Business Of Social
154 episodes - English - Latest episode: about 1 month ago -The Business Of Social keeps you up-to-date on the ever-changing social media & marketing landscape. David Brickley, CEO & Owner of the nationally recognized social-first agency, STN Digital, is your host each episode as he interviews the top marketers in the world.
Each episode will leave you feeling inspired as we discuss how brands and individuals can continue to evolve their strategy. We’ve had conversations with leaders from ESPN, WarnerMedia, Twitter, Instagram, Coca-Cola, Patagonia, Peloton, and NBC, just to name a few.
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Episodes
Panel: Building a Social Team for the Modern Age
July 13, 2021 15:00 - 31 minutes - 28.7 MBIf you want your brand to stand out in the crowded field of social, how do you need to approach putting your team together to work best in the modern social age? What strategy & more importantly, staffing do you need to win in 2021? David Brickley, owner and CEO of STN Digital, and Tania Yuki, founder and CEO of Shareablee, walk you through how to create an effective social team in 2021.
What All Marketers Can Learn from the Real-Estate Market with Julia Spillman
June 28, 2021 17:30 - 46 minutes - 86.7 MBOn this episode of Business of Social, David is joined by Julia Spillman, CEO of EklundGomes, to discuss how Julia and her team switched their sales and marketing strategy in the midst of the pandemic. She explains how they’ve fully embraced digital media in the real estate world and shares how they achieved results from this strategy. Prior to the pandemic, real estate relied on showing homes and walking potential clients through properties. What happens when all of that gets turned off? ...
Brand Marketing for Coke with Crystal Ivey
June 14, 2021 22:58 - 49 minutes - 91.7 MBOn this episode of Business of Social, David is joined by Crystal Ivey, Brand Manager at Diet Coke. They discuss all things product marketing and dive into the ideas and strategy behind launching a product on social. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”- Seth Godin
A Look Inside the PGA Tour's Content Strategy with Preston McClellan
June 02, 2021 23:15 - 21 minutes - 39.3 MBOn this episode of Business of Social, David hosts Preston McClellan, the PGA Tour's Director of Player Content, to delve into the world of athlete marketing and content strategy. Discover how to unlock more opportunities for your stars and establish a winning approach to set them up for success. Learn from Preston's expertise on creating effective content and implementing it into a winning content strategy for athletes.
Building a Winning Culture with Tania Yuki
May 18, 2021 16:00 - 1 hour - 118 MBOn this episode of Business of Social, Tania Yuki, the CEO and founder of Shareablee, joins David to talk about the essential aspects of running a business in 2021. They delve into leadership strategies, metrics that matter, and nurturing a thriving company culture. Tania shares her expert tips on effective hiring practices, cultivating a healthy work environment, and navigating investor relationships. They also explore the importance of crafting content that resonates with your target audie...
An Insiders Guide to Twitter with Christine Wixted
May 11, 2021 18:44 - 46 minutes - 86.3 MBOn this episode of Business of Social, David is joined by Christine Wixted (@wixxy), Sr. Partnerships Manager at Twitter Sports, to discuss all things Twitter! Christine gives her thoughts on the newest updates to the platform, how brands can get the most out of their partnerships, and how to utilize Twitter correctly during real time events like the NFL Draft.
Changing the Public Perception of Baseball with Alec Palmer
April 27, 2021 18:53 - 39 minutes - 73.6 MBOn this episode of Business of Social, David is joined by Alec Palmer, Head of Product at Momentum, to discuss athletes owning their own message, the future of player/celebrity/influencer content and how to get ahead of the curve. Momentum was founded in 2019 with the goal of sharing authentic player stories and ultimately affecting the public perception of baseball. Momentum is changing the way baseball players and fans connect, and ultimately, how the sport is marketed. Alec talks abou...
Marketing for Streaming Giants Like Netflix, Marvel and Disney with Henry Ong
March 23, 2021 18:39 - 54 minutes - 101 MBWhats the best way to market and a promote a new show for a streaming service? Should you release the episodes all at once or week to week? How does the release strategy affect your marketing tactics before, during and after release? On this episode of Business of Social, we are joined by Henry Ong, Former Sr. Global Marketing Manager, at Marvel and Disney to discuss how the largest streaming companies promote their shows and grow their audience. Henry also touches on the future of streami...
A Look Inside ESPN's Social Strategy with Kaitee Daley
March 16, 2021 15:00 - 59 minutes - 110 MBKaitee Daley, VP of Social Media at ESPN, returns to the Business of Social podcast to discuss the current state of social media and how it has evolved since she was last on the show in April 2019. Kaitee shares how you can change your social habits to match the algorithm and speaks to the importance of having a well-rounded social team. "The difference of posting a highlight by itself vs. making it a carousel and posting 2 highlights with unique angles could be the difference between 2000...
A Look Inside ESPN's Social Strategy with Kaitee Daley
March 16, 2021 15:00 - 59 minutes - 110 MBOn this episode we are joined once again by the amazing Kaitee Daley, VP of Social Media at ESPN! Kaitee returns to the podcast to discuss the current state of social media and how it has evolved since she was last on the show in April of 2019. Kaitee gives a ton of insight on looking into your data, changing habits to match the algorithm and the importance of having a well rounded social team. "The difference of posting a highlight by itself vs. making it a carousel and posting 2 high...
A Look Inside Patagonia's Marketing Strategy with Scott Carrington
March 10, 2021 00:37 - 50 minutes - 93.3 MBScott Carrington joins the Business of Social podcast to discuss the importance of authenticity and storytelling for organizations. Scott leads the Digital Marketing, Media and Advocacy team at Patagonia and shares why they put such an emphasis on their work within communities and organizations. Patagonia is all about putting action behind words and leading by example. Scott shares stories of how Patagonia has inspired change in the world and how they continue to innovate and push the brand ...
Secrets to Successful Influencer Strategies with Courtney Bagby
February 23, 2021 21:26 - 28 minutes - 53.3 MBCourtney Bagby, CEO of Little Red Management, joins the Business of Social Podcast to discuss all things influencer marketing. She covers the differences between short-term and long-term deals, the importance of authenticity and consistency, and how to find the right influencer for your target demographic. Courtney also dives into the strategy behind working with one larger versus 10 smaller influencers and determining the best influencer marketing practices for your brand.
How to Build Brand Longevity with Monica Rigali
February 15, 2021 23:34 - 50 minutes - 93.1 MBMonica Rigali, Global Head of Marketing and e-commerce at JanSport and Eagle Creek, joined the Business of Social podcast. She talks about the fundamentals of marketing and how she balances marketing to two different demographics on a daily basis. Monica gives advice on building brand loyalty and trust, and explains the importance of having core values, purpose and authenticity in your brand strategy. "Put your consumers first and then bring something interesting, cool and relevant to thei...
Superbowl Ads, Elon Musk on Clubhouse, GameStonks and the Future of Live Events
February 10, 2021 19:28 - 29 minutes - 54.6 MBOn this Mini Episode of Business of Social, David and Producer Will discuss how the "Big Game" ads have shifted and how brands will be effected in the future. They also take a look into the Gamestop and Reddit news, Elon Musk's Clubhouse debut and how virtual and live events will continue to evolve.
How Brands Should be Utilizing Reddit with Ash Dunn
December 29, 2020 16:54 - 1 hour - 112 MBOn this episode of Business of Social, join David and Ash Dunn, the Brand Strategy Lead at Reddit, for a comprehensive Master Class on all things Reddit, marketing, and social strategy. Ash shares invaluable insights on marketing and social strategy on Reddit, and how brands can leverage Reddit successfully. Ash also delves into leadership and the essential role of companies in promoting diversity and inclusion. Don't miss out on this episode's expert tips and advice for mastering Reddit and...
How Brands Should be Utilizing Reddit with Ash Dunn
December 29, 2020 16:54 - 1 hour - 112 MBA Master Class of all things Reddit with their Brand Strategy Lead, Ash Dunn. How should brands take advantage of the platform? What are the Do's and Don'ts? What ways have you seen brands succeed and/or fail to get involved on Reddit? How to get started? Ash answers all of those questions and provides incredible insight into all things reddit, marketing, social strategy and more on this episode.
Advice From 25 of the Best Marketing Minds!
December 17, 2020 23:12 - 1 hour - 131 MB2020 Wrap Up! In the last year we interviewed 25 of the brightest marketing minds in the industry so for this episode we have compiled all of the advice they provided on Marketing, Leadership, Culture, Awareness and Social Media jam packed into a 1 hour episode. We look through each guest's best piece of advice and then do a quick dive into all 25 clips. Whether you're a seasoned marketer or brand new to the industry you're guaranteed to have a few take aways after this one. The gue...
How 2020 Has Changed Society and Marketing Forever - PANEL
November 09, 2020 18:29 - 37 minutes - 52.1 MBFrom your grandparents learning how and what zoom is for digital happy hours, to restaurants going to only delivery only, the world changed on a dime and brands/restaurants/corporations all had to make adjustments on the fly. Do we need to send employees on long distance flights + hotels for meetings now that Zoom is normalized? Do we need to pay millions of dollars in rent for expensive NYC offices? Taking a look at how the population was educated at scale and how the marketing world is f...
Ep 57: Fundamentals of Marketing with Rachel Porges
October 12, 2020 17:48 - 1 hour - 115 MBRachel Porges, CMO and Advisor, joined the show to talk everything marketing! Rachel has a background in CPG, Food, Personal Care, Travel, Hospitality, Retail and has worked for brands like JetSuiteX, Kriser's Natural Pet, P.F. Chang's, I Can't Believe It's Not Butter!, Hellmann's, Neutrogena and is current advisor and former CMO at Levain Bakery. Rachel breaks down what see's in todays current marketing landscape and offers her thoughts on what to do for new brands who are just starting o...
Fundamentals of Marketing with Rachel Porges
October 12, 2020 17:48 - 1 hour - 115 MBOn this episode of Business of Social, Rachel Porges joins David to talk everything marketing! Rachel has a background in CPG, personal care, travel, hospitality, and retail. She has worked for brands like JetSuiteX, Kriser's Natural Pet, P.F. Chang's, I Can't Believe It's Not Butter!, Hellmann's, Neutrogena and is current advisor and former CMO at Levain Bakery. Rachel breaks down today's marketing landscape and shares strategies on how new and established brands can grow and build a loyal ...
The Social Dilemma: The Aftershow
September 30, 2020 18:40 - 47 minutes - 88.4 MBOn this episode of Business of Social, we were joined by STN's Director of Data and Strategy, Liz Ninivaggi, to have a roundtable discussion about the Social Dilemma documentary on Netflix. Mental health, Algorithms and Screen Time. We discuss how the documentary "The Social Dilemma". What stood out, what we liked/disliked, and where to go from here. As our society continues to use our phones and social media more and more by the day, what are some things we should be aware of as we contin...
How Lindsey Vonn Attacks Social Media
September 03, 2020 21:30 - 1 hour - 115 MBOn this episode of Business of Social, David is joined by Karin Kildow and Lindsey Vonn to discuss "the business of social". How should athletes/entertainers manage their social feeds? What type of content should you be posting? How much is too much? How should you approach partnership deals? "You hire a lawyer for legal work, a financial advisor to handle your money, so why wouldn't you hire a social media expert to run your platform and manage your feeds?" Karin and Lindsey share what ...
How Lindsay Vonn Attacks Social Media
September 03, 2020 21:30 - 1 hour - 115 MBOn this episode David is joined by Karin Kildow and Lindsey Vonn to discuss "the business of social". How should athletes/entertainers manage their social feeds? What type of content should you be posting? How much is too much? How should you approach partnership deals? "You hire a lawyer for legal work, a financial advisor to handle your money, so why wouldn't you hire a social media expert to run your platform and manage your feeds?" Karin and Lindsey share what its like to have a larg...
Panel: Haircare & Beauty - How to Build a Loyal Community
August 26, 2020 17:25 - 1 hour - 121 MBWelcome to another edition of the Business of Social podcast, Panel edition! On the 6th episode of our Panel series, David was joined by 2 leaders in the beauty industry. Hannah Beals, VP, Brand Marketing and Erin Dwyer, VP, Digital, at OUAI provide insightful knowledge into the business of beauty, their strategy when it comes to social and how they build a loyal community around their brand.
Panel: A Look Inside The Business of E-Sports & Gaming
August 11, 2020 16:44 - 1 hour - 124 MBWelcome to another edition of The Business of Social Podcast, panel edition! Did you know the League of Legends World Championship had more viewers than the Super Bowl? Did you know that the gaming industry is estimated to produce 159 billion dollars in 2020? That's 4 times Box Office Revenue and 3 times Music Industry Revenue! In the 5th episode of our panel series David was joined by 3 leaders in the gaming and e-sports industry to take a high level look into the business of video game...
Sports Bubbles & Netflix's Amazing 2020
July 31, 2020 16:42 - 26 minutes - 48.3 MBOn this Mini Episode of Business of Social, David and Producer Will take a look at how the return of sports is going so far. The NBA seems to be handling everything perfectly, the NFL is up in the air and MLB is trying to figure everything out on the fly. They also discuss how Netflix continues to dominate all of streaming, and wrap up with talking about the recent hack of some very notable Twitter accounts.
Panel: How Business Has Changed Forever and Whats Next with Nick Woodhouse and Sean Robertson
June 25, 2020 18:28 - 1 hour - 142 MBWelcome to another edition of the Business of Social podcast, Panel edition! In the 3rd episode of our Panel series David was joined by Nick Woodhouse, President and CMO of Authentic Brands Group and Sean Robertson, Director of Partnerships at Dish Media. The whole goal behind this panel series that we decided to create is to find the silver lining and positivity. There has been a lot of heartache and a lot of troubling news out there when it comes to the pandemic, and we wanted to hear fr...
Black Lives Matter: How Brands Can Take Action
June 18, 2020 18:12 - 1 hour - 166 MBOn this episode of Business of Social, David is joined by Lori Hall, Jessica Lane and Tatiana Holifield to discuss the #BlackLivesMatter movement and action steps that people/brands can take to enact change. The panel provides insights on how to go beyond brand statements to empower followers and take part in actionable change. Guests: Lori Hall - Co-Founder & Head of Creative at Pop’N Creative Jessica Lane - Co-Founder & Head of Digital Content + Marketing at Pop’N Creative Tatiana H...
Panel: What The Largest Food & Beverage Brands Are Doing Right Now
June 15, 2020 17:42 - 1 hour - 121 MBWelcome to another edition of The Business of Social Podcast, panel edition! In the 2nd episode of our panel series David was joined by 3 leaders who work at some of the largest brands in the food and beverage space: Luiz Barros - Global VP, Data and Media @ AB-Inbev Nicole Portwood - VP, Marketing @ PepsiCo Mike Manzo - COO @ Jersey Mikes The whole goal behind this panel series that we decided to create is to find the silver lining and positivity. There has been a lot of heartache a...
Panel: What The Largest Largest Food & Beverage Brands Are Doing Right Now
June 15, 2020 17:42 - 1 hour - 121 MBWelcome to another edition of The Business of Social Podcast, panel edition! In the 2nd episode of our panel series David was joined by 3 leaders who work at some of the largest brands in the food and beverage space: Luiz Barros - Global VP, Data and Media @ AB-Inbev Nicole Portwood - VP, Marketing @ PepsiCo Mike Manzo - COO @ Jersey Mikes The whole goal behind this panel series that we decided to create is to find the silver lining and positivity. There has been a lot of heartache a...
Panel: What The Largest Apparel & Products Brands Are Doing Right Now
May 29, 2020 17:58 - 1 hour - 116 MBWelcome to another edition of The Business of Social Podcast, panel edition! On this episode David was joined by 4 fantastic guests, who are all leaders at some of the largest brands in the apparel and products space: Don Lane - CMO @ Saucony Steve Lesnard - VP, Mktg and Product Creation @ The North Face Nate Checketts - Nate Checketts - CEO @ Rhone Hilary Hartley - President, North America @ Victorinox Swiss Army The whole goal behind this panel series that we decided to create is...
Panel: What The Largest Largest Apparel & Products Brands Are Doing Right Now
May 29, 2020 17:58 - 1 hour - 116 MBWelcome to another edition of The Business of Social Podcast, panel edition! On this episode David was joined by 4 fantastic guests, who are all leaders at some of the largest brands in the apparel and products space: Don Lane - CMO @ Saucony Steve Lesnard - VP, Mktg and Product Creation @ The North Face Nate Checketts - Nate Checketts - CEO @ Rhone Hilary Hartley - President, North America @ Victorinox Swiss Army The whole goal behind this panel series that we decided to create is...
Events Going Virtual and How Rapidly The Industry Is Changing
May 19, 2020 18:37 - 37 minutes - 68.1 MBOn this Mini Episode of Business of Social, David and producer Will take a look how organizations are innovating now and for the foreseeable future. They discuss what brands can do to break through the noise and incentivize audiences to participate.
Predicting The Future of Media & Sports with Bonnie Bernstein
April 24, 2020 16:14 - 1 hour - 61.9 MBOn this episode of Business of Social, David is joined by Bonnie Bernstein. Bonnie is a veteran broadcaster and now owns her our production company, Walk Swiftly Productions, her latest endeavor in a career that has spanned nearly two decades on-air with ESPN and CBS covering the NFL, NBA, MLB and college football and basketball. She has been recognized by the American Sportscasters Association as one of the most accomplished female journalists in her field. David and Bonnie discuss the cu...
Bonus Episode: Real Time Summit Panel
April 14, 2020 18:04 - 20 minutes - 38.6 MBBonus Episode! David joined a Real Time Summit panel with 4 other industry experts to discuss marketing tactics, best practices, leadership strategies and more! If you're looking for advice/tips/tricks for marketing strategy and overall best practices this panel has some great discussion from industry experts to help guide you through the current climate. To buy the full replay go to: https://therealtimesummit.com/ Thanks to @Rvrbagency for all of their help organizing and producing th...
What Strategies Are Working During COVID-19?
April 09, 2020 21:46 - 45 minutes - 41.7 MBOn this episode of the Business of Social we are going to a panel style discussion to talk to a few of the department heads at STN Digital about the current social/digital climate, how things are continuing to change and some best practices for brands given the current state. The panel is a robust discussion covering topics from live streaming 101 to paid media strategy to content creation. This discussion is packed with tips and tricks to not only help you navigate the current climate but...
Positive Mindset Through Adversity with Aaron Keith
April 02, 2020 16:18 - 42 minutes - 77.7 MBAaron Keith, CEO of Buildify Systems, joined the Business of Social to talk with David about leadership, positivity and staying positive through the current situation. If you’re a business owner, CFO, CMO or someone who leads a team, Aaron offers great insight and strategies for things you should be doing during this unprecedented time. “It starts with you. You need to lead by example and let your team see you taking the actions you want them to take as well. For example if you want everyo...
How Sports Can Navigate the Current COVID-19 Climate with Blake Lawrence
March 25, 2020 18:15 - 38 minutes - 35.3 MBOn this episode of Business of Social, David and Blake discuss how the sports industry as a whole has been affected by the ongoing COVID-19 situation and what teams and athletes can do during this unprecedented time. Athletes are now realizing what life without sports will look like, so its important to use this time to figure out what you want to accomplish outside of the sports world and what you want to do in the future. As a leader in the space, Blake shares some of his thoughts and id...
Marketing Your Product to a New Audience with Lindsey Scheftic
March 23, 2020 19:21 - 44 minutes - 81.2 MBOn this episode of Business of Social, we are joined by Lindsey Scheftic, VP of Marketing, at Skyrocket. Lindsey is veteran of the marketing industry and has a lot of knowledge, experience and ideas to offer during this episode. We focus on what methods and tactics marketers can implement into their strategy in order to reach a new audience or continue to grow their current consumer base. "When it comes to trying to get in front a new audience you have try a lot of different methods and A ...
Corona Virus: Now What?
March 17, 2020 02:18 - 31 minutes - 29.2 MBOn this Mini Episode of Business of Social, David and producer Will discuss the impact that the coronavirus has had on society and how it is affecting the industry as a whole. They share tips on how to adjust to the current climate and discuss strategies and ideas to stay positive and help everyone keep moving forward.
Corona Virus: Now What?
March 17, 2020 02:18 - 31 minutes - 29.2 MBOn this mini episode David and Producer Will discuss the impact that the Corona Virus has had on society and how it is affecting the industry as a whole. They share some tips on how to adjust to the current climate and discuss different strategies and ideas to keep things positive and help everyone keep moving forward. Topics include: What Now? What its important to keep the calls, relationships, talk, creativity? What Brands Will Do? What opportunities will come of this? Innov...
Understanding The Fundamentals of Marketing with Ryan Wallman
February 25, 2020 18:54 - 44 minutes - 82.3 MBRyan Wallman, Creative Director and Head of Copy, at Wellmark joined us for this episode to drop some knowledge on the overall marketing landscape. You may know Ryan better as @Dr_Draper on Twitter where he breaks down the "insanity that pervades the marketing industry." Ryan has a great sense of humor and an even better understanding of the fundamentals of marketing. Give this episode a listen and you'll be sure to learn something new! Topics covered: the fundamentals of marketing, shin...
Understanding The Fundamentals of Marketing with Ryan Wallman
February 25, 2020 18:54 - 44 minutes - 82.3 MBOn this episode of Business of Social, Ryan Wallman, Creative Director and Head of Copy at Wellmark, joined us for this episode to drop some knowledge on the overall marketing landscape including: the fundamentals of marketing, shiny object syndrome and what to start/stop doing in your strategy sessions. He also shares some stories and theories from his new book, Delusions of Brandeur. You may know Ryan better as @Dr_Draper on Twitter where he breaks down the "insanity that pervades the m...
Billion Dollar Content Budgets and The Future of Streaming Wars
January 28, 2020 18:17 - 13 minutes - 25.8 MBOn this Mini Episode of Business of Social, David and Producer Will take a look at the reported 2020 content budgets for streaming vs. linear and discuss how this affects the entertainment industry and what it could mean for the future. "The user base for Netflix in North America is pretty close to being tapped out I think. By this point you either have Netflix or you don't. There's not a ton of people left for them here to continue to grow at a high level, so if you're Netflix where can y...
Billion Dollar Content Budgets and The Future of Streaming Wars
January 28, 2020 18:17 - 13 minutes - 25.8 MBOn this mini-episode David and Producer Will take a look at the reported 2020 content budgets for streaming vs. linear and discuss how this affects the entertainment industry and what it could mean for the future. Will content budgets continue to rise by billions of dollars year after year? How can steaming platforms continue to get new subscribers and continue to put out high end, big budget original content? Is the market in North America close to being tapped out? "The user base for N...
Why You Need To Pay Attention To Will Smith
January 14, 2020 18:36 - 13 minutes - 24.8 MBOn this Mini Episode of Business of Social, David and Producer Will discuss Will Smith's social media and look at how he has rebranded himself into an Instagram and TikTok icon. Is this something every celebrity should be getting into, and how will it affect the future of social media in Hollywood?
Are Big Changes Coming in the Advertising Industry?
January 14, 2020 18:36 - 13 minutes - 24.8 MBOn this mini episode David and Producer Will look at some of the recent changes in reported advertising spending, some new tactics brands are trying out and what that could mean for the future of the industry. They also discuss Will Smith's social media and look at how he has rebranded himself into an Instagram and Tik Tok icon. Is this something every celebrity should be getting into, and how will it affect the future of social media in Hollywood? FOLLOW THE HOST, David Brickley: T...
The Future of Monetization on Social Media with Blake Lawrence
December 17, 2019 18:28 - 53 minutes - 97.9 MBOn this episode, Blake Lawrence, Co-Founder and CEO of opendorse, joined the Business of Social to tell us how all athletes/influencers/celebrities should be using social to grow their brand and increase their monetization efforts to get ahead of the pack. We also discuss what brands should be doing to leverage their messaging, the importance of micro-influencers, product advertising and more on Episode 50!
A Look Inside the NFL's Social Strategy with Dave Feldman
December 10, 2019 21:46 - 53 minutes - 97.6 MBOn this episode of Business of Social, we are joined by Dave Feldman, VP of Social Media Marketing at the NFL. We talked with Dave about the trends and the types of content that are resonating with the NFL audience and how they continue to test the waters. The importance of constantly adjusting their strategy and trying new things to keep your audience engaged, because at the end of the day you're competing for eyeballs with everybody out there.
Ep 49: A Look Inside the NFL's Social Strategy with Dave Feldman
December 10, 2019 21:46 - 53 minutes - 97.6 MBOn this episode we are joined by Dave Feldman, VP of Social Media Marketing at the NFL. We talked with Dave about the trends and the types of content that are resonating with the NFL audience and how they continue to test the waters. The importance of constantly adjusting their strategy and trying new things to keep your audience engaged, because at the end of the day you're competing for eyeballs with everybody out there. Dave gives his advice on what you should be doing to improve your...