My last post criticized the content that a lot of brands share via social media – the incessant begging for likes and shares, the linkbaiting, and the meme-jacking that brands have adopted in their constant quest for “engagement.” Instead of following some guru’s best practices formula for social media content that will increase your followers, friends, and comments, try to have the conversations they actually want to have. You might be surprised at what you’ll learn and how it can transform your business for the better. The fun, informal banter still has its place, but make sure you balance the small talk with some actual substance. After all, you’re not in business just to amass likes, followers, and fans are you? Next time you’re working on your social media content calendar, start thinking about some of the conversations your customers ...
Steve RadickBooz Allen Hamilton
0 comments 1,051 readsPosted on 2013-04-14
0 comments 755 readsPosted on 2013-04-01
0 comments 675 readsPosted on 2013-03-22
What a difference a few years can make. For the last few months, I think I’ve spent more time talking people out of using social media than talking them into it. The pendulum has swung the other way, especially in the marketing industry. Everyone wants to be everywhere. Tumblr, Pinterest, Twitter Facebook, Vine, Foursquare, Klout – you name it, they want it. And not only do they want it, they want eleventy-billion fans/followers/likes/comments/minions/+1s too. Brands seem to be at war in some sort of social media arms race and there’s no end in sight. As I was sitting at home the other night looking over a proposed Instagram initiative focused on encouraging users to take pictures of the company’s products and use a special hashtag , I received some advice from a social media expert I had never consulted before.
0 comments 283 readsPosted on 2013-02-04This article was written in mid-January and originally appeared in the February issue of PRWeek (subscription required)On January 6, after 113 days, 625 missed regular-season games, and countless starts and stops, the National Hockey League ended its third lockout in 19 years.
After the last lockout, the NHL launched the “My NHL” campaign which portrayed hockey as a battle and its players as warriors. They also wrote thank you notes on the ice at every arena and increased their promotional giveaways. Marketers may point to the increased attendance and TV ratings that followed as evidence of this campaign’s success, but most people seem to think that had more to do with the very clear fundamental...
2 comments 2,234 readsPosted on 2012-12-18
Way back in 2008, microblogging and enterprise collaboration platform Yammer launched at TechCrunch50. A week later, I became member #1 of the Yammer network at my old firm, a 25,000 person consulting firm with offices all over the country. That started a three-year journey into the world of Enterprise 2.0, including growing our Yammer community from 1 to more than 7,000 when I left, consulting with dozens of organizations and government agencies, managing our official award-winning collaboration community, attending and speaking at Enterprise 2.0 Conferences, guest blogging over at AIIM, and writing a whole bunch of...
0 comments 1,246 readsPosted on 2012-11-30
You wouldn't hire Jonathan Ive and put him in a cubicle with an underpowered Lenovo laptop, would you?
You wouldn't sign Peyton Manning to run the triple-option offense, would you?
You wouldn't hire Tony Stark but tell him he's not allowed using your tools, would you?
Then why do organizations continue to hire social media specialists, managers, and coordinators, but then handcuff them with outdated policies, processes, and technology?
I've seen it time and time again – an organization realizes they don't have the talent, resources, or bandwidth to manage their social media efforts so they go out and hire someone. These gurus, ninjas, strategists, and rockstars often come into this new organization with high expectations ("oh, you're the new social guy? Boy do we need your help!"), low resources ("you're all we could get approved for this year"), and an unclear place on the org chart ("well, you'...
0 comments 1,542 readsPosted on 2012-10-24
I just finished reading this article in last month's Fast Company where the CEO of Pinterest, Ben Silbermann, discusses how Pinterest got started, where it's at today, and what its future may hold. In it, they highlight some of the ways in which Pinterest defied best practices when they first started – they didn't include any leaderboards, they didn't highlight the most popular pinners, they used an infinite scroll layout instead of pushing for more clicks and pageviews, and most interesting to me, their first community members weren't "influencers" with high Klout scores. They were role models who would care for the community as if it were their own.
1 comments 1,180 readsPosted on 2012-10-15
When did I become the guy who gets tired of social media? I haven't blogged here in more than a month. I'm substantially less active on Twitter than I used to be. How did I go from annoying everyone around me by my incessant yammering about social media to the guy who grows increasingly annoyed when people talk about everything social media will do?
0 comments 1,074 readsPosted on 2012-09-07
In my last post, I talked about the ten things you should be saying to your boss. Now it's time to look at the other side and share ten things that your boss should be saying to you.
0 comments 897 readsPosted on 2012-07-24