Sunday, April 25

Embracing Universal Truth: Fresh Content


If there is a secret to social media, then the secret is that there are no secrets at all. Our roundup of five fresh content posts proves the point as social media — for all its newness to some people — is evolving to embrace the very theories, concepts, and ideas it once thought to shrug off.

The reason is simple enough. Tactics change but strategy tends to remain consistent. How people interact, fabricate, mislead, organize, and even tell a story remains the same as it did before social media entered the scene. So what's changed? It's even easier to see it online, which makes it especially fascinating. See for yourself.

Best Fresh Content In Review, Week of April 12

Online Network Theory And Politics.
Jed Hallam shares some insight into the analysis of networks on the Internet and how people connect, interact, and share ideas as they pertain to politics. He does an excellent job taking his readers through the steps: identifying sources, evaluating influence, assessing connections, and then determining the best route to introduce messages. It's an excellent introduction to what a few people do every day.

• Imported Turf.
Ike Pigott's ongoing assessment of interaction contains a refreshing amount of dedication and detail. He continues to consider what dailies and other news outlets might discover about astroturfing if they didn't ignore it (coincidently, AOL is currently revamping its comment section for this reason). Outlined in this post, Pigott shows how some commenters masquerade as people with invented identities. On occasion, they even create supporting fake identities so they have "someone" to respond to.

More Absurd Social Media Analysis – The Value Of A Fan.
Adam Singer was one of the first out of the box to debunk a theory floated by Vitrue that "fans" and "friends" could be reduced to a monetary value of $3.60. He provides eight points why that valuation is off, before pointing out the premise is flawed. But more than that, he makes the case that such formulas mislead companies into placing too much emphasis on mass and not enough emphasis on real marketing and customer relations. We followed up on his post here.

• Framework and Matrix: The Five Ways Companies Organize for Social Business.
Jeremiah Owyang's presentation on the various frameworks companies and organizations employ online is right on target. He presents five different organizational models that companies frequently embrace in social media, which provide a simplistic but accurate view of the way things work. While his assessment doesn't account for every model, it does accurately portray how companies create information structures not unlike those we tracked three years ago as they related to online fan bases.

• The Art Of Storytelling Is In The Telling.
A few weeks ago, someone asked if communicators get tired of telling the same story over and over (I offered they need to consider the listener is hearing it for the first time). A few days later, Ben Decker penned a post that eloquently conveys this point, using Up in the Air and himself as the example. He says that he tends to lose his gusto after telling a story for the first time whereas his mother-in-law can tell a story countless times with the same enthusiasm, often better with each telling. Exactly right. She appreciates that the story might be old to her, but it's new to the next person she tells. Perfect.

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