Too Many Cooks in Your Social Media Kitchen

We all know the saying, it takes a village. And when it comes to the success of social media, that definitely rings true. When it comes to the management of social media, however, that is not always the case. With any time of writing, having multiple sets of eyes can help create content become even better, but at a certain point too many eyes, and more importantly, too many mouths, make managing social harder.

Working with clients see this a lot. As an agency or freelancer, you are representing someone else’s business; that is a lot of control for a company to let go. They are trusting you to essentially be the voice of their brand. With more and more people making social media their first point of contact with a brand, this job has never had higher stakes. For this reason, many companies and marketing managers want more control over the image you’re putting out. They want input. Maybe they even want their own people to push out posts as well. Obviously, there is nothing wrong with that, until it starts impacting the way you do your job. Having too many hands in the social media pot can turn you perfectly balanced dinner into a mess. Too many cooks can cause a few issues to your social media meal: Continue reading →

Politics in the Social Age

Maybe it’s The Skimm or maybe it’s the importance of this election, but this past year, I have gotten much more political. About a year ago, I wrote about how active all the Presidential hopefuls were on social media. We’ve now whittled that long list down to two, who will face off tonight. But this post isn’t about them. This post is about how social media has shaped the way people, particularly millennials take part in the political process.

screen-shot-2016-09-26-at-9-42-21-amPoliticians are all over social media today for one simple reason, their constituents (especially millennials) are. Voters are on Facebook; they’re on Twitter. And they want to hear from their representatives. Social media gives them easy access to millions of people. Social media allows them to reach the masses in seconds and to control the message they send out. Unlike Broadcasts, there is no one asking questions. Unlike email, it can’t be deleted without opening. If a politicians send out a message on social media, it will be heard and likely amplified. Continue reading →

Instagram and Snap Stories: Why People Will Use Both

Screen Shot 2016-08-09 at 12.00.15 PMI’m sure you’ve noticed by now, Instagram has something new (kind of). Last week Instagram launched a new feature, Stories, that is pretty much the same thing as a Snapchat Story. Instagram already has video, why create another product, especially so similar to a competing platform? The company says stories are going to take away that fear of over posting (and Insta sin). Instagram wants to capitalize on the daily posting people may be doing on Snapchat and get people in their app more. And why wouldn’t they with 500 million stories posted per day. “Instagram has always been a place to share the moments you want to remember. Now you can share your highlights and everything in between, too.”

If they’re basically the same, what’s different?

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The Sociology of Social Media

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While in college, I spent most of my time as a communications and sociology double major. A desire to graduate early and inability to tolerate (a second and almost identical) research methods course, I settled for a sociology minor. One of my professors, Robin Rothberg, helped me make this decision by asking me a simple question: do any of the sociology course I have left pertain to my desired career. The answer was no. I wasn’t going into research and the other theory class I had left didn’t pertain to anything in my projected field.

Many people look at my credentials and question the sociology minor. They don’t necessarily see the connection to sociology and marketing, and especially not to social media, but their perception is misguided. Working in social media, calls back many things I learned in my sociology courses. Gender studies, family studies, and fringe studies all play a role in how marketers can understand what people want out of social media. I mean, it is in the name: social media, sociology. Continue reading →

Understanding Social Media ROI with LiftMetrix

The first step every business should take in starting their digital presences is creating a website. While creating your webpage may seem an easy step, you have to make sure your site is well designed, easy to navigate, and truly representative of your brand. Your website is often a customers first point of contact with your brand. 81% of consumers do research online prior to making a purchase. It’s very likely that your site isn’t the first one they visited. Because of that, you need to present your site as the easiest to use and the most persuasive.

More than needing your site to be persuasive, you need it to be visually appealing. Poorly designed websites actually cost you sales. 70% of consumers don’t trust a site with sub par design according to a BaseKit poll. There is no point to having a site if it isn’t increasing sales. That’s where Google Analytics come in. They help you understand where people begin on your site, where they drop off, and where they are spending their time. By understanding your sales funnels you can tweak the lesser performing places on your site.

The same way Google Analytics helps you determine ROI and success of your website, application LiftMetrix does the same for your social presence. By telling LiftMetrix your key business objectives, the software can help recommend types of content and ads to drive your social media ROI. LiftMetrix uses Google Analytics data to provide end-to-end ROI measurement solutions. The software uses the data from Google Analytics traffic sources to look at social referrals and uses UTM pararmeters to track social content, both paid and organic.

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Social Media: Be Where Your Audience Lives

00XAQJK4FJChoosing which social media platforms your company should be on is no small feat. Some companies assume they should be on every platform and spread themselves very thin. Other companies just pick one platform and spend all their time, energy, and budget in one place. Neither of these ways of thinking is really the best way to manage your social media presence.

The best way to determine which social platforms to be on is to determine your audience. Who are you trying to reach? If you want to reach the above 50 crowd on social media, Facebook is probably your best bet. If the under 24s are your golden goose, head over to Instagram or even Snapchat. There’s no point to being on a platform where your audience isn’t; it’s a waste of time and resources. Your content will not be received as well nor will you reach the right people. Think of social media in the same light as TV commercials. You wouldn’t show a commercial for new golf clubs on the Disney Channel or promote a monster truck show in between episodes of All My Children. In order to reach your goals you have to be where your target market is, even if it isn’t exactly where you want to be. Continue reading →

Social Media Hazards to Avoid

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Millennials may be the most socially savvy generation, but that doesn’t mean social media comes easy to all of us. The truth is, running social media for a brand is completely different from running your personal account. There are many faux pas and mistakes you can make that are a much bigger deal when you are the voice of a brand. Here are a few social media hazards and pitfalls you should avoid. Continue reading →

Should you comment?

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One of the best things about social media is its immediacy. This benefit can also be a curse. It’s safe to say that the world have faced tragedy in recent months. As individuals we are free to comment on anything and everything we want. Unless you’re a public figure or say something truly offensive, your comments will bring little repercussions. As a brand, it’s a different story.

Brands have gotten a lot of flack in times of tragedy for not showing their support on an issue. Others have been criticized for showing too much or the wrong kind of support. Sometimes being a brand on social media is a veritable mine field.  You have to be careful what you say, when you say it, and even how you say it. Add into that pressure the fact that you often have only 140 characters to express your sentiments. With that in mind, here are a few things to weigh when considering whether or not to comment on something publicly. Continue reading →

Getting Trendy with Social Media Holidays

A few month’s ago I wrote a blog post for Social Distillery about capitalizing on social media holidays. In that post I give you nine tips to make the post of social media holidays. In this post, I want to touch on making sure that when you do decide to capitalize on a social media holiday, you do it correctly. It can be very tempting to jump on a trending topic, but that doesn’t mean your brand should.

It has to make sense for your brand. It doesn’t necessarily have to be directly related, but it does need to make sense. Coke does a great job of making their brand relate to holiday trends. Coke used their Share A Coke campaign to relate to a seemingly unrelated day, making it relatable. I am sure the team at Coke has a discussion around every proposed social media holiday as they try to decide whether or not to capitalize on it.

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