I scan a few hundred feeds and read dozens of articles a day so you don't have to. From egommunication to controlling the message online to a great recap of the fundamentals of paid search advertising, check out a roundup of five posts I classify as "must-read" for the day.

  • Matt McGee has a great reminder over at Small Business SEM that if you are a small business looking to generate word of mouth buzz, you simply must be remarkable. You don't necessarily have to have the world's most remarkable product, but you do have to create one of the world's most remarkable experiences. It's simple really and almost anyone can do it, if they're willing to put in the work.

  • The idea of appealing to the ego has long been a common tactic for link baiting. With the rise of social media communication, it's fast becoming a way to catch the eye of someone who might not read or respond to your emails as well. Rohit Bhargava dubs this action "egommunication" in a blog post over at the Influential Marketing Blog. Having used this tactic dozens of times myself, I can attest that it works.

  • In this month's issue of Diversity Magazine, Jonathan Bernstein claimed that if you knew how to effectively use blogs and web sites, you could "control 100% of the message." Becky McCray called him for that comment on Twitter and put some of the thoughtful (and more accurate) responses into a blog post at her site. Control 100% of the message? Not a chance. (And why would you want to?)

  • It's always good to go back to the fundamentals. If you're just starting off, you need to learn the foundation of good marketing practices. If you're an old hat, and your campaigns aren't performing as well as you'd like, it's often one of those fundamentals that slipped past you in your complex planning. Either way, There's a nice series on the fundamentals of PPC Campaigns over at Search Engine Watch. Be sure to catch part one and part two, then keep your eye out for more.

  • And finally, wrap up your day with a humorous take on the "Twelve People You Meet on Twitter." I can think of half a dozen names for almost every "person" on this list. Of course if you aren't on Twitter yet, I need to add a disclaimer explaining these aren't the ONLY people you'll meet on Twitter.

July 21, 2008

Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.


Thanks Jennifer, it definitely does work as it did in this case too! Also, thanks for your other post on our Lenovo campaign and sorry I didn't get a chance to respond to that one earlier as I was out on holiday and then I sort of missed the boat on the currency of it - but I know Esteban got back to you. That's the danger of being gone for a few days ... you miss so much!

Ah, the power of blogging! One blog picks up something from another blog and runs with it...but not with the rest of the information. I actually responded to Becky's interpretation of my comments in "Diversity Women" as follows:

"LOL! I appreciate the discussion, but you've just demonstrated how the Internet can take a misimpression and exacerbate it. When I said, "if you know how to effectively use blogs and websites, you'll control 100 percent of the message" I was, in fact, simply saying that ON YOUR OWN BLOGS AND WEBSITES you control the message 100%. Of course you can't control it anywhere else. There was further context to that quote given at the time of the interview, but as is often the case, there apparently wasn't "space" to include the full context.

"But I do appreciate the interest!"

Jonathan Bernstein
Bernstein Crisis Management, Inc.

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Search Engine Guide > Jennifer Laycock > Puppy's Picks - 07/21/08