It looks awfully familiar to something I created for a Tory Burch mock strategy final project last year (below).
Coincidence? You be the judge.
Hosted by One Medical Group, the panel discussion included Jennifer Leggio (Sourcefire, Forbes), Lasandra Brill (Cisco Systems), Ted Sapountzis (SAP) and Michael Brito (Edelman). Ideals were discussed, arguments were made, but one theme remained the same: relevant, non-gimmick content is key in social (business).
1. Consistency and Repetition. Jennifer Leggio consistently repeated in our minds throughout the night. The Sourcefire firecracker said she doesn’t have marketing people write on the blog, supporting her ideals that content should not be a direct promotional tool and blogging just for SEO’s sake is stupid.
2. Behavioral Change. Edelman Digital’s Michael Brito (my former social media professor, holla!) said he thinks the biggest push must be made internally with behavioral change being the priority when it comes to a consistent voice in content. It’s something Cisco’s Lasandra Brill knows a thing or two about managing several hundred channels and departments in a robust corporate business. Brito added an example of Barack Obama’s “Change” message from the last election and how this year’s election lacks a clear message for either party.
3. Quality, not quantity. Commenting on the current state of social in business, SAP’s Ted Sapountzis said that businesses are understanding this content concept more today but that we still have a ways to go. “People are asking better questions and not just paying attention to vanity metrics.” Sapountzis concluded the panel saying “Good content is the only good way to grow a community.”
Formula: content – marketing + consistent voice = quality community growth.
Props to this panel for preaching valuable points on this concept, now let’s go make some good content.
VentureBeat writers are obsessed with innovation. Healthy or not, it’s an obsession that rings relevant to the heart of the San Francisco and at bay with tech’s finest. How could we at SJSU’s Mag Club not visit?
Conceived by San Jose Mercury News reporter Matt Marshall, VentureBeat covers the tech, people and money that innovate our lives. On the forefront of the tech news cycle, Venturebeat’s tech-savvy journalists allowed us SJSU media students to join the obsessive conversation in their small, humble offices where we had the pleasure of speaking with Executive Editor Dylan Tweney and Senior Editor Heather Kelly .
An unlikely sight in tech, VB is comprised mostly of women writers and editors. Geek-chic staffers Heather Kelly and writer Jolie O’ Dell coined the term “Pink-collared” when referring to the small staff. On the ball, VentureBeat’s Jennifer Van Grove was responsible for revealing Twitter’s secret offer for Instagram that made Facebook pay $1B.
Editors make a conscience effort to make shareable headlines that will attract clicks. Following a story posting, they retreat headlines to make it twitter and google search-friendly. For instance, they will make a headline read “Facebook IPO Zuckerberg” as opposed to “Zuckerberg Earns Facebook’s IPO On A Grand Scale.” While it may seem awkward, it’s definitely an effective sneak tactic. But more than SEO, Tweney advocates readability as a must-have. “Readability always trumps SEO. You can’t go wrong with read-friendly material.”
VB Quick Stats (Averages):
- Staff of 20
- 12-hour news day
- 40 stories a day
- 4 or 5 stories a person
- Postings till about 7 or 8 p.m.
Tweney’s advice for young, prospective obsessors:
- Be aware that first impressions are important when communicating through initial emails.
- Show reporting experience. Working on a school newspaper is a plus.
- Don’t include too many links of your work, but just use between three and five of your most relevant work.
- Always following up.
- Show you can write things fast. “I push people really hard at first to gage what they can do best. I like timing people” Tweney says.
In this weeks Social Media class, us students presented our semester-long social business plans for the brand of choice. Seeing a deficit in fashion designer Tory Burch’s social business plan, our group chose to take on the challenge of improving her presence as well as that of her foundation The Tory Burch Foundation. With measurements and content, we built this model utilizing the various social business practices from that of the class and professor Michael Brito. Hope you enjoy viewing it as much as we enjoyed creating it.
I, like many, will be exiting my college institution in just a few short weeks and hope to hit the ground running toward this whole “being an adult” thing. Luckily, our social media class had a virtual visit from Spredfast Social Media Director @Jordanv. She hit some key points for the next generation of new-grads on getting into this simple gone robust industry.
Graced with the Skype presence of Hootsuite University Director Kristen Bailey (@6oz), our Social Business class learned from her the various uses this social media platform. Furthermore, we went over ways to not only attract customers but also measuring it.
Hootsuite is a social media-multitasker’s dream. With tools like geocode searching, Klout score measurement and list management, I saw first-hand how Hootsuite is more than just a multi-viewing network deck. One tool I found interesting was the ability to find local tweeters. Bailey used the example for the upcoming SXSW Festival. With so many #SXSW hashtags, it’s hard to narrow down the search to those relevant to a particular purpose. So, Bailey displayed a way to filter through the discussion and find people on the ground. Using the geocode tool, just copy your coordinates from Google Maps’ land marker and paste them into Hootsuite’s geocode. This is a good way to find people who are near you to find out what’s going on around you geographically. It also presents potential networking opportunities by tweeting those local to you to schedule meet-ups.
Google Search Terms. Two search tools I found most interesting came from Google and Hootsuite. A valuable way to find detailed measurements in by going to Google keyword tools and entering relevant search terms. This will display what people are looking for so that a brand can know what to include in their SEO and which content should be expanded or avoided.
Social Omnipresence. Professor and Author Michael Brito stressed the necessary capability to utilize each vertical with unique presence. “Do not recycle the same content,” Brito said. Instead of spamming with marketing messages, each vertical should contain one-to-one conversations that are appropriate for each social network. Likewise, his book Smart Business Social Business‘ fourth chapters notes the importance of having multiple people hold leverage to each vertical as a mechanism to accomplish social omnipresence.