Another week, another social media blunder. How to avoid being in the headlines for all of the wrong reasons.
Consumer behaviour and consumption habits of video content across devices and platforms is constantly shifting, so keeping a finger on the pulse of those shifts allows us to better plan our own video content, and anticipate results.
Facebook recently announced a new advertising product that will surely be of great interest to small and medium sized businesses: local awareness ads.
It may seem counterintuitive, but there is actually good reason for why the content your business’ social media audience wants, is not the content your organization should be creating and publishing.
Why are we all so eager to spend as little time as possible on our business’ social media marketing efforts?
There tends to be a strong correlation between the time, energy and effort put toward implementing a smartly crafted social media strategy, and expected results.
It is important to be clear about the distinction between strategy and tactics because misinformation leads to bad decision-making. There is too much at stake for this to not be perfectly clear.
There are numerous tools and services available that make filling your social media feeds with content incredibly easy, but just because it’s easy, doesn’t necessarily mean you should use them.
Investing in social media customer service support and responding to consumer feedback can have a dramatically positive influence on purchase intent, and not just for the consumers you interact with.
The problem with ‘engagement’ is that it doesn’t tell us much at all. It’s not really a definitive indicator of anything except that someone clicked a button, or mashed a few keys on their keyboard.
Visible Measures reported that Super Bowl ads saw a total of 370 million online views last year, and ads released ahead of time received between 200-600 percent more impressions than those that didn’t
So, this is all well and good, but what can be learned from this phenomenon and applied to your business?
In effort to shed some light on how Twitter can help small and medium-sized businesses (SMBs), Twitter engaged Market Probe International to conduct research in hopes of proving how their platform can lead to real business results.
Some interesting findings emerged that – surprise, surprise – demonstrate that Twitter can indeed have a positive impact for SMBs.
In my experience, job descriptions tend to kind of just… well… be job descriptions.
What I mean by that is that they’re not exactly the first thing that businesses think about when conceiving of ways to push their business forward, promote and lead innovation, build and sustain brand advocacy, and ensure employees and coworkers are driving forces behind organizational social media success.
Setting goals and objectives to guide your social media marketing activity is critical to ensure that your efforts are making a meaningful and positive impact on your business.
Without well-defined goals and objectives, there is no way to determine what success looks like, no way to measure success, and no way to optimize. In short, without established goals and objectives, you’re completely flying blind.
If we stop thinking about the ‘return’ of ROI as end sales, and start thinking about ‘return’ as a sum of the value of all of the relevant aforementioned factors – which ultimately lead to sales – then calculating an ROI of social media can be much more achievable; not simple, but achievable.
By their nature, best practices tend to be generalizations. Typically, they don’t specifically address your unique situation, opportunities and challenges. And getting too caught up in following best practices can affect your comfort and willingness to take a chance and do something amazing that may be contrary to conventions.
Interacting and engaging with your current and prospective consumers at events gives you opportunity to further prove your brand’s promise, build affinity and awareness, showcase your value proposition, humanize your brand, and much more.
Additionally, the proper utilization of social media can serve as an amazing support and amplification tool to optimize your results and ROI when running events.
The secret is out! Running promotions on social media can be an effective way to reward existing fans of your brand, further prove your brand’s promise, and attract new people to your brand.
To maximize the ROI of running a promotion, however, you’re going to want to promote your activity to boost awareness and attract a maximum number of relevant participants.
Nobody cares that you have an account on Facebook, Twitter or YouTube.
If you’re solely broadcasting and republishing readily accessible information, nobody will care because there is no added value to ‘liking’ your Page, following your business, or subscribing to your social media channels.
Success isn’t about the thousands of people that read your blog but never take action. Success is about the one person who reads your blog and makes a purchase.
Testing is the best way to maximize the efficiency of your spend, achieve the best possible results, and learn what copy and visuals users find to be most motivating.
Most businesses that invest heavily in social media tend to forget one key component to maximizing their success in developing direct relationships with their audience;
They forget to be social.
Failing to properly promote your content means you’re missing out on maximizing the ROI of your social media and content marketing efforts.
So, what to do?
I know that you’re probably thinking there’s no possible way that an Ikea catalogue could possible be anything close to being considered ‘killer content’, but I think if you check this out for yourself that you’ll agree with my thinking that this is pretty cool.
It’s roughly 1 year, and 100 posts ago today, that I started the RGB Social blog.
This blog most certainly remains in its infancy, and I still feel as though I’m just getting started, but I thought this as good a time as any to reflect back and share a bit about my experience with it thus far.
There are a huge number of variables that are influenced by the quality and value of your content, so it’s understandable that you might feel compelled to obsess over every detail of your latest video, photograph, blog post, Facebook update, tweet, pin, or podcast until it is absolutely perfect.
But, when creating social media content, the pursuit of perfection – for most businesses – will yield diminishing returns.
For some time, the inclusion of the word ‘media’ in ‘social media’ has sort of rubbed me the wrong way.
It’s that word ‘media’ that I find causes some people to lose sight of how social media can most effectively be used and how it should be measured, and instead they start trying to compare ‘media’ and ‘social media’ on common ground.
When you get your business blog started, it’s tempting to invest in a custom blog design, theme customization, or other features that will set your business’ blog apart from the rest.
My advice on this is quite simple; DON’T.