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20 April 2012
AllThingsD - Comments Policy Applies to All Who Post
One of the joys of running a Web site is the constant interaction with readers from around the globe. At any time of the day or night, you, our readership, can read what we write and respond with censure, praise and ideas that take our work in new directions. We value the commenters who post on this site.
Really. We do.
However, one of the truly painful aspects of running a Web site is the constant interaction with readers from around the globe. At any time of the day or night, you, our readership, can read what we write and respond with unfiltered hate, pointless name-calling and blatant accusations. There are times when it becomes difficult to value the commenters who post on this site.
Just for example, in the comments following the death of Steve Jobs, there were many heartfelt expressions of sadness and loss. There were also more than a few comments — quickly deleted by AllThingsD — that used the opportunity to spew vitriol of a particularly venomous nature. We won’t tolerate...
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4 April 2012
Ariz. Bill Says Unlawful To 'Annoy' Others Online
Free speech advocates and social media users say an anti-stalking proposal in Arizona goes too far by criminalizing "annoying" or "offensive" comments posted online.
A bi-partisan bill seeking to update telephone harassment and stalking laws by adding the use of computers or smartphones to existing legislation has gone virtually unchallenged in the Legislature and could soon land on Gov. Jan Brewer's desk.
But critics have fixated on a section that makes it illegal to "annoy or offend" someone online — meaning comments on Facebook or Twitter could result in criminal charges.
Media Coalition, a New York-based First Amendment advocacy group, argues the bill is unconstitutionally broad and infringes on freedom of speech protections. The group has asked Brewer to veto the measure.
"Speaking to annoy or offend is not a crime," Media Coalition Executive Director David Horowitz said.
Horowitz said if the proposal becomes law, speech done in satire, political debate or even sports trash...
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3 April 2012
Three Steps to Generating Social Gravity
In a social age, people don't like to be pushed. As described in my last post, top brands like Apple, Google, and Nike are using a new model based on pulling rather than pushing. They create a gravitational field that attracts customers into orbit around their brand.
This kind of social gravity isn't just about how many likes you can get on Facebook. This is about enduring, meaningful, and authentic relationships with your customers and the people in their lives.
How can you shift from push to pull and create your own social gravity? With three basic steps: Purpose provides the Why; Platforms the What; and Partners the How.
1. Shared Purpose
The objective of Push marketing is to convince a customer to make a purchase. In contrast, the objective of Pull marketing is to achieve a shared purpose. At Sears Holdings, where I work, the Craftsman brand of tools and equipment has an orbit strategy for do-it-yourselfers. The Craftsman Experience studio in Chicago creates live...
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10 February 2012
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25 January 2012
5 Things You Should Look For in a Community Manager
1. A strong writing background, preferably in journalism or PR.
There are a couple of reasons why this is so important. Though it may seem obvious, proper grammar and spelling errors are inexcusable for corporate social media accounts. Additionally, those with journalism and PR backgrounds have an understanding of what content is newsworthy and likely to be shared, as well as an ability to relay information in an engaging yet concise manner.
2. The ability to analyze and optimize (quickly).
Creating content and responding to people is an integral part of the job, but community managers must be able to look at data to determine what is working and what is not. If certain types of content are resonating, whether it is due to the publishing schedule, substance or style, community managers should be able to effectively optimize accordingly. Conversely, if engagement is down, community managers must be able to move quickly in a new direction without hesitation.
3. A constant connection...
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23 January 2012
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