DR. WHAW? – September 8, 2009
And I’m back! Just as I promised, DR. WHAW? is back, baby! I want to apologize again for an off-week, and it has not dampened my blog-writing spirit, I can tell you that. So without any more chit chat, keep reading to learn what I Didn’t Read While Hard At Work (but wanted to!) today.
DR. WHAW? – September 8, 2009
1. What Social Media Can Learn From Multicultural Marketing by Christine Huang — This is absolutely brilliant. When marketers approach a multicultural campaign or project, they do extensive research and approach the situation with care. So why not treat social media the same way? Social media is providing a network of individuals who in some ways can be considered their own niche market. Christine Huang describes social media as a spectrum, and I think that’s the best way to put it. You must thoroughly understand upon which part of that spectrum your target audience falls in order to understand how best to reach them.
2. Metrics and Numbers You Should Know if You Want to Measure Social Media ROI by Jacob Morgan — Perhaps I have missed the point of this post, but I felt completely misled by the title. The author provides a list of valuable metrics and measurements that are arguably necessary when considering return on investment (ROI). However, I was disappointed that there was no connection to social media. How can I use those tools to calculate ROI from social media? How do I adapt those tools? What other tools are there more specific to social media?
3. Internet Grows 37.5%, Traditional Media Declines 30%, 2006-2009 by Erik Sass — I know what you’re thinking: duh! Trust me, reading past the headline will do you some good. There are some more valuable insights in this post than the title may suggest, though it’s great to see the point driven home by some great statistics. Knowing how media is changing, how will you adapt?
4. Even More Research: Technology Is Making Kids Better Writers, Not Worse by Michael Masnick — Lately there has been a lot in social media news about how Twitter is making us dumber and online multitasking is harming our ability to learn. It’s great to see that numerous studies have shown that at least our ability to write is safe, and even more than that, kids today are becoming better and better writers thanks to increased use of technology. Whether it’s texting or online chatting, we’re using language more and more, which is helping to hone our skills. This is a great read, and I love that it’s some good news for once!
5. Sometimes you gotta realize that people are nuts, and build it into your PR plan by Bill Sledzik — No matter how much you prepare or how much you monitor, odds are one day we’re all going to experience a PR crisis of some kind. While I’ve seen many articles and textbook chapters explaining how to create a communications plan for just such an occasion, I think this one goes above and beyond anything else I’ve seen. We should all realize that we cannot always predict what other humans will do. We all act irrationally sometimes, and Bill Sledzik argues that you might as well build that into any crisis plan. Read this post to learn how, I promise you won’t regret it.
6. Who’s Watching Now? by Jason Baer — It’s surprising to me how much business still operates on the basic nine-to-five work day. Personally I arrive at the office nearly four hours earlier because I have to send out a report each morning by 9 a.m. Jason Baer points out that your customers and those interested in your online brand do not operate on the nine-to-five, so why should you? Even though most of the American workforce took the day off yesterday, my Twitter feed was alive and well, and there was plenty of original content being generated. So what happens if you’re out of the office when a crisis starts?
7. Becoming A Social Business Is Your Next Big Challenge by Jason Falls — What is a social business? Are you ready to evolve? Jason Falls explains what he believes will be the next challenge for big brands and small businesses alike. The idea is not to take away the importance of sales, but to focus upon a compelling buying environment instead of a compelling sales pitch. Do you understand the difference? Neither did I, but reading this post really did help me better understand. And you know what? I think he’s onto something.
So glad to be back! Writing today made me regret not being so diligent last week, but alas! The past is the past, and I’m just so happy to be moving forward. Please tell me what you think, leave comments and share your favorite stories you couldn’t read during your work day.