In search of true online fans to build your business

Don’t worry about vanity metrics and instead worry about engagement metrics. You want the people who are committed to your service

In search of true online fans to build your businessWhen you start an online social page, a blog, a website, basically anything in the online or digital space, you want online fans. Fans are who you sell your products or services to. Fans tell their friends about you, fans buy your newest gadget or album, fans create hype and give you so much content…

How to improve your website searchability in three steps

Know your target audience, do your keyword research, use all of this research on your website

How to improve your website searchability in three stepsI’ve talked a lot about the different forms of paid advertising for web and social media platforms. For the next few weeks, I’m going to switch gears and talk more about organic online traffic. This is website traffic that finds you through searches for something in Google organically, not through paid advertising. I use a…

A new social media approach: thoughtful, informed

Social media has become immersive entertainment. But it’s also ruthless and stressful for many people

A new social media approach: thoughtful, informedEach of us has an agenda (however fleeting) to influence people around us. We want them to agree with our perspective, our angst even. Sometimes we succeed in gaining momentum with a group – raising dissenting voices into a fevered pitch that results in others (the accidental audience members) being hooked into the current melee.…

Hashtag research tips to get your best reach

Hashtags tie public conversations from different users into a single stream, which you can find by searching for a hashtag

Hashtag research tips to get your best reachHashtags are a way for people to discover certain topics that are posted on social media platforms. As an entrepreneur, you can use hashtags so people who are new to your audience discover your product or service. Instagram is well known for its use of hashtags, and although they seem random and off the cuff,…

How did we become so untrusting?

A look at the last 50 years shows a great deal of social change – and a great deal we should have misgivings about

How did we become so untrusting?I’ve been challenged by the content on social media (and televised news) of late. Several friends and colleagues are recoiling from it as well. It all feels so dramatic, so polarizing, so one-sided. How did we get here? How did we become those people? Did we stop trusting everyone suddenly or did the feeling creep…

Gagging social media won’t halt criticism

Donald Trump recently lashed out at Twitter, claiming the company was interfering with his freedom of speech

Gagging social media won’t halt criticismThe First Amendment of the U.S. Constitution says, “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.” Section 2…

Traditional media faces uphill battle

Social media account for more than half of ad revenue not because of content but because of superior marketing tools

Traditional media faces uphill battleBy Paz Gómez Research associate Frontier Centre for Public Policy Over the years, the legacy press has gone from arrogance to hysteria as social-media firms eat up its advertising lunch. Rather than adjust to modern trends, the once-feared fourth estate is now begging from the institution it’s supposed to watch. Canadian newspapers have joined global…

Advertising online? Three steps you must take

Be very clear on what you’re selling, target audiences to match your products and use separate landing pages for everything

Advertising online? Three steps you must takeOnline advertising continues to rise globally. It’s where the money is being spent. Online advertising has saved some businesses during COVID-19. Some were already using online platforms to promote their services or products, and some started Day 1 of COVID-19. Either way, they’re using the new way of advertising to stay in business. And now everyone…

How to master your virtual meeting presence

Think about your audio, consider your video, watch your body language and be sure to record a trial run

How to master your virtual meeting presenceThe right stage presence can make or break a performance, regardless of the words coming out of your mouth. But as the COVID-19 pandemic has forced us online, new off-stage video conference rules apply. Off-stage includes online meetings, webinars, interviews and recording podcasts. We’re trained to live and work face to face, not in the…

We all need the moral courage to confront racism

We need to acknowledge the impact of racist myths. There is no good or bad race of people, there are just people

We all need the moral courage to confront racismA video is circulating on social media of a white woman in New York City calling 911 to report being threatened by “an African American man.” The truth is that the woman was allowing her dog to wander in a bird-watching section of Central Park and the man asked her to put her dog on…

Instagram is a platform for businesses, too

Hashtags require a lot of research so you’re using a variety of strategies, such as your location, industry trends, popular sayings

Instagram is a platform for businesses, tooThe last of the big four platforms I want to talk about is Instagram. Instagram started in 2010 (it was purchased by Facebook in 2012) and was primarily a photo sharing app. At that time, it wasn’t easy to share photos; phones didn’t have an easy way to share, and other social platforms weren’t designed…

Should ex-leaders indulge in political mudslinging?

Former U.S. president Barack Obama has decided to start criticizing Donald Trump. But he’s just trying to protect his legacy

Should ex-leaders indulge in political mudslinging?Should former politicians speak out against current officeholders? This question has nothing to do with a former politician’s democratic right to support or oppose someone or something. Rather, it’s part of a larger debate related to the ex-officeholder’s decision to jump back into the political process, and whether he or she should just resist temptation…

Has war been declared on the elderly?

COVID-19 fallout has revealed a genuine hostility on the part of the young toward the old, especially baby boomers

Has war been declared on the elderly?The Great Plague of 2020 has revealed some interesting things about Western society’s attitudes toward old people. In Italy, the shortage of medical equipment to treat patients suffering from COVID-19 led hospitals to sometimes rule that people over the age of 60 couldn’t be fully treated. That was essentially a death sentence for some pensioners.…

Convert your social media traffic into website visits

Here's how to find the right mix to drive traffic to your website

Convert your social media traffic into website visitsMost companies are still not using social media effectively to increase traffic to the websites. What companies fail to realize is that their new customers are on social media channels that they’re not on. Also, those customers are not captivated by traditional marketing. The best marketing efforts rely on connecting with their community via social…
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