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Social Media - Oversold and Undervalued

oversold undervalued

Social media is oversold as a marketing channel and undervalued as a customer connection. Sales by conversation are an illusion created by people more focused on building personal brands than exploring and developing a new channel. The new media gurus adopted a "sell and destroy" strategy that effectively promoted networking as the only future of marketing and blamed failed attempts by others on insufficient awesomeness.

Creative valuations of marketing campaigns are part of the sell strategy. Traditional success metrics like sales, customer acquisition, and return on investment are replaced with followers, fans, likes, retweets, and comments. Creating viral content that generates buzz replaces increasing revenue and profitability as marketing goals. To the uninitiated, this shift seems ludicrous, but it has become the social media standard.

Questioning this standard activates the destroy part of the strategy. Anyone daring to ask for data proving that social media works is belittled for being clueless. Questions about how to create successful campaigns receive answers like "Be awesome and it will happen" or "Remarkable content creates remarkable success."

While acting more like snake oil salesman than thought leaders, self-appointed social media experts missed the real value of social networking – customers connecting with companies.

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40 Most Popular Social Networking Sites of the World


"Social networking" has been around forever. It's the simple act of expanding the number of people you know by meeting your friends' friends, their friends' friends and so on. In fact, many of us today use Twitter and Facebook to promote our existing and upcoming businesses. And people looking to connect with other business-associated contacts usually move to sites like LinkedIn, but one need to understand that social media is beyond Twitter, Facebook, LinkedIn and Blogs. After observing and running an analysis on hundreds of Social Networking sites I have listed down 40 most popular social networks across countries.

1. Facebook: To access Facebook.com, you must create an account on the site which is free. Facebook's terms of use state that members must be at least 13 years old with valid email ID's. After updating you're details, your Facebook profile is generated. Using Facebook.com you can:

o Browse and join networks, which are organized into four categories: regions, colleges, workplaces and high schools.
o Pull contacts from a Web-based e-mail account, into Facebook.com.
o Find friends in several ways, including search engine to look for a specific person and lot more.
o Facebook has recently crossed 500 million users and is the most popular Social Networking site of the world.

2. MySpace: On MySpace, your social network starts growing from the first day. When you join MySpace, the first step is to create a profile. You then, invite friends to join there and search for your friends on already profiled on MySpace these friends become your initial Friend Space. Once the friendship is confirmed all the people in your friends' Friend Space become part of your network. In that sense, everyone on MySpace is in your Extended Network. As part of terms of MySpace, the user must be at least 14 years old to register.

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Your Blog's Secret Weapon: Old Content

Your Blogs Secret Weapon Old Content
If you've ever had one of those days when you struggle to come up with yet another new idea for a blog post, never fear. You're most likely sitting on top of a goldmine of potential content ideas in the form of your blog's old content.

When you publish a blog post, you promote it for a few days and hope that the majority of your readership sees it before it fades into obscurity under your newest entry. But what about those loyal readers who just happened to skip a day on your site? What about new readers who may not have the time to read back through all of your archives?

The solution to both your content-generation struggles and reaching readers who may have missed your past posts is to refurbish and republish your old content. You don't just want to change the publish date and re-run old posts as-is. Here are a few ideas for maximizing the value of the content that already exists on your website:

Revise dated content: I work in the field of digital marketing, which means that new strategies and algorithm changes are constantly revising industry best practices. So imagine that I had written a blog post titled, "The Comprehensive Guide to SEO" a year ago. Chances are some of the things I'd written would be out-of-date by now.

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Facebook Is Out, But Blogging and Google+ Are In

Facebook Is Out But Blogging and Google Are In
If you use Facebook to connect to fans who are interested in your brand or company, your reach will soon diminish. According to AdAge, Facebook stated, "We expect organic distribution of an individual page's posts to gradually decline over time..." And a Facebook spokesperson said, "the best way to get your stuff seen if you're a business is to pay for it."

It's already happening. I personally have noticed a sharp drop in my Facebook posts' reach in the past several weeks, and social media marketers all around are reporting the same. All that work you spent building your fan base through page likes, and through consistently publishing great content on Facebook will soon be for naught, unless you cough up some dough.

And money spent on Facebook may not be worth your while.

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For Some Reason, Everyone On LinkedIn Likes To Call Themselves "Responsible"

For Some Reason Everyone On LinkedIn Likes To Call Themselves Responsible

The reign of "creative" LinkedIn profiles appears to be over.

The company is releasing its list of the most overused buzzwords in 2013, based on the words that appear most frequently on the professional networking site's profiles. In 2011 and 2012, the most overused word was "creative", but this year "creative" was beaten by "responsible." On one hand, that's less obviously self-defeating than describing yourself as creative. On the other hand, it's more than little ... uninspiring.

Personally, I find the whole idea of pumping up your LinkedIn profile with flattering adjectives to be kind of strange, but then, my profile says, "I write stuff," so what do I know? However, in LinkedIn's own press release, the company's "career expert" Nicole Williams says that including buzzwords in your profile isn't a great idea: "If you sound like everyone else, you won't stand out from other professionals vying for opportunities."

And if you're staring at the buzzword list below with dawning horror because it's basically the same as your entire LinkedIn profile, well, the company has some suggestions. Among other things, it says you should let other users vouch for you (given the random requests and recommendations I get, I'm not crazy about this feature either, but, uh, let's move on ...), include actual work or results that show you're creative or (bleh) responsible, and be more specific in your wording so that it's better tailored to the jobs, companies, and industries you're interested in.

Anyway, here's the top 10 list:

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