In light of the Olympics taking place in Canada, I thought today’s post was definitely apropos! Virtual meet-ups and friendships are one of the great benefits of social media. Communities are being created in the online world and relationships are being extended into the real world. I know for myself—and many of my friends—that new friendships have begun on Facebook that have extended into the real world. Same goes for Twitter. Tweet-ups are popping up all over—where those on Twitter are getting together with their followers and fellow tweeters in real life. ING Direct Canada’s online bank has had a few “tweet-up” meet ups!
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The best way to show our readers that a serious, planned approach to social media as a key marketing channel can lead to success (when integrated with offline channels), is to provide case studies or corporate examples of triumph and prosperity.

Today’s post is going to do just that. In 2008, Starbucks (YES, I am one of their devotees ) found themselves in some serious hot water. Sales were down, there were major corporate management changes (which included Starbucks former CEO Howard Shultz returning and some management being let go), store closings, and some of the rapid rate expansion was slowed so that the company could go back to basics. The challenge? “How do they get back their relationship with their customer — the one they had when they first began?” Shultz claimed that, “Starbucks had lost its soul.”
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I think for many now jumping on the social media bandwagon, one area of measurement is based on the number of fans that one has. In some cases, it’s great to have hundreds of thousands of fans—IF you can lead them to click throughs on your site or directly track them to retweets of products and services or sharing via Facebook (from all of your friends to their friends and so on…). But many are, as in life, “fair-weather friends”: they come, look around, sign up…but don’t really engage or connect. Especially when you don’t have a strategy that is going to ensure that you connect with them for a direct call to action. Yes. You want a call to action. One that includes a mutual passion for the give and take that is going to be SHARED by your business and the friends/customers you are going to friend and follow.
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When we created SHARE, it was founded on a basic idea: that as successful, bright, creative women who are key influencers and decision makers for point of purchase (across so many categories and channels), we could really make a difference with our knowledge, based on who we are and the clients we work with. One of the reasons we focus on social media, is because of the ease in which we understand the parallel between social media and the way women naturally connect and engage with one another. Of course, we’re always clear that what is good for women is GREAT for men.
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Here is the release of  “We Are The World“—25 years later. An amazing update from the last one and just as inspiring. I hope everyone will continue to remember Haiti, and also not forget New Orleans and the people who are still suffering from the effects of Katrina years later. There are others—that are living in our own neighbourhoods and communities—that need our support. A good friend said to me today, “feed one fish and find ways to help support that fish to feed a whole school of fish!” If each of us starts with one act of kindness a day, we will be able to make a step forward towards “we are the world”!

Happy Valentines Day,

Best Nicole

I love TED. I have featured many talks on our blog and I will continue to do so, because I believe in the SHARING of information and knowledge in the world of music, arts & culture, education, science, philosophy and so much more. All topics that help weave the fabric that is life.
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Measurement has been at the epicenter of marketing for many, many years. Traditional marketing and advertising as well as public relations all have concise ways of measuring the success of a campaign. That success becomes  an ROI for the client – as is mandated by the goals and milestones created for their brand, products and or services.
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As Social Media Week Toronto comes to an end, I want to again say how great it was for me to be able to attend some of the events that took place.  SMW takes place is several cities such as NYC, San Paulo, San Fransisco, Toronto, London and Berlin. The aim of each event is to advance the usage of social media in the corporate, public and non-profit sectors. For those who are unfamiliar, or did not attend this past week, I urge you to add it to your calendars in the future. For more info, check out socialmediaweek.org.
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It is social media week in Toronto as well as New York City. Two of the cities for which I have spent half of my life thus far. Yesterday I spent the day in a all day seminar of speakers called Case Camp. Thank you to Eli Singer for putting together such a great event. I met some wonderful new friends and learned alot about what some very interesting companies – are doing in the world of social media.
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