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.

Content Marketers, This Is Not a Drill: 5 Alarm Bells from BuzzSumo’s Latest Report

Joshua Nite Content Marketing, Social Media

AWWOOOOGA! AWOOOOGA!

Content marketers, there is a content marketing emergency happening right now. This is not a drill. Please gather your belongings and exit the building in an orderly fashion. Go to your predetermined meeting spots to verify that your co-workers are safe, and start making a plan for the future.

I’m not naturally an alarmist. But there’s blood in the water. And smoke on the water. And fire in the sky. BuzzSumo just published their Content Trends for 2018 and the results aren’t pretty. After analyzing 100 million pieces of content for social sharing, social traffic referrals, and backlinks, the team has one clear takeaway: What most content marketers are doing is no longer working.

Content Marketers, This Is Not a Drill: 5 Alarm Bells from BuzzSumo’s Latest Report

2018 – 50 Top Social Media Marketing Influencers

Lee Odden Social Media, Social Media Marketing World

It’s that time of year again for the conference extravaganza known as Social Media Marketing World. Each year I pull together a list of influential voices that are engaging on social networks around the topic social media marketing. My goal? To help showcase speakers for people in the industry to learn from and follow.

Why are these people influential? That’s a great question. I would answer with, “Why is anyone influential?”. Because they have specific expertise that they share publicly, consistently and in a way that improves the knowledge, skills and perspectives of those who follow them.

2018 – 50 Top Social Media Marketing Influencers

Social Media Marketing Spotlight: U.S. Bank Rallies Local Allies for a Friendly, Engaging #MNNice #NiceOff

Caitlin Burgess Social Media, Twitter

Roughly 120,000 visitors from 130 countries descended on the Twin Cities last week to take part in Super Bowl LII festivities hosted in downtown Minneapolis. To welcome visitors to the Land of 10,000 Lakes, Minneapolis-based U.S. Bank—which just so happens to have its name on the stadium that hosted the big game—wanted to give visitors a taste of “what Minnesota is all about.”

For those of you who haven’t heard, Minnesota—where TopRank Marketing is proudly based—isn’t just known for its frigid winters and as the birthplace and residence of the late Prince Rogers Nelson. It’s also known for its “northern hospitality”—or as it’s affectionately called—Minnesota Nice.

Social Media Marketing Spotlight: U.S. Bank Rallies Local Allies for a Friendly, Engaging #MNNice #NiceOff

What Are Hashtags Really For? #Confused #Blessed #NoFilter

Joshua Nite Social Media, Twitter

In late 2014, the hashtag #WhyIStayed was trending on Twitter. Frozen pizza slinger DiGiorno, known for being snarky and clever on social media, wanted to join the fun:

There was just one problem: #WhyIStayed started in response to a video of domestic abuse. Women used the hashtag to tell their own story of abuse and talk about the societal pressures that led them to stay with their abusers.

At best, DiGiorno looked clueless. At worst, it looked like they were making light of a very serious issue. All they wanted was a little brand visibility…and they got it, but not in the way they were hoping.

What Are Hashtags Really For? #Confused #Blessed #NoFilter

Death of Facebook Organic Reach = New Opportunities for Influencer Marketing

Caitlin Burgess Facebook, Influencer Marketing, Social Media

Earlier this month, marketers were shocked to learn that Facebook would be making more major changes to its News Feed, effectively bringing brand and publisher organic reach to zero by prioritizing high engagement content from family, friends and groups.

In a formal statement posted on his own Facebook page, Mark Zuckerberg said:

“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

“But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. … Based on this, we’re making a major change to how we build Facebook.”

Death of Facebook Organic Reach = New Opportunities for Influencer Marketing

7 Examples of Brands Mastering Twitter for Social Customer Care

Caitlin Burgess Social Media, Twitter

These days, there’s little doubt that social media is plays a pivotal role in a brand’s marketing strategy. After all, with roughly 2 billion internet users on social networks and counting, there’s massive reach and resonance potential.

But couple widespread adoption with shifting consumer preferences and expectations—and the smell of major change is in the air. Social media is no longer just a marketing tool and a space to encourage positive engagement with your audience, it’s a customer service opportunity that deserves every marketer’s attention and action.

As Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, told me in his Behind the Curtain interview a few months back: marketers need to stop thinking that customer service is someone else’s problem:

7 Examples of Brands Mastering Twitter for Social Customer Care

Year In Review: 6 Platform Changes That Shook Up Social Media Marketing in 2017

Caitlin Burgess Social Media

With 2018 on the horizon, we’re all in a state of reflection, looking back on all the good, the bad and the ugly 2017 brought us. When it comes to social media, it’s hard not to think about the latter two. With all the political turmoil and uptick in trolling, even Facebook recently admitted that its digging deep to turn the tide and bring well-being principles into the social experience.

But while there’s little doubt that 2017 surfaced new concerns and challenges in the social media space, there were some positive developments for everyday users and marketers alike. In this piece, we highlight some of those interesting and encouraging changes that occurred across platforms.

Year In Review: 6 Platform Changes That Shook Up Social Media Marketing in 2017

5 Purpose-Driven Companies Making an Inspiring Splash on Social Media

Caitlin Burgess Social Media

As our world becomes increasingly connected through the internet, social media and mobile technologies, consumer awareness and engagement around local and global social, economic, political and environmental challenges are soaring to new heights.

As a result, people desperately want to invest their time and money where their hearts are by supporting and working for companies that are making a positive and meaningful impact. And many companies are answering the call by throwing out conventional business models to tackle these challenges—while also bolstering and growing their bottom line. They’re finding and living their purpose.

For these companies, success isn’t grounded in simply offering “the best” product or service. Instead, it’s the purpose behind the creation and execution of those best-in-class products and services that drives success for all involved.

5 Purpose-Driven Companies Making an Inspiring Splash on Social Media

How 5 B2B Brands Are Using Snapchat and Instagram Stories

Anne Leuman Digital Marketing, Online Marketing, Social Media

B2B brands are usually slow to jump on the latest social media craze train, and with good reason. Their audience might not even be on those social media networks. For example, Snapchat was originally full of teenagers and controversy — not a great place to grow brand awareness or share thought leadership. But my, oh my, how far we’ve come.

Today, networks like Snapchat, Instagram, Messenger, and other marketing channels are becoming new breeding grounds for B2B brands. But with frequent product updates introducing new features and advertising tools, brands are often left wondering what the best approach is.

How 5 B2B Brands Are Using Snapchat and Instagram Stories

12 Industry-Specific Opportunities for Boosting Social Media Engagement

Caitlin Burgess Social Media

In the ever-changing social media landscape, we marketers are often on the prowl for meaningful data and insights to understand what works, what doesn’t and where our opportunities may lie. As a result, we often turn to industry research and studies, which often feature benchmarks that help us better internalize our own metrics and understand how we stack up to the competition.

While most studies offer incredibly insightful and useful information, one component may be missing: industry context.

Earlier this year, Rival IQ released its 2017 Social Media Industry Benchmark Report, featuring unique benchmark data for six different industries: Media, Higher Education, Non-profits, Food & Beverage, Fashion and Health & Beauty.

Why is context so important? As Rival IQ so eloquently said:

12 Industry-Specific Opportunities for Boosting Social Media Engagement

What All Marketers Can Learn from Fast Food Giants Crushing Twitter

Caitlin Burgess Social Media, Twitter

There’s little doubt among marketers that social media is an important part of their strategic digital marketing mix. After all, social media is part of the fabric of our daily lives—and arguably our identities. In fact, it’s estimated that there are 1.96 billion social media users worldwide—with that number expected to grow to 2.5 billion by 2018.

But increasing adoption and content saturation, as well as changing algorithms and the rising tide of paid social advertising, means all brands are facing stiff competition for audience attention and engagement. So, what’s a marketer or brand to do?

What All Marketers Can Learn from Fast Food Giants Crushing Twitter

How B2B Brands are Getting Creative on Twitter with 280 Characters

Nick Nelson Social Media, Twitter

Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside?

It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent decision to double its character limit to 280. The 140-character tweet felt as natural and familiar as 10 organic listings on a search engine results page. Now, the game has changed completely.

Bigger isn’t always better, of course. If brands simply take this opportunity to double down on their promotional messaging or stack hashtags, it’s not going to create a better experience for users. The real opportunity, as our Caitlin Burgess explained last month when previewing the Twitter character expansion, “is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.”

How B2B Brands are Getting Creative on Twitter with 280 Characters