Social Is in Our DNA

I’ve talked before about social customers, sales cycles, and megaphones. This matters. But it’s also the (relatively) easy part for social brands to tackle—and for social businesses. What’s harder is understanding how to respond to the fact that, as customers,...

Don’t Be Distracted By Shiny Objects

You have my permission to play with shiny objects. The hottest “it” platform (e.g., Pinterest). The newest options (e.g., Google+ Communities). And, yes, the toys (e.g., social badges). Each might have its place in your social strategy–but they shouldn’t be the...

The Value of a Great Breakup

I have a problem with long-term contracts. If you have to lure customers into sticking around, what does that say about your confidence in your product, service, and/or value? Okay, I get it. You spent a lot of effort bringing people in. And you want to incentivize...