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3 Reasons Why Facebook Communities Are Dead

When Facebook started to pop and roll, brands got very excited about the prospect of creating online communities of customers, prospects and fans. The idea was a powerful one: cluster like-minded people together, share information and engage. Brands flocked to Facebook. They hired community managers and social media experts. They posted daily as if they were […]

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What’s Wrong with Facebook? You Can’t Scale

And that’s ultimately the problem with every social network. The more friends you get. The more brands, bands, movies, books, groups, restaurants, and organizations you like – the less you’ll see of all their content – even if you want it. You, my friends, have limits. There’s only so much “content” that Facebook can deliver […]

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What is the Value of a Facebook Fan?

A recent Facebook campaign in Norway brings up a few interesting questions: What is the value of a Facebook fan? Is engagement the only measurement that counts on Facebook? Here’s the campaign in a nutshell. Burger King Norway’s Facebook page had 38,000 fans, but low engagement. They also had some fans complaining about Burger King […]

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“Oh, son of a…! That’s gonna leave a mark!

The headline of this post is a quote from the 1995 comedy “Tommy Boy.” But it could have been the shouts of frustration emanating from the offices of JPMorgan’s communications team yesterday. In a move that has many people scratching their heads, JPMorgan, the largest investment bank in the United States, decided to hold Twitter […]

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Reputation Can Be Lost in an Instant on Social Media

Here was the right answer: “We feature families who love pasta in our commercials. That’s because we make the best pasta in the world. Anyone who loves pasta – no matter your color or sexual orientation – has a home with Barilla.” Here was the wrong answer: “For us, the sacral family remains one of […]

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National Tragedies Are For People, Not Brands

Here’s the definition of a no-win situation. A brand using a national tragedy to engage with fans on social networks. The opportunity to offend is very high. Yesterday, on the 12th anniversary of 9/11, several brands decided to weigh in with their thoughts about the terrorist attacks on that fateful day, including a diaper company, […]

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3 Reasons Why Social Media is Dangerous

Lots of brands are afraid of social media. That’s why they do it poorly, or why they don’t do it at all. Unfortunately, ignoring a communications trend is not a recipe for success – especially when the trend turns into an actual best practice. So if you’re a brand and you aren’t doing social media? […]

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You Aren’t in the Press Release Business

Dear PR Professional: Can we talk please? Because it is 2013 and you should know this already. You aren’t in the business of writing press releases. You aren’t in the business of pitching the media. Seriously. Let’s ignore the fact that those two things are tactics and get to the heart of the matter. They are […]

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Why “Likes” Matter

Nothing causes as much consternation as a Facebook “like.” Marketers want to give it a value.  Sales guys want to monetize it.  Communicators want to measure it. But the simple fact is that few people understand it. So what is a like?  What does it mean when a Facebook user “likes” something? First, you need […]

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Why Brands Should Resist Participating in National Tragedies

Every weekday a popular retailer sends out an 11 a.m. daily deal email to subscribers.  Yesterday there was no daily deal. Just a branded message to its subscribers, which said: “For the lives lost at Sandy Hook.  We grieve.  We remember.  We honor.” Then the brand listed all of the first names of the children killed […]

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