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- Many Fortune 100 Twitter accounts sit idle
A growing number of Fortune 100 companies are on Twitter -- 73 of them, up from 54 in August -- but most aren't using the social network to share information, engage others or add personality to their brand image, according to a study by Weber Shandwick. Half the Twitter accounts owned by these firms have fewer than 500 followers and 15% are lying unused, the report finds. "A dramatic shift needs to happen for most of these companies to effectively make use of the platform," writes Vadim Lavrusik. Mashable
(11/17)
     
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 | Create a Solid Social Media Strategy and Policy. Accelerate your social media efforts with A Step-by-Step Guide to Building a Successful Social Media Program. MarketingProfs gives you the information and tools you need to create a winning social media strategy, policy, and team. Learn more. |
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- Coca-Cola's tips for drawing fans
Coca-Cola has succeeded in generating word of mouth on social sites by being where its customers are, making marketing and communications collaborate on projects and testing the newest tools to generate ideas, the company's digital communications group director tells Andy Sernovitz. SmartBrief/SmartBlog on Social Media
(11/17)
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- Concert tickets get social spin
Ticketfly is a vendor of concert tickets that helps smaller venues market their events on Twitter, Facebook and MySpace. "Events are social by nature," says the founder of Iggli, a tool that allows concert-goers to coordinate their plans. The New York Times
(11/13)
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- Nonprofit group uses social media to fight Chevron
Richard Goldman, co-founder of Men's Wearhouse, is harnessing the power of social media to raise awareness about a $27 billion pollution case against Chevron in Ecuador. The nonprofit group Ethos Alliance seeks to provide aid to those living around Ecuador's oil fields and encourage Chevron to settle the lawsuit. San Francisco Chronicle
(11/16)
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- 7 social-marketing reality checks
Social-media participants must face some harsh realities, including the fact that many blog posts go unread, writes Sonia Simone. You have to give away good content before you can make money at it, she adds, and you can't emphasize selling. "This audience hates salespeople," she writes. Copyblogger
(11/16)
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- Open corporate culture must accompany blogs
A company blog isn't for every firm, especially not those that discourage employees from divulging information, John Cass writes. You "could harm your company if you participate, because once you set up a blog you are saying to the world that you are willing to conduct a dialogue," he writes. Before getting started, he suggests, evaluate whether your corporate culture encourages criticism and openness about the daily business. Social Media Today
(11/16)
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- Ripple effects of individual-referral marketing
Affiliate-marketing programs have grown beyond Web sites, as individuals are becoming a growing force in referral sales, entrepreneur Steve Poland writes. Expect more spam on social sites as more people realize they can make money in the referral business, he predicts. TechCrunch
(11/15)
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 | If your reputation sucks, none of it matters. People with lousy products, crummy business practices, and shady backgrounds get found out. And word spreads with frightening speed."
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