Do Social Media Outposts Work?

Do social media outposts work? I firmly believe that they do and in my opinion they're the clear future of social media. Locking all of your social media (blogs, videos, podcasts) into one location is counter intuitive and severely limits the potential exposure your social media content can achieve. Here's an example from a client I've been working with since June 2009. Rather than limiting their blog posts, videos and photos, to one location, I've created a series of social media outposts where all of this content is syndicated. The most effective tool available at the moment is without doubt Posterous. Whenever new content is put on my clients blog it's also published via Posterous to two other blog sites, along with Flickr and Twitter. The RSS feed from the originating blog is also published automatically onto their Facebook Fan Page. What does this mean in terms of Google ranking? I think this screengrab illustrates really well how powerful social media outposts are;

Searching Google for a review of Makita's RP0900X (which is what we're likely to do when we're interested in purchasing a product; search Google for reviews of it) show that the first page of results is saturated with Toolstop's social media outposts; - their blog - Flickr photos - YouTube video - their Tumblr blog The lesson is, don't ring fence your social media content within one or two sites, spread it throughout a series of social media outposts.

Sometimes the "higher ups" get it

From Mashable.com

The idea for Expedition 206 was kick-started by Clyde Tuggle, the senior vice president of Global Public Affairs and Communications for Coca-Cola. This is interesting for two reasons: 1) this initiative started from the top — the higher-ups didn’t have to be convinced of the power of social media and 2) this blurs the traditional lines and roles that exist between PR and marketing teams.

Tuggle made it clear that Coke knows that they don’t own the brand — the consumers own the brand. Thus, who better to trust to spread the message of happiness than those consumers? Mr. Tuggle reiterated the importance of authenticity, accountability and transparency when communicating with customers and is committed to making sure those are key parts of the Expedition 206 adventure.

For more on Expedition 206 click.

Sustainable Scotland Network's 2009 Conference

Last week I was once again working with the Sustainable Scotland Network, capturing audio interviews for their annual podcast. This year they wanted to experiment with video a little, so I produced this for them.

Do You Need Disclosure?

Quite simply, you need to tread very carefully if you're going to endorse your product, your services or even yourself. If you absolutely have to comment favourably on anything relating to your company, then this flow chart from Whitney Hoffman is worth looking over;

courtesy of Whitney Hoffman

Recommended further reading;

"Touching Up the Grassroots"

A lot of virtual ink is being spilt trying to define the moral boundary between viral and stealth marketing, and between slick political organising and voter manipulation. An EU directive enacted in Britain last year made astroturfing illegal, and there have been similar moves in the US. But it is hard to police: lawmakers are swimming against a huge technological and commercial tide.

Volkswagen's "Fun Theory" - great viral video, but there's something more...

Volkswagen's ad agency DDB Stockholm have come up with a great series of videos which have 'gone viral'. Once again we see an established brand stepping out of their comfort zone and making content that surely must be marketed at the global viral market via social media. That, in my opinion, is step one; have the guts to try something a bit different.

However, DDB Stockholm via the video below have ticked another couple of boxes that I'd recommend any client seriously consider;

• while the video is well produced, it isn't Madison Avenue glossy in its production and delivery. It's very simply put together. It's the content of the video, the message the video seeks to deliver that's king, not the fancy production standard
• they also show you how it was all set up. That's always key, according to my own sensibilities. Don't be afraid to show people what goes on behind the curtain. A bit of time lapse, a bit of setting up footage always goes a long way

Great video and one that no one is going to be ashamed embedding onto their blog, Facebook page or email to all of their friends.

And that's surely the point.