Viral Marketing A Major Theme At SXSW Interactive

Having had a couple of weeks to ponder my experience at South by Southwest (SXSW) Interactive I have settled on the decision that viral marketing (and the content that enables it) represented the most ubiquitous theme that I recognized throughout the event.

I came to this conclusion after thinking back on the conversations I had with people I met at the event, many of whom told me they were in the business of media, marketing, media marketing or marketing technology. I also draw this conclusion based on the number of companies I saw whose goal was to help other companies harness the masses taking action (or not) on social media websites. Indeed, grabbing the attention of the masses online and moving them to act appears to be the holy grail of the internet business world these days.

Continue reading

LinkedIn Changes Highlight The Downside Of Social Network Publishing

In the last few years LinkedIn has become an extremely important place for business focused social networking. That being the case the value of posting your business-to-business (B2B) related content on LinkedIn has increased significantly. One can always expect that as a social network grows in size, popularity and influence that changes will occur. As Facebook has grown they have made a number of important changes to their News Feed. Some of those changes have been welcome and helpful while others have been perceived as damaging to content publishers. LinkedIn has been changing too, but it hasn’t been until this week that I felt like a change they have made was a bad one.

Continue reading

Simple Inspiration For Business Blog Posts

Whether or not a business should maintain their own blog has been a subject of debate for businesses ever since blogging became popularized in the early 2000s. My answer to that issue is, “Yes, of course a business should have its own blog.” After all, your blog is your voice as a business. And if you don’t cultivate your voice then people will listen to other voices (and there will be other voices) that may not represent the best interests of your business. A few years ago I wrote about this very topic in a post called The Importance of a True Voice on the Web and included the paragraph below.

Here are some questions for you to ask. Who are my stakeholders? If you sell a physical product at a minimum you’ll have employees, suppliers, maybe distributors, the local community (or communities) where your business is located. You might have investors who have a pure financial stake in the business. Too many companies focus on the investors and the government and then ignore almost everyone else. Who are your stakeholders? How will you use the web to communicate with all of these critical groups? Will you create a place for news and discussion now or wait til there’s a crisis or big news to share? Will you be able to ramp up fast enough to communicate effectively or will you stumble as you learn the language and find your true voice? Will you punt and throw up a Twitter account and a Facebook page or will you locate the most important information on your own domain? Will you use audio, video and photos to tell your story?

Continue reading