Bidding on a competitor’s keywords to trigger your search ads is a strategy that I discourage because it can often lead to an escalating “arms race” whereby your competitors will begin to bid up your keywords in retaliation.
MediaPost reports that Amazon.com purchased a keyword for a desktop toy “buckyball” and the ad (when clicked) took the consumer to Amazon’s site advertising competing products for sale (and not actually buckyballs).
It seems that some of my client’s sites that are hosted on GoDaddy.com are running much slower (if loading at all) right now. Coincidence? Maybe… or maybe someone hacked in retaliation. Us customers cannot have the liability of a CEO acting this way. Too risky for our small businesses.
I’ve recently started running a number of large campaigns on Facebook with decent success. My biggest problem is that the data I receive via the Facebook interface differs vastly from my Google Analytics data.
If your company has more than a few employees, you should have a social media policy. I’m not talking about a 400-page manual of restrictions and edicts. Rather, a document that serves as a reference point and guide for employees, helping them understand how social media affects their careers and the company.