Social marketing

A survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations.

Stars are using their influencer status to launch their own products and capture more profits for themselves.

But should they?

Turn the emotional relationships your company has with its followers into revenue.

Here are the characteristics that matter most.

Historically, creating relevant messaging required a lot of leg work and research. New tools make it much easier.

Your strategy should be driven by relationship-building — not shiny new tech.

How to create a road map to ensure you're measuring what matters.

Seven reasons companies are reinvesting in TV, radio, and print ads.

Over the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed, and shared. This month’s Spotlight package looks at how brands are responding.

How marketers can maximize returns.

The emotions that make us want to share.

Takeaways from an analysis of the American Customer Satisfaction Index.

Although most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there....

The specific and effective strategies that catapulted these brands to global success.

Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks.

When people identify with a brand, they’ll defend it from attack.

Takeaways from a survey of more than 800 customer service reps.

Focus on products, narrative, pop culture, and customer needs.

The author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and...