B2B Digital Marketing

Inside the Coca-Cola Social Media Ambassador Program

By Eric Schwartzman | November 22, 2010

How is the Coca-Cola Company — which has always plied its trade through 60-second spots with heart-warming tales and catchy jingles — adapting to the age of social media? How are they getting digital marketing value out of Facebook, Twitter and YouTube? And how are they managing public relations at Coca Cola in the digital…

Read More

How to Get Actionable Intelligence from Social Media Monitoring

By Eric Schwartzman | November 7, 2010

Social media monitoring is the first step in any effective social media marketing or social media ROI program. Even trusted market research providers like Nielsen are offering integrated solutions for listening to online conversations. If you’re looking to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, I…

Read More

B2B Marketing at SXSW through Keynotes and Panels

By Eric Schwartzman | March 17, 2010
b2b marketing at sxsw

B2B Marketing at SXSW takes many forms, from trade show exhibits to parties to swag. But the best B2B marketing opportunities at SXSW come from influencing the influencers from the podium. To be most effective generating buzz at SXSW, secure a speaking spot, which is done online through the SXSW panel picker. Next the Le…

Read More

Is AI-Powered Sentiment Analysis in Media Monitoring a Sham?

By Eric Schwartzman | February 1, 2010

If you have access to a good media monitoring platform, conversations occurring via social media channels present a valuable listening opportunity for organizations. Armed with the right information, organizations can engage in data driven marketing program. Customers are rewarding and getting even with brands, products and services by sharing their experiences on Yelp, Twitter, Charity…

Read More

Social Media PR Skills Wanted by Employers, Study Shows

By Eric Schwartzman | August 6, 2009

Social media PR skills are just as important as mainstream media relations experience, according to a study that we released this morning through iPressroom, with the help of Trendstream, Korn/Ferry International and PRSA. Other major takeaways from the study: Public relations leads marketing in the management and oversight of all social media communications channels within…

Read More

Online Community Management Best Practices

By Eric Schwartzman | April 30, 2009

Coming up to speed on online community management best practices can be a little overwhelming, because in addition to learning new digital pr tools and concepts, you have to learn a whole new language as well. Winning the trust and loyalty of your customer’s through branded B2B social networks has evolved as its own digital…

Read More

Putting the Public Back in Public Relations

By Eric Schwartzman | April 30, 2009

If you’re a newcomer to the world of social media communications, it is my pleasure to introduce you to prolific social media specialist Brian Solis. I’m writing from PRSA Digital Impact Conference, which just officially opened in NYC this morning with a keynote from Brian, co-author the new book “Putting the Public Back in Public…

Read More

Online Newsrooms: Why Ease of Use is a Strategic Imperative

By Eric Schwartzman | March 4, 2009

Online newsrooms are the heart of effective online organizational communications, as I tweeted on #journchat last week. Twitter and Facebook may be major arteries, but your online newsroom is where awareness is converted to measurable social, informational or ecommerce transactions with the least resistance. But before you get mired in the muck and start thinking…

Read More

Owned vs Shared Media in Digital Marketing Strategy

By Eric Schwartzman | March 3, 2009

When you implement a homeland-embassy digital marketing strategy, your online newsrooms is the homeland piece of your owned, shared and earned media portfolio. Shared and earned channels extend reach and build influence. But there’s no where like your own website, your owned media homebase, to convert awareness into measurable transactions through content creative. The website…

Read More

How to Succeed in Corporate Video

By Eric Schwartzman | June 7, 2008

I first met Ron Ploof when I was working with Johnson & Johnson with their new media internal communications strategy. Ron is the new media evangelist at Synopsys, a job title he says he owes to this podcast. Apparently, after playing this episode for his boss, which demonstrated that even bigger companies than his, and…

Read More