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Category Archive: Twitter

  1. What Will Twitter’s “Moments” Update Mean for Content Marketing?

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    When it comes to social media platforms, Twitter has always been a competitor, but has never been the best or first at anything. Facebook commands more than three times as many users and has a far more robust system for business advertising. LinkedIn caters to a very specific demographic and offers just the right tools for those users to communicate and network effectively. Snapchat introduced a new, more private way of communicating. And Twitter, while still handling more than 300 million monthly active users and offering unique, well-designed communication functionality, hasn’t done anything to stand out in the past few years—until now.

    With its new “Moments” system, debuting within the next year, Twitter could change the landscape of journalism—and content marketing—as we know it.

    Moments aka Project Lightning

    articleimage1274 Moments aka Project Lightning

    For several months now, Twitter has been talking about a mysterious “Project Lightning” that has been consuming most of the company’s time. Only last month did the company start doling out bits of information about the project, including its intentions and its scope. According to former CEO Dick Costolo, Project Lightning is a new way to see and use tweets, and will serve as an event-centric aggregated content platform. So what, exactly does that mean?

    The details we have now are few and far between, but the intentions of Project Lightning (now known to be called Moments upon its debut) are quite clear. The algorithm will scour the maze of tweets and live updates from its users, from short messages to photos to real-time video from Twitter’s recent acquisition, Periscope. With this information, the program will be able to identify when a crucial event is taking place—it could be anything from a major professional sports title to some newsworthy military deployment. Twitter will gather up the most relevant tweets, pictures, and information, and aggregate them in a separate area of the app. This area would be accessible from any time in the app as an icon in the home row.

    Theoretically, Twitter would create entire dedicated experiences for its users based on events as they unfold in real time. It’s a new way of connecting users together and a new way of storytelling—rather than relying on a single journalist’s delayed account of a major news event, people will be able to see that event occur in real time, gathering their own details and forming their own perspectives.

    All this seems interesting, especially if you’re the type of person who likes to follow along with events as closely as possible, but how is this going to affect the content marketing world?

    Automation of Storytelling

    articleimage1274 Automation of Storytelling
    The first major consideration is that this is almost a form of robotic journalism, which is already starting to shape the journalistic community. In fact, chances are pretty good that you’ve already read an article that was written by a machine’s algorithm, and you didn’t even realize it. Algorithms are becoming so sophisticated that they can pull basic information from online sources and compile it in a generated article that is both accurate and semantically sensible.

    Twitter’s “Moments” project seems like a different shade of this automated journalism. Rather than pulling raw information then compiling it into a readable article, it’s going to take user-generated information and compile it in a way that makes sense to an individual user.

    Either way, this cuts out the need for writers, content marketers, and storytellers as an intermediary—at least when it comes to current events. Eventually, these same kind of algorithms may be able to write other, more sophisticated articles and craft other, more sophisticated experiences—meaning no content will need to be created except by users themselves.

    Immediate Information

    articleimage1274 Immediate Information

    This deployment could also increase user demand for more immediate, onsite information. Already, users are accustomed to learning about events mere moments after they happen. With Twitter’s technology, they’ll be learning about them exactly as they happen. This, in turn, will force a change in the content marketing industry. It will no longer be acceptable to publish an article about an event a week after it’s happened, or even a day after it’s happened. Everything will ratchet up in terms of immediacy to keep users happy.

    The Short-Term Impact

    articleimage1274 The Short-Term

    As “Moments” begins to roll out, I doubt it will have much of an effect on content marketing in general. People will see it as a nice add-on for their social media experience, but ultimately, they’ll still consume other forms of content in much the same way that they used to. For the most part, “Moments” will only affect the consumption of current and live events, which few businesses focus on as part of their strategy.

    The Long-Term Impact

    articleimage1274 The Long-Term

    “Moments” is only the most recent step in a long and complicated journey to full content and storytelling automation, as a contemporary of the robotic algorithms responsible for generating journalistic articles. It’s only a matter of time before this technology expands, in terms of sophistication, areas of expertise, and the number of platforms able to use it. When it hits that critical expansion point, typical forms of content generation will no longer be effective, and most content marketing strategies will begin to collapse.

    Because this progression is unpredictable, yet far off, there’s no current need for concern. In the next few decades, we may see the demise of content marketing at the hands of an application similar to “Moments,” but “Moments” itself poses no immediate threat. For the foreseeable future, or at least for the next decade or so, conventional forms of content marketing will continue to be the cost-effective, practical brand building strategy it has been for the last several years.

  2. How to Use Twitter Lists to Your Advantage in Marketing

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    articleimage1112 How to Use Twitter Lists to Your Advantage in Marke

    Twitter is one of the most popular social media platforms around today, and it’s also one of the most useful for marketers. While the platform doesn’t boast quite as many users as its close competitor Facebook, it does offer a variety of functions and tools that make it naturally more advantageous for certain marketing strategies. However, in order to take full advantage of this platform, you must commit yourself to more than just occasional posts and check-ins.

    Twitter lists are one of the most valuable functions you’ll find in the platform, and they can be used in several different ways.

    Creating and Managing Lists

    articleimage1112 Creating and Managing Lists

    First, you must understand how to create and manage lists within the Twitter platform. Don’t worry; it’s ridiculously simple. Log into your profile—if you’re on the desktop browser version, click on your profile image in the upper-right corner and click on “Lists.” If you’re on mobile, hit the gear icon and click “Lists” from there.

    Here, you’ll be able to see all the lists you’re subscribed to and all the lists you’re a member of. For now, we’ll just focus on the ones you’re subscribed to. These include all the lists you’ve personally created as well as lists that you’ve subscribed to that other Twitter users have created. Both can be useful.

    To create a new list, click the “Create new list” button and name and describe your list. You’ll also want to be sure to check either “public” or “private.” Public lists can be viewed by anyone, while private lists can only be viewed by you. The intention of your list should dictate your decision here. Once created, you’ll be able to add individual users to your lists by visiting an individual’s profile, clicking on the gear, and selecting “Add or remove from lists.” You can also manage your lists directly from the Lists menu.

    Once your list is fleshed out, you’ll be able to see a specialized news feed for each list, based solely on posts from the users you selected to be in that list. There are a number of different reasons to do this.

    Lists as a News and Discovery Tool

    articleimage1112 Lists as a News and Discovery Tool

    One of the most obvious uses for Twitter lists is consolidating information on a given subject. For example, if you wanted to read domestic news headlines every morning, you could create a list that includes the Twitter accounts of news publishers like CNN, MSNBC, and Fox News. For businesses, this is especially useful for industry news. Cherry-pick the most reliable or most active authorities within your own industry, and confine them to a particular list, so that any time you want the latest updates on that industry, it’s only a click away.

    Lists as a Competitive Research Tool

    This is a handy strategy for those in a tightly competitive market. Create a list of any direct or peripheral competitors you want to keep tabs on and confine them to their own list—for this one, it’s usually better if you keep it private. Here, you’ll be able to get a glimpse of what your competitors are up to, both in terms of any company news they announce and in terms of the types of content and promotions they give to their followers. See what strategies they use that are the most useful, and learn from that impact to tailor your own strategies.

    Lists as a Buyer Persona Profiler

    articleimage1112 Lists as a Buyer Persona Profiler

    Hopefully, you already have an idea of what type of people comprise your target audience. If you’ve developed an “average” buyer profile, sometimes called a buyer persona, even better. If you haven’t, now’s the time to develop one. Use this buyer persona as a template to add real people to a list you create—and be sure to keep it private. For example, if your buyer persona is a middle-aged woman, start looking for individual middle-aged women, and add as many of them as you can to this list. Then, you’ll be able to pop in at a moment’s notice and monitor any social trends that develop within that demographic. This is especially useful if you have multiple demographics to watch.

    Lists as a Resource for Your Followers

    articleimage1112 Lists as a Resource for Your Followers

    The first three list functions I describe in this article are mostly for private use, but public lists can be just as valuable. Instead of focusing on what would be the most valuable to you, focus on what would be the most valuable to your followers—what type of resources would they find helpful? What type of newsfeeds would they want to read through? Offering a selection of valuable public lists can make your followers appreciate you more and grow to see you as a greater authority.

    Lists as a Way to Increase Your Following

    There are two ways that lists can actively help you increase your following. First, you can add people to your public lists as a way to appeal to them—when you add an individual to a public list, they’ll get a notification, and they’ll be likely to follow you as a result. Second, you can use lists to aggregate types of organizations whose followings you’d like to emulate. From there, you can monitor their follower lists and use them to build your own.

    No matter how you choose to use lists in your own business, they can be invaluable resources for gathering information and building your own authority. Use them consistently and tap them for everything they’re worth.

  3. Why Google and Twitter Are Joining Forces

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    Google and Twitter recently closed a deal that will allow Google to include the body content of tweets in its search results. Previously, Google was able to crawl Twitter’s site for indexable information, but as a result of this partnership, this information will be immediately available to Google.

    While the details of the plan are still under wraps, I expect that once live, this will mean we’ll see live and current tweets embedded near the top of search results for relevant queries. For example, if news of some major announcement breaks, anyone searching for information on that announcement will see real-time tweets from influential Twitter users in line with other, more conventional news search results.

    This isn’t the first time Twitter’s material was made available to the search engine giant; in fact, there was a very similar partnership in place between 2009 and 2011. Twitter allowed the deal to lapse, rather than renewing it, in an effort to gain a tighter control over its own content. This new deal isn’t expected to go live until later on in the first half of 2015, but the partnership is significant for Google, Twitter, and the marketing world as a whole.

    How Google Benefits

    articleimage1011 How Google Benefits

    Google’s motivation is relatively simple. The company has always strived to give users the best, latest, and most accurate results for searches, and lately, they’ve been obsessed with integrating with other companies and services in order to give their users the best possible online experience. Integrating live tweets into search results would mean that users get more, better, more immediate information than they have before. For regular Twitter users, it also cuts out a step—users can get traditional information about a new event while simultaneously scanning for how that event is affecting the public. It also gives Google even more clout in the search world—the more partnerships it forms, the stronger it becomes.

    How Twitter Benefits

    articleimage1011 How Twitter Benefits

    The deal will also be beneficial for Twitter, though the social media platform will face some additional challenges as a result. Obviously, getting exposure in Google’s search engine is a good thing—that’s the entire reason why SEO exists. Users not currently on Twitter performing routine searches will get exposure to the brand and may be prompted to spend more time on the platform.

    However, there are a few potential wrinkles to this setup. While users will see individual tweets, there’s no guarantee they’ll actually sign up as a user or use Twitter more. In fact, if users can see tweets just by searching for a given topic in Google, they may actually be less likely to use the platform. Since most of Twitter’s revenue comes from advertising, if the majority of users rely on tweets from Google search, they may lose out on some significant revenue.

    Why This Partnership Is Important for Marketers

    articleimage1011 Why This Partnership Is Important for Marketers

    Google and Twitter each have their motivations and goals for this partnership, but what really matters about this deal is how it’s going to affect you. Since tweets will now be included in major Google searches, marketers will have to adapt their strategies to stay current with their audiences.

    Real-Time Updates Will Become More Important

    First, tweeting in real-time is going to become far more important. Concerning matters of breaking news or recent announcements, you’ll no longer have to write a press release or significant content in order to get recognized by searchers. Something as simple as a hashtag or a brief mention on a tweet, if timed correctly, could get your brand in front of hundreds, if not thousands of searches. The companies who spend the most time reading the news and staying actively involved with current events will stand to benefit most from this new partnership.

    Mistakes Will Be Less Tolerated

    There’s also a flip side to this increased visibility. It means your errors will hit the spotlight faster, and they’ll be harder to make up for if they end up going live. Countless companies, including major brands, have tweeted unintentionally offensive material or poorly worded entries that damage their overall reputation. Even when confined to Twitter, these types of mistakes were devastating. Now that they’re going to reach an even wider audience on Google, smart brands will take the extra time to proofread everything that reaches the public eye.

    SEO and Social Marketing Will Be Closer Than Ever

    Social media marketing and SEO have been closely related for some time now, and this partnership is only going to increase the power of that connection. The actions you take on social media, particularly Twitter, will give you a much greater chance at showing up in searches—and you might even get a boost in domain authority by proxy.

    This partnership alone may not prove to be a revolutionary game-changer in the world of SEO or social media; companies will still need to put up a serious effort on both fronts, prioritizing user experience and accurate, valuable information like they always have. But this partnership will likely pave the way for others in the increasingly interconnected world of Internet and social companies; already, Google has made partnerships with companies like Uber and OpenTable to bring these services closer to the public and improve its own capabilities. This tight interconnectedness will only grow in the coming years, so marketers would be wise to pay attention to popular apps and platforms and get involved with as many of them as possible for greater visibility.

  4. 7 Hacks to Get More Shares on Social Media

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    Building a strong social media presence can improve your brand awareness, increase traffic to your site, and eventually result in far more paying customers for your business. While there are many factors that play a role in determining the success of your social media strategy, none are as important as getting social shares.

    Getting your content and posts shared accomplishes many goals simultaneously. First, getting shared is an indication that you’re producing compelling content, giving you a positive feedback loop. Second, when your content is shared, more, newer people are able to see your content, which leads to greater following numbers and greater traffic. Finally, getting shared often is a social signal that tells Google you are an authoritative brand, which helps your site rank higher in search results.

    Obviously, getting lots of shares is the key to establishing a great social media presence, but it’s not always easy. Try using these seven hacks to get more shares from your social posts:

    1. Release New Information.

    articleimage1002 Release New Information

    Posting information that’s never been seen before tends to get far more shares than regurgitated or repurposed content. Originality goes a long way here; one of the best ways to accomplish this is to do your own original research within your industry and post your findings on social media. If you don’t have the time or resources to perform original research regularly, you can capitalize on a new product, new service, or new offer from your company. As long as your audience hasn’t ever seen it before, you’ll retain the higher chance of attracting shares.

    2. Ground Your Post With a Visual.

    articleimage1002 Ground Your Post With a Visual

    Written content can get shares, but visuals attract far more. Images and videos naturally draw social users’ eyes and make them more willing to share that content on their own profiles. Consider using a video as a platform for your content, or an infographic that summarizes your latest findings. Even if you’re just linking to a written onsite article, posting a related image in your syndication schedule will increase the total number of shares your content will receive. If you can’t afford to have a new image with every post, save your images for your most impactful pieces of content.

    3. Crack a Joke.

    People love to laugh, and humor is contagious. When someone encounters a piece of content online that makes them laugh, or even crack a smile, they’ll want to share that content with their friends to make them smile the same way. While posting one-liners all day won’t do much for the authority of your brand, associating your otherwise authoritative content with a quick punchline or a wry aside can help propel it to get more shares. Also, don’t waste time recycling some other joke you found online. Come up with something unique to your story for maximum impact.

    4. Capitalize on News and Trends.

    articleimage1002 Capitalize on News and Trends

    Novelty is valuable in the social sphere. People check their news feeds when they want to stay up-to-date, and if you give them information they didn’t already know or post something related to a trending topic, you’ll be far more likely to catch their attention. Post opinion pieces on recent industry news, or capitalize on trending topics and hashtags with your own original material. Showing that you’re up-to-the-minute with the latest information will showcase your brand as an authority, but more importantly, it will inspire people to share your material.

    5. Incentivize the Share.

    You must be careful with this strategy because it’s easy to appear like you’re simply pandering for shares or using gimmicks to improve your social standing. However, incentivizing shares with contests or special offers can be a valuable way to get your content circulating. For example, you could host a free giveaway to one randomly selected user from a pool of people who have recently shared your content. On a smaller scale, you could even make a post along the lines of “share this post if you agree that…”, which prompts certain segments of your audience to share your original post. In a sense, you’ll be asking for shares directly, but you’d be surprised how many people are willing to indulge you.

    6. Lead in with Teasing Copy.

    While visuals are important, the copy you use to lead into your post is also very important in cultivating social shares. With this strategy, it’s important to tease your audience. Give them a taste of what’s on the other side of your link, but don’t give away all the details. You probably see tons of shared posts on your personal news feed with phrases like “you won’t believe what happens next” following a basic premise. While such headlines are known as “click bait” and are generally frowned upon, the teasing technique they use in their copy is a well-established standard for attracting more shares.

    7. Share Others’ Content.

    The social media world is typically governed by rules of reciprocity, especially among leading influencers. As a general best practice, your brand should be regularly sharing content from other influencers and leaders in your industry. It’s good for both of your reputations. Since you’ll be doing favors for others, they’ll be far more likely to do favors for you. In effect, the more content posted by others you share, the more likely your content will be shared by them in turn.

    Social media is a constant experiment. You’ll never be able to accurately predict exactly how one of your posts will perform until you actually publish it, but you can gather information about your previous posts and make assumptions accordingly. Work to continuously refine your social content strategy, and revisit the tactics you’ve found to be previously successful.

  5. 7 Rules of Community Building in Social Media

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    Successful social campaigns are about more than just getting online and posting information. While social media platforms often make for great content syndication channels, your primary goal should be building a community. Only through community building will you be able to develop a wider reach for your brand, stronger loyalty among your customers, and a better medium of communication between you and your followers.

    Unfortunately, building a community takes time and a significant amount of effort. To make things worse, there are few reliable protocols for community building since each industry is different and your audience may behave in unpredictable ways.

    Still, there are seven tested rules for community building that you must follow in order to effectively facilitate the growth of a social community:

    1. Remain Active and Consistent.

    articleimage1001 Remain Active and Consistent

    The first rule is also the most important. While building your online community, you’re going to need to remain both active and consistent, indefinitely. That means logging in to each of your social profiles multiple times per day, every day, and posting at least a few times a day as well. Without that level of active consistency, people will have no reason to check your page for updates. It’s also important to remain consistent in the types of material you post. That means writing in a consistent brand voice, posting consistently high-quality material, and generally keeping your subjects and content to a specific theme.

    2. Don’t Just Sell.

    articleimage1001Don’t Just Sell

    When you first establish a social media presence for your company, it might be tempting to push your products or services. After all, if you have 100 followers and you post an ad for your latest product, you could get 5 of those followers to buy one. Unfortunately, while these types of sales tactics might have a short-term return, their effects on your long-term social community are devastating. Followers are turned off by companies who are only interested in pitching their products. Instead, focus on bringing value to your users and engaging in sincere, personal conversations. Show off your personality and show that you’re more than just a faceless corporation interested in sales.

    3. Respond to Everyone.

    Anyone who goes out of their way to engage your brand deserves to be recognized in some way. Any time you see someone share or comment on a piece of content you posted, and any time you see someone message you, respond to them, publicly wherever possible. This will show that you appreciate interaction, and will encourage more people to interact with your brand directly. Even if these comments are negative, don’t cover them up; instead, address them with patient understanding. This approach will make your brand seem more valuable to new customers and may salvage an otherwise damaged relationship.

    4. Engage With Influencers.

    Influencers are the only shortcuts in the world of social community building. By definition, influencers are social media users who are seen as highly authoritative in a specific industry, and as a result, they tend to have large followings. Reaching out to influencers in your industry can open the door to new segments of your audience and accelerate the impact of your posts. For example, merely mentioning an influencer in conversation might spark them to share a piece of your content, which could get thousands of new eyes on your brand and your material. Use as many influencers as you can, especially at the beginning of your growth. Eventually, you’ll become one in your own right.

    5. Use Trending Topics.

    Staying topical is a good strategy no matter which social media platforms you use. Experiment with social listening software or simply keep active tabs on your news feed to find out what people are talking about and what they’re most interested in reading. Once you have that information, the next step is obvious—use it! If you have time to write articles around the new trends, feel free to, but don’t be afraid to simply mention them in short social posts. It shows you pay attention to the world around you and gets you much more visibility for your brand.

    6. Start Conversations.

    articleimage1001Start Conversations

    Communities aren’t one-directional. In order to be successful, your audience members must feel comfortable to engage with one another as much as they are engaging with your brand. The best way to facilitate this type of atmosphere is to start conversations. Get your users to talk to each other however you can. Typically, the best ways to do this are through controversial subjects (which tend to elicit strong opinions) or topical matters (which attract a lot of attention). Keep these conversations going by getting involved yourself.

    7. Encourage Shares and Participation.

    In order to keep your community going, you’ll need to attract more and more followers to your brand. The best way to do this is to get your existing followers to do the work for you. Every time one of your followers shares a piece of content, your brand gets exposed to several dozen new people. Therefore, the more shares and page participations you can encourage from your existing fan base, the greater your potential impact on new customers will be. Write shareable content, share viral material, and host contests to encourage more of these actions.

    Put these rules into practice for your ongoing social media strategy immediately. Building a community takes time, so the sooner you’re able to build momentum, the sooner you’ll be able to start reaping the benefits.

  6. Facebook, Twitter, and LinkedIn: Which Drives The Most Traffic?

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    There are dozens of popular social media platforms out there, each with its own advantages, disadvantages, and unique niche audience. Choosing which platforms to include in your social media strategy can be problematic, especially for business owners new to the world of digital marketing. Most business owners choose to go with at least one of, if not all of the “big three” platforms in the social media world—Facebook, Twitter, and LinkedIn, but understanding which one of those drives the most traffic can help you better allocate and manage your time when it comes to posting and engaging your audience.

    Clearly, Facebook, Twitter, and LinkedIn all have sizable audiences and easy management platforms, but which one is going to be the most effective for your business?

    Facebook

    articleimage759facebook

    Facebook is the most popular social media platform in the world, and it’s usually the go-to choice for business owners just getting started in social media marketing. However, its demographic mix and primary function make it a secondary choice for most businesses.

    Total Potential Traffic

    Facebook has more than 1.2 billion active monthly users, which is an impressive number, making it any business owner’s first choice in terms of total market potential. However, just because there are 1.2 billion users doesn’t mean you’ll be able to reach that many individuals.

    Demographic Mix

    Just about everyone uses Facebook, so finding the perfect demographic for your product shouldn’t be a problem. The large pool of users makes it so even niche audiences have decent representation on the platform. It may be hard to track down those specific users (unless you’re using Facebook’s advertising platform, which we’ll touch on later), so don’t necessarily count on those niche demographic opportunities.

    Engagement Opportunities

    Facebook allows you to broadcast to everyone who likes or follows your page, but getting people to like and follow your page can be difficult. Unless you direct a sizable pool of existing customers to your Facebook profile or use an ad campaign to direct traffic immediately, building up your initial audience can be extremely difficult. Even then, Facebook’s complex news feed algorithm make it so you can’t guarantee the visibility of your posts—unless of course, you resort to “boosting” them with paid advertising.

    Advertising Options

    Facebook’s ad platform is very effective, and relatively inexpensive. Whether you’re attracting new likes or directing traffic to your main site, the options are all very affordable, and the analytics platform helps you determine exactly how effective your strategy was. You can also filter out exactly the type of people you want to see your ad—down to age, gender, geographic location, and interests.

    The Bottom Line

    Facebook has a huge potential audience, bigger than any other platform, but it’s hard to get the interest of that potential audience unless you use paid advertising as a boost. If you’re looking for sheer numbers and can afford to complement your strategy with ads, Facebook is a good choice. If you’re looking to build an audience for free, the other two will probably yield more traffic.

    Twitter

    articleimage759twitter

    Twitter, like Facebook, boosts a large audience, and while the demographic limitations are somewhat restrictive, Twitter has far more options for business owners looking to build an audience organically.

    Total Potential Traffic

    Twitter has about 284 million monthly active users, which pales in comparison to Facebook’s 1.2 billion, but is still a sizable crowd.

    Demographic Mix

    Twitter users tend to be younger than Facebook users (though there are exceptions to every rule). However, Twitter users also tend to be more talkative than their Facebook counterparts, making them easier to engage with under some circumstances.

    Engagement Opportunities

    Engagement potential on Twitter is the platform’s greatest strength. First, Twitter users are all public, so it’s much easier to track down and engage with new potential followers than it is on Facebook. Second, Twitter posts are short and news feeds are constantly updated, so you can get away with posting much more material than you could at Facebook, with virtually no risk of annoying your user base. Finally, open public conversations make it easier to build relationships with individuals while simultaneously improving your reputation to new potential followers.

    Because of these reasons, it’s relatively simple—though time-consuming—to build an audience organically and from scratch on Twitter.

    Advertising Options

    Like Facebook, Twitter has an advertising platform. However, you might find that your advertising dollars don’t go as far on Twitter as they do on Facebook. The total potential audience is narrower, and the analytics platform isn’t quite as insightful.

    The Bottom Line

    Twitter is an incredibly valuable platform for the business owner who wants to build an audience without resorting to paid advertising. While it doesn’t bolster quite as much total potential traffic as Facebook, the means to getting relevant traffic are simpler due to Twitter’s public and fast-paced interface.

    LinkedIn

    articleimage759linkdin

    LinkedIn is generally geared toward professionals, using resumes instead of personal profiles to showcase candidates. It’s a perfect opportunity for service-based and B2B companies to hunt down the perfect leads, though some business owners might find the total traffic potential lacking.

    Total Potential Traffic

    LinkedIn bolsters about 300 million monthly active users, slightly more than Twitter, but these users tend to use the platform more sparingly than their Facebook or Twitter counterparts.

    Demographic Mix

    LinkedIn is almost exclusively used by people trying to advance their careers in one way or another. LinkedIn demographics tend to be older and more professional, and the resume-like nature of profiles tends to limit insights on personal interests. This makes the platform ideal for businesses searching for specific professionals as potential leads, but nearly useless for other businesses.

    Engagement Opportunities

    LinkedIn has more engagement opportunities than Facebook; it’s hard to get much attention from updating your company page, but if you start or regularly participate in a Group, you should be able to build a reputation for yourself and generate a moderate following. Be prepared for more in-depth one-on-one conversations than the typical broadcast-based communications of the other platforms.

    Advertising Options                           

    LinkedIn does offer an advertising service, similar to Facebook, though nowhere near as comprehensive. This may be an option for B2B companies looking to rapidly accelerate their growth, but free engagements in LinkedIn Groups are generally a better use of your time.

    The Bottom Line

    LinkedIn has a respectable total audience, but you’re only going to benefit from that audience if you’re looking for specific individual professionals as potential leads. LinkedIn doesn’t have the broadcast power that Facebook or Twitter does, but you can make great impressions by taking advantage of their Groups pages (either by starting a Group or joining one that already exists).

    If you’re looking to dramatically increase your brand visibility online and get the most for your money when it comes to social SEO benefits, your best bet is to claim a presence on all of the “big three” platforms. They’re free to claim and easy to update, so you might as well nab all three as early as possible and update them on a regular basis.

    However, the platform you spend the most time on is going to be up to your ultimate goals as well as the composition of your business.

  7. 20 Twitter Hacks to Improve Clicks

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    Twitter has become one of the most popular social media networks, and as a result, it’s become one of the best platforms for online marketers to build and engage a loyal audience. The fundamentals of a good social strategy, such as keeping a consistent brand voice and rewarding your users for being loyal, all apply here, but Twitter also has a number of secrets that can take your strategy to the next level.

    Try out some or all of these Twitter hacks to improve your click through rates and better engage your following:

    1. Include an image.

    articleimage634 Include an image

    Simply including an image is sometimes enough to generate a click through, especially if the image catches a reader’s eye. Such images stand out in an otherwise cluttered newsfeed, making your tweet seem more attractive and drawing users into taking action.

    2. Use a period at the beginning of a handle.

    This is a simple hack that many new Twitter users don’t realize exists. When you use someone’shandle at the beginning of a tweet, only you and that user’s shared followers will be able to see the tweet. If you simply put a period (or some other punctuation) before the @, you’ll make a tweet public, greatly increasing the number of people who see it and thus increasing the click potential.

    3. Use multiple references in tweets.

    This strategy relies on the communal nature of social media. When a user is mentioned in a tweet, they’ll be more likely to retweet it. If you have room to mention multiple relevant users, go ahead and mention them—for each user you mention, you’ll increase the retweet rate of your tweet, and therefore, the number of views and clicks.

    4. Tweet between 9am and 3pm.

    These are peak usage hours for Twitter. You can definitely pick up some views and clicks after 3pm or in the wee hours of the morning, but if you’re trying to maximize your click potential, save your most important tweets for this time period.

    5. Tweet Monday through Thursday.

    On Fridays, people are trying to wrap things up and start enjoying the weekend. On weekends, they’re busy enjoying life. Keep most of your tweets centered around the early part of the workweek to maximize visibility and total clicks.

    6. Use hashtags wisely.

    articleimage634 Use hashtags wisely

    Hashtags can be a great way to increase the visibility of your tweet—especially if you’ve invented your own hashtag, or if you’re jumping on to a trending topic. But don’t overuse or inappropriately use hashtags—if you do, the messages of your tweets will be lost, and your users might tune you out as spam.

    7. Jump on existing conversations.

    People are far more likely to click a link they think is specifically meant for them than a link that’s tweeted to the masses. Jumping into a conversation in progress with a relevant link to add value to the conversation can greatly increase the chances of that user and that user’s audience clicking through.

    8. Schedule tweets in advance, and spread out.

    Take advantage of a tweet scheduling service like the one at HootSuite. Using these tools, you can schedule your tweets in advance, and spread them out over the course of the day. Clumping all your tweets together in one burst is inefficient, and can decrease both your visibility and click rates.

    9. Embed tweets in your website.

    If you’re looking to get a little more juice out of a particularly effective tweet, try embedding it in your website. Your web visitors will get to see it regardless of their following preferences, and you’ll get more chances to earn clicks.

    10. Pin an important tweet up top.

    Newsfeeds can get messy, and any tweet will eventually get buried under the influence of thousands of new messages. If you want to keep an important tweet top of mind for your users, use the pin function to pin it to the top of your timeline.

    11. Sandwich your link in text.

    Tweeting just a link can negatively influence your click rates, so frame your links in a body of text. Make sure to contextualize your link by explaining what users can get out of it if they click it.

    12. Stay well below the character limit.

    Twitter’s official character limit is 160 per tweet, and many companies push it to that limit. However, shorter tweets have two benefits; first, they stand out more on a person’s timeline, and second, they leave room for users to mention you or add a comment should they choose to retweet you.

    13. Use persuasive language and strong keywords.

    This strategy brings copywriting and SEO skills to the table. When framing your link with text, make every word in your message count. Use compelling, specific language that engages people, and capitalize on keywords that people might want to search for.

    14. Merge Twitter with your other social profiles.

    This is a simple strategy to broaden your social reach. Connect Twitter with Facebook, LinkedIn, and your other social networks to syndicate your links further and gain more total views.

    15. Use indicators like “RT” and “via” to borrow authority.

    This is especially useful if you’re featuring a guest blogger. Using the short phrases “RT” or “via” combined with a person’s Twitter handle makes your tweet appear more authoritative, and will entice more users to click.

    16. Ask for clicks directly.

    Don’t write the exact phrase “please click this link,” but do use instructive language to encourage more users to click your links. For example, you could start out your tweet with a phrase like “check this out” or “You’ve got to see this.”

    17. Leverage the power of influencers.

    Don’t underestimate the power of shared authority. If you really want to ramp up the number of clicks you can get with a single tweet, try asking an influencer to retweet it for you. You could potentially get hundreds of thousands of more eyes on your link, and thousands of extra clicks proportionally.

    18. Experiment with promoted tweets.

    You don’t have to use Twitter’s paid advertising platform to get the benefits of a social strategy, but promoted tweets can help some businesses get a little extra fuel. If you need extra clicks, consider pursuing it as an experiment. Measure your results and determine whether the ROI was worth it—Twitter has some excellent metric reporting.

    19. Get more followers.

    articleimage634Get more followers

    If you want more clicks, one of the easiest ways to get it is to earn more followers. You can do this by promoting your account on peripheral marketing materials (like your website, ads, brochures, etc.), honing your content marketing strategy, or simply reaching out to new potential followers directly.

    20. Read your data.

    The best way to improve your click through rates over time is to read and interpret your data. Use Twitter to see what kind of links and messages earn the most favorites and retweets. Use Google Analytics to determine which links bring the most new visitors to your site. Learn from the data, and adjust your strategy accordingly.

    Your Twitter followers still need traditional nurturing with great content, brand familiarity, and consistency, but these extra hacks can mean the difference between a tweet that opens a floodgate of traffic to your site, and one that falls to the bottom of a news feed. Put them to good use, measure your results, and continue to refine your campaign as you get to know your audience and the scope of your competitive landscape.

  8. Building an Effective Social Strategy for E-Commerce Sites

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    Social media is your brand’s best friend. When done correctly and consistently, social media engagement can improve your brand’s reputation, drive new traffic to your site, and encourage the rapid spread of your content and promotions; for an e-commerce site, it’s a dream come true. E-commerce sites, especially those that operate exclusively online, rely on the power of people in numbers, and social media can make those numbers a reality.

    Traditional social media strategies are effective for most businesses, but e-commerce sites require something more. In this article, I’ll speak to the differentiating factors that make e-commerce sites unique, and how e-commerce entrepreneurs can build a near-perfect strategy.

    Why E-Commerce Sites Are Different

    articleimage607Why E-Commerce Sites Are Different

    All businesses rely on revenue, and that revenue comes from successful conversions. For B2B companies, a successful conversion usually means a customer filling out a form with their personal information, which only constitutes the first step of the sales process. For e-commerce platforms, the sales process is immediate; users are instantly confronted with a choice in products, with the instant ability to purchase them. That immediacy demands a different social approach: one focused on fast inspiration rather than gradual relationship building.

    E-commerce platforms are also more competitive on the social front. Typical businesses can use qualitative measurements of their services to justify a higher price or slower turnaround time, but most e-commerce platforms sell items that can be compared, apples-to-apples, to other nearly identical products. Audiences are therefore more discriminating, and in order to capture a customer’s interest or loyalty, you’ll need to prove your business’s superiority objectively.

    Step One: Choosing Your Platforms

    articleimage607Choosing Your Platforms

    Before you get started with a social campaign, you’ll need to choose the right mediums for your messages. The big three social platforms still remain as Facebook, Twitter, and LinkedIn, but let’s take a look at which are the most valuable for e-commerce sites specifically.

    Facebook is a solid platform. It offers a wide reach to a wide variety of consumers, and easy means of sharing content with friends and family members. If you’re going to be posting lots of promotional offers with the propensity to be shared virally, Facebook is a must. Plus, Facebook’s easy-to-use advertising platform could give you the boost you need to win more loyal fans.

    Twitter is great for e-commerce platforms, and for two main reasons. First, Twitter is a fast-paced platform, forcing concise messages and near-immediate responses. Considering e-commerce platforms rely on immediacy and fast decisions, Twitter makes for a perfectly appropriate medium.

    LinkedIn, on the other hand, is not as appropriate in most cases. Unless you have a highly targeted demographic that requires one-on-one professional networking to build interest, LinkedIn is not worth your time as an e-commerce social platform.

    There are several other platforms available, of course, but your choices beyond the big three are largely dependent on the types of products you’re selling. For example, if many of your products have a visual element or are geared toward women, Pinterest would be another effective platform.

    Step Two: Building Your Voice

    articleimage607 Building Your Voice

    Once you’ve selected a range of different social media platforms to use, you’ll need to start perfecting your brand’s social voice. You want this voice to be in line with your brand standards and consistent across all platforms, to ensure a familiar, comfortable experience for your users no matter what platform they choose to engage you on. For example, a user accustomed to engaging with your brand on Facebook should receive a similar experience on Twitter.

    Many of your brand voice’s qualities will depend on the nature of your brand. For example, is your brand more sophisticated or more relatable? More energetic or more laid-back?

    Once you establish a base for your voice, ensure its appropriateness for social media by adding a few degrees of personality and casualness—people like to engage with people, so making your brand seem more like a person is always a good idea.

    Step Three: Creating Your Offers

    Nothing drives social media traffic for e-commerce sites more than special offers. The specifics of those special offers are up to you and your business model. They could be promotional discount codes, such as custom codes that can be redeemed for a discount or a free gift upon checkout. They could be occasional rewards points, if your e-commerce platform has a kind of reward system. They could even be regular giveaways, such as entry for a drawing for a free gift for every person who favorites, likes, or retweets a given post.

    No matter what you choose, make sure you have special offers timed to roll out on a regular basis. Special offers have a clear immediate effect; they attract people to come to your site and buy something. But they also have a powerful secondary effect; they encourage people to pay close attention to your posts in anticipation, giving you more attention and more opportunities to market directly to them.

    Step Four: Drafting Your Schedule

    A great social media schedule will serve as the backbone of your entire strategy. You’ll want to log in regularly, responding to customer comments and engaging with current events, but scheduling most of your posts ahead of time will keep your audience interested no matter how often you can afford to check in.

    As an e-commerce platform, you’ll want a good portion of your posts to be special offers—valuable opportunities to attract new people to your site. But you also don’t want too many, so you retain those posts as valuable commodities. One such post a day is more than enough, and one per week might be plenty for some brands.

    The remainder of your scheduled posts should be an equal blend of the following:

    • Product highlights, which showcase a specific product on your store. Include a picture and link when possible.
    • News-related updates, such as holiday wishes, company anniversaries, or recognition of current events.
    • Raw information, such as “did you know?” style facts, or contentcovering how to make a buying decision.
    • Entertaining material, which amuses people or makes them laugh.

    Step Five: Increasing Engagement

    Your scheduled posts are only the foundation of your social strategy. If you want to keep your followers interested and engaged, you need to go out of your way to bring them into conversations. Start conversation topics by posing questions or implementing surveys, and follow up with people who respond or continue the thread. The more you personally interact with your followers, the more loyal they’ll become.

    Search for brand mentions and mentions of your products as well—it’s a prime opportunity to jump into existing conversations and respond with your own expertise. It shows that your brand cares about what’s happening, and can make for a perfect first impression to an unacquainted user.

    Overall, the fundamental principles of social media marketing are the same for e-commerce platforms as they are for other sites; bring value to your followers and interact with them frequently. But the channels and specifics of these interactions require a different approach. Remember that building a social media following does take time, and it may be weeks or even months before you start to see an increase. But over the course of your campaign, you should see a dramatic increase in your customer loyalty and web traffic as a direct result of your efforts.

  9. The Anatomy of a Perfect Social Media Posting Schedule

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    Social media marketing requires careful attention to detail, and a posting schedule that keeps your followers interested without annoying or alienating them. It’s a tough balance to strike, since each social platform and each demographic will have different preferences for the types of posts they see and how often they see them. However, if you can start your momentum with a solid social media posting schedule, you’ll be in ideal shape to grow your following and cultivate the loyalty of your existing fans.

    In this article, I’ll break down the elements of a perfect social media schedule for each of the three biggest social platforms: Facebook, Twitter, and LinkedIn.

    Facebook

    articleimage498 Facebook

    Facebook is the most popular social network around, due in part to its ease of use and widespread appeal. However, it’s mostly used by people who want to keep in contact with their friends and family—not necessarily people who want to read news or promotional materials. Keep that in mind as you arrange your posting schedule for Facebook.

    Frequency

    The frequency and timing of your Facebook posts should cater to a Facebook-centered crowd. Most active users on the platform check their news feeds multiple times a day, making it a relatively active network. However, most people only get occasional updates from their list of a few hundred friends—that may seem like a lot, but when you’re checking your news feed often, that only results in a handful of new posts every hour.

    Combine this with the fact that most users are checking in to see things their friends have shared or posted, not posts by companies they do business with. Ultimately, you want to post enough to be visible, but not so much that you’re annoying your users, so for Facebook, something in the 1-3 times a day range is suitable. For most small companies, once a day is plenty, preferably around lunchtime when the platform becomes super active.

    Post Types

    As for the types of content you post, Facebook gives you plenty of options. Visual content attracts more engagement, so include an image or video with everything you can—even if it’s just a basic status update. Facebook users react best to content that has value to them. This means posting free giveaways or significant discounts, or providing entertainment in the form of an amusing article or funny video. Keep things light and concise—Facebook users aren’t going to go crazy for a business-related infographic as much as they are a cute cat picture (as long as it’s appropriate for your brand).

    Original/Shared Ratio

    On Facebook, you should aim to strike a balance between original content and shared content. Schedule your posts in advance, but do leave some wiggle room for sharing posts and content that others come up with. For example, schedule two posts a day for six days out of the week, but leave the seventh day open for content you’ll scout for and share in real-time.

    Twitter

    articleimage498Twitter

    Twitter has a user base rivaling that of Facebook, but the character limits and lightning pace of the platform distinguish it. Twitter demographics tend to fall in the younger range, and your updates are more restricted by the platform’s requirements. Still, it’s a great platform for getting visibility because it what it lacks in individual post flexibility, it makes up for in post volume.

    Frequency

    Twitter’s major posting advantage is its rapid-fire news feed. Users check into Twitter much more frequently than Facebook, and their newsfeeds tend to update constantly due to enormous following lists and high-frequency updates. This means you can accommodate a greater frequency of posts without risking the alienation or annoyance of your followers.

    If you’re an average business Twitter user, you can get away with posting upwards of 10 times a day (at least through the work week—weekends tend to be slower). Space these posts out by at least a half an hour, and highlight some of the main times people check in—early in the morning, noon, and around 3:30 pm.

    Post Types

    Twitter does not have much flexibility with post types, but the same principles of Facebook apply here: people like visual content. Include an image or a video whenever you can, even though the character limit might prevent you from doing so. Since you’ll be making a higher number of posts, don’t worry about it if some of your tweets are purely text updates.

    Infographics and videos tend to circulate Twitter quickly, so be sure to include some in your schedule. You’ll also want to leverage Twitter for posting and syndicating your onsite content by posting the title of your articles along with a link.

    Original/Shared Ratio

    Twitter is a platform built for social sharing, so leave plenty of room in your schedule for retweets. Create lists on your social profile for industry authorities and interesting accounts, and scroll down your news feed for items to share whenever there’s a gap in your schedule. Sharing others’ content is a great way to capitalize on external trends and build mutual respect with other popular accounts.

    LinkedIn

    articleimage498Linkedin

    LinkedIn is a much more professional network, built exclusively to help business-minded individuals connect with each other for work opportunities. It’s a somewhat pickier crowd than Facebook or Twitter, but if used correctly with a proper posting schedule, it can be highly beneficial.

    Frequency

    LinkedIn is a slow-moving network, since only a small percentage of its users check in on a regular basis. If you’re updating your company’s page on LinkedIn, one update a day is plenty. Any more than that, and you’ll likely be wasting your effort or annoying your company’s followers.

    On the other hand, if you’re posting content in the promotional sections of LinkedIn Groups or posing questions to group members, feel free to post once a day on each of them. For example, if you run a company page and belong to three groups, you can post up to four times a day—once on your company page and once for each of your three groups.

    Post Types

    People on LinkedIn love information. You won’t find many funny viral videos on the platform. Instead, you’ll find highly relevant, targeted information written by experts in their field. Articles and whitepapers are excellent choices for posts on LinkedIn—though that visual rule still applies. Include images with your posts to get some extra attention, and use the group forum to launch meaningful discussions amongst its members.

    Original/Shared Ratio

    LinkedIn is a place for authority and professionalism (for the most part). Sharing information is possible (and encouraged, if you want to start a discussion about a specific article). But for the most part, original content is your best bet. Post your new articles and ideas to increase your presence as an authority, and avoid the temptation of relying on shared content on the platform.

    The rules and considerations above aren’t outlined in stone. Every brand has a unique voice, and a unique target demographic they’ll need to consider before getting too deep into a social strategy. As you become more experienced in social media marketing, experiment by varying your routine with A/B tests to measure your reader engagement and determine which tactics are most effective for your unique situation.

    The perfect social media posting schedule is one that incorporates fundamental best practices with changes that specifically accommodate the preferences of your users. At the end of the day, your goal here is to make your users happy and give them the material they want to see.

  10. Learn by Example: 5 Social Media Triumphs and 5 Disasters From Major Brands

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    Many companies have adopted a social media strategy, plunging headfirst into an interactive marketing presence but without much strategy or forethought. These companies often find themselves struggling to find a meaningful way to engage with their customers, or suffering from backlash from a misunderstood following.

    Fortunately, these mistakes are preventable. Most social media strategies are best developed organically over time, by analyzing your impact and adjusting your tactics accordingly, but it’s also valuable to look at the past social media campaigns of major brands. In some cases, you can learn from their mistakes, and in others, you can model your campaigns after their successful examples.

    Take a look at these five social media triumphs:

    1. Oreo Takes Advantage of a Super Bowl Blackout.

    articleimage497 Oreo Takes Advantage of a Super Bowl Blackout

    Super Bowl XLVII back in 2013 suffered an unfortunate blackout mid-game. But to the savvy social media marketer, this was a major opportunity. The folks over at Oreo saw their chance, and took it by posting an image of an Oreo on a dark background with the tagline “You can still dunk in the dark” and the accompanying phrase “Power out? No problem.” The post was enormously popular, due in large part to the fact that so many Super Bowl viewers had turned to social media during the lull in the game. Opportunism is a powerful weapon.

    2. Esurance Makes a $1.5 Million Investment.

    articleimage497articleimage497Esurance

    It took a lot of cash up front, but it paid off big time. Also during a Super Bowl (in this case, Super Bowl XLVIII in 2014), Esurance announced that it was giving away $1.5 million to one lucky social media user who tweeted using a designated hashtag (#EsuranceSave30). The campaign triggered 200,000 tweets within one minute, and over 5.4 million tweets over the course of the campaign. If you do the math, that means Esuarance paid about $0.28 per tweet, which isn’t bad, especially considering all the off-site attention they generated in addition to their Twitter-based brand exposure.

    3. Samsung’s Stealth Product Placement.

    articleimage497Samsung’s Stealth Product Placement

    During the 2014 Oscars ceremony, Ellen DeGeneres made history by taking a ridiculous selfie with a number of other attending celebrities. Within an hour, the image had 400,000 retweets, and eventually it became the most retweeted image of all time. It was later revealed that the photo was taken quite clearly by a Samsung Galaxy Note 3, making it a stealthy—and brilliant—social move for the major electronics company. Hundreds of thousands of followers didn’t even know they were being marketed to.

    4. Human Rights Campaign’s Marriage Equality Image.

    Back in 2013, the Human Rights Campaign showed support for equal marriage rights by changing its logo to a red and pink equal sign. After a bit of encouragement, several users also changed their profile images to match that red equal sign, and it wasn’t long before the campaign went viral. Eventually, the image was shared more than 70,000 times, with over 9 million impressions. The campaign was successful because it was simple, engaging, and tied to an emotional idea.

    5. Airbnb Makes a Short Film.

    The home-sharing company Airbnb let its users do the campaigning when it started offering users $100 in credit if one of their submissions made the cut in their latest social media effort. Anyone on Twitter could submit a Vine video for consideration, and Airbnb provided a shot list that would culminate in their eventual one-and-a-half minute short video. Comprised entirely of user-submitted six-second short shots, the 90 second video has become radically popular, and the 750 users who submitted content get to see themselves as part of the creative process.

    And, by contrast, read up on these five social media disasters:

    1. Susan Boyle’s Unfortunate Hashtag.

    Back in 2012, singer Susan Boyle was getting ready to release a new album, so it seemed like a good idea to create a hashtag to celebrate and promote the event. Unfortunately, Boyle’s PR team did chose #SusanAlbumParty without considering the fact that hashtags are usually written without capitalization, and #susanalbumparty is open to a much less appropriate interpretation. The hashtag did its job of generating attention, but not the kind it was intended for. Instead, the campaign was the subject of widespread public mockery and ridicule, teaching a solid lesson about the importance of checking for all possible interpretations before posting something.

    2. The Downfall of Amy’s Baking Company.

    As a small operation in Scottsdale, Arizona, Amy’s Baking Company didn’t get much attention until it was the subject of an episode of Kitchen Nightmares. It marked the first time Gordon Ramsay walked off the show in disgust. The public backlash was extremely negative, resulting in several dozen angry comments on the company’s Facebook page. But the owners made everything worse by escalating the negativity with their own angry, hateful rant about the commenters. This only magnified the situation, making them the target of criticism and hate from all corners of the web. The lesson here is that responding to negative comments with more negativity just makes everything worse.

    3. Home Depot’s Questionably Racist Tweet.

    When you run a social media campaign for a major brand like the Home Depot, everything you post is going to be heavily scrutinized. Whoever was running their campaign back in November of 2013 failed to realize this significant principle. Someone posted an image with ambiguously racist undertones, and that’s all it took to send the social media world into a frenzy of accusations. Home Depot did a great job of taking the photo down immediately and apologizing for the error, but if proper review processes were in place, the image never would have been posted in the first place.

    4. #myNYPDLeads to Hashtag Hijacking.

    When it first introduced the #myNYPD hashtag in April of 2014, the New York Police Department thought it would be a great way to support positive experiences with police officers throughout the city. Campaign managers intended for users to take pictures of positive interactions with NYPD officers and use the hashtag while posting them. Instead, sarcastic and angry users hijacked the hashtag, posting images of police brutality and misconduct. This is an unfortunate incident, since the principle behind the campaign was solid, but giving that much power to your user base—especially with such negative controversies in recent memory—is an invitation for negative backlash.

    5. Angry Staffers Take Control of His Master’s Voice.

    Music chain HMV suffered from a different kind of social media disaster in 2013 when a mass firing of employees was live tweeted from the corporate account—by one of the offended, fired employees. The poster even announced that HMV was trying desperately to remove the damaging tweets with “Just overheard our Marketing Director (he’s staying, folks!) ask ‘How do I shut down Twitter?’” It’s probably a good idea to avoid unjustified mass firings, but it’s even more important to have security measures in place so rogue employees don’t hijack and compromise your account.

    There are a handful of fundamentals that “good” social media campaigns share, but beyond those, the best way to learn is through practice and analysis. Avoid the common mistakes of brands before you, learn the elements that make successful campaigns such a hit, and experiment with your audience until you find a rhythm and an angle that works for them.

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