Sunday, September 12

Being Different: Fresh Content Project

Fresh ContentWhile social media isn't the end all to communication, it did open a conversation that marketers had forgotten. There is no singular path through the forest to success. More correctly, there is a forest to success but it is your willingness to cut a new path that will take you where you want to go.

All fresh posts, three of which are by one author, touch on this fact. Communication is situational in its crafting and delivery. It's never the answer most people want to hear, but it is, without question, one of the most important lessons to learn. Ask any successful marketer and they'll tell you. While some experience can help you plot the course, the course is always different.

Best Fresh Content In Review, Week of August 30

Should You Be Pitching Me?.
"You give me way too much credit if you think your potential customers read my blog," begins a thoughtful post by Valeria Maltoni before going on to explain that new new media is not the same as traditional media. Many professionals have better luck doing something other than pitching something, she says. And she's right. The quantity of the pitch in social media is less than the quality of the pitch to a single blogger. Think about it. Who knows? Maybe you'd be better off talking to customers direct...

• Five Steps to Better Communication With Customers.
Anna Barcelos shares her wisdom with five tips that might help your organization communicate with customers. I'll share a few here. The first, she suggests, is finding out exactly what is going on within your organization. It might be of interest to someone (but perhaps not who you think). Another is to visualize them as real people. And finally, realize that there are no cookie cutter solutions in modern marketing. All of it requires that you test, measure, and adjust on an ongoing basis.

Four Challenges Facing Location-Based Services.
Almost everyone knows that the next step in communication is mobile, especially with continued advancements to location-based services. However, that doesn't mean that the transition is guaranteed. In this post, Mike Schaffer shares what he believes are the greatest challenges facing location-based services: fear, technology, urban-centric, and badge exhaustion. All of them are valid, with only technological penetration being the easiest to overcome.

• Set Your Own Rules.
When Valeria Maltoni writes a quick book review, she frequently lends as much to a conversation as she gets out of it. In this post, she runs down a list of 11 ways to be unremarkably average from The Art of Non-Conformity by Chris Guillebeau and applies it to her own life. At the same time, without asking her readers to do it, it's easy enough to infer that it might be a worthwhile experience. How about you? Are you stuck on rules that make you unremarkable?

See How They Did It: 104 Social Media Case Studies
There really are more than 104 case studies in Valeria Maltoni's notes, but she only shared 12 within the body of a single post. Even better than the case studies, she provides a four-step structure not all that dissimilar to strategic communication case studies: situation or challenge, timeline or complication, solution, and results. Showing how these four fit within a strategic communication outline would take a little longer than a couple of sentences so I'll highlight the best point here. If you understand the true situation or the challenge, you'll be that much more likely to develop a strategic solution as opposed to a tactical one.
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