Weekend Reader: Sunday Late Edition

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How To Make Your Offline Presence Work For You Online: "I was recently working on a social media strategy for a popular city newspaper and it got me thinking about the benefits a business can get from a well-thought out crossover between its offline and online presence. I've tried to write this post so that it's useful for any sized business that has some kind of offline presence, from a shop, through a publication to any kind of offline advertising or PR. If you're spending money offline, you should consider how that investment can be taken advantage of online." (SEOmoz)

25 Must Read Social Media Marketing Tips : "The benefit from a firm grasp of social media for companies is impossible to ignore. Whether you work in marketing, advertising, public relations or interactive, there are distinct competitive advantages for both individuals and businesses from a better understanding of the social web." (Top Rank Blog)

7 Ways to Use Social Media to Build Stunning Brands : "Social media is perhaps the most misleading name for a marketing-related concept ever, given that it’s grown to represent a philosophy of consumer empowerment and brand/customer partnership – far beyond it’s humble roots of user-generated content." (Convince & Convert)

What makes Zappos so successful? : "You likely have heard of Zappos.com, but just in case you haven’t, let me briefly tell you how they have revolutionized the shoe-buying experience. They offer a great amount of information so that it is easy to purchase something as complex as shoes online. For example, they offer customer reviews that are very specific about each product, and they showcase multiple views of each shoe. Moreover, they promise free shipping both ways – including returns." (The Society for Word of Mouth)

A Brand Manager’s Call for Change: "Let’s face it; it used to be a lot easier to be a Brand Manager. People were looking for brands that delivered functional benefits like “better tasting” or “longer lasting.” They heard about those brands through a handful of media vehicles like TV, magazines, radio and billboards. And when they decided to buy that “longer lasting” brand they saw on TV, they went to the neighborhood store, which was happy to stock the trusted brands. The purchase funnel was a simple, straightforward process that Brand Managers could easily follow and plan against." (Hard Knox Life)

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