Sean Carlos

Sean Carlos is President of Antezeta Web Marketing, based in Milan Italy. As a web marketing teacher and consultant, Sean Carlos helps companies optimize their business results online. He is particularly interested in International SEO, Social Media and Web Analytics.

Performance

Nutella Tells Fan To Stop Promoting It, Social Media Backlash Ensues

In 2007, Sara Rosso, an American blogger living in Italy, created World Nutella Day to showcase her enthusiasm for Italy’s hazelnut-based spread, Nutella. Seven years on, someone at Nutella’s corporate parent, confectioner Ferrero SpA, decided they were not happy with this fan-led product promotion, prompting a social media backlash against the company. NOTE: See Nutella Gives In, Allows […]

Data

Can Social Influence Be Distilled Into A Score? Part 2 – Potential Pitfalls

While social influence scoring services like Klout, Kred and PeerIndex can provide valuable data for marketers, it’s important that you understand their limitations as well as their strengths. (Note: This is part 2 of a 2-part series. See part 1 here.) One challenge is the fact that you can’t compare scores in an apples-to-apples way […]

Data

Can Social Influence Be Distilled Into A Score? Part I, The Potential

If you’re planning a campaign to stimulate word of mouth discussion of a product or a brand, one question likely keeps arising — how influential is a particular person online? Is it worth reaching out to them? If you’ve been pondering how to measure or benchmark social media influence, several companies, including Klout, PeerIndex and Kred, […]

Performance

Is It Time For Facebook Advertisers To Conduct Click Fraud Audits?

An Achilles heel of pay-per-click internet advertising is the risk that someone will click on an ad they’re not the least bit interested in. To the extent that unqualified clicks are limited to a few over-caffeinated users who click wildly, this isn’t really a big concern — especially to advertisers accustomed to the targeting constraints […]