Don’t duplicate your message on multiple social networks


I get this request a lot so I thought it fitting to talk about using multiple social media networks (that many feel are identical) in their brand strategy.  However identical (or fraternal) you find two or more networks, they indeed differ, and require unique and strategic thinking when approaching each.

Too often I am asked about supporting one initiative on Twitter and then doing the same type of support on Facebook.  While complementing your campaign on various social channels is important, mirroring them will only get you poorer results.

For instance, promoting a Twitter chat on Facebook isn’t going to get you more chat participants.  People go to Facebook to see photos of their friends and to find interesting pieces of content that they can engage with.  If Facebook drove people off of their platform, they’d never maintain their sustainable business model of capturing your hard-earned attention at an average of 20 minutes each session (globally).

There’s a reason Twitter is a more publicly accessible platform, with categorical sorting of information (hashtags), than Facebook is. It’s designed for it.  So what do marketers have to watch out for?

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The One Crucial Practice To Thought Leadership Your Organization Can No Longer Ignore


Successful organizations are teeming with talent; those whose perspectives and individualities are the reasons why there were hired in the first place. However, organizations are not devoting enough effort or attention to giving their employees the platform to express their thought leadership to the public and, in turn, the chance to even more positively reflect your business’s brand.

The Follow Through is a crucial piece to sustaining thought leadership in your organization. Allowing and encouraging your talented staff to reflect on their opinions or discuss recent experiences (at conferences, in boardrooms, at the water cooler) that have happened to them in business increases your platform of expertise. Not to mention highlighting the brilliant minds themselves and their introspection on news and trends.

Did you send Alice to a summit on technology and innovation? Habit-forming follow through behaviours such as producing an article or video blog post-experience are important to foster in your employees whose experiences yield thought provoking responses. And you’ll have proprietary useful content to share with your stakeholders.

Follow through by setting up a 360 degree practice that allows your talented staff to create their own retrospective pieces following any type of experience related to your business and sustain a successful thought leadership practice in your organization.

Where does awesome Community Management come from?

I wrote this over a year ago but still find it relevant to Community Managers everywhere!


rollercoster-coverI overheard my sister talking to our friend Jules about a Facebook post she’d just read.  She began reading it aloud, pausing at certain points and then completing the post, then following it with a ‘wow, isn’t that cool?’

I called from the kitchen of my apartment over to them in the next room.

‘Kate,’ I said, ‘do you know who wrote that?’

She didn’t answer.  I continued.

‘I mean, who wrote that, seriously.  Do you think I wrote it?’

She replied, slightly confused and taken aback.

‘I wrote that.  I manage that community on Facebook.’ Is all I said.

A Community Manager hopes for many things (likes, shares, comments, followers, retweets etc.) but none of that is as coveted after as creating a real story offline.  None of those other things are REAL.

Someone actually talking about something they read online, sharing the story verbally with a friend or…

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TIME Person of the Year – An idea to top the Year of ‘You’

In 2006, TIME’s Annual Person of the Year was named and it took most of us off guard.  They named the person, and that person was: ‘YOU’.  That’s right, you!  You were the person of the year: you, as in the viewer, the fan, the mover and the shaker.

ImageAnd it was a good call at the time.  In fact, what was most interesting was, despite TIME’s seemingly concrete tradition of naming a specific man/woman/group as POTY, a precedent was set that now begs to be topped. Side note: Photo to the left is Wallis Simpson, the woman who made King George VI’s Brother give up the throne, and the first Woman Person of the Year.

So I propose a new take on it.  How about: ‘The Year of Me’?  And no, I don’t mean ME as in Melanie Reiffenstein – that would be something.  I am referring to all of us in the first person.

OK, Mel, how does that make sense?  YOU is referring to ME, right? Not exactly. And before jumping on me like I’m a narcissist or a biter, let’s review the facts.

Never before have we all been in such a spotlight.  I watched a TED talk that highlighted how human beings are constantly at the pinnacle of information overload.  Every day is the pinnacle, as every day there is more and more data at our fingertips.  Our rate of growth is extensive and this is because we are all contributors.

Social Darwinism emerged with trends like FOMO (fear of missing out) where it was all about ‘see or be seen’, and the former was a bad thing.  And don’t forget, nothing is official until it is FBO (Facebook Official) like a romance or a party.

Memes scatter across my Facebook newsfeed and garner thousands of likes in mere minutes.  With material like the Mayans, the election, Facebook’s controversial privacy updates, the train wreck that is Rob Ford, and the monkey at Ikea, this year’s list goes on.  2012 was an inspirational year for meme writers. Well done clever people, well done.  Everyone has a chance to showcase their own funny – hence, ‘me-me’ popped up everywhere.

Another one: “There’s a reason why my phone has a camera on both sides – one to take pics of me head-on, and the other to take pics of me in the mirror.”  Being able to photograph your life’s moments and instantly broadcast them has changed the face of social, literally.  While you could always post these to Facebook, platforms like Instagram take it to the next level.  The focus is on ‘me’.

I’m all for the Person of the Year being Me.  As an avid social geek I have taken part in all of what I’ve discussed and know many of you have to.  So, I propose this to TIME Magazine and have only one thing to add: #YOLO.

(Besides, if it ends up being the Year of the Mayans I’ll sign up for the next Red Bull jump.)

You can follow @MelanieReiff on Twitter or read her blog