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Why do companies need content strategists?
As advertising evolves, the cost of media space is dropping, the cost of production is dropping, but the cost of managing is going up. Without a strong plan and the project management skills of a content strategist, companies are finding it increasingly difficult to gain the attention of their target audiences. Blogging is cheap but…
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Playing along in social media
I'm not saying there aren't pitfalls in using social media, but if more people looked at it as a game where they can choose their own effort level and humor the other players a little… we'd all be better off. Quartz: Why I've finally joined Facebook on Facebook's tenth anniversary, 2014-Feb-4 by Gideon Lichfield Google…
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Where we want press releases to go
Most press releases are the opposite of conversation. They need to be posted where they can be found. If you want to have a conversation, you can use publicity or Quora to generate a dialogue, which is much more valuable. Broadcasting of press releases is futile. In the end, press releases should not go, they…
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How to look for bias
As a result of my internet use, I've become very picky about the source of my news. I try to be open to new sources all the time, but I also subject them to inspection. If I can't find sufficient background on the publisher and author, I become very skeptical. If you know where your…
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Yet another reason to take control of our data
NY Times Opinion Pages: The Age of 'Infopolitics', 2014-Jan-26 by Colin Koopman We understandably do not want to see ourselves as bits and bytes. But unless we begin conceptualizing ourselves in this way, we leave it to others to do it for us. Many government agencies and giant corporations are all too eager to continue…
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How to welcome people to your web site
It's easy to build a web site that forces every visitor through one little chute (or funnel). Unfortunately, people arrive at your web site in all different stages of familiarity. The comScore web site is very elegant, and, in addition to About Us, offers a well-designed area called About You. ebay beats the Amazon firehose…
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How responsible use of big data will happen
As we learned in Daniel Kahneman's Thinking, Fast and Slow, bad decisions by human beings are not just caused by greed or ignorance. With the best of intentions, people make irrational decisions. For many orchestras, performers now audition behind a screen so the selection committee can't see the applicant's gender, age or race. The selection…
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The Care and Feeding of Facebook Pages
Last week, I was showing someone how to use the Facebook Page I help manage for our club. Then he said "so whenever I post an announcement to our Page, then everyone who liked the page sees the post in their newsfeed." Umm, no. "Well, if they're checking their feed, they'll see it?" Umm, not…
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How to be newsworthy
Timeless advice. LinkedIn: Why PR is your best marketing tool and how to do it, 2013-Jul-22 by Vivek Wadhwa We gave PR precedence over marketing and decided we would talk about whatever the media was interested in. My employees and I might make mistakes, be misquoted, and perhaps give out too much information, but I…
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The Challenge in financing loyalty
For many large companies, loyalty is just a side-effect of financing. The store or gas credit card naturally allows the company to collect transaction data and issue benefits. Coupling loyalty programs with can give companies a blind spot with regard to customers who walk into a store with their own financing. Customers may prefer to…
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