social media campaigns

Last week, I attended a webinar from WOMMA where WOMMA General Counsel Tony DiResta discussed the importance of disclosure across social media. This conversation normally focuses on brand-blogger relationships but the same best practices and government guidelines may also affect your Facebook Page.

2009, defined by the deep recession, forced consumer brands to do more with much less.  However, this stressful environment drove  marketers to try non-traditional and less expensive channels, fostering the development of some unique engagement programs in social media.  In this series of posts, I’ll revisit a few of the more interesting campaigns from the past year and explain how these programs can guide our 2010 engagement strategies.

A July 2009 research study by Russell Herder and Ethos Business Law found that 81% of senior management, marketing and human resources executives view social media as a valuable tool to enhance relationships with customers and build their company’s brand. That’s the good part. Here’s the challenge: the same amount, 81%, perceives social media as a corporate security risk. There’s a natural balance. You want to use social media to enhance your brand and customer relationships. Who’s managing the associated risk?

Earlier today John Bell and I formally introduced the Conversation Impact(TM) measurement model at the Advertising Research Foundation’s Audience Measurement 4.0.  Here’s a brief overview of the model, its goals and planned evolution.

Yesterday I was leading a panel of “social media mavens” (as we were all described in the conference program) at OMMA Social in NYC to talk about social media campaigns that worked, those that didn’t and our tips and tricks for having more success with social media.