Archive for “November, 2009”

Social Media Roundup for November 6, 2009

Hello again, boys and girls.  It’s the Social Media Roundup, brought to you by the letters S, M, and G, and the number 3.

In honour of Sesame Street’s 40th birthday, I’m taking a page out of Google’s book and tossing up one of my personal favourite sketches to start off the roundup.

Yipyipyip…uh huh.

Party. Party. Party.
In SMG news, our 3rd anniversary party and #savethebou tweetup last night was a rousing success!  More on that next week in a full blog post, but thanks to all who attended and to @photojunkie and @modernmod for providing photo ops and bangin’ tunes.

Better Blogging through Pet Worm Ownership
Sonia Simone at Copyblogger has a great post this week on how Oscar the Grouch makes a great blogger role model, and it’s hard to argue with. I know that’s a blog I’d subscribe to. Slimey doesn’t actually feature in the article, but he’d probably make a decent editor.

Lists, Trends, and Retweets, oh my!
In Twitter news this week, Doug Haslam has a great analysis of the Lists feature rolled out last week, including a ringing endorsement for personal ego-surfing.  Not content to rest on its laurels, Twitter began more focused efforts to curate its Trending Topics and started rollout of its new retweet feature, which Mashable is doing a great job of unboxing on the fly.

nth Life?
Second Life has taken the wraps off the open beta of their Enterprise product, allowing businesses to operate their own private virtual world behind the firewall.  The office dress code just got a whole lot weirder, and catching a flight to a meeting has taken on a whole new meaning.

SNCR Always Satisfies
The 4th Annual Society for New Communications Research Symposium & Awards Gala kicked off this week, and has already generated reams of conversation. Congrats in advance to all the award winners to be announced tonight.

Building Channel, or Why Microsites are a Bad Idea

I’m starting to repeat myself. We’ve been having very similar conversations about social media with virtually all of our clients over the last eight months or so, the main point being: “You need to start thinking like a media company. Your objective in this fragmented universe should be to build channel.”
That sounds great, but what does it mean?

1. Stop building temporary microsites and spending millions in media dollars to send people there, only to shut it all down (or leave it to wither) when the campaign ends. Attention is an expensive gift – think about how you can recycle it.

2. Who cares if companies like Honda have 2 million app users on Facebook? You should – they can engage with and activate 2 million qualified brand enthusiasts in the future, at virtually no cost.

3. Think like a broadcaster – if someone has spent time and money making channel 14 highly rated, are they going to launch a new channel to air their new show? No – they’re going to piggyback on the money they’ve spent and the eyeballs they’ve attracted. Knowing this, why are you reinventing the wheel every time you have something new to share or talk about?

4. Your plan should be to build permanent real estate (your own and on the social networks of choice for the people you are trying to reach) that can be strategically leveraged to let you connect with the people you want to talk to most and who want to talk to you.

Old habits die hard – we’re all still getting used to the scary fact that social media means millions of consumers are publishers – they no longer require a TV station or newspaper to get their point across to a vast audience. But business needs to take a breath and realize these new rules apply to them as well. This of course requires a re-thinking of where marketing and media dollars go; something that’s a lot more than scary for a whole industry.

“You need to start thinking like a media company. You need to build channel.”