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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach www.theprcoach.com
Curated by Jeff Domansky
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The Sales Funnel is Dead (How Your Customers Are Really Buying)

The Sales Funnel is Dead (How Your Customers Are Really Buying) | Public Relations & Social Media Insight | Scoop.it

The buyer is in control of their own purchase journey. The strategic online marketer is winning business with trust, built on engagement, driving business decisions....

 

Once upon a time, ad agencies ruled the roost. You already know this. It’s why we have shows like Mad Men, where what it took to sell things was just some really smart, gorgeous advertising. It was all about creative campaigns. It was about talking to your customers. It was, essentially, a one-step sales funnel. Advertising got them in the door, and then it was up to the sales team.

 

No longer, friends. You probably already know this, too. But the days of the simple sales funnel (customer sees ad, customer comes to store, salesperson sales product) are over. Kaput. Done for. (And don’t think I’m just talking B2C; B2B customers are even less likely to see an ad and buy on the spot.)

 

Now, it’s the strategic online marketer who is winning the majority of business. It’s trust, built on engagement, that is driving business decisions. And that shift that’s already happening? It’s going to keep happening—and in an even bigger way in the coming years. So, today I’d like to talk about that shift....

Jeff Domansky's insight:

How the sales funnel has shifted and what business needs to do about it.

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Are Social Employees The Future of Marketing? | B2B Marketing Insider

Are Social Employees The Future of Marketing? | B2B Marketing Insider | Public Relations & Social Media Insight | Scoop.it
As the discussion around social media evolves to social business, the social employee is becoming more and more important to the future of marketing... ... The current challenge facing businesses today is this: you can’t communicate externally unless you communicate internally. Sounds simple, right? But, unfortunately, business culture over the last 30 years (or even longer) has tended to prize cutthroat competitiveness and information hoarding as workers attempted to climb over each other in order to get to the top. So how do we change this? How do we build cultures where transparent internal communication and information sharing is prized above all else? Real culture change must come from all levels of the organization, but it must be driven and modeled by the executives in the C-Suite. Successful organizations in the new business climate have dynamic, engaging social executives who know exactly how to fuel and empower their employees and show them what it means to be social. Executives must understand that “do as I say, not as I do” won’t cut it among today’s workers. If they expect their employees to adopt new social habits, they must lead the way and model those habits first....
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When Should PR Pros ‘Tell Journalists How to Do Their Jobs?’ | PRNewser

When Should PR Pros ‘Tell Journalists How to Do Their Jobs?’ | PRNewser | Public Relations & Social Media Insight | Scoop.it
When Should PR Pros ‘Tell Journalists How to Do Their Jobs?’ Doh...bad PR... Well here’s a highly fraught debate: to what degree should PR pros manage the message in content created by the journalists they pitch? When does “making helpful suggestions” turn into “telling journalists how to do their jobs?” This week journalist Jim Romenesko (who everyone in media should follow on Twitter and Facebook) brings us a couple of cases in which he and some of his colleagues believe that PR pros went too far. In the first instance, a reader who is also a newspaper editor received an unusually bold pitch from a man who claims to transcend the traditional role of the flack...
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Rim Riahi's curator insight, April 3, 2013 7:04 AM

When Should PR Pros ‘Tell Journalists How to Do Their Jobs?’ Doh...bad PR... Well here’s a highly fraught debate: to what degree should PR pros manage the message in content created by the journalists they pitch? When does “making helpful suggestions” turn into “telling journalists how to do their jobs?” This week journalist Jim Romenesko (who everyone in media should follow on Twitter and Facebook) brings us a couple of cases in which he and some of his colleagues believe that PR pros went too far. In the first instance, a reader who is also a newspaper editor received an unusually bold pitch from a man who claims to transcend the traditional role of the flack...

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How journalists choose experts: the Matthew effect | finn

How journalists choose experts: the Matthew effect | finn | Public Relations & Social Media Insight | Scoop.it

When journalists choose experts, star power matters. Scientific research into the relationship between journalists and experts....

 

... What’s interesting to see is how journalists choose the experts they call. In more than 90 % of the cases, it’s the journalist who initiates the contact – this is based on reporting by both the experts and the journalists. Only a small amount of the contacts is based on a press release by the expert. (Note: this is probably due to the fact that Albaek surveyed scientists, who as a whole are not very PR savvy.

 

I think the numbers would look different had he included experts in different fields.) Still: overwhelmingly, the media set the agenda. An even more striking conclusion is the answer to the question: how did the journalist choose the expert?

 

Albaek writes: “When journalists contact researchers, a Matthew effect comes into play: researchers who have been used extensively in the past are simply used further.”...

Jeff Domansky's insight:

Implications for media relations are clear - get on the reporter's rolodex.

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In the World of Branded Content, Original Always Wins | Advertising Age

In the World of Branded Content, Original Always Wins | Advertising Age | Public Relations & Social Media Insight | Scoop.it

Quick! Name a corporate brand that does amazing content aggregation! Hmm ... wait. I can't think of any, either. Okay, let's try this: Name a brand that creates amazing original content. I can think of a dozen. Red Bull, Gilt Groupe, GE, BirchBox ... the list of memorable branded content campaigns surely goes on. As the deluge of content that gushes from our screens intensifies, the odds of a brand standing out get dimmer all the time. Couple that with the storm of brands now starting to do content -- whether for native advertising, as owned media or for social-media flow -- and the noise is only going to get worse....

Jeff Domansky's insight:

Original content will always win...

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A PR guy calls out the flacks and the hacks | Pando Daily

A PR guy calls out the flacks and the hacks | Pando Daily | Public Relations & Social Media Insight | Scoop.it

No kid dreams of being a PR person. And trust me, no PR practitioner wants his kids to follow in his footsteps either. Instead, most of us, I suspect, discover the field by accident....

 

Here’s the point, or, more like the paradox. Tech PR has never been both less important and more important than it is today. It’s seen as a commodity business, retainers are frozen or have actually decreased, with some clients asking for success fees (kind of like going to a contingency lawyer). It has been overtaken by social, search, and Google analytics.

 

In its insecurity, PR tries to act more like a science than the art it really is, and comes up with KPIs (key performance indicators) to prove its value and keep away the dreaded 30-day termination notice. The PR training courses (from writing to client management) at Burson are now a relic, as the bean counters, squeezing all the billable hours, have no time to educate the young generation and instead throw them straight into the fire....

Jeff Domansky's insight:

Cynical look at PR and one I totally disagree with. PR must adapt. Like journalism, PR can't yearn for the good old days. It needs to evolve and lead or retire.

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The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here | PRNewser

The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here | PRNewser | Public Relations & Social Media Insight | Scoop.it

Obvious statement of the day: the debate over who “owns” content marketing, native/paid media and social will only heat up in the months and years to come as agencies fight (politely) for clients’ money. But the latest chapter in this timeless face-off appears to be unfolding in record time.

 

First comes news that big-name ad agency McCann Erickson will significantly expand upon a unit it founded last year to exclusively tackle social media projects. The unit, now called “McCann Always On” (get it?), will “[build] social media-centric marketing plans” rather than just managing clients’ pages and feeds in an attempt to back up the agency’s “sure, we can do that!” claims.

 

This announcement follows a telling New York Times article by advertising specialist Stuart Elliot, who reported that a growing number of ad/marketing copywriters have mastered the subtle art of “LOLspeak” as their agencies integrate more social content into client campaigns. On the PR side, Weber Shandwick just announced its plans to expand upon the traditional definition of a PR firm by launching a new content-focused unit called MediaCo....

Jeff Domansky's insight:

Agencies still fighting for social media turf.

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Boris Johnson - Sandpapering the Facts | 15-Seconds Blog

Boris Johnson - Sandpapering the Facts | 15-Seconds Blog | Public Relations & Social Media Insight | Scoop.it

The popular mayor of London, Boris Johnson, gets his head handed to him in this recent interview.  Johnson usually tries to joke his way through interviews. He is a classic example of someone who is unprepared to answer tough questions.

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Grow Your Social Media Relationships with Storytelling — socialmouths

Grow Your Social Media Relationships with Storytelling — socialmouths | Public Relations & Social Media Insight | Scoop.it

How to craft and tell your story to truly stand out in the mind of your social media contacts. The story makes the message resonate. That’s right: An important element to cultivating relationships, especially via social media, is the story. No, I don’t mean you must turn into your favorite novelist and spin a compelling tale of mystique, intrigue, and danger. But if you want to truly stand out in the minds of your contacts, you do need to think about your story and tell it across social media.... 

Jeff Domansky's insight:

Here's how to tell a story via social media that resonates with your target audience so you can connect:

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Alison D. Gilbert's curator insight, April 6, 2013 6:00 PM

Being a good storyteller on social media.

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How Two Israeli Companies Are Leading The Pack In The AdSense For Content Space | Forbes

How Two Israeli Companies Are Leading The Pack In The AdSense For Content Space | Forbes | Public Relations & Social Media Insight | Scoop.it

Outbrain and Taboola are paving the way in the content marketing space... These two leaders in the content marketing space or as I like to call it, AdSense for content, have a simple offering that you’ve probably seen but don’t even know about. Combined, they power the “other content you may like” next to every article on every big publication ranging from Time, Bloomberg, Rolling Stone, The New York Times, and more.

 

Outbrain and Taboola only recently started going after the same deals. Outbrain is coming from the contextual text side, whereas Taboola comes from the videos-you-may-like side. They only recently built the other side of the offering that steps into the “others” territory. But this piece is not about comparing them to see who is better. Rather, it is about the space of content marketing, why it is the next big thing, and how you are missing out big time if you are not pushing your content into the marketplace.

 

A little more about how the space works: you have two options as a content creator and blog/site owner. The first is to add a widget on your blog to host “other content you may like” and get paid to push people to good content. The second is to get your content pushed into the marketplace and have it appear on “other content you may like” for other outlets ranging from big to small sites. The first side you get paid, the second side you set an amount per click and a budget....

Jeff Domansky's insight:

Trend alert for news media, bloggers and publishers of all kinds.

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Native Advertising Is Broken: Here's How to Fix It

Native Advertising Is Broken: Here's How to Fix It | Public Relations & Social Media Insight | Scoop.it

Learn how to use inbound marketing and native advertising together to drive measurable results. Native advertising is all the rage these days. Companies like BuzzFeed and ShareThrough have based their business models on the notion that in-stream, organic-like content will save the day and finally allow everyone to retire those tired and underperforming banner ads to a nice tropical island far, far away.

 

In its current form, however, native advertising is destined to fail just like the banner ad failed. Why? Because most native advertising placements -- just like most banner ad placements -- are not structured with inbound marketing strategies that treat native advertising content creation as a starting point. Rather, the content is treated as the end point. In essence, most native advertising today is basically a branding play....

Jeff Domansky's insight:

The native advertisers are restless... and looking for ROI.

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Creative SEO Tip: Newsjacking

Creative SEO Tip: Newsjacking | Public Relations & Social Media Insight | Scoop.it

Newsjacking, a type of content marketing, places the emphasis on breaking news events rather than how-tos or technical information and rides the wave of existing demand to get well-earned backlinks and branded mention. ... Social media has serious media hype behind it, leading many to believe it is a viable alternative to SEO. While social media is critical for public relations, customer service and reputation management, data strongly suggests that social media is not a great source of first-time visitors (i.e., leads) for small businesses. Like PPC, social media is an important part of a diversified marketing strategy. And it is vital for content marketing. But it is not a silver bullet.... 

Jeff Domansky's insight:

Here's a fresh look at content marketing and SEO...

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What’s the story, Storyboard? This Web app helps you create an online multimedia press kit

What’s the story, Storyboard? This Web app helps you create an online multimedia press kit | Public Relations & Social Media Insight | Scoop.it

Remember those days of re-editing and uploading PDFs to the ‘Media Centre’ section on your company website? That’s the antitheses of what Storyboard is trying to do. With Storyboard, the creators are going for the traditional press kit’s jugular. It’s designed to make it as simple as possible to pull together an aesthetically-pleasing, informative page that companies (or individuals) can use to help sell themselves to the press. Here’s how it works....

Jeff Domansky's insight:

Very cool way to create an online multimedia press kit. Well explained.

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When a Successful Company Shrinks its Workforce | Harvard Business Review

When a Successful Company Shrinks its Workforce | Harvard Business Review | Public Relations & Social Media Insight | Scoop.it

United Technologies is at the top of its game but recently announced big layoffs. Is this the new normal?...

 

... This growth was accomplished, however, without expanding its workforce much at all, and now UT believes it can continue to grow as it wants to while actually shrinking its employee base. It's planning to lay off 3000 workers this year, after shedding 4000 last year. Now, is this really anything new? After all, output has been going up and employment simultaneously going down in manufacturing around the world for several years now, and UTC is a big manufacturer.

 

But two things strike me as potentially novel here. First, the company does a lot more than just make things in factories. As its website says, "United Technologies... is a diversified company that provides a broad range of high-technology products and services to the global aerospace and building systems industries." Servicing elevators, security systems, and so on, in other words, is a big part of what UTC does, and services have historically been very labor-intensive. That could be changing....

Jeff Domansky's insight:

If this is a trend, it's both baffling and concerning. In addition to the need to rewrite the social contract, how can you communicate this situation without a reputation hit?

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Great PR Pros on Twitter from the Experts | Cisionblog

Great PR Pros on Twitter from the Experts | Cisionblog | Public Relations & Social Media Insight | Scoop.it
@sree, @jasonfalls, @prtini, @shonali, @jaybaer, @peterhimler, @laermer and @prsarahevans are some of the top social media, PR and journalism experts to follow on Twitter…. but who do they follow? Last week at a Cision “Behind the Story” breakfast panel, Sree Sreenivasan was discussing how PR pros and journalists interact on Twitter and said, “I find PR people (and journalists) are generally using Twitter poorly. Some of them use it very well and those are the ones that succeed. The best PR people I work with are the ones who are connected, not because of Twitter, but because they read a lot, know the issues and have a great rolodex.” He challenged the panelists to identify some great PR pros on Twitter, people who are “doing it right.” In addition to the panel’s recommendations (I’ve included Sree’s below), I asked some industry experts – and my personal favorites to follow on Twitter – who in PR they thought did it right on Twitter. See below why I follow them and who they recommend...
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Strategic Blogging - Action Plan | Dukeo.com

Strategic Blogging - Action Plan | Dukeo.com | Public Relations & Social Media Insight | Scoop.it
Here's a blogging blueprint you can put into action... ...As I said in an earlier post, the Internet is littered with abandoned blogs that failed because their owners neglected to construct a strong foundation. They either didn’t didn’t realize they had to, or they were arrogant enough to believe they were above all that grunt work. But if you remember the story of the three little pigs then you’ll realize how important it is to build your blog on a strong foundation. It’s Time To Start Planning Your Strategy Break It Down With A Timeline: Your action plan will contain specific tasks with an eye toward your ultimate goal. Break those tasks down into manageable bites that you can realistically achieve. It also helps to set time limits. For example...
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How does BuzzFeed intend to crack a $1B valuation? By embracing journalism's past

How does BuzzFeed intend to crack a $1B valuation? By embracing journalism's past | Public Relations & Social Media Insight | Scoop.it

The revival of long form writing online... The last few months has seen this trend change and have seen the revival of long form writing online. Long form content journalism and in-depth storytelling online are making a comeback. While most articles are still short and quick to read, more and more blogs are publishing long-form features of 2,000+ words, which include photos and videos and need a lot of time invested from the reader to go through it.

 

There seems to be a growing appetite from the web audience for these kind of features as proved by the popularity and social media spread of these. A recent statistical study on what makes online content go viral has found that long form articles are shared far more often than shorter articles. Word count of a post seems very closely related to the number of shares.

 

Just look at the success of http://longreads.com/, http://longform.org/, and social media hashtags like #longreads and #longform. Here are some very successful examples of long form articles: Michael Jordan Has Not Left The Building feature on ESPN, beautiful Snow Fall in the New York Times and several profiles on the Forbes including this one of Sean Parker....

Jeff Domansky's insight:

Fresh thinking about going "long" and a look at BuzzFeed where old journalism seems back in vogue.

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Before You Pitch to Media: A Checklist | PR In Your Pajamas

Before You Pitch to Media: A Checklist | PR In Your Pajamas | Public Relations & Social Media Insight | Scoop.it
If you want media exposure, you have to pitch to journalists, editors, and bloggers. It can be nerve-wracking to approach them with your story idea. After all, you’re setting yourself up for rejection. Believe it or not, pitching to media gets easier with practice. And being as prepared as possible reduces your stress and increases your chances of success. Use this checklist to help you prepare for your next pitch to media...
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Elaine Lindsay's curator insight, April 2, 2013 7:59 AM

Always be prepared! I bet many of us were brownies, guides, boy scouts and eagles.. We need to dust of those tenets and apply in business!

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Eight Super Secret Features of Google Glass | The PR Coach

Eight Super Secret Features of Google Glass | The PR Coach | Public Relations & Social Media Insight | Scoop.it
Google Glass secret development lab It's a secret lab. More than eight miles underground in Mountain View, California. There are no signs at the entrance to the ground level elevator. Just retinal scans  and armed guards checking employee ID cards.

 

Here, Google Glass engineers are working furiously against impossible technology hurdles, formidable deadlines and potential competitors.

 

A secret document was leaked to us today by one of the engineers working on a stealth Google Glass project. He’s a friend of a friend’s cousin’s uncle....

Jeff Domansky's insight:

Fascinating April 1st look inside Google Glass secret lab.

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How to Integrate Your Content Strategy & Social Media Campaigns | Marketing Technology Blog

How to Integrate Your Content Strategy & Social Media Campaigns | Marketing Technology Blog | Public Relations & Social Media Insight | Scoop.it

It’s the age of “content strategy” and “content marketing.” Wherever you turn, more and more often, that’s something you’ll hear. ... Engaging in a good content strategy for websites is hard enough; After all, it takes many resources to create content editorial for a simple blog. Why would anyone want to spend time (and probably money) for content to go onto social media? Aren’t we just going to share links and pictures? A large part of your social media campaign should indeed consist of sharing interesting and relevant content, posting statuses or tweets that help users, engaging readers/followers, etc. Content for this is predominantly “sourced,” but how and when you present it also matters. There’s a fair amount of strategy involved; and apart from mere strategy, there’s “content strategy” even for social media.

Jeff Domansky's insight:

Three elements matter the most for how well your social media campaigns perform: - Relevancy - Timing - Content Quality...

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Phil Kleingeld's comment, April 1, 2013 8:42 AM
Velen maken nog de fout alleen #reclame uit te zenden. Inhoud, gericht op de interesses van klanten is belangrijker!
Phil Kleingeld's curator insight, April 1, 2013 8:54 AM

Richt de 'content' van alle sociale media op de #KGB; Kopers, Gebruikers en Beïnvloeders. Zend niet altijd reclameboodschappen uit, maak verbreed en verdiep de kennis voor de genoemde doelgroepen. Zo werkt u aan een meetbare #ROI; Return on Influence.

Mike Allton's curator insight, April 1, 2013 8:58 AM

"A large part of your social media campaign should indeed consist of sharing interesting and relevant content, posting statuses or tweets that help users, engaging readers/followers, etc." This article does a great job of providing some recommendations along those lines.

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Shut up and write the book!  — Show Your Work! | Medium

Shut up and write the book!  — Show Your Work! | Medium | Public Relations & Social Media Insight | Scoop.it

I’m working on the followup to Steal Like An Artist, my book about how to be more creative in the digital age. It’s been a real pain in the ass. Here are five things that have helped:

1. Shut up and write the book.

Jeff Domansky's insight:

Such a great reminder. Shut up and write the book... post, article, letter, email...

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Mafalda Correia's curator insight, March 29, 2013 6:05 PM

Stop distractions and work!

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How to Build Community on a Blog: 24 Must Read Articles from around the Web : @ProBlogger

How to Build Community on a Blog: 24 Must Read Articles from around the Web : @ProBlogger | Public Relations & Social Media Insight | Scoop.it

There is a lot of conversation around the topic of building a community around your blog. It is a fantastic technique, but it is actually an extremely complex issue. The ‘rules’ differ for each community. A business blog doesn’t have the same goals as a personal blogger. In this post, I curate my favourite resources on building a engaged and loyal blog community.

Jeff Domansky's insight:

 24 excellent blogging links for tips and inspiration....

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Flipboard: 100,000 User-Generated Magazines in First 24 Hours

Flipboard: 100,000 User-Generated Magazines in First 24 Hours | Public Relations & Social Media Insight | Scoop.it

Flipboard reveals some stats about its new magazine creation tool. On Tuesday, Flipboard released version 2.0 of its iOS app, allowing its more than 50 million registered users to create their own magazines for the first time.

 

In the first 24 hours after launch, more than 100,000 magazines were created, Paul Katz, Flipboard's partner of strategy and development, revealed on stage at a Magazine Publisher Association conference in New York Thursday. The statistic doesn't necessarily mean that users love the magazine-making feature, but it does indicate they're interested in it.

 

Reviews of the new version in the iTunes Store have been generally positive, though some users have complained that it makes the app too "convoluted," or that it takes too many steps to create a magazine...

Jeff Domansky's insight:

Flipboard keeps innovating.

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Using the Google Analytics Trackbacks Feature to Create a Content Strategy | Business 2 Community

Using the Google Analytics Trackbacks Feature to Create a Content Strategy | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

This morning, I noticed Google Analytics had added a Trackbacks section to their Social Analytics data. This, to me, is very big news. While bloggers will know all about Trackbacks and why it’s nice to get them, businesses may not be aware of their importance. Yet as the social web in particular continues to be graded,

 

Trackbacks could become even more important, especially in the eyes of Google, as they look to rank the Authority of content and that content’s creators. So why is this new Trackbacks edition to Google Analytics important and, more importantly, how can you use them to build your content strategy?...

Jeff Domansky's insight:

Danny Brown offers valuable advice on how to use analytics to shape content strategy.

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How Nike uses Facebook, Twitter, Pinterest and Google+

How Nike uses Facebook, Twitter, Pinterest and Google+ | Public Relations & Social Media Insight | Scoop.it

Sports are an inherently social activity, so brands like Nike are a natural fit when it comes to social media marketing. To find out how the sports giant makes the most of this opportunity, I thought it would be interesting to see how it uses Facebook, Twitter, Pinterest and Google+. This post is the latest in a series of blogs that have taken a similar look at major brands including ASOS, Tesco, Red Bull, Cadbury and McDonalds...

Jeff Domansky's insight:

Great social business and social marketing lessons from Nike.

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Rogério Rocha's comment, March 28, 2013 11:16 AM
Thanks for the post.
Jeff Domansky's comment, March 28, 2013 1:37 PM
You're welcome Rogerio. Glad it's useful.
Stephen Basden's comment, September 17, 2013 10:35 PM
How Nike can turn a regular picture into a advertisement simply by adding the words "Just Do It"
Recently Nike started doing sought after sneaker releases via twitter to help ease the commotion and violence that occurs during these releases.
One of the reasons Nike is so dominant in the industry is because of their marketing techniques and strategies. They are the first and usually the best when it comes to slogans.
How to use social media to further your corporations marketing strategy.