Social media has not fulfilled its promise of revolutionizing marketing. It was seen to be a new medium that would create democratic dialogue over autocratic broadcast. Initially brands and advertising agencies were threatened by the power social media gave individuals. They feared a loss of control over the message. To some extent, that has happened. …

BQ Insider is an opportunity for you to meet the faces behind Brand Quarterly’s biggest supporters, our Brand Benefactors, and gain access to their valuable insights.  In this edition, we talk with: Mark Young – Chief Marketing Officer, Sysomos Mark has more than 20 years of experience as a marketing executive and general manager with …

It takes an army to publish a web page for most big brands.  Someone represents editorial, creative, UX, design and there might be an engineer if the page requires a fancy new widget.  The smart companies also include someone from SEO to review the page and ensure it is deployed in a search engine discoverable …

Social Command Center 1.0 For many organizations and brands – the early days of “social media” resembled both the Wild West and a gold rush all at once.  Brands realized that consumers, customers, and people in general, were empowered to say what they wanted about them.  And unlike conventional conversations, everything that was said would …

Social media… At this point in time, you would think – you would hope – that brands understood what it is, the importance, how to use it, and how not to use it.  But unfortunately, that’s still not the case.  Here it is: Social media is “media”.  It’s a newspaper, it’s a magazine, it’s a …

When I was young, I could walk into my hometown bank or post office with my parents and the director, teller or clerk would know them by name.  They might even ask how I was doing in school or on my baseball team.  Going back a few generations, the general store was a center of …

You’ve selected your social platforms, set up a social team, devised a killer social editorial calendar and slapped your logo (at the recommended dimensions, of course) where it needs to be, to mark your territory.  You’re all set for social media success… …kind of …not really… Yes, all of the above things are important, but …

As a long term supporter of social customer service, I’ve mixed feelings after almost a decade of brand involvement. It never scaled as we initially thought.  After an initial tranche of brands who led the way and did a great job, there was silence.  Too many brands remained scared of getting involved with their customers …

Just for a moment, think about the last big purchase you made.  Was it a car?  A house?  That boat you had been dreaming about?  Or possibly something as simple as a purse? At first glance, it may seem that our purchasing decisions have much more to do with the careful analysis of needs than …

All our customers were going out of business, our product was losing margin, and our competition was growing – I had to do something. Our savior came in the form of social media – implementing a 2-brand strategy – using the power of my personal brand to magnify the company’s brand.