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 first part of this blog on social media and marketing arrived at the observation that questioning the value of social media to your business is fine, but not bothering to look for an answer will be deadly. Most businesses now understand that they cannot chose to ignore the question of how engagement in social [...]
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 [...]
Markets and the businesses that serve them are being required to respond to the perpetual state of advance in digital information technologies, particularly social media and mobile. The question that everyone working in any part of digital communications is now facing (explicitly or not) is whether the change to business is more revolutionary or evolutionary. [...]
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 [...]
