Dave Fleet

DECEMBER 4, 2017

It has changed the way companies communicate, the way they operate, and the way they connect with people. As individuals flocked to these platforms, brands realized that they had an opportunity to connect and close the gap with their customers. Say hello to super-sized bonfire, complete with branded logs and paid pyrotechnics.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

MARCH 1, 2014

Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. While companies were previously faceless, anonymous entities, suddenly they could have a face, and interact with the people who cared about them. That’s not surprising, nor is it an inherently bad thing.

Communities 410

Communities Marketing Loyalty Social Media 410

Dave Fleet

FEBRUARY 28, 2013

This is not to say that those norms are completely incorrect, but that there is a practical reality for brands operating at scale – structure changes, processes change and the norms have to change. Brands need to grapple with structural decisions at a global scale: How much do you centralize vs decentralize control?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

JUNE 4, 2014

We need to not only promote, but also protect brands in social media – which means reassessing the advertising-only approach. Community management – at scale – becomes a priority with a view to protecting both the brand and customers’ connections to it. Re-purchase and new product launches.

Loyalty 344

Loyalty Social Media ROI Advertising 344

Dave Fleet

MARCH 2, 2011

Core to the pros (and the cons) of the new plugin from a brand perspective is the combination of this new feature with the recent change to allow people to use Facebook “as a Page&# – commenting throughout the site under the banner of a Page rather than a person. Bring brand advocates onto third-party sites. Reduced spam.

Comments 388

Comments Platform Social Graph Facebook 388

Dave Fleet

JUNE 8, 2012

The crux: that the days of social media as an experiment are over – it’s time for a more mature approach to social media within companies in order for social media to be viewed as a sustainable communications and business function. Of course, not all companies are in the same situation.

Social Media 410

Social Media Strategy Company Course 410

Dave Fleet

NOVEMBER 30, 2010

Tweet All my life I aspired to own a particular car brand. Now that I’m in a position where I’m considering which car to get, I no longer want that brand. I don’t want that brand because of the other people who drive them. I also frequently see drivers of that brand weaving aggressively in and out of traffic.

Issues 290

Issues Insurance Education Trends 290

Dave Fleet

JUNE 4, 2014

We need to not only promote, but also protect brands in social media – which means reassessing the advertising-only approach. Community management – at scale – becomes a priority with a view to protecting both the brand and customers’ connections to it. Re-purchase and new product launches.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

JANUARY 9, 2012

Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference (review coming soon). Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (review coming soon). Manager’s Guide to Crisis Management (review coming soon).

Social CRM 304

Social CRM Flickr ROI Review 304

Dave Fleet

DECEMBER 20, 2010

Meanwhile, Facebook rolls out revamped Page layouts for brands… and then rolls them back, after first taking their site down for a while. Because this is one of the busiest times of year for many brands. I don’t blame him – companies are sinking big money into Facebook nowadays.

Social Media 360

Social Media Delicious Yahoo Sentiment 360

Dave Fleet

MARCH 30, 2012

Social media is still a shiny object to many people – companies still come at it with a focus on the shiny object rather than on what they really need. A: Because we’re a customer-focused company and we want to get closer to our customers. Those are nice side effects. B: Ok, why do you want to be in social media?

Social Media 353

Social Media Loyalty Conversation Buy 353

Dave Fleet

JULY 28, 2010

The report, based on input from 34 industry vendors and consulting agencies, outlines – you guessed it – eight criteria for determining the success of Facebook pages from companies’ perspectives, and in doing so provides a useful set of general guidelines for marketers managing or launching Pages.

Guidelines 354

Guidelines Report Facebook Case Study 354

Dave Fleet

SEPTEMBER 14, 2011

As companies’ use of social media tools begins to mature from a pure marketing focus to more of a social business focus, the various use cases of social CRM are gaining more attention from practitioners. One of the most important things that companies can do online is tell the truth. Social CRM is a hot topic right now.

Social CRM 318

Social CRM Small Business Video Guidelines 318

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.

How To 321

How To System Social Media Management Trends 321

Dave Fleet

OCTOBER 22, 2010

Rather than a typical interview format, Andrew and Robert threw me into a scenario: A Canadian-based financial services company has launched a campaign that renews one of its seasonal consumer-based investment products (e.g. They then posed seven questions to me: What are the most immediate actions that you would advise the company to take?

Reputation 342

Reputation Social Media Banking B2B 342

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. What do I mean by scorched earth? So, while it gains territory, little remains of the territory it captures.

Social Media 399

Social Media Patterns Campaign Engagement 399

Dave Fleet

MARCH 1, 2014

Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. While companies were previously faceless, anonymous entities, suddenly they could have a face, and interact with the people who cared about them. That’s not surprising, nor is it an inherently bad thing.

Communities 199

Communities Marketing Loyalty Social Media 199

Dave Fleet

OCTOBER 29, 2010

The immensely smart Jay Baer directed my attention to research conducted by Jeff Widman of Brand Glue , who found that 99.5% So, your job #1 as a steward of your brand’s Facebook page is to draw people to your page and maximize your conversion rate of visits to “likes.&# Interesting, right?

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

NOVEMBER 22, 2010

Just as most companies invest resources in media monitoring, online monitoring should be a core component of any companies’ online activities nowadays. This has three big implications: Self-identified audience – if people are talking about your company or brand, they’re doing the equivalent of raising their hand as people who care.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

FEBRUARY 11, 2013

As social media continues to establish itself as a bona fide communications function and as companies continue to increase the scale of their social media programs, they’re running into a new set of problems. These problems go beyond the 101 “which channel is right for us” decisions, and onto more advanced dilemmas.

Social Media 250

Social Media Influencer Team Campaign 250

Dave Fleet

JANUARY 18, 2012

If your company is attending CES, take the opportunity to create awareness of where you’ll be and what you have to offer ahead of time, both through public channels (e.g. If your company is there showcasing their products or announcements, take advantage of that to create content for non-attendees: Go behind the scenes on your booth.

Social Media 276

Social Media Foursquare Conference Eventful 276

Dave Fleet

FEBRUARY 16, 2016

Companies realized the opportunity presented by engaging with their customers through these new channels, but we were still in a time when simply creating a Twitter or Facebook account would make headlines. Companies have re-focused on their own digital properties. This has led to three key changes for agencies.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

AUGUST 12, 2010

When approaching clients on objectives to begin social media, agencies focus on three overarching areas: consumer trust, brand engagement and transparency. Transparency can come in a few forms : the form of humanizing the brand; the form of understanding the consumer and responding; or the form of disclosing sensitive information.

Radian6 283

Radian6 Exercises Journal Social Media 283

Dave Fleet

NOVEMBER 29, 2010

Flashy contests and big-hit ideas are attractiveto companies, for sure. However, all too often they do absolutely nothing to move the needle on companies’ objectives. There are plenty of difficult issues that could get your company into trouble if handled improperly. Strategic approach. Should you edit that wikipedia page?

Social Media 403

Social Media Proposal Consultant Wikipedia 403

Dave Fleet

FEBRUARY 4, 2016

This aggressive push led Facebook to become less and less about communities of ‘people like me’ and more replete with brands advertising to users. We need to avoid being just another company pumping out the same noise as everyone else.

Social Media 150

Social Media News Trends Eventful 150

Dave Fleet

APRIL 11, 2011

Spurlock lays out a host of reasons why companies wouldn’t want to get involved in his project, and then attacks them for not wanting to get involved. He then suggests that the reason companies didn’t want to get involved was “transparency.&# Brands don’t (and, in most cases , can’t) control earned media.

Film 279

Film Hosting Company Project 279

Dave Fleet

FEBRUARY 28, 2011

The Guardian reports on a new service from journalism watchdog the Media Standards Trust that reveals how all media organisations are at times simply republishing, verbatim, material sent to them by marketing companies and campaign groups. Mashable: What Brands Can Learn From Taco Bell’s Social Media Lawsuit Defense. Promising changes.

Influencer 253

Influencer Hubspot Case Study Press Release 253

Dave Fleet

DECEMBER 2, 2010

If brands pay for placement, they have different expectations to when they just pitch for coverage. It’s not a black-and-white situation in reality – mainstream media is now adopting more of a pay-for-play model – however, brands do get control over key messages within those stories. That changes the expectations.

Blogger 371

Blogger Compete CPM CPC 371

Dave Fleet

JULY 20, 2010

That leads to a reluctance from companies to invest in unproven technologies and techniques, leading to lower budgets for these programs in the future. Companies run a risk of a downward spiral with no end winner. For that to happen, companies need to resolve their own internal conflicts between marketing and public relations.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

JUNE 9, 2010

Eqentia’s text mining engine promises to deliver content to users in near realtime, providing them with an up to the minute picture of conversations and references to their brands and issues of interest. The company has some potential client deals in the works and hopes to be able to begin to announce these in the near future.

Folksonomy 253

Folksonomy Social Media Tools Startup 253

Dave Fleet

NOVEMBER 17, 2010

The new console incorporates three new elements into the existing search functionality: Creation of topic stacks by keyword group: allowing more targeted search results to be displayed (you could, for example, focus in on company and brand mentions rather than broader industry conversation).

Radian6 268

Radian6 Features Engagement API 268

Dave Fleet

SEPTEMBER 9, 2010

With all of the companies taking innovative approaches to marketing nowadays, why did you choose to write about Google? It’s a company I know intimately. I worked closely with Google during my 5-ish years at Resolution Media, helping brands manage paid and organic search as well as serving on Google’s agency advisory council.

Google 361

Google Marketing Apple Analytics 361

Dave Fleet

JULY 9, 2018

The DNS domain brand system is without question the internet’s phone book, equating text-based URLs with their appropriate IP addresses. twenty The company must become capable of disambiguate overlapping looks at inside the multiple customers’ PPVPNs.

Policies 170

Policies Privacy URL Authentication 170

Dave Fleet

MAY 16, 2011

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. Zero detail on actual social media activities. Social media objectives vary. Top-of-mind awareness.

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. That way you can foster and continue to engage your community over the long-term, with the benefit of increased loyalty, further conversions and improved perceptions of your brand.

Campaign 417

Campaign Social Media Marketing Loyalty 417

Dave Fleet

JULY 9, 2018

The DNS domain brand system is in fact the internet’s phone booklet, equating text-based URLs with their appropriate IP addresses. The web treat for this server is found by, and that’s what we’re going to type into the field.

Policies 150

Policies System Privacy URL 150

Dave Fleet

FEBRUARY 14, 2011

You may not have realized it, but over the last little while one company – UberMedia – has scooped up several of the leading Twitter apps, including Echofon and UberTwitter. Mashable: How Brands Can Make the Most of Facebook’s New Pages. Late last week, Facebook rolled out a new layout for brand Pages.

Tweetdeck 260

Tweetdeck SEO Facebook Social Media 260