Archives For social media roi

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…

I recently sent a survey out to hundreds in the corporate sector asking them what their companies’ principal areas of friction were when it came to adopting social media. My thanks to all who shared their thoughts and experiences! Here below is a summary of your answers. Some revealing stuff here… Continue Reading…

A recent video synthesis of the #engagementlabs vision of social media engagement. In it, I briefly present the example of two large Facebook accounts, the David (small but doing better at engagement-Express) reaching as much as the Goliath-Zara.

Continue Reading…

Quite recently, Facebook altered the algorithm that determines how much reach content from Pages gets. For corporate brands, many of which had spent whackloads of money building up massive followings through ‘like’ buying, the implications are scary. For now, rather than reaching these huge audiences easily with daily fluff about their products, Facebook is restricting the amount of fans that see this content, unless the posts are deemed to generate high levels of engagement. Continue Reading…