Dave Fleet

OCTOBER 5, 2011

The Harvard Business Review recently published a post entitled “ Return on Influence, the New ROI “ In it, the author suggested that marketers consider the use of “Return on Influence” as a metric for measuring social media activity. Return on Influence has nothing to do with business objectives.

Influencer 321

Influencer ROI Metrics Klout 321

Dave Fleet

JANUARY 5, 2023

Debunking misinformation does not always nullify its effects (known as the continued influence effect). The study above found that prebunking can be more effective than debunking in reducing the influence of misinformation. Getting people to believe fact-checks is challenging. Effective interventions are hard to scale.

Social Media 195

Social Media Reputation Study Organization 195

Dave Fleet

FEBRUARY 15, 2011

The new trust framework involves profit with purpose, engagement with stakeholders and transparency around the company’s activities. For companies engaged in social media activities, this is a clear pointer that they need to incorporate a range of spokespeople in their activities. Social media and trust.

Social Media 318

Social Media Survey Social Graph News 318

Dave Fleet

JULY 18, 2011

Consider: Relative influence. Companies like AT&T (rated highly for social support by Forrester ) and BlackBerry (disclosure: client) have been successful at developing highly active support forums where customers interact with and help each other. This means setting out your criteria for triage ahead of time. Severity of issue.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

MARCH 8, 2011

Lost opportunity to aggregate relevant conversation and to activate advocates on page. Requires wider group of employees to have admin access to the company’s Facebook page, meaning less control over activity on the page. Lost opportunity to aggregate relevant conversation and to activate advocates on page.

Comments 370

Comments Sites Engagement Aggregator 370

Dave Fleet

MAY 16, 2011

Zero detail on actual social media activities. At no point in the report does it say that (a) the companies were engaged in any sort of social media activities, (b) the form that those activities took (c) the scale and reach that those activities had, or (d) the quality of those activities. Probably not.

Social Media 366

Social Media Analysis Tweetdeck Report 366

Dave Fleet

MAY 25, 2010

That’s the three-step approach we recommend companies take when it comes to approaching social media marketing activities for their organization. Brian Solis , for example, talks about “listening, observing and learning” as the bedrock steps in organizational use of social media in his book “ Engage ” (which I’m currently reading).

Campaign 417

Campaign Social Media Marketing Loyalty 417