Category Archives: Social / online media analysis

HOW CAN SMALL BUSINESSES INCREASE ORGANIC REACH ON FACEBOOK?

How can small businesses increase organic reach on Facebook?

There’s a strategic way small businesses can increase organic reach on Facebook with minimum costs despite its push for paid posts and other issues cited in “The problem with Facebook” video.

“The Problem with Facebook” is an insightful video that raises the right kind of questions. I agree that the filtering / surfacing of feeds of friends should be better, more relevant, and ultimately decided by us, the users. Regarding the business side, now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

How small business can address "The problem with Facebook"

Now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

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Content machine or content brand?

What’s in a name: content strategy, content marketing, content brand

I enjoyed the Gamification course last year on Coursera, so I decided to take up another course: Content Strategy for Professionals. While it is already what I do (having naturally blossomed from my work on social business strategy, digital strategy, online marketing, and copywriting), I think it’s still worth my time to find out how it was approached in the academe, and if there were any new things I can learn.

In one of the video lectures, Content Strategy was laid out as “…credible, trustworthy, transparent content that enhances the organization’s strategic goals.” This definition generated a lot of questions and discussion in the course forum. The general criticism was that it seemed to imply that content strategy is a characteristic of content rather then the plan or framework that guides content creation and implementation. A lot of students favoured Kristina Halvorson’s definition of content strategy cited below in my own reply to this discussion thread. Others also raised questions to how content strategy was differentiated from content marketing.

What’s in a name: content strategy or content marketing? How about content brand? In essence, I agree with the general criticism but do think that Halvorson’s definition doesn’t contradict the course definition. I find the perspective on content marketing too one-dimensional, and I’d rather move the discussion towards how a good content strategy should aspire for the creation of a great content brand. Below is my detailed response: Continue reading

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The push for ‘high-quality content’ goes beyond Facebook

Facebook’s new news feed algorithm will start surfacing more ‘high quality content’. This means you might start seeing more links to articles especially on mobile (e.g. current events, sports, interests, meme photos). In the future, Facebook hopes to be able to distinguish better between a meme photo and an article, meaning articles will be featured more prominently than meme photos hosted outside FB.

Source: http://newsroom.fb.com/Content/Detail.aspx?ReleaseID=768&NewsAreaID=2&ClientID=1

Source: http://newsroom.fb.com/Content/Detail.aspx?ReleaseID=768&NewsAreaID=2&ClientID=1

Without going into what ‘high quality’ content comprises for Facebook versus users’ own definitions (e.g. why is a meme photo not considered the same quality as a news article), here are some quick takeaways and questions from me: Continue reading

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Web Index Report: threats to online freedom and democracy grow ever more

World Summit on the Information Society Declaration

Back in my university days, I learned of a useful framework for analysing the ills of the educational system called “ABCs”. It stands for: Access and participation, Bureaucracy and control, and (Counter-)Consciousness formation. The ABCs describe the fundamental problems faced by the educational system in the Philippines (and in my opinion, traditional education all over the world). Take it further and you’ll get the “D” in the framework — Development — which sets the roadmap for change.

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Altimeter report: The state of social business 2013

“What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.” – Altimeter Group

Some highlights: Continue reading

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Five good reads: collaborative economy value chain; Google Mine; finding meaning in stories and numbers; a platform for whistleblowers; and freedom from fear

1. Keynote: The Collaborative Economy with Jeremiah Owyang
http://www.slideshare.net/jeremiah_owyang/collaborative-economy-keynote-jeremiah-owyang

The collaborative economy: an economic model where ownership and access are shared between people, startups, and corporations. What this means: the ownership of core business functions are shared with customers.

How does the value chain of the collaborative economy look like? And more importantly, where would your business fit? Which business functions in your company could collaborate with the crowd? Continue reading

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