As we head into the stretch drive of 2009, the concept of Social Everywhere is gaining momentum.

Of note:

* In late September, Google launched its Sidewiki product, which allows  visitors on any website to leave a comment about a company and its products and services--whether the site publisher likes it or not.

* Facebook now claims more than 300 million active users, with at least 65 million of them connecting to the social network on a mobile device and untold millions of others creating and sharing social content through the 15,000-plus sites using Facebook Connect.

The reality is this: In a world where every web page is become social, customers are talking about your brand here, there, and everywhere online.

The key question then becomes: What is your business doing about it?

'Ubiquitous' online customer engagement



In his presentation at the BlogWorld & New Media Expo last month, Edelman's Steve Rubel argued that brands should employ a "ubiquitous" hub-and-spoke model to actively connect with customers across the social web.

And what does this look like?

• Maintaining an online hub or centralized presence--an official site with some social components, including (potentially) a branded community, company blogs, aggregation of outside social content, etc.--where prospects, customers, fans, and the media alike can always check in for the latest company news and information, and leave their own comments. 
• Sending content to and engaging actively in the spokes, where customers are already spending their time online. Tactics include commenting on other industry blogs, sharing behind-the-scenes and event photos on Flickr and videos on YouTube, and maintaining an active Twitter account and a brand Facebook Page.

Here's a video clip of Steve talking more about the hub-and-spoke approach.

A 'presence framework' for brands


Another way of looking at this comes from Chris Brogan's "presence framework," which suggests that brands need a "home base" (central website or blog) and "outposts" and "passports" that connect to and from that online anchor point.

In the diagram above (click to see full size), Bill Johnston breaks down just how this framework might translate into actual time spent by businesses in online conversations.

LiveWorld webinar on Tuesday, November 10
We'll take our own crack at dissecting the Social Everywhere trend early next week, in a 1-hour webinar that features the strategic insights and analysis of Jeremiah Owyang, partner at the Altimeter Group, and Jennifer Gordon, director of global advertising at the Campbell Soup Company (LiveWorld client).

Registration is still open, and we welcome you to join us.


On the road at the WOMMA Summit
I'll be roaming the halls of the Paris Hotel in Las Vegas later this month (November 18-20) at the 4th Annual WOMMA Summit, which LiveWorld is also sponsoring.

If you plan to attend the event yourself--and this year's theme is "Creating Talkable Brands: Beyond Social Media"--please find me and say hello! I'll be on the lookout for good video interviews on best practices in word-of-mouth marketing

Your feedback
As always, I welcome your comments on our SocialVoice newsletter. Please send them my way to bperson@LiveWorld.com.

--Bryan Person
Social Media Evangelist at LiveWorld