 My favorite holiday has always been Thanksgiving. As a child, I remember waiting patiently for my mom to present a perfectly cooked turkey, mashed potatoes, homemade pumpkin pie, and all the other fixings. I loved the aroma that wafted throughout the house, the holiday music subtly playing in the background, and of course, the chance to steal an olive off of the tray on a beautifully decorated holiday table. The atmosphere felt so inherently extraordinary. To this day, there is something supremely special about a delicious feast surrounded by family and friends whose sole goal is thankful appreciation. I’m grateful for the awareness that Thanksgiving brings; that we are fortunate.
Beyond this, it also reminds us of those in need and the occasion to lend a helping hand. The very nature of Thanksgiving reminds us of the power of giving, gratitude and grace, but these feelings don’t have to occur within individual households exclusively. In fact, some companies have astutely made giving back a foundation of their business. The truth is that giving back is good for business. Not convinced? We identified some compelling reasons why your company should make giving the cornerstone of your business.
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 No, this is not another post about effective social media strategies. Instead, this is about the role of social media in an ever-changing world. It is about the consequences of social media when used to harm or distort. Regardless of your position on the Presidential election, I think it is fair to say that many were surprised by the outcome. The long-shot won despite nearly every poll, pundit prediction, and media commentator saying otherwise. What is, perhaps, most astonishing is the significant role that faux news had on both sides of the aisle. Facebook and Twitter were awash with fake news stories many of which quickly went viral and became gospel. Reputable journalism sources such as the New York Times or the Wall Street Journal were discarded for the likes of fictional sources such as www.70news.wordpress.com or www.Abcnews.com.co. While fake news isn’t exactly a new phenomenon, social media has increased its bandwidth materially. Moreover, the public’s general disinterest in reading differing opinions coupled with the dubious belief that established journalism is inherently biased created the perfect storm. However, there is still much good that can come from social media and not just as it relates to proposed fake news crackdowns. When I say good, I don’t just mean in providing factual, interesting content. That is a given. I mean the idea of utilizing social media to foster positive change. How can you use social media for good? This article will examine a few key strategies.
 I was chatting with a prospective client recently regarding his digital marketing strategy. During the discussion, he mentioned that he had invested in content creation some time ago but expressed concern that despite the hours dedicated to creating great content, his business wasn’t seeing an uptick in sales. I listened as he expressed his frustration regarding the stagnant sales that his company was experiencing in lieu of the additional investment. What I realized as he shared some of his company’s content was not that his content was poor quality or not of interest, as I initially suspected, but rather his content assets were out of alignment with where the customer was in the buyer’s journey. I realized that he was using the wrong content asset at the wrong stages of the marketing funnel. It may seem obvious, but without a careful content strategy which leverages the customer buying journeys, it can be easy to miss the mark and turn off potential customers in the process. So let’s dive into the best content for driving results at each the three stages of the buying funnel.
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