Rarely does one construct a brand that has equal amounts of cultural significance and product association.  Recently I have had the opportunity to work with Orlando Harley- Davidson, consulting them through Big Block Studios on their social media, content marketing and interactive integration. You would think that a rough-and-tumble brand like Harley-Davidson would just give the finger to the world and not give a shit about aggressive optimization.

Something we don’t talk about much in interactive marketing is what's broken or perhaps on its deathbed. 

Regular readers know I have a severe case of #FOMO about my industry and its insanely ascending evolution. As if that isn’t enough to keep my mind in overdrive, I am the same way about technology, trends, tactics and strategies that might have outlived their usefulness - or are ready for an overhaul.

Many social media experts will have you believe that content is the key to successful marketing messages. There is a great deal to be said for that. Don't forget, however, that regardless of content type, you might as well not generate any content at all if your message misses the mark on creating an action.

There are very few things less interesting to me than Miley Cyrus. On an interest scale ranging from The Location of Carmen Electra’s Latest Tattoo on the high end all the way down to Parenting Tips From That “Kate Plus Eight” Woman, Miley ranks slightly above Kate only because I’m a sucker for a good train wreck.

It’s a classic “chicken or the egg” scenario. Did our thirst for blood fuel the 24-hour news cycle and TMZ culture? Or is it the other way around? Regardless, I’m not surprised that the media has been pumping out non-stop content about recent stories involving the federal government’s invasion of our privacy, interracial killings and murderous mothers.

There is a popular misconception that social media is only beneficial in a B2C environment. Nothing could be further from the truth, and I'm going to explain why. Let’s start by examining how most people perceive social media being used in a consumer-related capacity:

Be polite. Don’t slouch. Comb your hair.

You thought it was just nagging when Mom used to say those things. But she had a method to her madness. The woman who brought you into this world wanted to ensure you always made a good impression.

I’ve been running my big ol’ yapper at a lot of conferences and conventions in the past few years.

Speaking about social media and integrated marketing suits me well. I’m passionate about both topics, and my animated rants are just what event organizers need to keep people awake during that slot after the box lunch and before the mid-afternoon peanut butter cookies are served.

With that out of the way, I can say that I hope his overly lifted face rots in hell, where he will spend an eternity being relentlessly tormented and ridiculed by bullies. Now that I’ve given you a tiny hint about my personal opinion, I think it's time to create a post that is open for debate.

If you thought Part One was a bit daunting, then you might as well delete any reference to this post. The following lists are what I refer to as "data points" that would be used from an analytical standpoint to break down each and every one of the categories on a per-social-channel basis.

If you're an interactive agency, integrated marketing firm or social media expert, then you need to realize how important it is to construct a social media audit for both your client and the competitive landscape. But before you dive into the project and get too caught up in the numbers, let me offer one piece of advice: Don’t get too caught up in the numbers.

I am blessed for one million reasons, one of them is for the growing professional and personal affiliation that I have with Pam & Josh Moore. They are at 110% the real deal when it comes to social & integrated media brilliance and professional decorum. That being said Pam's most recent article regarding "fake fans" and black hat tactics brought me to my own revelation.