Social Marketing
3 Reasons Why You’ll Give Up Ownership of Your Content
Recently I was asked about who owns the content posted on a social networking platform – not the first time though. The question came up after my friend had heard that the platform took ownership of the content after the member posted it and that they could do anything they wanted with it! I suggested first that the initial comment might have come from a person that was repeating what they had heard, wanting to appear well-informed, but may not have actually read the Term of Service (TOS) for the platform as most people never look at the TOS when they create an account anyway.
Wanting to reply in-fact and not heresay in my response, I linked to the TOS of one of my favorite platforms, LinkedIn (TOS link), and singled out the first paragraph to draw attention to how they dealt with the issue.
Intent Engines and Facebook Verbs
Facebook is releasing the hounds. Those consumers who wish to share whatever it is they are doing, when they are doing it will be able to do so – as long as the appropriate verbs can be properly conjugated and developers promise to publish actions that are ‘simple, genuine and non-abusive’. Facebook also published guidelines of what they are looking for as well as what they’re are not very fond of, which is a way of saying what will not be allowed in the approved verb list.
Complexity Models in Social Marketing (Part deux)
“Social media is maturing and being widely adopted by companies everywhere – many are still not prepared for it.”
In the last post, the aspects that create complexity in social marketing were presented and in this post we look at how to evaluate them.
Aside from the mis-steps in content itself (witness the faux pas of many major brands, ranging from JetBlue, Wal-Mart and GMC and countless smaller organizations) there is, to me, an obvious challenge in identifying the layers of complexity. This post will explore the complexity relating to organizational readiness and how to understand what you’re up against before you even begin.
Complexity in Social Marketing Content for the Enterprise
I read a recent study that was titled ‘Enterprise Content Management’ because I’ve been thinking about the complexities inherent in the world of social marketing for the corporate and large enterprise and I was hoping they had some insight to the kinds of issues I’ve been seeing – short answer is they did not, at least in this report, and not along the lines I’ve been thinking. They did look at a dozen odd vendors, put them in a 4-quadrant rating and declared who exhibited the best vision and execution around what is defined as Enterprise Content, but they left out what I’m seeing as enterprise ‘social marketing content’ management. In this post I introduce the issues at work and in the next few posts show how to anticipate complexities.
Get Local to Communicate Globally
Global digital communications is becoming an increasingly daunting task for companies who now have to content with a 7x24x365 marketing task. The challenge is not in setting up the tools, those are an ever changing variable in the equation, but rather in the tactics and strategy to maximize effectiveness.
The task becomes even more complex when you have to tailor the digital communication to a local context that complements the image and message for a global brand.
But how? Listening, understanding and then engaging in a local context – the basics of any online and digital strategy.
Scariest Blog Post You’ll Ever Read (as a Marketer)
The ghost of John Wanamaker, shimmers into view before you and says “in my day I knew half my marketing investment was wasted but did not know which half – today you have a hundred more options in which to invest… and now 90% of your marketing investment is wasted.”
The image shimmers out of focus and disappears – an image of your accountant materializes and tells you that you’re a business burning through a million a month and when you get visitor to your site, there is nothing more than a form to fill-out for a call back. The phone number on the ‘Contact Us’ page leads to a ‘Dell Hell’ kind of experience and no human being can be reached from outside. Zombies? Yeah – they get through, but only because they’re brain-eating, persistent monsters randomly pushing buttons on their Zombie-phones.
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Diigo’d Items
- The tone of life on social networking sites
- Pew: More Than Half Of Adults Used Cell Phones In Stores For Purchasing Decisions During The Holidays | TechCrunch
- Why digital intent matters | Taylor Davidson
- The End of Link Building as We've Known and Loved it
- Customer Relationships - Seven Tips for Forging an Appropriate Online Apology : MarketingProfs Article