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Business Social Media: Farming vs. Fishing

Business Social Media: Farming vs. Fishing

As a social media consultant, I get asked this question all the time: Which social media platform should I use for my business. And my answer is always the same: It depends.

Of course, there are many variables to consider when determining your marketing strategy, and your use of social media platform(s) should be part of that strategy. And your personal preferences, or available resources, must be part of the decision making process. If you hate yourself on video, YouTube may not be your first or best choice of social channels for your business. If you don’t like to take and manipulate photographs, Instagram won’t work for you.

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Can you use a part-time social media manager to achieve your online marketing goals? Will hiring a part-time social media manager be enough to achieve your goals?  Isn’t social media marketing simply making announcements to a network of people who have signed on to receive your news and tidbits? Isn’t it simply sharing links, images, and videos you find interesting or inspirational? Or is it all about building relationships and finding ways to engage with your prospects and customers? These things are definitely part of social media marketing, but they don’t tell the whole story.

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Why The Best Agency For You Might Not Be A Social Media Agency

Why The Best Agency For You Might Not Be A Social Media Agency

Do you know who Danny Kaye is?

Danny Kaye - Jack of All Trades

I think I can be appropriately curmudgeonly in saying that most kids today don’t know who Danny Kaye, the great 20th Century entertainer, is (was).

For those of you who are unaware, he was a huge star of his time, incredibly well-rounded, with a career that worked through stage, screen, television, records, and food. He died in 1987, after giving us the classic films such as “The Court Jester,” The Secret Life of Walter Mitty,” and “White Christmas,” as well as a variety show and a handful of special TV shows. Kaye was a classic comic, too, always pushing the envelope even in serious situations.

A huge part of Kaye’s appeal was his incredible well-roundedness. No matter the situation, he was able to bring something to it: a little soft-shoe, his lovely singing voice, his wide variety of foreign accents, or his in-depth knowledge of food (especially Asian cuisine).

Kaye was a real, old-fashioned entertainment jack of all trades.

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“Keep it simple” is good advice when it comes to most things business related, and that includes social media. Why, you ask? Well, the fact of the matter is that some of the simplest things can influence your success with social media. However, it’s also the simple things that many business people overlook or forget to do on a regular basis.

For example, it is simple to share information that is of interest to your audience, striving to make their lives better, easier, or more entertaining rather than posting repeatedly about your business and what makes it so great. That’s simple but good advice, yet it’s easy to get caught up in the idea that we should always push our products and services. Unfortunately, constantly pushing our offerings backfires in a really big way. Likewise, there are many other ways in which the simplest of things threaten to trip up even the most-savvy business people. But, no worries. We’re here to help you avoid falling into some surprisingly simple social media traps.

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A Lesson in Rebranding from Snapchat

A Lesson in Rebranding from Snapchat

Yes, you read the title right, Snapchat is now Snap. A change of name in the fall told us that the brand is now planning on expanding itself to be more than a messaging network. Since its creation in 2011, Snap has been interesting, unique, entertaining, and fun! You know about the filters (maybe you have used the dog filter a time or two), the disappearing pictures, videos, and chats, the compilation of stories, memories, ads, spectacles, and discovering other news and current events.

Rebranding became necessary to Snapchat in the fall of 2016. You might find yourself in the same shoes now. You can’t hide from rebranding (and that’s a good thing), and you can’t ignore it. If you feel the pressing need to rebrand and don’t know where to start, take a page out of Snapchat’s book on the matter.

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The One Social Media Resolution You Need to Make This Year

The One Social Media Resolution You Need to Make This Year

It’s that time of year again. If you’re like many of us, you’re probably deciding that this year will be different. 2017 will bring a better you, and perhaps a better business too. That’s right. You can and should make resolutions for your business. But before you get off to the races, preparing your long list of business resolutions, we want you to know that one resolution stands out in importance. It involves social media but doesn’t focus on crafting more posts or finding more followers.

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Building and Protecting Your Brand Voice on Social Media

Building and Protecting Your Brand Voice on Social Media

“Building and Protecting Your Brand Voice on Social Media” was co-authored by Stephanie Schwab and Christina Strickland

Every brand needs a strong brand voice. What is brand voice, you ask? Essentially, it’s the tone and style you use when communicating with your audience. Your brand voice not only tells your audience who you are and what you have to offer, but also proves critical in engaging your audience members and motivating them. Your brand voice gives your audience a feel for your brand’s personality, and since the explosion and rapid growth of social media marketing, it’s become more important than ever before.

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5-periscope-tips
Getting acquainted with Periscope and learning what it does was an important first step. Now, however, you have to figure out how to use this innovative new social media tool for your brand. Don’t worry. We have you covered with five tips brands can use to make the most of Periscope:

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periscope

No brand can afford to rest on its laurels, thinking last year’s, last week’s or yesterday’s marketing is enough to keep its audience interested and engaged. You have to continually market, finding new ways to gain exposure and get the right people paying attention. One exciting new way to do that is with Periscope.

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Social Media Advertising: Facebook, Twitter & LinkedIn, Oh My!

 

 

 

 

 

 

 

 

 

 

 

Ever wanted to know how to use social media advertising for your business, particularly your B2B business? Look no further – here’s our guide to advertising on Facebook, Twitter and LinkedIn.

We cover general advertising tips, plus capabilities and use for each of the three major social ads platforms.

Feel free to download and share this eBook direct from Slideshare. (Hint: View the Notes for the presentation by clicking on the Notes tab next to comments and statistics.)

And of course, if we can assist with your social media advertising programs, please don’t hesistate to contact us!

Social Media Advertising Overview: Facebook, Twitter & LinkedIn from crackerjackmarketing

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What Brands Can Learn About Social Media From Game of Thrones

What Brands Can Learn About Social Media From Game of Thrones

Social media doesn’t just emulate life. In some ways, it emulates television too, especially good television like Game of Thrones. If you’re a fan, read on to learn what Game of Thrones has to teach those of us who work with brands who strive for social media success. Not a fan yet? There’s still plenty to learn here. Read up, avoid the spoiler (towards the end), and then start watching.

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What Top Brands Can Teach Us About Social Media

What Top Brands Can Teach Us About Social Media

Social media has changed the way brands reach customers. It has redefined interacting and sharing, provided new ways to use content to promote products and services, and made engagement easier. If that’s not enough, it’s also amplified the voice of the customers. Here’s what three top brands can teach us about social media and viral content.

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Are You Committing These Social Media Sins?

Are You Committing These Social Media Sins?

Facebook, Twitter, Instagram and other social media platforms are part of our daily lives. They serve as highly effective strategies for marketers and as social mirrors and megaphones for individuals. How interactive are you? How well do you know your favorite platform? Are you a social media sinner or saint? There are seven fatal sins of social media. Are you guilty or not? It’s time to find out.

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3 Ways to Use Mobile to Reach Millennials

3 Ways to Use Mobile to Reach Millennials

Do you know a teen or young adult who isn’t tied to their mobile phone? According to Pew Research, 80% of 18-34 year olds own a smartphone – and they’re all using them a lot. If you want your brand to appeal to this audience, implementing an effective mobile marketing strategy is the way to go. But how do you capture the attention of individuals who are always on the go? A good start would be to capitalize on the channels that they always access on their mobile devices.

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7 Habits of Top Digital Brands

7 Habits of Top Digital Brands

We hear a lot about top digital brands and wonder what sets them apart. It’s not just a lot of luck. It’s not even offering a product or service that no one else sells. Instead, these brands earn this designation through hard work, creativity, and effective strategizing. According to digital agency 360i, there are 7 Habits of Highly Digital Brands – and adhering to most, if not all, of these habits can set a brand far ahead of the pack.
The 7 Habits are:

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How To Apologize To Your Customers

How To Apologize To Your Customers

There’s a right way and a wrong way to handle most things in life, and that includes crises of the technology hacking variety. Two recent hacking crises do an excellent job of illustrating how companies handle crises. One, involving Buffer, occurred in October 2013 and was handled quite well while another, involving Snapchat in January 2014, just wasn’t. One of the major differences between the crisis management demonstrated by these companies? The apology. Customers want to know that the companies they patronize care.

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Social Listening Like a Rap Star

The social media revolution was – is – all about talking. It’s about putting your ideas out into the world to see how they connect and collide with others’.

But if the social media revolution is about talking, the social media revelation is about listening. (See what I did there? Eh, eh?)

Social listening is a hugely important piece of successful online engagement because it has everything to do with understanding our audience(s), developing a sense of empathy, and speaking to our customers in a language they can relate to. Unfortunately, though, it’s also the step that’s easiest to ignore. Why is that?

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5 Keyword Tips for Pinterest

5 Keyword Tips for Pinterest

Have a good handle on creating attractive, shareable pins and pinboards? Want to give your pins a boost and ensure that the right people find them? Here are 5 tips for using keywords to draw more attention to your pins and pinboards:

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Social Media and SEO Rankings

Social Media and SEO Rankings

In the past, backlinks were a top focus for boosting SEO rankings. Your position in the search engines was highly dependent on the quality of your backlinks. Today, social media signals are critical to SEO rankings. In fact, according to a Searchmetrics study, 7 out of the top 8 factors that influence SEO ranking are social. This is encouraging if you’re putting time and effort into your social media accounts.

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How To Throw a Social Media Party

How To Throw a Social Media Party

My friend Sree inspired me a while back to think about how to throw a social media themed party, so I’ve been gathering some pins and links about food, decor and activities. Maybe you can use some of these ideas at one of your work or play gatherings.

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Critical Twitter Lessons to Aid Your Marketing

Critical Twitter Lessons to Aid Your Marketing

Twitter is one of the big boys when it comes to social media marketing. If you’ve yet to begin using it for your business or don’t know how to use it well, this post is for you! The following articles will get you up to speed and help you use your Twitter account as an effective marketing tool.

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Help! My 9 Year Old Wants To Be On Instagram!

Help! My 9 Year Old Wants To Be On Instagram!

 

 

 

 

 

 

 

 

 

 

 

What is the “right” age for a child to be involved in social media? This is a question I get asked a lot, both as a practitioner of corporate social media and also as a co-founder of the Digital Family Summit.

Some might think there is an easy answer. Nearly all account-based websites, by necessity of COPPA (Children’s Online Privacy Protection Act), provide terms of service which state that the minimum age for account holders is 13. As a parent, it might be easy to say to a kid, “the rules are 13, you can join when you’re 13, and that’s that.” But this answer is far too simplistic.

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4 Sought-After Instagram Influencers

4 Sought-After Instagram Influencers

Reaching out to respected influencers on any social media platform is a good way to build awareness and credibility for your brand. Many major brands have discovered the benefits of developing relationships with Instagram influentials; these top photogs have the creativity to produce appealing photographs for their brand clients. And bonus: their high follower counts may help you boost your Instagram followers, too, when they show off their work for your brand to their audience.

Here are four Instagram influencers who are among the most sought-after by well-known brands.

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Is Your CEO Fluent in Social?

Is Your CEO Fluent in Social?

My four-and-a-half year old is learning the finer points of the English language. Like the fact that the plural of “mouse” is “mice,” not “mouses” or “mices.” Until I started teaching him these kinds of English nuances, I’d forgotten how hard it is to learn a language from scratch.

This got me thinking about how we’ve all learned social media. For my son’s generation up through the current crop of college kids, social media is part of the fabric of their existence. They don’t give any thought to the concepts of short-form text content, sharing video, or checking in to a location. But for most of us, most likely including you, we’ve learned social media the hard way: as if it were a foreign language we have to learn from the ground up.

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Social Media Spring Cleaning

Social Media Spring Cleaning

Spring is fast approaching, and you may have plans for spring cleaning in mind. Don’t limit the spring cleanup, clear out, and reorganize to your home, however. A brand-new season is a good time to make a fresh start with your social media accounts as well. Get rid of all that old information and web clutter, add new contacts, and post some fresh content! Here are 5 social media spring cleaning ideas to help you get better organized, become more efficient, and engage with your audience:

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3 Great Examples of B2B Companies Using Instagram

3 Great Examples of B2B Companies Using Instagram

As far as image-driven social sites go, Instagram has proven its value for sharing fresh, creative content. Far from being merely pretty, Instagram provides brands with the chance to engage markets visually, establish an emotional connection, and increase their followers. However, B2B brands often overlook Instagram, believing it’s better for fashion, news and travel companies.

Some of the other reasons B2B marketers often don’t even consider Instagram is because they don’t feel they have enough visual content. Christopher Penn has a great visual marketing exercise to make even those of us who feel we can’t think visually feel more compentent, and we’ve rounded up some of our best visual content tips on our blog.

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Does Facebook for B2B Really Work

Facebook for B2B Brands

If you read my recent post on Social Media Explorer, you know that I’m not really a fan of Facebook for B2B (business-to-business) businesses. That’s because Facebook is generally a personal domain. People may be willing to connect to brands which intersect with or enhance their personal lives, but I’ve seen resistance amongst Facebookers when faced with messaging from a B2B brand (clearly targeted at their business lives). Read more

Boost Sales Via Social Media Recommendations

Boost Sales Via Social Media Recommendations

Success in business requires a willingness to evaluate the steps you have taken and make changes when and where necessary to meet your goals. And if you’ve been focusing your social media strategies on ads alone, now is the perfect time to reconsider and make a change. Why is a change in order? It’s simple: Today’s consumers are making more of their buying decisions based on the recommendations of their peers. To get more of their dollars, you have to make it onto and stay on their social-sharing radars.

According to Nielsen’s Global Trust in Advertising and Brand Messages Report, the majority of consumers consider recommendations from their peers far more worthy of attention and trust than any form of advertising, including social ads. In fact, more than 90 percent of the consumers polled said they have more faith in earned media, which includes social media recommendations, than other advertising options.

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Using Social Media for Customer Service

Using Social Media for Customer Service

Social media is a viable avenue for providing customer service to your customers. As more and more consumers embrace social media for personal use, they are also reaching out to companies this way. Some brands listen and respond better than others, and these are the brands that enjoy increased customer satisfaction and loyalty. In most industries, consumers have a good deal of choice when it comes choosing where to spend their money, so encouraging loyalty is an important goal.

Customer service isn’t an either or proposition, so you don’t have to choose social media customer service over traditional methods.  In fact, you shouldn’t choose one over the other at all. Social media is up and coming in the customer service realm, and it’s likely that more consumers will take advantage of it as time passes. However, the majority of consumers may still have a preference for traditional methods and will quickly become annoyed if they want to speak to a brand representative by phone but discover that you’re only available via Facebook.

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What's So Special About Twitter?

What's So Special About Twitter?

We all know that Twitter is a household name when it comes to social media, but just why is it so special? What makes this social media platform the success it is? I’m a huge, and therefore hugely biased, user and supporter of Twitter, and there are over 200 million other active users.

These are just a few of the ways that Twitter differs from other social platforms and why I think it’s poised for ongoing success.

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Dead Social Networks: Lessons For All Marketers

Dead Social Networks: Lessons For All Marketers

Some social networks thrive and grow far beyond expectations while others start off with a big bang but go out with a whimper. Why? What is the difference between successful networks like Facebook and Twitter and those we’ve left behind, such as MySpace, Friendster and Second Life? Heed these 5 possible reasons some social networks fail – there are lessons for all marketers here!

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What To Include In Your Corporate Social Media Training Program

What To Include In Your Corporate Social Media Training Program

Social media can have a profound effect on your company’s success, and creating a corporate social media training program can help you take full advantages of the opportunities it provides. Social media tools can only help you reach your goals if your employees know how to use them: not just adequately, but to their fullest potential. To get the most out of social media, get your whole team involved and provide an effective training program to ensure they know what they’re doing. Below are some of the most important things to include when creating a social media training program.

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How to Use LinkedIn to Get New Clients

How to Use LinkedIn to Get New Clients

LinkedIn groups provide a good way to find new clients for your business. Remember that networking goes a long way toward getting your name out there, generating interest in you and your services, and building the kind of relationships that lead to prospect inquiries, referrals, and eventually, sales. You can get started along the right path by creating an appealing, SEO profile, connecting with others, and making regular posts, but joining the right kind of groups can provide a significant boost along the way.

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10 Ways Businesses Can Use Twitter

Wondering if Twitter can help your business? The answer is a resounding, “Yes!” Read on for 10 ways you can use Twitter for your small business:

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How Can Facebook Benefit My Business?

Facebook has become a household name, and just about everyone seems to have a Facebook account or at least some interest in logging on. If you’ve hesitated to use Facebook for business, now is a great time to jump in. There are many benefits to creating a Facebook page for your business. Here’s just a few of the benefits the website has to offer:
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Which Social Media Platform is Right For Your Business?

Facebook, Twitter and Pinterest! Oh, my! There are many different social media venues to choose from. While each one might have a place in a social media strategy, not all may be right for your business.

We presented this free social media class entitled “Which Social Media Platform is Right For Your Business?” last week. In case you weren’t able to attend, you can view the presentation right here:

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How Can I Create an Effective Social Media Profile?

Creating a social media profile shouldn’t be hard. After all, you have just a small amount of space  to fill. But it’s common to draw a blank when faced with all those empty boxes. You have a lot to share, but what portion of it should you put there? Here are some ideas for creating a social media profile that works for your business:

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Basic Success Measures in Social Media

In a perfect world, before you can measure how well you’re doing, you need to know what you’ve set out to accomplish. But in reality, when you get started in social media, your objectives may be rather general. It will take time to refine and define your goals.  So let’s take a look at some of the basic success measures in social media which you can employ when you’re just dipping your toe in the waters.

One of the wonderful aspects of digital marketing is its measurability. Every day your efforts will speak to you, as you receive feedback that lets you know how people are responding to your content. This constant feedback loop allows you to constantly learn and improve.


Here are some basic methods of measurements that you can use.  These are all free tools (though some have advanced or paid options).

 

Facebook

Use Facebook Insights on your Facebook Business Page to measure:

  • Growth of Likes: how many people Like your page, and is this growing steadily?
  • Engagement per post, which includes Likes, comments and shares on each individual piece of content you create on your Page

Twitter

Use Hootsuite, or other third party tools such as BufferApp or Timely to see:

  • How many new followers you gain each week: are you gaining new followers? You may lose some too, so look at the net gain.
  • How many clicks you receive on links in your tweets: is your content interesting to people? What content seems to be resonating them most?
  • How many retweets you receive each week: do people think your content is interesting/valuable enough to share with their followers? This is really one of the most sincere forms of appreciation for your content.

Your Blog

If you have a WordPress blog, WordPress will offer some analytics including how many views and comments you receive.  However, the best way to understand what results youâ’re getting is to connect your blog to the free service provided by Google Analytics which offers a wealth of information, including:

  • Pageviews: how many pages on your blog or website were viewed in a particular timeframe
  • Post views: how many times each post was viewed (important for understanding what content is most successful)
  • Unique visitors: how many individuals visited your site/blog
  • Traffic sources: where your site/blog traffic is coming from; is it coming mainly from Facebook? Twitter? Organic search?
  • Traffic to your website: how much traffic your blog is sending over to your main website; after all, isn’t promoting your website part of the reason you started a blog?
  • Keywords generating traffic: in organic search, look at the keywords which are driving traffic to your site/blog – use this info to tailor future content based on successful keywords

When you look at any of these numbers, focus on the highs and lows. Ask yourself “why did people respond to this with such enthusiasm?” or “what made this one post receive a fraction of the response that all the others got that month?” Don’t be too fast to jump to conclusions. Remember that there are many factors that enter into any individual result taking off or bombing. While it may be something brilliant that you said, it might also be the timing, the fact that it was promoted in your newsletter or was tweeted by a celebrity. It could be the quality of the photo or the fact that there was a photo at all. Analysis is both an art and a science. Perform it with a team if possible, or at least ask the opinion of others. And remember the marketing maxim of all direct marketing: “always be testing!”

Are there other basic metrics you use to manage your digital business? We’d love to hear your thoughts in the comments.