Tips, advice and courses to integrate and improve a social media marketing strategy.

How to Earn Trust When Distrust Rules

trust

Organizations have been facing a challenge for several years now: a lack of trust among people regarding what they say, the messages they spread and how they act. Relationships are based upon trust. Although the levels and types of trust are different, this goes for business relationships as well. Trust and reputation go hand in […]

Social Media, Monitoring and Research: Opportunities and Risks

Surveying

    On top of these platforms, more cross-channel oriented solutions and specialized surveying and research applications, enable us to listen to the voice of the customer on social media and across other interactions in a way we have never seen before. As Jim Sterne says: the customer is more visibile than ever. These findings […]

Social Media ROI: Check Before You Start

Jim Lenskold

An army of social media thinkers has deemed it useful to redefine ROI, as in social media ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction).

The term Return on Influence (now Realization of Influence as well) is not Brian’s invention. Back in 2009, Amy Jo Martin came up with a popular video including so-called “cold and warm metrics” and mentioning Return On Influence. In 2007, Valeria Maltoni and others already talked about it, elaborating on a post by Paul Dunay. Since a few months, there is even a book called Return On Influence.

Confusing, isn’t it? Time to get serious about social media ROI as in Return on Investment again.

Blinded by Channel-Centric Marketing: the Eye of the Beholder

channel centric marketing blinds us

When social media started to become ‘big’, a new species was born : the social media expert, also known as pundit, maven or guru. Many of them had a PR or blogging background and few had a (digital) marketing background. There is nothing wrong with that. At least, until they started talking about…marketing. This new […]