Dave Kerpen’s book offers a lot of advice and examples of social media marketing. I’m only sorry that the newest edition, scheduled to come out in about three weeks, wasn’t available in time for our work this semester.
Today’s chapters focused on listening to consumers, targeting consumers, and thinking like your consumers. The emphasis on listening is one of the most valuable things you read. Don’t forget it: listening is 50% of the communication process, and it’s something you should always do, not just in the beginning or at certain times of the year.
Some of the how-to presentations showed options for targeting an audience in Facebook and other social media, and Kerpen showed how finely that can be adjusted.
The information in Chapter 3 about Facebook news feed optimization was dated (a particular reason to be excited about the new edition), but it’s still valuable to know that Facebook takes into account how long ago something was posted, whether the users interact often, and how interactive the engagements with the post are.
An interesting pair of articles in August showed how complicated Facebook likes have become. Mat Honan wrote an article for Wired about what happened when he liked everything he saw in Facebook for 48 hours. Then Elan Morgan posted on Medium about what happened when she stopped liking anything in her feed for two weeks. The short version of their findings is that liking things tends to amplify the amount of professional or ad-based content in a person’s feed. Refraining from liking things leads to a more personal feed. Today we’ll discuss the implications of this in a social media environment that values engagement.
Wednesday’s reading is chapters 5-7 in Kerpen. The chapters refer to a couple of well-known social media debacles. If you’re not familiar with the following stories, please check these out before class:
- United Breaks Guitars video and story from Dave Carroll.
- AdAge’s description of the Motrin Moms situation also includes the commercial.
- CNET briefly describes the Comcast Technician Sleeping context for the video.
What other social media fails can you think of?