CISOs are repeatedly saying that they don't respond to traditional marketing ploys. The way to get to them is through relationships. If that's true, why even bother with traditional security marketing? The reality is for a security company only doing relationship marketing, it's financially not possible at scale. The cost per marketing to a person and the number of people you need to engage simply goes beyond any organization's means, even a huge company. Even if you were an amazing relationship marketer, you simply couldn't reach the audience you wanted to reach. But, at the same time, relationship marketing in the B2B infosec space often delivers a 10X ROI over traditional marketing.
This article is part of a longer series I'm producing on Forbes examining the relationship between CISOs and security vendors. Here's a link to check out all the articles on Forbes and discussions on LinkedIn.
Users interact with hashtags (except on Snapchat): A hashtag can be clicked for a search result. Snapchat hashtags are not clickable. They're essentially useless, except for purposes of irony.
Go nuts on Instagram with your hashtags: Hashtags are key to discoverability on Instagram. It's expected and OK to have 20-30 hashtags for a single Instagram post. Go crazy!
Limit your Facebook hashtags to just two: More than two hashtags on Facebook and engagement drops.
Sweet spot for Twitter hashtags is two: The bell curve of Twitter hashtags peaks at two. Keep it there.
Do some hashtag research: You don't want to accidentally align your content with a hashtag that's connected to some unrelated (possibly inappropriate) content. Search the hashtags first to make sure your content will be in good company.
On this episode of Tear Down Show Michael and I discuss how the older generation wants to impose their communication style on the younger generation. Video games get blamed again for violence, and our search for extraterrestrials is being hindered by Bitcoin mining.