There’s always an inherent risk to ‘best times to post’ reports - with the most critical being that generic best times don’t relate to your specific audience and their habits. The only true way to know what times are best for you to post is to study your own analytics, test different post times, then study again, till you find what works.
But that said, there is still value in using generic best times as a guide, particularly as a means to narrow your test pool. This is particularly relevant when starting out – if you start with the generic best times, you may be closer to finding your optimum posting time in the beginning, which can help deliver better results faster, while you’re testing.
Imagine a time without social media. Some would argue that would be a perfect world, while others would miss being connected to friends, family, as well as being able to stay on top of the most current news stories as they happen.
According to We Are Social, the number of worldwide internet users is more than 3.8 billion, while the number of active social media users is over 2.7 billion, and this is only expected to grow.
Social-media marketing used to be a two-step process: write and post. But today it has evolved into something that sometimes looks more like a NASA mission-control center operation. Dozens of software systems and screens monitoring, measuring and optimizing each campaign.
But beneath all the complexities, the fundamentals of social-media marketing ultimately determine the outcome of campaigns. When marketers master the four Ms of social marketing, all the complexity amid a sea of tools and tactics can be distilled into a simple, successful game plan.
The future of social media is in paid content, which requires a different strategy than organic. How can you prepare?
Social media started as an organic marketing tool with an emphasis on creating engaging and interesting content that people actually liked. Over the past three to five years, paid (or sponsored) content has become a staple of most social media marketing efforts. While Facebook has been the clear leader in driving paid social media content by actively reducing the exposure of organic content, most other social networks are testing paid content (including newer networks like Pinterest and Instagram).
Companies understand that they cannot control everything their customers say about them in the unpredictable, spontaneous, and potentially viral realm of social media. This leads management asking questions such as: What can I do about user-generated online content? How do I harness negative criticism? And, how can my company best integrate itself into the social media conversation? In recognizing the need to consistently evaluate the relationship between online consumer activity and corporate reputation, researchers from VU University Amsterdam conducted a study that revealed that corporate reputation can be enhanced through social-media activity.
A majority of consumers say they are not influenced by Facebook and Twitter. 94% say they use these platforms to connect with friends and family; 62% say these sites have no influence at all over their purchase decisions.
Influencer marketing has seen a significant boost in focus over the past 24 months, with many proclaiming it to be marketing’s next big thing.
Influencer Marketing Hub recently conducted an online survey to establish just how much effective this content distribution technique has become, while also looking at its rise in popularity amongst digital marketers.
Social media is not just about posting your favorite quotes, photos or links. To succeed, you need to be much more involved – engaging with others. Not only does interacting allow your voice to be heard but also you can sometimes get a window's view to a person's heart, soul and personality depending on what they choose to share with you.
But what is the best ways to really engage (and come off as genuine)?
We’ve all done it: grazed through our Facebook newsfeeds and impulsively hit the like button.
But beyond the fact that it’s so easy to use, what exactly is it that we find so irresistible about this tiny, seemingly innocuous function? And why are we so compelled to like people, updates and media online?
Brands are learning that social media is not just a free marketing channel, but requires a content plan and nimble processes to take advantage of the constantly changing platforms.
Ever since the advent of social networks, marketers have been striving for the formula to translate online interest into brand objectives. Today, a social strategy that is embedded in the company is becoming increasingly important, given the extent to which customers expect to engage with brands in social media, as well as the constant changes that social networks make to their user experiences and paid ad formats.
One of the key benefits which might be derived from the current investigation into how social platforms were used to influence the 2016 US Presidential Election, could be improved data and transparency for social metrics – particularly in regards to automated bots, and the presence of fake accounts on each platform.
The presence of bots, and their impact, has long been debated in social media circles. Back in 2012, Facebook said that around 8.7% of the accounts on their platform were fake, which, at that time, equated to around 83 million accounts. They updated this number to 11% in 2014 (138 million fake accounts), and that figure has steadily climbed as the platform has continued to expand – though the overall percentage of fake accounts, according to Facebook, has not risen significantly.
There’s a lot of discussion in digital marketing circles about the impact of reduced organic reach, the power of programmatic advertising, the benefits of user-generated content. But there’s not as much discussion about how these elements can be used in conjunction, combining them all to create a more effective impactful strategy.
When in reality, discussing them all as a group is probably more likely to lead to a better outcome.
For the month of April 2017, video content continues to drive engagement for most publishers in the various genres.
Powered by Shareablee data, here are the top brands, ranked by total actions (Facebook, Twitter, Instagram and YouTube) for each respective industry - take note of these leaders and check out what, specifically, it is they're doing on their pages to get inspiration and ideas for your own strategies.
In the Entertainment category, UNILAD continues to outpace it’s competitors with 94.9 million actions and an astonishing 2.7 billion video views. They continue to set the bar very high for content producers in all categories.
Powered by Shareablee data, the top brands ranked by total actions (Facebook, Twitter, Instagram & YouTube) for each respective industry are shown in this article.
In the Business & Finance category, Business Insider continues to lead the pack with 4.7 million actions. The publisher also garners 2.2 million video actions, representing a 40% growth compared with the previous month.
The B2B selling landscape has undergone significant shifts over the past decade, and none of those shifts has been more important than the mobility and accessibility of information via the web. Buyers have shifted considerably because of this access - they're now more educated, more prepared to fact-check, and more likely to reach out to their trusted network to help them make informed purchase decisions.
Tinder should know, better than anyone, that rage-fueled rambling isn't very attractive.
On Tuesday evening, Tinder took to Twitter to attack a Vanity Fair article titled “Twitter and the Dawn of the 'Dating Apocalypse.'” The rant went on for more than 30 tweets, and criticized the article's writer, Nancy Jo Sales, for failing to reach out to the company and portraying users in a limited and negative light.
As we near the end of 2014, here's a look at what social media marketing trends brands need to be on the lookout for in the coming year.
Depending on when you read this, there are about 60 days left in 2014. Here's what we're advising our client brands at Friend2Friend to be thinking about for their 2015 plans.
Trend 1: It's Increasingly a Mobile-First World
Not only is the age of the big smartphone here, but more people simply are spending more time on mobile. In the U.S., carriers' shelf-space for devices with 4.7-inch or larger screen displays increased from 4 percent to about a third in 2014 alone, matching a sales growth - larger-screen phones now account for more than one-quarter of all sales, according to NPD Group.
This is one of the key questions you need to answer to maximize your social media marketing efforts – there’s little point going all-in on Snapchat if the people you’re trying to reach are over on Instagram.
To help with this, the team at Trackx have created this new infographic which provides an overview of some of the key audience stats for all the major social platforms.
Celebrities aren't the only influencers worth their salt. YouTube stars, Instagram success stories and popular Vine users can have just as much, if not more, appeal to digital natives.
Call it the modern day word of mouth. Social influencer marketing is proving its worth in a world where consumers are dubious of conspicuous marketing and brands are raring to get their attention. Last week marked the launch of a new social influencer marketplace – aptly named The Influential Network – that aims to partner celebrities popular on social sites with agencies and brands. According to VentureBeat, 25 companies are already on board.
If you want to positively influence the online conversation about your company, you need dedicated brand advocates who can participate in social media on your behalf. Advocates are invested in your success, aligned with your objectives and willing to defend your company. But where can you find them? Don't look far. Your best potential social advocates are actually your own employees! But your message has to be unified and there are ground rules that should be followed.
Download our free white paper, Putting Social to Work for Your Business, and discover how to create an army of employee advocates who will help you scale your social presence as well as:
If you can get all of your regular customers to come into your restaurant just one more time a year, and spend a little more for just one more meal, it will make a big difference in your business. That’s why getting your regular customers involved in your social media strategy is the key to success, according to Katrina Padron, CEO of Padron Social Marketing.
Padron offered tips on how to strengthen your fan base and attract new guests via social channels during a webinar Wednesday sponsored by the National Restaurant Association.
While we often get caught up in the ‘now’ of digital marketing, it’s worth also considering the future, and where you should be paying attention to in the years to come. And while virtual reality is the answer most would revert to when thinking about the future of social, what’s equally important is how we’ll get there, and what, practically, the evolution to these next stages of social communication will mean for you and your business.
Looking at the latest apps and developments, the future of social is currently moving most clearly towards two distinct fronts – taking over television as we know it, and into augmented reality. Virtual reality is the extension of AR, and it’ll take a while to get there, but while AR and VR are very different, the development of the two is closely linked, and will likely evolve in line.
This TV-centric week, brands tweeted about the Red Nose Day charity event as well as The Late Show with David Letterman and Mad Men, both of which aired their final episodes.
As this week kicked off, Twitter was buzzing about Sunday's Mad Menfinale. Trending several days after the episode aired, Mad Mengarnered thousands of tweets, one of which came from Coca-Cola, thanking Don Draper the shout out at the end of the series.
Brands typically steer clear of the hard news trending on Twitter, preferring to use the platform to celebrate things like National Dog Day... or snarkily shut down peace offerings from competitors.
This has been a busy week for news, resulting in hundreds of thousands of Tweets around Monday's stock market crash and the Virginia gunman shooting a reporter and photographer on-air. Neither of those are exactly conversation candy for brands, who generally prefer to go the light and irreverant route on social media.
The season finale of #TheBachelorAU and #VideoGamesDay kept things light on Twitter during a week of heavy news.
Shortly after 14-year old inventor Ahmed Mohamed was arrested because his homemade clock was mistaken for a bomb, #IStandWithAhmed began trending on Twitter. Talkwalker data shows the hashtag generated almost 1 million mentions mid-week. One Tweet from President Barack Obama garnered more than 400,000 retweets alone.
This week, Twitter went to the U.S. Open, unveiled McDonald's latest plan for serving breakfast, and hosted big sales for the Star Wars franchise.
Twitter had a packed social calendar this week: it started with conversations around the 2015 U.S. Open Tennis Championships, it then rolled into chatter about McDonald's #AllDayBreakfast plan, and ended with lots of tweeting around the eagerly awaited movie Star Wars: Episode VII - The Force Awakens.
In 2015, U.S. Twitter employees are still predominantly white men. Since last year Twitter has managed to increase the number of women in its workforce by four percent, with women now comprising 34 percent of its U.S. workforce. Ladies represent only 13 percent of the company’s tech department and 22 percent of its leadership.
When Twitter presents its earnings on Tuesday to Wall Street for the third time as a public company, it may be a long chat.
The company had a busy second quarter. It shed, then reshuffled, several top executives; it bought a fleet of ad-tech companies; and it intensely watched a World Cup. Twitter has also been prepping new metrics for investors that it believes capture the value of its content beyond its own platform, according to The Wall Street Journal.
Twitter’s chief executive, Dick Costolo, is stepping down but will remain on the company’s board of directors. Costolo and Twitter’s investor relations Twitter account confirmed the news in tweets today.
Jack Dorsey, a cofounder of Twitter, will be Costolo’s interim replacement. Dorsey will simultaneously continue to work as chief executive of payment company Square, according to a statement from Twitter.
Twitter has unveiled new changes designed to enhance your microblogging experience.
Revealed in a two-part tweet posted Wednesday, Twitter announced an updated web font intended to improve "speed and readability," more color options on user profiles, and new buttons on profile pages to send tweets or direct messages to another user.
Twitter Inc rolled out three new products for its direct response advertising on Wednesday, two months after the company said weak demand for the product had lowered its revenue forecast for the year.
A select group of advertisers that Twitter declined to name is now testing the products, which are aimed at improving user engagement with direct response ads, intended to encourage actions such as clicking on a link or downloading an app.
Kick off the New Year with these free resources from our friends at HubSpot:
Free Guide: How to Create the Perfect Company Page
A Company Page on LinkedIn is critical in driving traffic to your business. From crafting a killer company description to choosing an eye-catching banner image, HubSpot will walk you through the entire process and will reveal some "pro tips" courtesy of LinkedIn.
User generated content (UGC) works best for brands on Instagram, according to a new insight report from digital think tank L2.
The report found that across all ages, 55 percent of consumers trust UGC over other forms of marketing; 49 percent said the same of brand websites, and only 19 percent of people trust banner ads above all else. At 64 percent, only professional industry reviews were ranked higher.
Just like anything else in life, social media has a definite life cycle. That life cycle has several critical elements and one feeds off of the other. It goes around and when the life cycle has reached its end, it starts all over again. Your responsibility is to understand how it works and to maintain the momentum indefinitely.
The cycle and how it works
From everything you have read and everything you have experienced, social media works because it involves human beings who interact with each other and each person reacts in some way on an emotional/human level. Additionally, the goal is to compel your target audience members to take the content that you are sharing with them and share it with other people whom they know and trust. Interestingly, you are the only person who holds no credibilitywhen it comes to singing the praises of your content. If you talk about how wonderful and valuable your content is, it means nothing. On the other hand, if someone else (anyone else) does the same thing, you can get a great deal of mileage from it.
The skies – and the Twitterverse – haven’t exactly been friendly for United Airlines recently.
Just two weeks after an uproar about whether leggings are appropriate attire for a plane ride (turns out they are, unless you're traveling as a guest of an employee), United once again caused a social media backlash when a video surfaced of a man being forcibly removed from a Sunday evening flight.
In both cases, United appeared to exacerbate the public’s outcry with its responses.
As marketers, we all agree that social media presents a unique opportunity to increase sales and drive business growth. But the devil is in the details – what are the most effective tactics to achieve success? This upcoming webinar will help us look at some unique ways of calculating Social Media ROI through both qualitative and quantitative methods while looking at social in a holistic manner across your entire organization.
Sign-up for this free webinar here and learn how to generate sales with Social Media: http://bit.ly/smroimc
Note: Because of technical limitations, the webinar holds only 1,000 seats for each session on Oct. 8 and Oct. 15 so sign-up before all seats are filled up!
Vine's latest update introduced a ton of new features, the biggest of which is probably video import. iOS users can now upload any video from their camera roll directly into the app, and trim longer ones down to the six-second limit.
This, of course, does not mean the good ol' days of #AllNaturalVines are over — anything but! Vine allows a combination of outside videos and footage shot in-app, so really, it opens up doors to collaboration and more creativity.
Donald Trump may get most of the media coverage, but let’s be real: Allof the 2016 presidential candidates are expert brand builders. To run for president, you need to possess a certain je ne sais quoiwhen it comes to communicating messages that can provoke people to take action.
Social media has been a pivotal piece of successful marketing strategies for a decade now. The ability to share content, build a community of current and potential customers, and engage with an audience in real-time has forever changed how brands approach marketing.
Will Ello's closed, data-protected model mean changes for the social advertising landscape?
Here's the great question among marketers these days: What happens when paid social media is the only way to reliably reach your prospects? What does this mean for consumers, and what does this mean for advertisers?
As the owner of a digital marketing firm, it’s important to me that my employees, whom I will refer to throughout this article as “team members,” are active on social media, especially Twitter. But some of them aren’t, and I know some of the reasons why. The feedback I hear ranges from “I don’t have the time,” “It’s too confusing,” to “I just don’t get it, what’s the point?” I understand all these concerns because I’ve been there.
Just because it’s trending doesn’t mean it’s a good idea. In our recent hangout, our digital experts weighed in on everything from hashtags to how to capitalize on tragedies. Spoiler alert: Don’t try to capitalize on tragedies.
Every time a highly-anticipated tech gadget comes out, it’s customary for the company to ooh and aah over all its high-tech features and say lots of cool acronyms. At the iPhone X launch event, Apple did all that, and the features of the phone are nice.
But they also did something else with this iPhone announcement that they haven’t done too much of in the past.
Late last year, we helped one of our clients consolidate their social media presence after they had acquired two high profile eCommerce websites and wanted to merge them to their own store. All three stores cater to a similar demographic, and the purpose of the acquisition was to bring down competition and serve customers from one single brand name.
Social media is all about sharing, right? Sharing ideas, information, pictures, jokes, gossip and, of course – questions – based on the premise that the wisdom of the crowd will inevitably lead to the best answer.
Leonardo da Vinci could write with one hand and draw with the other at the same time. I can’t do that. But sometimes I feel just as skilled when I can manage the multiple arms of content marketing.
The process requires so much: coming up with ideas, drafting concepts, editing to perfection, designing the visuals, publishing, promoting and measuring success.
Promotion is just one part of the process, but it’s a complex machine of its own. Learning when, how and where to promote on social media takes knowledge, skill and testing. Or, at the very least, a well-crafted article explaining things to you.
Fake social media profiles are a huge problem for everyone, but most especially for social media professionals.
When someone wants to exact some sort of vengeance on a business, all they have to do is create a fake social media profile and they're basically shielded from any backlash that may occur as a result of their outbursts.
If you’re a heavy social media user and manage multiple accounts, then you know that the right social media scheduling tool can make a world of difference.
Such tools go beyond saving time, and have now become a necessity for most. But there's also such a wide range of tools on the market that it can be difficult to determine which is the best fit for your organization.
Whether you're promoting a business, showcasing your talent, or just an Average Joe trying to go viral, you'll need to choose a video platform to share your content.
So how do you know which video platform is best?
YouTube's by far the most popular platform, with users watching hundreds of millions of hours of content on the platform daily, however it may not be the right option for you, depending on the goals you're trying to achieve.
You’ve read a million list posts on how to do Facebook, Twitter, Instagram and (insert another social media network here) for your business. In search of faster growth, more engagement and that elusive return on engagement, you’ve tried tactic after tactic and tool after tool but it’s just not working the way you’d hoped.
Tactics can be great. And tools can save you time. But if you lose sight of this one simple principle, it’ll be all for naught: Social media at its core is social. It’s about real relationships with real people.
Social media is no longer the new kid on the marketing block. And, it has firmly assumed the rank of an essential channel for B2C and B2B marketers alike.
One of the biggest changes in social media marketing this past year has been its emergence as a major player for advertising dollars. Where social media was once seen as almost a performance-metric free zone that marketers engaged with almost out of a fear of missing out, it’s now a marketing channel that delivers highly targeted audiences, innovative ad formats and a wide range of measurements depending on the social venue serving the ad.
But why is social media attractive for advertising?
I believe U.S. schools have been hesitant and even neglectful when it comes to how they discuss social media with students, and it’s time for this to change. Social media is a very real and ongoing aspect of our everyday lives: It no longer makes sense that, in 2014, several states still teach cursive writing when many students can text much faster on their smart devices. We need to be educating students on applicable skills for the world that they will interact with, and that means providing them with an understanding of how social media can affect their future. The gaping generational chasm between teachers who grew up before smartphones existed and students who were raised on them has resulted in a trial-and-error model of internet education and exploration, which could potentially wreak havoc on a student’s future. The internet is written in pen, not pencil.
Though the slogan works for marketing diamonds, perhaps it’s more accurate to say that the Internet is forever. Your Livejournal from 2002 can still be found, and so can the picture of you from that one night you can’t remember (even though you took it off Facebook).
Now, every tweet ever made public, starting with Twitter founder Jack Dorsey’s first tweet in 2006, is subject to scrutiny by the Massachusetts Institute of Technology’s Laboratory for Social Machines, which aspires to have a better understanding of how information gets disseminated through social media platforms like Twitter. The Wall Street Journalreports that the university “plans to build data visualizations, mobile apps and other tools to ‘create new forms of public communication and social organization.’”
As an educator having an online presence presents an opportunity to share your scholarly activity with others and there is much to gain. Digital connectedness provides opportunities for shared learning and potential collaborations. Reaching out to develop and make new connections has been made so much easier through communicating via social media channels.
1. Free Report: 2015 Social Media Benchmarks Report
Find out how you compare to other top social media marketers. HubSpot collected data from 7,000 businesses about how they are using social media. Are you posting more than the average in your industry, but getting fewer engagements? Not sure? Read this report to see how you stack up! This report is broken down by company size as well as industry, to give you the most accurate data possible.
Portal Seeking $10,000-Per-Campaign Commitments for Early Inventory Access Yahoo is trying to lure back advertisers who have curtailed their spending on the portal's higher-priced ads. How? By making it easier to buy some of the company's most lucrative ads and target them using the Yahoo's audience data.
Yahoo is planning to introduce a self-serve version of its automated premium ad-buying tool, Yahoo Ad Manager Plus, in September, according to people briefed on the matter. A Yahoo spokeswoman said the company doesn't comment on products that aren't in the market yet.
To get a sense of how it works, we spoke to Yahoo’s Arjun Sethi (formerly co-founder and CEO of MessageMe). He and I even had a short little Livetext session. Sethi also explained the opportunity he sees in taking the audio out of video messaging.