The Importance of a Content and Engagement Strategy in Social Media


TOPIC QUESTIONS
Q1) What's first, content marketing and/or engagement marketing as the lead strategy?
Q2) How should you handle disclosure of content origination whether employees or agency?
Q3) Charlene Li's engagement 2009 report staked out most engaged brands, what's key to implement a successful SM engagement strategy?
   Event Details
Event Date:
     2010-03-16
Event Time:
     12PM - 1 PM EST
Participants:
     40
Tweets:
     340


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Moderator
john-cass.jpg
John Cass
twitter: johncass
BIO: ello, I'm John Cass, author of the PR Communications blog, and Head of Digital Marketing at Pace Communications. I started a blog in 2003, as a place to practice and write about my profession - marketing, explore how to use the web for marketing, and connect with the wider marketing & communications community. Yet in using the word "marketing," I often find I'm in disagreement with people about the meaning of the word. To me, the ongoing in ...more
johncass
RT @Marc_Meyer: In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement & content #sm51
Posted By: johncass
Arrieb
RT @Marc_Meyer: In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement & content #sm51
Posted By: Arrieb
lukenoffke
RT @Marc_Meyer: In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement & content #sm51
Posted By: lukenoffke
mckyton
RT @Marc_Meyer In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement and content #sm51
Posted By: mckyton
chrissfife
Damn! #sm51 tweetchat today has @johncass (who is awesome) on SM engagement & content $ I'm swamped! I'm going to try & join but... ahhhh
Posted By: chrissfife
karimacatherine
Hello everyone at #sm51
Posted By: karimacatherine
Marc_Meyer
Almost time for todays #socialmedia tweetchat with @johncass. Come on & join us The topic is engagement & content. hashtag is #sm51
Posted By: Marc_Meyer
johncass
Getting ready to start the #socialmedia session on the importance of a content and engagemetn strategy in social media #sm51
Posted By: johncass
anwith1n
RT @Marc_Meyer: Almost time for todays #socialmedia tweetchat w/ @johncass. Come on & join us re: engagement & content. hashtag is #sm51
Posted By: anwith1n
johncass
thanks so much! should be a good topic the importance of engagement #sm51 @chrissfife
Posted By: johncass
Marc_Meyer
#sm51 @anwith1n Heyyyyy An!! LTNT
Posted By: Marc_Meyer
karimacatherine
@johncass : Welcome to #sm51 and hope you will enjoy it! #sm51
Posted By: karimacatherine
jasonbreed
RT @johncass: Getting ready to start the #socialmedia session on the importance of a content and engagemetn strategy in social media #sm51
Posted By: jasonbreed
johncass
Welcome to #socialmedia Let's start with Q1) What's first, content marketing and/or engagement marketing as the lead strategy? #sm51
Posted By: johncass
Marc_Meyer
RT @johncass: Welcome to #socialmedia Lets start w/ Q1) Whats first, content marketing &/or engagement marketing as the lead strategy? #sm51
Posted By: Marc_Meyer
chrissfife
I think engagement comes first because content is then driven by what your audience is interested in and what engages them #sm51
Posted By: chrissfife
ebalmaceda
RT @Marc_Meyer: Almost time 4 todays #socialmedia tweetchat w/ @johncass. Come on & join us The topic is engagement & content. hashtag #sm51
Posted By: ebalmaceda
karimacatherine
RT @johncass: Lets start with Q1) Whats first, content marketing and/or engagement marketing as the lead strategy? #sm51
Posted By: karimacatherine
sharonmostyn
RT @johncass: Welcome to #socialmedia Let's start Q1) What's first, content marketing &/or engagement marketing as the lead strategy? #sm51
Posted By: sharonmostyn
LoriMillerWHNT
Just started: #socialmedia Lets start w/ Q1) Whats first, content marketing &/or engagement marketing as the lead strategy? #sm51
Posted By: LoriMillerWHNT
karimacatherine
Q1: Great question, I would think Content marketing because it is the quality of the content that will , in time engage consumers #sm51
Posted By: karimacatherine
kseniacoffman
@johncass #sm51 Q1 content got to be 1st - at least a solid plan
Posted By: kseniacoffman
Arrieb
Hello everyone. My first time to join in #sm51
Posted By: Arrieb
sharonmostyn
Will have to jump off in a few, so will only get a 15min fix of #sm51!
Posted By: sharonmostyn
chrissfife
@Arrieb welcome to #sm51
Posted By: chrissfife
Marc_Meyer
@chrissfife Does content lead to engagement? #sm51
Posted By: Marc_Meyer
andrewmueller
Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
Posted By: andrewmueller
EdHartigan
@Arrieb hi! #sm51
Posted By: EdHartigan
johncass
RT @kseniacoffman: @johncass #sm51 Q1 content got to be 1st - at least a solid plan
Posted By: johncass
dc2fla
RT @johncass #sm51 Q1 What's first, content marketing &/or engagement marketing as the lead strategy?
Posted By: dc2fla
andrewmueller
RT @johncass: Let's start with Q1) What's first, content marketing and/or engagement marketing as lead strategy? #sm51
Posted By: andrewmueller
johncass
here's my definition of engagement marketing http://bit.ly/p7XMq #sm51 you engage the audience, not just their engagement with your content
Posted By: johncass
kseniacoffman
@chrissfife #sm51 hopefully u know know what the audiences need? Q1 it's just much easier to engage vs content development
Posted By: kseniacoffman
karimacatherine
RT @andrewmueller: Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
Posted By: karimacatherine
EdHartigan
Q1 Content has to be the lead and then engage around the responses & reactions #sm51
Posted By: EdHartigan
hcdelp
#sm51 I think it's cyclical. You reach out to those who may be interested in your content, then use engagement to inform future content
Posted By: hcdelp
johncass
RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
Posted By: johncass
andrewmueller
@johncass So how do you find the audience? #sm51
Posted By: andrewmueller
sharonmostyn
RT @johncass here's my definition of engagement mktg http://bit.ly/p7XMq #sm51 u engage audience, not just their engagement w/ur content
Posted By: sharonmostyn
sue_DesigEditor
RT @johncass: RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
Posted By: sue_DesigEditor
mylesrwalker
RT @LoriMillerWHNT: Just started: #socialmedia Lets start w/ Q1) Whats first, content marketing &/or engagement marketing as the lead strategy? #sm51
Posted By: mylesrwalker
johncass
I'd suggest engagement is tougher, you have to find influencers, conduct outreach #sm51 @kseniacoffman
Posted By: johncass
andrewmueller
@johncass and how do you ensure the are engaging the correct audience? #sm51
Posted By: andrewmueller
eamcc
RT @johncass: here's my definition of engagement marketing http://bit.ly/p7XMq #sm51 you engage the audience, not just their engagement with your content
Posted By: eamcc
andrewmueller
honestly @johncass, I don't see how you can engage without content to engage around, even if that content is not your own #sm51
Posted By: andrewmueller
Marc_Meyer
Might be important to differentiate the type of content.. #sm51
Posted By: Marc_Meyer
Marki_Conway
RT @johncass #sm51 I'd say content comes first, but engagement needs to follow immediately so you need to have content that will engage.
Posted By: Marki_Conway
dc2fla
RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51 #sm51
Posted By: dc2fla
johncass
through research, social media monitoring tools, keyword research, review the community #sm51 @andrewmueller
Posted By: johncass
sharonmostyn
RT @AndrewMueller: Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
Posted By: sharonmostyn
kseniacoffman
@johncass #sm51 Content creation is more proactive/focused, vs engagement can be done in little chunks - diff challenges Q1
Posted By: kseniacoffman
johncass
RT @AndrewMueller: @johncass So how do you find the audience? #sm51 Research, keywords, find them on social meida
Posted By: johncass
EF_Forbes
@andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51
Posted By: EF_Forbes
chrissfife
@Marc_Meyer depending on ur view, it is bit of chicken/egg. I research who my aud is, what they want/need, dev cont that will eng them #sm51
Posted By: chrissfife
johncass
@Tristy you can find the influencers in the community, discover what's relevant, and then develop both engagement & content strategies #sm51
Posted By: johncass
Tristy
@johncass That is very true, as long as the community exists. I was thinking of a brand starting from scratch. #sm51
Posted By: Tristy
andrewmueller
.@EF_Forbes Yes content and engagement are complimentary and intertwined #sm51
Posted By: andrewmueller
dc2fla
@johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51
Posted By: dc2fla
andrewmueller
RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51
Posted By: andrewmueller
chrissfife
@kseniacoffman absolutely! knowing what aud needs is given before any strategy #sm51
Posted By: chrissfife
conniereece
Getting ready to start the #socialmedia session on the importance of a content and engagemetn strategy in social media #sm51 (via @johncass)
Posted By: conniereece
chrissfife
RT @johncass: @Tristy you can find the influencers in the community, discover what's relevant, and then develop both engagement & content strategies #sm51
Posted By: chrissfife
mpace101
Content & Engagement - great blog by @hashsocialmedia #sm51 http://bit.ly/MLEP7
Posted By: mpace101
johncass
It's a good PR strategy, understand your product, review conversations, develop a content & engagement strategy @AndrewMueller #sm51
Posted By: johncass
andrewmueller
RT @johncass: It's a good PR strategy, understand your product, review conversations, develop a content & engagement strategy #sm51
Posted By: andrewmueller
johncass
RT @Tristy: @johncass That is very true, as long as the community exists. I was thinking of a brand starting from scratch. #sm51
Posted By: johncass
kseniacoffman
RT @mpace101: Content & Engagement - great blog by @hashsocialmedia #sm51 http://bit.ly/MLEP7
Posted By: kseniacoffman
andrewmueller
@johncass This may work to find and engage influencers but "leads" may see this as being aggressively marketed too. #sm51
Posted By: andrewmueller
EdHartigan
RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51 < Well said!
Posted By: EdHartigan
johncass
@KseniaCoffman maybe we differ on the definition of the term engagement, to me its about how you conduct SM outreach #sm51
Posted By: johncass
KathyHerrmann
Need to decide ur strategy. If you're seeking to be a thought leader, then you need to be proactive about setting content agenda. #sm51
Posted By: KathyHerrmann
andrewmueller
If you are interested in engagement and content strategy and how they relate to eachother, join me and others at #sm51
Posted By: andrewmueller
johncass
RT @dc2fla: @johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51
Posted By: johncass
johncass
@AndrewMueller there's your content strategy, is it customer service, product innovation, not just advertising #sm51
Posted By: johncass
chrissfife
"engagement" isn't always just w/ ur customers or leads, so content isn't only developed for people you already know. #sm51
Posted By: chrissfife
sharonmostyn
RT @dc2fla: @johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51
Posted By: sharonmostyn
mpace101
Q1 First step (my opinion) is clarity on your Values and Value Proposition - answer who are you first #sm51
Posted By: mpace101
johncass
@edhartigan @ef_forbes I agree, you really need both outreach and content to succeed #sm51
Posted By: johncass
sharonmostyn
RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51
Posted By: sharonmostyn
chrissfife
excellent point by @johncass: "definition of the term engagement, to me its about how you conduct SM outreach" #sm51
Posted By: chrissfife
kseniacoffman
@andrewmueller Agree w being intertwined, but i'm more challenged w content creation - it's a sustained effort #sm51 Q1
Posted By: kseniacoffman
JoeKikta
RT @chrissfife: ...it is bit of chicken/egg. I research who my aud is, what they want/need, dev cont that will eng them #sm51
Posted By: JoeKikta
johncass
RT @andrewmueller: @johncass or perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51
Posted By: johncass
johncass
I asked Q1 because I think that companies don't put as much effort into engagement as content, when they are both important in SM #sm51
Posted By: johncass
dc2fla
@kseniacoffman agree. different effort and different resources req'd for sustaining content & engagement #sm51
Posted By: dc2fla
Tristy
@johncass I think there are 2 ways to engage 1) outreach to influencers 2) build your own comm of loyal followers and engage over time #sm51
Posted By: Tristy
sandraproulx
Q1 Content should be first. Helps you figure out your point of view, voice of the brand. Then engage as an extension of that. #sm51
Posted By: sandraproulx
andrewmueller
@johncass or perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51
Posted By: andrewmueller
sharonmostyn
RT @chrissfife: "engagement" isn't always just w/ ur customers or leads, so content isn't only developed for people you already know. #sm51
Posted By: sharonmostyn
LoriMillerWHNT
Makes sense to me RT @johncass: RT @andrewmueller strategic content ensures leads enter inbound funnel and can then be engaged #sm51
Posted By: LoriMillerWHNT
Marc_Meyer
RT @andrewmueller If you are interested in engagement and content strategy and how they relate to eachother, join me and others at #sm51
Posted By: Marc_Meyer
johncass
@AndrewMueller I can agree with that even on customer support issues #sm51
Posted By: johncass
EF_Forbes
@johncass yes, both are needed, but also much lost opportunity to complete the circle to use engagement to focus content creation #sm51
Posted By: EF_Forbes
andrewmueller
.@kseniacoffman all your content does not need to be original, collect, curate, create, (see my last tweet) #sm51
Posted By: andrewmueller
johncass
Next question Q2) How should you handle disclosure of content origination whether employees or agency? #sm51
Posted By: johncass
Arrieb
RT @andrewmueller: If you are interested in engagement and content strategy and how they relate to eachother, join me and others at #sm51
Posted By: Arrieb
johncass
RT @EF_Forbes: @johncass yes, both are needed, but also much lost opportunity to complete the circle to use engagement to focus content creation #sm51
Posted By: johncass
chrissfife
@kseniacoffman content dev is ongoing for known entities & for those "influencers" u need to watch for within ur SM engagement strat. #sm51
Posted By: chrissfife
andrewmueller
RT @johncass: I asked Q1 because I think companies don't put as much effort into engagement as content, they are both important in SM #sm51
Posted By: andrewmueller
EdHartigan
Q1 If we are talking customer service then engagement can come before content - the engagement is the content #sm51
Posted By: EdHartigan
chrissfife
Excellent! RT @andrewmueller: perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51
Posted By: chrissfife
johncass
RT @Tristy: @johncass I think there are 2 ways to engage 1) outreach to influencers 2) build your own comm of loyal followers and engage over time #sm51
Posted By: johncass
kseniacoffman
@johncass #sm51 Q1 i know what u mean abt 'broadcast-only' SM fr some brands, bit they'll learn quickly - not enough
Posted By: kseniacoffman
jasonbreed
Q2 RT @johncass: Next question Q2) How should you handle disclosure of content origination whether employees or agency? #sm51
Posted By: jasonbreed
karimacatherine
Q2: in the era of transparency, disclosure should prime, Hwer, legal and intellectual property should be looked into closely though #sm51
Posted By: karimacatherine
johncass
Q2 was inspired by @TobyDiva and my post about agency transparency, big post so don't read now :-) http://bit.ly/97DSBP #sm51
Posted By: johncass
JoeKikta
RT @KathyHerrmann: Need to decide ur strategy. If ur seeking 2 B thought leader, then U need 2 B proactive abt setting content agenda #sm51
Posted By: JoeKikta
EF_Forbes
Q2) always err on side of disclosure. You cant disclose too much, only not enough. Big potential 4 lost trust/social capital #sm51
Posted By: EF_Forbes
karimacatherine
Q2: sometimes, it can also originate from consultant or ghost writer. this too, should be looked into carefully. #sm51
Posted By: karimacatherine
Marc_Meyer
#sm51 @johncass That's a great question, does disclosure water down the msg.or the content if it didn't originate w/ you?
Posted By: Marc_Meyer
sandraproulx
RT @EdHartigan: Q1 If we are talking customer service then engagement can come before content - the engagement is the content #sm51
Posted By: sandraproulx
johncass
@Tristy I very much agree, its a community management approach to open communications (blogs, twitter etc) #sm51
Posted By: johncass
johncass
@TobyDiva & I split the list of 30+ authors in2 2 camps, 1) total transparency, & 2) degrees of transparency, which camp R U in? #sm51
Posted By: johncass
jasonbreed
although disclosure is regulated 4 gifting, use SM to humanize company. use people not brand or corp identity #sm51
Posted By: jasonbreed
chrissfife
@EF_Forbes agree, not enough companies focus their listening initiative of engagement to understand what content to develop #sm51
Posted By: chrissfife
andrewmueller
@johncass we were discussing content/engagement strategies 4lead gen + now customer service, I realize that CS can be lead channel,but #sm51
Posted By: andrewmueller
Marc_Meyer
#sm51 Does disclosure determine or alter your perception of social media content?
Posted By: Marc_Meyer
johncass
@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51
Posted By: johncass
kseniacoffman
@johncass #sm51 Q2: tricky Q: u don't always disclose that an editorial piece bylined by CEO was written by pr staffer
Posted By: kseniacoffman
EdHartigan
Q2 Any 'ghost writing' should be fully disclosed - avoid cans of worms opening later! #sm51
Posted By: EdHartigan
mpace101
Q2 World is flat & translucent, build trust by being transparent #sm51
Posted By: mpace101
EF_Forbes
@chrissfife i like to say listening can help you focus your creative lens #sm51
Posted By: EF_Forbes
johncass
@KseniaCoffman Yes, we are still in early days, mainly because co's don't have the processes down pat #sm51
Posted By: johncass
andrewmueller
RT @EF_Forbes: always err on side of disclosure.You cant disclose too much, only not enough. Big potential 4 lost trust/social capital #sm51
Posted By: andrewmueller
JoeKikta
RT @andrewmueller: .@kseniacoffman all your content does not need to be original, collect, curate, create, (see my last tweet) #sm51
Posted By: JoeKikta
kmskala
RT @Marc_Meyer: #sm51 @johncass That's a great question, does disclosure water down the msg.or the content if it didn't originate w/ you?
Posted By: kmskala
Marc_Meyer
#sm51 Does disclosure determine or alter your perception of social media content?
Posted By: Marc_Meyer
johncass
@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51
Posted By: johncass
lilGronberg
Q1: Find target online, listen to/define targets' interests, enter convo w/ enriching info from your brand's pov & that's engagement! #sm51
Posted By: lilGronberg
johncass
@Marc_Meyer as a reader it does matter to me where the content comes from, I'd like to know if its your expert or a hired expert? #sm51
Posted By: johncass
chrissfife
shoot, have to drop out of #sm51 tweetchat. Thanks @johncass and everyone. I'll have to read rest of chat later.
Posted By: chrissfife
andrewmueller
.@johncass can you explain Q2 a bit more and what you mean by disclosure of content creation and why this is important? #sm51
Posted By: andrewmueller
johncass
@AndrewMueller yes indeed, customer service cn rlly build yr brand, & move the mark, look at Dell -49% perception 2 -22% in 2 yrs #sm51
Posted By: johncass
mpace101
Yes - esp. if not real RT @Marc_Meyer: #sm51 Does disclosure determine or alter your perception of social media content?
Posted By: mpace101
CMMoffitt
RT @KathyHerrmann: Need 2 decide UR strategy. If UR seeking 2 B a thought leader then U need 2 B proactive abt setting content agenda. #sm51
Posted By: CMMoffitt
eamcc
Attribute directly! RT @jasonbreed RT @johncass: Q2) How should you handle disclosure of #content origination (employees or agency)? #sm51
Posted By: eamcc
erichayward
I'm sorry, what is #sm51 ? It seems to be about content and to be interesting.
Posted By: erichayward
Arrieb
RT @jasonbreed: although disclosure is regulated 4 gifting, use SM to humanize company. use people not brand or corp identity #sm51
Posted By: Arrieb
johncass
@Marc_Meyer do you recall the old ford social media effort, before @ScottMonty came onboard, they outsourced writers, did not work wel #sm51
Posted By: johncass
johncass
@KseniaCoffman I'd suggest be open about who does the writing #sm51
Posted By: johncass
JoeKikta
@kmskala @marc_meyer As long as youre curating the info, youre still providing a service, so I think not all content need b original #sm51
Posted By: JoeKikta
johncass
@KseniaCoffman no indeed, I think that's difft, its the nature of social media, that the expectation is the piece written by author #sm51
Posted By: johncass
johncass
@chrissfife thanks so much for joining us, great answers! #sm51
Posted By: johncass
Marc_Meyer
@johncass I do, I remember thinking it was totally disingenuous and forced at best #sm51
Posted By: Marc_Meyer
karimacatherine
Q2: content can also originate from consultant or ghost writer. legal and IP should be looked into carefully #sm51
Posted By: karimacatherine
johncass
RT @eamcc: Attribute directly! RT @jasonbreed RT @johncass: Q2) How should you handle disclosure of #content origination (employees or agency)? #sm51
Posted By: johncass
andrewmueller
@johncass but it wasn't disclosure that changed the effectiveness of Fords SM efforts, it was @scottmonty, his personality +innovation #sm51
Posted By: andrewmueller
dc2fla
@erichayward Today's chat led by @johncass: The Importance of a Content and Engagement Strategy in Social Media #sm51
Posted By: dc2fla
johncass
@AndrewMueller should an agency reveal that they are writing content for a client on a blog, twitter, facebook etc. #sm51
Posted By: johncass
Marc_Meyer
@johncass @AndrewMueller They won't and it happens more times than they would care to admit #sm51
Posted By: Marc_Meyer
EdHartigan
Q2 Internally ghost written content is a less of a problem. Agency created content is massively diluted #sm51
Posted By: EdHartigan
andrewmueller
@johncass I would guess that it is rare for corporate content to be truly the creation of a single individual #sm51
Posted By: andrewmueller
erichayward
Often I wish I could help clients improve their business, not just the way they market, like better customer service. SM can do both #sm51
Posted By: erichayward
sandraproulx
Q2: Disclosure, always. Embrace writers as part of yr team. If you don't trust to promote the source, should they be writing? #sm51 #sm51
Posted By: sandraproulx
karimacatherine
Q2L disclosure is about legal but I would suspect, it depends on the entities collaborating. #sm51
Posted By: karimacatherine
jasonbreed
@erichayward it's weekly chat at noon est w/ different topic every week #sm51 next week #sm52, etc . www.hashtagsocialmedia.com 4 more info
Posted By: jasonbreed
karimacatherine
@sharonmostyn : Hi Sharon, glad you are here. :) #sm51
Posted By: karimacatherine
johncass
@AndrewMueller because I was looking, you had to dig a little, I discovered that the writers were not ford employees #sm51
Posted By: johncass
karimacatherine
Q2: if agency collaborates with comp towards a social media program, the two can bring more engagement to the audience by disclosing. #sm51
Posted By: karimacatherine
andrewmueller
.@johncass Isn't it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51
Posted By: andrewmueller
dc2fla
@JoeKikta Content needn't B original-but attributing the content to the source, not claiming it as one's own is fundamental for trust #sm51
Posted By: dc2fla
andrewmueller
@johncass So why does that matter so much if the content provided value to me and that ford sponsored its creation #sm51
Posted By: andrewmueller
Arrieb
@Marc_Meyer I agree with @johncass , as a reader it does matter to me where the content comes from. #sm51
Posted By: Arrieb
andrewmueller
I understand that disclosure allows us to judge the the qualities of content mentioned in that last tweet #sm51
Posted By: andrewmueller
johncass
RT @AndrewMueller: .@johncass Isn't it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51 Yes indeed
Posted By: johncass
EdHartigan
RT @sandraproulx: Q2: Disclosure, always.Embrace writers as part of yr team. If u don't trust to promote source, shuld they b writing? #sm51
Posted By: EdHartigan
JoeKikta
@dc2fla agreed. @marc_meyer had asked if knowing the content was from other source waters down the message #sm51
Posted By: JoeKikta
johncass
I'm curious though which camp are you in? total or degrees of transparency? http://bit.ly/c79equ #sm51
Posted By: johncass
techguerilla
@andrewmueller I'd argue that if you know the source, it doesn't matter to you. If you find out later, then trust may be lost #sm51
Posted By: techguerilla
Marc_Meyer
IMO, What often gets overlooked in social media is the transparency of disclosure #sm51
Posted By: Marc_Meyer
lilGronberg
Q2: The SM presence should recognize a separate team/person's voice for brand. Show how your brand is functioning: full disclosure! #sm51
Posted By: lilGronberg
anwith1n
[i know! between going 100 mph, travel, being sick, etc I've been MIA for too long!] RT @Marc_Meyer: #sm51 @anwith1n Heyyyyy An!! LTNT
Posted By: anwith1n
erichayward
@dc2fla thanks twice @jasonbreed So, does better Content lead to Engagement, because actual content is more useful than sales pitches? #sm51
Posted By: erichayward
JoeKikta
RT @AndrewMueller: .@johncass Isnt it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51
Posted By: JoeKikta
EF_Forbes
@Arrieb agreed. its not just the product (content), its the brand (site/author, etc) #sm51
Posted By: EF_Forbes
johncass
Is it okay to ghost write social media posts? or is it okay to GW posts but not comment answers on behalf of the accredited author? #sm51
Posted By: johncass
johncass
@AndrewMueller I really discounted the content, once I learned the writers were not employees at Ford, now if they had interviewed emp #sm51
Posted By: johncass
karimacatherine
Q2: nothing is black or white. legal and IP has to jump in to consider the term of contract. #sm51
Posted By: karimacatherine
johncass
RT @Arrieb: @Marc_Meyer I agree with @johncass , as a reader it does matter to me where the content comes from. #sm51
Posted By: johncass
johncass
@AndrewMueller take the StonyField Farm blog, written by an organic farmer, the blog has a lot of credibility for the organic brand #sm51
Posted By: johncass
johncass
@andrewmueller there is, we are all still figuring this out, and it changes depending on the community #sm51
Posted By: johncass
sandraproulx
@johncass I think re: disclosure from beginning when writing or asking others to write. "Is this a gray area?" Hesitation=no go. #sm51 #sm51
Posted By: sandraproulx
karimacatherine
@johncass : then is it more that you need to be credible than disclosure the issue there ? #sm51
Posted By: karimacatherine
johncass
RT @techguerilla: @andrewmueller I'd argue that if you know the source, it doesn't matter to you. If you find out later, then trust may be lost #sm51
Posted By: johncass
andrewmueller
@johncass I guess, it depends on the nature of the content, where it appears, and how it is represented, no? lots of nuance #sm51
Posted By: andrewmueller
johncass
@CreatingResults You are welcome, what level of degree #sm51
Posted By: johncass
eamcc
Paid comments on behalf of "author" equals a "testimonial." A GW comment attribution is vital (i.e., legal?) @johncass #sm51 (Great Q!)
Posted By: eamcc
Jessica731
And this can make or break a brand RT @Marc_Meyer: IMO, What often gets overlooked in social media is the transparency of disclosure #sm51
Posted By: Jessica731
EF_Forbes
@johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51
Posted By: EF_Forbes
johncass
@andrewmueller if the cluetrain had not been published I wonder if we'd be having the same conversation today #sm51
Posted By: johncass
andrewmueller
@johncass Do you know that all of the content comes from this blogger or is it simply filtered through the blogger? #sm51
Posted By: andrewmueller
johncass
@karimacatherine disclosure helps with credibility I believe and helps build trust #sm51
Posted By: johncass
karimacatherine
@Marc_Meyer : Social media does not mean you can just output anything you want. as a brand, you need to consider legal aspects #sm51
Posted By: karimacatherine
andrewmueller
@johncass All I can say is I am glad we are having this conversation, it is extremely important to Social Media as a profession #sm51
Posted By: andrewmueller
dc2fla
RT @techguerilla: @andrewmueller I'd argue that if u know the source, it doesn't matter to u...find out later, then trust may be lost #sm51
Posted By: dc2fla
johncass
RT @EF_Forbes: @johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51
Posted By: johncass
johncass
@AndrewMueller comes from the blogger, not sure if edited though #sm51
Posted By: johncass
EF_Forbes
@karimacatherine yes, even more so. too many people powering social media without the necessary PR skills #sm51
Posted By: EF_Forbes
sandraproulx
What does a GW comment look like? How would you attribute that? As a reader, I'm turned off by that. #sm51
Posted By: sandraproulx
jasonbreed
agreed! RT @EF_Forbes @johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51
Posted By: jasonbreed
techguerilla
@johncass this expectation of bias is really what drives the independent research industry (forrester, et al) #sm51
Posted By: techguerilla
johncass
@eamcc yes given the FTC rules, we have to be transparent on that issue #sm51
Posted By: johncass
lilGronberg
Proper use of SM tools & successful engagement exposes person or team behind the content. Recognizing partnerships is vital to trust. #sm51
Posted By: lilGronberg
johncass
@AndrewMueller one reason @TobyDiva and I wrote the post, with 30+ authors to track were we are, and ignite a wider discussion #sm51
Posted By: johncass
Marc_Meyer
#sm51 @karimacatherine That's the purist or corporarte in you talking. But UGC doesn't play by those rules
Posted By: Marc_Meyer
andrewmueller
@techguerilla Agreed, if the content is coming from an individual, but what if from a corp account, does it matter if agency created? #sm51
Posted By: andrewmueller
johncass
@AndrewMueller one reason @TobyDiva and I wrote the post, with 30+ authors to track were we are, and ignite a wider discussion #sm51
Posted By: johncass
johncass
here's the link to Charlene's report http://bit.ly/ive0J for Q3 #sm51
Posted By: johncass
EF_Forbes
@lilGronberg personalization of a brand necessitates that exposure, which in order to be done right requires honesty -> disclosure #sm51
Posted By: EF_Forbes
johncass
Q3) Charlene Li's engagement 2009 report staked out most engaged brands, what's key to implement a successful SM engagement strategy? #sm51
Posted By: johncass
karimacatherine
@Marc_Meyer : :)in time, UGC will have to play by those rules.social media is its infancy stage,we'll see legal dispute come by soon. #sm51
Posted By: karimacatherine
techguerilla
@AndrewMueller I view agencies/consultants as a proxy to the brand, if published as a company stance vs. individual I say fine #sm51
Posted By: techguerilla
johncass
some background here, I'd run the fortune 500 business blog wiki for a few years, census of f500 with blogs, but just a list #sm51
Posted By: johncass
andrewmueller
@cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51
Posted By: andrewmueller
JoeKikta
RT @techguerilla: I view agencies/consultants as a proxy to the brand, if published as a company stance vs. individual I say fine #sm51
Posted By: JoeKikta
johncass
Charlene Li's report sought to find the big engagement leaders in social media #sm51 to me best report of 2009, your guide what to do in SM
Posted By: johncass
andrewmueller
@techguerilla Agreed 100% #sm51
Posted By: andrewmueller
Marc_Meyer
@johncass Quality, useful, purposeful content that intersects w/ the needs of passionate users #sm51
Posted By: Marc_Meyer
andrewmueller
RT @techguerilla: I view agencies/consultants as a proxy to the brand, if published as a company stance vs. individual I say fine #sm51
Posted By: andrewmueller
johncass
RT @andrewmueller: @cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51
Posted By: johncass
techguerilla
@andrewmueller however, if depersonalized to that degree it's arguably not "social" media #sm51
Posted By: techguerilla
karimacatherine
Q3: a successful engagement strategy, I would say Strategy. most of the time it is tactics. #sm51
Posted By: karimacatherine
andrewmueller
RT @techguerilla: I view agencies/consultants as a proxy to the brand, if published as a company stance vs. individual I say fine #sm51
Posted By: andrewmueller
johncass
RT @andrewmueller: @cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51
Posted By: johncass
techguerilla
@andrewmueller however, if depersonalized to that degree it's arguably not "social" media #sm51
Posted By: techguerilla
karimacatherine
Q3: a successful engagement strategy, I would say Strategy. most of the time it is tactics. #sm51
Posted By: karimacatherine
dc2fla
RT @johncass: Charlene Lis report sought to find the big engagement leaders in sm - to me best report of '09, yr guide what 2 do in SM #sm51
Posted By: dc2fla
sandraproulx
@techguerilla I agree re: proxy but it'd help raise the agency's credibility by attributing to them. They work on behalf of yr brand. #sm51
Posted By: sandraproulx
johncass
@techguerilla but would you reveal relationship? #sm51
Posted By: johncass
johncass
@karimacatherine do you think its tactics are the strategy approach? #sm51
Posted By: johncass
techguerilla
@johncass if it is a "corp. broadcast" I see no need, but seems more the realm of pr spin than social media to me #sm51
Posted By: techguerilla
karimacatherine
RT @Marc_Meyer: @johncass Quality, useful, purposeful content that intersects w/ the needs of passionate users #sm51
Posted By: karimacatherine
andrewmueller
@techguerilla Why? SM = interactions between individuals + group. In this context brands are individuals+ audience the group #sm51
Posted By: andrewmueller
erichayward
Q3 Customers are interested in products that work. A customer service focus helps ensure that. Anybody know if CS drives engagement? #sm51
Posted By: erichayward
NationalPen
RT @EF_Forbes: @johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51
Posted By: NationalPen
johncass
@Marc_Meyer content is important, but I think you have to have a good community management strategy, or engagement strategy #sm51
Posted By: johncass
lilGronberg
@techguerilla agreed #sm51 I take that as a given, but my pov is agency-sided. [re: agencies/consultants as proxy]
Posted By: lilGronberg
techguerilla
@sandraproulx I'd never hang my hat publicly on a specific agency, they work on my behalf, not vice versa #sm51
Posted By: techguerilla
JoeKikta
RT @johncass: @Marc_Meyer content is important, but I think U have 2 have a good community management strategy, or engagement strategy #sm51
Posted By: JoeKikta
JoeKikta
Q3. I think someone I follow once said it boils down to this: "be helpful" #sm51
Posted By: JoeKikta
johncass
RT @erichayward: Q3 Customers are interested in products that work. A customer service focus helps ensure that. Anybody know if CS drives engagement? #sm51
Posted By: johncass
erichayward
Q3 BTW, I'm using a functional definition of "engagement" as people liking your stuff. Hopefully they say they like it to others too #sm51
Posted By: erichayward
johncass
@techguerilla U make a fair point, thr's a credibility gap, that's y yr content & engagement strategy has 2 B carefully designed #sm51
Posted By: johncass
stratus4uptime
RT @erichayward: Q3 Customers are interested in products that work. A customer service focus helps ensure that. Anybody know if CS drives engagement? #sm51
Posted By: stratus4uptime
erichayward
Q3 And "content" could mean relevant, semi-objective information - something people seek - vs propaganda, something that's pushed. #sm51
Posted By: erichayward
lilGronberg
IMHO, corp broadcasting is the antithesis of social media engagement. #sm51
Posted By: lilGronberg
andrewmueller
Engagement doesn't happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51
Posted By: andrewmueller
techguerilla
@andrewmueller If I tweet under @Fortune500_Broadcast I may be 40 individuals, how is that personalized? #sm51
Posted By: techguerilla
johncass
@erichayward I think we could easily make a case for that, dell, zappos, comcast all good examples #sm51
Posted By: johncass
karimacatherine
@johncass: do you think its tactics are the strategy approach? > IMO, yes, very few comp have actual sm integration strategies #sm51
Posted By: karimacatherine
stratus4uptime
RT @erichayward: Q3 Customers are interested in products that work. A customer service focus helps ensure that. Anybody know if CS drives engagement? #sm51
Posted By: stratus4uptime
erichayward
Q3 And "content" could mean relevant, semi-objective information - something people seek - vs propaganda, something that's pushed. #sm51
Posted By: erichayward
lilGronberg
IMHO, corp broadcasting is the antithesis of social media engagement. #sm51
Posted By: lilGronberg
andrewmueller
Engagement doesn't happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51
Posted By: andrewmueller
techguerilla
@andrewmueller If I tweet under @Fortune500_Broadcast I may be 40 individuals, how is that personalized? #sm51
Posted By: techguerilla
johncass
@erichayward I think we could easily make a case for that, dell, zappos, comcast all good examples #sm51
Posted By: johncass
karimacatherine
@johncass: do you think its tactics are the strategy approach? > IMO, yes, very few comp have actual sm integration strategies #sm51
Posted By: karimacatherine
karimacatherine
@andrewmueller : AMEN!!! #sm51
Posted By: karimacatherine
johncass
Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: johncass
karimacatherine
RT @andrewmueller: Engagement doesnt happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51
Posted By: karimacatherine
karimacatherine
@techguerilla : for argument sake, I'd like to ask the question is should you tweet for other individuals? #sm51
Posted By: karimacatherine
andrewmueller
@techguerilla It is a personal relationship between the "brand" and you not individuals. They collectively represent the brand #sm51
Posted By: andrewmueller
eamcc
Have to chat out #sm51. Thanks @johncass @Marc_Meyer and all for great dialogue on content and engagement.
Posted By: eamcc
JoeKikta
RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: JoeKikta
karimacatherine
@johncass : You know its a goof engagement strategy once you see the results, but do it is an educated guess. right. #sm51
Posted By: karimacatherine
sandraproulx
@techguerilla See yr pt, tho I trust them to represent my brand with certain constituencies, so I would like to trust them to write. #sm51
Posted By: sandraproulx
dc2fla
RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: dc2fla
dc2fla
@erichayward Does CS "drive engagement?" .. Shouldn't engagement strategy strengthen CS? #sm51
Posted By: dc2fla
johncass
@eamcc thanks for joining and your great comments #sm51
Posted By: johncass
karimacatherine
@andrewmueller : AMEN!!! #sm51
Posted By: karimacatherine
johncass
@dc2fla CS not the only factor, but is a goal and a content strategy #sm51
Posted By: johncass
erichayward
@dc2fla Let's define "engagement strategy" very specifically, and have an example, to answer that question. Got one? #sm51
Posted By: erichayward
LoriMillerWHNT
RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: LoriMillerWHNT
johncass
@karimacatherine the issue here is infrastructure, my post about GM illustrates what it takes to do that http://bit.ly/bFL7tU #sm51
Posted By: johncass
andrewmueller
RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: andrewmueller
jasonbreed
Great points! RT @johncass Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: jasonbreed
karimacatherine
@johncass:Will read that! #sm51
Posted By: karimacatherine
johncass
@karimacatherine to an extent, though I think you can plan for this, you have to have the resources and budget, and the mechanism #sm51
Posted By: johncass
ebalmaceda
RT @andrewmueller: RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51
Posted By: ebalmaceda
Marc_Meyer
@eamcc Thanks for stopping by..always appreciated #sm51
Posted By: Marc_Meyer
erichayward
(I'm a P.I.T.A about specific definitions of things, because I've seen my clients get hoodwinked into paying for theories) #sm51
Posted By: erichayward
techguerilla
@karimacatherine The Q is whether or not what you are tweeting requires trust. As that increases so does disclosure need #sm51
Posted By: techguerilla
johncass
@erichayward Charlene's report lists the leaders http://bit.ly/ct7axq #sm51 Starbucks, dell, ebay, google
Posted By: johncass
karimacatherine
@johncass : I agree w u.but not every company is GM. Social media adoption goes from solopreneurs to the GMs of world, what do u think #sm51
Posted By: karimacatherine
andrewmueller
Q3 keys to implementing engagement strategy. Set up desired outcomes, collect data, measure against outcomes #sm51
Posted By: andrewmueller
sandraproulx
@techguerilla though I'm thinking in the vein of content on my own properties #sm51
Posted By: sandraproulx
andrewmueller
@techguerilla I agree and would argue that they both could be considered a "personal" relationship. The brand has unique meaning 2U #sm51
Posted By: andrewmueller
karimacatherine
RT @techguerilla: The Q is whether or not what you are tweeting requires trust. As that increases so does disclosure need #sm51
Posted By: karimacatherine
rileyweiss
Great tweetchat today on content creation + transparency on its source for brands working in the digital space. #sm51 http://bit.ly/b95SeT
Posted By: rileyweiss
lilGronberg
Agreed RT @techguerilla The Q is whether or not what you are tweeting requires trust. As that increases so does disclosure need #sm51
Posted By: lilGronberg
johncass
@andrewmueller indeed metrics are important, otherwise why do all this? #sm51
Posted By: johncass
Marc_Meyer
#sm51 As we get ready to wind down, I want to thank @johncass for a stimulating, content rich, engagement today!!
Posted By: Marc_Meyer
karimacatherine
@techguerilla :I think it makes sense. Also, knowing your audience is important and be able to make sure they expect that from you. #sm51
Posted By: karimacatherine
johncass
@karimacatherine the story abt GM is that they lacked budget & so Chris Barger used immerse & disperse 2 get SM ppl not in his budget #sm51
Posted By: johncass
andrewmueller
Great Conversation today, thanks to @johncass for moderating #sm51, to @marc_meyer + @jasonbreed 4 hosting, + to everyone who engaged
Posted By: andrewmueller
johncass
@Marc_Meyer You are welcome Marc, really enjoyed the conversation with the community, and thanks for everyone's insights and comments #sm51
Posted By: johncass
dc2fla
@erichayward not in 140 ;) but interesting you asked. I'll be facilitating discussions on engagement strat w/ a client over next month #sm51
Posted By: dc2fla
karimacatherine
@johncass : Will take the time to read and leave a comment. may be I can contact you if I have questions? #sm51
Posted By: karimacatherine
johncass
@karimacatherine GM's model is not really for big companies, its for any company that struggles with budget but has multiple departs #sm51
Posted By: johncass
karimacatherine
@erichayward : PITA? #sm51
Posted By: karimacatherine
Arrieb
RT @Marc_Meyer: #sm51 As we get ready to wind down, I want to thank @johncass for a stimulating, content rich, engagement today!!|| Yes, thx
Posted By: Arrieb
jasonbreed
great job moderating today @johncass. full of great insights, content and very engaging....hmmm #sm51
Posted By: jasonbreed
johncass
@AndrewMueller thanks andrew, great conversation, we should write a post together.. #sm51
Posted By: johncass
karimacatherine
RT @andrewmueller:Great Conversation today,thanks @johncass 4 moderating #sm51, @marc_meyer + @jasonbreed 4 hosting+every1 who engaged #sm51
Posted By: karimacatherine
techguerilla
@karimacatherine Like buying a book with "ROBERT LUDLUM" in huge letters, and ghostwriters name in small font :) #sm51
Posted By: techguerilla
johncass
@karimacatherine certainly, always glad to answer questions #sm51
Posted By: johncass
lilGronberg
Thanks, @Marc_Meyer @johncass @karimacatherine @andrewmueller @techguerilla @EF_Forbes for good #sm51 (SM content curation & transparency).
Posted By: lilGronberg
JoeKikta
Thanks to @johncass for moderating today's chat #socialmedia #sm51
Posted By: JoeKikta
karimacatherine
@techguerilla : wouldnt you be disappointed that he uses a ghostwriter? I would #sm51
Posted By: karimacatherine
EdHartigan
got dragged into a meeting so missed 2nd half of #sm51 but enjoyed the 1st half! thanks @johncass for hosting
Posted By: EdHartigan
johncass
RT @techguerilla: @karimacatherine Like buying a book with "ROBERT LUDLUM" in huge letters, and ghostwriters name in small font :) #sm51
Posted By: johncass
johncass
@jasonbreed thanks so much Jason, really enjoyed the session good questions and contributions from everyone #sm51
Posted By: johncass
Marc_Meyer
Thanks everyone for todays #socialmedia tweetchat, you guys are truly a smart smart bunch #sm51
Posted By: Marc_Meyer
andrewmueller
@johncass Ah that would be great, but full disclosure :) lets chat about it #sm51
Posted By: andrewmueller
techguerilla
@johncass Many thx @johncass et al , always stimulating #sm51
Posted By: techguerilla
karimacatherine
@Marc_Meyer : As I say, 1 hour, not enough for thougt-provoking, stimulating chat! really valuable insights there. thank you #sm51
Posted By: karimacatherine
johncass
@AndrewMueller yes indeed :-) #sm51
Posted By: johncass
johncass
@JoeKikta thanks for your contributions #socialmedia #sm51
Posted By: johncass
dc2fla
So good to chat with friends again after 2 long AWOL! TKU @mark_meyer, @jasonbreed for making #sm51 happen & @johncass for moderating #sm51
Posted By: dc2fla
johncass
@EdHartigan you are welcome, enjoyed the session on content marketing and engagement marketing #sm51
Posted By: johncass
Marc_Meyer
.@dc2fla it has been awhile @marC_meyer :) #sm51
Posted By: Marc_Meyer
johncass
@techguerilla thanks so much for good questions #sm51
Posted By: johncass
erichayward
@karimacatherine I try to be safe for work. PITA = "pain in the ass." Or an acronym for an organization committed to saving flatbreads #sm51
Posted By: erichayward
Arrieb
Thanks to all. Learned a lot during my first participation in #sm51
Posted By: Arrieb
techguerilla
@karimacatherine technically, not a ghostwriter, but you can see how it's misleading #sm51 http://twitpic.com/18yqyf
Posted By: techguerilla
karimacatherine
@techguerilla : it is all about perception! same with social media #sm51
Posted By: karimacatherine
DeborahShane
RT @Marc_Meyer: Thanks everyone for todays #socialmedia tweetchat, you guys are truly a smart smart bunch #sm51 follow me PLse, sending DM
Posted By: DeborahShane
techguerilla
@johncass as always you can follow everyone who participated by going to blastfollow.com and using hashtag #sm51
Posted By: techguerilla
techguerilla
@andrewmueller do i need to disclose that I'm doing your blastfollow job for you? :P #sm51
Posted By: techguerilla
Siegel_Lori
Discuss among urselves! RT @johncass: I'm curious though which camp are you in? total or degrees of transparency? http://bit.ly/c79equ #sm51
Posted By: Siegel_Lori
Marc_Meyer
@techguerilla @johncass We have a new feature which allows u follow those who participated today http://bit.ly/9xd8SD #sm51
Posted By: Marc_Meyer
techguerilla
RT @Marc_Meyer: @techguerilla @johncass We have a new feature which allows u follow those who participated today http://bit.ly/9xd8SD #sm51
Posted By: techguerilla
RobinHarper
RT @TheCR: RT @Marc_Meyer: In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement & content #sm51
Posted By: RobinHarper
johncass
@Marc_Meyer I did not see where you can sign up? #sm51
Posted By: johncass
stratus4uptime
RT @johncass: Charlene Li's report sought to find the big engagement leaders in social media #sm51 to me best report of 2009, your guide what to do in SM
Posted By: stratus4uptime
johncass
@Siegel_Lori having said that, as a comms professional ive also worked 4 companies that wr in the degree camp, my counsel is total #sm51
Posted By: johncass
johncass
@Siegel_Lori I'm in the total camp, I've just seen so many crisis communications incidents, it really does not seem worth the effort #sm51
Posted By: johncass
johncass
@Siegel_Lori it was really interesting to read all of the different levels of transparency from the 30+ authors, new degrees not seen #sm51
Posted By: johncass
andrewmueller
@techguerilla LOL! #sm51
Posted By: andrewmueller
andrewmueller
@johncass Thanks John, great convo today you can reach me at andrew@muellerandrew.com #sm51
Posted By: andrewmueller
RT @Marc_Meyer: In a little over 30 minutes @johncass leads the way for todays #socialmedia tweetchat on SM engagement & content #sm51
Getting ready to start the #socialmedia session on the importance of a content and engagemetn strategy in social media #sm51
thanks so much! should be a good topic the importance of engagement #sm51 @chrissfife
Welcome to #socialmedia Let's start with Q1) What's first, content marketing and/or engagement marketing as the lead strategy? #sm51
RT @kseniacoffman: @johncass #sm51 Q1 content got to be 1st - at least a solid plan
here's my definition of engagement marketing http://bit.ly/p7XMq #sm51 you engage the audience, not just their engagement with your content
RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51
I'd suggest engagement is tougher, you have to find influencers, conduct outreach #sm51 @kseniacoffman
through research, social media monitoring tools, keyword research, review the community #sm51 @andrewmueller
RT @AndrewMueller: @johncass So how do you find the audience? #sm51 Research, keywords, find them on social meida
@Tristy you can find the influencers in the community, discover what's relevant, and then develop both engagement & content strategies #sm51
It's a good PR strategy, understand your product, review conversations, develop a content & engagement strategy @AndrewMueller #sm51
RT @Tristy: @johncass That is very true, as long as the community exists. I was thinking of a brand starting from scratch. #sm51
@KseniaCoffman maybe we differ on the definition of the term engagement, to me its about how you conduct SM outreach #sm51
RT @dc2fla: @johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51
@AndrewMueller there's your content strategy, is it customer service, product innovation, not just advertising #sm51
@edhartigan @ef_forbes I agree, you really need both outreach and content to succeed #sm51
RT @andrewmueller: @johncass or perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51
I asked Q1 because I think that companies don't put as much effort into engagement as content, when they are both important in SM #sm51
@AndrewMueller I can agree with that even on customer support issues #sm51
Next question Q2) How should you handle disclosure of content origination whether employees or agency? #sm51
RT @EF_Forbes: @johncass yes, both are needed, but also much lost opportunity to complete the circle to use engagement to focus content creation #sm51
RT @Tristy: @johncass I think there are 2 ways to engage 1) outreach to influencers 2) build your own comm of loyal followers and engage over time #sm51
Q2 was inspired by @TobyDiva and my post about agency transparency, big post so don't read now :-) http://bit.ly/97DSBP #sm51
@Tristy I very much agree, its a community management approach to open communications (blogs, twitter etc) #sm51
@TobyDiva & I split the list of 30+ authors in2 2 camps, 1) total transparency, & 2) degrees of transparency, which camp R U in? #sm51
@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51
@KseniaCoffman Yes, we are still in early days, mainly because co's don't have the processes down pat #sm51
@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51
@Marc_Meyer as a reader it does matter to me where the content comes from, I'd like to know if its your expert or a hired expert? #sm51
@AndrewMueller yes indeed, customer service cn rlly build yr brand, & move the mark, look at Dell -49% perception 2 -22% in 2 yrs #sm51
@Marc_Meyer do you recall the old ford social media effort, before @ScottMonty came onboard, they outsourced writers, did not work wel #sm51
@KseniaCoffman I'd suggest be open about who does the writing #sm51
@KseniaCoffman no indeed, I think that's difft, its the nature of social media, that the expectation is the piece written by author #sm51
@chrissfife thanks so much for joining us, great answers! #sm51
RT @eamcc: Attribute directly! RT @jasonbreed RT @johncass: Q2) How should you handle disclosure of #content origination (employees or agency)? #sm51
@AndrewMueller should an agency reveal that they are writing content for a client on a blog, twitter, facebook etc. #sm51
@AndrewMueller because I was looking, you had to dig a little, I discovered that the writers were not ford employees #sm51
RT @AndrewMueller: .@johncass Isn't it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51 Yes indeed
I'm curious though which camp are you in? total or degrees of transparency? http://bit.ly/c79equ #sm51
Is it okay to ghost write social media posts? or is it okay to GW posts but not comment answers on behalf of the accredited author? #sm51
@AndrewMueller I really discounted the content, once I learned the writers were not employees at Ford, now if they had interviewed emp #sm51
RT @Arrieb: @Marc_Meyer I agree with @johncass , as a reader it does matter to me where the content comes from. #sm51
@AndrewMueller take the StonyField Farm blog, written by an organic farmer, the blog has a lot of credibility for the organic brand #sm51