Social or Fauxcial (socialorfauxcial.com) is a web site where users will be able to evaluate and rate corporate social media campaigns on their "social" genuineness. Many social media campaigns are nothing more than old-style interrupt-based marketing campaigns using social media channels - they do not really leverage the social aspects of what happens in social circles. A company having many friends on Facebook only because it gives away coupons is not leveraging the social aspects that social media provides - it is leveraging couponing on Facebook. Similarly, a company interrupting people who they don't know on LinkedIn is not doing social recruiting - it is using plain old recruiting techniques on LinkedIn.
The Sociial or Fauxcial site will be an editorialized set of case studies that will analyze corporate social media campaigns for their true leverage of the "social." Editors will write up the cases, explain how they could leverage the social better if they are not and rate them on a Social vs. Fauxcial scale ranging from three thumbs down to three thumbs up. Readers will be able to rate the case studies as well. They will also be able to submit their own cases for editorial review.
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We want the site to be compatible with the http://www.human1.com site (a close friend - not necessarily part of the family), as it will be produced and sponsored by Human 1.0. The graphic treatment of the site should convey a human and social feel, not a corporate feel. It should also be lighthearted in nature, not overly serious, while still looking clever and smart.
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