Over the past few months, I have been observing brands and thought leaders’ responses to the COVID-19 outbreak and seeing a variety of results—good, bad and ugly. As a marketer and owner of a social media agency, I have had many conversations about what it means to be a thought leader on social media during […]
With millions of Americans out of work and spending 14 percent less than usual, it can be difficult to push forward with a consumer-oriented influencer campaign. But that doesn’t mean influencers are on hold. With the pandemic grinding some influencer-marketing verticals to a halt–think lifestyle, hospitality, and travel–influencers and marketers who work within them are […]
Many marketers are hesitant to engage influencers during the pandemic. They’re concerned with seeming out of touch. Indeed, marketers could face significant PR backlash over an influencer campaign. For example, they could get hurt with campaigns that promote luxury goods to consumers who lack basic necessities. In addition, campaigns could subject marketers to legal liability. […]
One thing I liked about a recent COVID-19 update I received from American Airlines: the length. The whole email weighed in at 172 words. One thing I didn’t like about their message: It focuses on what American Airlines put into these efforts, not on what I’ll get out of them. Instead of writing about what […]
This time of year, designers and fashion brands often host press days to showcase their collections for media and opinion leaders. But ongoing global crises have necessitated restrictions on physical gatherings, and like so many verticals, the in-person events reliant fashion industry has had to rethink its traditional operations. Several public relations agencies and brands […]
A lot has changed since we last spoke, yeah? It feels weird to be my normal bubbly self with all that has gone and is going on around us, so I’m going to be a little less punny on this go-round of Ask The Social Media Director. I hope that each of you is doing […]
Social media usage has soared since lockdowns began and Americans went online seeking relief and distraction. As the weeks wear on, it’s likely we will enter a phase of frustration and burnout. To stay relevant, brands will need to monitor social media users and offer content to meet their needs. As a way to gauge […]
[Editor’s Note: The SSU staff encounters many examples of brand communications. Each Friday we compile an assessment of some of the best and not-so-great examples. Our intent is to provide a learning experience about what works or doesn’t. You can find last week’s examples here.] Sophie Maerowitz, senior content manager Snapchat’s Snap Camera: B+ Never […]
It’s not news that the social media landscape looks much different than it did even a few weeks ago. Don’t expect to flip on that now-paused 2020 social strategy switch when businesses reopen. While nobody knows when the country will be back to business as usual, it’s advisable for organizations to plan and implement digital […]
[Editor’s Note: The SSU staff encounters many examples of brand communications. Each Friday we compile an assessment of some of the best and not-so-great examples. Our intent is to provide a learning experience about what works or doesn’t. You can find last week’s examples here.] Sophie Maerowitz, senior content manager Draper James’ Disastrous Giveaway: C […]
