Event-related communication has always been at the heart of social media, from Twitter’s debut at SXSW in 2007 to the everyday sharing of check-ins, meals and parties in Foursquare and Facebook, to Oreo’s big marketing win with a single tweet during the 2013 Superbowl. As my colleague Daniel Honigman pointed out to me today, for [...]
The Challenge Common sense asserts a wealth of marketing opportunity residing in the correct analysis of consumers’ publicly shared (and digitally documented) interests and interactions. However, there are significant challenges in separating valid information from noise, then structuring that valid data to draw actionable insights with the same level of confidence that businesses expect from [...]
I am very pleased to share the news that I’ve started a new position as Marketing Science Director with the digital agency Critical Mass here in Chicago. I am extremely privileged and excited to be working with Shaina Boone (who brings a unique and impressive blend of left and right brained intelligence to the marketing [...]
Even the best general models don’t solve specific problems of practice, but they should be useful in guiding thinking around specific problems. This particular model proposes a standard path for building value from social media practices within organizations. Each of the practices has inherent value for particular organizational problems of practice, and each additional practice [...]
Many current discussions of online or social influence are focused on the “how” of measuring influence, exploring how the ever expanding wealth of digital data sources can be mashed-up to provide accurate estimates of a person’s ability to persuade others. These are valuable discussions for our current position on the social intelligence technology curve, and [...]
