In 2008, David Meerman Scott drew comparisons between social marketing and the Grateful Dead at the the first Inbound Marketing Conference in Massachusetts. Having seen dozens of Dead shows, my first in 1982, I immediately understood what he was talking about.

This band did everything differently– they produced only 13 albums over 30 years but instead toured constantly, doing more than 2300 shows. They played different songs every night from their catalog of 500 and supported the fans need for live shows by letting them record from a special section in the audience. Their brand lives on more than 15 years after Jerry Garcia’s death, and new fans are discovering them even now.

So, when I heard that David and Brian Halligan of Hubspot had written “Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History”, I knew I needed to review it here. It covers how the Dead did the marketing basics differently: Their unique brand, message and offering, their fans(customers), and finally, their business model and operations. It’s a perfect guide for CEOs and marketers to learn to think differently and  create a break through brand.

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Earlier this week I spoke on a panel of social media professionals to 70 executive directors and marketing staff of nonprofit organizations at Simmons College in Boston. The subject was Social Media: Tips and tools for using social media to build support for your mission. The event was organized by the Center for Non-profit Success.

We had a great group of panelists who provided a balance of tools, case studies and strategy. My task was to present on strategy.   While everyone had a Facebook presence, only two or three audience members had a strategy to back up their social media activities. This is common amongst most nonprofits and many for-profits.  Unfortunately, without a strategy in place, these organizations may not be creating content that serves their audience, delivers on their organizational objectives or have the triggers in place to understand how successful their programs are.

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A new Infographic with facts and visual perspective on the Internet:

Via: Medical Coding Certification

Social media can have an impact on health care organizations, whether the organization has proactive programs or passively chooses to ignore it. By doing nothing, hospitals are at more legal risk because no clear guidelines articulate how staff should participate in social communities, how doctors share medical advice on blogs and where patients get medical information.

Andrew Cohen of Forum One, recently wrote about the session he attended at the South by Southwest Interactive Conference, which identified legal issues as the top concerns of hospital administrators. Second to this is “lack of comfort with social media by administrators as well as staff…”

With patients helping themselves to information on websites that may or may not be good information, hospitals and other healthcare organizations like lifecare facilities have an opportunity to help guide patients and their families to good information and support.

In fact, every department needs to consider how social media effects them including human resources, legal, marketing, IT, patient services, and each and every medical specialty.   In 2009, we met with many of the SVPs  at a major teaching hospital north of Boston, Lahey Clinic, to give them a sense of what they need to think about.

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In Brian Solis’s new book, Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, he uses the metaphor of “new media university” to take the reader through the basics and onto a more advanced education. As he says, “We are forever students of new media.”
See what’s in the book.

In 2010, there’s an overabundance of social media tools at our disposal. However, Brian Solis cautions us to keep what’s important in the forefront, namely, content.

He writes about the need for producing compelling content as a way to gain and earn friends/followers. He reminds us that everyone in a company plays a critical role in communicating the brand; and to be effective in social media, a company needs to engage as a team. Consumers want a meaningful way to connect, and businesses must be ready to listen.

Brian Solis offers the Conversation Prism, a visual representation of social networks, and the Social Marketing Compass which he created with Jesse Thomas. These are invaluable resources and will serve as guides as you embark on developing a social media plan, as well as in your efforts to garner the support and participation of the organization.

The author does much more than simply introduce us to social media tools. Engage! is truly an education. If you take the time to do your homework, trying out the suggested resources, your efforts will pay off. There’s something for everyone in this book regardless of where you are on the new media learning curve.

I found myself captivated by several things in particular: social media dashboards, aggregation and syndication, geo location and mobile networking, social objects and social media optimization.  Engage! is a book you will be able to pick up on any given day and find what you’re looking for as a way to keep on track with your social media goals and objectives.

At Impressions through Media, we’ll be talking with Brian Solis about the book and then posting part two with our Q &A.  If you have any questions you’d like to add to the list, suggest them here. We’ll include your name and link back to you.

This is the first of two posts on Engage! by Brian Solis.

In the book

• Integrated marketing tools organized by categories and instruments
• Content communities, social bookmarking and livecasting
• Multimedia, Forums/Groups and url shorteners
• Social media dashboards
• Aggregation and conversational threading in activity feeds, lifestreams, microblogs and microcommunities
• Geo location and mobile networking, widgets and applications, video broadcast networks
• Social objects (as the connection of abstract objects that trigger and host related dialogues and activities), Social media optimization
• Syndicating social objects and aggregation networks
• Establishing an online presence, shaping the brand persona
• Real-time web and tapping into the statusphere
• From Web 1.0 to 2.0 and ultimately to web squared
• Online reputation
• Talking with meaningful exchanges
• Policies and guidelines
• Rules of engagement
• The Conversation Prism
• Listening and searching the social web
• Differing levels of participation
• Creating a social media plan, using a social marketing compass
• Social Media as a team effort
• Social relationship management
• Earning friends and followers/buying friends and followers
• Return on participation, experience and influence

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* DISCLOSURE OF MATERIAL CONNECTION Special thanks to John Wiley & Sons for providing a review copy of Engage! for this blog post. Wiley books are available at your local bookstore or by calling 1-800-225-5945.

Blogger, Rich Brooks, raises many good points in his recent post, Social Media Marketing: Are You Spread to Thin?

Brooks suggests that with the influx of social media spaces that companies may feel they need online presences everywhere. “If social media is keeping you from doing your job, it’s time to re-evaluate.”

These days many companies are using feeds to publish to multiple locations. For instance, when I publish this post it will automatically show up on the wall of our Facebook Fan page by importing the rss feed to notes, it will also appear as a tweet on a twitter facebook tab by using involver , and by using the WordTwit plugin for WordPress blogs it will post to our twitter page.   If you want to publish to substantially more locations than these you can use a service such as ping.fim where over 40 social sites can be updated at once.

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Weber Media Partner’s President, Catherine Weber, will be speaking tomorrow at Geek Girl Boot Camp Cape Cod – March 6th, 2010 – Hyannis, MA.  Join her for a Primer on Social Media, and to learn about the Power of Facebook, Twitter, YouTube and LinkedIn for your business. Promises to be a great day!

With so much to keep up with in social media and technology these days we asked Weber Media Partner, Jackie Mosher, to tell us what she’s learned about some of the newer kids on the block–Google’s web browser, Chrome, and their social media venture, Buzz, and Microsoft’s search engine, Bing.

DH: What are your impressions of Google’s new browser, Chrome?

JM: Fast! Based on my experience, it is markedly faster than Internet Explorer.

DH: Are you able to do everything that you can with other browsers?

JM: Chrome isn’t able to run all web applications. For example, with Chrome I can run a Blackboard program and flash programs like Hulu’s video player. However, I can’t view a Webex meeting or log into a demo program.

DH: What do you think about Chrome’s approach as a cloud computing operating system?

JM: There are a lot of network effects that will make this transition hard for people since most workplaces rely on Word, PowerPoint, Outlook and Excel, and as a result they can’t unilaterally make the decision to switch over to Google’s free cloud versions of these programs. That being said, Chrome’s cloud computing OS is a key signal of where Google wants to go this decade, and there’s a lot of potential for cloud-based computing. It’s much faster, and much cheaper!

DH: Are there particular features you like about Chrome?

JM: I like what you can do with tabs. You can drag a tab away from the current window and into a new window which is something Internet Explorer and Firefox can’t do. Also when you open a new tab in Chrome it shows a thumbnail or list view of your most visited sites. You can customize themes, similar to Gmail and iGoogle’s homepage. This allows users to show off their individuality. and it can be changed as often as you change a Facebook profile picture, Twitter background or ringtone.

DH: What are your immediate impressions of Buzz?

JM: Buzz is integrated with Gmail and I like that you can get to it easily from the left-hand navigation whenever you’re logged in to your email account.

DH: How flexible is Buzz in terms of integrating with Twitter and Facebook?

JM: You can connect Buzz to your Twitter feed easily, but even though it only takes a few steps, I’ve noticed that my tweets don’t instantaneously appear in my Buzz feed. In one instance, there was a five hour delay. I’ve found connecting it to your Facebook status to be much harder.

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Chris Brogan is the quintessential trust agent for social media. If you’ve already read Trust Agents, the book he co-authored with Julien Smith, you’re well-versed in the characteristics—people who humanize the Web, understand the systems and how to make their own game, and who connect and build fluid relationships.

Chris Brogan’s new book, Social Media 101: Tactics and Tips to Develop Your Business Online*, is a collection of posts that originally appeared on his blog, which he has since updated and edited. I can attest to the fact that having it in a nicely bound book with the new additions will serve you well (and besides it has such a cool cover!) What he accomplishes so perfectly in this book is tackling the discussions about social media tools and social networking, and coming at them from multiple directions. As you read the book, you’ll undoubtably entrust Chris Brogan with taking you on a social media journey, and as a result, you’ll feel more confident about the tools you’re currently using and the ones you decide to pursue.

Social Media 101, goes well beyond the usual discussions of Facebook, Twitter, blogs. LinkedIn. MySpace, Flickr and Digg.  Brogan explores rich media–audio, video, video hosting, and live video, browsers, internet , social bookmarking, IM aggregator applications, blogging platforms–home base blogs and mobile blogging, listening tools, shared documents, collaboration, and screencasts.

Many of the pieces are literally chock-full of useful information and tips e.g. 50 ways, 100 tactics, 5 moves, 50 steps. He references and includes links to bloggers and websites you may never come across on your own, but you’ll be happy you took the time (as I am) to stop and visit those sites.

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Scott Snyder author of The New World of Wireless: How to Compete in the 4G Revolution knows that many of us are still getting up to speed on our 3G phones but since technology is continuing to move at rapid speed he suggests that we shouldn’t get too complacent—as he says, “Buzz is already starting to develop around 4G wireless.”

What’s the difference between 3G and 4G? According to Snyder, “3G networks were really about better technology to deliver more of the same, 4G networks are about new technology coupled with a transformation in how people use wireless, moving control to the user.”  Scott calls this the “Digital Swarm.”

In order to succeed in the Digital Swarm he identifies 10 common success factors which can help your business adapt and win:

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