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• Online Ads: 7 Dos & Don’ts
  Apr 13, 2012 - While many businesses these days want to improve their online visibility, many don't know how to approach it other than to build a website and maybe do some search engine marketing. Yet 14 years after the launch of the first self-serve advertising platform, GoTo.com, I'm still surprised how little many businesses still know about do-it-yourself online advertising opportunities available to them. (...)
• Content Marketing: Next Big Buzz
  Apr 06, 2012 - There’s a term gaining a lot of traction in the digital marketing space lately: "content marketing." If you haven’t yet heard of it, you will soon. Content marketing means producing and leveraging one's own branded content for marketing purposes "rather than 'renting' advertising time and space" on someone else's media. The difference here is that you're not buying eyeballs; with content marketing, you're earning them. (...)
• Google Analytics: 7 Tricks for Smarter Web Analysis
  Mar 30, 2012 - It's time once again to focus on metrics: Better analysis and measurement tools can help you get more out of your digital marketing. You may be using Google Analytics already—but I'm fairly sure you're not getting everything you could be out of it. There are a few lesser-known but super-useful features of Google Analytics that I find most businesses aren't taking advantage of. (...)
• Biggest Mistake I See on Twitter
  Mar 20, 2012 - If you’re just using Twitter to lurk, you can stop reading now: This advice does not pertain to you. But if you intend to use Twitter for any sort of marketing, whether for yourself or your company, then I beg you: Please take a few minutes now to fully complete your Twitter profile. (...)
• Facebook Pages: Big Changes Coming Soon
  Mar 13, 2012 - Spent a lot of time learning about and building out your company's existing Facebook page? Oh well: It's pretty much being upended by March 30, whether you like it or not. Facebook's latest announced round of changes to Pages, the business equivalent of your personal profile page, go live at the end of the month. (...)
• 4 Things Pinterest Isn’t Saying
  Mar 01, 2012 - Have you heard about Pinterest, the latest social media darling? It's already surpassed 11 million user accounts and leading to no fewer than a dozen news headlines a day right now. The hoopla is getting ridiculous ... and not just a little annoying. We're not saying Pinterest won't help your business--it very well might, especially if you're in retail, design or travel. But make sure you're being smart about it. (...)
• What Social Media Actually Costs
  Feb 23, 2012 - When was the last time you chose to work for free? Last time I looked, that wasn't called "work"; it was called "volunteering" (or, for college students, "interning"). So why is it that over and over again we hear social media described as "free"? That reference really gets my goat. That's like hiring a publicist to get you "free PR" -- did your publicist work for nothing? (...)
• 9 Free Tools to Measure Social Media Sentiment
  Feb 13, 2012 - Welcome to Metrics Monday, a recurring series where I'll cover a particular digital marketing metric each time. I'm kicking things off today with Social Media Sentiment. Do you know what the Web is thinking? If you don't now, you ought to. Use these 9 free tools to measure 'social media sentiment' around your company, your brand, or even your own name. (...)
• Don’t Call Us-We’ll Facebook You
  Jan 19, 2012 - Perhaps this has happened to you: You meet someone at an event who encourages you to follow up. So you send an email, make a call or text them, and invite her to connect on LinkedIn. You also friend her on Facebook, add her on Google+, and follow her on Twitter. But even after all that, you're still not sure how to talk to her—and how to get a real response. Sound familiar? This is the quandary of communicating in a fragmented media age. (...)
• Social Search: Google Cares What Your Friends Say
  Jan 12, 2012 - These days, two frequently asked question of my agency are, "How does all of this social media content and sharing impact my search engine rankings?" and "Do my social network status updates in Facebook, Twitter and LinkedIn help these rankings?" While most users are now accustomed to seeing blog entries in search engine results, you might be less clear on what other social content makes the cut. (...)

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