Audit the Brand’s Environment first, then Sites & Profiles Digital/online audits usually commence with a deep dive into websites or social profiles making precise counts of this or that. Before that stage, though, it pays dividends to step back and take a broader view of the brand — as search engines do. A brand lives […]
Small Businesses can use Big Data — if it’s Downsized Every day, billions of sources — transaction records, mobile phone signals, weather sensors, traffic cameras, electricity meters, digital photos and videos, social media posts, website click-streams — create quintillions of bytes of data (2.5 quintillions, according to IBM. A quintillion is 10 X 18 trillion). […]
Counting Social Media is Like Driving in the Rear View Mirror Earlier this year, technology writer Stephen Baker asked, in The New York Times op-ed page, “Can Social Media Sell Soap?” His answer: Maybe not — a reply that’ll resonate with the discontent about social media emanating from brand marketers. Baker rightly observes that brand […]
