Archive for the ‘Social Media’ Category

Managing the Noise on Twitter 

Tuesday, September 29th, 2015

When Twitter first hit the social media scene, it seemed implausible or even inconceivable to many that 140 characters could provide any real value to social media marketing efforts, yet this application has emerged as one of the giants in the field. So popular, in fact, that it’s a daunting task to keep track of all of the activity on Twitter. There’s almost too much information. Some organizations (more…)

To Engage Your Audience, Provide Real Value

Tuesday, September 8th, 2015

Savvy business owners and marketing professionals are always looking for ways to deepen their connection with existing customers and attract new clientele. In the age of content, newsletters and e-letters are great ways to connect with an audience and good tools for small-to-medium-sized businesses (SMBs) to use for customer engagement.

The key—as with any kind of online communication—is to (more…)

Facebook as Your “Website”? Here’s Why That Might Be a Bad Idea

Wednesday, September 2nd, 2015

Not so long ago, having a website for a small business seemed like something that was only feasible for the high-margin business or the tech-savvy entrepreneur. Today, a professional-looking website is within reach of virtually any business. Still, in the Facebook age, many businesses are tempted to use a page on the social networking site as their primary online presence.

Facebook is certainly a low-cost option to very quickly get your business’ web presence up and running; however, there are a number of considerations to keep in mind before using Facebook as your only online vehicle. (more…)

Using Social Media to Build Your Business

Tuesday, June 23rd, 2015

by Linda Pophal


“Does social media really work?” I get this question a lot and, as for most marketing communication-related questions, my answer is generally, “It depends.” It depends on what is being offered, who the audience is and what the goals/objectives are. Social media can certainly work to drive business results, but it is still not the answer in all cases.

Engaging Through Mobile Channels

Tuesday, May 12th, 2015

Pew Research recently released their State of the News Media 2015 report, which includes some interesting information on the impact of mobile.  Consumers are increasingly consuming content via their mobile devices—even long-form content. Google’s ongoing algorithm changes and a growing trend toward the use of mobile have advertisers and marketers wondering whether their content will continue to resonate in smaller mobile formats.

The jury is still out, as they say, but the question is a valid—and evergreen—one these days. (more…)

Facebook for Local Businesses

Tuesday, April 14th, 2015

Small businesses, I think, have an edge when it comes to social media engagement, and Facebook is a very good example of this. Effective social media requires a relationship between the business/business owner and their followers. This is much easier for small businesses to attain than it is for large businesses, particularly because small businesses tend to be closer to their customers offline–the online environment simply becomes another forum for engagement.

Despite the fact that social media channels like Facebook can provide a global audience, small businesses don’t need to extend their reach globally–in fact, they can (and should) focus on their local markets.

In attempting to do this, we believe there are some important keys to effective engagement: (more…)

Tweeting Locally

Tuesday, January 27th, 2015

One of the many things I enjoy about marketing is attempting to generate the most results with the least among of time, money and effort. I want to get more for less. From an advertising standpoint, that means, for instance, that just because the Super Bowl pulls in a large audience each year, it may not make sense to put your message in front of that audience unless a significant percentage of it might represent potential customers for your products or services.

Social media is a lot like that. Just because social media can deliver an international audience doesn’t mean that it makes sense for you to be out there communicating with an international audience. In fact, for many businesses, (more…)

Social Media Best Practices for SOHOs: You Don’t Have to be Big to be Successful Online!

Thursday, January 22nd, 2015

One of the benefits—and potential downfalls—of the online environment is that it is a great equalizer. The smallest company, including solo operations, can present a “big company” feel, effectively competing against the big players in their industries. This can also present a downside, of course, for those seeking goods and services from online providers; all that glitters is not, necessarily, gold, so caveat emptor certainly applies.

Still, for small companies, and even individual practitioners in service industries like consulting, law, accounting, engineering, etc., it can be relatively easy to establish a strong presence online.

We’ve done that for our own marketing needs, and we work with a variety of other small businesses and independent consultants to help them establish a “big brand” online. In doing this, we have found some very important best practices that really must be adopted to generate results: (more…)

Do Your Metrics Reflect Value or Vanity?

Sunday, November 9th, 2014

Measurable, reliable, quantitative data is constantly being sought after by marketers. In comparison to relatively more concrete elements of a business, such as finance and operations, marketers often feel pressure, whether real or perceived, to provide some sort of measurable return on investment for their efforts. Sure, your new website design looks great, but has it directly contributed to increased online sales? Unfortunately, for many marketing efforts, it can be difficult to convincingly tie a dollar spent on marketing to dollars earned in new business.

This pressure is evaluated in a Harvard Business Review article by Eric Ries called “Entrepreneurs: Beware of Vanity Metrics.” Vanity metrics, Ries explains, (more…)

Social Media Analytics: Going Beyond the Numbers

Tuesday, October 7th, 2014
There’s a big difference between data and information, although the distinction can be subtle. Over the past few years I’ve been very interested in helping organizations determine whether their communication efforts are achieving desired results and, especially, their social media efforts. Social media is such a “big deal” these days that it’s not unlikely for organizations and individuals to want to “jump on the bandwagon” or continue to participate in social media simply because “everyone else is doing it.” Unfortunately, that’s not always a good reason to invest time and resources.

The difference between data and information can be helpful here. (more…)