Social Media Archives

Data-Driven Storytelling: Creating Compelling Narratives with Analytics

info on July 1, 2024

Storytelling has been a fundamental part of human communication since the dawn of civilization. It’s how we connect, convey information, and make sense of the world around us. In today’s data-driven age, storytelling has evolved to incorporate analytics, enabling businesses and organizations to craft more compelling and impactful narratives. See how data-driven storytelling can help you create engaging narratives backed by insights and analytics.

The Power of Data in Storytelling

Data lends credibility to your narrative. Instead of making broad claims or relying on anecdotes, you can support your story with facts and figures regarding your products, services, or a comparison to industry standards. This not only makes your narrative more persuasive but also builds trust with your audience by answering the “why” and “how” behind events or trends, so they better understand the subject matter.

Data-driven storytelling enables personalization to your customer base or segments of your customer base. By analyzing customer data, you can tailor your narratives to make your stories more relatable and relevant to different groups.

Visual representations of data, such as charts, graphs, and infographics, can make complex information more accessible and engaging as well. Visual storytelling enhances comprehension and retention for a better audience experience.

Steps to Incorporate Data-Driven Storytelling

1. Define Your Objective

Start by clarifying the purpose of your narrative. What message do you want to convey? What action do you want your audience to take? Defining your objective helps you structure your story.

2. Gather Relevant Data

Identify the data sources that align with your objective. This may include customer data, market research, surveys, or industry reports. Ensure the data is accurate, up-to-date, and relevant to your narrative.

3. Analyze and Interpret

Analyze the data to uncover insights and patterns. Look for interesting trends, outliers, or correlations that can reinforce your story. Interpret the data to extract meaningful insights that support your narrative.

4. Craft Your Story

Build your narrative around the data-driven insights. Start with a compelling hook to grab your audience’s attention. Present the data in a clear and organized manner, using visuals when appropriate. Explain the significance of the data and how it relates to your message.

5. Engage Your Audience

Engagement is key to effective storytelling. Use storytelling techniques, such as anecdotes, real-life examples, or relatable scenarios, to connect with your audience emotionally. Encourage interactivity when presenting data, allowing your audience to explore and discover insights themselves.

6. Be Transparent and Honest

Maintain transparency in your storytelling. If there are limitations or uncertainties in the data, acknowledge them. Being honest about the data’s context and potential biases builds trust with your audience.

7. Call to Action

End your narrative with a clear call to action. What do you want your audience to do next? Whether it’s making a purchase, signing up for a newsletter, or advocating for a cause, guide your audience toward the desired outcome.

Real-World Examples

Data-driven storytelling is not limited to one industry or application. Here are a few real-world examples:

1. Healthcare

Healthcare organizations use data-driven storytelling to communicate patient outcomes, medical research findings, and the impact of healthcare interventions. Data visualizations help patients and healthcare professionals make informed decisions.

2. Environmental Advocacy

Environmental organizations use data to tell stories about climate change, deforestation, and wildlife conservation. Maps and visualizations convey the scope of environmental challenges and the progress of conservation efforts.

3. E-Commerce

E-commerce businesses leverage customer data to personalize product recommendations and create personalized shopping experiences. They tell stories about product popularity, customer reviews, and purchasing trends.

Data-driven storytelling is a potent tool that can elevate your narratives, making them more persuasive, engaging, and impactful because they become more relevant to your consumer base and target audience. By combining the art of storytelling with the science of data analysis, you can connect with your audience on a deeper level, provide valuable insights, and drive meaningful actions. As a marketer, harnessing the power of data-driven storytelling can help you convey your message with clarity and conviction in today’s data-rich world.

Harnessing the Power of User-Generated Content

info on June 14, 2024

In today’s digital age, the voice of the customer has never been more influential. User-generated content (UGC) has emerged as a potent tool for businesses to engage their audience, build trust, and drive conversions. Discover the significance and harness the power of user-generated content to see the impact it has on your brand’s sales.

What is User-Generated Content (UGC)?

User-generated content refers to any form of content—such as text, images, videos, reviews, or social media posts—that is created and shared by individuals rather than by a brand or organization. UGC showcases real experiences, opinions, and endorsements from customers, and it plays a pivotal role in shaping brand perceptions. People prefer to see relatable and real peers give their opinions on a product which enhances their trust in that brand’s quality and trustworthiness.

The Power of UGC

UGC offers a multitude of benefits for businesses, starting with authenticity. UGC is inherently authentic because it reflects real experiences and opinions. It resonates more with audiences than branded content because it lacks the bias associated with promotional materials This in turn builds trust and credibility with your audience. Consumers trust recommendations from peers more than they trust advertisements.

The more visible benefits are seen with increased engagement and conversion rates as well as minimal to no budget allocation. Encouraging user-generated content fosters active engagement with your brand. When customers are involved in creating content, they become more invested in your products or services. Then when other potential customers see positive reviews, images, or testimonials from real users, they are more likely to make a purchase or take the desired action. All of this UGC comes at free or low-cost. It allows businesses, especially small businesses, to leverage the creativity and enthusiasm of their customers without significant advertising expenses.

How to Harness the Power of UGC

To effectively harness the power of user-generated content, consider these strategies:

1. Create a Branded Hashtag: Encourage users to create content related to your brand or products using a unique hashtag. This makes it easy to track and share UGC on social media platforms.

2. Run Contests and Challenges: Organize UGC contests or challenges that motivate users to create content. Offer prizes or recognition for the best submissions to incentivize participation.

3. Leverage Reviews and Testimonials: Showcase positive customer reviews and testimonials on your website and marketing materials. Video testimonials can be particularly impactful.

4. Social Media Sharing: Share user-generated content on your official social media channels. Acknowledge and appreciate your customers’ efforts by giving them credit and recognition.

5. Incorporate UGC into Ads: Use UGC in your advertising campaigns. Real customer stories and experiences can be persuasive in convincing potential buyers. It is important to ask for permission for the content to be used in ads as some people may not want their person so publicly displayed or may require compensation.

6. Create Community: Foster a sense of community among your customers. When users feel connected to your brand and each other, they are more likely to create and share UGC.

7. Engage and Respond: Engage with users who create content related to your brand. Respond to comments, express gratitude, and actively participate in the conversation.

8. Monitor and Moderate: Keep an eye on user-generated content to ensure it aligns with your brand values and guidelines. Moderate when necessary to maintain a positive image.

User-generated content is a powerful asset that businesses can leverage to connect with their audience, build trust, and drive growth. By actively encouraging and promoting UGC, you tap into the authentic voices of your customers, showcasing their experiences and stories. This not only enhances your brand’s credibility but also fosters a sense of community and engagement that can contribute to long-term success. Embrace user-generated content as a cornerstone of your marketing strategy, and watch as your customers become your most persuasive advocates.

Social Media Shopping: Where E-Commerce is Going this Year

info on March 8, 2024

The world of e-commerce is continuously evolving, and in recent years, social media platforms have played a significant role in shaping the online shopping landscape. As we embark on a new year, it’s time to explore the trends and developments in social media shopping that are set to redefine the e-commerce experience in the months ahead.

The Rise of Social Commerce

Social commerce, the fusion of social media and e-commerce, has been steadily gaining momentum, and 2024 is poised to be a pivotal year for this innovative retail concept. Here’s a closer look at how social media shopping is transforming the e-commerce landscape:

1. Seamless In-App Purchases

Leading social media platforms, such as Instagram and TikTok, have been actively enhancing their shopping features. Users can now discover, browse, and purchase products without leaving the app. This seamless experience not only simplifies the buying process but also encourages impulse purchases.

2. Shoppable Posts and Stories

Shoppable posts and stories have become commonplace on platforms like Instagram. Brands can tag products in their posts, allowing users to click through and make a purchase with ease. These interactive posts provide a visually appealing and convenient shopping experience.

3. Live Shopping Events

Live streaming has gained popularity across various social media platforms. In 2024, expect to see more live shopping events where brands and influencers showcase products in real-time, answer questions, and encourage immediate purchases. This format offers a sense of urgency and interactivity.

4. Augmented Reality (AR) Try-Ons

AR try-on experiences are revolutionizing the way consumers shop for fashion and beauty products. With AR, users can virtually try on makeup, clothing, accessories, and even see what furniture will look like in their home before making a purchase decision. This technology enhances user engagement and reduces returns.

5. User-Generated Content (UGC) in Shopping

User-generated content is a powerful tool in social commerce. Brands are leveraging UGC to build trust and authenticity. Customers often appreciate seeing real people using and enjoying products. Sharing UGC in product listings and ads can boost conversion rates.

Social Commerce Benefits for Businesses

Embracing social media shopping offers several benefits for businesses. Social commerce enhances brand visibility as users interact with your products and share them with their networks no matter if they’re the average customer or an influencer. The use of social commerce tools such as shoppable posts, live shopping events and AR try-ons improve customer engagement and create memorable shopping experiences. Because of these two concepts and a seamless shopping experience, businesses often experience increases in conversion rates and more sales. Finally, since everything is done through a social media platform, your business has greater access to data and analytics which can lead to clearer insights on customer behavior and optimization of marketing strategies.

Social media shopping is more than just a trend; it’s a transformation of the e-commerce landscape. In 2024, businesses that leverage these social commerce trends effectively will gain a competitive edge and tap into the growing appetite for convenient and engaging online shopping experiences. As social media platforms continue to innovate and provide new tools for e-commerce, brands have the opportunity to connect with their audiences in exciting and innovative ways, ultimately driving sales and fostering customer loyalty.

Influencer Marketing: The Future of Collaborations

info on February 16, 2024

Influencer marketing has been a game-changer in the world of digital advertising. Over the years, it has evolved from a novel approach to a critical strategy for brands seeking to engage their target audience authentically. As we peer into the future, it’s evident that influencer marketing is set to become even more vital, offering a plethora of opportunities and collaborations that can redefine the way brands connect with their audiences.

The Evolution of Influencer Marketing

To understand the future of influencer marketing, let’s first look at its evolution. Initially, it revolved around macro-influencers, individuals with vast followings and celebrity status. While macro-influencers still play a role, the focus has shifted towards a more diverse ecosystem of influencers, including micro-influencers and even nano-influencers.

Micro-Influencers: The Sweet Spot

Micro-influencers, individuals with a smaller but highly engaged and niche-specific following, have gained prominence. Their authenticity and relatability resonate well with audiences, making them valuable collaborators for brands. In the future, we can expect brands to build long-term partnerships with micro-influencers, prioritizing authenticity over reach.

Nano-Influencers: The Hyper-Local Connect

Nano-influencers, with even smaller follower counts, are becoming essential for hyper-local and grassroots campaigns. These influencers have a highly concentrated, loyal following within their communities, making them perfect for local businesses looking to build trust and credibility.

The Future of Collaborations

So, what does the future hold for influencer collaborations?

1. Authenticity Reigns Supreme

In the years to come, authenticity will remain at the core of influencer marketing. Audiences are increasingly savvy and can spot inauthentic endorsements from a mile away. Brands will seek out influencers who genuinely align with their values and can deliver authentic content.

2. Long-Term Partnerships

Short-term, one-off campaigns will still have their place, but long-term partnerships will be the future norm. Brands will collaborate with influencers over extended periods, allowing for more profound connections and consistent messaging.

3. Diversification of Platforms

While Instagram and YouTube have been influencer marketing hotspots, other platforms will gain prominence. TikTok, Snapchat, and emerging platforms will offer fresh opportunities for influencer collaborations, especially when targeting younger demographics.

4. User-Generated Content Integration

Influencer-generated content will find more extensive use in brand marketing. Brands will leverage influencer-created content for their own channels, creating a cohesive narrative and building trust through social proof.

5. Data-Driven Strategies

Advanced data analytics will shape influencer collaborations. Brands will use data to identify the most effective influencers, measure campaign impact, and fine-tune their strategies for maximum ROI.

6. Inclusive Influencer Marketing

Diversity and inclusivity will become central to influencer marketing. Brands will work with influencers from diverse backgrounds, promoting inclusivity in their campaigns to connect with a wider range of audiences.

Influencer marketing is not just a trend; it’s a dynamic field that continues to evolve. The future of influencer collaborations is marked by authenticity, diversity, and data-driven strategies. As brands adapt to this changing landscape, they’ll discover new and innovative ways to connect with their target audience, making influencer marketing a cornerstone of their advertising efforts. So, whether you’re a brand looking to grow or an influencer eager to partner with like-minded companies, the future holds exciting possibilities in the world of influencer marketing collaborations.

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.

Hanging On by a Thread

Morgan Moresco on August 9, 2023

Written by: Frankie Ciccotto

Few online events were as inevitable as Meta’s release of its highly awaited application Threads, a text-based conversation space where communities of like-minded people can come together to discuss trending topics, share current photos, or just casually scroll through who they follow to keep up to date. Whether you’re a digital creator or a casual poster, Threads aims to be the next Twitter alternative, amassing 30 million user signups within 24 hours of release. Now, two weeks later, that online platform has grown to over 100 million members worldwide, securing the title of the fastest-growing online application of all time.

Securing Your Handle

As Threads is directly linked to Instagram, setting up a new account could not be made any easier. For users with an active Instagram profile, it’s as easy as downloading the application from your iOS store, logging in with your Instagram credentials, and boom — you’re ready to start posting your first thread. Your Instagram handle, profile picture, and bio have the option to automatically transfer over to your Threads account. In contrast to Twitter, its main competitor, Threads has a 500-character limit, whereas Twitter has a cap at 280. In each Thread post, users can additionally include links, photos, and videos up to five minutes long, further giving Twitter a run for its money. So far, the app is proving to be extremely user friendly.

What Can I Use This For?

Threads aims to target a multitude of markets, including content creators, casual posters, and everyone in between. Their current business model rejects the implementation of monetization, meaning traditional forms of advertising are prohibited — for now. Mark Zuckerberg, CEO of Meta, stated that his main goal is to make the product work well, and he expects the user base to grow far beyond that of Twitter, Instagram, and Facebook. While Meta clearly states that traditional forms of advertising and branding are not in the cards for Threads, this creates the option for traditional marketers to do branding and promotion on their own, without a built-in ad-monetization strategy. For the moment, it appears that Meta is attempting to acknowledge the need for built-in marketing materials without subjecting users to an overflux of traditional ads.

This seems to be Meta’s way of keeping basic users happy so that they are not turned off by an overabundance of adverts before Threads can actually become a staple in our day-to-day social media usage.

With millions of people already flocking to Threads, scrutiny has arisen. One of Threads’ founding principles includes the ability to limit news as well as political and social debates — creating a “friendly shelter” to limit the amount of information spread on the app. It seems the app is more focused on bringing niche communities together, whether they are focused on sports, music, fashion or entertainment.

The app is booming, users are excited, new content is brewing, and communities are alive and thriving. What more could a new app’s entrance into the social media world hope for? The threat of the unknown is what most users are perplexed about. How far is Threads willing to go to appeal to all consumers? With only three weeks up and running, Threads is off to a great start, but it is clear that work still needs to be done if it truly wants to become a front runner in the social media limelight. With its already ever-present commitment to positivity and moderation, Threads has the opportunity to become the default conversation-based app, winning over users seeking a refreshing change. On the other side of the coin, it has the opportunity to raise fear in those who believe the app’s main purpose is to limit and supervise what we say online. The question is: Will Threads be the ultimate gateway app that changes how conversations in the social media world are made, or will it backfire, and leave this revolutionary app hanging on by a thread?

Augmented reality will change how people experience the world around them, and it will expand the social reach of advertisers who will be able to directly engage with the consumer.

Breaking Down Cannabis Policies on Social Media Platforms

Morgan Moresco on May 25, 2023

Posting about cannabis-related or CBD products on social media can be tricky. Regulation of the words used on creative and in captions/hashtags can cause your post to be flagged and your account to potentially be suspended.

Cannabis-Related No’s and Go’s

A good rule of thumb across all platforms is that you shouldn’t share images of the marijuana plant or people smoking. And stay away from the obvious words relating to cannabis: marijuana, weed, cannabis, kush, high, joint, THC, pot, and so on.

A common replacement across all platforms is “canna,” however, this can still be flagged. Everything is about carefully wording your captions and being strategic with ad campaigns, if possible. Here are some general guidelines for the major platforms to keep in mind.

Facebook:

Posts: Marijuana, cannabis, CBD, etc., are safe to use in organic content if it is educational and informative. Facebook bots can be fickle about this, but any issues can usually be resolved quickly.
Ads: Only topical CBD products can be advertised on Facebook, and you should still avoid using any cannabis-related language.

Instagram:

Posts: Instagram is a key marketplace for all businesses, but your cannabis/CBD company will not be able to utilize Instagram Shops. Many cannabis/CBD companies also opt for minimal to no hashtags in posts to protect their accounts.
Ads: Since Facebook and Instagram are both under Meta, their policies are pretty similar. However, in ads, you can use “hemp product” but not “CBD product.”

TikTok:

Posts: TikTok users have some fun workarounds when it comes to hashtags and caption wording. Alternative terms and spellings of cannabis-related words include “ouid,” “w33d,” “st0ner,” and “b0ng.”
Ads: TikTok is very aware of its young demographic, so they make cannabis/CBD advertising impossible.

Twitter:

Posts: Twitter is another place where sharing cannabis-related educational content is permitted. Many companies opt to share articles or their own blog posts.
Ads: Twitter only allows topical CBD products to be advertised. And you should only target locations/states in the U.S. where CBD is legal.

LinkedIn:

Posts: LinkedIn is very open to the sharing of information. If you promote primarily educational and informational content, then you’ll be fine. And, obviously, there are no restrictions to what you can show as your company name.
Ads: You still can’t directly advertise your products, but ads can show educational information that will still lead new people to your page/website. LinkedIn has never shut down an account and all ad reviews go to real people, who may be more forgiving than bots.

Pinterest:

Posts: When it comes to organic content, Pinterest is forgiving about using words/hashtags like cannabis, CBD, and hemp. People post informational graphics and recipes that usually don’t see any issues.
Ads: Pinterest is one of the only platforms that actually lays out its CBD-related advertising guidelines: “We will allow ads for topical hemp seed oil products in the United States that contain negligible amounts of THC and no CBD and make no therapeutic or medicinal claims.”

Google:

Ads: Since January of 2022, Google has started enforcing stricter rules and policies for advertising, which has significantly and negatively impacted cannabis/CBD ads through the platform. It is considered best to avoid it entirely and advertise elsewhere.

The Take-Away

Clearly, it’s not easy to advertise, let alone post, cannabis and CBD content on any platform. We hope, as various forms of marijuana become legal across the country, that social media regulations will change along with the laws. But until then, the keyword is caution.

The information listed about these social media platforms’ policies do not guarantee that your accounts won’t be shadowbanned or flagged at some point. In many cases, bots are the first ones to check accounts, and they can be unforgiving. But, we hope, this can help to avoid that as much as possible.

Contact 270M to learn more about how we can help promote your CBD business the right way.

Optimize Community Management for Your Brand

Morgan Moresco on April 24, 2023

By: Danielle Gazda

Good social media content and a good product are the baselines for a successful online presence. However, great customer service keeps people coming back. Achieve the best online customer service with proactive community management.

What Is Community Management?

Community management is run by an individual or team that acts through the brand’s social media accounts. They address questions in direct messages, respond and engage with comments, and help the brand stay present in the wider community.

Community management is made up of all these bite-sized activities that can be done across social media channels to generate a brand’s organic, personable reputation.

Best Practices for Community Managers

Direct Messages

Whether it’s Instagram DMs, Facebook Messenger, or other platforms, it’s important to review these direct messaging channels daily. This is where people will often direct questions and complaints about products and orders — and they should be addressed in a timely manner.

Knowledge of your brand and what it sells is very important for this type of activity. Be sure to have an FAQ that community managers can refer to or a customer service email that can be shared for more in-depth questions. Give your community managers as much information as you can. They’ll be able to help your customers better and continue to grow your FAQ document as new questions arise.

Comments

It is nice for community managers to be active in the brand’s own comments. For smaller brands, try to respond to them all with an appropriate short reply, the answer to a question, or simply an emoji.

If you typically receive dozens to hundreds of comments per post, you can take a more measured approach. You can respond to the first dozen or so comments that the post receives or check the post frequently and reply to various comments as they come up.

Be sure to always respond to comments made by partnered brands or influencers. This includes unexpected comments from celebrities or influencers you don’t currently work with to build those relationships.

Community Engagement

Don’t forget about the wider community your brand is a part of. Like and comment on posts that are relevant to your brand and industry. These can be posts by those partnered brands and influencers to show your support, posts about industry news and knowledge, and fun, broader content.

Comments don’t have to be extensive. Simple replies such as agreement or emojis will often do, since this shows that your brand is aware of its larger community.

User-Generated Content

A brand’s image is only as good as what its most loyal customers have to say about it. Utilize user-generated short- and long-form content to your advantage. Potential customers are more likely to make a purchase after seeing real people use a product or service. This is great free content to share in places like Instagram Stories — but be sure to request permission before posting it directly to your feed.

Has your brand been keeping up with community management?

Google Ads: Best Basic Practices

Morgan Moresco on March 24, 2023

Written By: Danielle Gazda

What Are Google Ads?

Promoting businesses and products through Google Ads is one of the most effective ways to increase conversions, revenue, and meet business goals. Google Ads, also known as Google AdWords, makes building campaigns easy through automation and machine learning, but there’s still some work you need to do first to ensure that everything runs smoothly.

From knowing what information to add to your client’s (or your company’s) website to understanding the nuances of Google Ads’ abilities, here are some best practices for optimizing your campaigns.

Best Practices for Google Ads

The Website

Know that Google Ads has specific requirements for websites advertising on its platform. Some are fundamental, such as offering unique products or services, the website owner being over 18, working directly with the owner of a site (or the owner’s company), and not displaying any copyrighted material. A website must also be at least six months old and have a certain amount of traffic already going to it.

Lesser-known Google Ads requirements involve having technical pages — such as an About page, a Contact page, and a Privacy page — included somewhere on the website. These pages need to be well-defined and hold appropriate information, including a refund and return policy (even if it just states that you do not give refunds or do returns) and information regarding using and selling customer information.

Conversion Tracking

By adding UA or GA4 tracking code to the pages of a website, you’ll be able to track all conversions from Google Ads, no matter the specified landing page.

Whether you add a UA code or GA4 code to a website depends on the platform you’re using. Google has step-by-step instructions on how to find the right tracking code for a site in the Google Ads account page.

Ad Tools and Assets

Google Ads offers a number of tools and assets that can increase the performance of your campaigns.

Keywords

Group keywords into ad groups by topic, feature, or item to help Google build comprehensive and relevant Responsive Search Ads. This type of ad automatically pulls relevant descriptions, headlines, and creative assets based on what you supplied and the search query that’s prompting the ad.

Landing Pages

Landing pages must make sense alongside the keywords to be served and drive conversions. Whether it is a website’s home page, an About Us page, a specific product, or a specific service, make sure they are correct for their ad group.

Ad Extensions

Utilize the tools available to you, including sitelinks, callouts, calls, prices, and promotions, that will provide the searcher with options and relevant information that can lead to a higher conversion rate.

Performance Metrics

Weigh performance and metrics against your industry’s benchmarks when starting new campaigns. These industry benchmarks will help you make adjustments to your campaigns by experimenting with everything from descriptions to ad extensions. You may also find that you’ve surpassed industry benchmarks with your campaigns.

For example, one of 270M’s real estate clients maintained a cost per conversion that was 64% lower than the industry benchmark throughout a campaign. The conversion was for a tenant application being filled out for an upscale new development in Dumbo, Brooklyn.

Another example is a wholesale vendor client of 270M that maintained a click-through rate that was 75% to 100% higher than the industry benchmark for a hyper-targeted campaign for specialized produce wholesalers.

270M is proud to be a Google Partner. We earned that distinction by proving that we consistently had at least a 70% optimization score for all of our clients’ accounts and managed at least $10,000 in ad spend over the course of three months. Additionally, 50% or more of our account strategists demonstrated proficiency in Google Ads by earning Google Ads certifications.

By following these best practices, you can optimize your Google Ads campaigns and achieve better results for your clients.