Tag / Social Media

by caitlyncallahan14

everyone’s a social expert

It’s happened to all of us in this space.

Comments in meetings. Replies to emails. Chats on Skype/Zoom/Teams/whatever messaging platform you use.

With feedback, comments, criticism or non-constructive questions regarding what you’re doing on your brand’s social media.

If you’re a social media specialist or manager, or play a part in your brand’s social media strategy or content production/posting, you know what I’m talking about…

Everyone thinks they are a social media expert.

And while I appreciate people taking the time to provide feedback, comments or criticism, and I know they mean well, I must say:

Just because you have a personal social media account, or follow other businesses on your personal accounts, doesn’t mean you’re a social media expert.

And one of the worst things you can do is question or criticize what the social media channel owner is doing (unless you’re their boss of course).

So you don’t just think I’m a non-team player who can’t accept feedback or collaborate with others, let me tell you why I believe this.

  • The job is more than just posting content. There is a significant amount of research and work that goes into it. You need to know and embody the brand and tone. There must be audience research and analysis, with full understanding of existing customers, ideal prospects, and social media followers. This includes all of the demographics and psychographics you can get your hands on so that you’re developing content that speaks to that audience, engages with them, and builds a relationship. And then developing content to fit those needs.
  • Which leads me to my next point, content isn’t just content. Everything you post has to have a purpose, whether it’s to increase brand awareness, connect with leads or prospects, engage your current followers, share news about your brand, etc. It must be developed and posted strategically. It’s not just whatever the specialist decided they wanted to post that day. You have to stay on top of industry trends and topics, crises in the news, and feedback about the brand, and post content your audience needs or wants.
  • Each platform is different. The audiences are different. It’s not best practices to post the same content, so you’ll need different content strategies for each. Each has nuances that you need to be on top of to make sure people see what you post. Reporting is different, setting up paid campaigns is different… it’s all different. And if your company is on more than one platform, it’s quite a bit to juggle.
  • You must constantly monitor and engage with those who engage with you, as well as consistently keep an eye on your page’s metrics. This includes reach, engagement (likes, comments, shares), click through rate, etc. You must know how to pivot when a post isn’t working, or how to adjust if something is working really well. It’s critical to respond to those who leave comments or send you messages, because this day in age, people expect nearly instant responses to their questions and comments.
  • Social media changes almost daily. There are new platforms. Algorithms change regularly, which means you may have to change how, when or what you post or advertise. There are regular privacy updates, new regulations, and recommendations for ensuring your posts are seen. And it doesn’t just come from the social media platforms. It can come from mobile carriers, Apple, Google, etc. And as a social media manager/specialist, you need to stay in-the-know about all of it, or risk your posts or ads being denied, suppressed, etc.
  • You’re often seen as the “face” of the brand. And there’s a lot of pressure in that. You have to deal with happy or angry customers or prospects, know how to answer questions, educate, inspire and engage with audiences while also on the down-low promoting your brand.
  • If you’re responsible for paid ads, you’re also responsible for a return on investment in social. You may have to meet certain conversion rates, costs per conversions, click through rates or engagements. You may have to report the number of leads, new customers or sales you get from a paid campaign. And when budgets get involved, the pressure is upped a notch. Because now you have to prove you deserve that budget and it’s contributing to the company’s bottom line.

I’ll step off my soapbox now, thanks for reading. But these are just a few reasons I think it’s important we give social media managers and specialists the kudos they deserve.

So next time you see your social media person, give them a socially-distant hug. Or air high-five. Or at least smile. And stop telling them how to do their jobs. Because it’s not the same as posting pictures of your dog or checking in at your favorite restaurant on your personal page. They aren’t playing around on Facebook or scrolling through Insta for fun. It’s quite a bit of strategy, research, analysis, development and work to ensure success for your brand.

This post was inspired by a friend, a social media specialist, who has regular interactions with others who challenge their knowledge of their channel. I felt it was my responsibility to bring these issues to light on my own platform so that we can all learn from these experiences.

by caitlyncallahan14

creating my hashtag strategy

A few weeks ago I wrote an industry article about how to create a hashtag strategy. While I’ve worked in the social media industry for years, I did learn a few things about hashtag strategies and tools that I thought were really interesting. I also realized that while I use hashtags on my business Facebook and Instagram page, I don’t have an actual strategy.

So this week, I’m going to share step-by-step what I did to develop my own hashtag strategy. If you don’t have one but are posting on social media, I encourage you to read that industry article and follow these steps yourself.

First, I checked out some others in the marketing industry to see what types of hashtags they are using, and how many they use per post. I did this over a period of a week or so, and it was easy with the new Facebook business timelines.

  • Together Digital: marketing, networking, womenindigital, marketer, womeninbusiness, digital marketing, socialmediamarketer, womeninadvertising, digitalmarketingexpert, socialmediamarketing, digitalinfluencer, womenownedbusiness, womensempowerment
  • Hootsuite: digital2021
  • Content Marketing Institute: contentmarketing
  • Hubspot: CRM
  • Small digital/content/social media marketing agencies: socialmedia, writing tips, writinginspiration, personalbranding, branding, brand, business, businesswomen, entrepreneur, marketing, marketingstrategy, socialmediamarketing, knowledge, digital marketing, branding, brand, SEO, copywriting

Interestingly enough, I found that a lot of larger industry friends, like Hubspot and Hootsuite, rarely used hashtags even on Instagram. I also found that many of the smaller agencies used the same several hashtags for each post, even though they weren’t related directly to the brand but instead the industry.

That being said, I know the importance of the hashtags and decided I would still utilize them regularly and strategically in my posts.

Additionally, I did some research on what those industry leaders said about hashtag use and strategies, including Hootsuite, Hubspot, Sprout Social, etc. I read about how they recommend posting about marketing, content and social media, and noted some of the suggestions they made.

Next, I decided to tap into the tools of Hashtagify.me and RiteTag.

Hashtagify.me gave me the following recommendations related to digital marketing, content marketing, and social media marketing:

  • marketing
  • socialmedia
  • SEO
  • SMM
  • growthhacking
  • contentmarketing

Turns out you can’t do much with these tools without signing up/paying for a subscription, but I did what I could with the “free” access.

So next I turned to Instagram. In the Explore tab, I searched a few keywords to see what the most popular tags were.

  • Marketing: marketing, marketingstrategy, marketingdigital, marketingtips, marketingagency, marketingideas
  • Digital Marketing: digitalmarketing, digitalmarketingagency, digitalmarketingtips, digitalmarketingexpert, digitalmarketingstrategy, digitalmarketingtools
  • Social Media: socialmedia, socialmediamarketing, socialmediamanager, socialmediatips, søciålmediastrategy, socialmediamanagement, socialmediamarketingtips
  • Content Marketing: content marketing, contentmarketingtips, contentmarketingstrategy, contentmarketing101, contentmarketingexpert
  • Blog: blogger, blog, bloggersofinstagram, bloggerlife, blogpost, bloggers

After all of this research, I found that even though I didn’t have an actual “strategy” per say, I was using the recommended number of hashtags per post and the hashtags I was using tended to align with recommendations across the industry and social channels.

At the end of the day, I determined not much is going to change about how I currently use hashtags. However, I will be more strategic about the hashtags I use about other, more specific topics (like SEO, organic social media, SEM, etc.) I’ll also continue actively monitoring others I follow to be more aware of how they use hashtags, and what their post engagement looks like.

Again, if you don’t currently use hashtags, or you do but aren’t strategic about it, I recommend you spend some time putting together a plan or researching how you can use them better. Perhaps you’ll just keep doing what you’re doing. Or, perhaps you’ll learn something new, or better yet, get better reach and engagement on your posts and increased followers on your pages.

by caitlyncallahan14

linkedin is my favorite social channel

I first created a Facebook profile in 2008 after I moved to a new high school. Not gonna lie, while I rarely post, I check it almost every day – both from a personal and professional standpoint.

Twitter followed a couple years later, though I rarely used it. Pinterest was always fun to use, inspiring my future house, kids, wedding, wardrobe, and other things I loved. I didn’t create an Instagram until around 2014, but I only posted a handful of photos to it and don’t use it today except for my business page.

LinkedIn, however, I got into in the early 2010s… and it has been my favorite social media channel to date.

Sometimes, people look at me weird when I say that. But hear me out.

Not only does LinkedIn allow you to connect professionally with those you’ve worked with in the past, keeping up to date with their careers, but you can also connect with (or follow) professionals and professional organizations you admire. Or, even professionals you don’t know, but from whom you can learn about your industry or topics of interest.

You can share articles, white papers, studies, websites, portfolios, webinars, and other forms of education and connection to which you can soak up and learn from. You can join groups around specific topics or industries, and learn from and connect with other professionals.

There are no perfectly-posed photos, drama between friends, or rampantly-spread fake news or politics (unless you follow those sorts of things, which I do not).

I’ve found books to read, people to follow, webinars and certifications to watch or take, inspirational videos or motivational articles. I’ve learned about my industry. It never fails that every time I scroll through my LinkedIn feed, I see something that I want to read, watch, click on or learn more about. I often screenshot things or copy links and send to coworkers or friends in my industry.

I also think it’s a great place to share my own knowledge and information about my business.

Also, it’s obviously a great, organized and easy way to showcase your past jobs and talent for future employers.

No matter what stage or industry your career is in, I encourage you to get on LinkedIn. Chances are you probably already have a profile but aren’t active on it. Get more active. Post your thoughts, share posts, spread information and knowledge.

Because as School House Rock taught me, knowledge is power.

by caitlyncallahan14

2021 content marketing trends to watch

Empathy. Human. Connection. Transparency. Trust. Authenticity. These are all buzzwords you’ve likely come across when developing your content marketing strategy in the past, but due to the global pandemic and everything else 2020 brought, they will be more important than ever in 2021.

Your content marketing strategy should feed your digital and traditional advertising, social media channels, emails, website and blog. It should showcase who you are as a brand, connect with your audience on a deeper level, and provide value, entertainment and education to your customers and prospects.

Content strategies should be the backbone of marketing plans. Here are a few trends I’ve found to keep an eye on for 2021.

  1. Keep creating

Without content, your business will struggle. It’s an honest fact.

However, many of us are facing challenges we didn’t in past years, like significantly smaller budgets or less manpower. Don’t let those challenges stop you from creating.

If you have the time and money to invest in content, do it. You won’t regret building that into your budget and plan. However, if you don’t, creativity, consistency and authenticity can still go a long way.

  1. Include content in your customer journey

What do you know about your audience? What is their customer journey? Everything you know is likely translated into your marketing plans, and that information is used to create ideal marketing and nurturing campaigns for customers and prospects.

Consumers need you to be where they are when they need you, and each micro-moment is an opportunity for you to use content to move customers through the conversion funnel and customer journey.

Create mobile-first content, lead generation forms and opportunities. Make your content easier to find and navigate. Optimize for local searches and important industry keywords. Try creating content specific to your buyer personas and directed more toward the bottom of the funnel.

And as you do all of that, showcase engaging, entertaining or educational content instead of sales CTAs.

  1. Remarket

We’ve all been to a website, or looked at a product on Amazon, and then seen an ad for the same or a similar product in our Facebook newsfeed. This is a form of remarking, and it should be part of your marketing strategy.

However, consumers are savvy, and they are being more selective about the brands they engage with and purchase from. Your traditional remarking ad may not be enough anymore. Instead, use content to increase brand awareness and keep your product top of mind.

Make your content personalized. Allow the consumer to pick up where they left off. Tie other channel’s such as email, Google ads, social media ads and others together with the personalized content. Make the remarking ads seamless across channels.

  1. Diversify and include

If you have a blog, and that’s been the focus of your content marketing efforts, that’s a great start. However, it may no longer be enough. Diversify your content marketing efforts to be more inclusive of other tactics and channels.

This can include videos, infographics, memes, and gifs. In fact, video streaming has become even more popular than ever before, and with the introduction of Tik Tok and Instagram Reels (in addition to Stories and Snapchat), people are consuming video at record-breaking amounts.

Then, once you diversify your content, include it in everything. Tie together your website and blog, social channels, email and other marketing efforts. Make sure the tone, information and strategy carry over.

If you repurpose content, be sure to alter it (even if slightly) to fit the format and expectations of the channel you’re repurposing on. For example, you shouldn’t promote a blog post in an email the same way you would on your Facebook page.

  1. Improve the experience

How your audience interacts with your content is just as important as what content they are interacting with. In order to drive ROI with content, you need to focus on improving the content experience.

Analyze metrics like bounce rate and time on site, scroll depth, and clicks. It’s not enough that visitors come to your site, they have to engage and spend time with what’s on the page.

Try different content layouts, images, videos and types of content. Offer videos, webinars, white pages, podcasts, and images. Test which topics are the most engaging and informative. Be more tactful about placing CTAs and asking for email addresses. Be more strategic about how you more the consumer from that piece of content to the next step in the funnel.

  1. High-quality SEO

SEO (search engine optimization) has been a content marketing buzzword for years. However, as competition increases, attention spans decrease, and customers are being more selective about brands they interact with and where/how they spend their money, SEO will be a critical piece of your content’s success.

Figure out how you can differ yourself and your content from the big competitors. Focus on more niche, targeted and long-tail keywords. Be sure your content is engaging, including having a low bounce rate, and high time on site and scroll depth.

Take time to create an actual SEO strategy. Include members of your team, like your web analytics team and search engine marketers, to find the opportunities that will be key for you and your brand.

by caitlyncallahan14

2021 social media trends to watch

It should come as no surprise that Statista reported a 21% increase in monthly social media usage this year.

Due to the global pandemic, people turned to social media to connect with loved ones, follow the latest news coverage, shop and find new products, and mindlessly scroll for entertainment.

With more than 3.6 billion people using social media worldwide, and that number expected to continue to increase, brands are now wondering how to continue to engage with their audiences on social, as well as what to plan for in 2021.

With some research, I’ve gathered eight social media trends for marketers to watch in 2021.

  1. Less quantity, more quality

In 2020, you may have noticed many brands posted less often, but created more thoughtful, engaging content. This trend will likely continue in 2021.

Brands had to ask themselves “Do my followers even want to hear from me? Do they care about this content right now?” I’d venture to guess a lot of times, the answers were no. Creating and providing value for your audiences will be key. Focus on producing quality content that your audience cares about and can gain value from instead of posting just to post.

This trend will hold true to paid advertising as well. 2021 will see more thoughtful ad buys, more valued partnerships, and more informed targeting.

  1. Real content

Did you notice an uptick in your favorite brands posting live streams, lower production value images and videos, and more real content? That’s because as teams transitioned to a primarily work-from-home structure, many brands had to adjust how they were creating content.

Posting real, thoughtful and honest content has always been important. Your audiences want to see who you are as a brand, and get to know you beyond your advertising and products, and in 2021 this trend will be more important than ever.

People are being more choosy and selective about how and where they spend their dollars, and what brands they choose to support during these difficult times. Make it easier for them – don’t shy away from live streams and content made from your home office. People want to see that.

  1. Selling vs. helping

A lot of brands use social media as another avenue to sell their product or service. And with access to essentially limitless prospective customers, it’s easy to forget the purpose of social – connection and engagement.

Over the past couple of years, consumers are wising up and engaging less with the brands and companies who are constantly pushing a product. They aren’t offering anything of value or importance to the consumer, other than brand recognition. And in the long run, you may be annoying those customers enough that they will avoid you when it comes time to purchase your product.

Instead of selling, follow the trend of helping. Use your social media presence to help customers, answer questions, have conversations and provide value. Be more thoughtful and empathetic in your nurturing through the funnel. Be human and engaging.

  1. Tik Tok, Instagram Reels, and Stories

Short, snack-able and eye-catching content will reign in 2021. With the rise of Tok Tok, Instagram Reels, and the continued popularity of Stories (Facebook, Instagram, Snapchat), brands should focus on content that doesn’t break the attention span.

Graphics, memes, infographics and gifs continue to prove popularity. Additionally, short videos (10-20 seconds) will become increasingly important. Tell stories about your products/services, brand or employees. Go behind the scenes, engage with current events, or simply entertain.

  1. Go live

I touched on it in #1, but I’ll say it again. Live video is key this year. In addition to video content being more popular and engaging than ever, live video gives you the opportunity to stream events, marketing experiences, Q&As, tutorials, and other content for your consumers. It’s real, it’s raw, and it’s something positive that came out of 2020.

Live videos keep your followers engaged with your brand by showing them something they might not be able to experience elsewhere. It gives them a new and different way to learn from and engage with your brand.

And, thanks to the struggles of last year, you aren’t expected to film in a production-quality screening room. Your home office can do the trick just as well.

  1. In-app shopping

This is something Pinterest mastered years ago, but other platforms like Facebook and Instagram are jumping on the bandwagon.

With new capabilities, consumers can buy a product they see in a post without even leaving the app they are on. This adds convenience for both the user and the company, because you don’t have to build a whole e-commerce store to sell your products.

This is great for small business owners who turned to crafting as a side-hustle during the pandemic and furloughs, as well as for larger brands who are looking to conveniently and effectively continue to sell products.

  1. Authenticity and trust

This has always been important, and in my opinion, one of the keys to success on social media.

However, it may be more important now than ever before.

Unfortunately, the pandemic hasn’t gone away. And people are still scared, lonely, frustrated and financially uncertain. It’s especially critical for brands to build trust with their audiences in order for consumers to identify with and invest in them.

Producing and posting authentic content, either from your employees, brand or customers, can help prospects (and existing customers) relate to you, while showing them you care about them… not just your sales.

I know your sales are important. It’s what will keep your business afloat. But, you can still improve your sales without pushing your product on your consumers. Keep existing customers coming back, and show your authenticity as a brand to build trust with prospects. They will appreciate it, connect with you, and come to you first.

  1. Prepare to pivot

If you didn’t learn this in 2020, you might have been living under a rock. Or not on Earth at all.

Last year, brands were forced to almost constantly pivot to stay afloat. Whether that was in their marketing, product offerings, or other facets of the business, COVID-19 showed us you can’t get comfortable with what you know.

Whether you had to furlough employees, transition to work from home, turn off your marketing, change your tone and how you market, create new content (everyone has to wear masks!), or something else, the trend of being able to quickly pivot your strategy won’t go away this year.

Prepare to change. Prepare for the unexpected. Be ready to pivot on both large and small scales, whether it’s your posting schedule, what you’re posting, or your paid ads.