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The Pluses of Engagement: Rethinking Google+

Over the summer, many of us were invited to join Google+, the web giant’s newest attempt at social networking. Initially, Google+ activity exploded because of its attractive invite-only status, but users quickly became disinterested while the project was still in testing. However, after an official

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Connecting the Last Person: India Goes Wireless

Information technology shrinks the world. A war is brought into your family room, a relationship is maintained from 100,000 miles apart, a new star is discovered on YouTube. Prem Kalra, director of the Indian Institute of Technology in Rajasthan, set out on a mission to

Social Media Analytics Otherwise Approach

The Other Approach to Analytics

Countless resources stress the importance of blog metrics, pinpointing the key elements that will help measure an organization’s effectiveness of its blog, which is ultimately the platform for the brand’s voice. But merely looking at these elements individually and at face value will only skim

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The Other Approach to Social Media

At Otherwise, we value the power of a different approach, especially when it comes to our social media work. To us, social media isn’t a bullhorn or a pulpit. It’s not an information cannon. The streets and avenues of the Internet don’t travel in one

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What Came First: The Vanity or The Dissent?

Somehow, despite the numerous platforms that facilitate unprecedented communication between brands and their audiences, a glaring disconnect has emerged that finds its roots in one simple, singular practice: listening. Or, more correctly: the failure to listen. Facebook and Twitter accounts are being created for brands

Fudged Up: The Hyperbolic Tendencies of Social Media

We all know that the rise of social media has offered opportunities for the immediate sharing of information. But what happens when the information shared is false? Last week, vocalist for Toronto punk band Fudged Up (not their actual name) Damian Abraham admitted to Spinner

Mind The Gap_Otherwise Inc_Marketing

Mind the (marketing) gap.

While I have been out in the world of start-ups and early-stage companies of late, I have been struck again and again by the lack of attention to branding and marketing. So just to test my assumptions, I informally surveyed a number of ventures that

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Otherwise, The Word

Otherwise: pro. Something or anything else; something to the contrary adv. In a different way or manner adj. Different noun. A progressive strategy and design firm in Chicago’s West Loop. The word “otherwise” lurks in the gray spectrum of the English language. That is, until