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So many brands today seem addicted to the now-ubiquitous Facebook “Like” feature. Many marketers have skipped right past the real brass ring—genuine consumer engagement—because it seems so simple and measurable to say, “Two million people ‘like’ my brand on Facebook. That must be good.”

However, as direct marketers, we know that when the premise upon which a consumer initially engages does not square with the actual customer experience, we’re going to have trouble retaining those…

It’s impossible to listen too closely to clients when they’re explaining why they need a social media strategy. But it’s possible to listen too closely to a client’s brand when trying to develop that strategy.

Think about something you’re truly passionate about. It could be anything: music, volunteering, sports or cooking. When you discuss this favored topic with a friend, you’re more likely to be effusive, enthusiastic and have a specific point of view. And when you’re…

Sure you’re listening, but is it profitable?

Through effective online listening, your brand can create a complete picture of its online presence, favorability and reputation.

It seems as if listening is quite an actively used word in social media and marketing these days. Yet most social media monitoring and listening done by brands seem to focus on the following questions:

• What are people saying about your brand?
• What are people saying about competitors’ brands?
• What is your brand’s share…
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In his new book, The Accidental Creative, author Todd Henry describes creative work as a “create on demand” world: “You go to work each day tasked with (1) inventing brilliant solutions that (2) meet specific objectives by (3) defined deadlines. If you do this successfully you get to keep your job. If you don’t, you get to work on your résumé. The moment you exchange your creative efforts for money, you enter a world…

First, Facebook fans manage to get Betty White on SNL. Now, the latest “got milk?” ads have spawned “Got Discussion?”, a social-network campaign from the ever-clever milk people who’ve touched off a little brouhaha by touting the benefits of milk for the many long-suffering victims of PMS… men. Got discussion as to what segment of the population is not amused? Got awareness of how much press California’s milk board has received?

So whether negative…