Sarah Worsham | Sazbean

Sarah Worsham / Jun 20, 2013

Social Media During a Crisis

Do you know what to do if you or your company is suddenly under attack on social media? What about if something not-so-great happens and is suddenly amplified throughout the online social space? One of the biggest complaints that customers have is lack of response from companies who have an online presence (something like 80% of questions and complaints on brand Facebook pages go unanswered). A crisis situation can be especially tough. This article over on SocialTimes has some tips to help you prepare:

A strategy is especially important for those who consider them resources during a crisis.

“Develop a protocol internally,” suggests Stephanie Shkolnik, Director of Social Media at Digitaria. “Create a simple system to identify what types of scenarios are applicable to your brand and what requires issuing a statement versus respectfully going dark. These qualifiers should be defined based on your business and/or brand’s location and if you have employees and/or customers in the area impacted.” — Social Media during a Crisis: 5 Tips by Debra Eckerling

Sarah Worsham / Jun 19, 2013

Brand Experience is Important Across All Marketing Channels

Have you ever walked into or shopped at a Nordstrom’s? It’s amazing. All the employees are super friendly and will do just about anything to help you. They also have just about the greatest return policy ever — they will take back anything no questions asked. Delivering this type of brand experience in-store is one thing, but how do you extend that to digital channels? Jamie Nordstrom, president of Nordstrom Direct offers some insights in this article from eConsultancy…

One surefire, said Nordstrom, is to sell consistently online and off. For instance, if you send a marketing email and a customer walks into your store with that email in hand and says, “I want the item featured here,” then you better have that item in store, he said. — How Nordstrom sees customers’ changing expectations by Cielo Lutino

Think about how to maintain a great customer experience across different marketing and communications channels. Do you have another example of a company that’s great at this?

Sarah Worsham / Jun 12, 2013

F=MA for Content Acceleration

Ever wonder how to measure the effects of the type of content on how well it performs? F=MA (force = mass x acceleration) may be a physics equation, but it also applies to content.

Smaller pieces of content have less “mass” and therefore it takes less effort to get them going. This also makes sense from an intuitive point of view. A tweet is much easier to share than a 2 hour video. Which isn’t to say that the 2 hour video may not be important to your content strategy, but it may take a lot more effort for it to get the audience reach to return on the investment. Steve Kerho has more in his article over on Fast Company:

A four-minute video has significantly more mass than a 30-second video. An email with an embedded video, four articles, and eight links has more density than an email with two articles and three links. We can add various meta-data descriptors to boost SEO performance and sharpen content mapping. That’s not to say more “mass” or “density” makes for better-performing content. Content relevance is what determines success.

Performance attributes require an understanding of the number of exposures, shares, and other engagement measures. We can calculate the acceleration of a piece of content because of how we defined our descriptive attributes. Content-acceleration measurement provides unique insights into how quickly content spreads. To calculate content acceleration, apply this formula: Force = Mass x Acceleration. — HOW YOUR BRAND CAN CREATE, TRACK, AND LEARN TO LOVE BIG CONTENT by Steve Kerho

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