The Social Media Tortoise and the Hare – Part 2

by Malcolm De Leo · June 20, 20130 comments

The concept of social listening is an integral component of being able to produce measurable ROI from your social media strategy. In Part 1 of this 3 part series, I discussed the value of balancing pushing content versus pulling data to garner insight.  I also introduced the concept of the 4 pillars of social listening: Features, Content, Accuracy and Infrastructure. Today we will further discuss the 4 pillars and how an understanding of them will help you make decisions for your program.

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Malcolm De Leo

About the author

Malcolm, Chief Evangelist at NetBase Solutions, Inc.,  is a subject matter expert in the area of applying social media in an effort to build the marketplace for this powerful new consumer data source. Previously, Malcolm was the Global Vice President of Innovation at Daymon Worldwide and prior to that Malcolm spent 10 years at the Clorox Company managing partnerships with technology companies, developing innovation processes and building new innovation infrastructure.

When to Separate Your Brand From an Emotional Event

by Lewis Bertolucci · June 19, 2013

Within the past 12 months, we’ve seen no shortage of disasters that range from Hurricane Sandy, the mass shooting in Aurora and most recently the Boston Marathon bombings. For some brands, it may appear that the marketing window of opportunity has opened; if so, my advice to you is, shut that window and board it up… immediately.

Brands that refuse to shut the window and proceed to capitalize on these emotional events as a springboard for marketing ploys have quickly joined the ranks of ‘worst social media disasters of the year’. Just ask American Apparel (20% Off Sale during Hurricane Sandy using code “SANDYSALE”), Gap (promoting shoppers to shop at Gap.com to ‘stay safe’ and checking into Foursquare at “Frankenstorm Apocalypse — Hurricane Sandy”) and American Rifleman, whose scheduled tweet (“Good morning, shooters. Happy Friday! Weekend plans?”) was published as the mass shooting in Aurora was developing.

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Life is Good Playmakers – #GivingTuesday

by C.C. Chapman · June 18, 2013

Few brands attract my love and devotion as strongly as Life is good.

Their simple shirts, hats and other accessories have always made me smile. The vibe matches my love of the outdoors, a good dog and a kicked back approach to life.

But, today I don’t walk to talk about their clothes and instead share with you something much more important and that is the work that The Life is good Playmakers do to help kids overcome poverty, violence, and illness by using the power of joyful play to heal and strengthen children.

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The B2B Sales Power Punch

by Nichole Kelly · June 18, 2013

Marketing has been shining the spotlight on the power of social media over the last few years. It’s been effective as we’ve seen budgets for social media and content marketing increase with hockey stick proportions. Now it’s time to add a new team in the race and look at how these tools can be used to drive sales in the organization. That means we need to take a hard look at where the sales team fits in the mix. I know a few of you just visibly cringed as you think of letting your sales team loose on social media channels, but the reality is that many of them are already there. If we don’t start empowering our sales teams with the knowledge they need to successfully use social media there will definitely be plenty to cringe about. I’ve always been a big believer in aligning sales and marketing to drive more sales because it’s in everyone’s best interest for the company to make more money. It isn’t an “us versus them” conversation anymore. We are all “them” and it’s time to band together to make some awesome together.

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Rebooting With Mitch Joel

by Jason Falls · June 17, 2013

There are few authors I’d recommend buying their books based solely on who they are and what they know. But Mitch Joel is one of them. With his first book, Six Pixels of Separation (Business Plus, 2010) he solidified his reputation as one of the leading minds in digital marketing. His new book, CTR ALT DEL: Reboot Your Business. Reboot Your Life. Your Future Depends On It (XXXX, 2013) Joel is at it again, telling us what we need to know to be successful tomorrow, not just today.

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5 Key Elements of Viral Content [Infographic]

by Mark Smiciklas · June 14, 2013

The goal of every content marketer is to have his/her information shared across digital channels by their audiences. This is often easier said than done. What factors contribute to people sharing the content they consume online?

In researching the content for this infographic I came across a post in my Delicious archive that helps answer this question. Leo Widrich over on the Buffer Blog wrote a great post about what makes content spread. In it, he analyzes some of the elements that helped one particular blog post get over half a million likes. He also references an interesting research paper about what makes online content go viral.

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The Social Media Tortoise and the Hare – Part 1

by Malcolm De Leo · June 13, 2013

The concept of social listening is not a revelation, but merely a fait accompli.  If you are able to push information somewhere, someone will eventually want to measure its effectiveness.  The business world’s bend towards the painful statement (at least to me), “Can you show me the ROI?” is as inevitable a question as the sun rising.  And while this type of thinking is often the death of new ideas (because sometime you just can’t see the ROI when culture is involved), I have to admit its importance to bringing people along in the change game.

So what is this series  all about? I thought it would be useful to take a step back and discuss the maturation of the social listening market, at least from one man’s point of view.  I am writing this series of posts to put out there one idea of how our space has developed and would love this to be a dialogue rather than simply a one-way conversation.  So here goes…please engage because if don’t learn from each other, then what they hell are we here for? 

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Show, Don’t Tell: 5 Lessons In Communication

by Ilana Rabinowitz · June 12, 2013

I recently attended a conference dedicated to creativity and commerce called C2-MTL. The paradox of the event is that you can’t teach people to be creative with traditional teaching methods. Yet I walked away awash in ideas.

How did this happen? How can you teach someone something that isn’t teachable The conference played by the first rule of communication: “show, don’t tell.”  Show, don’t tell is about conveying a message so that the lessons learned are personalized, rather than a list of laws. That’s a tall order. One that we, as marketers need to take to heart.

Here are 5 ways that this conference was able show innovation, rather than telling people how to be innovative and they can be applied to communicating lessons in leadership, writing, speaking or marketing.

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West, Texas – #GivingTuesday

by Marc A. Pitman · June 11, 2013

We human beings are pretty amazing. We love “new” and “sensational.” And we love to help. In the USA, that pursuit leads to raising over $39 million for the victims of the bombing at the Boston Marathon and millions more for the horrific disasters caused by the tornadoes in Oklahoma and elsewhere.

But it also means that we often “miss” disasters once the news cycle rolls on. Disasters like the one in West, a town in Texas. On April 17, a fertilizer plant explosion damaged a 37-block area of the town, leaving 15 dead, over 200 injured, and destroying hundreds of homes. Image for West Long-Term Recovery an appeal for #GivingTuesday on SocialMediaExplorer.com

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