The biggest woe in social media is measurement. No one has figured it out. There are no standards. There are hundreds of measurement tools. There are all kinds of metrics and statistics that can be measured. The great thing about social media is that you can measure everything, but the worst part of social media [...]
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5 Tips for a Social Media Crisis
January 17, 2012
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You can take this to the bank: If you are a brand then you’ll experience a social media crisis. It’s inevitable. Look at it this way. No brand in existence – not even the most popular and best-loved brands in the world – has ever avoided a negative phone call, a snarky email, a compliant [...]
Read more2012 Will be the Year of Social Catch-Up
January 3, 2012
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Social media moves like the Flash. Zip! Bang! Boom! It’s fast – really fast. Stop paying attention for a couple of days and you feel like you’ve missed an entire movement. There’s always innovation – new technology, cool sharing tools, new ways to monitor and manage. Heck, there are new platforms and applications seemingly dropping [...]
Read moreWhy Wikipedia Should Shoulder Blame for Violations
December 15, 2011
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Because they do a lousy job of explaining themselves. I’ll get to that momentarily. But first why is Wikipedia hands off for PR people? The reason is simple: Because Wikipedia isn’t an owned, earned or paid channel. For those of us who don’t work in marketing or communications, those distinctions are how the industry identifies [...]
Read moreTake a Deep Breath… and Organize
December 6, 2011
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Once upon a time social media seemed so easy. Open a Facebook page. Tweet out a link to a press releases. Set up a LinkedIn profile. Throw a video up on YouTube. It’s free! It’s easy! But that feeling of ease is quickly replaced by trepidation and later by a disbelief that you ever thought [...]
Read moreThe Joy of Social Media
November 30, 2011
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It’s easy to get caught up in the minutia of the industry. Communications and marketing pundits have a tendency to dive into the trivial aspects of social media – how we should define influence, how a new feature on Facebook works, a rant about a brand making a social media snafu, etc. No doubt some [...]
Read moreThe Wrath of Everyone & How to Avoid It
November 14, 2011
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If you’re a brand (or a celebrity) and you make a mistake on a social network then expect the following: Righteous fury directed right at you in a sudden firestorm Personal insults and questions about your intelligence, character and integrity Lectures from social media “experts” (usually in the form of condescending blog posts) providing you [...]
Read moreThe Content Explosion
November 9, 2011
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Corporate communications used to be straightforward: Publish a press release Talk to the media about it That lead to news articles that could outline a company’s products and services for potential customers. But that model was altered by the web when companies could then provide details and additional information on their websites and then [...]
Read moreThe Murky Rules of Facebook Contests
November 1, 2011
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The rules for running a brand contest or a promotion on Facebook are quite clear. Facebook spells them out succinctly in its Promotion Guidelines – if, of course, you can find them. What is murky, however, is whether there are consequences for violating these guidelines. I know of only of one brand (SAS Airlines) called [...]
Read moreWhy Outsourcing Social Media is Critical for Brands
October 20, 2011
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I often meet with brands from all over the country – mostly big, global brands, but also mid-sized and smaller companies. Here are the two biggest challenges they have with social and digital communications: 1.) Knowledge. When you work at a single company it is difficult to get expertise on areas where you aren’t actively [...]
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