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June 19, 2013

Rabushka's Rules: LinkedIn Etiquette

As PR professionals, it is often a large part of our daily responsibilities to manage our firm’s social media channels. If you’re new in the field, there can be some growing pains as you try to understand the different platforms and the messaging appropriate for each channel while still maintaining brand authenticity. If you’re a bit more experienced, it can be very easy to forget the small things that make big differences in your social strategies. In this series, I’m exploring some of the most popular social channels for brands to present one of the most commonly neglected elements of brand messaging: social media etiquette.

Today, LinkedIn will be the center of attention. I want to discuss good manners for social marketers who manage their company pages, share common best practices and outline the general do’s and don’ts for interacting on behalf of a company on this professional networking channel.

That said, I want to stress that this post’s intention is not to teach you how to manage your company’s LinkedIn account. There are tons of resources out there that already do that. (Here are some I've found particularly useful - Mashable's LinkedIn article archive, an article about best practices for brands on LinkedIn from Hootsuite and, of course, the obvious yet under-utilized LinkedIn-sponsored resource center for company pages.) The purpose here is to highlight proper LinkedIn etiquette. You’d think good manners would be obvious, but many become oblivious to social standards when they have their company’s agenda in mind. I never cease to be surprised at some of the inappropriate content I see on LinkedIn — from start-ups to Fortune 500 firms alike. Hopefully, these tips will recalibrate you to be more human-centered in your online engagement.

June 12, 2013

Extreme Excel Awesomeness: PPC Bid Management Tool

As marketers, we are constantly inundated with data and analytics that are supposed to help us better perform our jobs. These reports, so we’re told, are designed to help us draw better insights from our campaigns and develop actionable strategies based on our performance metrics. The reports are supposed to make us more efficient, more tactical and more knowledgeable of our industry.

The problem with much of the information we receive from these data dumps is that it is often overwhelming, unwieldy or simply too difficult to understand. We’re forced to perform countless repetitive tasks just to get to a point where we understand what the data represents – before we can even attempt to draw any legitimate insights.

Excel, at its core, is a problem-solving tool. When used correctly, Excel can eliminate many of these tedious and repetitive steps from our analytic process and allow us to concentrate our efforts on what truly matters: drawing useful insights that affect strategy moving forward. This week I had the pleasure of speaking on the Extreme Excel Excellence panel at SMX Advanced in Seattle, with the overarching theme of embracing the opportunity that Excel presents for marketers to better analyze their data.

June 11, 2013

The Myth of Direct Response Marketing

Direct response marketing doesn’t work. In fact, it doesn’t really even exist. Many marketers have suspected this for years, but haven’t really had the analytical tools to back up this sentiment.

Now, I know many will argue with this post and this assertion. There are probably litanies of “success stories” that showcase amazing direct response campaigns. But they’re all BS.

We don’t exist in a vacuum. There can be a direct response component to a larger campaign, but too often we hear clients (and less savvy marketers) say, “let’s just focus on direct response.”

Really??

June 7, 2013

National Donut Day Throwdown

Everyone who knows Nebo knows we take our donuts seriously.

So, for National Donut Day, we filled the office with dozens of treats from the best spot in Atlanta - Sublime Doughnuts (not that we needed a holiday as an excuse). But that was only the beginning of the celebration here at Nebo.

After the grazers of the office got their fill, two of our bravest and most confident eaters stepped up to the plate for a gut-busting, winner-take-all donut eating contest.

June 6, 2013

A Second Look at Google+

Since Google+ launched to huge demand in the summer of 2011, it has been ridiculed as a “ghost town” - as Google’s sad wannabe social network. It’s that social site that you accidentally check once a month - only to confirm that, yes, there’s nothing still going on.

But in January, eMarketer confirmed that Google+ has surpassed Twitter to become the 2nd largest social network worldwide, behind Facebook, serving 26% of internet users - with 343 million active users according to GlobalWebIndex.

Even so, Google is smart enough to know that this race will be a marathon and not a sprint. After taking a second look at Google+, we think it’s poised to become not necessarily the largest, but the most successful social network in the long run.