet and new media companies, people briefed on the matter told DealBook on Sunday. The proposed fund, which will be run by JPMorgan’s asset-management unit, is seeking to raise between $500 million and $750 million from wealthy investors to put into privately held technology companies like Twitter and Groupon, these people said. The idea is to place bets on companies with established business models and steady revenue before they go public in widely anticipated stock sales. Several popular social media companies, including the professional social network LinkedIn and the Internet radio company Pandora, have already filed to go public. Interest in these companies has been running high recently. Joseph Evangelisti, a JPMorgan spokesman, declined to comment. Andrew Ross Sorkin contributed reporting.
Facebook So Far I’ve been reinvesting in my efforts to understand and use Facebook. My first big experiment has been to build a Blog Topics Facebook community to accompany my subscription service. So far, with a little bit of promoting, pushing, begging, and about $80 in ad spend, I’ve got just under 1300 people on the page, and have had some really lively interactions. What have I learned? Be Consistent With Blog Topics, I put up a post or idea 3-4 times a day. Be Specific I post my questions and ideas to spur on conversation. Be Inclusive I’ve done a lot to interact with the people who comment back and forth on that community. Curious to Know What’s Worked Well for You As we explore Facebook’s value a bit more in coming months, I’d love to hear your take on what works, what doesn’t, and what you recommend to your friends and clients. ChrisBrogan.com runs on the Genesis Framework The Genesis Framework empowers you to quickly and easily build incredible websites with WordPress.