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.
Drug or Drug Device Portals
Thu, Oct 23rd 2014 10:12a Michael Porter Eugene Sefanov has a nice post on the value of a patient portal for those who use a specialty drug or drug device. He goes into some detail on the possible use cases with that kind of portal. I like the approach he takes. Just being prescribed a drug doesn’t mean you are going to get the right outcome. Anything you can do to ensure the patient has all the support he or she needs will improve that outcome.
An effective way to provide patient support is through a portal that is sp [read] Keywords: collaboration
Dreamforce: Community Cloud for Healthcare
Tue, Oct 14th 2014 10:15p Mark Polly All this week I’m at Dreamforce, the annual Salesforce conference. Salesforce has come a long way with their platform and they’ve recently introduced Community Cloud. Community Cloud is an evolution of their portal product and includes many features that we see in other enterprise-class, horizontal portals.
We are seeing a lot of interest in portals from our healthcare clients. At Dreamforce, I attended a session on using Salesforce Community Cloud in healthcare. I blogged [read] Keywords: community
Successful Partner Communities with Salesforce
Tue, Oct 14th 2014 12:18p Mark Polly Zero Motorcycles needed a way to consolidate multiple partner facing systems into a simplified user interface, track sales and monitor participation programs and automate workflows. As we’ve seen from other customers, partners had to login to multiple systems. Using Community Cloud, Zero was able to provide one interface for the partners to login into and get information and process leads and improve sales.
Zero’s original model was B2C, thinking that consumers would order electri [read] Keywords: collaboration
Creating Customer Happiness with Salesforce Communities
Mon, Oct 13th 2014 3:12p Mark Polly Community Cloud is Salesforce’s newest and fastest growing cloud (until tomorrow). IDC has seen a huge jump in using social media to communicate with customers and respond to customer inquiries. The top 3 technologies that are planned to be used include discussion forums, public social networks, and online communities, which is where Community Cloud comes in.
Constant Contact, an all-in-one marketing platform, has over 600,000 small business customers. Constant Contact us [read] Keywords: administration
Content Marketing is Inherently Flawed?
Fri, Oct 10th 2014 11:12a Michael Porter In the past week I’ve either read or listened to two heads of global marketing for two well known brands. Both had a similar story with different sides of the same coin. Both had a message that dealt with Marketers having to forget about telling their brand story and go with what customers want to hear. The first was a session about leveraging social data with Michelle Lapierre who is the Sr. Director of Customer Experience at Marriott Rewards. The second is an article at cmo.com dis [read] Keywords: facebook
Why Do Contextual Ads Fail
Tue, Oct 7th 2014 3:12p Michael Porter I’ve blogged about the personalization failure before. Now it looks like others are catching on to the ultimate failure on their part………… even as they harvest huge amounts of private information about us. This article in ComputerWorld outlines the issues. The author Mike Elgan hits the topic of privacy quickly and never lets it go:
Companies like Google, Facebook and Amazon violate our privacy in order to show us relevant ads. So why do their ads miss the mar [read] Keywords: facebook
A Day in the Life of a Social Media Manager
Mon, Sep 29th 2014 11:11a Mark Polly In the BufferSocial blog, Kevan Lee posted an article for Social Media Managers. The post takes a look a “typical” social media manager’s day and breaks down that day into many different activities, represented in the info graphic here.
Mr. Lee also provides several different views on how other people spend their days managing social media. One person, Finola Howard, manages to compress all her daily activities into just one hour per day. Her tasks include:
Use Socia [read] Keywords: connections