Here's the funny thing about social media. It's all talk. It's a wonderful, amazing, effective way to get to know people...but it's all about the talk and not the action. It's a great starting point, but you really need to "seal the deal" with offline interaction as well. It's a point Mack Collier did a nice job of making over The Viral Garden this past weekend. Mack was out in Scottsdale for the Marketing Profs Digital Marketing Mixer last week and came back with some thoughts on what it's like to make the effort to meet online contacts in person. Mack writes... I cannot stress this enough: go meet the people you are connecting with online. It doesn't have to be at a big conference. It can be a local tweetup, a Social Media Club meeting, or at your grocery store. It doesn't matter, just find a way to take your online connections and cement them into offline relationships. Looking back, I will probably say that 2008 was one of the most personally and professionally rewarding … [Read more...] about Social Media is Not an Excuse to Stay Home
Social media clubs
When that bad story first hits your computer screen, you can be excused for feeling just a little bit panicked. If you're like most companies, you aren't prepared for a PR crisis. You might have some action plan in mothballs, but if it doesn't include social media readiness, you're not prepared for a full-blown 21st century PR imbroglio. If you haven't thought through how social media transforms your PR crisis planning, it's time to do so now. Social media can be ideal in crisis management for a few reasons. First, nothing beats the speed with which you can respond. You don't have to wait for media to call. You can answer the story right where it starts, possibly quelling an issue before it gains too much negative momentum. On the other hand, social media demands that you respond quickly, so one person's opportunity can be perceived as another's curse. You also have the advantage of being unfiltered-no news media is interpreting or editing what you say. Your words, … [Read more...] about What can social media do for me in a PR crisis?
Bill Macaitis is the SVP of Online Marketing for Fox Interactive Media (FIM), which runs a network of entertainment sites including MySpace, Fox Sports, IGN, Photobucket, AskMen, Rotten Tomatoes, American Idol, GameSpy, Scout, and Flektor. The FIM network reaches over 171 million monthly unique visitors. Bill has over 12 years of online marketing experience with a specialty in search. He has spoken at numerous conferences including SES, Ad Tech, SMX, Pub Con, Searchnomics, and iHollywood: Search & Media Summit. Below, Bill offers insights into managing a huge search marketing operation, tips for advancing your career as an in-house marketer, and where to find the best focaccia in San Francisco. How did you get your start as a search marketer? I was attending the University of Illinois working on my business degree about the same time that Marc Andreessen, a fellow U of I grad, released Mosaic (which later became Netscape). This was one of the first graphical browsers and it spread … [Read more...] about Q&A With Bill Macaitis, SVP Online Marketing For Fox Interactive Media
Links are not often thought of as a by-product of a great social campaign. Often the goals of those working on social profiles for a brand revolve around a simple goal: Getting more followers and building an audience. This is a strong goal that makes sense, but rather short sighted. There’s more to social than simply having a sounding board. If you leverage your fans and followers correctly, they’ll be your key to naturally generating links and mentions around your brand. The big question is: I’ve built up these social channels. Now, how do we take advantage of successful social media profiles to help us perform better organically? All of the below advice will need to be tailored to your brand, product, or market, but for this piece, we’ll start with dissecting one industry that’s been moving year after year into the social spotlight. The Auto Industry The auto industry, on a local level, is extremely competitive. Depending on your city, there could be … [Read more...] about Leveraging Social For Organic Traction
Unlike in the NFL, the first team on the NBA’s draft board is only given the highest chance to win the first pick — it is not guaranteed. The NBA awards its top team a 25% chance to win the first pick, the second team 19.9%, the third 15.6%, and so on. That means the top team on the draft board still has a 75% chance that someone else will win the first pick. Marketing channels are more like the NBA than the NFL in that occupying first place might not mean you get a majority of the market. Because search is not an exclusive marketing choice, you might even get a majority of users but not a majority of the use or time spent on various media. The Local Search Association (LSA) asked consumers to identify the sources they use in looking for local businesses, products, or services, and rate the likelihood of using that source from 1-5, with 5 being extremely likely. The below chart, put together by Marketing Sherpa using LSA data, shows those responses with a 5 rating. The data … [Read more...] about The Best Performing Search Media For Your Business’ Marketing Strategy