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Comments by Paul Chaney Subscribe

On Google+: The Best App for Integrated Content Marketing

Steve, I completely agree that G+ has to factor into the marketing mix. I don't see it as an either/or scenario, however (and am not suggesting that's your premise). While G+ brings more SEO value to the table, we have to consider the value that other social networks provide, as well. 

I'm convinced most brands - both B2B and B2C - need to be present on all four major networks. It's a challenge to keep all the plates spinning, but necessary to do so. 

July 19, 2013    View Comment    

On Why Location-Based Social Marketing is Slowly Dying

Deborah, as much as I hate to admit it, you're probably right. Most small businesses (well, many) use Facebook extensively and its the preferred network of most everyone, so why not check-in using it instead. 

May 9, 2013    View Comment    

On Successful Social Commerce Companies? Not the Ones You Think

Thanks for including it Robin. It's getting lots of RTs as a result. 

January 15, 2013    View Comment    

On Guy Kawasaki Says You Should Write a Book… and He’s Right!

Great review accompanied by equally great insights. I thoroughly enjoyed reading your post. As an author (or co-author) of four books all published by well-known publishing houses, I understand the frustrations with trying to get a book on the shelves, digital or dead tree. As a result, I'm pretty certain my next one will be self-published. 

January 1, 2013    View Comment    

On Google+ Communities: The Last Nail in Facebook's Coffin

J.C., I, too, am an advocate for business, especially small business. Facebook, G+, LinkedIn, Twitter, the list goes on, are merely tools that help the businesses I work with achieve measureable goals. In that sense, to refer to me as a "Facebook Defender" is a misnomer. 

That aside, your point is well-taken and I do appreciate your insights. 

December 10, 2012    View Comment    

On Google+ Communities: The Last Nail in Facebook's Coffin

Natascha, that's my thinking as well. Whether I'm right or not, my perception is that, at present, use of G+ would trend more toward B2B than B2C. But, I could be wrong. I often am. :-)

December 10, 2012    View Comment    

On Google+ Communities: The Last Nail in Facebook's Coffin

J.C., I truly appreciate your ardent advocacy for Google+, but does not the choice of which social network a brand uses - Facebook, G+, or LinkedIn for that matter - have more to do with whether or not their target market is there than whether or not advertising fees are incurred? 

Doubtless, the user base for Facebook differs from that of Google+ or LinkedIn. For large brands it may make little difference, but for smaller businesses - e-commerce merchants, for example - I'm not sure G+ is the better option if it comes down to either/or. (That time may come, of course.) 

Again, I appreciate your enthusiasm and am learning to appreciate Google+ more myself based on the points you make. I'm just not convinced we need to throw the Facebook under the bus just yet. 

December 10, 2012    View Comment    

On Facebook: Waste of Time for Most Advertisers

Point well made Ian. In my view, one of the the best ways retailers can leverage the power and influence of social media is to ensure their e-commerce websites (especially product detail pages) are easily shareable, for it's there where the shopping intent is foremost in the mind of the consumer. The real value of social comes when consumers themselves share information about a product they like, want or have purchased rather than the brand inserting itself into the mix. 

December 5, 2012    View Comment    

On Facebook: Waste of Time for Most Advertisers

I hate to play devil's advocate, but I see a couple of points worth making. First, IBM's numbers reflected sales that came directly from social media, not those that were influenced by it. Also, IBM's report included numbers from 500 large retailers, not SMBs. 

Until a method for better downstream tracking is devised, it will be difficult to determine precisely how much social media influences sales. For example, if I go to Facebook, Twitter or other social network and make an inquiry about a product I'm considering and ask for input, that will likely impact my purchase decision. But, because I don't directly from Facebook or purchase through an onboard shopping cart like Payvment, for example, but instead perform a Google search and visit other sites before making my purchase, it's easy to assume social media had no bearing on the sale, when, in fact, it had great bearing. 

To my second point, shopping cart provider Ecwid, which primarily serves SMB retailers, found that, on CyberMonday, sales referred by social networks rose 70% from the previous Monday. It has long been my contention, and Ecwid shares it, that SMBs are able to leverage the power of social media much more so than large retailers. 

In my view, when you factor in the downstream impact of social media coupled with SMBs ability to leverage it more successfully, IBM's report is misleading. Perhaps not intentionally so, but at the very least its numbers don't tell the entire story. 

December 3, 2012    View Comment    

On Facebook: Waste of Time for Most Advertisers

I hate to play devil's advocate, but I see a couple of points worth making. First, IBM's numbers reflected sales that came directly from social media, not those that were influenced by it. Also, IBM's report included numbers from 500 large retailers, not SMBs. 

Until a method for better downstream tracking is devised, it will be difficult to determine precisely how much social media influences sales. For example, if I go to Facebook, Twitter or other social network and make an inquiry about a product I'm considering and ask for input, that will likely impact my purchase decision. But, because I don't directly from Facebook or purchase through an onboard shopping cart like Payvment, for example, but instead perform a Google search and visit other sites before making my purchase, it's easy to assume social media had no bearing on the sale, when, in fact, it had great bearing. 

To my second point, shopping cart provider Ecwid, which primarily serves SMB retailers, found that, on CyberMonday, sales referred by social networks rose 70% from the previous Monday. It has long been my contention, and Ecwid shares it, that SMBs are able to leverage the power of social media much more so than large retailers. 

In my view, when you factor in the downstream impact of social media coupled with SMBs ability to leverage it more successfully, IBM's report is misleading. Perhaps not intentionally so, but at the very least its numbers don't tell the entire story. 

December 3, 2012    View Comment    

On Contemplating a Content Curation Concept

Brittany, I'll give Springpad a look-see. I appreciate your insight on the future of search belonging to curated collections. Makes sense to me. 

BTW, I've largely abandoned my "content deal of the day" idea. Just floating a trial balloon, and appreciate your feedback as well as others. 

November 1, 2012    View Comment    

On Content Curation: A Poor Substitute for Original Content

Not that I'm a curation expert, but I have to suggest that blogging - even from a thought leadership perspective - often involves curation. Rarely is a blog post written that does not include a link to and perhaps commentary around another source. That's a form of curation. Even David's post appearing here on SMT is a product of curation.  

I think a best practice is to incorporate both the creation of original content supplemented by curated content -- a list post once per week, for example. 

All I am saying is don't throw the curation baby out with the bathwater. It can be a value add. 

September 18, 2012    View Comment    
 
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