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Posts tagged “Social Media Strategy”

Twitter-Google combination could spell trouble in 140 characters

While details of the plan to connect the Twitter firehose with Google are still emerging, it appears on the surface that it could have a significant impact on organizations in the middle of an online crisis.

Essentially, it appears tweets are now going to show up in Google whether someone is on Twitter or not. That means that anyone doing a routine Google search will now see damaging tweets, as opposed to only those folks who are actively following news on Twitter. Negative information would have shown up before, but it will be a lot more real-time under this arrangement and could potentially cause even greater reputational damage than in the past.

Here’s one illustration. Data breaches such as #AnthemHack, which trended strongly last week, would of course still…

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Socrates & Social Media Workshops

“The unexamined [social media strategy] is not worth [executing].” – Socrates [and me]

By now, most B2B organizations have at least dipped their toes into the world of social media. But many are struggling with how to make the most of what they’re doing. Programs stall. Or they’re too narrowly – or widely – focused from an audience perspective. Or departments outside of communications or marketing want to take a different approach. (And sometimes that approach is “no approach.”)

No matter the issue, I’d argue they all point to a fundamental question: What is your company’s social media philosophy? If your B2B organization is struggling with establishing – or amplifying – its social media program, it’s important you can answer that fundamental question. But how?…

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6 Content Marketing New Year’s Resolutions to Keep

The year 2014 was a great one for content marketing.  Early reports indicate that marketers are creating more content than they did just a year ago. According to the Content Marketing Institute (CMI) 2015 benchmark report, 86% of B2B marketers and 77% of B2C marketers are using content marketing.  However, only 38% say they are effective at it.

Regardless of whether you have a content marketing program, the new year is a great time to take a step back and review your content goals, content success and content challenges from 2014 to pave the way for a content-rich 2015.  Here are six content marketing New Year’s resolutions to focus on in 2015. 

1) Make your content more visual

Research has shown that 90% of information transmitted to the brain is visual, and…

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You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder

Before joining Dix & Eaton recently, I worked for a corporation with an array of brands under its umbrella. Through an acquisition, the organization had grown from about eight brands to around 15, and the question came up – should we push the “master brand,” or parent company, now that the company is a powerhouse of brands?

I think the answer should be “yes” for B2C and B2B companies alike.

With industries consolidating and companies acquiring competing businesses and brands, it can be challenging to keep all of the product brands top-of-mind. Promoting the master brand, or parent company, can help build brand awareness and loyalty to key stakeholders, including:

  • Analysts and Media: Recognizing all of the brands that fall within the public company can assist…
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What the new Twitter profile means for investor relations

Earlier this week, Heather Smith highlighted five branding opportunities using the Twitter profile page redesign. As important as the redesign is for marketers, investor relations professionals also can leverage it to amplify their companies’ stories and shareholder messaging.

Pinned Tweets

My favorite feature of the new profile page is the pinned tweet – a favored tweet that a company can pin to the top of its profile page to ensure that it is the first tweet a visitor sees. For IROs, the pinned tweet is yet another venue for driving home your corporate strategy with the financial community.

For example:

  • Live tweeting your earnings call? Once the call concludes, review the tweets you pushed out and pin a key quote from your CEO or a tweet with a graphic…
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