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Don't Outsource. Don't Insource. Right Source.

Mike Sweeney

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Top Stories by Mike Sweeney

New Media on Ulitzer Some call it interactive marketing.  Others call it digital marketing. Still others use internet marketing, web marketing or online marketing. Frankly, the terminology doesn't matter.  What matters is that companies need to and want to address this function, and are becoming more and more open to exploring the different ways of doing it. Occasionally we get a request from a company that has already decided that they'd like to build this function up in-house, using primarily employees as opposed to agencies, consultants and contractors.  The company typically has plenty of reasons for this approach, and while we often present scenarios that represent an alternative option, we do that to help the client arrive at the right decision for the organization.  After all, we call ourselves Right Source Marketing.  We recognize that there are many ways to b... (more)

Fall Cleaning: Clean Up Your Online Brand

Personal Branding on Ulitzer As part of my normal procedure before meeting with a prospective partner, I explore as many of the company's marketing vehicles as possible. Sometimes that list is short - a website and a brochure.  Sometimes that list is longer - a website, brochure, blog, social media profiles, search engine listings, executive LinkedIn profiles, etc.   Over the weekend I went through this process to check out a prospective partner, and ran into some good news and bad news.  The good news is that this company has clearly embraced the idea of expanding its footprint b... (more)

Content May be King, But Don’t Forget the Tone

We’ve written on this blog previously about the importance of content and how writing is often undervalued, whether for a press release, website, social media, email or really anything else.  Just as important as having the right content and writing well is having the right tone. People connect with – and buy from – people, or at least the brand’s personality.  Make sure your approach to your content represents your company’s personality.  If you are a creative services company and a bit irreverent, your tone should reflect that.  At the same time, you probably don’t want your m... (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)

The Danger of Having a Hammer

In what has to be a nearly unbelievable set of coincidences, 3 times in the last week I’ve met with a prospective client shortly after they’ve met with a shop that specializes in Search Engine Optimization (SEO).  First, let me say that I like SEO, I’m not picking on SEO, and I think that search is a key piece to look at as part of your marketing plan.  Research shows that approximately 80% of Web sessions start with a search - so yes search is important.  And yes, we talk about SEO on this blog a lot too. What really got me, though, was that in each of these cases the SEO shop ha... (more)