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	<title>B2B Social Media Expertise - Paul Gillin Communications</title>
	<link>http://gillin.com</link>
	<description>Helping B2B Marketers Make Smart Choices About Social Media</description>
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		<title>Direct Marketing Doesn’t Have to Suck</title>
		<description><![CDATA[Direct Marketing Doesn’t Have to Suck In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. Last week I got two letters in the mail that appeared to be personally addressed to me in a feminine hand (right). Both turned out to [...]]]></description>
		<link>http://gillin.com/2011/10/direct-marketing-doesn%e2%80%99t-have-to-suck/</link>
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		<title>The Trouble With Klout</title>
		<description><![CDATA[Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I&#8217;ve been looking at Klout, the popular new tool that bills itself as &#8220;The Standard&#8221; for influence measurement. The more I look [...]]]></description>
		<link>http://gillin.com/2011/09/the-trouble-with-klout/</link>
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		<title>How to Mine B2B Gold From Facebook</title>
		<description><![CDATA[How to Mine B2B Gold from Facebook In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. In a survey of marketers conducted by BtoB magazine last year, [...]]]></description>
		<link>http://gillin.com/2011/08/how-to-mine-b2b-gold-from-facebook/</link>
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		<title>Negativity, Social Gaffes and Farewell to Case Studies</title>
		<description><![CDATA[I haven&#8217;t had a chance to send a newsletter for a few weeks because I&#8217;ve been so busy with other assignments. Here&#8217;s a sampling of what I&#8217;ve been writing about. Love Your Critics The CMO Site likes to stir things up, so my posts there tend to be on the controversial side. In Why Brands Should Love [...]]]></description>
		<link>http://gillin.com/2011/07/negativity-social-gaffes-and-farewell-to-case-studies/</link>
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		<title>How Much Should You Pay for Content?</title>
		<description><![CDATA[Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: Don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. The ability to communicate well in any media demands a [...]]]></description>
		<link>http://gillin.com/2011/06/how-much-should-you-pay-for-content/</link>
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		<title>Five Tips to Make Your Writing Sparkle</title>
		<description><![CDATA[Now that we&#8217;re all publishers, writing has become a core skill for marketers. I love good writing, and whenever I get the chance to teach it, I share these five tricks I&#8217;ve learned to make anyone&#8217;s writing better. 1. Write in Pictures. Former Wall Street Journal page one feature writer Bill Blundell used that phrase in [...]]]></description>
		<link>http://gillin.com/2011/04/five-tips-to-make-your-writing-sparkle/</link>
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		<title>Business Blogging Gets More Disciplined</title>
		<description><![CDATA[I&#8217;ve spent some time over the last week judging the finalists in BtoB magazine&#8217;s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year&#8217;s entries in the corporate blog category. Blogs may be declining in importance in the consumer [...]]]></description>
		<link>http://gillin.com/2011/03/5439/</link>
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		<title>The Other Social Network</title>
		<description><![CDATA[Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. [...]]]></description>
		<link>http://gillin.com/2011/03/the-other-social-network/</link>
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		<title>Let Your People Speak!</title>
		<description><![CDATA[Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. One reason I liked it so much is that IBM let scientists &#8211; instead [...]]]></description>
		<link>http://gillin.com/2011/02/let-your-people-speak-2/</link>
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		<title>CareOne Cashes In On Community</title>
		<description><![CDATA[CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials. But there&#8217;s nothing underhanded about CareOne, a nine-year-old company with 700 employees and a [...]]]></description>
		<link>http://gillin.com/2011/02/careone-cashes-in-on-community/</link>
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