Point-of-View: Beantown Boom

Spring has officially sprung in Boston — insomuch as it ever springs with any consistency in this fair city of mine. The Sox are on (while the Bruins and Celtics are in the playoffs), the Marathon has come and gone, and one thing more: The Beer Gardens are coming. Although that particular upward fad in the Boston beer-drinking scene has recently come under some fire, I fully expect to see crowds of people gathering on the Greenway this summer to order some of their favorite hazy IPAs.

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Opinion: Mindful Events

I recently attended the Beer Marketing & Tourism Conference (henceforth referred to as BMTC) in beautiful Boise, Idaho. First, let me reemphasize something that might have been lost in my opening statement: Beautiful Boise. The gem state’s capital is a hip, walkable city with an abundance of diverse restaurants and 22 breweries within the greater city limits. Also, the poutine is divine. You can ask me why directly. I respond promptly to emails.

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Social Media is Meant to be Social

Social Media is a powerful tool to disperse information, but might have lost the first part of its name when used for business. At the root of what social media was designed for is conversation. People interacting with people, which has always been part of the charm that attracted users to business profiles on platforms like Instagram and Twitter. A folly of businesses in this era of social media being increasingly more prevalent in marketing is turning social media into a one-way communication stream, rather than a two-way conversation.

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Are People Overvaluing Social Media?

In August 2017 I wrote a post about people overvaluing media coverage. My point wasn’t that media coverage is overrated. It was that when compared to the value seen from some other marketing tactics, such as social media and email, it’s not always the best avenue for meeting your objectives. If your goal is conversion, for example, social media and email provide much more precise data to show you how a single post or email is contributing to your sales funnel.

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