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Facebook Marketing: Brands’ Organic Reach Suffer Under New Policies

By Abe Kasbo Facebook marketing, the subject continues to sizzle! Three years ago, after my talk at the #140 Conference in Montreal, Canada some of the speakers gathered backstage to discuss the social enterprise. I proposed to the group that Facebook is really an advertising platform in disguise as a social network. In a move to that end, a year ago, we saw Facebook limit views by businesses on their pages in an effort to get them to pay to display content. ... Read more

Healthcare IT: Curb Your Enthusiasm

By: Abe Kasbo The proliferation of digital technologies in healthcare is truly breathtaking. From apps to wearables to remote monitoring of patients, and digitizing the hospital and physician environments, healthcare IT continues to be the darling of investors and the media alike.  Apple, Facebook, Nike, and Mayo Clinic and others have been telling us about the amazing promise of digital health. It's mesmorizing enough to attract billions of dollars of investment.  Yet, while the technology may prove transformative, it doesn't seem to ... Read more

Fake Twitter Accounts Foil Major Sports Leagues

To say that professional sports leagues and athlete rely on Twitter to advance their brand is colossal understatement. Twitter is an essential tool in creating hype, raising awareness, selling jerseys and product for both League and athlete. And, it's not just the leagues, look at ESPN, nearly every reporter and guest displays his or her Twitter handle along with their name.  ESPN actually reads fan tweets and by-and-large, some professional teams have integrated Twitter into in-game-day experiences. The social experience for ... Read more

Top 10 Banks On Twitter

By: Abe Kasbo @akasbo Activity and productivity are not the same, and nowhere does that resound truer than social media. We're looking at best performing banks on Twitter, and here's what we found. Bank of America is the clear leader in the breadth and depth of its Twitter activity far outpacing its competitors who in themselves are well-recognized brands. For example at almost 672,000 followers, Bank of America has almost 561,000 followers more than its closest Twitter and market rival, Wells Fargo. The numbers ... Read more

Social Snapshots: Dental Supply Market

Social SnapShot is our quick take on what and how companies are leveraging social media. Each month we will look at a different industry and specialty market to see who's doing what and how.  While it's certainly baroque to say social media continues to evolve, the fact of the matter social media represents yet another powerful channel for businesses to reach their market, spread the word and grow a brand. Of course that last statement is littered with pitfalls, but we digress. We're ... Read more

Marketing’s Perilous Echo Chambers

Every industry has its own echo chamber. Echo chambers in business are - in the immortal words of my former Political Science professor Dr. Bob Manley - "as useful as a warm bucket of spit."  Kinda harsh I know. But the reality is when in comes to marketing communications, there's nothing less productive than dealing echo chamber gossip where people are comfortable with their own thoughts and personal beliefs.  In marketing these dangerous pockets are fragmented, each with its own demented ... Read more

Social Driving Traditional Media

Case Study: Twitter Surgery Client: Raritan Bay Medical Center Raritan Bay Medical Center wanted to position its newly established Human Motion Institute as a leader in orthopedic medicine.  Recognizing the emergence of Twitter as a media force - we didn't say social media for a reason - we developed a campaign to attract traditional media by leveraging Twitter.  Since its founding, Twitter has become an indispensable tool for some industries, including helping start civil society revolutions around the world.  And as an irresistible ... Read more

Driving Audience Relevancy

The question is always about relevancy, or it should be. But what does it mean these days? With the fragmentation of audiences across channels asking the right questions in this space is more relevant than having the right answers, because let's face it, in this business no one has the right answer. Today, audiences are as dispersed by device as they are by content. Gone are the days of audience aggregation on websites, let alone radio, print, and television. Google is supposed ... Read more

Research Alert: Facebook

By: Abraham Kasbo About 18 months ago, we issued a warning to our clients about Facebook becoming more of an ad platform than a social platform for business, a dangerous prospect for those who are building relationships and networks there. Soon our after our warning, Facebook changed its business pages policy and has been limiting business page views. The link below illustrates the issue perfectly for one such company. For those businesses who have worked hard to cultivate and grow a relevant network, ... Read more

General Mills Helps Their Competition With National Cereal Lover’s Week

The following article was written by Karlene Lukovitz and originally appeared on, but we think this is too interesting--and seemingly successful--of a marketing campaign not to post: General Mills is ramping up its innovative "Hello, Cereal Lovers" campaign, which promotes rival brands along with General Mills brands, by launching National Cereal Lovers Week Oct. 14-20. The "Hello, Cereal Lovers" campaign "salutes cereal lovers and celebrates the iconic culture and heritage of America’s love affair with the number-one breakfast food," in General Mills's description. The ... Read more

The Irish Brand Experience: Lessons for Business

By: Abraham Kasbo If the most successful brands on the planet live at the intersection of delivering consistently exceptional experiences and authenticity (the latest in industry speak - will address later), then Ireland, yes the entire country, is indeed well within great company, and from my perspective ahead of the class.  There’s no need for brand training, public relations strategies, or messaging in Ireland because on our most recent vacation to the Emerald Isle, it appeared that the entire country, from the ... Read more

The State of Business to Business Public Relations

The good old days of writing and distributing press releases to industry groups are gone. They are so far gone that it's too late to even kiss them good bye.  With the advent of the digital landscape, traditional public relations has morphed swiftly with customers moving at the speed of technology, while businesses have largely been trying to figure out the new normal in media. The social media bandwagon continues to confound companies with no bold evidence of replicable campaigns and ... Read more
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