One of the big challenges with social websites is getting them off the ground in the first place. It’s not Kevin Costner’s Field of Dreams – just because you built it, does not necessarily mean they will come.
And, there’s nothing sadder than a sparsely inhabited social space. It’s like when the conference room is way too big for the number of attendees. You feel alone, even when there’s a crowd.
So, when launching a social space, you must have a strategy in place to get people to generate content quickly. You have to get past The Dip, and get to the other side – where your community is creating that content without you pushing them.
Part of the equation is quality – your biggest advocates need to have a vocal presence. But, part is also quantity – and that’s where Amazon’s Mechanical Turk can help.
Recently, Augie Ray and Josh Bernoff at Forrester Research released a new study on “peer influence analysis” – a systematic, data-driven way to determine who the influencers are for a particular brand, and understand the social channels in which they are active.
They used technographic profiles to slice users by social activity, in order to determine “Mass Connectors” and “Mass Mavens” (with appropriate hat tip to Malcolm Gladwell’s Tipping Point). What they found was that just 16% of internet users account for 80% of social influence – which might include content creation, impressions, virality, and other factors.
Growing up, I must have watched “Bill Cosby, Himself” at least 40 times. I can recite most of it to you from memory even today. I’ll spare you that trauma, but Cosby has his finger on the pulse of cocaine (this whole clip is hilarious, but his discussion of cocaine starts at 3:30):
Total read time: 4 minutes (italicized highlights and chart); 15 minutes (full post)
It seems that every new marketing campaign comes with an accompanying Twitter account. In addition, the customer service department needs a couple (or many) distinct accounts. And certain key individuals, like your CMO, need their individual accounts. The slow creep of campaigns, positioning, and different department needs continue to expand, and suddenly, you realize that your company has a couple dozen Twitter accounts, several Facebook pages, and hundreds of personal accounts across multiple social networks.
The reality is that all of these accounts are needed – your product manager has a different focus than your customer support team, and you don’t want to mix together messages directed toward journalists with that campaign you did targeting stay-at-home-moms. But, you can’t even remember all of the handles, much less the passwords.
Amongst those that talk social media, the most popular conversation is Facebook. Mark Zuckerberg is the prom king, and the entire high school commons of the blogosphere knows what’s going on with him at all times. That’s part of the reason why WebMediaBrands acquired Social Times, publisher of allfacebook.com. Check out these uniques for All Facebook – growth has tripled in Q1 in part because of increased interest in the platform:
But, there is a much more important conversation that deserves more attention: how collaboration tools are changing internal operations within organizations. These cultural changes have little to do with Facebook, but the impact will be much greater than Facebook’s impact by itself.
Spend any time on Twitter, and you quickly learn that looking at the unfiltered feed of tweets is like drinking from a firehose. There are a number of human ways of getting around this problem: setting a “Twitter check” appointment, or only reviewing certain Twitter lists. But, inevitably, you miss so much good stuff.
Enter Cadmus, which dramatically improves the signal/noise ratio, and gets you to the good stuff on Twitter fast.
Today Twitter announced their advertising platform, called Promoted Tweets. Twitter’s focus on message resonance is a large step forward in content marketing because it uses algorithms to determine valuable content within advertising units. This convergence of paid and earned media tactics raises the importance of effective content marketing strategies for digital marketers.
We are now fully immersed in the era of the information stream. The stream requires new ways of curating relevant information, even as we grapple with insufficient tools. But, as the content universe grows rapidly, our capacity for curation must find new ways to scale.
Facebook recently announced that they will give up personally identifiable information to certain “approved” sites that use Facebook Connect. Within the tech industry, this is seen as a scary invasion of privacy, but I am not sure if it is really a very big deal. This isn’t a very big step forward from a marketing perspective, and in the end, most users will be better off.