Part of an unpublished appendix for The End of Business as Usual… The mystique of Twitter, Facebook and Google+ causes a momentary lapse of reason where businesses are surprisingly acting first and addressing “the why” at a later point in time, if at all. Without careful consideration and strategy, a great wave of stream fatigue, social blindness or far worse, customer unlikes and unfollows in will befall unsuspecting businesses en masse in social media. It will come down to a…
I Like You, But Just Not in That Way
Part 7 in a series introducing my new book, The End of Business as Usual…this is not content from the book, this series serves as its prequel. You like me, you really like me! Not so fast. Businesses are using social media to earn Likes and Follows, engage with customers, and the more progressive brands, are extracting insights from social and interest graphs to improve and personalize experiences and products. The quest for a larger install base of social consumers…
Social Media’s Impending Flood of Customer Unlikes and Unfollows
This is part two in a short series to introduce The End of Business as Usual…originally posted on Harvard Business Review (edited) There’s an old saying that carries renewed meaning these days: Give the people what they want. Brands are furiously creating profiles in social networks such as Facebook and Twitter in the hopes of building engaging communities with customers and giving people what the brands think they want. The main activity in this effort is to spur consumers to…
Why I Don’t Like Your Brand on Facebook
Guest post by Andrew Blakeley. Follow him on Twitter (for exclusive deals and offers!) I recently undertook a simple Facebook experiment, inspired by a brief Monday morning rant from my boss: “This morning my yoghurt told me to find it on Facebook. It didn’t tell me why, it just told me to find it. Why on Earth would I want to find a yoghurt on Facebook? It’s a yoghurt!” He was right, of course. As social networks slowly become the…
