@CHRISABRAHAM Wanted to make sure you saw Alterian’s SM2 updated today w/ near real time features: http://bit.ly/4tf2aB [client]

Well, I followed the link and discovered that SM2  by Alterian (nee Techrigy) is getting closer and closer to becoming a monitoring post on the real-time web, Alterian Upgrades SM2 to Address Social Media Marketing in Near Real Time (press release).  Well, I am jealous that the new guard from Alterian didn’t come and share this new release with my team in advance.  Oh well, better late than never.  Here’s the release posted here in full.

Alterian Upgrades SM2 to Address Social Media Marketing in Near Real Time

Social media monitoring tool SM2 upgrades to address growth rate of social media content

CHICAGO, November 20, 2009 Alterian (LSE: ALN), an integrated marketing platform provider, today upgraded its social media monitoring solution SM2 with features that enable social media marketing in near real time to meet the growing pace of online conversations. SM2 4.3 focuses on enhanced performance and scalability through more than 140 updates in architecture design, infrastructure investments and new features, giving users greater capabilities to monitor, analyze and engage with consumers online.

Today’s SM2 4.3 update is a product milestone for Alterian, as the new features bring marketers to the cutting edge of online conversations. Marketers can now combine the most current social media content via SM2 with the web content management, web analytics, email marketing, campaign management and powerful analytics capabilities of the Alterian Integrated Marketing Platform to provide true engagement with consumers. This update further demonstrates Alterian’s continued investment in Alterian SM2, and dedication in being the leading enterprise choice for social media monitoring.

“Understanding online conversations as they happen enables brands to genuinely engage with consumers,” said Joe Stanhope, Vice President of Platform Strategy, Alterian. “The enhanced depth and speed of SM2 4.3 captures more than 10 million social media conversations a day on top of its existing historical database going back over two years, getting us closer than ever before to real-time social media monitoring.”

Key product upgrades in Alterian’s SM2 4.3 are:

•        Data collection – Optimized search results to collect and store significantly more details about social media conversations.

•        Performance – Enhanced reach and speed for initial and subsequent searches in a profile, language and country filter searches, and incremental searches.

•        Workflow – Additional list management tools for search results, automatic assignment of results based on search criteria, distribution of notes to assigned team members, default page and language translation configurations, and more.

“Rent-a-Center sees key customer engagement opportunities in social media through reactions to our spokespeople, discussions around our brand, and lead generation,” said Sonia Holland, Social Media Manager, Rent-a-Center. “These are all areas where we benefit from using Alterian’s SM2, as we understand the actual conversations and uncover opportunities in real time.”

“We find great value in SM2’s filtering feature that enables us to easily dissect what people are saying and analyze results by keywords. We also like that we can build a data set we have confidence in through features that allow us to quickly identify and eliminate irrelevant posts,” said Cara Baker, Business Associate, Rosetta.  “In addition, we have been very pleased with Alterian’s client support team, which has remained responsive to feedback and inquiries on how to get the most out of the toolset.  We are looking forward to seeing how the new capabilities will make our analysis process more efficient and enable us to identify deeper social media insights for our clients.”

For more information on SM2 and to try the Freemium version, please visit http://www.alterian.com/sm2site

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About Alterian

Alterian (LSE: ALN) empowers organizations to create relevant, effective and engaging experiences with their audience that help build value and reinforce commitment to their brand, through the use of the Alterian Integrated Marketing Platform. Alterian drives the transformation of marketing and communications, making it practical and cost-effective for companies to orchestrate multichannel engagement with the individual.

Alterian’s unprecedented integration of analytics, content and execution through industry leading tools, such as the Dynamic Messenger email platform, SM2 Social Media Monitoring platform and the award winning Content Management solutions, enables companies to build integrated communication strategies which create a true picture of the individual.

Alterian works with marketing services partners, system integrators and agencies who recognize the need to plan and deliver coordinated customer engagement services in partnership with their clients. For more information about Alterian, products within the Alterian Integrated Marketing Platform or Alterian’s Partner Network, visit http://www.alterian.com/ or the Alterian blog at http://www.engagingtimes.com/.

A few days ago, I got a follow-up pre­sen­ta­tion from Nilesh Bansal, Syso­mos CTO and Co-Founder, in antic­i­pa­tion of their release of Heart­beat 2.0, “a cost-effective, real-time mon­i­tor­ing and mea­sure­ment tool” for the social Web. Not only is the tech­nol­ogy still really cool, but the inter­face is incred­i­bly clean, visu­ally appeal­ing, and pretty easy to use.

Nilesh said the com­pany worked closely with clients who had signed on for Heart­beat 1.0, lis­ten­ing to their feed­back about what the prod­uct needed to improve and incor­po­rat­ing those things, such as how data is pre­sented and improv­ing the work­flow module.

I need to dig in more and take a deeper look around, but so far I’m pretty impressed. I am espe­cially inter­ested in Nilesh’s claim that the results you get are spam-free, since I’ve noticed in other prod­ucts that one has to wade through a fair amount of garbage or, worse, good results have been elim­i­nated as spam (includ­ing stuff from Mar­ket­ing Con­ver­sa­tion -– egad!). Check Heart­beat 2.0 out for your­self.  (Via SocialMedia.biz)

Phillip’s five rules to follow when you’re mingling online:

1. Never be an asshole when you’re saying hello. Save that for when you know each other better. Introductions are best served with flattery and a demonstration that you’ve been paying attention. Let them know that you’ve been reading/watching/listening long enough to “know” them.
2. Everything you type into a comment box, upload as a video response, reply with in a message board, tweet on twitter. . . everything you say online sticks around for-ev-er. Keep that in mind each and every time you think that it might be a good idea to be an asshole.
3. Remember to check your spelling. If you’re going to poke fnu ta ohter people thne speel it write. ;) Seriously, a mistake here or there with spelling errors or use of the wrong word will make you look like an idiot. . . and that’s not really what you want. You’re not an idiot, right?
4. Don’t ask them to do something for you. Don’t ask them what you can do for them. Say, “Here’s what I’m going to do for you.” After all, that’s what everyone wants to know. The only thing they are generally worried about is what the time spent with you will get them. That could be information, enjoyment, publicity, gear, or whatever. As long as that something is made clear you’ll have their attention.
5. If you’re going to criticize something as if it were a mistake, then first make sure that it is a mistake and not a stylistic choice. Treating style as error only points out that you didn’t get it and didn’t bother to try. Looking like you don’t get it (because you don’t) is even worse than spelling something wrong.

If you keep these rules in mind when mixing and mingling with folks online then the chance that people will think you’re an asshole will be greatly decreased. You’ll have them all fooled, just like me, and if you don’t tell them then I won’t either. ;)

McLintic makes these particular points in more detail in the video:

1. Crises happen more often
2. Crises are faster breaking
3. The issues reach more people
4. Visibility of crises are increased: staff, clients, and more see it all
5. Permanance: record of the crisis exists forever
6. More measurable results are available
7. More Dialogue: you can talk to the person/people creating the crisis
8. Duration of crises are greatly decreased

Chris Abraham is the President and COO of social media marketing firm, Abraham Harrison LLC. He focuses on how memetics and emergence affect culture. Abraham specializes in Web2.0 technologies including content syndication, online collaboration, blogging and consumer generated media. He also works as an internet analyst, web strategy consultant, and adviser to the industry’s leading firms.

David Armano is a senior partner at Dachis Group. His personal blog, “Logic + Emotion,” was ranked by Advertising Age as one of the top media and marketing blogs. Armano’s previous work includes leading creative strategy for agencies such as Digitas and Critical Mass.

Josh Bernoff is the SVP of idea development at Forrester Research. While at Forrester, Bernoff created Technographics, a system that groups customers by their use of technology. He is the co-author of “Groundswell: Winning in a World Transformed by Social Technologies.” Bernoff also contributes to the Forrester blog, Advertising Age and Marketing News.

Rohit Bhargava is a founding member of the 360 Digital Influence group at Oglivy. He wrote a guide called, “Personality Not Included,” which details how to use personality to reinvent marketing strategies. He continues to write the “Influential Marketing” blog, ranked in the top 50 marketing blogs in the world by Advertising Age.

Toby Bloomberg is the founder of “Diva Marketing Blog,” a fun and exciting outlet focused on marketing and social media. Bloomberg serves on the board of Atlanta Interactive Marketing Association, and is on the advisory board for DivineCaroline, an online women’s community.

Edward Boches is one of the original partners of Mullen and the founder of the blog/online magazine, “The Next Great Generation.” Boches is currently the Chief Creative Officer and Chief Social Media Officer at Mullen.

Jason Breed is the senior director of business development at Neighborhood America, a consulting agency that focuses on social media strategies in business. Breed leads social media and online community initiatives on a corporate, media and government level.

Chris Brogan has been working with social media to build digital relationships for businesses, organizations and individuals for the past 10 years. He is currently President of New Marketing Labs, a new media marketing agency that hosts Inbound Marketing Summit conferences and Inbound Marketing Bootcamp educational events. He helps large and mid-sized companies improve their marketing, PR and business communications through the use of social software, community platforms, and other emerging web and mobile technologies. Brogan’s blog, “chrisbrogan.com,” is among the top ten of Advertising Age’s “Power150.”

Christopher Carfi is the co-founder of Cerado, Inc, which helps companies understand how to reach their customers with marketing and social media software. Carfi was also one of the first members of the RosettaNet Board of Directors. He regularly writes on his personal blog, “The Social Customer Manifesto.”

C. C. Chapman is the Co-Founder and Managing Partner of Advance Guard, a media consultant group. He creates radical marketing programs using emerging technology and community platforms. In his podcast and blog, “Managing the Gray,” Chapman provides new media strategies and information on technology in simple terms.

Adam Cohen is a partner at the digital agency, Rosetta. He currently works as the leader of the Search, Online and Social Media unit at Rosetta. For the past couple years, Cohen has tackled topics such as interactive marketing and social media in his blog. His blog, “A Thousand Cuts,” also discusses how businesses leverage technology to drive and sustain value, and provides tips on team building.

Mack Collier is actively engaged with social media as a consultant, trainer, and speaker. His blog, “The Viral Garden,” highlights his position as an expert on social media as it continually has a monthly readership of 175,000.

Angela Connor is the Managing Editor of User-Generated Content at WRAL.com. Her job includes managing day-to-day content direction, long term planning strategies and driving user engagement. Connor is the author of the book “18 Rules of Community Engagement: A Guide for Building Relationships and Connecting with Customers Online.”

Todd Defren currently works at SHIFT Communications. The company is a hybrid PR firm in Boston that works with clients such as Club Med, Virgin Mobile, Bing and Wells Fargo. Defren is a co-founder and Board Member of the Social Media Club and an Advisory Board Member for the SmartBrief on Social Media. He is credited for creating social media releases and social media newsrooms, and his blog, “PR-Squared,” is a regular in the top 20 of Advertising Age’s “Power150.” Defren is also a “40 Under 40” honoree, a Fellow of the Society for New Communications Research and a frequent speaker on the topic of social media.

Dave Evans is the co-founder of a strategic marketing service and specialized software application that supports social business strategy called Digital Voodoo. He is also the co-founder of HearThis.com, a podcast service firm focused on social media and marketing. Evans is the author of “Social Media Marketing: An Hour a Day,” which defines guidelines for using and measuring social media as part of an integrated marketing plan.

Sally Falkow created the POWER branding formula, and is an accredited member of the Public Relations Society of America. Falkow is the author of the books “Your Brand of Expansion – How You Can Use PR Strategies to Expand Your Business,” and “WebSense: Effective Website Marketing Strategies.”

Jason Falls gained his experience as a new media specialist by leading a national advertising agency’s interactive and social media efforts and working with various Fortune 100 brands. He is a social media strategist and an independent consultant in the social media industry. He is the Co-founder and President of Social Media Club Louisville, and currently serves an advisory role for Network Solutions, a leading domain name, web hosting and online marketing company.

Nathan Gilliatt is a Principal at Social Target, a consulting group focused on social media practices. Gilliatt is the author of the “Guide to Social Media Analysis,” a how-to on the tools and importance of listening to social media. Gilliatt also created the business blog, “The Net-Savvy Executive,” as a means for companies to explore new media strategies.

Paul Gillin is a Research Fellow and a member of the advisory board of the Society for New Communications Research, as well as a co-chair of the social media cluster for the Massachusetts Technology Leadership Council. He is the author of “The New Influencers,” and regularly writes for BtoB Magazine and Ziff-Davis Enterprise. Gillin is currently in the process of writing his new book, “Secrets of Social Media Marketing.”

Seth Godin is the CEO and creator of Yoyodyne, a leader in interactive direct marketing. Along with being an accomplished writer and the author of ten bestselling marketing books, Godin is a successful public speaker. He was ranked as one of the “21 Speakers of the Next Century” by Successful Meetings. Godin is a contributing editor for Fast Company Magazine, and created his own marketing blog, “sethgodin.com.”

Phil Gomes is the SVP at Edelman Digital, where he leads the company’s interactive solutions unit, and advises on social media. He is also the Senior Advisor at the Society for New Communications Research. Gomes is considered the first person in the PR field to start a blog.

Beth Harte is the Community Manager for MarketingProfs. She not only maintains a blog of her own called, “The Harte of Marketing,” but also she regularly contributes to Marketing Prof’s “Daily Fix.”

John Hingley is the founder of Andiamo Systems, a brand and media measurement company. He is also the CEO and founder of Crush Direct, a marketing and advertising agency for both B2B and consumer related services.

Jackie Huba is the co-founder of the Society for Word of Mouth, which encourages members to embrace the power of word-of-mouth in business. She is the co-author of the books “Citizen Marketers: When People Are The Message,” and “Creating Customer Evangelists: How Loyal Customers Become A Volunteer Sales Force.” The blog, “Church of the Customer,” which Huba co-writes, is one of the world’s most popular business blogs.

Tom Humbarger is a social media and community strategy consultant. He gained his expertise in marketing, by working as the community manager for Catalyze Community, a B2B group for professionals who design software applications and websites. Humbarger has his own blog, “Social Media Musings By Tom Humbarger,” which he updates regularly.

Shel Israel is a senior fellow of The Society for New Media Research, and is on the advisory board of the Social Media Club. He is the author of “Twitterville, How Businesses Can Thrive in the New Global Neighborhoods,” and the co-author of “Naked Conversations- How Blogs are Changing the Way Businesses Talk with Customers.” Israel also started the consulting firm SIPR, which he ran for several years.

Mitch Joel is President of Twist Image, an award-winning Digital Marketing and Communications agency. His book, “Six Pixels of Separation,” named after his successful blog and podcast, is a business and marketing bestseller. He is also a blogger, podcaster, passionate entrepreneur, and speaker on digital marketing and personal branding. In 2006, he was named one of the most influential authorities on blog marketing in the world. In 2008, Mitch was named “Canada’s Most Influential Male in Social Media,” one of the top 100 online marketers in the world and a “Top 40 Under 40.”

Max Kalehoff is currently the Vice President of Marketing at Clickable. He is credited for starting the blog, “Attention Max,” and writes a weekly column in MediaPost. Kalehoff gained his marketing experience at Neilson BuzzMetrics and comScore Media Matrix.

Christina Kerley is the Founder of CK Epiphany. She regularly contributes to MarketingProfs, an outlet that targets 270,000 marketers and professionals. Kerley created the first-ever marketing book club and her blog, “ck-blog.com,” ranks in Advertising Age’s “Power150” as well as in Viral Garden’s “Top 25.”

Peter Kim is the Managing Director of the North America division of Dachis Group, a social technologies firm. Kim previously worked as an analyst at Forrester Research, where he won an award for his work on social technologies and marketing plans.

JD Lasica is president of Social Media Group, and the co-founder of Ourmedia.org. He is also a member of the Intel Insiders social media advisory group, and a board member of the Media Bloggers Association. Lasica is the author of “Darknet: Hollywood’s War Against the Digital Generation.” He regularly contributes to SocialMedia.biz, Darknet.com, and Real People Network.

Justin Levy is currently the General Manager of New Marketing Labs, a new media marketing agency that specializes in helping businesses learn to use social media tools, blogs and community platforms. At New Marketing Labs, Levy teaches businesses about new media marketing and explains how to utilize listening tools to drive business value. Levy is also the General Manager of Caminito Argentinean Steakhouse. He routinely speaks and blogs about how new media has contributed to the success of the restaurant.

Charlene Li is the founder of Altimeter Group, a consulting firm focused on new technologies and digital strategies. Prior to this she served as a vice president and principal analyst at Forrester Research. Li is the co-author of “Groundswell: Winning in a World Transformed by Social Technologies.” Her next book, “Open: How Leaders Win By Letting Go” is due for 2010.

Valeria Maltoni is an expert blogger at Fast Company, a magazine focusing on the conversation between marketer and customer. She also contributes to websites such as Marketing 2.0, Social Media Today, and The Blog Herald; as well the eBook, “The Age of Conversation.” Maltoni’s marketing blog, “Conversation Agent,” is regarded as one of the best of its kind.

Ben McConnell published two books on the strength of customer loyalty: “Citizen Marketers: When People Are The Message,” and “Creating Customer Evangelists: How Loyal Customers Become A Volunteer Sales Force.” He is also the co-founder of the Society of Word of Mouth, and the “Church of the Customer” blog, which has a daily readership of over 120,000.

Marc Meyer is a leader at Digital Response Marketing Group and co-founder of “hashtagsocialmedia,” a series of Twitter chats with social media gurus. Meyer consults with myriad of consumer product companies on how to achieve enhanced business results through marketing, sales and online efforts. Meyer previously worked as Director of Internet Marketing and Director of Social Media at Emerson Direct where he gained his background in social media.

Scott Monty is currently employed as the Global Digital and Multimedia Communications Manager at Ford Motor Works. Monty shares his knowledge about advertising, marketing, and PR in both his blogs, “The Social Media Marketing Blog” and “The Baker Street Blog.” Recently, Monty was named one of iMedia’s “25 Top Internet Marketing Leaders and Innovators.”

B.L. Ochman leads the creative team of whatsnextonline.com, and publishes the “What’s Next Blog.” She also created the blog, “Ethics Crisis,” which explores corporate ethics and global business practices. Ochman is the author of the books “What Could Your Company Do With A Blog,” and “Press Releases From Hell and How To Fix Them”.

Lee Odden is the CEO of an online marketing blog called, “Top Rank” that serves companies with online marketing strategy, consulting, implementation and training services. In 2008, he was named #15 of “Top 100 Online Marketers.”

Jeremiah Owyang is a strategy consultant for emerging technology at Altimeter Group and previously worked as a Senior Social Media Analyst at Forrester Research. He writes a regular column for Forbes Magazine and regularly writes for his own blog, “Web Strategist.”

Shannon Paul is the Communications Manager for PEAK6 Online, a parent company of OptionsHouse.com, OptionsNewsNetwork (ONN.tv) and WeSeed.com. She manages the integration of social media communication into PR and marketing strategies. She gained her experience in communications by designing the social media strategy for the NHL’s Detroit Red Wings. She currently has her own blog, “Shannon Paul’s Very Official Blog,” which she updates regularly.

Christopher Penn is the Founder and Producer of the multi-award winning “Financial Aid” podcast and co-founder of the PodCamp New Media Community Conference. He currently holds the position of Chief Technology Officer at the Student Loan Network.

Jeremy Pepper is a PR Manager at Boigo Wireless. Pepper has spent over a decade working in integrated communications and has won two Silver Anvils. His personal blog was named top PR blog in 2006 by an advertising blogging network.

Joel Postman is currently Principal at Socialized, a consultancy that helps companies make effective use of social media in corporate communications, marketing and PR. Postman is also the author of “SocialCorp: Social Media Goes Corporate,” a handbook targeted to corporate executive and large companies that want to adopt social media strategies.

Mike Sansone works as a ‘blog coach,’ by helping companies and individuals create and maintain successful websites. Sansone previously helped build various online communities such as America Online and the Real Fans Sports Network. He currently works through his blog, “ConverStations: Blogs and Social Media as Conversation Stations.”

Robert Scoble currently works for the IT hosting company, Rackspace, where he created Building 43, a community for people who love the Internet. He is the co-author of “Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers.” Scoble regularly writes for his personal blog, “Scobleizer.com.”

David Meerman Scott gained his experience and familiarity on social media by working as Vice President of two publicly traded companies. He currently works as a marketing strategist, keynote speaker, and seminar leader. Meerman just completed his second book, “World Wide Rave.” His first book, “The New Rules of Marketing and PR” was a BusinessWeek bestseller.

Peter Shankman is the founder of Help A Reporter Out (HARO), the largest free source repository in the world and the CEO of the boutique Marketing and PR Strategy firm, The Geek Factory, Inc.. Shankman regularly updates his blog, “shankman.com,” and is the author of “Can We Do That?! Outrageous PR Stunts That Work and Why Your Company Needs Them.”

Brian Solis is a Principal of Future Works, an award-winning PR and New Media agency in Silicon Valley. Solis is also the co-founder of the Social Media Club and is an original member of the Media 2.0 Workgroup. Solis writes for his own blog, “PR 2.0,” which is among the top 1.5% of all blogs tracked by Technorati, and regularly contributes to TechCrunch, BrankWeek, and WebProNews.

Liz Strauss is a social web strategies and community builder and works with businesses, universities and individuals to help them understand the world of the social communications. She is the Founder of the business bloggers conference, SOBcon. She was featured in the “Top 100 Social Media & Internet Marketing Bloggers,” the “Top 100 Most Influential Marketers of 2008,” the “50 of the Most Powerful and Influential Women of Social Media,” and NxE’s “Fifty Most Influential ‘Female’ Bloggers.” In addition, her own blog, “Liz Strauss at Successful Blog,” is listed on Alltop Social Media and Alltop Twitterati.

Greg Verdino is currently employed as Chief Strategy Officer at Crayon, a group that specializes in strategic marketing. Previously he served as the VP at both Emerging Channels Digitas and Aribitron NewMedia. Verdino produced studies on consumer online media usage behavior and the impacts of convergence of traditional media channels. Verdino’s blog, “gregverdino.com,” is known as being one of the most influential marketing blogs on the Internet and his book, “Micromarketing: A Breakthrough Approach to Building Brands by Thinking and Acting Small,” is set for release this summer.

Lena West is the CEO and chief strategist at xynoMedia, a web-development and consulting group dedicated to assisting women-led companies with social media and Internet based objectives. West has been honored with several awards, including The Network Journal’s “40 Under 40,” and the “Entrepreneurial Champion for Women” by The Women’s Congress.

Dan Zarrella is a communications specialist with expertise in web development, social media and blogs. He is currently the Inbound Marketing Manager of HubSpot and considers himself a social, search and viral marketing specialist. He is in the process of finishing the book, “The Social Media Marketing Book.” Zarrella shares his comprehensive understanding of social media by contributing regularly to blogs such as “Mashable,” “Copy Blogger,” and “ProBlogger.” Zarrella is also credited for developing applications such as Link Attraction Factors, TweetPsych, TweetSuite, and TweetBrandSponsers.

Linda Zimmer is president and CEO of MarCom:Interactive. She sits on the Advisory Board at Web Wise Kids and is a consulting council member with the Gerson Lehrman expert network. She regularly updates her blog, “Business Communicators of Second Life,” where she discusses topics such as social media and ethics for marketers, communicators and agency professionals.

Make sure to visit the original article and let them know who else should be on this list.

There is! Retrevo is a shopping tool that aggregates reviews and up-to-date information about products from around the web.  It uses artificial intelligence to visually summarize more than 50 million data points to provide consumers with a comparative list of products based on reviews, features, value and price.

Now imagine this scenario: You are at Best Buy at 7:30 p.m. on December 24.  You can barely see the camera display through the throngs of last-minute holiday shoppers.  Waiting for you at home is the most delicious turkey dinner since Thanksgiving, but you can’t make a decision about the camera you need to buy for Aunt Sally.  Luckily, there is no need to panic since you can use Retrevo to help you make this important and urgent decision.   Retrevo provides in-store product and pricing information instantly using SMS or Twitter.

SMS – Just send an SMS to 41411 with “retrevoq” and the product information in the text.  Within seconds Retrovo will respond with price and model information about the product in question.

Twitter – Tweet @retrevoq with product information and you will receive the same custom information via an @reply.

Retrevo also features a real-time online holiday catalog where consumers can browse products, read reviews and peruse Retrevo’s Best Pick selections which are picked algorithmically based on lifestyle and usage specifications.

Retrevo’s services definitely seem worth a try, especially when turkey dinners are at stake.

The essence of any good conversation, off line or online, is relevant and relative to listening, learning and applying value for the benefit of those engaged. Selling is a relational process and should be aimed at understanding a prospects need before you try and sell them something that doesn’t fulfill the need. Marketing, on the other hand, is a process of leveraging mass media to attract an audience of prospective buyers. Marketing and selling a two distinctively different processes. One focuses on building a relationship based on value while the other focuses on delivering a message to a large audience.

Deragon is completely right. If you can provide

• Relevance
• Listening
• Engagement
• Value
• and Information

then you’ll have one potentially very strong social media campaign. And by “social media campaign” what I really mean is conversation, because in today’s world the first question everyone is asking is, “What do I get from talking to you?”

The only way to answer that question is to join the conversation