Frank Patrick


Posts tagged with "social media"

Content Strategy - Both Strategic and Tactical

Whether managing living social media, or keeping sites fresh with blog-like efforts to engage, or even producing simple brochureware that’s expected to serve users’ information needs with minimal updates, it’s the content that lies at the core of success. The same way design (the role of which is to make one care about content) follows information architecture, information architecture lies in support of content. And content strategy requires both strategic and tactical skills separate from the marketing strategy it supports.

"… the growing demand for content strategy is often related to the need to bring an editorial viewpoint to organizations with no significant history of content creation. They need guidance on how to source, edit, produce, and maintain content. They need advice on staffing, governance, workflow, tone, quality, timing, and pruning the ROT from their overflowing archives." 

Tinker, Tailor, Content Strategist

Why Share?

A great summary of why we socially share, beyond the obvious keeping in touch with people who have passed through your life.

Jul 9

Social Link: LinkedIn basics for small business

Seven ways to actually get something out of LinkedIn for business

  1. Not all groups are equal…
  2. Brand it properly…
  3. Take you profile seriously…
  4. Save your searches…
  5. Create a company page…
  6. Actually update your status…
  7. Use questions and answers…

Go read Seven ways to actually get something out of LinkedIn for business for the details.

[via @swoodruff]

Jul 8

Social Link: Social Media: Understand the differences to overcome the challenges

A good intro to some social media basics.

…One of the first things a company needs to realize about social media is that Facebook and LinkedIn, for instance, are different animals. While all social media outlets have scalability, accessibility and immediacy in common, they serve distinct functions. For example, YouTube is a great way to demonstrate a product or method, while a Wiki (and yes, Wiki is considered a form of social media) is an authority-building tool. Facebook helps you connect with and engage customers and helps grow name and brand recognition, while LinkedIn is the foremost form of online networking…

Social Media: Understand the differences to overcome the challenges from Delia Associates’ Brand Matters blog.

Social Link: The Six Pillars of Influence

From David Armano - Six significant factors for analyzing “influence”…

  • Reach
  • Proximity
  • Expertise
  • Relevancy
  • Credibility
  • Trust

Read the whole thing for the details: The Six Pillars of Influence

Jun 8

Social Link: Pixie Dust & The Mountain of Mediocrity

I usually like to pull out a quote or a list from an article when I link to it, but that would only give you the excuse to read my excerpt and not “the whole thing”.

Stealing a line from Bush the elder, “not gonna do it” - not for this one.

Go read Kathy Sierra’s guest post on Hugh’s GapingVoid blog - Pixie Dust & The Mountain of Mediocrity - right now.

Jun 6

Social Link: Your Return Represents Your Investment

Social media maturity requires approaching it maturely, and an amount of effort equivalent to your desired outcomes.

From the linked article…

No matter how hard we try, we just can’t build a customer-centric organization if we do not know what it is people value. Social media are your keys to unlocking the 5I’s of engagement to develop more informed and meaningful programs:

  1. Intelligence – Learn about needs, wants, values, challenges
  2. Insight – Find the “aha’s” to identify gaps
  3. Ideation – Inspire new ideas for engagement, communication, new products/services, change
  4. Interaction – Engage…don’t just publish, bring your mission to life
  5. Influence – Influence behavior and in the process, become an influencer

Read the whole thing - In Social Media, Your Return Represents Your Investment from Brian Solis.

Social Link: Everyone Should Hire 'Social Media Experts'

Good piece on the skills needed for effective social media marketing. From the piece…

Do as we’ve done, and hire folks with social media knowledge and expertise. It will open opportunities that wouldn’t be otherwise available, and if your other processes around monetization and customer acquisition scale, social is a phenomenal compliment to whatever channels you’re currently pursuing.

[Link: Everyone Should Hire ‘Social Media Experts’]

Linkage: Social Media Metrics

A few links with different ideas on measuring social media…

Read More

Apr 7

Dealing with the short shelf-life of social media messages. 

Facebook or Twitter - Which is Better for Branding?


Today | LinkedIn

I’ve been living in LinkedIn a lot recently due to my job search, and have been impressed with the functionality the site has added over the last few years.

With the launch today of Today | LinkedIn, I might be staying tapped into it even after I get a new position.


Mar 7

Interesting Facebook Campaigns: Old Navy, Carrabba’s

I particularly like the engagement involved in the “progressive” email-based Carrabba’s coupon program (Facebook link).

[link to story]

Mar 1

Facebook Promotions: What You Need to Know (corrected)

Since a friend and former client of mine passed along a link from Social Media Examiner on Facebook today, I was hoping to suggest it as a good simple summary of do’s and don’ts of Facebook promotions. It does have some good basic info, but…

I think it goes too far talking about what I believe is an error. It spends a lot of time focusing on its statement that…

…you still must administer ALL contests on Facebook via a third-party app ON the Facebook platform.

…and pointing to a bunch of third-party app providers to do so.

This didn’t sound right to me. I’ve been involved in the development of apps for photo and travel tip contests - home-grown apps not involving third party app platforms. Yes, you must use an app for contests, sweepstakes, and other such promotions, but there is nothing in Facebook’s Promotions Guidelines that requires the use of a third-party app. As I read the guidelines, you can use a third-party app for promotions, but are not required to do so.

…at least according to the current Facebook rules which, I’ll admit, can be a moving target.

What Consumers Want Online - "Show me the offer!"

The article has interesting things to say about location-based services and Facebook.

…Even so, these [Location-based] services have a long way to go before they hit the mainstream. In total, 30% of those who don’t use them said it was because none of their friends do. Nearly 20% responded to the question with answers like “Don’t know what it is” and “Never heard of them.”

Not so with Facebook. There are 241 million residents aged 10 and older in the U.S. and 149 million Facebook accounts, which are only open to those 13 and older. When you consider that the latest Pew data shows 79% of adults have internet access, you start getting to a point where saying “Everyone who is online is on Facebook” isn’t that far off.

I wish the survey laid out details for SMS Text along with the other platforms, or if it’s some small part of the 13% “Other”.

Ben Kunz makes some good points about this survey as well.