Brian Solis: the culmination of a year’s work documenting and organizing the social web by usage and conversational patterns
Burson-Marsteller conducted the study between November 2009 and January 2010, surveying the top 100 companies of the 2009 Fortune Global 500 companies from USA, Europe, Asia Pacific and Latin America.Almost 80% of the Fortune Global 100 companies are using at least one of the top social media platforms to engage with stakeholders, a Burson-Marsteller study found.About 65% of the Fortune Global 100 have active accounts on Twitter, 54% have a Facebook fan page, 50% a YouTube channel, and 33% employ corporate blogs.In Asia Pacific, companies are increasingly using social media to engage customers and are more likely to use corporate blogs than other forms of social media.The study also found that stakeholders are listening and engaging on social media platforms - corporate Twitter accounts averaged 1,489 followers, while each Facebook fan page averaged 40,884 fans.http://marketing-interactive.com/news/17999
What do we mean when we say “the social Web”? There are many ways to define it. Here isForrester Research’s taxonomy, which divides it into six user activities, which of course overlap.
Why PR pros are well-positioned with social media-Experience with EARNED MEDIA; you're all about the interaction- PR is the area of communication most experienced with advocacyYou're used to responding to issues in real-timeYou would not be here if you didn't know how to craft a message (read: create content)shift your mindset from social media to social strategy
Responsiveness on TwitterInvolving customers in naming their new planes
How does this change the PR professional’s role? Not writing the message but defining strategy, providing guidance and reviewing impact. It’s about harnessing/crowdsourcing, rather than producing.http://indium.com/blogs/
Starhub activated customer engagement on Facebook through an on-going contest, “The Great Singapore Treasure Hunt” Winners announced weekly Custom tabs provide information on current challenges, winners and video produced by the brand and by fansLaunched in August 200926,000 fans to-date
It’s natural: Natural links (in contrast with ads) help your website be exposed to large groups of people in a spontaneous fashion.It’s defensible: Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. It’s low-cost/high returns: The benefits will often exceed the cost. It complements other efforts: Social interactions actually help improve other methods of getting traffic to your website.
http://www.marketingsherpa.com/article.php?ident=31548Astoundingly, only 35% of respondents said they were tracking sales conversion and other ROI metrics related to social media.Getting more website traffic, Facebook fans and comments is very good. But if you’re not sure whether that’s having an effect on lead generation or sales, many executives will ask: what’s the point?Common goals:Brand awarenessOnline reputation management and customer supportOnline traffic/visibilityGenerating both online and offline attention or media coverageAttracting inbound quality/natural links for SEO purposesIncreasing readershipDirect sales