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Christopher S Penn
Genevieve asks, “What are some of your best influencer marketing tips?” What a great, complex question. Influencer marketing is done so poorly today. Generally speaking, we want three different outcomes: Improved reach Improved connection to decision-makers Improved reputation These outcomes require three different kinds of influencers. Learn who each kind is, how to identify them,…
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Christopher S Penn
Ann asks: “How do we analyze and target in an age of privacy?” In the wake of Facebook CEO Mark Zuckerberg’s testimony to Congress, which some Twitter pundits amusingly called the Zuckerbowl, some thoughts about privacy, data, analytics, and marketing. Disclaimer: I AM NOT A LAWYER Consult an actual lawyer Watch the video below: Can’t…
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Christopher S Penn
Chiranjeevi asks: “What are your top 10 tips for Instagram marketing in 2018?” We don’t need 10 tips. We need to rigorously follow one: If our content does not entertain, engage, or educate, it will perform poorly. That’s the sum total of an effective Instagram marketing strategy and where 99% of brands go wrong in…
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Christopher S Penn
Things I learned at IBM THINK, Day 2: Looking at quantum computing and the future of everything. Watson Discovery, the free news monitoring service (and unstructured data analytics service) that will make life easy for marketers and communicators What will we focus on once AI does most of the work How to take advantage of…
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Christopher S Penn
Suzanne asks: “How does Facebook’s efforts to fight fake news impact non-news Brand Pages?” Great question, Suzanne. In short: Brand Pages have virtually no organic reach anyway. The algorithm for fighting fake news is secondary to Faceook’s beating up any content that doesn’t get interaction and engagement. Watch for more details and what you should…
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Christopher S Penn
Madalyn Sklar asked how the various network graphs I make work. They’re based on a few different components and ideas, but the big idea is using a centrality algorithm to determine influence. What is Centrality? Centrality is a way to calculate how one node – like a Twitter handle – interacts with other nodes. The…
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Christopher S Penn
I’ve just returned from Social Media Marketing World with a list of things we social media marketers should be doing better. Here’s a summary in about 7 minutes: Social media marketers face four major obstacles to their success: Failing to create audience-centric messaging. Failing to create and give value first. Failing to measure what…
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Christopher S Penn
Over the past couple weeks, I’ve had the opportunity to listen to social media marketers asking their most pressing questions in advance of Social Media Marketing World. One of the most common questions is: “can you take a look at my Instagram channel and give me some suggestions?” This is a broad, far ranging ask…
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Christopher S Penn
How do we quantify attention? In the past 24 hours, I’ve received broadcasts and mass mails from no fewer than half a dozen marketers, speakers, and motivators talking about attention. We have to “day trade attention”, “earn their attention”, and variations on that theme. I don’t question that premise at all – attention is the…
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Christopher S Penn
I’ve said for years that you own nothing in social media – and that social networks WILL change the rules of the game to their benefit, not yours. In the wake of changes in Facebook’s algorithm, suppressing unpaid brand posts, some marketers are asking, “what options do we have?”. Facebook – and other social networking…
