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about how the business may be changed for the better. When charting your course in 61
social business, be sure that you distinguish between social media marketing efforts—
like the Swaggerize campaign—and social business programs that more tightly link the ■ WHAT IS SOCIAL BUSINESS?
personal lifestyles, passions, and causes of customers with the business and its prod-
ucts and services as was done with Pepsi’s “The Juice.” Social-media-based marketing
efforts like Swaggerize can drive awareness—and there is value in that. That said, The
Juice builds on the organic growth and participation in the underlying BlogHer com-
munity by naturally placing its product into this context. There is a compelling (and
measurable) value to the brand in that, too.
Three Levels of Social Activities
Jake Mckee has created a nice articulation of the views on building a social presence advanced by
Chris Brogan and others. Following this view, the activities that surround social media and social
business can be thought of in three layers:
A Home Base
Your home “brand” or organizational home base consists of your website, related properties, and
associated microsites.
Outposts
The outposts are the properties or sites that you do not own or control, but in which you partici-
pate and create connections. Twitter, Facebook, and Orkut are examples of outposts. Importantly,
brands can have an “official” presence in these outposts, which can be managed as a part of a
larger, integrated marketing and business effort.
Passports
Passports are the places where you are invited or otherwise welcomed to participate: A guest
blogging program or a blogger outreach program, for example. Note that if your participation
is not overt in its connection to your business, you should take the steps needed to ensure such
disclosure.
You can read more about the concepts and best practices around the use of a home base, brand
outposts, and passports here:
http://www.presenceframework.com
http://www.chrisbrogan.com/a-simple-presence-framework
