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Article Archive for November 2011

When Engaging in Social Media – Focus on Which Needs You Satisfy
November 28, 2011 – 12:43 am | 7 Comments
When Engaging in Social Media – Focus on Which Needs You Satisfy

When a brand launches a “community” without clearly addressing the unique qualities of the community and without understanding need states they will focus on, you can see the trouble right away. What is the consistent source of conversation? Should a community be devoted to advancing thought leadership (to be inspired/entertained), giving discounts on products (to be rewarded) or providing customer care (to get support)?

Understanding The Difference between an Audience and a Community
November 22, 2011 – 9:00 am | No Comment
Understanding The Difference between an Audience and a Community

While traditional marketing, communications, R&D and the like revolve around the notion of “audiences,” social media is centered on communities.  Radically compressed here, the difference is that the value derived from audiences tends to be one-dimensional; …

What Constitutes a Unique Community?
November 20, 2011 – 11:39 am | 2 Comments
What Constitutes a Unique Community?

This post is part of an ongoing series taken from my eBook on Social Media Architecture; a Field Guide to Unifying your Social Media Presence.   You can download the entire book here
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The proliferation of …