Imagine you are Legolas, an Elf of the Woodland Realm, and you have just watched a close friend, Gandalf the Grey, fall into the cavernous depths. Fortunately, or perhaps unfortunately depending on your mindset, you manage to escape physically unscathed. Now, imagine that buddy of yours is a LinkedIn connection and that aforementioned mountainous black hole is your untapped social network. You have no idea what it contains or how deep it goes. All you know is that it has no clear beginning and no definitive end. You are, for the sake of this exercise, Legolas without the map. Your cool arrows will do you no good without a place to point and shoot. But don’t panic Orlando Bloom, there is hope. Your network need not be your personal Mordor. Legolas, get the LinkedIn map!
Though LinkedIn Maps has been a feature of the social network for several years, many users are still unaware that they have a map. Not only do all LinkedIners have one, it is a tremendous Jackson Pollack-esque visualization of your ever expanding natural market. If Legolas were on LinkedIn, I’d imagine he would have many arrow makers, dwarfs, and Cate Blanchett in his network. That would... Read more
Happy 2014! As we embark on another exciting year of social media marketing and relationship building, we are faced with a “strategy” that is sooooo 2009; a strategy that seems to be making a comeback in some business circles. Remember back in the day when everyone was obsessed with driving Likes and Followers for the sake of having lots of Likes and Followers? This was deeply rooted in the PPC world; show me the clicks, show me the money. Fake social clicks would be purchased in bulk from brokers to potentially score millions in revenue down the line. The thought process was that genuine followers would be wowed by brands with big engagement numbers, find them more trustworthy, and buy whatever it was they were selling. This would fall under the “If it’s too good to be true, it probably is” category.
It’s odd to have to revisit this line of thinking today but it’s no less important. There is no magic pill or bullet in social media. There is no upside to buying fake Likes or Followers, not unless you are a broker making bank in the business of click fraud. Sometimes the best way to illustrate nonsense is with... Read more
Hi, my name is Tara and I’m a New York Jets fan. As I write this, I’m imagining you saying ‘Hi’ back. To borrow from AA, admitting your faults is the first step toward recovery. This is true unless, of course, you are a New York Jets fan. Gang Green is a franchise that can actually inspire die hard followers to root for an onset of gangrene; anything to keep from watching another red zone misfire; anything to erase the memory of the “Butt Fumble”.
Anyone with ESPN knows what I’m talking about. If you don’t, Google it. Try to resist watching it over and over. It’s sad to think that this play could end up being the defining moment of Mark Sanchez’s career. But lest you snicker too much Patriots Nation for whom amongst us hasn’t had a variation of the Butt Fumble – especially on social media? The trick is to get up off the grass, dust off, rebound and re-brand. Here are 3 ways to go from butt fumble to winning touchdown on social media:
Admit Your Mistake – Fumbles almost always go viral so don’t pretend it didn’t happen. Stay in the pocket and take the hit. Apologize... Read more
Consider how you use social in your personal life. It may not be immediately obvious but ultimately your social choices are emotionally driven. Now, think about how you leverage social for business. Are you all about the analytics? Are you fixated on the traditional notion of those three little letters that have come to dominate the social measurement conversation – ROI? I’m asking you, begging you, pleading with you to get over it.
Now before you get crazy, I’m not trying to dismiss the importance of metrics. They have significance because they give marketers a window into degrees of consumer interest. And yes, then there’s engagement. We all know about engagement. But what metrics can’t accurately quantify is impact; metrics lack emotion. This is interesting because it is emotion that drives social habits. What do I mean by that?
I want you to think about your fondest memory. Maybe you were five years old. Perhaps you got the train set you always wanted for your birthday – always being pretty relative for someone presumably just entering kindergarten. Maybe you were sixty. Perhaps you learned that you were going to be a grandparent. Whatever it was that made that moment so impactful, would... Read more