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This Week in Digital – 02/03/17

February 3, 2017     Digital News   Social Media

Julia Des Islets

This Week in Digital is a (mostly) bi-weekly review of what caught our attention. This week’s review is brought to you by Julia Des Islets, Account Supervisor of the MAVERICK Digital Team.

Gone are the days when organic social content reigned supreme. More content is being created now than ever before, which means space on our news feed is incredibly valuable. According to Hootsuite, 2017 will see the reinvention of social media, morphing into a more targeted and strategic business tool that is easier to use and more effective. This evolution will give social media even more power over consumer buying decisions. So, how can companies reach their audience and encourage purchase?

  1. Build paid into the budget: social targeting perpetually presents developments in micro-targeting capabilities, allowing content to reach an increasingly direct audience
  2. Brand advocates: A company’s biggest brand advocates are right under their nose. Employee to content development and engagement is a quick and easy way to increase reach and impressions
  3. UGC: Encouraging user generated content has many perks, from collecting content to increasing engagement and reach, to connecting with a more diverse audience. But what’s in it for consumers? Contests are a great incentive for UGC and can be as simple as asking users to post a photo and #, for a chance to win

lead-generation

Where does your lead generation stem from? If social media isn’t part of that equation, I urge you to make a change. Social listening allows companies to learn more about their ideal target and specific industries (including sentiment, trends and best practices), meaning it is an incredibly effective way to generate leads. Sprout Social reveals the steps needed to successfully convert social listening into lead generation:

  1. Use a social media listening tool to collect and analyze data
  2. Create a system with your team to delegate tasks as they come through your social channels
  3. Create a list of search terms to help sniff out relevant trends and opportunities (e.g. a user tweets a question related to your industry, without tagging one particular brand. Successful search tactics can lead you to that post, giving you the opportunity to answer the question and put your brand on that user’s radar)
  4. Analyzing the collected data will direct you to a starting point for future social strategies (what’s working? What’s not working? How can your company be more prominent in each channel?)
  5. Based on the information collected, determine next steps in adjusting your social strategy, that will ultimate offer solutions to your target audience

3. power_of_social_media

If there was any question about the power of social media, I think it’s safe to say it’s been put to rest, for good, following the events of the past week.  After one woman’s disappointment in the US election urged her to suggest a ‘march’ in one of her Facebook groups, the idea spread like wildfire, and in record time. Within 24 hours, thousands upon thousands of people were pledging their commitment to participate in Women’s Marches around the globe. The result? Over 670 marches took place worldwide, with an estimated 3.7 million participants in the US alone.

Following the marches, #DeleteUber began to spread on social in response to accusations of ‘strike breaking’ by the ride-sharing service, during protests of the Muslim travel ban in New York. Uber users swarmed social, posting screenshots of account deactivations and encouraging others to follow suit. In fact, the #DeleteUber campaign was so powerful, Uber’s deactivation system was backed up, forcing the company to implement a faster, automated system to keep up with requests. The lesson here: NEVER underestimate the power of social media.

Twitter BFF

Never miss your BFF’s Tweet again! Twitter is testing a new feature that will prioritize Tweets it thinks individual users will want to see. Similar to the ‘While You Were Gone’ feature, the BFF function will collect Tweets from accounts a user engages with often, as well as similar accounts that may be of interest. The feature is currently in testing stages and is available to some iOS and Android users. You know what this means…like all algorithmic changes, it’s becoming increasingly difficult for content to reach target audiences.  Better get started on that BFF social strategy.

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