Until recently, the best family recipes were top secret and passed down from generation to generation. Today, all of these family treasures and more are easily accessible on the Internet. This is a very clear indicator for how much the flow of information has changed with the rise of the social web. But that doesn't mean you're stuck using the same ingredients over and over again. 

Stand out from the crowd! Cookie cutters should only be used for actual baking, not strategic communication. Each plan we do is a unique creation, baked to perfection with only relevant variables and precise attention to detail. That’s the difference between novice and master bakers. If you’re sloppy, you could set the oven on fire. If done well, you'll become talk of the town in a completely different way.

You probably know there are some pre-mixed products available to make the job a little easier. But those will lead you to good results, not great. For great, you need fresh add-ons created specifically for this product or your project.

Note: More and more businesses, stretching from global brands to small business, are getting us involved early in their marketing decision-making process.  This can even start with product development or defining a brand's identity. Why? The social web offers more touch points in a customer life cycle than any other medium.  At the very latest, we should talk when it comes to campaign planning, and prior to finalizing ideas for TV commercials or other advertising content. 

When we opened our shop in 2002, the term social media marketing didn’t exist. We used to call it online guerrilla marketing, meaning unusual ideas that we used to foster participation and get attention.Our terminology has changed quite a bit over the years, but the underlying principles have been the same. In retrospect, we were doing social media marketing before it existed.