Companies using social media marketing as part of brand management require staff to do the job right. In theory, engagement requires web relations specialists who constantly monitor the channel, meaning staff spend their time on Twitter or Facebook engaging with clients and helping them find solutions when problems arise.
An increasing number of companies has accepted social media as part of their public relations and communications strategy. These tools can drive sales and help you… Continue
Added by Urs E. Gattiker on August 8, 2010 at 1:30pm —
The Deepwater Horizon oil spill in the Gulf of Mexico is a disaster that has lowered Barack Obama's standing with voters and, as importantly, BP's image has landed in the toilet while its shareholders have incurred massive losses.
Such a disastrous situation begs the question: Do social media mentions and consumer or product reviews really make a difference?
1. US targets $20 billion BP pay-out - when the crisis hits, forget social media… Continue
Added by Urs E. Gattiker on June 20, 2010 at 1:33pm —
In my blog post Why social networking groups fail
, I wrote about four rules a group moderator should follow to facilitate engagement and provide greater benefits to members:
1. Provide structure and focus. 2. Support and nurture. 3. Share the gardening duties.
4. Continuity is king.
But what about… Continue
Added by Urs E. Gattiker on May 30, 2010 at 1:35pm —
The first step is simple: start monitoring numbers that measure something and draw the right conclusions. For instance, when the temperature reaches 35 degrees Celsius, air conditioning helps office productivity, making it a mediating factor for, though not a cause of, your Return on Investment (ROI)
Similar reasoning applies to social media measurement. We have addressed some of these issues previously:…
Added by Urs E. Gattiker on May 1, 2010 at 12:22pm —
What do Foster's
, the City of Zurich
have in common? They are all trying to figure out whether staff spending two to three hours on Facebook, Hi5, Xing, LinkedIn, Twitter
, etc. each day increases customer engagement or just wastes time.
Some are unsure and therefore blocking or controlling access to certain social media destinations:… Continue
Added by Urs E. Gattiker on April 17, 2010 at 1:00pm —
"Blogs are part of a social network where the generous thrive." (see p. 9 in Blogging Best Practices
) (guest post by Deborah Drake).
How many social media enthusiasts who say blogging is critical will it take to convince you
? For as many bloggers as there are, there are just as many who choose not to… Continue
Added by Urs E. Gattiker on April 7, 2010 at 2:55pm —
Despite all the viral marketing success stories, writing a blog post that becomes viral, achieves buzz status and creates huge loads of traffic is a risky strategy. In fact, betting your success on viral marketing is like trying to secure a your retirement by purchasing weekly lottery tickets - very risky and likely to fail.
When your boss opens a meeting by demanding an immediate splash in social media (view graphic
about Facebook + Google below - Internet… Continue
Added by Urs E. Gattiker on March 28, 2010 at 6:23am —
Below we outline the four steps required to nurture and maintain a group's momentum on any social networking site, making the effort worth the time spent (see also 3 golden rules for best practice: LinkedIn and Xing
Almost 12 years ago, management guru Tom Peters came up with the idea that each of us… Continue
Added by Urs E. Gattiker on March 21, 2010 at 12:51pm —
The number of contests on social media that raise money for charities have increased significantly in the last year. This is partly due to companies and non-profit groups learning how best to use Facebook, Twitter and other online tools for marketing and fundraising
But this causes new challenges. For instance, December 2009 JPMorgan Chase & Company fumbled its online contest
to award millions of dollars to 100 charities. In fact, some groups… Continue
Added by Urs E. Gattiker on March 12, 2010 at 3:30pm —
This is a guest post by Karen Purves.
Social media, social networking and blogging are not just new tools; they are part of the revolution in marketing
that started some twenty years ago when the internet became mass market.
This article clarifies how social media tools and channels such as Twitter
can make a real difference if used correctly and what this means for… Continue
Added by Urs E. Gattiker on January 30, 2010 at 12:13pm —
In the meantime, anyone curious about why their CEO fails with Twitter, or whether better (Twitter) micro-blogging might give your company a more personal voice and better client-engagement, this post is for you. This article will clarify where Twitter could fail you miserably and why social media experts may try to sell you snake-oil.
like ours simply do not have the resources to be active everywhere. Nevertheless,… Continue
Added by Urs E. Gattiker on January 25, 2010 at 3:21pm —
The technology consumers love most has been pared down: bells and whistles are out and simplicity rules. For instance, people love Apple's iPhone and iPod more for their sleek design, than their full range of features. Search giant Google has stuck to a mostly white page with a single search box since its start.
Apple and Google have become dominant forces in their respective market niches. What this means for consumers, manufacturers and regulators is discussed… Continue
Added by Urs E. Gattiker on January 17, 2010 at 1:23pm —
Last week we posted Social media marketing: Can I trust you?
, about trust in marketing. This week's post focuses on business ethics, disclosure, social media marketing and the LeWeb conference (see Twitter hashtag #LeWeb). LeWeb touts itself as one of the more important conferences in Europe. It claims… Continue
Added by Urs E. Gattiker on January 13, 2010 at 2:30pm —
Some believe today's students are savvy social media users who are more trusting of organizations than older users and don't care for ambiguity. If that's true, Dan Zarrella
's The Social Media Marketing Book
(233 pages) is the perfect… Continue
Added by Urs E. Gattiker on January 7, 2010 at 2:00pm —