Archives For social marketing

The #Social Survival Manifesto is full of good advice that is, unfortunately, hard to apply in the workplace. At the time of writing, many of the prescriptions within are sure to generate conflicts with the different departments that compose the corporate communications machine. This next principle for managing online trust and credibility is sure to ruffle feathers in the marketing department and with all the talent they have hired to give the brand a stunning presence and a commanding voice. Essentially, Principle #7 proclaims that the appetite for persuasion has all but disappeared in networked society. To win hearts and minds on social media, marketers will have to drop the hard sell, copywriters will have to shelve their witticisms, and designers will have to learn to embrace drabness, to some extent. Continue Reading…

As the new practices of social branding and content marketing start to enter the mainstream, a lot of space is given to the search for the elusive ‘influencer‘ and the even more elusive ‘brand ambassador‘. In online marketing literature, these valued personae are presented as instruments for delivering larger audiences to the client. Influencers and ambassadors, it is said, are gateways to communities of peers as their endorsements and reiterations of brand content will be listened to and trusted while those broadcast direct from the brand will not. Quality time spent listening to, flattering and seducing these two audience segments is the 21st century twist on the old ‘push’ model, only now it is called ‘influence marketing’ instead.

As an inveterate contrarian, I would like to propose a different and counter-intuitive model for influence marketing: The active pursuit of engagement with those who hate youContinue Reading…

So far, in this series of blog posts presenting principles for managing online reputation risk, I have laid out what I call the “Principles for Survival”, that is, the absolute essential practices for avoiding crisis. Starting with this post, we will move into the “Principles for Success”, precepts that, if adopted, can confer competitive advantages to the leaders who take them on. Principle #6, discussed below, is all about the surprising power of showing a little weakness online, especially if you are an all-powerful corporation or public institution.

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Summer is still with us for a short while and if you are taking your Kindle or Kobo with you on vacation, you can now download the #Social Survival Manifesto as an eBook on both platforms. Continue Reading…

In an earlier post titled Psychopaths, Robots and Airheads, I critiqued the online ‘personalities’ of many big brand and institutional social media accounts. As these giants learn basic social skills online, their often dysfunctional personae constitute an amusing field of study. And yet, ‘personhood’ should be nothing new to corporations. In the nineteenth century, great legal battles were fought to gain them the same rights as individuals, including protection against defamation. Throughout the history of advertising, mascots and celebrity spokespeople were mobilized in efforts to make powerful economic conglomerates approachable, likeable and almost human. And now, these same giants want to be ‘friends’ with you on your favorite social networks. Continue Reading…