Dave Fleet

AUGUST 30, 2010

As corporate spending on social media-based communication continues to rise, I’m beginning to worry that many brands are inadvertently adopting a ’scorched earth’ approach to their online activities. Tags: social media strategy engagement. What do I mean by scorched earth? Image: Steve Lacy ).

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

DECEMBER 31, 2011

So, as usual, I got to thinking about the shifts I think companies need to make in their social media activities in the next year. Here are six shifts I hope to see in social media use by business in 2012. See my recent post on five ways to improve your social media measurement for more on this.

Social Media 388

Social Media Policies Organization Process 388

Dave Fleet

FEBRUARY 15, 2011

The new trust framework involves profit with purpose, engagement with stakeholders and transparency around the company’s activities. Social media and trust. Deeper within this year’s results, there are some really interesting findings for people in the social media space: The fall of “people like me&#.

Social Media 318

Social Media Survey Social Graph News 318

Dave Fleet

NOVEMBER 29, 2010

Tweet A couple of years ago, I wrote a post about 8 factors to consider when selecting a “ social media expert.&# Chris Kieff wrote a post last week giving his thoughts on some numbers-focused ways to select a social media consultant. So, without further ado, here are nine ways to evaluate a social media agency.

Social Media 403

Social Media Proposal Consultant Wikipedia 403

Dave Fleet

NOVEMBER 2, 2010

Tweet Discussion around my recent post on some alleged unethical social media use during Toronto’s mayoral election got me thinking around some broader topics that have emerged recently. People who try to tie social media success or failure alone to campaign results are nuts. Neither does cable news.

Social Media 343

Social Media Policies Metrics Issues 343

Dave Fleet

OCTOBER 22, 2010

Reputation management through social media is a hot topic right now. With that in mind, I thought you might like to hear an interview I just did with Andrew Brown and Robert Gold at BusinessCast, on the subject of “using social media to protect your reputation.&#. The Challenge. Image: Shutterstock ).

Reputation 342

Reputation Social Media Banking B2B 342

Dave Fleet

SEPTEMBER 7, 2011

Here are four ways to begin to improve your social media content strategy. Launching a new social channel, or campaign on a channel, isn’t the end of the planning process. You should know, clearly, what you’re trying to achieve through your social media activity, and bear that in mind at all times.

Social Media 375

Social Media Strategy Content Compete 375

Dave Fleet

SEPTEMBER 27, 2011

It’s not surprising — their job is to manage risk for the organization, and public-facing communications activities (especially two-way ones) naturally offer an element of uncertainty. Last night I spoke on a panel for the American Marketing Association on the topic of “ How to launch and implement a social media initiative.”

Social Media 366

Social Media Tips Proposal Case Study 366

Dave Fleet

JUNE 24, 2010

Once again, social media beat traditional media to the punch (as if this is news nowadays), although mainstream outlets were quick to report the news shortly thereafter. We did a little research on social media activity regarding the earthquake using Radian6. Yesterday afternoon at 1:41pm EDT, a 5.0

Radian6 390

Radian6 Social Media Journal News 390

Dave Fleet

JUNE 15, 2010

Social media ROI is a hot topic right now, as social media begins to (slowly) mature. One area in particular which is fast-evolving is social media monitoring (my ex-colleague Michael O’Connor Clarke quipped last week that there’s probably a micro-industry dedicated to watching it).

Sysomos 273

Sysomos ROI Social Media Privacy 273

Dave Fleet

DECEMBER 20, 2010

It’s not just a free tool – it’s a key part of marketing activities for many brands (and has long since ceased to be free for many given application development and media buy costs). These two situations serve to reinforce a point I often make nowadays: Third-party social media tools have many advantages.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

OCTOBER 25, 2010

One of the big emerging challenges right now is that, after a few years of PR agencies leading the way, we’re seeing advertising agencies throw their hats into the ring for social media in a serious way. They then layer that on top of social media which, while gaining in credibility, is still not credible as a source on its own.

Social Media 303

Social Media Survey Sites Examples 303

Dave Fleet

JANUARY 26, 2021

This wound is mostly self-inflicted and the outcome of many compounding activities, but can be distilled to this: Marketers took advantage of the near-limitless data available as people spent more and more time online, but didn’t always stop to think about how people would feel about it. Social media issues just scratch the surface.

Privacy 195

Privacy Marketing Data Reputation 195

Dave Fleet

OCTOBER 30, 2010

The fake Twitter account then continued its activity under the guise of being a supporter of rival candidate George Smitherman for the remainder of the campaign, posting messages including: “I can see Ford’s appeal.

Twitter 382

Twitter Social Media Campaign Report 382

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. Measurement should be activity-specific.

Influencer 321

Influencer ROI Metrics Klout 321

Dave Fleet

NOVEMBER 9, 2016

In essence, Richard argues that while Hillary Clinton took a top-down, hierarchical approach to communication (via the mainstream media), Trump’s use of social media enabled him to go direct to his base and to communicate without the filter of the media. Corporate Social Media ≠ Personal Social Media.

Analytics 305

Analytics Google Reader Social Media Sentiment 305

Dave Fleet

MARCH 1, 2014

I first got into “social media” somewhere around eight years ago – first for my own interest and then – soon after – as part of my job. Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. Is this a good thing?

Communities 410

Communities Marketing Loyalty Social Media 410

Dave Fleet

NOVEMBER 22, 2010

Your new social hub, or your Facebook Page, or your engagement plan may be the nice, glamorous part of your approach to social media, but be careful not to completely neglect incoming information in favour of outbound messages. That approach is ineffective in social media. Think long-term, not short-term.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

APRIL 14, 2011

As time goes on we’re seeing a rising trend toward social customer support , largely driven by three forces: Companies are observing high-profile brands successfully executing social support programs and want to realize those benefits. Invest in Social Media Management Systems before you lose control.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

AUGUST 22, 2011

Despite all of the books out there about social media, most of them are pretty generic or focus on end-user 101s. The bottom line: I’ve already recommended this book to several colleagues looking to learn more about social media from a B2B perspective. It acknowledges that social media isn’t the second coming.

Review 369

Review Case Study B2B Marketing 369

Dave Fleet

JULY 5, 2010

In recent months we’ve seen several interesting moves within the social media monitoring/social CRM space. Sysomos offers three core services: Sysomos MAP – a web-based, enterprise-level social media monitoring tool. Acquired by. Jive Software. January 2010. February 2010. April 2010. April 2010.

Sysomos 334

Sysomos Alterian Filtrbox Attensity 334

Dave Fleet

APRIL 13, 2011

We’ve discussed, many times, the importance of the ongoing trend towards the integration of various communications forms in social media – the fact that you can’t just put “social&# in a bubble and expect it to perform without support from other media. Force #2: Consumers demanding social support.

Case Study 296

Case Study Issues Study Social Media 296

Dave Fleet

JULY 18, 2011

Online customer support is one of the key trends confronting companies as they embrace social business and look to interact with their consumers online. As social support grows in reach and popularity, companies are facing the conundrum of how to successfully scale. Build an army of advocates. Plan strategically.

Tips 353

Tips Social CRM Reputation Knowledge Base 353

Dave Fleet

AUGUST 15, 2012

Sends Small Businesses to the Top of Social Media for $790 Per Month. On Monday, August 13, [PR agency] announced three new SEO / Social Media / Press Release Packages starting at $790 per month, bringing an affordable solution to businesses needing a strong online presence via Facebook, Twitter, WordPress blog and press releases.

Blogger 374

Blogger Press Release WordPress Small Business 374

Dave Fleet

MARCH 8, 2011

Here’s my take on five clear options for people running social media response programs. 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.

Comments 370

Comments Sites Engagement Aggregator 370

Dave Fleet

OCTOBER 14, 2010

This means both additional work to coordinate multiple agency partners, but also a need for much tighter integration between tactics, and as that happens the roles of different media are shifting ( Forrester’s Sean Corcoran wrote about this late last year). Tags: communications pr public relations social media strategy.

Campaign 400

Campaign Trends Compete Curation 400

Dave Fleet

NOVEMBER 9, 2016

In essence, Richard argues that while Hillary Clinton took a top-down, hierarchical approach to communication (via the mainstream media), Trump’s use of social media enabled him to go direct to his base and to communicate without the filter of the media. Corporate Social Media ? Personal Social Media.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

Dave Fleet

OCTOBER 29, 2010

As with so many other aspects of social media, it’s not all about having a flashy, creative, well-designed page layout. Mashable yesterday featured research conducted by Vitrue into the days and times that Facebook users are most active. Fans are less active on Sunday compared to all other days of the week.

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

MARCH 1, 2014

I first got into “social media” somewhere around eight years ago – first for my own interest and then – soon after – as part of my job. Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. Is this a good thing?

Communities 199

Communities Marketing Loyalty Social Media 199

Dave Fleet

FEBRUARY 16, 2016

This was the period when the current platforms all launched, and it felt like there was a new social media tool or network emerging every week. It was such a time of change that I would come into work early each day and block off time to catch up on the latest social media news. Less “social”, more “media”.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

AUGUST 24, 2010

The combination of immediacy and near-universal adoption of social media tools in many countries can lead to a communications and HR nightmare if processes and policies aren’t thought-out in advance. In particular, we’ll consider: What is the best way to structure social media within a company?

Policies 274

Policies Company Proposal Privacy 274

Dave Fleet

FEBRUARY 28, 2011

A varied bunch of posts and stories this week, from PR’s effect on the media (or is it just lazy journalism?), to avoiding getting caught when the social media “bubble&# bursts, to reputation management, influence and lastly a couple of Google stories to round things out. Avoiding social media osolescence.

Influencer 253

Influencer Hubspot Case Study Press Release 253

Dave Fleet

MARCH 5, 2012

and 2% “active fans” Here’s the top ten: Disclosure: several of these brands are Edelman clients. The average percentage of ‘active fans’ in the top ten most engaging brands is 1.5%.

Content 375

Content Marketing Advertising Analysis 375

Dave Fleet

FEBRUARY 11, 2013

One of the most fundamental questions in running a social media program at scale is, “how do I organize it”? More recently, he released a more focused look at the tensions facing companies who are looking at scaling their social media. Enterprise Deployment vs Organic social growth. Global vs Local.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

APRIL 4, 2018

For me, it’s evolved over time… but it really started with social media. I remember writing a report in university on the potential for an early eCommerce retailer to better optimize their journey planning to anticipate customers’ purchasing behavior based on their past activities, and serve products to them accordingly.

Team 150

Team Social Media Training Foursquare 150

Dave Fleet

APRIL 15, 2013

Make it active. This is especially the case for social and paid media programs. more on this in my recent presentation on Social Media at Scale that I gave at PodCamp Toronto ). Understand converged media. Oh, and if you could put “by zombies” at the end of a phrase, it’s passive.

Tips 420

Tips Proposal News Industry 420

Dave Fleet

APRIL 15, 2013

Make it active. This is especially the case for social and paid media programs. more on this in my recent presentation on Social Media at Scale that I gave at PodCamp Toronto ). Understand converged media. Oh, and if you could put “by zombies” at the end of a phrase, it’s passive.

Tips 353

Tips Proposal News Industry 353