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"Your customers may be well-intentioned as they’re posting updates and tweets with your campaign hashtags, but they may not be conveying your message in a way that you originally intended."
Very true. The NYPD had exactly this problem when they solicited input from the public on their Twitter feed (see: http://www.bbc.com/news/technology-27126041).
Terrific article that's as fun to read as it's fun to learn from. Bookmark it, share it, print it out, tack it to your wall. One of the best articles I've read on Social Media Today.
Many B2B firms (lawyers, agencies, other pros) get their best leads from referrals. These happen in phone calls, in-person, via email, or even via private text messages. None of this happens on "social channels" the way we've defined them. This isn't to say that having a developed online presence (including activity on social channels) is useless -- far from it -- these same people will use online as a due diligence and direct contact mechanism when the times comes to "pull the trigger." I liked this article a lot -- it helps to put the "influencer" issue in its proper context.
I recall visiting the Internet Archive in 1999 -- they had a tiny office and the collection was backed up on tape -- there wasn't even a public web site for folks to browse. The Wayback machine is one of the great public institutions of our time. It addresses one of the central problems of Internet Culture: our future-orientation tends to make us blind to the fact that someday our most cutting-edge products will exist only in the past.
Excellent article. Having an active blog definitely drives traffic, a percentage of which converts. I can't imagine an effective web marketing effort without one. This article should be widely read by social media specialists. Why? Because some of them seem to believe that having a social presence on Twitter, FB, etc. substitutes for a blog presence. We did a recent study of the Forbes Top 50 Social Influencers and it was eye-opening. While 84 percent of these influencers had blogs, only 34 percent of them had fresh content (defined as content less than one week old) on their blogs. This is a big no no -- your blog MUST keep pace with your social efforts or you'll be disappointing non-socially derived visitors.
I'm reasonably confident that the people who ask to connect with me on LinkedIn are real people, so I'm not very selective. The only people who I don't connect with are people I know from the real world that I really don't want to have anything to do with anymore. But my own LinkedIn network is fairly small (in fact, it's pathetically small) -- I know executives with much larger networks who complain that a fair number of requests are from fake personas. So perhaps one needs to be more selective as one's ostensible influence grows.