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Social Results Will Stay Small

Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]

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Coping with the Klout Reality

Image by cintamamat Marketers and individuals will have to deal with social scoring in the form of Klout and its sister technologies. As time progresses, technologies and alliances evolve. I haven’t written about Klout outside of general discussions on social scoring for a good long while. There wasn’t much to say. I agreed in principal with many of my colleagues and their continuing coverage about the broken nature of influence metrics. But I had a second reason: As a professional communicator, it’s become increasingly clear that we won’t escape Klout, Kred and PeerIndex. The business marketplace cannot help itself. It will chase quick fixes to community building, recruitment and measuring individual online capabilities, making social scoring an obvious play. I […]

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The Advertising vs. PR Debate Won’t Exist in 30 Years

USOC Chair and Olympic Gold Medal Winners Scott Blackmun, Katie Ledecky, Missy Franklin and Heather O’Reilly are interviewed by Christine Brennan. Last Thursday night, USA Today celebrated its 30th birthday in grand fashion at the National Portrait Gallery. Media and Washington luminaries gathered to witness the introduction of the new multimedia USA Today, and discuss the future of media 30 years from now. Olympians, politicians and even a budding rock star took the stage and weighed in from each of their profession’s perspective. Many focused on how technology was blurring the lines between in home and mobile, between small and large screen, and print and multimedia. The conversation continued in a special section called USA Tomorrow with luminaries like Twitter […]

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