One of the most common fears I focus on defeating among executives and brand managers is that in new media brands lose control by publishing content and engaging in social networks. The general sentiment is that by sharing information and creating presences within public communities that they, by the nature of democratized participation, invite negative responses in addition to potentially positive and neutral interaction. By not fully embracing the social Web, many believe that they retain a semblance of control. The idea is that if brands abstain from providing a forum for hosting potentially disparaging commentary, it will prevent it from earning an audience – in this case, an audience that can impact the business and the reputation of the brand.
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A while back I was driving through the little commercial district in my neighborhood, when it happened again…
I suddenly noticed what appeared to be a nice, new print shop. It had a big, brightly painted sign and a pretty good sized storefront too. But when I mentioned it to my husband, he just laughed and said “Where have you been? That shop has been in this neighborhood as long as we have.”
Social media is gaining greater acceptance across all levels of business from the SMB to the multi-national enterprise. No surprise there. What is beginning to play out though is the fact that the space is new and evolving. As a result, some of the techniques or tactics that seem to be the ‘norm’ are now being seen a bit differently. Why? Because there may be other things that just work better. That’s where the evolving part comes in.
Twitter continues to explore and appraise long-term revenue models. For the time being, Twitter’s primary focus is to build and nurture a thriving and indispensable community. Equally critical is the company’s ability to steer engineering and marketing efforts towards developers to empower them to extend, evolve, and enhance the overall Twitter experience for the vast landscape of discerning users as well as those new members who have yet to realize its potential.
It happens all the time…You get a call or email from a prospect. They sound interested, and interesting. You chat. It goes swimmingly…Perhaps so much so that you’re already mentally shifting your calendar to fit them in.
Then, suddenly, they start giving you the cold shoulder. Or come up with some lame-sounding excuse for why they can’t move forward just yet (these usually arrive via email).
With everything in the world being identified through some affiliation or association I have spent a little time looking at social media through the colors of the spectrum. No I am not tripping and seeing ‘wild colors’. I instead have decided to try to expand how I look at social media and see who might come along for the ride.
I have looked at social media through a green, red and blue lens thus far and today it’ll be addressing the yellow side of social media.
The yellow side of social media? Well, rather than scratch our heads about it let’s dive in.
