How Obama Dropped the Ball on His Social Media Strategy
One of the puzzling things is how Obama used social media to his advantage during the campaign but has failed to use it successfully now. The techniques that the campaign used were fine when you had a large group of people rallying around one idea. However, once the presidency was in motion, the real conversation should have begun. Every cabinet secretary, under-secretary, administration policy wonk should be in a dialog with the public through social media. None this has happened. It’s like they read Chapter 1 of ‘How to Develop a Social Media Strategy’, but never finished the rest of the book.
The Art of Publishing in the Age of the Internet
Back in the early days of the internet, there was a mantra that “content is king”. Having worked for ScreamingMedia – one of the early leaders in providing “fresh content” to websites, we certainly wanted everyone to believe it. After the first wave of companies putting up static content in fairly two-dimensional websites, people realized that updated content might actually bring consumers back for a second look. However, much of that content was not really relevant – just recycled from other sources. The content that companies created directly was more relevant, but hardly compelling.
The Net Promoter Score and the Financial Services Industry.
The NetPromoter Score (NPS) was first espoused by Fred Reichheld – a Bain & Company Fellow and Founder of Bain’s Loyalty practice. It basically says that the key question to ask of any client is “Will you promote our product?”. Since both the real world and and social networks can quickly carry both positive and negative comments, the NPS balances all that out by subtracting the bad from the good. Below is a definition of how all of this works from a site called – fittingly – Net Promoter.
Twitter: Social Media Prospecting Tool
Although it takes time and a systematic effort, Twitter is a good social site for finding new prospects. Tools like Twitter Search make it easy to search on user names, topics, hashtagged words and locations of users. This is a nice way to find people who have interests that match what you are selling, live in the geographic area you serve (if you are a local business) and even find your existing customer base.
