Presented at the PCOA2015 conference: Adelaide, December 2015.
Social media has given everyone a voice—from the largest brand to the kids next door—and that makes it harder for your message to be heard. No wonder so many managers remain
cynical about social media’s role in modern business. But ignoring social media can be just as damaging as relying too heavily on it. So it’s time to bust the myths, ditch the hype and ignore
the vanity metrics as we explore how your business can identify the right channels, tactics & metrics to reach the right audience and drive concrete business outcomes.
How to Stay on Top of Facebook Ad Comments (without losing your mind)AgoraPulse
If you have an active Facebook page, you’re probably pretty good at responding to comments on your organic posts. And you probably spend some money on Facebook advertising, boosted posts, or promoted posts.
How quickly do you respond to comments on your unpublished posts (also called dark posts) — those posts that appear in users’ news feeds when you create a Facebook ad and target the news feed?
Probably not as good as you should, right? We'll show you the best ways to communicate with all these important comments. After all, they'll improve the ROI of these Facebook ads!
7 Content Marketing Trends That Matter in 2017Jay Baer
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
So many white papers and e-books are downloaded but never read. Don't let yours be among them.
So how do you turn "should read" into "must read" and eventually into "did read".
It’s a common refrain: “We’re a B2B company. We can’t do the same things those B2C funsters get up to.”
Another good one is: “Our product/industry/niche is just too serious and boring for content marketing.”
But it’s worth pointing out that shedloads of content are published every day for which “boring” might be a polite description (“predictable” and “unnecessary” would be others.)
Surely the goal of all these white papers, reports and e-books isn’t to capture unqualified leads whether or not anyone reads the content. Your content shouldn't be only relevant or even only interesting. It also should be compelling and irresistible.
Here's how.
Let Me Tell You a Story: Finding the Narrative in Your Content MarketingJonathan Crossfield
Storytelling isn't just one of many creative options in the marketing toolkit. It is an essential part of communication. If your content doesn't guide the story, the reader's brain will create its own — and it might not be the story you want.
An exploration of how our brains really work, why story is the grammar of our minds and how you can get your message across more effectively by integrating storytelling techniques across everything you do.
Hunting Hippos: Winning Approval from C-Level for Content MarketingJonathan Crossfield
All of the buzz and opportunity surrounding content marketing may have you excited about what you can achieve for your business. But how do you sell your new ideas and strategies to the boss back at the office? Stop looking at gold star content strategies, thinking "They'll never let me do anything as cool as this." You might be surprised what you can achieve if you approach your "HIPPO" in the right way.
How to Stay on Top of Facebook Ad Comments (without losing your mind)AgoraPulse
If you have an active Facebook page, you’re probably pretty good at responding to comments on your organic posts. And you probably spend some money on Facebook advertising, boosted posts, or promoted posts.
How quickly do you respond to comments on your unpublished posts (also called dark posts) — those posts that appear in users’ news feeds when you create a Facebook ad and target the news feed?
Probably not as good as you should, right? We'll show you the best ways to communicate with all these important comments. After all, they'll improve the ROI of these Facebook ads!
7 Content Marketing Trends That Matter in 2017Jay Baer
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
So many white papers and e-books are downloaded but never read. Don't let yours be among them.
So how do you turn "should read" into "must read" and eventually into "did read".
It’s a common refrain: “We’re a B2B company. We can’t do the same things those B2C funsters get up to.”
Another good one is: “Our product/industry/niche is just too serious and boring for content marketing.”
But it’s worth pointing out that shedloads of content are published every day for which “boring” might be a polite description (“predictable” and “unnecessary” would be others.)
Surely the goal of all these white papers, reports and e-books isn’t to capture unqualified leads whether or not anyone reads the content. Your content shouldn't be only relevant or even only interesting. It also should be compelling and irresistible.
Here's how.
Let Me Tell You a Story: Finding the Narrative in Your Content MarketingJonathan Crossfield
Storytelling isn't just one of many creative options in the marketing toolkit. It is an essential part of communication. If your content doesn't guide the story, the reader's brain will create its own — and it might not be the story you want.
An exploration of how our brains really work, why story is the grammar of our minds and how you can get your message across more effectively by integrating storytelling techniques across everything you do.
Hunting Hippos: Winning Approval from C-Level for Content MarketingJonathan Crossfield
All of the buzz and opportunity surrounding content marketing may have you excited about what you can achieve for your business. But how do you sell your new ideas and strategies to the boss back at the office? Stop looking at gold star content strategies, thinking "They'll never let me do anything as cool as this." You might be surprised what you can achieve if you approach your "HIPPO" in the right way.
The Art of Persuasive Content: Three Ingredients and Five Steps to Better Con...Jonathan Crossfield
Why does one blog post succeed while another on the same topic disappears without trace? And what does 'good writing' mean anyway? From Aristotle to zombies (yes, zombies), learn how the art of rhetoric can help you to develop, commission and produce more effective and persuasive content.
10 Tips to Build an Audience with Content Marketing — Lessons from the Nightc...Jonathan Crossfield
A version of the presentation recently presented at Content Marketing World Sydney as well as in a webinar for the Content Marketing Institute in May 2013.
By looking at how a nightclub builds and maintains an audience, it is possible to extract a number of lessons to help brands more effectively use social media and content marketing to get more customers from the 'dancefloor to the bar'.
Everything I Know About Marketing I Learned Inside a NightclubJonathan Crossfield
Presented at ADMA Forum on Friday, 24th August 2012, this is my attempt to show how a lot of the concepts we talk about in social media and content marketing are nothing new. In fact, there's a lot we can learn from nightclub DJs.
Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.
everyone talks about how the major brands are using social media - but what about the rest of us? What does it all mean to someone who only has a couple of employees and a marketing budget smaller than the coffee bill?
Not sure why social media is so important to business? Looking for some practical advice on how to develop your own SM strategy? Hopefully, this guide takes you through everything you need to know to get started,
A slideshare-friendly and updated version of the presentation I gave at the Sydney Knowledge Management Roundtable (#KMRT) on August 26th, 09.
Nett / LunchnLearn webinar "Twitter for Business" Director's CutJonathan Crossfield
This is the full unedited powerpoint presentation from the LunchnLearn webinar hosted on July 7th on "Using Twitter to gain a competitive advantage". It achieved a record number of attendees and prompted lots of discussion, so thought people might benefit from seeing the full set of slides that time prevented me from showing.
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Get Ahead with YouTube Growth Services....SocioCosmos
Get noticed on YouTube by buying authentic engagement. Sociocosmos helps you grow your channel quickly and effectively.
https://www.sociocosmos.com/product-category/youtube/
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
The Art of Persuasive Content: Three Ingredients and Five Steps to Better Con...Jonathan Crossfield
Why does one blog post succeed while another on the same topic disappears without trace? And what does 'good writing' mean anyway? From Aristotle to zombies (yes, zombies), learn how the art of rhetoric can help you to develop, commission and produce more effective and persuasive content.
10 Tips to Build an Audience with Content Marketing — Lessons from the Nightc...Jonathan Crossfield
A version of the presentation recently presented at Content Marketing World Sydney as well as in a webinar for the Content Marketing Institute in May 2013.
By looking at how a nightclub builds and maintains an audience, it is possible to extract a number of lessons to help brands more effectively use social media and content marketing to get more customers from the 'dancefloor to the bar'.
Everything I Know About Marketing I Learned Inside a NightclubJonathan Crossfield
Presented at ADMA Forum on Friday, 24th August 2012, this is my attempt to show how a lot of the concepts we talk about in social media and content marketing are nothing new. In fact, there's a lot we can learn from nightclub DJs.
Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.
everyone talks about how the major brands are using social media - but what about the rest of us? What does it all mean to someone who only has a couple of employees and a marketing budget smaller than the coffee bill?
Not sure why social media is so important to business? Looking for some practical advice on how to develop your own SM strategy? Hopefully, this guide takes you through everything you need to know to get started,
A slideshare-friendly and updated version of the presentation I gave at the Sydney Knowledge Management Roundtable (#KMRT) on August 26th, 09.
Nett / LunchnLearn webinar "Twitter for Business" Director's CutJonathan Crossfield
This is the full unedited powerpoint presentation from the LunchnLearn webinar hosted on July 7th on "Using Twitter to gain a competitive advantage". It achieved a record number of attendees and prompted lots of discussion, so thought people might benefit from seeing the full set of slides that time prevented me from showing.
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Get Ahead with YouTube Growth Services....SocioCosmos
Get noticed on YouTube by buying authentic engagement. Sociocosmos helps you grow your channel quickly and effectively.
https://www.sociocosmos.com/product-category/youtube/
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
“To be integrated is to feel secure, to feel connected.” The views and experi...
Editor's Notes
I’ve used social media in my work for various businesses for nearly 8 years now. I also write a regular magazine column on the social web. So I could be described as an advocate for social media marketing.
Yet I will freely admit that a lot of the social media stuff I see from brands is terrible. There are so many myths, so many mistakes and fluffy ideas that are repeated over and over and over. No wonder there’s still a lot of confusion about how to use it or whether to use social media at all.
There are probably three groups in the audience.
Who is still a sceptic — unconvinced that social media adds any significant value?
What about the novices? Are any of you trying to use it but just not sure how?
And who are the die-hards? You’re already committed, determined that it is essential for a successful business?
Of course the problem is all three of you can often be found in the same business. That makes it very hard to reach a consensus and establish social media as an accepted practice. After all, who is right? In my experience, none of you are actually wrong.
There is so much social media snake-oil out there—so much hype—its hard not to be cynical.
For years now, we’ve been told social media will cure whatever ails ya! It can bring in more customers, improve reputations, boost sales, reduce overheads, offer better customer service, attract better employees, all manner of wonderful benefits. But big claims also need to be backed up by big results if they are to be taken seriously.
The Fournaise Marketing Group does regular research into the way businesses and marketers in particular demonstrate the effectiveness of their marketing efforts. In 2012 their research revealed that 80% of CEOs don’t trust the work done by their marketers. However, 90% of the same CEOs trust and value the advice and analysis supplied by their CFOs.
In their latest research, they dug more into the nature of that disconnect. 71% of marketers surveyed framed effectiveness as about engagement. In fact, most of those believed engagement was the same as conversion.
What is engagement? That’s what most CEOs and CFOs would like to know. But engagement usually means metrics such as social media followers, likes, shares and retweets, email opens web traffic and so on.
But are any of those engagement metrics the same as a conversion? How do they demonstrate a measurable benefit to the profit and loss figures of a business? How do you work out the ROI on a Facebook Like?
This is why social media still struggles to be taken seriously in many businesses. It may be tolerated, but it may still not be trusted by those at the top. It has become an indulgence. Marketing insists we need it. Everyone else seems to have it so we should have it if only to maintain appearances. But the numbers don’t necessarily prove anything. And that means social media constantly has to justify itself, fighting for approval out of sheer goodwill. This happens time and time again because social media is implemented without a clear business case. Justifications are retrospective. Marketers are improvising as they go, doing what the hype says they should without—in most cases I encounter—really understanding why or even how it really works.
So this presentation is aimed at all three of those groups I mentioned at the beginning: the sceptics the novices and the diehards. Because the answer to each of those questions is the same for all three.
Here’s why.
Social media is only one of a number of possible touches a person may have with a brand along the way to a conversion. Yet too often each area is treated as an individual silo with its own strategy. One team manages the website, another manages the SEO, the sales team are on the phones and the support team are managing phone enquiries too… and so on. Someties these are even utsourced to different agencies or providers, further separating each while then demanding that each demonstrates effectiveness independently of all the others.But the customer isn’t seeing mulitple silos. They’re seeing one brand in multiple channels. They expect the same messaging, the same tone of voice, the same advice on the blog or on Facebook as they get if they call the support number. But that often doesn’t happen.
SO the first thing to recognise is that social media is inextricablylinked with every other part of your business—and every other part of your business is inextricably lined with social media.
That means you need a documented strategy.
Who here has a documented strategy that includes social media? Does that strategy lay out specific goals and how those goals will be measured?
You’re not alone. While most marketers will claim to have a strategy, less than half are usually documented. And that means every other stakeholder may have a different idea about what that strategy is. An undocumented strategy is like smoke. It’s too easy to shift your thinking to fit the circumstances instead of objectively assessing success or failure based on what was originally intended. We’re not objective people. If it’s in your head, its subjective. And subjective means everyone – including your boss – will have very different expectations about how to assess the success or failure of your strategy.
How you measure each platform is also important. Likes, followers, shares and so on mean virtually nothing for your bottom line. Those numbers aren’t going to impress your CFO.
What is the intended outcome for each platform? How does it link to the broader strategy? Then measure those.
And no, Awareness or Engagement aren’t business outcomes. Marketers often cite these as goals for social media, but how do you measure them? How can you show that increased awareness impacted the bottom line in any positive sense?
What I see far more often than I would like is an approach that starts with the platform and then works backwards. We need a Facebook page.
Why? Well, because every business has a Facebook page. Sorry, not good enough. If you’re setting up a Facebook page or a LinkedIn group or an Instagram channel just because you think you should, that’s not a strategy.
You don’t buy a spade and then trying to find a hole that needs digging. Once your lawn is covered in holes, it might be too late to realise what you really needed was a lawnmower.
Last week, the Content Marketing Institute in Cleveland released their latest benchmark report on Australian marketers. One of the many things it reveals is that LinkedIn has rapidly become the most popular platform for business. But that doesn’t mean this is the mix you should follow. Only 24% of Aussie marketers use Slideshare, for example, but it can be an extremely powerful tool in certain specific use cases.
New social media platforms pop up all the time. Who here has come across Blab? Or YakYak? Don’t adopt a tool just because it’s new or because of the hype. You can burn a lot of resources very quickly for no return that way.
Start with the goal. Always. What do you need to achieve in the business. Is this potentially a better way of achieving that goal? What current issues might be addressed or efficiencies improved with the right social media strategy? Not sure? Experiment. Start a pilot program but be very clear what will prove its effectiveness.
And each platform requires different things from you. You can’t just blast the same message or content into all channels and expect results. The video that works on YouTube may fail on Facebook.
While people may use more than one platform, their behaviours and expectations will change for each. The content we seek out or discussions we join on LinkedIn will usually be more professional and work focused than on Facebook. If LinkedIn were a pin-striped suit, Facebook would be a Hawaiian shirt. So you need to adapt your approach, tailoring your messages and your content to fit.
Don’t work with too many platforms. If you only have the resources and budget and business case for one platform, then focus on making that one platform successful. If it becomes possible to add another platform later, then do so only when it won’t detract from the success of the first.
The more you stretch your budget and resources, the less effective you may become. There’s no room any more for mediocre. Your content and social media activity has to be effective.
One way some businesses attempt to do more is through automation. But while automation is useful, it is not a replacement for genuine human interaction.
Automation is also hard to get right, which is why so often is is done poorly and with generic messaging that misses the whole point.
If we want to build valuable relationships in social media, we have to be turn up! Pushing a button such as a like or follow is a split second commitment. If we want our audience to do more than just push a button - and we should if we want to convert them – we need to do more than just push buttons in return.
Businesses have a long history of demanding attention or broadcasting a message. But social media is a two-way street. We have to attract their attention and earn their respect before they will care about what we have to say.
And that means we have to speak the same lingo. We have to be approachable and show that we’re not that different to them.
I love this example from last year. Argos is a retailer in the UK and this conversation on Twitter became a bit of a sensation. The customer loved it and felt valued. Marketers applauded the Argos customer support guy for being so adaptable.
Of course you can’t fake this kind of interaction. If the Argos guy got the lingo wrong, it could have come off as inauthentic and possibly even insulting. So this is about authenticity, about gaining the trust of your customers.
Forget corporate clichés, or so called professional language. The only professional language is that that the audience clearly understands and respects.
All of this means we need to now our audiences a lot better if we’re going to connect with them in a meaningful way through social media.
But get it right, and the right people will see you as useful, valuable, helpful and essential. And that is how you get your applause.