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Randall's Resources
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Building Downstream Capacity

Have you ever heard the expression "you're only as strong as your friends?"  No where is this more true that with digital marketing, and particularly with Social Media.

Too achieve a particular objective, organizations will often invest in a focused campaign.  It has a beginning, middle, and end.  Its results can be measured.  And when the results come back, it will either be a success, or it will not.  Sadly, the question of could the campaign have done better rarely get asked.  Even more rarely asked is should we have invested somewhere completely different? 

There is o [...]


Insight: Improving Social ROI – the power of empowerment

Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the holy grail of social media, engagement, is no different.  Here is the logic:  Twice as many likes, comments, and shares will yield twice as much engagement.  And to generate this twice as much, we need to double the amount of content generated and double the community management effort.  And to really be effective, we should double the ad budget to drive people to the Social venue in the first place.

While Twice as much can generate Twi [...]


LinkedIn Connection Policies

Must you be everyone's friend?  Or perhaps from a practical perspective, must you accept everyone's LinkedIn connection request?  The answer for most people, and for many reasons, is a resounding no.

It is true that accepting a connection request yields numerous benefits, particularly around increased access and transparency:

More of the data on your connection's profile is now open to you.Improved visibility of your connection's connections.Ability to reach out to their connections.Within search results, connections of connections are more visible.

Beyond these benefits, there [...]



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and