April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
April 07, 2015If content is king, then certainly customer experience is an integral part of the royal court. As companies everywhere invest in content marketi...
March 19, 2015It’s no surprise social customer service demand is on the rise. To stay ahead of the game, your brand must formalize a streamlined and scala...
March 13, 2015Fifty-seven percent of customers expect the same level of response through social channels as traditional support channels. That can be cha...
Jul 5 Posted 2 years ago
Great post Chris. I think these concepts are especially important for small businesses when they embark on this endeavor, whether by themselves or through a consultant or agency. If the strategic planning step doesn't take place before anything else, company's could be wasting their money on a plan that won't produce results in the end anyways.
Jun 21 Posted 2 years ago
Nice article Chris, all good stuff here. Now that most brands/business have ventured into Facebook and Twitter marketing, we've found that YouTube video content is the next step. Newly released advertising tools and enhancements have helped increase video targeting and click-to-actions in the range of 4-8%.
Since 2011, YouTube viewing has risen 58% year over year and has become the #2 searched term on Google.
Jun 20 Posted 2 years ago
Great article ... working in mostly non-profit and public sector positions, relationships are especially key to both raising our brand and eventually, gaining donors. Sometimes I think people forget that just because you are connecting online doesn't mean that you can skip the time and care necessary to nurture those relationships, just as you would if they were in person.
Jun 18 Posted 2 years ago
Thanks for the comment Jeff. We're in agreement here. It's a very difficult task for most marketers to resist the pressures and tempatations of push marketing to be successful in social. We can only hope that the examples of failure will demonstrate how to succeed.
Jun 18 Posted 2 years ago
I think you're right on when you point out that Business definitely expects results sooner. Most marketers are typically bred to see instant results from any vehicle that has "web" attached to it. Can't fault them for that thinking, but as you also point out, the execution and expectations are often wrong. If compaines did review the goals you present on your short list before paying their nephew to fire up a FB page, they might understand this particular medium better.
It does take patience (and a long-term commitment) to really get anything out of SM. It is very interesting to note that due to budget hacks in a turbulent marketplace, many companies have moved away from soft marketing and brand advertising. The bean counters want to see more immedate and tangible results before they sign off on anything now. Again, you cannot say this is an unreasonable view, but it does somewhat fly in the face of a SM strategy that is more akin to putty than concrete.