Get Digital
Digital marketing seminars by Gorilla 76 and Evolve Digital Labs

June 2011

Download the Presentation

  Download our presentation deck from Get Digital 1 in June of 2011.

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Marketing Activity Calendar

  The Marketing Activity Calendar allows you to customize your digital marketing efforts to the areas you are focusing on most. This calendar is a top level view of an entire years worth of marketing activity. It is not meant to display the literal tactics or the monthly specifics but rather the broad overview. When […]

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Gathering Content for your Blog


Gathering Content for your Blog

Creating content can be a struggle for most organization, but the source of the problem isn’t always how to say it, but what to say…or generating the ideas. Defining what to say or creating ideas doesn’t have to be the most dreaded task in the office. Leverage this process and some easy to execute tips, turning your organization into a content gathering a producing machine.

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You better start LISTENING!

Start listeningMore than likely, you’ve heard it all your life.

“You better start listening!”

Your mom. Your dad. Teachers. Bosses. Significant others. They’ve all insisted that you better start plugging in and listening to what it is that they have, or hopefully, had, to say.

With parents, it was to pick up your shoes. Or to make your bed. Teachers – they always wanted you to pay attention and organize your desk. And then significant others – well, they have a list of reasons why you should improve your audio input.

But why should you think about how you’re listening on Twitter, Facebook and LinkedIn?


By listening, just like in everyday life, you can become a much more valuable, upstanding citizen of your professional and personal networks.

Knowing that you need to listen is the easy part though.

Knowing HOW to listen, that’s the challenge.

You see, each day, the social channels grow at a very ridiculous rate. I’m not certain exact numbers and statistics but new people are joining Twitter, Facebook, LinkedIn at an extremely rapid frequency. And once they join, they’re sharing opinions, ideas, pictures, infographics, websites, jokes, etc. at an even more ridiculous rate. Some of which could fall in the SPAM category, but some of which, could fall into that “important” category. Identifying those “good voices” – that’s part of your challenge. It will help you cut through the clutter that can quickly pile up.

For instance, last night (early June 2011). The second coming of Michael Jordan (Lebron James) had a terrible game against the Dallas Mavericks in game four of the NBA Finals. I was working on a presentation, so I figured I’d see what was being said about LBJ via a search filter via Tweetdeck. I wanted to WITNESS it if you will…is this thing on?…ahem. Anyway, I set up the filter and instantly I felt like I was watching the numbers on a gas pump pass by. People were tweeting the word/name “Lebron” at a rate that would make your eyes cross and your head explode. The tweets were literally coming in so fast they were unreadable.

Oops. Getting off topic. But you catch my drift. People are talking. Lots! You have to listen. After all, they might even be talking about you. But you really need a way to listen to the right people.

So, how do you decide who to follow? How do you figure out the best ways to maximize your time and resources you’re dedicating to getting digital?

Here’s how we do it.


  • First and foremost, set up Tweetdeck on your machine and mobile device. It’s a fantastic free tool for monitoring conversation. Additionally, it just got acquired by Twitter, meaning it’s going to get even cooler really soon.
  • Identify influencers in your space. And then follow them. Listen to them for a bit. Then, it’s okay to start chatting with them. You can identify influencers by going through magazines, websites, blogs, etc. and looking for people who are doing great things. Additionally, writers relevant to your interests are good to follow. Think outside of your industry too. After all, smart business is smart business.
  • Create lists in Twitter. One list could be “Good sources for industry news.” Another source could be “Clients we’ve made happy.” Or maybe even a list that’s “Our favorite restaurants near the office.” The point is to create silos for the different people you’ve identified as relevant to your business so that it’s easier to find and listen to them.
  • Set up relevant search queries for words relevant to your brand. Let’s pretend you’re a construction company: #rfp, #construction #designbuild, #yourcompanyname. Listen, adjust and respond accordingly.
  • When people talk to you directly, make sure you’re not rude. Respond as quickly as possible.
  • Keep a frequent eye on what’s going on on Twitter. If they’re talking, and you’re not listening, it doesn’t do you any good at all.
  • Keep in mind, it’s important that your Twitter listening align with your overall social strategy.


  • Much like Twitter, the key here is to identify influencers and “Like” them as your company (and your personal account too, if you’d…like).
  • For Facebook, I typically recommend to focus on past, present and potentially future client and partner relationships. This allows you to see what they’re up to, as well as communicate directly on their page. You can “Like” competitors as well – that, however, really comes down to personal preference and comfort level.
  • In your administrator preferences, set up email notifications when people comment on or write on your page. This makes it even easier to listen.
  • When people do talk to you, make sure you respond. That’s what’s so great. Two-way communication is now possible. Marketers have wanted this for years.
  • Just like Twitter, Facebook, etc. – listen often. Make it part of your daily routine. If you don’t, you won’t accomplish much at all.
  • Keep in mind, just like Twitter, it’s important that your Facebook listening policy align with your overall social strategy.


  • Just like the above, first off, you need to be part of an audience so that you can listen in the first place. I’ve made it a strict policy for myself, that anytime I get a business card from someone, I look them up on LinkedIn within two days of meeting them. I add them to my network, and start listening accordingly. Unlike Facebook and Twitter, with LinkedIn, I say the more the merrier – always – in terms of the number of people you’re connected to.
  • Identify companies that are relevant to you. Competitors, publications, partners, etc. and look them up. If they have a company listing, follow that listing.
  • Identify discussion groups that are relevant to your strategy and join them. Don’t worry too much about contributing at first, but instead, worry about listening. Here’s a tip – don’t sign up for the daily email updates, unless it’s a group that is really, really, really important to you. Otherwise, you’ll find yourself in email hell – and that’s a place you don’t want to be. I’ve been there. Trust me. It’s bad.
  • When looking up companies – see if they have a Twitter feed or blog feed. If so, follow accordingly on these other channels.
  • Like everything else, make sure LinkedIn use is part of an overall strategy.

Of course there are additional considerations. Blogging, YouTube, Foursquare, etc. – but realistically, the same principles used above are applicable.

Are these the definitive tips for listening online? Of course not. This stuff changes too often to label something a definitive list. And none of it has been around along enough to say what 100% works and what 100% doesn’t work. However, I can tell you the above is how we’ve handled it at Gorilla – and it seems to work great.

Finally, your final tip (is that redundant?):

Try to make it a point to go through your entire following list every few weeks and eliminate accounts that are stagnant. The ones that aren’t fun or valuable to listen to.

Keep Tweeting, Liking and Connecting.

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Social Media Calendar


Social Media Calendar

A huge part of your Social Strategy is obviously the content itself, but equally important is the need to organize this content. Your company might be sitting on excellent content but chances are they are failing to push it out through the right channels at the right time. The Social Media Calendar assists you in organizing the content you already have, takes the stress out of the day-to-day by engaging you in a months worth of activity at once, and encourages you to take a look at your social strategy from a more holistic view.

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Email or call Ashley Hamilton at (314) 260-7455 with any questions you might have. We’re here to help.