Community Management, Digital Marketing, Social Business, Social Media Strategy, Integrated Marketing and Media, Social Media Marketing, Social Media Monitoring, Social Media Staffing and Operations

5 Sure-Fire Ways to Operationalize Social Media

This post was written originally for Valeria Maltoni’s marketing in 2010 5 Sure Fire Ways to Operationalize Social Mediaexcellent new ebook about marketing in 2010. It includes terrific, thoughtful insights from Shannon Paul, Olivier Blanchard, Danny Brown, Amber Naslund, Jackie Huba, Gavin Heaton, Mark Earls, Rachel Happe, Jonathan MacDonald, and of course Valeria herself. Download it for free right here.

Change Is At Hand

Marketing has changed a lot since an enterprising caveman promoted his arrow points as “superior in every way – mammoths don’t stand a chance.” But, the real-time Web will change marketing more in 24 months than in the proceeding 20,000 years.

That’s because the real-time Web and its social media gasoline fundamentally change the relationship between company and customer. Every marketing shift heretofore has been rooted in the company being able to reach its customer in a more impactful (TV) or more efficient (demographics and psychographics) fashion.

Now, however, the taxonomy of war that defined marketing (targeting, flight, impact) is an anachronism. Campaigns are eroding. In this real-time epoch, every interaction with a customer or prospect is a separate, fluid, and potentially critical marketing initiative.

The balance of power has moved, inexorably and forever, from the company to the customer. When a real-time meme can erode brand trust that has taken years or decades to establish, we as marketers are no longer in control of the asylum.

The good news is that many brands have chosen to embrace the real-time Web and social media as a groundbreaking way to foster customer kinship with the brand, rather than trying to ignore or squelch consumers’ newfound power.

builder people 300x300 5 Sure Fire Ways to Operationalize Social MediaAnd in 2010, we’re going to move from experimentation to methodology. It will be the year that the real-time Web and social media become operationalized. There are already plenty of companies clearing a path for everyone else, but this will be the year when we all start to get on the same page as to what’s “right” and what’s misguided. I see five key areas where this will occur.

1. What’s the Point?

There is a growing dichotomy between brands that use social media and the real-time Web as an outbound marketing tactic, and those that use similar tools and outposts as a customer service and CRM effort. (consider how Dell and Comcast use Twitter very differently, but successfully)

To date, companies have been able to seamlessly experiment with both approaches, using similar tools, venues, and personnel. This year, however, brands will pick one strategic use (either customer acquisition or customer retention) and flesh it out, or create bifurcated programs to address both – but in separate venues. (Twitter for promotion and a private brand community for feedback solicitation, for example)

We’re going to see best practices and conventional wisdom coalescing around what the best and highest use is for particular tools and platforms.

2. The Marketing-Centric Enterprise

The real-time Web makes everything marketing’s responsibility. It used to be that if you had a problem with a hotel, you’d call the front desk. Or if you really had an issue, you’d call the 800 number, or write a letter and your concerns would be addressed by the hotel’s operations or customer service department.

Now, you can send a tweet, update your Facebook status, write a blog post, or craft a review on Yelp, or TripAdvisor, or Google Sidewiki. Then it becomes the responsibility of the marketing department to locate, triage, and assuage your concern.

This puts marketing at the center of day-to-day corporate existence in a way it has never been historically. Operational shortcomings, customer service snafus, financial mishaps, R&D blunders, CEO peccadilloes. It all has the potential to bubble up in the real-time Web, and therefore it all impacts marketing.

Thus, we’ll see marketing as the binding agent that brings disparate corporate departments together to create cross-functional teams. The real-time Web forces collaboration, with marketing as the quarterback.

3. Staffing and Budget Clarity

Fortunately, the misguided notion that social media and conversation marketing are inexpensive is fading away. The expense is simply shifted from media and production, to personnel.

In 2010 we’ll see the emergence of best practices around real-time Web staffing. What types of employees are needed? Do you need round-the-clock monitoring? What’s the role of the agency, in comparison to the brand? All of these questions are being answered by brands via trial and error today.

While the issue of social media for customer acquisition vs. customer retention will impact staffing decisions somewhat, we’ll see the adoption of social media execution “field manuals” – similar to how corporate social media policies are achieving greater standardization in late 2009.

(Note that my friend Amber Naslund has done some excellent work on social media staffing patterns, and has an ebook about that subject).

In addition to increased clarity regarding personnel and roles, we’ll see social media become a budget line item for a majority of companies in 2010, even mid-sized and small businesses. The resources needed to harness the real-time Web now clearly transcend the “test and learn” method of skimming a few budget dollars from here and there.

4. Rules of Engagement

As Amber said recently in a MarketingProfs Webinar we did with Beth Harte and Ann 3013023405 cac74e7929 225x300 5 Sure Fire Ways to Operationalize Social MediaHandley, “one negative tweet doesn’t mean you have a brand crisis.” This is true. Except when it’s not.

(photo by freakapotimus)

Because the real-time Web puts all manner of customer communication through the bailiwick of marketing, we need to develop far more numerous, and nuanced mechanisms for engaging with customers, prospects, and critics.

In many companies today, the same people are responding to positive and negative customer comments, on an ad hoc basis, with very little in the way of predetermined messaging, or desired outcomes.

2010 will be the year that the real-time Web forces marketers to act more like call center managers. We’re going to need to create or codify rules of engagement for who and how and why and whether the brand responds to or interacts with consumers.

This will unavoidably remove some of the spontaneity and spunk from social media interactions, but the tradeoff of a more logical, assured communication program will be a worthy exchange.

5. Back to the Future – Social Media in Retrograde

Maybe we’ve gotten a little ahead of ourselves?

In our zeal for YouTube videos, and Facebook apps, and iphone wizardry, and augmented reality we’ve in many cases neglected the many ways we can socially enable the marketing we’ve been doing all along.

In 2010, we’ll retrofit our email marketing, search marketing, banner advertising, even print and TV, to include social components universally. I hope we’ll focus on getting the basics done well before we move forward with the cutting edge opportunities. Because that’s a long-term positive.

Sure, the real-time Web is disruptive and powerful, but it can’t do all the work all by itself. We need to treat social media as a marketing ingredient, not a marketing cure-all, and adding conversational frosting to our historical communication methodologies is the first step toward moving beyond hype and toward operationalizing.

Here’s hoping 2010 is the year that the real-time Web and social media become less special, not more. Eventually, every company will have a social component, and then it will just be the way marketing gets conducted in the modern age. Let’s start down that path together in the months ahead.

What is your #1 priority for operationalizing social media next year?

  • http://www.dougmcisaac.com/ Doug McIsaac

    Great insight into what’s coming. The biggest shift for most companies is that it’s not just a channel to advertise in. It’s a mind shift change and it needs to be treated differently while being integrated within and added to more traditional multi-channel multi-touch campaigns.

    this year we’re going to see some amazing examples of companies doing it right and some more spectacular flame-outs by companies that still don’t quite get it.

    Doug
    .-= Doug McIsaac´s last blog ..Warren Buffet and Dale Carnegie =-.

  • http://www.dougmcisaac.com Doug McIsaac

    Great insight into what’s coming. The biggest shift for most companies is that it’s not just a channel to advertise in. It’s a mind shift change and it needs to be treated differently while being integrated within and added to more traditional multi-channel multi-touch campaigns.

    this year we’re going to see some amazing examples of companies doing it right and some more spectacular flame-outs by companies that still don’t quite get it.

    Doug
    .-= Doug McIsaac´s last blog ..Warren Buffet and Dale Carnegie =-.

  • http://ariwriter.com/ Ari Herzog

    How convinced are you that marketing needs to be the quarterback, as you put it? Recalling something I wrote a year ago about merging marketing with information technology, perhaps George Colony is right that business technology is where it should head.
    .-= Ari Herzog´s last blog ..Showcase Sunday: Satisfying Videos to Watch =-.

  • http://ariwriter.com Ari Herzog

    How convinced are you that marketing needs to be the quarterback, as you put it? Recalling something I wrote a year ago about merging marketing with information technology, perhaps George Colony is right that business technology is where it should head.
    .-= Ari Herzog´s last blog ..Showcase Sunday: Satisfying Videos to Watch =-.

  • http://btzweb.com/blog Walt Goshert

    The fundamentals of marketing remain unchanged. The TOOLS and response has changed.

    With traditional media, the marketing role was more a “one-off” deal, involved in the creative to push a message and gain attention. Today, the marketing role is integration in the business and spear-heading listening… and responding to real-time conversations about the wants and needs of your market.
    .-= Walt Goshert´s last blog ..Referrals: Generate Leads and Build Customer Loyalty =-.

  • http://btzweb.com/blog Walt Goshert

    The fundamentals of marketing remain unchanged. The TOOLS and response has changed.

    With traditional media, the marketing role was more a “one-off” deal, involved in the creative to push a message and gain attention. Today, the marketing role is integration in the business and spear-heading listening… and responding to real-time conversations about the wants and needs of your market.
    .-= Walt Goshert´s last blog ..Referrals: Generate Leads and Build Customer Loyalty =-.

  • http://twitter.com/KFOM Kevin Ferrasci OMalley

    Very thought-provoking post. It reminds me of a favorite quote:
    “Marketing is so basic that it cannot be considered a separate function… It is the whole business seen from the point of view of its final result, that is from the customer’s point of view“ Peter Drucker Practice of Management 1953

    My small business clients always seem to get that marketing is ALL about the customer point of view. While it seems that the larger clients are often the ones who confuse “branding” with marketing.

    Regardless of the business size or type you make a compelling argument that in 2010 the companies who
    “operationalize” Social Media into their day to day DNA
    will have the edge

  • http://rogerewingblog.com/ Roger Ewing

    Well done Jay. I am going to check out Maltoni’s ebook. I think you are spot on with regards to the idea that everything is marketing. I have felt that for some time.
    Also, I now have a Director of Social Media as an employee. Social media is not cheap and the personnel will become the major expense.
    Good job, thanks for sharing.
    .-= Roger Ewing´s last blog ..Keys To Obtaining More Business Referrals =-.

  • http://rogerewingblog.com Roger Ewing

    Well done Jay. I am going to check out Maltoni’s ebook. I think you are spot on with regards to the idea that everything is marketing. I have felt that for some time.
    Also, I now have a Director of Social Media as an employee. Social media is not cheap and the personnel will become the major expense.
    Good job, thanks for sharing.
    .-= Roger Ewing´s last blog ..Keys To Obtaining More Business Referrals =-.

  • http://blog.tamar.com/ Henry Elliss

    Nice post – it really underlines the need to be with the customer throughout their entire journey, as well as the benefit of having a well-established agency to work with who know your marketing styles and rules well. Campaigns that are led by conversion (rather than just touchy-feely measures) are the ones that will justify the bigger budgets, so it’ll be really interesting to see the variety of different campaigns that come out of 2010…
    .-= Henry Elliss´s last blog ..Twitter releases 2009 trends, after ‘cleansing’ the data? =-.

  • http://blog.tamar.com/ Henry Elliss

    Nice post – it really underlines the need to be with the customer throughout their entire journey, as well as the benefit of having a well-established agency to work with who know your marketing styles and rules well. Campaigns that are led by conversion (rather than just touchy-feely measures) are the ones that will justify the bigger budgets, so it’ll be really interesting to see the variety of different campaigns that come out of 2010…
    .-= Henry Elliss´s last blog ..Twitter releases 2009 trends, after ‘cleansing’ the data? =-.

  • http://thewisdomguy.com/ Hank Wasiak

    Your comments are spot on. I gave a talk about this subject at the 140character conference in LA last month. From “Mad Man To Twitterholic” http://www.youtube.com/watch?v=apKvVyEQrCc

    Social Media has morphed for media and an engagement tool into becoming the 5th Pillar of the marketing mix…Product, Price,Place,Promotion and now PEOPLE.

    Big systemic and mindset change. Exciting.

    Hank Wasiak

    Hank Wasiak
    .-= Hank Wasiak´s last blog ..“Enlightened” Profit. A Better Way To Build A Business. =-.

  • http://thewisdomguy.com/ Hank Wasiak

    Your comments are spot on. I gave a talk about this subject at the 140character conference in LA last month. From “Mad Man To Twitterholic” http://www.youtube.com/watch?v=apKvVyEQrCc

    Social Media has morphed for media and an engagement tool into becoming the 5th Pillar of the marketing mix…Product, Price,Place,Promotion and now PEOPLE.

    Big systemic and mindset change. Exciting.

    Hank Wasiak

    Hank Wasiak
    .-= Hank Wasiak´s last blog ..“Enlightened” Profit. A Better Way To Build A Business. =-.

  • http://twitter.com/lekahe/statuses/6903709386 lekahe (Leena)

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    RT @Avinio: 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/lekahe/statuses/6903709386 lekahe (Leena)

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    RT @Avinio: 5 Sure-Fire Ways to Operationalize Social Media [link to post]

    Posted using Chat Catcher

  • http://twitter.com/kenburbary/statuses/6903913749 kenburbary (Ken Burbary)

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    RT @TheCR: RT @just_kate: 5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post] – Posted using Chat Catcher

  • http://twitter.com/kenburbary/statuses/6903913749 kenburbary (Ken Burbary)

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    RT @TheCR: RT @just_kate: 5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post]

    Posted using Chat Catcher

  • http://twitter.com/csjolley/statuses/6904193444 csjolley (Craig Jolley)

    Twitter Comment


    Interesting – was discussing similar themes with friend @ Honeybaked Ham earlier today [link to post] – Posted using Chat Catcher

  • http://twitter.com/csjolley/statuses/6904193444 csjolley (Craig Jolley)

    Twitter Comment


    Interesting – was discussing similar themes with friend @ Honeybaked Ham earlier today [link to post]

    Posted using Chat Catcher

  • http://twitter.com/just_kate/statuses/6903773839 just_kate (Kate Brodock)

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    5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post] – Posted using Chat Catcher

  • http://twitter.com/just_kate/statuses/6903773839 just_kate (Kate Brodock)

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    5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post]

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    RT @just_kate: 5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post] – Posted using Chat Catcher

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    RT @just_kate: 5 Sure-Fire Ways to Operationalize Social Media (Convince & Convert) [link to post]

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  • http://twitter.com/KrisSchindler/statuses/6904321613 KrisSchindler (KrisSchindler)

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    Always w/ the right answer: RT @jaybaer: Why you need to make your social media less special, not more. [link to post] – Posted using Chat Catcher

  • http://twitter.com/KrisSchindler/statuses/6904321613 KrisSchindler (KrisSchindler)

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    Always w/ the right answer: RT @jaybaer: Why you need to make your social media less special, not more. [link to post]

    Posted using Chat Catcher

  • http://twitter.com/ireckon/statuses/6903571589 ireckon (Darryl King)

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    every interaction with a customer or prospect is a separate, fluid, and potentially critical marketing initiative [link to post] – Posted using Chat Catcher

  • http://twitter.com/ireckon/statuses/6903571589 ireckon (Darryl King)

    Twitter Comment


    every interaction with a customer or prospect is a separate, fluid, and potentially critical marketing initiative [link to post]

    Posted using Chat Catcher

  • http://twitter.com/cargillcreative/statuses/6909376298 cargillcreative (Bob Cargill)

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    I read it! I recommend it! “5 Sure-Fire Ways to Operationalize Social Media” by @jaybaer [link to post] #in – Posted using Chat Catcher

  • http://twitter.com/cargillcreative/statuses/6909376298 cargillcreative (Bob Cargill)

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    I read it! I recommend it! “5 Sure-Fire Ways to Operationalize Social Media” by @jaybaer [link to post] #in

    Posted using Chat Catcher

  • http://twitter.com/PollackPRMktg/statuses/6909413554 PollackPRMktg (PollackPRMktg)

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    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

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    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post]

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  • http://twitter.com/Redlincook/statuses/6909536039 Redlincook (Elise Redlin-Cook)

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    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post] – Posted using Chat Catcher

  • http://twitter.com/Redlincook/statuses/6909536039 Redlincook (Elise Redlin-Cook)

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    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post]

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    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post]

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    RT @Redlincook: RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post] – Posted using Chat Catcher

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    RT @Redlincook: RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post]

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  • http://twitter.com/havenner/statuses/6911893957 havenner (Mark Havenner)

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    Good post from Jay Baer RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post] (via @PollackPRMktg) – Posted using Chat Catcher

  • http://twitter.com/havenner/statuses/6911893957 havenner (Mark Havenner)

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    Good post from Jay Baer RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media in 2010. [link to post] (via @PollackPRMktg)

    Posted using Chat Catcher

  • http://twitter.com/thejordanrules/statuses/6913336607 thejordanrules (Jordan Julien)

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    Operationalizing #socialmedia – great post by @jaybaer – Great insights: [link to post] – Posted using Chat Catcher

  • http://twitter.com/thejordanrules/statuses/6913336607 thejordanrules (Jordan Julien)

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    Operationalizing #socialmedia – great post by @jaybaer – Great insights: [link to post]

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    5 Sure-Fi… [link to post] – Posted using Chat Catcher

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    5 Sure-Fi… [link to post]

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  • http://www.rebirthofpr.com/ Jeremy Fischer

    I think the interesting thing I will be watching for, as one is getting ready to finish grad school this year and hopefully enter the workforce, is what companies are more open to experimenting with social marketing and getting right.

    I’ve only recently finished my internship and seriously began my job search, but I’m finding the the small to midsize organizations seem to see the inherent value in social marketing as a piece of the overall puzzle. They seem to be more willing to experiment with how to do it properly for their organization.

    Will really large organizations follow suit?
    .-= Jeremy Fischer´s last blog ..The Consumer is Always Right! Some Companies Should Change Name. =-.

  • http://www.rebirthofpr.com/ Jeremy Fischer

    I think the interesting thing I will be watching for, as one is getting ready to finish grad school this year and hopefully enter the workforce, is what companies are more open to experimenting with social marketing and getting right.

    I’ve only recently finished my internship and seriously began my job search, but I’m finding the the small to midsize organizations seem to see the inherent value in social marketing as a piece of the overall puzzle. They seem to be more willing to experiment with how to do it properly for their organization.

    Will really large organizations follow suit?
    .-= Jeremy Fischer´s last blog ..The Consumer is Always Right! Some Companies Should Change Name. =-.

  • http://www.rebirthofpr.com Jeremy Fischer

    I think the interesting thing I will be watching for, as one is getting ready to finish grad school this year and hopefully enter the workforce, is what companies are more open to experimenting with social marketing and getting right.

    I’ve only recently finished my internship and seriously began my job search, but I’m finding the the small to midsize organizations seem to see the inherent value in social marketing as a piece of the overall puzzle. They seem to be more willing to experiment with how to do it properly for their organization.

    Will really large organizations follow suit?
    .-= Jeremy Fischer´s last blog ..The Consumer is Always Right! Some Companies Should Change Name. =-.

  • http://twitter.com/chefpaul9828/statuses/6934023078 chefpaul9828 (Harrison Marketi

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    Why you need to make your social marketing less special: [link to post] – Posted using Chat Catcher

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    Why you need to make your social marketing less special: [link to post] – Posted using Chat Catcher

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    Why you need to make your social marketing less special: [link to post]

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    5 Sure-Fire Ways to Operationalize Social Media | | Convince & Convert by @jaybaer – [link to post] ^za

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    [Thanks Mike! Happy Holidays 2 ur and your family!] RT @Mike_Stelzner: 5 Sure-Fire Ways 2 Operationalize Social Media [link to post] – Posted using Chat Catcher

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    RT @arikhanson: 5 sure-fire ways to operationalize social media in 2010 via @jaybaer: [link to post] – Posted using Chat Catcher

  • http://twitter.com/dferrari/statuses/6935757664 dferrari (Deanna Ferrari)

    Twitter Comment


    RT @arikhanson: 5 sure-fire ways to operationalize social media in 2010 via @jaybaer: [link to post]

    Posted using Chat Catcher

  • http://www.stepsto.com/ Alexandra Spirer

    Great article. Our goal is to build awarenesss through facebook, twitter and through our business networks.

  • http://www.stepsto.com/ Alexandra Spirer

    Great article. Our goal is to build awarenesss through facebook, twitter and through our business networks.

  • http://www.stepsto.com Alexandra Spirer

    Great article. Our goal is to build awarenesss through facebook, twitter and through our business networks.

  • Virginie Lapierre

    2010will bring methodology http://bit.ly/8AJldK

  • http://twitter.com/ScrambleThis/statuses/6956166135 ScrambleThis (Rudy Betancourt)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing – Posted using Chat Catcher

  • http://twitter.com/ScrambleThis/statuses/6956166135 ScrambleThis (Rudy Betancourt)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing – Posted using Chat Catcher

  • http://twitter.com/ScrambleThis/statuses/6956166135 ScrambleThis (Rudy Betancourt)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing

    Posted using Chat Catcher

  • http://twitter.com/ankurdinesh/statuses/6956233214 ankurdinesh (Ankur Sharma)

    Twitter Comment


    RT @smmguide: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing – Posted using Chat Catcher

  • http://twitter.com/ankurdinesh/statuses/6956233214 ankurdinesh (Ankur Sharma)

    Twitter Comment


    RT @smmguide: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing – Posted using Chat Catcher

  • http://twitter.com/ankurdinesh/statuses/6956233214 ankurdinesh (Ankur Sharma)

    Twitter Comment


    RT @smmguide: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] #socialmedia #management #marketing

    Posted using Chat Catcher

  • http://twitter.com/ResumeBear/statuses/6947525162 ResumeBear (ResumeBear)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/ResumeBear/statuses/6947525162 ResumeBear (ResumeBear)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/ResumeBear/statuses/6947525162 ResumeBear (ResumeBear)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post]

    Posted using Chat Catcher

  • http://twitter.com/scottseverson/statuses/7126625425 scottseverson (Scott Severson)

    Twitter Comment


    Excellent piece from @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/scottseverson/statuses/7126625425 scottseverson (Scott Severson)

    Twitter Comment


    Excellent piece from @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post] – Posted using Chat Catcher

  • http://twitter.com/scottseverson/statuses/7126625425 scottseverson (Scott Severson)

    Twitter Comment


    Excellent piece from @jaybaer 5 Sure-Fire Ways to Operationalize Social Media [link to post]

    Posted using Chat Catcher

  • http://twitter.com/debdobson/statuses/7146873989 debdobson (DebDobson)

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful [link to post] http://bit.ly/7Ig5fDPosted using Chat Catcher

  • http://twitter.com/debdobson/statuses/7146873989 debdobson (DebDobson)

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful [link to post] http://bit.ly/7Ig5fDPosted using Chat Catcher

  • http://twitter.com/debdobson/statuses/7146873989 debdobson (DebDobson)

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful [link to post] http://bit.ly/7Ig5fD

    Posted using Chat Catcher

  • http://twitter.com/nancymyrland/statuses/7146768562 nancymyrland (Nancy Myrland)

    Twitter Comment


    To help you stay on top of Social Media, here’s an article you might find useful. [link to post] http://bit.ly/7Ig5fDPosted using Chat Catcher

  • http://twitter.com/nancymyrland/statuses/7146768562 nancymyrland (Nancy Myrland)

    Twitter Comment


    To help you stay on top of Social Media, here’s an article you might find useful. [link to post] http://bit.ly/7Ig5fD

    Posted using Chat Catcher

  • http://twitter.com/erikh7/statuses/7152842072 erikh7 (Erik Hulst)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | [link to post] – Posted using Chat Catcher

  • http://twitter.com/erikh7/statuses/7152842072 erikh7 (Erik Hulst)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | [link to post] – Posted using Chat Catcher

  • http://twitter.com/erikh7/statuses/7152842072 erikh7 (Erik Hulst)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | [link to post]

    Posted using Chat Catcher

  • http://twitter.com/LindaKaun/statuses/7161582237 LindaKaun (Linda Kaun)

    Twitter Comment


    RT @tweetmeme 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert [link to post] – Posted using Chat Catcher

  • http://twitter.com/LindaKaun/statuses/7161582237 LindaKaun (Linda Kaun)

    Twitter Comment


    RT @tweetmeme 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert [link to post]

    Posted using Chat Catcher

  • http://twitter.com/TradeSecretLaw/statuses/7165099891 TradeSecretLaw (Scott F. Gibso

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful. [link to post] – Posted using Chat Catcher

  • http://twitter.com/TradeSecretLaw/statuses/7165099891 TradeSecretLaw (Scott F. Gibso

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful. [link to post] – Posted using Chat Catcher

  • http://twitter.com/TradeSecretLaw/statuses/7165099891 TradeSecretLaw (Scott F. Gibson)

    Twitter Comment


    RT @nancymyrland: To help you stay on top of Social Media, here’s an article you might find useful. [link to post]

    Posted using Chat Catcher

  • http://www.azfamily.com/ Losama

    I’ve been thinking a lot about 2010 and our “3TV” social media role. And for a long time I’ve been trying to rush training and education to get our reporters & anchors using twitter & facebook as a way to interact with our audience. My goal was to get everyone up and running so I could move on and seek out the next big social media tool and make sure we were front and center. But, as time has gone by I’ve been amazed on the different ways that twitter and facebook have helped us. Not only does it provide a two-way conversation to our community it also provides breaking news and resources in real-time. I’m now convinced more than ever that part of our 2010 goals will be to dive deeper and really maximize all opportunities with what we have on our current plate. There’s still a lot to be learned. And, as Jay stated above there’s opportunity to mesh traditional marketing (print, tv, etc.) with social media. I’m looking forward to 2010.

  • http://www.azfamily.com/ Losama

    I’ve been thinking a lot about 2010 and our “3TV” social media role. And for a long time I’ve been trying to rush training and education to get our reporters & anchors using twitter & facebook as a way to interact with our audience. My goal was to get everyone up and running so I could move on and seek out the next big social media tool and make sure we were front and center. But, as time has gone by I’ve been amazed on the different ways that twitter and facebook have helped us. Not only does it provide a two-way conversation to our community it also provides breaking news and resources in real-time. I’m now convinced more than ever that part of our 2010 goals will be to dive deeper and really maximize all opportunities with what we have on our current plate. There’s still a lot to be learned. And, as Jay stated above there’s opportunity to mesh traditional marketing (print, tv, etc.) with social media. I’m looking forward to 2010.

  • http://www.azfamily.com Losama

    I’ve been thinking a lot about 2010 and our “3TV” social media role. And for a long time I’ve been trying to rush training and education to get our reporters & anchors using twitter & facebook as a way to interact with our audience. My goal was to get everyone up and running so I could move on and seek out the next big social media tool and make sure we were front and center. But, as time has gone by I’ve been amazed on the different ways that twitter and facebook have helped us. Not only does it provide a two-way conversation to our community it also provides breaking news and resources in real-time. I’m now convinced more than ever that part of our 2010 goals will be to dive deeper and really maximize all opportunities with what we have on our current plate. There’s still a lot to be learned. And, as Jay stated above there’s opportunity to mesh traditional marketing (print, tv, etc.) with social media. I’m looking forward to 2010.

  • http://twitter.com/scottross/statuses/7371525344 scottross (Scott Ross)

    Twitter Comment


    5 sure-fire ways to operationalise social media: [link to post] – Posted using Chat Catcher

  • http://twitter.com/scottross/statuses/7371525344 scottross (Scott Ross)

    Twitter Comment


    5 sure-fire ways to operationalise social media: [link to post] – Posted using Chat Catcher

  • http://twitter.com/scottross/statuses/7371525344 scottross (Scott Ross)

    Twitter Comment


    5 sure-fire ways to operationalise social media: [link to post]

    Posted using Chat Catcher

  • http://operationwritehome.org/ Sandy

    Didn’t see a response to Ari’s challenge to the assumption that marketing is the quarterback. I’d love to see more on that topic…

  • http://operationwritehome.org/ Sandy

    Didn’t see a response to Ari’s challenge to the assumption that marketing is the quarterback. I’d love to see more on that topic…

  • http://operationwritehome.org Sandy

    Didn’t see a response to Ari’s challenge to the assumption that marketing is the quarterback. I’d love to see more on that topic…

  • http://twitter.com/ShereneMan/statuses/7553213698 ShereneMan (Sherene Man)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert [link to post]. – Posted using Chat Catcher

  • http://twitter.com/ShereneMan/statuses/7553213698 ShereneMan (Sherene Man)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert [link to post]. – Posted using Chat Catcher

  • http://twitter.com/ShereneMan/statuses/7553213698 ShereneMan (Sherene Man)

    Twitter Comment


    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert [link to post].

    Posted using Chat Catcher

  • http://twitter.com/shereneman/status/7553213698 Sherene Man

    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert http://bit.ly/72zDEG.

  • http://twitter.com/the_eddiejones/status/7603243708 THE_EddieJones

    for @mhjohnston RT @SocialMedia411: 5 Sure-Fire Ways to Operationalize Social Media (Jason Baer): http://bit.ly/5R4AKr [Good stuff!]

  • http://twitter.com/jeremywoolf/status/7784424223 Jeremy Woolf
  • http://twitter.com/KFOM Kevin Ferrasci OMalley

    Very thought-provoking post. It reminds me of a favorite quote:
    “Marketing is so basic that it cannot be considered a separate function… It is the whole business seen from the point of view of its final result, that is from the customer’s point of view“ Peter Drucker Practice of Management 1953

    My small business clients always seem to get that marketing is ALL about the customer point of view. While it seems that the larger clients are often the ones who confuse “branding” with marketing.

    Regardless of the business size or type you make a compelling argument that in 2010 the companies who
    “operationalize” Social Media into their day to day DNA
    will have the edge

  • http://twitter.com/turnhere/status/7996918766 TurnHere

    5 Sure-Fire Ways to Operationalize Social Media http://is.gd/5FISp

  • http://twitter.com/treypennington/status/8201768189 Trey Pennington

    5 Sure Fire Ways to Operationalize Social Media by @jaybaer http://bit.ly/6k3Pwa

  • http://twitter.com/ghostzitcom/status/8201815144 Ghostz-It.Com

    RT @treypennington: 5 Sure Fire Ways to Operationalize Social Media by @jaybaer http://bit.ly/6k3Pwa

  • http://twitter.com/kattayls/status/8202851829 Kathleen Taylor

    PR should integrate w/ Marketing on SM. RT @treypennington 5 Sure Fire Ways to Operationalize Social Media by @jaybaer http://bit.ly/6k3Pwa

  • http://twitter.com/billwalker7/status/8204240656 Bill Walker

    Worth the read! RT @treypennington: 5 Sure Fire Ways to Operationalize Social Media by @jaybaer http://bit.ly/6k3Pwa

  • http://twitter.com/jakerosen/status/8204312741 Jake Rosen

    RT @BillWalker7: Worth the read! RT @treypennington: 5 Sure Fire Ways to Operationalize Social Media by @jaybaer http://bit.ly/6k3Pwa

  • http://twitter.com/rnadworny Rich Nadworny

    Great post Jay. It shows that Social Media is (or needs to) growing up. And each point poses big, but not insurmountable, challenges to businesses.

  • http://twitter.com/rnadworny/status/9016486130 Rich Nadworny

    Great post by @jaybaer on operationalizing social media. http://bit.ly/cQ83Yg

  • http://twitter.com/kspidel/status/18402244988 Kevin Spidel

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/noteasytoforget/status/18402378568 James Ball

    If Jay is bringin' this up again, I'm readin' it again! – RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/danstasiewski/status/18402870748 Dan Stasiewski

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/trish_fischer/status/18404032477 Trish Fischer

    5 Sure-Fire Ways to Operationalize #SocialMedia… RT @jaybaer… http://om.ly/nzcw #marketing #advertising #publicrelations

  • http://twitter.com/trish_fischer/status/18404032477 Trish Fischer

    5 Sure-Fire Ways to Operationalize #SocialMedia… RT @jaybaer… http://om.ly/nzcw #marketing #advertising #publicrelations

  • http://twitter.com/cariofthevalley/status/18404990035 cari

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/cgawley/status/18405209045 Cameron Gawley

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/annschroe/status/18407341001 Ann Schroeder

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/wingate1813/status/18436447285 Jason Wingate

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://bit.ly/90xOkN

  • http://twitter.com/wingate1813/status/18436447285 Jason Wingate

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://bit.ly/90xOkN

  • http://twitter.com/wingate1813/status/18436447285 Jason Wingate

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://bit.ly/90xOkN

  • http://twitter.com/katlovesgsds/status/18441816087 Katherine Davis

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/nzcw

  • http://twitter.com/socialmediafltr/status/18855383607 Social Media Filter

    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/marketingfltr/status/18855383854 Marketing Filter

    RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/gretchenramsey/status/18855533454 Gretchen Ramsey

    Fine post on what to expect next for #SM operations: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/sarah_linker/status/18855539075 Sarah Linker

    Great blog entry by @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/markevans/status/18856411233 Mark Evans

    RT @socialmediafltr: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/markevans/status/18856411233 Mark Evans

    RT @socialmediafltr: RT @jaybaer 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/newageleadgen/status/18856843782 NewAgeLeadGen

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/newageleadgen/status/18856843782 NewAgeLeadGen

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/alanbr82/status/18856844488 Alan Brocious

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/alanbr82/status/18856844488 Alan Brocious

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/definenewmedia/status/18857475179 Defining New Media

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/definenewmedia/status/18857475179 Defining New Media

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/scottscanlon/status/18857475430 scottscanlon

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/youbrandinc/status/18857475634 You Brand

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/scottscanlon/status/18857475430 scottscanlon

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/youbrandinc/status/18857475634 You Brand

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/ryanbiddulph/status/18857533681 Ryan Biddulph

    RT @ScottScanlon

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/ryanbiddulph/status/18857533681 Ryan Biddulph

    RT @ScottScanlon

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/lessardf/status/18858869230 France Lessard

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/jimkreller/status/18861464367 James Kreller

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/kampeergek/status/18866550494 Bart

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/event360/status/18870522674 Event 360

    Operationalize your social media strategy: http://ow.ly/2d9u2 – Great insight on how to integrate social media into your marketing structure

  • http://twitter.com/voxoptima/status/18870708070 Vox|Optima

    RT @jaybaer: 5 Sure-Fire Ways to Operationalize Social Media http://om.ly/obxi

  • http://twitter.com/mindfieldgroup/status/20833809093 MindField Group

    RT @jaybaer: 5 Sure-Fire Ways to #Operationalize#Socia# Media – http://ow.ly/2nONa

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/