Social networking (using the social web) is about connecting with people — asking questions, having conversations — basically the same things you would do if you were talking in-person. Yet many companies still treat social media like traditional media — as a way to distribute marketing and advertising messages. While social media does provide a cost-effective way to reach a targeted audience for marketing, the real opportunity is in making personal and human connections with that audience. Here are some of the most commonly repeated mistakes I see when it comes to social networking and using the social web:
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Measurable Effects of Old Spice Viral Campaign
Old Spice has turned their “The Man Your Man Could Smell Like” ad campaign into a viral sensation by having the “Old Spice guy” respond to people’s comments and tweets via videos which were posted on YouTube (click on the response videos on the right) — my favorite is below. The move has gotten quite a response, but only time and sales will tell whether it was successful for the brand’s bottom line. Sales can a bit of time to react, but there are some measurable effects that can give insight into how the ads are doing now.
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Social Media is Measurable
For whatever reason, there’s this perception that social media is not measurable — that you just do it because good things will happen. “What’s the ROI of your phone?” is one thing I’ve heard in comparison to measuring social media. But, if you know what you are trying to accomplish ahead of time, there’s always something that’s measurable (even with a phone).
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