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 [...]
One Step Forward, One Step Back From my standpoint as a marketing science data junkie, the Facebook changes announced at F8, while very cool from my perspective as a user, ultimately amounted to no change at all in my role as a data analyst. While personally I am already enjoying the new design and sharing [...]
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 [...]
There are two primary and interdependent activities in social media management: communication and intelligence collection. These activities are interdependent because the style and quality of your communication will influence the context and content of your networks and the intelligence you are thus able to collect from those networks. Very simply, a communication approach that establishes [...]
Communities, and community organizations, arise around common needs, values and objectives. A community is a community (as opposed to just a group or place or list) because its members share a common vision, values and voice. The strength of a community comes from the extent to which its members are invested in this shared vision [...]
