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Mike Sweeney

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Top Stories by Mike Sweeney

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 volume of followers, friends and connections. Ummmm…no thanks. He wants a Social Media Superhero. The superhero he wants doesn’t possess super human powers and is not dedicated to protecting the public. The superhero he is after is the type that can make his company look “hip” and “in the kno... (more)

How to Make Content Marketing Your Recruiting Machine

Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and motivating great people is one of the most difficult — and at the same time, most rewarding — facets of growing a business. So why is it, then, that all the buzz surrounding content marketing seems to focus on business-to-business lead generation and customer acquisition programs but doesn’t ever seem to extend to using that same content marketing know-how to recruit the best candidates? ... (more)

Content Marketing Without a Plan: Marketer Beware

“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing content marketing planning the right way, and these represent a few of the most common. The fear of planning, or what I call planophobia, is fairly common. It’s closely linked with commitmentphobia, or the fear of losing options. For a moment, though, forget about why certain people or organizations are scared of making concrete plans, and let’s focus on what’s likely to happen in the a... (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)

Social Media and Search - One Good Turn Deserves Another

Web 2.0 Journal Whenever a conversation starts around the topic of social media, inevitably I find a number of people that immediately question the value and want to see some ROI numbers before getting involved. We’ve talked about both sides of this discussion before in many posts, most notably Businesses: Stay Away From Social Media If You Meet The Following Criteria and Social Media: Justify Your Love With the Right ROI Approach. Just today I came across this research in B to B magazine, which seems to once again prove some value to social media activity, particular as it re... (more)