Top 10 Social Media Articles That You Might Have Missed Last Month: September 2010 Edition

Posted on October 1, 2010

Ashton Kutcher A Twitter Nobody?

Top 10 Social Media Articles That You Might Have Missed Last Month: September 2010 Edition

Need to keep your executive staff up to date on the latest social media trends and insight? Let me and about 40,000 others help you.

Here are the top 10 must read social media and marketing articles from September 2010 that the crowds in the Twitterverse found most valuable, and that I thought you might want to read and share with your colleagues, who need to stay update on social media, too.

Editor: Steve Farnsworth (@Steveology)

10). Content Quality (Not Quantity) Builds Social Media Influence

Though most marketing executives (84%) agree there is a correlation between one’s ability to drive action (influence) and one’s reach, 90% draw a clear distinction between influence and popularity, and cite the quality of content as the most important factor in building influence online, according to a survey from Vocus and Brian Solis.

Fully one-half of surveyed marketing execs say creating, posting, and sharing compelling content is the single most important action people or brands can take to increase their influence online, followed by authenticity (31%), and depth of conversation (10%). Online fame (1%) and connecting with famous people (2%) are significantly less important to marketers.

Below, other findings from the study titled Influencer Grudge Match: Lady Gaga versus Bono, by Vocus and research partner Brian Solis. What generates measurable outcome, influence? [Read It Here]

9). Ashton Kutcher Has Little Twitter Influence [STUDY]

A study conducted at Northwestern University determined that celebrities like Ashton Kutcher with millions of Twitter followers are mostly ignored on the social media site, resulting in very little if any influence.

When the researchers applied their mathematical algorithm to the countless tweets that appear on Twitter (Twitter) each day, they found that experts in certain fields were much more likely to cause topics of discussion to become trends. That might come as a relief to social media enthusiasts who crave discussions of substance, and a surprise to critics who argue that social media is prone to inanity.

These findings hit the wire a few months after social media analytics company Sysomos claimed that celebrities’ followers don’t have any influence, either. [Read It Here]

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8). Passing Myspace In Traffic, Twitter Now The 3rd Biggest Social Network

There’s a new piece of data that Twitter Chief Operating Officer Dick Costolo could take with him to the stage today at the IAB MIXX conference in New York, as the company tries to woo marketers.

Last month the four-year-old micro-blogging service surpassed MySpace in unique visitors to become the No. 3 social networking-type service in the world, according to new data from comScore Inc. Twitter had nearly 96 million unique visitors in August, up 76% from the same period last year, comScore said. MySpace, meanwhile, dropped 17% during the same period, to 95 million unique visitors last month.

Twitter is expected to gain visitors from a redesign of launched two weeks ago, which made the site more like Facebook’s and could draw in users who access Twitter through third-party applications such as TweetDeck. The seven-year-old MySpace, meanwhile, is trying to cast itself as the place to try out new music and entertainment, and a platform for musicians to interact with fans. It also is working on overhauling its home page. [Read It Here]

7). Directory of Social Media Monitoring Platforms & Tools

A big ass list of social media monitoring tools that you should probably bookmark. [Read It Here]

6). Forty Useful Things You Can Share On Twitter Besides Blog Posts

I was never good at ‘pass the parcel’ when I was a kid. I blame it mainly on being over zealous. That and my unhealthy competitiveness – always had to win (which didn’t always make me the best birthday party guest!)

Twitter reminds me of pass the parcel a bit – RSS readers are ripped open first thing in the morning and then the shiniest blog posts get circulated and shared…like a good prize should I suppose. But shiny doesn’t always equal useful. In fact, I’d argue that the more unusual and varied your stream is, the better – both for you and your followers.

Making variety a pillar of your approach, coupled with the recognition that time is a finite resource, definitely means there is a place for short and sweet too (and how many blog posts can you really read in one day anyway?!?!?) So, I had a bit of a think and compiled a list of things to consider sharing more often…here goes… [Read It Here]

5). The Seven Deadly Sins of Social Media

Social Media is so new that most people are making it up as they go,1  but most people seem to make the same mistakes. Or dare I say sins. . . . We look at the biggest players online for business–Facebook, Twitter, and LinkedIn–but the same concepts can be applied to any social media site.


Greed is quite a popular sin. Twitter by default is a self-centered tool. It’s about us. But it’s 100 times better if used as a conversational tool versus a dictation. I see people using Twitter as a glorified RSS feed for their blog or an ad-puker. So absent of personality, I wonder why they even try. Yes, they are in business, but if they believe that business is built on relationships, they need to make building them their business. [Read It Here]

4). One Hundred Media Monitoring Tools for PR

Although there are hundreds of media monitoring tools available online, some are very hard to find. We put together a collection of 100 such sources (software, applications and service providers), some free, some that require a fee. When it comes to media monitoring and analytics, it’s really hard to choose. Some offer in-depth features, but the price is too high; those that are free are not always that complete, or fast enough, or in-depth enough. Hopefully, this list will give you enough choices, and if you know of a monitoring tool you’d like to recommend, please use the comments box.

* Adobe SiteCatalyst provides marketers with actionable, real-time intelligence about online strategies and marketing initiatives. SiteCatalyst helps marketers quickly identify the most profitable paths through their Web site, determine where visitors are navigating away from their site, and identify critical success metrics for online marketing campaigns.

* Cymfony’s Verismo helps PRs demonstrate their success in simple, clear metrics. The Verismo methodology captures the essential elements of successful communications: Visibility, Reputation, Influence and Sentiment. This VRIS Model, or Verismo, defines and weights these elements in collaboration with the client in a model that aligns PR results with business goals. [Read It Here]

3). Ten Subtle Lies That Cripple New Bloggers

Something has gone wrong, but you can’t put your finger on it.

Your posts aren’t attracting the attention they deserve.  Comments are scarce and retweets require hours of pleading on Twitter. You spend days scouring the web for answers.  You even reach out to other bloggers for their insight. But you still come up empty. Soon you ask yourself if your market is ready for your blog. Or is the problem in your own head?

You May Have Talked Yourself into a Corner

Along the way you may bought into “rules-of-thumb” that sound right but are really holding you back. These lies are killing your blog.  Here are 10 of the most crippling ones… [Read It Here]

2). The Death Grip Of Old Marketing Ideas (My 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.

What if you could shift your marketing focus to be inclusive and connect with customers somewhere between steps “A” through “F”? You could increase the number of leads you were working, and be able move them into the sales pipeline just when the customer was ready to take that next step, ideally before your competition knew they were ready to buy. Also, with that extra time you had the valuable opportunity to deepen the relationship and their understanding of your product. [Read It Here]

1). How to Make Facebook Work for B-2-B

Some B-2-B companies wonder if Facebook is really a good vehicle for marketing to other businesses. Given the prevalence of B-2-C marketing in the platform, that’s understandable. However, there are several good examples of Facebook strategies employed by B-2-B companies to engage customers that are worth noting. These include integrated social campaigns for product launches, using Facebook ads to lower advertising costs, and expanding thought leadership and lead generation with rich content offerings.

We found three case studies that illustrate how B-2-B companies are using these strategies:

In March of this year, Cisco decided to launch a new router product (ASR) using nothing but social channels, and the results were impressive. Incorporating their Facebook page with other tactics (Second Life Virtual Conference, a 3-D Game, YouTube, Video Conferencing and Mobile) Cisco was able to land 90 times more attendees than from past launches.

Their Facebook wall gave network engineers a place to connect on the Cisco Support Group for “Uber User Internet Addicts” (which built community during the launch), and their good use of video and news pages continues to give their fans a reason to visit the site frequently to find out what’s going on at Cisco.

Since their campaign resulted in nearly three times as many press articles as a comparable traditional launch, more than 1,000 blog posts and 40 million online impressions, it’s no surprise that Cisco received such a boost in attendance. What is a surprise is that the entire launch only cost one-sixth of a similar launch using mostly traditional methods, shaving $100,000.00 from their advertising expenses. [Read It Here]