Reading: 5 Reputation Management Lessons from Prince, Dell and Beyond

As much as it pains me to see anything critical written about The Purple One, Geoff Livingston is absolutely right to use Prince as an example of reputation management backfiring in this excerpt from his book Welcome to the Fifth Estate posted on Jay Baer’s Convince and Convert blog. The internet poses unique challenges when it comes to reputation management. Fortunately, having social media monitoring and online reputation management programs in place before issues occur can keep a minor problem from escalating into a full-scale crisis. Continue reading

Digital Week in Review: Google+: Eric Schmidt wants your real name or nothing at all

Google+: Eric Schmidt wants your real name or nothing at all; ZDNet
Google’s former CEO says that if you don’t like their policy about having to use your real name to represent you on Google+, then maybe their social network is not for you.
The Takeaway: If none of the above sounds ok with you, don’t sign up for Facebook, Google+, or any other social network or community. Plain and simple. However, if you like the internet, you like Facebook, Twitter, RSS feeds, and being able to consume news and opinions from around the world, then sign up, be happy about it and make it a positive experience for yourself and those that are connected to you.

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Reading: How Does Google Work? A Fantastic Google Infographic

Ever wondered how Google works? The exact formula is a closely guarded secret, but this infographic by the folks at PPCblog does an excellent job of illustrating the process behind the PageRank algorithm. Why is this important? The higher your site ranks in Google, the more traffic you get. Search engine optimization is a must for businesses, organizations, and individuals seeking to increase brand visibility and amplify profits. Click the image for a larger version.

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New York SEO Agency Path Interactive Presenting at Web 2.0 Expo #w2e

New York, September 7th, 2011: Path Interactive is honored to be presenting once again at New York City’s 5th annual Web 2.0 Expo, taking place in October. Thought leaders across all industries will benefit from the innovations, strategies, and practical solutions shared during this 3-day expo and conference exploring the “Digital Economy.” Web 2.0 Expo provides an opportunity for designers, developers, entrepreneurs, marketers, and other “builders of the next-generation web” to share the latest tools, concepts, data, and strategies for unlocking the digital economy.

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Reading: 5 Ways to Measure Social Media

Ron Jones from ClickZ shares 5 ways to ensure that social media efforts are achieving measurable results. Because consumers are more likely to purchase goods or services from a brand they’ve engaged with, measuring the penetration of a brand’s social media influence can help show social media ROI — something every marketer struggles to do. Jones’ approach, while not groundbreaking, breaks down these measurement tools succinctly. He highlights several ways to measure brand awareness in the social sphere, share of voice and sentiment, influence (or ability to inspire action), brand engagement, and popularity. Marketers should identify the specific goals of their brand’s social media strategy, and choose the individual metrics that best fit those goals.

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Reading: 5 Reasons Why Brand Marketers Should Use Search Retargeting

Search Engine Land‘s Frost Prioleau explains how search retargeting, also known as remarketing, supercharges your PPC campaigns. Roughly 98% of visitors to your website will leave without converting. Remarketing serves display ads to those visitors on other sites, keeping your brand top of mind and offering more opportunities for messaging. Prioleau writes that retargeting offers access to consumers at the top of the purchase funnel, but the real value of remarketing is connecting with visitors in the middle or bottom of the funnel. Any target of a remarketing campaign is already interested enough in your services that they have either searched for your service or visited your site.

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