Marketing is getting so complex that sometimes it makes more sense to take a step back and get a clear idea of what really matters. As marketers, we need to constantly think about and provide tangible metrics that prove our worth.  It’s not all bad though. By being forced to pay attention to metrics, we can do our jobs better – focusing on the tactics that work and moving away...

Plain and simple, the real reason to participate in any marketing activity, including Facebook and others, is to generate a customer. That point of view gets overlooked in favor of the “see how many fans you can get” social media game. One of the things that has become painfully clear of late is that having lots of followers does not equate into having lots of business. I know plenty of...