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May 262012
 

If you have a business,  or if you are in marketing, or basically if you are alive, you have been hearing about social media and mobile social media.   But if you haven’t yet gotten on the bandwagon,  of even if you have and want to increase your presence, where do you start? The graphic below   from Business Insider, shows the complicated landscape of social media.  Looking at this graphic,  I have a couple of thoughts. First,  the social media landscape is complex and rapidly changing.  Right now we are in the phase where new players are entering at a blistering pace.  Soon, we will start seeing consolidation and more maturity.

But until that happens, how do we deal with this?

 

 

Calm down, take a deep breath.  We eat the elephant one bite at a time.   In our next installment, we will get going.

 

Apr 082012
 

A few weeks ago, I gave my “almost” last word on Jeremy Lin and  #Linsanity, focusing on some of what the phenomenon told us about the state of social marketing.  So now that Lin is probably out for the remainder of the season,  I thought it would be a great time to take a look back at some of the wackier #linsanity stories, and consider a little more about what the story tells us about social media and how we can use it.

First off, let me say that as a Knick fan of many decades,  (ever since the magic season of Willis Reed and the Iron Men) I was thrilled to see Lin emerge just when another Knick season seemed hopeless.  As Will Leitch wrote in New York Magazine “Requiem for a Lin”

For those loopy, ascendant two weeks — and it was essentially a fortnight, starting on February 4 against New Jersey and peaking with that February 19 win over Dallas on national television — we had everything you could possibly want from an athletic endeavor. We had the “new”: A scrappy kid coming out of nowhere. We had the “underdog”: Ignored, undrafted, and left for dead in the D-League, Lin was proof that talent can be found (and missed) anywhere. We had the “inspiration”: An Asian-American kid succeeding on his own terms in the grandest possible way. We had the “giddy novelty”: He went to Harvard … and did you see that pregame handshake?

Lin was special. And it made us all feel special. It made us all feel lucky to get to watch it.

And again, I think that was what gave the social marketing push.  It wasn’t just that he had a great run, it was that it was so unexpected,  so fresh, and so different.  So everyone had their takes on it, or used it to make their points.   From management consultants telling us to emulate Lin’s traits for our career, to Dr.  Ruth telling us to emulate Lin’s basketball style in the bedroom.  Perhaps my favorite is Larry Wilmore’s Lin-grown toenail rant on the Daily Show

So, all fun and games aside – what does this tell you about how to use social media for your career or your business?   Not as much as some people would like you to believe.   Remember, #Linsanity was unexpected.  The marketing officials at MSG (owners of the Knicks) weren’t ready for it.  They didn’t have Lin jerseys or other paraphernalia ready to sell.

Lesson 1  – Don’t be surprised if social moves faster than you do.  Events move faster than ever  –  Sometimes you just have to go with the flow as best as you can.

Lesson 2.  If it is a big social media phenomenon everyone will put their own spin on it.  From Dr. Ruth to marketing consultants (yes, including me) – people will use the bandwagon to advance their own agendas

Lesson 3 – For most of us, social success is not overnight fame, but long, slow building from the foundation up

 

Mar 232012
 

The Naked Brand Trailer from Questus on Vimeo.

Can Advertising Survive Digital? Yes—By Leaving ‘Mad Men’ Behind – The Daily Beast.

Remember how they said Internet Changes Everything? Well, social really does change everything.  In the past few months, we have seen example after example of  the power of social media.  For marketers, this means that we no longer have the control over our brand that we used to.

In his film, he argues that companies for decades have behaved abominably and then used advertising to cover up their behavior. The Internet, by giving consumers a voice, has rendered that strategy useless because consumers can now sink a brand with a blitz of online complaints. His advice to big brands: instead of pumping millions of dollars into advertising, why not invest that money into actually fixing your company? Don’t just say you’re great—actually try to be great. Once you’ve done that, you can use social media to spread the word.

 

And that, Rosenblum says, is what the new age of advertising should be: not putting pointless ads on websites or blasting stuff at people on TV, but finding ways to accelerate the word-of-mouth advertising that people already are doing. On behalf of everyone who hates being bombarded with these crappy ads that clutter up the Web (which I think is pretty much everyone), I say: bring it on.