Category Archives: Social Media

Implementing Social Media like a Champion Golfer

This past month, Rory McIlroy won two golf tournaments, including The Open Championship at the Royal Liverpool Golf Club. After raising the Claret Jug in his victory, he was asked about the approach he took during the tournament. The two words he keep in his mind were “Spot” and “Process”. When trying to reach victory with your social media efforts, Rory’s approach can be words of wisdom.

Spot – There are some Social Media Professionals that claim you should be on as many social media platforms as possible. “If you have content to share, your company should be there!” But as in golf, it is more important to hit your target (market) than to spray your message all over the place. First step would be to assess your target market and determine which social media channels your target market are most likely to be active. This would be similar to a golfer assessing their yardage, the wind and determining which club will allow them to hit the right shot to the right spot. With the proper social media channels chosen, you can be efficient with your time and message. If you are unsure what social media channels your target market is active, look to established competitors and see which channels they have active communities.

Process – With your Spot determined, we need to implement your social media strategy. For small businesses looking to get started, my suggestion is to simplify your process. This would be your “Grip it n’ Rip it” approach. The keys to this process would be Content Curation, Distribution, Monitoring and Engagement.

Content Curation – Develop and Discover content that will be highly shareable to your audience. Remember to the live by the 80/20 rule and stay away from straight selling. No one on social media wants to see “Buy This! Buy That!” content. Try developing content that shows the company’s personality and expertise.

Distribution – Post this content to your primary social channels. If you have more than two primary channels, consider using a social media distribution platform like Hootsuite, SproutSocial or Buffer. These platforms also offer content suggestions based on your industry and interests.

Monitoring – As your content is distributed, continue to monitor for your communities reactions and whether there are interactions that need to be regulated or questions are asked directly of you. Sometimes these questions or concerns can lead to sales opportunities if responded to promptly. Included in the monitoring phase would be monitoring analytics to determine effectiveness of content and time of distribution.

Engagement – As you monitor your communities, look for signs of content engagement. Likes, comments, shares, retweets, +1s are all signs of content engagement. Comments can be a great way for your business to have conversations with your customers. Keeping an eye on shares can also direct you to conversation about your company or industry that may happen outside your company page.

This would be a simple social media Process that can help you hit your target. For more advanced approaches, I would recommend reviewing the blog article from Social Media Examiner, “26 Tips to Create a Strong Social Media Content Strategy

For questions on how to get started with this process reach out  to us through our Contact Page

Images courtesy of Rory McIlroy Facebook

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LinkedIn Update: Mobile App Edition

LinkedIn has recently released a few new and updated version of their mobile apps.

LinkedIn Jobs Search App – Introduce in mid-June this app was developed with the key job search and application features that are currently on the web version of LinkedIn. Their one-step apply button was a key feature that migrated over, along with saved searches, discover, track and notifications based on searches and applications. With social channels seeing users increase their viewing on mobile, it was smart for LinkedIn to create a simple app to search, navigate and apply through all the jobs posted on their platform. They have taken a clear advantage, over job  board Goliaths like Monster and CareerBuilder, with the most efficient mobile app for job applications.

For a full overview of the app, see this blog article we wrote for our client.

LinkedIn Contacts App is now LinkedIn Connected – Updated in early July, this app has some of the same features  as before but with a much simpler interface. It is still based on getting you to connect with your contacts as often as possible with work anniversary and birthday notifications. It also looks to expand your network through suggested connections based on shared connections. Unfortunately you can’t customize your message if you choose to connect with any of the suggestions and that is always preferred.

LinkedIn App Update – LinkedIn updated their mobile app this week with a new look to their profiles. Their goal is to highlight the key information likes shared connections, skills, education and current employment. This design should allow users to get the gist of what a professional is all about without scanning their entire profile.

“In particular, a lot of the company’s attention has been focused on mobile devices, following a surge of use. Three years ago, LinkedIn said, 8 percent of users were connecting with a mobile device. This year, it expects more than half will.” via C|NET

For more on this quote and the LinkedIn App redesign, check out the article from C|NET

What is New? Social Media Updates

facebook_iconFACEBOOK

News Feed Algorithm Change – So the major change came in December, when Facebook decided to limit the amount of Page Fans that could see your content. Previous average was around 15% and now after a few months, certain studies have shown continuous decrease in organic reach down to 6%. What does this mean? You need to used paid adds to ensure your important content is reaching all of your audience.

Change to News Feed Change – After realizing this sharp decline and uproar from social media marketers, Facebook decided to add a “but if” feature. Basically the algorithm will stay the same, “but if” you post content with another page tagged, you will show in the feed of that Pages fans. This was added just a few weeks ago, so there has not been enough evidence to support how effective this is yet. In my own personal use of this strategy, I have seen better than normal organic reach numbers. Those numbers will vary depending on the size of the community for the FB Page you tagged.

Page Post Author Feature – This is a nifty little feature that will help organizations with multiple content contributors, know exactly who is posting what to their FB Pages. This can also help identify who the true social media marketers are in your organization.screenshot_postauthor

linkedinLINKEDIN

Activity Feed is Removed from Profiles –  If you are not an active LinkedIn user, you may not have noticed this. But for me, this was an amazing feature. LinkedIn was responding to being the “Non-Social Social Network” with having smaller engagement numbers than Facebook and Twitter. Both of with have a history of content posted from a user listed on their profile. This was a feature that I used on a daily basis for networking and lead generation, but will rely on activity feeds on Company Pages instead. Being able to see content (without it being posted within the last hour) that a connection had posted, I can make a comment or InMail them with reference to something they recently had interest in. By eliminating this feature, users will have to resort back to the “what is new?” correspondence. If LinkedIn is smart, they will bring this feature back.

LinkedIn Intro Email Integration Discontinued – This was a email integration with Gmail that would pull in LinkedIn profiles to your email contacts if the email recipient you were emailing had that email address within their LinkedIn profile. This was rarely used and rarely talked about. Great idea in concept, but little user adoption and not worth reconsidering.

twitterTWITTER

Twitter Emphasizes Photos – After their re-design late last year (adding more focus to profile images/backgrounds), Twitter made a conscious effort to make photo sharing easier to view through their activity feed. It has proven effective as Buffer has documented a 150% increase in retweet of content with images vs those without images prior to the change.

Tailored Audiences for Advertisers – Trying to catch up to Facebook’s advertising platform, Twitter added a feature allowing advertisers to target twitter users that have recently visited their website. A create feature that has work wonders on Facebook, now available to real-time marketing on Twitter.

*Stay Tuned, as there have been releases of a new Twitter Profile design that looks awfully like Facebook… at this point they are still testing. (via mashable)

twitter redesign

My Superbowl XLVIII Top 5

by: Jason Schober

First off, I would love to say that this Superbowl was not as exciting as last year’s Superbowl. So most of on the fun came from watching commercials, viewing comments on Twitter, and food with family and friends. Here are my Top 5s.

Top 5 Commercials

“Puppy Love” Budweiser (Saw this before the game and knew it would be a fan favorite)

“A Hero’s Welcome” Budweiser (This should be commonplace, and it’s not. That is what makes it special)

“Life” Chevrolet #purpleroads (Dealing with my wife’s cancer diagnosis this year, this one hit home)

“Going All the Way” Coca-Cola (This also hit home as a huge Packer fan)

“The Phone Call” RadioShack (Great way to bring in cameos and poke fun at your own stale image”

Top 5 Tweets #Superbowl

Most of these are in response to how badly the Broncos were getting beat.

This kid couldn’t handle it anymore.

SadBronco

This guy took to Photoshop to express how badly the Broncos were playing

DeadHorse

Here is one offer of explanation to what was happening.

Snickers

Local Minneapolis Ad Agency gave a “The Onion” style solution, even if Joe Namath is an easy target to pick on.

DrunkNamath

But you know things really got bad when a politician starts comparing your team to the Vikings.

Klobuchar