FOLIO: Personalities -- The Blog People Page

Based on my experience planning and buying millions of dollars in advertising for events, and seeing the results first hand, platform allocation—the share of dollars invested across various media platforms like newspaper, radio, TV, outdoor, digital, etc.—is the most important driver of campaign performance.

It defines who sees your messages and the size of the advertising package you deliver to them. If you get this wrong, no follow-on media buy variables (i.e. rates, placement, timing, etc.) will make much of a difference.

If you want the best results—as many attendees as possible—make sure your platform allocation syncs with the current media habits of your target audience.

Don't over-f More...

We analyze lots of show Web sites from around the world, and see a great divide between the strong and weak Facebook integrations. Oftentimes, simple, free and easy-to-execute tactics to increase Facebook community members are not employed.

One of these is the Like button. For those of you who don't know what this is, here's Facebook's description: "The Like button lets a user share your content with friends on Facebook. When the user clicks the Like button on your site, a story appears in the user's friends' News Feed with a link back to your website."

The Like button is a key driver of Facebook's social marketing value p More...