So many companies have ventured into social media (and more will continue to) — Pete's already documented the efforts. But one of the biggest problems we see is that companies implement an initiative and watch to see what happens. And it simply doesn't work very well. Think about what you would look like if you behaved like a brand. Imagine a party with a group of people standing together talking. You walk up, introduce yourself,...Read on

I was recently doing some research for work and I stumbled upon the 12 step programs, particularly that of Alcoholics Anonymous. As I read through the steps I started thinking about where marketing is today. Marketing has a problem, and perhaps the best first step is admitting it. So in the spirit of the AA 12 step program, here's a version for marketers. We admit that we are powerless over our customers — our traditional...Read on