Right around the same time that Google+ was introduced in June 2011, Google formally announced the Google authorship program, where authors could link their content to a Google+ profile and identify it to Google in search rankings. But the idea of ranking Internet authors actually goes back much further, according to Mark Traphagen, director of […]
With so many companies now investing in programs to empower their employees as brand advocates in social media, the number of software vendors pitching the space is increasing quickly. To help you understand the vendors in this space, we are publishing a Software Buying Guide for Social Employee Enablement and Employee Advocacy.
In this video, Susan Emerick followed Brian Solis on stage at the 3M Think Tank last week, and gave an overview of key concepts from The Most Powerful Brand on Earth, for an audience of marketing thought leaders from around the country:
Since the dawn of social media listening, tool vendors have claimed that, unlike all of their competitors, THEIR tool can provide the actionable insights that you so desperately crave. But it simply is not true. Perhaps their tool, combined with skilled people, can do the trick. But the answer to your desire for actionable insights can never be solved by any tool alone.
Nearly every social media tool and research report has a chart showing brand mentions, by venue, and they almost always show Twitter as the venue with the highest volume. This is useless data.
In 2009, Gartner reported that 70% of social business programs fail. Some folks seemed surprised. But, let’s take a look at the range of failure rates reported for CRM projects over the years.
According to Google and Compete, 2012 will be the first year that apparel sales are more influenced by online channels that offline. This infographic shows details of the impact on how consumers shop for apparel.
A lot of people think that a brand must own all aspects of social media listening. People fear that outsourcing even a part of the engagement process (i.e., listening) would take away the authenticity which is supposed to be the pixie dust of social media. People wonder how they would build an authentic, direct relationship with customers or stakeholders if they outsource some of the process.
While relationship-building can not be outsourced, we should ask ourselves which parts of the social media engagement process really do build the relationship. Here’s a hint: listening is not the critical part that you have to execute with internal employees, and this post explains why.
Digiday recently wrote that “Twitter dominates brand conversations”, based on upon the observation by Burson-Marsteller that more than half of Fortune 100 brand mentions in a month occurred on Twitter . But counting brand mentions is not the same as counting business value. In fact, resources should be allocated according to the relative value of each social venues, not the relative volume of brand mentions.