Once upon a time businesses were businesses and people were people. Then one day someone (probably at an agency, possibly a real-life Don Draper) convinced a business to be more like people. And businesses made attempts to be more like people. The actual people didn’t buy it and then the big bad Facebook changed their reach algorithm and no one lived happily ever after. The end. Or is it?

Tracey Parsons

About the author

Since 1995, Tracey has been developing digital solutions. Currently SME Digital’s lead strategist, she continues to be dedicated to bringing cutting edge, thoughtful and measurable solutions to marketers. With more than 15 years in digital, Tracey not only brings vision, but the tools and strategies to execute against complex next generation concepts. She has worked with some of the world’s most recognized brands to develop and devise cutting-edge social, mobile and digital marketing practices.

The Easiest Way To Win With Social Media

by · April 21, 2014

Its Twitter stream is a never-ending flow of promotional links. Its Facebook page is much of the same. In fact, many of its social posts are mixed languages as well, potentially confusing or turning off part of its audience. It’s LinkedIn presence is nothing to write home about. If it has a blog, it’s impossible to find.

This doesn’t sound like a successful social company, does it? But it might be the hottest thing in social yet. Here’s why: Almost, if not every mention of it online is a glowing review. People go out of their way to brag about the company. The word-of-mouth metrics on this brand online are through the roof.

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Pin to Win

by · April 19, 2014

We live in the digital age. It has some positives, it has some negatives, but there is no denying that online is a big part of the new normal. If you’re in business and haven’t at least considered some sort of involvement then you could be missing out in a big way. Whether you’re a small business in a niche industry, a freelancer, or a globally recognized brand, there is almost always some space for discussing your service or product or just getting your brand out there.

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Manage Expectations or They’ll Manage You

by · April 18, 2014

What if I randomly handed you $1,000? Pretty sweet huh!

What if I told you, before I handed you that $1,000, that I was about to hand you a random amount of money anywhere between $1,000 and $100,000,000?

That $1,000 doesn’t feel as sweet anymore.

Now, what if I told you I was going to hand you a random amount of money between $1 and $100 and then surprised you with $1,000 in your hand.

Feels amazing, right?

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Scenes from the On-Demand Generation

by · April 17, 2014

The next generation of customers will be very different from today’s boomer or X-er. You may remember a piece I wrote about this new group – The On-Demand Generation. The oldest among them are on the cusp of tweendom and even more so than the Millennial generation, this group has no capacity to understand waiting and they want to be really involved in content creation. This reality was brought home for me at the end of Spring Break this year. On our last day, here was the exchange:

Son: “I cannot wait to be home again”

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Facebook Doesn’t Suck, Your Strategy And Attitude Does

by · April 16, 2014

Fellow marketers, quit crying about your organic reach suffering from Facebook’s ever-evolving (and predicted) shift to the pay-for-play sandbox. We all know Facebook is a public company with a fiduciary responsibility to earn profits. Boo hoo! We also know advertising costs are rising while organic results are falling.

We saw this day coming. But the fact is, advertising by promoting a post from your brand’s page remains reasonably priced. It’s very targeted, and it’s easy to set up. Don’t believe me? Spend $47 anywhere else to advertise and tell me if, for 65 cents a click, you reach nearly 15,000 targeted people as I did this past week for one of my clients. That’s an absurd return – OK, not absurd– but it’s pretty damn good for less than $50.

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An Apology To Brands On Behalf Of Social Media Experts Everywhere

by · April 14, 2014

They don’t all know it yet, but social media experts, promoters, advocates and douchebags everywhere owe brands an apology. Granted, we were well intended when this whole thing started. We thought we were doing you right. In many cases we were. But as time went on and the industry matured, some of us saw the *slight* error of our ways.

It seems that brands have been mistaken about how human they can be. They’ve been convinced, by us, that they too can earn a never-ending stream of comments and likes and re-tweets and shares and thumbs up and so on. They too can just sit and write a little Tweet or Facebook post or blog entry and, for absolutely no more money or effort have hundreds or thousands of people see, read, react, respond and refer.

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How To Double Your Marketing Effectiveness By Combining Content Marketing And Social

by · April 12, 2014

In 2014, content marketing is expected to become a much more widely used marketing tactic. In fact, in a recent survey, 74% of brands expect to increase their content marketing spend in 2014. However, as Jason Falls rightly pointed out, content marketing alone will fail.

Over 2013 and the first part of 2014, many brands have been pummelled online. Facebook’s updated algorithm now means brand pages receive on average a pathetic 2% organic reach. Meanwhile, Google released a series of algorithm updates resulting in brutal penalizations of previously high ranking sites who had been using shady tactics in the past. With all the hype around content marketing, there is the risk that businesses and marketers will see it as a golden egg, and then cut expenditure on SEO and Social Media, which are actually both vital channels.

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Facebook In Its Final Days?… Maybe Not

by · April 11, 2014

The eulogy for Facebook has been written. Its death has been predicted for months now. However, as a member of the Millennial Generation who uses Facebook on a daily basis, I think we may be premature in our prediction of Facebook’s doom. To be sure I wasn’t the only Millennial still avidly using Facebook, I surveyed 50 of my college peers, ranging from ages 18 to 24.

My findings prove that this social media giant, at this point, is still far from the digital graveyard where MySpace and its ilk rest in peace. You may be surprised to hear that Facebook outranked all of its competitors as the most frequently used platform by participants.

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