All About Content

Google Plus Brand Pages in the SERPs

Posted by Melanie Phung on Monday, November 14, 2011 at 6:37 pm

Ok, so you’ve got a brand page on Google+; now you’re wondering how that will appear in Google’s search engine results.

Last week I speculated it might be  similar to how Google Profiles show up for individual users, but today I noticed this integration (screenshow below) of a Google+ brand page directly underneath the brand’s website. Note how the SERP pulls the posted G+ status updates right into the results page, as well the +1 counts and the number of comments for those posts.

You can “add to Circles” right from the SERP if you’re logged in.

Screen shot 2011-11-14 at 5.30.58 PM

 
This display isn’t limited to pages you’ve added to your circles, since it shows up even if you’re logged out.

Google+ Brand Pages in the SERPs

So far I’ve only seen this treatment for “verified” accounts, but not on every verified account.

There’s been a lot of speculation about what will differentiate Google’s new social platform from Facebook, and why a brand would bother maintaining a separate preference. I think this is just the beginning of an aggressive push by Google to provide value to brands (or give a competitive disadvantage to brands that aren’t using Google+).

Comments (2)

Category: Google,Social Media

Media 2.0 Day, Digital Capital Week

Posted by Melanie Phung on Tuesday, June 15, 2010 at 9:53 pm

Given that I haven’t blogged in over a year (not counting a job change announcement), you’d think that the next thing I posted would have to be really good. Something, perhaps, that I’d been perfected for weeks to signal my return to blogging. Something so juicy that it was inspiration for breaking my blogging hiatus.

You might think that. But you’d be wrong.

Today I attended Media 2.0 Day, a part of Digital Capital Week, and I took a boat-load of notes. I figured I might as well do something with those notes, so I’m sharing them here in hopes that they are of interest to anyone who wasn’t able to attend.

First off, let me say I have a new appreciation of live bloggers. It’s surprisingly hard to turn session notes into something coherent and worth publishing. Whether I will succeed in that endeavor remains to be seen.

Without more ado, live blogging of the first session:


Media 2.0 Day, #DCWEEK

Social and Traditional Media:
How News and Media Organizations are Getting Social and Why They Need To Do It

Host: Peter Corbett, CEO of iStrategy Labs (co-host of DC Week)
Moderator: Carlos Roig, VP of Digital for Home Front Communications

Panelists:
Robert Michael Murray, Vice President of Social Media, National Geographic Digital Media
Benet Wilson, Editor of Aviation Week
Andy Carvin, Digital Strategist, NPR
Brian Dresher, Manager of Social Media & Digital Partnerships, USA Today

The moderator introduces panel and asks about how their social media positions were created.

NatGeo’s Head of Digital, Robert Michael Murray, talks about all the types of media the Geographic is involved in. It’s not just magazines and a website. NG has its own record label. They are all about content and distribution.

Murray says his position was created because of realization by NG executives that something was happening out there — conversations among the public, even engagement by NG — but they were in need of a real, long-term strategy (not platform specific) to understand how it works and how to apply it. They were looking to answer the question of how to intimately engage with audience and involve them/get them to contribute to the media output. Murray explains that he’s not actively blogging, but his job is to help drive decisions on what to invest in.

Andy Carvin of NPR is up next. He says NPR’s social media focus is on collaboration. We joke that “Public” is our middle name, but we’re not just a radio station, so we don’t use “National Public Radio”; We call ourselves NPR now. We have a well-educated, curious, engaged audience. Our audience has always been social. Now technology has caught up to our mission and how people engage with us. NPR is a lifestyle, how people define themselves. As long as we understand that, it allows us to reach out and collaborate effectively. We try to create an atmosphere where it’s ok for NPR staff to say “I need help” and reach out to the public. From small things to big things.: Small things would include crowdsourcing questions for press conference coverage. A “large” thing would be organizing volunteers (or building community that can self-organize) to actually go build stuff.

Benet Wilson of Aviation Week talks about her organization’s small steps into social media. She got into social media role because she was looking for a way to get content published on the site that never made it into the magazine. Her manager told her to go create a TypePad blog, but not to tell anyone about it; now there are several bloggers for Aviation Week. One of her roles is to help other AW journalists embrace new media. She says that tools allow her to interact with her audiences as a journalist. Her advice to other organizations just starting with social media: Just start with one thing. Don’t be afraid to reach outside your organization.

Brian Dresher of USA Today: Journalists are now the “brand”, not staff who are shielded behind the brand of the newspaper. It’s a new form of journalism and journalists must now shape the opportunity. It’s been a slow road for journalists to realize there are different set of rules for different “sandboxes” (different voice, different styles, expectations, etc). Challenge is to help journalists understand that being on the frontlines is an opportunity. Twitter is micro-communities. Journalists can build their own brands/readerships. Some niche piece of news could qualify as “breaking news” for Twitter handle, but would never be a breaking news story at the USAToday brand level. That’s a great opportunity for beat reporters to grab the reins and speak directly to a niche audience.

Next, Carvin talks about example of NPR talks about crowdsourcing news about voting issues on election day. NPR used volunteers to help develop widgets and called on citizen designers/developers/editors/researchers/reporters. The community basically helped to report and curate election/voting stories.

Question is raised in response: Why do people volunteer to help NPR build stuff? Carvin says it’s a serious public service. NPR mission is to create an informed public. Benefit of an informed public is people who want to give back and be part of that.

National Geographic is asked to talk about the strategy behind their social media and how they stay relevant. Murray says: We’re part of a larger ecosystem. It’s a crowded landscape. What are we doing to make content be shareable? How do we give opportunities to audience to contribute? We have to make sure we are embedded in people’s lifestyles in order to leverage moments of opportunity.

It’s obvious that National Geographic “gets” that social media isn’t about broadcasting their content, but using social as a feedback and community mechanism.

USAToday is up next to talk about why they use social media/what the purpose of it is: The question that we try to answer is how do we get people to stay engaged? No good way to measure social media engagement, but it’s where all of us are. It’s important to stay top of mind. We (as consumers) start and end our days with social media. But eventually you want to make sure audiences come to you when they aren’t on social networks. Dresher says that USA Today focuses on Return on Interaction, Influence, and Investment (ROIII).

Roig points out that social media has created transparency and a lot more sharing. How should organizations react to that?

Murray from National Geographic says confidently that sharing is not threatening. NG is half a media company, but also half nonprofit so we also have to think about our mission. We’re all learning through open dialogue. We’re not trying to poach ideas. Ideas have to be authentic and relevant to each audience. What works for one won’t work for another, so there’s no downside for media companies to talk to and learn from each other.

Roig next asks Carvin how NPR approaches planning strategy? How do you address the risk of trying to rush to every platform?

Carvin: It depends on the platform. It’s not resource intensive to maintain multiple outlets on video, for example, with tools like TubeMogul; but other types of platforms (i.e., mobile) you need to prioritize. For mobile, NPR prioritizes the mobile web, then iPhone (because of market share) and Android (because focus on openness and collaboration).

For social media, NPR asked, “which of these audiences really focus on collaboration and sharing of news?” That’s why we focus on Twitter and Facebook. Just because it’s easy to rollout on platforms like Tumblr, doesn’t mean you should because those types of platforms may not be core to our goals/mission/relationship with communities.

Carvin emphasizes an aside: They aren’t “audiences”, they are “communities”.

He stresses that strategy has to start with goals, not platforms. It has to make sense with the community; don’t worry about what competitors are doing or how easy it is to roll something out. He then tells a story about how a firefighter used the NPR API to publish an iPhone about 6 months before NPR was ready with its own. He says that’s ok though. There’s no point in hoarding the info, because getting the public involved creating things keeps you on your toes and forces you to be competitive (i.e., make sure you are creating something really good).

Wilson adds that her company is also focusing on mobile web compatibility, but that Aviation Week isn’t currently pursuing apps aggressively. She does say though that she created an Aviation Week iPhone app on her own to show her bosses – they liked it but told her not to pursue it.

The moderator says that even if a skunk works project doesn’t get launched, it’s okay to pursue them because they can trigger ideas.

Dresher chimes in with an example of a small idea/experiment that that really took off: USAToday’s America Wants campaign shows that democratic nature of social media can outperform a bunch of high-profile celebs, and even now (weeks after the contest ended), it’s still getting tweeted about.

Question from the audience: How do you maintain NPR-level quality if you crowdsource? Carvin: we have very little resources, so we pull things together and then say “can you help us?” and volunteers will improve on it. It’s hard to be nimble when you pay people. The “crowdsourcing” example for NPR’s election project, the hurricane Google maps mashups, etc. were not funded and pulled together very quickly and executed almost entirely by NPR’s community. It’s about acknowledging when you have limitations, not about cutting corners.

Next, the panelists talk about different ways they are innovating around social media.

Carvin shares a little about “Project Argo”, a framework for community based aggregators for specific topics. NPR is building the technology framework and individual stations are hiring bloggers/editors who aggregate community contributions and then do reporting on top of that. It’s about building news-reporting capacity at local level.

USAToday talks about how they are innovating in new ways to use social media. They are the first major media partner of FARK.

To answer a question about different uses of social media, National Geographic says that they see a lot of potential around location-based, mobile apps playing into mission of NG. Working with NOAA, they are getting community to catalog and “tag” flaura/fauna.

Carvin is excited to add to the NOAA example to point out the oil reporter app, a geolocation application with a feed that allows you to create all sorts of data visualizations and mashups. The oil reporter app uses geolocation (the same sort of geolocation that drives social apps like GoWalla and Foursquare) to identify where people find oil spill/tar balls.

Please note:

Live blogging isn’t intended to be a “transcription”. I hope it’s clear where a panelist’s comments end and my commentary (sparse as it may be, in this case) begins. I also tried not to be words into anyone’s mouth. If you have corrections or noticed any serious omissions, or want to share your own reactions to the session, I encourage you to leave a comment.

Updated 11:20pm — And already one correction: The moderator was Carlos Roig, not Peter Corbett, as I had originally written (see, this is why I don’t get paid to live blog!). Glad I had opportunity to correct that, because he did an excellent job moderating.

More (of my) Coverage of Media 2.0 Day:

Part 2: State of Now
Part 3: Pew Internet & American Life Research

Other People’s Coverage:
Live (Sort of) from DC Week: Traditional and Social Media Coming Together

Comments (3)

Category: Social Media

Sitelinks on Subdomains and Subdirectories

Posted by Melanie Phung on Friday, January 16, 2009 at 11:16 am

A while back there was a lot of talk of subdomains being abused for SEO and how people thought Google was going to start treating subdomains more like site folders (aka subdirectories), instead of separate web sites. That didn’t make a ton of sense to me; after all, if a site is using subdomains to spam the SERPs, shouldn’t Google discount those subdomains? Treating them like folders doesn’t solve the underlying problem.

The truth is, some subdomains ARE completely separate sites — just look at sites hosted on blogging platforms. Google understands that, and in the examples below is even showing Sitelinks on subdomains.

notlarrysabato SiteLinks 081215

I have yet to see subfolders on a site get their own Sitelinks.

For more info on Google sitelinks, check out my older post on what factors influence Sitelinks and how anchor text is chosen, as well as Eric Lander’s excellent Sitelinks research.

Anyone have examples of Sitelinks for subdirectories? Or know something specific about how Google may treat blog hosts differently?

UPDATE: Okay, that’s what happens when I blog from the hip. Just got tipped off on examples of each. Big thanks to @rishil and @streko for these examples.  Screenshots up momentarily.

Sitelinks for a subdomain (on a site that’s not an obvious authority site, e.g. video.google.com):

Sitelinks for subdirectories:

and

Comments (12)

Category: Blogging,Google,Indexing,Social Media

3M’s Post-It Note Viral Marketing Attempt – Redux

Posted by Melanie Phung on Wednesday, January 7, 2009 at 11:43 am

My post about 3M’s Post It Notes viral marketing campaign told the story of how 3M Corporation contacted my friend to use some very well-known, recognizable photos of his for a national marketing campaign called “One Million Uses and Counting” — but when he quoted them his licensing fee, they said they could just copy his photos … and did. (Please read that post now if you haven’t already.) It’s been several months and I thought it was time for a post-game analysis.

What happened was that, as one commenter aptly put it, 3M “crapped in the sandbox they were trying to play in.” And as a result, their bad faith dealings surrounding the launch of their social media marketing campaign got a ton of negative buzz.

At one point, the general product search terms [3M post it note] and [3M post it notes] even brought up sites blasting 3M for what they had done.

Google Results for [3M Post It Note]

The various articles focused on differing aspects of what 3M’s Marketing Department did wrong — everything from contacting the photog and shredding any semblance of plausible deniability, to acting like a Big Dumb Company and steamrolling right over “the little guy” when he could have easily been their biggest cheerleader. It’s clear that the story had legs.

Although I think the incident made well the point that big corporations can’t just run rough shod over social media and content producers (and, seriously, don’t screw over my friends, k? thxbai), my post on 3M’s viral marketing failure did not go as hot as I secretly hoped it would.

Most of the marketers who heard this story agreed it was a great example of how not to do viral marketing, even commenting that they’d love to use it as a case study in social media marketing presentations. It’s precisely the sort of David-vs-Goliath story that tends to capture the imaginations of social media users. So while the story got some attention, why did my post not go truly “viral”?

What I Could Have Done Differently
aka Things to Consider If You’re Trying to Get Your Story to Go Hot

  • Promote the Story More Aggressively — It was clear to me that this was a story that was made for social media. First, it was about social media. Social media loves to eat itself. Second, it was a story of a corporation ripping off the little guy — also a story the Internet loves. So I wrote the post to be “social-media friendly” and got a Digg power user to submit it to Digg. And I got someone to submit it to StumbleUpon for me. Then I reached out to several of the large sites that featured Scott’s original photos, as well as sites like Consumerist and AdRants (which like stories of big companies acting like jerks and failed marketing campaigns, respectively). I also tweeted the Digg link a couple of times, but not more than a half a dozen times.
    .The obvious advice would have been to be more aggressive in pimping my blog post, but social media is tricky and if you push too hard people tend to resent that. The obvious answer might backfire. And when I say “backfire” I don’t just mean that people would have buried the story on Digg or unfollowed me on Twitter for being too self-promotional; my worry was that my friend Scott (the photographer whom 3M ripped off) would receive the brunt of the backlash. Every time I saw someone criticize Scott for being anything less than flattered that 3M even approached him at all, I cringed a little. It was a delicate balancing act to push the story while also being mindful of his reputation
  • Pitch the Story to Different Audiences – In the end, it wasn’t the SEO crowd (active Sphinn users, my Twitter friends, etc.) who took this story and ran with it: it was more traditional (for lack of a better word) online marketers and the professional photography bloggers who took a genuine interest in this story and reached out to their audiences. Rather than focusing just on the social media scene, I could have reached out to more, and perhaps more traditional, marketing blogs, as well as gone after blogs catering to professional photographers rather than hobbyists. In hindsight, I should have. Unfortunately I didn’t really know the players who could have helped spread the story to their followers and didn’t put enough effort into connecting with them.Great blogger outreach isn’t just about sending a well-composed pitch to a blogger; it’s also about doing research to find the right targets.
  • Continue Pushing the Story for a Longer Period of Time — After my initial Digg push(es), I stopped promoting the story, figuring that it was time for the story to go viral organically. After all, I figured, the point of “viral” is that it’s not a single person creating the growth and spread of information; it’s about seeding the story and getting other people to spread it. There are diminishing returns to pushing the same story to the same audience, but this wasn’t (only) about getting my post to hit Digg FP.Digg isn’t the be-all end-all of going viral. While two weeks felt like a decent amount of time to push the story — at which point I was feeling like the date stamp on the blog post was getting stale by blogosphere standards — the fact is that I didn’t even come close to reaching all the people who would have been eager to here about it.
  • Post the Story on a “Bigger” Blog – The “Dell Hell” fiasco would merely have been a “Dell M’eh” if it hadn’t originated on Jeff Jarvis’ blog, but that doesn’t mean you need to be an A-list blogger to do a lot of damage to a company’s reputation. However, the bigger the site, the bigger the audience and the bigger the potential damage. Considering that I don’t have a large Twitter following or even a well-read blog, I was taking a risk by posting it on this site and hoping the post was compelling enough on its own.I could have approached a bigger blog and asked to do a guest post. From there it would have reached a wider audience, and surely would have been submitted to whatever voting sites that audience liked, and then voted up according both to the merits of the story and the popularity of the site’s owner.The problem again is that my best connections were in the SEO/social media blogger world, which may not have helped me with the broader audience (it certainly would have torpedoed the story on Digg). But much more to the point, this was as much about getting my blog noticed (and certainly I was hoping for some links) as it was about pimping Scott’s story out to the biggest blog I could find. Now while I’m sure some might criticize me for the admission I just made (the shock, the horror, a blogger who writes something for recognition and links, oh my!) let’s be realistic, of course I was hoping to get something out of it (something in addition to speaking up for Scott and venting my outrage, both as a marketer and as a content producer): I wanted some kick-ass content on my blog.
  • Bait 3M Into Responding -- It’s debatable whether 3M helped themselves when they refused to join the conversation, apologize or even acknowledge their growing reputation management issue . However, my suspicion is that if 3M had responded to any of the negative buzz around its brand, regardless of whether it cooled the outraged, initially at least it would have helped draw a lot of attention to my original post. Could I have done some things to put pressure on 3M’s marketing department (and in particular the eMarketing Supervisor who wrote the incriminating email) to respond? Certainly. But it was not my intention to embarrass a specific person (although googling her name shows that others were not as kind and included her full name in their own write-ups).Certainly if a story that you’re pushing to go hot contains some sort of controversy or involves other people, you can fan the flames by getting people to respond to the fight you’re picking. But it’s hard to do that and stay classy. I was not trying to gain popularity at any cost — in this particular case, getting into an internet brawl wasn’t going to serve my ultimate purpose.
  • Keep It Simple: One Story and One Story Only – Here’s where my mistake became immediately obvious just as soon as feedback started rolling in: I complicated the story unnecessarily by bringing up the issue of intellectual property rights. I love IPR debates but it distracted from the “tone deaf social marketing” angle, which should have been the only angle. Not only did it possibly dilute the power of the story, but it served as an annoying red herring that drew a lot of non-supportive comments on sites like Digg and Flickr (e.g., people focused too much on whether or not a copyright violation occurred and not on how stupid 3M’s actions were, regardless of the legality of what they did).If there’s one lesson that will stick with me about how to create a compelling narrative, it’s this one: focus on the one story you’re trying to sell, and don’t introduce distractions.

In hindsight, there are things I could have done better to draw attention to the story and my post. I did have some things going in my favor in terms of potential for going viral though: 1) It was an interesting story, not a marketing campaign. While I did have an “agenda”, it wasn’t about profit and there was a real hook. Those types of things tend to have the easiest time going hot. And 2) It was original. I had the inside skinny: Scott hadn’t talked to too many people about his experience and I was the only blogger he’d shared it with. Since I wasn’t up against any one else who might “break” the story before me, it meant I could take the time I needed to craft my post the way I wanted, including whatever elements I felt would make the post as compelling as possible.

So there you have it. While my original post never went into “the social media marketing lessons to be drawn from the 3M viral fiasco” (David Meerman Scott’s post does a nice job of that, if you’re interested), I’ve finally gotten around to putting down some notes on lessons learned from helping turn a simple failure into a fiasco in the first place.

Lastly, I want to give a big thanks to all the sites that wrote-up and gave their input on the story of 3M’s viral marketing screw-up. Couldn’t have done it without you!

In particular:

Comments (7)

Category: Social Media

3M Carjacks the Post-It Note Jaguar

Posted by Melanie Phung on Wednesday, September 3, 2008 at 10:55 am

This is the original article of how 3M Corporation attempted to generate buzz for its sticky notes product with a user-generated content promotion about creative ways to use Post-it Notes. Displays promoting the contest — prominently displayed in Staples, Office Max, Office Depot and other office supply stores across the country — featured a photo that might look familiar to people who spend time on Digg, YouTube and similar social sites.

Here’s how a $24.5 billion multinational corporation fubars an attempt to do a viral ad campaign by refusing to pay a small licensing fee to my friend, the amateur photographer who inspired it.

~ ~ ~ ~

Four years after the launch of the community site Digg, three years after media giant Yahoo acquired the photo-sharing site Flickr, and the same summer that YouTube reached one billion video views per day — it’s not unusual for corporations to try to reach consumers through social media channels. Savvy execs understand that social media success can equal advertising gold.

There are a couple of ways a corporate marketer can leverage social media’s power to take things viral. One of them is to find something that is already enjoying viral success and ride its coat tails. That’s apparently the route 3M wanted to take with its current promotion.

The perfect idea already existed for the 3M campaign, ready to be exploited: the Post-It Note Jaguar.

~ ~ ~ ~

In December 2006, a bunch of people at an Internet company went down to the parking garage and covered a coworker’s beloved Jaguar with tens of thousands of Post-It Notes. Scott, a photographer and Flickr enthusiast, posted the evidence of the prank in progress to his Flickr account intending to show it to the Jag’s owner.

Post-It Note Jaguar In Progress

View the entire Post-It Note Jaguar photo set on Flickr.

Next thing Scott knew, the Post-it Note Jaguar started to spread on the Internet. The photos took on a life of their own, generating tons of comments and faves from the Flickr community. The photos got reposted on blogs around the world (including the very popular blogs Neat-o-Rama and Boing Boing), hit the front page of Digg more than once, were circulated in millions of emails, were featured as a Yahoo pick of the day, and even appeared in a filmed segment on ABC News.

(feed readers, click here for the video)

~ ~ ~ ~

More than a year passes before the maker of the Post-it Note thinks to capitalize on the viral success that was this Post-it inspired office prank. After all, large multinational corporations aren’t the most nimble players — they can’t just shoot from the hip; after all, they have to dot their i’s, cross their t’s, and generally make sure everything gets approved by lawyers and stuff, right? RIGHT?

So when in the Spring of 2008, the 3M Corporation finally contacts the photographer to ask about using the photos of the Post-it Note Jaguar photos in a marketing campaign, he’s pretty sure they’ve already thought this through. He asked a friend in the photo business what a typical licensing fee for a national marketing campaign would be, and quoted that amount to 3M.

Their response? They tell him they’d rather not pay when they can just recreate the photograph themselves.

Here’s what floors me: 3M doesn’t even try to maintain plausible deniability. The 3M representative who contacted Scott comes right out and says it would be cheaper to copy the photo than it would be to license the original photos.

postit-email-2

Scott responded to the email from the corporation’s eMarketing Supervisor and gave the company another chance to do things properly, by lowering the license fee he originally quoted (to a mere $2,000 for the entire campaign!). He was met with complete radio silence.

That was the last he heard of it until the Flickr pages and YouTube channel started getting a whole new spike in traffic, along with comments like “Hey man, I saw this photo at Staples. Congratulations!”

The point-of-sale displays prominently placed in office supply stores around the country would easily have run 6 figures in production costs alone. And if you know anything about in-store promotions, you know there are plenty more expenses associated just with getting the display space. In other words, this was a big budget production… the extra $1,000 to actual license the original photos would have been insignificant in the greater scheme of 3M’s budget for this project.

~ ~ ~ ~

Putting sticky notes all over a car, admittedly, isn’t a completely original idea, but 3M went to pains to make their photograph look very similar to the original Post-it Note Jaguar photo that garnered all the publicity. They could have done anything, but they did this:

It’s clear they set out to create a replicate of the Post-it Note Jag and they were counting on people “recognizing” the photos. Why else contact Scott about getting copyright permission in the first place? Even the work-in-progress photo montage 3M posted on YouTube looks eerily like Scott’s Flickr set.

Now, I’m not a copyright attorney, so I’d love for someone with an intellectual property law to chime in here, but just for kicks, let’s do my layman’s check for violations of fair use:

  1. The copied work is for commercial gain: Check
  2. The work copies substantially from the copyrighted one: Check
  3. The effect of the copied work undermines the potential market for or value of the copyrighted work: By definition

But let’s pretend the legality of this move wasn’t even a question for now, and focus on this: Social media marketing campaigns rely on the social media community to carry them. As a marketer, you have to respect the community and its members. Ripping off community members and then turning around and asking that same community to generate buzz for your campaign is just ballsy… or stupid.

The irony: The YouTube contest rules say “Remember, creativity and true brilliance will get you noticed.” I’m hoping that 3M’s “creativity” and true chutzpah get noticed as well.

The original Post-It Note Jaguar

~ ~ ~ ~

Lest anyone think I’m slamming all companies and corporate marketers for wanting to take advantage of social media, I’m not. I think there are plenty of creative ways to get your product’s name in front of social communities in ways that don’t disrespect the users.

For example: create an original marketing campaign around a concept specifically designed to be share-worthy. A recent example of this tactic is Extended Stay’sVery CleanVideo (Disclosure: New Media Strategies, my current employer, helped promote this campaign).

Of course, corporate attempts to become viral can ring hollow, so smart social media marketers know that it helps to let the fans come up with the idea as well as leaving it to them to drive the campaign’s popularity.

Therefore some companies ensure the campaign is going to reach a wide audience by latching on to something that’s already gone viral. There are legit ways to do that. In fact, that’s what Stride Gum did with its sponsorship of the Dancing Guy (aka Matt Harding).

If you’re a corporate marketer interested in getting into social media marketing, viral video promotion, link bait, etc., I suggest consulting with people who know the communities you’re targeting. Any of us could have told you that stealing photo ideas from the community and using them to pimp your office supplies is not a good move.

Comments (50)

Category: Intellectual Property,Social Media