Kelly Mack's Page

Co-creation or the offer of a brand to share creating an experience with customers can offer an enticing method of involving people in their brand. It can be exciting when a brand we enjoy asks us for help or to participate in their offerings. But I find that I don’t have the spare time to create videos and enter co-creation contents presented by brands. Give me a simple way to get involved and I’ll more likely be hooked.

“Co-Creation Ru… Continue

Sure, an entertaining video or other glitzy web trick can lure people to a website once, but how do you get people to return once the novelty wears off? I think this is one of the greatest challenges websites face in this day of media-blitzed Internet users.

Designing for the Social Web argues that organizations need to understand the audience’s motivations for visiting the website and support these motivations wit… Continue

If Obama brings his usage of social media involvement to government, we could see a great improvement in government responsiveness, and ideally government improvement. While the public expects excellent service from the companies in their lives, they don’t always expect the same from government. Very rarely can one go online, log a complaint with a public agency, and expect a response or quick and timely solution to the problem.

Government agencies can and sho… Continue

Groundwell’s chapters on energizing and embracing customers through social media touches on the control issues an organization must handle before it attempts such an endeavor.

Accepting the Unexpected
Part of the greatest challenge for an organization in opening itself to the public through social media is the fear of losing control. This may mean not controlling messages as tightly, receiving criticism, and having others hold the organi… Continue

I work at an association that highly values media clips and measures success by number of the organizational references appearing daily in the media. And I am tasked with tracking clips for my department’s part of the brand despite how little these numbers tell us about the success of our public relations activities.

As a one-woman department in charge of communicating on behalf of a $230 billion dollar segment of a larger industry, I can feel overwhelmed at times. My preference for newer commu… Continue