If one of Google’s goals in launching the Knowledge Graph was to increase the number of searches being conducted, then it seems the mission has been accomplished. Google report an unspecified surge in search queries since it launched May 16.
Consumers have understood they have “choice,” and social has changed the old marketing game plan. Consumers want specific content and information at all stages of their buying journey. What they want, how they want it, where they want it, and when they want it. Yet many corporates are still stuck in 20th century thinking and one-way business silos.
The ‘if you build it, they will come’ approach to online content creation is no longer enough when it comes to developing a truly engaged audience online [Simon Edelstyn - http://bit.ly/LolvDj , European managing director at Outbrain] and content amplification has a key role to play.
For marketers, as the online environment continues to grow, it is no longer a case of simply creating content and hoping for the best. It has become increasingly important to ensure the right audience is discovering this content.
How to amplify the value of this content and get it seen by the right audience, amidst a sea of irrelevant content: http://bit.ly/LokPOl ;
1. Produce more engaging content
Develop educational or entertaining content in several different formats
2. Earned media is content
3. Amplify your efforts
In the B2B arena, content discovery is emerging as a new way to help the right people find the right content for them, while allowing marketers to amplify and build relevant communities around these assets.
Because of the nature of the majority of B2B content, its audience is targeted, and content discovery can help reach targeted relevant and interested users.
Content marketing and engagement doesn’t necessarily translate directly into immediate ROI or sales conversions, online or offline.
However, it is a way to make customers aware of your existence, demonstrate credibility and build brand loyalty via deeper engagement.
Content marketing is not a sprint, it’s a marathon – you need to be patient before your audience will be ready to move to consideration or purchase.
With so much content already out there, you need to make yours relevant and engaging, to help the right eyes reach it.
How can we use digital media so that they help us become empowered participants rather than passive consumers? In his book Net Smart, Howard Rheingold shows how to use social media intelligently, humanely, and, above all, mindfully. Download the table of contents (PDF) here.
Mindful use of digital media means thinking about what we are doing, and cultivating an ongoing inner inquiry into how we want to spend our time. Rheingold outlines five fundamental digital literacies, online skills that will help us do this: attention, participation, collaboration, critical consumption of information (or "crap detection"), and network smarts. He explains how attention works, and how we can use our attention to focus on the tiny relevant portion of the incoming tsunami of information. He describes the quality of participation that empowers the best of the bloggers, netizens, tweeters, and other online community participants; examines how successful online collaborative enterprises contribute new knowledge to the world in new ways; and presents a lesson on networks and network building.
There is a bigger social issue at work in digital literacy, one that goes beyond personal empowerment. If we combine our efforts wisely, it could produce a more thoughtful society: countless small acts like publishing a Web page or sharing a link could add up to a public good that enriches everybody.
Social media has a fraught relationship with neurosis. Obsessive people are essential to sites like Facebook and Twitter. They add energy and buzz. Their identities get tied up with their avatars, and that in itself makes the sites seem important.
But obsessives are dangerous.
Do I really want to check Twitter, Facebook, or Google Plus if all I see are the same thoughts, infinitely recycling, through the same minds?
Social media also has a fraught relationship with competition.
Twitter does everything it can to make users obsess about follower count: every time you click on someone’s name, you see how many people follow them, and, for better or worse, you develop some notion of their worth.
Google Plus shows its heart—or perhaps its lack of a brain—by concealing the number somewhat. LinkedIn’s solution is kind. It prominently displays the number of connections you have, until you reach five hundred.
The newest social media tool to grapple with this is Klout, a service for measuring your influence on all of these social networks.
Klout grades users on a scale of one to a hundred based on some proprietary algorithm that counts how often your comments are retweeted, liked, or shared.
Don’t ever go on vacation.
The numbers are also obviously important to employers, marketers, and socialites.
Klout is designed in a way that makes it likely to fuel both unhealthy obsession and unhappy competition.
How strong of a role does social media play in search and SEO? There are still many B2B companies not participating in social media. It doesn’t help our sales effort, we cannot quantify it, our target doesn’t use it and the list goes on.
Managing Twitter followers can become a time consuming task, taking time away from actually sending messages and growing your influence. Here are a few free and paid tools that will save you time and provide all the important data you need.
This piece was written by Brian Solis about what he refers to as Generation C - the "always connected" generation.
There are a lot of relevant insights and suggestions in this article. I've pulled out some points that caught my attention:
What is the future of social media? Do you think it will pull ahead of classical media?
**Social media has given birth to a different type of customer, the connected customer or otherwise what I refer to as Generation-C where “C” represents “connected.” Gen-C is not bound by age. They’re not defined by income or education.
Here are some highlights:
** They live the digital lifestyle and traverse across all demographics. These consumers do not surf the web like other customers. They don’t learn nor make decisions like that of their traditional counterparts.
**They live and breathe in social networks and rely on smartphones or tablets as their windows to the world.
**when you compare the size of the market for traditional consumers vs. Generation C, only one of the two segments is growing while the other is shrinking over time.
**If you had to invest in the future of your business to earn attention and ultimately relevance, the greatest ROI is tied to the connected customer
Here are some takeaways:
The goal is to have a process and a supporting system for recognizing opportunities and piloting them as they arise.
**The trick is to understand the difference between emerging and disruptive technology
**only focus on those that will deliver and not distract.
How can social media activity increase the revenues and profitability of a company?
**To activate social commerce requires that you define an experience around the transaction where the outcome is of course the sale
**the journey is in its own way engaging and fulfilling.
**You must define a click path from a social network to a destination that facilitates a transaction but is also in alignment with the expectations of a social consumer
Curated by Jan Gordon covering "Change Through Ongoing Discussions"
"Information overload isn’t a new phenomenon by any means. The sensation of being overwhelmed by information has been linked to every media revolution. With every new innovation and the mass adoption of disruptive technology, the volume of information available to us grows exponentially.
With media now so pervasive and portable, information, of any focus, is available, on demand, and more importantly, resides in our hands to create and consume at will. We are, for better or for worse, always on. And this is both part of the problem and part of the solution for how we evolve as individuals and as an information society.
Social media has gifted us a new democracy. And with it, the ability to connect to people around the world and create, share, and devour knowledge, entrainment, and irrelevant information at will. It’s as intimidating as it is beautiful.
There is a very real human cost of social connectivity. But, the symptoms of information overload are only a reflection of our inability or lack of desire to bring order to our chaos. See, we are the engineers of the media levees that prevent overflow.
The challenge lies not in the realization that we are empowered to curate our social streams and relationships, but in the consciousness of what is and what could be. Meaning, that we must first understand that how we’re connecting, consuming, and creating today is either part of the problem or part of the solution. We, and only we, are in control of information overload and everything begins with acceptance.
Information overload is a real phenomenon, but it is I believe, by design. It either works for us or against us and it is our choice as to which way the stream flows. To be clear, information overload is a symptom of over consumption and the inability to refine online experiences based on interest and importance.
Access to information and people is intoxicating. Creating an online portrait of who we are or who we want others to see is equality alluring. But without direction, governance, and discipline, we are at risk of giving ourselves to the very networks we value rather than managing the platforms to our advantage.
Our participation must be inspired by purpose and parameters. No, we are not obligated to connect with everyone who connects with us. We are obligated to maintain balance in who we are, what we value, and equally the value we invest in the communities in which we participate.
As Clay Shirky once observed, “There’s no such thing as information overload — only filter failure.” My take? “Information overload is a symptom of our desire to not focus on what’s important.” It’s a choice.
Perhaps said another way, information overload is a symptom of our inability to focus on what’s truly important or relevant to who we are as individuals, professionals, and as human beings..."
If it ain’t broke, don’t fix it, is such a cliché that it has spawned its own cliché: If it ain’t broke, break it. Unfortunately, that’s just what many companies do unwittingly to their branding programs, playing into the hands of public enemy No.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.