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5 Essential Skills of a Social Media Marketer

By Kim Palacios

Hundreds of professionals self-identify as social media experts; but, what does that really mean? Social media (in the Web 2.0 sense, at least) has only been around for four or five years, hardly enough time to war-harden veterans. What about marketers (like me) who have worked in the online space since Web 1.0, […]

How Much Does Your Traditional Agency Know About Virtual Media?

By Kim Palacios

A trained eye can almost immediately detect the robustness of a brand’s online media presence.  So, why do so many major brands that spend millions a year on marketing show so many rookie mistakes?  It could be because they have the wrong people managing their online marketing programs.  Our observation has been that […]

Outsourcing vs. Insourcing Your Online Marketing Team

By Kim Palacios

The market is flooded with job openings for online marketers, with many companies requiring candidates to show a laundry list of skills.  Yet, is it realistic to expect a single staffer to be able to handle all aspects of online marketing, and to be able to handle them well?

Maybe not.  To effectively manage […]

Google AdWords Common Mistake: Ad Group Confusion

By Kim Palacios

In June, we wrote about the #1 common mistake we see clients make in Google AdWords.  Something we’ll call “ad group confusion” comes in at a close second.  Specifically, when we are hired to clean up and turn around an existing AdWords campaign, we usually have to scrap the ad group structure the […]

By |July 11th, 2011|Common Mistakes, How To|1 Comment

Google AdWords Common Mistake: Not Enough Ads

By Kim Palacios

We have bolstered results for at least a dozen Google AdWords campaigns by reversing a common mistake we see our clients make: running campaigns with a very small handful of ads.  This practice is counterproductive for reasons of cost, general optimization, and potential for lessons learned.

Companies typically write ads based on what they […]

By |June 13th, 2011|Common Mistakes, How To|26 Comments

Platform Review: Foursquare

By Kim Palacios

Here’s the crazy thing about Foursquare.  You don’t necessarily need to opt in.  This GPS-based app relies on users to allow their phones to record their location, estimating where they are, and broadcasting their whereabouts to their social networks.  So, what does this mean for you, the business owner?  It means that, whether […]

Platform Review: Facebook

By Kim Palacios

I know what you’re thinking—we’re about four years late.  Why would we review the viability of the Facebook platform in 2011?  True, it’s been around for awhile, but only recently have we been able to observe the long-term viability of its business model; only now is it possible to make a great guess […]

By |April 18th, 2011|Platform Review, Social Media Marketing|0 Comments

How to Hire a Professional Blogger

By Kim Palacios

It’s easy to find a writer with a strong portfolio.  It’s harder to find the right writer for your business.  Technical skill is not enough.  The best writer for your brand must know enough about your industry to write credibly, must be sensitive to tone, and must understand competitive dynamics well enough to […]

Optimizing Your Company Logo for Social Media

By Kim Palacios

Most of our clients say they want a “simple text logo.”  Text only, they reason, will give their companies a clean, professional, understated look.  However, we almost always advise them away from this approach.  Text logos may have been fine traditionally, when clients would only see them on business cards, letterhead, and other […]

By |February 21st, 2011|Visual Design|1 Comment

4 Reasons to Hire a Professional Blogger

By Kim Palacios

Small business owners, in particular, may be hesitant to hire a professional blogger.  Though few have a sense for how much this might cost, it is often viewed as an unnecessary expense category, and a function that can be performed by a chosen employee inside the business.

In a few cases, it can be.  […]

By |January 24th, 2011|Professional Blogging, Small Business|3 Comments