Social Media Blog by Michael Brito
Insights into the social web & real
time community engagement
time community engagement
I have asked this question before but in a different way. It was a post I wrote about two months ago, The Holy Grail of Social Media: Conversions or Conversations? My summarizing hypothesis was that social media as a communication channel might not be the best strategy for customer acquisition and/or direct marketing as would search or display advertising.
Just yesterday, Reem asked a similar question on her blog – What’s more important: a million impressions or 5 relationships? — which was originally asked by Joe Marchese, President of SocialVibe, during a panel at the OMMA Social conference in New York. According to Reem, he was specifically asking this question about those who actively participate in social media. It was a great question that many marketers struggle with today; and if we are talking about social media users only, I echo this sentiment loudly. That is, real relationships [...]
I just started reading Groundswell and I love it so far. I recommend it to everyone who is involved in social media/blogging/community building. The cool thing is that I was fortunate enough to sit through Jeremiah Owyang’s presentation of the POST method twice; one at Intel and the other at the Cluetrain at 10 event.
Groundswell is a comprehensive approach that helps marketers define their social media marketing strategy and has several key components like the Social Technographics Ladder of Participation, the POST method and social objectives to name a few.
Sound familiar? This is the 53rd thesis from the Cluetrain Manifesto. During the Cluetrain at 10 event, we were asked to break up into small groups of about 10. We were then given a sheet of paper with a small subset of the 95 thesis statements and asked to choose one. We chose number 53. Our assignment was to discuss what this statement meant to us; and outline tactical steps we can take to make the thesis come to life in our respective organizations. Here is what our group came up with after about ten minutes of discussion (doing my best to remember exactly what I presented):
The challenge for organizations is to identify the relevant conversations that are happening in the market; and have those same conversations internally. This requires an apparent culture shift within the organization which will be difficult in some organizations and easier [...]
