Archive for the ‘economics of social media’ Category

Why the Age of Influencer Marketing is Just Beginning

AI captures all the headlines but creators capture all the revenue. The Age of Influencer Marketing is just beginning and Author Mark Schaefer explains why.

When to compromise with content

Digital marketing is a game and we have to weigh the benefits when we bow to the algorithms. When do we compromise with content and let the search engines win?

Five ways to influence your brand message when consumers are in control

Brands no longer have control of the brand message but these five strategies can provide influence that keeps the core story intact.

Finding Your Edge in a World of Automated Content

Automated content isn’t a threat. It’s an opportunity. Great marketing isn’t about conformity, it’s about non-conformity. When everyone is boring, this is your chance to lead in a bold new way.

The photo that changed my life (and maybe yours)

Mark Schaefer was quietly eating a meal in an Austin restaurant when an event occurred that changed his life and career. and it just might change yours, too.

Why Gated Content Kills Your Marketing Success

Gated content is a popular way to create leads for a marketing strategy. This post describes why this popular tactic is working against you.

How should brands connect to consumer communities?

The key to marketing insights come from consumer communities yet many companies are confused about how to proceed. Mark Schaefer provides some guidance based on his brand conversations.

The biggest threat to free speech and democracy isn’t speech, it’s amplification

Free speech isn’t being threatened by “speech.” It’s being threatened by non-human agents amplifying falsehoods to drive business results.

The Parasite Economy: An Upside for Creators

Ted Gioia sounded the alarm about a parasite economy where creators do the work and media companies make the money. But there is a more positive side to the economics of the digital economy.