In this interview, we talk about social media marketing, Jay’s experience writing the book and about where this crazy, fast-moving industry is headed.
Mike: Jay, what’s the single most important thing that marketers or business owners need to know to be successful right now?
Jay: It’s a terrific question. One of the things that we talked about a lot in the book is the fact that you have to act quickly as an organization. The example that we use to kick off the book is if you’re at a hotel and you’re having a bad hotel experience—it’s dirty or gross or whatever—historically, you might go down to the front desk, or call the 1-800 number or write a letter.
Understanding the concept of social graphs will not only enhance your proficiency with social media marketing today, it will also help you foresee emerging trends. This will significantly help you be fully prepared when new web technologies are launched.
The term social graph was first used a few years ago by Facebook CEO Mark Zuckerberg, specifically in reference to the Facebook platform. Your social graph is a digital map of your personal identity, your primary Facebook friends and everything you share with them.
Could your web browser replace the need to visit Facebook, Twitter and LinkedIn on a regular basis? To find out the answer, keep reading…
Web browsers have changed considerably over the past 15 years. From Internet Explorer to the upstart Mozilla stealing their thunder and most recently Google rearing its head with an ultra-fast browser, Chrome, the field of play is starting to get crowded.
Obviously, that means it’s time for a new name to join the fray—and with a social twist.
RockMelt is a different breed of browser altogether.
Early efforts in social media marketing have created a tremendous amount of buzz and interest, but surprisingly few case studies focus on monetization.
A recent study by Ketchum and Nielsen shows the number-one activity of social media users (online or offline) is reading blogs – even above TV!
So it’s clear that social media is here to stay, and accountable programs must be created to deliver performance and ROI. Here are 3 steps to help you get started:
#1: Define Key Performance Indicators (KPIs) and Measure Against Them
In order to hold any marketing channel accountable, there first must be a framework of metrics that can be tracked, compared to a benchmark (industry or prior program performance) and analyzed over time. Social channels are no different. When looking to assign accountability to social programs, the first step is to define KPIs and measure against them. The three key components to track are:
For many companies, the conversation has shifted from “why” or “should” we do social media, to “where” and “how” social media should be done.
A major component of answering those questions effectively is understanding in which social outposts your customers are concentrated, because there really is no benefit in beating your customers to the punch. Companies should follow, not lead, their customers across the social web.
At conferences, I’m often asked something along these lines: “My boss thinks none of our customers are on Facebook, but I think they are. What do I do?”