When looking at the value of social media tools like Twitter, we need to realize the real value isn’t the tool itself; it is the information the tool has to offer.

If the company is going to achieve and maintain a brand value using social media, it will need to first understand the company’s stake in the marketplace and the value it offers to its customers. The value proposition is all about the customer. What matters to them and how you can deliver value that differentiates you from your competitors.

Step one: Before you start, establish clear business objectives and metrics.

What surprises me is how many blogs and podcasts or even Facebook groups and Twitter sites are started as an executive pet project. That may relieve some pressure to demonstrate ROI, but as a marketer responsible for social media initiatives, you should never move off the starting mark without clear and measureable business goals.

A few days ago, a friend sent me the “Social Media Revolution” link from YouTube knowing that I believe the traditional media model for companies to communicate to customers is broken.    We are in the middle of a revolution.  The tools may change over time, but social media is here to stay.   
You and I both [...]

PRWeek ran a story last week announcing Volvo selecting a media buying shop to handle its entire social media strategy. 
My first reaction is: What makes Volvo think a media buying shop can all of a sudden build trusted relationships by buying or pushing a brand on an audience?
Social media exists in the context of trusted [...]