1) "Content Marketing: 11 Steps to Engage, Entertain, and Inform"
Great content isn't just about producing a well written piece. It's about addressing your audience's relevant pain points and showing that you understand their needs. Show content effectiveness, establish a direct connection to your reader, and grab their attention for good by engaging, entertaining, and informing them. http://bit.ly/1VoM01R
Everything you ever wanted to know about the most effective social media venues that will work for you is here: Pinterest, LinkedIn, Google+, Twitter and a whole lot more. We all know that social media is an important integral component of any growing business. But with so many social media platforms available, creating and maintaining a social media presence can be daunting. Act-On takes the fear out of it with this great free, easy to digest eBook: http://bit.ly/1gVnKlt
A successful social media marketer always has a plan. If you don't have one, or yours is simply not working to the level you want, it's never too late to start. Check out Marketo's new 2015 Social Media Tactical Plan and start building your social media presence fast and efficiently.
This tactical plan will cover:
Oscars night is here. If you spend any time around the ol’ water cooler, it’s likely been a topic of conversation for weeks.
Which of the nominated films did you see?
Will Leo finally receive the Oscar for Best Actor?
And most importantly, what will win Best Picture?
Social media is the best way to get news about your company to spread like wildfire. However, with so much shareable content out there, it can be hard to get site visitors to want to share your post. These tips will help demystify the process of sharing. Use them as you design your site or next post to boost social media shares. Content may be king, but in the click-through world of the internet, design is going to be paramount to increasing your shares.
Leveraging the power of content and social media marketing can help elevate your audience and customer base in a dramatic way. But getting started without any previous experience or insight could be challenging.
It's vital that you understand social media marketing fundamentals. From maximizing quality to increasing your online entry points, abiding by these 10 laws will help build a foundation that will serve your customers, your brand and -- perhaps most importantly -- your bottom line.
Some valuable parental life lessons translate well into fundamental strategies for social media. Use these basic principles to effectively connect and engage with your audience.
When I give presentations on social media, I often refer to Dale Carnegie's How to Win Friends and Influence People. After all, so much about social media is about building strong relationships with others. And that's what Dale preached as well as anybody, especially in his classic book.
After a one-year hiatus following the tragic death of its founder, the great Robin Fray Carey, the Social Shake-Up returned to Atlanta this week with the goal of “shaking things up” in the world of social media.
Although it could not possibly have hoped to recapture the magic that Robin brought to the event she called “her baby,” it was still an impressive assembly of nearly 600 social media professionals who work in the trenches for brands and nonprofits every day.
As the #IceBucketChallenge campaign showed us, social media can be a powerful medium for charitable organizations.
However, the precise nature of the relationship between social good and platforms like Facebook and Twitter can often be unclear. Do social media users really absorb the message? Do people use activism on a social platform instead of actually donating money to a charitable cause?
Landing pages and conversions go hand-in-hand, or at least, they do if your landing pages have been fully optimized and meticulously refined to improve every last element.
Whatever your business and whatever your goals, the purpose of landing pages remains unchanged and will do until the end of time – to convert. Ideally, you want every page on your website optimized for conversions, but landing pages need extra focus.
Most business owners, and and a few of us online marketers as well – who are concerned about search engine optimization and inbound lead generation – will obsess over the titles, keywords, and internal links used in their blog posts. And yet, many never stop to think about a critical conversion element that immediately draws attention and sets the mood: the image that accompanies the post itself.
While I wouldn’t argue that the image you feature – or pair – with your blog post is the most important piece of your content, I do think it’s a critical factor when it comes to attracting viewers and generating interest. Any way you look at it, it’s certainly not a part of the publishing process you want to overlook.
Social media is not a clean formula. It can either intimidate people who have never managed a company account, or excite them with opportunities to elevate the medium. Over the past three months I've been working hard to grow both my personal and company brands on social media. It's been a big learning curve.
Have you heard this advice before: “Follow your passions!” “Do what you love!”?
And have you thought, what if my passions are my hobbies? Things that I could never be paid for?
For some, the advice to “do what you love” seems possible only if you have a passion for things like finance or accounting or coding. Well, I’ve been happy to find that it’s possible to follow your passions into a career, no matter what those passions may be. With social media, you now have a platform to do what you love—and to make a career out of it.
To be a successful social media marketer, you need to develop a rocking strategy that includes high-level objectives and specific action items. Check out Marketo's new 2015 Social Media Tactical Plan to create a social strategy that truly engages and builds relationships with your audience! Use this sample plan to decide:
• Key objectives and action items that help achieve maximum integration
• Individual goals for each social network, including online video and photo sharing sites
• The most important, testable metrics for your campaigns so you know what is working and what is not
• How to best allocate your time and resources
Click here to download free now: http://bit.ly/15E0DpW
Twitter is a great source of information. Every tweet is 140 characters or less, allowing you to quickly scan your feed and engage with the content that interests you. While this eliminates a lot of unnecessary noise, you still need to be following the right people if you want to be constantly flooded with great information.
Social media has revolutionized the way people do business, maybe even more so than the telephone did, way back in the day.
Every day, we find new and potentially better ways to incorporate social media into our daily lives, and this doesn't go unnoticed by most of the social media networks we use.
If you haven’t explored the power of Facebook advertising recently, you’ll be pleasantly surprised with the depth of their product offering. The platform is much more than boosting posts and buying likes.
Think about it – other than the NSA, who has more data on you than Facebook? They know what websites you visit, who you work for, where you grew up, your favorite football team – there’s an endless amount of data open to advertisers.
So if you’re still just boosting posts, you’re leaving some of the lowest hanging fruit in the orchard. To really turbo charge your Facebook advertising, try these three Facebook ad campaigns. They’re sure to boost your marketing efforts. After you watch the video, you can get a deeper look into each of our favorite types of Facebook advertising below.
Digital marketing is a rapidly growing force in the current marketing playing field. Furthermore, it's possible that digital marketing could soon supplant most traditional forms of marketing altogether.
If you haven’t yet integrated digital marketing into your marketing mix for your business, it’s time to adapt, and fast. Not only is digital marketing more affordable than traditional forms of marketing, but it’s also more accountable, with specific tracking and monitoring options at your disposal.
Although developing a comprehensive digital marketing strategy is a complex and time-consuming task, the three following steps are key in creating an impactful digital marketing campaign for your business and will get you started and aiming in the direction for success.
So, you’ve turned your crusade into a cool campaign and now you want to get social-media influencers to not only support the initiative but also spread the word. While that is often the point of launching a social-media campaign, many times an entrepreneur's strategy can backfire -- resulting in more harm than good.
To make your social-media crusade a success, make sure don't do these three things.
Does your organization have strictly defined or loosely understood brand standards? Regardless, when your brand begins engaging in social media, your voice needs to be strongly defined for the variety and volume of conversation you are now involved in.
Taglines and slogans can go a long way through ads in various spaces, but when you are speaking to and with real people in real-time social media experiences, a tagline just won’t cut it. Strengthen that voice and confidently engage in conversation with these 3 steps.
Too often, doing social media can become a pain. This is especially true for startup environments, run by busy people with more “important” things to do than post on Twitter and check on Facebook engagement levels.
But we all know, deep down inside, that social media is important. And we know that we have to do it.
So we might as well figure out how to do more social media in less time and with less effort.
Our freshly updated Social Media Pocket Guide is a great resource for social teams who want to keep current with all things social. In it, you’ll find best practices for the latest in social, like livestreaming and video marketing, and details about the primary goals of social marketing—from building brand awareness to providing superior customer care.
But savvy social teams need to know more than just how and why to use social marketing: they need to know when to use it, too. Here are three times you'll want to include social as an integral part of your planning process—no matter your industry.
If you want to create and execute a flawless social media strategy, you need to be using social listening tools. Regular social media monitoring tools won’t do.
With regular social media monitoring, you only track social media tags/mentions of your brands i.e. when you get a notification because someone tagged your social media account online. But what about the times when people just write your company’s name online without tagging?
In our increasingly competitive world -- one in which we clamor for the right kind of attention for our companies -- the pursuit of "likes" can become an obsession.
While experts work to define the return on investment, or ROI, of social-media attention and quantify the financial value of social media-fans and followers, entrepreneurs have an innate sense that there is power in gathering a following of likes for our brands.
Companies primarily use their social media presence to promote their services, products or organizational news - but is that really a productive way to capture a greater audience?
If the goal is to connect, engage and convert, then maximizing your organization's exposure is vital.
So, by now we all know that the visual elements of social media are important, right? Your brain processes visuals 60,000 times faster than text, visual cues boost information recall by up to 65%, 90% of the information transmitted to the brain is visual. We all know that images play an important role in building brand and maximizing engagement, which is especially true in the increasingly fast-paced news feeds of our social networks. And, of course, the fastest paced social network is Twitter.
Are you currently managing a Google+ Business and a Google Local account and are getting confused about the difference between the two? If so, you’re in luck. If you haven’t already heard, Google introduced Google My Business. It combines Places for Business, Google Local, and Google+ Business under the My Business dashboard. Managing multiple Google accounts has never been simpler, and the marketing advantages are endless. Here are three ways you can take advantage of My Business to get a leg up on your competition:
Confession: I have a slightly unhealthy early morning ritual. For the last five years—since I launched Hootsuite—the very first thing I’ve done every day after I wake up is take a peek at what our competition is up to.
I use an appon my iPhone (you can probably guess which one) to see all of the social media mentions of my company and our competition on Twitter, Facebook and other networks. At a glance, I can see what’s being said about all the competitors in my industry and any big news that may have happened overnight. I get the kind of intel that used to take days to gather in a matter of minutes.
It takes a lot of time and effort to build up a list of high-quality backlinks for your website in order to enhance your SEO, and more often than not, it costs more than just your time, however the benefits it provides makes the process worthwhile.
Google has long maintained that a company’s social media accounts do not influence it’s search rankings - Google’s former head of webspam Matt Cutts released a video back in 2014 which explained that social signals, such as Facebook likes and Twitter followers, have no impact on search rankings. However, even though social signals don't directly influence search rank, there are ways to harness social media to increase backlinks to your website and improve your website’s SEO. In fact 74% of companies and 82% of agencies recently said that social media is either somewhat or highly integrated into their SEO strategy.
The Mashable Events Board is a great place to list and find leading conferences in your industry, whether it's advertising, technology, media or public relations. This week, we're highlighting five events that can help move your career forward. If you don't find anything that's right for you, check out dozens of other events featured in our complete listing.
Here's a collection of influential tweeters in the SEO world that you should follow in order to stay on top of the latest news, trends, tips, and tricks that will help you succeed in search marketing.
I've been speaking at search conferences since 2001 and have spent a ton of time getting to know who is who in the industry. In fact, I look forward to seeing some of you at SES Chicago to discuss Buyer Legends. Every day it seems that there are another dozen experts to follow on SEO. But, who should you really be paying attention to in 2014?
Gotta love our friends at HubSpot... they always come through with really useful guides to help us do our job easier and faster! Here are four really useful resources that I'm sure you will find helpful, no matter the size of your company.
1. Free Template: How to Create Beautiful PowerPoints
Copy: Sharing visual and engaging content on social media is critically important for marketers. That is why HubSpot has created three eye-catching PowerPoint templates and video tutorials on tips and tricks in PowerPoint. Use these when creating all your social media images, and content to go with them!
Short link: http://bit.ly/1oaE4Av
There’s no ignoring social media in 2017 - it’s how we find, research and interact with businesses.
And, social media isn’t going anywhere. If anything, its usage is only growing.
I’m sure you know you need a social media strategy, but where are you supposed to get started? Well, this blog post has you covered - here's a step-by-step breakdown for building a social media strategy.
A bright, beckoning social media display in your lobby or department can be a big hit with visitors and colleagues.
We’ve all seen these displays - large screens showing a map with social media posts popping up from specific locations; shifting word clouds related to a brand or topic; real-time thoughts from consumers crisscross the large screens and trending hashtags materialize.
Where else can you see the CEO of T-Mobile jogging through Central Park, a photojournalist reporting from North Korea, author Deepak Chopra chatting from his apartment in New York or a famed UFC fighter answering their fan’s questions?
The answer: Periscope.
Despite all of the pressure that social networks are putting on brands to spend money on paid social in order to reach their audiences, it’s important to understand that both organic and paid social media are needed to be truly successful.
Organic social media is the use of the free services and tools that each social media platform provides to its users. This includes posting status updates, links, and images with captions for your audience. The purpose of organic social media is to build a community of loyal followers and customers through posting relevant content, and interacting with those who interact with your brand. If you want to show customers your true values and culture, while also learning about the values of your customers, organic social media marketing is the best way to do so.
More consumers today are seeking to engage with their favorite brands on social media networks. In fact, research shows that a third of Millennials actually prefer to communicate with businesses via social networks than through other mediums.
For this reason alone, building and maintaining a strong presence on social media is now vital to connecting with your customers, gaining new ones, and increasing awareness to your brand.
All digital marketers should keep the following four social media terms in their vocabulary.
Social media, like every other marketing initiative (and some would even argue more so), is full of buzzwords. I'll admit I use them every day, but when I hear others stringing them together in pretentious and increasingly nonsensical sentences, I become embarrassed, not only for the speaker, but for myself as well.
What defines social media success? In the early days of social marketing, brands raced to amass legions of fans and followers. The accumulation of likes, tweets, shares, and impressions were considered by marketers as benchmarks of success. For brands, success often meant building, but not necessarily understanding, its social audience.
With the deep pool of data now available to marketers, we've begun to see a shift in how social success is defined: less by volume and more by action. By focusing on social segmentation, brands can use consumer data and social metadata to gauge not only the effectiveness of their content, but also the actual engagement of their audience.
Given the volume of social activity and data associated with some brands, the task of segmentation can seem potentially overwhelming. To help manage it, we've identified four steps to social marketing success.
Most modern businesses are still missing the mark when it comes to customer service - too many employ old and outdated strategies that are no longer effective in improving the client experience.
What some business fail to understand is that many of these older process are now obsolete - there’s a new sheriff in town called social media, and so indomitable is its mark that no business owner can afford to ignore it if they want to reach new echelons in the corporate world.
My friends who worked as Facebook managers were literally panicked. This resulted from the last update on Facebook, which determines organic content reach to 6% or less. This update pushed Facebook managers to paid advertising like crazy leading to 2.27 billion dollars profit in the first quarter of 2014 for Facebook. This represented an increase of 82% from the profit of Facebook in 2013.
You’ve had your social media profiles set up for a while. You run campaigns, are participating in chats, maybe you have even begun delving into paid social. But how do you what’s working and what isn’t?
Are you looking at analytics? Tracking metrics?
It’s easy to fall into rabbit holes of looking at numbers and making spreadsheets, but how do you know you’re looking at the RIGHT metrics?
I love the 'shop local' ethos and if I can support a local business, I do. The truth is, however, that local businesses sometimes don't do themselves any favors, and are missing out on some simple marketing opportunities - and losing potential business as a direct result.
Investing a little time into making sure that these areas are not overlooked will help a local business to attract more customers, keep their business top of mind, and guarantee repeat business and positive word of mouth. And crucially, none of the following mistakes require a big investment to fix.
An engaged social media following is an audience who know, like, and trust you.
And that is, at its core, how successful marketers help fuel sales - engaging your audience on social is a great way to build a community of fans for your brand.
And while there's no silver bullet tricks or one-size fits all strategy to facilitate such, there are some of the time-tested, proven social media engagement tactics that continually produce results.
Haters gonna hate.
The word “haters” wasn’t particularly common in the English lexicon until the late 1990s, and “haters gonna hate” first appeared in the lyrics of an R&B song in the year 2000. Today, the phrase is the source of countless memes and a recurring refrain in a popular Taylor Swift song. It’s almost become trendy to be a hater, and having haters is something of a badge of honor.
Connecting with others over social media is loads of fun so imagine if you got to make a career out of it!. An increasing number of brands and marketing teams are hiring social media managers to take their social efforts to the next level. If you’ve always wanted to get paid to do what you love, read on for five tips to help you land your dream job in social media.
Not too long ago, observers on the Internet were witnessing Twitter’s revolutionary early days and the cautious caveat emptor notice about Facebook disguised as Academy Award-winning The Social Network. Now there’s Pinterest for the DIY-inclined, LinkedIn for the professional, Tumblr for teenage thinkers, Instagram for millennials exploring their FOMO, and even dating services doubling as social networking sites.
I’m convinced those of us guiding social media strategy at B2B brands have to be even more creative than our B2C counterparts in many respects.
No offense to my awesome B2C colleagues - many of whom are creating great social experiences for their fans - but B2B brands have to work harder because they generally don't have the same broad appeal and brand affinity built in that B2Cs typically come with.
Simply put: We’re niche. Moreover, our brand voice is often less playful than our B2C counterparts and, thus, less of a natural fit for the lively, snarky, cacophonous conversations happening on most social networks.
How are CEOs planning to make the most of their summer via social media? As it turns out, many might just continue to take a break from it.
CNBC recently reported that only 20% of the Harvard Business Review’s list of 100 Top-Performing CEOs qualified as being engaged on social media. Of that percentage, 18 CEOs are on LinkedIn and seven are on Twitter, with only four on both platforms.
Social media sites might be all about baby photos, celebrity gossip, and selfies for most of the general public, but for eCommerce business owners, they’re tools and channels for driving growth.
In eCommerce, it's becoming increasingly harder to survive without actively participating in social media communities. The expectations from consumers are too high, the competition is too fierce, and the opportunities and potential ROI are too great to ignore.
Pinterest has become hard to ignore. If you need proof, take a look at this article about how Pinterest has surpassed email in social sharing. That’s a major shift.
Coming up with the right Pinterest strategy--or deciding whether to use the service at all--can be a challenge. The good news is that there are a few basic rules you can use to home in on the right way to employ boards for your brand.
We’re all too well aware of how social media has changed the marketing landscape over the past decade. People can now interact with brands in multiple ways, across multiple devices, and through multiple channels.
But while the social media transformation - and larger digital one - has added new opportunities for brands, it has also created unrivaled complexity and increased demand for attribution and measurement.
Marketers see great results when different marketing tactics work together. We are excited to offer this FREE resource for members to learn Social Media, SEO, Content Marketing where you get 6 hour long webinars on Content Marketing and 7 ebooks.
Simply sign-up and access all the free learning resources now:
Note: You get access to all on-demand videos and ebooks right after you sign-up with unlimited access for 3 months.
As American companies and the American public spend more and more of their time on social media sites, security hazards across social media platforms are on the rise. In 2016 alone, social media scams on the likes of Facebook, LinkedIn, and Twitter increased by a whopping 150 percent. Meanwhile, even more recent reports suggest social medial attacks are only getting more sophisticated.
What does this mean for American businesses that are invested in building their brands on social media? Digital security is more important than ever. Here are six simple ways to improve the security of your company’s social profiles.
In today’s hyper-connected world, businesses who want to engage their customers and convey their marketing message quickly choose social media because of its prevalence in usage. With more than 2.8 billion active social media users worldwide as of January 2017, it truly has become the place where brands and customers can exchange valuable insights, and even initiate direct transactions, in real-time.
But social media, while extremely convenient and useful, can also be a double-edged sword. Because it’s accessible to everyone, it can also be very easy for users to spread vicious and condescending statements, which can have significant impacts for both individuals and brands. When not managed properly, businesses who are unknowingly hosting offensive content on their social media profiles, or have shared a heated exchange of flagrant words with users, can become the subject of ridicule and widespread disdain.
Pinterest just became massively valuable. The brand itself is valuable enough already, with a valuation around 11 billion. Now, they’re valuable for you.
Two words: Buyable pins.
In June, Pinterest rolled out the highly-anticipated buyable pin feature. Buyable pins are select pins with a “buy” button, allowing users to purchase what they see in select Pinterest pins.
The digitally connected age has brought a ton of opportunities for many people – ranging from personal endeavors, business goals, to other activities in between. With the numerous benefits that the digital age has provided for all kinds of people and personalities, it’s important to start taking advantage of this, especially when it comes to new platforms, to expand operations and boost business growth.
While it’s true that websites and social media platforms can all be effective for promoting products and services, it’s also just as important to use these channels effectively in order to strengthen one of the most important aspects of any business: customer loyalty.
The importance of blogging cannot be stressed enough in the social-content marketing arena. If you’re at all familiar with Internet advertising (which I assume you are) you’d know that a well-formed, high-end business blog is capable of pushing a brand’s products and services into the customers’ view more than pay-per-click advertising, social media, and other online marketing techniques.
As a blogger-for-hire, I’ve come to realize the most critical aspect that separates the good and the other business blogs: Mistakes.
It’s not quite paralysis by analysis, but a recent report seems to indicate that a shortage of technical aptitude is putting an undue burden on the folks in your IT department to support some pretty basic social media management tools.
Employee participation in social media is an influential way of building customer trust and attracting sales leads to your company. According to a SlideShare presentation “War of Words: Myth-Busting Social, SEO & Content Marketing” from Minnesota-based online marketing company TopRank Online Marketing, 82% of customers say they trust a company more when the CEO and leadership team are active on the social web.
Commonly, many of your company employees regularly use social media sites such as Facebook, Google+, LinkedIn, Pinterest, and Twitter. Other employees who love photography may use their smartphones to upload Instagram photos of company events, trade fairs or conferences to their Twitter or Facebook accounts.
As we enter the last months of 2017, it's time to think about what's coming in the next year - and the best way to do that is with predictions.
Given that we follow the latest social trends and changes fairly closely, we feel we're pretty well placed to make some educated guesses as to where each platform is headed. This week, we'll be publishing our thoughts on what you can expect - we started with Facebook yesterday, and today, it's Twitter's turn under the microscope.
The advent of social media has transformed the way people communicate and interact with others, as well with businesses they follow.
Before social media networks became popular, the only way business could interact with their target audience was via email and through traditional outreach tools, likes direct mail and telephone. Today, every business - from multinational organizations to fresh startups - has the opportunity to bring their brand closer to their target audience, immediately and on a wider scale than ever before.
Are you spending too much time on Social Media?
Are you finding it harder and harder to keep up?
Are you looking for more efficient and effective ways to reach your audience?
I remember the first Tweet I read…My cat ate ____ for breakfast. Really? I love animals, but as a businessman I shunned twitter. Then my curiosity of this new technology prompted me to take a closer look. Over the years I’ve come to learn the power of Twitter.
There are so many ways to connect your target audience on and offline, and you could be overlooking some of them.
I’ve come across several brands who generate a decent amount of web or foot traffic, but with no social media accounts, or with fewer followers than I’d expect. If I see these brands at events, or walk into their brick and mortar stores, there's no sign of their social media presence, and when I circle back to their websites, again, no social media icons are present (or if there are icons, they're itty-bitty, or out of date and lost within the layout).
In this age of digital connectedness, there is a multitude of reasons to be on social media as a small business. However, one of the more overlooked ways to connect with customers, build brand equity, and humanize your company is by providing customer service on social media.
Customer service may not be the first thing that comes to mind when you think of establishing a small business, but it should be. When you deliver amazing customer service, people take note. It’s an easy win for small businesses that are likely already delivering this kind of service anyway.
Do you use social media as a platform to promote your business? Could your posts make you look unprofessional and make people unfollow you?
We share 8 things you should avoid posting on social media in the infographic below.
Social media has become one of the leading advertising platforms in recent years, and the growth in use as a promotional platform has lead to a spike in tools to help manage it all. Every other week, a new tool seems to be released to help improve your social media management team’s productivity or to help curate the best content, etc.
Instead of making you do the research work on these options, we’ve put together this listing to highlight a few of our favorite tools which our social media team utilizes weekly.
Keeping track of your company’s social media accounts isn’t easy, especially if there are more than just a handful. You might have different accounts for different markets (Coca Cola) or for different locations (looking at you, Hilton Hotels), or maybe you’re present on every platform from Ello to WhatsApp.
Back in 2011, a study of corporate social media accounts found that large companies had 178 social media accounts on average. Yep, that’s triple digits.
LinkedIn doesn’t play when it comes to professional profile pics and neither should you. If you upload a pic to your profile that isn’t actually of you or isn’t even a headshot, LinkedIn reserves the right to yank it. (Newsflash: There’s no way Hello Kitty’s your doppelganger, m’kay.) Seriously screw up your photo three times and -- stee-rike! -- you’re out. You’ll be banned from uploading your mug ever again. No joke.
In my opinion, LinkedIn doesn’t ax awful profile pics enough. Sloppy, cheesy, awkward snaps. Egregiously immature, unprofessional lemme-take-a-selfie-style pics that cut it no problem on Instagram, Tinder or Facebook. Here's a friendly reminder, particularly for the 39 million students and recent college grads lurking on LinkedIn: It’s not for Man Crush Monday, not for swiping right and not for stalking your 8th grade crush.
Most business owners now use social media as a marketing, lead-generation and customer-service tool. In fact, in a recent industry survey, 92 percent of marketers contacted called social media important to their business. Yet, despite the widespread use of social media, many business owners are inadvertently damaging their brand through their efforts, rather than growing and building their business.
While more recent headlines have not been flattering, Twitter has earned its spot as a leading social media platform over the past eleven years.
Those 140-character snippets can provide tons of organic growth, engagement and brand recognition for businesses of all sizes. Users latch on to the conversational and up-to-the-minute nature of the platform. If you’re running a small business, incorporating Twitter into your marketing plan is likely a wise and cost-effective idea.
Today, we’ll review the essential steps to get your Twitter for Business account up and running - and most importantly, generating the positive results you want.
A social media framework for B2B companies
There isn't a company today that isn't "doing social media." This clause means different things to different companies. While some companies, especially SaaS ones, are doing a great job at leveraging social media to grow their business, many companies are still in denial. To some, it is to have a Facebook page. To other, more sophisticated ones, it is to have Facebook, LinkedIn and Twitter pages. Reality check – if your social media pages have only a handful of followers, and if more than half of them are just your employees, then you are not “doing social media.”
The opportunity to drive sales with social media is huge, however the opportunity to waste a lot of time and money is equally as large if you don’t understand what consumers want from brands on social media.
This goes way beyond the type of content you publish - brands are always under a microscope and can sway buyers with a single post.
How often do you see current or potential customers coming to your site but then not taking any action? They poke around your pages a bit, look at a few things, then move on, without giving you a new conversion. How can you get that customer back to your page to actually go through with the action you'd ideally like them to take?
Welcome to the world of retargeting.
As you likely already know, visuals are now an essential element of any social media marketing strategy. Initially, long, text-based posts were the primary communications option on Facebook, which were soon replaced with short and spicy messages, ala Twitter. And with the passage of time, and the development of technology, we've seen that shift move towards more visual based content - first images, now video - in accompaniment, and often replacing entirely, text.
But despite the rise of social networks, and the changing interactive landscape, there are many companies and brands that are still struggling to generate leads from the medium. But you can stand out with the help of well designed and crafted visuals.
Everything you post on social media can and will be used against you.
That could very well be the premise of Chicago-based startup Geofeedia, a social media intelligence platform. It enables customers to act like law enforcement agencies and corporations to filter, analyze, and geolocate all their social postings on Facebook, Twitter, and Instagram — and then to group and post them for the world to see.
First there was bendgate... now brace yourself for hairgate.
Fresh from the online uproar over whether the shiny new iPhone 6 bends when carried around in pockets, Apple has been hit by a new complaint - that the handset traps users' hair or beards when they make calls.
It is difficult to gauge whether there is any real issue, but Twitter users have made #hairgate a rising social media trend, leading major news outlets to pounce on the story.
The need for companies to have a presence on social media is pretty much accepted wisdom now. Sure there are a few outliers who think that it’s all just a passing fad, but for the most part people get that they need to be there. The thing is, being on a social platform and using a social platform effectively are two very different things.
In fact, new research suggests that a lot of brands are getting some fairly fundamental things wrong. The research, which comes from Sprinklr — a company that specialises in enterprise social relationship infrastructure — shows that 20% of companies rarely, if ever, respond to customer complaints made via social.
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If you’re like me, your social media accounts are personal and sacred. Posting company news isn’t something I do very often, but I run my own business, so I am inclined to do a little self-promotion once in awhile. Recently I’ve seen more and more people mixing business with pleasure on social networks. LinkedIn for example is seeing an upturn of people posting personal stories compared to previous business-only content. Facebook is also seeing this mix.
While YouTube is the dominant platform when it comes to video SEO, the video offerings on platforms like Facebook, Instagram, Pinterest, and Snapchat shouldn't be ignored.
By now it likely you've heard that YouTube is the second most popular search engine after Google in the U.S. and probably globally. That's a lot of visibility and SEO/Social opportunity. But I urge you to think beyond YouTube in your video SEO and social strategy.
We’re all aware of the power social media holds in the B2C world, but executing successful B2B campaigns has proved to be more of a challenge. Why is it that B2B marketers are still struggling to use social media to generate revenue for their businesses?
When was the last time you updated your social media campaign tactics? Get the latest and greatest tips for mastering social on Facebook, LinkedIn and Twitter with these brand new cheat sheets from Marketo. You will learn all of the most important strategies and success metrics for managing social campaigns for your brand.
Social media is no longer an experiment. With more than 1.5 billion active users on Facebook and Twitter alone, social media has matured into a critical channel for retailers looking to get a big chunk of the estimated $650 billion that will be spent on holiday shopping this season.
According to recently released research from digital marketing platform Offerpop, 67 percent of marketers plan to increase their social media budgets this holiday season. Brands also appear to be sticking to proven social media platforms, with 92 percent of marketers saying they will spend the majority of their budget on Facebook.
Building a strong brand requires a significant investment of your time and resources. Building an international brand is exponentially more difficult.
Robert Azuayi a business administration professor at SMC University in Denmark points out that companies often need to implement a different branding strategy in every geography they operate.
Brands are welcome to join Ello, but sponsored posts are out of the question, since the hottest new social network is adamantly against advertising.
Ello, the newest social media network on the block and the latest to offer an ad- and data-mining-free zone, promises to be the antithesis of Facebook. And with a manifesto that reads, "Advertisers buy your data so they can show you more ads. You are the product that's bought and sold," it certainly sells itself as just that.
But while Ello strives to be the antidote to Facebook, there are similarities between the two. For example, much like the early Facebook, Ello isn't accessible to the general public. Available only from current users or by submitting a request on the homepage - the platform is currently fielding 40,000 requests every hour — invitations are coveted enough that people are selling them on eBay for up to $50.
As baseball fans grow older and the sport’s television viewership declines, the key to saving America’s pastime could lie in social media.
So far, this year's World Series has represented a low point in America’s interest in baseball. With an average of 12.4 million viewers per game, The New York Times reports that viewership of regular season football is almost double that of championship baseball. And not only is football’s audience larger, it’s also more diverse. According to Nielsen’s 2013 Year in Sports report, football appeals to a broad audience of both women and men, old and young, from different ethnic backgrounds, while the average baseball fan is older than 55, white, and male.
The truth didn’t set Anna Stoehr free on Facebook. A lie did. Well, a little white lie.
The 113-year-old Plainview, Minn., resident recently joined Facebook in much the same way countless whippersnappers under the age of 13 do (at least the ones who aren’t already soooo totally over it, that is). Stoehr fudged her age by a few years. Technically, when she activated her account on the world’s largest social network, she was 113 years young, but she said she was 99.
Garrett Camp, co-founder of StumbleUpon, says he’ll soon be the site’s majority stakeholder. Again. The site originally launched in 2001.
StumbleUpon was sold to eBay in 2007, but sold back to a group including Camp in 2009. He was active CEO from 2001-2012 and has stayed on as “Chairman” since.
Most of us can remember a day when the pinnacle of communication revolved around our beeper and a pay phone. This best effort at mass communication was unfortunately tied down to a newspaper, magazine, TV, radio, billboard, and word-of-mouth. Content shareability and “viral” content was strictly reserved for the global enterprises that could afford TV ads and national billboard campaigns. And even if a brand had a great national campaign, it might take weeks or months to attract the majority of their target segment, and by that time, they’ve most likely progressed to something else. In the 1970s, if a very good friend that lived in a different city had a baby, it may take days or weeks for you to even see a picture of this new bundle of joy. Fast forward to today, we see pictures instantaneously of people on different continents just seconds after a photo is taken, thanks to advances in social media. Let’s venture even further into the past, shall we? “Gold was discovered in California in January 1848, but the gold rush did not really start until an article appeared in the New York Herald on August 19, 1848.” (History House) You catch the drift. Good content begs to be shared, and its success is only as good as its shareability.
In his latest book, The Art of Social Media: Power Tips for Power Users, Guy Kawasaki explains what it takes to create posts that will deliver value to your followers, build your brand and share your story. The chief evangelist at Canva, an Australia-based graphics-design service, says that "good stuff" comes in four forms:
- Information. What happened?
- Analysis. What does it mean?
- Assistance. How can I do that?
- Entertainment. Posts that amuse and surprise.
Engaging employees via digital channels can help companies deliver a unified, authentic and consistent customer experience, the CMO Council’s new study says.
Crowdsourcing and sharing employee-generated content via digital channels helps companies reinforce brand value and recruit talent, according to a joint study from the CMO Council and Executive Networks.
Social media has opened up opportunities for large organizations to connect with customers and prospects like never before. But for social to be effective at the enterprise level, you need to show real results from social media--through better collaboration, deeper insight, and stronger security.
Do you have an enterprise social media management solution that meets these needs?
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Last month, Facebook got in hot water when one of its data scientists published a paper revealing the company had attempted to alter the emotional content of hundreds of thousands of people's news feeds, just to see how they'd react. For many, the experiment crossed an ethical line, while others, like Vox's Nilay Patel, argued that screwing with your emotions is Facebook's entire business model anyway (personally, I just thought the study's methodology sucked).
But Facebook is hardly the only web company to use its power over what users see for the sake of research. In a blog post Monday (thanks to UNC sociologist Zeynep Tufekci for the link), OkCupid's Christian Rudder laid out three separate experiments the company has run on users.
The soda brand will use social channels to spread the message of its "Get a Taste" campaign, engaging the soft drink's biggest fans in areas where they go to express themselves.
Diet Coke's new omnichannel "Get a Taste" campaign aims to bring more enjoyment to life's mundane moments - like air travel - by asking the question, "What if life tasted as good as Diet Coke?" The integrated initiative will look to digital video, print, radio, and out-of-home advertising, as well as DietCoke.com and its social channels such as Twitter, Facebook, and Instagram to engage consumers.
If you can effectively track your content marketing success, you will be able to better use the strategy in your marketing efforts.
Most business-to-business (B2B) marketers have latched onto the idea of launching content marketing strategies. In fact, the North American Content Marketing Institute found in its recent study that 86 percent were invested in the idea of using this method of marketing.
With many brands bumbling Pinterest, will Instagram become a better platform for monetization?
Instagram's mobile ad revenue is predicted to hit $2.81 billion by 2017. And this week, the platform officially switched on its advertising API. Will Instagram become a better destination for brands than Pinterest?
Today’s buyers are socially sophisticated and informed. Your team members--in every role--must be too. Does your organization have the tactics, tools and training to leverage social media for success?
Maximize the value of your social outreach with this toolkit which explains how you can build relationships with customers and prospects while ensuring your presence on social is compliant and secure.
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The toolkit includes:
Did you know that enterprise organizations that have integrated social media into everyday business processes generate on average 20% more revenue and 60% higher profit growth? It's true. It's about a lot more than individual and independent venues such as Facebook, Twitter and Instagram... it's about imbedding social media as part of your integrated communications, including Customer Service, Business Development, Marketing, Publicity, Employee relations and more.
Download Connect Your Enterprise World: Weaving Technology into the Enterprise Ecosystem to learn how you can maximize the value of your social initiatives across your organization as well as: