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Posts tagged “social media”

What comes first: the budget or the plan?

Why a test fund should be in your 2019 budget request

It’s hard to believe 2019 budgeting and planning efforts are already underway. Unfortunately, the state of business today often means budgets are due before planning even starts. That can make it difficult to significantly change a marketing program from year to year because it’s hard to request a budget without knowing what you’re requesting a budget for.

How to combat that challenge? I’d advocate for building in a “test fund” for 2019, which will allow your team to try new things – say, an emerging social media platform or a new customer engagement technique – even if you haven’t fully scoped what those activities look like yet. That said, it might be easier for you to get a test fund approved if you have at…

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How to identify and vet social influencers for your brand – Part 2

It’s ok to say it out loud: influencers make brands nervous. In our previous post in this series, my colleague Megan McTighe discussed the importance of identifying and leveraging the right social media channel to reach potential customers, generate sales and field customer comments.

However, equally important is ensuring you also engage appropriate influencers.  The wrong influencer can create a media firestorm that will cost time and money, and bring on a bad headache.

It is vital to conduct a thorough vetting prior to beginning any influencer marketing campaign. This must extend beyond a quick check of primary social media accounts to a deep dive to identify red flags.

Here are five easy ways to vet social media influencers:

  1. Examine their social media…
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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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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…

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4 reasons brands should invest in paid social advertising

With news feed algorithms quickly changing across all social platforms, it’s unwise to rely solely on organic content to support your business objectives. Facebook’s prioritizing family and friend’s updates over business posts leads us to wonder how we can make sure our posts are both engaging and effective in reaching our target audiences.

Marketers can combat the challenges to organic social media marketing with a paid social advertising program. Paid social has become crucial for brands to maximize content to reach a larger target audience.

Here are four reasons organizations should invest in a paid social advertising program:

1. Cost effective solution

Marketers are sometimes wary of paid social because of the cost. However, in reality paid social is cost…

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