While reading mashable.com this morning I stumbled across an article by Shiv Singh, the VP and Global Social Media Lead for Razorfish—a reputable agency of which I have watched evolve over the years. What Shiv brings to our attention is an algorithm which he champions as the SIM Score.
It is no mystery that clients are demanding, and should continue to demand, more and more detailed analytics into their social media endeavors. I have been saying it to my clients and readers as much as possible—the days of friends and followers were limited, frenetic, and are now nonsensical. With that said, I first applaud Shiv for taking a crack at the indexing of influence on social media. Shiv uses simple math, and in my opinion simple is best for communicating business objectives.
Social media has really been the hot topic this past year between my clients and my agency—there is a good chance that those of you reading this are still chomping at the bit to figure out how social media can make your weekly PowerPoint status-slide sing.
A couple of years ago, it seemed that I couldn’t get a marketing manager to even fathom the idea that Facebook had any amount of relevance to their target audiences. All things social media, even as recent as a couple of months ago, were vocalized to me as fringe and fleeting fads that the youth and their hippity-hop cultures waste-away on—not what sophisticated business people spend time reading.
In recent news, Foursquare has gone global, allowing for users to check-in from anywhere in the world, at any business. As GPS based social networks are poised to be the hottest expansion [in my opinion] in 2010 it is only right that small businesses understand what a little social-media elbow-grease can do for them.
There has been an overwhelming amount of interest with regards to my post on Return on Interaction being the new ROI. Thank you all for your emails, and Tweets! With that said I felt it was only right to really set-the-stage about social media and a simple set of rules on how to start formulating your strategy. Think of this article as the technique section of social media from which you can start thinking about potential and desired ROI.
Below is a slide from my social media presentation to NASA.
I’m not going to get into the ‘top ways’ to use Twitter lists. That topic is already the new hot thing to write about and it all sounds the same.
Simply put Twitter lists are great for organizations trying to promote their outreach efforts, but lacking for the ‘social’ element Twitter hoped to accomplish. It chirps for Tweeps to befriend a list of friends, cooler than their own. Anecdotal thought: I will reference Gore, a company that has built itself on not having a group larger than 150 people for anything. They believe that anything beyond 150 people kills its effectiveness…keep this in mind for your communication pool.
Does this remind anyone of the check boxes that subscribe you to mass amounts of email lists when registering with various Websites on the internet? Anyways, for your humor I now unveil List-erine!
ROI is quite possibly the most abused term in marketing. It was just a matter of time before white papers, articles, and ROI evangelists hit social media without the pedigrees of a seasoned CMO or CFO to set them straight. Furthermore to frame this short write-up, ROI is a valuable tool for the measurement of a business investment, but has failed marketeers for decades just the same.
On January 30, 2007 the earth shook from the millions of DVD drives spinning and humming as they installed Windows Vista. It was as anticipated as a movie screening for Twilight showing to Orange County teenage girls. Likewise it was also an epic failure in the eyes of sensible adults.
So here we are, two and a half years later on the launch week of Windows 7. Now I won’t lie, I will probably install a copy on my home PC [I ambi-compute]. And even though I have every desire to run to the store to buy it, install it, and deal with whatever Microsoft has in store for me, I am refraining due to my social media prowess and sensibilities.
Simply put, I was waiting to see a positive affirmation from the millions that should be Tweeting.
Key words, should be. And this is why I won’t be an early adopter, this time…
Tweets haven't been so kind as of late for Windows 7.
Let’s just get this out of the way: Starbucks is really a social media platinum brand. Their ability to foster their social media presence as the customer service interaction for their international brand through @Starbucks is really quite remarkable. But even still, and it is always easier on the sidelines, Starbucks had a few things that could have taken them to another level with their latest VIA product launch. Some might argue that what they have done thus far is already successful, but my perspective is there is always room for improvement and with this being their largest launch since Vivano which in my opinion failed miserably every avenue MUST be considered.
The UFC has done a pretty great job of utilizing Dana White, the president of the organization, for all things promotions and personality. Dana White IS mixed martial arts to many fans, in that he embodies a straight-shooter attitude that so many fans are drawn to. On top of being good in front of the camera, and having an innate ability to handle media frenzies, White also can be listed as an early adopter for integrating social media into the core structure of his organization.
As far as Twitter celebrities go, White has the ratios, a constant stream of posts, and a personality that is enjoyable to follow. 690k Twitter followers is nothing to shake a stick at! Dana is also a YouTube sensation with his video blogs. His video blogs also give viewers a behind the scenes look at the UFC as a business. What this really does for the organization is enable it to shed too much harassment from dissenters just wanting to dog ‘the man’ for not being benevolent.