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.

 

Joshua Nite

Social Media Marketing Report: Does Your Engagement Measure Up?

Joshua Nite on May 18th, 2017     Marketing Industry News, Social Media

If I had to sum up marketing’s relationship with social media in a single nerdy meme, it’d be this:

Yes, much as Obi-Wan Kenobi was dismayed to find that Anakin had turned to the dark side, many marketers feel betrayed by social media. Each platform offered the potential to build an audience and deliver content straight to their feeds. They were supposed to be a powerful tool for organic reach. But one by one, they fell to the dark side of the algorithm.

But don’t throw away your social media channels just yet. After all, if you strike them down, they will become more powerful (sorry, that’s the last Star Wars reference). Instead, let’s have a clear-eyed assessment of what organic engagement looks like on Instagram, Twitter, and Facebook, and see where to go from here.

Caitlin Burgess

8 Examples of Brands Using Instagram to Showcase Company Culture

Caitlin Burgess on May 17th, 2017     Social Media

In today’s business world, a strong company culture is no longer a “nice to have.” It’s a business imperative. In fact, according to Deloitte’s 2016 Global Human Capital Trends survey, 82% of respondents said they believe culture is a potential competitive advantage.

“Few factors contribute more to business success than culture—the system of values, beliefs, and behaviors that shape how real work gets done within an organization.” Deloitte states. “Culture brings together the implicit and explicit reward systems that define how an organization works in practice, no matter what an organizational chart, business strategy, or corporate mission statement may say.”

As a result, showcasing company culture has become a useful marketing tactic, with brands often using social media—especially Instagram—to get the word out.

Caitlin Burgess

5 Helpful Tips to Inspire Employee Advocacy on Social Media

Caitlin Burgess on May 9th, 2017     Social Media

When it comes to building out your brand’s social media marketing strategy, one of your primary objectives is crafting a multi-channel amplification plan for sharing content that raises awareness, fosters engagement, and ultimately helps drive new leads. For many, this means mapping tactics and time to specific brand-owned social channels.

But there may be one tactic and channel that’s missing from your mix: your employees and their respective social networks. Or to attach a marketing buzzword to this—employee advocacy.

Your employees are one of your most powerful social media marketing tools. They’re the people behind your brand, working hard to support your company’s mission and help achieve your business goals. They’re the people who have first-hand insights into your company’s culture, and the quality of your products or services. They’re the people who can lend some real credibility and authenticity to your marketing efforts.

Caitlin Burgess

We Answer 5 Common Questions People Have About Social Media Marketing

Caitlin Burgess on May 4th, 2017     Social Media

Like brushing our teeth or brewing a morning cup of coffee, checking in on what’s happening within our social networks has become part of the daily routine for most of us. In fact, 30% of all time spent online is on social networks, according to GlobalWebIndex (GWI).

As a result, social media has also become a routine marketing tactic for nearly every business, helping brands build awareness, share and interact with customers and prospects, and create another vital touch point in the changing customer journey.

But as the social media landscape continues to evolve, both green and seasoned marketing professionals are constantly searching for answers on how they can best leverage social media within their organizations’ marketing strategies.

Ashley Zeckman

15 Inspiring & Actionable Social Media Marketing Tips for the Modern Marketer

Ashley Zeckman on May 1st, 2017     Social Media

After years of using “fuzzy math” to calculate the value of social media marketing, marketers are being tasked with generating and showing true ROI. But the truth is, ROI isn’t always just about revenue.

Depending on brand objectives, social media ROI could mean everything from awareness and social engagement to visitors to the company website from social media platforms.

If you really want to make social media marketing a major part of an integrated and omnichannel digital marketing strategy, use the tips below to lead your way.

Know What You Want to Accomplish

Without a clear strategy in place, tools won’t make any difference to you. @IanCleary Click To Tweet

Set goals. As with any digital marketing tactic, knowing what you want to accomplish before you start will help guide your way.

Joshua Nite

20 Awesome Healthcare Marketers to Follow on LinkedIn

Joshua Nite on Apr 26th, 2017     Content Marketing, LinkedIn, Online Marketing, Social Media

Marketing is a challenging profession, full stop. But some flavors of marketing are trickier than others. Healthcare marketers have the same obstacles and issues other marketers do, and they have to contend with strict brand guidelines and stricter federal regulations.

It’s like the old saying: “Ginger Rogers did everything Fred Astaire did, only backwards and in high heels.” These healthcare marketers may or may not know how to tango, but their hard work deserves our recognition.

Here are just a few of our favorite healthcare marketers.

Rob Birgfeld, AVP, Chief Digital Marketing Officer, Inova Health System

Rob is a talented marketer who came to the healthcare field four years ago, when he took on the CDMO role for Inova Health System. He’s a jack of all trades: From social media to blogging to product development, Rob keeps Inova’s marketing strategy sound in the short and long term.

Caitlin Burgess

Boost Your Social Media Advertising Success with These 6 Pro Tips!

Caitlin Burgess on Apr 20th, 2017     Social Media, Social Media Advertising

Social media has become an important and necessary tactic within the digital marketing strategies of companies large and small—and it’s not hard to see why. Social media is part of the fabric of our daily lives, which gives brands and marketers the opportunity to create important connections with their desired audience.

But with nearly every brand using social media—as well as frequent tweaks to platform algorithms—brands and marketers are finding it increasingly difficult to stand out using organic tactics. As a result, more are paying to play these days by investing in social advertising to drive awareness and engagement, as well as sales and other conversions. In fact, late last year Statista forecasted worldwide social advertising spend to nearly double between 2014 ($16 billion) and 2016 ($31 billion).

Lee Odden

Essential Search and Social Media Promotion Tips for News Content

Lee Odden on Apr 17th, 2017     Content Marketing, Online PR, Social Media

Serena Ehrlich BusinessWire

Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there’s one more important ingredient necessary to help you stand out: enthusiasm.

Serena Ehrlich from Business Wire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto.

Here are a few highlights.

Serena EhrlichIt’s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content.

Therefore, it’s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want.

Caitlin Burgess

What’s Next for Twitter? Social Domination or Eminent Failure?

Caitlin Burgess on Apr 11th, 2017     Social Media

Despite recent improvements to user experience and platform flexibility, the struggle to retain and attract new users—and grow revenue—is still real for Twitter. And, unfortunately, these may be the least of the platform’s worries these days.

From widespread trolling and harassment to simply having a confusing interface, Twitter is drawing criticism for nearly every aspect of its operation. In addition, after shutting down Vine and cutting more than 300 jobs last fall, more fuel was added to the claims that Twitter was getting closer to death.

So … Is Twitter Dying?

As an eternal optimist, I’m not ready to say Twitter’s fate is doomed. As WIRED’s Davey Alba said earlier this year, while Twitter may be a bit of a mess—it still has some real potential and value to offer.

Caitlin Burgess

3 New Facebook Updates, Features Businesses Should Take Advantage Of

Caitlin Burgess on Apr 4th, 2017     Facebook, Social Media

From revamping its News Feed algorithm and page layouts to rolling out its own version of Snapchat last week, Facebook has been busy adding new features and capabilities over the past few months.

For the average user, these changes are making it easier and more fun to share and engage on the platform. For businesses, the changes are likely overwhelming, with many wondering how they can adapt to these changes, turn them into a marketing advantage and ultimately reach a piece of the platform’s 1.23 billion daily active users.

If you’re part of the latter scenario, we’d like to help you out a bit. Below we highlight some of the latest updates and new features that businesses should take note of, as well as some tips on how to take advantage of them to further your social media marketing efforts.

Ashley Zeckman

The Queen of Facebook Tells All on Generating Facebook Marketing ROI

Ashley Zeckman on Mar 27th, 2017     Facebook, Marketing PR Conferences

True to form, Mari Smith kicked off her presentation at Social Media Marketing World last week by sharing her full bio in the form of emojis and poking fun at her own mixed accent which immediately put the packed room at ease. When someone with experience like Mari takes the stage, you perk up and get ready to have a deluge of knowledge dropped on you in a short amount of time.

Her session (which seemed like mere seconds) was packed with helpful information and actionable insights that marketers can begin implementing on Facebook now. Below are some of the actionable highlights from Mari’s session. 

Caitlin Burgess

12 Helpful Tips for Effectively Using Social Media at Events

Caitlin Burgess on Mar 21st, 2017     Social Media

From industry conferences to professional summits to intimate roundtables, most of us marketers have attended at least one real-world event to learn, be inspired, represent our brands, and network with one another.

And after attending the 2016 MarketingProfs B2B Marketing Forum last fall, I can tell you one thing’s for sure: The face-to-face time you get with industry thought leaders, peers, customers, and prospects at these real-life events is simply priceless. But that doesn’t mean we should forget about your digital tools—especially social media—to make the absolute most out of your attendance.

With that said, as TopRank Marketing CEO Lee Odden, and team members Ashley Zeckman and Josh Nite, prepare to head off to Social Media Marketing World in sunny San Diego, CA this week—what better time to highlight some tips on effectively utilizing social media to engage, connect, and build personal and brand awareness at an event?