Social Media Marketing

Social media marketing is the art of attracting, engaging and inspiring communities on social networks to discover, consume, share and act on brand social content.

 

92% of companies today consider social media important for their business but keeping up with the latest best practices, social media platforms and changes in the industry can be a challenge for brand marketers. Recognized as a top social media blog by Social Media Examiner and many others, TopRank solves that challenge by sharing social media marketing best practices, industry news, interviews, book reviews and liveblogging of presentations at industry conferences.

 

Browse our social media marketing articles to find the answers to your most pressing social media questions.

 

Caitlin Burgess

6 Ways Marketers Can Optimize Their LinkedIn Profile

Caitlin Burgess on Aug 23rd, 2016     Content Marketing, Digital Marketing, LinkedIn, Social Media

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With more than 450 million members worldwide, LinkedIn is the world’s largest professional network–and it’s growing every second. In fact, LinkedIn reports that people are signing up for the platform at a rate of two members per second.

For many of us marketers, LinkedIn’s continued growth is no surprise. Not only is LinkedIn the place to showcase your own talents and experience, but it also holds incredible networking and marketing opportunities for promoting our clients and our own brand or agency to the masses. From bolstering professional credibility to building thought leadership to maintaining client and prospect relationships, LinkedIn is an amazing tool.

But are we all using this wonderful tool to its full potential?

Lee Odden

Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Lee Odden on Aug 22nd, 2016     Influencer Marketing, Interviews, Social Media

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

Caitlin Burgess

6 Tips for Increasing Facebook Organic Reach in an Age of Decline

Caitlin Burgess on Aug 16th, 2016     Facebook, Social Media

Increase-Organic-Facebook-Reach

In late June, Facebook announced they would be changing the News Feed algorithm to favor content from users’ friends and families, triggering a collective sigh (and maybe some choice words) among publishers, brands and marketers who rely on Facebook to boost brand awareness and generate referral traffic to their website and blog content.

While Facebook admitted that they anticipated a dip in reach and referral traffic for some pages, many Page admins were probably already noticing a decline. Shortly after the announcement, BuzzSumo released data they’d collected after reviewing 25 million Facebook posts that the top 10,000 publishers has posted in the last year. Generally speaking, the average of total shares were up, but BuzzSumo discovered that average shares for posts with links were falling.

Graph of Facebook Posts - BuzzSumo

Caitlin Burgess

6 B2B Brands Winning with User Generated Content on Instagram

Caitlin Burgess on Aug 2nd, 2016     Digital Marketing, Social Media

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With more than 500 million monthly active users and a whopping 300 million daily active users, Instagram’s popularity and growth presents large and small brands with a huge opportunity to connect with a large, diverse audience. But while most B2C brands have found it relatively easy to build connections and followings on this visual social platform, B2B brands find it more challenging and are coming on more slowly.

For many B2B brands, their products or services don’t always have a physical presence that’s easily recognized like most B2C brands do. In addition, B2B offerings typically don’t scream “fun and exciting” most of the time. But as the old adage goes: where there’s a will, there’s a way. And one of those ways to help build your B2B brand on Instagram could be user generated content (UGC).

Caitlin Burgess

8 Social Media Marketing Hacks to Boost Engagement

Caitlin Burgess on Jul 26th, 2016     Digital Marketing, Social Media

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When it comes to effectively and meaningfully reaching your audience, I think it’s pretty safe to say that all marketers understand the important role social media plays in that quest. Not only does your audience seem to live on social networks—posting vacation selfies and checking into newly opened restaurants—but they also rely on them for information, entertainment and engagement.

As a result, social media marketing has become a necessary tool for meeting your audience where they are. And it’s all about creating a connection with your audience by encouraging them to engage with you and the quality, informative and entertaining content that you share.

Unfortunately, inspiring that consistent and meaningful engagement can be challenging at times, am I right?

Caitlin Burgess

Snapchat for B2B: Examples of Brands in Action, Best Practices & Tips

Caitlin Burgess on Jul 13th, 2016     B2B Marketing, Content Marketing, Social Media

Snapchat-for-B2B

From its beginnings as a disappearing photo app to adding interactive—often hilarious—filter options and storytelling capabilities, Snapchat has come a long way in it’s nearly 5 years of existence. In fact, the social media platform has seen tremendous user growth, boasting 150 million daily active users, which is more than Twitter, according to Bloomberg.

While Snapchat is a major hit among pre-teens and teenagers, usage of the platform is growing among adults—especially Millennials. According to a BI Intelligence report, 45% of adult Snapchat users are 18-24, with another 26% between 25-34 in age. And recently there’s been a big uptick in users over the age of 35.

Caitlin Burgess

What Marketers Can Learn from Fortune 500 Companies Mastering Instagram

Caitlin Burgess on Jul 6th, 2016     Online Marketing, Social Media

Marketers-Learn-Instagram

With more than 500 million monthly active users and counting, Instagram is growing fast and showing no signs of slowing down. According to eMarketer, Instagram usage is expected to grow 15.1% this year, compared to the 3.1% growth expected for the social network sector as a whole. In addition, eMarketer said the platform will add 26.9 million new users over the next four years.

What does this mean for marketers? It means that now is the time to explore the platform’s potential for your brand. And looking to some of America’s biggest brands—the Fortune 500—can give you some great insights and inspiration for building your own Instagram strategy.

Lee Odden

9 Social Media Marketing Trends That Could Make or Break Your Business in 2017

Lee Odden on Jul 5th, 2016     Social Media

Social Media Marketing Trends

Social media is always evolving, so what’s next?

That’s the question I was asked in an interview recently. This kind of question can be really easy since there are so many easy candidates – IoT, VR, and just about anything to do with Facebook.

But if you don’t want to rely on the cliches of future social technology, it can be a challenge to pick out what will matter and why. I suppose this post is somewhere in the middle and I hope it helps you think about where the substance breaks away from the shiny social media objects.

Ashley Zeckman

8 Smart Social Media Platform Marketers Creating Awesome Content

Ashley Zeckman on Jun 22nd, 2016     Online Marketing, Social Media, Social Media Tool

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There is an art to planning and executing on a successful social media marketing strategy. Social algorithms are constantly evolving, new networks popping up and users are adapting the way that they use social platforms.

Keeping up with a steady and quality publishing schedule and engagement strategy for social media is no easy undertaking. To find relief, marketers have begun taking advantage of the many social media monitoring and publishing tools available on the market today. These tools help with everything from scheduling and publishing social posts, to providing insights into content performance and audience segmentation.

To help you keep abreast of the latest social news, I’ve uncovered 8 awesome content creators that work for some of today’s top social media monitoring platforms. In this post you’ll find information about these social media mavens as well as insight into some of their killer content.

Caitlin Burgess

12 Powerful Tips for Hosting a Successful Twitter Chat

Caitlin Burgess on Jun 21st, 2016     Social Media

12-Tips-for-Hosting-a-Successful-Twitter-Chat

Brands are always looking for new and interesting ways to connect with their audience, build awareness and showcase what they have to offer. Over the past couple years, Twitter chats have emerged as a marketing tactic that allows brands to do just that and more.

Twitter chats are public Twitter conversations that take place surrounding a specific hashtag at a predetermined date and time. The hashtag often provides some context for the topic or theme of the chat, and allows people to easily find the conversation and participate. Most often, Twitter chats are not one-off discussions, but rather recurring events.

Caitlin Burgess

Is Your Brand Likable? 7 B2B Technology Brands Taking a Creative Approach on Facebook

Caitlin Burgess on Jun 14th, 2016     Facebook, Online Marketing, Social Media

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Between Facebook constantly tweaking features to improve user experience and the saturation of posts from every other brand out there, it’s becoming increasingly difficult for B2B brands to reach their audience by utilizing Facebook marketing tactics. According to the Content Marketing Institute & MarketingProfs’ B2B Content Marketing: 2016 Benchmarks, Budgets and Trends—North America report, 84% of B2B marketers said they used Facebook as a content marketing tactic, but just 30% said their efforts were effective.

But this doesn’t mean it’s time to abandon the Facebook ship. It’s just time to reset your course and put some wind back in your sails. It’s time to get creative.

Caitlin Burgess

Is Pinterest Still Alive & How Are Brands Using It?

Caitlin Burgess on Jun 7th, 2016     Digital Marketing, Social Media

pinterest-still-alive

Is Pinterest still alive?

With the rise of Instagram, Snapchat, Blab, and other visual social media networks and apps this is a question many marketers and brands may be asking.

The answer? Pinterest is most certainly alive. And, actually, it’s growing—even it’s not getting as much press as it was getting a couple years ago.

Today, Instagram boasts more than 400 million active monthly users, with more than 80 million photos being shared each day. In addition, one of the newest visual phenomenons, Snapchat, just hit 150 million daily users, according to Bloomberg.