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Mark Smiciklas

8 Step Social Media Strategy [Infographic]

by Mark Smiciklas · March 27, 2013

Although social media continues to thread its way into the fibre of more and more organizations, my experience is that many small to mid-sized companies are still lagging behind when it comes to the development and implementation of their social media strategies.

A recent study by the Altimeter Group might suggest otherwise, stating that “most companies feel they have fairly coherent social strategies”, but given the advanced nature of the sample i.e. social strategists, large organizations, etc. my sense is that the findings may not represent the experiences of the majority of companies that are using social media.

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Social Media Transparency [Infographic]

by Mark Smiciklas · January 23, 2013

The idea of business transparency is not a new one but social media dynamics may be forcing organizations to take another look at how openly they communicate with their audiences.

Mass adoption of social tools and technology have created an information democracy. Stakeholders are beginning to expect open access to relevant content and the ability to participate in dialogue that will help them satisfy their information needs. All this for the purpose of building trust in a product, service or organization.

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Social Media Workflow [Infographic]

by Mark Smiciklas · December 19, 2012

News flash – there are costs associated with social media.

It’s well established that social media technologies – the applications, networks and platforms that drive tactical implementation – are not considered by most to be a cost barrier. The fact is that many tools are free or very affordable. But social media still has costs attached to it – a “different kind of expensive” as my friend Jay Baer likes to say.

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The Economics of Bad Outreach

by Mark Smiciklas · November 1, 2012

I received an email pitch recently that prompted me to question the economics of lazy outreach.

Is there risk to the bottom line for organization’s that cut corners in the way they reach out to prospects and influencers? My theory is that the practice of lackluster research, or worse, the lack of research altogether, combined with the use of form letters, spam and automated emails has the potential to erode business value.

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Social Business Design [Infographic]

by Mark Smiciklas · September 26, 2012

I’m fascinated by the evolving thought leadership around the subject of social business.

I believe in the idea that organizations adopting the use of social technology, flattening their corporate structure and making the shift towards less siloed communication and operational models will be in a better position to achieve their business objectives as the marketplace becomes more digitally connected.

As an idea or concept, social business is complex. The folks at Dachis Group offer this definition:

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The Best Practice Paradox

by Mark Smiciklas · September 4, 2012

Best practices are defined as methods or techniques that consistently garner results superior to those achieved using other means and/or a process of developing and following a standard way of doing things that multiple organizations can use (Wikipedia).

When it comes to social media there are a plethora of standards, guidelines and case studies aimed at benchmarking the best way to do things across various digital channels. These best practices can be very effective in building a strategic and tactical foundation for your organization’s social media plan. Also, in a larger context, they serve an important role in documenting information in the ever-evolving field of social media marketing and communications. That being said, there are a number of things that your organization should take into consideration before simply adopting industry best practices as your own.

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The ROI of Infographics

by Mark Smiciklas · August 1, 2012

Defining the best way to measure the value of your infographic content can be an adventure in semantics. Your objectives, the organizational culture you operate in, and your definition of return on investment (ROI) all contribute to how, or even if, you measure the business performance of infographics.

ROI is calculated as follows: (Gain from an investment – Cost of the investment) / Cost of the investment

The formula is simple enough. So why do ROI discussions always seem to have the potential to become acrimonious? Like a good political debate, how you approach the measurement of your content marketing and communication initiatives can depend on your perspective.

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Infographics Inside the Organization

by Mark Smiciklas · July 25, 2012

In many ways, using infographics to communicate with internal stakeholders serves the same purpose as using them in a content marketing capacity with external audiences. They get people’s attention, help simplify complex ideas, and embed understanding.

Infographics are becoming a mainstream marketing communication tool, thanks in part to the exposure they have gained across social media channels. But has this digital exposure increased adoption of information design as a tool for internal communication, education, and decision-making?

INTERNAL ADOPTION OF INFOGRAPHICS

Although not as popular as content marketing infographics targeted at external audiences, data visuals and information designs created to communicate with employees are slowly being adopted by organizations.

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The Importance of Setting Infographic Objectives

by Mark Smiciklas · July 12, 2012

The Internet is full of infographics that lack fundamental direction or purpose. These types of information designs can be ineffective as a communication tool as well as a time and labor drain on your organization.

Before jumping into the design phase there are a couple of important questions you should ask yourself: What is the purpose of your infographics? What goals does your organization hope to accomplish by using infographics as a communication tool?

UNDERSTANDING YOUR AUDIENCES’ INFORMATION NEEDS

To help shape your infographic objectives, it’s important to understand:

• The audience you are creating infographics for AND

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About Mark Smiciklas

Mark Smiciklas

Mark Smiciklas is a Digital Strategist, author and President of Intersection Consulting; a Vancouver based digital marketing agency that teaches organizations how to leverage the dynamics of the web to achieve business goals. Mark is an established marketing and social media practitioner recognized for his visual thinking and practical strategic approach. You can follow Mark on Twitter at Intersection1 or connect with him on Google+.

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