Only Run Digital Strategy As Far As You Can Run Back
It’s fairly prevalent now to find larger brands ready to jump headlong into a sweeping social media strategy. “We get it!” or “We know our customers are there!” It feels a lot like when athletes in interviews (or reality TV contestants) say things like, “We gotta step it up.” or “Take it to the next [...]
Integrating Earned Media in the Purchase Path
Through a great exchange over Twitter and his Blog, Dirk Shaw revives a concept that I’ve been harboring over the past year: how important it is to bring some element of social networking activity back to the brand home site. Whether it’s a blog, B2B, B2C, or your basic brand hub, it pays to bring [...]
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