Articles in the Social Media Marketing & Strategy Category

February 12 2015

Understanding Different Types of Social Media Management Tools


social-media-marketing-toolsTrust us; we feel your pain. As a marketer, you’re busy in a number of different areas, one of which is almost certainly social media. Within your social media umbrella, you’re likely running several campaigns, with each campaign utilizing separate platforms. It’s easy for things to get out of control.

Due to that, it’s crucial to find ways that can make running distinct campaigns as efficient as possible. One technique to achieve this efficiency is to use social media marketing tools. Once you discover social media marketing tools that work for you, you’ll look back on the days before you had them in your arsenal and wonder how you ever got by without them. Before choosing specific tools however, it’s important to understand the different categories of tools that are out there and how each can be helpful.

In this post, we’ll discuss three different categories of social media management tools and their advantages. In addition, we will provide a few specific examples from each category that you can test.Read More

November 25 2014

Social Strategy: Where Should You Spend Your Time?


With so many opportunities for spreading your message online, it can be hard to know where to spend your time. After all, there are only so many hours in the day – and many ways to fill those hours.

The answer varies, but it all comes down to strategy. In order to build this strategy, you have to answer a few fundamental questions. Specifically, where is your audience, what is your goal, and what kind of content do you have to share?Read More

November 19 2013

Want to Avoid a Social Media Disaster? Think Before You Speak


You’ve probably heard by now about JP Morgan’s disastrous social media campaign, #askJPM, which quickly turned ugly last week with users taking to Twitter to ask tongue-in-cheek questions the banking giant probably didn’t foresee. Questions like:


This is likely not what the banking giant anticipated when they promoted the simple Q&A session:


How can you avoid similar social disasters?

Think Ahead – What Could Go Wrong?

Companies often make the mistake of viewing social media as a promotion device. And, while many can and do promote themselves and their services on social media, social media is not a TV commercial or a magazine ad. It’s not a one-way conversation. It’s an open dialogue – one that you, largely, can’t control.

With that in mind, before you Tweet, share or post, you should play out all of the possible responses to that Tweet. What could go wrong?

Often, the benefits will far outweigh the consequences. For every negative #maxinista Tweet, for example:


There are scores of positive ones:


Know Your Audience – And Your Platform

Twitter is kind of like a train station – there are lots of people coming and going, with a plethora of points of view. As such, it’s not the best place for an organization with a dubious reputation to invite questions from the public – unless, of course, it wants to be kicked.

So, before you decide to take to Twitter – or any social media platform – with a marketing campaign, ask yourself:

  1. What could go wrong?
  2. Who will we reach?
  3. Is there a better forum for this?

Or, you might just find yourself, like the folks at JP Morgan, going back to the drawing board.


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