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Have an editorial plan, including a calendar of topics for the year ahead and don't bite off more than you can chew: focus on one or two channels - like Twitter and LinkedIn, for example - and grow from there. (Jason Franson/The Globe and Mail)
Have an editorial plan, including a calendar of topics for the year ahead and don't bite off more than you can chew: focus on one or two channels - like Twitter and LinkedIn, for example - and grow from there. (Jason Franson/The Globe and Mail)

It Starts with One

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At First Foundation Inc., a mortgage broker in Edmonton, staff has honed their skills at blogging, tweeting and posting pithy comments on Facebook. Gordon McCallum, the president, says the strategy's been paying off, largely because of their business model and digital strategy. “Despite the fact that mortgage broker market share has been declining nationally, we’ve been able to go against the trend,” he says. “And part of our success is due to our business model and our digital strategy," he says in Marjo Johne's All that blogging, tweeting can pay off.

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