There have been plenty of notable changes in the social media landscape as of late. New channels (like TikTok) are popping up. Legacy channels (like Facebook and Twitter) are cracking down on users and APIs whose approaches have been more spammy than strategic. (more…)
A lot of questions I see related to digital marketing tend to compartmentalize, or silo, various types of communications. For instance, questions about social media or even about specific social media channels. Or questions about blogging. Or questions about website performance. (more…)
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I’ve had a profile on LinkedIn for a number of years now. LinkedIn and Twitter are two of my favorite social media platforms. Most business people would agree with me that LinkedIn is a great tool for building a strong network and engaging with others. Most would likely not agree with me that Twitter can also be a great business-to-business (B2B) business-building tool. We have, though, definitely found that to be the case for ourselves and for our clients. (More on that another day.) Here we want to focus on LinkedIn. (more…)
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Social media marketing should be a key component of the marketing mix for virtually any company. Not only is social media marketing relatively inexpensive, it also provides a greater level of engagement than mass marketing efforts because it’s targeted at those who have some connection with your brand—shared interests, common connections, etc. At the same time, many companies pay lip service to social media marketing. They are technically doing it, but they aren’t putting in as much effort as they could, or should. (more…)
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Having the right connections—whether investors, customers, partners, suppliers or employees, etc.—can make a huge difference in company success. LinkedIn, the Facebook of professional networking, was purposely built and marketed as a great way to develop and maintain these connections. And it works if used effectively. (more…)
We’ve previously discussed the challenges many companies face when trying to calculate an ROI on their marketing efforts. For small and medium-sized businesses, this can make it difficult to justify increasing spend on marketing efforts.
But, just because you feel like you can’t spend more money on marketing doesn’t mean you can’t invest in your brand. (more…)
It’s hard to succeed at anything if you’re not focused. Whether you’re golfing, driving, taking an exam or giving a presentation, losing focus on your objective can be disastrous. The same is true of your social media activity. Granted social media marketing is a longer-term activity than golfing or giving a presentation, but the importance of focus is no less important. In particular, we’ve selected three key elements marketers should keep their focus on when engaging in social media. (more…)
(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)
In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. (more…)
Marketing is key to not only getting the word out about your products and services but also for convincing potential consumers that your offerings provide the best quality, best value, are the trendiest, etc. Influencers can be a huge benefit in this respect. Influencers are individuals or organizations that have the ability to influence the beliefs, attitudes and actions of others. An influencer might be a popular professional athlete who touts the efficacy of a particular shoe, supplement or clothing brand. Or it could be a celebrity who shows up on the red carpet wearing a particular fashion brand—one that carries your label.
These are examples of large-scale influencers. Small businesses typically don’t have access to such individuals unless by pure good fortune. But in an article for Forbes, Dinah Wisenberg Brin writes that some businesses have found success using “micro-influencers” to achieve similar effects, albeit on a smaller scale. (more…)
Not so long ago, social media was the wave of the future in online activity. Sites like Facebook and LinkedIn revolutionized how we connect with one another; and apps like Twitter, Instagram and Snapchat altered how an entire generation communicates online. These applications aren’t likely to go anywhere soon, but the landscape has changed drastically in recent years, and social media giants like Facebook and Twitter have been slammed over concerns of privacy, data sharing and online trolling.
Let’s take a look at some of the recent developments and the potential for user impact—whether for personal or professional purposes. (more…)
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