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February Roundup: What does it take to bring technology to market?

We kicked off the second year of our new blog with a strong month of posts that covered a wide range of topics including leadership, content marketing, SEO, Pinterest for B2B businesses, trademarks, free tools for social media and PR, and succession planning.

On that final point, we said a sad farewell to a valued colleague last month. For our Linda Forrest, it was time for a new challenge in a new city. After a successful seven years with us, Linda has taken on the role of Digital Media Communities Manager at the Canadian Digital Media Network based in Kitchener/Waterloo. We welcome you to reach out to her on LinkedIn or Twitter to stay in touch.

Without further ado, here are our posts, in case you missed them, from February.

February 8: Giving your team ownership by Francis Moran and Leo Valiquette

February 15: Burning the candle at both ends as the clock ticks down by Francis Moran and Leo Valiquette

February 21: What an IP Coordinator should know: Something about trademarks by David French

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from February, as ranked by the enthusiasm of our readers:

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Measuring social media: A step-by-step guide for newbies

By Alexandra Reid

Over the last two weeks, I have taught our readers how to grasp the basic concepts required for monitoring and managing social media so they can be more effective in marketing their businesses on these channels. As the last in my three-part series, this post discusses how to measure the information received through the first two processes to provide actionable insight required to carry out successful, long-term social media strategies.

In earlier posts, I explained how to develop a social media strategy and carry it through and how to track social media efforts and reach your benchmarks. Your strategy should include your social media goals, determined by analyzing your business to decide what you want and are able to achieve through social media and what you are able to offer your audiences as well as other businesses to understand what they are doing successfully so you can compete. You can also look at reports and other key benchmarking data, provided by organizations such as MarketingSherpa, MarketingProfs and Forrester. Your strategy should also include your plan for measuring success, laying out your key performance metrics and how you will collect and analyze the data. I suggest you read these posts first to provide you with a good starting point for today’s discussion. This post will provide details on how to actually measure social media, including tools and measurement methods we employ.

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June Roundup: What does it take to get technology to market

Is it the last day of June already? Perhaps it whooshed by because we were so hard at work, writing about what it takes to bring technology to market. This month, we told you about bridging the investor-entrepreneur gap, accelerator programs for startup mentorship, how to become an investor magnet, the right circumstances for bringing tech to market, how to accelerate women’s involvement in tech, the importance of food in making good decisions, incubation, the role of champions and making effective use of social media, among many other pearls of wisdom.

In case you missed anything, here is a recap of our posts from June, beginning with, in chronological order, the latest installments in our ongoing series, The Commercialization Ecosystem.

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Drinking from the waterfall: How to effectively monitor social media

By Alexandra Reid

This is part one of a three-part series I will write on how to monitor, manage and measure social media. I have discussed best practices for each of these processes in previous posts. However, after receiving a comment on LinkedIn, I realized that I neglected to dive into any of these subjects in great detail. I hope this short series will help social-media newcomers grasp not only the basic concepts required for each of these areas of community management, but also provide the most modern tools and techniques so they can be more effective in marketing their businesses on these channels.

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How to develop a killer social media strategy and carry it through

By Alexandra Reid

I am a fortunate community manager because I get to both write social media strategies and carry them through. This seamless process allows me to have a firm grip on the day-to-day online activities of our clients with the foresight to effectively steer these activities to reach long-term goals.

While it is beneficial to have a team of professionals that handle the areas of social media in which they are specialized, there are some major obstacles to this approach, especially for new ventures that do not have bottomless budgets to devote to the cause. For social media to be planned and carried out in house requires a dramatic reorganization of the departments that would handle the accounts (usually a battle between marketing and sales) as well as a huge commitment of time and resources. Alternatively, if you wish to outsource social media to a large agency, you run the risk of paying a small fortune for senior professionals to handle your accounts, while, unbeknownst to you, the bulk of the tasks are handed down to the juniors.

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Recent Comments

  • 5 Ways to Engage With Your Brand Voice - icuc.social : [...] “A strong company voice on social media should emphasize the company’s values, objectives and key differentiators that set it apart from its competitors. These can be expressed in the tone of the communication and the content that is shared with community members and the target audience.The best social media voices are communal, grammatical, dialectical, authentic, original, contextual, relevant, timely, persistent, responsive, helpful, generous and more informal. A company’s social media voice should only be changed if absolutely necessary and should maintain all of these qualities. Any change should be preceded by lots of information explaining the change to community members to ensure they know it is deliberate and that the company isn’t suffering from some form of instability, which jeopardizes relationships.” [@TechAlly, Francis Moran & Associates – via Francis Moran & Associates] [...]

  • Stephen Murray : Interesting article. I am close to finishing a book titled "Davis and Goliath - One Inventor's Struggle with the Mismanagement and Theft of Intellectual Property." Davis in my book is W.R. Davis Engineering. "Goliath" is the Canadian Department of National Defence. The intellectual property is an infrared signature suppression system to protect warships and tactical aircraft from being targetted by heat seeking missiles. I was a public servant co-inventor in this story. As was the case in the biblical story "David and Goliath," Davis did indeed slay Goliath. Davis is wealthy today. The inventors and the Crown got nothing. But the Crown's negligent acts were to blame for most of outcome. Everything that could have gone wrong in the story did go wrong. My book may interest you. Hope to have it published by year end.

  • Dan Rather’s Words of Wisdom for the PR profession | Return On Reputation : [...] that you are serving a higher purpose than just serving your clients – you are serving public interest and our nation’s [...]

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