We developed this presentation for bloggers at AdventureCon, SeaWorld San Antonio's annual conference for Texas bloggers and its Wildside Ambassadors that we help organize, earlier this summer. At Zoetica we do a lot of brand ambassador programs for large brands and nonprofit organizations. One of the things we look for in a brand ambassador or partner is a win-win proposition. Both the blogger and the brand should get something out of the interaction. Today, I read more...
I Don’t Have Time to Google You: Micro Fame Breeds Arrogance
I saw this tweet today. And while it was penned by someone who, in general, has been pretty approachable, all I could think was, “How arrogant.” I purposefully did not add this person’s name to the tweet because this isn’t really about calling someone out, but more about the dangers of fame, both real fame (celebrities), or microfame (social media type). I get that when you have a modicum of Internet fame that people are always hassling you to do things for them. But then again, they are the read more...
Social Media Ecosystem: When Business Lives Among the People
Part of what ails the public relations profession is its insistence on measuring its success by clip counting (counting the number of articles or mentions), with audience impressions or reach (how many people might have seen this) and with Ad Value Equivalency (how much would this coverage be worth if I had to buy it). This kind of thinking has extended into social media. The problem with this kind of orientation toward success is that it puts the focus on quantity vs, quality, and on activity vs. results. It read more...
Relationship Chaining: Building and Activating a Community
A few weeks ago I wrote about an interesting phenomenon I have encountered in Twitter where people willingly pass on information but where few actually take any action on that information exchange, I called it Why Twitter is Making Us Lazy. I would be willing to bet that this is the same in other low involvement exchanges on platforms like Digg or Facebook. Of course, people ARE talking about brands and organizations online, and while they like to share the good things, they also tend to discuss the bad news more often read more...
Anatomy of a Compelling Call to Action
Last week, in a post I wrote about How Twitter is Making us Lazy, Davina Brewer from @3HatsComm sharpened my thinking on why people often pass along information in social networks without taking action. She said (in part) that action needs to be compelling: I take action when action is warranted: when I feel compelled to comment, or RT read more...
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