Paul Gillin

JUNE 4, 2010

Telegraphs are a fixed medium for sending messages. People interact with the medium differently. The social media generation now expects important information to find them. Media isn’t content. We are the media. We recommend knowledge to each other. New media transforms as it moves, unlike traditional fixed media like TV.

Web 2.0 50

Web 2.0 Wikipedia Transparency Advertising Mediums 50

Paul Gillin

NOVEMBER 16, 2011

Only 40% are taking the time to understand and evaluate the impact of consumer-generated reviews, blogs and peer rankings on their brands. More than seven in 10 respondents said they aren’t sure how to improve customer loyalty at a time when peer reviews and open sharing are making customers more informed, more critical and less loyal.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

OCTOBER 19, 2011

With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. The series is underwritten by IBM Midsize Business , but the content is entirely my own.

Facebook 50

Facebook Tips Digital Asset Management Business 50

Paul Gillin

OCTOBER 7, 2010

If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. For example, an automotive dealer should be able to generate sales by tracking public comments from nearby consumers who are looking to buy a car.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

MAY 27, 2010

Its namesake product is a sophisticated systems management suite for small and medium businesses (SMB) that it gives away for free. The social network is so essential to the company’s business that user generated content overflows onto the corporate homepage. It has to; they’re critical to its business.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

SEPTEMBER 15, 2011

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. In the same way that early automobiles had steering mechanisms that mimicked reins, we are applying old assumptions to a new medium. The danger of this approach is that social media is more about quality than quantity.

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

AUGUST 9, 2012

As a result, awareness can spread more quickly on Twitter than in any other social medium. The combination of speed and hash tags has made Twitter an effective medium for managing crowds. In contrast, following a hash tag enables you to see all messages from all Twitter users about that topic.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50