Community Management

I’ve been thinking a lot about social media lately. I know, you’re probably thinking, “Well, that’s good because it’s your job.” But social digs much deeper for me than just my job.

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I’m currently on day seven of being in Las Vegas. Generally, I hit my “Vegas Max” at four days. Alas, I’m still here.

And I’m exhausted.

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Facebook has gone and done it again! They’ve made some changes that will affect brand pages by March 30th. I’ve taken a little time (an hour or so) to try and digest some of the changes and interpret them through the Community Engagement lens.

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This month’s Online Community Meetup featured facilitator, Bill Johnston, Online Community Manager for Dell and longtime online community expert, Randy Farmer, speaking about online reputation systems.

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Facebook’s release of a number of upgrades to their Like feature extends the possibilities for brand affiliation on Facebook.

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Facebook has already made it easy to hide other members’ status updates if you no longer wish to read them in your news feed. Now, you can keep others from reading your updates as well. The New York Times recently published an article detailing “How to Hide From Friends You Don’t Like,” further instilling the fear we all have when engaging in social media. While this may be a plus in the personal sphere, it’s a little frightening for brands that also appear within the same pages of Facebook.

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According to O’Reilly Radar, the largest demographic of Facebook users are in North America. 35.4 percent of the continent actively log onto Facebook every month.

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Context Optional partnered with WOMMA to host our first Wine Wednesday event yesterday. We’re big supporters of WOMMA and their mission to further the practice of word of mouth marketing. The non-profit represents marketers, researchers, service providers and agencies and is helping to pave the way for our industry. We were excited to join forces with them last night.

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Social Media is a new marketing tool, and everyone is still trying to figure out how to best use it. But don’t lose faith – just gain creativity.

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So, you’ve decided to join the rest of the world on the quest to market via social networks. Congratulations! But you can’t completely remove yourself from under a rock quite yet.

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One of a brand’s biggest fears when venturing into the social sphere is maintaining brand image in the seemingly open forum of social networks. The fact is—once you step into the social space, people can say whatever they want about your brand. The idea of keeping tabs on these comments, responding when appropriate, deleting when inappropriate, etc. seems overwhelming and is overwhelming for many companies. The bottom line is that many just don’t have the resources to be the “watchdogs” of their various social entities. Moderation is key to success.

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At Social Media Camp (part of the multi-city Social Media Week), a number of presenters (including our CEO, Kevin Barenblat) tackled the topic of scaling and measuring social media, while building engaging brand presence through conversation and interaction (via games, contests, etc.). Maria Ogneva of Biz360, Rick Klau of Google, Sudha Jamthe of PayPal and Jamie Shiller, spoke to one of the many interesting topics surrounding social media: Metrics. After all, if you’re doing it (engaging with customers through social media), you SHOULD be measuring it.

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