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.
Facebook’s control over the content that appears in users’ news feeds has rightfully been a hot topic of late, but the impact this has on our social media marketing efforts is really only half of the story.
The other half of the story, of course, is the impact it has on users.
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.
There are many ways that you can use social media to great effect that have absolutely nothing to do with creating content.
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.
What if the solution for declining organic reach had more to do with user behaviour than complicated News Feed algorithms?
Whether it’s the New York Times publishing online ads, or it’s you and your business publishing social media updates, we are all responsible for the content we publish and need to take responsibility to ensure its integrity, even if it’s already been scheduled.
Creating meaningful social media content on an ongoing basis is a common challenge for SMBs, large corporations and agencies alike.
“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.
Real-time marketing is here, and it has been here, to stay. There is huge opportunity for businesses and brands to interact with their audiences in real-time.
Businesses and brands, however, shouldn’t one day per year get a ‘real-time war room’ together and hope for some serendipitous opportunity to present itself, or worse, shoehorn their message into a less than memorable moment.
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.
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.
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.
Google’s YouTube Rewind video and compellations of top trending videos serve as a great way to remember, and in some cases discover, what people have been paying attention to over the last 300-some-odd days, and to gain some perspective of where video content may be headed in 2014.
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.
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.
If you know where to look and who to talk to, there is a great deal of inspiration to be found for content creation, and it’s probably sitting right in front of you.
Here are 5 places to find inspiration for content ideas to keep things fresh and valuable for your targeted audience.
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.
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?
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.
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.
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.
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.
Creating content and engaging a multilingual Facebook community presents many obvious challenges, though none of which are insurmountable.
Following are 3 tips for managing your multilingual Facebook Page and creating awesome multilingual content.
It can be beneficial for businesses of any size to encourage everyone in the organization to create and capture social media content. Increased diversity, fresh perspective, capitalizing on opportunities, having a sense of involvement and contribution, greater volume, shared responsibility, and better quality are just some of the benefits that can be experienced by involving an entire staff in content creation, versus the onus being placed squarely on one person’s shoulders.
For any business that is knowledge-based, ideas are typically thought of as being the currency of their organization. Ideas are the basis of their product, the centre of their value proposition, and their competitive advantage. For these reasons – which are entirely valid – ideas are typically held close to the chest and are protected as carefully as a newborn child.