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Crisis Management on Social Media: Navigating Challenges Effectively

info on February 14, 2024

In today’s digital age, where information spreads rapidly and social media platforms serve as hubs of communication, effective crisis management on social media is more crucial than ever. A single tweet or post can escalate a minor issue into a full-blown crisis within minutes. It is important to have crisis management tools available to your community management team so they have safe and effective strategies for navigating challenges.

The Power of Social Media in Crisis

First, it is important to be aware of how the beast that is social media operates when there is a crisis so that your team can respond appropriately. Social media has the power to amplify both positive and negative stories. During a crisis, negative information can spread like wildfire, potentially damaging your brand’s reputation. It is often best to assess whether this is a small-scale issue that can be dealt with through social media interaction or if it should be dealt with at a higher level

If it is smaller scale, then there are some positive elements to communicating through social media. It can also be used in tandem with other outlets for bigger crises so you maintain a more intimate relationship with your customers. Social media provides a direct line of communication with your audience. During a crisis, timely and transparent communication is essential to address concerns, provide updates, and manage public perception.

Stakeholders, including customers, employees, investors, and the media, turn to social media for information during a crisis. Engaging with these stakeholders in a meaningful way can influence their perception and trust in your response.

Strategies for Effective Crisis Management on Social Media

1. Preparation is Key

Proactive planning is critical to effective crisis management. Develop a crisis communication plan that includes roles and responsibilities, escalation procedures, and message templates. Identify potential crisis scenarios and prepare responses in advance.

2. Monitor Social Media

Use social media monitoring tools to stay vigilant and track mentions, trends, and conversations related to your brand. Early detection allows you to respond swiftly.

3. Empower Your Team

Empower a dedicated crisis management team with the authority to respond promptly. Ensure team members are trained and equipped to handle social media crises effectively.

4. Assess the Situation

When a crisis emerges, assess the situation before responding. Understand the scope, severity, and potential impact of the crisis. Identify key stakeholders and the most appropriate channels for communication.

5. Be Transparent and Honest

Honesty and transparency are non-negotiable during a crisis. Admit mistakes, share accurate information, and communicate clearly. Avoid the temptation to conceal or downplay the issue, as it can exacerbate the crisis.

6. Provide Regular Updates

Keep your audience informed with regular updates as the situation unfolds. Address questions and concerns promptly, even if you don’t have all the answers. Acknowledge that you are actively working on a resolution.

7. Show Empathy and Compassion

Demonstrate empathy and compassion in your responses. Acknowledge the concerns and feelings of those affected by the crisis. A compassionate tone can go a long way in calming a tense situation.

8. Use Hashtags and Crisis Messaging

Create a dedicated crisis hashtag and messaging to centralize communication around the issue. This helps you maintain control over the narrative and ensures consistent messaging.

9. Engage in Two-Way Communication

Engage with your audience on social media by responding to comments and messages. Address concerns and offer assistance when possible. Avoid automated or robotic responses.

10. Learn and Improve

After the crisis has subsided, conduct a post-crisis analysis to evaluate your response. Identify areas for improvement and update your crisis communication plan accordingly.

Case in Point: Successful Crisis Management

One notable example of effective crisis management on social media is how Johnson & Johnson handled the Tylenol poisoning crisis in 1982. They responded swiftly by recalling millions of bottles and communicated transparently with the public. Their commitment to safety and accountability rebuilt trust and set a precedent for crisis management.

In the digital age, social media can be a double-edged sword, both a source of crisis and a platform for effective crisis management. A well-prepared and responsive approach is essential to navigate challenges effectively. By planning ahead, monitoring social media, and communicating honestly and transparently, your brand can weather storms and emerge stronger from crises, building trust and credibility with your audience. Remember that in the world of social media, the way you handle a crisis can define your brand for years to come.

Optimizing Social Media for 2024: Strategies and Best Practices

info on February 14, 2024

The social media landscape is constantly evolving, and staying ahead of the curve is essential for businesses and marketers looking to make the most of these platforms. As we move into 2024, it’s time to reevaluate your social media strategies and adopt best practices that can help you thrive in this dynamic digital environment. Adjust your 2024 approach to social media with these key strategies and best practices to optimize your brand’s online presence.

1. Embrace New Platforms and Features

Social media platforms are continually introducing new features and functionalities. In 2024, it’s crucial to keep an eye on emerging platforms and stay updated on the latest features of existing ones. For instance, consider exploring the potential of the metaverse, dive into audio-based social networks, and leverage the latest advertising tools offered by platforms like Facebook, Instagram, TikTok, and X.

2. Prioritize Video Content

Video content has been a dominant force in social media for several years, and its significance will only grow in 2024. Consider incorporating various video formats such as short-form videos, live streaming, and interactive content. Create engaging and visually appealing videos that resonate with your target audience and tell your brand’s story effectively.

3. Personalization Through AI

Artificial intelligence (AI) will continue to play a pivotal role in social media marketing. Leverage AI-driven tools to analyze user data and behavior, enabling you to deliver personalized content and tailored ad campaigns. Personalization enhances user engagement and can lead to higher conversion rates.

4. Community Building and Engagement

Building a strong online community around your brand is a long-term strategy that pays off. In 2024, focus on fostering engagement by responding to comments, conducting polls, and running contests. Engaged communities can become brand advocates, helping you expand your reach and credibility.

5. Social Commerce

The convergence of e-commerce and social media, known as social commerce, is gaining momentum. Explore the opportunities to sell products directly on social platforms. Platforms like Instagram and TikTok Shop are transforming into e-commerce hubs, enabling seamless shopping experiences for users.

6. Data Privacy and Ethics

As privacy concerns grow and regulations like GDPR and CCPA become more stringent, prioritize data privacy and ethical practices in your social media strategies. Obtain explicit consent for data usage and ensure compliance with relevant laws to build trust with your audience.

7. Content Quality Over Quantity

In 2024, the quality of your content will be more critical than ever. Focus on producing high-quality, informative, and entertaining content that adds value to your audience’s lives. Avoid spammy and clickbait content, as users are becoming increasingly discerning.

8. Measure and Analyze

Effective social media marketing requires ongoing measurement and analysis. Use robust analytics tools to track key performance indicators (KPIs) and adjust your strategies accordingly. Regularly evaluate the effectiveness of your campaigns and make data-driven decisions.

9. Collaborate and Partner

Consider collaborating with influencers, complementary brands, and industry leaders to expand your reach and credibility. Influencer marketing remains a potent strategy, but focus on authenticity and long-term partnerships for optimal results.

10. Adapt and Evolve

The digital landscape is ever-changing. Be prepared to adapt and evolve your strategies as new trends and technologies emerge. Continuously educate yourself and your team to stay on top of the latest developments in social media marketing.

Optimizing your social media strategies for 2024 requires a proactive and adaptive approach. By embracing new platforms and features, prioritizing video content, leveraging AI for personalization, and maintaining a strong focus on community engagement and ethical practices, your business can thrive in the dynamic world of social media marketing. Remember to measure your performance, adjust your tactics, and stay agile in response to evolving trends and consumer preferences.

2024 Marketing Trends: Personalization, Balance, and Diversifying for Audience Needs

info on January 8, 2024

In the ever-evolving world of marketing and advertising, staying ahead of the curve is crucial for success. The 2024 landscape is poised for significant changes driven by technological advancements, shifting audience behaviors, and a growing emphasis on authenticity and sustainability. In this blog post, we’ll explore ten cutting-edge trends that are expected to shape the marketing and advertising industry in the coming year. From AI-driven personalization to the evolution of influencer marketing and the rise of secondary advertising channels, these trends offer insights into the strategies that businesses and marketers should consider to thrive in an increasingly dynamic digital environment. Let’s dive into the future of marketing and discover the exciting possibilities that await in 2024.

AI-Driven Personalization: AI and machine learning will continue to play a crucial role in creating personalized marketing campaigns. Marketers will use AI to analyze data and consumer behavior to deliver more tailored content and experiences.
Voice Search Optimization: With the growing popularity of voice-activated devices like smart speakers and virtual assistants, marketers will focus on optimizing their content and ads for voice search, including long-tail keywords.
Diversifying Advertising Channels: Media buyers will diversify their advertising efforts by exploring secondary and emerging channels to reduce their reliance on dominant platforms like Meta, concreting a more balanced and resilient marketing strategy.
Social Media Channel Shopping: Social media platforms like Instagram and TikTok will lead the way in transforming themselves into e-commerce hubs, allowing users to shop directly within the apps, making the shopping experience mobile, seamless, and convenient.
Video Content Dominance: Video marketing will continue to thrive, with a shift towards short-form videos for platforms like TikTok and Instagram Reels. Live streaming and interactive video content will also gain traction.
Influencer Marketing Evolution: Influencer marketing will mature into a holistic approach, where campaigns are strategically planned to include a blend of macro-influencers, secondary influencers, and supportive talent creators. This diversified influencer mix will allow brands to reach various audience segments effectively and build more authentic connections.
Apple Spatial Video Capture: Apple’s spatial video capture technology will enable marketers to create immersive 3D video content, enhancing user engagement and providing innovative ways to showcase places, products and services.
Interactive Content: Interactive content formats, such as quizzes, polls, and shoppable posts, will become more popular as they engage users and provide valuable data for marketers.
Programmatic Advertising Growth: Programmatic advertising will continue to grow as it offers more efficient and data-driven ad buying across various channels, including display, video, and streaming.
Privacy-First Marketing: With increased privacy concerns and regulations like GDPR and CCPA, marketers will adopt strategies that prioritize consumer data privacy and opt-in consent, while still delivering personalized experiences.

Take a Break from Product Posts

info on February 23, 2022

Written by: Danielle Gazda

If you advertise on Facebook, Instagram, or other social media platforms, here’s something to think about: Audiences can become bored by endless posts about a company’s products or services.

If they are already following you, then they know what you’re selling, where they can purchase items, and what your claims about your products or services are. So why should audiences keep following a brand that they already know and buy from? For some, it’s brand loyalty or identification with the product. For others, it’s the hope of finding out about new products or getting discount codes. However, when those aren’t possibilities, audiences need something else to keep their attention.

Fun, trendy posts can be a great way to keep your audience engaged and interact with them. Let’s have a look at a few different types.

Current Events

Posts about current events are a great way to start. Keep up with events, such as sports championships, the Olympics, and major news stories. Even if your company isn’t a sports brand, showing support when a hometown team is involved in a big game can go a long way toward community building. Most companies stay away from politics, but if you want your company to reflect your opinions, it can be good to post about various causes you support. You can hold fundraisers around the winter holidays or in a relevant month.

Holidays

Widely celebrated holidays are also important sources of material. You can choose them based on your audience’s demographics, how a holiday relates to your product, geographic location, or other factors. Some companies choose to acknowledge as many as possible, so they can include their whole audience. Popular holidays such as Valentine’s Day and Halloween are also great for promoting special offers. Make sure you also acknowledge country-specific or regional holidays based on where your audience is from, not just where your company is located.

‘National’/Social Media Holidays

Other holidays to observe are the so-called “National” holidays — as in, National Read Across America Day or National Hydration Day. You can find calendars online that show you what weird, thoughtful, or just plain fun holidays will be celebrated in a given month. There are also national holiday weeks and months — as in, National Mental Health Awareness Week and National Noodle Month. The holidays on these calendars are also great for marking the changing of seasons or reminding your followers of the observances that occur during a month. Browse through them to find holidays that fit in well with your brand. There are food, beauty, medical, mental health, nature, animal/pet holidays, and so many more.

Subscribe to our newsletter to receive a list of them at the beginning of each month.

Memes

Memes are tried and true, but can actually be tricky to navigate. Audiences may see companies as trying too hard if they overdo posting memes. It’s best to keep them relevant to trends that are very popular at the time of posting and to keep the posting of memes to a minimum — one or two per month is usually enough. There are exceptions depending on the format of the meme and what your company can say by using it. Remember that memes are meant to be fun and funny, so don’t overthink them.

Audio Trends

Audio trends are going to be most relevant if your company utilizes TikTok for marketing. (Some of these can also translate well to Instagram Reels.) Audio trends are clips of songs or viral phrases that go in and out of fashion very quickly, so it is important to keep up to date. There are a few evergreens that can always be brought back or revitalized if the topic of content requires it. Use these well and sparingly though — as with memes, if audio trends are overused, audiences may think you’re trying too hard to be relevant to younger users.

Spice up your social media profiles with some of these fun post ideas. Marketing is no longer straightforward advertising of a product; being trendy, relatable, and human are becoming far more important. That’s how you bring in an audience and keep them coming back for more.

How NFTs are Changing Art Forever

info on January 18, 2022

By: Danielle Gazda

Let’s start with what an NFT is.

NFT stands for non-fungible token. This “token” is the general and commonly used term for a piece of digital art that has been authenticated and minted. The most familiar forms are 2D and 3D digital art, but it can also be music, photography, videos, Tweets, memes, and more. Any type of digital media is viable.

How can you own something intangible and replicable?

Think about NFTs like they’re expensive, physical art. If you own an original painting by Monet then you have the genuine, one-of-a-kind piece; however, that doesn’t stop museums and online stores from selling prints of the exact same piece. It can exist outside of its original form.

NFTs are essentially the same thing. The concept was initially created as a way for digital artists to authenticate their original pieces and be able to sell it like physical art with ownership. The sites where you buy NFTs function the same way that auction houses or eBay does, where people bid on the items they are interested in.

Creating and selling NFTs.

There are many places across the internet where you can find out the specifics of creating, minting, and selling NFTs, but there are some key things you should know. Minting, for instance, is the process of changing a regular file of digital media into an NFT. This is done on a registry website that uses blockchain.

A blockchain is a decentralized software network where no single computer controls the network, instead they work in tandem and separately to store files securely, keep records, and act as a payment ledger. A commonly used site is Ethereum, which is also one of the biggest names in cryptocurrency. Cryptocurrency is important because that is the only payment method available to create and purchase NFTs.

To purchase and use cryptocurrency (crypto) you need a digital wallet. Setting up a digital wallet and buying crypto happen in separate places. Common wallet types are MetaMask, Exodus, Trezor T, and Ledger. Common sites to buy crypto are Coinbase, Binance.US, Gemini, and more. There may seem like a lot to learn, but once you’re set up, it gets easier.

From here, you can buy and sell NFTs at your leisure.

Why should your company make NFTs?

NFTs are popular, trendy, and worth a lot of money in most cases.

Creating an NFT based on your company logo, a product, or concept can be a new way to get your brand visibility for more and new people to see. It also establishes that your company is tech-savvy and future forward.

Making digital art is free, but changing it into an NFT can be expensive. There are fees involved, but the payout can be significant since most NFTs go for thousands, hundred thousands, and even millions of dollars. This may not happen right away, but making an NFT may still be a fun and advantageous avenue to explore.

If your company has a strong brand identity then it may be worth pursuing. Remember to be creative with the digital media you make, see what’s out there, and what you can contribute to this new digital art world.

January Social Media Articles

info on December 27, 2021

You can find all of the links to the social media news we want to share with you throughout the month of January. Take a look.

Instagram Adds Option to Delete Individual Posts from Carousels, Shake to Report Feature

Social Media Today reports on Instagram’s updates to carousel posts and the new “rage shake” feature to report issues with the app. Read it here.

Social Media Marketing Trends for 2022: Predictions From the Pros

Social Media Examiner has compiled 22 trends for 2022 from the experts. Check it out here.

Technology Is Changing PR and Marketing Forever

Entrepreneur talks about the importance of evolving your brand alongside changes in technology. Read what they have to say here.

Adobe buys social media marketing startup ContentCal

Adobe recently acquired ContentCal, a social media content management website. Read about the acquisition and plans to come here.

Social Trends 2022

Hootsuite determined the five trends that will shape marketing strategies in 2022, based on responses from more than 18,000 marketers. See what they had to say here.

4 Ecommerce trends you need to know for 2022

Online shopping is evolving into social media e-commerce shopping. See what trends Sprout Social thinks will happen in e-commerce here.

Tips on Improving SEO for Your Brand

info on December 2, 2021

By: Christina Healy

SEO (Search Engine Optimization) is the process of improving your website to make it more visible during internet searches, with the goal of increasing traffic to your page. Having advanced SEO strategies for your brand is important because gaining visibility online is crucial for success. You can’t get leads if nobody can find you. During a search, the most relevant keywords will determine the order of results. The goal is to have your brand appear at the top of the results page, making it more likely that the consumer will click on your site. There are many strategies that can help make this happen.

Here Are Five Practices for Improving SEO for Your Brand:

Choose the Right Keywords and Phrases:

It is essential that the keywords chosen are relevant and created specifically to match your content. You want to use simple words that people are likely to use in their searches. It is also important to include phrases with three or four keywords that show a little more detail about your product or service in case of more advanced searches. Your site has a better chance of being ranked higher if your words match the search words exactly.
Use a Program to Monitor Metrics:

A program like Google Analytics is extremely helpful for understanding how your website is being used. You can then take that information and use it to improve SEO. Find out which search engines are leading users to your site, or learn what devices users are on when they visit your site. All of these small details are important when developing strategies of improvement.
Find Out What’s Working for Your Competitors:

Understanding who your top competitors are, and identifying the tactics they are using to be successful, can be beneficial for you. Take that information and figure out what your site needs or could improve upon.
Put Out Quality Content:

When people discover your page, you want to make sure that there is a good chance of them engaging with the content. Therefore, it needs to be of high quality. Be sure to constantly update existing content, as well as to produce new material regularly. Posts should be relevant and newsworthy. Search engines are always evolving to show the most relevant information first. Therefore, that’s what needs to be on your website. You want the consumer to spend a decent amount of time on your page, which improves the ranking of your site in a search.
Have an Engaging Title and Meta Description for Your Site:

The title needs to include the most exciting and important keywords. These few words need to spark emotion in the user. The meta description is a concise summary of the webpage located in smaller letters under the site’s title. It must be short and sweet, yet detailed and clear. Having a great meta description or title could just end up being the deciding factor of whether or not someone clicks on your site.

By improving your brand’s SEO little by little, there will almost certainly be an increase in traffic to your site. Paying attention to the small yet very important factors that make up a brand’s website can lead to great success.

How to Attract Customers Toward the End of the Holiday Season

info on November 24, 2021

By: Christina Healy

It’s no secret that the holiday season is an extremely busy time for most businesses. Online shopping sales are at a high, and physical store locations are flooded with eager buyers. Therefore, businesses need to be strategic in their marketing campaigns, especially when the season starts to wind down. Here are five ways to keep up the hustle and bustle as the year comes to an end.

1. Discounts

Offering discounts and special sales can be the most effective way to bring customers back once the holiday spike recedes. At the end of the year, people are usually at their all-time highs of spending money, and you will stand out if you offer good deals. Remember: People love seeing the word “Clearance.” You can set up your winter merchandise as clearance and attract buyers. Offer deals such as a BOGO (Buy One, Get One Free!) or special markdowns, and advertise them on the homepage of your website.

2. Stocking Stuffer-Sized Items

During the holidays, it is common that many are buying presents for a wide range of people. Maybe they need something at the last minute to contribute to a gift swap, a Secret Santa, or for their nephew’s girlfriend that they didn’t know was coming for Christmas dinner. Therefore, the end of the holiday season is a perfect time to market stocking stuffer-sized items. Can any of your items be sold in smaller sizes? Even if you can’t do it this year, keep it in mind for next year. You can attract buyers by creating a separate section on your website for these specific items, and then targeting the right audience.

3. Express Shipping

Nothing is worse than telling a loved one that their present just didn’t come in time, and that they will have to wait till the new year to receive it. Stand out this year and offer express shipping to your customers when it gets down to crunch time. Having the option of express shipping could just be the reason why someone makes their last-minute purchase with you instead of a competitor.

4. Personalized Emails

The holidays are a time of year where it is essential for customer loyalty to be recognized. Reach out to your existing customers through personalized emails and encourage them to come back for last-minute deals by offering them discounts or incentives. Have them refer a friend for 20% of their next purchase. Show how much you appreciate their past purchases, and remind them why they should come back for more. Sending frequent emails will keep your store on your customers’ minds.

5. Stay Active When Other Businesses Slow Down

Although there is always room for new approaches, it is just as important to keep up with your existing holiday marketing strategies until December 31st when that clock strikes midnight. Don’t stop sending out emails. Don’t stop updating your website and continue pushing out content on your social media platforms. Stay active and don’t let your audience lose sight of you while competitors might be quieting down as the year comes to a close. Stay loud because, no matter what, there will be someone looking for that last-minute buy.

Tips for the Best Social Media Community Management

info on October 5, 2021

By: Stephanie Albert

Community management is an essential part of growing an online following that is connected to your brand. It is the process of interacting and engaging with current followers and the actions you take to attract new followers.

Here are five important practices to consider if you want to gain followers and keep the ones you already have.

1.Engage with content your brand is tagged in: Frequently, brands will be tagged in content from happy customers who want to tell their friends about their experiences. When customers tag your brand in their social media posts, be sure to thank them for their support, and let them know you’re glad they enjoyed your product or service. There is also the possibility that your brand will be tagged in negative reviews. Be ready for this. Have a plan that is aligned with your brand identity for responding to these comments, and try to resolve issues whenever you can.

2. Respond to Direct Messages (DMs): Check your messages as frequently as possible — once a day at the very least. While you should think of all DMs from your customers as being important, there are two types of DMs that are particularly useful in helping to build an online brand. DMs received when your brand is tagged in a user’s story can be used to gain user-generated content that can be reposted to show consumers enjoying your product or service. Also valuable are DMs that contain questions about your business or products. You can earn loyal customers by interacting with people and giving them the answers they are looking for.

3. Like and respond to comments: In conjunction with responding to DMs, engage with followers by liking and responding to comments they leave on your posts. Users generally enjoy being recognized by the brands/products they like, and this type of engagement is a great way to increase the positive feelings customers already have about your business.

4. Follow relevant accounts: Follow accounts relevant to your industry, and engage with the content they post. By interacting with this content, the name of your business will appear in the likes and comments on the post, so consumers will have another way to find you.

5. Follow relevant hashtags: While you’re looking for relevant accounts to follow, try following relevant hashtags, too. They can help you find out what kind of content is popular in your industry, and discover new consumers who might be interested in your product.

By paying attention to what’s popular through other relevant content and connecting with current and prospective followers, community management has the potential to greatly increase the engagement your content receives. When it comes to growing your brand’s following online, engaging through community management is key to your success.

The Best Digital Marketing Practices for Promoting Your Product

info on October 4, 2021

By: Stephanie Albert

Over the last few years, social media has become a major powerhouse for advertisers. If you want to reach a wide audience when promoting a business or product, social media is for you. But the number of platforms and features available can make it difficult to get started. How can you find out what will work best for your company?

We are here to help! Here are a few of the best practices for promoting your products on social media.

1. Know the audience: Knowing the audience of a given platform and knowing your target audience are both crucial for successfully promoting a product. Be sure that the audience you are targeting is present on a specific platform if you are going to put money and effort into developing content for that platform.

2. Use analytics: Most social media platforms regularly provide advertisers with a basic set of data points regarding the makeup of their audience and how their ad content is performing. Use these to your advantage! You will find out if you are reaching the audience you are targeting. And you may discover another audience that is interested in your products. You will also learn which type of content is performing best. This way, you can focus on producing more of what is most successful.

3. Pay attention to your community: Interacting with people who engage with your content is important when growing an audience. Engage with content you are tagged in, reply to comments, and answer DMs in a way that is in line with your brand’s ideals — these are all excellent ways to connect with your target audience and your product users. You can gain valuable insight by reading about their experiences and learning how they feel about your products.

4. Create an Instagram Shop: Having an Instagram Shop allows users to purchase directly through the app. This also gives you the ability to add “shoppable” links to posts and stories, making it possible for users to purchase your products as soon as they see your content.

5. User-generated content: Posting user-generated content (photos, reviews, and even videos made by your customers) can be a very powerful way to promote a product. This allows potential customers to see the positive experiences of those who have already purchased your products. Ideally, once people know that others enjoy what you have to offer, they will want to buy from you, too.