Persuasive Picks for the week of 02/21/11

nofacebook2 Four Reasons Your Brand Should Avoid Facebook
Here we find some great considerations from Small Business Trends for small businesses on the marketing value of Facebook. Make sure you do your homework first and have a purpose for being there. Lisa Barone shares insight on the top questions to ask yourself before leaping into building a presence on Facebook (or any social media marketing channel for that matter).

The Less-Tangible ROI of Social Media
We all want to ensure our social marketing efforts are matching up to the boss’s expectations for the investment, so it can help to set goals and be tracking the less obvious benefits to your brand. Danny Wong shares his thoughts with the Huffington Post about the hidden ways we are making an impact that will demonstrate campaign value to the C-Suite and build a better understanding of its potential.

Brands That Have Mastered Content Marketing
Are you infusing your marketing strategy with content? What kind of content are you producing, and how does this tie into your marketing strategy? In one of this week’s iMediaConnection posts, Rob Rose shares his insight and explores best practices from content marketers including Kodak and Hubspot. He stresses the importance of thinking of content not as a tactic, but as a new way of shaping your entire strategy.

Does Social Media Transparency Matter in the Real World?
Before you decide on your social media transparency strategy, take a look at the questions Debra Ellis proposes on Social Media Today the real value of transparency. Are you guilty of over-sharing? Will sharing too much information take away from your competitive advantage? Does it help to leave some things to the imagination?

Seven Common PR Sins to Avoid At All Costs
Seems like simple PR 101, but some PR reps still break the rules of engagement with the journalists they try to pitch. For those starting out in their careers, Ragan.com offers a good checklist from Amanda Marsh to keep by your desk — and a good refresher for the rest of us.

The New Community?

choice2I had an interesting conversation the other day with an industry colleague who used to be a community manager and is now building his own social media training and speaking consultancy. We got into the usual topic of social media and how businesses are still learning to adopt it in their communications programs. We also discussed his past life running online communities for businesses and the differences between managing a purpose-built community and navigating a community like Twitter.

I asked the question, will branded online or topic-specific online communities suffer because of the popularity of general communities such as Twitter and Facebook? For example, will you still participate in communities built around TV shows like LOST, life experiences like motherhood, brands like Kodak, or user communities for products such as Quickbooks or even EMC’s ControlCenter Community? Or has the ability to follow and hold such conversations simultaneously on Twitter taken your attention away from such communities?

Are you more likely to participate in one over the other? Do you get enough of what you need from a brand you admire on their Facebook fan page (ex: Avelle) or Twitter account (ex JetBlue), or will you still join an online community built for their customers? Is there one kind of online community that you prefer over another?

If you have an opinion will you please take our poll and/or leave a comment here with your opinion? Thank you in advance! We’re very interested to see how the future of online communities evolves over the next 6-12 months.