25 Mar 2010
It’s a frequent question I hear: “Who Should Own Social Media?”
Three Common Reasons for Social Media
In our experience at Room 214 we typically see three major reasons organizations dive into social media:
1. Product Development/Feedback
2. Sales/Marketing/Brand
3. Customer Service
Each one of those “reasons” requires its own cast of characters to “own” the process. In addition – each carries unique key performance indicators to measure the health and success of the project. Because function-specific business goals, community value and KPI’s are all different – it’s critical for anyone heading social media efforts in a particular channel to have a clear understanding of the impact measures.
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22 Mar 2010
I often encounter this issue: Brands have a multi-million dollar campaign running across multiple platforms (print, T.V., web) and a Facebook page that was started then abandoned months ago. Just today I stumbled across some numbers from Emarketer on social media integration in ad campaigns, and it got me thinking about this issue. As you can see, the numbers are so-so, with just 41% of campaigns integrating third party social networking sites. Compare that with the fact that 55.6 million adults in the U.S. visit social networking sites monthly, and you realize there is a serious disconnect going on here.
Fear of the Social
We constantly hear from people who think that getting into the world of social media is a terrifying leap from the traditional media they are used to.
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16 Mar 2010
After flying into Austin and checking into the Hampton last Thursday night, I looked over downtown from the 8th floor, then pathetically tweeted about how lonely and hungry I was.
Within seconds, Emily tweeted back to me recommending Iron Works BBQ – and Kit Seeborg called laughing. She said, “Listen carefully. You now must leave the hotel. Walk out, take a left, then a right to the convention center. Get your badge tonight to avoid lines tomorrow. Leave the convention center, taking a right until you hit 6th street. Then, fly and be free little south-by birdie.”
I followed these instructions carefully, and soon found myself with a juicy Texas steak and glass of cab at the Iron Cactus. When I checked in with Foursquare andGowalla I realized that I was not alone in this. I caught a quick tweet which I cross-referenced with Foursquare to learn that Jeremiah Owyang was two blocks from me. Seconds later, Brian…
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12 Mar 2010
I had the pleasure of talking with Charlene Li from the Altimeter Group last night – and she brought up the point of how search engine optimization is completely changing.
At the risk of paraphrasing, she basically indicated the importance of optimizing web pages is going away. If you consider how referral traffic is migrating from search engines to social networks, I’d say it’s easy to agree.
Of course, what we are seeing is search engines staying relevant by indexing social content. Case and point: I do a quick search on Google for “iPad” – and what do you know: My friend and business partner, James Clark, shows up on the first page of the search results.
Wow, over 48 million results, and his mug comes up on the first page? Yes, because Google is now recognizing and leveraging the relevance of social connections.
And although the optimization of web pages may be bearing less weight,…
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