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April 25th, 2011

Voce Monday Morning Five

PR Agencies Are Ruining Facebook: While I certainly agree with the first part of the story here – that PR shops are better equipped to handle social media than other agencies – the idea that our involvement leads to boring, one-sided conversations isn’t quite accurate, at least not based on the programs we’re involved with here. Instead we work to make sure conversations are two-way, that what’s broadcast is always adding value and then we look at the engagement metrics to make sure we’re doing just that.

News.me is available now: An interesting experiment by Bit.ly in creating a branded news aggregator, News.me uses information from Bit.ly on what stories are popular based on shortened URLs and puts them into an iPad app or daily email for you. Also getting into the aggregation game is The Washington Post, which is launching Trove, a customized news source that’s not an app but a mobile web destination.

You Are the Ad: A lot of companies are seeing a lot of success in building up the number of fans they have on Facebook by using ads that feature their friends’ faces. But as always the question then becomes “What’s being done with those new followers?” More than that, even, the question has to be asked how the relationship between those two real people is changed because one of them was used, without their direct consent, to shill for an advertiser.

Brands Battle Facebook’s Spam Problem: As is usually the case while I think there’s a legitimate issue here – what to do with people who just want to cause trouble – I think it’s most useful to extrapolate it out to ask what plans a company has for dealing with troublemakers in general. Spam accounts are certainly a problem on Twitter, Facebook and on other online channels, but what’s the existing plan for dealing with people who cause problems in a store’s physical location, harass people on the phone or cause any other form of mischief? That sort of behavior in the real world can have just as much – if not more – of an impact on the brand’s relationship with customers than Facebook problems.

Research Brief: Social Media Marketing Maturing:In case you’re updating your scorecard at home, this is the 164th study showing that social media adoption is now mainstream within organization. You may also remember the 137 studies showing social media adoption still has miles to go before it sleeps in terms of mainstream adoption. So if you’re waiting to make a decision based on what everyone else is doing you’re likely paralyzed by indecision while truly ambitious and innovative companies aren’t waiting to simply keep up with the Joneses.

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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