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Comments by Augie Ray Subscribe

On The Mind-Boggling Lunacy of People Impressed with Esurance's Super Bowl Campaign

Thanks Esmeralda,

I appreciate the comment. Perhaps Esurance had a higher demand for Awareness than is apparent based on my view from the outside in. Still, while I have questions about the efficacy of the program, my bigger question is why we keep celebrating the wrong metrics. Yes, 2.6 billion impressions sounds effective, but if it doesn't drive anything further (and if there is little reason to think it will based on the lack of breadth and depth in the impressions), then I'd like to see bloggers and journalists produce more critical and even-headed evaluations and less "Woo hoo, look at the giant numbers!!"

February 11, 2014    View Comment    

On 10 Tips For Your Brand's Super Bowl Real-Time Marketing

Kaile, I agree with your class discussion. I would have enjoyed that discussion!

February 4, 2014    View Comment    

On What Is Lost in Our Age of Social Media Hoaxes?

"I will always argue that there is absolutely zero business benefit of a customer knowing that a brand, product or business exists if they feel negatively towards it and as such will spread negative sentiment and never convert into a customer."

Shell, I have said the same thing for years (predating the whole social thing, actually.)  I just don't get marketers that value either mere impressions (Any impression counts, no matter how meaningless!) or volatility (Today we'll get a million impressions from our post but tomorrow we'll be back to eight engagements!)  

Thanks for the comment!

December 4, 2013    View Comment    

On What Is Lost in Our Age of Social Media Hoaxes?

Mary, write that post I did feel like an "old fuddy-duddy."  (Then I went back to Snapchating and playing Assassin's Creed IV , just to reclaim my immaturity.)  :)

I agree that brands are taking silly risks with hoaxes. I think if we had smarter marketing and social media pros, they'd realize that slow and steady wins the race--"fresh and valuable discussions," as you say!

December 4, 2013    View Comment    

On Why? The Right Question That Builds Brands in Social Media

Thanks for the comment, Sarah.  Glad you agree!

October 14, 2013    View Comment    

On Chipotle Scarecrow: Pure Imagination or Pure Manipulation?

Good point, Kevin. I'll grant you that Chipotle isn't exactly engaging broadly with criticism of the Scarecrow video, but they have fielded questions from consumers on Facebook (including one sharp post made by a farmer who objected to the portrayal of farming), and their spokesperson has been quite engaged in speaking to the press (which, while old school PR, is still a reasonable attempt towards more openness.) A good example of that is on NewYorker.com:  http://www.newyorker.com/online/blogs/currency/2013/09/chipotle-mexican-restaurants-animated-film-sustainable-food-marketing.html

I may have tied the "dialog" statement too closely with the video, but I'd still suggest Chipotle is far more transparent and engaging than most brands on topics that are sensitive.

Thanks for the clarification. 

September 27, 2013    View Comment    

On Chipotle Scarecrow: Pure Imagination or Pure Manipulation?

Deleted a redundant comment from myself...

September 27, 2013    View Comment    

On Chipotle Scarecrow: Pure Imagination or Pure Manipulation?

kevin,

Not sure what you're asking, since with just a little research you can find plenty of dialog  The brand responds to all Facebook posts promptly and recently removed pork from a dish after engaging with fans online. When the company recently published incorrect information, a company spokesperson took responsibility and quickly corrected the mistake. I'd also argue that the transparency they bring to the sourcing of ingredients is a form of dialog--responding to consumer demand for more information and for actions to improve the quality of the food they eat.


I'm not sure what concerns you have about dialog. It will take more than a two-word question for me to understand that.  If you have a different POV, pease express it!

September 27, 2013    View Comment    

On The Real Data on Facebook vs. Google+ (And Other Social Networks) [INFOGRAPHIC]

Thanks, Tom. I appreciate the nice comment!

August 1, 2013    View Comment    

On Is It Time to Close Your Facebook Page?

Here's the one reason you missed:  Customers expect you to be there.  When they have a problem, a question or perhaps even want the praise the brand, some consumers will use Facebook as their channel of choice. If you're not there, you will have disappointed or frustrated that customers and possibly weakened the relationship.

This article--like so many about social media--is written from the perspective of a marketer.  It's all about ME--what do I and my brand want?  What is the value to ME? How much am I selling on Facebook?  What's the value of a fan to ME?   

Focusing on social media from this perspective is like saying, "Should you close your customer call center?  I mean really, how much value are you getting from it? What's the value to your company of each call? Aren't there other ways to contact the company?"  Of course, it makes no sense to close a customer call center because the damage will be greater than the cost savings, and the same is true of Facebook, as well.

Yes, EdgeRank makes it damn near impossible for brands to break through the noise and get inclued on consumers' News Feeds, but isn't that really what Facebook users want?  No one signs on to Facebook see what brands are doing, so it is and SHOULD BE difficult for brands to get the same sort of attention in news feeds as one's family and friends. 

If a brand is smart, it will view Faebook less as a push channel and more of a pull channel, and will not overlook its value in customer service rather than only frame it as a marketing one.  

July 28, 2013    View Comment    

On The Real Data on Facebook vs. Google+ (And Other Social Networks) [INFOGRAPHIC]

I agree--the SEO benefits are probably worthwhile.  I think a company that is busy producing content for Facebook can easily extend that same content on G+, giving them the chance for some (small) engagement but also helping with SEM. 

My article wasn't intended to dissuade companies from using Google+, but I do feel like there's misinformation and bias in much of the coverage about G+.   I just like shedding light with data!  

July 25, 2013    View Comment    

On The Real Data on Facebook vs. Google+ (And Other Social Networks) [INFOGRAPHIC]

Thanks Cody. I appreciate that.  I'm glad you found it valuable and useful!

July 25, 2013    View Comment    
 
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