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The rules of the game and the mistakes of Social Media Business

The term Social Media and is typically used in communication environments, marketing, market research, sociology and many other fields of study. The halo of attractiveness of this term and the implication is now as bright as the 4 P's proposed by Kotler few decades ago.

And yet, many practitioners avoid anything related to information technologies, arguing uncertainty and low security of the media web, the ease with which a campaign is sabotaged, or lack of professionalism involving tools DIY (Do It Yoursefl) low or no cost. This stance against background is given in a single, full and simple reason: they have not been this attractive working properly. Come spend marching season after campaigning on Social Media flights resulting in failure. And see with horror that the entities involved to make mistakes again, precisely because of how cheap it is - functionally speaking - err on the Internet, without considering the stratospheric price of spot the name of an institution built years of effort.

There is a reality that I hold since I started studying the Internet as a communication and research: is so easy to market and communicate on the web, which will surely go wrong at first. is a problem because the applications are developed for common use, global, social, and precisely the bipartisan nature makes the game changed severely.

Here is a list of all professional errors committed in his immersion into the digital world, who have begun laying the foundation for new books related to the proper way to manage Internet for business:

believe a blog, let's a fan group on Facebook, then Twitter about it. This is a typical posture of someone who falls in love at first sight of the new gadgets Social Media, and is just the first error, the most serious. It is assumed that these means will work, because "it is about today, everybody uses it and will surely reach the right message if you have an attractive design."

Social Media has a very low cost compared to any other media, but like any medium, must be handled and mixed the right way to fruition. Using Social Media should follow a careful strategy, measured from all angles and launched in harmony - just like any other campaign media.

Matt Dickman has 7 "bad words" that should be censored for any strategic planning meeting: Twitter, Facebook, YouTube, MySpace, LinkedIn, Flickr and Ning. What they said unless the idea is to get the vocabulary any application related to Social Media. The emergence of these words makes people skip straight to the tactics, before establishing key elements such as the brand essence, message, audience, etc.

Once you have strategy in hand, they have built the foundation of the project, then they can think of the media, and decide whether Social Media is appropriate, how and what are the appropriate channels to achieve business goals. There is no science behind media management.

The etiquette of social media. Consider the dynamic present at cocktail parties, conventions and other public relations events. Imagine a large room, full of interesting people. There are many conversations at once developed. People listen and talk, exchange perspectives, and finally found a common ground under which develops otherwise lovely conversation. A personal relationship, professional, has been formed.

This bond is the result of a conversation in avoiding centralizing the focus on yourself. For when the subject is unipolar, when I speak and just dedicate myself to talk about me, it is likely that the other person to finish looking for the exit as soon as possible.

Which brings us to another common mistake in managing Social Media , which is maintain traditional patterns of one-way communication in media designed for two-way . This type of unilateral interactions, in which only the communicator has an opinion, not operates at a cocktail party or on Twitter, Facebook, blog or other digital media.

Social Media is not a place to sell or to send messages one way, and yet abound Internet applications that just announced, only sell. Social Media is a place to listen for feedback and return answers about your brand. A place for public relations.

The long tail below zero. Seth Godin explains in simple terms: 0% a very large number is still 0 . Media applied in the same way as it applies in the relations supply - demand, supply scenarios in which diversifies while the market share spreads to smaller brands that have no interest.

The concept of long tail (long tail) was coined in the same year that Social Media saw its heyday, by providing tools that can be used by anyone. Long tail is generated when a message is delivered through a lot of media instead of concentrating in a few mainstream media like television, and take Reach per half minute. Together, they achieve a greater amount of attention by disseminating by mass media.

The problem with adopting this model without managing it correctly is that, given time, a long line leads to lack of control in the media, the neglect of the message and eventually the failure of the campaign. Manage campaigns across more resources which can be controlled, especially when these media themselves are not able to complement the top of the tail, is designed to Reach insufficient to enable the message to be heard .

Consider that when there is too much variety of means, most will never be seen. Social Media choose regardless of the true Reach you can get, is a waste of time very cool, in, without meaning.

Social Media is Web 2.0. Web 2.0 is 1.000 million possibilities. could say that only by understanding the three points mentioned above is a guarantee of success in business initiatives through Social Media , but fortunately not so easy.

I say fortunately, because we face a new, very large and juicy variety of possibilities to deliver our message, so great to take some time to finish setting the rules of the game. The buyer himself, the reader, audience or whatever the modality of target network in our initiative has a specific gravity so important that it should be among the factors to consider in the marketing mix of the new business school, and not just relegated to character goal to achieve.

Consumers in itself is a means, that finds its voice in the Social Media . Social Media is what the consumer gives, offers, features and discarded. This is the essence, the premise of the four pillars of Web 2.0: whole, society, ubiquitous and free .

The next time you consider venturing to the web as a means to achieve business objectives, it is better to consider what it really is: billion voices screaming in all directions.

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Viigo VIGGO was in INNOVATE 2009

Viggo attended the Fifth Edition of innovative exhibitions, held between 14 and 16 October 2009, killing markedly positive.

thank everyone who came to learn more about this alternative energy to generate simply and in harmony with the environment, to all those who approached their concerns and advice, and media and outreach allowed us to reveal a little more about this project.

We also congratulate all the winners of each categories and those who were present with their products continue to provide talent and innovation to the reality of our country.

http://www.innovar.gov.ar/blog

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Latin American Survey on the Use of Social Networks The Marketer Quote

I invite you to participate in a Latin America-wide survey on the use to give Web surfers to online social networks, taking place from 9 until October 18.

The questionnaire is simple, minimally invasive and information obtained will appear in an article in the issue that I will be doing come. This is a thesis project leading ladies and Sureym Adriana Bermúdez Velázquez, Marketing students from the Universidad Iberoamericana in Puebla, Mexico, where I have the pleasure of online advice.

can be part of this study by clicking here . Thank you very much for your participation.

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VIGGO What?

• is a wind generator can accumulate personal use electricity from the intervention of the wind energy to use it where you need it most. Running for a couple of hours, Viggo allows you to have charged 12-volt battery, which you can extract for use anywhere. You can take it anywhere, and within minutes you'll be generating your own power, as their assembly and installation is extremely easy and practice. .

FEATURES:

• Easy Transport: Viggo is lightweight and collapsible! Lets take it in the trunk of a car, save it anywhere and take comfort with the convenient bag and its small size.
• Easy to Install: armed Viggo has a convenient, fast and easy! It adapts to all surfaces and within minutes begins to generate power.
• Your Energy in Motion: Viggo allows to your contribution, you generate your own energy by connecting with nature!.
• At your fingertips: In a few hours and completely available, you will have a 12-volt battery charged with the energy of wind. The battery pack is simply removed from the generator, ready to go!.
• To use it anywhere you like heat water to mate, to generate electricity, to listen to your music, to charge your cell ... for you!

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Facebook

For all users of Facebook, recently created a small application of those you throw the message of the day. I include brief advice and facts to consider when it comes to marketing practice.

The purpose of the application is nothing more to share. Also, I got bored reading the advice of drunken philosopher and psycho girlfriend;).

The link to view the application is: http://apps.facebook.com/marketerquote/

The idea of \u200b\u200bthis trinket is to continue sharing experiences, thank them share their own phrases and lessons of race and upload to the application, to present them to anyone. Greetings

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Validity and Reliability for Dummies

One theme that has proved difficult to understand and implement studies and thesis work is to define and test the validity and reliability of research tools. And it becomes difficult, being that there are few sources that develop in depth the identity of these elements and how they are documented.

considerations before

Important is to know that the validity and reliability is measured directly in research tools that apply , not to the studies. Therefore, we seek a questionnaire or interview guide is valid and reliable. If the instruments have these two characteristics, namely the study is valid and reliable by inheritance.

will have to start from the beginning, defining each element and explain in practical terms.

Reliability

is traditionally defined as the degree of consistency of data provides a tool when working on an equal footing .

Measure the reliability of an instrument for reasons statistical representativeness. The premise of sampling indicates that it can retrieve data from a small number of elements, and these data are very similar to the population curve as a margin of error. This representation is reached through certain sample size calculations and determination of appropriate sampling model (how to identify and select the respondent), and if all goes as expected, you can declare a reality for millions of people, knowing information from a few hundred.

But to achieve this, the instrument and the respondent's seleccción are critical. The responses should represent a steady and consistent curve in the conditions under which the responses were collected. Factors such as whether survey before and after an election period, a natural disaster, an economic recession after a night sale, after a periodicazo against a product or service ... All these elements can not be controlled directly affect the reliability.

To build confidence, we must revise the wording of the instrument - to obey a neutrality as resistance to exposure to environmental changes is strong - and the timing of sampling - the time when information is collected are constant, equal in status.

To measure reliability, a series of tests are constantly used.

The easiest but less powerful validation is to divide the sample into two timeless surveys, collect information and compare the results by measuring the statistical differences of proportions (cough test, as applicable). Since information is the same and what changes is the time, significant differences can be very common question the reliability of the instrument, as the data produced are not consistent. For this method to be effective, control of sampling in both scenarios is essential to ensure that the conditions and characteristics of respondents are constant at all times.

Another way to validate reliable is the so-called Cronbach alpha coefficient. Is an index of internal consistency, with values \u200b\u200bfrom 0 to 1. In essence, a squared correlation coefficient which measures the homogeneity of the questions, averaging all inter-variable correlation, validating that indeed resemble. As the ratio approaches 1, the more we talk about reliability. From a value .8, talking about a respectable level of reliability and usable.

To calculate this quickly, you can use SPSS or similar program, containing the function. Important to note that for the test is feasible, all variables must be able to combine additively to score total, and all must measure a situation in the same direction.

Validity

In simplified terms, the validity is sure that you are measuring what you want to measure . One element in that less attention is paid and is vital for any instrument piece of research is ensuring that the instrument is appropriate to the research objectives.

I say that often pays little attention because the assertion is obvious: If I learn of pears, apples do not wonder. The reality is more complex than that. When developing an instrument with little information background, it tends to run into errors of wording and content that has been gathering information unwieldy, unresponsive to specific targets. Usually ask for more, or often omit transcendental aspects.

Validity is, therefore, an entire branch in the design of research instruments. There are three basic types of validity:

Content validity: It reflects the ability of the items reflect the construct assessed population. The content, the theme of the variables must be members of the concept being evaluated. Optimally, the specific objectives of research are intertwined to the content of the instrument.

criterion validity: It has to do directly with the scales used in the measurement, which must be faithful to the natural way to discriminate between the concepts measured. That ratings are understandable, that the ranges are typical behaviorally speaking, are examples of this effect.

Construct validity: Right, if the tool So in full measure and reflects the identity of the construct, the topic under investigation. Construct validity is the result of the cohesion of content and approach, designed the general aim of the study.

to construct validity, it is necessary to invest enough time and dedication to the design of instruments that include each and every one of the issues identified in the objectives of the study. It is a process of trial and error. Pilot testing of the instrument should aim to validate the understanding of the respondent, the attitude of responsiveness and coherence of the topics covered. Measure

validity is not easy, and typically responds to the experience and results of pilot tests. Call on experts in the field of instruments and style editorial correction, and validation visits and consistent with the project leaders are the most common ways to validate an instrument.

The relationship between validity and cofiabilidad

synthesize this relationship in a sentence: "A reliable instrument has validity, but not enough" . The reliability ensures that the results of a survey follow the curve of behavior over time, but not sure you measure right.

Validity is defined before the uprising, the reliability is validated by the completion. Reliability is the time and place, and criterion validity is desktop.

Below is an analogy of the relationship between reliability and validity. A reliable instrument Diana hits repeatedly, looking closer to reality. The more reliable the instrument, most about the target. But if the instrument is invalid ... then you are hitting wrong target.