Don't Serve Garbage On a Silver Platter

Delivering business results through the online social space cannot be accomplished without being genuine. It’s only a matter of time before your real intentions and objectives are revealed.

It doesn’t take a genius to distinguish between the scents of genuineness and the stenches of garbage. Online users are extremely savvy and intelligent. There is an inherent level of transparency within the digital. If you’re online, do it right from the start. Set out to build lasting relationships.

Here’s a simple takeaway: Be real. Be honest. Don’t serve garbage on a silver platter – you’re only kidding yourself.

Quantity is Not Quality – Online Users & The Quality of a Click

What does concrete data really say about the quality of a click. How can we measure the quality of concrete data to better understand online users within our communities?

If 500 individuals “like” a post or a page, it is simply 500 individuals who clicked the “like” button. We can assume if the number is high, then the probability of a genuine click is higher. But this does not necessarily provide us with a clear picture of the quality of the clicks and users.

I’m not sure that we can effectively track social media efforts, yet. This might be one of the reasons why companies across the globe are having a difficult time justifying cutting their ad dollars out of traditional media to fuel social media. But, if social media efforts were brought to a halt at a brand that currently utilizes online social channels, there would be a measurable dent in their bottom-line, even thought we can’t track the upfront efforts.

Looking at hard data is a classic quantitative approach. And there’s always validity with numbers. But, how do we measure the quality of the data? Certainly we can make educated interpretations of the data, but this will not give us a true understanding of the quality of our users, followers or community.

I’m a firm believer in numbers and concrete data. Numbers cannot lie. But numbers are representative of quantity, and not of quality.

(A response & dialogue to Mitch Joel’s post on The Almighty Endgame Of Marketing on Six Pixels of Separation)

Unknown Color Theory

The most commonly known and considered aspect of color:

  • Chroma – The actual color. We simply refer to this aspect as color. When people talk about matching, they’re referring to this aspect.

The least considered aspects of color:

  • Value – The lightness and darkness of a color; tints and shades.
  • Temperature – Whether a color is cool or warm, and yes a blue can be warm or cool.
  • Intensity – The vibrancy of a color.

The unknown, and crucially important, aspects of color:

  • Distribution – The location of color, where the color is used and the proximity of a color to other colors. The nature and personality of a color can drastically change when it’s location is changed.
  • Quantity – The amount of a color used. Large amounts of red will be perceived differently than red used as an accent.

Social Media "Follow Us" Basics

We’ve been noticing major and minor brands utilizing Social Media as part of their online marketing initiatives. To include these non-traditional marketing approaches is good. The way it is executed is not good. Why would someone click the Facebook or Twitter link on a page with a “follow us” call to action?

There is nothing in it for the customer!

Simple Solution: Include incentives like

  • Exclusive Deals to the Online Community
  • Promotion Announcements
  • New Products/Services Announcements (PR)

Give your future customers a good reason why they should invest the time and make you part of their world.

Customer Service, The New Strategy

What happened to great Customer Service?

Shift your efforts (and keep them there).

Whether you know it or not and whether you like it or not, the phrases or philosophies of “customer experience,” “voice of the customer” or even the back office concept of “retention” are going to become beyond critical in your corporate lexicon. Learn them or else. Master them and you might just separate yourselves from your competitors at a pace never imagined or seen before. Read the full article here!

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