"sometimes organizations get so caught up in showing off their use of social media tools that they forget that those tools have a purpose – strengthening the relationship between an individual and your organization. A healthy social strategy includes both content created to get new folks in the engagement funnel AND to strengthen the “passion-c…

"the future of marketing is screwed ... We're still taking legacy thinking and outdated value systems and applying them to this new world of innovation... all this amazing technology, all the data you can leverage ... Marketing becomes a true reflection of an always-on society by recognising that it’s not a department. Marketing is now a way of b…

Applies equally to projects, where for step 1 (quoted below) the focus should be the project's USP: "Define what exactly your company is, its motto and the sole purpose of its existence. Write down everything that you think your company/website is about. Is it about marketing tips, social media, mobile apps, etc.? Define the existence of your com…