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The Revolutionary Potential of Mobile Media

We’ve all seen the amazing innovation and mass adoption of mobile apps like Groupon, Foursquare and Yelp, but I’m starting to believe that this is just the tip of the iceberg. With mobile penetration in the developing world far surpassing wired, innovative people are beginning to use seemingly simple technology like SMS to drastically improve people’s lives.

Source: ITU World Telecommunication/ICT Indicators Database.

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Lost in Social Media: Who Are The Mistrusting? #lostinsm

This week, I’d like to explore 4 concerns of the Mistrusting: fear of losing control, fear of change, lack of commitment or support, and lack of knowledge or skill. The other name for The Mistrusting is The Missing because they’re absent from social media. (If you need more background on what I’m talking about, please read last week’s blog.) To lighten things up – and because I’m inspired by the music playing in the background -, I’m going to use song titles as sub-heads. Grab a cup of coffee or tea, sit back and relax…this is going to be a longer post.

Losing Control (I.e. Fear of Losing Control)

Control over what? According to a report Flowtown published in February 2010, each year the number of people engaging in social conversations on the web increases by about 30%. The same analysis reveals that 80% of the social community’s engagement with content happens on platforms other than the one the content originated on. (1)

Whether or not a business embraces social media is only part of the equation. Many people already have – and they can (and will) say whatever they want to about your company. Dialogs and information exchange are already happening online.

Social media does not create these conversations, it just provides a series of platforms to move them online and uncover them. Read More »

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Social Media Club Silicon Valley: Social Media for Social Good #smcsv

I’m participating in a panel discussion at PayPal on Thursday evening about using social media for social good. This is the inaugural meeting of the Social Media Club – Silicon Valley, and it will be a great opportunity to meet some social media professionals.

I’m extremely interested in this discussion, as I am only 3 months into my new role as Marketing Strategy Manager for Corporate Social Responsibility (CSR). I believe social media is powering a revolution in social causes today.

Please join us at this event if you’re in the bay area, and if you can’t make it, I’ll post a follow up blog and try to capture some video interviews.

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Happy Community Manager Appreciation Day! #CMAD 2011

Community Managers are the unsung hero of social media ballads. However, today is Community Manager Appreciation Day (#CMAD), so step away from your Facebook, Twitter, Quora, or blog and give yourself a pat on the back!

In honor of #CMAD we created this image that truly captures the role of a Community Manager.

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Visualizing Your Brand’s Audience Engagement Profile

We recently introduced the concept of a Brand Value Index (BVI) — a composite index media companies can use to assess the relative value of their social entertainment sites powered by the Cisco Eos platform.  (Read the blog entry here.)

As I noted, a singular number like the BVI can help provide context at a portfolio level,  but it doesn’t provide a lot of prescriptive power on what I should do to improve or optimize a particular site experience.  For that kind of insight, we need more data points and the ability to compare individual factors to comparative benchmarks.

We can achieve both of these by standardizing each of the 11 variables in the BVI on a common scale, and displaying them on a radar plot like the attached.  (For those that are interested, this graph has also been normalized on a scale from 0-6, where the average across all sites is always a “3″ and “0″ is the absence of a particular factor).

Remember Site A and Site B from the previous post?  The question I posed about was: would you invest your limited resources in Site A, an over performer in the portfolio, or Site B, an under performer?  Without more context, you can’t make a good decision one way or the other.

To help you answer this question, let’s look at each site’s situation and BVI footprint for context: Read More »

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