Social media strategy is not an island. It is intricately connected to different business activities which, in turn, shape its success.
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You must let the truth get in the way of storytelling. Don’t let a creatively brilliant white lie overshadow your message when it later blows up in your face. There are a hundred more creative options.
Social’s 1st rule: give before you receive. Success in social means creating real value for your employees and customers: make them smarter, well-informed, and more capable of making better decisions.
Then: social presence = brand authenticity. Even truer now: authenticity demands doing the hard work on conversation & relationship-building.
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When is social bad for business? When you try to be great in social but your products and services suck.
Invest in developing “social customer personas”. Too much resources are spent on trying to come up with the next social media gimmick without really knowing who the audience is and …
Does your business thrive only in a culture of competition, or can it also flourish in a culture of relationships, common causes, and meaning?
To be better in Twitter or be better in diplomacy…or both? Digital diplomacy should help resolve real-world conflicts.