Four years ago today,'Twitter and the Ripple Effect: More than spreading your wings and tweeting,' 'evergreen marketing insighter' ▲▲▲ by Gloria Buono-Daly

To think over 98,000 hits and 232 posts later, the
AllThingsDigitalMarketing blog has reached the 4th year milestone. The very first blog titled Twitter and Ripple Effect: More than spreading your wings and tweeting posted here on September 22, 2009. Yay and happy 4th to the AllThingsDigitalMarketing blog.

Do you think the same strategy still applies for Twitter today?


Twitter, a micro-blog with a 140-character-limit blurb known as a “tweet” having potential to create a chain of social media networking events that can lead to exponentially larger alterations of social media networking instances. Twittering appears to have maximized the power of connecting. In less than 4 years, it is  estimated that there are over 250 million twitter accounts worldwide.

But if you think that Twitter and the bird’s far reaching effect is enough to make your media campaign a success, try spreading your wings and flying. You just might find yourself in a nose-dive!

Of course, everyone is twittering, with hopes of creating shifts in perspectives that will lead to greater connections, better businesses and stronger communities.

It’s been said that a sea gull’s simple flap of a wing can change weather, and so too a simple tweet can create ripple effects in the customers, employees, friends, colleagues and even those people and entities that you have never known and now suddenly have become your followers.

Why then are there still no analytics for measuring effectiveness, or tried and true processes and marketing solutions from this bird?

Although Twitter’s wide massive appeal has grown so quickly in such a brief time, it is still considered new. Twitter became available to the public in 2006 but really gained momentum in April 2007. According to Wikipedia “The tipping point for Twitter's popularity was the 2007 South by Southwest, SXSW, festival. During the event usage went from 20,000 tweets per day to 60,000.” This all occurring after the Web 2.0 buzz of 2006, which arose 2 years after the first Web 2.0 Oreilly Conference, October 5 – 7, 2004, at the Hotel Nikko in San Francisco, CA.

Today, there are many factors that contribute to the success of a social networking marketing campaign and Twitter is just one of the many digital integrated marketing tools. Besides having experience, skill and passion about what you are communicating, successful social media marketing requires a well thought out, detailed, marketing plan and timeline. Even with all this, there are still no guarantees; What works for one company or person  may not be as effective for another.

While there are no magic bullets that will guarantee the overall success of your campaign, below you will find a listing of some helpful tips to guide you through the process of integrating twittering into your corporate digital marketing programs:

1. Create momentum with effective communications and set up kick-off meetings well in advance of your deliverables

2. Optimal participation is key. Schedule regular (weekly or bi-weekly) meetings (virtual or in person) and involve as many employees/departments in your organization.

3. Ensure that your meeting handouts include guidelines for branding specs, e.g., having company logo included on all tweets, regardless of whether a company is using different blog/tweet names for different products,/themes, etc., appropriate tone, buzzwords, keywords, etc.

4. If your social marketing media campaign calls for multiple bloggers and twitterers, make sure your respective tweet names match respective tweet blogs; This information should all be mapped out (e.g., spreadsheet) and incorporated into your digital marketing plan alongside all of the other marketing tools you will be integrating

5. Use common sense and discuss best practice to ensure employee tweeters know their leaps and bounds when contributing to avoid compromising your blogs/tweets integrity and reputation

6. Tie in tweets with your company’s blogs – an example is how Martha Stewart’s tips, ideas, etc., from her blog into tweets – again, not necessarily coming from someone from her company, but created such a brand following that followers as well as employees include her ideas in their blogs

7. Understand and learn of the importance of following potential customers, existing customers, vendors, suppliers, etc.

8. Incorporate short and simple auto-respond tweets for new followers – assuring real-time reply in the event no one is able to respond immediately; Although the majority of folks recommend not using auto-responds, my suggestion is to test the waters but keep auto-responds short, thanking them for connecting and sharing relevant information.  If you feel auto-responding is working against you, simply remove it. At least you can say you gave it a try.

9. Understand the importance of hashtags and other application enhancements and use them carefully. E.g., including hashtags in your tweets, e.g., #followfriday; and applications, Tweet Meme, etc. There are pros and cons to hashtags - some folks feel the short 140-character blurbs get distorted from the #hashtag symbol while others are embracing it. So far, I haven't been incorporating hashtags into my tweets. I use hashtags every now and then depending on the topic and content. I also use name tags, e.g., @gbdaly, etc.

10. If you are interested in following please feel free to follow me on Twitter at www.twitter.com/gbdaly

written by Gloria Buono Daly (c) 2009

Four years ago today,'Twitter and the Ripple Effect: More than spreading your wings and tweeting," is part of the evergreen marketing insighter ▲▲▲ series by Gloria Buono-Daly

Why Are Corporate Blogs By Women Not Supported By Their Constituents?

"I do not think “real” leaders are the kind of paranoid people that get to the top quickly but fall quickly"
-- Grace Bosworth, President of Global 2 Local Language Solutions

"It's cool to get back up if you fall! But don't let the threatened and insecure -- males and females -- pull you down!" -- Gloria Buono-Daly

Whenever I begin another consulting assignment at a major corporation I observe and research the respective environment and Web site and end up with the same question -- “Why are the leading women's corporate blogs not being supported by women?”

This absence of commentary is a red flag and illustrates a much bigger problem at the company in the form of ineffective communication, counter-productivity, negativity and low morale. It only takes a few minutes to read a corporate blog and write a comment -- especially when the blogs are so interesting, informative and worthy of comments. For the past few years I have noticed that women at major corporations are not supporting fellow corporate women’s blogs.

Recently I contracted at a corporation with over 200,000 employees as a senior product marketing consultant and noticed that there were less than a dozen comments from one of their business unit's blogs yet there was a wealth of blogs on that corporate Web site. This lack of support is mind-boggling and serves no purpose but to breed negativity. How long can employees continue destroying what employers are paying them to build up?

Does this start from the top and trickle down to the bottom? Watch out, your company's stock may be headed for another plummet. I am always so positive and impressed by professionals when I work at a new corporation and learn about the company, especially by reading blogs from the corporate leaders, attending seminars, and navigating the corporate Web site. Yet, I do not understand why these major corporate blogs with the potential of having so many visits and views, do not receive the adequate feedback from fellow employees.

It ceases to amaze me of how the threatened and insecure employees intentionally thwart and insult the professional consultants -- the basis is obviously these employees are afraid that the new consultants will get noticed for their cost saving, productive contributions, and showing interest and support for corporate initiatives including blogs. Unfortunately, the productivity and business success is compromised because of these essentially useless and insecure employees. Yet, senior department heads are in the sand and corporations allow this to go on -- the familiar, AIG-ish, corporate status quo -- "Our government's bail-out money will pay our salaries; we're too big to fail," etc.

As a professional marketing executive who has been contracting for many Fortune 100 corporations and trust me, I get the big picture relatively quickly, I see many issues including lack of support, particularly among women executives. This is compromising the financial health of the corporation on a national and global level.

Negativity of this nature results in not only low employee morale and little or no ROI but dissatisfied customers.

Are professional women still living in the 1980’s when one women has to be thwarted in order for another women to succeed? Why is this sentiment common for women and not men? Could this be why professional women have not advanced as much as men? Have women turned competition into a game of back-stabbing tactics that do nothing but destroy the morale of a corporation? And what about corporate diversity and multi-culturalism -- is it destroying what women are working to achieve?

I believe corporate diversity is indeed compromised. Many top consultants have experienced their work thwarted and being intimidated by corporate employees. Whenever the consultants report the issue, their contract ends. A very common tactic, is when employees use inappropriate language in the form of misleading adjectives towards the consultant to make the consultant feel insignificant and themselves feel powerful and important. And we wonder why so few women make it to the top?

According to Grace Bosworth, President of Global 2 Local Language Solutions, “We wonder why women have not advanced as much as they should, but, when a women gets some kind of control, she acts as if she did it all by herself, and tries to push down anyone that comes near her level. We don’t try to help each other; we make it more difficult for each other. …The only thing I can control in this world is me, and I know that to change the world, I must first change myself. Do I look at a woman who has done well for herself with suspicion? Do I hesitate to spend time on a project that may not put me or my company in the limelight?… I do not think “real” leaders are the kind of paranoid people that get to the top quickly but fall quickly. We as women have to do better. Most of all, I vow to not say negative things about people I really don’t know. If we could all vow just that little thing, I see women taking great strides.”

So tell me do you believe corporate blogs by women are or are not being supported by their constituents? What are your favorite blogs? I’d be delighted to take a read, share my perspective and add them to this list.

Below is a listing of my latest favorite blogs by and about women:

► Women in Business Don’t Support Each Other, and We Are Here to Change That
► Is Eight Enough When It Comes to Success
► Got Me Thinking: Is the Model of Masculinity Changing in America?
► 25 Things a Professional Woman Should Never Wear     (I’ll admit my biggest faux pas was putting my then, waist-long-hair back with a schrunchie)
► Women Who Make Us Laugh
► Google Made Her Rich, Facebook Made Her A Legend
► 100 Must Read Blogs by Women
► Why You Should Stop Being A Wimp
► Employers Feel A Talent Shortage
► ClassyCareerGirl Blog
► Making Sure Your Employees Succeed
► Top 100 Websites for Women 2011
► The Importance of Earnest Service, Thoughts from JM Byington & Associates, Inc.

PS This list will change but only with your help. So do send me your favorite blogs, bookmark this one and visit frequently. Thanks!

Back by Popular Demand, Twitter and The Ripple Effect: More Than Spreading Your Wings and Flying

Twitter, a micro-blog with a 140-character-limit blurb known as a “tweet” having potential to create a chain of social media networking events that can lead to exponentially larger alterations of social media networking instances. Twittering appears to have maximized the power of connecting. In less than 4 years, it is  estimated that there are over 250 million twitter accounts worldwide.

But if you think that Twitter and the bird’s far reaching effect is enough to make your media campaign a success, try spreading your wings and flying. You just might find yourself in a nose-dive!

Of course, everyone is twittering, with hopes of creating shifts in perspectives that will lead to greater connections, better businesses and stronger communities.

It’s been said that a sea gull’s simple flap of a wing can change weather, and so too a simple tweet can create ripple effects in the customers, employees, friends, colleagues and even those people and entities that you have never known and now suddenly have become your followers.

Why then are there still no analytics for measuring effectiveness, or tried and true processes and marketing solutions from this bird?

Although Twitter’s wide massive appeal has grown so quickly in such a brief time, it is still considered new. Twitter became available to the public in 2006 but really gained momentum in April 2007. According to Wikipedia “The tipping point for Twitter's popularity was the 2007 South by Southwest, SXSW, festival. During the event usage went from 20,000 tweets per day to 60,000.” This all occurring after the Web 2.0 buzz of 2006, which arose 2 years after the first Web 2.0 Oreilly Conference, October 5 – 7, 2004, at the Hotel Nikko in San Francisco, CA.

Today, there are many factors that contribute to the success of a social networking marketing campaign and Twitter is just one of the many digital integrated marketing tools. Besides having experience, skill and passion about what you are communicating, successful social media marketing requires a well thought out, detailed, marketing plan and timeline. Even with all this, there are still no guarantees; What works for one company or person  may not be as effective for another.

While there are no magic bullets that will guarantee the overall success of your campaign, below you will find a listing of some helpful tips to guide you through the process of integrating twittering into your corporate digital marketing programs:

1. Create momentum with effective communications and set up kick-off meetings well in advance of your deliverables

2. Optimal participation is key. Schedule regular (weekly or bi-weekly) meetings (virtual or in person) and involve as many employees/departments in your organization.

3. Ensure that your meeting handouts include guidelines for branding specs, e.g., having company logo included on all tweets, regardless of whether a company is using different blog/tweet names for different products,/themes, etc., appropriate tone, buzzwords, keywords, etc.

4. If your social marketing media campaign calls for multiple bloggers and twitterers, make sure your respective tweet names match respective tweet blogs; This information should all be mapped out (e.g., spreadsheet) and incorporated into your digital marketing plan alongside all of the other marketing tools you will be integrating

5. Use common sense and discuss best practice to ensure employee tweeters know their leaps and bounds when contributing to avoid compromising your blogs/tweets integrity and reputation

6. Tie in tweets with your company’s blogs – an example is how Martha Stewart’s tips, ideas, etc., from her blog into tweets – again, not necessarily coming from someone from her company, but created such a brand following that followers as well as employees include her ideas in their blogs

7. Understand and learn of the importance of following potential customers, existing customers, vendors, suppliers, etc.

8. Incorporate short and simple auto-respond tweets for new followers – assuring real-time reply in the event no one is able to respond immediately; Although the majority of folks recommend not using auto-responds, my suggestion is to test the waters but keep auto-responds short, thanking them for connecting and sharing relevant information.  If you feel auto-responding is working against you, simply remove it. At least you can say you gave it a try.

9. Understand the importance of hashtags and other application enhancements and use them carefully. E.g., including hashtags in your tweets, e.g., #followfriday; and applications, Tweet Meme, etc. There are pros and cons to hashtags - some folks feel the short 140-character blurbs get distorted from the #hashtag symbol while others are embracing it. So far, I haven't been incorporating hashtags into my tweets. I plan on giving #hashtags a try soon.

10. If you are interested in following please feel free to follow me on Twitter at www.twitter.com/gbdaly

written by Gloria Buono Daly (c) 2009

Twitter and the Ripple Effect: More than spreading your wings and tweeting!

Twitter, a micro-blog with a 140-character-limit blurb known as a “tweet” having potential to create a chain of social media networking events that can lead to exponentially larger alterations of social media networking instances. Twittering appears to have maximized the power of connecting. In less than 4 years, it is  estimated that there are over 250 million twitter accounts worldwide.

But if you think that Twitter and the bird’s far reaching effect is enough to make your media campaign a success, try spreading your wings and flying. You just might find yourself in a nose-dive!

Of course, everyone is twittering, with hopes of creating shifts in perspectives that will lead to greater connections, better businesses and stronger communities.

It’s been said that a sea gull’s simple flap of a wing can change weather, and so too a simple tweet can create ripple effects in the customers, employees, friends, colleagues and even those people and entities that you have never known and now suddenly have become your followers.

Why then are there still no analytics for measuring effectiveness, or tried and true processes and marketing solutions from this bird?

Although Twitter’s wide massive appeal has grown so quickly in such a brief time, it is still considered new. Twitter became available to the public in 2006 but really gained momentum in April 2007. According to Wikipedia “The tipping point for Twitter's popularity was the 2007 South by Southwest, SXSW, festival. During the event usage went from 20,000 tweets per day to 60,000.” This all occurring after the Web 2.0 buzz of 2006, which arose 2 years after the first Web 2.0 Oreilly Conference, October 5 – 7, 2004, at the Hotel Nikko in San Francisco, CA.

Today, there are many factors that contribute to the success of a social networking marketing campaign and Twitter is just one of the many digital integrated marketing tools. Besides having experience, skill and passion about what you are communicating, successful social media marketing requires a well thought out, detailed, marketing plan and timeline. Even with all this, there are still no guarantees; What works for one company or person  may not be as effective for another.

While there are no magic bullets that will guarantee the overall success of your campaign, below you will find a listing of some helpful tips to guide you through the process of integrating twittering into your corporate digital marketing programs:

1. Create momentum with effective communications and set up kick-off meetings well in advance of your deliverables

2. Optimal participation is key. Schedule regular (weekly or bi-weekly) meetings (virtual or in person) and involve as many employees/departments in your organization.

3. Ensure that your meeting handouts include guidelines for branding specs, e.g., having company logo included on all tweets, regardless of whether a company is using different blog/tweet names for different products,/themes, etc., appropriate tone, buzzwords, keywords, etc.

4. If your social marketing media campaign calls for multiple bloggers and twitterers, make sure your respective tweet names match respective tweet blogs; This information should all be mapped out (e.g., spreadsheet) and incorporated into your digital marketing plan alongside all of the other marketing tools you will be integrating

5. Use common sense and discuss best practice to ensure employee tweeters know their leaps and bounds when contributing to avoid compromising your blogs/tweets integrity and reputation

6. Tie in tweets with your company’s blogs – an example is how Martha Stewart’s tips, ideas, etc., from her blog into tweets – again, not necessarily coming from someone from her company, but created such a brand following that followers as well as employees include her ideas in their blogs

7. Understand and learn of the importance of following potential customers, existing customers, vendors, suppliers, etc.

8. Incorporate short and simple auto-respond tweets for new followers – assuring real-time reply in the event no one is able to respond immediately; Although the majority of folks recommend not using auto-responds, my suggestion is to test the waters but keep auto-responds short, thanking them for connecting and sharing relevant information.  If you feel auto-responding is working against you, simply remove it. At least you can say you gave it a try.

9. Understand the importance of hashtags and other application enhancements and use them carefully. E.g., including hashtags in your tweets, e.g., #followfriday; and applications, Tweet Meme, etc. There are pros and cons to hashtags - some folks feel the short 140-character blurbs get distorted from the #hashtag symbol while others are embracing it. So far, I haven't been incorporating hashtags into my tweets. I plan on giving #hashtags a try soon.

10. If you are interested in following please feel free to follow me on Twitter at www.twitter.com/gbdaly

written by Gloria Buono Daly (c) 2009