I scan a few hundred feeds and read dozens of articles a day so you don't have to. From made up social media profiles to online reputation management to shifting paid search campaigns from Google to Yahoo, check out a roundup of seven posts I classify as "must-read" for the day.

  • When it comes to brand building and generating buzz, the best ideas don't always happen online. In fact, sometimes it's a good idea to look at offline ideas to get some inspiration for just how inexpensive and simple buzz marketing can be. Case in point: Eric Brown of Urbane Apartments pens a guest post over at The Marketing Spot this week sharing some of the creative (and low cost) ways they've built buzz around their company offline. Take his advice to heart. A little creativity could easily see your company putting these ideas into play online.

  • We all knew a big risk of social media was walking the line between contributing because it adds to the conversation and contributing because it can add to your bottom line. Sure enough, there's a bit of a kerfuffle going on over a company that used Wikipedia to drive links and traffic to their site. Drea shares the story over at Business Pundit of how Wikipedia editors came down on Attensa after the company published a case study about how they hired a firm to insert information and links into Wikipedia that would benefit their business.

  • Looking at expanding your Google paid search campaigns to Yahoo? You could wait until your ad integrates naturally through the new Google/Yahoo paid search partnership, or you can guarantee positioning by bidding directly through the Yahoo system. Amber over at PPC Hero offers up some tips on exporting your Google AdWords info and then uploading it into the Yahoo system to make campaign expansion easier.

  • Still trying to figure out if Twitter has any value? I've touched on Twitter's usefulness in times of crisis in the past, but this morning's earthquake in LA serves as a powerful reminder of just how quickly we can access info these days. Consider that the first tweets started coming out as the earthquake was happening and then consider that Twitter search gives you quick access to everything being said about the quake. Pretty handy.

  • I've written about how much we rely on LinkedIn as part of our daily tool kit here at Search Engine Guide, but I haven't focused on much on how important it is to see things from the other side. Steve Patrizi over at LinkedIn has a great post this week on their blog talking about how customers can turn to LinkedIn to gain more insight into a company they're thinking about buying from. He offers a good reminder on the need to keep profiles up to date and to work on building up the reviews of your employees.

  • Lisa Barone has an excellent post over at the Bruce Clay blog on the perils of fake avatars and accounts in social media. I've been watching the debate on this and had thought about weighing in (though I've made my position quite clear in the past) but after reading Lisa's post, I thought I'd just link to hers. She explains the point as well as I ever could.

  • Still not sure about the need for online reputation management if you're a small business? Matt McGee will convince you in a post today over at Small Business SEM.

July 29, 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.


Jennifer, Thank you for the kind words, much appreciated. We are working hard to break from Apartment Commodity, have a compelling day!

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Search Engine Guide > Jennifer Laycock > Puppy's Picks - 07/29/08