Right now social media is blurring the lines between our private and public lives, shrinking geographical barriers while involving different isolated groups, and changing the way information is communicated to its audience. Social media allows us to curtail the information we want, find exactly the content we need, and receive information almost instantly before any other traditional media has a chance to share it. Continue reading “Social Media in the Future”
Your clients are now using social media as a primary communication tool. Whether it is a collaborative project platform, blogs, content communities, social networking sites, virtual game worlds or virtual social words (Haenlein & Kaplan, 2010), there now exists a plethora of social media platforms. But how do you engage your audience in a space where there is so much competition? How do you also avoid disaster at the same time?
Social media, and its usage, has become a catch 22 for many companies. As they navigate how to use the technology, select their platform and design campaigns to attract and build a customer base.
Social media crises are not so much about the ‘if’ but about the ‘when.’ The increased adoption of social media usage in companies has likewise increased the risks a company’s reputation faces because, despite your best efforts, there are still humans behind every single social media account and, as is said, to err is human. Continue reading “How to Navigate Social Media Crises”
There is too much data.
In a world where the rise of multimedia, social media, and the Internet of Things is fueling an exponential growth of data (McKinsey&Company, 2011), “Big Data” has become a key buzzword to describe the availability of data and complex data sets. But for me the most important part of big data is the analysis – all the data in the world is just that, data. Data does not actually help you create value, innovate or make changes until you analyze it and mine it for its gold nuggets of truth. Continue reading “Using Big Data to Measure Your Audiences”
A not so shockingly similar aspect between both texts is their clear argument that you need to have measurable objectives. Both Katie Paine (2011) and Neal Schaffer (2013) mention this as one of the first things you must consider when you plan to create a social media strategy because it is the reason your strategy exists in the first place. Success must be achievable and the only way to measure if you meet your objectives is for there to be a bottom-line impact – this is the key to measuring exactly what matters to the company’s business (Paine, 2011). Continue reading “Measure the Metrics”
Social media campaigns can so easily go wrong. Whether it’s the social media team not properly analyzing the audience, no one checking the wording of the content or using the wrong platform entirely; there are so many ways to ruin your company’s credibility and reputation (your greatest asset).
I think the “best” of the worst social media campaigns I found in my research is the Conde Nast owned food website, Epicurious, whose totally inappropriate tweets in the wake of the Boston Marathon bombing on April 15, 2013, makes me question who exactly was in charge of their social media campaign.
Initially they took the right approach tweeting out a simple, “Our thoughts are with everyone in Boston.” However, within twenty-four hours Epicurious posted some rather tactless promotional tweets (pictured above) (Red Banyan Group, 2013). I, personally, cannot think of more phenomenally bad or insensitive things to tweet at your 385,000 followers audience following the heart wrenching attack that occurred to hundreds of innocent bystanders. Therefore, it was no surprise when their Twitter audience immediately expressed outrage.
Australians appear to have a perverse sense of humour.
Long before truant students were learning their lesson for skipping school, the Dumb Ways to Die public service announcement campaign designed by McCann Worldgroup for Melbourne Trains Metro (MTM) in Melbourne, Australia was already killing off its characters in perverse, albeit, humourous ways back in November 2012.
The campaign was designed to combat the increase of risky behaviour around trains. As mentioned by Neal Schaffer numerous times in his book Maximize your social a one-sep guide to building a social media strategy for marketing and business success knowing your audience is essential to success (2013). In fact the four rules for consumers was utilized incredibly by this campaign.
- Consumers are social.
- Consumers are mobile.
- Consumers are local.
- Consumers increasingly use multiple channels (Schaffer, 2013). Continue reading “The Good, the Bad and the Ugly: Dumb Ways to Die”