Mediaboss Marketing

Steve Goldner a.k.a Social Steve is Senior Director, Social Marketing at Ryan Partnership and heads up its social media marketing practice. He blogs regularly at the Social Steve Blog. You can connect with him on Twitter @SocialSteve.

Surprise! Facebook is about to change the use of its platform for marketers. Ever hear this before? "A source professionally familiar with Facebook's marketing strategy, who requested to remain anonymous, ... [states] that the social network is in the process of slashing organic page reach' down to 1 or 2 percent," according to Valleywag. What could prompt yet another change for Facebook?

Editorial/Commentary - Posted Apr 02, 2014

If there is one think failing social media marketing, it is a lack of social. I'll explain what I mean by this in a minute, but let's first examine the reality of today's business operations.More and more companies are moving to automated processing and communication to squeeze out operational costs and add a few more margin percentage points. When you call a service provider today to get a problem resolved, do you actually get a human being answering the call? Or, conversely, do you get an automated system that takes you through four levels of questions that get you nowhere and then leave you waiting 15 minutes or longer to get connected to an actual person to help you?

If you look at the most successful marketing endeavors brought to life, I would place a big bet that they all started with a creative brief. In case you are not familiar with a creative brief, it is a document produced to help develop creative deliverables such as advertising, websites, visual design, copy, and other marketing outputs. The creative brief consists of a series of simple questions and the answers help the Creative Team generate concepts, ideas, and bring them to life.

Column/Social Pulse - Posted Aug 23, 2012

So, you want to get social? You realize your business cannot live without it. Kudos to you for having a strategy and a plan and for not just putting up Facebook and Twitter pages. But now you realize how time-consuming it will be to drive real measurable success. So let me tell you how we determined the right tools to help us drive our social media practice.

If there is one thing we are used to from Facebook -- or, at least, are used to complaining about -- it is change. The company has a history of introducing new features at will and then abandoning them. Going forward, though, Facebook's willy-nilly changes may be frowned upon as investors from Friday's IPO start putting in their two cents. When the closing bell rang on Friday, Facebook raised about $16 billion, was valued at short of $105 billion. But investors are not the only ones taking on risk; marketers that think Facebook is the Holy Grail also gamble with company money.

Column/Social Pulse - Posted May 22, 2012

Do you ever really stop to think about what it means to drive a successful marketing program? Actually, it is pretty simple. If you can change behavior and produce quantifiable results, you have nailed it. But what does this actually mean?

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Steve Goldner