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Category: Social Network & Social Media

Embers, tra sicurezza e totalitarismo

EMBERS è l’acronimo di Early Model Based Event Recognition Project using Surrogates, ovvero “Progetto di individuazione preventiva di eventi basato su modelli attraverso surrogati”. In parole semplici: prevedere luogo, data e portata di un evento sociale quali, a titolo di esempio, proteste civili, malattie, risultati di elezioni, sommosse, proteste.

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Il nervo scoperto

“Eco e gli imbecilli” potrebbe essere il titolo di un social book sulla polemica scatenata dalla conferenza di Umberto Eco in cui asserì che “Il dramma di Internet è che ha promosso lo scemo del villaggio a portatore di verità”. Non mi dilungherò qui sulla interpretazione di quanto detto da Eco (esiste già una cospicua letteratura on-line :-)). Mi permetto tuttavia di fare qualche appunto sulle reazioni sproporzionate che il suo intervento ha generato. (su DataMediaHub potete vedere il filmato completo). Eco deve aver toccato un nervo scoperto, in particolare presso i campioni che si sono sentiti oltremodo offesi da una mera analisi sociologica. Si è riaperta la diatriba tra “il vecchio che non conosce”, che vende minacciata la sua autorevolezza ed il nuovo che, seppur senza titoloni, sta facendo crescere il proprio seguito. Tra i vari articoli letti in giro, il post di Gigi Cogo di qualche giorno fa mi sembra quello che meglio esprime il perché della reazione a mio avviso spropositata a una mera analisi sociologica. Non me ne voglia Gigi, sa quanto lo apprezzi per la sua attività divulgativa e per la sua conoscenza della rete. Alcune delle riflessioni che sto per fare, ho avuto modo già di condividerle nei commenti del suo post. Scrive Gigi: Ovviamente Umberto Eco rappresenta al meglio e con ampi e continui riconoscimenti questa specie di dotto esperto mega-super professorone che, rispetto alle nuove tecnologie ma soprattutto rispetto all’espansione e inclusione di massa che esse determinano, si sente obbligato a stigmatizzare la sua superiorità culturale e lo schifato distacco. Innanzitutto Eco non ha oggi, e non ha mai avuto uno schifato distacco nei confronti della rete. Non almeno come Michele Serra (lui si, se potesse, spegnerebbe Internet domani mattina). Tanto è vero che nei primi anni 90, Eco fu tra i primi in Italia a studiare le potenzialità degli Ipertesti e della rete. Ricordo a tal proposito un esperimento di un racconto ipertestuale in cui ogni parola di un paragrafo apriva un nuovo capitolo della narrazione, generando percosi narrativi sempre diversi. Il problema di fondo che assale lui e i suoi simili, e al quale non sanno dare una risposta, è che davvero oggi uno sconosciuto persino agli inquilini del suo condominio può diventare un personaggio influente in rete. Ciò tormenta Eco e altri suoi pari al punto da portarli a condannare tutti quelli che hanno influenza in rete come ignoranti, incompetenti o meglio ancora: imbecilli. Eco nel suo discorso non condanna chi ha influenza in rete. Quello che dice è che c’è il rischio che una bufala diffusa in rete non abbia limiti nel diffondersi se diventa virale. E questo costituisce un problema di formazione del pensiero. Come sappiamo, la narrazione, in…

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The content marketing schizophrenia and how to solve it

While preparing my speech for Yaşar University in Izmir about “How to create  Contents that rocks“,  I was searching some insights about the most used tactics in B2B and B2C. Looking at the “B2C Content Marketing 2014“ and “B2B Content Marketing 2014” by Content Marketing Institute and MarketingProfs, I found two interesting charts about the preferred tactics used by marketers and the most effective tactics according to industry users. Comparing the two charts I guessed that it exists a deep gap between the tactics used by marketers and the ones considered effective by them. Often the ones they are investing into are not the most effective. For example, 74% of B2C marketers consider in-person events as the most effective, but only 65% of them are using this tactic. Not only, while 88% of B2B marketers  are using social media as main tactic, it seems no one consider this as an effective tactic. In this post I’m going to show you how  B2C and B2B marketers are living a dissociate world; then I’m going to show you that this depends on a excitement about the trend more than a rational motivation. Finally I’m going to give you 5 steps in order to avoid to waste your time and budget. Lets go deep! The confidence gap in B2C   Comparing the adoption rate with the confidence one, we can see that if Social Media ranks as the preferred tactic by marketers, it is considered effective by the 63% of marketers. More, Blogs are used by more than 70% of B2C marketers but just 45% think they are effective. Mobile contents, Webinars, on-line presentations and case studies are consider much more effective than the usage rate could show. We can observe a similar gap when we look at the Social media platforms used, comparing them to the effectiveness rate. Facebook, for example, is used by 89% of marketers but only 62% consider it as an effective tool. Twitter is used by 80% of marketers but just 50% consider it effective. It’s interesting to highlight that, even if more than 40% are confident about Vimeo Effectiveness, less than 20% of B2C marketers adopt it. The confidence gap in B2B The B2B industry reveal a similar gap between implementation and confidence with some, but important, differences. First of all: B2B marketers use social media, but they don’t consider them effective at all.  Research Reports and ebooks register an higher rate of confidence but a low rate of adoption. Even in B2B industry we can observe a deep gap between platform adoption and the confidence in their effectiveness. Linkedin, for example, is largely adopted but the confidence is low. At the opposite, Vimeo – as well…

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5 new linkedin features you probably are missing

LinkedIN pays a lot of attention in enhancing services in order to incentive people to subscribe Premium accounts.In the past days Linkedin has stared to roll out new features aimed to enhance the visibility of the profile. The main ones are related to: Profile design, a support system to optimize the profile summary, a better outstanding in search results, an “open profile” option and more enhanced “Who Viewed Your Profile” Profile design The profile design has 2 significant changes. The first one is the opportunity to set a “background header image”. Following the major trend in social media tools design, a premium member now can set an header background image to customize the profile. You can choose your custom header from a set of preloaded background images or upload your own. The second one is the larger profile photo and the expanded profile header. Is it really necessary? Until people don’t reach your profile, probably it doesn’t. Anyway if you are used to share your Linkedin Profile link on your email signature, business card or other social media profiles, a customizable header can be helpful to enrich your personal or business brand. Companies paying for the employee’s premium account can ask to their employee to upload a branded header in order to aware their brand. Summary Optimization Summary is among the most important parts of your profile because it is used by LinkedIN Search Engine to discover you when people is searching by keywords. Now LinkedIN Premium Users has an assistant helping to find out the most suitable keywords to use while writing the summary. How It Works? Linkedin finds out profiles similar to you and looks at the most effective keywords used suggesting  you to include them in your Summary. About my summary, for example, LinkedIn suggests to use some keywords such as Media Planning, Marketing Communication, media communication and so on. In choosing which one to include, it must be kept in mind what is your positioning statement and which one of the suggested really fits your skills. Don’t be seducted by the siren inviting you to “appear”.  It’s important but it isn’t enough. You must be consistent with your real competences. Better outstanding in search results When you will appear in search result your profile will outstand better than non premium member. The listing will be twice as big as other results and offer more tidbits from your profile: Past and Current Jobs and the latest education degree. Open profile As a Premium Member your profile is Open. That’s mean that anyone, even who is more than three degree away, can message you for free without the need to be connected to you or to use a InMail Message.…

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