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

FEBRUARY 28, 2013

What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? Know what the numbers mean – do your research and don’t let companies lead you down the garden path with made-up numbers and meaningless multipliers. What would change?

Social Media 393

Social Media Communities Overview Forums 393

Dave Fleet

APRIL 15, 2013

Set up news alerts for your company and/or your clients. Nowadays, companies demand more. Measurement is so much more than reporting, and companies are demanding more from PR measurement nowadays. Have difficult conversations when you need to. Never stop being curious. Stay on top of the news. Make it active.

Tips 420

Tips Proposal News Industry 420

Dave Fleet

MARCH 1, 2014

Something has been gnawing at me for a while, and after a great conversation over brunch with Ferg Devins today I’m feeling inspired to throw this out there. Like many other people at the time, I was interested in the humanizing effect that social media could have for companies. Marketing, community or both?

Communities 199

Communities Marketing Loyalty Social Media 199

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. Over the last couple of years, we’ve seen a slow maturation in the way companies develop their objectives for social media. My hope is that this will continue in 2012. More effective measurement.

Social Media 388

Social Media Policies Organization Process 388

Dave Fleet

SEPTEMBER 2, 2010

How many companies have you encountered taking a scorched earth approach to their social media activities? I’m not naive enough to think that two words would lead us to a silver bullet situation, but do these two current words adversely affect some companies’ approaches to online interaction?

Social Media 393

Social Media Activities YouTube Conversation 393

Dave Fleet

APRIL 15, 2013

Set up news alerts for your company and/or your clients. Nowadays, companies demand more. Measurement is so much more than reporting, and companies are demanding more from PR measurement nowadays. Have difficult conversations when you need to. Never stop being curious. Stay on top of the news. Make it active.

Tips 353

Tips Proposal News Industry 353

Dave Fleet

APRIL 12, 2011

Ever have one of those frustrating conversations with your colleagues during an emerging issue, where you’re trying to figure out whether acknowledging an issue online will defuse it or spread it? Companies can improve the effectiveness of their acknowledgements by explaining the nature and cause of the issue. Win-win.

Social CRM 379

Social CRM Cost Microsoft Issues 379

Dave Fleet

MARCH 8, 2012

At the time we’d pulled together our own five-step prescription for preparing your timeline: Review company marketing/communication materials and history: Plot out the story you want to tell and the milestones for it. Identify appropriate engagements to feature. Identify approach to contentious issues.

Curation 389

Curation Brands Facebook Patterns 389

Dave Fleet

MAY 28, 2020

At first I thought typing them up might provide some insights for other young pros who are starting out in this field, but as I reviewed them I realized I’ve had conversations about each of these things with clients within the last few months, so maybe they’re not so ‘beginner’ after all (or maybe I just am …). Question the brief.

Strategy 195

Strategy Social Media Committee Resources 195

Dave Fleet

MAY 28, 2020

At first I thought typing them up might provide some insights for other young pros who are starting out in this field, but as I reviewed them I realized I’ve had conversations about each of these things with clients within the last few months, so maybe they’re not so ‘beginner’ after all (or maybe I just am …). Question the brief.

Strategy 195

Strategy Social Media Committee Resources 195

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

NOVEMBER 9, 2016

Richard correctly argues that companies can learn from this and, by adopting similar approaches, can derive similar benefits from reaching their stakeholders directly through digital channels. Sentiment and conversation trends matter. This got me thinking on some other lessons and reminders we can take from this election.

Analytics 150

Analytics Google Reader Social Media Sentiment 150

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

APRIL 24, 2012

Her existing perception of the restaurant will affect the way I approach the conversation: If she’s been there and liked it : “Hey, want to go back to that great dim sum place you liked tonight?” For example, let’s say I want to go to a specific dim sum restaurant (yum!)

Buy 419

Buy Team Conversation Examples 419

Dave Fleet

JULY 5, 2010

So, while this is still – for now – a rumour, given that these confirmations were initially posted by the company (I saw the blog comment before its removal), I’m inclined to believe the reports and that a formal announcement is imminent. Acquired by. Jive Software. January 2010. February 2010. April 2010. April 2010.

Sysomos 334

Sysomos Alterian Filtrbox Attensity 334

Dave Fleet

MARCH 17, 2011

Given that my voice has pretty much deserted me after numerous days trying to have conversations in overly noisy places, I thought I’d get some of my thoughts on the conference down on “paper&# for you. No breakout companies this year. Networking Mecca. Twitter got its big break-through at SXSW in 2007.

Content 323

Content Conference Flipboard Meeting 323

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

MARCH 2, 2011

This carries over to the new plugin, meaning that a company’s Facebook Page can engage in conversations on third-party sites. On one hand, companies can significantly affect the tone and course of a discussion by participating in it and giving their side of things. Broader reach of business and user comments. Good or bad?

Comments 388

Comments Platform Social Graph Facebook 388

Dave Fleet

JUNE 27, 2011

You don’t know what conversations happened – between the agency/agencies in question and the company; within the company or among the various stakeholders at the table. Yep, just as in so many things nowadays, your actions are tied to that of the company you work for. You see the reported outcome. Make sense?

Construction 270

Construction Compete Reputation Company 270

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.&# Paid media (you know, when companies pay for inclusion) is different.

Film 279

Film Hosting Company Project 279

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

JULY 20, 2010

Many public relations folks have harped on the idea that PR agencies are best placed to serve clients’ social media needs because of their focus on relationships and conversations as part of their core business. Companies run a risk of a downward spiral with no end winner. Good agencies can help clients make that happen.

Social Media 379

Social Media Advertising Journal Campaign 379

Dave Fleet

OCTOBER 29, 2010

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.&# Success on Facebook depends on companies providing interesting, valuable content that engages people through their home base on Facebook.

Strategy 410

Strategy Content Facebook Widget 410

Dave Fleet

NOVEMBER 15, 2010

Useful for following a hunch around emerging conversation trends. Given the number of sites that use Google Analytics, this could be helpful for many companies. Other changes: Super Users – power users who can set other users’ permissions (from read-only accounts to folks with full) and create new accounts. Conclusion.

Radian6 313

Radian6 Widget Analysis Comparison 313

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

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. Low-cost content production is gaining traction.

Mobile 105

Mobile Trends Compete Loyalty 105

Dave Fleet

DECEMBER 2, 2010

I’ve shied away from this topic in the past, but after some interesting conversations I’ve had over the last few weeks I’m ready to weigh in. When companies allocate marketing budgets to PR, advertising, interactive and social programs, they make a decision on how to allocate those resources to get the best results.

Blogger 371

Blogger Compete CPM CPC 371

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

NOVEMBER 22, 2011

Here’s a question for you: Should you let conversations in social media direct your business? What if we ask the question a couple of other ways: Should you always let conversations in social media direct your business? Should you let individual conversations in social media direct your business?

Conversation 321

Conversation Social Media Aggregator B2B 321

Dave Fleet

MAY 25, 2011

The consumer metrics that panel companies provide are based on statistically-derived estimates that are derived from a representative sample of consumers; in this instance, the behaviors of the sample are weighted and extrapolated to represent the entire internet browser population.

Compete 277

Compete Quantcast Sample Samples 277

Dave Fleet

JUNE 15, 2010

The purists who insisted that the conversation alone was and end, rather than a means, are diminishing in volume and a more rational, approach is emerging balancing the revolutionary aspects of social media with those that are simply evolutionary from existing business practices. Community management. Public relations.

Sysomos 273

Sysomos ROI Social Media Privacy 273

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

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. Top-of-mind awareness.

Social Media 366

Social Media Analysis Tweetdeck Report 366

Dave Fleet

SEPTEMBER 28, 2012

Relatively few companies have achieved any kind of reach in social media at this stage; those who have, have mostly done so by paying for it. However, I’ve long argued that social media’s strong point isn’t in final point-of-sale, low funnel conversion. A key “pro” of paid: reach.

Bazaarvoice 414

Bazaarvoice Paid Search Comparison Report 414

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. Disruptive Conversations: How Facebook Now Removes Friends and Pages From Your NewsFeed – And How To Fix It. Digging deep on SEO controversy.

Tweetdeck 260

Tweetdeck SEO Facebook Social Media 260