Whether comments are made on a blog, or spread across the social web, every business wants customers to make a (positive) noise about them.
But while they are great for increasing engagement, comments come with problems of their own.
In a week which has seen YouTube finally take steps to clean out the well of eternal torment that it uses as a comment section, and Popular Science is doing away with the chatter altogether, I thought it would be a good opportunity to look at the various systems in place around the web designed to keep us talking...
You probably haven't heard of Explain Like I'm Five. Only about 250,000 people have.
‘ELI5’ is a subreddit, a stream on the content behemoth Reddit. And it's an amazing example of community in action, one that's been taken to a new level by the people running Reddit recently, with a small move that should be front of mind for any brand attempting to build a community.
Here at Econsultancy, we are big fans of the Reddit AMA, where a notable business person, politician, or often a celebrity sit down to answer point blank questions from the community. Recently, Lars Rasmussen, Facebook’s Director of Engineering, did an AMA and explained Graph Search in as simple a way as possible.
The thread, which reveals that Graph Search has been in development since Summer 2011, includes many elements a marketer can skip (including Rasmussen's experience on one of Zuckerberg's famous walks, and the "best and worst things about working at Facebook") but also the most straightforward "tech in non tech speak" explanation of Graph Search since Rasmussen was asked to explain it like he was talking to a five-year-old.
A free and open internet is the most efficient market place in the world and needs to be protected, according to Reddit co-founder Alexis Ohanian.
The internet entrepreneur kicked off TNW 2012 in Amsterdam with a keynote that highlighted the power of the internet to innovate and create new businesses, and the threat posed to e-commerce by SOPA and CISPA.
Earlier this year, American retailer J.C. Penney learned the hard way: it pays to know what your SEO is doing.
As it turned out, the company's outside SEO vendor was up to no good, allegedly engaging in a paid link scheme. The outcome: a PR black eye, and a Google penalty. J.C. Penney's pain provided a lesson to all companies using outside vendors for SEO: just because someone else is doing the work doesn't mean that you don't need to know what they're doing.
It’s hard to make a living writing online. In general, those who write
for the web are looked down on by their ‘in-print’ counterparts. Despite
the fact that we often speak to larger and more relevant audiences,
there’s still an attitude that web copy is somehow illegitimate, less
Just because someone is writing for a
newspaper, they aren’t automatically any more talented or influential
than a blogger. The lines are blurred; many bloggers being talented
journalists and vice versa.
Indeed, the only real difference is the
matter of accessibility, and it's this factor which has led newspapers to duck
behind paywalls, offer subscription-based apps and ‘unique content’
add-ons as the old media struggle to monetise their sites and avoid
devaluing their content.
The assumption seems to be that online, content
may be king, but it’s still cheap.
In fact, one recent incident shows that some people consider it so
cheap; it isn’t worth paying for at all.
Following on from my previous post, it’s time to throw myself to the
wolves and tell you exactly what it is I’m doing all day. Hopefully by
outlining my regular daily routine you’ll begin to see how various
platforms can be used by your social media staff to enhance your
customer’s experience and generate revenue.
Where relevant I’ll try to
post exact figures and ROI, and detail some of the new ideas that have
come from our social outreach recently...
When I’m writing about social media, I always try to hammer home the
importance of transparency: Clear and open communication with clients by
members of staff at all levels.
Unfortunately there are times when this
isn’t appropriate. There are hierarchies of information and
responsibility in any company, which means social media expansion often
requires a clear policy so that anyone with access to social media
(which means everyone) stays on message and doesn’t accidentally destroy
a lovingly crafted campaign with an ill-advised tweet.
In order to roll
out a social program across an entire company, you need to train and
educate across your organization, and a properly honed policy is a good
way to begin.
Here area few quick points to consider when putting
together a general use policy that will help you ensure maximum
engagement and minimum risk.
So, you’ve set up a Facebook page, you have a fully automated Twitter
account, and your LinkedIn profile is a shining example of professional
wonderment for all to behold.
You’ve formulated a strategy and set up
tools and processes, and you’re proudly showing off your amazing product
with a variety of exciting and innovative campaigns.
Not all social media campaigns will be successful, and the hardest part of any campaign is
actual engagement. Creating long-term relationships with customers,
creating brand evangelists for your business.
True interaction is the biggest stumbling block on the path to social
media success, but by instigating the right policy, it’s also one of the
easiest to overcome...
Last week, I wrote about popular user-generated news site Reddit,
which, despite being owned by Conde Nast, finds itself having money
To solve them, at least temporarily, it asked for donations. And it got
plenty of them -- approximately 6,000. Calling the fundraising campaign a "triumph," a member
of Reddit's team also wrote, "It's given everyone involved with reddit
a good kick in the pants right when we needed it."