Most social media plans start with a channel and work backwards to a reason. That is the wrong order, and it is why so many accounts run for a year without anyone being able to say whether they worked. Goals first, then channels. Here is how to set goals that survive contact with reality. 1. …

6 Ways to Determine Your Goals for Social Media Marketing Read More »

Social success gets discussed as though it were a matter of tactics: the right posting time, the right hook, the right frequency. Tactics help at the margins, but the accounts that work tend to get a small number of larger things right first. These are those things. Decide who it is for, and accept who …

Social Success Tips That Are Not Tactics Read More »