Tagged 'Addovate'

How I Plan to Scale Social Media

Posted by Francine Hardaway on January 4th, 2013 at 2:06 pm

Long, long ago, way back in 2010, Altimeter's Jeremiah Owyang gave a talk in which he uttered the immortal words, "social media doesn't scale."
I've found that out through my work with ZEDO, the San Francisco-based platform partner for publishers. ZEDO started with one person doing its social media almost two years ago: me. But the company is growing rapidly, and it has a globally distributed work force in many different time zones. This year, my challenge is to inspire my colleagues to help me with the social media so we CAN scale it better.
I'm fortunate, ZEDO is still relatively small -- about 250 employees. But suppose you are a public company, or even a very large private company with a distributed global work force? How will you control your brand? How do you respond to Twitter complaints in a manner that meets the expectations of customers who tweet out their troubles expecting someone to be there listening? And how do you use social media to help you attract talent?
Listening platforms like Radian 6 help. But they're just a beginning. After all, they're just listening and monitoring. They're not sharing information.
Ideally, we'd like to turn our best customers (our fans) into... Read more