Top 5 Social Media Posts That You Might Have Missed From Last Week: September 27, 2010 Edition
These posts were selected based on popularity and informational value from content that was tweeted on @Steveology last week. Their ranking is the result of the number of click-throughs they received.
5). PR Firms May Not Win Social Media Business
The default position lately seems to be that social media is being grasped best by PR agencies, and a lot of PR agencies are winning social media business. As a former PR agency person who’s also worked in a social media shop, I’d agree that there are a lot of reasons that PR firms should win the social agency wars. But there are a lot of strikes against them too. Others have recently expounded on why social belongs in PR; I’m going to take the other side and outline where I feel PR is falling short and must catch up in order to win and deliver on integrated social media campaigns.
PR agencies have traditionally not controlled a lot of marketing dollars. They work primarily on fixed retainers, with some out-of-pocket budget, but generally have not had access to large, scalable media budgets like traditional ad agencies or digital agencies do. And since PR and marketing are still separate at most companies, shifting marketing money to PR departments in order to cover social media costs will be an uphill battle in many companies. [Read It Here]
4). How To Coax Social Media Insights From Google Analytics
For most of us, analytics software behaves like idiot savants: they can surprise us with amazing feats of calculation, but totally miss the social cues that the rest of us take for granted. So, it’s no wonder that analytics packages struggle to tell us how we are doing socially. As a follow-on to my column last month on measuring social media, I’d like to show you how I got Google Analytics to tell me how I was doing socially.
Ask Very Specific Questions
Google Analytics is good at counting things. You can’t ask it how your social network feels about you; it doesn’t get the concept of feeling. You can ask it to count how many people click on links in your social media posts. Last month, I asked some very specific questions in the form of a report:
* Which social networks were delivering new subscribers to my email list?
* Which social networks were giving me the best conversion rate?
If I could answer these questions, I could decide where best to spend my digital time and digital dollar online. [Read It Here]
3). Fourteen Incredibly Successful Ways To Stand Out From The Crowd
As I’ve been gearing up for next week’s pre-launch of the 2010 More Buyers Mastermind, I’ve noticed a common thread running through every successful person on the lineup … they each have a very specific way of standing out from the crowd. Sometimes it’s by doing things in the opposite way that everyone else is doing them. Sometimes it’s by unapologetically letting their personality shine through, or by taking a stand when nobody else has the guts to do it. Sometimes it’s all three.
The bottom line is, they make sure that they stand out – and they are rewarded by ever-growing numbers of readers, “superfans” and buyers. Why? Because they’re not like everyone else – and so instead of looking like a “commodity,” they get noticed. Here’s the thing: If you’re positioned as a commodity, you’re not going to attract buyers (or you’ll attract ones that have zero loyalty at all).
It’s far too easy to do the same thing that everyone else is doing, because … well, it’s what everyone else is doing. It “feels normal.” Well, normal doesn’t pay the bills. [Read It Here]
2). Twitter is NOT a Social Network, Says Twitter Executive
Kevin Thau, Twitter’s VP for business and corporate development, announced during a presentation at Nokia World 2010 today that everyone’s favorite micro-blogging network is not actually a social network.
It’s not, you say?
No, says Thau: Twitter is for news. Twitter is for content. Twitter is for information. To those of us in the tech industry, proclaiming that Twitter’s main focus is not its social aspects, but its news-delivering mechanisms, is a bit like stating the obvious. But it’s important that Twitter is now publicly acknowledging how people’s perception of the service have changed in this regard, not to mention how their usage patterns have changed too. [Read It Here]
1). The Death Grip Of Old Marketing Ideas (@Steveology blog with @Eloqua)
Early in my career I managed client-side demand generation: direct mail and ads mostly. I’d been doing this for a while when a new concept hit me like a ton of bricks. That was the process everyone used (traditional marketing) looked to grab prospects in the final phase of the buying process. If the buying process went from step “A” to step “Z” why was all the marketing that we did targeted somewhere around step “X”?
We were starting the conversation when the prospects had done most of their research, had formed strong opinions, and were ready to pull the trigger. Also, if we wanted that sale we had to be lucky enough to catch them at the final moments of their buying process. What a stupid approach. [Read It Here]