360DigitalInfluence

Recently we contributed to a report from Jeremiah Owyang and crew over at Altimeter. They just released it last week and we would like to share it here. They drew conclusions from a variety of sources to end up with the “8 Criteria” - most of which I agree with and find useful. They then go on to “grade” a couple of dozen brands in terms of their overall “maturity” in Facebook marketing.  Here are the 8 Criteria:

• Set Community Expectations
• Provide Cohesive Branding
• Be Up To Date
• Live Authenticity
• Participate in Dialog
• Enable Peer-to-Peer Interactions
• Foster Advocacy
• Solicit a Call-to-Action

Forget my knee-jerk objection to using what sounds like such paternalistic terms (”maturity,” ” infantile,” etc…)  there is some sense here…

Success in this space comes with experience. You can read all the blog posts and reports you want but until you are trying to activate in Facebook, you will never accrue enough learning and, I guess, maturity.

Ranking is Transitory

I do object to their ranking of the brands. A simple spot-check makes me question it. Last week, we launched the reinvented Ford Explorer via Facebook and it was an awesome experience and a talk about “maturity.”  Ford has been adding to its social media work with influencers with a terrific approach to social grassroots via Facebook. Ford should be higher but perhaps its all too new to be in the report, after all it takes time to write a 26-page document.

Lots of useful stuff here.