4 Lessons Marketers Can Learn from Local TV News Reporters

This post was initially published on BostInnovation on July 28, 2011. To read the original post there, click here. Today – thanks to social media, smartphones and other new digital communications platforms and tools – what the savviest of consumers are asking of their favorite brands is almost as much as they’d expect from their best

The Importance of LinkedIn Recommendations

Given my outgoing personality, my obsession with the latest news and the fact that I’ve always been an early adopter of new communications tools, it’s no surprise that I’ve been enamored with social media from the get-go. I can’t tell you how excited I was to launch my own blog in early 2004, where I’ve written nearly 100,000 words

10 Ways to Succeed as a Copywriter, Parts 1-10

If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this

10 Ways to Succeed in Social Media, Parts 1-10

If you’ve been reading my blog for a while, you already know about the  “10 Ways to Succeed in Social Media” series of posts I started writing on January 13 of this year and recently concluded on April 5. But what you wouldn’t know is how much I’ve been looking forward to stringing these posts together into one exhaustive guide

The Importance of Character in Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others. They’re finally realizing that — as I’ve said before here on this blog — the

Take a Stand Like a Big Brand

Good for Nike.

I think it’s incumbent upon brands and businesses to speak up for what they believe in…not just on behalf of sales.

It doesn’t matter how they feel about the issue.

What matters is that they realize they have the platform and the responsibility to say something…as long as they believe they can make a positive contribution to the dialogue.

The marketer in me thinks this may even help, not hurt Nike’s revenue.

But much more important, as a human being, I have greater respect for those who are authentic, transparent, open and honest.

People do business with people, not corporate logos.

Iconic swoosh or not, Nike just let consumers know that they are just like us.

Like it or not, they dared express an opinion and join the conversation.

In this day and age, that’s more part and parcel of marketing than we may realize.

In the very near future, that just may be the norm, not the outlier.

Good for Nike. Good for America…if you ask me.

200 Boston-Area Agencies on Twitter

Who knows how many marketing, advertising, social media and PR agencies are located in and around Boston?

I doubt anybody knows exactly how many there are around here, but I have found 200 of them on Twitter for you to follow.

Large, small, old and new, together these agencies represent the best and brightest our industry has to offer.

Seriously! Under their roofs right here in Beantown, you could arguably find enough talent, prowess, knowledge and expertise to launch the most sophisticated and successful campaigns in the world.

While what they can they do in 280 characters or less on Twitter, of course, isn’t quite the same as what they can do on a blank canvas and an unlimited budget for their clients, that doesn’t mean they’re not worth following there. Quite the contrary…

Searching for new job? Contemplating a new hire? Keeping up with the competition? Wondering where so-and-so is working nowadays? Starving for inspiration? Interested in learning more about the industry in which you earn your livelihood? Comparing and contrasting your agency to the others in the field? Looking for a creative spark?

Look no further than my list of 200 (and counting) Boston-area agencies on Twitter…

Note: This post, “200 Boston-Area Agencies on Twitter,” was originally published on the AMA Boston blog on August 6, 2018 here.

Video: The Importance of Being Liked on Social Media

It’s one thing to be popular in real life, but what about on social media?

You want people to like you there, too.

Whether you’re on LinkedIn, Twitter, Facebook, Instagram or YouTube, you want your friends, fans and followers to like everything you share as a business and brand.

The more content you share, the better, but make sure it’s relevant, timely and high-quality content, not mediocre, run-of-the-mill stuff.

Social media is not a one-way street, either. It’s important to engage with others online.

The more you like their content, the more likely they’ll be to pay attention to yours.

You want people to like you not just in real life, but on social media, too.

Podcast: A Few Words with Joe Gill

At the first ever #LinkedInLocalBoston event in Boston recently, held at Industrious Boston-Back Bay, I had the opportunity to talk to social media jedi, Joe Gill. We talked about social media, marketing, podcasting and more. Listen…

Create Content Constantly

I was listening to a podcast the other day.

Bill Simmons was interviewing Judd Apatow.

They were talking about how difficult it is for comedians to come up with new routines day in and day out.

It got me thinking.

That’s how it is for those of us in the fields of marketing, advertising, PR and social media.

We need to come up with new content on a constant basis if we expect to be seen and heard by our customers, connections and constituents.

We need to inform, educate, persuade, convince, entertain, even demonstrate that we have a sense of humor if we want to succeed in this revolutionary, new business era. Watch…

Podcast: The Importance of Authenticity on Social Media in the Fake News Era

Fake news is all around us.

Turn on the TV. Listen to the radio. Read the newspaper.

Liars, cheaters and stealers abound.

Who knows who and what to believe anymore?

That’s why it’s more important than ever for businesses and brands to have candid conversations with their connections and constituents.

Honesty has always been the best policy, but today the truth will set you far apart from the competition and the clutter.

Today, the more transparent, authentic and immediate you are, the more successful you will be in business.

Use social media to engage with your audience as human beings, not logos and corporate colors.

Use Twitter, Facebook, Instagram, LinkedIn and the like to establish long-lasting, mutually-beneficial relationships with your customers and prospects.

Keeping it real as never been more important if you want to succeed as a marketing, advertising or PR professional.

Podcast: Do Things the Opposite Way on Social Media

Try doing the opposite of what you’ve been doing up until now on social media.

That’s right. Take off your sales and marketing hat, and put on a hat that says, “I’m just like you.” Not only are the algorithms on social media not working in your favor, but your audience is tired of the same old promotional messages you’re sharing with them.

If you’re not paying to play, chances are you’re not reaching very much of an audience at all, anyway.

So, put a face on your brand and a smile on your face. Show that you have a personality, not just a pulse. Do what George Costanza did in episode 86 of “Seinfeld.” Do things the opposite way on social media.

Be less promotional and a lot more personal. Forget everything you’ve learned about advertising and just be yourself. People are more likely to do business with people just like them, not businesses and brands that could care less what they had to say.

Listen to your audience on Instagram, LinkedIn, Facebook, Twitter and the like. Don’t give them sales pitches. Give them your undivided attention.

Try doing the opposite of what you’ve been doing on social media and you may be surprised with the results.

Red Tape and Social Media

Red tape. Unfortunately, it prevents many businesses and brands from making progress in any way, shape or form on social media.

Whether it’s because too many chefs are in the kitchen or there is just far too much adherence to outdated rules, red tape can undermine the success of your very best efforts.

The most accomplished social media practitioners have a green light in front of them, not red tape. They get autonomy and support from colleagues and management, not questions and criticism.

The most effective social media programs are authentic, transparent and immediate. They’re carried out quickly and seamlessly with very few interruptions.

If you expect to be successful as an organization on social media, you’ve got to cut to the chase and cut the red tape.