Fake news made headlines during the election, but the phenomenon is nothing new to marketers. Just ask Procter & Gamble (P&G). In early 2010, P&G’s rollout of the most dramatic…
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Paul Gillin
Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. He is the author or co-author of five books, including Social Marketing to the Business Customer (2011), the first book devoted entirely to B2B social media marketing. He is also a social media trainer and coach at Profitecture, a training firm for B2B companies and their channel partners.
The ugly side of digital transformation
Back in the early 1990s, the corporate world was seized by a concept called “business process re-engineering (BPR),” the goal of which was to rethink business from the ground up,…
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Web giants advocate for readers, and that’s a good thing
Big Internet utility companies are beginning to think a lot more like media organizations and government agencies, and that’s encouraging. The most recent evidence is Facebook’s decision to tamp down…
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Social media, echo chambers, and the decline of discourse
When I fell in love with social media a decade ago, I was convinced that media democratization would be the best thing for informed political discourse since the invention of…
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How culture breeds commitment
Conference sessions rarely yield more than a handful of good quotes, which is why The Conference Board’s recent 21st Annual Senior Corporate Communicators Conference was so exceptional. The theme was…
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The market disruptor no one talks about
If you want an alternative to the usual gang of businesses cited from conference-room podiums as “disruptive,” I’d suggest a rarely mentioned candidate whose impact will far exceed taxicabs and…
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When it comes to Big Data, don’t forget the small stuff
In a business world seemingly gone mad for Big Data, it’s worth remembering that our scramble for better trend lines and demographic profiles shouldn’t prevent us from overlooking the little…
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Eight media relations tips most PR pros totally miss
I was a technology journalist for more than 20 years before taking a decade-long hiatus into social media marketing. Last year I returned to business journalism as a contract editor…
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Time to abandon spray-and-pray lead generation
A couple of years ago, a client told me he was having some lead quality problems. The company had contracted with a major IT publisher for a webcast that guaranteed…
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Five often-overlooked reasons senior executives should use social media
“I don’t have time to build my LinkedIn profile. I already get more useless messages than I can handle anyway.” “Why would I want to be on Twitter? It’s a…
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