Dave Fleet

OCTOBER 15, 2013

My friend Jeremy thinks content calendars are evil. I disagree: I think content calendars are useful tools, but they’re consistently and brutally abused to the point where they can seem evil. Content calendars are here to stay. Content calendars enable consistency across channels. The Three Abuses of Content Calendars.

Content 150

Content Review Software Tools 150

Dave Fleet

FEBRUARY 28, 2013

Community Management: How do you go from 1:1 to 1:1,000,000? Community management at scale requires brands to reassess the norms they hear espoused daily. Embrace proactiveness – don’t wait for people to come to you; use analytics and insights to drive proactive content to answer questions ahead of time.

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

JUNE 4, 2014

Communities form post-purchase, but most marketers are focused pre-purchase. When you force a community to act as a new acquisition channel in that way, you dilute the community. That means: On-channel content – both planned and real-time – should focus on the community of people who are generally existing customers.

Loyalty 344

Loyalty Social Media ROI Advertising 344

Dave Fleet

JUNE 4, 2014

Communities form post-purchase, but most marketers are focused pre-purchase. When you force a community to act as a new acquisition channel in that way, you dilute the community. That means: On-channel content – both planned and real-time – should focus on the community of people who are generally existing customers.

Loyalty 257

Loyalty Social Media ROI Advertising 257

Dave Fleet

DECEMBER 4, 2017

When social media first came on the scene it represented a dramatic shift from one-way communication to two-way communication online. Suddenly people were connected to each other in seemingly intimate ways and early adopters found a sense of community amongst fellow adoptees.

Social Media 282

Social Media Platform Communities Advertising 282

Dave Fleet

JUNE 8, 2012

Planning and executing content more strategically. Considering content objectives. Identifying appropriate content sources. Fine-tuning execution via appropriate content volume, mix and format. Engaging effectively to build relationships and communities of interest. Embracing negative and neutral conversations.

Social Media 410

Social Media Strategy Company Course 410

Dave Fleet

MARCH 8, 2012

What does that mean for you as a communicator? From my perspective, it means that your community management, monitoring and measurement folks are now your best friend. Community management , because as a brand you need to be watching the activity on your page and watching for spikes in attention.

Curation 389

Curation Brands Facebook Patterns 389

Dave Fleet

NOVEMBER 9, 2016

If you’re not familiar with the phenomenon, the top social networks – Facebook, Twitter, Instagram – all allow users to ‘follow’ other people whose content then provides the basis for what they see when they log in to those services. Implications for business: Pay attention to the content you produce that performs well, and learn from it.

Analytics 305

Analytics Google Reader Social Media Sentiment 305

Dave Fleet

FEBRUARY 11, 2013

How do you translate a high-engagement approach to community management when you’re dealing with millions of fans? How do you ensure your content stays interesting and engaging when you’re pulled in a dozen directions by a slew of internal stakeholders? Content strategy in a multi-stakeholder mix.

Social Media 250

Social Media Influencer Team Campaign 250

Dave Fleet

DECEMBER 4, 2017

When social media first came on the scene it represented a dramatic shift from one-way communication to two-way communication online. Suddenly people were connected to each other in seemingly intimate ways and early adopters found a sense of community amongst fellow adoptees.

Social Media 150

Social Media Platform Communities Advertising 150

Dave Fleet

DECEMBER 31, 2011

Strategic content planning. As organizations increasingly adopt the role of media companies in their online communications, watch for content strategy to receive greater focus in 2012. Sometimes it might be to drive community engagement; other times it might be to drive business conversion, and so on.

Social Media 388

Social Media Policies Organization Process 388

Dave Fleet

FEBRUARY 16, 2016

Decline of community management (in some areas). Meanwhile, the nature of others has been significantly changed by their shift from a focus on community to one on profitability. They cater to a media-buying model that is based much more in the traditional ‘interrupt and amplify’ world than that of community and connection.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

DECEMBER 21, 2010

Tweet A large part of what we do for many digital clients involves managing content and community for their online properties. For the last several years, I’ve focused on writing long-form content for this site. So, I’m beginning a new approach to content, continuing the process I began with my Tumblr blog.

Tumblr 268

Tumblr Travel Sites Process 268

Dave Fleet

NOVEMBER 21, 2011

If you’re looking to get ten thousand sign-ups to a new service, why would you report on the number of retweets of your content? Is it to optimize content? The answer to that question – whether it’s community managers or senior executives – should determine the kind of insights you provide.

Social Media 413

Social Media ROI Report Sentiment 413

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. Instagram, SnapChat – although the latter has become more publisher-friendly) and one-to-one communication (WhatsApp, etc.).

Social Media 150

Social Media News Trends Eventful 150

Dave Fleet

FEBRUARY 2, 2011

Boost your reputation – Post your own content or curate others’ to build your own reputation in your chosen area. Engage with your community – Don’t focus all of your company’s posts on pushing content; try to make a majority of your posts more conversational. See who else is around.

Twitter 419

Twitter How To Reputation Curation 419

Dave Fleet

NOVEMBER 9, 2016

If you’re not familiar with the phenomenon, the top social networks – Facebook, Twitter, Instagram – all allow users to ‘follow’ other people whose content then provides the basis for what they see when they log in to those services. Implications for business: Pay attention to the content you produce that performs well, and learn from it.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

Dave Fleet

SEPTEMBER 29, 2010

This is becoming more and more important as the early adopters who have built large followings become the focus of more and more attention from marketers – not only will the returns be greater from focusing on niche influencers in terms of success ratio; those people have more credibility within those communities.

Conversation 277

Conversation Metrics Social Graph Sentiment 277

Dave Fleet

FEBRUARY 7, 2011

As part of my new approach to creating content , I’m going to begin curating the best for you. AOL’s spate of content-focused acquisitions continues – first TechCrunch , now the Huffington Post as the New York Times reports on its latest move. Marketing will blend promotion and content. AOL buys HuffPo.

Trends 258

Trends Facebook Sports Blogosphere 258

Dave Fleet

MARCH 2, 2011

Meanwhile, community managers themselves need to take extra care when posting comment replies, in the knowledge they may be synchronized on another site. Comments tied to one platform. Remember – just because someone isn’t connected to you on Facebook, it doesn’t mean their perspective isn’t valid or valuable.

Comments 388

Comments Platform Social Graph Facebook 388

Dave Fleet

NOVEMBER 8, 2010

Commenters also began to review other content on the site, only to find it had been taken from sources such as NPR, Martha Stewart and the Food Network. Thousands of people posted comments to the Cooks Source Facebook page, which went from a couple of hundred fans to three and a half thousand “fans&# over the next two days.

Public Domain 375

Public Domain Issues How To Policies 375

Dave Fleet

NOVEMBER 22, 2010

Social media outposts don’t come with a built-in, ready-to-go audience – you need to build your community over time. When you publish new content, monitor regularly for reactions and respond to them. Think long-term, not short-term. However, that’s not the way that many people have been taught to think.

CPM 413

CPM Comparison Diagrams Sentiment 413

Dave Fleet

FEBRUARY 11, 2013

Consistent messaging vs Varied content. The ‘hub and spoke’ model allows localization of programs and content, but permits global activations when needed. Owyang also identified six tensions that match nicely with some of the pros and cons I’ve identified below: Corporate vs Business Unit. Global vs Local.

Team 378

Team Organization Social Media Campaign 378

Dave Fleet

JANUARY 27, 2011

Trend #12: Community management. Trend #15: Rise of the content strategist. Communication accelerates. Rise of the ‘less shiny object’ Trend #9: Digitally driven crises. Trend #10: Digital curation. Trend #11: Strategic search. Trend #13: Developer engagement. Trend #14: Measurement matures.

Trends 417

Trends Social Media Curation Reputation 417