Social Media Wildflowers

10046_wpm_lowresSocial media is not a strategy, but a tool or enabler of an overall communications strategy. It is essentially one of many channels that can be included in a digital marketing strategy.  Successful companies align their social communication channels with business goals and integrate social media into all of their marketing programs.

Social media is quite often less expensive than advertising, and in some respects far superior when looking at it from potential amplification and sharing of content and key messages.  Good content undoubtedly spreads like wildflowers! Continue reading

34 Minutes of Darkness: Entergy New Orleans Scores Big in Social Media Crises Management

img-Despite-partial-blackout-Super-Bowl-a-success-for-New-OrleansIt was just a month ago, almost to the day, when the Twitterverse exploded with news that the lights went out during the Super Bowl game.  231,500 Tweets per Minute (TPM) to be exact.  Okay, I admit the Beyoncé half-time show generated over 5 million Tweets, but Super Bowl XLVII will be remembered for its period of darkness, perhaps more so than the game itself.

Entergy New Orleans, the utility company powering the Superdome, quickly went into crises management mode. After all, they’ve had lots of communications experience powering the storm laden Gulf coast and southern states, and most notably having dealt with Hurricane Katrina which devastated New Orleans back in August, 2005.

Social media has changed crises communications forever.  The old way of assembling the crises team and calling in the PR firm to craft a corporate statement for a newswire service is so yesterday. You need to act swiftly, recognizing the hyper velocity and amplification of social networks!

Let’s look at the Entergy response to the crises which exhibits five key principles in crises management that are applicable to all companies:

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How to Integrate Social Media into B2B Marketing

. SantiMB . / Foter.com / CC BY-NC-ND

I came across some interesting peer research on recommended best practices in social media  integration for B2B marketers. The  study was conducted by the ITSMA (Information Technology Services Marketing Association) in 2011 but is still relevant today.

The research found B2B marketing campaigns are most successful when social media is integrated into the overall marketing strategy; emphasis is placed on customer relationships; and when social media is used to drive traffic to traditional marketing channels such as websites and events.

Read the excellent study findings and suggestions on how marketers can transform B2B marketing and social media within a larger, integrated marketing strategy  focused on customer relationships: Continue reading