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Rethinking Engagement: Facebook and Permission Marketing

By On April 12, 2012 · 2 Comments · In Marketing

If you think of a “Like” as an opt-in, you’re as close to the value proposition of an email list as it gets outside of actually acquiring that email, and you should treat the content you post to your Facebook Page with as much care and attention as you do your email newsletters. Even better, think of your Facebook Page as a key component of your brand’s overall audience development strategy, complementing your website and email program, and as your audience there grows, leverage Facebook Insights as aggressively as your web analytics to inform and evolve your content strategy.

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Spinning Dominoes: Don’t Believe the Hype… But DO Learn From It

By On November 30, 2011 · Leave a Comment · In Marketing, Publishing

Not quite one year to the day it was announced, Seth Godin is shutting The Domino Project down, offering the awkward explanation that “it was a project, not a lifelong commitment to being a publisher of books,” instead of, perhaps, admitting that publishing is harder than it looks if you want to swim at the deep end of the trade pool in the middle of a dramatic transition, as he obliquely acknowledges in many of his noteworthy takeaways.

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The Problem With Klout? It Has None

By On October 28, 2011 · 6 Comments · In Marketing

Therein lies the real problem with Klout. While its Topics feature is an intriguing attempt to add a much-needed contextual layer to its linear scoring and might have some long-term potential (most likely as acquisition bait, to complement PostRank or Radian6?), overall, it’s a pretty useless, Foursquare-style gamification of the worst aspects of Social MEdia.

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You Know What’s “Uninspired,” Prof. Galloway? (UPDATED)

By On October 5, 2011 · 5 Comments · In Marketing

In the pre-digital days, influential media brands like Cosmopolitan and Vogue were one of the primary gateways for marketers to connect with consumers. They offered an attentive audience that would have been difficult for most marketers to gather without investing heavily in staff and infrastructure. Today, those media brands are no longer primary gateways, and marketers aren’t nearly as reliant on them to reach their desired audience as they used to be as they now have cost-effective tools at their disposal to engage directly with consumers.

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You Are What You Tweet

By On October 3, 2011 · Leave a Comment · In Marketing

I love data, but the more complex it becomes, the less effective spreadsheets and Powerpoint charts are at presenting it. Enter infographics and the growing field of data visualization, perhaps best personified by Facebook’s hiring of personal infographics guru Nick Felton to work on the visual elements of their new Timeline feature.

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