Submitted by Nedra Weinreich, publisher of Spare Change 
The eternal question in social marketing is how to go about selecting the audience segment your program will address. The most common approach is to select one of two groups: (1) the people who most need the intervention, who are most at risk for a particular problem or (2) the people who are ready to change and just need a little nudge in the right direction. The first group is usually the audience that the program was funded for in the first place. We generally want to make a big impact on the problem, and often assume that will happen by reaching those who are most likely to suffer from it. The problem is that for many issues that have been around for a while -- whether it relates to eating healthy food, quitting smoking, flossing teeth, recycling -- the people who were most likely to adopt positive behaviors have already done so. The rest of the people may be those who either don't want to change or have tried and decided it wasn't for them -- not easy groups to make significant inroads with (though not necessarily impossible). They may be the late majority or laggards at the end of the diffusion of innovations ... read more >>
|
(How to Measure the Impact of Social Content (blog posts, Tweets, etc.) on Search Within Social Media and Social Networking Sites) In this post, we'll focus on how to measure the impact of Twitter, which reached about 22 million people in May. 1. #Hashtag research = keyword research Just as people had to learn how to search using traditional search engines like Google and Yahoo, people are learning how to better search social media sites like Twitter. Increasingly, they are using hashtags. A hashtag is simply including the # symbol in front of a keyword. For example #diabetes . People can subscribe to follow hashtags or they can search for them, allowing them to stay current on specific topics, and recently Twitter began hyperlinking hashtags within tweets allowing people to go diretly the search results for that hashtag instantly.
Here we can see that tweets tagged with the #diabetes hashtag are on the rise:
By researching which keywords are popular at the moment, you craft messages that are relevent and timely, and by including the hashtag in your post, you expand the reach of your ...
|
Twitter Clean Up I wrote a post before on how to do a Twitter cleanup by using FriendorFollow.com to remove all non-followers on Twitter and using Twitter directories like Twellow.com or Wefollow.com to find and increase your niche follower count. The reason for a Twitter clean up is to remove all the non-engaged followers in your Twitter stream (besides celebs and news profiles). Why follow these users if they don’t follow you back and provide relevant and engaging conversations? The 2nd step of a Twitter clean up is to increase your niche and social network of Followers that’s relevant to you. The Twitter directories was a way to focus on finding new friends who you can target more effectively than friend search. New Twitter Account Management Tool for Maintenance Well I have found a new website tool called InRev TwitIn at http://www.buzzom.com/ In their words Welcome!!! Experience the new Social Media Tool. To follow and unfollow people in Twitter is just a click away. Just type in your Twitter Id and get on. Have Fun!! Manage your Twitter Account with faster operation and methods found nowhere else, secured by OAuth. I recently came across this site and ... read more >>
|
I’m going to make a bold statement which is in essence in the title of this post, if it weren’t for negative experiences and feedback then new customer engagement models would NOT exist (or perhaps would take MUCH longer to adopt). So what does this mean? It means that the organizations that you see joining the social media space are doing so because they are getting trashed online. I actually had an interesting discussion with Olivier Blanchard on Twitter which went a bit like this: 
If you are unhappy about your internet connection, your flight, your computer, a place you ate at or any product you purchased or service you received, what do you do? Tweet about it, blog about it, go on yelp, etc. This is why most of the companies are getting involved in social media, because of negative customer experiences and feedback that FORCE them to get online. If Dell Hell didn’t happen do you think they would have adopted such a leadership role in social media? Absolutely not. If people weren’t always complaining about Comcast’s service on twitter do you think they would be on there? No. This is the process that we are taking ... read more >>
|
You can’t monitor the whole Internet. Nobody can, not even Google. So what do you do? It’s obvious that you can’t ignore it? You need to be monitoring something. “But I don’t have budget for fancy monitoring tools.” You don’t need any budget. There are dozens of free or nearly free tools to use but you could probably just monitor Twitter if you had to.The easiest and cheapest way is set up your team with TweetDeck, let it run in the background at work and run a search for your keywords. I’m not advocating that you only monitor Twitter (and the above solution only works while TweetDeck is running) but I think if you only did one thing, it would be to monitor Twitter? Why? Why not blogs or set up alerts? Twitter is the water cooler of the Internet. One could argue that it’s becoming the World’s Water Cooler. But they’d be wrong. The World has many Internet Water Coolers. Facebook is the World’s Largest Water cooler.The Facebook Water Cooler started off as a brand of water bottles exclusively sold at college. It quickly became the favorite water cooler brand in the US and is quickly become the favorite at all of the Internet’s international offices as well. ... read more >>
|
In this post: Today's economy demands a new way to capture jobs for recent grads and other job seekers ...
 We've heard it before, and we'll continue to hear about it again ... finding a job has been problematic for many. While reading though Seth Godin's blog the other day, I noticed a comment stating that only 20% of 2009 college graduates who applied for jobs actually have one. To me, this is a huge red flag. With my commencement ceremony under a year away, the reality that I need to begin to prepare myself for the competitive job market has hit me hard. There are definitely jobs out there, but standing out in an ocean of qualified and experienced applicants can be difficult. Before I disappoint some of you (and I go into panic mode), trust me when I say that finding a job is not impossible. The key is knowing how to capture the eye of potential employers. Expansive and unique resumes used to be a surefire way to get someone to notice you, but today's market calls for some news rules. In our new age of technology, we have to be more creative when trying to capture the extra glance from prospective employers. Social media participation is the new resume for job seekers. David ... read more >>
|
How do you create demand in a hyper-connected world? How is Social Media changing the discipline of sales? And what is "Social CRM"? Brent Leary, a partner at CRM Essentials and author of Brent's Social CRM Blog, will be discussing these topics in an upcoming Webinar-- Driving Demand in a Demanding Market--sponsored by Oracle and hosted by the TheCustomerCollective.com. Details about the Webinar can be found at the end of this blog post, but Brent also took some time to share his thoughts on these topics with Experience: The Blog readers. Brent sees firsthand the way Social Media is changing Client Relationship Management (CRM). Of course, we all know that Social Media offers new and better ways to create and foster relationships, but it also presents some new challenges. As Brent notes, "'Selling 1.0' doesn't work well at all with social media." Here is my online interview between Experience: The Blog (ETB) and Brent Leary (BT) on the topics of Social CRM, metrics, and how to drive demand in a hyper-connected business environment: ETB: Brent, your blog focuses on Social CRM. You also wrote an article for Inc. entitled "Traditional CRM vs. Social CRM." (Note: Because the Inc. ... read more >>
|
Earlier this week I wrote a post about follower-building services on Twitter, warning about the dangers and how people may perceive you if you use them. It felt a little bit like preaching to the choir. Amy Mengel made an excellent point in the comments to that post: “Unfortunately the people on Twitter who promote these schemes and have tweet streams full of nothing but the garbage you outlined above probably won’t be reading this post and getting the message!”
This made me think – did I target the post correctly? I came to the conclusion that in that case, no, I didn’t. If the people reading this site already view follower-building services that way, they’re more likely to be the people talking others out of these tools than the ones using them. With that in mind, here are a few suggestions on how to approach people using follower-building services and help them to re-think their approach to their followers (which, it seems, we all agree isn’t a good one). How to approach- Approach delicately: No-one likes to be backed into a corner publicly. Consider approaching them privately.
- Give them a way out: Ask questions instead of pointing the finger.
Reflective questions- Benefits: What benefit . ...
read more >>
|
I just read a post titles The Week the Media Crashed on the Communication and Leadership Policy blog from the Annenberg School of Communication at USC. It’s one of the best posts I’ve seen about the shifts in media consumption and what this means for mainstream media news outlets. This is a ‘must read’ for anyone in PR or marketing. Since there are no comments on the post, and only one trackback, it seems to have gone largely unnoticed. The author Adam Clayton Powell III is the Vice Provost of USC for Globalization and he lays out how the Internet has changed our listening and viewing patters. He cites figures and strategy changes that every PR person should know. Read it and pass it on. Link to original postLink to original post ... read more >>
|
You’re at a conference, the wifi is good, and you’re excited about live tweeting the next speaker. But have you ever wondered whether it’s “OK” to copy and publish someone else’s words and ideas? If you were at the movie theater, neither the studio nor the theater operator would permit you to videotape portions of the movie to post on your blog. On the other hand, the art of critical commentary goes back to at least Shakespeare’s time, so it’s definitely established both in common practice and in the law that reproducing information, even copyrighted information, is acceptable under certain circumstances. Setting aside issues of whether the practice is actually useful, and whether it is distracting to the speaker and to others in attendance, live tweeting and live blogging of conferences, events and webcasts raises legal and ethical issues. Producers of webcasts and live events often charge admission for these, and they may include copyrighted material. Speakers may also have copyrighted their presentations, or may (in my case) quote substantial portions of a copyrighted book or other work. These words and ideas are essentially products that are sold commercially, and the owners .. ... read more >>
|