Larry BraunerI very much enjoyed an informative morning at the The Search and Social Leadership Forum, hosted by the Business Development Institute and NYU.

Veronica Fielding, CEO of Digital Brand Expressions, forum sponsor, treated us to a fast-moving overview of the direction digital marketing is taking.

Veronica Fielding Discusses Findability ConvergenceVeronica discussed findability, which as I understand it refers to the ability of a brand and all its associated content to be discovered and interacted with by people. She identified three key forms of findability and likened them to three forms of investment, underscoring their value and illustrating their complementary nature:

  1. Search Engine Marketing – Paid search results. Like cash, it’s instantly available.
  2. Search Engine Optimization – Organic search results. Like bonds, they’re for the long term.
  3. Social Media – Blogs and social media sites. Like the stock market, it’s volatile.

Veronica showcased companies successfully combining all three findability channels to build their web presence. We need use all three forms of outreach and to foster increased interaction and synergy between them. This is findability convergence.

Watch for more in the near future about this event and about the other excellent presenters:

Much thanks to Steve Etzler, Maria Feola and the BDI team for making today’s Search and Social Leadership Forum a big success.

There’s still space available for the next BDI event, Social Convergence and the Enterprise at NYU Midtown on July 21.

One final note: In case you’re new to this blog, we’ve reached the place where readers generally subscribe or leave me a comment. ;-)

Larry BraunerThe Business Development Institute and New York University are hosting Social Convergence and the Enterprise: Case Studies and Roundtables in Midtown Manhattan next Wednesday to discuss the adoption and the integration of social media across the enterprise.

I’m going to be a roundtable moderator, and my topic is: “How Should the Enterprise Be Integrated on Facebook, Twitter, LinkedIn and Other Social Sites?”

Those who know me are thinking that is so Larry Brauner, and you are probably right. However, the organizers preferred that topic more than my other suggestion: “What Are the Challenges and Limitations of Integrating Social Media Across the Enterprise, and How Can We Address Them?” I do suspect that at least in part, they wanted me to be myself.

To learn more about Social Convergence and the Enterprise or to register, please visit the event’s web page. Hope to see you there.

Larry BraunerI’ve recently been mulling over the opportunities, challenges and limitations associated with integrating social media across the enterprise in preparation for a major enterprise social media symposium to take place in Manhattan on July 21, at which I’ll be a roundtable moderator.

The purpose of this article is to provide food for thought and lend structure to future enterprise social media integration discussions.

Enterprise Social Media Opportunities

These enterprise social media opportunities seem to be key:

  • Greater Efficacy and Efficiency – To coordinate resources across the enterprise and across social media in order to achieve synergies and reduce duplication of effort and software acquisition.
  • Greater Consistency – To coordinate agendas and messages across the enterprise and across social media so that employees, customers and investors obtain consistent information.

Enterprise Social Media Challenges

Enterprise social media integration challenges fall into two categories:

  • Conceptualization – Developing a holistic array of social media strategies, techniques and best practices. Matching them to each unit in the enterprise.
  • Implementation – Training and managing the teams responsible for social media implementation. Coordinating the activities of all the units in the enterprise.

Enterprise Social Media Limitations

Obviously an enterprise will be limited by the quantity and capability of staff members and outside personnel it can devote to its social media endeavors.

However, a more absolute limitation to enterprise social media integration is that no two units within an enterprise will have identical agendas or publics. Conversations with an investing public will differ drastically from those with employees or potential customers. Therefore, sharing Twitter accounts, Facebook pages or other social media channels among units will rarely make sense.

Conclusion

Social media integration can be beneficial for the enterprise provided that challenges can be overcome and major pitfalls can be avoided.

Larry BraunerThe Business Development Institute and New York University are hosting a meeting of The Search and Social Leadership Forum in Midtown Manhattan next Thursday to discuss some of the opportunities and issues surrounding the integration of social and search.

The search and social symposium will be attended by top marketing and communications leaders from large brands. It’s my good fortune to have been invited to participate as a social media and SEO evangelist. I will not, however, be speaking at this event.

To learn more about the Search and Social Leadership Forum or sign up, please visit the event’s web page. Hope to see you there.

Larry BraunerIn The 4 Elements of Social Media Monetization, I advised that you “take stock of your social media assets and monetize them with suitable products or services.”

Following my own advice, I recognized that my combined expertise, influence and traffic are nearly a perfect fit for marketing business networking sites, groups and events, something that I’ve in fact thought about in passing before.

While my other blog, Online Social Networking, dominates searches related to online networking, it also ranks very high in the search engines for business networking keyword phrases and therefore receives ample business networking traffic, as well.

Considering the business networking traffic potential of my blog, my social media marketing expertise and my increasing online influence, promoting business networking sites, groups and events on the Internet is a sensible way for me to leverage my web presence and the experience that came with building it.

Contact me to learn more about my new business networking marketing and branding service can help you.

Larry BraunerTomorrow is another real estate day for me. I’ll be going to the NYC Network Group Mega Real Estate Forum at the New York City Bar building in Midtown Manhattan.

I ‘m attending the real estate forum partly for personal benefit but mainly for the benefit of a client.

Welkin Capital Group

I was retained as a social media and online marketing consultant to Welkin Capital Group, a NYC real estate finance company that specializes in commercial loans and loans for luxury homes.

When I accepted the assignment, I knew that my work would encompass more than just social media and search engine optimization. It would include a total website makeover, as well.

The transformation of Welkin’s website has been dramatic. The best way to appreciate the changes we made is to compare the new website to the old website. The new site has a better look and feel, more room to maneuver, additional content and a social component.

Tomorrow’s forum will not be my first offline activity on behalf of Welkin. I attended the REMarTech symposium in April and a NYC Networking Group event in May in order to develop relationships with people in the real estate industry.

Hi-Tech Hi-Touch

In my opinion, marketing your website and growing your business need to take place both online and offline. While you can make fabulous connections using social media, it’s time spent on the phone and in face-to-face meetings that cement those relationships.

Whatever your business, seek out the optimal balance between high tech and high touch.

Larry BraunerThe surf is up, and it’s Facebook Group Week!

Thank you for helping me launch my new website and blog devoted to optimizing your web presence and growing your business.

Please celebrate my site launch with me by joining one of more of my Facebook groups and reading Facebook Groups as Alternatives to Ning Sites.

Subscribe to my website newsletter, Optimize Brief, using the web form at the top right and to my blog RSS feed, as well.

Happy surfing, and if you comment, do comment safely. ;-)

You can also read or subscribe to my Online Social Networking at any time.

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