Susan Murphy wrote a post a couple of months ago called Choose Your Own Adventure. The post played off the children’s book series to discuss how social media really provides people the opportunity to opt-in or out of any particular group or conversation. But really social offers a larger Choose Your Own Adventure principle, which is break rules when you see fit and reap the benefits or the consequences.
Social media winners, at least during the pioneer stage, represent a group of entrepreneurial spirits who went out and broke away from established business norms to create their own voices. People like Arianna Huffington and Jack Dorsey.
D.J. Waldow and Jason Falls talk about breaking marketing best practice rules in their book The Rebel’s Guide to Email Marketing.
We live in a time when pundits dictate the way it should be, where best practices dominate conversations. From a business standpoint, the only rudder should be customers and a brand’s larger community.
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They say that professional blogging is a dying social marketing tool. The University of Massachusetts revealed a 25% drop in the number of corporate blogs in the Inc. 500 (from 50% of the general surveyed population to 37%).The next generation of trade media — team and professional “blogs” — have risen to the fore and dominated their various niches. Lost in the dust are the individual and small business bloggers who can’t create enough content to compete effectively against the content machines.
In the marketing sector we have strong professional trade media plays from Hubspot, MarketingProfs and Copyblogger. Individual blogs like Jason Falls’ Social Media Explorer have augmented the individual voice with guest posts, providing daily or near daily offerings to remain competitive. In the nonprofit sector, I helped start a similar professional team blog, Inspiring Generosity.
Most individual bloggers — blogs like this one, which feature, one, two, maybe even three posts a week — simply cannot command the traffic to generate competitive market attention in the face of these machines. They don’t cover breaking news like these more professional outlets. Responding to the news cycle requires a dedication to blogging. Most people with jobs that are tied to other activities beyond social simply cannot afford to spend the time necessary to compete.
Image by Emmett Tullos III The sales pitch for social business (see IBM’s definition) has spread from the technology industry to the social media echo chamber. Social media tools will bring a promised evolution of business, but how much of… Read More »CONTEST: Social Business or Social Bullshit?
Dell continues to be one of the most innovative companies out there in social media. Yesterday, on the one year anniversary of its Social Media Listening & Command Center, Jason Falls and I toured the computer giant’s headquarters. We met… Read More »Reflections on Dell’s Social Media Facility
When I wrote Now Is Gone, Long Tail theory was prevalent throughout social media conversations. Applied, WIRED Executive Editor Chris Anderson’s economic theory did a great job of visualizing the ascent of new media forms in context with old traditional… Read More »The Long Tail of Media Grows