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I would like to introduce a subtle point to the discussion. I used to run a customer service department for a large company and while I was there I learned of academic research from the University of Michigan pointing to the fact that you can not make about 2% of your customers happy because they will never be happy. The implication is that we let them go.
That strategy doesn't work any more because that is the 2% you are talking about here. We used to be able to let them quietly go away or bitch to their neighbors but today they bitch to 6,000 Twitter followers. This provides an expensive dynamic for businesses who can't afford to ignore that toxcity. I blogged about this here, which provides a nice companion piece to what you wrote here Kevin: http://www.businessesgrow.com/2013/10/14/social-media-zombies-and-the-2-percent-solution/
Great job with the post!
2 weeks, 2 days ago on The Human-to-Human Double Standard
Thanks for the great conversation every one.
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@belllindsay Oh, a natural fit!!
@jasonkonopinski Great content does not rise to the top. Getting content to rise above the noise is a complex cocktail that I write about here: http://www.businessesgrow.com/2014/01/27/best-content-rise-top/
If you can master these levers, you can get almost anything to move. Let's face it, sometimes Seth Godin writes stuff that makes me wonder if he is an inhabitant of earth. But his content is out-dueling anything you or I will ever write. It's not as simple as "great content always wins." It almost never does.
BTW, Seth is awesome but you can't knock it out of the par every day : )
@belllindsay I literally have so many ideas I can't get them out fast enough! Usually, the blog will do, but sometimes I need to tell a longer story so books will probably always have a role somewhere for me but who knows. I'm adaptable to new platforms too!
BTW, here is a link to the Content Shock article: http://www.businessesgrow.com/2014/01/06/content-shock/
@CarrieMorgan If you're a jerk, that will be amplified on the social web.
@belllindsay I think the what's next is going to be forged by the Content Shock issue. Everything is driven by economics and the economics of the social web are changing dramatically. I am beginning to crystallize some thoughts about this but I think these dynamics will force social media activity and platforms that are smaller (like Vine), filtering (like Zite), more entertaining (like Red Bull) and more human (like Johnson & Johnson). A few early thoughts.
Another driver is that search as we know is going to be replaced by cognitive computers that provide answers, not lists of links and blog posts.
I think these are going to the two big drivers of change
@CarrieMorgan @markwschaefer @ginidietrich Yes, I got that reaction from a lot of people. I actually had to delete a lot of comments because they were being so harsh against some of those people (profane actually). I needed to keep it professional, even if some of my dissenters were not.
@LauraPetrolino Awwww. Thank you. I am in a blessed position in my career where I can help people.
@belllindsay @markwschaefer @CarrieMorgan By 2020, the amount of information on the Internet is going to increase by 600% Can you get your head around that? We are going to have SIX new Internets worth of content. And the gurus say there is no problem?
@CarrieMorgan This is Content Shock happening before our eyes. Too much content forces dramatically reduced reach. The organic reach of corporate content will be near zero by the end of 2015. I guess maybe have them read the Content Shock article? There is no way to win on Facebook without paid support. It's time to try new avenues.
@CarrieMorgan @markwschaefer @ginidietrich good point. it is book that is truly beloved. I hear form people all over the world every day who use that book!
@ginidietrich @belllindsay thanks. see ya in San Diego and Harrisburg
@ginidietrich Book tours don't work (right?). Since I self-published, I am under no pressure to hit numbers. And with the higher margin, I can plow some of the book revenue into marketing the title in ways that the publisher never would. I think this book is going to sell organically like Tao if Twitter. That is the best selling-book on Twitter in the world and the book never received on dime of marketing support. It was all viral word of mouth.
@amandag @markwschaefer @belllindsay @ginidietrich Thank you!
@Word Ninja @ginidietrich Use it carefully. Great power in those words!!
@lizreusswig @markwschaefer Those are EXACTLY the people who need the Social Media Explained book!!!!
@belllindsay packaging, holograms, interactive games : )
@belllindsay @markwschaefer I never say that. : ) It's a process, that's all. I really liked those guys but they had to come to the conclusion that they needed it on their own.