Category: Blog

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Are You Afflicted With Social Media Proliferation?

Between Facebook, Twitter, blogs, forums, Flickr, LinkedIn, YouTube and other platforms, the average enterprise-class company has 178 corporate-owned social media accounts.

That’s according to a new report from Altimeter Group, which surveyed 140 companies with more than 1,000 employees. Jeremiah Owyang, a partner at Altimeter and the lead author of that report, says 178 are way too many, particularly because such accounts often lose steam after a while and go dormant.

“It’s just a poor customer experience, because it’s been abandoned,” he says.

It’s time to take a hard look at your company’s social media presence and pare down its accounts. A new Altimeter report offers an eight-point resource checklist to help.

Read more

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Social Media and Disclosures, Learning from the Hyundai Case

Hyundai avoided a collision with the Federal Trade Commission on the treacherous social media marketing course. The FTC suggested yesterday that its decision not to recommend enforcement action against Hyundai for a blogger outreach effort designed to build buzz around the brand’s Super Bowl XLV ads could be a lesson for marketers.

Three rules of thumb for social media marketers:

  1. Mandate a disclosure policy that complies with the law
  2. Make sure people who work for you or with you know what the rules are
  3. Monitor what they’re doing on your behalf

See full article

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Deluxe Corporation Project REV

Very interesting presentation by Deluxe Corporation’s SEM and Social Media Manager, Nathan Eide.

Nathan shares how they launched a social media campaign to create brand awareness and gain customer feedback and insights on its products.

Nathan shows how you can raise awareness to your brand, gather intelligence on your product and services, do product development using social media

 

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Influencing the Influencers

Microsoft’s Director of Community and Online Support, Nestor Portillo, shared how they leveraged both internal and external social media sites to better manage their vast customer network and create a customer-centric approach to their business.

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Drugmaker Merck challenges Facebook after ‘losing’ page

The German drug maker Merck KGaA has begun legal action against Facebook after discovering what its lawyer described as the “the apparent takeover of its Facebook page”.

The webpage is being used by the German firm’s US rival Merck & Co.

Merck KGaA said that the social network “is an important marketing device [and] the page is of great value”, adding that since its competitor was benefiting from the move “time is of the essence.”

This kind of happening has been in the making for a long time and again demonstrate Facebook’s disregards for due process and communication, something fairly typical of social media platforms in general.  Somehow, the basic social media rules do not seem to apply to social media companies.

As social media becomes increasingly important to communicate with and engage a company’s constituencies, social media companies will need to be more responsive and accountable, and if they want to attract more advertisers, they will have to implement systems to communicate with their own constituencies, something their customers learned a long time ago.

This event though, illustrates and reinforces the need to understand that an organization should not build their online presence and strategy around the social networks, but around something they have actual control and ownership over, their website and develop their website into an interactive platform.  They then should use social media to drive traffic to their website, something Facebook has been steadily trying to curtail.

This legal action from a major companies could benefit us all by making Facebook more accountable

Read the full article

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The changing internet

A March 2010 to March 2011 study from Silicon Alley Insider shows that the way people spend their time on the internet is rapidly changing and if you are not paying attention, your brand could become a victim.

The study shows a rapid increase (69%) in time spent on Facebook and a steady decrease (9%) in time spent on traditional websites shrunk by 9%

Social media has dramatically changed the way users look and think about the web, how they spend their time on the web and what they expect from the web

Does that mean  you should abandon your website?  No, but you should seriously think about how you use it and how you drive traffic to it.

If the trend persists, SEO will become less important and will progressively be replaced by social media.

Another recent study (May 2011) by Comscore looks at how users spend their time on social media sites like Facebook.  By the way, Facebook accounts for 90% of the time spent on all social media sites

  • 27% of their time is spent “consuming and interacting” on the newsfeed/wall
  • 21% on the profile section
  • 17% on the photo section

Interacting has become a big part of the web experience, experience delivered through social media sites.  What that means is if a brand or organization wants to keep their website relevant, they have to promote interaction.

How do you promote interaction on a website?  With a blog section, with comments and by integrating your site with social media platforms.

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