Social reach and frequency are tangential to good marketing, as long as your content is relevant to your market. How many times does a potential customer or partner need to see your message before they convert? You might as well ask how many licks it takes to get to the centre of a Tootsie Pop (remember that old TV commercial?). Some will bite after a dozen licks; for others, it’s three—depends on where your audience is in a given moment when they see your message.

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We are social animals. What others do does have some influence on us one way or the other. When we listen to someone because the person doing the talking is someone we trust—that’s where social influence starts. We’ll even buy a product based on the fact that others seem to think it’s great. But it’s not just a great product that gets social tongues wagging—it’s the overall experience with the brand when we look at that product, buy the product, and have it delivered. How many times have you been burned when buying a product you thought would be great at first blush, only to have a horrible experience with the vendor when it came to the purchase? Perhaps the website was glitchy or the navigation not very intuitive—or maybe you couldn’t complete the purchase without jumping through a million hoops. Or you couldn’t return the product for a full refund if you weren’t happy.

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The self-healing letter of complaint

You’ve been wronged. The service was terrible. You went unseen, disrespected and abused. You didn’t get your money’s worth. The software is sloppy, the people were rude, the entire experience was lousy.

A letter to the organization is called for. At the very least, you’ll get an apology, some free samples, and maybe, just maybe, they’ll fix the problem for everyone who comes after you. How generous of you to dig in and share the vitriol.

Better put a sharp point on it, personalize it and make it sting.

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What Is Influence 2.0 And Why Is It Important In The Future Of CX?


Before social media, before modern digital marketing and before DCX and digital transformation, I spent much of the late 90s and early 2000s studying and experimenting with online influence. In February of 1999, I opened a lab to test and learn and in the process, was one of the many contributors to shape the future of digital marketing and customer engagement. Shortly after joining Altimeter Group in 2012, I shared all of the research I had collected and more and published the findings in a comprehensive report, “The Rise of Digital Influence.” In fact, that report is still considered the standard in understanding how people influence the impressions and actions of others online.

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The person who came up with the concept of “social listening” probably didn’t intend for the name to be ironic, but here we are. So many brands treat social listening as little more than another item on the analytics checklist. They look at the numbers, check out the latest social marketing content, come up with an idea, and then work backward to make it fit their own audience. If they’re really ambitious, they might take a spin through the mentions on the company’s branded social pages (before promptly going back to ignoring them).

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