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Only 50% of all boardrooms are convinced on the value of social media, according to The Guardian.

But, from a marketer’s perspective, we understand the value social brings for brand awareness, positioning and more human engagements. In fact, 92% of marketers say social media is important for their business, and 80% indicate their efforts increased website traffic.  

If you can’t prove the ROI your social media efforts are delivering to the ones that matter––whether clients or c-suite executives––then it may be time to give your overall strategy a checkup. 

To ensure you’re delivering tangible impact and delivering value to your organization, build a custom social strategy that fits with your brand, industry and audience. Read below to learn the importance of performing a social media checkup, including 3 simple variables you can monitor to tailor social activity to targeted audiences. 

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LinkedIn (@LinkedIn) offers the perfect opportunity for your company to connect with industry professionals. 

It’s the most professional of social networks, and arguably the most important for B2B networking. In fact, LinkedIn traffic has the highest visitor-to-lead conversion rate at 2.74%.

But like any social strategy, you must have a grasp on your approach before you can maximize the benefits.

I recently watched a webinar hosted by Jonathan Vazquez, Customer Success Representative at LinkedIn, called “How to Get the Most Out of LinkedIn Company Pages.”

Outlined below are four actionable takeaways businesses should follow to enhance marketing techniques for their LinkedIn company pages.

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What's better than taking something you love and combining it with something else you love? It usually creates something even better than the two on their own. Kind of like "You got chocolate in my peanut butter" and "You got peanut butter in my chocolate" (that’s from a Reese’s Peanut Butter Cup commercial for those that don’t know that reference). Is there anything better?

For me, take a little bit of rock music and combine it with content marketing, and you've not only got my attention, you've got me screaming for more. I've written about this crossover before (read it here). Nobody is doing it better than Jason Miller (@JasonMillerCA), senior manager of content marketing and marketing solutions for LinkedIn (and rock photographer and blogger at Rocknrollcocktail.com).

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The media landscape is changing and fragmenting. New digital, social and mobile channels continue to fuel how, when and where we experience media. More streaming TV content is available online than ever before. In fact, the NFL recently announced that for the first time, they will broadcast a game only through the internet next season

No one is embracing these changes more than ESPN. At a recent American Advertising Federation-Cleveland luncheon, Bill Condon (@bcondon33), ESPN’s senior director of digital strategy, explained how ESPN is evolving with the changes. Below are a few highlights.

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How much would you love for your workday to be interrupted by puppies? That’s exactly what happened on Wednesday, January 28 at PR 20/20. Allie Gottlieb (@alliegott), associate consultant, got an email from Uber (@Uberannouncing that puppies were being driven around to visit businesses.

Well, that was it. After getting Paul’s (@PaulRoetzer) okay (his exact words were “…as long as I don’t have to clean anything up”), Allie was on a mission. Finally, she was able to get through to Uber and schedule a time (the puppies were hugely popular). You can imagine our excitement as a few minutes later, we had two adorable puppies running around the office!

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When serial entrepreneur and CEO of VaynerMedia (@varynermedia) Gary Vaynerchuk (@garyvee) wants to learn about a new app or feature, he doesn’t just read about it. He spends the time using it.

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Below is a guest post by Elizabeth Victor, a brand advisor for Isentia. She enjoys sharing tips on media monitoring and analysis. You can find her on Twitter and Google+.

As social media has become more and more popular throughout the world, it is important for companies to adopt a new outlook toward customer service. 

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What is the ROI of social media?

Nearly 90% of marketers want to know the answer to that question. Twitter’s (@twitter) new analytics feature is certainly a step in the right direction.

In July, Twitter launched its Tweet activity dashboard exclusively to a few advertisers and verified users. In late August, Twitter granted access to everyone, as long as you tweet in English, French, Japanese or Spanish, and have had an account for at least 14 days.

The activity dashboard enables us to know more information on how our tweets are performing, who and where our audience is geographically, and what topics are most popular.

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This article was originally published on the Marketing Score Blog. We decided to share it here as well because we think you'll find great value in it. Let us know what you think in the comments!

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Social media has changed the way we do business, engage, gather information, and evolve and experience our culture. When we check-in, post updates, Tweet, and connect with brands and individuals through online communities, we share knowledge and expe

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Inbound Marketing Industry Report, highlighting top articles and news stories from the third week of November, 2012.

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