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The Hyperlocal Consultant

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    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 far ...

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    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 news ...

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    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 ...

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    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 ...

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    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 ...

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    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 ...

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    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 business ...

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