Paul Gillin

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What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Don’t lead with a sales pitch. A good rule of thumb is to make about 90% of your contributions relevant to your audience’s needs, regardless of whether they promote your products or company.

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Book Review: Tales From a Veteran Blogger

Paul Gillin

Opting In covers everything from Google Alerts to Pinterest, and Brill not only outlines the unique utility of each of these tools but usually provide stories to support his points. Those glimpses into your experiences, hobbies and interests create touch points that lead to meaningful relationships. Telling Stories. Opening Up.

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How to Calculate Social Marketing ROI

Paul Gillin

whose blog-driven search strategy yielded a six-fold increase in leads in just one quarter, and Clickable , whose Gurus drove a 400% one-year growth in billings. These numbers are impressive, but in our experience, they’re more the exception than the rule. ROI analysis enforces rigor that leads to better decisions.

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How Twitter Amplifies a Customer Attack

Paul Gillin

People with large Twitter followings can quickly magnify a complaint with a single retweet, and the media has learned to use Twitter both as an amplifier and a leading indicator of developing news. Within a few seconds of news breaking anywhere, it’s on Twitter. Retweets of negative messages by people who are influential in your market.

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