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4 Ways to Tank Your Social Media Campaigns

Posted by Jenna Bruce on Thu, Jun 01, 2017 @ 04:11 PM

Reaching and engaging customers via the proliferation of social media channels has become a huge priority for most businesses. And yet many of these companies create and post pointless, promoted posts, sharing information none of their customers really cares about.

The result: wasted ad spend on campaigns that fail to cut through the digital noise and drive action.

How do companies tank their social media campaigns over and over again? By making one or more of the following mistakes:

  1. Having No Strategy

It’s said you can’t get to your destination without a roadmap. You can, as long as you don’t know where you’re going.Business man pointing to transparent board with text What's your Online Marketing Strategy?.jpeg

While you don’t have to plan out every single tweet or Facebook post verbatim, you DO have to plan what content and events you are going to create content around.

You also must do a bit of research to determine which channels are the right ones for your business. Despite what you may think, you do not have to have a presence on every single social media channel. Trying to maintain myriad SM accounts will spread your marketing team too thin and waste precious resources.


Instead, determine WHO your customers are and WHERE they choose to get their information. If you’re a B2B company, you may find you only need to be on LinkedIn to get excellent reach. Other companies may find Facebook and Google+ work well, while others Instagram and Youtube.

  1. Not Acting Like a Human Being

If you’ve been focused on traditional advertising channels like newspapers and TV ads, you may stumble a bit when first using social media. That’s because traditional advertising incorporates one-way messaging. You talk – they listen.

But social media is a digital conversation. This means you have to be the HUMAN behind the company and engage with your customers, not sell to them all of the time. This will entail listening to their problems and offering real help, or just offering a smile in the form of a funny photo.

With social media, you want to throw a party, invite all of your prospects, and then be the life of your own party.

  1. Not Bothering to Automate

You probably already know this, but it bears repeating: social media marketing isn’t something you do once a month. It’s definitely a commitment of time, and since so many small business owners have very little time, the best thing they can do is prepare a chunk of content ahead of time, then load it all up into a robust automation tool like Hootsuite or Buffer. A set-it-and-forget-it approach will help you be consistent with posting.

Just be sure to spend a little time each week (or assign the task to someone else) responding to comments and answering any customer questions that may pop up.

  1. Not Bothering to Measure

How do you know if your social media campaigns have been successful if you don’t measure them?

Besides reach, one of the other main benefits of social media is it can be predictably analyzed. SM can be easily broken down into analytical definitions like retweets, replies, mentions, and engagement.

It’s important to set some realistic metrics for your campaign (150 retweets) before you launch, then see if you were successful or not. If not, tweak and refine your content strategy and check to make sure you chose the right channels and right time of day to reach your audience.

Social media can be a great addition to an integrated campaign, but if you want this channel to work for you, you’ve got to read this post one more time to ensure you don’t make any of these common mistakes.

Topics: online, social media, online advertising, social media engagement, integrate print and digital, Twitter, Facebook

Blackout Wednesday: the Day the Internet Lashed back to Protest SOPA

Posted by Molly Carnicom on Thu, Jan 26, 2012 @ 04:52 PM

Noticed anything different lately on the Internet? Chances are some of your most frequently visited websites had a ‘blackout’ last Wednesday to protest the Stop Online Piracy Act (SOPA).

What does SOPA entail exactly? Great question. The new bill, introduced to the United States House of representatives in October 2011, will allow the U.S. Government to block Americans from visiting certain websites. In detail, it increases the ability of copyright holders and U.S. law enforcement to battle online trafficking in copyrighted intellectual property and counterfeit goods.

How this may affect you:

  • Sites you frequent daily could be blocked
  • Email providers may be required to censor certain links you send or receive
  • The links and content you share on social networks will be carefully observed and potentially censored

SOPA support and opposition is coming from several different industries and individuals. In fact, more than $2.5 million has been spent on SOPA support and opposition funding so far. To see a breakdown of who is for and who is against SOPA, click here.

For more information on SOPA and what you need to know, check out this infographic.

Which side are you on? Let us know in the comments section below.

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Topics: online, electronic mail

Challenging Assumptions: Reader Retention in Print vs. Online Media

Posted by Molly Carnicom on Thu, Jan 12, 2012 @ 12:00 PM

Now that 2011 has ended, you can take a look at what mediums worked best for engage audiences and determine:  What worked? What didn’t work? A recent study conducted by the University of Oregon answers an interesting question: Does reader engagement towards news stories vary by media type (print vs. online)? Here are some Top-Line Results:

Of the survey group, which averaged 22 years in age:

  • 76.9% reported their main source of news is the Internet
  • 19.2% primarily use printed newspapers for news
  • 17.3% primarily use television
  • 7.7% primarily use radio

The study concluded:

  • Readers of print newspapers recalled noticeably more news stories than online news readers
  • Readers of print newspapers remembered more news topics and article main points than online readers

Overall results show print readers remember more news stories than those who read online. This could be contributed to a few findings, such as the printed newspaper layout being less distracting. For more results, take-aways and access to the complete study, check out Medium Matters: Newsreaders’ Recall and Engagement with Online and Print Newspapers

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Topics: online, tablet, newspapers, print