Paul Gillin

JUNE 4, 2010

In the days of broadcast, markets were abstractions created by advertising. For example, on Wikipedia you can always find out why an item of information is there. This also works in marketing, BTW. Echo chambers are bad for democracy and culture, but marketers like them because they say what marketers want to hear.

Web 2.0 50

Web 2.0 Wikipedia Transparency Advertising Mediums 50

Paul Gillin

SEPTEMBER 8, 2010

The popularity of social networks and collaborative projects like Wikipedia attests to these instincts. The resulting changes in market dynamics, the authors argue persuasively, will disrupt business at every level. Some markets have already seen this shift occur. In a business context, however, tribes have barely been a factor.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

JUNE 24, 2010

This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. In fact, many of the most successful marketers aren’t that concerned with ROI at all. They include Indium Corp.,

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

SEPTEMBER 6, 2011

It is “the emerging standard&# for measuring influence online, said Klout Marketing Manager Megan Berry in a podcast interview with Eric Schwartzman last month. Both are sought-after speakers and the subject of extensive Wikipedia articles. I just hope those clients aren’t taking this metric too seriously. Beyond Followers.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50