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"Brands are no longer defined by campaigns, but by consumer ecosystems."

---Michael Mendenhall
(CEO, Hewlett-Packard)



"If you do it online it’s social media. Do it offline and it’s a BBQ or cocktail party or movie night or just plain life in general."

---Jeff Weidner
(on LinkedIn)
  WHAT'S ALL THE FUSS?

Everywhere businesses turn, the battle cry is deafening:

"Don't wait another second: You have to be on Facebook! You have to be on Twitter! You gotta set up a blog!"

Except ... maybe not.

Because Twitter, Facebook, LinkedIn, Flickr, YouTube and all the rest are tactics that may or may not be appropriate to your specific business.

Before anyone can say you need to be on Facebook or Twitter -- or anywhere else, for that matter -- they need to take the time to understand the dynamics of your business, your customers and your potential customers.

With that understanding in hand, a rational and focused social media strategy can be developed and implemented.

There's a lot more to social media than getting your nephew to set up a Facebook page. It's not a silver bullet solution for today's tough business climate, but if you're going to do it, be sure to do it right: Don't broadcast, engage.

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