Greetings!
Does your company have a social media strategy? Do you feel you could be making better use of new tools such as Facebook or Twitter in your organization? This month’s Inspiring Ideas focuses on the dynamic and increasingly influential topic of social media, which is transforming how companies communicate and interact with their customers. Discover what thought leaders such as Seth Godin, Charlene Li and B.J. Fogg have to say on how to successfully implement a social media strategy.
Chris Stanley, Editor HSM Inspiring Ideas
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Tips from the Top
The new rules of persuasion
Dr. B.J. Fogg, director of the Stanford University Persuasive Technology Lab, has been in the behavior-changing game for more than 15 years. Here are his insights into how to successfully use technology to influence people.
Choose a simple behavior to target
The first critical step in designing for persuasion is to select an appropriate target behavior. I believe the best choice is the simplest behavior that matters. Often this requires a team to reduce their ambitious long-term goal to a small near-term objective.
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Million Dollar Tales
“Follow us on Twitter” is a refrain that has become common to businesses of all shapes and sizes. But what are these companies actually hoping to get back from their constant tweeting? One company that seems to have discovered the holy grail of making money through the micoblogging site is Dell.
Dell’s aggregated followers on social media - including Twitter, Facebook and their own Direct2Dell and IdeaStorm – now number 3.5 million. After first disastrous approach to social media which meant basically ignoring complaints, Dell learned fast. They realized that their customers could bring them great value besides their money: Alerting them to problems, telling them what products they want, helping fellow customers solve problems. But this would only happen if you have a decent product and service and only if you listen to what your customers are saying.
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DELVING DEEPER
Here author, entrepreneur and agent of change Seth Godin offers some thoughts on microblogging and the pros and cons of brevity.
I typically write posts that are three to six paragraphs long. I try to be clear and direct. And yet, just about everything I write is misunderstood by someone. (Not the same someone, alas). They write to me and I try to explain.
It's hard to imagine how one could write something that 100% of the recipients will understood as written. If you overwrite to satisfy the last 1%, you're going to bore the rest to tears.
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| MULTIMEDIA TOOLBOX |
 VIDEO The rapid pace of change in the digital world can be daunting. Here Andreas Weigend, Former Chief Scientist at Amazon, offers some advice as to how to keep up to speed with all that is happening in this dynamic field. [watch video] |
| AUDIO Charlene Li is the bestselling author of Groundswell: Winning in a World Transformed by Social Technologies. Here she offers 4 keys to developing a successful social strategy for those who are taking their first steps into the world of social media. [listen audio] |
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