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Online marketing is a fluid business. Lead generation, SEO and traffic driving techniques change weekly. But one thing that seems to stay the same is Yahoo!’s second-class status to Google.

Just this week, Yahoo! CEO Carol Bartz was fired (by phone, no less), signaling yet another vote of “no confidence” in the organization’s overall strategy. What makes this particularly troubling is that many (if not most) online marketers pay less and less attention to Yahoo!, reinforcing Google as the only online-marketing game in town. Sure, they’re still a force, especially internationally.

And with the online advertising opportunity huge and growing ($77 billion by 2016, according to Forrester Research), there’s plenty of pie for Yahoo! to slice…especially with its outstanding data-mining expertise that allows laser-focused targeting for online marketers.

But Yahoo! has got to get it together, and soon. Without a strong and growing #2, Google will begin to resemble Ma Bell in the 70s…you want to talk to someone, you gotta go through Google. As this happens, we will see CPC rates north of $100 (at the moment, “insurance” is the most expensive word on Google at about $54/click.)

Forrester’s Shar VanBoskirk did a great article that should be mandatory reading for Yahoo! management (maybe she ought to get the job!?). She lays out six points Yahoo! needs to fix, including such whoppers as no corporate strategy, lack of follow through and over-investment in its legacy business.

As a guy who helped launch Lycos in the mid-90s to battle the then giant Yahoo!, I have a sentimental attachment for the internet’s old guard. But more than pining for Netscape and Nirvana, as an online marketers, we need Yahoo!, Bing and others to step it up or we’ll all be paying the price.

CerconeBrownCompany explains the various content sharing social media sties that your company could potentially take advantage of.

How can you tell if all of your company’s social media marketing efforts are working? In a recent PR Daily article, Jeff Bullas describes several easy tools to monitor and measure your social media outreach.

In the Twitter world, #ff (short for follow Friday) is making its way through feeds as users recommend who you should follow. So in honor of this Follow Friday tradition, we give you a POV from a PR agency perspective with a list of twitter accounts all public relations professionals should be following.

Shortly after the segment aired, admins of the Fox Facebook page were overwhelmed, working furiously to delete over 8,000 death threats posted on the page’s wall, targeted at atheists.

Here’s a quick list of who to contact in the media world when sending pitches.

Boston P.R. firm CerconeBrownCompany presents five quick and easy steps to build a thriving social niche in the environment of Facebook.

In Mexico, you don’t order a burrito and call it Mexican food; it’s just food. And this is the way the “green lifestyle” needs to be; it’s not living a green, it’s simply how to live.

What was most interesting to all of us here at Boston PR agency CerconeBrownCompany wasn’t just the politics— it was how Twitter changed the political playing field entirely.

Cercone Brown discusses the constantly evolving advertising industry.