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How Would You Spend $100,000 Marketing Budget In 2013? [Infographic + Marty Note]

How Would You Spend $100,000 Marketing Budget In 2013? [Infographic + Marty Note] | Social Marketing Revolution | Scoop.it
The world of marketing is constantly shifting and you need to adapt. Ever since the first years of the world wide web the internet has been threatenin
Martin (Marty) Smith's insight:

This infographic is in pounds, but you get the idea. I don't agree with the overdraft for PPC or the huge "online PR" budget. So much of something like this comes from how you define things like "online PR". 

If I had a $100,000 marketing budget here is how I would spend it:

* $40,000 on some disruptive campaign in 3 to 5 flavors (umbrella so could be tweaked and spun out over each quarter at roughly $10K a quarter).

* $20,000 on content marketing and curation.

* $10,000 Facebook / SMM campaign (to build the list).  

* $10,000 SEO to tighten the ropes a tad.

* $10,000 Mobile (to figure it the Heck out).
* $10,000 On some crazy contest, game or new product (expect to lose this).

 

Minimum ROI for the whole budget would be $3 to $1, great ROI would be $5 to $1 or better and breakeven is acceptable for some of the pieces. 

Note I have NO PPC in the starting budget. The $40K umbrella campaign could earn some PPC if acceptance is fast and then falters or if a tiny push could make the difference, but the days when PPC could get anyone's Internet marketing up Everest are gone.

 

PPC as supplemental as a "step on the gas" move is fine. I've even used PPC to help form campaigns since the feedback is immediate, but PPC is in the backseat until we know where we are going and the cost to get there. 

I didn't cut email marketing in only because that is an understood critical component of everything as is social. The $10K social is to create SOCIAL campaigns that could bleed over into other areas if successful.


The key is try as many things in as many different places as possible while paying the rent with a campaign crafted from past success and your read on current trends (the umbrella).  

BTW, a "campaign" doesn't mean "free shipping" it means something like Atlantic BT's 15th anniversary, an event so rare in the web development space it deserves a year's worth of Internet marketing (an umbrella theme - the 15th anniversary - with 4 movements Q1 = Social, Q2 = Web Design, Q3 = Mobile and Q4 = Ecom for example).  


What about you? How would you spend $100K in online marketing money?

We also have a Facebook thread started on Atlantic BT: http://www.facebook.com/AtlanticBusinessTechnologies  

 

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7 Social Media Tools That Make an Impression via Business 2 Community

7 Social Media Tools That Make an Impression via Business 2 Community | Social Marketing Revolution | Scoop.it

Level up your brand by getting social Twenty years ago, GeoCities made its online debut. As one of the world’s first social media communities, GeoCities set the benchmark for future sites like…

Marty Note
Agree, half of these tools were new to me and I do this (social media curation and marketing) for a living. Great post. Note: I changed the graphic from the original Scoop since the Sales Force ad wasn't related to the B2C post.


Via Mike Milazzo
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A Social Media Marketing Infographic For the Unbelievers (& God Help 'em)

A Social Media Marketing Infographic For the Unbelievers (& God Help 'em) | Social Marketing Revolution | Scoop.it
Great social media marketing infographic to convince any unbelievers (and good help 'em).
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Connection: The New Ecommerce - A Haiku Deck by Martin Smith

Connection: The New Ecommerce - A Haiku Deck by Martin Smith | Social Marketing Revolution | Scoop.it
Connection, our human ability to listen, share and respond, is the new ecommerce. This Haiku Deck is in support of Marty Smith's Keynote talk at FedEx Connection Conference 7.30.14.
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Invisible Giant of the New SEO via @HaikuDeck

Invisible Giant of the New SEO via @HaikuDeck | Social Marketing Revolution | Scoop.it
There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.
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I spent 48 hours on Ello. This is what I saw via @malekalby

I spent 48 hours on Ello. This is what I saw via @malekalby | Social Marketing Revolution | Scoop.it


 Ello is currently in beta, and we are inviting new users in small groups as we roll out new features.

Marty Note
Fellow Scoopiteer @malek
post notes favorable disposition to the ad free nature of Ellow, but doubts the nascent social net is ready to de-throne Facebook. Others agree: http://mashable.com/2014/09/29/ello-is-no-facebook-killer/ .

I will weigh in once I get my double secret beta login (and if that last statement sounds frustrated already you are correct).


Via malek
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malek's curator insight, October 1, 6:17 PM

Top secret new social media. Going back to the ad-free model, that may be the secret behind the rapid expansion of Ello. But too early to name Ello as the killer of Facebook.

[url=/u/129000 x-already-notified=1]Martin (Marty) Smith[/url] called it the new/better Facebook here

Adlava's curator insight, October 2, 5:56 PM

Haven't heard of a lot of these, thanks for sharing, @Martin (Marty) Smith

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Is Ello The New / Better Facebook?

Is Ello The New / Better Facebook? | Social Marketing Revolution | Scoop.it

Ello Manifesto

We believe there is a better way. We believe in audacity. We believe in beauty, simplicity and transparency. We believe that the people who make things and the people who use them should be in partnership.

We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life.


You are not a product.


Mark Traphagen
Mark was on Ello early creating helpful tools as is his way.


Mark's Take on Ello

https://plus.google.com/102639884404823294558/posts/ZxRjQkTFPhf


Mark's Free Ello Guide
https://www.stonetemple.com/ello-the-complete-guide-to-the-ad-free-social-network/

 

 

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Jan-Olof Steen's comment, September 30, 1:38 AM
As long as it is invite only it will fail...
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Are You the Best Guest Blogger In The World or A Mensch Willing To Help A Startup In A Pinch? via @Curagami

Are You the Best Guest Blogger In The World or A Mensch Willing To Help A Startup In A Pinch? via @Curagami | Social Marketing Revolution | Scoop.it
Curagami needs to find the best guest bloggers in the world to fill in for founder Marty as he heads to Ohio State for cancer treatment. Want To Help?

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London Calling: Internet Marketing Lessons & Discovering Your PUNK Ethos via Joe Stummer

London Calling: Internet Marketing Lessons & Discovering Your PUNK Ethos via Joe Stummer | Social Marketing Revolution | Scoop.it

When the Clash was labeled "The Only Band That Matters," it may have been record company hype, but when I was a teenager, there was probably no band that...

Marty Note
One of my favorite documentary films is the bio-pic about the Clash's Joe Strummer. "That's how we learned to play by doing it for ourselves a punk ethos. You got to be able to go out there and do it for yourself because no one is going to give it to you. Soon became a real big mashup," says Joe strummer.

Sounds like crowdfunding and Internet marketing to us :). M

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Invisible Giant & Social Media: Why New SEO So Hard To See via @HaikuDeck

Invisible Giant & Social Media: Why New SEO So Hard To See via @HaikuDeck | Social Marketing Revolution | Scoop.it
There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.

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Serendipity of TIME Finding @AlexeiVella via @MuseumModernArt & Suggesting To @RedBulletinUSA

Serendipity of TIME Finding @AlexeiVella via @MuseumModernArt & Suggesting To @RedBulletinUSA | Social Marketing Revolution | Scoop.it

Sticker Bomb Book Journey
Feeling CRAPPY and DOWN one day last week I went wandering around museum sites to cheer up. I found a great book in MoMA's Store. Sticker Bomb  (bit.ly/1pyfxES ) is a book of carefully printed stickers from cool graffiti artists such as Alexei Vella (http://www.alexeivella.com ). Alexei's work was new to me, but LOVE IT!

Sticker Bomb is best $25 bucks I've spent in a long time (great for kids too). THINKING about where I'm going to "bomb" these stickers is fun. I wrote Alexei a quick email saying how much I like the work and got to thinking about places I know where the work could would fit.

So I sent a Tweet to one of the few publications I will read NOT on a computer - the RedBullBulletin (http://www.redbulletin.com/us/us ) - and hope they use Alexei.

Thinking about ways we can employ Alexei on Curagami our Durham, NC based startup too. Great stuff!!!

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Social Media: It's The conversation, Stupid - via @HaikuDeck

Social Media: It's The conversation, Stupid - via @HaikuDeck | Social Marketing Revolution | Scoop.it
Social Media It's The Conversation, Stupid is about the new rules of branding being created by a social world.
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How Do You Create 'Heroic Content'?…

How Do You Create 'Heroic Content'?… | Social Marketing Revolution | Scoop.it

How Do You Create 'Heroic Content'?
You create heroic content by knowing that is what you are trying to do. You create heroic content by RISKING things (reputation, your brand, your ideas). You create heroic content by rejecting the lemmings rush toward the next Internet marketing tactic and embracing them all IN SERVICE to some greater idea.

What's your company, brand or website's movement, manifesto and who is in your tribe? Immediately after you create heroic content that gets you in the game (your About page for example), then begin asking for help. Don't wait or hesitate.

It will be slow going at first, but hang in there and keep asking. One thing we've learned the hard way is people want to help especially those willing to risk all, to share the "inside baseball" content only they know and people who want to help first and are worried about returns a distant third.

One way you create heroic content is to be a hero and beginning is easier than you think AND much easier than mastering one more soon to be diminishing return tactic. Helping create Heroic Content is our Startup Factory funded startup's mission (http://www.curagami.com). Hope you will join us, help us, criticize us and care.

We are all in. The boats have been burned and we want to make Curagami HELPFUL and WISE beyond its years. Hope you will help.
http://www.curagami.com/featured/social-media-marketing-dead-yes/

& we built on that post on LinkedIn
https://plus.google.com/102639884404823294558/posts/ffq4jhbRZbv

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3 Tactics That Fail At Social Media Marketing

3 Tactics That Fail At Social Media Marketing | Social Marketing Revolution | Scoop.it

"Being active in social media platforms does not mean that you are guaranteed to get higher rankings and better exposure. Sadly, most companies are failing at social media marketing as they are either not implementing the right tactics to market themselves properly.

 

And when told to classify the different types of people who are failing at social media marketing, I came up with 3 categories."

Martin (Marty) Smith's insight:

This post was titled "3 People Who Fail At Social Media". I thought these three mistakes were more tactical than personal:

* Let's Create A Facebook Account (and then never use it).

* Let's post some stuff and hope (have to be smarter than that).

* Let's like and comment.

The post makes the correct point that being present and real on social media is the key to winning no matter what kind of person you are.  

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Agnipravo Sengupta's comment, July 20, 3:15 AM
Thanks for the great insight, Martin...
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3 Reasons Marketers Fail Using Social Media | @TedRubin

3 Reasons Marketers Fail Using Social Media | @TedRubin | Social Marketing Revolution | Scoop.it

Marty Note
Solid post by Ted that explains the subterranean traps many marketers fall into when using social media. Rubin points out that some OLD marketing truths still hold water such as:

  1. You are NOT Your Customer—Do Your Research
  1. Frequency Isn’t a Bad Thing
  1. Story is Important

Great tips here about lessons every marketer learned but seem to forget when "social media" is in front of "marketing".


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iPhone Six Plus: 10 Things I Love!

iPhone Six Plus: 10 Things I Love! | Social Marketing Revolution | Scoop.it

iPhone Six Love
I am NOT a phone person. I'm "speaking" with people on social media all day every day so the ringing bell of a phone feels a little Pavlov's dog for me. Ever notice how often commercials feature a ringing phone?

Convention demands we ANSWER a ringing phone so that's why ringtones make their way into so many commercials in a blind attempt to manipulate our attention if not our love. I'm ALWAYS working on something. Stopping to answer a phone call, sometimes about the project I'm working on at that moment, seems distracting and a nuisance.

TWEET ME is what my close friends and clients have learned. They respect the "mine digging" aspect of my chosen profession. They know I'm often lost in a hole so deep I may not come out for days (lol). They also know I'm watching five different social media feeds all day long, so they tweet me telling me to look at my email.

Amazingly NOW I'm current on email. Why? iPhone Six Plus. The new iPhone doesn't make me love talking on the phone anymore, but boy do I love THIS "phone".  Here are ten reasons why:

* Typing - SO MUCH EASIER to type with fat fingers now (THANK YOU).
* Sound - Listening to Talking Heads LOUD with my Moon Audio Dragons on Shure SE846 earphones and sounds like BUTTER.
* Album Wall - love the horizontal scroll Pinterest-like through my albums.
* Social Hub - Since typing is easier I'm using my iPhone as a Social Help performing triage on content 10x faster.
* CAMERA - Wow new camera is stunning & cool apps make it even more so.
* Reading - display is so GOOD reading is a real possibility.
* Travel - WOW, will NEVER get lost again with Siri telling me when to turn (what's that worth). Bought backup battery charger to make sure to NEVER lose that helpful turn signal at the wrong time.
* Battery Life - SO MUCH BETTER than my 3 not even funny.
* Retired - My iPad Mini is all but GONE as it was too hard to read (should have bought the big one) iPhone is easier to swipe and manipulate with gestures (maybe just me).
* Fun - Fun factor is 10x my 3, well worth the wait and the extra $$ to have such a helpful tool.

I love my iPHone 6Plus so much, thanks to Phil Buckley for convincing me to go LARGE, I may enjoy talking on the phone some day soon...well pigs could fly someday (lol). M

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Time To Think of Content As Part of User Experience

Time To Think of Content As Part of User Experience | Social Marketing Revolution | Scoop.it
Posted by wrttnwrd
Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content.
It's not an add-on or a separate thing. It's an inseparable part of the user experience.

Via malek, massimo facchinetti
Martin (Marty) Smith's insight:

YES, agree content is part of "user experience". Thinking social media should be in the same category.

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malek's curator insight, October 29, 7:58 AM
  1. Integrate content that can enhance the user experience
  2. Optimize what you already have
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Sales In A Social Marketing World: Calls How Many? via @InsightSquared

Sales In A Social Marketing World: Calls How Many? via @InsightSquared | Social Marketing Revolution | Scoop.it

Insight Squared
Link is to an interesting InsightSquared study that may answer the wrong question the wrong way. The question, should your sales person keep calling, should be should your sales person call. Calling or "cold calling" prospects in a social / mobile / connected world is a nonstarter.

Eli Pariser's Filter Bubbles explains why (TED Talk link: http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles?language=en ). Pariser explains there is NO WAY you can call me cold and win. Most "prospects" are surrounded by a fortress of content, friends and known and trusted resources.

Warm Is Better Than Cold
We don't know what we don't know and we don't care (lol). NO WAY I would suggest a call until your CRM (Customer Relationship Management like SalesForce) system shows and quantifies interest. I would email a prospect relevant information before I would call.

Calling is intimate and presumes a relationship that may not exist yet. I HATE talking on the phone, but I tweet, Scoop and G+ all day long. Interacting with me on any or all of those platforms earns the right to do something I hate (talk to me on the phone). I'm not in the market for enterprise SaaS stuff at the moment, but bet my feelings aren't too far off (since it wasn't all that long ago I managed a large ecommerce website).

Better when your prospects contact you. Contacting you means you are an order of magnitude more likely to "make a sale". Acceptable ways to contact someone cold include:

* Know one of my friends and they suggested contacting me.
* Read something I published and want to follow or add to the post.
* Responding to one of my requests for help on social media.


An example of that last bullet is I'm looking for a place to stay in Columbus, Ohio for several weeks in November. Help with that and I would be glad to listen to a relevant pitch. The most important point is not to be COLD anymore. There is so much information about all of us so easily available build on something shared, known and collaborative.

BUT BE CAREFUL TOO

I'm way to presumptive. I make errors of commission. Each step in a relationship requires time to solidify, improve and strengthen. Hurry = death in a sales call. Leave some openness. Don't worry or hurry and try not to make errors or commission or omission. Easy to write when I am years away from my last "MUST MAKE" sales goal.

The irony of TODAY is to hurry and push will kill you faster than almost anything. To be patient, relevant and invest is the key to long term sales success. Do I miss having quarterly goals hanging over me? Not so much :). M

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Social Media Marketing: 12 Free Tools

Social Media Marketing: 12 Free Tools | Social Marketing Revolution | Scoop.it

there are a plethora of free tools designed to give your Facebook, Twitter, or LinkedIn account a little something extra. Here are 12 100% free social media tools that help manage, monitor, or develop content – in no particular order.



Via Kamal Bennani, oconnorandkelly
Martin (Marty) Smith's insight:

Great and many new to me tools.

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Marianne Naughton's curator insight, October 4, 1:02 PM

Tools for social media

Robert M. Crawford's curator insight, October 5, 9:01 AM

Just what I need to assist my company's exposure as RMCO MUSIC is a varied entity that deals with many areas within the music business including all aspects of  music production such as songwriting/composing, producing, recording, & engineering, as a guitarist, arranger, & vocalist. Also working in music event management as a live sound engineer, stage manager, & consultant, 

Evelyne Phiane's curator insight, October 5, 12:02 PM

tools 

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Social Media Marketing Good, Bad, Ugly [INFOGRAPHIC]

Social Media Marketing Good, Bad, Ugly [INFOGRAPHIC] | Social Marketing Revolution | Scoop.it

Marty Note
The Bad and Ugly shared convincingly in this infographic speaks more to OUR (i.e. business) continued ignorance that problems inherent in WHAT IS HAPPENING. Business is social, get used to it.

But there's a problem.

The problem, as is true in any transition time, is the OLD ain't fully dead yet. At some point, possibly soon, those "social media deniers" in the C suite are going to be dead (one way or the other lol).

Don't have to look far for convincing evidence. Look around in any public space and you will see people with head down keying the secret social STUFF of our lives. One would think the ubiquity of smart phones would convince the C suite to wake up.

Not so much apparently.

The C Suite isn't connecting the dots:

Smart Phone = social media. Social Media = traffic. Traffic = Money.

Read Ian McCarthy on why the Selfie Gets Bigger to understand why social media laggards will pay a high price to catch back up:
http://www.linkedin.com/pulse/article/20140923131408-1879-gopro-drones-and-making-wearables-social

Meantime enjoy this inforgraphic that says more about US than SMM.

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The Powerful Content Curation Tool You're Not Using via @jkennedy93

The Powerful Content Curation Tool You're Not Using via @jkennedy93 | Social Marketing Revolution | Scoop.it
Content curation is all the rage right now. But finding all this great content is time consuming. Fortunately for content marketers, there's an incredibly powerful social media tool that doubles as...
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Agree 100% with this great share from my friend Janet Kennedy. Pinterest builds community FAST and it is a natural content curator because its so VISUAL.

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Haiku Deck Favorites & Vote For Your Faves | Listly List

Haiku Deck Analysis
After an extensive Haiku Deck analysis we've come to one conclusion - every IMer should be using this tool! You can see the analysis on Curagami.com here:
http://www.curagami.com/featured/buffet-tools-conversations-top-haiku-decks/

Be sure to VOTE for your favorite Curagami Haiku Deck!

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Use Content to Shorten Your Sales Cycle - 6 Simple Tips

Use Content to Shorten Your Sales Cycle - 6 Simple Tips | Social Marketing Revolution | Scoop.it
Content, when used right, is an incredible sales tool. It can also dramatically shorten the sales cycle. Here’s how…



Via Brian Fanzo
Martin (Marty) Smith's insight:

Agree with Brian's note: Great Teaching + Helpful Information = Trust and the faster you get to trust the more likely you are to sell something. Repetition is important too. Most people give up, go away and blame YOU (the receiver).

I always try to HANG IN, KEEP SHARING and tune the only engine I can = ME :). Great tips here on sharing, teaching and building trust to shorten the sale cycle.


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Brian Fanzo's curator insight, August 18, 7:33 PM

Great teaching + Helpful Information= Trust


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Social Media Marketing's Top 10 Benefits via Forbes

Social Media Marketing's Top 10 Benefits via Forbes | Social Marketing Revolution | Scoop.it

Ten Benefits of Social Media Marketing

1. Increased Brand Recognition.

2. Improved brand loyalty.

3. More Opportunities to Convert.

4. Higher conversion rates.

5. Higher Brand Authority.

6. Increased Inbound Traffic.

7. Decreased Marketing Costs

8. Better Search Engine Rankings

9. Richer Customer Experiences.

10. Improved Customer Insights

Martin (Marty) Smith's insight:

I agree with 9 out of 10. I don't think social media, done right, lowers your marketing costs (#7). Maybe eventually, and eventually is in three years or more when your social engine is really tuned, you might sort of lower costs.

More likely you costs will shift from paying for robots to paying for people. We think that is a GREAT trend consistent with the say we see he web moving (from traffic acquisition to creating cherished and valued experience).

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Jakarta Web Developer's curator insight, August 12, 9:57 AM

Social Media Marketing's Top 10 Benefits via Forbes

Jakarta Web Developer's curator insight, August 12, 10:23 AM

Social Media Marketing's Top 10 Benefits via Forbes

Stephen Van Delinder's curator insight, August 12, 11:43 AM

I agree with Marty (@ScentTrail) on this one. Social Media Marketing will probably not lower your costs if you are doing it correctly. The rest of this is spot on. Your competition may or may not already be utilizing social, but either way it is something you need to be doing. The real beauty is customer availability, whether your competition is social or not, virtually all of your customers are. Social gives you the opportunity to start a dialogue with them in real time where they already are in a non-intrusive way. When used correctly, the results can far exceed this list of 10. 

 

Companies also have more opportunities to be creative when outreaching on social. Traditional email outreach open rates are typically around 20% depending on the industry (http://support2.constantcontact.com/articles/FAQ/2499); but I've conducted guerrilla outreach on social platforms that exceeded 90% response rates. There's really no reason not to utilize social in a B2C model. 

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Lessons In Creating & Protecting Scaled Community TED Talk via Twitter's Del Harvey @delbius

When hundreds of thousands of Tweets are fired every second, a one-in-a-million chance — including unlikely sounding sounding scenarios that could harm users...


Martin (Marty) Smith's insight:

When a 1 in a million thing happens 500 times a day, there are not 500,000,000 tweets a day, you have to think in scale as Del Harvey explains in her excellent TED Talk. Community demands a proactive stance or, as Harvey explains, having someone think about and prevent catastrophe.

"I pause and think, how could all of this go horribly wrong?" The idea of visualizing catastrophe is a must when one in a million happens 500 times a day.

Great example of how a community manager must think "in scale" and create "smart protections" that help without hindering.


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5 Social Media Marketing Safety Tips: Part 2

5 Social Media Marketing Safety Tips: Part 2 | Social Marketing Revolution | Scoop.it
In Part 2 of his social media marketing safety tips, Marty Smith shares how organisations can act to help prevent themselves being hit by a crisis on the internet.

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