Why do some BtoB companies excel at content based, social media marketing while others falter? Based on my experience, and observing how other companies have used content based marketing, I think the biggest reason is company buy-in.  With traditional marketing, the marketing team creates the message, branding, ad content, sales collateral, and the like. They control the message and push it out through the regular channels.  The rest of the company sits back and lets marketing do thei... [More]

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Most people know that Facebook is the world’s largest social network. What they may not know is that Facebook is expected to generate over $2 billion in revenue from display advertising in 2011 and is on track to pass Yahoo! as the top online display-ad selling company in the U.S., according to a new study by eMarketer. According to the research, Facebook’s U.S. display-ad revenue will grow this year by 80.9% to $2.19 billion, giving it a projected 17.7% share of the market. Yahoo! w... [More]

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I am a big fan of Facebook Pages. I have spent a lot of time reading, blogging, and educating myself about using Facebook Pages as a marketing tool; just look at my last few blog posts. I think Facebook Pages are a powerful way for businesses to connect with their customers. Even so, I am a realist. I know that given the media attention Facebook is getting these days, that there are a lot of misconceptions about Facebook Pages. While I encourage all marketers to embrace the use of Facebook Pages... [More]

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If you manage a Facebook business page you most likely spend a most of your time managing your Wall content, reviewing your page analytics, or checking out the latest and greatest apps. But every now and then it makes sense to take pause and assess your Facebook health and well-being; to diagnose and treat the biggest small problems before they become big ones. With that in mind here is an 11 point checkup. 1. Review your permission settings to ensure maximum exposure (edit page/page s... [More]

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One of the more frustrating parts about being in marketing is that the ideas we come up with are often scrutinized by others that only see things through their own eyes. They make the assumption that everyone thinks and acts just like them. Take social media; if you are like me, you have probably heard statements like the following: “I don’t understand why we need to invest in Twitter. I tried Twitter and didn’t like it.” - Despite that over 50 million active Twitter user... [More]

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