Converse is the creative world’s favorite party guest, which may be why it has so many friends—over 37 million on Facebook, to be exact. Just how did the sneaker brand get so popular? Not by being the life of the party, but by practicing good people skills and good social etiquette, says CMO Geoff Cottrill. Rather than stepping on toes…
Delivering successful content is like having a conversation with a potential employer. If the jobseeker delivers a pitch that isn’t tailored to the needs of the organization, he will almost certainly be passed over for the next candidate. It’s no different for a company that is communicating with its customers. Cultivating a good content marketing strategy means moving beyond standard…
Every experienced social media practitioner has “crisis planning” as one of the first steps in the on-boarding process with a new client. So naturally when Nick Johnson of Useful Social Media asked me to moderate a panel called “On the Defensive: Tactics to Spot and Avert Corporate Crises” at last week’s Incite Marketing Summit, I said, “sure, no problem,” thinking…
In a recent blog post, Dan Hebert makes a compelling case that influencer marketing is hotter than Jennifer Lawrence. Though huge JLaw fans may beg to differ, those of us in the social trenches know Dan may actually be the master of understatement. Consider a couple of the many facts Hebert offers: More than 50% of marketing and PR professionals will be…
My favorite part of being a social media professional is that it requires me to be social in the old-fashioned meaning of the word and in the process I get to meet and build relationships with really smart, interesting and talented people. One of these individuals is Lakshmanan (Lux) Narayan the CEO of Unmetric, with whom I had the pleasure of…
Like the proverbial dog with a bone, I’m not letting go of my obsessive search for an answer to the question, “is there a formula for measuring the ROI of social media?” This journey led to a dinner last week with a dozen marketing professionals where we debated the topic of Social ROI at length. For the most the part,…