The analyst firm I used to work for has a Web Site Review methodology that is grounded in — or centered on, or revolves around — a central concept: How well does a site help its users accomplish their goals?
It is very easy to get excited by social media. By “Likes” and “Follows”. To think about the tools you can use. To worry about creating content. To feel you must rush to be on the latest platform or site. But in all this excitement it can be easy to forget something that is more important than the tools, platforms and sites that you can make use of – the skills and expertise you need to identify, manage and grow a true online community.
Do you find chunks of your day consumed by less than productive activities? Updating Twitter? Checking Facebook? Clicking on those fascinating links posted by your friends? Checking sports scores or stock prices? Catching up on the latest hilarity from DamnYouAutoCorrect? None of these are bad things, but when you have important tasks to complete these non-essential activities can kill your productivity. It turns out there’s a quick visualization you can perform that will make you more likely to focus on your mission-critical tasks.
Across Silicon Valley, companies like Google and Facebook are waking up and realizing that the future of the Internet is no longer taking place on the desktop or laptop - it is taking place on the tablet and smartphone. As a result, there has been a huge land grab in 2012 to control the future evolution of the mobile Internet.
With elections in Russia already happened, those in the UK, France and the US to come there is much debate about how social media is now being used in both the electoral process, and more broadly as part of engagement between our world leaders and others on social media. Barack Obama has traditionally been held up as an example of using social media for campaigning and for engaging with people through Twitter, Facebook and other channels. But he is not the only world leader to use social media.
Lately, there's been a lot of talk about the ways Net Promoter is relevant to those in social media. But while the intuitive link is clear to me, a lot of the thinking I've read to date doesn't really resonate on a level that is both practical and strategic. So I decided to take a stab at a more comprehensive framework myself, admittedly helped by a number of practical challenges a CEE client faced who wanted to develop a more customer-centric approach across it's various distribution and communication channels.
Something brand owners strive for is that elusive magic of being loved by consumers. Brands like Apple, Google, Southwest Airlines, and others have earned enduring positive regard among consumers, and those companies outdo their peers in part because of the brand equity they have built. But what about brands people don’t like? Oddly, some of those survive quite nicely and even prosper.