Social Media

Caitlin Burgess

What Twitter’s Change in Character Count Could Mean for Social Media Marketers

Caitlin Burgess on May 24th, 2016     Digital Marketing, Social Media

Twitter-Character-Count-Changes

Last week, Bloomberg gave digital marketers everywhere a reason to celebrate. Citing a source close to the matter, Bloomberg reported that Twitter will soon stop including photos and links as part of their 140-character limitgiving users the ability to craft longer messages. While Twitter Inc. declined to comment, Bloomberg’s source reportedly said the change would be taking place in as soon as two weeks.

Cue the music!

Launch the confetti!

Let the chanting of “Hooray!” begin!

Over the last few months, many marketers have been on the lookout for changes to the platform after word got out that the company was thinking about increasing the character limit to 10,000. Some argued that a change of that magnitude could cause Twitter to lose something that sets it apart from other social networks. So, this news definitely shows Twitter’s commitment to the 140 characters, as well as a commitment to giving users more flexibilitywhich means more opportunities for marketers to effectively reach their audience.

Ashley Zeckman

LinkedIn Publishing: 3 Tips for Creating Better Content & 6 Marketers Setting a Great Example

Ashley Zeckman on May 17th, 2016     Content Marketing, LinkedIn, Online Marketing

 

LinkedIn-Publishing

Let’s face it, our online audiences are being force fed an incredible amount of content on a daily basis. Sadly, it doesn’t matter if they bookmark or subscribe to blogs, find things in search or locate articles in their Twitter or Facebook feeds; it’s overwhelming.

And it’s not going to slow down. In fact, 76% of marketers recently surveyed shared that they planned to create even more content in the coming year.

Part of the problem is that despite best efforts, content is not always as targeted as it should be. So while readers may stumble into an article thinking it can help solve their problems, they often make it halfway through the content before realizing the material is not for them (hopefully that is not happening in the case of this article).

Ashley Zeckman

Social Media Marketing World 2016: Insights, Top Blog Content & Words of Wisdom

Ashley Zeckman on Apr 25th, 2016     Social Media, Social Media Marketing World

SMMW-Recap-2016

Last week, we had the privilege of participating in the annual Social Media Marketing World conference in San Diego. We joined over 3,000 other marketers and marketing influencers who were looking to explore the latest trends and best practices for social media marketing.

From the moment (literally) that I stepped on the plane, I had a conversation about the upcoming conference with the woman next to me. It was her first time at a conference like Social Media Marketing World and she planned on spending the flight trying to figure out which sessions made the most sense for her to attend.

Ashley Zeckman

What Brands Like Adobe & The San Diego Zoo Can Teach us About Instagram Marketing

Ashley Zeckman on Apr 21st, 2016     Social Media

Instagram-Marketing

Only two months after launching in 2010, Instagram had already amassed one million users. Less than a year later, they had already climbed to ten million users. Talk about a welcome solution to what is often seen as a saturated marketplace.

Today, Instagram boasts over three hundred million users. Recent research has also found that over 50% of individuals on Instagram follow brands on the platform.

All of the information above should lead marketers to one simple conclusion: Instagram has definite potential for engaging both B2B and B2C audiences.

Earlier this week, I had the privilege of attending a session at Social Media Marketing World that included Matt Rozen, the Director of Social Media at Adobe and Jenn Beening, the Social Media Planner for San Diego Zoo Global. Both of these companies have done amazing things with their branded Instagram accounts and shared some very useful tips for other companies trying to improve their strategy for marketing their brand through Instagram.

Ashley Zeckman

4 Components of a Killer Content Marketing Tactical Plan on LinkedIn

Ashley Zeckman on Apr 21st, 2016     LinkedIn

Alex-Rynne-and-Jason-Miller

“People spend time on other social networks, but they invest time on LinkedIn.”

For the first time in the history of media, users can engage with the world’s professionals in one place. The LinkedIn network provides access to a  quality audience within a professional context.

Furthermore, professionals engage with purpose and content on LinkedIn including:

  • 9 billion impressions per week
  • 15x content than job postings in the feed
  • 57% of visits coming from mobile

There is no doubt that many opportunities exist within the platform but many marketers are still trying to find a way to utilize LinkedIn to create and amplify great content. Below are 4 content marketing opportunities shared by LinkedIn’s Jason Miller and Alex Rynne that will help you build your LinkedIn Tactical Plan.

Jolina Pettice

8 Building Blocks to Create a World-Class Social Care Program

Jolina Pettice on Apr 20th, 2016     Social Media, Social Media Marketing World

social-care-program

We’ve all heard the stories of brands failing and flailing on social media as they try to respond to customer service inquiries.

And here’s why. Most companies are barely set up to meet expectations, let alone exceed them. So when they fall short, they are falling short of the bare minimum, creating friction and negative experiences between the brand and its customers for everyone to see.

Add that to the fact that some companies are doing it so well and therefore aiding an increase in customer expectations. In fact, customers now expect a response in an hour or less after reaching out to a company.  

Social Care Expectations

For the first time at Social Media Marketing World, there were sessions dedicated to building a social infrastructure to enable your company to exceed customer expectations.

Caitlin Burgess

9 Awesome Tools To Up Your Instagram Marketing Game

Caitlin Burgess on Apr 14th, 2016     Social Media

instagram-marketing-tools

Instagram has come quite a long way in its short life. From being loved as the land of sepia selfies and delicious foodie pics, Instagram is now a major social network with more than 400 million monthly active users.

According to a 2015 report, Instagram is the most important social network to American teenagers. But Instagram isn’t just for teens. Brands are also embracing it as a valuable engagement and marketing tool. In fact, 85% of top brands are using Instagram, according to a report by Simply Measured.

But the question for many brands is: How can I get the most out of my Instagram efforts?

Well, one way is embracing tools that help you easily and regularly post, engage, sell, manage accounts and measure results.

Ashley Zeckman

Marketers Unite: Join us for April’s Mega Social Media Marketing Conference #SMMW16

Ashley Zeckman on Apr 7th, 2016     Social Media, Social Media Marketing World

smmw16-preview

Social media marketing is no longer seen as the passing fad it once was. In fact, brands have invested billions of dollars trying to build a social community that would ideally build awareness, engage potential customers and eventually lead to sales.

However, to this day over 65% of marketers are still challenged to assess the effectiveness of their social media activities and 62% are still struggling to design an effective social media strategy (eMarketer).

It’s clear that while there is opportunity with social media marketing, there is still much to be learned. Later this month some of the TopRank Marketing team will be attending Social Media Marketing World in San Diego. This conference is the largest of its kind and will not disappoint social media marketers looking for a way to improve effectiveness and create a more effective social media strategy.

Below are just a portion of the sessions that we are most excited to attend and cover at the upcoming conference. Let’s dive in!

Joshua Nite

How Best-in-Class Brands do B2B Social Media Strategy [Report]

Joshua Nite on Apr 5th, 2016     Digital Marketing, Social Media

b2b-social-media-strategy

Social media is a mainstay of B2C marketing, but it’s hard to imagine B2B brands rocking the most popular platforms today. How can you promote sophisticated financial instruments, cloud software, or heavy machinery on Instagram? It brings to mind an image of, say, a construction crane on the beach, with the caption “Sipping margaritas and loving life! #CraneLife #Blessed #WokeUpLikeThis #NoFilter.” That’s not the way to promote a no-nonsense, professional B2B brand, surely.

Despite the cognitive dissonance, brands with a solid B2B social media strategy are finding and engaging an audience across social media. As the leading professional network, LinkedIn is a major part of that strategy, of course. Increasingly, though, brands are finding their niche on the more casual, less business-oriented sites like Instagram, Facebook, and even Pinterest.

Ashley Zeckman

7 Weird Social Media Marketing Habits All Marketers Need to Break NOW

Ashley Zeckman on Mar 21st, 2016     Social Media, Social Media Advertising

7-weird-social-media-marketing-habits

We all have bad habits. Whether it’s biting our nails, constantly driving like we’re on a racetrack or something you’d rather not admit to, we’ve all got them. Some are easy to break while others quickly find their way back into our lives. The same can be said for social media marketing habits. Once you get in a routine, it can be hard to break habits that are helping, but may possibly be hurting your brand.

Within social media marketing there is a lot of opportunity for brands to create great experiences for their communities, create brand affinity and influence purchasing decisions. A recent study found that 84% of CEOs and VPs say that they use social media to make purchasing decisions.

Caitlin Burgess

How Social Media Can Drive Success on Your Content Marketing Roadtrip

Caitlin Burgess on Mar 8th, 2016     Content Marketing, Social Media

road-trip-social-media-content-marketing

 

I think most marketers would agree that social media and content marketing compliment each other nicely. Need proof? Recent research has found that 93% of B2B marketers list social media as one of their top five content marketing tactics.

I like to think of social media as the vehicle that drives your content where you want it to go. But as social media continues to evolve, it’s important to remember that we’re not driving down a one-way street. Social media presents more opportunities than just a dissemination platform. It can also be used as a means for engaging your online community, publishing and targeting specific content and building brand awareness.

Ashley Zeckman

Social Media Images Part 2: Creating Brand Recognition & Learning From Inspiring Brand Examples

Ashley Zeckman on Feb 2nd, 2016     Online Marketing, Social Media

social-media-brand-recognition

Each day customers are becoming increasingly self-directed, and are using search engines, content assets and social media to help guide purchasing decisions. Need proof? The average person now spends approximately 8 hours each day consuming some sort of media.

There is an enormous amount of opportunity for brands today to incorporate strong visuals as part of their overall digital marketing strategy. One of the biggest opportunities is on social networks.

Recent research has found that people only retain 20% of text that is read without visuals. What that should tell you is that in order to help your prospective and customers retain information, you MUST include compelling imagery.

In Social Media Images Part 1 we discussed the proper image sizing, best practices and tools. In part 2 we will explore inspirational brand examples and tips for uncovering imagery.