The myths of social media and what it takes to be successful

POSTED: November 2nd, 2009

I just ran across this insightful article about the myths of social media at BusinessWeek, and it got me thinking. Ochman lists six myths, but they’re easily broken into two categories: ease and cost. It’s true that people tend to think that a social media campaign will be easy and inexpensive to operate, but why?

The answer is because they’re looking at it from the perspective of traditional build-and-blast marketing, where you create your message, buy your media vehicle, and distribute. The costs in this model are all up front: you have the creative development, of course, and the media buy. And then you wait. (Well, honestly, there’s always something to do, but you get my point.)

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Can widgets work for the B2B enterprise?

POSTED: October 13th, 2009
Widgets

know most B2B marketers are paying close attention to new social media trends and technologies. Many of these are easily and obviously useful. Others, however, while practical for personal use, can at first seem less so for the enterprise. I saw this when speaking with JUNOS Jeff about Twitter as I was writing that post, and I also see it in the slow adoption of widgets (gadgets for Mac users) by B2B marketers.

Widgets can be thought of as essentially either RSS feeds of information that use a graphical interface to update users, or mini applications. They’re incredibly versatile and can be put on a desktop, downloaded for use on a Web site or blog, or even added to a mobile device—anywhere a user wants easy access to whatever regularly updated content the widget offers.

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How will iPhone adoption affect enterprise mobility and the spread of social media?

POSTED: October 1st, 2009
Mobile

The enterprise has always driven adoption of new technology through product and solution development. Much less discussed, however, is the influence the public has on technology usage by the enterprise. But one look at the rise of social media, and it’s clear that it’s a two-way street. Earlier we found this to be the case with social media such as Facebook and Twitter—both technologies whose adoption by B2B continues to be driven first by employee usage outside the workplace, then inside the workplace.

Another example is the next generation of smartphones, such as the iPhone 3G S.

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To tweet or not to tweet? Some best practices for B2B Twittering.

POSTED: September 14th, 2009
Tweet Or Not Tweet

Think Twitter’s a passing fad? Or maybe that it’s just for kids of consumer marketing? So did one of our Marketing Managers, Jeff Mattan. But Jeff has gone from skeptic to enthusiast in under 60 days. (Don’t just take my word for it. Go see him in action @JUNOSJeff)

Along the way, he’s learned some interesting things about the value of Twitter to the B2B enterprise, what works and what doesn’t, and how to tweak your tweets to maximize exposure, earn devoted followers, and drive traffic to other social media sites like Facebook , the JUNOS board on J-Net Community, YouTube, or other juniper.net/JUNOS pages.

Before we get into those suggestions, I feel like we should address, in the simplest terms possible, the basic question that B2B corporations face regarding Twitter: Why should we use it?

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What they want, when they want: the benefits of subscription-based media

POSTED: August 28th, 2009
RSS iTunes

It seems like one of the biggest opportunities online marketers have is how to address the growing level of control consumers have online. They not only have more potential destinations than ever before, but they’re also beginning to adopt technologies that bring the information they want right to their desktop, instead of going out to get it. It’s as if, after years of eating in restaurants, people have suddenly discovered delivery. ahahahaha!

Of course, every change in how people consume media is a new opportunity to meet their needs, and this is no different. I thought that taking a look at two popular technologies would be worth a a deeper discussion, and I’ve chosen RSS and iTunes as two we’ve had success with at Juniper Networks. As always, help me complete the picture by sending ideas my way!

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