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13.11.2015
My summer intern found Twitter frustrating: he wanted a Twitter-to-English dictionary to help it sort through it all. If you’re new to Twitter, how do you fit everything you need to say in ust 140 characters? One of the strongest benefits of taking your classes is the continual learning and updates.
Get the Free Template ??Your EZ button for creating your most successful Facebook posts yet! Building on your initial assessment we work with you to determine exactly what you would like to accomplish through the use of Social Media. From building content management systems (CMS) to understanding and employing SEO (search engine optimization) techniques to corner your online market, to a full Social Media strategy that will leave you with a working system that can be utilized by your company, we set you up for success. It’s a new year and I’m excited to see what brands will do on social media platforms in 2014. From amazing campaigns and content to crises, no doubt brands will again show us the good, the bad, and the ugly side of social media.
Last year saw a lot of brands “newsjacking”, quickly posting up content relating to a breaking news story or a trending topic. Social media is a mainstay of B2C marketing, but ita€™s hard to imagine B2B brands rocking the most popular platforms today. Despite the cognitive dissonance, brands with a solid B2B social media strategy are finding and engaging an audience across social media.
These are the findings of a recent TrackMaven study that tracked over 500,000 pieces of content for 316 B2B brands over the last 12 months.
Brands in the Professional Services and Pharmaceuticals industries have a disproportionately high number of followers on LinkedIn.
Perhaps the most incongruous finding in TrackMavena€™s research is that financial services absolutely dominates engagement on Pinterest. Biotech companies like Merck have discovered there is more to Facebook than catching up with your old high school friends. Notice that Twitter has yet to realize its full potential as part of a B2B strategy, with an average of less than .02% interaction. Conventional wisdom used to be that B2B brandsa€™ social media strategy began and ended with LinkedIn. Check out the full report on TrackMavena€™s site for detailed case studies of B2B brandsa€™ social media strategy.
Use the infographic as checklist, or combine them by taking one strategy from each group for a possible combination of over 4 million marketing campaigns.
Small business owners, especially, wearing so many hats, don’t have time to read every single article on the latest iteration of Facebook engagement and user interface. By following this Twitter Headline Checklist: after all, tweets really are just a headline motivating your followers to take action, right?
It’s a lovely, fun, visual way of getting inspired and discovering new products and ways of doing things.
By now brands should have their marketing strategies in place but what should a brand include for its social media strategy? The same applies to social media and how a brand engages with its current (and potential) customers. One of the most popular newsjacking examples from 2013 was Oreo’s reaction to a power outage during the Superbowl. The obvious one is resourcing, which should include budget to train and further educate the brand’s social media team. How can you promote sophisticated financial instruments, cloud software, or heavy machinery on Instagram? Read on to see which social networks are best for your B2B social media strategy, broken out by industry.


Overall, the median social media audience is 109,000 followers on LinkedIn, more than doubling Facebooka€™s second place of 34,000 page likes. While LinkedIn leads in audience size, it has a much lower engagement rate than other platforms.
The platform initially became popular for posting photos of food and artfully-filtered selfies. Most users think of Pinterest as the place to find wardrobe tips, home decoration ideas, or recipesa€”hardly the right platform for serious discussion about finances.
Their mix of infographics, polls, and links to the Merck blog engage an audience of over 37,000 followers.
We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged. We respect your privacy.NameThis field is for validation purposes and should be left unchanged. This social media strategy template will teach you how to develop and implement your SMART goals, and maintain focus throughout your campaign. How to setup your account, what to use for your handle, how to make real connections and more, all in 140 characters. But it should, and you need to pay attention, because it drives sales and increases SEO better than almost any other online tool. A lot can change in a year, including how and when people use different social media platforms.
A brand can spend tens of thousands of dollars on big social media tools and applications, but if they haven’t got the right staff using them, then it’s a waste of money. Ask yourself if your brand has strategies and processes in place to identify, acknowledge, communicate, and deal with social media crises.
It’s time brands start to get serious about tracking the real results of a brand’s social media activities. It brings to mind an image of, say, a construction crane on the beach, with the caption a€?Sipping margaritas and loving life!
Increasingly, though, brands are finding their niche on the more casual, less business-oriented sites like Instagram, Facebook, and even Pinterest. That means LinkedIn is a valuable platform for amplification, but brands can see higher interaction by branching out. But engineering brands like AECOM and CH2M delight followers with a mix of posts highlighting their corporate culture, charitable projects, and the engineering solutions they provide. Yet staid institutions like Allianz SE and Barclays have breathed new life into their brands on Pinterest. Regeneron takes advantage of Facebooka€™s engagement potential to source new hires with their Regeneron Careers page. If a 300-year-old institution like Barclays can engage an audience on these platforms, odds are your brand can, too. Again, use as a checklist or combine tactics for unique campaigns suited perfectly for your followers. I’ve got you covered with the Pinterest infographic, detailing pins, boards, photos, SEO, and all the tiny, beautiful details. Every brand should have clear goals and objectives that its social media activity is trying to achieve. As new social media platforms continue to grow in popularity and gain more users, perhaps your brand need to consider setting up an official presence on these emerging platforms. By now the large majority of brands have their own official and controlled presence across social platforms but what about those online platforms that the brand doesn’t control? Last December, Facebook changed its newsfeed algorithm to start favoring more timeline relevant posts in the newsfeed.


A brand can plan whatever social campaigns they want, but when they have a crisis on their hands, those campaigns can be worthless if the crisis is not quickly identified and dealt with in a timely manner. A couple of questions worth asking: can the brand track online traffic and direct conversations?
Their innovative, visually-striking content fits the tone of the site while keeping their followers informed. If the brand didn’t achieve its 2013 objectives, ask yourself why and adjust 2014 objectives accordingly. Are there certain influential bloggers that the brand should consider reaching out to in 2014?
When it comes to social content in 2014, brands must have the ability to quickly produce timely and relevant content. In order for a brand to execute its 2014 social media strategy, it will need some allocated budget to make it happen. The brand’s Public Relations and Corporate Affairs teams need to be aware of potential social media incidents that could occur and should be involved in any response.
If not, is there a way to put a dollar figure on the amount of online reach the brand is achieving on social media? If you over achieved last year’s objectives, consider making the 2014 objectives more rigorous. Begin the year by spending some time using whatever social media listening tools you have at your brand’s disposal. Are there advocates with their own social influence that the brand should consider reaching out to ? Access what listening tools and human resources you have in house to help identify newsjacking opportunities. Social Media Today suggests budgeting for social media by splitting costs into variable and fixed.
Is there a strategy to build more infrastructure and analytics capability in order to be able to help track either direct or indirect online actions?
When reviewing social media objectives, ensure they follow the SMART criteria of being: specific, measurable, attainable, relevant, and time-bound. Listen to consumers to determine what social platforms they’re chatting on, what they’re saying about your brand, products and services.
Brands need a social media strategy for un-owned and earned channels, not just owned social channels. Also ensure you have a rigorous process in place so the brand can quickly create content, get it approved, and post it. Are there direct actions a brand can track as a result of a social media campaign that can be attributed to revenue? In order to do this effectively you’ll also need to clearly define your target audience for 2014. These days brands have access to more and more social media data and 2014 should be the year brands start to put values (direct or indirect) to their social media activity. If a significant amount of people are no longer mentioning your brand, products or services on a particular platform, ask yourself if your existing strategy and objectives are still relevant for that platform.
There’s no point in a brand setting up an official presence on Instagram, Pinterest, or a forum if none of your target audience are there.



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