Web Strategy by Jeremiah

I’ve been watching the various twitter ranking, measuring, mashups appear, and most have little utility (other than some of the search tools). I’m pleased to finally run into Tweeterboard, which has metrics (see my profile), rankings, a ‘newsfeed’ of content, and it starts to tie relationships together of different users. There’s even an RSS feed of all the links I put on my twitter account, I often share what I find interesting on this feed, so please consider subscribing.

You can check your stats too, it’s much like Technorati, but it maps out your social graph. I’m thankful to the following users for ‘giving me love’. martysmind (40), mickeleh (24), jspepper (21), dough (20), shashib (20), jagath (18), tetesagehen (17), tastybit (16), shawnz (16). For any of those folks, you can add them by going to www.twitter.com/PutNameHere.

Why is understanding who talks to me and vice versa important? Because you can see who influences me, and who I influence.

If you haven’t figured out Twitter yet, it’s a chat room, and information and conversations are happening there before it hits blogs. In fact, even the press are getting stories by watching the conversation in Twitter. If your job is to watch the conversation (many early adopters in here) I recommend you follow some of the top posters. Then when you’re ready to dive in, there’s over 400 other users that want to connect! Please note this tool isn’t for everyone, so figure out your objectives first.

If you haven’t done it yet, try these tools
Because of the API and RSS feeds, third party developers are experimenting with the output. True useful business tools haven’t really emerged, but it’s only year one.

1 Search for your brand, see who’s talking about you
2 TwitterVision is a map that shows the global conversations, interesting but low value. It would be great if this could be segmented by role, topic, region, or industry.
3 TwitterBlocks shows a graphical representation of who your neighbors are, again, not sure of the value, although the interface sure is neat.
4 There’s over 100 applications available that have been created by the developer community. I’ve used Snitter, an Adobe air app, but it started to be a resource hog.
5 There’s already a twitter application in Facebook, or you can embed it on your blog, and because I can update my account from my mobile phone, I’ve used it to meet up with people.

Update: Marshall at Read Write Web thinks the tool is valuable, and James Governor sees the value of Twitter.

Click To Play

In my research I get to interview experts in my industry such as the seasoned Bill Johnston, who’s a community expert and is very involved with community based conferences. In the video above, find out from Bill why he thinks that Marketing should, and should not own the community strategy. Bill also shares how to ‘kick-start’ a community, fortunately, it aligns with objectives first.

The timing of this video is great, as it ties in with what I read from one of the authors of the Cluetrain Manifesto:

Secondly, respected internet ‘uncle’ Doc Searls wrote a great post The only real social networks are personal ones in response to my questions of “Should a brand join or build their own social network”. This is a very relevant question to the time, one that I’m getting asked by our clients frequently. Of course I have an answer, but it depends on what they are trying to achieve. Quite frankly, while I understand Doc’s point, (people over brand) getting marketing organizations to relax is difficult and scary, baby steps are needed.

Doc makes the following points:

First, I’m not sure a “brand” can get social at all.

Second, the notion of “brands” either “building” or “joining” social networks strikes me as inherently promotional in either case, and therefore compromised as a “social” effort.

Third, I’m not sure social networks are “built” in any case. Seems to me they’re more organic than structural.

Fourth, the thing companies need to do most is stop being all “strategic” about how their people communicate.

Chime in: The important questions
It’s important that we explore this issue on both sides, so if you’re a marketeer (or a vendor) please read Doc’s post and weigh in on the issue:

So who really ‘owns’ the community?

Who should be leading the charge within a company to do this?

Is Doc right? Brands can never be part of communities, only people can?

Update: Shel chimes in and thinks I’m getting too close to clients am I sell out? Be sure to read my comment on his post.

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