I think a lot about POEM. Paid, owned and earned media. I even published my own version – SCOPE, which I believe better represents the current landscape in Digital Media. This deck tells the story and shares some of the models Digital Strategists need to be aware of. Over the last few years I’ve been sharing more and more on models that help explain...

Social / digital is maturing and morphing. Change is slow and constant, but few think to look back and analyze and categorize what’s happening. The impact of the tools you use daily are changing too. Your strategies should change to match. Are you a Digital Strategist? Are you asking the hard questions? Why not? Don’t assume that everything is the same, this can come...

You can’t fight the info-snacking culture. It’s easier to feed the beast than to deny it. You need to know what people like to consume (and share). Today many people share stuff they haven’t fully read or watched.  Sharing has become projection of our own brand. This applies to brands as much as consumers. Consumers and brands seek their own happy balance between consuming and creating/sharing....

I’m deeply curious about Lurking. I’ve been thinking and writing about the subject for several years. More recently I’ve begun to use the term “Just Looking” to refer to this group. Lurking is a “funny” terms that the lookers have self-selected, but the majority of people still get a sense of negativity with the term “Lurkers”, so I’m making a slow turn to embrace “Just...

“Dark Social” was a term that emerged to coin the notion of untrackable sharing via social, i.e. when people just grab a URL and share by email or text. My first thought was to explore all the darker sides of social. What else is happening that’s unseen? What happens in the backchannel of social, for example. Social is an amplifier of all forms of...

Have you embraced POEM? Paid, owned & earned media?  I propose a new acronym to capture the future of integrated brand communication. SCOPE = Social / Shared Owned Paid Earned. What’s significant is all the contributing factors. I dig deep into defining and differentiating SOCIAL MEDIA from SOCIAL CONTENT Lots of thought, lots of pulling together of disparate research and many conversations have led to this...

I connected with Gerry Moran yesterday via Linkedin.  I read and liked this post from his Marketing Blog. I got inspired and repurposed his list into a Listly (“text as list”). His original list was simply text inside his blog post – what I call “list as text”). It was a list, but it wasn’t media. Just text. There’s a difference. Today we’d not consider hosting our own video. Media Platforms like...

When Social Media emerged as a term is was really a single thing. Over time it’s really split into two distinct categories. Social Networks Media Platforms. They are different and require different treatment (strategies) This deck explains the difference. Do you have unique strategies for each category? Do you find digital media confusing? Is it working for you? Are you getting the most from...

Too few people are aware of the 1% Rule. 1% create 9% contribute/curate 90% consume (lurk) Lurking is internet for just looking. It’s meaning has evolved. Lurkers aren’t the stalkers of the internet. People often use the expression “I’m just lurking” in a playful way. When people say “I’m just lurking” they are really asking: to be noticed to be invited into the conversation....