When it comes to firms using social media, bigger is not
always better. In fact, we are finding just the opposite to be true. Once
considered “The Great Equalizer,” social media has in fact gone a step
further by not only leveling the playing field, but tilting it in favor of
smaller firms.

While social media will continue to be the sizzle that whets the appetite for this annual record-breaking, uniquely-American, cultural and iconic touchstone event, the reality is that – at least for the foreseeable future – the live, 4-hour, televised event that we call the Super Bowl will continue to be what it has been for the past 4 ½ decades – a “media” event and a “social” event, but not a “social media” event.

What my right-brained colleagues didn’t understand was that “Activation” on Facebook or LinkedIn is not a business strategy – it’s merely a tactic; a discrete, autonomous, executable which – while important – is only a tiny, incremental subset of our social media strategy.

How Should Enterprises Quantity the ROI of Social Media? It Depends!

I’m an executive and I HATE social media.  There, I said it.  It’s finally “out there.”  But before you Twitter a flaming flash mob link to assemble pitchfork-wielding Second Life villagers outside my door, I urge you to take a deep breath, put down your double frappuccino, remove your earpiece, step away from your iPad, [...]

Companies taking a serious look at using Social Media are facing key internal challenges to their efforts. This is just a short list, but these are ones I find in my discussions with executives on a weekly basis.    Measurable    How do we measure social media? In other words how can justify using social [...]