Bertrand Duperrin's Library tagged conversationeconomy →  View Popular, Search in Google

Increasingly, they're realizing that this social media space involves an ongoing conversation. Assets never really go away. They may rotate off the front page or be moved to a different section or classified for later search, but they don't disappear.

You can see these attempts to create integrated communities between offline, online, television, print and Internet. Doing that requires a different skill set than previous, more siloed approaches to media.

. But the clickthru rate is still a bad metric in terms of what a brand might want to optimize for, be it awareness, purchase intent, brand perception, and so on.

The next step is to aggregate it across all of our inventory, put it in an index, and be able to say which kind of inventory indices higher for particular social media activities, or particular types of conversations or content. Or, you could cross-hatch this information on social actions with audience data: these kinds of people like to talk about those kinds of topics, and they like to share about these kinds of topics. It's an evolving and currently inexact science, but a very promising one.

once you're engaged in an ongoing conversation with your customer, you're just crazy if you're not using these insights and learnings to develop better products and to answer market needs.

Marketers have been traditionally trained to think, "My company made this, now we'll go sell it." But the ones who pivot to selling by being engaged with customers 24/7 become product researchers as well as the face of the company.

A lot of companies are saying, "If we're going to do social, then we're going to build in Facebook." They think they can just check the box and cover the majority of their social program by investing in a really good Facebook page.

. But if you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. Then put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.