Bert DuMars, vice president of e-business and interactive marketing for Newell Rubbermaid, explains how his company is combining the latest social media tools with old-fashioned market research to build the company's image online. "We want our marketing team members to look at their campaigns from an integrated perspective and utilize Web 2.0 tactics as another tool they can take advantage of just like TV, radio and print," he says.
Blogging can be intimidating, but with a little help, 2009 can be the year your blog finally takes off, Chris Brogan says. These 40 tips for blogging greatness cover everything from keeping your posts brief to making sure you link to the blog every chance you get.
Motrin really blew it in its response to the Motrin mom backlash, Jeremiah Owyang says. What should they have done? For starters, he says, they should have quickly moved on from the apology phase and used social media to turn the question back to moms, asking them to share what really does pain them. "There's an opportunity being wasted that Motrin should leverage," he says.
Oodle will begin operating Facebook's "Marketplace" classified-ad application sometime in the first quarter of 2009. The tool is intended to facilitate sales of items between friends and regular Facebook contacts, according to this article.
Technology firm BreakingPoint used a six-step strategy to increase its social media presence -- and its sales. It joined in the online conversation via a blog and Twitter, created a Linked-In account, redirected its PR strategy toward bloggers and promoted these social media channels elsewhere in the company. Last but not least, it measured its results, and its Web traffic is driving more than half of its leads.