In less than a decade social media has established itself as a powerful marketing tool for brands of all shapes and sizes in every major country across the planet, but which strategical tactics drive the most engagement for these businesses? Which social marketing methods deliver the best results, and which nuts are proving the hardest to crack?
Agency consulting firm Ascend2 surveyed marketing pros around the world and found that both business to business (B2B) and business to consumer (B2C) brands cited creating articles and blog post content as their most effective social media marketing tactic.
B2Bs also rated research/whitepaper creation as important tools in their social marketing arsenal, while B2Cs favoured social sharing buttons. Both types of business also endorsed the use of audio and video content.
LinkedIn on Monday launched an upgraded search offering that unifies different categories and aims to help users sift through its trove of professional networking content more quickly and effectively.
"We've unified the search experience so you no longer need to search for people, companies or jobs separately. Now, all you need to do is type what you're looking for into the search box, and you'll see a comprehensive page of results that pulls content from all across LinkedIn, including people, jobs, groups and companies," wrote Johnathan Podernsky, product manager at LinkedIn, in a blog post today.
In addition to making search more centralized, LinkedIn is also seeking to speed up the process through features like auto-complete of search terms, as well as "suggested searches." For example, typing in "product manager" will bring up other search queries for people or jobs related to product manager along with a preview of top results.
So yet another bit of news from the social giant: this time it's that they're looking into bringing the old Twitter favorite, the hashtag, onto the site. Now, aside from the inevitable onslaught of 'Twitter vs. Facebook' rhetoric that will be (and is being) bandied about, this move could be a big deal for the people Facebook loves the most: the advertisers.
Currently, advertising on Facebook can be a bit of a minefield. We at Silicon Beach conducted a survey into views on Facebook advertising and the results are largely quite damning.
Have you been trying to share your blog posts or links to articles within LinkedIn Groups and finding that they aren't showing up?
Recently LinkedIn eliminated RSS feeds from groups as a way to help group managers control the volume of posts coming in as discussions as well as to control spam. But the effort didn't stop there. I've recently investigated what has changed regarding posting to LinkedIn Groups.
LinkedIn Groups Have a New "Discussion Posts" Algorithm
As a LinkedIn Group manager myself, I was puzzled about what was going on. All of a sudden there were numerous discussions showing up under the "Promotions" tab in my group of over 3000 financial advisor members. In the past, I had always been reviewing my group discussion posts manually before approving them, or marking them as "promotional"! Now, this work was being done for me?
Three years ago, the promise of what a comprehensive social media campaign -- one that's proactive rather than reactive -- could do for marketing campaigns often fell on deaf ears. As the person who founded the social media practice at my current agency in 2008, I heard my share of, "We've got it covered, thanks." Many companies, especially those with well-known brands or complex products such as tech and video games, had been running online customer service, user forums, or discussion boards for years. As far as they were concerned, their online reps and moderators were covering their so-called "social media needs" just fine.
Oh, how far we've come. Behemoths such as Ford, Doritos, Oreo, JetBlue, Pepsi, Comcast, and Dell -- the list goes on -- have paved the way with how much social media can elevate a brand and remain "always on" for consumers. They've had big budgets and big agencies backing them up. But they've built the essential building blocks to a comprehensive social marketing program that can apply to brands large and small.
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