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Archive for January, 2010

There Is No True Control In New Media

Thursday, January 28th, 2010

One of the most common fears I focus on defeating among executives and brand managers is that in new media brands lose control by publishing content and engaging in social networks. The general sentiment is that by sharing information and creating presences within public communities that they, by the nature of democratized participation, invite negative responses in addition to potentially positive and neutral interaction. By not fully embracing the social Web, many believe that they retain a semblance of control. The idea is that if brands abstain from providing a forum for hosting potentially disparaging commentary, it will prevent it from earning an audience – in this case, an audience that can impact the business and the reputation of the brand.


Highly Effective Marketing Grows Through Repetition

Thursday, January 14th, 2010

A while back I was driving through the little commercial district in my neighborhood, when it happened again…

I suddenly noticed what appeared to be a nice, new print shop. It had a big, brightly painted sign and a pretty good sized storefront too. But when I mentioned it to my husband, he just laughed and said “Where have you been? That shop has been in this neighborhood as long as we have.”


Tactics For Becoming A Deeper Consumer-Oriented Company

Thursday, January 7th, 2010

Social media is gaining greater acceptance across all levels of business from the SMB to the multi-national enterprise. No surprise there. What is beginning to play out though is the fact that the space is new and evolving. As a result, some of the techniques or tactics that seem to be the ‘norm’ are now being seen a bit differently. Why? Because there may be other things that just work better. That’s where the evolving part comes in.