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LOVE the note about cutting perfect grammar. Not that grammar and spelling aren't important, but writing as you would actually speak absolutely helps to break down the barrier between service and user. Now, some emails - I'm thinking specifically of the financial and healthcare sectors right now - do need to keep that air of propriety a bit more than others, but even those verticals have a great chance to connect with layman's terminology for inherently complex topics. Thanks for sharing, Joe!
5 days, 6 hours ago on Email Marketing is a Conversation
Interesting timing as just today the Chicago Tribune announced layoffs of around 700 - just in time for the holidays. I think your comments on passion topics hits the nail on the head. Local and regional publications will survive by providing what can't be gotten from the national news sites. Without that niche, in-depth content those local publications will become more white noise again the heavy hitting nationals.
2 weeks, 4 days ago on Newspapers Aren’t Quite Dead Yet
@rdymond Great points! Glad to hear that you're getting a focus on these types of issues in core classes - something I would've LOVED to see when I was in college myself.
2 weeks, 6 days ago on How to Create a Social Media Policy that Works
Thanks, Eden! By now there are enough examples of good/poor social responses that there is really no reason to not include examples in policies like this.
3 weeks, 2 days ago on How to Create a Social Media Policy that Works
@LauraPetrolino Exactly! If it's all for show and isn't actionable then it's not really an effective policy - just CYA paperwork. Thanks for the kind words, Laura!
3 weeks, 3 days ago on How to Create a Social Media Policy that Works
@Karen_C_Wilson Great to hear, Karen! I wish I would've had a course like yours when I was going through my undergrad.
3 weeks, 4 days ago on How to Create a Social Media Policy that Works
@ginidietrich Thanks, Gini! I don't think there's anything better than concrete, real-life examples. :)
@yvettepistorio Absolutely - checking with an 'outsider' has become more and more crucial as the industry has developed. We've created our own language! :) Taking a few steps back and making sure that what we're discussing is accessible to everyone is a must. Thanks for reading, Yvette!
3 weeks, 5 days ago on How to Create a Social Media Policy that Works
You absolutely MUST match your content to the medium. Users are smart often savvy enough that they can now tell when something is simply copied and pasted from one channel to the next without any thought given to differences in consumption. Granted, there are obvious issues when it comes to the length of the message (blog vs. twitter for example) but even the type of content that's delivered now needs to be tailored to the readership of each platform. Thanks for sharing your thoughts, Clay!
1 month ago on Distribution Methods: Match Your Content With Your Audience
Great, common sense tips. I especially like the recommendation to stay out of the forums unless it's absolutely imperative for one reason or another. Too many times I've had to explain why we don't just delete the comments or complaints - if you give consumers a place to vent and show that you're working to resolve the issue you'll quickly turn an irate buyer into an advocate. Thanks for sharing, Blake!
1 month, 2 weeks ago on Online Reputation Management: Use the Internet with Confidence
Content refreshes like this can save soooo much time and really give a boost to legacy topics. When we're all stretched for bodies and hours it can be a real life saver to essentially give a rebirth to what was already a solid topic. Thanks for sharing, Gini!
1 month, 2 weeks ago on Keyword Analysis: Refresh Your Old Content
If you have to boost your app/product with false reviews the problem isn't your PR, it's your product. The same can be said about looking to bury negative reviews or removing criticisms from social media platforms. If your product or project is truly useful and revolutionary - as most press releases claim - then it will speak for itself and generate great reviews. While it may not happen overnight, suffering through that uncomfortable period of "why aren'y people posting reviews" is better than panicking and being made to look the fool in the end.
2 months ago on Fake Reviews Fined; PR Firms Beware
Either participate in social fully or don't participate at all. As BA and a number of other companies have shown through the growing pains of social business, if you're aren't willing to at least pay vague attention outside of office hours you might as well not even start the ball rolling. Is it reasonable to expect companies to respond to EVERY tweet during off hours? No, but it is reasonable to expect companies to pay attention to URGENT tweets and posts regardless of the time of day. I'm with many of the other commenters who are amazed that we still even have to have these types of conversations, but the airline industry in particular doesn't seem to get how social customer service works.
2 months, 2 weeks ago on Social Media Crisis Management: Lessons Learned from British Airways
Having put together a couple of social media policies before, I've found that providing examples of acceptable versus unacceptable commentary works best. Granted, you can't possibly cover all types of posts, but in giving examples of actual tweets/posts with names redacted I think employees get a better idea of what you and the company will tolerate. Sadly, using phrasing related to "use common sense" isn't all that effective as common sense isn't seemingly all that common anymore. :)
2 months, 2 weeks ago on Social Media Policy: When Are Your Own Opinions Not Okay?
Couldn't agree more! I would take more notes on my iPad/iPhone, but given my line of work I'm having to constantly lock/unlock my device throughout meetings. I also love the ability to map things our and show connections on paper moreso than on a digital device. I'm sure there are apps out there that allow it, but I'm still good with my pen and pad.
2 months, 3 weeks ago on Why Paper is Still My Favorite Productivity Tool
Thank you for not simply touting the "long read is dead" banner that seems to be the mantra of many digital marketers! It often takes much more than just a couple hundred words to really show mastery of a subject and simply providing links within a shortened article doesn't cut it for me.
3 months ago on Create In-Depth Articles to Increase Your Google Authority
I commented on a similar post that popped up on Convince&Convert earlier. This is a great opportunity for some smaller businesses that, in the past, couldn't/wouldn't pony up for a third party contest app. However, this isn't a move that Facebook is bringing in without ulterior motives. More small businesses hosting contests likely means more small businesses now buying ads to boost those contests in news feeds. Sure, the ultimate cost is much easier to limit with this type of setup, but unless you have extremely high engagement on your page already there will still be some time and money investment required to ensure that any contest runs at maximum efficiency and exposure.
3 months ago on Facebook Makes it Easier to Run Contests and Promotions
Your experiment simply reaffirms what I've believed personally all along about Klout - it's a great starting point to measure someone's activity in the digital world, but not a true measure of influence. As many others have pointed out in the comments, developing a true voice of authority by providing valuable information in an engaging fashion is the best way to develop TRUE influence, but having a somewhat leveled starting point is always a great place to start. Thanks for sharing, Martin!
3 months, 1 week ago on Influence Scoring: All Klout(ed) Up and Nowhere to Go
Great post, Jeff! The most common misconception that I see in most influencer campaigns is that these campaigns consist of nothing more the blasting a press release to a groomed list of recipients. Want the type of campaigns that generate more than a flash-in-the-pan response? Buckle in for the long haul, because those relationships take time to build and usually involve multiple engagements over time. Not to mention a good deal of flexibility on the part of the brand and a willingness to help shape your content to the influencers audience.True influencer marketing is just as you laid out above - a relationship that has real synergy and mutual benefit; not simply another megaphone through which companies can shout their messaging.
3 months, 2 weeks ago on Influencer Marketing: Five Ways to Strengthen Relationships
I've always been a proponent of quality over quantity and it's nice to see that approach finally trickling into broader user preference as well. Probably the greatest part of earned linking is that it continues to pay dividends long after the initial push. Infographics and videos that are both valuable and evergreen can really help any business - new or established - really ramp up traffic and engagement. Great post!
3 months, 2 weeks ago on Why You Need to Earn Links Rather than Build Them