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Mike Sweeney

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Top Stories by Mike Sweeney

"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 know".  He is convince... (more)

The Value of Good Marketing and Customer Service

Marketing takes it on the chin a lot.  Marketing as a word has almost dirty connotations to some (although I imagine not many of you reading this space).  And so it’s always nice to see the value of good marketing. In a move that came as a surprise to many last week, Amazon acquired Zappos for what will end up probably being somewhere between $800 and $900 million (since the deal is mostly in stock it will vary depending on how the stock is valued). I was with a few colleagues when we heard the news and it sparked an interesting discussion.  One of the folks in the room pointed o... (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)

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)

B2B Lead Generation Tip #2: Build a Strong Roster of Stakeholders

In last week’s post, we discussed the first step in the creation and execution of a lead generation program: establishing the right mindset.  This week, we’ll cover an equally important step: building your roster of stakeholders in the lead generation program. Unfortunately, it’s far too common that this step looks a lot like the following within small or mid-sized organizations: [VP Marketing and CEO/CFO are wrapping up a marketing/budget meeting] CEO: OK.  Things seem to be stabilizing.  You guys should have an additional 50k to spend on lead generation next quarter. VP Marketi... (more)