The Role of Story in Life (and Change Leadership)

As I write an upcoming book with Susan Emerick, on the topic of enabling large numbers of employees in social media, we continually meet people with a vision for change, who need help in developing their ability to lead the change — to tirelessly communicate their vision, and to simply get everyone on board.

In the mean time, we will begin peppering little nuggets like this one from Ken Burns, to help us all build the skill that we need, but have so little time to develop.

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There is No “Right” Answer to Outsourcing Tweeting

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.

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Social Media Compliance Timeline

Since FINRA released Notice 10-06 in 2010, and Morgan Stanley began allowing financial advisors to use social networks for business, consumer expectations and business marketing trends have been colliding to create new and interesting regulatory requirements.

InvestmentPal created the following comparison of web email adoption, since 1996 when Hotmail launched, versus social network adoption, beginning in 2006 when Twitter launched:

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Don’t Allocate Social Resources According to Brand Mentions. Focus on Value

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 [1].  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.

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Data You Can Gather Through Social Sign-on

B2B and B2C marketers are using social sign-on features to gather more data about the people who engage with their web properties — for example, letting people complete a lead-gen form or contest submission by logging-in with their Facebook or LinkedIn ID.

But a lot of marketers do not understand the data that is available through social sign-on, so Eloqua created a simple graphic to show the types of data that are available to a marketer when visitors use their Facebook, Twitter and LinkedIn credentials to access an offer, shown below:

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