Maria Ogneva

Searching For Relevance In Social Networks

LEADING THOUGHTS Social media is great at keeping you in touch with the people you know. It's extremely powerful to be able to meet someone online and punctuate it with a meeting offline. It's just as powerful when you meet offline and nurture the...

The Power And Wisdom Of Crowds And Community

LEADING THOUGHTS I was working on a blogpost the other day, talking about humanness in corporate social media, as well as the phenomenon of the professional and personal worlds blending. I knew that somewhere, a long time ago, I came across someone's personal anecdote...

A Line In The Sand: Personal And Professional In The Social World

LEADING THOUGHTS It's almost impossible to be effective in social media without adding a personal touch. The only reason I say "almost impossible" is because I don't believe in absolutes and want to leave the door just slightly ajar for someone to come and...

I Don’t Have Time To Create Content

LEADING THOUGHTS This post has been twirling around in my head, and catalyzed by all many content-related conversations from the dinner with the Content Rules team. I think often we, content creators, talk about content creation, with the assumption that we got past the...

Advocacy And Branding In The Social Age

LEADING THOUGHTS It used to be that branding was more or less straightforward. Mind you, it was never easy — one of my favorite marketing professors from undergrad used to say "A good Brand is like your friend; you can describe what your friend is...

Conflict And Community: Are You Prepared?

LEADING THOUGHTS There are many types of communities: there are user forums and more permanent communities – some "walled" and some open. Blogs are absolutely living, breathing communities, where comment discussions are oftentimes more valuable than the content itself. There are also ad-hoc communities...

Do You Know Any Directors Of The Telephone?

I spent the past couple of days in Las Vegas for CES, and even though consumer electronics is not my focus, it has an increasingly new media bend to it. As such, it was great to see my old industry friends and meet...

Goal Setting For Your Social Strategy. Goal #3: Increasing Profits

LEADING THOUGHTS Earlier this week, we discussed the importance of both, increased awareness and an excellent customer experience, to your ability to get and retain customers, as well as increase trial, purchase and repurchase rates. We also discussed the ways in which social media...

Goal Setting Continued

LEADING THOUGHTS Welcome back! Last week, we wrote about the importance of goal setting for your engagement strategy, as it relates to social media in this particular example. What you do on the social web, just like any other business activity, can't be...

Goal Setting: Is Your Engagement Strategy Ready For A New Year?

LEADING THOUGHTS In a recent post, we explored a parallel between social media and a giant cocktail party. To make that post more actionable for you, our readers, I want to expand a bit on goal setting in your overall engagement strategy, with...

Social Media Is A Cocktail Party – 5 Tips For Networking Success

TRUSTED VOICES As we are right in the thick of the holiday season, you have certainly been to many holiday parties and professional networking events, and there are more to come! With holiday parties comes the joy of celebration and the excitement of forming...

Benchmarking: If You Don’t Know Where You Are, How Will You Know Where You’re...

TRUSTED VOICES In a recent post, we discussed the importance of tracking and listening to social media. As a follow-up, I’d like to take a stab at attacking measurement. Although both listening and measurement stem from tracking social media, there are differences between the...

The Oldest Social Gesture: The Handshake

LEADING THOUGHTS Once upon a time (a year or so ago), I tweeted something, to which someone responded: "Hey, you should meet @alizasherman". I no longer remember the particulars of the context, nor does it matter really. What matters is that through this...

The Six Stages of Social Customer

The Social Customer is not a figment of your imagination; she's here kicking social media butt and taking names. She wants to engage with you, the brand, but only when appropriate and convenient for her. Just because you are listening, does not mean that...

The Social Network Opens To Strong Social Media Reviews

The Social Network, the cinematic account of Mark Zuckerberg's meteoric rise to power and money as the CEO and founder of Facebook. Of course, like most successes, Zuck has been an overnight success 5-ish years in the making; however, the success of Facebook is...

Don’t Be A Creepy Brand: Lessons In Social Media Listening & Engagement [Video Tip]

Can you hear these voices? Brand: "Hey, social customer, I can hear you when you talk about me, my competitors and my product category. Even when you are considering my competitors for a demo, why don't I pitch you my service? You might as well...

Social Media: In-House or Outsourced

Social media is hot, and sometimes it can feel like an arms race across businesses of all sizes to start using social media. There are many caveats and best practices to listening and engaging correctly; although it's still a developing field and best practices...

Social Media: Slow And Steady vs. Fast And Shiny

Social media is undeniably a part of a business strategy for many businesses. Its affects every part of the customer experience: from support, to educational materials, to interactive experiences, to community participation and support. One of the questions on everyone's mind is how to...

Weekly Social Media Tips

Happy Friday! Couple of weeks ago, I started the conversation on wading through the massive stream of social media and using tag clouds and tag phrases as some of the methods of adding intelligence and actionability to unstructured social media data. This week, I'd...

The Many Emotions of Social Media

Social media is notoriously difficult to interpret and analyze. Social media is unstructured text, which comes with the unstructured text interpretation problems. Qualitative research has always been harder to analyze than quantitative, because you can't add and subtract words, find means and mediums, or...

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