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The Art of Decision Making In Social Media

Making business and social media decisions requires proper timing but not hesitationThe way people approach decisions is fascinating. Not all decisions are created equal of course; there are those that require immediate action or opportunity will be lost, while others are best decided after careful consideration and research. The weight of each type of decision varies, as do the repercussions for acting quickly or being too slow.

In business, the majority of people tend to flip-flop the decision process. Sometimes easy questions or calls to action come about, and usually they can be handled simply by giving it a little thought and making a decision. However, most people tend to slow these down by moving the decision to be made to a larger group…emails are drafted, many people are CCd and doubt is dispersed in many forms, including questions like “what do you think we should do?” and the single-word pass-off, “thoughts?” Unfortunately, making mountains out of mole holes is commonplace in today’s business world.

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How To Always Lose To Your Competitor

I’m writing this at Starbucks, but I wish I was writing in the little coffee shop just across the street. However, I can’t because they lost me (and others) just a couple of hours ago. Let me explain.

This morning  the power in my neighborhood went out, and I got a report that it wouldn’t be restored until later in the afternoon.  This took away my internet and my ability to drive anywhere (car is in a garage that requires power, and thank you for the suggestions of a manual override but unfortunately it’s not an option in this case) which really leaves me stuck, as my job is to create and oversee online social media campaigns for Fortune 500 companies.  I live in a beautiful neighborhood, and one of the things that makes it beautiful is the lack of businesses.  I have two coffee shops that have wifi and good tea, practically across the street from each other, 2 miles away from my house.  I put on my backpack and started the hike.

One of the coffee shops is a locally owned and operated cafe, the other is Starbucks.  I try to support small businesses whenever possible, and though it was a bit more inconvenient, I trekked to the local cafe.

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Why The Nike Tiger Woods Ad Is So Good

Tiger Woods Nike Golf Ad Featuring Earl WoodsThis morning I watched the new spot from Nike that features Tiger Woods, just in time for his return to golf at The Masters. When I first viewed it, the page had already been viewed 600k+ times on YouTube. As of this writing, it’s over 1.1MM; it’s obviously getting a lot of attention. I’ve been thinking about this video all day, going back and forth about how I feel about it.  The video is embedded below, and it’s worth watching.  Let me summarize what you see:

It’s a :30 spot in black and white, with Tiger Woods standing still.  He says nothing.  He blinks.  The voice over is of his father, Earl Woods, who passed away in 2006. He is talking to his son, and says, “Tiger…I am more prone to be inquisitive; to promote discussion.  I want to find out what your thinking was, I want to find out what your feelings are, and…did you learn anything?” It flashes to a black background and the simple, iconic Nike swoosh.

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Mediagazer Aggregates Today’s Must-See Media

Mediagazer media aggregator siteI’m been looking over a new media aggregation site called Mediagazer.  My initial thought was, “great…another aggregator that will simply clutter up a lot of content and put it in a needle-in-the-haystack format”, but those thoughts were dismissed as soon as I really started looking at it closely.

Mediagazer is a new effort from the uber-popular tech sharing community Techmeme, and is their first news vertical in almost four years. It bills itself as a site, “which will focus on the content production and distribution business, organizing topics as wide as journalism, blogging, video production, e-books, and digital distribution technologies”, and sure enough it does all of that.  There are a lot of good content assimilation sites, but I think Mediagazer will stand out as a leader if it can get enough good press early to build momentum.

Mediagazer allows you to share with Twitter or Facebook easilyI really like it’s easy-to-share buttons, with the ability to send information linked to either Mediagazer directly, or the original source of the story.  I think that is a brave and noble feature, most aggregators are trying their very best to drive as much traffic as possible directly to their own site (increase in traffic = increase in ad revenue), so the ability to link directly out is a fairly cool and risky idea. They do have sponsored news aggregation prominently displayed in the right column and halfway down the main page with no signs of traditional banner and display ads…yet. I also like the sharing simplicity, obviously aimed at social networks as the only two options are Twitter and Facebook.  Honestly, those are the only two places I ever share news anyway. Naturally, Mediagazer is also on Twitter, although thus far it appears to simply be a feed from their headlines as opposed to an interactive, engaging account.

I like the navigation and sharing potential from this site, so I’ll give it a try as a news source for a couple of weeks to see if it makes it into my regular lineup.  If you try it out, let me know what you think: is Mediagazer just another news aggregator, or a useful service for finding and sharing information?

6 Things You Need To Know About Running A Social Media Program: Yourself

This is part 6 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction. Part 2 “The Product” is here, part 3 “Your Audiences” is here ,part 4 “The Channels” is here and part 5 “Other Professionals” is here.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know Yourself

I bet you weren’t expecting that one, were you? Let me explain what I mean by this: simply put, you need to know your own strengths and weaknesses, and you need to know your work flow and financial needs; this is especially true if you are consulting. Since most of us actually do know our strengths and weaknesses, maybe a better way to word this is be honest with yourself.  I saw a quote online recently that really rang true with me. Unfortunately I haven’t always followed it.

Work for full price or work for free, but don’t work for cheap.

As I applied that to many situations in the past that I have had to deal with, I see how true this is.  I could probably write an entire series of posts about why this is so important, but for now I’ll just let you ponder it and apply it to your own situation. In knowing yourself, you need to be honest with what your needs (or those of your organization) are, because sometimes…no matter how much you need the work…it’s better to say no to a project.  

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6 Things You Need To Know About Running A Social Media Program: Other Pros

This is part 5 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction. Part 2 “The Product” is here, part 3 “Your Audiences” is here and part 4 “The Channels” is here.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know Other Professionals

It’s important that you don’t get yourself into something that is not a good use of your time.  Know your strengths and weaknesses, and if part of a package deal is to provide a service that you aren’t strong in…hire it out.  I’m not kidding.  Hire it out, no matter how big or small you are.  Believe me, in the corporate agency world this practice isn’t just commonplace, it’s expected.  Think about building a social media program like building a house, and you are the general contractor. It’s your job to make sure the work gets done, and you may even pick up a hammer and hop in to help.  Leave the plumbing to the pros and focus on the big picture.  I know the temptation is to try to do it all yourself so that you’ll get paid more, but in my experience 9 times out of 10 this doesn’t work out quite as expected, and unmet expectations abound on both sides.

I’ve heard it said that the day you get a client is the day you start losing them…this idea is reinforced quickly if you try to do work that is outside of your scope of expertise.

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6 Things You Need To Know About Running A Social Media Program: The Channels

This is part 4 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction. Part 2 “The Product” is here, part 3 “Your Audiences” is here.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know The Channels

Twitter, Facebook, YouTube, LinkedIn, Ustream, blogs, forums and all of the other communities in social media each have a different feel, and as such have different rules and therefore different results should be expected.  I’m going to go on record as saying that, in my opinion, trying to target all areas is a big mistake unless you have an incredibly well resourced team.  For most of the Fortune 500 companies that I work with we target a handful of channels based upon the brand needs and expectations…I don’t think there is such a thing as a cookie cutter social media program.  Why?  Because the need of every client is different (remember that part I wrote about knowing your customer?)  That said, there are a few basics that should be covered, but once you have established those you’ll want to match specific needs with specific communities.  If you try to be all things to all people you’re going to get spread too thin.

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6 Things You Need To Know About Running A Social Media Program: The Product

222-facebookThis is part 2 of 6 in the series “6 Things You Need to Know About Running A Social Media Program”. You can read part 1 “The Client” here, it has a full introduction.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do. This isn’t a tactical post, I think I write plenty of those. Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

Know The Product

I think this is the single biggest mistake that I see over and over and over again…lack of product knowledge when you are doing work for somebody else.You may be running a campaign for a durable good or a service. Sometimes it’s just brand awareness so there is not one thing you are pointing to, just the brand. No matter what it is, if you don’t know the ins and outs of what you will be marketing you are doing your client, their customers and yourself a huge disservice. I’ve been invited in to too many conversations that go something like this:

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6 Things You Need To Know About Running A Social Media Program: The Client

111-social networksPart 1 of 6

Over the years I’ve run a lot of social media programs, sometimes for companies or services that I own or manage, sometimes for organizations that have hired me to consult or drive their efforts in the various online communities.  This article is primarily aimed at those that do the latter, although several points can apply to the former.  That is to say, if you are a consultant or work at an agency whose primary focus is running social programs for somebody else, I’m writing this for you.

I’ve created this list of “things you must know” mostly based upon very positive experiences I’ve had, but also from negative ones…things that I’ve either experienced myself or seen others do.  This isn’t a tactical post, I think I write plenty of those.  Instead, this is my advice to those that are going to lend their expertise to others, and hopefully by checking these off you will avoid some common mistakes that often result in unmet expectations, from one side or the other…or both.

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My New Role In Social Media Marketing and Strategy

logo-v1Those of you that have been following my adventures for a while know that I put my heart, soul and mind into social media.  Since writing my own blogging platform a decade ago (the billion dollar idea that I never capitalized on…) to my almost-obsessive fascination with brand interaction on channels like Twitter, YouTube and Facebook, I am constantly observing and strategizing ways to make the interaction and engagement between companies and customers better through social media. I have spent quite a bit of time over the last couple of years consulting businesses of all types and sizes regarding their engagement (or lack thereof) within these online communities.  From Fortune 100 companies that distribute hardware all around the world to non-profit agencies that are doing their best to make a difference in the world, I have worked with groups to lend insight, support, ideas and action to social media programs. Given all of that, I’m quite pleased to announce that I have taken a new role within the industry.

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