http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/ Thu, 02 Feb 2012 22:49:00 +0000 hourly 1 http://wordpress.org/?v=3.0.4 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-2782 R. Stephen Gracey Fri, 29 Apr 2011 17:51:00 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-2782 Fast-forward to 2011: Nothing's changed on those YouTube channels! Unbelievable. See you at the CONFAB, Kristina! Fast-forward to 2011: Nothing’s changed on those YouTube channels! Unbelievable. See you at the CONFAB, Kristina!

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-358 Margot Bloomstein Fri, 23 Jan 2009 16:41:38 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-358 This is terrific, Kristina--and though it's just type on a page, I think incredulous, high-pitched exasperation is coming through LOUD and CLEAR! Your point, which Jeff echoes, about all-or-nothing involvement is the crux of why so many forays into social media falter. It's not enough to just throw up a Flickr gallery and invite comments; social media managers must tweet about new additions, blog about the campaign, post links, and respond back to their followers. As in so many areas of content strategy, consistency is vital--and should be common sense, if we model online behaviors after what works in the real world. After all, you wouldn't present a different name and persona at happy hour with co-workers than you do during the 9-to-5. Leading up to happy hour, you'd probably share emails and tweet about it to shore up plans. Without a consistent message and personal brand, plans would fall apart--much like in poorly executed social media campaigns. Again, thanks for this! And now, to plan Friday happy hour... :) This is terrific, Kristina–and though it’s just type on a page, I think incredulous, high-pitched exasperation is coming through LOUD and CLEAR!
Your point, which Jeff echoes, about all-or-nothing involvement is the crux of why so many forays into social media falter. It’s not enough to just throw up a Flickr gallery and invite comments; social media managers must tweet about new additions, blog about the campaign, post links, and respond back to their followers. As in so many areas of content strategy, consistency is vital–and should be common sense, if we model online behaviors after what works in the real world. After all, you wouldn’t present a different name and persona at happy hour with co-workers than you do during the 9-to-5. Leading up to happy hour, you’d probably share emails and tweet about it to shore up plans. Without a consistent message and personal brand, plans would fall apart–much like in poorly executed social media campaigns.
Again, thanks for this! And now, to plan Friday happy hour…

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-1655 Margot Bloomstein Fri, 23 Jan 2009 16:41:00 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-1655 This is terrific, Kristina--and though it's just type on a page, I think incredulous, high-pitched exasperation is coming through LOUD and CLEAR! Your point, which Jeff echoes, about all-or-nothing involvement is the crux of why so many forays into social media falter. It's not enough to just throw up a Flickr gallery and invite comments; social media managers must tweet about new additions, blog about the campaign, post links, and respond back to their followers. As in so many areas of content strategy, consistency is vital--and should be common sense, if we model online behaviors after what works in the real world. After all, you wouldn't present a different name and persona at happy hour with co-workers than you do during the 9-to-5. Leading up to happy hour, you'd probably share emails and tweet about it to shore up plans. Without a consistent message and personal brand, plans would fall apart--much like in poorly executed social media campaigns. Again, thanks for this! And now, to plan Friday happy hour... :) This is terrific, Kristina–and though it’s just type on a page, I think incredulous, high-pitched exasperation is coming through LOUD and CLEAR!
Your point, which Jeff echoes, about all-or-nothing involvement is the crux of why so many forays into social media falter. It’s not enough to just throw up a Flickr gallery and invite comments; social media managers must tweet about new additions, blog about the campaign, post links, and respond back to their followers. As in so many areas of content strategy, consistency is vital–and should be common sense, if we model online behaviors after what works in the real world. After all, you wouldn’t present a different name and persona at happy hour with co-workers than you do during the 9-to-5. Leading up to happy hour, you’d probably share emails and tweet about it to shore up plans. Without a consistent message and personal brand, plans would fall apart–much like in poorly executed social media campaigns.
Again, thanks for this! And now, to plan Friday happy hour…

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-359 Jennifer b. Fri, 23 Jan 2009 14:21:33 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-359 It's always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn't much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/ It’s always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn’t much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-1658 Jennifer b. Fri, 23 Jan 2009 14:21:00 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-1658 It's always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn't much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/ It’s always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn’t much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-1656 Jennifer b. Fri, 23 Jan 2009 14:21:00 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-1656 It's always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn't much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/ It’s always been necessary to HAVE A PLAN with communication. We all heard this conversation about ten years ago when people felt they needed web sites. Not sure why, just knew they needed to get on the web. Social media isn’t much different. Objectives are key to success in any project. We must be on the same wavelength because I just wrote a post about Social Media Hype that basically says the same thing. Start with the objective in mind. http://www.theimagelab.com/blog/2009/01/20/social-media-hype/

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-360 jeffmacintyre Fri, 23 Jan 2009 02:06:51 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-360 As usual, thank you, Kristina. This subject strikes a particular sore point with me. I think I'd like to launch a dead-unsexy movement of social media conservatism. Too much of social media chatter talks up the promise--what you'll get: conversions! loyalty! traffic! brand equity!--while far too little speaks to the commitment! dull routine! feed trolling! entailed by genuinely effective engagement and messaging. The nice part? A lack of passion always eventually shows through. A presence on FB isn't execution on your social media strategy: it's a promise you've implicitly signed up to keep. The "execution"? It's called upkeep. It's a regular schedule of updates, a flow of content that's considered, timely, audience-appropriate and never ad hoc, and a responsive presence that can capably walk the thin line between being genuine--and genuinely obnoxious. The same is true with your in-house blog, your Twitter account, and any other communication vehicle you create. What you're doing, know it or not, by signing up to a free social media platform is creating a pricey user expectation. You'll instill more bad faith by shrinking from that promise than by pragmatically abstaining, or being targeted, in the first place. Those who don't take the long view and consider messaging strategically are the first to fail in these scenarios. I spend a lot of time in my corporate life cautioning informed and sustainable approaches to audience outreach of this nature. And to intelligently integrate your efforts across multiple channels: such that your Tweets advertise your blog posts, etc. I guess the consolation is that pleasant Darwinian winnowing of the field that happens when the hapless enter the fray, with predictable results. This really drives to the heart of what exasperates me about so much of what qualifies as social media expertise today. It's the follow-through that matters most. Anyone can launch a flimsily conceived social media "strategy". And your content will look stale, your approach flawed, your brand naive, and your capabilities nothing short of inept if these initiatives are not logical extensions of a broader strategy. As someone once told me: Plan your work and work your plan. And always, always be purposeful in what you do. Whew! /rant As usual, thank you, Kristina. This subject strikes a particular sore point with me. I think I’d like to launch a dead-unsexy movement of social media conservatism.
Too much of social media chatter talks up the promise–what you’ll get: conversions! loyalty! traffic! brand equity!–while far too little speaks to the commitment! dull routine! feed trolling! entailed by genuinely effective engagement and messaging. The nice part? A lack of passion always eventually shows through.
A presence on FB isn’t execution on your social media strategy: it’s a promise you’ve implicitly signed up to keep. The “execution”? It’s called upkeep. It’s a regular schedule of updates, a flow of content that’s considered, timely, audience-appropriate and never ad hoc, and a responsive presence that can capably walk the thin line between being genuine–and genuinely obnoxious. The same is true with your in-house blog, your Twitter account, and any other communication vehicle you create. What you’re doing, know it or not, by signing up to a free social media platform is creating a pricey user expectation. You’ll instill more bad faith by shrinking from that promise than by pragmatically abstaining, or being targeted, in the first place.
Those who don’t take the long view and consider messaging strategically are the first to fail in these scenarios. I spend a lot of time in my corporate life cautioning informed and sustainable approaches to audience outreach of this nature. And to intelligently integrate your efforts across multiple channels: such that your Tweets advertise your blog posts, etc. I guess the consolation is that pleasant Darwinian winnowing of the field that happens when the hapless enter the fray, with predictable results.
This really drives to the heart of what exasperates me about so much of what qualifies as social media expertise today. It’s the follow-through that matters most. Anyone can launch a flimsily conceived social media “strategy”. And your content will look stale, your approach flawed, your brand naive, and your capabilities nothing short of inept if these initiatives are not logical extensions of a broader strategy.
As someone once told me: Plan your work and work your plan. And always, always be purposeful in what you do.
Whew! /rant

]]> http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/comment-page-1/#comment-1657 jeffmacintyre Fri, 23 Jan 2009 02:06:00 +0000 http://blog.braintraffic.com/2009/01/content-strategy-and-social-media/#comment-1657 As usual, thank you, Kristina. This subject strikes a particular sore point with me. I think I'd like to launch a dead-unsexy movement of social media conservatism. Too much of social media chatter talks up the promise--what you'll get: conversions! loyalty! traffic! brand equity!--while far too little speaks to the commitment! dull routine! feed trolling! entailed by genuinely effective engagement and messaging. The nice part? A lack of passion always eventually shows through. A presence on FB isn't execution on your social media strategy: it's a promise you've implicitly signed up to keep. The "execution"? It's called upkeep. It's a regular schedule of updates, a flow of content that's considered, timely, audience-appropriate and never ad hoc, and a responsive presence that can capably walk the thin line between being genuine--and genuinely obnoxious. The same is true with your in-house blog, your Twitter account, and any other communication vehicle you create. What you're doing, know it or not, by signing up to a free social media platform is creating a pricey user expectation. You'll instill more bad faith by shrinking from that promise than by pragmatically abstaining, or being targeted, in the first place. Those who don't take the long view and consider messaging strategically are the first to fail in these scenarios. I spend a lot of time in my corporate life cautioning informed and sustainable approaches to audience outreach of this nature. And to intelligently integrate your efforts across multiple channels: such that your Tweets advertise your blog posts, etc. I guess the consolation is that pleasant Darwinian winnowing of the field that happens when the hapless enter the fray, with predictable results. This really drives to the heart of what exasperates me about so much of what qualifies as social media expertise today. It's the follow-through that matters most. Anyone can launch a flimsily conceived social media "strategy". And your content will look stale, your approach flawed, your brand naive, and your capabilities nothing short of inept if these initiatives are not logical extensions of a broader strategy. As someone once told me: Plan your work and work your plan. And always, always be purposeful in what you do. Whew! /rant As usual, thank you, Kristina. This subject strikes a particular sore point with me. I think I’d like to launch a dead-unsexy movement of social media conservatism.
Too much of social media chatter talks up the promise–what you’ll get: conversions! loyalty! traffic! brand equity!–while far too little speaks to the commitment! dull routine! feed trolling! entailed by genuinely effective engagement and messaging. The nice part? A lack of passion always eventually shows through.
A presence on FB isn’t execution on your social media strategy: it’s a promise you’ve implicitly signed up to keep. The “execution”? It’s called upkeep. It’s a regular schedule of updates, a flow of content that’s considered, timely, audience-appropriate and never ad hoc, and a responsive presence that can capably walk the thin line between being genuine–and genuinely obnoxious. The same is true with your in-house blog, your Twitter account, and any other communication vehicle you create. What you’re doing, know it or not, by signing up to a free social media platform is creating a pricey user expectation. You’ll instill more bad faith by shrinking from that promise than by pragmatically abstaining, or being targeted, in the first place.
Those who don’t take the long view and consider messaging strategically are the first to fail in these scenarios. I spend a lot of time in my corporate life cautioning informed and sustainable approaches to audience outreach of this nature. And to intelligently integrate your efforts across multiple channels: such that your Tweets advertise your blog posts, etc. I guess the consolation is that pleasant Darwinian winnowing of the field that happens when the hapless enter the fray, with predictable results.
This really drives to the heart of what exasperates me about so much of what qualifies as social media expertise today. It’s the follow-through that matters most. Anyone can launch a flimsily conceived social media “strategy”. And your content will look stale, your approach flawed, your brand naive, and your capabilities nothing short of inept if these initiatives are not logical extensions of a broader strategy.
As someone once told me: Plan your work and work your plan. And always, always be purposeful in what you do.
Whew! /rant

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