Steve Radick

Who Owns Content Marketing?

Rather than rushing to plant your flag in content marketing, invite others to participate. For more than 12 years now, I’ve worked at companies that have been committed to integrated marketing. That has given me the chance to work with a really diverse group of really...

Who Will Become the Tesla or AirBnB of the Home Category?

This post originally appeared in the August 2015 issue of Hardware + Building Supply Dealer.  Rethinking your relationship with your customers might be what’s needed to avoid becoming the Tower Records of the home category. As much as I hate shoveling snow, I can’t possibly…

Integrated Marketing Is A Mindset, Not A Mandate

According to a 2013 Forbes survey, 68% of CMOs and marketing executives put integrated marketing communications ahead of “effective advertising” (65%), when they were asked what the most important thing is that they want from an agency. That’s the result of years of agency...

31 ‘New Clues’ for PR Practitioners

This post originally appeared on PR Daily.  Fifteen years ago, “The Cluetrain Manifesto,” one of the most important business books of the Internet generation, took the world by storm. Last month, two of that book’s authors, Doc Searls and David Weinberger, created the “New Clues,” an…

Stop Wasting Years of Your Life, Social Media Strategists

This article originally appeared in PR Daily. If you work in the marketing industry (“social media” is not an industry), you’ve probably either read or heard about this anonymous piece in Digiday and either scoffed at or empathized with the author’s plight. If you haven’t,…

Consider the Roles Your Content is Playing Before Determining Its Success

Image Credit: Matt Becker “Can’t see the forest for the trees” –> An expression used of someone who is too involved in the details of a problem to look at the situation as a whole. Remember this scene in Major League (great movie, BTW) when Willie…

What Does Integrated Marketing Mean to the Future of the PR Professional?

This article originally appeared in the April edition of the International Association of Business Communicators (IABC) magazine, Communication World.  For years, marketing, advertising, and public relations folks fought over budgets, scopes of work, ownership, and talent. It was an inefficient, yet accepted dance at organizations...

Pay to Play: Seven Ways Social Media is Getting More Expensive

This article originally appeared on PRDaily and also on Entrepreneur.com. For a long time, there was a perception that social media marketing was free, or at least very inexpensive. Starting a Facebook or Twitter account was free, and hiring a part-time intern to manage them didn’t...

You Become What You Measure

As we kick off 2014, we're awash in PR trends and predictions. Here are six trends to watch in 2014. Here are 20 more. And another 10 more. But let's look a little further ahead. And let's start by looking at the implementation of...

Content Marketing That Wins: Making Brands, Readers AND Google Happy

Scott Smith, Nick Papagiannis and I had the opportunity to kick off Social Media Week Chicago with a presentation titled "Content Marketing That Wins: Making Brands, Readers, AND Google Happy" to a packed house at Morningstar in Chicago. If you missed it, we've created...

Four Ways Brands Can #Unplug

Image courtesy of Flickr user davitydave This post originally appeared in Ragan's PR Daily. One of the world's most connected men, Baratunde Thurston, recently took a month-long digital detox, chronicled in the July/August issue of Fast Company. Thurston had grown increasingly exhausted with trying to…

Using Social Media to Reach the Hard-Working Class

How are you engaging with the new "hard-working class?" They're not part of the 99% or the 1% or the 47%. They're not part of the East Coast Elite or the Bible Belt or the Sun Belt or the Rust Belt. They're nurses, office administrators,...

Eight Conversations Your Customers Want to Have With Your Brand

My last post criticized the content that a lot of brands share via social media – the incessant begging for likes and shares, the linkbaiting, and the meme-jacking that brands have adopted in their constant quest for "engagement." Instead of following some guru's best...

Customers Don’t Want Ads, They Want a Conversation

Somehow I don't think these are the conversations consumers are looking for from brands Fast Company just published another article discussing how customers are no longer satisfied just with good products and services or low prices – they want collaboration and conversation from brands. In...

Social Media Lessons from a Two-Year Old

What a difference a few years can make. For the last few months, I think I've spent more time talking people out of using social media than talking them into it. The pendulum has swung the other way, especially in the marketing industry. Everyone...

NHL Skating on Thin Ice With Many Supporters Post Lockout

This article was written in mid-January and originally appeared in the February issue of PRWeek (subscription required) On January 6, after 113 days, 625 missed regular-season games, and countless starts and stops, the National Hockey League ended its third lockout in 19 years. After the…

Taking the Next Step: Going From a Grassroots Enterprise 2.0 Community to an Official...

Way back in 2008, microblogging and enterprise collaboration platform Yammer launched at TechCrunch50. A week later, I became member #1 of the Yammer network at my old firm, a 25,000 person consulting firm with offices all over the country. That started a three-year journey...

Set Your New Social Media Manager Up For Success

You wouldn't hire Jonathan Ive and put him in a cubicle with an underpowered Lenovo laptop, would you? You wouldn't sign Peyton Manning to run the triple-option offense, would you? You wouldn't hire Tony Stark but tell him he's not allowed using your tools,...

Start Your Community With Role Models, Not Influencers

I just finished reading this article in last month's Fast Company where the CEO of Pinterest, Ben Silbermann, discusses how Pinterest got started, where it's at today, and what its future may hold. In it, they highlight some of the ways in which Pinterest...

How a Social Media Evangelist Became a Social Media Realist

When did I become the guy who gets tired of social media? I haven't blogged here in more than a month. I'm substantially less active on Twitter than I used to be. How did I go from annoying everyone around me by my incessant...

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