If you’ve been involved with marketing on the web for 10 years or more, could you have imagined what the web looks like today back in 2002? Considering the changes over the past year between Google, Facebook, Pinterest and Mobile, looking ahead just 12 months can be a challenge.  The state of constant change requires an adaptable approach. One that involves a cyclical process of planning, implementation, scale and refinement. During that process of continuous optimization, it’s important to take the temperature of trends for your specific target market as well as at a broad level. I’d like to use this post to take your general social media temperature when it comes to the most important social networks for business. This is a gut feeling check for how you … Continue reading →

Zack King, community manager at independent marketing agency RPM, argues that negative reviews are an opportunity that businesses must embrace, for if they don’t, they may lose control completely. The vast and continuous expansion of social media platforms has given consumers abundant opportunity to voice their opinion; both good and bad. This freedom of speech has made the public so powerful, it has shifted the entire relationship between brand and consumer and for this very reason, businesses are weary of embracing social media. Negative feedback can be seen to damage business; couple this with a consumers’ free reign to express themselves, and brands feel out of control over preventing the complaint going public. But brands aren’t so out of control as they might think. Instead of brushing negative … Continue reading →