The facebook algorithm makes fools of us all

Facebook Algorithm Changes: What You Should Know

By now, you’ve probably heard that Facebook is going to make news publishers work harder to have access to their audience. While details are fuzzy, it looks like the Facebook algorithm will shuffle the news feed and favor posts from people you know, versus brands and publishers you follow. The social giant claims this is to help them combat the spread of fake news and include more valuable information to people. It’s almost certainly about generating more ad revenue.

This is scaring a lot of people, especially online publications who derive a ton of traffic from Facebook right now. It’s a legitimate challenge to their current business model. Should you be worried, too? Let’s look at what’s happening and what you can do about it to figure that out. Read More

Your social media strategy starts with figuring out what to say

Social Media Strategy: What It Is and What It’s Not

We get a lot of requests to handle social media, which means a lot of talk about social media strategy. First, though, we have to bring clients expectations into line with reality.

So many brands and business owners think social media is this free gamechanger that, when leveraged properly, can unlock tons of direct revenue. They’re mostly wrong. Social media at best supplements your sales channels and chips in extra revenue. At worst, it becomes a major distraction from what really matters. Your social media strategy will determine which version you get.

This is a condensed version of the discussions where we explain exactly what clients can expect from their social media strategy when they work with us. Use it as a guide. Or a word of caution. Read to the end, though, to understand how we can actually help. Read More

It all comes back to the comments section

Lamenting the Comments Section

We just watched one of the best championship games in football history. In years past, I would be live tweeting it with my comments on the ads. This year I didn’t. It was a much better experience, and not because of the game.

Without my commentary, the game went on. Commercials aired one by one. Pundits continued to conjecture over who’s ads landed best and who whiffed on the big stage. In the end, I missed none of that by staying out of the conversation. And all that discussion was there for me to review once I wanted to come back to it.

That’s when it hit me. Not everything needs commentary. Some things should stand on their own merit. In fact, the proliferation of the comments section may just be one of the most deviously unnoticed threat to reality as we understand it. Read More

Celebrity Deaths - Gone But Never Forgotten

Analyzing the Spike in Celebrity Deaths in 2016

In many ways, 2016 has been an absolute tire fire of a year. Not for me; we’re doing great. But for a lot of people, this year can’t end soon enough.

One reason 2016 has been just so miserable has been the seemingly endless onslaught of celebrity deaths. It seems like every week someone new passed away, including this very last week of the year. With just a few days left to go, everyone is counting down to 2017 and hoping no one else dies.

Is this a new phenomenon? Yes and no. Celebrities have always died. Do we just notice it more now? Maybe. Buy why? And why now, in a year so filled with turmoil? Read More

LinkedIn Marketing Has Benefits

In Praise of LinkedIn Marketing

Social media marketing is essential to creating a personality for your brand, and perhaps the most boring way to do that is with LinkedIn marketing. Everyone is familiar with the ubiquitous career-centric channel. You probably have a profile right now that you’re not using very often, unless you’re looking to fill an open position or make a sale.

Outside of that, you might check in with it rarely just to see how it changes or update your password. It’s likely not central to your business’ marketing campaign.

This often overlooked social media channel has more potential than a job networking engine. When used properly and interestingly, you could make a case for LinkedIn being the most valuable social network to your marketing strategy. It all depends on what your goals are. Read More

Social Media Strategy Chalkboard

Stay Ahead of Your Social Media Strategy

We had the pleasure of taking on not one, not two, but three new clients last week, all of which needed help with their social media strategy. Coincidence? Not at all. Most businesses we talk with still don’t understand what social media can mean for them.

This is where branding is so important. If you can’t think of your business in terms of its brand, stay away from social media. Your business has no personality and contributes nothing to the conversation. So invest your time in something else.

If you can make the leap and give your brand a voice, there’s a lot to get your head around when it comes to social media strategy. Here are the steps we take to maximize our effort on every platform. Read More

Google’s New Rules for Digital Marketing

The Home Page of Digital Marketing

One of the biggest players in digital marketing is changing the rules of the game once again. Google is introducing a few new initiatives that look to the future of a mobile-first world and attempt to make the way businesses communicate with customers even more streamlined.

Here’s a rundown of changes that are coming and where the advantage lies for savvy digital marketers. Read More

30 Thoughts for 30 Years: One Marketer Reflects

Happy Birthday to Me

Today, I turn thirty. The big 3-0. It sounds so weird to say. I’ve been identifying as a twenty something for nearly 15 years now. What’s next?

A lot, hopefully. In retrospect, I’ve had a chance to experience some wonderful things in the past 30 years. Also some less wonderful things. At various times I’ve been called son, grandson, great grandson, student, honors student, scholarship recipient, graduate, depressed, patient, terrified, refugee, carpetbagger, musician, freak, athlete, friend, lover, boyfriend, exboyfriend, fiancé, groom, husband, homeowner, champion, marketer, writer, curator, account executive, vice president, award winner, unemployed, founder, confused, overjoyed, excited, exhausted, overworked, underpaid, unfeeling, autistic, gracious, downtrodden, reverent, TJ, Thomas, Tommy Jay and now Tom.

I guess it’s true that we are all actors on a stage, in our time playing many parts.

In the style of legendary hockey writer Elliotte Friedman, here are some reflections on 30 years, with a look to the next thirty.

Read More