Can you imagine a B2B company selling a $150,000 product on social media using 280 characters or less? OK, so it’s not quite that simple. But I’ve had so much fun watching how Mack Trucks has used social media in combination with other marketing channels to launch its first new highway truck in more than […]
It’s a new year and you’ve resolved to measure more of your communications efforts than you did in 2017. Excellent. Before you get too far into it, though, it’s wise to huddle with senior leaders and agree on what should be measured. A new LexisNexis/PR News survey shows the metrics communicators focus on to indicate […]
A recent survey of 5,000 social media users poses a riddle to brands: Would you rather reach the most eyeballs or the most engaged audience? Facebook remains the Goliath, with 91 percent of internet users saying they have an account on the site, according to RBC Capital Markets’ recent survey. Not only does Facebook win the […]
Everywhere you look, there are cries of fake news—it’s hard to know who or what to trust. If authenticity is key to a good social media strategy (and most thought leaders agree that it is), how can you prove that your authenticity is, well, authentic? It’s pretty clear that 2017 was the year trust imploded. […]
A critical mass of great reviews on Yelp can catapult a brand’s image in the public’s imagination and become a key piece in a customer’s path to purchase. But the social-selling dance between customer and brand is a delicate one. Companies often get into trouble when they artificially hype their marketing efforts to promise more than they can deliver—a […]
Facebook, which was originally launched as a platform to help college students connect, is now officially inviting users under 13 to join with its new “Messenger Kids” app. Facebook has tried in many ways to become the only app you need on your phone—from meal ordering, job hunting and crisis response, to video and live […]
Governance doesn’t need to be a dirty word. In fact, it’s a crucial piece for any corporate social media program, regardless of size or industry. In the past five years, companies have expanded well beyond their own branded channels, enabling employees, executives, agencies and third-party influencers to use personal networks to achieve business goals. And this […]
To Josh Martin, social listening is as much an art as it is a science, equal parts data and gut instinct. The senior director of social media for Arby’s uses social listening techniques to monitor how the brand’s highly inventive posts are received—and translates the feedback into sharper content for the future. The Arby’s team […]
More than half (56%) of U.S. small-business owners don’t have an active social media strategy, according to the latest Wells Fargo/Gallup Small Business Index survey. The survey also found that 47% of small-business owners don’t even claim to have an active Facebook presence. When asked how they use social media in their business, more business owners […]
Social media marketing has matured exponentially in the last decade, from its days as an awkward teenager to the refined, sophisticated young adult it has become. While there’s the perception that it requires a certain kind of magic, the reality is that what works on social media is an extension of solid communication skills. Yet, brands […]
