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

American Marketing Association’s 2018 Leadership Summit


An excellent time was had by all at the AMA Summit recently, especially by your representing contingent from AMA Boston.

I was happy and honored to be able to attend the event at the Westin O’Hare in Rosemont, Illinois, with my colleagues on the Board of Directors, Bonnie Akerson, Parna Sarkar-Basu, Laura Chapman and Todd Holloway.

We attended a variety of educational sessions designed to both inform and Inspire us.

We met and mingled with members of dozens of the some 70 or so different AMA chapters throughout the country who were also there in attendance.

We sat in the audience to listen to many incredibly good speakers, including two electrifying, exhilarating keynote presentations delivered by Robert Rose and Sima Dahl.

A big thanks to the entire American Marketing Association team for putting together such a fantastic event.

Of course, I tweeted like crazy – some 60 times or so – during the three days we were there and was fortunate to be one of three attendees awarded a gift card for my social media coverage of the event. Thanks, AMA!

And thank you, AMA Boston, for giving me the opportunity to attend such a memorable, transformative conference.

Oh, yes. All those tweets I shared during the weekend. I turned them into one long Twitter moment which you can look at below. This should give you a good idea of just how much fun everyone had at the American Marketing Association’s 2018 Leadership Summit.

Note: This post, “American Marketing Association’s 2018 Leadership Summit,” was originally published on the AMA Boston blog on May 7, 2018 here.

Immortalizing Your Brand’s Audience on Social Media

It feels good to be able to run 26.2 miles on any given day, but I was particularly happy to finish the Boston Marathon on April 16, 2018.

For starters, this was the 11th time I’ve run Boston for charity, the fifth time for Christopher’s Haven, raising nearly $2,000 this time around for this ridiculously awesome non-profit organization.

It was also especially gratifying to be able to go the entire 26.2-mile distance despite such extremely inclement weather conditions.

Pouring rain. Stiff headwinds. Cold temperatures. The long, challenging journey from Hopkinton to Boston this year was about as far from a walk in the park as you could imagine.

After I crossed the finish line on Boylston Street, I asked one of the volunteers to take my picture, as I wanted to capture the moment for posterity. I knew that MarathonFoto had been taking pictures all along the route that would be available for purchase, but I wanted at least a handful taken with my own camera.

Little did I know what Adidas was doing with their own personalized video campaign.

What an incredibly good idea!

Adidas went above and beyond to provide some 30,000 runners who participated in this legendary race that day with an exclusive, custom-made highlight film. All you had to do was enter your 2018 Boston Marathon bib number at this URL and up would come a short, little clip starring you, the average (well, if you’re like me, average) Boston Marathon runner taken along the course of this historic event.

Thanks to this article in Adweek, you can read all about how Adidas pulled together this impressive campaign with the assistance of their agency, Grow.

Kudos to them for coming up with this idea to immortalize so many marathon runners, each of whom — if they’re anything like me — certainly appreciated having this epic experience captured in such a, powerful personalized manner.

In making it all about their audience in the Boston Marathon, Adidas and Grow made the campaign of a marketer’s – and runner’s – dreams.

Note: This post, “Immortalizing Your Brand’s Audience on Social Media,” was originally published on the AMA Boston blog on April 30, 2018 here.

What Can I Do for You?


I’m a traditional marketer.

I’m a digital marketer.

I’m a content marketer.

I’m a social media marketer.

I can provide you with strategies and workflows.

I can help you manage people and projects.

I can provide you with copy.

I can provide you with content.

Yup. I’ve been writing in this field for a long time…since 1983.

I’ve written everything from direct mail to email, print ads to banner ads…AND then there’s social media.

In 2004, I started my blog, “A New Marketing Commentator,” and I haven’t looked back.

Yup. I’ve done a ton of social media!

Frankly, I consider myself an ultra-modern, hybrid marketer who can help you out in a variety of ways, both B2B and B2C, agency and client side.

What can I do for you?

A lot.

Call me. Anytime. 978-375-1334

Social Media Isn’t Rocket Science


Social media isn’t rocket science.

Yup. Using LinkedIn, Twitter, Facebook, Instagram and the like is easier than you think IF you make it a priority.

But that’s just the problem. Many businesses, organizations, institutions and communities don’t get it. They are still giving short shrift to what they view as an unnecessary, newfangled way of communications. They think social media is a fad or something the cool kids may do, not something they have to make a priority.

Think again.

Employers should be training their employees TODAY how to use social media on behalf of their brands.

Anyone in a leadership position should be immersing themselves NOW in everything to do with these online channels and making sure their constituents are right behind them.

Team members are your advocates. Those in your audience are your ambassadors. All of them can help you build a bigger, better brand.

Lead by example and establish a consistently conspicuous presence on social media before your competition leaves you in the dust.

Music to the Ears of Your Audience on Social Media


Bruno Mars and Cardi B. Lady Gaga and Tony Bennett. Florida Georgia Line and Bebe Rexha.

Performers in the music world do it all the time. They collaborate. They form partnerships. They join forces to produce music that they know they couldn’t have done on their own.

You can do the same thing on social media.

Hook up with other brands, businesses and people to produce content that you couldn’t do on your own. Guest post on their blogs and vice versa. Conduct interviews. Barter services. Tag-team projects. Engage with them in some way, shape or form.

Mix it up. Put different faces and voices in front of your audience every so often. The results may pleasantly surprise you.

Collaboration. It’s music to the ears of your audience on social media.

Use Social Media Like Chloe Kim

Use social media like Chloe Kim.

Chloe jumped, twisted, turned, somersaulted and flew her way to a gold medal recently on her snowboard in the women’s halfpipe competition at the PyeongChang 2018 Winter Olympic Games.

But what caught my attention almost as much as her prowess on a snowboard was the fact that she used Twitter during the competition.

Yup. Chloe somehow found time to tweet between runs about being “hangry” because she hadn’t finished her breakfast sandwich.

Kudos to this snowboarding superstar not just for winning gold, but for showing the world the prevalence, pervasiveness and power of Twitter. Despite the triviality of her tweet, it’s still received over 10,000 RTs and 100,00 likes.

Businesses and brands (personal or corporate), that use social media like Chloe are more likely to endear themselves to their followers and fans.

Be authentic. Be extemporaneous. Be yourself. Be like Chloe Kim.

12 Boston-Area Marketers to Follow on Twitter, Part II

Of course, there are far more than just a dozen marketing professionals in the Boston area who you and I should be following on Twitter. There are hundreds, if not thousands who deserve our attention.

That’s what couldn’t have been more obvious to me after finishing up my last post for this blog. And while I can’t possibly write about every single one of them here in this space, I can certainly give it another whirl.

So, to continue the conversation about some of the most ridiculously accomplished people in our industry on Twitter who just happen to work around here – that is, Boston – here are another 12 local rock stars of marketing, advertising, PR and social media.

You can follow them individually on Twitter by clicking on their handles below. You can also subscribe to my list (here), which now includes a total of 24 “Boston Marketing Pros” among the countless number of others out there.

1. Meghan Biro
Follow Meghan at @MeghanMBiro

CEO of Talent Culture, Meghan is a renowned thought leader and prolific social media practitioner on everything to do with HR, recruiting, work trends, leadership and more.

2. John Foley
Follow John at @johnfoleyjr

John is a CEO, a CMO, a published author, an experienced public speaker, a successful consultant and a consummate, senior-level marketing professional.

3. Christine Perkett
Follow Christine at @missusP

Christine has a wealth of knowledge in many areas – PR, marketing, analytics, digital media, you name it – which she generously shares with her audience of nearly 50,000 followers on Twitter.

4. Robert Collins
Follow Robert at @RobertCollins

A senior vice president at LEWIS Global Communications, a global communications agency, Robert specializes in social media, direct marketing, content marketing and PR.

5. Kris Kiehn
Follow Kris at @SimplyK2Mktg

An experienced brand marketer with a focus on CPG, retail, food, beverage and apparel, Kris puts more thought into what she shares on Twitter than any local marketer I know, adding a personal touch to her tweets that commands attention and drives response.

6. Joselin Mane
Follow Joseline at @JoselinMane

He knows how to bring people together, on social media and in real life (IRL). He’s extremely well-known around town, as he networks as much in person as online. He also runs @BostonTweetUp. He’s Joselin Mane.

7. Christina Inge
Follow Christina at @christinainge

She’s not only the founder and CEO of Thoughtlight, a tech consulting company, Christina is also the founder of Sleek Marketing, an organization that provides digital marketing educational sessions.

8. Vala Afashar
Follow Vala at @ValaAfshar

If you want to be inspired, follow the chief digital evangelist of Salesforce, Vala Afashar, on Twitter. His tweets (over 330,000 of them) are refreshingly unique, creative and positive.

9. Julia Campbell
Follow Julia at @JuliaCSocial

She’s the author of the new book, “Storytelling in the Digital Age: A Guide for Nonprofits.” According to her Twitter profile, Julia also helps “nonprofits change the world using social media & digital marketing tools.”

10. John Haydon
Follow John at @johnhaydon

A well-known marketing expert, especially in the fundraising arena, John is the author of the book, “Facebook Marketing for Dummies,” and has almost 50,000 followers on Twitter.

11. Lisa Nickerson
Follow Lisa at @LisaNickerson

Founder and principal of her own full-service communications agency, Nickerson, Lisa was recognized as Marketing Professional of the Year at the 2016 PRISM awards.

12. Chris Requena
Follow Chris at @CERequena

The co-founder of Boston New Technology, a technology and startup community of 16,000+ members, Chris is also co-founder of Mobinett, an interactive app development firm and an employee at hubEngage.

Note: This post, “12 Boston-Area Marketing Pros to Follow on Twitter, Part II,” was originally published on the AMA Boston blog on February 1, 2018, here.

Shouting It Out Loud on Social Media


Shout it out loud.

That’s what your customers, connections, clients and constituents are doing on social media. They’re amplifying what you have to say about your business to their own personal networks, exponentially increasing the reach of your marketing messages.

Are you taking advantage of this opportunity? Are you providing your audience with enough quality content to share on a regular basis? Are you capitalizing on the fact that your fans, followers and friends can help you get the word out about your products and services in today’s day and age?

Like it or not, online communities are talking about you. Give them something to rave about. Give them something to share. Give them something to shout from the rooftops that will call more positive attention to your personal or corporate brand.