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A Newbies Guide to Reputation Monitoring

Posted on: January 31st, 2013 by admin No Comments

As a leading online marketing company, we regularly get asked about how to track what’s being said about a company online in places like blogs, forums, social media and review sites.

Based on our years of experience, we typically recommend creating an online listening system. It’s an online program that monitors and alerts you about online activity relevant to your business. An online listening system makes it easy for you to find out what is being said about your company online as it happens.

It’s been a few years since we’ve done an article on online listening. In that time, a lot has changed. New online listening services have popped up. Others have gone away. As an example, Radian6, a popular enterprise social media monitoring company, was acquired by Salesforce for $326 million in 2011.

In this article, we’ll cover some tried-and-true best practices as well as some new things. You’ll discover:

How an online listening system works
Why you need an online listening system
The top providers on online listening system tools
How to implement and use your system

By the end of this article, you’ll have plenty of helpful information to find out what people are saying about your business online.

How an Online Listening System Works

To understand how an online listening system works, take a second to consider this…

Do you know what people are saying about your company? Visit Google or Bing and type in search phrases like “[INSERT COMPANY NAME] reviews” or “[INSERT PRODUCT/SERVICE NAME] reviews.”

Chances are that you might find some things being said about your businesses and/or products/services.

Now imagine having to do this every single time you wanted to monitor online chatter about your business. Besides searching Google, you’d probably want to examine social media sites, video sites and other online channels just to be sure that you didn’t miss anything. You’d also probably have to do different search queries. This could be very, very time consuming.

There’s a faster and easier way.

An online listening system automates this process. It searches all across the web to see what people are saying about your company. It then sends notifications to update you on new online mentions about your business.

Online listening system programs accomplish this through keyword search phrases. You enter in important business and industry keywords into program. Then, the online listening program searches the web for those keywords.

Why Businesses Need Online Listening Systems

An online listening system is more important than ever because your company’s reputation and sales are at stake.

Picture this – a competitor wants to harm your company. They post a negative review on Yelp as well as complaints about your business on Twitter and Facebook.

Stuff like this hurts your sales. Here’s how:

Prospects Shop Elsewhere: People searching for more information about your company may take their business elsewhere if they see enough negative online comments.

Search Engine Rankings: Google takes into account positive and negative reviews when ranking websites for local search terms. The chances are better that you’ll get higher local search rankings with positive reviews.

Trust Levels: Customers tend to be less likely to trust a company that has negative reviews. They may also tell friends and family about the negative things that they’ve read online. It could all lead to one big reputation problem.

If you don’t handle and respond to negative online comments, your reputation is at stake!

On the flip side, let’s just say you have a company with excellent products and customer service. People are writing tons of great reviews on blogs, reviews websites and social media.

Now answer this question: If you don’t have an online listening system, how can you immediately reach out to these individuals to leverage their good will before it’s too late?

The bottom line is that online reviews and comments influence purchasing decisions.

Selecting the Right Listening Programs

There are both free and paid listening software programs. Which is right for you: free or paid online listening programs? Find out below.

When it comes to paid programs, they are usually more thorough in their searches than free tools and offer more features. Good paid programs typically:

Scan more channels like blogs, social media, forums, news websites, etc.
Include dashboards that make it easy to set up and monitor what people are saying about your business.
Offer technical support.

If you decide to go with a paid option, it’s best to consider what other online marketing functions you do on a regular basis. If you’re heavy into search engine optimization or social media marketing, you might want to pay for an online listening tool that includes other features. In the long run, you’ll get more for your money if you go that route.

When it comes to listening tools, here are our recommendations:

Free Options: Google Alerts or Social Mention
Paid Options: Raven or Trackur

We’ve selected Raven and Trackur for their thorough monitoring and alert capabilities. Trackur is a great tool if you’re looking for something that’s just monitoring. If you’re looking for additional features such as SEO tools and website reporting, Raven is an excellent option.

As for free options, you can’t get any better than Google Alerts. It’s easy to monitor important keywords for your business. Social Mention is not far behind. It has excellent search capabilities for social media and has a reliable email alert feature.

If you go the free route, you’ll want to sign up for both of these. That’s because Google Alerts is better at scanning websites and blogs while Social Mention is great at scanning social media websites.

The Top Online Listening Programs

Here are some more details about the top listening programs that we’ve selected. The tools that you see below are perfect for small and medium sized businesses. We avoided listing many of the large enterprise tools that cost hundreds or even thousands of dollars a month. That’s because we wanted to give you the most bang for your buck.

Google Alerts

Website – www.Google.com/Alerts

Cost – Free

Good for listening to – News Websites, Blogs, Video Websites, Discussion Groups, eBooks

Google Alerts allows you to send email updates based on important keyword phrases to your business. Important phrases might include your business name, products, key employees or even the competition. It also allows for phrase and exact match types. This notification tool scans websites, blogs, news websites, video websites and discussion boards. You can set email notifications to once a day, once a week or as things happen. It’s by far one of the best free and user-friendly monitoring tools.

Pros – Easy to use and set up

Cons – Not the best for monitoring social media websites

Social Mention

Website – www.SocialMention.com

Cost – Free

Good for listening to – Social Media, Blogs, News Websites, Video Websites, Audio Websites, Question Websites

Social Mention is like Google Alerts, but for social media. It’s a real-time search engine that scans everything social. It includes social media, blogs, microblogs, videos, images and question websites. It allows you to create daily email alerts based on important keywords to your business. Its advanced search features include exact phrase matching, negative keyword filtering and location filtering. It’s easy to use and set up.

Pros – Great email alerts

Cons – Not the best for monitoring websites

Raven Social Monitor

Website – www.RavenTools.com

Cost – Starts at $99/mo.

Good for listening to – Blogs, Facebook, Twitter, YouTube, Picasa

Raven Social Monitor allows you to keep tabs on important keywords for your business on Twitter, Facebook, YouTube, blogs and news websites. The monitoring tool allows you to create reports as well as track positive and negative mentions online. Raven also includes a host of other tools. This includes SEO research and campaign management, PPC research, social media posting, Google analytics integration and website and social media metrics.

Pros – Thorough search capabilities and 30+ website and social media tools

Cons – Price may be expensive if only using for social media monitoring

Trackur

Website – www.Trackur.com

Cost – Starts at $27/mo.

Good for listening to – Facebook, Twitter, Blogs, Google+, YouTube, Flickr, Forums, Reddit, Delicious

Trackur bills itself as accurate social media monitoring and measurement software. The online software scans social media sites like Facebook, Twitter and Google+ as well as the blogosphere, news websites and YouTube. Trackur allows you to send monitoring results to an interactive dashboard, your email or even your RSS reader. While Trackur is great at social media monitoring, it doesn’t have other website, SEO or social media scheduling tools.

Pros – Visual interactive dashboard

Cons – Some reviewers say usability is a little difficult

How to Implement and Use Your Online Listening System

Once you’ve selected the online listening program that meets your needs, have one person become an expert at using the program. If available, have them attend any online training courses and read all training materials.

From there, you’ll want to create a list of important keywords that you want to monitor. Popular keywords for online monitoring include:

Company Name
Product/Service Names
Variations of Company Name and Product/Service Names
Key Employee Names
Key Terms in Your Industry
Names of Competition

After you’ve got your keywords, appoint at least one person on your team who will receive the alert notifications. It will be their job to take the lead on handling complaints and bringing serious issues to the attention of your organization.

When it comes to the frequency of receiving alerts, here’s a good rule of thumb:

Company Name – ASAP
Product/Service Names – ASAP
Variations of Company Name and Product/Service Names – ASAP
Key Employee Names – ASAP
Key Terms in Your Industry – Daily or Weekly
Names of Competition – Daily or Weekly

Make it a point to respond to questions and complaints by the end of the day. For weekend and holiday comments, respond on your first day back at work.

To streamline the response process, you’ll want to create a list of answers to frequently asked questions. This will make it easier for people within your organization to answer customer questions and handle various issues.

Additionally, keep a database of all online comments and complaints to measure your company’s reputation. This also helps to ensure that you answer and solve customer questions and complaints. A database might look something like this.

The key is to keep track of what is being said about your business. You’ll want to update your database every single day. It will help you stay on top of things.

Need Help?

Following the tips in this article will help you create an online listening program for your business.

At Right On – No Bull Marketing, we can help give you the advice you need to make smart decisions on how to set up and implement an online listening program for your business. We’ve assisted businesses of all sizes.

To find out how we can help you, visit our website at www.RightOn-NoBull.com and visit our page on Reputation Monitoring Services. You can also call us at (602) 412-3168.

How Planning Calendars Take Your Marketing and Advertising to the Next Level

Posted on: December 28th, 2012 by admin No Comments

Does it feel like you never have enough time for marketing and advertising? Does it usually feel like a mad dash to come up with promotional ideas or marketing content?

You’re not alone.

Many business owners and managers fall into this trap because there are just so many responsibilities and priorities in a given day. Marketing and advertising goes on the backburner to deal with immediate business operational issues. However, if you want to grow your business, you need marketing.

So how do you get out of this trap so you can start expanding your business with marketing and advertising?

It starts by developing planning calendars.

What are planning calendars?

Planning calendars allow you to stay organized and on top of important advertising and marketing initiatives. They are living documents that outline company content and promotions. They provide you with a roadmap so you stay on top of things. Below is an example of a planning calendar for a home security company blog.

It’s important to note that planning calendars are not limited to blogs. This is just one example.

Depending on your situation, planning calendars can be yearly, monthly, weekly or even daily. The more detailed you are in planning, the better prepared that you’ll be.

With a planning calendar, you won’t feel as overwhelmed when it comes to advertising and marketing because you have a guide to follow.

You should set up planning calendars for:

Promotional sales and deals throughout the year – This should include all promotional sales items for holidays and other planned sales events at your business. Also contact your vendors to brainstorm great promotional ideas.

Advertising calendars by channel – If you’re planning on doing any type of advertising, you’ll want to have a calendar for each channel that lists promotions and other important information. This can include website, blogs, social media, direct mail, print, radio, etc.

Calendars for content marketing – A planning calendar can help you outline all of the content ideas that you have for the given year. This can include white papers, case studies, articles, blog posts, webinars, podcasts, videos, infographics, etc. If you have any type of content designed to attract website visitors and sales, you’ll want to put it on your calendar so you can prepare for it.

Social media marketing planning calendars – Map out social media posts and other content ideas for every business social media channel.

With planning calendars, you can slice a huge marketing or advertising project into smaller daily tasks so it doesn’t feel like you’re trying to do the impossible. Plus you can assign tasks to your employees and outside marketing support team so you’re not doing it all alone.

What are the benefits?

Besides making things more manageable, there are several benefits to having planning calendars for marketing and advertising.

Benefit #1: More Sales – Planning calendars force you to sit down and strategize. You’ll make smarter decisions because you have to actually plan and think. It will be a lot easier to increase sales.

Benefit #2: Better Promotional Offers – By planning ahead, you have more time to work with vendors to come up with special pricing and offers that actually sell. No more measly 5 to 10% discounts. You can really brainstorm some sales-driving offers.

Benefit #3: Time Savings – Because you have everything planned ahead of time, you’re not scrambling to come up with content or promotional ideas on the fly.

Benefit #4: Money Savings – With planning calendars, you have a roadmap to follow, which makes you more efficient and saves you money.

Benefit #5: Things Get Done – You’re better organized with a planning calendar, which means important things won’t fall through the cracks.

Benefit #6: No Finger Pointing – Assignments and responsibilities are outlined on planning calendars so everyone at your business knows their job.

How do I develop planning calendars?

Developing planning calendars can be done by following these simple steps.

Step #1: Set aside time to plan – If you want to do it right, you need to carve out time to develop these calendars. Find the time even if it’s afterhours or on the weekend.

Step #2: Create goals – What are you goals for the year? Are you looking to increase online sales? Do you want to build a following on Facebook to increase sales? Start by writing down your goals.

Step #3: Identify advertising and marketing channels – Find channels that will help you reach your goals. You will want to develop a planning calendar for each marketing and advertising channel that you choose. You’ll also want to create a promotional calendar that lists all potential sales promotions throughout the year such as Black Friday, Fourth of July, etc. Depending on your situation, you’ll want to plan by year, month, week, day or all of the above.

Step #4: Lay out content and promotional ideas for each calendar – An easy way to start filling in content and promotional items on your calendars is to create themes for different time periods. As an example, November/December would probably have a holiday theme to it. By doing this, you’ll be able to easily create individual topics and promotions for given days and weeks of the month.

Step #5: Assign responsibilities to people on the calendars – You don’t have to tackle all of the content and promotional copy by yourself. Assign employees or even outside help to different responsibilities on the calendar.

Step #6: Make the calendars shareable – Make it easy for everyone to have access to the calendars at your business. Consider using an online calendar program like Outlook, Google Calendar or iCal.

Step #7: Measure and revise calendars – Throughout the year, check to see if you’re on track with meeting your goals. Make adjustments to your calendars if things don’t seem to be working out. These calendars are live documents. Nothing is set in stone.

You don’t have to develop all of these calendars on your own. At Right On – No Bull Marketing, we have years of experience developing planning calendars and creating sales-driving content and promotions.

Find out more about us by visiting www.RightOn-NoBull.com. We’re offering a free 30-minute business growth strategy session to help you generate more sales leads. You can find out more here.

Content Curation Tools & Resources for Businesses of All Sizes

Posted on: December 26th, 2012 by admin No Comments

Are you having trouble coming up with great online content to share with your customers on a regular basis? You’re not alone. It happens to lots of businesses.

One of the ways to fix this issue is through content curation. If you’re unfamiliar with this practice, it’s the process of collecting web content on a specific theme from third-party sources and sharing them via online channels. This can include social media, blogging, webinars, etc.

As an example, you might find a great infographic on a blog that you want to share with customers on your company blog or Facebook page. This is the beginning of content curation.

The idea is to build up a collection of online content from third-party sources, so you always have information to share with your customers. By doing this, it helps to establish your business as an online thought leader, so customers look to you for help with their problems and buy from you.

So how do you find and curate content? It all starts by using the right online tools. Here are some of the top online tools and resources that will help you with content curation.

News Resources

1. Google News Alerts: This is a free, powerful tool that sends you email notifications on various news topics. Just type in a keyword on a given topic and you’ll get notifications sent to your email. Google Alerts are a great way to stay on top of the latest happenings in your industry.

2. RSS News Feeds: Using an RSS reader to collect and gather news feeds from around the web is a great way to stay on top of the latest information on a given topic. Start by following the news feeds of important blogs and news websites in your industry. One of most popular RSS readers is Google Reader.

3. Newsletters: There are probably a good number of email newsletters in your industry. Start subscribing to them. Most likely, industry trade organizations and trade magazines have email newsletters. It’s good to start with those.

4. Alltop: This has become one of our favorite places to search for content. Alltop organizes the most popular news and information about your industry into easy-to-follow categories that help you stay on top of the very latest in your industry. You’ll find lots of great content to share with your customers.

5. Online Forums: Online forums are a great way to get a pulse on what is going on in your industry. You’ll come away with excellent content and ideas that you can share with your customers online.

Research Tools

6. Google Search: Google has two great search functions that allow you to explore blogs and news. With Google Blog Search, you can find great blog content just by typing in important keywords. Google News allows you to probe news outlets on the very latest industry news.

7. Reddit: If you’re interested in seeing what’s going viral on the web, you have to stop by Reddit. You can search Reddit to find great content in your industry that’s starting to go viral on the web. It’s an excellent content curation research tool.

8. Public Databases: Depending on your industry, public databases can provide you with a wealth of information. Popular ones include: ABI/Inform (Business), Engineering Village (Engineering), LEXISNEXIS (News), PubMed/Medline (Medicine), World of Science (Science).

9. Icerocket: This is another powerful tool that allows you to search blogs, Twitter, Facebook and images. Icerocket makes it easy to search and curate content to share with your customers whether it’s blog posts, infographics or Tweets.

10. Technorati: Technorati is a powerful blog search tool that allows you to dig deep to find great sources of content to share with your customers. Technorati scours the web searching blogs both big and small. You get a complete search with Technorati.

11. Storify: With Storify, you can search several social networks at one time. It’s a great way to discover valuable content to share with your customers. It’s also helps you see what’s trending on the web in real time.

Social Media Resources

12. Twitter: All the major influencers have Twitter accounts. The key is to find and follow the thought leaders and top people in your industry on Twitter. HashTags.org is a great way to start finding influencers on Twitter. Just type in your industry and click search.

13. Facebook: You probably have a company Facebook page. But do you follow influential people and organizations? If you’re not, you’re missing out on a whole lot of content ideas and information that you can share with your customers. Start by following industry trade organizations as well as the competition on your personal Facebook account.

14. LinkedIn: This is perhaps one of the most underrated and overlooked sources. LinkedIn is a treasure chest full of valuable content. Most likely, you’ll find industry groups where people regularly share valuable information. You can find relevant groups by visiting the LinkedIn Groups Directory.

15. Google+: Google+ is quickly becoming a popular social network. Many industry thought leaders are setting up shop on this social network and sharing valuable information. It’s a great place to find excellent content.

16. Twitter Trends: Twitter Trends is a powerful search tool that lets you explore some of the most popular posts on Twitter by subject. Just type in your industry and you’re bound to find some great content.

17. Traackr: This social media tool helps you find the top influencers in social media. Traackr will help you discover the right people to follow in your industry so you can get the very best content to share with your customers.

Video & Image Resources

18. YouTube: YouTube is the second largest search engine behind Google. If you’re looking for videos to share with your customers, you need to use YouTube. Subscribe to YouTube Channels that regularly provide excellent videos.

19. Pinterest: Pinterest is quickly becoming one of the most popular photo sharing websites. You’ll find lots of great infographics and other images that could become viral if you share them via your online channels.

20. Slideshare: Find great slide presentations on Slideshare. It’s a great place to find interesting statistics, best practices and more. Just use the Slideshare search function to find excellent slide presentations for content curation.

21. Flickr: Before Pinterest, there was Flickr. Flickr is still a very popular photo sharing website where you’ll find great images that you can share with your customers.

22. Chill: Chill is an online video community where people share their favorite videos from around the web. The website has a great search function that allows you to search popular videos by topic. It’s a great place to discover potential viral videos.

Curation & Bookmarking Tools

23. Scoop.it: Scoop.it is a great tool where you can store content that you like from around the web. You can add blog posts, articles, videos and other content that you want to share with your customers. It’s one of the better curation tools on the web.

24. Paper.li: With Paper.li, you can take all of the content that you’re gathering and create an online newspaper that you can share via social media. It’s easy to use and very popular to use on social media channels like Twitter.

25. BagTheWeb: This is a cool content curation tool that allows you to store and organize content that you find from around the web. On BagTheWeb, you sort content into different “bags,” which makes it easy to store and share content.

26. Pearltrees: With Pearltrees, you can organize and curate all of your content in one place. It’s an excellent website for you to collect, organize and share content with your customers. It’s easy to sign up and use.

27. Delicious: This social bookmarking website makes it a breeze to collect content from around the web. Delicious is one of the first social bookmarking websites. It’s easy to use and a great way to organize and curate content.

28. Curata: Curata scours the web to help you find content that is relevant to your business. It makes it easy to find, organize and share content. Curata is free to try for a month. Then you must pay a subscription fee.

These are some of our favorite content curation tools to use at Right On – No Bull Marketing. We are experts at content development that will help you increase sales. We produce sales generating content in lots of formats including text, audio and video.

If you need help brainstorming content ideas or developing viral content, visit our content development services page for more information.

Are You Creating Meaningful Content?

Posted on: September 1st, 2011 by admin No Comments

The key to boosting sales is creating meaningful content that will resonate with your audience.

It can be somewhat difficult to create meaningful content. It takes a lot of time and research. However, if you follow the tips below, you’ll be on your way to developing content that will help boost sales!

1. Know Your Audience: If you want your content to impact your audience, you really need to know your audience. Take some time to research your audience. Learn their buying cycles, their needs, problems, etc. When creating content, also realize that sales reps may use it, so make it easy to understand and promote.

2. Align Content with Marketing and Sales: When developing content, you’ll want to talk with your marketing and sales teams to strategize on talking points. These are areas that your company will use to help generate sales. For instance, talking points can be the key benefits for watching a video or attending a webinar. Take some time to really strategize because you want all your messaging to be seamless throughout different departments.

3. Repurpose Content: You don’t always have to create meaningful content from scratch. If you have recently done a great webinar, take portions of it to develop a great blog post or article. You could also post a video version of it on your YouTube Channel and blog. The key is to get as much mileage as possible out of great content.

4. Cross Promote: Find content that inspires you and create meaningful content for your company. With any great content that you find online, try to take it in a different direction. Be sure to cite any content or ideas that you take from other places.

5. Use Existing Technology: There are tons of great programs that can help you generate and spread content. Here are some examples:

HootSuite: Schedule Facebook posts ahead of time with this online tool.
iMovie: Edit and created professional looking videos to post on YouTube.
WordPress: A great content management system that allows you to easily schedule and publish blog posts.

Following these five tips will help you create meaningful content that your customers will love. As you get in the discipline of regularly creating meaningful content, you will see and increase in customer interaction and sales.

At Right On – No Bull Marketing, we help distributors and manufacturers increase channel sales by teaching their channel partners how to sell and market in the 21^st Century. Our innovative Business Partner 3.0 Program helps you increase channel partner sales at minimal costs.

For more tips on increasing sales, visit the Right On – No Bull Marketing Blog. There, you can sign up for our free newsletter, which features lots of great postings like:

For any questions, give us a call today at (602) 412-3168 or visit the Right On – No Bull Marketing Contact Page.

Your Company Blog … How Do You Know If It’s Working?

Posted on: August 22nd, 2011 by admin No Comments

It’s the million-dollar question that every manufacturer and distributor wants to know about their corporate blog.

So, how do I know if my blog is working and helping my business?

If you pay attention to the 10 points below, you should get a good idea on your blog’s performance.

1. Count Visits & Unique Visitors

It’s important to know the difference between visits and unique visitors. Visits are the total number clicks on your blog during a designated period of time. A unique visitor is a single person that visits your blog. They may come to your blog several times over the course of a week or a month. Unique visitors are only counted once. Both of these are good indicators on your blog’s success.

2. Page Views

A page view is when a person looks at a specific posting on your blog. You can tell a lot from page views. You can see which content is popular with your customers. Examining page views will help you to brainstorm content topics that will resonate with your customers and business partners. You’ll see what blog content is working and what content is not.

3. Time On Site

Time on site works hand in hand with page views. This tells you how long a person spent on a specific blog post as well as your entire blog. The longer the time spent … the better the post. Time on site will help you to determine what content is popular on your blog.

4. RSS Feed & Email List Signup

When analyzing your blog, you’ll want to track RSS feed and email list subscriptions. This is a good indicator on determining your blog’s success. If people are subscribing to email and RSS feeds, it means that they value your content. This is a great way to see if you’re building a following.

5. Call To Action

All blog posts should have some type of call to action. A call to action can be signing up for an email newsletter, printing a coupon, etc. The key is to track results. You can do this by using a unique promo code with coupons. The right content coupled with a great call to action on your blog can really boost sales.

6. Search Rankings

Is your blog’s content improving your search engine rankings? All blog content should contain keywords with hyperlinks that point to your website’s most important pages. If you notice a spike in your search rankings for certain keyword search phrases, it’s probably because of your blog.

7. Inbound Links

Take a look at how many sites are backlinking to your blog. This is a good sign on the popularity of your blog and its influence. By getting other blogs and website to link to your blog, you improve your search engine rankings in Google. More people will find your blog this way.

8. Outbound Links

Having a number of links on your blog pointing to other people’s blog posts, articles and websites is also good for your blog. This helps search engines like Google properly rank and index your blog postings so more people can find your posts.

9. Community Engagement

Community engagement is another good indictor. If you’ve got lots of people commenting on your content, it’s a good sign that your blog is a success. It’s important to look at the quality of the comments. You want to make sure the people commenting are prospective customers and business partners.

10. Number of Social Media Shares

Keep track of the number of Facebook “Likes” and “Shares” as well as the LinkedIn “Shares” and Tweets from Twitter. If your blog doesn’t have any social media buttons, you need to add them. This will help people to find and share your content on social networks.

Summary

Your content marketing strategy should be relying heavily on your blog to serve as an inbound marketing aid and a content hub.

Consequently, you’ll need to look at your blog’s metrics. This helps to ensure that your blog is aligned with your online marketing strategy.

What blog metrics are you tracking and why? How do these relate to your marketing goals? Leave your comments below.

For more helpful tips, read other postings on the Right On – No Bull Marketing Blog. Be sure to sign up for our monthly newsletter, which is full of tons of helpful tips for manufacturers and distributors. Also follow us on Facebook and join in on some great discussions!

Archive for the ‘Blogging’ Category

Content Curation Tools & Resources for Businesses of All Sizes

Are You Creating Meaningful Content?

Your Company Blog … How Do You Know If It’s Working?

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