Author Archive

The Clone Effect

Wednesday, December 9th, 2009


One thing that worries me about the way companies and people approach social media, is the “clone” effect. Everywhere we look, we see people joining every network available, setting up every profile possible, and imitating every successful and popular strategy that they’ve heard of. They do this not because they truly believe is the best way to immerse in social media, but because they are actually clueless on how to deal with this change of rules and consumer empowerment.

The problem with this is the wrong assumption that social media is something that you have to “check.” Companies hire cheap and young employees because they think that since they are young, they “get it.” They don’t realize that to actually make the best out of your social media involvement, you have to be serious about it, face it in an integral way, analyze how each part of your company is going to fit with it. But most importantly, companies have to establish what’s going to make their social media strategy stand out from all the rest. You can’t do what everyone else is already doing, because there’s no value there.


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Social Media ROI Should Not Be Your Biggest Concern

Monday, December 7th, 2009


One of the most frequent and debated topics when it comes to social media with all its novelty and changes of paradigms, is the problem that companies have calculating the Return of Investment (ROI) of these strategies. Every social media marketer, agency and company can tell you that the question about how to measure the ROI of this innovative strategy always comes up when trying to persuade someone to join the game.

With tools and sites like Google Analytics, Feedburner, Twitter, Facebook, Viralogy and many others, you can track in a very precise way many interesting statistics, but they don’t necessarily have to mean you are going to make X amount of money out of them. Not every social media strategy can have the same outcome and profit that Dell had with its innovative “sales through Twitter” approach.


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Should We Trust Twitter?

Wednesday, December 2nd, 2009

iStock_000010635611XSmallRecently Twitter launched its new retweet function, in an effort to formalize that popular usage of its users. Needless to say, as usually happens with everything new related to Twitter, this change brought quite a controversy. I’m not going to get into the details, but this post by Lisa Barone of Outspoken Media seemed to have said what most people were thinking: the new RT function sucks.

Basically, people feel like @ev, @biz and @jack are not listening to them, that they are ignoring their users’ thoughts by publicly saying things like “we’ll get used to this” and that we will eventually “welcome the change.” We don’t care about that, and we are voicing our opinion And in today’s social media world, the people’s opinion is something that you shouldn’t ignore…

…or should you?


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Four Reasons Trends Work

Monday, November 30th, 2009

iStock_000007626319SmallSocial media is all about trends. People love them. People like talking about what’s new, what’s cool, what’s boring and what’s sad. It’s all about what people think of diverse topics. The interesting thing is that companies can use this fact to their advantage. Companies can start a trend, and see the buzz build up. This is probably one of the best ways to prove the power of social media. You do something awesome, and let it trend. Here are some reasons why aiming for “Trends” as a strategy is a good decision:


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