Why it pays to think small
Thinking small about community size is about focusing energy and attention on your core community, which might be a small group of people. These are your loyalists, your advocates and evangelists.
Thinking small about impressions means that you should not worry about total impressions, but rather you should aim to focus on therelevance of your impressions.
Thinking small about engagement means layering in the context of who is engaging, what they are engaging about, how they engage, and if in fact they’re inclined to engage in the first place.
 (via Thinking Small About Social Media Marketing)

Why it pays to think small

  • Thinking small about community size is about focusing energy and attention on your core community, which might be a small group of people. These are your loyalists, your advocates and evangelists.
  • Thinking small about impressions means that you should not worry about total impressions, but rather you should aim to focus on therelevance of your impressions.
  • Thinking small about engagement means layering in the context of who is engaging, what they are engaging about, how they engage, and if in fact they’re inclined to engage in the first place.


(via Thinking Small About Social Media Marketing)

The collaboration pyramid

For enterprise-wide collaboration to happen, the community building and cooperation must stretch beyond any barriers such as organizations, time, and place. Groupthink, organizational silos, and structures cannot be allowed to limit the ability for one or several organizations to collaborate efficiently and effectively as enterprise. If the enterprise as a whole is not one single community, and if people don’t cooperate freely within and cross organizations involved in the enterprise, then enterprise collaboration will fail.

(via The Content Economy: Standing On The Shoulders Of Giants)

The collaboration pyramid

For enterprise-wide collaboration to happen, the community building and cooperation must stretch beyond any barriers such as organizations, time, and place. Groupthink, organizational silos, and structures cannot be allowed to limit the ability for one or several organizations to collaborate efficiently and effectively as enterprise. If the enterprise as a whole is not one single community, and if people don’t cooperate freely within and cross organizations involved in the enterprise, then enterprise collaboration will fail.

(via The Content Economy: Standing On The Shoulders Of Giants)

Crisis communication with social media

G.M. has a team of about 20 people based in Detroit that manages its social media presence — including monitoring about 100 independent auto forums — and responds to inquiries and complaints seven days a week. Another 50 people staff a call center, with as many as 50 more people helping out when call volume is high, as it has been since the recall began.

(via G.M. Uses Social Media to Manage Customers and Its Reputation - NYTimes.com)

Crisis communication with social media

G.M. has a team of about 20 people based in Detroit that manages its social media presence — including monitoring about 100 independent auto forums — and responds to inquiries and complaints seven days a week. Another 50 people staff a call center, with as many as 50 more people helping out when call volume is high, as it has been since the recall began.

(via G.M. Uses Social Media to Manage Customers and Its Reputation - NYTimes.com)

Broadcast mentality backlash

The most recent buzz coming out of Silicon Valley is small, anonymous social apps like Secret and Whisper. Those apps combine the joys of scandalous water-cooler gossip with the Internet’s ability to keep us anonymous while we do it. You’re still posting to your established social networks, but nobody knows which friend said what.

(via Social media users migrating to smaller circles - CNN.com)

Broadcast mentality backlash

The most recent buzz coming out of Silicon Valley is small, anonymous social apps like Secret and Whisper. Those apps combine the joys of scandalous water-cooler gossip with the Internet’s ability to keep us anonymous while we do it. You’re still posting to your established social networks, but nobody knows which friend said what.

(via Social media users migrating to smaller circles - CNN.com)

MasterCard employees listen, and become brand ambassadors

Social media training program began in earnest with the launch of  Conversation Suite, a social media listening program created to showcase the millions of the relevant conversations about the MasterCard brand now displayed on a 40 foot LED monitor in the center of MasterCard headquarters.
Rather than just a piece of eye candy, Conversation Suites is now part of a four phase strategy to educate, empower and encourage all the 8,000 MasterCard employees to become brand ambassadors.

(via Social Media: Moving From Danger To Brand Building Opportunity)

MasterCard employees listen, and become brand ambassadors

Social media training program began in earnest with the launch of  Conversation Suite, a social media listening program created to showcase the millions of the relevant conversations about the MasterCard brand now displayed on a 40 foot LED monitor in the center of MasterCard headquarters.

Rather than just a piece of eye candy, Conversation Suites is now part of a four phase strategy to educate, empower and encourage all the 8,000 MasterCard employees to become brand ambassadors.

(via Social Media: Moving From Danger To Brand Building Opportunity)

Novel use of social media in an age of story-telling

Now technology is transforming the writing of fiction, previously the most solitary and exacting of arts, into something nearly the opposite. It is social, informal, and intimate, with the results not only consumed but often composed on the fly. Wattpad is a leader in this new storytelling environment, with more than 2 million writers producing 100,000 pieces of material a day for 20 million readers on an intricate international social network.

 (via Web Fiction, Serialized and Social - NYTimes.com)

Novel use of social media in an age of story-telling

Now technology is transforming the writing of fiction, previously the most solitary and exacting of arts, into something nearly the opposite. It is social, informal, and intimate, with the results not only consumed but often composed on the fly. Wattpad is a leader in this new storytelling environment, with more than 2 million writers producing 100,000 pieces of material a day for 20 million readers on an intricate international social network.


(via Web Fiction, Serialized and Social - NYTimes.com)


Social business is a means to an end.
Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)

Social business is a means to an end.

Our ultimate goal is not “to become a social business”; our goal is to communicate more effectively both inside and outside the organisation. Too many social business projects concentrated on adoption – how to get people into a network – rather than what they will use it for once they’re there. In our experience, this is the wrong way round – by clearly identifying the business processes a social network will be used for, adoption follows automatically, because people are compelled to use the network to get their job done.

(via Social Business For Real Work)