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Audience

Our Thinking

Leaving a Market Behind

Have you ever slipped into the assumption that just about everything (and everyone) is fully connected over the social web? That a connection is one click away on the latest iPhone or Android smartphone?

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Our Thinking

Audience Assumptions

When I travelled to India a few years ago, it sensitized me to an assumption that writers and speakers too often make: that everyone understands what you mean to say.

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Social Media Crash Landing
Our Thinking

Social Media Crash Landing

Remember Y2K? There were no major computer crashes, but there was, just a few months later, a technology crash of a different sort when many Dot Com’s lost most of their market value. The market learned painfully that eyeballs didn’t pay the rent – revenue did.

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Social Media

When Users Defect

Have you labored over your blog, Facebook, LinkedIn, or Twitter for years, only to suddenly find a huge drop in your traffic? As managers begin to probe the Return on Social Media Investment, an unexpected reversal is frustrating – and can […]

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Engagement

17 Ways to Great Social Engagement

Have you ever been disappointed with the engagement level of your blog? Have you decided that this year something “better happen”, to make it all worthwhile? If so, you’re not alone.

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Our Thinking

Back to Basics: Market Segmentation

Who is your target market? Some common answers I have heard: everyone, all women/all men, every salesperson, every business owner, all accountants, all real estate agents etc. I do not disagree when my clients think that

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Our Thinking

Earning the Right

Have you ever felt that something was missing with your social media communications? That your Tweets, Posts, and Status updates were being disregarded – almost

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