• Developing Your Audience Vs. Chasing Clicks: A Lesson From 'New York Times'
    To cap off 2014, executive editor of The New York Times Dean Baquet sent a lengthy note to his newsroom staff titled, "Charting the Future." One solution to the problems in particular rankled some editorial purists. The New York Times has created a new audience development department. Its "purpose is not to chase clicks but to expose as many people as possible to our finest work." And guess what? It's working.
  • The Social Media Insider Says Goodbye
    Let's put it right out there: After close to seven years and almost 400 columns, the Social Media Insider is calling it quits, at least for now. Wow, seeing that in writing seems strange. But, as practically anyone alive knows, every now and then it's time to shake things up, and now is that time for me.
  • More Of The Unvarnished Truth About Social Media Insider's 2014 Predictions
    Prediction! There will be no sequel to "The Interview," that little Sony movie about assassinating Kim Jong-Un! I'll save my thoughts on why that whole affair is Dennis Rodman's fault for another time, but now, as promised, I must publicly take a look that at other, more difficult predictions -- namely the ones I made a year ago in regard to Snapchat, Tumblr, Twitter, Vine and YouTube for 2014.
  • The Unvarnished Truth About Social Media Insider's 2014 Predictions
    About a year ago at this time, feeling uncharacteristically clairvoyant -- it must have been the eggnog -- I made 2014 predictions about 10 social media platforms. And then I said that at the end of the year -- which is nigh -- I would revisit them and eat humble pie if I had to about whether I was right or wrong. Herewith, the promised revisit of my 2014 predictions, which, like the original columns, will come in two parts, with part two coming next week. So, how'd I do with Facebook, Instagram, LinkedIn, Myspace and Pinterest? Read on, and ...
  • CMOs Just Aren't That Social. Question Is, Why?
    There are plenty of things I've never understood about CMOs -- like why they'd take a job that seldom lasts that long -- but chief among those things I just don't get is their often-willful ignorance about how people are actually using media.
  • What's Up With WhatsApp? More Than You Think
    WhatsApp, to most of us American social media guru wannabes, is pretty much that thing that Facebook bought last year for $19 billion, even though its founders detest advertising so much they wrote a manifesto about it. The U.S. still remains unimpressed with it otherwise; only 8% of our mobile population use it. Gee, it must be fun to have billions of dollars to throw around! Nonetheless, WhatsApp piqued my interest this morning because of a small - but potentially telling - bit of data, highlighted in a post from Harvard's Nieman Journalism Lab.
  • Retargeting Tango: How I Could Make That Blue Couch Vanish From My Newsfeed
    As I write this, a blue couch is stalking me. It's a contemporary sectional that would be a worthy replacement for the aging grey sofa bed in our living room -- if it were red. But it doesn't come in red, so as far as I'm concerned, our relationship is over. It's not giving up so easily, though. It haunts my newsfeed, and Facebook's right rail. And, just as I've said about other material goods that have followed me online long after my fascination with them has waned, I wish it would go away.
  • How To Use Social Media Ads To Increase Holiday Sales
    With more and more consumers expected to search on social media for gifts and promotions this holiday season, many retailers hoping to reach shoppers online will put paid social media at the center of their marketing efforts this season. The result, no doubt, will be a very crowded social space. Here are some tips on creating the most effective holiday campaigns, taking into account this increased competition for the shopper's attention on social media channels.
  • What Can We Learn From #AlexfromTarget? Sorry, Alex, It's The Wrong Thing
    Partly as a way of avoiding post-election news coverage, the Social Media Insider has been trying to focus on something equally important -- gleaning groundbreaking social media insights from this week's overnight Internets sensation: #AlexfromTarget. Unfortunately, those insights come down to this: where there's an overnight sensation, there's also always someone, somewhere, willing to take credit for making it happen. Perhaps from here on in we can call this simply Alex's Law.
  • Pay For Play: What Social Media Insider Has In Common With YouTube CEO
    It appears the Social Media Insider is not the only one who keeps wondering if there's traction in ad-free social platforms. Imagine my surprise this morning when I discovered that last week's column - on how ad-free Ello plans to make money - had 106 shares, ranking it third in the last year behind the column on The New York Times Innovation Report (136 shares), and Restoration Hardware's wrong-headed are you f*ckin' kidding me? mailing of catalogs so heavy you can use them to outfit your home gym (108 shares). Um, wow. And only some of those shares, I should ...
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