TAP Into Your Town's News

The Hyperlocal Consultant

Showing articles in The Hyperlocal Consultant

  • Small_thumb_dc722e1b0e5222d482fe_shapiro_headshot

    Facebook Reduces Organic Reach Leaving Small Businesses Reeling
    by Michael M. Shapiro
    April 15, 2014

    Facebook recently changed its algorithm to reduce organic reach of posts.  In other words, posts to Facebook are being seen by fa...

  • Small_thumb_fb32244677d568ce0dc7_shapiro_headshot

    Local News Can Scale
    by Michael M. Shapiro
    April 7, 2014

    Local news can scale. There, I said it and am now preparing for the onslaught of emails by my friends operating one-off hyperlocal new...

  • Small_thumb_59c5ee583c29edbdb3be_shapiro_headshot

    Direct Mail
    by Michael M. Shapiro
    July 30, 2012

    In my last column, I wrote about the importance of repetition in online marketing.  But repetition is important in other forms of...

  • Small_thumb_2534ae502ad0b542a7b7_shapiro_headshot_small

    At Least Nine Times
    by Michael M. Shapiro
    July 17, 2012

    Studies show that people need to see an advertisement at least nine times for it to make an impression.  With the advent of iPhon...

  • Small_thumb_c92de9f4492527a9500a_shapiro_headshot_small

    Pitfalls of the Daily Deal
    by Michael M. Shapiro
    June 13, 2012

    Groupon, Living Social and hundreds of copycat daily deal sites continue to proliferate but their long-term effectiveness for business...

  • Small_thumb_ca1532709b5587855008_shapiro_headshot

    Debunking the Almighty Click Through
    by Michael M. Shapiro
    May 22, 2012

    How many clickthroughs did my ad receive this month?  How about this week?  How about today?  How about right this seco...

  • Small_thumb_da6dda3d0624824e80ed_shapiro_headshot

    Online, Content is King
    by Michael M. Shapiro
    May 8, 2012

    As founder of TheAlternativePress.com and now its CEO and Publisher, I speak with business owners every day, particularly small busine...