Everett Rogers’s definition of communication in his book Diffusion of Innovations has long been a touchstone for me. I was reminded of it today by Mike Bonifer’s great comment about improvisation skills. I wanted to share that definition here: Communication is a process in which participants create and share information with one another in order…
Category Archives: Marketing
When you engage, you are not starting a conversation, you are joining one
A few weeks ago, I offered my definition of engagement, which consisted of four steps: Engagement = Prompting, listening, mirroring and acting in answer to what is heard That’s an abstraction, meant to help you do an internal check on whether you are engaging effectively and to guide planning of engagements. But there’s one thing…
Defining what we mean by “Engagement”
In working with clients I’m often introducing them to the importance of engaging their customers or constituents through social media and other channels. We discuss examples of engagement, but when it comes to planning how they are going to engage, I find it helpful to focus our initial creative brainstorming with a clear definition. What…
“My customers don’t use social media”
Really? How do you know? I’ve heard this line many times and it’s one of the most common reasons people in small business give for why social media isn’t a good fit for them. What about advertising? Direct mail? How many of your customers are you reaching through those channels? A lot of the small…
Social Media Predictions for 2010
Based on the example by @jaybaer, who wordled @juntajoe‘s great roundup of predictions for social media content marketing, I gathered the text of a dozen other posts from many sources about what’s coming in the next year more generally for social media, then used Wordle to make the resulting word cloud. For this exercise I…
Shut up and listen: Social Media is not your new megaphone
You’ve heard social networking is the next big thing for businesses. It’s the future of communications, PR and marketing. If you don’t want to fall behind, experts say, you better get on Twitter, set up a Facebook fan page, create a YouTube channel. You gotta start pumping out updates, funny videos, and podcasts to get…
Social Media is not an Add-on
If you are exploring the world of social media and web 2.0 and thinking you just need to add some of these new channels to your bag of tricks, stop now and go back to what you were doing. Social media won’t help you. Don’t get me wrong, the only way to understand how social…
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