I'm a web strategist and aspiring know-it-all with a passion for all things digital. I've worked in PR, advertising and not-for profit industries, and now I run a creative agency. These are the things I think about, and am sometimes compelled to write. More...

Tag Archives: Business

Getting past social media BS

Apr 13 2009

Let’s face it – we all know there’s a lot of it out there. The important question is how we advance beyond the advice of self-proclaimed experts and integrate social media into our marketing in a way that moves the needle for our clients or our businesses.

To answer (at least some of) that question, Chris Greenfield, product strategist and Founder & CEO of clever communications will be speaking at the next Social Media Breakfast on the topic Social Media Hype: Getting past the BS and making it work.

From the description:

When ROI means everything, businesses need to focus their social media efforts on their core business goals, with a realistic look at the resources and commitment required to execute well a social media program.

I’ve worked with Chris many times in the past and I can vouch for him being one of the good ones. He’s also an excellent speaker, so don’t miss the opportunity to see him in Ottawa. Book your ticket today – http://smbottawa8.eventbrite.com

When

Wednesday, April 15, 2009 from 7:30 AM – 9:00 AM (ET)

Where

Gowlings
160 Elgin Street
Suite 2600
Ottawa, K1P 1C3
Canada

Social Media Strategy begins with one question

Jan 24 2009

: Image via Wikipedia

I talk to a fair number of people who want to pick my brain about their social media strategy. These conversations are often cut short, after I ask them one question: “What do you want to accomplish?”

I seems like a fairly obvious question, but it’s one that stumps a lot of people. The answer seems obvious as well – nobody ever asks why you’re advertising, or why you have a storefront. Obviously it’s to “increase awareness” or “build profile.”

Social media is a venus flytrap for marketers. From a distance, it’s perfect and beautiful – so many people are using it and it’s the ideal channel for promotion. Once you’ve been enticed inside, it’s a much different view. People don’t like messages, and advertising in social media channels is about as welcome as door-to-door salesmen, for the most part. Social media is not the place to “build profile.”

Does that mean that blogging, micromedia and social networking can’t be powerful business tools? Of course not – and many are using these tools brilliantly to build their business – but I’d wager that every single one of them could have answered that question instantly before they started.

So, what are the business goals you want to accomplish? Do you want to network with like-minded people? Provide better service than your competitors in a way that scales much more easily than a call centre? Do you want to build a network that you can use in times of crisis? Do you want to get product insights from your most vocal users? Do you want to extend your reach as a personality or knowledge leader? Do you want to understand your reputation better?

All of these things are possible, and some with very little expense, through social media, but they all require radically different approaches. Those who have indeed built profile in social media did not start out with just that in mind – just as the most successful networker at an event doesn’t walk around with business card extended.

The reality is that you can’t even begin thinking about the route you’re going to take until you decide where you’re going. Sure, road trips can be fun – but they’re not business.