The most common complaint about algorithms is their lack of intelligence, specifically their inability to generate results that match human interactions. Producing off communication and awkward misses can actually hurt brands more than help them. Perhaps the most publicly algorithm gaffes have been via Facebook social ads, which over the years have served up many publicly noted gaffes. Then of course there is the confusion that automation creates about big date, which for many is just sloppy data. So, yeah, automation has its issues, but it will improve.
Image by pshab For a few months now, I have been reducing my marketing presence on Facebook. Generally, I don’t enjoy the conversational tone, and I believe Facebook is losing market power. Another aspect is to create a safer place where I don’t have workplace colleagues and contacts reading my feed expecting the latest and greatest Geoff news (Woo. Hoo.). I’d rather have a closer family and friend experience there. This seems to have happened by happenstance, anyway. In fact, of my current consulting and speaking clients, only one head of marketing is a friend on Facebook. The linchpin was seeing organic unpaid engagement drop on blog posts.
Image by DBduo Photography When you peel an onion, you find a new shiny layer. Then if you gently peel this second onion layer, you find a third one. Each layer yields a new fresh layer, different from its predecessor. The onion represents life, particularly for those who continue to challenge themselves to grow. Difficult situations present opportunities to dig deeper, peel that onion, and perhaps change and evolve to better meet the times.
The following content is based on original interviews with: Randy Paynter, Founder, Care2 Peggy Duvette, Executive Director, Wiser Earth Patrick Crane, Vice President of Marketing, LinkedIn Richard Binhammer, Director of Digital Media, Digital Corporate Communications, Dell Carie Lewis, Director of Emerging Media, Humane Society of America Thank you to all five for taking the time to answer my questions. These research observations are based on interviews with Care2, Dell’s Idea Storm, the Humane Society of the United States, LinkedIn and Wiser Earth. Each of my five subjects has a different role; one providing professionals with vast social networking capabilities; another dedicated to a social network community focused on change of all kinds; a third smaller social network that works to […]