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Looking at the best-of-breed blogs

By: Paul Gillin on June 04, 2007

I typically use this column to look at future trends, but this month I want to recognize some businesses that are simply doing a great job leveraging corporate weblogs, which are the most mature social media tools.

Online content never dies

By: Paul Gillin on September 15, 2008

A marketing manager at one b-to-b technology client has come up with a clever way to repackage and reuse corporate knowledge.

B-to-b firmly in social media

By: Paul Gillin on April 12, 2010

Two years ago, most b-to-b marketers were pondering their first tentative steps into the blogosphere and wondering what all the fuss was about a 140-character text message called a “tweet.” Today, with Twitter and Facebook emblems sprouting up on business Web sites like dandelions in a summer field, the question has become how to maximize the value of multiple social marketing channels.

Big ideas don't have ROI

By: Paul Gillin on September 19, 2011

American Express' OPEN Forum for small-business owners routinely attracts more than 1 million unique visitors a month.

Look inside for your best brand ambassadors

By: Paul Gillin on November 30, 2011

Seeking to address lingering perception problems about the quality of its customer support, Sprint Nextel decided to leverage its most accessible resource to improve customer relations: its own employees' social interactions.