Consumers no longer find the prospect of being friends with a brand more engaging than the single click it took to fan the brand page on Facebook.

12/31/09 09:57 AM Filed in: #socialmedia | #in

While brands still try hard to "crack the Social Media code," most seem to understand consumers no longer find the prospect of being friends with a brand more engaging than the single click it took to fan the brand page on Facebook. So why then are so many marketers planning to increase spending on social media ? Because they are clueless and at this point it's easier to follow the crowd than redefine marketing around consumer touch points.
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Tags: Brands

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In a 140-character world, a wordy Blog feels like reading War & Peace. Backwards. In Russian

12/30/09 10:30 AM Filed in: Microblogging | #in

The BLOG is dead, long live the BLOG ! Even though Twitter has not yet made its way into the majority of Internet users homes Microblogging may have changed the way we get information and news forever. In a time compressed world where we have gone from too little information to too much information Microblogging is a great way to stay on top of the news that's important to YOU not the rest of the world.
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Tags: Twitter

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Does the customer I'm targeting really want to talk to me through this channel?

12/29/09 01:43 PM Filed in: Social Media Branding | #in

Consumers are bombarded with advertising and marketing throughout their online experiences. Do you really want to be just another annoying brand? Make sure you are reaching your target audience through a channel where they are willing and interested in speaking with your brand and that you have something of value to talk about. Social media is not going to save your brand.

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Tags: Social behavior

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Connecting over Facebook does not mean a successful social media program

12/28/09 07:16 AM Filed in: #socialmedia

"We believe that 'connecting over Facebook' is similar to 'connecting over coffee'," says Alisa Jacoby, senior brand manager, Eight O'Clock Coffee Company. This is a quote from someone who, quite frankly, is clueless when it comes to integrating social media and business objectives. Does she really think that this is going to lead to more sales of their coffee brand ? How is helping people learn Facebook going to get more sales of coffee?
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Tags: Brands

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Social media ROI? It's easy just look at the sales trend

12/11/09 01:20 AM Filed in: Social Media

Razorfish, an interactive agency, recently released a white paper on measuring social media that was, to say the least, a bit complicated. A client recently asked me what I thought about different ROI calculations for social media and I told him “at the end of the day it’s about defining your objectives and measuring your ROI against those objectives” to which he replied “right, and my objectives start and end with my weekly sales report”. We both had a good laugh over that but as we talked a little bit more he agreed that awareness today means nothing as does “intent”.