I’d like to start by stating that I’m not a huge fan of year-end recaps. In fact, prior to writing this I walked by a TV featuring a cable news show with the host and guests decked out in tuxes and gowns doing a year-end show complete with glasses of bubbly and clips of political foibles. Cheap trick, I thought to myself. Good excuse not to write a real show. Within an hour I’d done a complete 180 and was writing a 2012 recap of my own. Why the change of heart?
Simply put, my flip-flop on doing a year-end recap was brought on by other people. Specifically the other people that have been a part of the stories here on this blog over the past year. In Michael Stelzner’s book Launch he outlines a simple formula for online success — great content plus other people minus sales messages. While I hope the content is pretty good, I’m confident we have the other people part down.
I know this after going through this site’s Google Analytics top content for the past year and seeing which entries were most popular. As it turns out, many were stories from others. While these six stories aren’t necessarily the top six in terms of popularity and traffic, all are within the top 20 and relied heavily on participation from others.
1. How New Pioneer Co-Op Deals with Upset Customers via Social
Blogger experiences a customer service fail at a local store. Blogger tweets about said fail. Company engages and creates a customer service wow. Blogger repents, writes post, and mentions the company — New Pioneer Co-op — liberally in keynotes and lectures. Thanks to Genie Maybacks at New-Pi! Read on >
2. MediaTemple Uses Social Media to Humanize
Business can’t get a whole lot more intangible than selling web hosting services. Yet (mt) MediaTemple uses social to connect, support, and humanize their business. Sara Carter was kind enough to share how the (mt) team manages this. Read on >
3. Advice on How to Prep for SXSW from a Panel of Experts
Content can come from the strangest of places … like wondering what’s the ONE thing really smart folks like Jason Falls and Marcus Nelson are sure to remember when packing for SXSW. Talk about a little help from my friends! This post is chocked full of expert advise that can be timely as you plan your trip to SXSW in 2013. Read on >
4. Learning About Global Social Media from Ben & Jerry’s
Ben & Jerry’s is awesome at … well, just about everything. Beyond creating the magic that is Cherry Garcia, Ben & Jerry’s has a practical approach to social at a global level that Mike Hayes shared with us. Read on >
5. Chobani Builds Loyalty with Social Media
A great friend to this blog in 2012 has been Chobani’s Director of Consumer Engagement, Emily Schildt. Not only did Emily send me greek yogurt after I mentioned them in a Twitter chat, she also took us inside their social operation in an interview. Eight months later she reached out again during Chobani’s sponsorship of the Olympics to tell about their own brand journalism efforts around the games. Read on >
6. Redefining Social Blogging with Overblog
Blogging is a brand’s online hub, from which social presences radiate out like spokes on a wheel. This is a point I often make but what if it were the other way around? What if a platform could take our social content and thread it together into a centralized online presence? That’s exactly what Overblog founder Frederic Montagnon told us about in a video interview last fall. Read on >
2012 Recap: Final Thoughts
In looking back on this year, more than anything, I want to turn the focus back to the others that have generously answered our questions and enhanced the conversations we have here. Thanks again for your help and transparency.
And to you, loyal reader — I hope we’ve helped you build a better brand online this past year. That’s what we’re here to do and what we’ll continue to do in the new year ahead.
What was your favorite story from 2012? What are you most eagerly anticipating when it comes to digital and social media marketing in 2013?
