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February 14th, 2011

Voce Monday Morning Five

The technology side of AOL’s Huffington Post buy: While everyone has been talking about the content side of this acquisition it’s no less important to realize what Aol got on the technology end. As Caroline McCarthy points out HuffPo has been able to not only churn out loads and loads of content but also scale pretty well to the audiences that are then brought in without the site crashing. Technology has been an important part of other Aol acquisitions, including the purchase of Weblogs, Inc years ago and which used Blogsmith publishing software.

LinkedIn-Powered Logins Grow on Business Sites: According to Gigya the number of people signing in to business information-oriented using their LinkedIn credentials has risen significantly – from three to 20 percent between June 2010 and January 2011. Having LinkedIn as an option is great for those people who are maintaining distinct social graphs and prefer to associate X site with their more professional one.

Dramatic Difference in Approach to Social Media Metrics: It’s good that the numb of CMOs who count “Conversion” as a metric to measure doubled from 2010 to 2011 and that “Revenue” also has more people looking for it. But it’s just as important that they’re looking for ways that social media efforts can take the load off of other customer service efforts. What’s important to note, though, is that scaling social media programs to be a significant part of a customer service program takes quite a bit of work.

Is Unliking the Same as Disliking?: The reality is that trying to figure out why someone unlikes you on Facebook, unsubscribes from your RSS feed or unfollows you on Facebook. Sure there may be big glaring things like the backlash from a Super Bowl commercial but those sorts of insights are, for the most part, more nebulous.

Social Disconnect Between Agencies, Clients: This study on how clients are more skeptical about social network marketing than agencies are is primarily focused on advertising spending, but the overall mindset is probably still true in other areas as well, but that’s a good thing. Those of us who advocate for some sort of social marketing program should have our presumptions challenged and be forced to make a solid case for engaging in this, that or the other tactic. Doing so makes sure we’ve put the necessary thought into what we’re proposing and keeps us out of the echo chamber.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

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