Blogs can be many different things. They can serve as the mouthpiece for a company/brand, a place for people to think out loud or a place to engage in a dialogue of your choosing.

One thing is a constant: A blog must effectively convey your or a company's thoughts about a certain subject. What does this mean? Each post should elicit an emotional or thoughtful reaction from the reader.

Blogs aren't about static statements or announcements. If you are maintaining a corporate blog, announcements and press releases should always be included as supplementary material. The major announcements should even live in between your posts. They should not be the primary focus though. The reactions to announcements are far more fun to read anyhow and usually lead to a more interesting dialogue in the comments section.

This does not give you license to write a rant on a corporate blog. (Despite the traffic that it will likely bring.) The writing needs to be crisp, clairvoyant and most of all accurate.

The key to a great blog is using and understanding how to play on people's emotions and get them thinking about something in a new light. For this reason, bloggers aren't usually suited to be the primary voice for your company. They should be seen as thought leaders or disruptors to the status quot. (Michael Arrington isn't head of Corporate Communications at TechCrunch for a reason.)

I tend to look at my posts and rate them on a comment basis. If no one comments? I rethink my strategy and try to bring more to the table next time. Dialogue is a better metric for blogging then anything else that I have found. If it makes me think and pushes me to join the conversation? That's a fantastic blog post.

This leads to a particularly treacherous crossroads: most companies are using and maintaining blogs as their primary platforms for communication with their clients and customers. But very few corporate blogs have a distinct and layered voice that can be seen as disruptive or thoughtful.

How can we fix this? By injecting dialogue and a little bit of disruption into corporate blogging. Blogging needs to maintain a balance between informative, thoughtful and emotional. There should always be a discussion whenever a post goes up (preferably one with occasional disagreement).

Should you still announce product launches, business news and relevant information that the corporate communications office? Absolutely. A blog allows a client into the inner workings of your organization. The trick is being able to insert provocative dialogue into the mix and keep the audience/customer on their toes.

That's right agencies, you need to let creatives into this discussion.

The first major agency to do so will reap huge rewards.

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Marketers (especially those heavily involved in social media) aren't sold on micro-sites for long-tail results. Let's be honest, their complaints are warranted.

Which platform would you prefer? One that allows you to consistently engage and multiply your potential reach or a destination driven experiential site that has a cool concept but little stickiness.

The choice comes down to "boring" and lasting or flashy and quick. Most people opt for retention over experience.

However, given the current limitations that FBML and other social networks offer is it realistic to expect the kind of experience that a microsite can offer in terms of interactivity? Of course not.

I've seen some amazing things done within tight boxes like Facebook and more are coming but nothing has offered an experience like a microsite. The content is simply more fun (and interesting). Even if it is not viral or useful for long term retention.

How can you fix this?

Socially Integrated Content

Facebook Connect.

The Prototype Experience and Discovery's Frenzied Waters FB Connect experiences are more creative then most microsites let alone anything that you can find internally inside Facebook.

By allowing customization and Facebook data to personalize and contextualize your experience? You can convert at a very high rate. Your chances are even better if you can send them to your fan page once they have completed the experience. Like anything though? You need to add consistent utility on your Facebook fan page for this to have any sort of lasting effect.

Embeddable Content:

Sites like Livestream.com now allow for multi-platform conversations utilizing video, pre-roll and interactive content. You can now embed this experience so it hits all your bases.

Take your content to your customers, who cares about where it lives? It can technically live anywhere now (and everyone will get the same experience).

Sharing built in.

If you don't have ways to tweet, share, and spread information about your product's utility? You are flushing money down the drain. This is the simplest solution (and also the most under-utilized). Allow your content to spread and watch the value (and long range validity) of your microsite increase tenfold.

Note: Sharing is something that is overlooked on a consistent basis. Usually, a Facebook, Twitter and RSS button are thrown up and suddenly the page is now "social media ready". What I am calling out specifically is sharing abilities that enhance and reward the user's experience for helping you spread the content, thus it needs to be more then an afterthought. Use sharing as an integral part of the funnel and watch the magic happen.

Contextual and Relevant Content Streams

Seen Crispin's site? If you can incorporate relevant additional content around your branded experience? You are adding utility and increasing your retention. If your goal is to keep them in a funnel? This is a great way to do it.

(Pulling in localized RSS from places like Yelp and local newspapers are a great place to start.)

URL Redirects.

Remember if you do decide to have your content live on Facebook or another social network? Utilize a vanity url and a 301 redirect to your experience. People are far more likely to remember and utilize a vanity url over a facebook page's address. In this same vein? If you have to create an external microsite: host it on your url.

Ensure Context.

Provide unique and individualized experiences if at all possible. This can be anywhere from having a specific Facebook tab be the primary landing page to a Facebook connect experience.

It really comes down to this: Integrate. Integrate. Integrate. The more you connect the dots? The easier it will be for positive retention, customer experience and overall sales.

Can you think of any other ways to integrate microsites into social?

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Explorers. Slackers. Service oriented. Self serving. Independent. Co-dependent.

Each has been used to describe Generation Y. However, is this really the case?

Yes and no.

Generations are defined by individuals. Not segments created by marketers and sociologists. Data removed from the voice, insight and personality of of a generation doesn't just make for bad reading. It's irresponsible. More so then any generation in the past we are in flux whether it be from the economy, relationships and the supposed "delayed adulthood" we are all experience.

But why take my word for it? After all, I'm one individual. I don't claim to speak for this generation (nor do I really want to). But, I do like the idea of our generation having a voice, rather than having words put in our mouths by marketers, researchers and TV writers.

And as a marketer I'm fascinated and intrigued with how we can have a voice with something as a simple as a blog, where personality and nuance are evident in each and every post.

So I’m excited to be part of a team launching The Next Great Generation (Beta Version).  Working with Edward Boches, Christine Peterson and a few others at Mullen, we’re trying something new:  a blog written by my generation but targeted at Edward’s generation.

We want to give an individualized voice to how the current generation thinks, acts, feels and relates to the world today. But, we want to ensure that the information provided by the writers isn't just valuable for their peers. We want this blog to become a periscope for marketers and brands looking to understand and dissect each and every part of this generation.

We totally understand that this is a presumptuous title, if not a little arrogant. However, I think that the gauntlet needs to be thrown down. This could fail magnificently. But guess what? In order to reach the stars you need to shoot for them.

The current category format for the blog looks something like this, With each category being assigned an editor and a staff of writers:

Brands
Life
Values
Work
Interview

Sound like something that you'd like to be involved in? We need writers from the ages of 18-25 to contribute on an ongoing basis. You don't have to be a writer. Whatever creative, administrative or resources that you can provide will be greatly appreciated. We're going to use the power of the crowd to make this thing rock. Can't wait to have you join us.

Sign up here to keep kicking ass.

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Edelman did not make a social media mistake.

Edelman made a PR mistake.

Reverse mentoring isn't a bad idea. In fact it's a fantastic idea. Younger workers benefit from exposure to strategy and framing that an older executive can offer. The executive can benefit by becoming versed and competent in the technology.

Strategy will always be more important than tools. (This is why more experienced executives usually captain the ship.)

What Edelman did wrong was allow people who weren't entirely on the up and up into the conversation. Where were Steve Rubel or Blagica Bottigliero? Those are the big guns in social at Edelman. They are the ones shaping social strategy, NOT the executives mentioned. (Of course, the reporter who did the story needs to at least do a follow up on who really makes decisions about social at Edelman.)

Intellectual curiosity is a necessity in marketing. However, is it realistic to expect that someone who can't make it to their desk most days will be able to explore the finer points of social media?

No. Sadly, it's unrealistic to expect a department head involved in day-to-day operations to be fully versed in every new technology. Should they have been on the boat earlier? Absolutely.

However, they are here with us now. Major brands are now getting into social and making it a priority. Let's focus on that aspect. Change comes more slowly at the executive level, it's just a fact of life.

The main problem that I had with this situation is the qualifications of the mentors quoted in the article. The younger executives? Not exactly stellar social footprints:

Ashley Spohn:

Her Twitter: http://twitter.com/ashleyspohn

Her Blog: http://ashleyspohn.wordpress.com/

Matthew Clay:

His Twitter: http://twitter.com/Matthewdclay

His Tumblr: http://keeptheballrolling.tumblr.com/

Meh. They have presences but can't exactly be described as prolific. However, I'm sure they do more work internally. Here's the rub: juxtapose them with Amanda Mooney's social footprint and they look downright prehistoric (Amanda is a 23-year-old Edelman Strategist).

Amanda Mooney:

Her Twitter: http://twitter.com/Amandamooney

Her Tumblr: http://wearethedigitalkids.tumblr.com/

Now that's a kick ass presence.

Now, I'd love to have Ashley and Matt come here and tell me more about what they do at Edelman. In fact, I'm counting on it. They certainly aren't slouches if they are both AE's.

If you are going to talk about the youth movement at your company? Trot out your best team and prep your executives. Age doesn't have to do with anything. It's the social footprint, expertise and quality work that matters.

Did Edelman do the right thing by being this transparent? Or did they undercut their social efforts with this article? Let me know where you stand.

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Would you like to invest in a product that serves a singular purpose? Why worry about devices that can do thousands of things when you can have a larger device that just does one?

Then I have an amazing opportunity for you:

Three products have come out in the last couple of years that fill this "niche" in the market: The Kindle, The Nook and The Peek.

Seriously?

Now some people will tell me that there is a market for these products and that one can even be leveraged effectively through ad networks. True, these products could potentially serve as a massive ad platform but they won't. Why? You can have the functionality of each of these AND call people with the current generation of smart phones.

The business model behind these products seems to be this: "I hope none of them know about the Iphone yet." That isn't a business model, it's a prayer.

The first two products were designed to compete with a book. Unfortunately for them, they've been preempted by a tsunami of superior products that fill the "good enough" mold that has revolutionized how businesses create products via crowdsourcing and social media.

The Peek doesn't really justify a full conversation. It has been covered in enough detail here: "However, the new TwitterPeek seems...well...sort of crazy, to be honest. Who's so addicted to Twitter that they're going to purchase this device instead of using Twitter's SMS service or just breaking down and buying a device capable of running apps or surfing the web? We know Twitter is a lot of fun, but is it really so essential that we need a standalone device?"

This all comes back to utility. Your product, campaign or call to action needs to provide value to the customer. It also has to maintain said value for a reasonable amount of time. Otherwise you run into the classic ice cutting problem (Escalation of techniques to do do one thing being eclipsed by a game changer called refrigeration.) and your technology will become obsolete before it has a chance to catch on.

Simplicity, utility and clear need. That's how you can create an effective product. What's your take?

(Inspired by this video: http://www.youtube.com/watch?v=raNlx0nZc5A)

I really don't.

Nor do I want to be Seth Godin, Amber Naslund, David Armano, Danny Brown, Beth Harte or Gary Vaynerchuk.

Hell, I don't even want to be Lisa Barone.

Why? What works for one person/company could be catastrophic for another. Marketing doesn't come with an instruction manual (despite what thousands of blog posts would have you believe). You need to customize and contextualize your approach to serve both yourself and the product's needs.

Chris has his own distinct style and approach to communicating, marketing and brand building. It's a little self-help, heavy on philosophy and easily digestible. It's accessible to a novice while being deep enough for a veteran marketer.

It isn't The Lost Jacket.

The Lost Jacket is a result of unfiltered thinking with a dash of ridiculousness. I try to make you think, learn and approach marketing with something to prove. A fair amount of snark has been seen around these parts as well.

This doesn't always rub everybody the right way. That's how passionate and intense I try to be when communicating with you though. I don't pull my punches because I give you guys the credit to discern when I'm being ridiculous and when I'm being serious.

This being said: An agency can't be run via the prowess of one individual. It simply doesn't scale effectively. Notice that this agency is called "The Lost Jacket". Not Foster & Blumenthal. The reason? I never want to get bigger then my agency. I'd view it as a catastrophic failure on my part.

Your personal brand should take a back seat to the brand you are representing. You can't be bigger then the brand you are working for. Ever.

Voice your thoughts and communicate what you think is best. But at the end of the day? The client is the one that you are being paid to represent. Thus, you need to work within their parameters in order to be successful. Take full advantage of their knowledge, experience and previous branding to build a great strategy for them.

Each brand will require a different level of nuance and expertise to manage effectively. The client knows their business. Why don't you listen to them?

Photo Credit: Fotosuabe

Big ideas are gone forever.

What have replaced them? Creative utilities.

It's no longer about just capturing the consumer's imagination and getting them to take one action. The sales cycle isn't that simple anymore.

You need to maintain your presence, gain retention and provide consistent value to your customers.

You can't buy your way into people's hearts and minds. It takes time and effort.

Will a creative idea increase the likelihood of success? Absolutely. But, that creative idea won't  be worth anything if it doesn't push the conversation into a place where utility can be communicated. Creativity can't just be creative anymore. It has to serve a purpose.

Don't have a way to interact with your community or product in every advertisement? Your idea is now useless.

Don't have a url, twitter handle or phone number easily accessible in your marketing materials? You've just lost business.

The big idea now? Being able to integrate a creative idea into a useful and relevant marketing effort that returns value to the customer. Utility may be boring, but it does create something real for the consumer from a product and experiential side.

This still leaves room for a ton of creativity. It just will be in smaller, contextual packages designed for the individual rather than the group. Creative service has replaced creative interruption.

If you are looking to blame this on someone? Blame the numbers and metrics guys. They're finally taking their place at the forefront of the agency world. Quantifiable results need to be achieved in order to be successful in this era.

What do you think? Do you think the big creative idea still serves a purpose beyond the RFP? Or are you focusing more on kick ass utilities and solutions that you can execute effectively?

Photo Credit: Wittekind

Create a Mini Case Study for Your Brand.

Most brands and large companies don’t really figure out what social media is or what it can do until it is affecting their bottom line. (Not usually in a positive way either). Despite the best efforts of savvy in-house marketers and agency advisors, companies stumble down the wrong path due to hubris and an inability to understand the landscape. (A blog is not an online newspaper.)

What usually ends up happening is a protracted battle between those in the know and those clinging to the old ways. Guess what? Until those people see what can happen in real time? They won’t be on board and will be happy to send out legally sanitized (and unintelligible) social updates.

This usually happens when a recommendation is overruled. Something blows up with the brand and people run around with their heads cut off for a few days before figuring out that you were right.

Don’t sacrifice your client’s brand for a lesson.

This is never a good idea, but I’ve heard of marketers sabotaging brands on a minor level to make a point.

My suggestion: Set up a “training scenario” with Facebook or Twitter where you release virulent information or demonstrate what would happen in real time with a brand conducting the warned against action. We have simulators for almost everything else…and the sessions could be as short as five minutes. The key is having hands on interaction as the situation is unfolding.

Think of it as a crisis planned by Communispace.

This shouldn’t be that hard to deploy and roll out. Takes a few programmers a few hours and you have a training simulation for people on how to deal with and implement social media. (A company could also sell this as a standalone product later to recoup costs or even make a profit.)

Think this could be implemented effectively? Any downsides? Concerns? Questions? Can’t wait to hear them.

Photo Credit: ryanwick

You all know who I’m talking about. Similar to “That Guy” only more annoying the social media hippie has taken it upon him or herself to correct the wrongs of evil marketers. After all, they aren’t making money with social media. Why should you?

It’s about listening, purity and happy sunshine rainbows. In other words: complete and utter bullshit encased in a new wave package.

This is the person who actually lives in their mom’s basement. As opposed to the rest of us (who are we kidding, everyone thinks we live there anyway).

After extensive study online I’ve compiled what I believe to be the:

The 10 Commandments of the Social Media Hippie

1. Thy content can’t be monetized. Ever.

2. SEO is the work of the devil.

3. Thou won’t link out to relevant content. (Just their other blogs)

4. Thou will alternately praise and demonize people who “get it”.

5. Thou must write long rambling comments on obscure things only they care about.

6. Thou was here first, so clearly they are cooler.

7. Thou won’t allow comments.

8. Thou must bury and shun any attempts at marketing. (See Digg, Reddit, Stumbleupon etc)

9. Thou must use obscure sites and technology in order to be “cutting edge”. (Even if the product is inferior)

10. Thou must claim to listen a lot. Thou won’t shut up though.

Have anything else to add to the list? I would love to hear about it.

Photo Credit: Lifeontheedge

Have you ever had this scenario unfold? You’ve just created some amazing content, everyone that you’ve shown it to absolutely loves it and can’t wait to release it into the wild that is the web. You throw it on your micro-site, company website or blog and wait for the inevitable take off. After all the content is great and that’s all that matters right?

Wrong. Great content won’t mean much if you don’t cover the basics for activation and sharing.

Despite what you have been told, content is only king when it has been fertilized and nurtured. A farmer wouldn’t just throw seeds into the ground and just hope that they grow. Why would you do the same with your content?

1. Target a specific audience for activation. Not all content is the same. The content that will work on Digg will not necessarily thrive on Delicious. Why? Different audiences. Just like any medium you need to play to your base. Seeding effectively will be key here.

2. Build in sharing capabilities. Now make sure that those sharing capabilities adhere to both your audience AND work effectively. Cutting and pasting a url isn’t going to cut it anymore. People have built in sharing networks and audiences that you need to ensure you leverage. Nothing is worse than receiving a mess of code instead of a nicely formatted sharing option. Test before you deploy.

3. Bite-size content. Organization is vital here. Does the design of your micro-site or blog lend itself to becoming viral? Can you even find the share button? Is your content brisk, organized and lend itself to scanning or a quick pan? If you can’t get attention in the first 5 seconds once they hit your desired landing page, you need to redesign the experience.

4. Actively promote your content on multiple platforms. Integrated marketing works for a reason. Multiple points of attack allow for a broader audience and a better chance of success. You should always cross-pollinate your marketing efforts not just from a brand standpoint but from a content standpoint as well. Consistency=Success.

5. Check for the originality of content and utility. Great content usually has been thought up on some form or another in almost every genre. A variation or similar campaign might already be out there. Don’t get caught ripping something off. If you do. The Internet will hurt you.

All the things above take only a commitment of time, testing and thought. If you start doing these on a regular basis this will become like second nature to you. (I have this as a sticky note in My Documents.)

Can you think of any other simple things to check before releasing your content?

This isn’t written for the social media savvy as much as it is written for a creative at an agency. (Who I think should have a completely symbiotic relationship with a developer anyway.)

Photo Credit: Bud_caddell