• Measuring Social Marketing and Mediaby Laura Patterson
  The more quantitatively you can measure your social media, the better. And the closer those measurements are to business outcomes, even better. How rapidly people in the network engage with you and respond to your "call to action," such as write a review, participate in the blog discussion, or forward something to a colleague... can (and should!) all be measured. [Read the full story] Marketing Articles: Social Media
• When the Media Becomes the Marketing: Q&A With CC Chapmanby Mack Collier
  While blogs and social networks seem to get most of the attention when it comes to social media talk, podcasts and videos also remain viable channels to reach and connect with an audience. CC Chapman should know, as he's been active in the blogosphere and social networking spaces for years, but was also among the first bloggers to embrace and effectively utilize podcasting as a communication and brand-building tool. Today, he continues to show his clients how they can put his knowledge to work for them via his work at The Advance Guard. CC was kind enough to talk to us about his Video and Podcasting: Making Media as Marketing session at Marketing Profs Digital Marketing Mixer, and also explain how companies can use video and podcasting as tools to build their businesses. [Read the full story] Marketing Articles: Social Media
• The Power of Podcastsby Lisa Formica
  Social marketing techniques such as blogging, wikis, podcasts, twitter, and virtual worlds have given marketers an extraordinary range of opportunities to reach out to audiences. But do these techniques really pay off—or are they just trendy alternatives that offer no measurable return on marketing investment? [Read the full story] Marketing Articles: Social Media
• How Your Business Can Benefit From Using Twitter: Four Proven Strategiesby Mack Collier
  Business are flocking to Twitter, but many still aren't sure how to leverage the tool to grow their business. Here's how Comcast, Dell, The Home Depot and others are using Twitter to reach their customers and nurture their businesses, and how you can, too. [Read the full story] Marketing Articles: Social Media
• Kodak Clicks With Social Media Successby Amber Naslund
  Kodak has invested people, energy, and two years of dedicated effort into building its social media program, and has met with great success. Here, Amber Naslund talks to the people behind Kodak's efforts to find out why their social media program is so valuable to their business, and how they've defined success. [Read the full story] Marketing Articles: Social Media
• Microconnecting With Your Customers via Microblogging: Q&A With Connie Reeceby Mack Collier
  There's a new kid on the social media block that's starting to garner a lot of attention from companies. Microblogging sites, such as Twitter, are increasingly becoming a companion to an existing blog—or a standalone strategy for businesses that are using social media to connect with their customers. But many companies aren't sure what the microblogging "rules of the road" are. This is where Connie Reece comes in. [Read the full story] Marketing Articles: Social Media
• Getting 'Social' with Social Media—Q&A With Rohit Bhargavaby Mack Collier
  Rohit Bhargava is a well-respected marketer and blogger and frequent speaker at conferences, including the upcoming MarketingProfs Digital Marketing Mixer. Here, he shares advice on how to get the most from the conference experience and discusses where social media is headed, as well as how businesses can make the most of it. [Read the full story] Marketing Articles: Social Media
• Popping the Top on Your Brand's Potential With Social Media: Q&A With Gary Vaynerchukby Mack Collier
  There's probably no better case study on how a business leverages social media to connect with customers and grow itself than Gary Vaynerchuk's Wine Library. Here, Gary shares the reasons your company should pay attention to social media, and what impact these tools will have in the years to come. [Read the full story] Marketing Articles: Social Media
• 22 Questions (and Answers!) About Leveraging LinkedIn to Enhance Your Marketingby Ann Handley
  Like most of us, you probably have a LinkedIn profile and a slew of connections there. But are you leveraging LinkedIn to the best of its abilities, as both a marketing tool and career resource? If you aren't sure, you aren't alone. Indeed, many of the 16+ million people who have signed up on LinkedIn are probably asking "now what???" [Read the full story] Marketing Articles: Social Media
• Six Free Tools for Online Reputation Managementby Dan Schawbel
  Do you know what people are saying about you? Online reputation management consists of tracking your brand and reacting when necessary. Sometimes it's tedious. But brand monitoring can save you from a potential disaster. It can also help you proactively join conversations around your topic area, to get your brand name out there. [Read the full story] Marketing Articles: Social Media
• Get the Vote: Use Political Marketing Techniques to Power Your Campaignsby Jean Fleming
  Love 'em or hate 'em, politicians are some of the most effective marketers out there. Let's break down how they achieve their ends, and how we marketers can cop their best moves to win the vote—for our products and services. [Read the full story] Marketing Articles: Social Media
• Adopting a Web 2.0 Mindset: Walk Before You Wikiby Val Fox
  Companies have been scrambling to figure out how to leverage Web. 2.0 applications, but are they doing so for all the wrong reasons? With all the buzz about blogs, wikis, widgets, and other forms of user-driven Web interactions, the question your business needs to answer is, "Is this what our customers want?" [Read the full story] Marketing Articles: Social Media
• Top 10 Challenges Interactive Marketers Faceby Aaron Kahlow
  The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many marketers say things like "social media" or "search engine optimization" or "integrating online and offline." But I think the challenges are much more fundamental to the individual and the organization. Here's my list of the top challenges, and my recommendations for dealing with them. [Read the full story] Marketing Articles: Social Media
• Email Marketing and Social Media, Part 1: Adding Social Media to the Email Newsletterby Anna Billstrom
  Email is not dying in the midst of the social-media revolution. In fact, the question we should be asking is: How can email marketers best leverage the new social-marketing applications? [Read the full story] Marketing Articles: Social Media
• Clearing the Air About Word-of-Mouthby Deborah Eastman
  Michael Antman's recent article, "Six Reasons Word-of-Mouth Doesn't Work," struck a chord. He raises reasonable points about the limitations of WOM; after all, it can't completely replace other forms of marketing communications. However, we can't ignore the impact of WOM. What's more, here's what companies should be doing to leverage it. [Read the full story] Marketing Articles: Social Media
• Six Reasons Word-of-Mouth Doesn't Workby Michael Antman
  Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free method of bringing in business. But some businesses, especially on the B2B side, rely far too heavily on organic word-of-mouth strategies and, specifically, on acquiring new customers primarily through referrals. [Read the full story] Marketing Articles: Social Media
• A Sample Social Media Toolkitby Chris Brogan
  There are countless ways to get into the game with Social Media. Check out these few sample Social Media tools and see how they can be used effectively and efficiently. [Read the full story] Marketing Articles: Social Media
• Three Key Determinants of Your Company's Readiness to Plunge Into Social Mediaby Lee Erickson
  By looking at your company's readiness in conjunction with your market, your competitors, and your buyers, you'll be able to determine what the potential is (or isn't) for social media. What's more, you'll be able to assess where you should be diving in, or what's a realistic starting place. [Read the full story] Marketing Articles: Social Media
• Three Factors to Consider Before You Jump on the Social Media Bandwagonby Lee Erickson
  Should your company should start a blog, open a Facebook account, or be on YouTube? Start by taking a giant step backward and assessing the social media landscape as it relates to your market, your buyers, and your competitors. Here are three key factors to consider. [Read the full story] Marketing Articles: Social Media
• Five Ways to Optimize Luxury Online Sales Channelsby Suzanne Hader
  Considering the stakes, it's no surprise that the online sales channel is becoming increasingly important to the bottom line of top-shelf brands as consumers of luxury products and services continue to demonstrate their willingness to spend as much through commerce-enabled Web sites as they do in stores. Despite this trend, many luxury brands continue to separate their online and mainline marketing efforts, confusing customers with disconnected messaging and missing golden opportunities to cross-support expensive marketing initiatives. What few realize is that the best experience—the experience that the customer wants—results when all channels work together and complement each other. Here are some guiding principles to help brands achieve this goal. [Read the full story] Marketing Articles: Social Media
• Going Viral With Your B2B Marketing: Q&A With David Meerman Scottby Mack Collier
  Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral sensation. But for every successful viral effort there are countless attempts that totally miss the mark. Here's where David Meerman Scott comes in. Scott understands why ideas spread in a Web 2.0 world, and he educates his clients on why the "old school" rules of PR and marketing are totally irrelevant in a time of content-sharing on YouTube and Twitter. [Read the full story] Marketing Articles: Social Media
• Online Customer Communities Power Routine Innovationby John Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible. [Read the full story] Marketing Articles: Social Media
• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedbackby David Bean, Ph.D.
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today. [Read the full story] Marketing Articles: Social Media
• Eight Ways Your Company Can Benefit From Bloggingby Mack Collier
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Social Media
• Corporate Blogging: Getting Past 'No' If You're Not the CEOby Rich Julius
  When Bob Lutz of GM or Jonathan Schwartz of Sun set up their blogs, they probably didn't worry too much about the review with Legal. But how does, say, a midlevel corporate marketer or product manager set out to create an "official" blog with the sanction of Legal? [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Arguing SEO Tactics and Keeping Your Living Room Cleanby John Wall and Christopher Penn
  Today we discuss some SEO tactics that may or may not be Black Hat, and how to deliver a dope smack to commenters who don't add to the conversation. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Social Media
• How to Measure the Effectiveness of Your Company Blogby Mack Collier
  One of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately measure blog performance and tie those measurements back to achieving specific goals. [Read the full story] Marketing Articles: Social Media
• Three Small Tips to Juice up Your Personal Brandingby Dan Schawbel
  What goes unnoticed by many can be an keen advantage for the few. By taking steps to not only build a personal brand but also seek new ways to circulate your name, you will be more successful. Here are three easy (and easily overlooked) things you can do to juice up your personal branding. [Read the full story] Marketing Articles: Social Media
• Web 2.0 Politics: What Brands Can Learn From the 2008 Presidential Campaignsby Robert F. Hogeboom
  If the Internet community didn't know its place in politics back in 2004, it certainly does today. Its "place" is to engage and educate us, promote candidates, help with fundraising and more... all through the use of new social-media tools that are increasingly vital to a candidate's overall marketing strategy. [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Twitter, Google Docs and The Connectorsby John Wall and Christopher Penn
  Marketing with Twitter, Google Docs for SEO, who the Connectors are and why you need them... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics as well as what's new on the technology front. [Read the full story] Marketing Articles: Social Media

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