Social Media Is a Branding Tool. Nothing More. Nothing Less.
The honeymoon phase is over. Marketers are beginning to look for accountability from their spending in social. “What’s the ROI?” It’s probably not a foreign question to you at this point. If it is, then God bless you, and however long you have before it’s asked. We jumped into the space head first in an ...
Want to Find Your Brand Voice In Social Media? You Already Have.
This post was originally published on the Dachis Group blog, Collaboratory. Transforming your brand’s tone of voice, for the sake of achieving relevance in social, is a fool’s errand. You don’t have to find your brand voice in social, because you’ve already created it. Brands commonly homogenize their voice when dealing in social – a ...
The ONE Thing You Need To Succeed In Social Media
One of my first blog posts naively focused on the three thing you need in social media to succeed. Surprisingly, I think it still accounts for my most visited blog post, despite its broadness in scope. I foolishly rattled off: Be Human Educate Yourself Don’t Do Everything.Just Do It Right. I say “foolishly” because I ...
Social Business Design: Agencies Need It Too
I joined the hordes of tech geeks down in Austin last week for my first SXSW. Between the countless parties, including one full of steam punkers (go ahead and look it up), I found myself at a number of interesting speaker sessions, mostly about advertising, technology, and innovation. One of the sessions I attended, however, ...
How “Social Business Design” Has Changed My Outlook on Social Media
Powered, the social media agency I worked for, was recently acquired by Dachis Group. Through this new venture of his, Razorfish co-founder, Jeffrey Dachis, is trying to validate a concept that has grown a pair of legs over the last few years: Social Business. It’s a relatively new concept to me, having spent all my ...
A Facebook Page (Even A Good One) Is Not The Answer
Note: The views expressed on this blog are those of mine alone and do not necessarily represent the views of my employer, past or present. Something I have noticed, both through observation and firsthand experience, is the obsession brand marketers, as well as agencies, have with turning to Facebook to resolve their social media challenges. ...
The Ubiquity of the Social Web, and the Questionable Sustainability of its Agencies
Let me preface this by saying I don’t write these posts simply to be contrarian. I just think that some perspective is in order. I’ve said this before. My larger interest is in technology and how brands can connect with people through things that whirl and buzz. Taking a step beyond that is my interest ...
The Soul of Social Media, And Why “Agency” Shouldn’t Be A Bad Word
There’s something I’ve thought about for some time, and was perpetuated by Zach Lieberman, a speaker at the PSFK Conference last week. Lieberman, who is a creative technologist, had a talk about Engaging the Human Element, and “making deeply engaging, entertaining and meaningful interactions” through art and technology. He talked about the power of individuals, ...
The Ubiquity of Facebook and Twitter
This post is more so a raw and unrefined observation/opinion of mine, rather than a picking apart of the two services. For some time I’ve wanted to write a blog post about how Facebook has become the new mass media, or how Twitter has seemingly morphed to a medium, but I think it’s probably even ...
There’s A Need For Integrated Social Media
Disclaimer: I started this post over a month ago and just never got to finish. Hopefully, it’s still halfway relevant. If we’re being honest, I started on my path in marketing under the impression that I was going to be concepting billboards, television spots, magazine ads, working with emerging technology, etc. Partially because that’s what ...