2011's Most Useful Marketing Lessons
Nix marketing decrees
"Don't jump at every suggestion made (even those with some degree of forcefulness) by directors or senior management. Step back and ask: What resources do we need, and are you willing to help find them? What is the expected outcome of this project? In a client's case (a very small nonprofit), some thought that a Facebook presence was a cool thing the organization had to have — with no clear idea of target audience, what they wanted to accomplish, who would provide fresh content or even just 'why?'"