Tips on using social media from analyzing how celebrities manage their brands

Some highlights from the article that seem to apply to any marketing use of social media:

  • “If staying on message is the first rule of corporate communications, it is also the cardinal sin of social media.”
  • Each medium has it’s own format and expectations: “corporations can and should differentiate their approach to each platform, digital-marketing experts say.”
  • “Instagram is stylish, behind the scenes” – well, for most of us, “stylish” won’t apply. But the “behind the scenes” part is interesting.
  • “Validate your followers with likes, comments and retweets. It builds goodwill.”
  • Frequent factotumia – “It’s about showing up every single day and showing pieces of their lives rather than when they have a premiere or something to promote.”
  • “Instead of trying to get followers to buy their product, companies can gently boost their brand by commenting on current events.”

Source: What Celebrities Can Teach Companies About Social Media

Facebook referrals

By leveraging the pages of the site’s founders and staff members,’s Facebook page organically reached over 1 million weekly users by the end of its first month. When publishing in tandem, Ezra Klein’s page and’s page frequently contribute half of the site’s daily Facebook referrals. There is also little overlap among the fans of Ezra’s page and’s page, meaning Ezra’s audience is almost entirely additive to the site’s audience.

They say you gotta go native.

Facebook referrals

Facebook ads don’t work too well for “enterprise” types

I am going to sound incredibly churlish here but why on earth Lionel Messi could possibly like our stuff is well beyond my imagination. Flattering though it might be. The same goes for the 20 year career short order cook who posts cat pictures, the retired person who joined Facebook last week, the nurse with a heavy religious bent. On and on it went.

Long ago I tried some ads for RedMonk on Facebook. I think I targeted them at people who worked for IBM. It was hard to figure out if anything “worked.” As with most things in work-life, I think you need to have a highly targeted, simple plan in place. Otherwise, you’re casting a broad net and doing classic advertising.

The other issue is the fact that “enterprise tech” is very niche-y. One would think LinkedIn would be a better place for ads, Techmeme, or even parts of StackExchange. Maybe TechTarget or the occasional ZDNet and such. I think sites like The New Stack have a good chance to assemble (you could also say “aggregate” in this context) a hard to find tech audience and server up better ad space. We’ll see.

Facebook ads don’t work too well for “enterprise” types

Cash, Paranoia Fuel Tech Giants’ Buying Binge

Nice pice on disruption fear driven tech M&A:

From messaging to watches and thermostats, Facebook and Google, along with Inc. and Apple Inc., each want to own the digital platform where people communicate, shop and seek entertainment. The competition is driven by their ability to pay—their combined market capitalization exceeds $1 trillion—and long memories of faded tech stars that didn’t evolve quickly enough.

The four companies are competing to control as much as possible of the tech ecosystem. In Silicon Valley parlance, it’s all about controlling “the platform.” A big reason is to gather data about users, to serve them ads or to anticipate their next purchase.

Cash, Paranoia Fuel Tech Giants’ Buying Binge

Profile of SnapChat, and turning down billions

FORBES estimates that 50 million people currently use Snapchat. Median age: 18. Facebook, meanwhile, has admittedly has seen a decline among teenagers. Its average user is closer to 40.

“I can see why [SnapChat is] strategically valuable,” one leading venture capitalist tells FORBES. “But is it worth $3 billion? Not in any universe I’m aware of.

Profile of SnapChat, and turning down billions

Windows, Facebook, and Android each have a billion users

Android is the third platform to reach a billion users. The first was Windows and the second was Facebook. Apple sold around 650 to 700 million iOS and is expected to be the fourth to a billion sometime next year.

The next question is how to value those users, esp. over time.

Windows, Facebook, and Android each have a billion users

All about IBM. Also: #projectsputnik and hoodies – Back of the Envelope podcast #012

Ed and I talk about IBM as a company, their current high-level strategy (according to Cote). Also, the recently launched Project Sputnik and Hoodie-gate.

Click to listen below:

…or download directly.

And, don’t forget to subscribe to the podcast feed! Also, there’s a whole dedicated tumblr.