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.
Twitter’s downloadable analytics are far from being as robust as social media juggernaut Facebook’s, however, there are still a number of ways that you can slice and dice the data provided to glean deeper Twitter insights.
The ill-advised focus that some organizations and people give to acquiring masses of Twitter followers, and the tactics they employ to inflate their numbers, is sometimes mind boggling.
There are many ways that you can use social media to great effect that have absolutely nothing to do with creating content.
There are a huge number of ways that social media advocates can have a positive impact on your business.
The challenge is that identifying advocates isn’t always a simple task, and more challenging still is finding ways to encourage those advocates to sustain high-levels of involvement within your social media communities.
Building trust can lead to increased loyalty, build advocacy, create evangelists, improve the potency of your marketing messages, mitigate customer churn, and generally strengthen the emotional connection people have with your brand.
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.
Properly responding to audience-initiated dialogues on social media is a great opportunity for you add value, increase affinity, build advocacy, and develop relationships with individual members of your community.
As they frequently do, Facebook has relatively recently made some changes to their platform that have changed how you go about activating targeting options for Timeline posts.
“Now, When a Page tags another Page, we may show the post to some of the people who like or follow the tagged Page”. – Facebook
It’s clear that engaging your business’ audience on mobile social media is becoming increasingly critical.
The trouble I find many businesses have isn’t about realizing that mobile is an important platform on which to have a solid presence, however, it’s how to establish that presence, and where.
If you don’t know PewDiePie, just look at any list of top subscribed YouTube channels and look toward the top of the list.
With over 22 million subscribers – only bested by YouTube category channels for ‘music’ and ‘popular on YouTube – Worldwide’ – there’s no arguing that this is what ultimate YouTube success looks like.
The real reason I’ve historically been so interested in the Super Bowl really has nothing to do with the competition on the field, but more to do with the competition for consumers’ attention and wallets, the advertising. And I know I’m not alone on this front.
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.
As the volume of content being created and published continues to explode, finding every opportunity to place your content in front of as large a proportion of your audience as possible is of utmost importance to maximize results.
You shouldn’t simply follow best practices.
For a medium that is supposed to be intrinsically social, much time can be spent on social media without having meaningful conversations.
This is particularly so for businesses and brands, where many use social media platforms not necessarily to be social, but to broadcast their message.
How can businesses effectively provide customer service on social media while not having their profile be overrun by negativity?
Spurring interaction and greater levels of engagement are effective for growing the loyalty and strength of your audience, as well as attracting new people to your brand.
Following are 4 methods to gain higher levels of interaction with your blog content.
While you’re undoubtedly busy planning your personal social schedule with family and friends, now is also a perfect time to be planning your social media activity for the coming weeks. Planning can be critical to ensure you’ve got your ducks in a row for when you inevitably take a bit of time off to enjoy the season, and to sustain activity and engagement with your audience during this time.
Every day there are businesses and brands producing and publishing amazing content, and tightly integrating traditional media with their digital and social programs.
It wasn’t long ago that I was writing about Ikea’s awesome 2014 augmented reality print catalogue, and Ikea has knocked it out of the park again with their second-hand furniture campaign.
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.
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.
For some businesses on social media, being proactively social can be fraught with organizational challenges.
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.
Despite having an amazing opportunity to initiate and sustain meaningful dialogues with their consumers, many brands treat social media primarily as a broadcast platform.
Social media marketing is perfectly suited to sustain relationships with your consumers, even after they’ve made a purchase.
An effective social media strategy that accomplishes this will result in sustaining and strengthening loyalty, and will ultimately result in higher repeat purchase intent.
It’s probably not surprising that a concert series put on by Apple would be pretty fantastic, but there are many more facets to what makes this killer than just the sheer scale of the month-long event.
As I’m sure you have, I’ve been exposed to a number of ‘best practices’ about how many tweets a company should publish each day. The number given has varied widely, but I’ve seen numbers as high as 30 or more being recommended to maximize engagement.
Consider re-thinking best practices for how many tweets to publish each day.
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.
Consumers’ brand preference and purchase intent is being influenced in the pre-market stage of their purchase path. That is, they are making critical decisions that will influence their purchases even before they are thinking about making a purchase.
Facebook recently introduced photo commenting functionality on business and brand Pages.
So, how can you use this feature on your Page?
For 72 percent of consumers, online reviews are the number one driver when making a purchase decision.
Let’s discuss how you can go about getting more online reviews from your consumers or clients to favourably influence consumer purchase decisions.
One of the most exciting things to me about social media marketing is the number of times I get to say, ‘sure, let’s try it’.
Unlike traditional media, ‘trying something’ on social media often doesn’t require a commitment of tens or hundreds of thousands of dollars.
Putting a firm rule in place to tell you how long your business has to capitalize on an opportunity to publish relevant content is near impossible. This said, there are a couple of guidelines that you can take into account to help you out.
There are some amazing businesses and brands pumping out absolutely killer content every day, though I can’t think of many that do it with such regularity as Red Bull. This article will showcase the awesome episodic video content series ‘Imaginate’ by Red Bull, featuring Danny MacAskill.
You’re creating an abundance of highly valuable social media content for your business’ blog, Facebook page, Twitter profile, Pinterest boards, and YouTube channel.
However, your audience just doesn’t seem to be engaging with it. They’re not liking, commenting, sharing, pinning, or re-blogging any of it.
It’s amazing content, so what gives?
How many articles have you read about how to write the best blog titles for SEO?
Lots? Yeah, me too.
Well, here’s another idea; how about writing blog post titles with an aim to captivate and compel prospective readers to click on your post, and so that they will have some sense of what they are investing their time to reading?
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.