Comments on: In the end, it’s about activation.

By: Online campaigns that activate fans are key to social media success | Blue Helm

Mon, 11 Jan 2010 20:44:28 +0000

[...] Activate your Facebook, Twitter and blog fans. Posting random updates that don’t ask your fans to do anything will result in a lower level of fan participation, thus undermining the point of using social media. [...]

By: “Engagement” Is A Means To An End : Scalable Intimacy

“Engagement” Is A Means To An End : Scalable Intimacy — Sat, 02 May 2009 13:09:02 +0000

[...] If social marketing wants a seat at the grown-up table, those are the needles it needs to move. If Engagement provides some kind of leading indicator on those things, then use it. But in doing so don’t forget that in while the social equity we build through participation creates the potential for value, in the end it’s all about activation. [...]

By: Steven de Blois

Steven de Blois — Mon, 23 Feb 2009 21:36:20 +0000

Lots of great thoughts/questions/insights here!

Justifying value to social media will always be a challenge until analytical engines can capture a holistic snapshot of marketing (on 3rd party apps) to shopping (across various channels) to transactions. Difficult.

Although we should continue to strive for ROI stats, there is a larger 'opportunity' around social media. The idea of extending a brand into a community & developing a relationship with a captive audience. The idea of listening and supporting prospects & clients. The idea of learning from members supporting & educating one another. The idea of gaining valuable insight into the specific needs of clients & leveraging this for R&D.

This…to me….is 'harvesting' social media.

Cheers
Steve

By: Mike Troiano

Mike Troiano — Mon, 23 Feb 2009 20:57:17 +0000

It's a great question, Joe, and while I'd like to believe there's value in rapport for it's own sake, I just can't get there.

Perhaps more importantly – even if there *is* intrinsic value there – is there enough to sustain a real market for social media marketing technology and service providers? Do you want to be in the business of creating "latent" value? Of selling the software that helps create it? I know I don't.

Your comments are both insightful and appreciated, Joe. Keep 'em coming.

By: Joe Chernov

Joe Chernov — Mon, 23 Feb 2009 20:18:35 +0000

Mike,

Way to keep this conversation moving forward. You bring up very timely and substantive points, and I find myself particularly drawn to the new media balancing act you raise. Namely, building vs. harvesting relationships.

I am not necessarily convinced that these two items are at odds. Are bands truly leaving money on the table if they use social media for the sole purpose of building rapport with their customers? Or is it simply that we don't know how to measure the ROI of "rapport," therefore we assume it's tantamount to marketing foreplay? In other words, is the act of harvesting valueable only inasmuch as it allows marketers to prove ROI sufficient to secure funds to continue to experiment in social media?

I do, however, believe there is a balance we need to achieve when it comes to marketing on social networks. And that's planning vs. doing. You were right in praising Madewell for doing "something" on Facebook. Sure it was "just" a coupon, but it was a virtual coupon more than their competitors are doing.

Your fan,
Joe