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January 27, 2015

More Facebook Business Page Changes Mean Even Less Organic Reach. Is It Still Worth It?

In the middle of last year, Facebook officially confirmed what many marketers were concerned about: Business Pages would now have less organic reach in the News Feeds of their fans. This made many brands and businesses unhappy. And now, less than 6 … Continue reading

December 11, 2014

Google Says Penguin To Shift To “Continuous Updates”

Google To Continuously “Optimize” The Penguin Algorithm As It Goes A Google spokesperson has told us that they will now be updating the Penguin algorithm continuously, by optimizing it as they go. A Google spokesperson sent us the following statement around our … Continue reading

November 13, 2014

14 Ways to Make Your Twitter Updates More Creative

By Aaron Lee Are you looking for creative ways to improve your Twitter updates? Do you want to spark better conversations with your followers? Coming up with interesting content ideas for tweets can be challenging for social media marketers. In this … Continue reading

October 30, 2014

How to get social media buy-in

As you make your case for your brand’s social media endeavors, you’ll likely need to show value to your leadership. The good news is that with a little analysis, the data is on your side. Let’s start by building a … Continue reading

October 27, 2014

It’s not just about marketing

The community engagement that social media affords is beneficial to nearly every part of your organization, from the product team to HR and more. As an added bonus, getting more colleagues involved will lighten your load. To get you started, … Continue reading

October 26, 2014

Moving from “like” to “love” to “defend”

The feelings of any community member toward your brand can range from resentment to adoration and beyond. People we want to concentrate on are those we hope to move along a spectrum from simply “liking” you all the way to … Continue reading

October 24, 2014

Building and engaging a community

Perhaps the greatest value of social media marketing is your ability to foster and engage with a community of other people. That engagement is at the heart of social media, and without it, you’re left with a megaphone and no … Continue reading

October 23, 2014

Guide to Social Media – Part III

How can social be a springboard for success in other marketing channels? Keep in mind that neither your customers’ experience nor your brand starts with Twitter, Facebook, or your blog. Social media should take your existing brand and solidify it, … Continue reading

October 20, 2014

Beginner’s Guide to Social Media – Part II

Is social media just a fad? Over the last several years, there has been an explosion of growth in popular social media platforms like Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and many others. It’s safe to say that the era … Continue reading

October 15, 2014

The Beginner’s Guide to Social Media

Whether you’re new to social media or just looking to close a few knowledge gaps, we’re glad you stopped by. By now, we’ve all heard how valuable—even essential—social media can be. Whether your current sentiment leans more toward enthusiasm or … Continue reading

Whether you’re new to social media or just looking to close a few knowledge gaps, we’re glad you stopped by. By now, we’ve all heard how valuable—even essential—social media can be. Whether your current sentiment leans more toward enthusiasm or trepidation, there’s no way around the fact that social media is a far more complex field than it first seems. Diving in without a sense for what it’s like can be overwhelming, and building a network that provides real value takes both savvy and hard work, but fear not—we’re here to help! 

First things first.
What is social media?

“Social media” is a way for people to communicate and interact online. In the last 10 years or so we’ve seen a surge in both the number and popularity of social media sites. It’s called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.

Publishing content has become exponentially simpler over the last several years, which has helped skyrocket the use of social media. Non-technical web users are now able to easily create content on a rapidly growing number of platforms, including those that are owned (hosted communities, blogs, etc.), rented (social networks or third-party communities), and occupied (commenting, contributing, etc.). Today’s web has shifted from a “one-to-many” to a “many-to-many” method of engagement, and we’re loving it.

For businesses, the shift in web consumerism and accompanying rise in social media brings both opportunity and responsibility. The sheer amount of data that customers make available through social media alone has web marketers jumping for joy. The real magic, however, lies in the opportunity to grow lasting and scalable relationships with your organization’s customer base through social media. This is also where your online responsibility to your customers begins to take shape. Just as your customers’ behavior has shifted, so have their expectations for yours. Whether your business is listening and engaging or not, customers are having conversations relevant to your operations. It’s better to be part of the conversation.

Stay tuned for more on Social Media.