Category archives for

– Social Media Marketing –

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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Why It’s Good To Be The Asshole

by · June 23, 2014

Perhaps it’s that the news of the day bothers me more now since I have to explain a lot of it to the inquiring minds of my children. Maybe I’m getting more cranky in my old(er) age. Or it could be that I just like a good fight. Whatever the reason, I seem to have gotten into more debates and discussions about social issues and politics lately on my social networks.


10 Steps to Publishing a Social Media Post

by · June 13, 2014

How to publish a social media post in 10 steps. As told through GIFS.

1. You get an idea for a social media post.

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The High Cost Missed Opportunities

by · June 12, 2014

Ever need to hire anyone? It is hard. Ask most anyone out there. Hiring people is long and arduous. And far too frequently, it doesn’t work. Turnover is increasing, people switch jobs more frequently than ever and it isn’t getting any better. In fact, as the economy is turning around, it is only going to get more difficult. The recruiting industry has not changed much in many years. Yes, there is LinkedIn, but it’s just an online association with a job board, which really, is the old-school newspaper classifieds on your computer.

If you take a look at many social feeds of top employers, they are currently using social to post more “Help wanted” ads as if there are not 1 bazillion other places to post those job descriptions. And we all know that 70% of a job is in that last bullet item on the job description, ahem, “Other duties as assigned”. I’ve often pondered the challenges in recruiting and have come to the conclusion that the whole transaction is built on two things that are total and complete BS: the job description and the resume. I think this is why we have such a hard time finding talent and why it is so hard to get them to stick. Which brings me to the missed opportunity of social recruiting.


Twitter Downtime: Does Making it into a Joke Actually Work?

by · June 11, 2014

Seriously, you have to post a tweet about that. Maybe what happened is as monumental as seeing your favorite celebrity walking on the street, or maybe you just need to let the Twitter universe know how delicious your lunch was. When you went to the Twitter main site, however, you found a cute albeit disappointing message telling you that the website is temporarily down.

Does Twitter’s cutesy approach to downtime really work, and should other businesses use it as a model?


Are you Tattoo Passionate About Your Work?

by · June 10, 2014

Last week I was at the Vocus Demand Success event with the likes of Chris Brogan, Ann Handley, Kerry Gorgone, Tom Webster, Geoff Livingston, Chris Penn, Richard Binhammer and so many more. It was an amazing event with a fantastic line up and incredible attendees.

However, if I was to boil down one thing that really stuck for me it was one line in Chris Brogan’s session “Get Your Freak on for Success”: Freaks are “tattoo passionate” about the work they do. That really made me stop and think about all the times I wasn’t tattoo passionate and the times I have been. The difference between the two is pretty astounding.

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The Rise of the Search and Social Business Buyer

by · June 4, 2014

Picture this.

You’re planning a family beach vacation and looking for a good resort.

You jump on Google and type in “beach vacation”. One of the first entries that pops up is TripAdvisor.  You’ve used TripAdvisor before and you trust the reviews and candid pictures from fellow travelers more than the marketing from resorts themselves.

After some initial research, you zoom in on one region and start to research hotels. Since you’re traveling with your family, you filter the reviews to prioritize those submitted by family travelers.  You identify a few properties with the most favorable family oriented reviews and visit their sites to compare price, availability and offers.


Big Data Is Useless

by · May 30, 2014

Big data is useless.

I know what you’re thinking, “Blasphemy.”

The idea that big data is useless goes against everything we as marketers and business people have come to believe over the last couple of years. Data, whether big or small, is only useful when it’s being put to work. There is no inherent value to data. The value comes from the application of what the data says.


Is all engagement created equal?

by · May 28, 2014

We spend a lot of time here at SME: Digital talking about Return on Investment. Heck, our CEO wrote the book on it. So, it should come as no surprise that when we were out post-client meeting enjoying adult beverages that the conversation should come back to measuring social media. We had this amazing conversation overlooking the city of San Francisco about metrics and measurement and the value therein. As the conversation was winding down, it dawned on me, we should think about looking at our social engagement metrics in a slightly new way.