Social Media Marketing
Articles and resources about how to develop a social media strategy, plans and social media marketing in general
This category last updated: 23 August 2013
Five ways to avoid social media fragmentation
- by James Carson. E-Consultancy Limited, Posted 1 October 2012. "The most common problem I've come across in social media is what I'll call 'fragmentation'. It's the attempt by marketers to use as many platforms as possible in an effort to reach a potential audience.
What generally occurs is a fragmentation of attention and resources away from what suits the company best – and whatever 'strategy' was in place consequently falls flat because it lacks focus..."
Pinterest: 5 Tactics for This Visual Social Media Mecca
- by Heidi Cohen. ClickZ, October 1, 2012. "Pinterest's dramatic rise as the visual social media mecca for content makes it a critical component of your 2013 social media and content marketing plans.
Pinterest has gathered force in terms of numbers. From a top-line perspective, it attracts over 20 million unique visitors a month who spend almost 16 minutes on the site per visit yielding 1.5 billion page views per month, based on Fast Company's infographic. If that doesn't convince you, Pinterest is the fourth largest source of traffic, according to Shareaholic..."
What is Google+ Really all About?
- by Bas van den Beld. State of Search, 26 September 2012. "Google+ is Google's Social Network, or at least, that is what we all think it is. It is Google's effort to push out Facebook and to be the biggest not just in search, but also in social. But in fact Google+ is not intended to be that Facebook killer. Yes, off course, if Google gets the chance, they will definitely try to beat Facebook. But Google+ in fact is more about data: it will be part of every Google product in the future.
If you listen carefully to what Googlers are saying you will get some nice insights into what the intentions from Google are. They are going to change the online world with Google Plus and the crux is data, identification, personalization and integration..."
New ROI Famework: The State of Social Media Marketing
- Industry Report 2012, From Awareness, Inc Creators of the Social Marketing Hub. September 2012. "Marketers the world over are trying to answer the most important question about what they do – namely, can they quantify the value they provide to the business and show that the funds and resources invested in marketing, including social marketing, do indeed pay back? Our State of Social Media Marketing report confirms that measuring social marketing ROI is the leading challenge for marketers, as indicated by 57% of respondents.
To address the social ROI question, Awareness set out to develop a new framework for measuring social marketing value. We posit that social marketing value has two sides – overall social marketing contributions to the business over time (usually year-over year), and specific social marketing contributions to customer engagement and sales (usually campaign-based and short-term).
The first type of social marketing contribution is what is commonly referred to as return on social marketing investment (social ROMI) and the other – return on social marketing objectives (social ROMO)..." [Requires Registration]
Tying Social Media to Business Objectives, Measurement Tactics
- eMarketer, September 19, 2012. "Marketers don't just measure fans and growth, but build relationships and connect with fans. Even if, for many, current measures of social media marketing effectiveness are still basic, the goal of such programs has gone far beyond simply gaining followers and 'likes', research shows.
Social marketing software company Awareness surveyed US marketers in July 2012 and found that better customer engagement was a top business objective for social media. Of respondents, 78% cited that as a leading business objective, followed by 51% who said revenue generation was a lead objective. These objectives focus more on relationship building and tying social media back to business results, showing marketers want to go deeper with their social media work than just counting fans..."
Google+: Is Your Business Harnessing Its Power? 12 Actionable Tactics [Research]
- by Heidi Cohen, Posted on September 17, 2012. "Include Google+ in Your Social Media Marketing Plans. Social media has matured and your business must be on a variety of platforms including Google+.
In less than a year, Google+ grew from nothing to 18.9 million unique visitors at the end of February 2012, according to Compete data reported by Google’s Avinash Kaushik. That’s half the size of Twitter and slightly more than one-tenth the size of Facebook.
While Google+ may have lost some of its momentum, it’s still a platform where every marketer needs to be present..."
67% of businesses say social is integral to their marketing mix: infographic
- by David Moth. Econsultancy, Posted 24 September 2012. "New research from Econsultancy and Adobe found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today..."
Social Media: The One Thing 70% of Brands Do Wrong [Research]
- by Heidi Cohen, Posted on September 21, 2012. "5 Tactics to Make Your Business More Responsive. On social media platforms, people expect businesses to acknowledge and respect them as human beings. Unfortunately, most brands just use social media to spray their promotional messages instead of connecting with their prospects, customers and the public.
Businesses must treat followers like people because social media is person-to-person to modify Heather Meza’s words. Social media isn’t just another advertising platform where companies can get free promotion in the form of earned media.
70% of global brands don't engage with consumers on social media according to Social Bakers. Further, one quarter of global companies go as far as closing their wall on Facebook to prevent fans from asking any questions at all. If this sounds like your business, you can change the social media conversation..."
4 Must-Have Tools for Social Media Marketers
- By Dan Chaney, Business 2 Community, Published September 16, 2012. "The world of Internet and social media marketing is cut-throat and you need to have the right tools, platforms and skills to be noticed and stand out from the crowd... Knowing the best tools out there for Internet marketing is key to staying on top of trends, scheduling your days well in advance and even being able to pencil in a bit of time for yourself, too.
Here are four tools that are worth considering for helping you publish, manage, save time and monitor your social networks..."
6 Tactics for Converting Social Media Traffic into Leads
- By Jennifer Wong, Published September 18, 2012. 1. Write tweets, posts, and updates with clear calls to action; 2. Add social sharing options to all of your content; 3. Use landing pages; 4. Optimize your social media profiles; 5. Include paid social advertising campaigns; 6. Empower your sales team;
Photos and Videos as Social Currency Online
- by Lee Rainie, Joanna Brenner, Kristen Purcell. Pew Internet and American Life, September 13, 2012. "... A nationally representative phone survey by the Pew Research Center's Internet & American Life Project finds that:
- 46% of adult internet users post original photos or videos online that they themselves have created. We call them creators.
- 41% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators.
Overall, 56% of internet users do at least one of the creating or curating activities we studied and 32% of internet users do both creating and curating activities..."
Social Network Demographics: Pew Study Shows Who Uses Facebook, Twitter, Pinterest and Others
- by Matt McGee. Marketing Land, September 14, 2012. "There are stereotypes attached to certain social networks about the makeup of their user base. LinkedIn is for business people. Facebook has a lot of older Americans. Pinterest is for girls..."
Your Social Media Marketing Plan in 5 Easy Steps
- by Jasmine Sandler. ClickZ, September 6, 2012. "Many marketers launch their social media programs because they feel they need to and then scramble to understand both how they will make these work and how they will be managed. Most of them do this with no goal in mind and worse, no understanding of how social media marketing (SMM) works.
Many believe that social is the answer to customer acquisition and are short-sided in defining realistic results. Unfortunately this all results in lost time, lost customers, lost market share, and lost profitability.
Stop chasing your tail in social. Start your SMM planning right by following these five easy steps..."
Marketers Still Can't Tie Social to Bottom Line
- eMarketer, September 12, 2012. "Soft metrics still the most popular. Nearly nine in 10 companies in the US will market on social media this year, according to eMarketer, indicating that the channel has become almost a requirement for most brands. But measuring success beyond soft metrics like 'engagement' is still far away for many, according to research.
Econsultancy and Adobe found in August that 57% of companies around the world said the deepest level at which they could track the effectiveness of social media marketing was in terms of engagement, such as the number of followers, comments and time spent on social pages. Even more agencies said this was the deepest metric their clients could track..."
Social Media Image Sizing Guide [Infographic]
- By Cody Ward, Business 2 Community, Published September 11, 2012. "... Original Ginger, a 'Digital Agency located in the heart of historic Fort Langley, a hip and artistic suburb of Vancouver BC', created an infographic that quickly communicates the image sizes of each of the popular social media companies. Use this to work with your agency or have your design team prepare your creative so that you can have one look and feel to your brand across them all..."