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Yet Another Case for Curation

by · January 7, 2015

Last year, all I wanted for Christmas was to have the “80/20 rule” become standard. Clearly I was on the “Naughty List” as this did not come true. For those of you who are new to the “80/20 rule”, the idea is that 80% of your social posts should be designed to deliver value to the audience. This content should be curated from other sources and aligned with your brand’s mission, vision and values. The other 20% of your content can be about you and your brand. The idea is that if you spend 80% of your updates on content that is valuable to your audience; you will earn the right to talk about yourself. Problem is, we preach it. Heck everyone preaches it! But far too few brands and companies do it. Go ahead, go and audit your posts right now. I bet the best you did was 50%. I understand why. It is easier to talk about you and it is also easier to do that when leadership is reading because they want you to talk about their company. But, the reality is the more you talk about you, the more your updates become ignorable noise.

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G2 Crowd Rates Best Social Collaboration Tools

by · December 23, 2014

We looked at G2 Crowd in November and I offered the opinion this was the kind of site I’d always wanted to build. It’s a sort of Yelp for business software where ratings and reviews of users told the story, rather than some analyst’s recommendation.

Today, G2 Crowd issued its first real rankings, this one on the best social collaboration tools. Salesforce Chatter, Lync, VMWare Socialcast and Podio each qualified as a “Leader,” meaning ti has a high customer satisfaction score and a substantial market presence. “High Performers” with good customer satisfaction ratings but smaller market presences included Wrike, Slack, Flowdock, Central Desktop and Confluence. Looking at the plotted chart, it’s clear that Salesforce’s Chatter stands out among this set.

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G2 Crowd The Incredibly Useful Yelp of Business Software

by · November 10, 2014

In 2011, after several years of writing reviews of social technology software platforms on Social Media Explorer, a business partner once suggested we should build a software review site and become the third-party, unbiased source for social technology reviews. Due to lack of bandwidth and capital, the idea was tabled for other short-term profit plays and it never happened.

Thank goodness someone else had the bandwidth and funding to make it so, though. That type of site would be incredibly useful. And it’s now upon us.

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Have our devices turned us into zombies?

by · September 30, 2014

Have you ever been in a restaurant and sat next to a table where everyone was glued to their cell phone and didn’t even look at each other or talk? Have you ever gone to a networking event to find that the only ones connecting were those that already knew each other? Do you ever have to ask your kids to put down their devices and look you in the eyes while you are talking?

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And The Era Of Social Sales Begins

by · August 27, 2014

The purists said, “You can’t sell using social media.” And the purists were wrong. Damn wrong. In fact, there’s little more social in the business world at all than selling. It’s just taken us until recently to get the social purists out of the way so we can get back to business.

And get back to business we will. Who better to help lead us there than David Meerman Scott, one of the pioneers who led marketing and public relations people down the path of the New Rules? He’s out with his new book, The New Rules of Sales and Service, and it couldn’t be a more perfect text book for the sales industry.

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Six Social Marketing Memes I Wish Would Die

by · August 4, 2014

We social — nay content — nay digital marketers sure are a predictable bunch. Please know that my “we” does include me. We’ve top-10’d and How-to’d and Infographic’d our way to taking an online space full of intelligent signal to unintelligible noise faster than a bitchy customer can tweet.

Even from a purely social perspective, we aren’t than original. Some of the personal content I see from my friends in the space is the same old crap, eaten up, chewed up and spat out again and again like they’re a robin feeding a nest of chicks. And, as Nichole smartly explored last week, most of what we do here is all fueled by our egos. Some of them are playful and innocent. Others are pointed and somewhat sinister. Still others are flat out of control.

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Is Your Ego What’s Really Driving Your Social Presence?

by · July 28, 2014

Have you ever stopped to think about why you’ve developed a social presence for yourself? I mean really stopped and asked, why am I doing this? Is this for me? Or is this for them? Many of us would probably answer that we are there to serve others, but, as I look at the content that is being shared, it’s pretty clear that we’re really there to fuel our ego.

Unfortunately, brands are no different. We all jumped on the social wagon without a clear purpose and mission, and if we really looked deeper, we’d see it was a whole bunch of ego that led to a game of ego back-patting. You share our content; we’ll share yours. You follow me; we’ll follow you. I’ll make you the hero of our content because we are so much more superior than you, piddly follower.

Whether you are a brand or an individual with a social presence, there are some tough questions we need to ask ourselves.

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Why are companies so horrible at communicating?

by · July 22, 2014

In the last few months, I’ve had numerous real-life interactions with companies and front-line employees. And one thing is clear: companies suck at communicating in real life. This revelation begs the following question: how can they ever possibly get it right online?

As we sit and watch the latest customer service issue go viral, we all need to sit back and ask where leadership went wrong. Putting the entirety of social media’s fate on the backs of marketers who are trained communicators is a reflection of the lack of trust in our employees who deal with our customers every day, and this is where we should consider correcting course. Every employee is a reflection of our company, whether we like it or not. Perhaps it’s time we show how important they are to our mission, teach them how to build solid relationships with others, have empathy, and communicate in an honest and authentic way.

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Celebrity spokespersons and the Federal Trade Commission

by · June 25, 2014

Since Twitter allows users only 140 characters, any celebrity endorsing a product via tweet must leave room for “#ad” or “#spon” – at least according to the Federal Trade Commission (FTC).

The FTC has long required advertisers and endorsers to disclose their material connections. Thus, when a celebrity has been paid to endorse a product or service and they fail to disclose that fact, both the advertiser and endorser can be liable.

The issue of celebrity endorsements on social media was first addressed by the FTC in its 2009 update to the Guides Concerning the Use of Endorsements and Testimonials in Advertising (“Guides”). Now, five years later, seemingly every celebrity has, at minimum, a Twitter account. So the need to hold them and advertisers accountable for potentially misleading endorsements on social media is even more significant today.

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