Archive for the ‘economics of social media’ Category

Why you can’t believe social media sentiment analysis (“It’s crap”)

There have been a number of studies pointing to the suspicious results of automated social media sentiment analysis. Here’s a simple idea that really works.

Brilliant marketing, or the beginning of Big Brother?

Mark Schaefer and Tom Webster discuss remarkable business trends that eerily point to a Big Brother technology monitoring personal lives and politics.

How to begin social media marketing with no budget

Social media marketing does not need to be complex or expensive. Here is advice from the startup world on how to do marketing with no budget.

Why inbound marketing costs inevitably increase over time

Inbound marketing costs go up over time, not down, as some advocates claim. Increased content competition makes inbound marketing more challenging.

Why customers really don’t want to engage with your brand

Customer engagement has always been a driver of social media strategy. But maybe customers don’t want to engage with your brand after all.

The Argument Against Gated Content

Gated content is a popular way to create value for a content marketing strategy. This post describes why this strategy might be working against you.

Case study: Winning the #WorldCup with Epic Content

One of our favorite case studies of all time is the story of how Nike used epic content to win the World Cup buzz. Here is the inside story of how some of the biggest names in sports came together to launch a massive marketing victory.

Three reasons why your corporate storytelling just won’t work any more

While corporate storytelling is all the rage, let’s consider three trends that point to the dawn of a humbling new era in consumer marketing.

The #Westworld Word of Mouth Marketing Miracle

Giant Spoon agency pulled off the most buzz-worthy word of mouth marketing activation of the SXSW Interactive festival. How did they bring the Westworld television set to life?