From the blog
Blinded by Channel-Centric Marketing: the Eye of the Beholder
When social media started to become ‘big’, a new species was born : the social media expert, also known as pundit, maven or guru. Many of them had a PR or blogging background and few had a (digital) marketing background. There is nothing wrong with that. At least, until they started talking about…marketing. This [...]
The Key Question Marketers Forget to Ask
“What do we want?”. It is the question marketers (and managers) ask each time they consider launching a new project or solving a business question. Answering it is a must if you want to develop a proper strategy. Define the goals, analyze the best ways to achieve them, determine how to measure success, launch, [...]
Building Your Internal Social Media Expert Team
An important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Tips and considerations. Let’s agree on terminology first. [...]
The Social Networks Your Organization Needs This Year
Socialbakers released an infographic a while back, providing an overview of the social networks that are important for organizations in 2012. The infographic is based on data that look at how some major brands and media companies do on the big social networks. It takes into account three different parameters. In a blog post [...]
Treat Bad Customer Reviews as Good Friends
When a customer is disgruntled, the act of solving his problem in a rational and authentic way – meaning not hiding the truth – is an excellent opportunity to turn him into the most loyal customer you ever had. Does this mean we should mess up as a strategy? Of course not. You know [...]
Ten Blogging Lessons from Chris Brogan
2012 is the year of oversaturation. On social media too. So says Chris Brogan. He has a point. You know the phenomenon. There is too much ‘noise’. And we need filters. “Curation” is hot. That’s why Twitter acquired Summify. We will scale down. We live in a consumption society, says Brogan. “People can barely [...]
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