Dave Fleet

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Reflections on the changing digital agency environment

Dave Fleet

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. Twitter just rolled out a new “while you were away”-type feature that shows top tweets at the top of your feed (while it’s opt-in now, it will soon be opt-out). Sorry, Quebec.

Four theories on the declining trust in Canadian social media

Dave Fleet

The gradual decline of Twitter. Twitter has declined somewhat in popularity over the last year (I know I’ve gone from it living on my desktop and being constantly open on my phone, to being a more occasional user). This is significant, as Twitter was the primary social channel when it came to finding out information (does anyone ever actually go to Facebook to see what’s trending? It’s more of a secondary ‘I happened to see that’ side-effect, whereas people often specifically search Twitter for news). Meanwhile, trust in social media fell by six per cent.

Six essential shifts in social media strategy

Dave Fleet

Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’ve reached a critical point in the evolution of social media as a business tool. We’re at the point of social media saturation, and something’s got to give. Six Essential Shifts in Social Media Strategy. Setting SMART objectives.

Six important shifts for social media in 2012

Dave Fleet

This will be accompanied by increased realism over social media results. I’m currently reading a book that points to a multi-national company having 27,000 Twitter followers as an indication of social media success. It’s hard to believe we’re about to tick over to another calendar year. Here are six shifts I hope to see in social media use by business in 2012.

Forrester: Email and search drive online sales, not social

Dave Fleet

Thinking of Facebook and Twitter as the extent of social is narrow-minded – on-domain blogs and rich media content, for example, can both live on-domain and drive traffic to those domains (not saying that content marketing falls entirely within social, but there’s a significant overlap nowadays), and in doing so can affect search. Email matters most for repeat customers. Oh yes.

Cartoon: Corporate Twitter

Dave Fleet

This made me chuckle. Recognize this picture? via the brilliant tomfishburne.com ). social media

25 Suggestions For How To Use Twitter

Dave Fleet

Twitter sent an email around to users yesterday, giving four suggestions for getting the most out of Twitter in 2011: Follow your interests: Follow the people who share your passions. Return to Twitter: A call for lapsed users to return to  a service that apparently now has over 200 million user accounts. Ask your Twitter friends for recommendations on who to go with.

Burger King Twitter Hacking: Take A Chill Pill

Dave Fleet

Burger King’s Twitter account was hacked today, with the hacker turning the company’s Twitter page into an offensive mock-up of a McDonalds Twitter channel.  An hour and fifteen minutes later , the account was suspended, but not before the news spread across the social media fishbowl at lightning speed. Tweet. It took just over an hour to pull the account down.

Facebook Timeline for Brands: Curation and Palpitation

Dave Fleet

Monitoring , because conversations could easily shift from your Facebook page to other online channels (blogs, forums, Twitter, etc). Lots of attention has been put on the new Facebook Pages layout since fMC, with people displaying differing perspectives. The  usual suspects  have already released their pieces on how to prepare for Facebook Timelines. My Determine appropriate cover image.

Blogger relations – you’re doing it wrong

Dave Fleet

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. Here’s how it read: From : [.] gmail.com. Sent : Wed, Aug 15, 2012 at 3:02 AM. PR Firm [.] Address]. Try it out? No thanks.

Startups: No, You Don’t Need To Hire A Social Media Experts

Dave Fleet

Don’t hire people who tell you Twitter will solve all your problems. My eye was caught this weekend by a post from Francis Tan, asking whether startups need to hire social media experts. His key points: First things first: Agreeing with Peter Shankman that startups should focus on generating revenue. On the flip side, are you willing to entrust that task to a third party?

10 Social Media Lessons From Home Improvement

Dave Fleet

Tweet If we’re connected on Twitter or Facebook, you may have noticed me posting a lot about the renovations we’re currently conducting on our new house. In a brief moment of downtime, I started thinking about the social media lessons you can learn from the process of renovating a house. came up with ten – let me know what you think of them in the comments: 1. What else?

Why Share of Voice is a Useless PR Metric

Dave Fleet

You can follow him on Twitter at @theelusivefish.]. This is a guest post by my Edelman colleague  Rob Clark. Sometimes you say a word too many times in a row and the word slowly begins to lose meaning for yourself. It becomes foreign gibberish and you begin to wonder if you’re pronouncing this thing correctly or if it was ever really a word at all. Why do we measure? More ink.

Don’t Be Fooled By Last-Click Analysis Of Social Media

Dave Fleet

When you’re using Facebook or Twitter, for example, are you often looking for a link to take me to the best place to purchase something? For example, today I asked Twitter whether I should buy a LiveScribe pen so I could capture my notes in Evernote : ?. Forrester recently published a report entitled “ The Purchase Path of Online Buyers.&# Where to begin? Probably not.

Yeah, Well Your Agency Is Killing Unicorns

Dave Fleet

could point to Facebook pages we manage with hundreds of thousands or even millions of fans; or to multiple highly-engaged Twitter accounts with hundreds of thousands of followers, and use that as evidence you that only PR agencies can do this well. The right people to manage Facebook pages are, apparently ad agencies. Didn’t people ever learn how to play nicely with others?

Why You Should Tweet During a Crisis

Dave Fleet

That’s why I was really interested to see a note from Shashi Bellamkonda on the Social CRM Pioneers group , pointing to some interesting research by Microsoft and Psychster on the effect of companies acknowledging issues via Twitter on the actions and perceptions of customers. crisis communications customer service social media TwitterWin-win.

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57 Social Media Policy Examples and Resources

Dave Fleet

Twitter Guidelines. Twitter Code of Conduct. Over time I’ve found myself doing more and more foundational work for organizations looking to dip their toes into social media. One of the key elements of this work, in my opinion, is creating a social media policy that fits well with the organization’s goals, culture and risk tolerance. But where to start? As it happens, lots of organizations publish their social media guidelines online, ready for you to review and use yourself. Here are 57 61 great social media policy templates and resources to use when building your own. Source.

Video: Thoughts on Social CRM for Small Businesses

Dave Fleet

Tweet. Social CRM is a hot topic right now. 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. In fact, I’m in the middle of reading a book on social CRM right now ( The Social Customer , by Adam Metz ). Strategy is important. Tweet.

Trust in 2012: 4 Implications for Social Media

Dave Fleet

There’s a dichotomy here, quite possibly because “social media” means different things to different people – plenty of people think of Twitter as a bunch of people talking about their lunch; I think of it as my industry peers discussing trends (and the occasional LOLcat). Edelman recently released the results of its 2012 Trust Barometer survey.

Four Reasons Your Social Media Marketing Campaign Sucks

Dave Fleet

TV, radio and print advertising lets you do that; Facebook, Twitter and blogs don’t. Listen; engage; develop. That’s the three-step approach we recommend companies take when it comes to approaching social media marketing activities for their organization. You know what you don’t see anyone recommending? Build, promote, abandon. It takes time or money to attract an audience. Do you agree?

47 Books For Your 2011 Reading List

Dave Fleet

Once again, I reached out for suggestions – this time to people on Twitter. Tweet Looking for books to populate your reading list for 2011? Here are a few to think about. Last year I set myself a challenge: reading a book every two weeks throughout the year (I actually managed one more than that). Rules for Renegades – Christine Cornaford (via @Chris_Eh_Young ). books

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Remembering Michael O’Connor Clarke

Dave Fleet

The impact of his passing on his community can be seen with a simple Twitter search for his name , as tributes pour in from around the world. Michael O’Connor Clarke passed away this morning, sadly losing his battle with the esophagael cancer that he was diagnosed with this summer. knew Michael both as a friend and as a colleague. All of these and more. Hug your loved ones tight.

SXSW 2011: Strong on Networking; Less on Content

Dave Fleet

Twitter got its big break-through at SXSW in 2007. I just arrived home from South by Southwest Interactive after six days down in Austin, Texas. 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. Networking Mecca.

5 Steps to Thinking More Socially About Communications

Dave Fleet

Launching a Facebook Page or Twitter account for a campaign then turning it off at the end of the campaign is akin, in traditional digital terms, to building an email list with a campaign then just deleting it once the campaign is done. When you ask a question on Twitter, respond to people who reply. Tweet Like it or not, “digital” is becoming a part of more and more marketers’ jobs.

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Three Ways To Wag The Long Tail Of Content

Dave Fleet

As someone pointed out to me on Twitter, Google “good communications plan” and this post is the top result. What’s more, the traffic to this post is continuing to rise over time. Here are my ideas: 1. Useful content. The 13-part series of posts I wrote on communications planning walk through the process of creating a communications plan, from start to finish. Tweet.

5 Ways to Digitize Santa

Dave Fleet

Santa already has a Twitter account – @Santa. Oh, and get a decent Twitter background! 2. Tweet It’s nearly time for Santa to round up those reindeer and hit the skies for another round of gift-giving. couple of years ago, in the spirit of the season, I put out some suggestions on how Santa could fix-up his PR. Santa. However, it’s dormant most of the year. Not cool.

HOW TO: Read 26 Books A Year

Dave Fleet

The other day I asked my Twitter friends what I should read in 2011. I’ll post those suggestions in an upcoming post; I’ll follow-up with that in a post soon. Tweet Late in 2009,  Julien Smith’s fantastic approach to reading inspired me to set an ambitious target for this year: to read one book every two weeks throughout the year. In fact, I’m on my 28th book of 2010.

Thoughts on Disconnecting

Dave Fleet

Going from 300+ emails a day to none; waking up in the morning and not checking Twitter and Facebook; and not feeling like I should be Twitpic-ing photos of the sunset on the coast was completely refreshing. Tweet. You may have noticed that things have been quieter than usual here recently. At the Colosseum in Rome. Refreshing. Disconnected. Resourcefulness. Was this tough? Refreshing.

Thoughts on Boston

Dave Fleet

Like many people around the world, I stood glued to reports of the terrible bombings in Boston yesterday. I saw the early reports emerge on Twitter, and soon enough there was almost nothing else in my feeds. Tweet. I don’t know what I’m going to write here today; I just know that I need to write something – to get it out of my head – after the horror of yesterday.

Facebook Strategies: Content Over Creative

Dave Fleet

In an age of Twitter streams and Facebook news feeds, it’s no longer enough to post the right content in the right place. Tweet Are you focusing your Facebook investment in the right place? Interesting, right? As Jay notes, this means that a lot of effort which is expended on customizing fan pages on Facebook is, frankly, wasted. The continued rise of Facebook community managers.

Compete Responds To Criticism

Dave Fleet

While I (and several people on Twitter) wasn’t thrilled with the tone of “you are well down the long tail of the internet&# (which sends a message of “just wanted to remind you you’re nothing to us&# ), I took Matt up on his offer and emailed their support address: Hi, I’m reaching out following a tweet from your twitter account regarding a recent blog post of mine ( [link] ). I’d love to understand more about why the numbers seem to diverge so much from what I’m seeing on my website logs. Thanks, Dave. Moving on.] link]. link]. and International data.

Seven Social Media Insights on CES

Dave Fleet

your blog, Twitter, Facebook etc) but also by mining your databases for people and companies that you want to connect with at the event and seeting-up meetings with them ahead of time. By now you’ve probably had more than your fill of analysis from the many, many products and announcements revealed at the Consumer Electronics Show (CES). Now that I’ve had a few days to decompress, I thought I’d do something slightly different and provide a few insights from a social perspective. CES is not a social media conference (duh). CES is, first and foremost, an electronics show.

Are You Creating Social Media Scorched Earth?

Dave Fleet

You’ve seen this approach – the Twitter account that’s shut down after a month; the big-bang launch that’s forgotten by the next week; the multiple campaign-focused Facebook pages that the company launches and shuts down every year. What do I mean by scorched earth? When an army advances using a scorched earth approach, it destroys everything behind it as it advances.

Book Review – UnMarketing: Stop Marketing. Start Engaging.

Dave Fleet

Tweet If you’re a regular Twitter user, Scott Stratten can be hard to miss at times (ok, always). Start Engaging –  when he offered to send me an advance version. Right from the first word, UnMarketing is an easy read, written in simple, plain language that is easy to digest and has made Scott so many friends online. The footnotes throughout the book are simply hilarious, too.

Earthquake: Canadians Turn to Social Media Instead of Diving for Cover

Dave Fleet

magnitude earthquake shook Quebec and Ontario and it looks like people ran to Twitter instead of diving for cover. While a majority of the tweets and updates were tinged with surprise, it’s nice to know people hadn’t lost their sense of humour. A few of the funnier posts on Twitter included: “The earthquake triggered a tsunami at the G20 fake lake” – @AndrewFstewart. Go figure.

Monday Morning Reads: Mobile Apps; LoTR Revisited; Funky SEO

Dave Fleet

TechCrunch: Twitter Reinstates UberSocial And Twidroyd, UberMedia iPhone Apps Still Under Review. In the latest turn in the UberTwitter tale, Twitter has reinstated several UberMedia apps, saying that steps have been taken to address the ToU violations. Enjoy. WSJ: Smart Dictators Don’t Quash the Internet. The Internet in dictatorships. Social rising in search. Enough said.

Is “Social Media” Hurting Social Media?

Dave Fleet

Twitter: “Tweets of links to stories about you&# becomes an opportunity to engage in real-time conversations with people. Is the term “social media&# hurting strategic communicators in the digital space? Before you tell me I’m crazy, stop and think for a second. Plenty of people have wondered about the term before ( Google “social media term&# and you’ll find a 2007 post from Jeremiah Owyang on the topic) but I’m thinking of this from a slightly different angle. However, perhaps identifying challenges can help us on the agency side to address them.

Time To Evolve How We Target Social Media?

Dave Fleet

This only leads to a plethora of Facebook pages, Twitter accounts and the like – some of which are well targeted, but many of which are not. Tweet How many times have you read something like this in a digital communications plan? “One in three of our target audience is using Facebook. So, we recommend creating a Facebook page for this program.&#. As social networks become more and more prevalent, we’re at the point now that almost every client brief appears to point, on its surface, to one of a few key networks. Therefore, we should create a Facebook page.

Interview: Aaron Goldman – Everything I Know about Marketing I Learned From Google

Dave Fleet

How do you think Google’s social media communications activities – its numerous blogs and its Twitter presence, for example – have fed into its success? By having a blog and Twitter account for just about every business unit and product, Google is able to engage people in a “non-corporate” way. main reasons: 1. It’s a company I know intimately. Google’s ubiquitous.

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Correlation/Causality Confusion

Dave Fleet

Not surprisingly, these reports are pretty popular – they possess two desirable attributes: They offer easy-to-digest, soundbite-sized nuggets of information – perfect for short-form media such as Twitter. As the social media space slowly matures, we’re starting to see more and more reports released by companies offering insight into the ebbs and flows of peoples’ behaviour online. They offer the potential for increased understanding of the latest trends. What does this mean? So, if there is a correlation between A and B: A could cause B. Of course not.

Five Reasons You Should Go To The Next Third Tuesday Toronto

Dave Fleet

For a while, his Twitter account ( @Ont_Ombudsman ) was (transparently) manned by a member of his staff, with occasional appearances from the man himself, but over time he grew more and more involved to the point where it’s now the reverse. Get the perspective of an early public sector adopter of social media. Learn more about open government. Networking “R&# Us. Ten bucks?

Monday Morning Reads: TweetDeck, Black Hat SEO, Facebook Pages

Dave Fleet

Bill Gross’ Twitter Ecosystem Empire Just Acquired TweetDeck. Twitter has benefited immensely from a thriving developer ecosystem. 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. Happy Valentines Day! Enjoy. TweetDeck acquired.

Using Social Media to Protect Your Reputation

Dave Fleet

At the same time, one of the SVPs has just seen that a local financial community influencer with nearly 10,000 loyal Twitter followers has just posted a message slamming the product. Reputation management through social media is a hot topic right now. In fact, digital crisis communications was the topic of one of the best panels I saw at Blogworld Expo last week (more on that panel soon).