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Marketing Trenches Blog

Posts by Mike Sweeney

  • Mike Sweeney | March 3, 2011

    What Makes an Exceptional Social Media Manager?

    As more and more companies entrust us with their content marketing and social media efforts, I’ve been giving a lot of thought to the types of people we’re going to need to hire in the near and long-term future. While certain positions are up for debate, there is no escaping the fact that we’re going […] read more

  • Mike Sweeney | February 17, 2011

    The CEO Perspective on Marketing: 5 Key Takeaways from 5 CEOs

    As I listened to the steady hum of vacuums and watched the headlights dart out of our office parking lot last evening, I realized something important. We – as a company – have had a great couple of weeks. A client received a new round of funding. We started working with new clients. We built […] read more

  • Mike Sweeney | January 19, 2011

    Don’t Let the Social Media Tail Wag the Content Marketing Dog

    The title of this blog post is unfair. Perhaps even misleading. It may be perceived as unfair or misleading because there are some among us who believe that content marketing and social media marketing are one in the same. Under that premise, dog and tail are interchangeable, right? Not so fast, my friends (Or is […] read more

  • When 2,000 Facebook Fans Means Nothing
    Mike Sweeney | January 5, 2011

    When 2,000 Facebook Fans Means Nothing

    “How are we going to measure our social media activity?” Ah, the inevitable question.  Over the past few weeks, I’ve been fortunate to have conversations with a variety of prospective clients, all of whom are interested in investing in social media, and all of whom want to know the best way to measure social media […] read more

  • Mike Sweeney | November 11, 2010

    Conducting a Marketing Audit: The 5 Essential Questions

    As I read through Amber Naslund’s “The Culture of Good Enough” post this morning, I realized why we get so excited to execute the discovery phase of Interactive Shift, our version of a marketing audit.  Much like people, no business is perfect. No marketing strategy is perfect. No marketing campaign is perfect. Finding those imperfections, […] read more

  • Mike Sweeney | October 7, 2010

    How Successful Customer Acquisition Programs Can Ruin Your Brand

    We recently wrapped a client project that involved us delivering a complete marketing evaluation and recommendation, covering areas such as overall marketing strategy, user experience, customer acquisition tactics and consumer messaging. The project required extensive competitor research and evaluation; we looked at everything from competitor creative execution to third-party analytics to social media trends. Of […] read more