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• Triumph of the Underdog: Digital Marketing Case Studies
  Jan 06, 2012 - Challenger Brands come in all shapes and sizes. Some Challenger Brands started as underdog start-ups and have grown to huge behemoths. Think about Apple, Southwest and Virgin airlines, Google (and ironically, now, Google+), Amazon.com and its Kindle, and Under Armour. Though many Challenger Brands have used mass media advertising to make a play for market share, in today's digital age, companies can harness more diverse tactics. (...)
• 8 Common Mistakes of Company Blogs
  Dec 29, 2011 - Blogging is one of the most effective forms of social media marketing, particularly for business-to-business (or B2B) companies—but businesses must move beyond mere content production challenges in order to be successful. Here are eight of the ways that business blogs get it wrong. (...)
• When NOT to Outsource Your Twitter Account
  Dec 23, 2011 - Social media can be great for brand-building, but the territory is also riddled with blunders. As the tools expand and so-called experts abound, you need to be judicious in managing your brand's presence. In the worst cases, a bad social media strategy can hurt both passion for your brand and customer loyalty. See which parts of social media and brand stewardship to manage yourself--and which to delegate. (...)
• It’s Time to Kill Year-End Lists
  Dec 16, 2011 - I delivered a workshop recently where one frustrated attendee asked, "What is the point of sharing content if all you're doing is contributing to the amount of crud out there?" Frankly, I couldn't agree more. Then, almost as if on cue, those year-end lists started pouring in. You know what I'm talking about: top XX lists, countdown lists, best-of lists, most/worst/least lists, and lists compiled by prognosticators, critics or uninspired editors who just know that content like this will be consumed. (...)
• What Not to Share on Twitter or LinkedIn
  Dec 09, 2011 - I really want to tell you about my lingerie ... but I'm not going to. It's true that I've found a certain line of women's underwear that I'm so excited about that, at times, I'm inclined to want to tweet and Facebook about them. But clearly, I don't—because I impose upon myself the common sense "10 second rule." (...)

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