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.

Broadly speaking, native advertising is said to be any advertising that matches its environment.  On a social network, this often comes in the form of a brand-promoted post appearing alongside organic posts from users that person follows. On a publisher’s site where the norm is written content, videos, infographics or other multimedia, native advertising takes …

There I was, (ironically) sitting in my Facebook feed. The death of Instagram for brands, posted by the publisher Techcrunch, appeared organically in my feed, and then it was re-posted by my good friend in a social media group discussion.  The irony hit me hard. Here’s why. 1.  On What Planet Do Brands Get To …

The two most prevalent reasons B2B organizations have been slower to adopt social media practices in comparison to B2C companies are, a lack of ability to measure results, and the mindset that social media “doesn’t apply in our niche industry.” In fact, for many B2B organizations, the teenager characterization is being generous. The fact is …

I recently ran a workshop called the Personal Brand Lab at a digital marketing conference – SMX West – in San Jose.  While the SEO and Social Media workshops were jam-packed with attendees, just four people had signed up, and we had one no-show.  Reflecting on this poor turn out with the organizers of the …

What Branded Videos Need, To Be Shared Over And Over… And Over Again. Virality should rarely be the primary goal of a branded video.  And virality can never be guaranteed.  But it can mean free advertising, press, and hype leading to insane amounts of awareness and, when executed with exceptional skill, increased sales. As a …

Today, organizations use social channels like Twitter, Facebook, Pinterest, and now even Snapchat, to share messages and engage with customers in a more intimate and personal way than is possible through traditional marketing channels.  Because the world of digital media evolves so quickly, This means that to keep from falling behind, organizations need to continually …