Author Archives: Laura Kinnard

Is Marketing with Facebook Still Worth It For Your Business?

With all of the changes that Facebook has been making to their algorithm that make reaching your fan base even more difficult, some businesses may wonder if Facebook is even worth the time and money investment. However, with 1 in 4 people in the United States on Facebook, and its incredible ability to target, the question to ask might not be if you should be there, but if what you want to accomplish can be accomplished with Facebook. If not, what can you accomplish with it and what should you do to be more effective given the changes?

Here are some articles to help you understand the changes and how to leverage them.

News Feed algorithm tweak: Status updates from pages moving down. Article via

What you will find with this article:

The algorithm change is explained and the outcome is that there will be a decline in the reach of plain-text status updates from business fan pages. The article will also explain Facebook’s new more visual link share and why it is important to share links in this new way for better exposure as a business.

How to Use Facebook Now: Adjusting to the Facebook Algorithm Change. Article via

What you will find with this article:

1) Pay for exposure  when you can as a business for important, select posts that you really want to be seen.

2) Create a Facebook group (private or public) which allows you more direct and intimate communication.

3) Friend your customers and contacts on Facebook – it is an “opt-in” so your most loyal clients and customers can decide. No harm in asking.

Digital Content Trends That Will Change the World

Digital content is helping everyday people live healthier, start businesses, and get smarter.

It’s the reason why you can get an Ivy League education no matter where you’re living in the world. It’s the reason why you’re a more informed consumer and why you’ll meet your soulmate.


Just wait and see — it’s these trends that are going to have the biggest impact on the world:

1) Crowdfunding

2) Big Data

3) Education

What do you think – will digital content trends in these areas change the world? Read the full article:

Digital Content Trends That Will Change the World.

Why the Business Experience Using Social Media is Like Trying Sushi

The first several times I attempted sushi, I tried if off the Chinese buffet because it happened to be there and so many people were talking about how great sushi was. Frankly, I did not get it.

This is really not unlike my first experiences using Twitter. I sent a couple of tweets into the world with absolutely no response. I set up my Twitter account because it was there, it was free and everyone was talking about it. I was not sure what they meant by micro-blogging. Most of what I was reading were tweets about pointless things and I certainly did not see any relevance to using Twitter in marketing.

But back to the sushi story…

Sushi from the buffet was bland, at best, gummy and some of it was just plain tasteless. I wonder how many thousands of people have been turned off from eating sushi forever because their first experience was just like mine, from a Chinese buffet, prepared by someone who did not really know the art of sushi.

Finally I promised to treat a friend to dinner for her birthday and let her pick any where she wanted to go. She picked a sushi restaurant that was her new favorite place to eat and I could not deny her request. I was fairly well convinced from my previous buffet sushi experiences, however, that I was not really going to like this.

I began to feel more open-minded about the sushi when I noticed how different the place looked. The atmosphere, the tableware, the ingredients and being able to watch the chef rolling elevated my opinion before my first bite. But then there was the menu. I was totally confused.

The menu had variety, complexity and used terms I had never heard of, like tempura. I needed some direction. My friend jumped in and shared with me the things she liked, explained the components and ordered a sampling for me to try. I took my first bite of real sushi and I was converted forever.Image

Since that time I have become a sushi advocate, sharing my sushi story and trying to convert people. I tell them that prior to experiencing sushi done right – by a real expert, in the proper setting using the right ingredients – that I had a true disdain for it. “But now it is my absolute favorite thing to go out and eat,” I proclaim.

Similarly, today I speak to professionals about social media in the strategic marketing and brand context. Just like how the right atmosphere, tableware, quality ingredients, chef and guidance from a friend made the difference with sushi… so too will a business experience with social media be completely elevated when integrated with their brand “atmosphere”, using quality content and the right tools guided by strategic insight from expert voices.

Recently I have had the opportunity to talk to business owners and marketers about social media in a completely different context than just why they should use Twitter or Facebook and how it is relevant to their marketing efforts:


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