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Samuel Chan is a digital marketer and brand publicist by profession. He is the founder of new media company Evobar and has worked with national media conglomerates in the past. He writes about the renewed sensibility of advertising and content development on his personal blog.
His areas of expertise include content strategy and development, digital brand management, and formulation of advertising strategies. He is also known for his execution on brand publicity strategies and have quite a knack with growing lead acquisition channels across the web.
He blogs on : http://www.officialsamuel.com/blog/
Very well written article. Just wanted to add my two cents here on the following line,
'If they are voicing criticism of the business, take a moment to evaluate the criticism objectively."
I think, in my humble opinion, that objective evaluation of criticism does not exist. Just like objective criticism - that's an oxymoron. My company do have a social media posting policy but a policy is just that - a policy. It's implementation is dependent on the interpretation of the policy, and at such, are subjected to the enforcer's view of the whole situation. It just isn't fair, but that's quite the point.
I would argue that a social media policy really isn't the solution to the problem. Rather spend time and effort in blending the right mix of culture and a common ground of understanding between each team player, than to attempt on working out a "bullet-proof" social media policy. With human factor in the mix, I believe it is a more sustainable and empowering approach.
"There is no incentive to go on Facebook other than the coolness factor."
Very interesting note there, I thought most would swear that it's the other way round.
Nevertheless a very nice article James, and thank you for introducing us to this Author Rank at the same time. I was looking around for opinion before I write an extended, follow-up article to a much earlier post
on the Author Rank implementation (Why Google+ is a unique proposition and how author rank is your new currency) and stumbled upon this
Also, nice and descriptive image up there at the top left.
Guess we're not the only ones waiting to see what 2013 is about to unfold for social media and advertising. To your question,
" ..Cookie-powered advertising has been here for a while now but the appeal of Facebook Exchange’s lies in its evolution — not transformation — from Facebook’s traditional targeting model towards a richly layered “intent-based” targeting model. Just when we thought that the craze about inbound marketing is cooling down, it looks like it’s set to make a tremendous leap.
Or, more specifically, an insight-driven leap powered by the raw power of data."
"Big data will live up to its hype, and it will pave the way for a way more powerful social advertising.
- Extracted from: Intent-based Targeting and the Evolving Search and Social Advertising
Nicely written! I agree to most of the points you've brought up here. Just thought I'd make one addition, and that, many of us can foresee, is an increasingly insightful-powered social media landscape. Much like the early days of search engine marketing, social media marketing will find its growth and evolution firmly founded on consumer insights, or in other words, buyers' intent.
Thanks again for the post.
I work as a digital marketer handling my organization's advertising activities across the social media. Our setup very closely resembles that. We do have a web/graphic designer, two programmers and IT guys, a project manager, and then there's me. The only addition I'd like to add to your social media marketing team is indeed the Advertiser.
The role of the Advertiser includes the active management of corporate advertising accounts, formulate targeting strategies (I'm devoted to intent-based targeting principles and wrote about it here: Intent-based targeting: Evolving Search and Social Media Marketing model), and to optimize, monitor, further optimize the performance of these ads. My lineup for a reasonably-sized social media marketing team would be:
- IT guys
- Web developers
- Project Manager
Thanks again for sharing your thoughts!
Very well written, especially on the part where you mentioned how "robust targeting options" in advertising platforms can help to achieve better relevancy and produce a better user experience overall.
In fact, I can't agree more on your take about ad relevancy and better targeting options in an attempt to improve ad quality, I even wrote a post about it: Intent-based targeting: The Evolving Search and Social Advertising Model.
Thank you for the article, will be sharing it on my stream as well.