Monday, May 24, 2010

LinkedIn Top Social Site in Corporate America

From MarketingProfs
Among the employees of the nation's largest corporations, LinkedIn is the most popular social networking site, according to a report by NetProspex, which also found that the employees of Microsoft are the most actively involved in social networking, followed by those of eBay, Amazon, and Walt Disney.

Overall, 43% of employees of large corporations have a membership on LinkedIn. Facebook is a distant second (11%), while Twitter, at 3%, has been gaining traction.

Thursday, May 20, 2010

21 Rules for Social Media Engagement

From Mashable

Social media is reinventing marketing, communications, and the dissemination of information. While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies and the people who define markets of interest.

Today, many businesses approach this with the establishment of social media guidelines and policies. This is indeed an important step, and not one worth economizing. But it’s also not enough. I highly recommend establishing official procedures that remind representatives of the importance and privilege of engagement.

The openness of popular networks is trivial. Any business can join and create a profile. It’s the devices we employ, the intentions that motivate engagement, and the value we offer that dictate the significance of the brand-specific social graphs we weave. It’s a simple investment in either visibility or presence. In social media, just like in the real world, presence is felt.

As social media continues to evolve, defining the “rules of engagement” will encourage thoughtful interaction that benefits the business, brand, customer, peers, and prospects at every touchpoint. In the end, we earn the attention, relationships and business we deserve.

Tuesday, May 18, 2010

Seven Things Your Organization Must Do Because Of Social Media

From Forrester Blogs

In the mid- to late-90s, many business leaders observed the advent of the Web and asked the wrong question: “What will the Internet do for us?” Instead, they should have been asking, “What will the Internet do to us?”

The difference between these two questions is the difference between a false sense of security and a necessity for action. It’s the difference between Amazon organizing itself around the online channel in 1994 and Barnes & Noble opening an e-commerce site in 1997—today Amazon is worth $55.7B and Barnes & Noble has a $1.1B market cap. It’s also the difference between newspapers struggling with a 70% decline in classified advertising over the course of a decade and eBay seeing revenues increase over 1900% in the same period.

Today, many business leaders are again asking the wrong question: “What will social media do for us?” instead of “What will social media do to us?” The difference between those two questions will define the business winners and losers of the next decade. Let’s explore what social media already is doing to business and how organizations must adapt.

7 Tips to Brand Yourself on Twitter

From RISMedia

There is a new wave of communication and lead generation opportunities in 2010, among them are social media platforms like Twitter. As one of the most prominent social networking platforms, Twitter is a great place to connect with people and give “tweets” of information about what is happening in your market. Twitter can also be the first place that people learn about who you are, what you do and why you are valuable to follow online.

With that in mind, think of Twitter as an extension of your business. Now, more than ever, it’s important to create a brand that helps your business stand out from the rest. You wouldn’t go to a networking function without business cards that include your company information, your phone number and a description of what you do, so make sure your Twitter account does. Consistency is the key when you are building and communicating your brand, no matter if it’s traditional advertising or new social media platforms.

Twitter even provides users the opportunity to brand themselves and their business. When signing up for Twitter, you are given the opportunity to use one of their template “skins” to showcase yourself or to create your own custom skin. By creating a custom branded Twitter skin you can showcase your own colors, your slogan or tag line and even your logo, further branding you and your business. With a custom Twitter skin that matches the branding of your business website, you are enhancing the probability that potential clients will remember you and your business.

Here are some simple tips to keep in mind when creating your own, custom-branded Twitter skin once you have created your account:

Friday, May 14, 2010

How To Live Tweet A Conference

From Mark Stelzner at at inflexion advisors

I received an email on Monday from a respected colleague who asked, “I’ve followed you on Twitter for some time now and always find your live conference coverage to be extremely helpful. How exactly do you go about live tweeting? Is there a protocol? Do other conference attendees find it annoying? Give me a few tips and tricks when you have a second.”

Although I am by no means the master in this area and there is no formal protocol, here are some common sense ideas to get you clicking away in no time.

Monday, May 10, 2010

The Psychology of Social Media

From SocialSteve's Blog

Now I am not a psychologist, but I play one on TV … but seriously, I have always been interested and curious with the phenomenon of human behavior and what motivates individuals to do certain things. For me, the most fascinating platform to examine the driving force behind human action is social media as this is where I vest much of my personal and professional time.

So this week I have given the question, “Why do people engage in social media channels and what motivates them to reveal or filter their thoughts” much conscious (and subconscious) thought. I realize that the answer to this question is not applicable straight across the board. The response can vary across age groups, gender, geography, income-level, period of one’s life and any other demographics you can think of. But as a marketing professional, it is our duty to understand the audience we serve.

So here are some thoughts, so far from an exhaustive list, but hey, let’s get this conversation started.

Friday, May 7, 2010

16 Tips for Successful Online Video Marketing

From SocialMediaExaminer:

There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages. That’s a pretty impressive stat!

Online video marketing is attractive to many businesses today for numerous reasons. Making videos and posting them online is fairly inexpensive. Plus, online videos stay online forever. If you spend the money to record once, your video could still be getting views a year from now.

In addition, social media sites and video go hand in hand and most sites encourage video posting and sharing. The viral video opportunities are endless when you use the right strategies to create and post your videos online.

If you’re new to video, or have been thinking about flipping on your camera for the first time, here are some tips and strategies to get you going.

Tuesday, May 4, 2010

ReTweets Are King - MIT Researchers Say

What is Twitter, a Social Network or a News Media? - WWW'10
Twitter, a microblogging service less than three years old, commands more than 41 million users as of July 2009 and is growing fast. Twitter users tweet about any topic within the 140-character limit and follow others to receive their tweets. The goal of this paper is to study the topological characteristics of Twitter and its power as a new medium of information sharing.

We have crawled the entire Twitter site and obtained 41.7 million user profiles, 1.47 billion social relations, 4,262 trending topics, and 106 million tweets. In its follower-following topology analysis we have found a non-power-law follower distribution, a short effective diameter, and low reciprocity, which all mark a deviation from known characteristics of human social networks. In order to identify influentials on Twitter, we have ranked users by the number of followers and by PageRank and found two rankings to be similar. Ranking by retweets differs from the previous two rankings, indicating a gap in influence inferred from the number of followers and that from the popularity of one's tweets. We have analyzed the tweets of top trending topics and reported on their temporal behavior and user participation. We have classified the trending topics based on the active period and the tweets and show that the majority (over 85%) of topics are headline news or persistent news in nature. A closer look at retweets reveals that any retweeted tweet is to reach an average of 1,000 users no matter what the number of followers is of the original tweet. Once retweeted, a tweet gets retweeted almost instantly on next hops, signifying fast diffusion of information after the 1st retweet.

To the best of our knowledge this work is the first quantitative study on the entire Twittersphere and information
diffusion on it.

Fascinating stuff in this paper. Link takes you to full PDF of the research findings, plus slideshow.

7 Actionable Facebook Tactics for Marketers

From ClickZ networks:

Facebook has grown too big for marketers to ignore. Over 117 million Americans visited Facebook in March 2010 and the average visitor spent almost seven hours during the month on the site, as tracked by Nielsen. According to comScore, from March 2009 to March 2010 Facebook's unique visitors increased about 90 percent and its average minutes per visitor increased almost 50 percent.

To show that there's been a tipping point, traffic to Facebook has exceeded traffic to Google since the week ending March 13, 2010. From a marketing perspective, it's important to note that Facebook, like Google, has become a major referrer of traffic. For example, Starbucks has over 7 million Fans (or, in Facebook-speak, "people who like it"). Furthermore, Facebook is the most searched term across search engines, according to Experian Hitwise. Marketers should also note that Facebook is becoming device indifferent. While computers are the preferred device for checking Facebook, 46 percent of the under 35 demographic use their mobile phone to access Facebook, based on Retrevo's October 2009 Gadgetology Report.

While Facebook was initially used by entities with small budgets, such as advocacy and not-for-profit organizations, now, everyone's using it. Facebook is a "must have" for every marketer whether you're a retailer, brand, or media entity. Even companies in regulated industries, whose legal and compliance hurdles make social media a challenge to implement, are using it. For example, TIAA-CREF, a well established financial services company, just launched its "Raise the Rate" campaign on Facebook.

But Facebook requires a different approach from other forms of marketing messaging and engagement. To develop and expand your Facebook marketing strategy, here are seven actionable tactics:

Monday, May 3, 2010

Twitter Catches Up With Facebook in Awareness, But Not in Useage

From MarketingProfs

The number of US consumers who say they are aware of Twitter has surged to 87% in 2010, up from 26% a year earlier; but despite that near-ubiquitous awareness, just 7% of the population—approximately 17 million Americans—use Twitter, according to a survey from Edison Research and Arbitron.

By comparison, 88% of surveyed consumers age 12+ say they are aware of Facebook, and 41% maintain a profile page on Facebook, roughly six times more than those who use Twitter; however, active Twitter users—those who access the site at least once a month—are over three times as likely as other social network users to follow brands: 51% vs. 16%, Edison and Arbitron found.


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