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Social media and the era of customer advocacy

On 31 Aug 2010, In Customer Advocacy, Social Media, by Michael Brito, 4 Comments

Move over influencers; advocates are more valuable to brands. It’s a fact. And I won’t try to make the case with research on how consumers want to engage with brands on the social web because we ...

Manufacturing communities doesn’t work, sorry.

On 16 Aug 2010, In Social Business, Social Media, by Michael Brito, 5 Comments

Geez, it’s been a while and I have been working on this post for months. I was originally gong to title this “the Facebook Fan Fallacy” but the wizards over in Palo Alto changed it up ...

10 ways to determine if you have social influence

On 16 Jul 2010, In Social Media, by Michael Brito, 10 Comments

You follow 100K people and they all follow you back. You follow 100K people and 200K follow you back (this person has more influence than the previous). You have a low (follower/followee) ratio because you un-follow ...

Sometimes it’s the little things that create brand loyalty

On 07 Jul 2010, In Social CRM, Social Media, by Michael Brito, 5 Comments

So this past 4th of July weekend, I decided to take my wife and daughters to Santa Monica for a short vacation. We stayed at the Sheraton Delfina for four nights and it was very pleasant. ...

Come join an awesome team @ Edelman! We are looking for some talented people!

On 01 Jun 2010, In Social Media, by Michael Brito, 2 Comments

I have been working at Edelman Digital for 7 months now and still think it’s been the best career move I have ever made in my life. I am amazed at the people I work with ...

Nonprofit uses Foursquare to spread environmental awareness

On 27 May 2010, In Social Media, by Michael Brito, 6 Comments

Love to see non-profit organizations like Earthjustice embracing social technologies. Each time someone “checks in” at an Earthjustice poster in the San Francisco BART stations, one of Earthjustice’s donors will give $10 to support their cause. ...

What’s your Facebook fan worth?

On 20 Apr 2010, In Facebook, Social Media, by Michael Brito, 22 Comments

According to a recent study released by Vitrue last week, Facebook Fans are valued at $3.60 each in earned media for brands. Not everyone was happy with the study and a few even poked holes in ...

Foursquare and the Analog Groundswell

On 13 Apr 2010, In Social Media, by Michael Brito, 9 Comments

We saw it at CES. It exploded at SxSW. People checking in everywhere, all the time. While tools like Foursquare are great for social media users like myself, the question I always ask myself is whether ...

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Social media and the era of customer advocacy
August 31, 2010, 4
Manufacturing communities doesn’t work, sorry.
August 16, 2010, 5
10 ways to determine if you have social influence
July 16, 2010, 10
Sometimes it’s the little things that create brand loyalty
July 7, 2010, 5
Come join an awesome team @ Edelman! We are looking for some talented people!
June 1, 2010, 2
Nonprofit uses Foursquare to spread environmental awareness
May 27, 2010, 6
What’s your Facebook fan worth?
April 20, 2010, 22
Foursquare and the Analog Groundswell
April 13, 2010, 9

Social media and the era of customer advocacy
August 31, 2010, 4
Manufacturing communities doesn’t work, sorry.
August 16, 2010, 5
10 ways to determine if you have social influence
July 16, 2010, 10
Sometimes it’s the little things that create brand loyalty
July 7, 2010, 5
Come join an awesome team @ Edelman! We are looking for some talented people!
June 1, 2010, 2
Nonprofit uses Foursquare to spread environmental awareness
May 27, 2010, 6
What’s your Facebook fan worth?
April 20, 2010, 22
Foursquare and the Analog Groundswell
April 13, 2010, 9

David Dallaire:

On the surface, all good stuff, but I'm not clear on what your definition of "Social Business", as it seems to be interchangeable with "Social Media" the way you are using it here. My understanding is that it is very different and goes much deeper than the standard definition of "Social Media". Anything you can offer to expand on that difference would be appreciated!
Lotus Marketing:

Yeah the whole marketing industrie is changing a lot. Everything is going Inbound Marketing nowadays. It's hard to keep up sometime.
Social Media Marketing:

I really appreciate the work from you Micheal. I also agree with Nick, Social Media indeed needs time and right marketing tactics, in order to be successful. Any ways thank you so much for sharing your opinion and experience with us.
Rich Reader:

Thanks for your speedy consideration of my initial concerns. As I review your post, I see other points of order and concern as we work toward a deeper understanding of the outlook and a variety of possible outcomes. While I agree with you that there are 75 million millenials, is it true that everyone in a particular age cohort is (or will become) a member of the job market? Historical data would not support that assumption. "Expected to hit the job market" remains an overstatement. Indeed, half of enterprises do provide social tools to their workforce for the purpose of knowledge capture, information gap closure, collaboration, and real-time communication. Yet, the training, support, and guidance that most employees need to obtain great performance from such tools is still resource-constrained. You are correct in observing that the new generation prefers decisions by consensus, yet the actual socialization of businesses has a long way to go before most will agree that the consensus process is thoroughly supported by their leadership (C-suite) and authorities (HR, Finance, and Legal). Brandon Russell's survey into the definition of the millenial stands up well for a moment, but it crumbles when he opens his view of the role between heroics and respect. He asserts that the millenial is defined by a hero "archetype" that places a deep trust in authority. Millenials neither adhere to, nor behave as, nor claim to identify with this definition. Mr. Russell might have done a better job elaborating on this fantasy. Regardless of how he might reposition his framing of the millenial soul, ask yourself "What millenial hero fits this mold?" Both Joseph Campbell and Karl Jung would have called "the hero's deep respect for authority" a non-sequitur. "The Heroes Journey" is made from stronger stuff. Examine the millennial hero archetypes represented by Luke Skywalker, Harry Potter, or the Mutant Ninja Turtles. They feared authority, and put on the happy face as a survival mechanism. The visible gestures of respect that they showed to the figures of authority bought them the time and resources needed to defeat the leadership that they distrusted. While I will be interested in reading the sources of Mr. Russell's hero definition, I see that others have made their own efforts in this subject. At the Comic Con San Diego in 2009, Daniel Debowy describes the Millenial Generation Hero as one who avoids traditional conflict with the prior generation as the route to advancing real change. http://www.liheliso.org/2009/08/09/millennial-generation-hero-interview-with-daniel-debowy-m-d-ph-d/ However, avoiding traditional conflict is only a feigned trust in authority, an immediate tactic to postpone battle until one is better equipped to and confident in one's ability to defeat one's opponent or former authority at the moment of one's choosing. Kinda Machiavellian. Kinda Ninja or Art of War. Ask any millenial: who the authorities are that they put the most trust in. They will tell you that authorities are more likely to be the villains who they distrust. . how they feel being labelled or defined with the "Hero" archetype, and you may be surprised by how the conversation turns back onto the labeller or the person defining the term. For a contemporary discussion of who the Millenial archetype is, look at the Marvelous Millennial Wine Marketing Circus at Sebastiani on May 17th, 2012 (or one of the same meetings elsewhere in California that week). The panel will discuss with the community the hopes, the dreams and the expectations of the Millenials. A good deal of discussion is taking place in anticipation of this event. Questions are being asked about the extent to which businesses are going to entertain, amuse, show a fun time to, be likable towards, stimulate the creativity of, cultivate the emotional level of engagement with, and be provocative toward the socially-connected millenial customer. The panel (as well as a most thoroughly engaged audience) will grapple with how millenials influence the customer relationship space of enterprises through their immediate interactions with each other in the tribal/online/IRL communities where they are most socially active. It's already apparent that the B2C approaches which are more empathetic with the millenials (among those businesses progressing in their paths toward becoming social businesses) are gaining mindshare as well as marketshare with the millenials. Such brands that connect with the Milennial mindset are not trusted authorities, but rather are viewed by those connected consumers as partners or welcomed participants in their communities. For a closer view, see Mutineer Magazine's blog: http://www.mutineermagazine.com/blog/2012/04/the-big-top-comes-to-town-mutineer-magazines-marvelous-millennial-wine-marketing-circus-is-coming-to-a-town-near-you/
Michael Brito:

Wow, well thank you! : )