Social Media

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Why Your Company Is Probably Measuring Social Media Wrong

If a teenage girl retweets you in Japan, will your video go viral in Brazil? Social business expert Jerry Kane argues that it might — because social media is a complex system, where small or seemingly unimportant factors can converge to produce large or unexpected effects. The challenge for managers in the social arena is to think in these terms instead of the linear “X means Y” thought processes they may be accustomed to using. Kane explains 4 characteristics of social media that can affect outcomes, and what managers should expect from them.

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Be a Good Sport With Social Media

Reaching out to customers on social media platforms can be a double-edged sword, particularly when the subject is sports. As airlines KLM and Delta discovered, there is a fine line to be walked between supporting the home team and offending a multitude of potential customers. Social media expert Gerald Kane offers some lessons derived from the Twitter errors made during the 2014 World Cup.

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Reimagining Customer Service at KLM Using Facebook and Twitter

For KLM, social business arose as a spontaneous response to the Icelandic volcanic eruption that spewed ash into Europe’s airspace for days, halting all air travel and stranding thousands of passengers. Since the abrupt birth of the airlines’ social business strategy, e-commerce senior vice president Martijn van der Zee has made the company a model for using social in customer service.

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Leadership Lessons from the Boston Marathon Attack

As the first anniversary of the Boston Marathon bombings draws near, the response of leaders in the public sphere offers some lessons for the effective use of social media — which has shown itself repeatedly in recent years to be the key means of communication during a crisis. Six specific lessons on how to manage crisis communications via social media can be drawn from the Boston Marathon crisis and its aftermath.

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ComScore: The Art and Science of Big Data, From the Inside

ComScore is among the world’s biggest data purveyors — the digital measurement and analytics company has collected about 14 petabytes of online data from around the globe. But it has to execute on all that data internally in order to be successful externally. This is where a lot of organizations stumble. A recent report by MIT Sloan’s Center for Information Systems Research (CISR) details how comScore organizes its assets to capture value from big data.

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Finding the Value in Social Business

A recent survey by MIT SMR and Deloitte shows that companies are starting to derive real value from social business — with the payoff concentrated most strongly in companies that have reached a certain level of sophistication in relation to their social business initiatives. The higher a respondent rated his or her company on a “social business maturity” scale, the more likely he or she was to report that the company is deriving business value from its social business initiatives.

Image courtesy of Flickr user Torley.
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Can Social Business Make Employees Happier?

Social business can breed contentment among employees — but it doesn’t happen automatically. As the 2013 social business report from MIT Sloan Management Review and Deloitte notes: “Businesses that are making the greatest progress toward becoming a socially connected enterprise focus rigorously on four interrelated areas: leading a social culture, measuring what matters, keeping content fresh and changing the way work gets done.”

Image courtesy of Flickr user Mayo Clinic.
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Mayo Clinic Leads Social Conversations About Healthcare

The Mayo Clinic has been able to leverage and enhance its reputation as a trusted source of health information through a robust online presence and expansive social media program. Through its YouTube channel, Twitter feed, and Facebook page, it brings health information to hundreds of thousands of consumers. The Mayo Clinic Center for Social Media coordinates and focuses the Clinic’s various social media initiatives and programs.

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The Pitfalls of Using Online and Social Data in Big Data Analysis

Is Twitter a litmus test for how a segment of society is acting — or thinking — at any given moment? Not quite. Striking new research out of Princeton University and the University of North at Carolina Chapel Hill suggests that inferences based on how people use social media platforms like Twitter and Facebook should be reconsidered because these platforms represent skewed samples from which it is difficult to draw accurate conclusions.

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Valuing Influentials Means More than Just Counting Connections

New research shows that marketers who want to determine the value of a particular online influencer need to look beyond just the size of a person’s network connections. Zsolt Katona, assistant professor at the Haas School of Business, UC Berkeley, found that the value of an influencer depends on underlying factors in the network structure of that individual with the target set of consumers. Specifically, Katona found that people who provide sole influence over consumers are the most valuable.

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How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

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Turning Facebook Fans into Product Endorsers

“If you engage customers,” says V. Kumar, “they go and they get their friends” to try out a product, too. Kumar, of the J. Mack Robinson College of Business at Georgia State University, explains how companies can find their most influential online customers and enlist them to help promote their brands.

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Increasing the ROI of Social Media Marketing

Marketers know social media should be a powerful way to generate positive word-of-mouth. If marketers can select the right platform, design the right message and engage the right users to spread that message, their campaign should succeed. One successful campaign — which marketers can look to as an example — took place at Hokey Pokey Ice Cream Creations, an upscale ice-cream retailer in India. By following a seven-step process, Hokey Pokey substantially improved its social media marketing.

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The Key to Social Media Success Within Organizations

Though the use of social media can be a valuable way to enrich a company’s culture and enhance its productivity, it isn’t a sure thing. The main reason some social media initiatives fail to bring benefits to companies is because the initiatives don’t create emotional capital — that is, a strong emotional connection between stakeholders and the company. That’s the main finding of a survey of 1,060 executives about their experience with social media, along with a number of in-depth case studies.

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The Digital You at Work: What to Consider

Algorithms that measure influence and motivation are part of a new group of analytic tools — from pre-employment analytics to on-the-job assessments — that can help a company determine an employee’s value throughout her career.

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How Finding “Exceptions” Can Jump Start Your Social Initiative

Many senior executives still think of social media as something you do after hours for fun, says John Hagel, co-chairman of the Deloitte Center for the Edge — they haven’t bought into the idea that social can drive the core performance of the business. He’s committed to showing them why they’re wrong.

Mark Yolton, senior vice president of SAP Communities & Social Media

SAP: Using Social Media for Building, Selling and Supporting

SAP runs a 10-years old, online community network that has more than a million unique visitors a month. Mark Yolton, senior vice president of SAP Communities & Social Media, tells how his company is using social media for “outside-in” market insight and as a mechanism to immediately tell the world about its new products.

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