A question I hear often after any presentation about the implementation of a social networking platform at the workplace is: what advice can you give to companies starting their journey now, or willing to reboot their strategy? Well, my first suggestion is that you actually ask that question to a wide variety of practitioners, both successful and not-so-successful, as each experience is unique and not fully repeatable. Having said that, there are a number of items that I do see as key factors that can make a major difference towards a successful rollout. In this series, I’ll be listing a few you may want to consider, no matter if you are at the beginning of your social business odyssey, or in the middle of a pause-rethink-reset strategy. To start the series, I’ll tackle the question: with so many vendors of social platforms around, and all offering similar capabilities at first sight, does it really matter which one you choose?
Google has released the first complete overhaul of its world-famous search algorithm, which now rewards web sites that promote engagement and make it easier for users to find what they want. For digital marketers, the implications are clear: post a static web site that never changes or self-serving advertising that doesn’t engage users, and you will drop in the search rankings. Over time, competitors – both today’s competitors and those who see an opportunity in your space – will overtake you because they do a better job engaging with your customers online. [Read more...]
New media channels – digital, social media and mobile – change marketing from a monologue to a conversation. It’s not just you talking – it’s your customers talking, too. And they’ll talk a lot more when you do something really dumb. In the spirit of a dialogue, if your brand screws up, what should you do to say, “I’m sorry”? [Read more...]
Sometimes the best blogging ideas come from creative places. The next time you get caught in a blogging rut, look to these eight places for some guidance. Blogging is a valuable marketing tool that requires consistency. Sometimes the blank white screen in front of you is daunting, especially if you have no idea what to write. Even the most experienced bloggers lack ideas and motivation from time to time. [Read more...]
If you’re not using video in your social media marketing, what are you waiting for? The engraved invitation came back in 2006 when Google bought YouTube. In 2011, YouTube passed Yahoo to become the world’s second-largest search engine. Video is a powerful tool, and leveraging it correctly can yield amazing results for your social media marketing. Social media video is hugely popular and includes everything from Vine (Twitter’s 6-second mobile video app) to long-form videos on YouTube. According to research by Pew Internet, 71% of online Americans use social media video sites (and that study was conducted in 2011—the percentage has likely increased since then). [Read more...]