Social Media Intervention for Engagement and Intelligence

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…

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Organizational Politics, Digital Marketing, and the Optimization of Sub-optimal Strategies

This post appeared originally on February 22, 2012 in the iMediaConnection blog. Biased cultures of digital marketing testing in organizations exist because of risk-aversion in the management culture. In such environments, managers see little gain in expending political capital to try testing digital approaches that might not work, even if they also might work. This…

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Social Media Week Toronto

Had a great time at Social Media Week Toronto. Canada’s Globe and Mail and Marketing Magazine showed up to cover my presentation on measuring social media ROI. Here is the Globe and Mail article on measuring social media ROI and social media strategy. And a video interview with Scot Wheeler about Social Media ROI in…

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A Brief History of Social Media Measurement, and a Prescription for Web Analytics

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…

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Social Media and Marketing: Evolution Not Revolution… Part I

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….

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Social Media for Enterprise – Value-adding Practices

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…

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Walmart and Tesco Make Big Moves in Social Strategy

Tesco just announced its acquisition of social media marketing firm BzzAgent. This follows Walmart’s April acquisition of social media analytics firm Kosmix. The world’s first and third largest retailers have thus set into motion what they view as the next stage in customer intelligence and engagement. Each firm’s acquisition reflects a gap in their prior…

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Investigative Forms of Social Media Measurement

In yesterday’s post I wrote about the category of social media measurement most frequently discussed in conference sessions; evaluative measurement which identifies/estimates the impact that communications are having across various media channels including social networks. While this one form of measurement gets a lot of attention thanks to the facts that 1) people need to…

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When Measurement Talk Meets Measurement Walk…

Nearly every social media conference has its requisite session on measuring social media, usually featuring the same key points (often from the same key people), 1) it needs to be done, 2) it should be aligned with business objectives, 3) volume-based measurements do not measure impact, and 4) measurements must be interpreted against objectives to…

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