Posts tagged as:

Social Media

An Open Letter to Customers from The Brands

by · December 18, 2014

Dear Customer,

So glad you like the stuff! We do make great toothpaste and laundry detergent and we really appreciate your loyalty. We’re really glad the food is good and the car works well. But, we’re worried about you. The fact is, we don’t know why you buy, and we don’t know what the triggers are. We would love to figure that out.

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Can Haters Post Death Threats on Facebook?

by · December 9, 2014

On Dec. 1, the United States Supreme Court heard arguments in the case of Anthony Elonis, a 31-year-old Pennsylvanian convicted of posting violent, threatening statements on Facebook. A jury found Elonis guilty of communicating threats to injure another person in violation of a federal statute. The Supreme Court’s ruling on what constitutes a criminal threat on social media websites, like Facebook, has potential consequences for the way that people express themselves on social media.

In 2010, Elonis – operating his Facebook account under the pseudonym “Tone Dougie” – posted threatening rants on his own page about killing his estranged wife, slitting the throat of an FBI agent and even shooting up a kindergarten. For example, he posted the following remarks about his wife, Tara, shortly after she obtained a restraining order against him:

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Mission-driven business will always win

by · December 4, 2014

Last month an article was written and widely circulated about a former employer of mine, the who is not important, what was important was the assertion that they lost their mojo because they shifted focus from being all about the “mission” to maximizing shareholder value. These types of articles always cause me to pause because the downward spiral of a business is not one decision, but a series of decisions. But, the fact remains when you stop delivering value to your customers; you are exponentially less likely to follow a growth trajectory.

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Yes, Misery Loves Your Company

by · November 28, 2014

Misery. If you’ve ever worked, you’re familiar with the feeling. Whether it’s the drama of the everyday, the anger that comes with work times and timing, or frustration related to personnel decisions, every company, every brand, and every team is always flirting with misery. None of us are immune, and we all know the feeling when stuff hits the fan. Moments of misery in business are as old as business itself, but the outlet for those feelings has drastically changed, and that is where the newish danger of misery lives: publicizing it. Our knee-jerk relationship with social media means that we are all mere seconds away from inviting others to be voyeurs to our misery, making transparent and permanent what, in many cases, should be private and temporary. Why is this dangerous?

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3 Tools to Discover How Much Authority An Influencer Really Has

by · November 11, 2014

In the world of social media, influence is a totally different game. Influence on social media can be defined by the number of fans and followers the user has, or the amount of likes and retweets they get from their posts.

Influence on social media is extremely powerful. With 1.23 billion monthly users on Facebook, 271 million Twitter users, 150 million Instagram users, social media has a massive reach worldwide. Top tier influential users have the ability to start a social movement, appear on headline news, or raise more than $100 million dollars with just a simple post or tweet.

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Listening And Measurement Is Useless Without Action

by · November 6, 2014

The past few weeks, I have been writing about listening and measuring to learn what matters most to your audience. I’ve taken a look at my own startup CredHive.com as well as served as an active advocate for my clients about listening deeply to the customer conversation in your category. I am wildly passionate about connecting customers to brands and to do this, I think it is really important to know what customers want. To understand what a customer wants means you need to listen to understand and really know your metrics.

The net of both of these posts (and many of my earlier posts) are about advancing the customer relationship and adding value to the audience’s day. The goal of course is to help your brand stand out in the social and digital landscape by really studying what’s working, what’s not and where any existing white space may live. I think measurement and listening are incredibly efficient ways to do all of these things.

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Enough with Busy!

by · October 29, 2014

Busy, busy, busy. Aren’t we all so charming with how very busy we are? It feels like we are all competing over who’s the busiest. Don’t believe me, just look at your social feeds. Everyone is really, really busy (of course not too busy to take the 2 minutes to update their status with how busy they are, but whatever) We are all just so darned busy with work, and our families, kids sports, events, holidays, special projects and hobbies… Just. So. Busy. And we just keep adding things to our to-do list to be busy with little thought being placed on if we should add these things to the list. We just are mindlessly adding tasks. It’s as if busy has become a sport these days and frankly, there are no winners.

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Getting Past the Social Echo

by · October 20, 2014

Listening is an important part of social strategy. It is important to know what’s being said about your brand where and by whom. I would argue that it is more important to listen to the conversations in your category or industry. In the past, I have called this delineation listening to respond (branded listening) and listening to understand (category listening). And here’s the big problem, when you are listening to just your brand, all you can hear is the echo of your own voice. Brands are creating more and more content each day and this content is being shared on their social channels and it is not following the 80/20 rule, so, the conversation is usually about you. And when you listen to respond, you will see your word clouds be, well, all about YOU. Which doesn’t tell you a whole heaping lot about the conversation. You might see that your brand or product is being mentioned frequently in social channels. And you might be cheering about that, until you see that the mentions are coming from YOU.

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Is Your Company’s Current Organizational Structure Well Suited For Social Media?

by · October 9, 2014

Take a minute to think about all the corporate pages you see on Facebook, Instagram, and Twitter. Who manages those accounts?

Since social media is a relatively new concept, many companies are uncertain of how to manage their pages.

Imagine the following scenario (it happens every day): an upset customer heads to a company’s social media page to air his or her grievances. Assume that the Marketing department is in charge of the page, so they’re notified first. The Marketing department would probably bring the Service Quality department in to explain the situation, and why not bring in the Public Relations department as well.

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