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Social Media

Paralysis of Choice

by · July 15, 2014

It’s overwhelming isn’t it? All of the choices, developments, options, approaches, strategies, opportunities, challenges. Marketing today is really a lot to process. There are new tools, channels, strategies, platforms (and so on!) being released every week. It gets so overwhelming and almost scary, that it reminds me of standing in front of the cereal aisle in the grocery store. The number of choices available to me is almost paralyzing. When we are faced with more choices than we can process, it is so easy to seize up into a mental paralysis.

In moments of mental paralysis, it is so easy to do nothing. Because it just seems too big. But, let me be the one to remind you:

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LinkedIn reminders for marketers

by · July 8, 2014

Of late, I have been bombarded with a number of unsolicited sales messages from people I do not know on LinkedIn. And I am not even talking about the hundreds of generic “Connect with me on LinkedIn” connection requests from people I do not know that I get in a given month. This is straight up sales pitches via LinkedIn’s platform. I am talking “Buy now” stuff and “Hire our firm to do xyz”. And it is annoying to say the least. It makes me use LinkedIn less. I am growing tired of getting mail that I don’t want in exchange for being visible to people I used to work with. It is a dangerous place for LinkedIn. It is possible that this is happening because people see an opportunity to use the LinkedIn platform to go deeper within their marketing efforts and launch direct marketing via the channel. Sounds awesome in theory, but like the email channel, people do not like unexpected solicitation in their inboxes. No one signed up for your sales pitch and just because we share a group does not give blanket permission to directly solicit people. LinkedIn is supposed to be about relationships and networking. And too many of us are skipping that part and trying to go directly to the sale. We should not skip that step…it’s the whole idea of LinkedIn! With that, here are a few reminders for marketers to be better marketers on LinkedIn. There are five things you can do that will increase your chances of getting my attention and not getting marked as spam and ending up in LinkedIn Jail

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Four innovation traps to avoid

by · July 3, 2014

We work with a number of very large organizations that strive to innovate in their category. Innovation is an awesome buzzword. One that gets shareholders excited. There are in fact whole departments at some companies dedicated to innovation. In addition to large organizations, I’ve also been involved with start ups of late who have laid out their sole purpose to change the way things are done in various industries…you, know disruptors. And these two entities, large companies and small startups do things so completely differently, but the ones that really come through and innovate and disrupt, they have either avoided these traps, or were nimble enough to escape the trap quickly and adjust.

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Celebrity spokespersons and the Federal Trade Commission

by · June 25, 2014

Since Twitter allows users only 140 characters, any celebrity endorsing a product via tweet must leave room for “#ad” or “#spon” – at least according to the Federal Trade Commission (FTC).

The FTC has long required advertisers and endorsers to disclose their material connections. Thus, when a celebrity has been paid to endorse a product or service and they fail to disclose that fact, both the advertiser and endorser can be liable.

The issue of celebrity endorsements on social media was first addressed by the FTC in its 2009 update to the Guides Concerning the Use of Endorsements and Testimonials in Advertising (“Guides”). Now, five years later, seemingly every celebrity has, at minimum, a Twitter account. So the need to hold them and advertisers accountable for potentially misleading endorsements on social media is even more significant today.

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Eight tips to kick summer’s butt

by · June 18, 2014

It’s summer and in our house that generally means crazy town. My husband and I both telecommute, which is awesome and also a challenge. We both have flexible work environments so we split time during the workday and take turns as parents with our son.

To many people this sounds completely awesome and ideal. And in so many ways it is. What falls apart? Things like extra blog posts, webinars, working out, grocery store visits, you know… life. (I promise I’m getting to the point) And then it struck me, this should be the time of year when we appreciate the glory of summer and instead of freaking out about not getting to every little thing, we get a 10-12 week period of time to change gears. So, let’s embrace it with the following tips that we can apply to work and home:

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The High Cost Missed Opportunities

by · June 12, 2014

Ever need to hire anyone? It is hard. Ask most anyone out there. Hiring people is long and arduous. And far too frequently, it doesn’t work. Turnover is increasing, people switch jobs more frequently than ever and it isn’t getting any better. In fact, as the economy is turning around, it is only going to get more difficult. The recruiting industry has not changed much in many years. Yes, there is LinkedIn, but it’s just an online association with a job board, which really, is the old-school newspaper classifieds on your computer.

If you take a look at many social feeds of top employers, they are currently using social to post more “Help wanted” ads as if there are not 1 bazillion other places to post those job descriptions. And we all know that 70% of a job is in that last bullet item on the job description, ahem, “Other duties as assigned”. I’ve often pondered the challenges in recruiting and have come to the conclusion that the whole transaction is built on two things that are total and complete BS: the job description and the resume. I think this is why we have such a hard time finding talent and why it is so hard to get them to stick. Which brings me to the missed opportunity of social recruiting.

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Finding your content mojo

by · June 3, 2014

As brand marketers we are tasked constantly with maintaining a social channel. And in doing so, we need to generate a TON of content. It is a huge challenge and one that has created some serious social paralysis in many marketing departments. Not only are we tasked with generating a lot of content, but our audience is looking for it to be (gasp!) useful and (dear lord!) valuable to them. Plus, we aren’t really supposed to be talking non-stop about the brand, so what are we to do. Simple – find a few key social themes.

Social themes are basically buckets in which your content shares some commonalities. For example, when I am curating content for our Facebook and Twitter channels, I focus on customer experience, innovation, content and channel strategy. These are the themes that drive my passion as well as the passions of our readers. We know our readers care deeply about these topics and there is a lot of amazing content that is developed to support these themes. Themes are incredibly important when you are curating content as they help focus your efforts and ultimately save you time and effort.

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Pivot like a champ

by · May 14, 2014

Our world is in constant flux. I think we like it that way. It makes us feel alive and allows us to stretch and also to complain. We like complaining, but that is for another day.

The level of upheaval in social media and digital marketing is something that we are becoming accustomed to. It is a good thing. Makes us nimble. Except when it doesn’t. Sometimes constant flux makes us panic and panic makes us pause and flap our arms a little.

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There Is A Right Way To Do Content Marketing

by · April 25, 2014

Jeni has had Betsy, her faithful car, for over 10 years. Although Betsy is in decent shape, Jeni finds herself daydreaming about a new car. Her co-worker, Jeff, just got his car back from the shop. This is the third time this month his car has broken down. Here is their exchange in the break room:

Jeni: “I’m thinking about buying a new car, but I don’t know if the timing is right.”

Jeff: “This was the final straw for me. I have no choice. I will be purchasing a new car this month.”

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