NetworkEvangelist.com

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social networks are being victimized by the same malware plaguing email and websites. “So if I’m going to block social media on the basis of malware distribution,” Walls asked hypothetically, “why not block email?”…

…the most valuable people doing the most valuable things for an organization are going to be the ones who demand social media the most.”

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“ I’m not sold just because we connected. If I’ve “friended” you on Facebook, that’s not when to pitch me. If I’ve followed you on Twitter, that’s not when to auto-tweet me a direct message about your blog. If I’ve come to your blog, don’t overlay a big fat ad pushing me into your sales funnel. In relationship terms, I’m reaching out to shake your hand and you’re trying to put your tongue in my mouth. ”

“ The smart marketer will approach the question of value as if the answer is zero — there is no intrinsic value to a Facebook fan. This might sound sacrilegious to social media marketers, but think of it this way: What’s the value of an email subscriber if the company never uses the database for anything? And what’s the value of the same email subscriber if the company has a smart, user-focused strategy for email? It is what companies do with fans that creates value, not merely that a brand has fans. ”

“ the thing to keep in mind is that while linking your audience to a blog post might not translate directly to a sale, it might translate to a blog subscription, a retweet, or a share on Facebook. And that audience – which will grow with every quality piece of content you produce – can be re-engaged down the line with news about your products or special offers that directly drive sales. ”

“ By locking the campaign into any proprietary place would have just severely limited the exposure it would get and diminish it. This whole idea of responding to people and being very smart about who we decided to respond to, and in what manner, that wouldn’t have worked if we hadn’t done it in a format like YouTube where we are able to embed it. People are very familiar with the ways of sharing it, liking it, and favoring it, and just the fact that it can go everywhere very quickly was a huge positive. ”