Mediaboss Marketing

Brands should not use platforms such as Facebook to broadcast their marketing message. Photograph: Graeme Robertson/Graeme Robertson

Anna Lawlor, journalist, content creator and co-director, Social i Media

Its not just about using new platforms and tools for the sake of it, I think its important to remember how crucial the old fashioned relationship and business communications are. Relationship capital...should be at the heart of any brands social media activity. Ultimately, social is about people. I wonder whether social technologies are increasingly separating us from this human touch whereas social technologies should be used as complementary/value-added facilitators.

Sam Haseltine, solution consultant, Adobe

Your marketable audience changes far less frequently than social platforms. Focus on them and where theyre at. Tumblr is by no means a new platform, but if thats where your audience are moving to, you should be there. But validate it first.

Anna Lawlor, journalist, content creator and co-director, Social i Media

I think too many marketers have simply shifted their traditional approaches onto the social media platform, which has made it too much of a broadcast mechanism. The more successful brands use social to actually talk with (ie engage) their social connections. This shows the extent to which social media marketing, as a business function, needs to mature.

Tim Grimes, social media manager, Defected Records

I think the rise [of ad-free services] has been a welcome wake-up call for a lot of marketers to rethink how us brands use social networks to reach customers. We need to take a step back from the relentless quest for followers, clicks, and mentions, and instead think about why brands got involved in social media in the first place.

Tom Goodwin, CEO and founder, Tomorrow Group

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10 tips for marketers using social media to increase user engagement

Forget about marketing, advertising, and social media for a minute.

For a while, just think about your business. What is the number one issue for your brand today? Whats the age-old problem that if you fixed would guarantee a promotion?

Social mediadata and digital analytics give us the opportunity to go beyond social media hype and get to the heart of virtually any business problem.

To prove this, Im going to Google business problems for brands, take the first four examples of universal businesschallenges that Googlesearch turnsup, then show how we can use social mediadata and insightsto solve them.

Business problem #1: Credibility

The firsthit is a piece on using surveys to identify credibility issues.

Surveys are fine, but they cant give you the level of detail and context that social data can, and they rely on peoples conscious self-reporting (which isnt always honest). The social data approach allows you to observe behavioral trends over time for more precise insights, it allows you to listen in on natural conversations as they progress on a variety of channels in a variety of communities.

And, most importantly, it allows you to address any issues in real-time within those same communities, which brings the closure to the topic and shows that the brand is listening. For example, if people are not happy about your policy, social allows you to directly address those users who feel that your brand lacks credibility with the announcement that youve changed your policy. A one-way survey now turns to an authentic two-way conversation. Just that open format alone will help build trust with your current and potential customers.

Here are some actions your brand can take to help address this business problem with social data:

Business problem #2: No one in the organization has an understanding of the brands consumer needs

Follow this link:
4 Ways Social Data Can Improve Your Business

HS 2013.50 Mcclain Social Marketing Video

By: Allissa Mcclain

Link:
HS 2013.50 Mcclain Social Marketing Video - Video

Social listening, the process of listening to online conversations to monitor possible or potential trends, is one of the most important tools a digital marketing professional should possess.

Its applicable to all stages of a marketing campaign and serves to measure both positive and negative effects of online conversations.

Social listening can help with message amplification (positive) and crisis-effect mitigation efforts (negative), says Jason Cruz, Social Products Director for MRM/McCann, during the recent lecture on Social Media 102 for the Certified Digital Marketer (CDM) Program.

If done right, it has the power to detect a potential PR crisis, even before it happens, adds Cruz.

Cruz says there are three aspects of social listening: mining, monitoring and measuring.

Mining is simply the act of actively searching for specific keywords and phrases online, for instance, iPhone 6.

Monitoring is actively watching online conversations, based on pre-determined keywords and phrases, to spot possible trends. Social monitoring scales up in accordance with the datafor instance, the frequency of a keywords appearance in online conversations, dictate certain action points.

Measuring is calculating for conversation statistics to predict the possible impact of the online conversations being monitored.

SocialMediaExaminer.com identifies some of the more popular metrics below.

See original here:
Social listening 101

Newsroom: Social Marketing
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By: Beautynews

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Newsroom: Social Marketing - Video