How Social Actions Have Pulled the Rug from under Banner Ads
 Facebook’s development schedule epitomizes the “white water, fast iteration” approach to serving company and customer. Although its mishaps are legendary, it succeeds in consistently fielding a mind-numbing array of features, so it is difficult to keep up and very easy to miss the significance of things. To whit, very few people people have noticed that Facebook has quietly revolutionized banner ads through a feature that is maligned by users but gold for marketers. This feature has created two opportunities for e-commerce marketers: a new means of inexpensive market research and an easy way to improve relationships with their viewers. Read on to do this to your competitors before they do it to you.
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 In Five Tips for Smarter Social Networking in their Big Shift Harvard Business Review blog, John Hagel III and John Seely Brown offer solid advice for executives who want to get traction with social networks, some of which might surprise you. It’s valuable for executives from individual and company perspectives. Here’s the post, and here’s my response, which builds and extends some of their points:
John2, thanks for very solid advice all around. However, I totally agree with @cole, to be most productive as an individual or an enterprise, you must have an explicit strategy. An enterprise is an orchestra, so defining key goals and techniques, without dictating, is critical for success. This includes giving guidance and space for employees to pursue their personal branding, by resonating with the enterprise.
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In Allfacebook, Nick O’Neill presents a chart that compares the first six years’ revenue for Yahoo!, Google and Facebook. Even though some of these exercises are coffee-cooler talk without much substance, this one afforded the opportunity to think about how Facebook and Google add value.
According to BusinessInsider’s interpretation, neither Google nor Facebook emphasized revenue in the early years and hockey-sticked later. Here’s the article, and here are my thoughts on all three players:
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 Facebook Pages and Groups are rapidly becoming like websites or phone numbers—overwhelmingly banal. Last year, it was still novel for many companies and governments to launch Pages or Groups, but 2010-2011 is proving to be the inflection point: people merely expect Facebook presence because every organization has one. In step with this, the competition for Fans’ (now “Likes”) attention on Facebook is high and will continue to get higher. That said, as difficult as it is, launching and growing a powerful Facebook presence is eminently doable with the right strategy and execution. Here I will share some of my notes with a current engagement for how to grow a quality Fan base by building and leveraging a network around your presence. By the Way, Pages and Groups share similarities but they are distinct in their functionality. This post will focus mostly on Pages, but many of its techniques will work with Groups as well.
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How Commercial and Government Firms Are Using Facebook (More at NotaBene) my delicious.com
If your business involves physical locations, geosocial applications represent a tantalizing possibility: people can talk about their presence and experience at one of your locations and, potentially, friends of their friends that have the same interest (or thirst). It adds long tail digital grease to conditions on the ground at a retail location. […]
You Know Facebook Connect but why not LinkedIn Connect? discusses credentialing across websites in the Web 3.0 version of single signon.
Shannon Clark, on his Slow Brand blog, presents the idea of a LinkedIn Connect, which would enable users to authenticate and share certain approved information from their LinkedIn presence on third-party sites. He writes, “Why isn’t LinkedIn looking to be the Identity layer for not just a few applications running inside of LinkedIn or a very small handful of LinkedIn Partners, but instead to offer a strong, business focused identity layer for 1000?s of business applications across the Internet?” Great question that merited some cycles.
Here’s the post, with my thoughts below. A good thread with some technical discussion, but understandable for non-techies, too.
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Executives need to get on Twitter so they can understand the potential and the threat to their communications with stakeholders. The problem is, the value proposition isn’t clear, and executives perceive it takes too much time to learn. These free online courses fill that gap. […]
To fully appreciate how “touch” applies to LinkedIn interaction, imagine yourself as a human brain. Through the centuries, you have evolved, and one of your key survival mechanisms is discerning how much of the truth someone is sharing with you. Hence, you rely on nonverbal communication, which is much more difficult to fake because people are less aware of it than they are of their words. […]
Approach this as a relationship building activity, there are no magic bullets, and most of these tactics will take some time to show results. If you want readers, you need to focus on building relationships with them by showing that you are relevant to them and by showing that you care about things in which they are interested. […]
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