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

Moderator

John Cass

twitter: johncass

web: http://pr.typepad.com

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 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 industry variance about the meaning of marketing gets at the heart of what it means to be a successful marketer. Marketing is the process of optimizing better products, rather than the process of sales and promotion, building better products means developing better places to distribute by connecting products and services with customers, developing a price that works and providing the best promotion. Here I use the classic four P's of marketing to demonstrate that marketing is not just about promotion. To be successful at marketing, I believe it is not just about improving the process of marketing, but how you improve the process. Let me show how a definition of marketing gives you a strategy for conducting marketing. In the 1980's I read the UK's Chartered Institute of Marketing's definition of marketing: The process of listening to customer needs and wants in order to satisfy those needs and wants efficiently and profitably. The step of listening, whether through dialogue or observation, gives marketers insights into how to improve the four P�s of marketing. Listening has always been at the heart of my work in sales, marketing and PR. After college, I started work in sales, working for value added technology resellers in California, selling complex b2b software and hardware sales. Listening to the market and to customers has more than once given me insights into how to structure a service or build a product that met customer needs. And by demonstrating I listened, customers become even more committed to remaining customers. In 2007 my book, "Strategies and Tools for Corporate Blogging," was published by Butterworth-Heinemann an imprint of Elsevier, Inc. In the book I explore how social media gives marketers a tremendous opportunity to listen and conduct a dialogue with customers. The book explains why marketing is the strategy to use in social media, because social media makes it easier for companies to listen to customers. In the book, I wrote about ideas and tools for how to use the web for marketing using blogs. A big part of the book is about how the process of blogger relations is not just media relations, pitching to bloggers, but rather the process of engagement for listening. And as a result of listening, if a company takes action on what they have heard, ordinary customers often turn into evangelists. During the 2005/6 calendar year, I served as President of the Boston Chapter of the American Marketing Association, where I successfully led the AMA Boston chapter, growing the chapter's reserves, size of the board, and increasing the number of programs such as chapter's mentorship program. Today I'm still involved in the chapter supporting the social media team and our salesforce.com CRM integration efforts. Currently, I am serving as a Founding Fellow and Advisory board member for the Society of New Communications Research. I became involved with the society because of my work with the global blog week 2004 and my study on corporate blogging in 2005 when I was Director of Blogging Strategies at Backbone Media. We just celebrated the 5th anniversary of the Global PR blog week, an event where the future of the web and PR was discussed virtually. I am originally from the United Kingdom. Manchester is my home town, though I grew up in Stockport, and Bramhall. I moved over to the United States in 1992. Since 1992 I've lived in California, Seattle and Massachusetts, working in the technology industry. I've held senior positions in marketing, social media strategies and public relations for a number of companies including; 48hourprint.com, an online printing company, RedV Network, a consumer software company, Quotium Technologies, a web load testing software company, Portent Interactive, an interactive agency, and I was the Director of Blogging Strategies for Backbone Media and the online community manager at Forrester Research. While I've run a number of corporate blogs including the Backbone Media blogsurvey blog, the jobs at Backbone and Forrester were very much related to how a company runs a successful engagement strategy using social media. I bought ideas to both companies, and learned from the experience from colleagues and through the execution of campaigns and processes. Over the last six years I've continued to write my PR Communications blog, exploring how a company builds an engagement center for listening, and I've conducted research into case studies and projects to understand how a company monitors, triages, responds in social media, measures results, and takes actions based upon listening strategies. Two Society of New Communications Research studies where I wrote a series of case studies include The New Influencer and the Nuance study I explored how companies are building the nuts and bolts of an engagement infrastructure for social media. ...less

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

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

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

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

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

Hello everyone at #sm51

Posted By: karimacatherine

Almost time for todays #socialmedia tweetchat with @johncass. Come on & join us The topic is engagement & content. hashtag is #sm51

Posted By: Marc_Meyer

Getting ready to start the #socialmedia session on the importance of a content and engagemetn strategy in social media #sm51

Posted By: johncass

RT @Marc_Meyer: Almost time for todays #socialmedia tweetchat w/ @johncass. Come on & join us re: engagement & content. hashtag is #sm51

Posted By: anwith1n

thanks so much! should be a good topic the importance of engagement #sm51 @chrissfife

Posted By: johncass

#sm51 @anwith1n Heyyyyy An!! LTNT

Posted By: Marc_Meyer

@johncass : Welcome to #sm51 and hope you will enjoy it! #sm51

Posted By: karimacatherine

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

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

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

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

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

RT @johncass: Lets start with Q1) Whats first, content marketing and/or engagement marketing as the lead strategy? #sm51

Posted By: karimacatherine

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

Just started: #socialmedia Lets start w/ Q1) Whats first, content marketing &/or engagement marketing as the lead strategy? #sm51

Posted By: LoriMillerWHNT

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

@johncass #sm51 Q1 content got to be 1st - at least a solid plan

Posted By: kseniacoffman

Hello everyone. My first time to join in #sm51

Posted By: Arrieb

Will have to jump off in a few, so will only get a 15min fix of #sm51!

Posted By: sharonmostyn

@Arrieb welcome to #sm51

Posted By: chrissfife

@chrissfife Does content lead to engagement? #sm51

Posted By: Marc_Meyer

Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51

Posted By: andrewmueller

@Arrieb hi! #sm51

Posted By: EdHartigan

RT @kseniacoffman: @johncass #sm51 Q1 content got to be 1st - at least a solid plan

Posted By: johncass

RT @johncass #sm51 Q1 What's first, content marketing &/or engagement marketing as the lead strategy?

Posted By: dc2fla

RT @johncass: Let's start with Q1) What's first, content marketing and/or engagement marketing as lead strategy? #sm51

Posted By: andrewmueller

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

@chrissfife #sm51 hopefully u know know what the audiences need? Q1 it's just much easier to engage vs content development

Posted By: kseniacoffman

RT @andrewmueller: Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51

Posted By: karimacatherine

Q1 Content has to be the lead and then engage around the responses & reactions #sm51

Posted By: EdHartigan

#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

RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51

Posted By: johncass

@johncass So how do you find the audience? #sm51

Posted By: andrewmueller

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

RT @johncass: RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51

Posted By: sue_DesigEditor

RT @LoriMillerWHNT: Just started: #socialmedia Lets start w/ Q1) Whats first, content marketing &/or engagement marketing as the lead strategy? #sm51

Posted By: mylesrwalker

I'd suggest engagement is tougher, you have to find influencers, conduct outreach #sm51 @kseniacoffman

Posted By: johncass

@johncass and how do you ensure the are engaging the correct audience? #sm51

Posted By: andrewmueller

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

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

Might be important to differentiate the type of content.. #sm51

Posted By: Marc_Meyer

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

RT @andrewmueller Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51 #sm51

Posted By: dc2fla

through research, social media monitoring tools, keyword research, review the community #sm51 @andrewmueller

Posted By: johncass

RT @AndrewMueller: Q1 strategic content ensures targeted leads enter the inbound funnel and can then be engaged #sm51

Posted By: sharonmostyn

@johncass #sm51 Content creation is more proactive/focused, vs engagement can be done in little chunks - diff challenges Q1

Posted By: kseniacoffman

RT @AndrewMueller: @johncass So how do you find the audience? #sm51 Research, keywords, find them on social meida

Posted By: johncass

@andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51

Posted By: EF_Forbes

@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

@Tristy you can find the influencers in the community, discover what's relevant, and then develop both engagement & content strategies #sm51

Posted By: johncass

@johncass That is very true, as long as the community exists. I was thinking of a brand starting from scratch. #sm51

Posted By: Tristy

.@EF_Forbes Yes content and engagement are complimentary and intertwined #sm51

Posted By: andrewmueller

@johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51

Posted By: dc2fla

RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51

Posted By: andrewmueller

@kseniacoffman absolutely! knowing what aud needs is given before any strategy #sm51

Posted By: chrissfife

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

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

Content & Engagement - great blog by @hashsocialmedia #sm51 http://bit.ly/MLEP7

Posted By: mpace101

It's a good PR strategy, understand your product, review conversations, develop a content & engagement strategy @AndrewMueller #sm51

Posted By: johncass

RT @johncass: It's a good PR strategy, understand your product, review conversations, develop a content & engagement strategy #sm51

Posted By: andrewmueller

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

RT @mpace101: Content & Engagement - great blog by @hashsocialmedia #sm51 http://bit.ly/MLEP7

Posted By: kseniacoffman

@johncass This may work to find and engage influencers but "leads" may see this as being aggressively marketed too. #sm51

Posted By: andrewmueller

RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51 < Well said!

Posted By: EdHartigan

@KseniaCoffman maybe we differ on the definition of the term engagement, to me its about how you conduct SM outreach #sm51

Posted By: johncass

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

If you are interested in engagement and content strategy and how they relate to eachother, join me and others at #sm51

Posted By: andrewmueller

RT @dc2fla: @johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51

Posted By: johncass

@AndrewMueller there's your content strategy, is it customer service, product innovation, not just advertising #sm51

Posted By: johncass

"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

RT @dc2fla: @johncass listening and monitoring informs both content & engagement strategies - which sd be developed in tandem #sm51

Posted By: sharonmostyn

Q1 First step (my opinion) is clarity on your Values and Value Proposition - answer who are you first #sm51

Posted By: mpace101

@edhartigan @ef_forbes I agree, you really need both outreach and content to succeed #sm51

Posted By: johncass

RT @EF_Forbes: @andrewmueller agree, but after first step content supports engagement and engagement supports content. #sm51

Posted By: sharonmostyn

excellent point by @johncass: "definition of the term engagement, to me its about how you conduct SM outreach" #sm51

Posted By: chrissfife

@andrewmueller Agree w being intertwined, but i'm more challenged w content creation - it's a sustained effort #sm51 Q1

Posted By: kseniacoffman

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

RT @andrewmueller: @johncass or perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51

Posted By: 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

@kseniacoffman agree. different effort and different resources req'd for sustaining content & engagement #sm51

Posted By: dc2fla

@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

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

@johncass or perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51

Posted By: andrewmueller

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

Makes sense to me RT @johncass: RT @andrewmueller strategic content ensures leads enter inbound funnel and can then be engaged #sm51

Posted By: LoriMillerWHNT

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

@AndrewMueller I can agree with that even on customer support issues #sm51

Posted By: johncass

@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

.@kseniacoffman all your content does not need to be original, collect, curate, create, (see my last tweet) #sm51

Posted By: andrewmueller

Next question Q2) How should you handle disclosure of content origination whether employees or agency? #sm51

Posted By: johncass

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

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

@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

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

Q1 If we are talking customer service then engagement can come before content - the engagement is the content #sm51

Posted By: EdHartigan

Excellent! RT @andrewmueller: perhaps your content strategy is simply collecting, curating, creating content valuable to your audience #sm51

Posted By: chrissfife

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

@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

Q2 RT @johncass: Next question Q2) How should you handle disclosure of content origination whether employees or agency? #sm51

Posted By: jasonbreed

Q2: in the era of transparency, disclosure should prime, Hwer, legal and intellectual property should be looked into closely though #sm51

Posted By: karimacatherine

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

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

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

Q2: sometimes, it can also originate from consultant or ghost writer. this too, should be looked into carefully. #sm51

Posted By: karimacatherine

#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

RT @EdHartigan: Q1 If we are talking customer service then engagement can come before content - the engagement is the content #sm51

Posted By: sandraproulx

@Tristy I very much agree, its a community management approach to open communications (blogs, twitter etc) #sm51

Posted By: 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

although disclosure is regulated 4 gifting, use SM to humanize company. use people not brand or corp identity #sm51

Posted By: jasonbreed

@EF_Forbes agree, not enough companies focus their listening initiative of engagement to understand what content to develop #sm51

Posted By: chrissfife

@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

#sm51 Does disclosure determine or alter your perception of social media content?

Posted By: Marc_Meyer

@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51

Posted By: johncass

@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

Q2 Any 'ghost writing' should be fully disclosed - avoid cans of worms opening later! #sm51

Posted By: EdHartigan

Q2 World is flat & translucent, build trust by being transparent #sm51

Posted By: mpace101

@chrissfife i like to say listening can help you focus your creative lens #sm51

Posted By: EF_Forbes

@KseniaCoffman Yes, we are still in early days, mainly because co's don't have the processes down pat #sm51

Posted By: johncass

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

RT @andrewmueller: .@kseniacoffman all your content does not need to be original, collect, curate, create, (see my last tweet) #sm51

Posted By: JoeKikta

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

#sm51 Does disclosure determine or alter your perception of social media content?

Posted By: Marc_Meyer

@Marc_Meyer from our study, I was interested to see an entry from an edelman emp they totally disclose now #sm51

Posted By: johncass

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

@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

shoot, have to drop out of #sm51 tweetchat. Thanks @johncass and everyone. I'll have to read rest of chat later.

Posted By: chrissfife

.@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

@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

Yes - esp. if not real RT @Marc_Meyer: #sm51 Does disclosure determine or alter your perception of social media content?

Posted By: mpace101

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

Attribute directly! RT @jasonbreed RT @johncass: Q2) How should you handle disclosure of #content origination (employees or agency)? #sm51

Posted By: eamcc

I'm sorry, what is #sm51 ? It seems to be about content and to be interesting.

Posted By: erichayward

RT @jasonbreed: although disclosure is regulated 4 gifting, use SM to humanize company. use people not brand or corp identity #sm51

Posted By: Arrieb

@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

@KseniaCoffman I'd suggest be open about who does the writing #sm51

Posted By: johncass

@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

@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

@chrissfife thanks so much for joining us, great answers! #sm51

Posted By: johncass

@johncass I do, I remember thinking it was totally disingenuous and forced at best #sm51

Posted By: Marc_Meyer

Q2: content can also originate from consultant or ghost writer. legal and IP should be looked into carefully #sm51

Posted By: karimacatherine

RT @eamcc: Attribute directly! RT @jasonbreed RT @johncass: Q2) How should you handle disclosure of #content origination (employees or agency)? #sm51

Posted By: johncass

@johncass but it wasn't disclosure that changed the effectiveness of Fords SM efforts, it was @scottmonty, his personality +innovation #sm51

Posted By: andrewmueller

@erichayward Today's chat led by @johncass: The Importance of a Content and Engagement Strategy in Social Media #sm51

Posted By: dc2fla

@AndrewMueller should an agency reveal that they are writing content for a client on a blog, twitter, facebook etc. #sm51

Posted By: johncass

@johncass @AndrewMueller They won't and it happens more times than they would care to admit #sm51

Posted By: Marc_Meyer

Q2 Internally ghost written content is a less of a problem. Agency created content is massively diluted #sm51

Posted By: EdHartigan

@johncass I would guess that it is rare for corporate content to be truly the creation of a single individual #sm51

Posted By: andrewmueller

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

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

Q2L disclosure is about legal but I would suspect, it depends on the entities collaborating. #sm51

Posted By: karimacatherine

@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

@sharonmostyn : Hi Sharon, glad you are here. :) #sm51

Posted By: karimacatherine

@AndrewMueller because I was looking, you had to dig a little, I discovered that the writers were not ford employees #sm51

Posted By: johncass

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

.@johncass Isn't it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51

Posted By: andrewmueller

@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

@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

@Marc_Meyer I agree with @johncass , as a reader it does matter to me where the content comes from. #sm51

Posted By: Arrieb

I understand that disclosure allows us to judge the the qualities of content mentioned in that last tweet #sm51

Posted By: andrewmueller

RT @AndrewMueller: .@johncass Isn't it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51 Yes indeed

Posted By: johncass

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

@dc2fla agreed. @marc_meyer had asked if knowing the content was from other source waters down the message #sm51

Posted By: JoeKikta

I'm curious though which camp are you in? total or degrees of transparency? http://bit.ly/c79equ #sm51

Posted By: johncass

@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

IMO, What often gets overlooked in social media is the transparency of disclosure #sm51

Posted By: Marc_Meyer

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

[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

@dc2fla thanks twice @jasonbreed So, does better Content lead to Engagement, because actual content is more useful than sales pitches? #sm51

Posted By: erichayward

RT @AndrewMueller: .@johncass Isnt it the relevance, accuracy, honesty, transparency, of content really what matters? #sm51

Posted By: JoeKikta

@Arrieb agreed. its not just the product (content), its the brand (site/author, etc) #sm51

Posted By: EF_Forbes

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

@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

Q2: nothing is black or white. legal and IP has to jump in to consider the term of contract. #sm51

Posted By: karimacatherine

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

@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

@andrewmueller there is, we are all still figuring this out, and it changes depending on the community #sm51

Posted By: johncass

@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

@johncass : then is it more that you need to be credible than disclosure the issue there ? #sm51

Posted By: karimacatherine

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

@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

@CreatingResults You are welcome, what level of degree #sm51

Posted By: johncass

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

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

@johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51

Posted By: EF_Forbes

@andrewmueller if the cluetrain had not been published I wonder if we'd be having the same conversation today #sm51

Posted By: johncass

@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

@karimacatherine disclosure helps with credibility I believe and helps build trust #sm51

Posted By: johncass

@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

@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

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

RT @EF_Forbes: @johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51

Posted By: johncass

@AndrewMueller comes from the blogger, not sure if edited though #sm51

Posted By: johncass

@karimacatherine yes, even more so. too many people powering social media without the necessary PR skills #sm51

Posted By: EF_Forbes

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

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

@johncass this expectation of bias is really what drives the independent research industry (forrester, et al) #sm51

Posted By: techguerilla

@eamcc yes given the FTC rules, we have to be transparent on that issue #sm51

Posted By: johncass

Proper use of SM tools & successful engagement exposes person or team behind the content. Recognizing partnerships is vital to trust. #sm51

Posted By: lilGronberg

@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

#sm51 @karimacatherine That's the purist or corporarte in you talking. But UGC doesn't play by those rules

Posted By: Marc_Meyer

@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

@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

here's the link to Charlene's report http://bit.ly/ive0J for Q3 #sm51

Posted By: johncass

@lilGronberg personalization of a brand necessitates that exposure, which in order to be done right requires honesty -> disclosure #sm51

Posted By: EF_Forbes

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

@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

@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

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

@cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51

Posted By: 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: JoeKikta

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

@techguerilla Agreed 100% #sm51

Posted By: andrewmueller

@johncass Quality, useful, purposeful content that intersects w/ the needs of passionate users #sm51

Posted By: Marc_Meyer

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

RT @andrewmueller: @cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51

Posted By: johncass

@andrewmueller however, if depersonalized to that degree it's arguably not "social" media #sm51

Posted By: techguerilla

Q3: a successful engagement strategy, I would say Strategy. most of the time it is tactics. #sm51

Posted By: karimacatherine

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

RT @andrewmueller: @cherimullins Of course, if content is borrowed or incorporated into ones own, give credit #sm51

Posted By: johncass

@andrewmueller however, if depersonalized to that degree it's arguably not "social" media #sm51

Posted By: techguerilla

Q3: a successful engagement strategy, I would say Strategy. most of the time it is tactics. #sm51

Posted By: karimacatherine

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

@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

@techguerilla but would you reveal relationship? #sm51

Posted By: johncass

@karimacatherine do you think its tactics are the strategy approach? #sm51

Posted By: johncass

@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

RT @Marc_Meyer: @johncass Quality, useful, purposeful content that intersects w/ the needs of passionate users #sm51

Posted By: karimacatherine

@techguerilla Why? SM = interactions between individuals + group. In this context brands are individuals+ audience the group #sm51

Posted By: andrewmueller

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

RT @EF_Forbes: @johncass btw stonyfield farm blog gr8 example of how social media fits into overall marketing strategy/story #sm51

Posted By: NationalPen

@Marc_Meyer content is important, but I think you have to have a good community management strategy, or engagement strategy #sm51

Posted By: johncass

@techguerilla agreed #sm51 I take that as a given, but my pov is agency-sided. [re: agencies/consultants as proxy]

Posted By: lilGronberg

@sandraproulx I'd never hang my hat publicly on a specific agency, they work on my behalf, not vice versa #sm51

Posted By: techguerilla

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

Q3. I think someone I follow once said it boils down to this: "be helpful" #sm51

Posted By: JoeKikta

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

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

@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

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

Q3 And "content" could mean relevant, semi-objective information - something people seek - vs propaganda, something that's pushed. #sm51

Posted By: erichayward

IMHO, corp broadcasting is the antithesis of social media engagement. #sm51

Posted By: lilGronberg

Engagement doesn't happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51

Posted By: andrewmueller

@andrewmueller If I tweet under @Fortune500_Broadcast I may be 40 individuals, how is that personalized? #sm51

Posted By: techguerilla

@erichayward I think we could easily make a case for that, dell, zappos, comcast all good examples #sm51

Posted By: johncass

@johncass: do you think its tactics are the strategy approach? > IMO, yes, very few comp have actual sm integration strategies #sm51

Posted By: karimacatherine

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

Q3 And "content" could mean relevant, semi-objective information - something people seek - vs propaganda, something that's pushed. #sm51

Posted By: erichayward

IMHO, corp broadcasting is the antithesis of social media engagement. #sm51

Posted By: lilGronberg

Engagement doesn't happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51

Posted By: andrewmueller

@andrewmueller If I tweet under @Fortune500_Broadcast I may be 40 individuals, how is that personalized? #sm51

Posted By: techguerilla

@erichayward I think we could easily make a case for that, dell, zappos, comcast all good examples #sm51

Posted By: johncass

@johncass: do you think its tactics are the strategy approach? > IMO, yes, very few comp have actual sm integration strategies #sm51

Posted By: karimacatherine

@andrewmueller : AMEN!!! #sm51

Posted By: karimacatherine

Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: johncass

RT @andrewmueller: Engagement doesnt happen in a vacuum, must have something relevant 2 engage around, content, products, issues, etc. #sm51

Posted By: karimacatherine

@techguerilla : for argument sake, I'd like to ask the question is should you tweet for other individuals? #sm51

Posted By: karimacatherine

@techguerilla It is a personal relationship between the "brand" and you not individuals. They collectively represent the brand #sm51

Posted By: andrewmueller

Have to chat out #sm51. Thanks @johncass @Marc_Meyer and all for great dialogue on content and engagement.

Posted By: eamcc

RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: JoeKikta

@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

@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

RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: dc2fla

@erichayward Does CS "drive engagement?" .. Shouldn't engagement strategy strengthen CS? #sm51

Posted By: dc2fla

@eamcc thanks for joining and your great comments #sm51

Posted By: johncass

@andrewmueller : AMEN!!! #sm51

Posted By: karimacatherine

@dc2fla CS not the only factor, but is a goal and a content strategy #sm51

Posted By: johncass

@dc2fla Let's define "engagement strategy" very specifically, and have an example, to answer that question. Got one? #sm51

Posted By: erichayward

RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: LoriMillerWHNT

@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

RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: andrewmueller

Great points! RT @johncass Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: jasonbreed

@johncass:Will read that! #sm51

Posted By: karimacatherine

@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

RT @andrewmueller: RT @johncass: Keys to implementing a good engagement strategy, research, listen, triage, response, and QC #sm51

Posted By: ebalmaceda

@eamcc Thanks for stopping by..always appreciated #sm51

Posted By: Marc_Meyer

(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

@karimacatherine The Q is whether or not what you are tweeting requires trust. As that increases so does disclosure need #sm51

Posted By: techguerilla

@erichayward Charlene's report lists the leaders http://bit.ly/ct7axq #sm51 Starbucks, dell, ebay, google

Posted By: johncass

@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

Q3 keys to implementing engagement strategy. Set up desired outcomes, collect data, measure against outcomes #sm51

Posted By: andrewmueller

@techguerilla though I'm thinking in the vein of content on my own properties #sm51

Posted By: sandraproulx

@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

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

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

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

@andrewmueller indeed metrics are important, otherwise why do all this? #sm51

Posted By: johncass

#sm51 As we get ready to wind down, I want to thank @johncass for a stimulating, content rich, engagement today!!

Posted By: Marc_Meyer

@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

@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

Great Conversation today, thanks to @johncass for moderating #sm51, to @marc_meyer + @jasonbreed 4 hosting, + to everyone who engaged

Posted By: andrewmueller

@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

@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

@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

@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

@erichayward : PITA? #sm51

Posted By: karimacatherine

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

great job moderating today @johncass. full of great insights, content and very engaging....hmmm #sm51

Posted By: jasonbreed

@AndrewMueller thanks andrew, great conversation, we should write a post together.. #sm51

Posted By: johncass

RT @andrewmueller:Great Conversation today,thanks @johncass 4 moderating #sm51, @marc_meyer + @jasonbreed 4 hosting+every1 who engaged #sm51

Posted By: karimacatherine

@karimacatherine Like buying a book with "ROBERT LUDLUM" in huge letters, and ghostwriters name in small font :) #sm51

Posted By: techguerilla

@karimacatherine certainly, always glad to answer questions #sm51

Posted By: johncass

Thanks, @Marc_Meyer @johncass @karimacatherine @andrewmueller @techguerilla @EF_Forbes for good #sm51 (SM content curation & transparency).

Posted By: lilGronberg

Thanks to @johncass for moderating today's chat #socialmedia #sm51

Posted By: JoeKikta

@techguerilla : wouldnt you be disappointed that he uses a ghostwriter? I would #sm51

Posted By: karimacatherine

got dragged into a meeting so missed 2nd half of #sm51 but enjoyed the 1st half! thanks @johncass for hosting

Posted By: EdHartigan

RT @techguerilla: @karimacatherine Like buying a book with "ROBERT LUDLUM" in huge letters, and ghostwriters name in small font :) #sm51

Posted By: johncass

@jasonbreed thanks so much Jason, really enjoyed the session good questions and contributions from everyone #sm51

Posted By: johncass

Thanks everyone for todays #socialmedia tweetchat, you guys are truly a smart smart bunch #sm51

Posted By: Marc_Meyer

@johncass Ah that would be great, but full disclosure :) lets chat about it #sm51

Posted By: andrewmueller

@johncass Many thx @johncass et al , always stimulating #sm51

Posted By: techguerilla

@Marc_Meyer : As I say, 1 hour, not enough for thougt-provoking, stimulating chat! really valuable insights there. thank you #sm51

Posted By: karimacatherine

@AndrewMueller yes indeed :-) #sm51

Posted By: johncass

@JoeKikta thanks for your contributions #socialmedia #sm51

Posted By: johncass

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

@EdHartigan you are welcome, enjoyed the session on content marketing and engagement marketing #sm51

Posted By: johncass

.@dc2fla it has been awhile @marC_meyer :) #sm51

Posted By: Marc_Meyer

@techguerilla thanks so much for good questions #sm51

Posted By: johncass

@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

Thanks to all. Learned a lot during my first participation in #sm51

Posted By: Arrieb

@karimacatherine technically, not a ghostwriter, but you can see how it's misleading #sm51 http://twitpic.com/18yqyf

Posted By: techguerilla

@techguerilla : it is all about perception! same with social media #sm51

Posted By: karimacatherine

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

@johncass as always you can follow everyone who participated by going to blastfollow.com and using hashtag #sm51

Posted By: techguerilla

@andrewmueller do i need to disclose that I'm doing your blastfollow job for you? :P #sm51

Posted By: techguerilla

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

@techguerilla @johncass We have a new feature which allows u follow those who participated today http://bit.ly/9xd8SD #sm51

Posted By: Marc_Meyer

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

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

@Marc_Meyer I did not see where you can sign up? #sm51

Posted By: johncass

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

@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

@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

@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

@techguerilla LOL! #sm51

Posted By: andrewmueller

@johncass Thanks John, great convo today you can reach me at andrew@muellerandrew.com #sm51