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What the post fails to address is the customer's goal for advertising in the first place. They compare leads from the blog and leads from the commercial, but maybe their goal from the commercial was to establish a presence in a new local market. Maybe they didn't expect to generate leads. And even if they did, you could say that they got bad advice when they were told to do that via a superbowl ad. That doesn't necessarily mean that blogging always trumps advertising for ROI - it depends on why you're doing it. It's like saying, "Screwdrivers More Effective Than Potato Peelers". At what? It's a little ironic that the post doesn't talk about the goals because having clear goals is the first step of any online marketing (inbound - whatever) program.
1 year, 3 months ago on Irresponsible Advice
I really appreciate that your post talks about the struggle with defining the term "social business". I struggle with this myself. Part of the challenge is that I think a lot (not all) of what we're packaging up as "social business" isn't new. We say that social businesses will be more in touch with customer needs, will have access to data to anticipate trends, will break down organizational silos. But these are the promises made by CRM tools, knowledge management and other technology when it was new and hot. We also make the distinction between social media marketing and social business. Using the tools isn't enough. How does social technology transform business processes? And why do business owners need to care about that?
I think this is an important discussion, and it's good to see the ambiguity around social business being acknowledged.
1 year, 3 months ago on The Definition of Social Business?
Interesting post. I actually don't mind someone being called a thought leader if that's what they actually are. What I see is that a lot of content is referred to as thought leadership when I don't think it is. In my mind, thought leadership is thinking about things in new ways. But it seems that content that is not product or support content is often called thought leadership when there may not be anything new there.
1 year, 4 months ago on I hate the term "thought leader"
I like your list Margie and couldn't agree more about resolutions in general. I'm all for them. I look forward to following you as you achieve each one, though if someone makes a left turn from the right lane, I think they deserve a honk.
1 year, 4 months ago on 12 Resolutions for 2012
It's a great story. Why is this social business, and not just good customer service? This could have happened 10 years ago before there was social anything. What would it have been called?
I'm not asking for semantic purposes. I wonder if referring to every customer-focused action as "social something" makes things more confusing than they need to be. Social business sounds like a new thing companies need to figure out. But was what Becky did new? Do we make people feel like there is more to learn than necessary when we create a term for something that already exists?
Or am I missing the point?
1 year, 5 months ago on Social Business Is About Actions Not Words