Jan 17 2011

Blogging Success Summit 2011

by Andrew DiFiore

Blogging Success Summit 2011 is a live online conference for corporate and business bloggers that brings together 23 experts from the world of online media, including Richard Jalichandra (Technorati), Mike Volpe (HubSpot), Rick Calvert (BlogWorld), and Michael Stelzner (Social Media Examiner).

Event runs February 1 to February 22 (fully online). Register before January 20th and save 50% plus get $794 in free bonuses!

Jan 5 2011

15 Most Hated Companies in America 2010

by Andrew DiFiore

24/7 Wall St. assembled the top 15 most hated companies in the US for 2010 based on the opinions of customers, employees, and stakeholder, as well as press coverage analysis. Not surprising BP and AT&T made the list. Read the entire story here.

May 29 2010

Fake BP Public Relations Twitter Account 10 Times More Popular Than the Real Thing

by Andrew DiFiore

Without getting entrenched in the politics of what is undoubtedly one of the worst environmental disasters in US history, the fact that millions of gallons of crude oil is still spewing into the Gulf of Mexico more than a month after the oil rig explosion seems obscenely absurd. People tune in to their news source expecting to hear that the oil leak is at least contained but even now it appears the latest attempt by British Petroleum has failed to have an impact.

It is this absurdity that has given rise to a fake BP Public Relations Twitter account @BPGlobalPR that tweets satirical sentiments like: “Sadly we can no longer certify our oil as Dolphin Safe.”

The account’s owner remains anonymous (for now) though “he” recently had an interview with Brenna Ehrlich of Mashable. At the time of this writing @BPGlobalPR has collected over 84,000 followers since the first tweet on 5/19/10. That’s more than 10 times the followers of BP’s official Twitter account @BP_America which has about 8,100 followers and twice the tweets. It is really no surprise that more people would rather laugh than cry (so to speak). And as every good marketer knows, humor is a powerful memory hook.


Some people may feel that a parody of this kind is in bad taste but apparently BP doesn’t think so given they have not asked Twitter to take down the account (see this AdAge article); a smart move on BP’s part as they have enough to worry about without adding Twitter to the list.

The reason I write this post at all is that both BP and the fake BP make good use of the social network to address their respective audiences. For one it is about damage control and for the other it is about cause awareness (albeit in a droll sort of way not unlike John Stewart).

For the record, sales of the $25 BP Cares T-shirts being promoted on the fake BP Twitter feed actually goes toward the Gulf Restoration Network.

May 12 2010

Social Media Governance

by Andrew DiFiore

Want to know Microsoft’s policies on tweeting? Maybe you want to adopt Coca-Cola’s social media best practices?

Chris Boudreaux’ SocialMediaGovernance.com is a great resource for B2B and B2C community managers who want to get the most from their social media ROI. At the time of this post Chris had compiled 126 social media policies and 150 studies (some are free, some paid). You can even add your own. It is certainly worth bookmarking.

May 10 2010

Groupable: Virtual Yente for Groups and Corporate Sponsors

by Andrew DiFiore

Imagine an online service that matches groups with corporate sponsorships (and vice versa). Enter Groupable: a social network of self-organized, grass-roots entities looking for corporate sponsorship, and corporations looking to reach potential audiences.

Groupable recognizes your hiking or cooking group has greater power to set trends and to influence others than that of its individual members. The service uses its own proprietary algorithm to calculate a Groupability Index, an influence rating that takes into account Groupable’s sponsorship activity data as well as activity from a variety of social media data points such as Twitter, Facebook, YouTube, Klout, blogs, and podcasts. The index rating is calculated based upon aggregate scores in the following categories: authenticity, engagement, and relevance. This enables sponsors to zero in on the demographics that will produce the greatest return on investment (ROI).


Groupable’s strength lies in its ability to aggregate similar interest groups into marketing packages. Best suited to established organizations that might be seeking sponsors. This works well in the real world (e.g. uniforms for little league team) as much as online (e.g. sweeps prize for popular mommy blog).

“It’s about knowing which groups to engage with so as to maximize word-of-mouth equity,” says Groupable CMO Michael Klausner. “The Groupability Index provides marketers with a single reference point that captures a group’s ultimate influence potential.”