Posts about Social Media

Wrestling With Twitter

Over the years, my Hodges colleagues have written quite a bit about Twitter on this blog. From explaining how Twitter works in 2009 and “Twitter is Dead” back in 2011 to building brand loyalty for your CEO on Twitter in 2016 and tips for increasing organic engagement last year, we’ve covered a lot of ground. Personally, I’m at a Twitter crossroads, and not just because Twitter may be making some changes to the like button and The Atlantic says it should kill the retweet. What started for me nearly 10 years ago in January 2009 as an enjoyable place to …

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How the Changes to LinkedIn Company Pages Might Impact Your Social Strategy

Earlier this week, LinkedIn announced a few significant changes to Company Pages on its platform — which caused our ears to perk up a little bit. We’ve been using LinkedIn as a communications channel to tell our clients’ stories since Company Pages launched in 2010. Now, with big changes afoot, here’s the 30,000-foot view of the features that will be rolling out over the next few months and the impact they might have on your organization’s social strategy. User-friendly mobile experience for admins Admins can now post updates and respond to comments from the LinkedIn mobile app. Impact: This will …

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Ensuring your content reaches the right people

Reaching the right people at the right time, with the right message is the pillar of a successful content marketing program. And with more organizations developing content these days, the competition to reach potential customers with tailored content is fierce. For many organizations, the challenge usually isn’t the creation of valuable content. The challenge is ensuring your content is breaking through the millions of pieces of content shared every minute. It used to be enough, for example, to share posts to your Facebook newsfeed or Twitter timeline. Organic reach would get your content to your desired audiences. Facebook posts used …

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Creating content that converts

Content marketing has been around for ages and its accelerated growth and use especially in the last few years shows that it’s not going anywhere anytime soon. 89 percent of Americans use the internet to find new products and services and research potential purchases. The way consumers shop today differs vastly than they did even just 10 years ago. They are no longer swayed by overt, aggressive sales and advertising tactics—instead today’s buyers (both b2b and b2c) prefer to do the research and decide for themselves which vendor they want to go with. All of this discussion points to the …

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The Business Case for Strategy Before Tactics

“We talkin’ about tactics. Not a strategy. Not a strategy. Not a strategy. We talkin’ about tactics.” – Allen Iverson (OK, maybe not an exactly transcription of what he said.) One of my favorite YouTube clips is Allen Iverson’s infamous press conference where he bemoans the criticism directed at him over missing practice. His point, the games are what really matter, but people are obsessing over the wrong thing. While this metaphor certainly isn’t entirely transferable, many companies fall victim to a similar trap – jumping to tactics before identifying a clear strategy. It’s understandable. Tactics are easier to understand. …

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Getting the Most Out of Your Facebook Reviews

Recently, one of our clients had a question about the way Facebook was displaying their reviews. To set the scene: the business has an impressive 4.3-star overall rating, yet right there at the top of the home page, Facebook’s algorithm elected to display two one-star reviews. If you are a potential customer checking out the page, it isn’t a great first impression. That’s extremely frustrating as a business owner. The majority of the reviews of the business are overwhelmingly positive, but it’s the two outliers that get the spotlight. Our client wanted to know why Facebook prioritized these negative reviews …

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Does social media advertising really work?

“Does social media advertising really work?” “What kind of ROI will I get on my social ad spend?” These are the kinds of questions we get a lot from clients. So, let’s start with the second one, the important question about using social media to move the needle.  The answer: it depends. Goals and objectives are different from client to client, so it’s tough to give a concrete, one-size-fits-all answer. For example, if your goal is awareness, the metrics you’d use to see if social media advertising has had an impact would be different than if your goal were generating …

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Why you should diversify your social media strategy

You know the old saying, “don’t put all your eggs in one basket,” right? This idiom perfectly applies to a lot of things in our industry, especially when it comes to social media advertising strategies. It’s easy to think your money should be spent on Facebook, one of the largest social media platforms and one of the earliest adopters to advertising, but if your audience is on multiple platforms, you should be, too. Here are four good reasons you should diversify your social media strategy. Social media advertising targeting varies from platform to platform. Some targeting metrics are universal, but …

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What Brands Should Know about the Facebook, Cambridge Analytica Crisis

What happened? Cambridge Analytica (CA) obtained personal data of about 87 million Facebook users without their consent with the hopes that they could use this data to develop psychographic profiles of those users. The data was collected a few years ago through a third-party app that had to be downloaded by a user, and the app was approved by Facebook (it was created by a university researcher who claimed it was for academic purposes). Those who downloaded the app unknowingly gave CA access to their data and their friends’ data. Facebook has stated that it suspended CA in 2015 after …

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The two things to drive success for your marketing and PR efforts

Like so much other advice, one of the best tips for an organization launching any sort of marketing or PR campaign is quite simple, yet at times, deceivingly difficult – define and differentiate. Let’s quickly explain both. Define involves clearly articulating who you are, what you do and whom you serve. Differentiate explains how your organization is different (and better) from your competitors. It might seem like basic advice, but it’s a step that often is rushed, fumbled or overlooked altogether. It isn’t necessarily because of negligence. Virtually every CEO, CMO, VP (you get the point) has an intimate understanding …

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