Recently we launched a project for Prolifiq, Inc., a Beaverton, Oregon SaaS (software as a service) provider that offers a killer 1:1 communications platform for sales and marketing. In addition to delivering a revamped Web site and interactive demo, we also created this web video commercial.

The communications challenge
Early in our engagement, we could see that it was difficult to describe what Prolifiq was without getting overwhelmed by an extensive list of cool features and its impressive behind-the-scenes technology. It’s not a blast email marketing platform and it’s not a content management system as we know it. Both can be quite cumbersome for “on-the-move” sales reps to use when they need it. And organizations certainly can’t get their personal email and CMS to interact with each other, much less provide useful metrics. Prolifiq can do all of that and much more.

Telling the story
Of course, the first obstacle in any sales process (especially for complex and technical products/services) is to get your target audience to understand what your product is and how it benefits them. The simplest and most compelling way for us to accomplish this was to create a video that tells the Prolifiq story. The story needed to go beyond a laundry list of whiz-bang features and it inherently needed to be more meaningful to the audience.

This video gives the Prolifiq sales and management team a great tool to introduce their product to prospects and it helps accelerate their conversations to the next level.

(The video is part of a larger interactive demo. Check it out!)

• NYTimes: Jobless rate at 14-year high
• WSJ: Labor data show pain across economy
• AP: Running on fumes; GM could soon run out of cash

By these accounts, we are headed toward a period of significant unemployment or are already there. Either way, if you don’t already, you will soon have a number of colleagues, friends or relatives who are looking for a job. There’s a better chance than ever that you could soon join them.

I don’t take any of this lightheartedly. I have a deep pang of sympathy for people who are out of work because my father was a victim of the 70s malaise and was chronically underemployed for much of my boyhood. I know from first-hand experience that behind all these grave headlines and numbers lie families and parents who are frustrated and stressed about not being able to fulfill the most basic need of providing for their loved ones.

If I can preach for just a moment, I strongly encourage every one of you who are still gainfully employed to reach out to your unemployed friends and at least offer some words of encouragement. Or how about a free latte? It’s good karma

At the same time, don’t forget to consider your own job security. How safe is your job? How safe is your industry? What should you be doing to increase your “employment security?” (To clarify, employment security is about making yourself more employable and different from increasing your security in your current job, which you may not have much control over). How can you manufacture your own luck in a tight job market?

If you haven’t heard this enough over the years, it’s all about who you know. It’s about the quality of your personal network. According to Paul DeBettignies, managing partner at the Minneapolis IT recruitment firm Nerd Search, between 50% to 80% of jobs are filled based on personal connections.

Fortunately, thanks to new social networking tools, such as Linked In, Facebook and Twitter, among others, you can easily build up a network of colleagues, friends and acquaintances that can help increase your luck in the job market. And the good news for those of you who hate schmoozing, you don’t need to make small talk at cocktail parties to take advantage of these tools. (Check out Commoncraft’s “Social Networking in Plain English” for a great intro to social network tools.)

Five steps to greater employment security

1. Get a personal home page. The domain isn’t critical, although having “www.bobjones.com” could be easier for your contacts to remember. The important thing here is that you have a consistent place to send your contacts. On your home page, you can provide links to other places, such as your social network profiles, your resume or curriculum vitae, your blog, articles you’ve been quoted in or samples of your work. Please note that you can use your blog as your home page. Update: I just found a great service called extendr which lets you build a free home page like I described above. Check out my page as an example: http://donball.extendr.com
2. Create an online resume - As this article explains, your resume doesn’t have to be a highly-crafted Word doc that you send out to prospective employers as an attachment. Instead, your resume can exist as a page in your blog, where people (and Google) can find it easily. You can even consider the entirety of your Linked In profile to be your resume. Bottom line: you have no idea who is going to find you and your experience relevant, so get yourself out there where you can be found!
3. Get on Linked In - As a business owner, this site isn’t my cup of tea. But I do keep a profile there and it seems to have quite a bit of currency among Baby-Boomer, white-collar professionals (in other words people who are further along in their careers and in a better position to help you), so you probably need to be there.
4. Get on Facebook - If you’re already on Linked In (or, like me, find it a bit to sterile), then you might want to expand your network by joining Facebook, where you will find not only professional colleagues, but friends and relatives. Facebook lets you show more facets of yourself, including personal tastes, interests, hobbies and (if you dare go there) political and religious affiliations.
5. Create a blog - This may be the biggest step in the list because it takes time to write for a blog (this article is taking me well over an hour). But think of a blog as a way to help people get to know you before they meet you. A blog gives potential employers the opportunity to see your views on your industry and your profession. More importantly, it shows them that the front porch light is on and someone’s home. As an employer, I can tell you that I would much prefer hiring someone who demonstrates that they’re actively engaged in their work. The best part about blogging is that it’s really easy to start. I started my first blog at Blogger.com and it took me all of 15 minutes to set up.
6. Get on Twitter - (Hey, what about 5 steps? Well, when you have your own blog you get to make up your own rules! And one of my rules is to provide my followers with a laginappe, a little something extra.) Twitter is turning out to be an incredible networking tool that lets you potentially interact with thousands of people in yours and related fields — instantly. It’s also a great way to tell your contacts about any changes in your situation, new blog posts or to request information on a prospective employer. But there’s a catch. If you create a Twitter account and do nothing else, you’ll be underwhelmed. You have to take the extra step of searching for and following people you know (and then, perhaps, some of the people they know). Feel free to follow me. I’ll follow you back and even ask my Twitter friends to connect with you. Want to learn more? Again, Commoncraft has a great video intro.

Of course, it’s never to late to start, but these are steps you should try to follow BEFORE you are laid off. If you suddenly become the recipient of a pink slip, you will wish that you already had your network in place. And you could lose precious time trying to get all the pieces in place.

What are you doing to soften the blow of a potential layoff? Or, if you are looking for work, what techniques are you using to make yourself more employable? Please share in the comment section below. Good luck!

Yet more from the latest Minnov8 podcast…

Graeme Thickens (start at 23:40) reacts to the suggestion that as companies tighten their belts and start questioning costs, social media will be put on the chopping block:

“Social Media doesn’t cost a lot of money. It takes participation by an individual or more than one individual within a company, so I don’t find it really realistic that people are saying, ‘We’ve got to measure what we’re spending here.’

You know, what are they spending? Who’s spending large amounts of money on social media? I’d love to know.

It doesn’t take a lot of money. It takes some time and some effort by someone within the organization.

I don’t think too many organizations are saying, ‘we’ve got to hire a social media expert.’ It’s taken on by people who are already in the organization. They take it on as a side thing. They learn it, they do it and it just takes off. So, I think it’s an amazingly right technology for the times.”

Woo hoo! This week at the Minnov8 podcast, Steve Borsch, Tim Elliott, Graeme Thickins and Phil Wilson review both the MIMA Summit and the UnSummit. As some of you know, Phil led the “Social Media Reality Check” session at UnSummit and later blogged about the experience. Graeme attended the MIMA Summit and blogged about it as well.

The podcast devotes a good amount of time to discussing both events and the gentlemen make some interesting observations.

Graeme Thickins on the MIMA Summit:

• The event pulled in some high-profile, national speakers.
• ZeFrank was the highlight of the day.
• The audience was quite diverse, but seemed to be geared toward downtown advertising agencies. As a result, some people complained that it wasn’t “interactive enough.”
• Except between sessions, there weren’t too many opportunities for deep discussion.
• The swag bags were chock-full of promotional goodness.

Phil, in his review of UnSummit, says:

• The event was all about intimate conversations.
• Discussion focused primarily on social media and social marketing.
• The conversations revealed that many businesses are monitoring social media right now, but not yet marketing with it.
• By contrast, our swag bag consisted of a bag with Cheetos written on it. (Ed: Actually, even that might be an overstatement!)

Thanks, guys, for providing a comparative rundown of the events! Your commentary cements my view that just as much as this town needs national speakers and expert forums, it also needs forums for conversation and hands-on collaboration. Just as we thrive on peer-to-peer interactivity on the Web, we need it in our real-life meetups. I’m encouraged to see events like Social Media Breakfast, Likemind, Social Media Happy Hour, MinneBar and UnSummit can help satisfy this need.

An un-agenda. Uploaded by Meg Canada

Before my memory begins to fail, I wanted to offer some observations about yesterday’s UnSummit08 conference. For those of you who were out of the loop, UnSummit was an impromptu conference that a few of us put together when we heard that the Summit conference, put on by the Minnesota Interactive Marketing Association (MIMA), was sold out.

It’s always a gamble when you put out the call for a new, unproven event. Who will show? Will they have something to say? But that’s the beauty of the “unconference” format. It’s unproven by definition, which – if Wednesday was any evidence – tends to attract people who are up for participation and improvisation.

As people filtered in Wednesday morning, it quickly became clear that we had lured a diverse crowd of thinkers and doers. Some were consultants. Some were writers. Some were designers. A couple were students. A couple were agency owners. At least one PR guy dared to show up. A librarian led one our most popular sessions on community management. And we had a customer loyalty consultant who had lots to contribute. But I don’t think we had too many developers, as there wasn’t a single soul who knew how to set up a repeater. As a result, we hobbled by on intermittent wifi service.

Still, things went fairly smoothly. Especially after Jake Nyberg of Three Volts bought the first round of Guinness before 11 a.m. Lovely. Now, where were we? Yes, smoothness. The schedule which Mykl Roventine had worked out ahead of time seemed to work well. It called for two to three simultaneous sessions, each held in different areas of the same room. So, over the course of the day, folks camped and de-camped according to the session they wanted to attend.

Lunch consisted good, Irish bar food, which I think is perfect in its unfussiness. And in true barcamp style, we spent lunch conversing and continuing discussions from prior sessions.

One of our experiments was to offer a track that was entirely hands-on. When we were setting up the event, we talked to Whitney Gale, the group sales person at Kieran’s/The Local, and asked her if she’d consent to being our guinea pig. Foolishly (or maybe she thought it would help the sale?), she agreed. So, we set out to use the conference not to set up and implemeent a social media strategy for her business. All with the goal of trying to move from theory to practice and see for ourselves how effectively we could put social media to work for a real business in a real, local market (pardon the pun). As I understand, the group made a lot of progress, but wasn’t quite finished by days end. And maybe we were a little ambitious. But better overreaching than underachieving! Anyway, Mykl will be finalizing and reporting on the group’s work in a day or two. We also hope to get some reports down the line on Whitney’s experience/success with social media.

Another experiment was to let anyone sign up to lead a session, no questions asked. For instance, that’s how I got to lead the Marketing Heresies session. Phil Wilson conducted Social Media Reality Check, in which he presented some admittedly non-scientific research that pretty much confirms that the other parents on your kid’s soccer team might have heard about Facebook and Twitter but aren’t using it yet. And later in the day, when he realized that we had touched on the ROI question in nearly every session, Cory Hendrickson offered to host an impromptu session on Social Media ROI.

Tony Saucier presented some provocative ideas in his well-attended session on the Future of PR. The big revelation for lots of us was that PR is still essentially the same game: encouraging credible 3rd parties to make credible endorsements. Only now those third parties aren’t just mass media types. They can be bloggers, friends, family members — basically anyone. Hence Tony’s suggestion of a new moniker for his profession: “public relationships.”

Critiques? I don’t have too many, except that I’d lengthen sessions to 1.5 hours each to allow for more discussion. It seemed that we always ran out of time before a given topic was exhausted. Better wifi? Yes. Definitely. Did you go to UnSummit? If so, please let us know how it worked for you, what you’d want to keep and what you’d want to see improved.

I think the biggest question in my mind is this: If we host UnSummit next year, should it be on a different day than the day MIMA hosts their Summit? I’m guessing that next year they’ll find a way to let more people in. And maybe more affordable (hint, hint). So, getting a ticket probably won’t be an issue for procrastinators and tightwads like me. And if we did host UnSummit on a separate day, I’m sure we’d pull in more people, including those who want to attend both events.

On the other hand, I wonder if there is a positive energy in hosting both events on the same day and offering a distinct alternative to the MIMA conference? It allows for a little inter-tribal rivalry. I have to admit, we had fun tweeting back and forth with attendees at the Summit and also watching Summize to see what people were reporting from both conferences. And at the end of the day, we got to meet up at MIMA’s happy hour. So, all’s well…

Update:

• Phil Wilson (@philson) has a much more concise review of the day’s events at the Minnov8 blog.
• Notes from the sessions are available at the official UnSummit blog

• Graeme Thickins, of DoApp and Tech~Surf~Blog fame, ponders whether using Twitter is decreasing his blogging activity. He also points to an early post on this topic by Ryan Block of Engadget: Does Twittering mean you blog less? The answer might surprise you. Personally, I’ve been seeing the effect on my own blogging. Heck, it’s way easier to spit out a 140-character tweet than to do the thinking, research and linking required for a readable blog post.

• Best Buy embraces Web 2.0 by announcing its Remix API. If, as Brad Stone’s NYT report suggests, this is part of a larger movement by legacy organizations to make their data publicly available, I think we’re in for some fun. Other recent and notable API releases include National Public Radio’s Open API, MTV’s Content API and Apple’s iPhone API.

• Speaking of the big-box retailer with the yellow, tag-shaped logo… From the irritatingly successful 4-Hour-Workweek author Timothy Ferriss, we learn that Best Buy has implemented a Results-Only Work Environment (ROWE) with amazing results. Specifically, they claim a 41% increase in productivity at HQ and a 90% reduction in employee attrition in some biz units. What’s ROWE? Ferriss finds out by interviewing Cali Ressler, the 20-something BBY employee who introduced ROWE from the bottom up and went on to write about the concept in Why Work Sucks and How to Fix It. Read Tim Ferriss’: “No Schedules, No Meetings — Enter Best Buy’s ROWE”

  Update: Daniel Pink has an interview with Ressler and Thompson (Part 1 | Part 2)

• 3 Tips for a Great Landing Page - Landing page. Now, there’s a term, along with “microsite,” that ushers you right back to the heyday of Web 1.0. But for many marketers in Fortune 500 companies – who need 6 months lead time to put content on the corporate Web site – a microsite is still a valid tactic for supporting online and offline marketing campaigns.

• David Meerman Scott, speaking at the Inbond Marketing Summit, tackles the social media ROI question by asking, “What’s the ROI of putting on your pants in the morning?” and “What’s the ROI of the army of Guatemalan landscapers now raking the bushes around the building?” (via @desarev)

• And as long as we’re listening to gurus rip it up at conferences, be sure to check out Gary Vaynerchuk’s short, but intense keynote at the recent Web 2.0 conference in NYC. You might want to your volume down, as Gary gets excited and lets the effenheimers fly now and then.

Announcing UnSummit08, a conference for the rest of us. The disenfranchised. The disgruntled. And those of us who simply failed to register on time

What’s the concept?
As long as we’re being alternative, let’s go all the way and make this an “unconference” (see also BarCamp). That means no pre-set agenda. No experts. Full participation. Full dissemination. Oh, and did I mention that it’s free? All the things that traditional conferences are not. If you have problems with authority, this is your conference.

When will it take place?
Wednesday, Oct. 1.

Is it a half-day or all-day conference?
Let’s aim for all day but be flexible on timing, depending on participation.

What will we talk about?
That all depends on who registers and what they want to discuss. I think we can safely say that we’ll be somewhere near the intersection of the Internet and marketing. Social media, branding, apps, widgets, startups, SEO — it’s all fair game.

So what has to happen?

• First things first: we need a wiki. The BarCamp wiki seems like the best route. Who’d like to set that up? Please leave a comment if you can take that on. Let’s aim to have that up by 9-18.
• Next, we need a space. Central Library is out. NewHorizons in Edina is offering a large room that fits 50-ish people. For free! And O’Gara’s Garage in St. Paul has hosted past BarCamps and would probably be open. But we should also check with the Walker, the Minnesota Institute of Arts, Coffman Union, the U of M Alumni Association and other local colleges. Any other possibilities? Who wants to chase down some leads? Let’s aim to have a location by end of week (9-19). Again, please comment below if you’re checking on a particular lead. When the wiki’s up, we can use that to list and eliminate potential locations.

UPDATE: Good news, everyone. The wiki is live. Please go there for the latest: http://unsummit08.pbwiki.com http://www.unsummit.org

social media

But despite the mounting curiosity, there’s still not much action on the part of mid-size to large companies.

Waiting and seeing
I can see why some folks are taking a wait-and-see approach to social media. If you wait, other folks will figure out some things for you. One or two leaders in your industry will make a big move and you’ll be able to see whether they fail or succeed. And eventually, some kind of broad consensus will emerge regarding how companies should engage with the user-generated Web.

I believe a consensus already is coalescing, but it exists mostly among brand-me and small-business owners, technology gurus, forward-thinking marketers and their followers – some of the same people who advised us that businesses should embrace the Web way back in the mid 90s. And boy were they right, even if we had a bubble and a hiccup along the way.

An emerging consensus
The emerging consensus on social media simply says that now is the time to jump in. Now is the time to play, to experiment, to make your mistakes and start to form your own professional opinions about which domains (blogging or microblogging, podcasting, wikis, social-networking, etc.) are the most productive and instructive for your company. All while it costs you next to nothing. Think of it as a free or cheap form of education, since very few of these mediums require a huge investment.

In the same way that nobody questions the need for a company to have its own Web site anymore, I believe in a couple years we’ll be at the point where nobody will question the need for companies to be engaged, in some form, in the millions of conversations taking place every minute on the social Web. Not just because a growing number of customers will expect it, but because it could come to represent one of the lowest-cost means of connecting with people who are predisposed toward your products and services.

Price to play
What might you expect to spend getting your feet wet in social media? The good news is that participation is free. It doesn’t cost you a thing to set up a blog (start with Blogger), a Flickr account, a Facebook or MySpace account or a Twitter account. If you’re reluctant to put your company’s name out on Facebook, just set up your own personal account first and see how it goes. Oh, did I mention? Unlike some forms of marketing research, it’s lots of fun!

Now, if you think you’re ready to dip your toes in the tub, but you can’t spare any FTEs, or even a portion of an FTE, consider sloshing over just a little of the cash you’re blowing on TV, radio and print ads.

• For the cost of producing and buying a print ad in a trade pub, you could hire a consultant to establish a passive presence on all the major social networks – or, better yet, an active presence on a couple of select networks!
• For the cost of a radio spot, you could hire a team to build and help you feed your blog for a year.

If you want to get serious and be prepared for the media of the future, you just might have to borrow a little from the media of the past.

Yeah, but what’s my ROI?
With some companies spending money is not the issue, but justifying the spend is. Consequently, I hear a lot about ROI: “What’s the ROI of blogging?” “What’s the ROI of being on Twitter?” And quite honestly, that’s a tough one. For instance, I can’t tell you if this blog has literally resulted in revenue for my business. But I do know that in some cases, we couldn’t have won the job without it. The blog was one of seveal critical pieces that contributed to the sale.

As you think about what kind of return you might expect from social media, keep in mind that the ROI could be entirely qualitative. Comcast maintains a Twitter account, @Comcastcares, staffed by a real guy, Frank Eliason, which they use to monitor conversations about Comcast and then to intervene when a disgruntled customer needs personal service. The ROI? Probably pretty lackluster from a pure financial point of view. But then again, what is their reputation worth to them? And how is that reputation built, if not one conversation at a time. So, what is it worth to Comcast to have thousands of influential technology aficionados – the same people you ask for help when your computer or high-speed Internet goes on the blink – see that Comcast is staffed by real people who actually appear to care?

Give ROI a vacation
Ultimately, it’s not for me or any other consultant to predict what ROI you should expect. The whole question of ROI is an evolving conversation that I believe needs to be left as a big question mark – for now. And given how cheap it is to do social media, why put so much pressure on it to earn its keep? Your company’s potted plant budget is probably ten times more than what you’ll spend on social media…and what’s the ROI on that?

The danger is that if you approach this medium with an immediate need for gain, or to monetize it somehow, you might not have the sensitivity to see how online communities are driven not by taking so much as giving. Yes, it’s a very hippie sentiment, but guess who’s running Web 2.0? Grown up hippies and their philosophical offspring! The point is that in order to thrive in any medium, you need to understand that medium’s unique rules and mores. If you don’t your marketing could come off as clumsy and self-serving and you won’t be able to build a community around your product or service.

One way forward
I know a number of marketing managers who are already familiar with social media and are eager to jump in, but they want to do so thoughtfully. They’re looking for a framework that will lend some sense of professionalism and planfulness to their social media efforts. Fair enough.

If that’s you, let me suggest that your initial success and longer term ROI on the social web will hinge on these three things:

1. Your social media persona – Do you have a clear understanding of who your company is and what it stands for in word and deed? Perhaps you’ve explored this territory in a recent branding effort. If so, dig up the dusty brand book and see what it tells you. Ultimately, you want to determine whether your company is a teacher, a helper, a connector or a [insert a personality type here].
2. Your imagination and sense of play – This is all fairly uncharted territory with very few precedents and formulas to latch onto. You might see that as a curse. I see it as a blessing. It means that the playing field is fairly level. Are you a small bank? You have just as good odds of beating out the top banks to become a real player in social media. There are many right answers and many ways to capitalize on this sea change in online behavior. But you’ve got to explore and find them.
3. Trial and error – Since there’s no script or formula to guide you, it’s reasonable to expect that some things you try might fail or succeed underwhelmingly. Maybe you’ll build an application on Facebook that attracts just 50 installs. Don’t fret. Tweak it and see what happens. With your social media persona as your guide, look for another way to act out your company’s role oline. You’re making omelets, so just commit up-front to breaking some eggs!

Get help if you need it
Of course, you’re not entirely on your own. Without spending a fortune, you could hire a social media consultant to shortcut your learning curve. A consultant could help you clarify your company’s social media persona and explore the many ways that could translate into actions. Or simply help you narrow the field and point you to some sites or networks that your company should consider first.

But ultimately, you have to take a first step, which might be as simple as bringing up the topic with your boss. Perhaps you need to lay out the alternatives:

• Your can jump into social media now while there’s still time to experiment, learn and lead.

OR

• You can wait until everyone else does it and be forced to jump in with little forethought. Because the landscape will be more defined and some of your competitors may have already set a high barrier to entry, you may not have the luxury of picking your battles. When we do achieve this “critical mass” I believe it’s going to be a mad rush. To paraphrase wine and marketing celeb Gary Vaynerchuck: You think social media is big now? Just wait until Oprah gets on Twitter!

It just might be true that everything you ever needed to know you learned in kindergarten. Check out the work done by Commoncraft. They create videos that use paper cutouts and white boards — a process they call Paperworks — to explain complicated software and technology concepts.

As someone who has created his fair share of interactive product demos, I gotta say that this work is brilliant in its simplicity and directness. It’s in a similar vein with the UPS white board ads. What makes it work? Is it the raw honesty of the materials (who can distrust paper cutouts)? Is it our natural love for storytelling that harkens back to childhood?

Google Docs in Plain English is the first video by Commoncraft that I saw, and was an eye-opener for me, so I’ve posted it above. But if you want a helpful 411 on some of the technology that are so much part of marketing these days, be sure watch the demos below:

• Social media in Plain English
• Twitter in Plain English
• RSS in Plain English
• Wikis in Plain English
• Social Bookmarking in Plain English
• Blogs in Plain English
• Podcasting in Plain English (Dango, this one’s for you)

Have you heard? Corporate blogging may soon be pushing up daisies. Or so reads the provocative description for Corporate Blogging Myths & Realities, a session at Blogworld & New Media Expo, by Paula Berg, Manager of Emerging Media at Southwest Airlines.

“A recent report from Forrester suggests that corporate blogging has had its day, the craze has passed and, frankly, companies don’t blog very well. Corporate blogs can’t drop corporate-speak, they fail to build up an audience and they’re just plain boring.

Another new report says that 39% of the Inc. 500 are blogging. And nearly 12% of the Fortune 500 have blogs, double the number of three years ago. So which is it: Myth or Reality?”

It’s true that most corporate blogs are boring and nobody reads them. And that’s because many corporate communicators either don’t get blogging or, if they do, are having a heck of a time inspiring Glasnost in the executive suite. What’s the ROI? Who has time to blog? What will Legal say?

To be fair, I think it’s much easier for some companies to blog, particularly if they are in dynamic industries, such as consumer electronics (see Garmin), travel (see Southwest), Web services (see Zillow), technology (see Google) or consumer goods (see Zappos). But what do you do if you’re a bureaucratic beast like Exxon or the U.S. Postal Service? To my knowledge, they don’t have blogs, which might be an indication of just what a challenge it is!

What would you do if you worked at a large, blogless corporation and were tapped to head up the company’s blogging effort? How would you make it a blog worth reading? Who would contribute? Would your blog have a marketing or customer service focus? How would you if you were being successful?

If I were in your shoes, I’d start here:

• Find out which of your fellow Megacorps are blogging by visiting Fortune 500 Blogging Wiki.
• Read Dawn Foster’s helpful tips for corporate bloggers.
• Memorize Marshall Kirkpatrick’s Ten Common Objections to Social Media Adoption and How You Can Respond.