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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

Social media’s role in botching the Boston Marathon Bombing reporting

Posted by Scott Olson on Thu, Apr 25, 2013 @ 12:13 AM

Just 10 days ago the city of Boston woke up to one of its most exciting days of the year: Patriot’s Day and the celebration of The Boston Marathon. Runners woke up, ate their pre-race breakfast and got ready to run in one of the most celebrated races on the circuit. Volunteers prepared water cups, orange slices and peanut butter and jelly sandwiches. The frat boys stocked their coolers and solidified the rules around their Boston Marathon drinking games. Everyone was ready. Twelve hours later everything had changed, and the news was flying so fast it was hard to keep up.

Just 10 days ago I was in a hotel in Florida at the Newspaper Association of America’s annual mediaXchange conference. Typically during conferences it’s difficult to keep up with the outside world. There’s so much happening right where I am that snippets of SportsCenter and the front page of USA Today, courtesy of the hotel, is mostly what I get. However, with accessibility of social media, and the selection of individuals and media outlets pushing tweets to my phone, I’m better able to stay connected. On this day, I learned of the bombings as my colleagues were having a meeting with the Boston Globe, and undoubtedly heard about it before anyone at that table. I can be so confident in that because the mood didn’t change. The meeting wasn’t interrupted, and everyone left the discussion without bringing up the latest attack on our country.

As soon as the explosions were reported, a number of ‘reporters’ were born. These were people just like you and me, who were watching Twitter and Facebook and getting their news and updates from people in Boston, then sharing with their followers and friends. And these reporters, no different than CNN, jumped to some conclusions:

in the wake of the Boston Marathon bombings, news was fast and furious on twitter, some accurate, some not so much

A couple things to notice in this exchange: First, social media allows the conversation and corrections to be made in real time. The distinction between three hours into the race and 4:09 is that the latter is one of the most popular finish times for the ‘every (wo)man,’ running the marathon. At this time the finish line would be more crowded with cheering fans, supporters, and runners. Second, as stated in the top tweet, while a lot of people assumed the explosions were bombs, the confirmation of that was not immediate.

Once the initial news broke and the world had heard of the events, social’s role continued to be important, but traditional media got in the game and was able to start actually verifying what was happening:

soon after the Boston Marathon bombings occurred, the Associated Press got in the game and started reporting the facts

The trouble is, even traditional media sometimes has problems with verification, and some outlets are so eager to be first, and beat social, they report false or inaccurate information.

The CNN Breaking News Blog reported this Wednesday, April 17: [Updated at 1:46 p.m.] An arrest has been made in connection with Monday's Boston Marathon bombings, sources tell CNN's John King and CNN contributor Fran Townsend. King's source is with Boston law enforcement, he said; Townsend's source is with federal law enforcement.

That’s more than 24 hours before the shootout in Watertown resulted in the killing of Suspect 1 and the fleeing of Suspect 2. Oops. Turns out even those making a living reporting the news don’t always get it right.

Now you’re thinking, ‘So what’s the point? If even CNN’s going to give me inaccurate information, why wouldn’t I just trust my twitter feed?’ Here’s why: social is taking over as the outlet for breaking the news, but the Associated Press and other media organizations are the ones doing the digging, filling the 24-hour news cycle with repeated information while they wait to break the next step. And sometimes that causes an over-eagerness and inaccuracies, but more often than not, traditional media are the ones getting it right.

I woke up Friday morning, nearly a full five days after the blasts, to a tweet pushing me to this video:

 

Much has been discussed about this video, and the outcry about it was so much that the family actually had to remove it for a period Friday to let everything calm down, and get everyone to understand Sunil wasn’t actually one of the bombing suspects. That tweet, which started conversations with my wife and co-workers, has been removed. Social media allows erasures of our mistakes, while CNN and other traditional outlets continue to display their mishaps. We’re all after accurate, timely and breaking news, and with more sources than ever at our fingertips, it’s up to us to determine how much weight we put in each outlet. Traditional media is still the most trusted, regardless of some of the recent mistakes, meaning it’s still a good place for advertisers to be putting their dollars to reach their audiences.

If you’re looking for ways to maximize your dollars while staying out of hindering contracts with traditional media, take a look at our recent eBook on the benefits of non-contractual advertising.

Advertisers should stay away from contracts, this eBook tells them why

Scott Olson is the director of marketing at Mediaspace Solutions. His career has spanned marketing positions in the non-profit, software and utility sectors providing various marketing experiences. You can connect with Scott on FacebookGoogle+Twitter or LinkedIn.

Topics: social media, local media sources, Twitter

Top Advertising Tips for Facebook, LinkedIn and Twitter

Posted by Hannah Hill on Tue, Jan 15, 2013 @ 12:15 PM

If you’re reading this, chances are you maintain at least one personal social media profile, though it is more likely you regularly update a handful of them. Some of you even manage the social media profile pages associated with your organizations. If you’re like me, you aren’t new to social media, and you’ve probably noticed the ever-increasing amount of advertising that has wiggled its way into our social lives. Like it or not, social media advertising is here to stay. And it’s not just the traditional banner and display ads. Now it’s getting into our feeds, the place we go to get the updates we actually want. Let’s take a look at what it means to be a successful advertiser on Facebook, LinkedIn and Twitter.

advertising via facebook, linkedin and twitter

Facebook

With more than one billion users, Facebook has more active users than any other social network (not to mention three Oscars, thanks to the movie The Social Network). By definition, Facebook’s sponsored stories are updates paid for by a particular organization that highlight friends engaging with that organization’s page, app or event. You’ve probably seen sponsored stories in your news feed after your friends have checked in at or liked various restaurants and retailers. As an advertiser, you can target specific Facebook users with each sponsored story based on geographic location (country, state or city), “likes” and even connections. This targeting capability increases your chance of getting your ad in front of your target demographic. With Facebook’s analytics, you will be able to track performance to determine the number of impressions and the click-through rate for each ad. On its second quarter earnings call, Facebook COO Sheryl Sandberg said, “[a]s measured by click-through rates, sponsored stories in [the] news feed perform multiple times better on both desktop and mobile than ads in the right-hand column.” Keep that in mind when you develop your company’s ad strategy for Facebook.

LinkedIn

As of late September, LinkedIn had more than 187 million members in more than 200 countries and territories, making it the largest professional network in the world. The LinkedIn Ads program allows you to target members based on job title and function, industry, company name and size, geographic location, gender, age, etc., providing you the opportunity to strategically reach your targets based on your budget. Ads can appear on any of the following pages: profile page, home page, inbox, search results page and group pages. To get started, create a few different ads and see how they perform. It is to your advantage to tweak low performing ads as high performing ads are shown more often. On another note, LinkedIn revamped their company pages a few months back, so make sure you’ve built out the products/services tab so the professional online community can see what you have to offer.

Twitter

According to research completed last September, there are more than 500 million active registered Twitter users in the world averaging a combined total of 55 million tweets per day. That’s a whole lot of 140-character chatter, and hopefully your business is in on the conversation. Twitter currently offers a variety of ad opportunities for marketers and small businesses, including Promoted Accounts, Promoted Tweets and Promoted Trends. All offer the ability to increase engagement and brand awareness through strategic placement and better exposure in search results. “With Promoted Tweets, we've seen engagement rates from 1% to 3%, on average. On mobile, the engagement rates are even higher,” said a Twitter spokesperson earlier this year. Of course, you can still advertise via Twitter the good ol’ fashioned way (and at no cost to you) via word of mouth by your followers. Remember to keep up with the latest updates and best practices to ensure you’re getting all the advertising benefits available via Twitter.

Just as you maintain multiple social networking profiles, diversify your advertising efforts and use both print and digital media. Download our most popular eBook ‘The CMO's Guide to Integrating Print and Digital Media’ to learn how you can take advantage of the benefits of multi-channel advertising.

Download the CMO's Guide to Integrating Print and Digital Media

Hannah Hill is a marketing specialist at Mediaspace Solutions. Her marketing experience includes writing, social media and event management. You can connect with Hannah on LinkedIn, Facebook or Google+.

Topics: advertising, LinkedIn, social media, Twitter, Facebook