From What’s Now To What’s Next [July 12]
You definitely noticed the lack of weekly roundups over the past few weeks ;) I’m revamping things a bit in the spirit of not spreading myself out too thin and adding value. Moving forward, rather than try to battle my RSS reader (I went with Feedly, if you were curious) to find the most compelling news in technology, public relations and social media, only to summarize them for our readers, I have decided to concentrate on the topic where I feel 1,500 percent at home – social.
This is very timely, you see, as I have a brand new position at LPP – Digital Strategist. So hold on to your chairs, because they probably swivel and that is not safe.
In this and future installments of my “From What’s Now To What’s Next” series, I will share some of the more interesting content and conversations I stumble upon every week around such things as social media, content marketing and digital storytelling, along with takeaways for communicators. Are you ready? I am.
Before I Get Started, Quick Bits
- You can now embed Instagram videos and photos. Coming soon to this blog: How you can leverage Instagram as part of your integrated content marketing mix.
- Jess3 and Brian Solis released an updated version of the “Conversation Prism.” Don’t let it blow your mind. Remember that tools will be tools and strategy should always be first and foremost.
- If you are running out of things to blog about, allow the Copyblogger team to end your writer’s block. Warning: If you read this post, you can never make excuses for not knowing what to blog about ever again.
On To The Good Stuff
Going Viral With Thought Leadership
Lauren Hockenson wrote this piece on what it takes to be a thought leader. I would agree that while 40 percent of it is actually being good at what you do, the rest is putting it out there. And, many of you who get emails from clients asking how they can make their latest marketing video go viral are going to cringe here … but to be a thought leader you have to “go viral.”
We work with company spokespeople to ease their way into social media to cultivate their thought leadership. The process involves everything from list-building to in-depth conversations in order to help them find the area of their expertise that fits most naturally with social media, so that all things digital may in fact become second nature for them. The going viral part of the equation kicks in only if we have invested in nurturing the right things, in the right contest, for the right audience.
Social Media Grows Up With Content Marketing
This piece on PR Daily discusses the differences between social media marketing and content marketing, and how the latter represents a “second chance” for companies to appreciate social media for all of its potential. We’re all growing up.
Peek Analytics Does Not Influence Make
Forbes put out a list of the Top 50 Social Media Influencers using Peek Analytics as the tool to measure influence, as well as a few other criteria. What I noticed after looking at the influencers' Twitter handles is that most of their feeds have lots of replies and messages along the lines of “thank you for the #FF” and "thanks for the RT." Moreover, many of them are applying a broadcast approach to promote events, books, their businesses and their client businesses.
That’s great for them, but if I’m looking for the top social media influencers, I’m not looking for people who know how to use Twitter to spread the word, but those who can use Twitter to have meaningful conversations, create and collaborate around content, and to drive movements – People like @Baratunde Thurston, who is nowhere on the list. To be fair, a few of those on the Forbes list are actually great conversationalists and do add value (@askaaronlee, @chrisbrogan, @barrettall, @jeffbullas, @marketingprofs, @pistachio, @lizstrauss, @unmarketing, @warrenwhitlock, @tedrubin, @danschawbel).
The Holy Grail of Convergence
Convergence has been on my mind a lot recently and this piece on MarketingProfs was just what I needed to not stop thinking about it. @samdecker looks at a few case studies to illustrate how brands are looking at the full PAID, OWNED, EARNED and I like to add SHARED aspects of the content marketing ecosystem. The case studies involve massive brands with deeps pockets, but the idea of amplifying the reach and impact of a single campaign or even a single piece of content, is one that social media pros should pursue with ambition in the manner that best suits their communications and business goals.