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|Tuesday, May 24, 2011|
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|In this week's issue:|
New Enterprise Facebook Plugin Helps Community Managers Connect the Dots
The social business concept continues to take hold as more brands realize the potential that exists in leveraging relevant online conversations. Community management is growing in importance to these brands as a key method for effectively tapping in to these conversations.
That said, there is huge opportunity for software companies to offer tools to support this important function. The latest development came last week, when social business software company, Jive, released a Facebook plug-in designed to enhance online community management. The tool, called Jive Facebook Connector, allows companies to integrate Facebook communities, fan pages and content into the Jive external customer support communities.
To use the plug-in, existing Jive users can sync up the content of their brand’s Facebook pages with their Jive Community. For example, if a fan of Jive posts a question on Jive’s Facebook page, that question will automatically be cross-posted to appear on the Jive community page as well. When a brand responds to the posted question, the answer is posted, like the question, on both the Facebook and Jive community pages. This integration not only allows the community manager to respond to customers more quickly and efficiently but it significantly expands the brand’s reach, socially. It’s a simple solution, yet one that’s incredibly powerful. Watch the demo here.
Major brands, such as American Express, have shared their plans to focus more efforts on community management. Recently, they announced a redesign of part of their website to incorporate better community management and easier social integration. The new design lets visitors log in to their OPEN Forum account using their Facebook, LinkedIn or Twitter alias, andalso simplifies the process for users to share and flag content that’s of interest.
As the popularity of community management grows, success will be evaluated based on how well a brand’s online platforms cross one another and how socially integrated each platform is. Case studies like that of AmEx as well as the emergence of tools like the Jive Facebook Connector are evidence of the concept that it’s no longer enough for brands to simply be online – they must also proactively manage and evolve their online presence. - Allie MacPherson, Account Coordinator, Text 100 New York
Succeeding With Video and Live Streaming
A few weeks ago we discussed the announcement of YouTube Live and the opportunities live streamed video content opened for brands already using YouTube. Coupled with the video streaming records set by the Royal Wedding, it’s clear that video is more popular and more effective than ever – if done right. We caught up with Mitchell Linden, VP of Business Development for Beyond (Text 100’s sister agency) and video expert to get his take on the explosive growth of video as a communications tool and the things brands should keep in mind when creating video content. Read more...
Advertising vs. Public Relations: Round One
Listen up, ad-agencies: you’re no longer in charge.
You see, ‘content’ has evolved from the Mad Men days of a single-minded proposition designed to sell a product or brand in one tightly-crafted nugget of branded copywriting.
With the convergence of media (digital, ATL, outdoor and mobile) driving an unprecedented convergence of communications and a Global Village of hyper-connected people, brands can no longer rely on the single creative ‘Big Idea’ carried via television commercials and matching luggage of advertising applications. Read more...
Creativity at Work - Part Two
A mindset, tools and practice… Our first post on creativity at work showed that being more creative is possible, but takes effort. So why should you bother, anyway? Couldn’t you just get away with a more or less intelligent copy-and-paste-strategy?
To a certain extent, you probably could. But there are two main reasons why you should make the effort: The first is a business reason. And the second, a very personal point. Read more...
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