Author Archives: cwcc

Watch What I Post – Social Media Tips

By Susan Allard, Audience Development Account Executive, Denver Business Journal and CWCC Member

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Using social media has been fun, especially working for a news agency. I get to create opportunities for friends, business connections and followers to learn about interesting people and the companies I work for. But how do I get people to see what I’m posting?

Making yourself stand out from the others is the most important thing you can do. A few tips:

1)      Be authentic. First time you are posting a particular message? Give it a great introduction or shout out. If you are sharing something you’ve read or seen, don’t just copy, retweet or share the link. Add your own personal touch to the message.

2)      Include other organizations or people in your post that could benefit from the information and help get the word out. Use hashtags (#) and tags. For example, on Twitter: @cowomenschamber #women #smallbiz. Find key people or businesses mentioned in the article, then locate their twitter handles, use a current hashtag, or even make one up. The more you do this, the better potential for your post to go viral and help you build followers.

3)      Include a picture. It can tell the story faster and get the follower to engage quicker. (Plus, using photos gets an increased share rate of 20-25 percent, according to social media analytics website Klout).

4)      Repost your content, especially on Twitter. There are so many feeds going through accounts, it is easy for others to miss your message. Engagement happens more often if you get important content out frequently.

5)      Track what works and what doesn’t. Most social media sites have analytics, enabling you to look at what gets the most traction.

6)      Be positive. No one likes a “negative Nelly.” Firestorms happen too easily on social media – be the change.

7)      Have fun! This is a great opportunity for people to get to know who you are and what you believe in.


About Susan Allard

Susan Allard is an Audience Development Account Executive at the Denver Business Journal, master networker and strategic connector. You can email her at sallard@bizjournals.com, find her on LinkedIn or follow her on Twitter, @susandbj.

 

 

Three Cs + Flexibility = Successful Social Strategy

By Kaitlyn Viater, Social Media Strategist at Linhart Public Relations and
CWCC Member

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Social media continues to evolve with fresh functionality, updated analytics, and new ways to connect with friends, family and brands. It can be challenging to keep up with the ever-changing landscape and what may work one day, doesn’t work the next. So how can you develop a successful social strategy for your organization no matter the changes, channel and community? In addition to trial and error, there are three tactics I believe work for all channels: consistency, creativity and community.

Consistency
Frequency matters, for both the user experience and the algorithms that determine what users see online. In a nutshell: Increased activity will increase results. Posting consistent content will better ensure your posts are being seen, thereby giving fans more opportunities to be exposed to your organization. Additionally, it allows you to share your perspectives or share other meaningful information in more ways and more often. Telling and building a brand story through your content provides a complete picture of who you are and what you do.

Creative/Compelling Content
Content creation may be the most difficult part of social media, but it is also among the most important. Creating interesting and original posts that your customers want to read is key to connecting with and creating brand advocates. A good gut check for your content is yourself. Social content should be something you would want to read and share with your friends and family. If not, why would others want to like it, tweet it or pin it? Compelling content will allow you to capture customers’ attention and expose audiences to your brand and products or services. Creative content will differentiate you and give fans a reason to follow your page and engage with your brand.

Community
Knowing and understanding your community will allow you to best connect and communicate with them. Building an audience takes time and continual effort. Using a variety of organic and paid tactics (personal engagement, targeted campaigns, online advertising, etc.) to continually grow your audience and engage key demographics will help maintain a strong community. Once you learn what resonates with your fan base, continue to utilize and optimize those tactics to keep their interests’ piqued.

In addition to these three Cs, being flexible and understanding some things will work and some things will fail will allow the best (and most sane) social media strategy. Tapping into internal resources that are creative, communicating with your fan base, and continuing to learn and grow with social media channels will contribute to a successful strategy.

Can you guess how many words begin with the letter “C” in this blog post?

 
About Kaitlyn Viater
After years in New York City’s fast-paced, high energy, and ever-changing digital industry, Kaitlyn made the transition from the concrete jungle to the mile high city. As the digital strategist at Linhart PR, Kaitlyn focuses on helping clients enhance their online presence through social media, website best practices, email marketing, and more. From social media strategy and activation to community/channel development and management to content creation, Linhart PR shares their digital know-how to build online programs that forge meaningful interactions with target audiences.

Your Social Media Strategy: Defining What Works

By Natalie Winslow, Chief Marketing Officer at Commerce Kitchen and
CWCC Member

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I’ve been managing social media accounts for a variety of businesses for the past four years. In that time I’ve learned that most people know they need a social media presence for their organization, but they don’t know how to determine if it’s working.

Defining what works is subjective, but please keep in mind that your client base is on social media, and they are looking for you there.


What do you want to get out of social media and is it realistic?

Before planning a social media strategy you need to ask yourself what you expect to get out of social media. Do you want it to sell your products and services? To build your brand? To supplement your website?

Write some clear, concrete goals and outcomes.

Your desired outcomes might look like this:

  • Increase my following on Facebook by 10 followers a month
  • Increase referral traffic from Twitter by 10%
  • Increase conversions from Pinterest by 25%

Then ask yourself or a marketing expert how realistic your expectations are. I’ve met many people in many industries who have decided they need social media without considering how or if it will be effective.

You can have an incredibly active social media presence that does not actually bring you business, and you can also spend a lot of time and money on social media without seeing direct return.

However, the absence of direct return metrics does not mean social media is useless. Here are two significant, but less obviously measurable ways that social media works:

Building brand through social media advertising

Depending on your industry, using social media advertising can be great for building your brand. We’re currently working with travel startup Trip30 and through carefully executed Facebook advertising we’ve grown their fan base to nearly 6500 people. And the product has yet to launch!

This means that we have 6500 people who are already interested in and engaging with the brand, and once the product is live we have a set group of people to tap into for promotional purposes.

To do this type of brand building successfully you must consider the broader community you’re part of. Your brand should be a natural extension of the community rather than an intrusive voice that’s demanding a piece of the pie.

Provide your community–your target audience or client–with information they care about. Social media shouldn’t be a one-way street.

Goal examples:

  • Follow 50 new people a month who are active in my online community
  • Retweet one thought-leader a day
  • Post one link a week to a relevant website that is not my own
  • Spend $10 a day on a Facebook ad to engage my community

Social media as customer service

Recently our Internet service was down at the office. I called Comcast and was put on hold for more than twenty minutes. Frustrated by the wait, I tweeted at them and instantly got a response.

Even if you’re a small business, people will use social media to praise you, complain about you, and ask you questions. If you’re unresponsive or do not even have social profiles then your client base will perceive this as a customer service flaw.

Using social media as a customer service tool will require some training in best practices for your staff. They need to know how and when to respond, the best approach to take with various emotional interactions, and when to ask for help from the executive team.

Goal examples:

  • Respond to complaints within 24 hours
  • Respond to praise within five hours
  • Respond to questions within one hour

Social Media Works

Regardless of how many conversions social media brings you, you’ll need to decide how to measure its effectiveness for your business.

It can be incredibly difficult to measure the impact your presence has on your overall business strategy, but there are many analytics resources that can help you determine your social reach.

Before beginning your social strategy do your research. Create goals and outcomes. Work with a consultant who knows what they’re doing. And keep in mind that social media is another piece in a holistic online strategy.

Social Media…what works?

By Alexis Anderson, Senior Communications Director | Social Media Strategist
and CWCC Member

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In a Social Media World, the Audience is in Charge

It used to be that marketers often led double lives as statisticians. Customer Acquisition Cost (CAC), Marketing percentage of CAC, Time to Payback CAC, Ratio of Customer Lifetime Value to CAC… all things that used to be figured by an A+B=C model. But with so many new avenues for information (studies show that we all see more than 45,000 marketing messages per day) – combined with the fact that more than 80 percent of individuals go to friends and colleagues for referrals before purchasing a product or service – long gone are the days of assuming your audience(s) will take action as a result of buying more ad space or air time.

Effective social media strategy is less about what you want your audience to do, and more about what your audience wants. You can have the most creative, groundbreaking campaign in the works, but if your audience doesn’t care, you’re going to fail. Successful social media strategy starts with four questions:

1)     Who is your audience?
2)     On which social platforms do they interact?
3)     What are they saying?
4)     How can my brand/organization enter that conversation in a useful/helpful way?

There are certainly plenty of tactical statistics that can help you craft a successful social media strategy. (i.e., Facebook usage is more prevalent during mid-afternoons, and posts with photos and links receive up to 60% more engagement than posts), but if your audience isn’t on Facebook, and your links or photos aren’t being seen by your audience, your social media strategy is bound to fail.

It’s more important than ever to understand your audience well, engage with them on the platforms where they’re active, and most importantly, provide them with content they genuinely find useful and interesting.

Questions or comments?  Contact Alexis at aanderson@groundfloormedia.com.