at the Intersection of Marketing and Social Media
How are you measuring the ROI of social media? Do you measure up against your peers? Does the ROI of social media meet your expectations? Do your metrics help make better business decisions? ROI of social media ROI means return on investment and when we talk about the ROI of social media we’re looking at [...]
Continuing our series on “Back to Marketing Basics” today we’ll discuss sustainable competitive advantage. First. let’s define competitive advantage. According to Wikipedia: Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high [...]
It’s been a long time (in social media years) since I posted about cool social media tools and I thought it was about time to update since new social media tools emerge all the time. This list of my favorite social media tools contains a few from last time, along with some new ones. Most [...]
I get lots of comments and questions about an old post on perceptual mapping. I think this is great. It means folks are using these predictive analytics to optimize their business. But, it makes me realize there’s a lot I left out of that original post on perceptual mapping. So, here’s the continuation of that [...]
Turning a profit using social media, for some, is as elusive as a white rhino. But, it doesn’t have to be. Think of social networks as a big party and try to fit in — not be the life of the party. My Infographic, courtesy of my partner, Ideas and Pixels, shows great tools for [...]
Normally, I’m a strong opponent to automating your social media marketing! Automation is really the antithesis of social media — which is designed to be authentic, two-way conversations that look more like friendship than commercial transactions. But, face it. If you’re spending ALL your time doing low-value tasks like sharing content, curating content, and tracking [...]
Market research guides your marketing strategy and should underpin everything you do as a business. As businesses march ever more relentlessly toward improved metrics, market research should be the first arrow you pull from your quiver. Yet, many of the same managers demanding better metrics fail to grasp the importance of market research. Why firms [...]
In the continuing saga of whether social media marketing generates results or not, Coke recently published data questioning their efficacy and ROI (Return on Investment) of their social media marketing program — specifically related to buzz marketing. Pundits, especially opponents of social media marketing, were quick to use this result to show that social media [...]
In social media, we’ve always said the first rule is that you have to be present. Your customers are online and, if you fail them, their more likely to complain on Facebook or Twitter than to pick up the phone or register their complain on your website. That’s why we say you must be present [...]
In a recent series of posts, I’ve discussed the importance of Social Media Metrics for helping you run your business. But, in the wrong hands, those social media metrics can prove disastrous. Here are a few of my favorite social media metrics disasters and some suggestions for how to avoid them: Social media metrics disaster [...]
I hold a PhD in Marketing from USF. I live in Alexandria with my 3 kids, 2 dogs, and 3 cats.
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