Social Relevance: Improving Your Signal-to-Noise Ratio
posted May 17, 9:17 amNo one cares about you - they care about how you can solve their problems. Write for your readers.
These two expressions epitomize the most important marketing (and social media) concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, noisy?
When it comes to using social media as a professional tool, there is a subtle shift that must happen. Instead of a self (or corporate) focus, the post must be designed to be user-relevant, and user-focused. It's true that celebrities (and politicians) o [...]
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Being Real
posted May 10, 9:34 amWhat's your reaction when you read a company newsletter, instruction manual, or other corporate communication? You probably think it sounds plastic, anti-septic, and homogenized. If so, you're like most people - they see corporate-speak as fake, and they can sniff it a mile away. The best communicators have always known that effective writing connects at an emotional level with the reader - no matter the topic. And what is most effective in social media is precisely this, along with a one-on-one connection between two people. This is true even if one person is a representative of a [...]CONTINUE READING
Scenario Planning: Social Response Strategy
posted May 3, 8:35 amSpecial Note: Join me for a content-filled webinar on May 8th at 3PM EST - Get Real: Social Media Customer Service. We’ll explore your concerns on productivity and staff training, with a focus on social media beyond sales and marketing.
What do you do when you are disappointed with a product or service that you have purchased? Most people turn to the web: a quick check on Google solves many problems. And a few choice words on Twitter or Facebook can let everyone know about the experience.
From an organization's perspective however, those "choice" words can be terribly [...]