Ways to Get Great Content From Your Boring Business is a post from: Very Official Blog. Many creative types get frustrated when they work in a B2B situation, or any other industry that may be much less sexy than consumer technology, fashion, sports, or entertainment. Everyone wants to focus on creating the right content — content that will attract positive attention, better SEO and social media viral goodness. But what if you’re selling network cables? dumpster covers? toilet seats? the sticky stuff that keeps rugs from unraveling? What do you have to work with? Plenty. MORE >>

For so many people nothing feels scarier than opening up yourself and your business to reader comments on a company blog; even seasoned bloggers recognize the difference between blogging for yourself and blogging for your business when faced with the challenge. The good news is that with most blogs where the author participates, this is not typical. If building an online community is your goal, blogging can help if you have a plan in place to foster participation. Good blogs encourage healthy conversation — they don’t try to stifle it. MORE >>

From Stephen’s announcement on his blog: Starting immediately I want  you to find the stories that I will cover on Channel 7. Show us the pictures of  why it is a compelling story… Post the video on YouTube or Vimeo or wherever and hashtag a synopsis to the #backchannel… Once content is pitched to the #backchannel community, Stephen will post the content on his blog — if the community agrees that the WXYZ (channel 7) audience would find the content compelling, he will “grab my “junior correspondent’s” camera gear and shoot the story for broadcast.&# MORE >>

Social Media Measurement Should Focus on Outcomes, Not Output is a post from: Very Official Blog. Social media marketing relies more on listening than broadcasting for good reason: Broadcasting doesn’t have the same impact as traditional media channels, and listening helps us measure and adapt to become more relevant to consumers. There’s a great quote from Jim Farley , Ford’s Group V.P. This is why measuring output is the wrong approach in social media marketing, although many might extend that argument to all digital PR and marketing in general. How do we measure? MORE >>

How to Create Organizational Change to Support Social Media Integration for Business is a post from: Very Official Blog. I gave a presentation last night to a great group of people up near Saginaw, Michigan who have started the local Great Lakes Bay area Social Media Club chapter. Be Revolutionary: Creating change to support sustainable, strategic social media integration. View more presentations from shannonpaul. Save and Share. MORE >>