Social Smart - Manage Smart Consumers on Social Media

Meanwhile, live videos via Instagram stories continue to spike as well with over million Stories users as of October Meanwhile, the raw feel of a live video is refreshing for viewers bored of polished video content. With so much competing content and the need for brands to stand out, sometimes your not-so-secret weapon is the people who are part of your network. Brand advocates such as employees and customers should play a pivotal role in your social media strategy. For starters, having your teammates promote your social ensures its reach goes beyond your brand account.

Check out this read about social trends that are going to take over Also, the infographic in here is pretttty sweet. New Sprout blog post: And as an added bonus, the principles of employee advocacy serves as yet another example of social proof. The more people you have promoting you, the better.

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6. 1. Master the Art of Social Storytelling.

Case in point, the popularity of memes and humorous content. Brands such as MoonPie have carved out a niche on Twitter because they refuse to take themselves too seriously. Sometimes your best won't be good enough but that doesn't mean you aren't good enough pic.

We could easily imagine an alternate universe where such an account would be treading water. When brands get real, so to speak, followers have more incentive to show loyalty in response. WhatsApp joined Facebook in , but continues to operate as a separate app with a laser focus on building a messaging service that works fast and reliably anywhere in the world.

WhatsApp started as an alternative to SMS. Whatsapp now supports sending and receiving a variety of media including text, photos, videos, documents, and location, as well as voice calls. Whatsapp messages and calls are secured with end-to-end encryption, meaning that no third party including WhatsApp can read or listen to them.

Whatsapp has a customer base of 1 billion people in over countries. Whatsapp is also used to send a series of bulk messages to their targeted customers using broadcast option. Companies started using this to a large extent because it is a cost effective promotional option and quick to spread a message. Still, Whatsapp doesn't allow businesses to place ads in their app.

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information.

The website further allows individuals to write, post reviews about businesses, and rate them on a five-point scale.

Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions. In May , Instagram had over million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.

Many brands are now heavily using this mobile app to boost their marketing strategy. Instagram can be used to gain the necessary momentum needed to capture the attention of the market segment that has an interest in the product offering or services. Moreover, it can be accessed by the Internet as well.

Thus, the marketers see it as a potential platform to expand their brands exposure to the public, especially the younger target group. On top of this, marketers do not only use social media for traditional Internet advertising, but they also encourage users to create attention for a certain brand. This generally creates an opportunity for greater brand exposure. Many big names have already jumped on board: Fashion blogger Danielle Bernstein, who goes by weworewhat on Instagram, collaborated with Harper's Bazaar to do a piece on how brands are using Instagram to market their products, and how bloggers make money from it.

Bernstein, who currently has one and a half million followers on Instagram, and whose "outfit of the day" photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the brand in a certain number of posts, and often cannot wear a competitor's product in the same picture. Founder of Instagram Kevin Systrom even went to Paris Fashion week, going to couture shows and meeting with designers to learn more about how style bloggers, editors, and designers are currently dominating much of the content on his application. Instagram has proven itself a powerful platform for marketers to reach their customers and prospects through sharing pictures and brief messages.

The company can present a more personal picture of their brand, and by doing so the company conveys a better and true picture of itself. The idea of Instagram pictures lies on on-the-go, a sense that the event is happening right now, and that adds another layer to the personal and accurate picture of the company. In fact, Thomas Rankin, co-founder and CEO of the program Dash Hudson, stated that when he approves a blogger's Instagram post before it is posted on the behalf of a brand his company represents, his only negative feedback is if it looks too posed.

We're trying to create a moment. Snapchat is a popular messaging and picture exchanging application that was created in by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie Brown. The application was first developed to allow users to message back and forth and to also send photographs that are only available from 1—10 seconds until they are no longer available. The app was an instant hit with social media members and today there are up to million people using snapchat every single day.

YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste.

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Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, "for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos. Companies can pay YouTube for a special "channel" which promotes the companies products or services.

Websites such as Delicious , Digg , Slashdot , Diigo , Stumbleupon , and Reddit are popular social bookmarking sites used in social media promotion. Each of these sites is dedicated to the collection, curation , and organization of links to other websites that users deem to be of good quality. This process is " crowdsourced ", allowing amateur social media network members to sort and prioritize links by relevance and general category. Due to the large user bases of these websites, any link from one of them to another, the smaller website may in a flash crowd , a sudden surge of interest in the target website.

In addition to user-generated promotion, these sites also offer advertisements within individual user communities and categories. Platforms like LinkedIn create an environment for companies and clients to connect online.

Blogs can be updated frequently and are promotional techniques for keeping customers , and also for acquiring followers and subscribers who can then be directed to social network pages. Online communities can enable a business to reach the clients of other businesses using the platform. To allow firms to measure their standing in the corporate world, sites enable employees to place evaluations of their companies.

There are also specific corporate standards that apply when interacting online. Blogging website Tumblr first launched ad products on May 29, These posts can be one or more of the following: For the users to differentiate the promoted posts to the regular users' posts, the promoted posts have a dollar symbol on the corner. On May 6, , Tumblr announced customization and theming on mobile apps for brands to advertise. Social media marketing involves the use of social networks , consumer's online brand-related activities COBRA and electronic word of mouth eWOM [81] [82] to successfully advertise online.

Social networks such as Facebook and Twitter provide advertisers with information about the likes and dislikes of their consumers. A good service would result in a positive review which gets the hotel free advertising via social media. However, a poor service will result in a negative consumer review which can potentially harm the company's reputation. These small groups rotate around social networking accounts that are run by influential people opinion leaders or "thought leaders" who have followers of groups.

The types of groups followers are called: Marketers target influential people on social media who are recognised as being opinion leaders and opinion-formers to send messages to their target audiences and amplify the impact of their message. A social media post by an opinion leader can have a much greater impact via the forwarding of the post or "liking" of the post than a social media post by a regular user. They can review products and services for their followings, which can be positive or negative towards the brand. OL's and OF's are people who have a social status and because of their personality, beliefs, values etc.

The platform of social media is another channel or site that business' and brands must seek to influence the content of. In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product. Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements.

Since in the s, media consumers are often using multiple platforms at the same time e. Heath wrote about the extent of attention businesses should give to their social media sites. It is about finding a balance between frequently posting but not over posting. There is a lot more attention to be paid towards social media sites because people need updates to gain brand recognition.

Therefore, a lot more content is need and this can often be unplanned content. There is two general ways of doing so. The first is where each sector approves the plan one after another, editor, brand, followed by the legal team Brito, Sectors may differ depending on the size and philosophy of the business. The second is where each sector is given 24 hours or such designated time to sign off or disapprove.

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If no action is given within the hour period the original plan is implemented. Planned content is often noticeable to customers and is un-original or lacks excitement but is also a safer option to avoid unnecessary backlash from the public. Although the second route can be significantly shorter it also holds more risk particularly in the legal department.

Unplanned content is an 'in the moment' idea, "a spontaneous, tactical reaction. The content could be trending and not have the time to take the planned content route. If a company sends out a Tweet or Facebook message too hurriedly, the company may unintentionally use insensitive language or messaging that could alienate some consumers.

The main difference between planned and unplanned is the time to approve the content. Unplanned content must still be approved by marketing managers, but in a much more rapid manner e. Sectors may miss errors because of being hurried. When using unplanned content Brito says, "be prepared to be reactive and respond to issues when they arise. The plan involves breaking down the issue into topics and classifying the issue into groups.

Colour coding the potential risk "identify and flag potential risks" also helps to organise an issue. The problem can then be handled by the correct team and dissolved more effectively rather than any person at hand trying to solve the situation. Traditional advertising techniques include print and television advertising.

The Internet has already overtaken television as the largest advertising market. Social networking sites don't always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information.

While briefly popular, print ads included QR codes on them. These QR codes can be scanned by cell phones and computers , sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones. While traditional media, like newspapers and television advertising, are largely overshadowed by the rise of social media marketing, there is still a place for traditional marketing.

For example, with newspapers, readership over the years has shown a decline. However, readership with newspapers is still fiercely loyal to print-only media.

7 Steps in Creating a Winning Social Media Marketing Strategy in 2018

The Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. At the same time, people and organizations face ever more savvy attacks from cybercriminals. According to the IBM X-Force team , attackers are increasingly impersonating social networking sites to entice victims to click on malware-infested web links. Sharing our knowledge The following infographics and video offer tips from IBMers on how to be social, smart and secure in the digital world.

We encourage you to share these with your friends, family members and colleagues as we all continue to learn together. Additionally, IBMers around the world are volunteering in their communities and sharing educational materials with parents, teachers, and students about how to manage digital reputation and recognize and address cyber-bullying.

The materials are available here for your use, and if you are interested in having an IBM volunteer speak to your organization about these topics, please contact ccrpa us. Advice for how they can be social, smart and secure in the digital world. Download this infographic KB.