How To Respond When The Social Media World Gets Unpleasant

How To Respond When The Social Media World Gets Unpleasant

Most of you are fully aware by now that social media plays a significant role in building your authority as a thought leader and expert in your field. One of social media’s great advantages over traditional media is that you get to control your message to an extent you can’t when you’re being interviewed by a print journalist, a talk radio host or a TV show host. With social media, there is no media “gatekeeper” standing between you and your audience. That’s the good news! But, as wonderful as social media is for promoting your brand, it does present its own treacherous pitfalls. A particularly onerous drawback is that your social media followers can post responses to your posts that are, shall we say, less than ideal! That happened just this week to one of our clients when one of her Twitter followers suggested quite publicly and forcefully that she quit posting about one subject (business culture) and write about a different subject (blockchain) he cared about instead! (This is the polite version. I will refrain from injuring your ears with the sailor’s language he actually used.) It was, to say the least, quite an aggressive response to a fairly innocuous post. Luckily for all of us, there are lessons to be learned from how this situation played out. Jay York, our senior social media strategist who manages our client’s social media platforms, says there were a few options he considered. On behalf of the client, Jay could have directly challenged the person’s comment. He could have also tagged the blockchain community, who likely would have brought down their...
Baby Boomers Love Facebook – So You Should, Too

Baby Boomers Love Facebook – So You Should, Too

Did you log into Facebook today? Or did you find something else to do to occupy your time? Those questions may seem odd, but they don’t just come out of nowhere. I was intrigued this week to see a USA Today article that reported some people are spending less time on Facebook, whether it’s because they are weary of encountering arguments about politics or they just want more time in the real world. This immediately raised an additional question for me. If some of the Facebook audience is abandoning the site, should your marketing efforts abandon it as well? The short and emphatic answer is: No! Let me explain why. To begin with, even though some people spend less time on Facebook, one fact hasn’t changed for anyone who wants to promote their brand through social media: Facebook remains the No. 1 social media platform, with more than 2 billion people worldwide logging in monthly. That’s still a lot of potential eyes zeroing in on any content you share. And that’s why I still encourage you to make sure Facebook remains – or becomes – part of your marketing strategy. It’s important regardless of whom your audience is, but it’s especially important if you’re after baby boomers. Financial professionals, for example, want boomers as clients because boomers make up the age group that is already in or is nearing retirement; in other words, the people who are the primary users of financial-advising services. And where are you most likely to find those boomers, interacting with fellow boomers and generally running the place? That’s right. Facebook! (Younger people often aren’t...
Make Video An Integral Part Of Your 2018 Marketing

Make Video An Integral Part Of Your 2018 Marketing

As many of you know, I love brainstorming with my team to distill ideas and tips that not only can be useful in working on behalf of our clients, but also to share with you in the PR Insider. This week my creative team and I were in the middle of just such a session when Jay York, our senior social media strategist, intrigued me with his thoughts about current trends in video marketing. Let’s face it. With today’s technology, combined with the vast reach of social media, it’s easier than ever to create your own video segments that can become an integral part of your overall marketing strategy. You don’t even need a studio worthy of “Good Morning, America” or special effects that would make you the envy of George Lucas. In fact, the less formal the production is the better. And once you arrive at your finished product, you can put your video on Youtube, share it on other social media sites such as Facebook and Twitter, and post a link to it from your website. Frankly, you can get a lot of marketing mileage out of just one video – but you shouldn’t stop there because there are so many approaches you can take. You might create a series of short messages filled with insights into your area of expertise. You might want to show your company culture with glimpses of team-building outings for example. It can show you’re a fun company to work with, or that you’re philosophically aligned and share commonalities with potential clients. These can be deciding factors when choosing a company to...
How We Ended Up In The New York Times – And You Can, Too

How We Ended Up In The New York Times – And You Can, Too

When our team returned to work this week after taking a brief break for Thanksgiving, we learned we had something to celebrate. No post-holiday blahs for us! Instead, it was high fives all around! The exciting news that greeted us was that Jay York, our senior social media and marketing strategist, had been quoted extensively in a New York Times article headlined “Brands Heed Social Media. They’re Advised Not to Forget Word of Mouth.” Every day we work to get our clients just this sort of placement, but on occasion, when the moment is right, we practice what we preach and do the same for ourselves. And, as it turns out, there are lessons for you in how this opportunity came about for Jay and EMSI. To begin with, the New York Times reporter did not seek out Jay. Instead, she wanted to talk with one of our clients, who happened to have the expertise her article needed. This particular client had served as a source for the reporter before and she obviously liked working with him, so it didn’t surprise us when she asked to interview him once again. But we encountered one not-so-slight problem. When the client heard about the topic, he felt he didn’t have any creative thoughts to offer the reporter. So he declined the interview. For one brief terrifying moment, it looked like we would need to tell the New York Times reporter we had nothing for her! Then one of our print campaign managers, Miguel Casellas-Gil, had a marvelous idea! Since the topic related to social media and marketing, he asked Jay if...
How Social Media Defines Your Marketing Audience With Precision

How Social Media Defines Your Marketing Audience With Precision

When it comes to marketing your brand, the most critical factor is to know who your target audience is and then find the best way to reach out to them. As you look to 2018, and make plans to promote your product or services in the coming year, one thing to consider is just how effective social media can be in helping you accomplish that. In fact, it’s the most effective means available when it comes to drilling down to a specific audience that would be the perfect match for what you have to offer. That’s not to say that other media venues are ineffective. TV, radio and print each have their advantages and all are effective in their own ways. But when it comes to sorting through a vast audience to find the small sliver who are the best match for your products or services, social media is in a category all its own. Social platforms provide tools that allow you to target precise audience segments so you know you are reaching the exact potential customers or clients you want to reach. For example, let’s say you’re a financial professional and you’ve decided women are a new target audience you want to reach out to. Where do you start? Well, we know that half the U.S. population is female, but that doesn’t exactly narrow things down for you very much, does it? After all, a 20-year-old college student on the other side of the country isn’t likely what the typical financial advisor has in mind as a potential client. Enter social media. Those social media tools can help...
Why People Share On Social Media And Why That Matters To Brands

Why People Share On Social Media And Why That Matters To Brands

Every day people start their day by checking in on social media – and before too long the sharing of memes, posts, videos and cat pictures starts in earnest on Twitter, Facebook, Instagram and other platforms. What’s driving all that sharing? Lots of things, probably, but to boil it down to its essence, people share on social media because they come across something that appeals to them and they think it will appeal to like-minded people. They share because they like the feedback they get from sharing. And they share just because it’s fun. So what does that mean to you and why does it matter to your brand? After all, you’re looking for results! It all boils down to understanding how and why social media users behave the way they do. This information is valuable because if you understand the needs of your social media audience it will help you make decisions that influence those users to act in a way that benefits you or your brand. Let me share (there’s that word!) just a few key points about sharing on social media: They’re building their personal brand. Each time a user shares something on social media they are taking one more step in strengthening their personal brand. Yes, you may be surprised to hear that individuals have their own brands, but it’s true. Think about it, you may have some friends that focus on sharing pictures and updates about their fishing and boating hobby while others may focus on sharing humorous headlines, jokes, etc. While the former is presenting themselves as a fishing enthusiast, the latter is...