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How Brands Can Improve Customer Targeting in Social Media (or How Circles Takes the Square)

How Brands Can Improve Customer Targeting in Social Media (or How Circles Takes the Square)

If you’ve read this blog for a while (or just checked out its archives), you understand the importance that I put on segmentation, targeting, and positioning.  You can’t run a successful marketing campaign, online or offline, unless you know that you’re sending the right message to the right people.  While social media channels have allowed fans to engage and converse with their favorite brands, [...]
How Social Media is Like St. Patrick’s Day

How Social Media is Like St. Patrick’s Day

As someone who’s half Irish, I look forward to celebrating St. Patrick’s Day each year (and no, not just for the Guinness!)  However, before I run off to enjoy some corned beef and cabbage, I thought I’d share some ways that social media is a lot like St. Patrick’s Day.
Growing the Location-Based Pie

Growing the Location-Based Pie

Last week, in the lead-up to SXSW Interactive, Foursquare released a new version of its mobile app.  The update’s new features include expanded specials and a new discovery engine.  The goal is to add more value to the users’ experience and keep them checking in with the service.   While Foursquare had over 7.5 million users as of last week,  that’s several orders of magnitude less than [...]
The Evolution of Like

The Evolution of Like

Not since the days of our high school crushes has the idea of “Like” been so complex.  Thanks to Facebook, we’re liking items everyday (be they our friend’s status updates, comments, and photos or a favorite band’s Facebook page or website.) 
The Most Important Word on the Internet  (Part 2)

The Most Important Word on the Internet (Part 2)

As I described in the first part of this post the other day, the most important word on the Internet isn’t “Like” or “GroupOn”.  It’s “transparency”.  I’ve already examined how transparency is crucial to public and personal brands.  In this post, I want to examine how transparency and privacy go hand-in-hand, and how markets that have grown around the Internet can’t succeed without [...]
The Most Important Word on the Internet  (Part 1)

The Most Important Word on the Internet (Part 1)

When discussing the growth of the internet and social media, a lot of words (some of which are newly invented jargon) are thrown around.  When we talk about search, you hear words like “Google” and phrases like “page rank”.  When we talk about advertisement, you hear words like “clicks” and phrases like “return on investment”.  When we talk about social media, you hear words like [...]
It’s the Social Media Age – Now How Old Should That Be?

It’s the Social Media Age – Now How Old Should That Be?

At almost every conference and Meetup I attend, there’s a discussion about who in an organization should be responsible for social media.  Normally, the argument is about departments (i.e., should it be owned by marketing, PR, customer service, or even human resources), but sometimes the point of contention is generation.  In other words, how old should your social media manager be? I started this [...]
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