According to a much quoted study of reasons why people follow a brand (that is Like or subscribe to a brand on a social media property), it is discounts and promotions (36% on Facebook / …

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)?

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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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 …

The media is framing Google Plus as a direct competitor to Facebook – either Google Plus or Facebook.   After a few hours with it – I think this is the wrong framing.
Despite the fact that …

It was just before 9AM  GMT +2 on Friday and I was working in a client’s conference room.   I happened to look at my Twitter feed and saw this – “Japanese Tsunami is live on …

The critical insight in all of this is that “Digital” is not an economic reconfiguration as much as it is a social reconfiguration.

Reading the Fast Company article on how Twitter is being used now as an accurate means of predicting sales or behavior.  In this case movies.  While the application of Twitter as an effective prediction engine …