Social Magazines: Ready for the Tablet Revolution?

Slates, tablets, whatever you want to call ’em the touch screen tablet is a’ coming. Apple’s iPad will no doubt soon be joined by a number of similar devices.. and social magazines will likely have their day. Ready?

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The Next Big Thing for Marketers: Social Magazines

The Next Big Thing for Marketers: Social Magazines


3 Reason Social Magazines Are Important to Marketers

– Many marketers today are working to get social opt-ins on Twitter and Facebook in hopes of getting their content included in the information stream of prospective customers. The problem is that, for many people, their social streams are filled with too much content, and much of it gets lost in the crowd. Because social magazines help to filter and better display social streams, it is likely less content will be lost to noise and companies will have better opportunities to connect.
– Successful traditional print and offline marketing has been dominated by great visuals and tight copy. Today Twitter streams, RSS readers and online news sources are dominated by catchy headlines and bullet points. Social magazine prioritize the value of powerful images in online storytelling. Blog posts with powerful images that help illustrate the message of the post will translate well to this new method of media consumption. Pictures now have a greater impact on who reads your content.
– Many large companies still publish magazines and distribute them to their B2B customers as a method of nurturing and educating potential buyers. Social magazines allow potential buyers to create their own magazine that is most relevant to them. This relevancy means that potential customers are more likely to read the magazines they create instead of the magazines that marketers print and mail to them. Marketers will need to shift focus and make it easy for content to be included in social magazines by providing RSS feeds and aggregating content through social media.
We now live in a world in which every tablet owner has become the editor of their own personal digital magazine. Our challenge as marketers is to create interesting content for our perspective customers and provide simple methods for them to include it in their own social magazines.    Read more at

Brian Solis, Harvard Business Review, on new Marketing Frequency: RRS

Solis seems to be onto something with this ‘keep it alive in the stream’ talk. This snippet is from a recent HBR post, but appears to be part of a post series Brian is share – mostly from the book Engage! – worth a share. …

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Social Media’s Critical Path: Relevance to Resonance to Significance

If social media warranted a mantra, it would sound something like this, “Always pay it forward and never forget to pay it back…it’s how you got here and it defines where you’re going.”

To understand this model, it’s important we define the base unit for social media: the “social object.” What are social objects? They take the form of our tweets, posts, updates, videos, pictures, etc. that are introduced into social streams. The social objects serve as the catalyst for conversations and engagement.


The first (and perhaps most important) step on this path to social media success is to make sure your social objects are relevant to your constituencies. And how do you do that? Just as in any offline conversation, you have to listen. Listen to the conversations that are already taking place, either directly around your brand, or in other affiliated areas. Pay attention to the nuances of these conversations. Play the role of anthropologist here — what cultural components do you observe in these exchanges? What do you see the participants valuing in these exchanges? Until you understand what kinds of conversations are taking place, who is in them, and what they value, it will be hard for you to attain this first critical step of producing relevant, shareable social objects.


The popular concept of KISS, which once stood for Keep it Simple, Stupid, can be shifted here to Keep it Significant and Shareable. Social objects rich with recognition and reward resonate with individuals and encourage sharing from person to person. Each exchange increases the lifespan and reach of an object.

Sometimes strong resonance is referred to as something “going viral.” It’s a perfectly fine term, but not a good motivation for companies. In my experience, the social objects created solely with the goal of “going viral” will consistently underperform and reduce the likelihood for earning relevance and resonance. Those objects incentivized by thoughtfulness, value, and perhaps even empathy, will gain traction and encourage response and sharing, transitioning from relevance to resonance. And, the ingredients for resonance are readily available for those businesses that pay close attention to the recurring themes in customer conversations, actions, and reactions.

If we were to break down the concept of RRS into a simple formula, Relevance + Resonance would equate to the overall significance of a brand in these digital communities (R+R=S).
Consistently demonstrating relevance over time and continually striving to earn resonance will contribute to the level of significance of any businesses in the long run. In the social economy, businesses that “pay it forward” and actively employ generalized reciprocity as part of baseline engagement and communication strategies increase the value and social capital of the brand in each network.

Loyalty, advocacy, and action inspire the online/offline behavior that serves as the hallmark of Significance. As such, social media’s critical path of RRS serves as a blueprint for companies to construct a successful social media legacy.


[Book Look] Carr, Kelly, plus on What the Internet is Doing to Our Brains

Whoops. Forgot what I was doing…oh yeah. Today there are a number of theories, speculations and Oh My Gosh the Sky is Falling arguments, articles and books that propose various effects resulting from our love of the Internet and tech gadgetry. If you, too, spend a fair amount of your week (say 80 hrs) working online or being gadgety you might be interested in the arguments being posited. Let’s see…

Internet BrainArguments on whether the Internnnnet10 00101s1011 arting to 002001 re-wire our bra1ns.

Some of the major arguments point to the facts that (collectively) our thinking processes appear to be changing from our extensive use of the Internet. Where we once were more given to deep, linear thinking, we’re now more adept at layered, spacial, and possibly multi-directional thinking. Our brain patterns do seem to be changing their processing paths as we spend more and more time online using Internet tools and technologies.

(Similarly) Arguments on whether an overload of gadetry is starting to re-wire our brains.

The New York Times published an interesting piece (Hooked on Gadgets and Paying a Mental Price) on the ways gadgets seem to be (a) invading our daily lives, absorbing any and all free time; and (b) causing our brains to release dopamine – a chemical reaction (& drug) to the enjoyment of – for instance – receiving a new text message.

And while it has been published that social media has replaced pornography as the #1 online time suck, it would appear dopamine is still very much in the picture. Re-wiring our brains. Causing us to become addicted to our gadgets and networks?

Yet, there are some (Kevin Kelly and Robert Wright for instance) that believe even in light of such evidences that our connectivity through social networks, the Internet and gadgets are positively helping us become part of a supportive eco-system, a superorganism of sorts. This argument suggests that our changes aren’t inherently lethal, rather an evolution.

However it does work out – collectively we do appear to be spending more and more time, becoming more and more scattered, and are replacing previously praised practices. *Independent news documentary source Frontline offers an interesting look into ‘life on the virtual frontier’ in their Digital Nation series, worth a peek.

So, if I haven’t totally weirded you out and made you run screaming toward the ? Internet : ) perhaps you’ll stay awhile and humor me with a comment or two? Your thoughts are intriguing – course mine must be too because people are always screaming at me, “What Are You Thinking!?”

Please have at it, share your stories, gasps, resources, else. And please, if you see me offline, stop me and say, “Hey! – What about that?”

Photo credit goes to Quapan on Flickr – thanks for sharing.

Organizing Your Online Space and Time

Originally posted on the netSpray blog.

One of the beauties of being online is in clicking around, traveling from one location to another. The ease with which one can move from document to photo to video back to comment space is intoxicating, and something we’ll be forced to deal with as online activities continue to push into our daily lives and workplace situations.

world-onlineWith the massive amount of information being created today it is more important than ever that filtering tools and practices continue to evolve.

To that purpose I’ve committed to writing three posts on tools and practices that will help you organize, maximize and better enjoy the ever-evolving online space.

Decreasing the Noise, Dialing in the Signal
is a post that will reflect the state of information overkill. From a litany of networks to streams flowing with information, I’ll show you how to capture what matters and eliminate the annoyances.

Where did I leave my brain last? Is a post that will center on the evolutionary tales of this technology soaked, Internet-influenced age. What are the implications of our new found addictions, what positions might we take and where things appear to be heading are matters we’ll delve into during this discussion.

And finally, Conquering the World with Your iPhone will feature a hodgepodge of tools, techniques and case studies to help you gain control of your online time with clarity and style. We’ll provide you with a bird’s eye view of the techniques and tools used by power-users to organize and maximize their time online.

In conclusion, I hope you’ll bookmark this and the coming posts, give them your full consideration and comment on, share, and post your favorites as we unpack important aspects of the online space, how it relates to you, and how you can better navigate the space to maximize your time online.