Before you even think about starting a social-networking campaign, take a look at your brand's own Web site, Mitch Joel writes. It's your gatekeeper, he says, and you have to make sure search engines can find it and that it offers a stellar first impression. "It's far too easy to get caught up in the latest shiny object to come along, but never let that distract you from taking a good, serious and hard look at what everyone sees when they come to your online home."

Full Story:

Related Summaries