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It’s happened. All of your worst fears have been confirmed. They have your data, and they’re not afraid to use it. Technically, you should have known better, or at least that’s what they’re telling you. You did agree to this, after all – didn’t you read their terms and conditions? Those terms and conditions are the main vehicle for communicating what a mobile app or social media platform can do with your data, but they shouldn’t be. Take a look at Path.

If you’re a Path user, you got an email last week specifically letting you know that they’ve updated their user agreement and privacy policy. They’re very invested in you knowing about it, because after “AddressGate”, their PR disaster over privacy concerns a few months ago, they’re a little bit sensitive about the whole subject.

Before we get to what Path’s new policy is, let’s take a second and honestly evaluate how many times in a day, week or month we accept the terms of service for a new website, application or purchase. Now how many of those times did you read through it? Even when there was money or personal data involved? Don’t worry, neither did I.

There’s the age-old adage about always reading a contract thoroughly before you sign it, but that saying has likely been around since the days when you weren’t presented with fifty such contracts just to get your new phone set up with the apps you want to use. The sheer volume of user agreements, terms of use and privacy policies in today’s data-driven, technical age makes it incredibly inconvenient and highly unlikely for anyone to read every single term and condition.

How does that relate to this latest effort from Path, and more importantly, to businesses looking to avoid a similar outcome? It boils down to communication and trust, two things that should be part of any business strategy, whether you’re making an app or selling houses.

The biggest thing that went wrong for Path, back when this first became a problem, was that users didn’t know what Path was doing with their data, mainly because Path never told them. When a blogger was working in Path’s API and realized how his data was being stored, his blog post on the subject quickly became home-page news on all of the major digital news outlets. Since the news came as a surprise to Path users, they lost trust in Path’s service. How could this have been avoided? Clear communication.

So that’s what Path did this time around.

They sent every one of their users a clearly written, concise email in plain English telling them about the updates to their terms of service. If you want a breakdown of the exact changes, there are several blog posts out about the subject. To summarize, the updates are things that any reasonable user of social networks or mobile applications has gotten used to long ago. Path collects the information you share with them, they want to monetize their business eventually, and they’ll likely use your data to help them do so. None of this is shocking, or at least it shouldn’t be to any users of Facebook.

The most important highlight in these changes is that Path is going out of their way to ensure you trust them again, to the point where they’ll delete all of your data if you ask them to. That’s all that’s relevant to users in this update, really. The rest of it is letting us know that Path is just like every other online application and social network, and is trying to monetize their service using the most valuable thing it gathers: your data.

Let’s get back to the point here: trust, and how communication can make or break it. Path’s problems started because they never communicated what their app was doing. If you look back to the original blog post that broke the story, the comments all say they would have been mollified by a pop-up asking their permission. The real problem was that Path went behind their backs to save more data than people reasonably assumed an application had access to. Had they clearly communicated the major differences with their application, asked for and obtained permission, this would have been a non-issue.

So here’s my proposal.

We all get really clear on a few shared assumptions most of us have about social media platforms and mobile applications. The rights to anything we share on social media, applications or similar platforms will likely belong to the company running that platform, at least jointly. Data is valuable, we have a right to know what data a company has about us, and these companies will inevitably use that data to monetize in some way. These are things we can all implicitly assume are covered somewhere in those terms and conditions, with potentially minor differences between applications.

Then, when a company asks you to accept their terms, they highlight the three biggest ways in which their terms of service might surprise you, in the same way Path did in their email to users: in English, not legalese. If you do have a problem with it, they provide links to further details about why this is a necessary evil, and how it ultimately benefits you, the user. Confidential to the company: if what you’re doing doesn’t benefit the consumer, why are you doing it and why would anyone agree to it?

While telling users exactly why your company wants their data and how you’ll use it could sound intimidating, it’s also going to happen whether you like it or not. Path’s data storage practices were figured out by one blogger who was working within their API. It now only takes one person to kick off a PR nightmare for your company, so transparency isn’t a choice. Neither is clear communication. Companies that do this well will build more trust with their users and avoid creating a widespread social media backlash, as happened to Path.

Clear communication and transparency are the ways forward for all business communications, not just terms and conditions. How are you adapting?

To examine how Path went from the super-villain of the tech world to communication leaders, make sure to look back at the blog post and TechCrunch article that broke the story. Gizmodo provided a good analysis of why “AddressGate” caused such a stir in the technology community, and Michael Arrington of TechCrunch provided a solid recommendation that Path hash all of their user data, which is what Path eventually did.

Now, having already addressed the technical concerns of the past, take a look at the full email Path sent out here, and specifically the following three points.

Some key updates to these terms include:

  • Clarifications of the information we collect from you and how we use it
  • Your rights to access, modify or have your data removed from our servers
  • Confirmation of your rights to the content you create and submit to the service

And that’s likely as close to reading any terms and conditions that any of us will get this month, but it’s enough. We’re clear on what’s happening, and that’s the best thing Path could have done to make sure their users don’t abandon ship.

“Location, location, location”. The age old saying. For a long time, location was king. If you had a storefront on prime real estate in a high traffic area, you were bound to be successful. It’s fool-proof, right?

Then Amazon came along. The online retailing pioneer proved that eCommerce could work, and challenged the brick and mortar model. In fact, some argue that Amazon has perfected the online buying experience. It’s quick, it’s easy, they make recommendations based off items they know you like, they ship right to your door, and you won’t find better prices anywhere else.

Despite all of this, Amazon is still missing one key element: the in-store experience. You go to the Apple Store, and it’s an experience. From the moment you walk in, you feel like the whole place was built specifically for you. Whether it’s one of the blue shirt wearing employees waiting to greet you with a smile and an iPad, the outstanding support you receive at the Genius Bar, or the plethora of Apple products on display, waiting for you to try, Apple has the in-store experience nailed. What does this all mean? They get you in the store, they keep you in the store, you try all of their products first hand, you probably buy something at a not-so-competitive price, and you leave feeling happy and satisfied.

But then we have the other 99.9% –  the millions of small and medium sized businesses that, besides offering outstanding customer service, simply don’t have the budget to create an exceptional in-store experience that we see with the Apple’s of the world. How can they compete online, while using their location to win their local market? Mobile.

As smartphone adoption continues to rise at outstanding rates, marketers are looking to take advantage of some new opportunities. At the forefront of this trend is location-based networks, like Foursquare and Path. If you’ve been thinking about mobile in your marketing plans, here are some great tools you should consider when it comes to location-based networks.

Loyalty Programs

There is a reason why companies have been using loyalty programs for decades – they work. However, traditional loyalty programs can be quite expensive to implement, and sometimes take years to show any kind of ROI. Location-based services make it easy – and cheap. Services such as Foursquare let businesses reward customers who check-in to their location with special deals, preferred treatment, and other perks. Friar & Firkin in Toronto, for example, has leveraged this by offering 20% off food when a user checks in. Not only is this a great incentive for users to come to your business, but they will share their experience with their network. And the best part is that it’s all measurable.

Consumer Generated Content

Social Media has changed marketing as we know it. In the past, the marketer controlled the message. But now, the consumer has most of the power. While this scares a lot of businesses, it should really be seen as an opportunity. Give your customers a reason to rave and rant about you. If you blow them out of the water, they will go out of their way to not only share it with their closest friends, but with their entire networks. Foursquare allows users to upload photos, include your business on lists and add tips for other users to try. Below is an example of Marché 27 in Montreal on Foursquare’s ‘Explore’ function. I can quickly and easily find the location, browse through photos of the food and venue, see how many of my friends have been there, and read through tips and recommendations from people I know and trust.

Push Notifications

You’ve probably noticed that most mobile apps ask if you want to allow push notifications. Marketers often use push notifications for announcements, to highlight activities, reminders to update, and so on. With location-based networks, push notifications are most often used to let users know where and when their friends are checking in. If Matt is walking down the street and gets a notification that Desirae has just checked into the pub around the corner, maybe he’ll stop by for a drink. Or if I notice that Brett often checks into a record store that I’ve never been to, I may be inclined to go check it out.

Geofencing

Geofencing is a virtual boundary set up around a physical location, like a coffee shop or retail store. So how does this help marketers? Let’s say Andrew goes to Starbucks every day. But today, he has has somehow forgotten to grab his daily coffee. If he’s walking down the street and crosses into Starbucks’ geofence, he will receive a notification from his location-based app with an offer, coupon, or simply reminding him to stop by. Talk about effective, personalized targeting. A marketer’s dream.

So why should you care? Well, the fact of the matter is, that these conversations are happening – with or without you. Whether you decide to participate, and ensure that your customers have a great experience is up to you. It’s all part of building your brand, on and offline.

The Amazon’s and Apple’s of the world weren’t always giants. Believe it or not, they too were once one of the little guys. Remember, Apple started out as a computer company operating out of a garage in the 1970’s. It wasn’t until 2007 that they dropped the word “computer” from their name. Why? Because they became much more than computers. Apple is a lifestyle. Don’t believe me? Then explain to me why millions of people around the world insist on wearing the white Apple earbuds. It’s not because they’re the best, it’s because they’re the most fashionable.

Similarly, Amazon was founded in 1994 as an online book store with the competitive advantage of being able to sell far more publications that the biggest brick and mortar store. What do they sell now? Well, it’s a lot more than just books. They sell everything. And they do it well.

What your business is now isn’t what it always have to be. Where do you see it in the next 5, 10, 20 years? To get there, you can’t be afraid to try new things. If it doesn’t work out, then move onto the next idea. If you don’t, then you’ll never know.

Location is low risk, high reward. Sure, it may not be for everyone; but it could be for you. There are dozens of ways for marketers to leverage the power of location-based networks. It’s important to understand that there is no one solution. Every business has different challenges, goals and customers. Understanding what those are will help you in developing your location based strategy.

How will you use location-based networks in your marketing efforts?


Vol: 001 | Issue: 008

The bv02 creative digest is a compilation of thoughts, links, musings, and inspiration that has caught the eye of our creative team over the past week. A combined effort from Matt Davidson (New Media), Paul Wright (User Experience), Matt Ernst and Daniel Bianchi (Creative)

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UX discussion of the week

The big UX news this week was the Jakob Nielsen, longtime web usability expert declared that you should, “Build a separate mobile-optimized site if you can afford it”. This set off a fierce storm on Twitter, especially among proponents of mobile-first and responsive web design who argue that except for in certain extraordinary situations you should do the exact opposite. Open-web evangelist Bruce Lawson leans toward that camp, arguing on Smashing Magazine that, We Shouldn’t Make Separate Mobile Websites and that (I’m paraphrasing heavily here):

  • we’ve been there before on the web and maintaining two sites can lead to out-dated and/or missing content
  • we can’t always check for mobile users and redirect them in a reliable, future-friendly way
  • some mobile users want the full context/experience (we don’t always know their browsing context – perhaps they’re at home, on fast internet)
  • we shouldn’t be arbitrarily splitting users along this “mobile” line. The line is blurry and will only get more so in the future.

A good read on an important subject for web makers and users.

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Photo of the week

Stereographic Timelapse

Amazing stereographic (think tiny planet) photo that captures all four dimensions. You can see the day and night pass in the same photo. Breathtaking.

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Video of the week

Dumt & Farligt – Phantom Flex Highlights

You’d think ultra slow motion videos are a little passe, but these guys really did something different, and the video kept me totally engaged for the entire 5 minutes. Basically, they set up the most dangerous things they could do inside/around a house and filmed it all with a Phantom high speed video camera – beautiful destruction ensues.

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Illustration

The Star Wars Day is coming and the illustration of this week in a series of posters called “Star Wars Identities”. A great mosaic that uses elements from the movie to compound each character. Well done!

Check all posters here

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Typography of the week

While Adelle is a slab serif typeface conceived specifically for intensive editorial use, mainly in newspapers and magazines, its personality and flexibility make it a real multiple-purpose typeface. The unobtrusive appearance, excellent texture and slightly dark color allow it to behave flawlessly in continuous text setting, even in the most demanding editorial applications. Its energetic character, so inherent to slab serif fonts, becomes evident as the typeface is used for subheadings and headlines.

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Blog post of the week

Startups, this is how design works” is a very instructive guide for non-designers. This very inspired post by Wells Riley leverages the importance of design and how it contributes to solve problems with originality and creativity. A definite must-read.

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Website of the week

How many slaves work for you? That is a hard question to ask maybe because you have never thought about this before.

The Slavery Footprint website does a great job raising awareness to this theme by helping people to find the answer in a very appealing and interactive way.

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When bv02 goes to a conference, we don’t just “go to a conference.”  It’s far too analog for our taste.  We like to bring an interesting digital experience or two, and the Canadian Museum Association’s 65th Annual conference at the Hilton Lac Leamy was no exception.  That’s where we debuted MasterPieces, our collaborative digital canvas.

What is MasterPieces, you ask?  It’s a collaborative digital art project, and here’s how it works.  There’s a image displayed on a large format screen; in this case, we chose a well-known art piece.  In front of the screen, there’s an iPad that lets you recreate a square of the art.  Think Draw Something, meets Pictionary, in an art gallery.  Once you’ve finished recreating the piece based on your interpretation, that square of the painting is replaced by your interpretation of the work.

However, the true beauty of MasterPieces is found beyond simply its use as an application. Its value is in what it can do within the context of cultural institutions.  We’ve worked with several prominent institutions and spoken to many others at conferences, and there are a few major challenges that always come up in conversation.  How can institutions increase engagement with their collections during a visit, and how can they prolong that engagement after the visitor has left the physical exhibit?  MasterPieces answers both of these questions, which are on the minds of nearly everyone we spoke with at the Canadian Museum Association.

MasterPieces promotes engagement in culture via active participation.  When people are creating art in the MasterPieces application, they’re engaged.  They have a stake in the final product.  That applies to recreating pictures of artifacts, zebras, buildings and statues just as much as it does to well-known paintings. MasterPieces’ large format screen lets you see how each individual interpreted the work in their own way, and how all of those interpretations combined to make something beautiful. This creates a much higher level of engagement while participants are at the exhibit.

We also wanted to ensure that engagement carried past the physical interaction, so with that in mind, MasterPieces prompts users to tweet about their contribution once they’ve finished.  It serves as a public statement of their connection to the cultural piece they’ve chosen to engage with, and a reminder to them of their experience with the work.

Considering all of this, it’s clear that the MasterPieces project has grown into much more than just a interesting experiment.  By combining the programming chops of our developers, the design skills of our creative team and a pinch of copywriting from our eMarketers, we created a piece that promotes engagement in culture via active participation. At bv02, we’ve worked with cultural institutions for many years, and one of our favourite things is helping create digital culture experiences that go beyond the traditional walls and displays of museums and galleries.  These experiences connect people to ideas, and we believe it’s the future of cultural engagement.

For examples of how interactive technology is influencing other fields, check out the work Teknision (a bv02 friend and client) is doing in creating engaging user interfaces, or a comical and ingenious way to engage users in a memorable Youtube video for Skittles.

The bottom line is that when you get people involved, engagement is much higher.  MasterPieces provides a visually appealing, cost effective way for cultural institutions to do just that.

Watch how people engaged with MasterPieces at the 65th CMA conference.

When we hired Brandon Brule, our newest Web Developer, we knew he could work magic in multiple coding languages, and we quickly learned that he might be one of the most contagiously enthusiastic people we’ve ever met.  What we were surprised to learn is that he’s also a talented rapper!  When we asked him for some background information, this is what we received – think “Fresh Prince of Bel-Air.”

“Out in the country, born and raised
Dialing up 56k is where I spent most of my days
Codin’ up, drumming, relaxing all cool.
Shootin’ some JQuery outside of School
When Internet explorer was up to no good.
Started making trouble in my neighborhood
I got in one lil’ fight and Andrew got scared
He said ‘You’re moving next to Justin and Dan our developer seniors.’”

In between rap battles, Brandon found time to finish a degree in Interactive Media Development at Algonquin College and then put that knowledge into practice at a marketing agency, where he worked as a web developer for 2 years.  He brings that experience to bv02, where he and his exercise ball have settled into the team nicely; he maintains that the exercise ball is infinitely better than all of our office chairs put together for both posture and overall awesomeness.

While he’s affectionately known as the “Fresh Prince of bv02,” Brandon has a variety of non-rap interests, including photography, drumming, museums, documentaries and a newfound love of sushi – all things that make him an excellent fit here at bv02!

…Desirae Odjick, AKA the Girl Who Wanted To Work Here So Much She Made Us a Website.  That’s right – she decided that an eMarketing role called for more than just a paper resume, so she built a website and launched a Twitter campaign using #work4bv02 to grab our attention.  Needless to say, we were intrigued, and the next thing you know, she was sharing a desk with the bv02 record collection.

Her experience in community building and digital copywriting makes her a great member of bv02’s eMarketing team, and her positive attitude is contagious.  She’s always in the know about what the latest and “greatest!” is, and isn’t afraid to enthuse about it across every social channel she can get her hands on.

Outside of the office, Desirae can be found running, doing yoga or drinking coffee – but really, would you expect any other favourite beverage of a bv02 employee?

It’s customary to give an acceptance speech when you get an award, but what about when you get nominated for an award?  For example, what if one of your online videos was nominated for a Webby Award, the most prestigious award given on the internet?  You’d obviously be thrilled, because you share the honour of being nominated with heavyweights including Microsoft, CollegeHumor, NBC and Youtube.  You might even want to give a speech about it.

Well, that’s the enviable position we found ourselves in yesterday when the 16th Webby Award nominations were announced.  bv02’s work with Arctic Watch Wilderness Lodge was nominated for a Travel & Adventure Webby Award in Online Film and Video.  We’ll spare you the speech, but let us just say that we aren’t exaggerating – it really is an honour to be nominated!

The video will be judged against work from Y&R Peru, Jet Set Zero, Inc., Scripps Networks Interactive and James W. Griffiths by members of The International Academy of Digital Arts and Sciences.  It will also be judged by the general public, AKA you!  The video is available for viewing here, and there’s a People’s Voice Award up for grabs in each category.

To help us secure the People’s Voice Webby, make sure to cast your votes here - we’re currently in 3rd place with 95 votes, but we aren’t far from 1st! Every vote counts at this point, and we appreciate all of your support.

Vol: 001 | Issue: 007

The bv02 creative digest is a compilation of thoughts, links, musings, and inspiration that has caught the eye of our creative team over the past week. A combined effort from Matt Davidson (New Media), Paul Wright (User Experience), Matt Ernst and Daniel Bianchi (Creative)

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UX discussion of the week

In Multi-Device Layout Patterns, Luke Wroblewskii takes us through multiple layout patterns used in responsive web design and how many designers are choosing to reflow content across device sizes. He argues that “as more designers embrace this technique, we’re not only seeing a lot of innovation but the emergence of clear patterns as well.” This is an important topic for all parties involved in web design, especially content and business strategy departments. Treating content as modular blocks and thinking about how that small block fits into the overall page hierarchy is the only way to ensure that the most important content gets seen by the majority of your users. Just sliding the sidebar underneath the main content doesn’t suffice if that sidebar has content important to the site (and business’) functioning like calls to action, navigation and advertising.

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Photo of the week

Pulpit Rock in Norway

Just to give everyone a bit of wanderlust, this weeks photo comes from the fjords of finland and the breathtaking views on The Pulpit Rock.

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Video of the week

Beauty is Embarrassing – A trailer for a documentary that takes us into the mind of visionary creative Wayne White. Wayne started his career as a cartoonist, but rose to fame as the set/puppet designer for PeeWee Herman. Looking inside the mind of a creative such as Wayne helps us all see how we can be a little more creative.

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Typography of the week

Helvetica, a font we all know and love is actually just a digital interpretation of a classic pre-digital font. Type designer Christian Schwartz has newly restored the origitral, Neue Haas Grotesk in digital form. Although the differences may seem suble they have some pretty big impact shen compared to Helvetica Neue.

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Website of the week

Shopify - I have a business idea

Shopify - I have a business idea

Shopify recently created a landing page that allows potential Shopify customers how to move through the stages of business development. (Ultimately ending with opening your Shopify store) The site is super dynamic and interactive, and may be one of the most bullet-proof implementations of CSS/JS/HTML5 that I have ever seen. The team over at Shopify has also published a how-to for the page that explains their tactics and techniques for page development. I think its high time for an all city developer challenge.

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It’s high time we invested in additional security at the bv02 office, and while we considered numerous strategies ranging from invisible spy-cams to trip wires, hiring a second-degree black belt seemed like the best alternative. We welcomed Craig “Chuck Norris” McCallion to protect us not only from intruders, but also from poorly produced videos, and he has risen to the challenge!

After graduating from Algonquin College with a degree in Business Management, Craig started Half Cab Productions, an event production company that brings unique ski, snowboard and wakeboard events to Ottawa. To help promote Half Cab, he began shooting and editing videos, since in the immortal words of some snowboarder, “if you didn’t get it on film, then it doesn’t count.” This experience is what lead him to his current role as a Digital Media Producer at bv02.

While he fits in perfectly at the office, Craig is truly in his element when both feet are securely fastened to a snowboard or a wakeboard.  If you’re trying to find him on a weekend, just check the season and adjust accordingly!

Based on the latest statistics, it seems like they are.  With 58% of the Fortune 500 on Facebook and 62% maintaining a corporate Twitter presence, they’re well into the late majority.  The real question is: are they doing it well?

Our bet is that a lot of them aren’t, and could use a few pointers.  However, there are a select few brands that millions of consumers agree are getting it right on either Facebook or Twitter, or in some cases, both.  These brands provide excellent examples of best practices across these two social channels.

On Facebook, the top brands are exclusively retailers like Walmart, Kohl’s and Target, or food and beverage brands like Starbucks, Coca-Cola and McDonald’s. All of these brands excel at a few things.

Their strategy is visual. Pictures remain the favourite form of Facebook post by brands, and drive the most engagement with fans, as can be seen in the picture-heavy Timeline format.  Timeline offers even greater visual display options, and these brands were among the first to make the switch, as they recognized the value of visual on Facebook.
They post often. These brands have consistently new, interesting content.  If the first post people see is recent and interesting, why wouldn’t they like your page?  Exactly.
They interact with customers. When brands ignore people on Facebook, it doesn’t look great.  These brands consistently acknowledge their followers and have a strategy in place to address questions raised on their page, whether they’re mundane or highly sensitive.

A few brands make appearances on both the top Facebook and Twitter brand lists, as presented in an infographic from Go-Gulf.com. However, it’s worth noting that while McDonald’s and Coca-Cola are popular on Facebook, they’re nowhere near the top of the Twitter list.  Instead, information brand Google and health food store Whole Foods take the #1 and #2 spots, respectively.

This is a clear indication that on Twitter, the game is different, and is played best by those who excel at three things.

Information sharing. Does anyone really care what McDonald’s has to say about nutrition?  Probably not, based on their relatively smaller Twitter following, but apply the same logic to the Washington Post.  Do you care what they have to say about world news?  It’s likely that you do.  They’re a valuable information resource, which is key to success on Twitter.
Timeliness. If you’re the first to break a story on Twitter, or you reply with impressive speed and accuracy to a customer inquiry, it’s noteworthy.  You’re likely to get retweeted in the first case and increase your customer interactions and loyalty in the second.  Both of these things are important drivers of success on Twitter.
Being part of the conversation, AKA Interacting with Customers. Companies have received a lot of positive attention for excelling at customer interaction on Twitter, and the ones that are falling behind are receiving their fair share of attention as well, although it’s not positive.  Twitter is a conversation, and to succeed, you need to be willing to take part and actively engage with followers.

Some of the guidelines for success vary greatly between Twitter and Facebook, and the same goes for every social media channel.  They all have specific criteria that lead to success.  The one thing that you’ll notice stays the same?  Interacting with customers is always going to be a key success factor.

This is the key ingredient of social media.  It’s social.  Interacting effectively with customers, fans and followers on social media requires a defined strategy and a commitment to maintain your social presences, but it’s worth it.  After defining your business goals and choosing the appropriate channel, the next step is always going to involve interacting with your customers.

This is where most of the Fortune 500 companies could use some work: putting the social into social media.  The leading brands have gotten it right, and it’s time the rest of them got the message.  Simply being “on Twitter” or “having a Facebook page” doesn’t necessarily make you social.

How are you ensuring that your social channels are staying social?