Marketing Professional

Writing Samples

Below are some samples of my writing. These samples are divided into the following categories: academic writing, business writing and work reports. Click on the categories located at the right of the page to find different types of articles and reports displaying different writing styles. Note that the useful resources category comprises workshop and seminar materials that I attended and I take no credit for the creation of the content in that category.

What is Social Media Marketing?

April 8, 2014Cliff Lin

Social Media Marketing is a term that defines the idea of gaining traffic and attracting visitors for your page by using social media sites.

The social media term refers to all kinds of social networks and sites, each of them with its own particularities. While Twitter is a network where usually people post short updates and messages, Facebook is much more complex because it allows you to share with people a wider variety of activities, pleasures, messages, music videos etc.

The search tool is basically the most important when it comes to social sites. People search for other persons, for activities, for news stories and all kind of stuff to entertain them or make their lives easier. You may also find links to important SEO sites, articles and companies.

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What is Organic Search?

March 25, 2014Cliff Lin

The Internet has the advantage to be able to collect in a single place information that can satisfy our need to be informed. It’s an accessible place to every person who has a computer connected to internet. Search Engines are especially created to facilitate methods to help us find answers. Search Engines returns search results to the searches that we make according to relevant algorithms.

Organic Search is a process which helps internet users to find their desired sites. For example, when you’re typing a word in the Search Engine and you press “Search”, you’ll get a search list. It is practically the search that you must not pay for, it’s generated by different methods of site optimization. On the other side of the barrier, there are the paid searches, which are the results of winning some keyword auction in Google AdWords or simply some temporary campaigns.

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What is Pinterest Marketing

February 21, 2014Cliff Lin

Even if you use Twitter and / or Facebook for advertising, this does not mean you should ignore other market opportunities. One of them is Pinterest, the photographic platform that can be used effectively to promote your startup.

Pinterest is a combination of a bookmarking site and a “virtual panel” that allows users to insert (“pin”) images and videos in different categories (“Boards”). Access is, as in other social networks based on user accounts and password, configured separately for this network or transferred from Facebook or Twitter. Visitors can copy (“Repin”), comment or judge (“like”) the visualized material. Pinterest is easy to use. After you get an account, just install the browser button (Pin It) and then you start pinteresting. You come cross a photo or video that you like? Just click “Pin It” and immediately add it to a board (“folder”) in your account.

Using Pinterest as a marketing tool for your business is a great way to increase your website traffic and more importantly, to convert traffic into sales. You must be careful how you use the platform because some formulas are not as effective as others.

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Twitter Marketing 101

February 21, 2014Cliff Lin

Online marketing is the best way to attract potential customers through the website and enables the formation of a brand of products and services.

With about 100 million users, Twitter is invaluable in terms of online marketing if there are adopted the appropriate measures and strategies for this network.

There are a few essential elements you need to customize before you start your marketing campaign on Twitter. First, customize your design background (to reflect the brand you’re advertising), write a short but concise, comprehensive and compelling biography. Use an interesting profile picture or an expressive graphic logo because people need to connect with a person or entity close to them, not with an abstract profile. Last but not least, always have in mind that people click Follow button due to your latest tweets, so try to post only captivating Tweets.

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Online Dating Services

January 15, 2014Cliff Lin

An online dating service is an institution designed to connect single men and women for the purpose of online chatting, dating, and finding a marriage partner. With the first online dating service appearing on the web in 1997[1], internet singles site have come to dominate the business of matchmaking in North America [2]. A recent poll indicates that 60% of Americans and 47% of Canadians between the ages of 18 and 30 have used online dating services at least once [3]. While there are numerous online dating sites, the most popular, and among the most credible, are *, American Singles, and Yahoo! Personals.

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Performance Management for Air Canada

December 31, 2013Cliff Lin

3758 – 282 Street • Vancouver, B.C., Canada • V3L 8R6
Tel: 604-253-3904 • Fax: 604-253-3900

August 10, 2010

Calin Rovinescu
President and Chief Executive Officer
Air Canada Inc.
7373 Cote-Vertu Boulevard West
Saint-Laurent, Quebec

Dear Mr. Rovinescu:


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French Culture: Distinction or Extinction

December 20, 2013Cliff Lin

Quebec is distinct from the rest of Canada in that it derives its cultural identity from its Francophone roots. Specifically, Quebec has had long-lasting ties to France and to the Catholic Church, the latter of which represents itself as “the protector of the French language and culture” (cited in Catechism of the Catholic Church, 1994). Due to the strong Francophone identity of the Quebecois, the officials of the province have struggled to uphold the French language as the prevailing language of Quebec. This paper will address ways in which contemporary influences of France and the Catholic Church have resulted in the protection of the French language and culture in Quebec.

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Religion & Corporate Social Responsibility

November 9, 2013Cliff Lin


Religion, one of the major aspects of life, plays an important role in our everyday ethical and moral decision making.  Even though some corporations strive to separate religion and commerce altogether to achieve unity within the organizations, it is only a fruitless toil due to the existence of Corporate Social Responsibility (CSR), a combination of ethics and business. This paper examines the six major religions and their views on CSR. The six religions include Catholicism, Protestantism, Islam, Judaism, Hinduism, and Buddhism. Since each religion is established with different fundamental roots, it is assured that conflicting ideologies between religions occur. Thus, each religion may advocate different aspects of CSR. In fact, it is entirely possible that some religions deem CSR as an absurd concept. Essentially, it is important to examine the principles of each religion, as the inquisition exhibits the underlying reasoning to each religion’s perception of CSR.

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