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Mike Sweeney

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Top Stories by Mike Sweeney

One of the biggest changes over the last few years on the web has been how easy, affordable and powerful analytics packages are now compared to just a few years ago.  Regardless of whether you are using Google Analytics, Omniture, Webtrends or one of a host of other analytics packages one thing is universally clear – Analytics can not succeed with a “set it and forget it” model. Here’s a situation I commonly run into.  Usually, there is a tremendous amount of excitement right out of the gates about monitoring the launch of a new website, blog or campaign.  Great!  But, too often that quickly starts to flicker out.  The once daily logins to view unique visitors, top content, referring URLs etc. start to become less regular, less talked about, and greeted with less enthusiasm, until nobody is looking at all.  The goal of understanding and tracking your Key Performanc... (more)

The Only Rule of Twitter: Be True to Yourself

Twitter on Ulitzer It’s been three weeks since I wrapped up teaching a course covering Interactive Marketing at Georgetown’s School of Continuing Studies.  The topic for our last session was a doozy - social media, and in particular how social media can be used to achieve business or career-related objectives. I saved Twitter for the latter part of the lecture, thinking that its stature as the hottest and yet most misunderstood social media property would generate some lively discussion.  I started with a very simple question: Who here uses Twitter either personally or professiona... (more)

The Art of Unfollowing: Twitter Time Management

Twitter on Ulitzer For those of you who read Marketing Trenches regularly, I promise this is the last time I will post something about Twitter for at least one month.   There are more pressing topics to cover, topics that are more relevant to your various business missions.  That being said, given the relative popularity of my last post - The Only Rule of Twitter: Be True To Yourself - I decided to finish a post that I started conceptualizing weeks ago. I am a small business owner, and from what I can gather from sources like Entrepreneur or Inc. Magazine, that makes me about as ... (more)

You Don't Need a Social Media Superhero

"I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?" These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn't want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volume of followers, f... (more)

You Don’t Need a Social Media Superhero

New Media on Ulitzer “I hear you guys are the social media gurus in this area. Can you help us blow out our efforts on LinkedIn, Twitter and Facebook?” These were seemingly innocent words from a prospective client, spoken just last week. As we dug a bit deeper, the red flags started flying. He wants help with social media only, and wants to address only those three properties. He doesn’t want us to worry about how the website, blog, search, email or other areas might impact social media. He is concerned about tracking the effort, but his tracking and measurement will focus on volu... (more)