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Summary In today's episode, I dive into how social media marketing actually works for B2B brands, where emotional connection and authenticity drive real engagement over gimmicks. Here's what this means for you. You stop chasing vanity metrics and instead focus on purposeful storytelling that turns casual scrollers into genuine community members. You'll also learn these…
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Christopher S Penn
We all know the overt danger of social media as the highlight reel of our lives – comparing our whole lives to other people’s highlights and wins. But there’s a hidden danger of the highlight reel that can cause immense harm. Learn what to do about it. Can’t see anything? Watch it on YouTube here.…
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Christopher S Penn
To describe media, marketers and communicators have used multiple, mixed-up terms. Here are just a few ways we’ve described the media landscape in recent years: Old media Mass media Traditional media New media Digital media Social media Social networking Citizen journalism Of these, the differences between old media, new media, and social media are probably…
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Christopher S Penn
Leah asks, “Is social listening useful beyond Twitter?” This is an interesting and important question. Social listening platforms vastly overindex on Twitter not because it’s a great social network, but because it’s the last major social network that shares its data so freely. Every other platform has locked down its data to third parties, and…
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Christopher S Penn
One of the most common questions asked in social media marketing is, “What’s the best tool for analyzing and reporting your social media marketing?” This is a sensible question; after all, if you can’t measure something, you can’t manage it. That’s business common sense 101. So, the next logical question is, what outcome are you…
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Christopher S Penn
One of the lessons the pandemic has reinforced is to be an active, questioning reader of data presented as fact in articles and news. Not in the crazy, conspiracy-theorist “do your own research” in which you hunt down articles that only support your point of view no matter how questionable the source, but in true…
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Christopher S Penn
I’ve stopped curating content on LinkedIn. Why? After all, isn’t it a best practice to share thought leadership content and provide stuff that’s interesting to keep your audience engaged? It is. But not when you’re not around to engage with it. In the most recent episode of So What? The Marketing Analytics and Insights Live…
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Summary In today's episode, I break down four insider findings from LinkedIn's engineering papers that reveal how the platform ranks members and rewards content. Here's what this means for you. You'll unlock practical levers like invitation hygiene, intent-aware posting, upstream engagement, and dwell-time tactics that move the algorithm in your favor. You'll also learn these…
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Christopher S Penn
Jenna asks, “What’s a tactic you’ve used on social media that has boosted product sales the most?” Three things work on social media for me to drive product sales. None is actually selling something on social channels themselves. Before we begin, let’s clarify: this is what works for me. This is not universal advice. This…
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Summary In today's episode, I walk through a live demonstration of using Gephi to identify social media influencers through network graphing. Here's what this means for you. You'll gain a framework for spotting genuine influencers by examining who receives attention rather than who broadcasts most loudly. You'll also learn these concepts: how eigenvector centrality surfaces…
