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This Post Is For You

by · April 30, 2015

Spoiler: This post is right up your alley. How do I know? Let’s just say I have done my research.

As marketers, we often think we understand our target audience. We think we know what kind of content they want, and we also think we know what topics they find interesting. No one creates content assuming it’s off the mark; instead, we assume that our effort is worth something (interest, buzz, value, connection, etc.).

Turns out, we assume a lot, primarily that we’re hitting the mark. And maybe our assumptions are correct…but wouldn’t it be great if we could prove it? We can. Here’s how.


4 Cultural Social Media Truths Your Business Can’t Ignore

by · October 18, 2013

Everyone knows social is important.  There is no need to say it.  Well, I just did I guess, but how the hell else do you start a blogpost without saying something obvious.  But is it obvious?  I work across every industry with every level across every vertical and there is no unification on its importance.  I would go as far as to say that the number of people that think it isn’t critically important to their business still outweigh those who do… by a lot.  So when I thought about what I might write this month on the blog, I figured I would just think about the truths of social that a company who is blindly pushing content out should consider.  By at least throwing some conceptual truths out there, one hopes that those reading will put them away for a rainy day if they are currently unable to convince those they work with of social’s importance to future business success.  And as with most concepts or “truths” in this case, I invite you to think about how it applies to your business.


Geolocate This!

by · July 11, 2013

After chewing on the hare for a while, and believing that most people probably think that my posts on the maturation of the social listening market may have been a bit overcomplicated, I figured it would be worthwhile to follow them up with an example that applies those concepts.   The main point of that series was to illustrate that each and every thing that goes on in a market is related to the framework by which it operates.  The reason conceptual frameworks are important to me is their ability to help me recognize patterns that ultimately help me influence others as well as understand their needs.

So how could I possibly apply that kooky model to anything but a social media dissertation?  Well, let’s start with the model again.  Below is an illustration of the “4 pillars” of social listening.  The explanation of them is in my previous post.  I put them here for reference.  The market essentially has developed through people’s desire to first worry about features, then content, and now they care about accuracy.  So if we accept that the social listening market is all about accuracy today, let’s talk about one of today’s hottest FEATURES… Geolocation.

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The Social Media Tortoise and the Hare – Part 3

by · June 26, 2013

This is the third and final post in a 3 part series which takes a deep look into the maturation of the social listening market. In Part 1, 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. In Part 2, I shared how these 4 pillars applied to the development of the listening market and how you can use this information to make decisions for your organization. Today I will share with you some questions to ask a potential social media listening partner as well as arm you with information to move your organization forward. 


The Social Media Tortoise and the Hare – Part 2

by · June 20, 2013

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.


The Social Media Tortoise and the Hare – Part 1

by · 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? 


How to Make the Business Case for Social Media Marketing

by · June 4, 2013

“Everyone’s doing social media marketing, but does anyone know if it’s worth the investment? The people we marketers report to—the ones who sign off on budget requests—and we ourselves want to know how we can measure the return on our investment in terms of business metrics like leads and sales.

Throughout 2013, pressure will increase on marketers to use metrics to close the loop between our social efforts and actual revenue.”