Christopher Carfi

In many marketing organizations, the steps in the interaction between an organization and its customers have traditionally followed a predictable sequence, starting with “awareness” and culminating in some form of “action” on the part of the customer. It usually looks something like this:

• Unaware: The customer does not know of the company and/or its offerings
• Awareness: The customer has become aware of the company/offering
• Consideration: The customer is considering the company as a potential solution to one of the customer’s current needs
• Intent: The customer intends to purchase from the company...

“Social media is all about relationships. If you want to find people’s relationships, an address book is the best place to go. It’s like if you want to rob a bank, go where the money is.” – Joe Turow

There was a fantastic segment on NPR’s Fresh Air yesterday that featured Joseph Turow speaking with Terry Gross on how advertisers are tracking customers across the web, social networks and mobile. It’s most definitely worth a listen. I’ve linked both the audio segment as well as the transcript below.

Listen: ...

The confluence of the Super Bowl and its focus on immense ad spend, coupled with speaking at last week’s NetPromoter conference triggered a thought. Are there two kinds of attention (let’s call them “Good Attention” and “Bad Attention”), in the same way that there are two kinds of profits?

We know that there are two kinds of profits. Good profits are profits that fuel...

A number of luminaries participated on this week's W3C Social Business Jam, including Doc Searls (pictured), Alex "Sandy" Pentland and the inventor of the web itself, Sir Tim Berners-Lee. A jam is "an online conversation among leaders in business, government and technology about the current state of social business, the future role that social technologies can play in improving the bottom line, and how social...