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Social Media Is Much More Than Just Social and Media

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Based on my observations of how most businesses are currently approaching the process of incorporating social media into their marketing plans, I can see that they do not truly understand all of the components of social media. They get that social means building relationships and that media is the form of communication that they are using to build these relationships. But this is not a deep enough understanding on which to base the marketing success of any product or service. There is so much more to be considered, because social media is dynamic, nuanced, and richly layered.

To fully understand and be able to utilize social media effectively, marketers need to obtain a thorough understanding of all its components. Without this knowledge they will only be sending out messages, which will not have the ability to achieve their desired impact. These are the companies that have a Facebook page and run impressive campaigns to get people to “like” them. They think they are now using social media because they have so many followers and post something on their Facebook page every so often. But are their messages hitting the mark and motivating their intended audience to take a specified action? Without incorporating the additional components of social media, these efforts are all unfortunately doomed to failure.

To be most effective in social media, it is helpful to think of its components as forming a cube, with social and media as two of the sides. The additional sides of this cube are object and timing. In modern society, we choose to have our objects define us. In other words, objects such as cars, houses, iPads, etc. define who we are as much as our actions do.  Read More


Tibco Says Corporate Social Networks `Hot’ for Efficiency

Tibco Software Inc. (TIBX) (TIBX), a U.S. software maker expanding in social-networking services for businesses, said it’s “very positive” companies will adopt internal tools similar to Facebook and Twitter to streamline work.

Tibco has gained 1 million users for its Tibbr workplace application, which lets employees interact with colleagues and share information in microblogs from fixed or mobile terminals. Palo Alto, California-based Tibco charges $12 a month per user, giving discounts to large clients such as department-store chain Macy’s Inc. (M) (M) Customers of the social-enterprise platform, introduced in January 2011, include the World Economic Forum.

“Employers and employees are re-imaging the way in which they communicate,” Ram Menon, Tibco’s president of social computing, said today in an interview in Milan before speaking at an industry conference. “Companies think social enterprise is hot, and they’re investing on it.”

Increasing demand for employee productivity and shorter time spans in processes such as supply chains is fueling the development of social-enterprise software, whose layouts resemble the social networks of Facebook (FB) (FB) Inc. and Twitter Inc. The market for the software for corporate customers is forecast to reach $6.4 billion by 2016, according to Forrester Research.

“Social enterprise is replacing phone calls, e-mails, face-to-face meetings and hard-copy documents” as companies need to combine all those means of communicating, Menon said. “For companies, the value of their network is not just in the technology behind it but in the content posted on it.”  Read More

CNN Courting ABC’s Jake Tapper: Report

Jake Tapper

CNN is reportedly trying to court ABC News’ senior White House correspondent Jake Tapper.

Fishbowl DC’s Betsy Rothstein, who was first to report the news, learned that CNN chiefs were looking for a “game changer” and were interested in Tapper.

Tapper and senior vice president and spokesman for ABC News Jeffrey Schneider, both released statements to The Huffington Post’s Michael Calderone. Tapper said, “Being the White House correspondent for ABC News is a dream job, one I’m focused on 100 percent. I couldn’t be happier where I am right now.”

Schneider echoed Tapper’s sentiment. “Hardly surprised to read about all kinds of poachers being interested in Jake Tapper. That’s what happens when you are at the top of your profession. We’re thrilled Jake works for ABC News and expect him to have a leadership role for a long time to come,” he said.

It’s not surprising to hear that CNN is looking for a “game changer.” The network experienced its lowest-rated month in more than a decade in April 2012. A Time Warner spokesperson said that CEO Jeff Bewkes was “clearly not satisfied” with CNN’s performance and planned to turn up the heat on the network and company-at-large “to come up with a plan to restore momentum.”

Tapper is still under contract with ABC News though that does not prevent other networks from talking to him about new opportunities.  Read More

Does AOL Need HuffPo More Than HuffPo Needs AOL?

Does AOL Need HuffPo More Than HuffPo Needs AOL?Photograph by Francois G. Durand/Getty Images

The plot seems to be thickening at AOL, at least when it comes to Arianna Huffington’s position at the former portal. She confirmed to the Wall Street Journal that her role within the company has been reduced, something that was the subject of much speculation after a New York Times story last month said her power base had actually increased and also revealed private equity firms have approached her about taking the Huffington Post private. But how would the site fare if it was removed from AOL’s grasp? And if that did happen, would it be the beginning of the end for the faded Web giant?

The New York Times piece in April portrayed the changes in Huffington’s role as largely positive, with a headline reading: “Huffington Gains More Control in AOL Revamping,” and noted she had been given back the control over various aspects of the Huffington Post—such as the technology side and the marketing side—that had been absorbed by AOL. As the Wall Street Journal story makes clear, however, these gains also came alongside a substantial loss of power over other parts of AOL that used to fall under Huffington’s purview, including the Patch hyperlocal unit and sites such as TechCrunch.

At the Guardian’s Activate summit on digital media in New York on Thursday, the HuffPo founder joked about a “billion-dollar Kickstarter” fund she was raising to buy back the network from AOL, but she maintained that her relationship with Chief Executive Officer Tim Armstrong was just fine and that she had no intention of leaving the company. She did admit, however, that private equity funds had approached her about possibly mounting a bid to extract the Huffington Post from AOL and taking it private as a separate company, although she claimed to have no interest in doing this.  Read More

Inside the Reddit AMA: The Interview Revolution That Has Everyone Talking

Reddit StickerReddit Sticker (Photo credit: cambodia4kidsorg)

I’m talking about the Reddit AMA (Ask Me Anything).

It’s a stage that’s been graced by Jimmy Kimmel, Bear Grylls, bestselling authors Neil Strauss and Tim Ferriss, Ron Paul, Zach Braff, Joe Rogan, Ezra Klein, Neil Degrasse Tyson, Stephen Colbert, and DJ/producer Deadmau5 to name a few. All these megastars have opened themselves to the Reddit community and dedicated as much as 5 hours answering literally any question that a user might ask. It’s like the Barbara Walters’ tell-all for a new generation, where the questions are actually probing and the celebrity actually matters to the fans.

The AMA (and Reddit itself) has come a long way from its humble beginnings. What was once a place for the internet-savvy to pass time, is now the internet hot spot to see and been seen. Celebrities are lining up daily to field Redditors questions, a trend that doesn’t show any sign of slowing. The subreddit now boasts over 1.2 million members, half added in the past year. Comments and votes on any one AMA can now reach 5 digits or beyond. Likewise, 9 of the top 10 all-time AMAs have happened within the past year.

If done right, and that means treating this unlike any other interview ever done, an AMA can build loyalty among the Reddit demographic. (What is the demographic? Neil Degrasse Tyson described Reddit best as “a raging community of people with boundless curiosity.” Ken Jennings: “Redditors are everywhere.”) Capturing their attention often translates directly to huge sales increases. Comedian Louis CK took a chance on a Reddit AMA by offering Redditors the chance to purchase his Live at Beacon Theater performance for $5 through his website. The result: over $1 million in sales in the first 10 days and a new distribution method. Fellow comedians Aziz Anasari and Jim Gaffigan soon followed up by releasing their material in the same manner.  Read More

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