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sara callahan

sara callahan Owner/President

sara callahan Blog Posts

Your Online Reputation Is Who You Are… to Your Customers

Your Online Reputation Is Who You Are… to Your Customers

Before the Internet people chose who to do business with based on their community and word-of-mouth. There were no review sites. Now, however, review s…

Using Content as a Sales Tool

Using Content as a Sales Tool

Most companies view content marketing as a means to rank higher in search engines, establish thought leadership and engage with their audience. Content…

Manufacturers Cease Allowing Dealers to Brand Social Media Content – Huh?

Manufacturers Cease Allowing Dealers to Brand Social Media Content – Huh?

I bet that title got your attention. Imagine a world where automotive manufacturers prohibited dealerships from producing and publishing video content …

What Would You Do?

What Would You Do?

In this era of dealership expansions and acquisitions, groups are often put in the unenviable position of inheriting promises or perks that were offere…

Why So Serious? Earning Loyalty, Advocacy & New Customers through Humor

Why So Serious? Earning Loyalty, Advocacy & New Customers through Humor

Last week, a UK based travel company received an interesting Facebook post – a user posted a screenshot of a travel itinerary that listed a layover o…

Is Good Content Really Worth the Effort?

Is Good Content Really Worth the Effort?

All too often, a company gets intrigued with content marketing and decides to give it a try. But then, after just a couple of blogs, executives decide …

Act, Don’t React to Negative Online Reviews

Act, Don’t React to Negative Online Reviews

Consumers increasingly use their smartphones to research which businesses they should patronize. These days, online reviews are a big part of that deci…

Social Media and Security: This Could Be Important!

Social Media and Security: This Could Be Important!

These days, most companies have a social media presence. Some are healthy and vibrant, while others merely exist. Regardless of how well any particular…

It's Time to Step up your Content Marketing Game

It's Time to Step up your Content Marketing Game

While lead generation is important, according to this article on Inc.com, many companies would see far greater results (and better, more-qualified lead…

Injecting the Power of Video into Your Content Marketing

Injecting the Power of Video into Your Content Marketing

Video content has pretty much become the preferred medium for consumers. Social media platforms increasingly give video content preferential reach and …

The 5 Top Social Media Errors to Avoid

The 5 Top Social Media Errors to Avoid

Social Media has become an important channel customers use to reach out to businesses. From tweets expressing their displeasure, to Facebook wall posts…

5 Common Blogging Mistakes

5 Common Blogging Mistakes

Today, it’s a content-drive world. There is so much content in existence there’s simply no way any person could ever truly absorb all of th…

How to Differentiate Your Dealership during the Recall Crisis

How to Differentiate Your Dealership during the Recall Crisis

Dealers are in for a wild ride. The next 5+ years will be filled with revenue from recall work; a shortage of technicians; shop capacity that can&rsquo…

Public Relations: The New Home of Content & Social Media Marketing?

Public Relations: The New Home of Content & Social Media Marketing?

When most people think about what public relations agencies do, they picture media relations, industry exposure and … well… lots of press…

Are We Sacrificing Customer Experience for Efficiency?

Are We Sacrificing Customer Experience for Efficiency?

It’s inevitable. Businesses grow and, as they do, many look for ways to automate processes. Dealerships do it with auto-responders. Many companie…

Is Your Company Disconnected?

Is Your Company Disconnected?

In business, just as is the case for any living being, all parts need to be functioning to operate at optimal efficiency. If your right leg wanted to go …

A Social Media Mistake: How to Lose Friends and Irritate People

A Social Media Mistake: How to Lose Friends and Irritate People

Social media provides us with a wonderful set of tools to connect and stay connected with people. In its early years, some businesses were a little slow …

Content Marketing: Is it Possible to Go from Zero to Hero?

Content Marketing: Is it Possible to Go from Zero to Hero?

You’ve finally realized that you need to make some noise to get attention and implemented a content marketing strategy. You’ve rallied the troops. Yo…

A Vendor’s Guide to Getting Attention at Conferences

A Vendor’s Guide to Getting Attention at Conferences

The 2016 conference season is upon us. Conferences are an excellent place for vendors to gain exposure and connect with dealers in a concentrated area ov…

2015: Reflections & Gratitude for the Industry I Love

2015: Reflections & Gratitude for the Industry I Love

In reflecting back on 2015, I would like to reach out and share my thoughts about how grateful I am to be in a career I love and for that career to be in…

Metrics 101: Is Your Content or Social Media Marketing Working?

Metrics 101: Is Your Content or Social Media Marketing Working?

So, you’ve recognized the value that social media and content marketing present for your business. You faithfully promote your Facebook page to your au…

In this Age of Extreme Political Correctness, Should Businesses Care?

In this Age of Extreme Political Correctness, Should Businesses Care?

If you’re on any social media platform, there’s no doubt that you’ve seen or heard of a multitude of topics where someone somewhere was offended. N…

Content Marketing: Is It Better to Keep It or Give It Away?

Content Marketing: Is It Better to Keep It or Give It Away?

Regardless of what industry you are in, your audience is seeking information and it’s in your best interest to be the place that provides it for them. …

B2B Marketing in 2015: It’s Not All about Customer Experience

B2B Marketing in 2015: It’s Not All about Customer Experience

In B2B marketing, there’s no scarcity of brand messages from vendors to dealers. Increasingly, those messages now tend to market how the vendor’s pro…

It's On The Internet, So It Must Be Free

It's On The Internet, So It Must Be Free

The web provides a plethora of content including articles, editorials, infographics, images, videos, and photographs.  While this content creates a grea…

Emerging Interactive Content

Emerging Interactive Content

At the recent Content Marketing World 2015 event, many of the speakers highlighted the evolution of content marketing and how new interactive technologie…

Social Media Is Becoming a Prime Customer Service Center

Social Media Is Becoming a Prime Customer Service Center

Today’s consumers look to social media as a prime way to reach out to businesses for customer service needs. From requesting help with a problem, to si…

Why LinkedIn Is Essential for Company Executives

Why LinkedIn Is Essential for Company Executives

As far as content marketing goes, the most popular types of content educate and help your audience make informed decisions. It’s not enough, however, t…

Use Data to Create Better Content

Use Data to Create Better Content

According to a recent article in The Atlantic, soon reporters at two of the country’s leading newspapers will have access to the most basic type of dig…

Do Press Releases Still Have SEO Value?

Do Press Releases Still Have SEO Value?

The quick answer to the question is not so much anymore. These days press releases are branding, validation, and credibility tools for companies, not SEO t…

Do You Have A Content Marketing Strategy?

Do You Have A Content Marketing Strategy?

If you’re in business, I’m sure you’ve been introduced to the concept of content marketing. Experts have advised businesses to produce content for …

The Cold Might Be Bothering Frozen’s Elsa Now: Social Media Creativity

The Cold Might Be Bothering Frozen’s Elsa Now: Social Media Creativity

  Part of the allure of social media is seeing all of the fun and creative content that your friends have discovered and shared. For brands, it’s a nev…

5 Things Vendors Can Do to Earn & Keep an Auto Dealer’s Business, Told from a Dealer’s Viewpoint

5 Things Vendors Can Do to Earn & Keep an Auto Dealer’s Business, Told from a Dealer’s Viewpoint

My primary goal as a PR Professional is to assist my clients in achieving the most exposure possible and build top-of-mind brand awareness among their po…

Is Guerrilla Social Media A Good Strategy?

Is Guerrilla Social Media A Good Strategy?

It seems as if every big event nowadays is live tweeted by brands seeking to gain free marketing on the back of these popular events. This last Super Bow…

Engagement Is a Two-Way Street

Engagement Is a Two-Way Street

When considering the successful use of social media by a business, the first thing that pops into many people’s minds is quantity. Not necessarily quan…

LinkedIn Wants Relevancy: Punishes Abusers

LinkedIn Wants Relevancy: Punishes Abusers

In yet another move by LinkedIn to create a more engaging user experience, the company has decided to penalize any users of the InMail feature that send …

FTC Social Media Ruling Puts Businesses on Alert

FTC Social Media Ruling Puts Businesses on Alert

It’s no secret that the FTC has been monitoring brand usage of social media. The hammer finally fell when the FTC ruled last week that companies and ag…

Content Marketing Strategy: How to Create a Winning Company Blog

Content Marketing Strategy: How to Create a Winning Company Blog

Content marketing, in general, can provide many valuable benefits. It can help create and maintain a brand presence; assist in search engine optimization…

Did Facebook Just Bring Down The Hammer on Brand Content?

Did Facebook Just Bring Down The Hammer on Brand Content?

In the past, a business could increase per post reach on Facebook simply by creating unique and engaging quality content. That has now changed and, for t…

Don’t Kill The Messenger

Don’t Kill The Messenger

Customer complaints happen. No matter how much a business wants to provide great customer service, there are times when the dominos aren’t lined up exa…

Proactive PR & the NFL?

Proactive PR & the NFL?

While I love to be active myself, I certainly could not call myself a big fan of watching and keeping up with sports. It seems, however, that you cannot …

How Much Is Your Branded Content Worth?

How Much Is Your Branded Content Worth?

It’s widely accepted that content created by third parties in general holds more value for businesses than content they create themselves. Many have fe…

Stop Using Public Relations as Advertising

Stop Using Public Relations as Advertising

Throughout history, public relations professionals have assisted companies in gaining exposure and getting the right message to the right audience at the…

Social Media: When Marketing Becomes Mocketing

Social Media: When Marketing Becomes Mocketing

Social media can be a tricky thing. Finding and publishing content that a business’s audience will both enjoy and interact with can be challenging. And a…

Content Marketing – What’s Your Strategy?

Content Marketing – What’s Your Strategy?

Things change. There’s no getting around that. The most effective marketing strategy in the world can be rendered ineffective in a day by an algorithm …

Vendors: Don’t Be So Darn Annoying!

Vendors: Don’t Be So Darn Annoying!

As a PR professional, my primary goal is to assist my clients in achieving the most exposure possible and build top-of-mind brand awareness among their p…

Why Speeling and Grandma Is Impotent

Why Speeling and Grandma Is Impotent

When writing content – whether that content is a short, social media post or blog article, or a full-length feature article – form is just as importa…

Is Tesla’s Open Sourcing of Its Technology Simply Brilliant PR?

Is Tesla’s Open Sourcing of Its Technology Simply Brilliant PR?

Last week, Tesla Motor’s CEO, Elon Musk, announced via the Tesla Blog that Telsa would be making its technology available to any car manufacturer that …

How Social Media Can Affect Your B2B Opportunities

How Social Media Can Affect Your B2B Opportunities

Just like any business, I have potential clients that I reach out to in an effort to see whether my services are a good fit. Recently, a potential client…

Perception Matters: 3 Tips for Always Looking Your Best.

Perception Matters: 3 Tips for Always Looking Your Best.

In a heartbreaking video titled “The Importance of Appearances,” a social experiment unfolds that sets up the same scenario with two very different peo…

How Facebook Newswire Could Transform Your Content Marketing

How Facebook Newswire Could Transform Your Content Marketing

Last Thursday, Facebook launched Facebook Newswire. In partnership with Storyful, a social media content verifier and aggregator, Facebook has entered th…

Facebook Confirms Reduced Page Exposure Is Because Your Content Sucks

Facebook Confirms Reduced Page Exposure Is Because Your Content Sucks

It’s been widely reported by social media experts that organic reach for Facebook pages has plummeted in the past 6 months; from as high as 15%, to the…

The Selfie That Broke Records

The Selfie That Broke Records

Unless you’ve been living in a box for the past couple weeks, you’d undoubtedly heard about the now infamous selfie taken by Ellen DeGeneres during the…

When Good Content Turns Bad

When Good Content Turns Bad

The growing importance of content marketing is clear; small businesses that post unique and relevant blogs, videos, press releases and social media on th…

Content Marketing: What’s Good for the Goose…

Content Marketing: What’s Good for the Goose…

Content marketing and exposure are becoming increasingly important in digital marketing and today’s race for eyeballs. In the automotive space, there a…

Target’s Crisis Management Failure In the Wake of Data Breach

Target’s Crisis Management Failure In the Wake of Data Breach

Target’s massive data breach, which caused an estimated 40 million credit and debit cards to be compromised during the holiday period, will end up …

The Transformation of Public Relations Firms

The Transformation of Public Relations Firms

A lot of people have the misconception that a public relations firm simply deals with the media while churning out press releases. While this may have be…

Trash-talking Musical Loving Company Twitter Account Is Genius

Trash-talking Musical Loving Company Twitter Account Is Genius

The folks over at DiGiorno Pizza seem to have given someone their Twitter password and said, “Go for it!” They are engaging people in the Twitt…

Black Friday: When $50 is greater than $1,000

Black Friday: When $50 is greater than $1,000

Black Friday is the busiest shopping day of the year. People start lining up for sales hours and sometimes days in advance for an opportunity to purchase…

Do or Do Not. There is No Try. – 4 Rules to Responding to Angry Customers

Do or Do Not. There is No Try. – 4 Rules to Responding to Angry Customers

In business, you are what you are perceived to be.  Your customers not only have their own opinions of your business, but they can also influence ot…

Community Deeds Done Dirt Cheap

Community Deeds Done Dirt Cheap

The challenge many businesses face is personalizing themselves to their customers. Businesses try and accomplish this through many methods. They create u…

Outsourced Social Media: How to Choose the Perfect Partner

Outsourced Social Media: How to Choose the Perfect Partner

Businesses are increasingly recognizing the importance of having an online presence in social networks. Consumers have come to expect it and, whether you…

When Customers Attack

When Customers Attack

In the business world, and in public relations, it’s not uncommon for customers to vent on social media networks when they encounter problems and f…

Don’t Be Afraid of Content

Don’t Be Afraid of Content

Content. That word scares a lot of dealerships. They’re told they need it from every vendor, at every conference and in every article. They need it…

What We Can Learn From The CBS – Time Warner Cable Dispute

What We Can Learn From The CBS – Time Warner Cable Dispute

About a month ago, Time Warner Cable blacked out CBS in several major markets including Los Angeles, New York and Dallas, because of a dispute with CBS o…

Cut Through The Noise: 7 Tips On How To Have Social Media Success At Conferences

Cut Through The Noise: 7 Tips On How To Have Social Media Success At Conferences

As the fall conference season approaches for the automotive industry, many vendors miss opportunities for exposure. Owning a public relations agency, my …

The Five Things We Can Learn From Sharknado

The Five Things We Can Learn From Sharknado

July 2013 saw history happen -- and it happened with flying sharks. The Syfy Network aired what has been universally reviewed as a horrible movie about s…

Using Social Media to Increase Your Publicity

Using Social Media to Increase Your Publicity

Press releases are a great way to promote and disseminate information about your company.  I’ve written many articles on how to write and opti…

Want A Free Ferrari, Buy Some Pizzas

Want A Free Ferrari, Buy Some Pizzas

Sounds ridiculous, right? It’s real, however. A case study involving a pizza joint in New York has shown that offering ridiculous rewards can pay o…

How Much Is Your Reputation Worth? If You’re Chrysler, Quite a Bit.

How Much Is Your Reputation Worth? If You’re Chrysler, Quite a Bit.

On Monday, June 3, Chrysler had a choice to make. The National Highway Traffic Safety Administration asked them to recall 1993-2004 Jeep Grand Cherokees …

What to Do When It Hits The Fan

What to Do When It Hits The Fan

In my last article, I discussed what a Public Relations firm does. One of those tasks, which I hope you never need but is important to understand, is cri…

What Does A PR Firm Do?

What Does A PR Firm Do?

​Many people really don’t know exactly what a Public Relations firm does. The common answer is “write press releases,” but I can guar…

How To Supercharge Your Press Releases With Images and Video

How To Supercharge Your Press Releases With Images and Video

Writing a well-constructed press release is a challenge in and of itself. There are many reasons you should be writing them and using them in your compan…

When Going Viral Jeopardizes a Brand

When Going Viral Jeopardizes a Brand

A few weeks ago, Ford managed to accomplish a task that many brands dream about but never achieve… to have an ad go viral. You might think this is…

Sometimes Keeping Your Strategy To Yourself Is A Good Strategy

Sometimes Keeping Your Strategy To Yourself Is A Good Strategy

Now that the focus in many industries is on data and behavioral marketing, marketing departments are increasingly better able to pinpoint areas in which th…

NADA Auction Fundraiser Helps Place Canine Companions With Wounded Veterans

NADA Auction Fundraiser Helps Place Canine Companions With Wounded Veterans

I just came back from NADA in Orlando, FL, which was a great show. However, with all the wonderful things I ran into at the show, I honestly think that one…

Dealers -- DealerRater would like your opinion about reputation management

Dealers -- DealerRater would like your opinion about reputation management

DealerRater is conducting a short survey about online reputation management and cordially invites auto dealership personnel to participate. All responses…

Closing More BeBacks

Closing More BeBacks

  Many auto dealerships are closing just twenty percent of shoppers who come through the doors, while the remaining eighty percent simply walk awa…

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