Don’t Underestimate ‘Passive Awareness’ in Social Media

In social media, we are always looking for data points to measure: retweets, follows, mentions, likes, comments, and so many more “measurements.” The problem is one of the most important actions may have no data tracking at all, which is that they saw it in the first place. This week, I had a little slip of a knife and ended up with a few stitches. I posted the following picture on Instagram: Here’s the online measurement of the feedback I received: Facebook Likes – 0 Comments – 10 Instagram Likes – 4 Comments – 6 Twitter Mentions – 1 But, here’s the interesting part, the next day, I bumped into a few friends, and they asked, “how’s the finger?” In fact, four people asked me about the finger, so out of the total online connections, the IRL conversations were nearly 20% of the interactions. So what, right? I cut my…

Facebook Pages as Part of Your Social Media Marketing Strategy

No matter how you slice it, Facebook is a dominant player in social networks. Regardless of the social media goals and strategy, Facebook will likely cross into any social media marketing strategy. Key Facebook Facts: According to BlogHer, 93% of adult Americans have a Facebook account. 155 million Americans have Facebook accounts. 1,000,000,000 users worldwide (yeah, “you know what’s cool? a billion”). 56% of Facebook users are female. Facebook users visit the site almost every day and spend over 6 hours per month on the site. 01. Building your Facebook Page Go to Facebook Pages. Hubspot has created a nice 5 step guide to setting up a Facebook Page. Images As you build the images on your Facebook page, here is a cheat sheet for the sizes of the images. As a side note, make sure that your images are not too big 72 DPI is the highest resolution that…

Building a Social Media Strategy [Updated Jan. 2013]

In my digital media class, we have been working through the often theoretical foundation of building a social media strategy. Starting with Cluetrain Manifesto, which changed several student’s perspective of the power and use of social media by empowering consumers and having companies enter the conversation. Written in 1999, this book is certainly forward looking to the way the social web should work. Then we built on that foundation with Here Comes Everybody. Written nearly ten years after Cluetrain, this book offers a retrospective as to how different technologies have been executed. One of my students did a nice job of pulling out a few of the nuggets. Now, we are reading Groundswell, which for good reason, is part of the canon of digital marketing strategy. Groundswell is definitely one of my favorite reads, and while it is dated by about 5 years, the focus and approach is still as…

Case Study: Nonprofit Use of Social Media Raises $10,000 in 5 Days

Occasionally, you come across a campaign that you cannot get out of your mind. The work that Jami Mullikin did with Safe Harbor, a domestic violence non-profit in Greenville SC, has had that stickiness for me. While I occasionally talk about the campaign with clients, the details of the actual campaign were sparse. Finally, this weekend, I spoke with Jami about presenting the case study to my social media MBA class, and he agreed. (See the Google Hangout video at the bottom of this post) In short, here’s what really appealed to me about the 5Dollarsin5Days.org campaign: Clear call to action: give $5 Emotionally connecting: the video genuinely made a connection with the audience Well designed landing page–more than a “donate now” button Viral growth through social network It generated results 1. Strategy Safe Harbor needed to raise $10,000 by the end of the year. Instead of pursuing a single large gift they…

It’s About Their Influence, Stupid

Last Friday a friend asked me, “so, explain to me why my brand should care about my Klout score.” This friend happens to be a marketing big wig of a very large brand. I thought about it for a minute, and I said something about measurement of engagement and awareness…and I rambled on about credibility index, etc. Generally, I think Klout is an arbitrary guess at the trustworthiness of someone’s reliability. Not less than a day later I had an experience that changed my perception, so of course I have to tell a story. Because, ultimately, I believe this vendor did the right thing (see epilogue), I am going to keep the details of the story fairly vague. Sorry if you’re looking for juicy details. The Story Earlier during the week, I encountered a problem with my iPhone and I turned to Twitter for guidance on how to fix my…

Did Google Stick a + in the heart of Facebook and Twitter?

Like others in the social sphere, I’ve been playing around with Google+ since its release last week (thanks to James Herbert). Like the Google Buzz experiment, I’ve been casually playing with it to see how Google envisions their second stand in the social sphere. So, I’m a bit cautious to make any predictions as to whether it is truly the Facebook-Twitter-All-Things-Social killer. If you can imagine the cosmic dust swirling around the big bang in the world of the social cosmos, you have seen bits and pieces of Google+: Wave – Do you remember that experiment? The general idea of allowing groups to share information and have a threaded conversation on a particular topic seemed like an enterprise win, but the lack of notifications and nebulous interface made all wave goodbye. Buzz – It was the Twitter killer, but it ended up being the Buzz kill–for me. The privacy faux…

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GET THE MOST OUT OF AUDIOBOOKS

I consume a number of audiobooks, but how do you retain all of the content? Here are a few tips that I use to improve comprehension and use of audiobooks.

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