What is it?
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Social media is a new form of word of mouth marketing. Word of mouth marketing can be very powerful, so it makes sense to have your employees advocating on behalf of the company via social media. According to an article by Fast Company, leads through employee social networks convert seven times more often than any other leads.People trust people more than they do brands. This is why employee advocacy makes sense.Click To Tweet
Employee advocacy also allows you to improve your reach. By asking your employees to share your messages, you can instantly boost your audience by leveraging their networks. Employee advocacy happens when employees share content on social media channels, including LinkedIn, Facebook, Twitter, Instagram, etc;.
Before you dive in, here are a few things to consider:
Set up company guidelines for what your team should and shouldn’t share on social media. Provide a brief training and best practices for sharing messages online.
What are you trying to accomplish? Is it brand awareness? Are you trying to direct traffic to your website? You can’t manage what you can’t measure. Set goals and identify the key performance indicators (KPIs) that will show when or if you’ve reached your goals. Determine what the value of your followers and likes really means and find ways to measure those results.
Offer incentives to encourage employees to take the time to promote your company on social media. In turn, ensure those active employees are sharing messaging that is in alignment with your marketing goals. Offer incentives for sales leads that come through employee social media accounts.
Strong workplace cultures attract and keep talented people, and directly improve the bottom line. People will want to advocate for the company if they feel good about being there, and believe in the product or service. Workplace culture directly effects performance. It is improved and cultivated by strong relationships.
In addition,Establish a company culture that is social media friendlyClick To Tweet Don’t be afraid to share suggested messages from your marketing or social media teams, inspiring employees to create their own with their own voice and style.
Employee advocacy can be a little scary letting employees post on their own on social media accounts. However, authenticity is very effective, so you want it to truly be genuine to be effective. As long as employees have an understanding of guidelines and policy, employees should know how to represent appropriately, but monitoring will be important to make sure employees aren’t posting anything inappropriate and inflammatory. Track progress to gauge which employee posts are most successful at accomplishing goals and recognize those employees who do it well.
Social media marketing takes time, effort and strategy to see results. With patience and analyzing your efforts, you are on your way to reaching your goals.
Setting clear measurable goals helps you refine your messaging and spend your money effectively.Click To Tweet
Below are eight social media goals and metrics that you could apply to your business and align with your overall marketing goals.
Brand awareness is just that. How well are people aware of your brand? It’s the likelihood that consumers recognize the existence of your service or product. Brand awareness is particularly important when you’re starting out and to help differentiate from similar products and services from competitors.
An important social media goal is to drive traffic to your website.Your social media activity should be ultimately leading traffic to your site.Click To Tweet This is where you want people to go to learn more about your business, read your latest blog post or make a purchase.
You’re in business to make money, right? So, having a goal of growing revenue is natural. While social media is not about a sales pitch, you’re trying to build relationships that lead to business. So, ultimately making a sales, or obtaining a new client is the ultimate goal.
Lead generation can come from many sources. It can come from those who sign up for your newsletter, or fill out your content form. Providing valuable content to capture leads is key.
Creating quality, relevant content will help boost your engagement. It’s the best way to help you stand out in a noisy, crowded online world.
An important purpose for having an online presence is to build an online community for your business.Community building is an investment in your company,Click To Tweet in your knowledge base, and your website. Pretty much every effort you put into the goal of building an online community increases your company’s value. It allows you to grow closer to them, listen to feedback, and gain a better understanding of what their needs and wants are.
You can use social media to get mentions in the press and online publications, blogs and articles.
Use can use social media to gain intelligence about your company, product or service, competitors or industry. Listening to online conversations about certain topics your customers might be talking about, helps you gather competitive intelligence that can inform your decision making and improve your services.
Setting social media goals to align with your marketing goals helps you stay focused on your business growth and increase your chances for success. What are your business goals and how are you measuring them? Please comment below.
Facebook updates are still a big deal. The social media giant that is Facebook continues to be a force in the digital media world. According to Statista, Market leader Facebook was the first social network to surpass 1 billion registered accounts and currently sits at 1.59 billion monthly active users. Eighth-ranked photo-sharing app Instagram had over 400 million monthly active accounts.
Facebook is easy for most anyone to understand how to use, and a Facebook business page is pretty much mandatory for most businesses. Even if you do quickly realize you’ll need to get in the advertising game, you’ll want to have a presence.I used to think Facebook wasn’t important to my web traffic, but it continues to be the #1 referral source for my website.Click To Tweet
Recently, 3 new Facebook updates were introduced that you’ll want to take note of.
Not only is Facebook a force simply because of it’s size, but also because it continues to add features to compete with other social networks. Which brings me to my first update.
Videos are a popular and engaging form of content. So it’s no wonder that tech giants are launching their own versions of automatic video. Apple has “Memories” which will debut on the iOS 10 Photos, Google already has a Movies assistant with it’s Google Photos product. And now, Facebook is rolling out Slideshow to all iOS users around the world.Following up with the increasingly popular Facebook Live feature, Facebook is tackling another social media trend: creating stories.Click To Tweet
You may have noticed some components of Facebook testing out some of it’s features already. If you’ve taken photos recently on your phone and are about to post a status, Facebook will suggest creating a slideshow with those recent photos and videos. Each Slideshow is automatically composed with themed music and transitions. Facebook has seen a decline in personal content sharing.
I believe with the addition of Facebook Live and Facebook Slideshow, they are hoping to encourage users to share more of their personal photos and videos again. Stringing together a series of photos and videos brings to mind the concept of Snapchat stories. Much like Facebook Live vs Periscope, Facebook continues to introduce features that seem to not only address trends, but will also keep users on the Facebook site as opposed to other platforms.
Facebook announced that it is limiting the amount of content from Pages. The News Feed will feature more posts from friends and family instead of posts from brands.
According to Adam Mosseri, VP for product management at Facebook: “Maintaining a relevant and interesting Newsfeed is important to satisfying users.”
This adjustment addresses feedback from users who complained status updates from friends and family do not appear on their News Feed.
“Stories in News Feed are ranked — so that people can see what they care about first, and don’t miss important stuff from their friends”, he added. “One of our most important jobs is getting this ranking right”
What does this mean for brands? “We anticipate that this update may cause reach and referral traffic to decline for some Pages,” Lars Backstrom, engineering director at Facebook, wrote in a separate post about the change.
Since you don’t own these platforms, you are at their mercy. This is why your own website and blog are important. As far as what to do on Facebook, I think the change simply means discovering and creating the type of content that users will want to see and engage with in addition to investing in Facebook advertising.
I first heard about a change to the Pages layout from Heidi Osburn Garland of Guild West Agency when she posted a screenshot of her Page with the new layout:
Now, while I’m still not seeing this change, clearly it is being rolled out.
What I notice first of all is that the avatar is no longer taking up space on the cover photo. Neither is the business name. Also, a change that I had already begun seeing on Facebook, instead of the category of your business, say for example, “Wills and Estates” it shows the name of your “handle” or username such as @tgqlaw. This is also no longer on the cover photo, but beneath your avatar which is situated on the top left corner of the page.
Heidi does a great job of discussing what’s new with the latest Facebook update to Pages. Some of the noted changes:
Read more about what’s new in her post, “New Facebook Page Layout – Is it a Flashback, But Better?”
What do you think about the look of the new layout?
Share your thoughts on the new layout and other Facebook updates in the comments below. I’m curious to know what you think.
Social media has many great uses. Promoting events is one great way to use social media. My experience with social media includes many non-profit organizations, and often with that comes events. Social media marketing is a very effective way to inform people of your event, your cause and to help meet your goals for those events.
As with any marketing effort, you need a plan.Marketing your event with social media requires some important steps to ensure optimal success.Click To Tweet
What are you trying to accomplish? Are you looking to build awareness, increase attendees or sell tickets? Whatever that goal may be, define it and create a strategy around accomplishing that goal.
Create a hashtag that is brief and easy to remember. Include it in all your promotions so that your audience can follow the conversation online easily. You should also use tools like hashtracking.com or keyhole.co to track the metrics of your hashtag to gauge the performance of your marketing efforts. Prepare for event day engagement by creating a Snapchat geofilter for attendees to use at the event.
Creating the right content is key with social media marketing. Create copy that will tell people what they need to know about the event with key details and builds excitement. Educate, inform, excite and create calls to action. You’ll want to create images consistent with your brand that are eye-catching, memorable and shareable.
Contests are an easy way to get content for your Instagram account and generate buzz around your event. Have a giveaway where attendees take photos to post on Instagram, use the event hashtag and tag your account. Here’s a great contest that Ford used for it’s annual Ford Freedom Fireworks event.
Make sure that your social profiles are updated with the link that drives them to information about the event and/or where they can purchase tickets or RSVP. It is a good practice to use a customized link shortener so that you can use metrics to track your performance.
A sure way to help amplify your message is to leverage the audiences of people and organizations who are involved or have a personal interest in your event. That would include guest speakers, special guests, honorees and sponsors. Using Twitter mentions and tags on Facebook and Instagram of people and organizations alerts them to your online social media promotion efforts and in turn prompts them to share that message with their respective audiences.
Showcase your upcoming event by hosting a Twitter chat or Facebook Live event. Twitter chat’s give you an opportunity to allow your audience to interact with one of your special guests before the event, ask questions directly and learn more about what to expect at the event. Facebook Live events broadcast to audiences who are already engaged currently online. This will give them a chance to hear from your or your guest about why they should attend. You can use these events to also give a call to action.
Your event promotion doesn’t stop the day before your event.Click To Tweet You’ll want to showcase what’s going on at your event to create buzz for your brand and interest in your upcoming events.
Wrap up your event by sharing photos albums to Facebook. Attendees will look for photos they were a part of or their favorite highlights to share.
A great tool to use post event is Storify. It allows you to highlight and arrange tweets from your events that is shareable. It will event notify people mentioned in the tweets when you post it.
Download your Snapchat story and include it in a blog post to share with your readers. You can also download individual snaps to post on other social media sites. This will help build your Snapchat audience as well.
Social media is an incredible tool to help spread your message, reach your audience and attract new followers. Create buzz for your event with the features that make social media marketing the powerful tool it is.
Social Media Marketing is not so new anymore. It’s no longer a consideration but an integral part of one’s overall marketing strategy. Even with that being the case, it’s still new to many people. It’s new for those who are just starting a business or career, and it’s new for those who are late to the game.
Recently I had the honor of presenting on social media marketing at ICLE’s Probate & Estate Planning Institute with Terrence Quinn, Estate Planning Attorney. Terrence was presenting, “Marketing Matters” which discussed how to market your law practice. He brought me along to discuss social media. I thought it would be fun to discuss the Do’s and Don’ts.
Whether you’re late to the game or just new to business, you need to know a few rules. What better way to illustrate some of the most important rules than with a few “do’s and don’ts?” Here are 5 that I outlined at the presentation that I feel are key for starting off right and positioning yourself for many wins.
The content you share should help make your audience a more informed consumer.Click To Tweet Your content should be valuable and relevant. Offer tips, industry news and recommendations. Social media marketing can help to brand you as an expert in your field, and a thought leader. Take for example, my client, Attorney Terrence Quinn. When Michigan’s Fiduciary Access to Digital Assets Act was announced, Terrence immediately wrote an article explaining what it meant and what you need to do. This is how you join in on a conversation that is relevant to your audience and establish yourself as an expert.
My friend Brooke Ballard of B Squared Media always says, “Think Conversation.” Not only should you be sharing relevant content but you should be having conversations. Take the time to comment on posts, reply, retweet, ask questions and share. Be present even if it’s just a short time but be consistent. Conversations build relationships. Relationships lead to business.
Or, like you SHOULD offline. When you’re at networking events you’re looking to make connections. You don’t just walk up to people and start talking about yourself and your business. That is so not social. Think about how you feel at networking events and what you do or don’t like when you’re networking.
Some professionals, like lawyers, are restricted from soliciting business under the Rules of Professional Conduct. GREAT! That’s doing it wrong anyway. People like a soft sell on social media. They like to do business with people they like and trust. This is achieved by developing relationships. Gain their confidence by providing value. Most people are tuned into WIIFM – What’s In It For Me? Focus on making your audience more informed and having conversations.
Have you ever heard the saying you can do anything but not everything? This is true with social media marketing.Click To Tweet Do what makes sense for your business. Know your target market and where they are hanging out online. By all means, don’t try to wing it. You need a plan. Plan where, and plan how by doing your research. You could simply survey your customers or clients as one way of learning more about your target market and what their habits are.
On the flip side of research, do know that your audience is doing their research. It’s called Google. When they search, are they finding you or are they finding your competition? If they’re finding you what are they finding?
Keep these important rules in mind when beginning your social media marketing journey. Set yourself up for success.