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How to identify and vet social influencers for your brand – Part 1

Third-party influencer marketing is becoming an increasingly effective tool to reach potential customers, generate sales and field customer comments.

According to Linqia’s The State of Influencer Marketing 2018 study, “92% of marketers who used influencer marketing in 2017 found it to be effective.” Choosing the right type of social influencer is key to driving a successful influencer marketing program.

This is the first of a two-part series offering tips on how to identify and evaluate the right social influencers to help your organization enhance its marketing efforts.

One of the biggest mistakes organizations make with influencer marketing is choosing influencers based solely on their popularity. Influencer marketing is about finding industry leaders who can…

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3 ways to determine if your B2B customers are using social media

Since the start of the year, I’ve had about a dozen conversations with B2B clients and prospects about whether and how their customers are using social media. Marketers want to make sure they are spending their time (and money) where it will be most impactful, and they’re not always sure social media is worth the investment.  

If you’re still struggling with how your customers are using social media, try one of these approaches to inform your perspective a bit more:

1. Conduct an audit.

Taking inventory of conversations that are happening on social media can provide great insights into where customers are spending time and what they are talking about when they’re there. An audit can tell you what kind of content your customers react to best, which platforms are…

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CEO pay ratio: more than just an SEC disclosure

As part of the 2010 Dodd-Frank Act, Securities and Exchange Commission (SEC) regulations now require public companies to include a CEO pay ratio disclosure in their proxy statements (or in the Form 10-K for companies that do not file a proxy statement). The disclosure requirements include: the annual compensation of the CEO, the median annual compensation of all employees (excluding CEO), and the ratio between the two amounts. With the 2018 proxy season in full swing, this issue is gaining traction and attention with investors, employees, media, social media, etc.

In its recent CEO Pay Ratio Survey of 365 public companies, intelligence firm Equilar found that 356 participating companies plan to report a median CEO Pay Ratio of 140:1 in their 2018 proxy statements.…

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Will focus on gender diversity on the Board lead to gender parity?

Much more than an emerging trend, increasing diversity on Boards of Directors has become one of the most important corporate governance issues of the 2018 proxy season. Many investors are beginning to insist on diversity, especially gender diversity, and are willing to oppose Boards and companies that cling to the status quo.

At year-end 2017, women occupied 16.5 percent of Board seats at Russell 3000 companies, according to Equilar’s Gender Diversity Index. Essentially, one of every six Board members, or two of every 12 Board members, is a female. This is up from 15.1 percent a year earlier. Equilar estimates that women are on pace to achieve Board parity by 2048.

Equilar also reported that the number of Russell 3000 Boards with no women dropped from nearly 25…

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If your social media isn’t supporting your business goals, why do it?

Many organizations struggle to understand the value received from social media. When asked why, we often learn there’s no social media strategy in place and efforts are disjointed. A recent Buffer study found roughly 1 out of 2 businesses lack a documented social media strategy.

If you’re in this rudderless boat getting tossed around the rough waters of valuing social media, you need to take a hard look at your activities. Answering key questions can help you uncover improvement opportunities. For example:

  • Are your social media efforts built around a sound strategy?
  • Does your organization measure key metrics to gauge social media performance?

We created a 10-question survey to help you begin identifying areas of opportunity and growth. Complete this brief…

Continue Reading If your social media isn’t supporting your business goals, why do it?