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The report that reminds us what ‘social’ means

Once again, the big hitters of social media are getting a good kicking. A Forrester report into social media is questioning the value of marketing spend on social - particularly focusing bile on Facebook and Twitter. The challenge seems to me to be not one of "To Social or Not To Social". Rather, it is the ludicrous differential between organic social activity and paid social activity. Consumers rarely love brands. Usually they have a fleeting, ephemeral relationship with brands based on how much they need the product. Many of our largest brands are positively loathed (which is why when energy companies delve into social, they get burned. Again and again). So when such brands pay to inveigle their way into a community's consciousness, particularly when this wheedling is acceler

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Is there room for comedy in B2B?

A cracking piece from VentureBeat entitled 'Is there room for comedy in B2B?' http://venturebeat.com/2014/10/05/is-there-room-for-comedy-in-b2b/ To which the answer is, of course, a resounding yes - but the author's point is that even in a B2B context, we speak to each other as people first and business owners/buyers second. The age of corporate posturing is long gone and most people - even at the top - primarily consider themselves to be a Department of One. We contribute individually to our businesses, and we want to be spoken to as individuals. Comedy is just one of the tools in the communicator's armoury - and marketers now need to be communicators first.

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Unpleasantness on social media

I spend a lot of time writing about healthcare. I also spend a lot of time writing about marketing (and to be honest, writing about writing). It's not often I get to do them both together; but this extraordinary story caught my eye. It is the story of an Essex GP surgery which will potentially sanction patients for taking their grievances to social media. Copyright precludes me from sharing the picture with you, but the text reads: "If you have any comments or complaints about the surgery, please write to the Practice Manager. Do not use social media sites - Facebook Twitter. Any comments we see on social media sites may be seen as a breach of our zero tolerance policy. We are happy to deal with your comments/complaints in the usual way." Let's start with the inability to commu

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