A lot of communications people will look at you and ask “what is your story?” That’s a great place to start and a great way to begin the concept of building your brand narrative (more on that in a bit). But the real fun and work begins with the followup question: How do you want […]
Read MoreEvery social media program starts from scratch with an audience of zero. That’s a universal truth even for global brands with a significant social following. When a social media program gets off the ground, the initial audience for a campaign, contest or even blog post is zero. So, how do you get the first, second […]
Read MoreSo, you stare at your Twitter account, Facebook page and LinkedIn business profile and nothing happens. You send a flurry of tweets. Maybe “engage” with an “influencer” or two and then you jump over to Google Analytics to watch the conversions increase 10x. But that conversion rate actually went down. If you have ever felt […]
Read MoreI’m spending the weekend in a small town (the sign says population 350, but I’d guess it’s half that) attending my sister’s high school graduation. A large part of my time here will be spent just sitting and watching the customers in my mom’s small cafe. Over the years, I’ve learned a lot about customer […]
Read MoreWe live in a world where you can pay a stranger $3,000 to “professionally” formulate a social media strategy, post to various social networks and encourage your guests to share on social media. Now, I’m all for wedding guests sharing their happy memories, but the concept of a marketer selling this as a service is what […]
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