Brands these days use Social Media to increase their credibility; it has revolutionized communication across all levels. It has given people and businesses a platform to share their views with the world. Engaging with consumers adds value and helps strengthen a brand’s identity. This is almost as effective as word of mouth but has an impact on a  larger number of people. Social Media plays a significant role in influencing the buying decision of consumers since people now search, read, review, discuss and then consider before making a purchase. In order to build an effective brand communication through Social Media, you should be aware of your audience. This makes it easier to focus your activities across various Social Media channels. These channels can ... Read more...

The reason why Google Analytics (GA) is sought after is that you can track website traffic for a complete process defined in an online business model. One can set the ultimate target as the goal for GA tracking and GA will track every step of the process until the defined goal. However, the problem is that GA does not reprocess historical data.  GA will only start to track goal conversion data from the day you set the goal in GA. Nevertheless, here is a simple way to track goal conversions without setting goals in GA for historical data as well. To do this, here are some conditions: 1) You should tag your entire website by the proper Google Analytics Tracking Code (GATC). ... Read more...

In the modern business scenario, there is nothing more painful than knowing that a potential customer seeking more information online, is getting negative feedback about your company or product. Nowadays, a brand is defined by how well you rank in Search Engine results. I can be in a news site, blog or a forum. Irrespective of the source of negative listings, the impact can be devastating. Most companies experience challenges from hostile customers, displeased employees and wicked competitors who attempt to damage businesses by posting disparaging statements/comments online about the company. They aim to negatively impact a target's business and reputation. This is where the role of Search Engine Reputation Management (SERM) comes into play. SERM is the process of defending as ... Read more...

Most of us have a profile on a social networking website such as LinkedIn or Facebook and are familiar with the concept of “degrees away from you”.  So, if X is 2 degrees away from you on LinkedIn then you and X (although not connected to each other) share a common connection say S. The figure below illustrates this: This can be viewed in terms of a graph where you and X are nodes on a Graph connected to each other through the node S.  In case you and X have more common connections besides S then there are multiple paths between the node “you” and node “X” as shown below: In case there is no connection between you and a person ... Read more...