Was looking for a very simple way to represent complex process of interwoven activity, intelligence and outcomes. What do you think? Please share comments.
The Interdependence of Communication and Feedback
Posted by Scot Wheeler on May 5, 2011 1 comment
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 trust and affinity through shared interest and value will generate more useful feedback than will a communication approach that elicits indifference or annoyance (which will probably yield the insight that people are indifferent or annoyed). » Read more…
The Social Business Methodology – Keep It Simple
Posted by Scot Wheeler on April 20, 2011 0 comments
David Armano recently posted a nice concise summary of the paths organizations need to take in order to scale their social engagement from experiment to success.
The top path is business planning – setting objectives and expected outcomes and defining the resources and structures that will make these objectives happen.
The middle path is strategy – not network/channel strategies (i.e. “our Facebook” strategy) but business strategies (i.e. our “customer loyalty strategy”). Social channels/networks are means to fulfilling the strategy. » Read more…
Marketing, Let’s Face the Music…
Posted by Scot Wheeler on March 1, 2011 0 comments
Two recent back-to-back Ad Age articles painted a very compelling picture of the challenges facing the marketing and advertising industry, and left one feeling that the most deeply established parts of the industry do not quite know how to dance to the changes around them.
The first article by Edmund Lee was the best head-on analysis of an issue that is surely keeping agency management up at night, the death of the “impression” as “the basic unit of attention that has been sold by media and bought by advertisers for more than 50 years”, asserting, quite rightly I believe, that “the impression, and all the economies based on it, may be doomed”.
Wow! That’s a $151 billion dollar economy in the US alone. Now, Mr. Lee is not predicting the death of advertising and marketing – just the kind that relies on impressions – meaning the kind that just about everyone is buying and selling right now. The gist of this perspective is that simple visibility or presence in media, in and of itself, is not enough to motivate people’s behavior, especially given the vast competition of competing messages. As a numeric measure that takes on greater value the bigger it gets, the impression is a currency of “mass” messages, and in our long-tail world, very few people fit into any “mass” graph. » Read more…
The Tao of Social Media
Posted by Scot Wheeler on February 23, 2011 0 comments
In working with clients to incorporate social media into their business, I am often asked to address the question of who should “own” social media.
To answer this question I hand them a copy of The Cluetrain Manifesto and quickly steer them to the work of people like Brian Solis, Steve Rubel, David Armano and Jeremiah Owyang, all of whom pretty clearly establish that the whole notion of “ownership” of social media or anything else presumes an organization with partitions between the various functions, a structure of organization that is antithetical to the nature of social media.
The right approach to social media comes across like a Zen koan: If you’re going to effectively integrate your business into the culture(s) engendered through social media, you first need to kill-off your notions of “Social Media”. » Read more…
