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 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…

Jing: Screen Captures Directly to Flickr or FTP

Occasionally, I have the good fortune of finding tools that truly simplify my life. I waste away the other twenty-some-odd hours of the day playing with the non-productive tools. It is a sick cycle, but there is a balance in there somewhere. When writing a blog post and taking a few screen captures the captures, file save, upload process can be cumbersome and time consuming. Enter Jing, which is available for Windows or Mac. 1. Enter a keyboard shortcut to start the screen clipping service. For the mac, I am using Command+Shift+1. The crosshairs appear, and you can select portions of the screen, whole windows, or the whole desktop – basic screen capture stuff. 2. After selecting the image, you can add some basic markup (lines or text) to the image through the tools panel. 3. This is where the magic happens. After naming the file, you can upload to…

YouTube Adds Timestamp Linking

Although other services have allowed “deep linking” for some time, YouTube just added the ability to link directly to a portion (at a timestamp) of a video. To specify a point, append a tag to the end of your video link with the following syntax: “#t=1m45s” (you can change the numbers before the ‘m’ and ’s’ to edit the minutes and seconds, respectively.

Why’s The Man Always Keepin’ Me Down

Who knew that NBC’s greatest challenge to broadcasting their “exclusive” of the 2008 Olympics would not be the censorship but the new media? while viewers deftly traded new links on blogs and on the Twitter site, redirecting one another to coverage from, say, Germany, or a site with a grainy Spanish-language video stream.

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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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