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

6 Ways to Celebrate the Holiday Season in Your Social Media Marketing

Joshua Nite on Nov 30th, 2016     B2B Marketing, Online Marketing, Social Media

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“On every world, wherever people are, in the deepest part of the winter, at the exact midpoint, everybody stops, and turns, and hugs, as if to say ’Well done. Well done, everyone! We’re halfway out of the dark.’” -Doctor Who

Last night, I drove home from work in the dark. I hadn’t stayed late putting the finishing touches on another devastatingly brilliant blog post. It was just that, after the long Thanksgiving weekend, the darkness has finally caught up with the end of the work day. And there’s plenty more dark to go before the days get longer.

On the bright side, that means the holiday season is here. There are at least four major holidays and plenty of minor ones to go around.

Caitlin Burgess

7 Tips for Running a Successful Social Media Marketing Campaign

Caitlin Burgess on Nov 22nd, 2016     Digital Marketing, Social Media

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In today’s digital world, social media is a staple tactic within most marketing strategies, with 92% of companies considering social media important for their business. But as a widely adopted tactic, many brands and marketers are finding it more challenging than ever to stand out in news feeds, grow their follower base, and maintain or increase engagement. Of course, recent platform tweaks aimed at improving user experience have thrown a wrench into the mix, too.

If you’re nodding your head in agreement, it may be time to get more creative and deliberate with your social media marketing strategy. How? By designing and launching a unique social media marketing campaign or contest to liven things up.

Caitlin Burgess

5 Interesting Insights from Buffer’s The State of Social 2016 Report

Caitlin Burgess on Nov 15th, 2016     Marketing & PR Industry, Online Marketing, Social Media

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What does the social media landscape look like in 2017? What networks are going to help me drive awareness, conversation and conversions? What types of content will have the most impact on my audience? Is Snapchat a good investment?

As we near the end of 2016, these are likely just a few of the questions being asked by marketers everywhere. While I’d love to say there’s a magical crystal ball with all the answers out there, we all know that nothing is permanent or sure-fire when it comes to social media. But we do have some data and insights that can help.

In it’s The State of Social 2016 report, Buffer surveyed more than 1,200 B2B and B2C marketers to better understand how they’re currently using social media and where they plan to go in 2017. Those who participated work for companies of all sizes and across a variety of industries.

Caitlin Burgess

Social Media Cheat Sheet: Tools & Tips for Perfectly Sized Social Media Images

Caitlin Burgess on Nov 7th, 2016     Social Media, Social Media Tool

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These days, it’s no secret that high-quality images are important for any marketing strategy, particularly when it comes to social media. Images not only help brands stand out in busy social news feeds, but they also boost engagement and build brand awareness—and their importance is growing.

According to a WebDAM infographic, 84% of all communication will be visual by 2018. So, there’s no better time than the present to ensure you’re creating and sharing top-notch imagery. And that starts with following sizing best practices for each channel.

To help you do just that, below is a quick cheat sheet for sizing your images for optimal impact, complete with dimensions and some examples. In addition, you’ll also find some helpful tools that can help your resize, edit or create images.

Caitlin Burgess

Life After Vine: 5 Tips to Help Brands Move on With Video

Caitlin Burgess on Nov 2nd, 2016     Marketing Industry News, Social Media, Visual Marketing

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Vine, the social media app known for 6-second video loops, is shutting down. Twitter announced its decision to discontinue the video service in a press release last week.

According to Marketing Land, Vine debuted in 2013 when mobile video wasn’t really a thing. But the rise of Snapchat, and the addition of live video capabilities on Facebook and Instagram, has drawn Vine’s top stars, audiences and advertising dollars away from Vine. In addition, rolled out its own native video platform in January 2015, serving as yet another Vine rival, the publication noted.

For some, the loss of Vine seems to be part of the natural evolutionary cycle of the digital world. But others are saddened and even angry at the loss of the platform. Shortly after the announcement, in a The Verge article by Casey Newton, one of Vine’s co-founder Dom Hofmann reportedly said:

Caitlin Burgess

7 Tips for Making Your Brand More “Likeable” on Social Media

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

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For most brands and marketers, social media is an important and necessary component of their overall digital marketing strategy. Not only does social media help build brand awareness, but it also provides a conversational space for brands to engage their audience outside of their company website or brick and mortar stores or offices.

But let’s face it, competition for audience attention and engagement is stiff. With nearly all brands and marketers using social media, coupled with frequent platform changes to improve user experience, brands are fighting for organic visibility. In fact, 40% of marketers say social media marketing has gotten more difficult for them in the last 12 months, according to Social Media Examiner’s 2016 Industry Report.

Leila De La Fuente

Can Marketers Really Generate Sales on Social Media?

Leila De La Fuente on Oct 24th, 2016     B2B Marketing, Social Media

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At last week’s MarketingProfs B2B Marketing Forum, Andrew Davis had the crowd roaring with laughter as he impersonated a marketer with a fresh piece of content.

“Let’s put it on the blog!” he exclaimed.

“Let’s put it on Facebook! And Twitter! And Pinterest! And Flickr! And Google+, for the two people still using it.”

It was funny, because for a lot of marketers, it’s true. Too many of us fall victim to the “spray and pray” approach to social media marketing. We push our content anywhere we can get it, and cross our fingers hoping one of these posts turn into an engagement, a new relationship, a sale. That’s why I was so excited to attend the session titled “How to Use Social Media to Generate Actual Sales”, led by social media gurus John Foley Jr. and Karen DeWolf of InterlinkOne.

Caitlin Burgess

Social Media Marketing: 7 Opportunities for B2B Brands to Rock Pinterest

Caitlin Burgess on Oct 11th, 2016     B2B Marketing, Social Media, Social Media Marketing World

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While other visual social media platforms such as Instagram and Snapchat are getting most of the press these days, Pinterest is still a growing platform that offers B2B brands and marketers an opportunity to grow and connect with their audience, drive brand awareness and website traffic, and enhance their overall social media marketing strategy.

But despite its potential, Pinterest hasn’t exactly been embraced by B2B. In fact, just 14% of B2B marketers say they use Pinterest to distribute their content, according to Content Marketing Institute and MarketingProfs’ B2B Content Marketing 2017: Benchmarks, Budgets, and Trends—North America report.

One big reason for this may be that B2B companies struggle to find a way to fit in on a visual platform like Pinterest. Oftentimes, a B2B company’s products and services don’t always have a recognizable physical presence or give off an exciting vibe—which B2C brands typically have going for them.

Caitlin Burgess

7 Helpful Hacks for More Successful Social Media Community Management

Caitlin Burgess on Oct 4th, 2016     Social Media

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It’s no secret that social media plays an important role in our daily lives—and as a result—has become an important component of the marketing strategies for brands of all sizes and industries. In fact, 90% of marketers say that social media is important to their business, according to Social Media Examiner’s 2016 Industry Report.

But as social media and the digital world continues to evolve, brands and marketers need to go beyond social media marketing in the traditional sense. How? By intertwining social media marketing with social media community management.

Caitlin Burgess

10 Tools to Help Marketers Get More Out of Twitter

Caitlin Burgess on Sep 28th, 2016     Social Media, Social Media Tool

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Most marketers understand that their Twitter efforts need to go beyond consistent tweeting if they want to grow their following and boost engagement. It takes commitment, strategy and constant management.

But as social networks and audiences continue to evolve—and marketers find themselves juggling more social networks and content responsibilities each day—staying on top of it all can be daunting and even frustrating. In fact, B2B marketers use an average of 6 social media platforms to distribute content, according to the Content Marketing Institute and MarketProfs 2016 B2B Content Marketing Benchmarks, Budgets and Trends—North America report.

Sound like you?

Joshua Nite

What Social Media Marketers Need to Know About Facebook Live

Joshua Nite on Sep 27th, 2016     Blogging Strategy, Facebook, Online Marketing, Social Media

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In the age of Netflix and DVRs, it’s weirdly ironic to watch the growing popularity of live video for social media marketing. Sure, most of it is recorded so you can access it later, but it has far more in common with the nightly news than with modern on-demand, personalized content.

It turns out, there’s something about watching an event unfold live that’s hard to replicate. To be there as it’s happening, in the moment with a group of friends and strangers, sharing a singular experience. It’s powerful. And it never really went out of style—it just took a while for technology to create a compelling modern version.

Lee Odden

How Social Do Senior Marketing Executives Need To Be?

Lee Odden on Sep 20th, 2016     Social Media

Social CMO
Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the
BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, employees, and investors.

The CMO is one of the most visible people within a company and as a public facing marketing role, there is an expectation that the chief marketing officer will be active on social networks. But how many tweets, likes, shares and snaps is enough?

It is tempting for senior marketing executives to hold themselves up in comparison to professional marketing influencers who spend virtually all of their time keynoting conferences, writing books and being interviewed by the media – aka individuals as brands, or as I like to call them, “brandividuals”.