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)?

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This post is part of an ongoing series taken from my eBook on Social Media Architecture; a Field Guide to …

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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Most …

A Social Media Architecture is “A structure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence”

However, as we move from social media as a novel new means of building relationships, to a mission critical part of the business infrastructure the terms of success will move from isolated pages and campaigns to connectedness and coordination .

I have recently published an eBook on  ”social media architecture.”  I will be posting much of the content serially on this blog over the coming weeks.  However the best way to read it is to …

How do we reframe business in this era of the Internet and social media?  Web 2.0?  Enterprise 2.0? McKinsey has dubbed this the Network Enterprise but all of these terms seem to miss half …

The gap between intentions (brand and messaging) and actions (product/service quality and public review) is the distance any organization now needs to bridge in their planning.

A Social Media Architecture is defined as “A structure that brings harmony, utility and durability to the diverse elements of an organization’s social media presence”

I had the good fortune to present on a subject I am calling “social media architecture” yesterday at the iStrategy conference in Amsterdam.    I have been thinking on this subject (and being informed by work …