Yesterday, we were told that Google+ is wide open for business. We learned that Facebook now sends your account news based on what they think you are most interested in. Both of these platforms congregate personal networks into audiences and apply an automation model to the process of extending the user's identity and activity across that audience.
I'm a proponent of social media, which I consider "the people's public relations channel" as it taps into and uses online broadcast utilities to distribute comment and reputation outside of traditional media. What once was under the complete control of a reporter and editor now is within the command of any individual internet user. And it has turned the previous media relationship on its head, as reporters and editors now search among social media looking for sources for stories and expertise.
However, the proliferation of multi-featured channels, with increasing demand for permissions to access and sell your personal attributes, poses huge questions for users, both corporate and individual: how much do we trust these social utilities to understand us and respect our individuality? How great an effort are we willing to put into managing these tools so that the automatic features we use operate as we intend?
Marketing is a process. Each cycle of communication rests on calculated tactics aimed at specific outcomes drawn from product and consumer knowledge. All along the communication and feedback loop, energy must be expended. When we enter social media channels with the hope that they will automate our communications and ease our work, are we putting our faith in the right place?
Wednesday, September 21, 2011
Tuesday, September 06, 2011
Hello, LMA Midwest!
Sometimes you just have to thank your lucky stars. How else to explain occupying the same forum as Ross Fishman, Ann Lee Gibson, Tim Corcoran, Barbara Miller and Bill Flannery? I am not worthy!
Friday, September 9 we each play a part in the Legal Marketing Association Midwest Chapter Conference being held in Chicago at the University Club. My topic is Social Media (big surprise there!), but I'll be talking about how to calculate the benefit of participation, using some of the "big five" as examples.
For folks in the audience, I have put some resources in my public Dropbox, a service I have used for over a year and which I recommend to anyone who has to keep up with files from several computers or mobile devices. If you came to the Conference, I hope you will let me know in the comments below if you got what you wanted, or anything, from my time at the front of the room. I'd appreciate your help in improving the information.
Even if you didn't attend, here are some recent resources I find really helpful, you can collect the articles and reports at the links below.
Friday, September 9 we each play a part in the Legal Marketing Association Midwest Chapter Conference being held in Chicago at the University Club. My topic is Social Media (big surprise there!), but I'll be talking about how to calculate the benefit of participation, using some of the "big five" as examples.
For folks in the audience, I have put some resources in my public Dropbox, a service I have used for over a year and which I recommend to anyone who has to keep up with files from several computers or mobile devices. If you came to the Conference, I hope you will let me know in the comments below if you got what you wanted, or anything, from my time at the front of the room. I'd appreciate your help in improving the information.
Even if you didn't attend, here are some recent resources I find really helpful, you can collect the articles and reports at the links below.
- Considerations for Your Social Media Playbook
- 10 Mistakes Businesses Make In Social Media
- ROI of Social Media (Forrester Research)
- Social Media: It's All About Results...And How To Measure Them
- Social Media Planning Guide
- Social Media Marketing Report 2011
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