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6 Pillars of Social Commerce: the psychology of social enagement
Michael Porter    

Brian Solis has an excellent post on the psychology of social engagement.  It’s worth your reading his entire take on things and the research he references.  A lot of you might read it and say, “Duh!, I already knew that” but I would say that when someone codifies it, we are the better for being able to plan for and create social engagement using these principals.  That said, I do like his beginning, especially the part about how NOT engaging in a social conversation is worse than loosening your company controls and becoming part of social conversations…………even if you cannot control those interactions.

Social media is about social science not technology. As such, its value is not realized in the Likenomics of relationship status nor in the scores individuals earn by engaging in social networks. The value of social media comes down to people, relationships, and the meaningful actions between them. As such, its value is measured through the exchange of social currencies that contribute to one’s capital within each network. Through conversations, what we share, and  the content we create, consume and curate, we individually invest in the commerce of information and the relationships that naturally unfold. It is in how these relationships take shape that is both in and out of your control. This is why, in the age of social networking, relevant engagement counts for everything.

One of the greatest myths in new media is that social networks facilitate conversations about you that would not otherwise take place if your organization weren’t present. As such, some business leaders believe that creating a presence in social networks eventually erodes the control of the brand, risking the governance they’ve theoretically held onto so triumphantly over the years. So, if that logic holds, by not engaging in social networks or by sharing only one dimension of your business online, you can control what people think and say. Well, this always seems to come as a surprise to those who think otherwise, but the truth is that new media did not “invent” conversations, experiences, or opinions. It seems imprudent and perhaps commonsensical to say, but, the truth is actually the contrary to popular belief.

The control you think you lose by opening up to online engagement actually gives you a sense of control. While we are measured by our actions and words. We are also measured by our inaction and silence. Once you understand what people say and don’t say, how they connect, what they share, how they discover and make decisions, and who influences them and who they influence, a blueprint for engagement emerges. People will always talk with or without you. The questions you have to answer are, “what do you want them to say and what do you want them to do?”

 

Read the entire article. He has a lot more content and it’s worth the time.



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Apr 10, 2012
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Recent Blog Posts
51


Is Converged Infrastructure cure for your data center headaches?
Thu, Apr 17th 2014 2:12p   Brendon Jones
Oracle recently upgraded their Virtual Compute Appliance (OVCA) to X4-2. It was launched earlier in 2013, with adoption accelerating. It’s particularly useful for consolidating non-workload specific applications into a single managed environment. Applications may be installed on Windows, Linux, or Solaris. OVCA is part of Oracle’s portfolio of Converged Infrastructure, also known as Engineered Systems. This portfolio includes: Exadata Database Machine and Oracle Database Appliance & [read] Keywords: connections ibm application applications database development integration java linux microsoft networking oracle security virtualization
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5 Things That Should Be Keeping CMO’s Up at Night
Thu, Apr 17th 2014 9:12a   Michael Porter
Thanks to Sharon Suchoval for pointing me to this.  Unless you’ve been hiding under a rock, anyone close to Marketing knows that the digital migration has unleashed a sea of change in the Marketing Department and the CMO.   The Oracle Social Spotlight has an article about 5 Things That Should Be Keeping CMO’s Up at Night. It’s a somewhat light hearted post on a potentially heavy topic.  I’m not going to reveal everything but let me give you the five things. They are su [read] Keywords: oracle
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IBM Acquires Marketing Automation Player Silverpop
Tue, Apr 15th 2014 1:14p   Michael Porter
The enterprise marketing management space has been heating up for the past couple years.  IBM, Salesforce, Oracle, Adobe, and Microsoft have all made one or more acquisitions here and it hasn’t stopped.  Just a few days ago, IBM bought Silverpop, an Atlanta based cloud marketing automation player with customers in both the B2B and B2C space.  This is in addition to IBM’s Unica and Xtify acquisitions.  As IBM puts in in a Destination CRM article, “Across the board, we’ [read] Keywords: ibm email enterprise interface microsoft mobile oracle
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The Ideal Length of every Tweet, Facebook Post and Headline
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This just in, Liferay has a new SDK for custom mobile apps.  They will release it to the public on April 2nd.  Here’s the press release. Liferay Releases SDK to Speed Up Custom Mobile App Development New developer toolkit helps Liferay’s customers develop and manage sophisticated mobile apps LOS ANGELES – (April 1, 2014) – Liferay, Inc., which makes open source portal software, is releasing a mobile software development kit today. The Mobile SDK is part of Liferay’s commitment [read] Keywords: collaboration community development eclipse email enterprise integration mobile twitter
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Adobe Summit: Designing an integrated customer profile
Thu, Mar 27th 2014 4:15p   Mark Polly
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Adobe Summit: New Video Analytics in Adobe Analytics
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Adobe Summit: The Convergence of Search and Social
Thu, Mar 27th 2014 12:12p   Michael Porter
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Amazon Slashes Pricing for Several Cloud Services
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