Hootsuite Utility

This review is based on a simple principle. Happiness and time spent on social media have an inverse relationship. The more time spent on social media the less happy you are. So "utility" simply means that the application (hootsuite) makes using social media easier and less time consuming.

Here is a series of snapshots highlighting how Hootsuite organizes your social media. Hootsuite offers interesting filters to help you create customized streams or columns of grouped information within a social media platform. For example, I created a job search filter on LinkedIn by 'industry' and 'location' because I'm interested in 'non-profit management' jobs in Toronto. You can also streamline communication by sharing messages across multiple platforms or scheduling communication to go out automatically.

Next step - analytics. We'll take a look at creating customized social media reports

Redefining value

Just a quick post to share a great talk by Dr. Edgar Cahr at TEDx Ashoka (Presentation link)

The discussion around alternative economic models continues to grow. Perhaps the Occupy movement will spur new ideas or solidify commitment to alternative economic models. One thing is clear, consumers need to put their money where their values lie. Collective consumer behavior is a powerful driver of change.

Social Media Analytics comparison

Social media analytics is getting a lot of attention lately and the rapid proliferation of start-ups filling this need makes it difficult to know what's what. If you want a high level overview of what's out there take a look at this comparison by social media biz. 


This post ignores the big brand solutions and only looks at vendors targeting cash strapped NPO's/start-ups/SMEs. Note, Salesforce.com recently bought Radian6 and has policies to subsidize solutions for non-profit organization. Worth looking into at: http://foundation.force.com/home. However, this post acknowledges the price sensitivity of this audience an considers these three dimensions of value: 
- Price
- Utility (Interface, simplicity, monitoring, analysis)
- Adaptability (To changing business needs and social trends)


To make this analysis simple and useful, I eliminated all vendors priced above $300/month. My initial conclusion is this, if you're strapped for money but still want useful analytics, you have two front runners to choose from:


1 - Hubspot - base rate of $300/month
2 - Hootsuite - $5.99/month (or free basic package) plus additional fees for enhanced functionality - you'll want a number of add-on features that add costs. Still, $100/month is sufficient.


Remember, technology often outpaces user needs. So don't get mesmerized by the features offered by Radian6 and other solutions packed with features. Make sure to ask, how does this help my business? How does this simplify my life?


Do you have experience using social media monitoring tools? What are your thoughts?


Next blog will sink its teeth into user-experience and utility.

CSR Strategy, inching towards failure

CSR strategies that attempt to achieve incremental cost-savings, customer loyalty, or employee motivation risk eroding long-term profitability and market leadership by failing to appreciate the magnitude of shifting consumer needs and environmental realities.  

The prevailing approach to CSR, one that parcels social responsibility into a separate add-on strategy and aims to achieve short-term cost savings, faces important challenges. Here is just one. Incremental CSR strategies, due to technological advances or government subsidies, often achieve short-term cost savings. Note, this is not the start of a trend or pattern but simply a moment in time when it makes short term financial sense to be "green" or "social". As a result incremental CSR strategies receive self-reinforcing feedback from the market because consumers get lower prices (if cost-savings get pushed downstream) or shareholders make money (if cost-savings get captured in higher margins/greater earnings).  CSR strategies can not measure themselves by these dangerously short-term but widely accepted performance indicators. 


What's wrong with any type of savings realized by CSR initiatives?  

Well the problem is that incremental CSR strategies fail to address the underlying realities of increasingly constrained natural resources and changing consumer needs. This is a false sense of social good and financial security. 


Instead, Strategic CSR call for drastic points of departure that set companies on a course towards long-term customer loyalty and survival. Strategic CSR, like competitive business strategy should start with deeper questions like why are we doing this?, what are we good at?, what is our strategic position? The answers you arrive at should drive your CSR strategy.


CSR activities that set explicit cost-saving goals will inevitably receive short-term positive  reinforcement from the market if these goals are met. Yet, if incremental improvements, say switching to energy-efficient light bulbs, are seen as the end goal companies put themselves on a course that moves further away from underlying realities.