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Social Strategy

Social Media Tips: Frequency and Best Time to Post

Social Media Tips: Frequency and Best Time to Post

Whether you’re managing your personal account or 10 client accounts, you want to make sure your content has a chance to get seen. While good content, above all else, is the most important factor in engagement, frequency of posting (and timing) should be considered. Read on for our tips.


Easy Steps to Creating a Content Calendar

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Easy Steps to Creating a Content Calendar

Promoting your business on social media can seem simple — post a photo, add a hashtag or two and call it a day. But, there’s a lot more that goes into it. From strategic messages to content that resonates with a target audience we’ve pulled together four tips that will help you reach your business goals.

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3 Ways to Find the Right Social Influencers

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3 Ways to Find the Right Social Influencers

To the rest of the world, an influencer is a celebrity who endorses a product, or who pops up on a commercial for a popular product. But in the digital world, it’s all about social influencers — real people, with real influence in their field. It’s a marketing tactic that’s still relatively new and not always easy to execute. Why? Because choosing experts that matter in your field or to your business can be a challenge. We’ve pulled together three ways you can find the influencers who matter in your business.

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Beyond the Booth: Social Media for Trade Shows

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Beyond the Booth: Social Media for Trade Shows

Social Media has breathed new life into the old school trade show. From hashtags to live videos, exhibitors and attendees are able to extend their reach far beyond the booth. Here is a check list of pre-, during and post-activity for the shows.

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4 Steps to Getting Social Right on Packaging

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4 Steps to Getting Social Right on Packaging

When is the last time you called a 1-800 number? How about tweeted or posted? Social media is a key way consumers communicate today and also how they interact with brands, but many companies are missing the opportunity on their product packaging. We've compiled four easy strategies to consider when incorporating social in product design.

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3 Good Social Media Habits to Try in the New Year

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3 Good Social Media Habits to Try in the New Year

Have you made your New Year’s Resolutions yet? Hitting the gym or cleaning up your diet may have made the list for 2017, but we have a few other ideas to grow your brand’s online presence. Take a look below for three easy and achievable social media habits to hold yourself to in the new year.

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Push for Purpose, Social Media Content that Drives Results

Everyone is in a different place in their social media evolution. At one end of the spectrum you have those who just want to push out content to check the box and the other end is those who push for purpose, otherwise known as creating content that drives results. You have to start somewhere, but if you're going to invest the time, money and energy into participating in social media you may as well make it count. Here are some questions to ask yourself to see where you fall on the spectrum.

1. Do you post because you have to or because you want to?

2. Do you hold social media accountable for driving results? Is there any measurement?

3. When you create content do you do so with a business goal in mind?

I wouldn't solely rely on social media as my one and only marketing strategy, but if done right, it can be an effective tool in helping you to achieve your goals. That said, you have to believe in social media and approach it in the right manner for it to work.

Where do you fall on the spectrum?

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Three Social Media Pitfalls to Avoid in 2015

The landscape of social media is constantly changing. The networks are changing how they serve up content, consumers expectations are changing around the quality of content posted by brands, and the skillset of what's needed to do social media well is changing. Good job security for those in the know, frustrating for those who don't have the time to keep up. To help navigate, here are three pitfalls to avoid in 2015 on social media.

1. If you post it, they will come.

As more businesses come on board, there is more clutter than ever in people's newsfeeds. The content you create not only has to be quality to stand out, it will also need to be supported with advertising. Facebook has decreased organic reach for the last few years and has publicily come out saying: "The free ride is over in 2015." You could have 10,000 fans but only 1 - 5% are ever seeing your content. The Solution? Set aside ad dollars in this year's budget, even if it's a small amount. You can throw $5 behind a Facebook post and reach the right audience efficiently. Don't forget, Facebook knows more about your interests and life events than some of your closest friends. As a marketer you can use that information to your advantage.

2. Telling your story in words.

The brain processes visuals 60,000 times faster than text. Standing out on social starts with a great image. Once you pique someone's interest then they may read what you have to say. Be sure to line up the right partners - photo, video and graphic design, when creating content in 2015, and think about how you can tell your story in a visual manner. If budget is tight consider inexpensive stock photography on sites like canva.com

3. Being too trendy, a.k.a. jumping on every trending topic.

When social media first started marketers were told not to "hard sell" on social. They were taught to be fun, light and casual, which led to a slew of "Happy Friday" and "National Cookie Day" posts. In 2015, you need to think of social media as a series of circles - what's relevant on social (the current conversation), what's relevant to your brand (your business objectives or story) and that magical area that intersects. If talking about a certain holiday or topic is an awkward fit, don't push it. Twitter users slammed the Seattle Seahawks for tweeting out a MLK quote with a photo of one of its players, they didn't see the connection, yet revered Krispy Kreme for a tweet which read: "Ours are fully-filled" after the deflate gate episode. No matter what the hot topic, your content should drive business results and should be relevant to your brand story in 2015, if not fans will let you know.

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Facebook's Future. Let's not panic yet.

There's been a lot of talk around teens leaving Facebook, and if you're a brand that's targeting teens that's cause for concern. But if you're a brand targeting teens, my guess is you've seen it coming. Heck, even Facebook has seen it coming. They've offered to buy Snapchat. They tried to launch Poke. They purchased Instagram. The writing has been on the wall for awhile and while Zuckerberg may be many things, stupid he is not. For those not targeting teens your target demo is most likely spending an inordinate amount of time on Facebook. Look at all the stats and Facebook still reigns king. Will it in five years, ten years? Who knows? But you can't predict the future. It's like hesitating to advertise on a certain TV show because you're not sure it will be popular three years from now.

What you should be doing is focusing a majority of your efforts where your customers are spending their time now. Not where you think they may be five years from now, and not panicking. Don't get me wrong, there's nothing wrong with preparing for the future. You should be thinking about how to collect data from your Facebook fans. Get their information in your database so if you do ever jump ship from Facebook you can stay in touch. But don't let a few articles, whether it be the crazy Princeton infectious disease study or the fear-based "teens are leaving" headlines, drive your marketing plan. Get a grip, stay calm and talk to your customers while they're still checking the newsfeed.

 

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Social Media Demographics - 2014

The first step in launching a social media presence is to select the right network. At the end of the day you want to be where your audience is spending time, which means taking a look at a variety of factors including demographics. The Wall Street Journal reported on a recent Pew Research study breaking down the various networks by ethnicity.

  • You'll see Facebook is pretty representative of the overall U.S. Internet population.
  • Instagram and Twitter however pop for being a bit more diverse.

Be smart about your social presence and be where your customers are spending time.

 

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Know How Technology Works

When driving North on I-65 I came across two billboards each a mile apart. The first was for a local mom and pop diner. On it was a picture of food and a call to action - the restaurant's phone number. From what I could tell it wasn't the type of joint you would need to call ahead for a reservation, so why was the phone number featured so prominently? The second billboard was for Burger King. It also had an image of food but in big bold letters it read: Turn right at the next exit. Followed by an arrow. Burger King nailed it. Granted they probably had a support of a large agency,  but they clearly understood how the medium (a billboard in this case) worked.

Whether it's a poorly placed QR code or a text heavy Facebook post, people often fail to think about how the medium is being used by their customer. Here are two key questions to ask yourself when developing a campaign:

1. What is the information your customer needs to know?

2. What is the best way to deliver that information on the particular medium you are using?

If you are using mobile use wide ranging methods to reach your customer -  less QR codes and Apps and more use of mobile web and SMS. Mobile search is often searching "in the moment" or "on the go." What types of information would your customers need to know as they are heading out to shop, eat, etc?

If you are using social be conscious of which platform you are using. Twitter behaves differently than Facebook which behaves differently than Pinterest. Make sure you are in the right space to reach your customers. On social media, what social currency can you give your followers so they'll help spread the word? Maybe it's a coupon, maybe a recipe or perhaps a bit of trivia. Think about information that is interesting and useful for your fan base while still helping you achieve your business goals.

No matter what the medium, it's important to understand how people are using it and to identify the critical information they need so you can make a sale. Sometimes it's as simple as a big yellow arrow pointing toward your next Whopper.

 

Social Media - Five Predictions for 2012

Another year, another step closer to viewing social media less as a newfangled technology and more as a must-have in your marketing plan. My 5 predictions for social in 2012. Feel free to add yours! 1. Going beyond the blue F. Yes, you have a tiny blue "F" at the bottom of your ad perhaps a tiny blue bird as well. While it's a good reminder to consumers to look for you in the social space it's kind of passe. People expect you to be there and people expect you to be listening. In 2012 I believe the companies who are doing it "right" will give people a reason to visit their page, use their hashtag, or take that extra step. Some will integrate it into a campaign - visit us on Facebook and tell us why you love to drive your Honda - others will wave a reward to lure people in - follow us on Twitter for breaking airline deals. Either way, you need to give a reason, the blue F isn't enough anymore.

2. Interests are key. Facebook will continue to be the keeper of our personal memories, stashed away in a beautiful timeline, but the other space to play in for social networks is our personal interests. Twitter has capitalized on this and the emerging network Pinterest is also quickly gaining ground. When we want to take a break from our friends and selfishly look at what interests us, these types of networks will be where we go. Facebook tried to tap into this with its subscribe button, but posts on your interests are often overwhelmed in your newsfeed by your friends' activity. I believe they are two separate needs, and ultimately two platforms.

3. Social will continue to be an important voice. From the upcoming election to unrest in the Middle East, social media will  be the people's voice and play an important role in social change.

4. Mobile, mobile, mobile. Social media will be how we show the world what we are seeing, hearing, feeling while we are on the go. From pictures to check-ins to status updates, social will continue to be our voice on the run, our source of news, our quick hellos, our way to kill five minutes in the waiting room. The big networks will continue to invest in their mobile platforms and you'll start seeing more mobile ads on social networks.

5. Getting help. Companies will continue to have that a-ha moment when they realize that social takes time and they need to either staff up or outsource. At first they'll try to save a few dollars and pawn it off on the intern. Then they'll realize their intern may know his/her way around Facebook but is not quite yet a marketing genius and get someone with more experience. It seems to be the path most businesses go. What I predict you'll see is more affordable social marketing support in the next year. Smaller agencies who will run your Twitter, Facebook accounts for a reasonable amount.

My five predictions, let's hear yours.

 

 

Using Twitter to Gain New Business

As social evolves, businesses and organizations are becoming more savvy on how they use social to reach goals. Here are two ways to use Twitter to get new business: The Passive Approach: Position yourself as an expert to get referrals. Follow others in your field, create an industry specific list, tweet from conferences, share news articles on relevant topics. Be the expert of whatever it is that you're passionate about. It's important to try to be specific about your expertise, so you can make yourself easy to find. If I'm a lawyer then don't just talk about law in general but make your Twitter handle reflect the type of law you practice and the industry you focus on.

The Aggressive Approach: Go find your customer.The search function is highly underused by most companies in their Twitter strategy. Not that you want to cyberstalk people by any means, but it would be nice to find people who fit your customer profile and let them know you are out there.

If you are a restaurant with a focus on healthy, low-cal, fresh food , search for people in your area who are tweeting about exercising, use the term “fit” or perhaps even “diet.”  Reach out to them by following with the hopes you’ll peak their interest and get a follow back. It’s not about spamming someone, it’s about delivering content to someone who has similar interests and has given you permission to share in those interests via a follow.

What other ways have you seen Twitter used to gain business?

Google +, One More Network to Manage?

Finally, Google has created a social network that people seem to like, or at least tech reporters seem to like. The rest of the world gets to have their say later this month. Why Google + may work:

It's clean, lean and seems to provide an easy solution for one of Facebook's downfalls - I don't want my mom/boss/potential future employer to see this post. Sure Facebook has created lists and groups as a work around to this problem, but after you reach the 200-plus friend mark, it almost seems easier to wipe the slate clean and start with a new social network placing friends where they belong from the get go.

It offers a quality video chat function. Facebook is set to announce one soon, but it puts them in a me-too bucket, a place Facebook seems to be often these days (see Foursquare/Places, Groupon/Deals).

Between the Circles and Sparks function, Google + seems to combine the best of both worlds - friends (Facebook) + interests (Twitter).

It already has brands itching to get on board. Among many other media outlets which have created profiles, Ford is one of the first brands to create a page. Google promises small business pages are in the works.

And finally, it's too important to not work.  With Bing in bed with Facebook, Google has to find its answer to social search. It tried Twitter, but recently ended that relationship for Google +.

We'll see what happens and if people are going to make the switch. In the mean time check out the demo: http://www.google.com/+/demo/