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)

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)

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 media presents a great opportunity for retailers to understand customers better. Stores can analyze postings by individuals that indicate they’re shopping in their stores. By finding patterns matching the time of day with the demographic group that the consumers belong to, retailers can quickly shift their merchandising strategies — perhaps by using large digital screens to display items and prices tailored for a particular type of customer.

Michael Haydock, IBM, discussing retail, showrooming and analytics

Big Data Can Help Prevent “Showrooming” at Retail Stores

When you think about cognitive learning, where computers can tweak a different response to make it more personalised, we might get to that point, like the movie Her, where you could get to a point where you have a cognitive system that could be the customer service person.

The walled gardens of social media

So there is a good reason why e-mail is still the top form of communication in business, namely that you can talk to anyone with an e-mail address, no matter where they are. On an individual social network, you can only really communicate with those on the same network. This is essentially a non-starter for business, and a growing problem for newer social networks and online communities, where it’s increasingly difficult to grow participation because everyone is already a member of so many different services already.

(via Where is interoperability for social media? | ZDNet)

The walled gardens of social media

So there is a good reason why e-mail is still the top form of communication in business, namely that you can talk to anyone with an e-mail address, no matter where they are. On an individual social network, you can only really communicate with those on the same network. This is essentially a non-starter for business, and a growing problem for newer social networks and online communities, where it’s increasingly difficult to grow participation because everyone is already a member of so many different services already.

(via Where is interoperability for social media? | ZDNet)

5 skills for content marketing
Foster an experimental mindset for testing and iteration. Language patterns and digital consumption keep changing and content marketers must contently try new approaches
Think like a reader (and a search engine). Human readers come first, but content needs to be organized in a way that optimizes its relevance to search engines.
Apply journalistic curiosity to create useful and credible content. What’s the story and what’s its impact on the reader?
Understand social platforms for listening and distribution. Two-way dialogue strengthens brand loyalty. Discussion and debate extend the lifespan of your content.
Motivate your audience. Use data and feedback to decide which calls to action work best.
 (via Developing a content marketing mindset – five skills to master | Media Network | theguardian.com)

5 skills for content marketing

  • Foster an experimental mindset for testing and iteration. Language patterns and digital consumption keep changing and content marketers must contently try new approaches
  • Think like a reader (and a search engine). Human readers come first, but content needs to be organized in a way that optimizes its relevance to search engines.
  • Apply journalistic curiosity to create useful and credible content. What’s the story and what’s its impact on the reader?
  • Understand social platforms for listening and distribution. Two-way dialogue strengthens brand loyalty. Discussion and debate extend the lifespan of your content.
  • Motivate your audience. Use data and feedback to decide which calls to action work best.


(via Developing a content marketing mindset – five skills to master | Media Network | theguardian.com)