First we must ask, why do people actually use social platforms? It is simple, to satisfy two basic human needs of meeting new people and strengthening existing relationships. What companies need to develop is a social strategy that appeals to these two needs.
But how does a social strategy differ from a digital strategy?
via Social Strategies: taking digital marketing to the next level | Matt Boucher’s Blog.
If executed correctly a blog can initiate conversations or generate a buzz around a topic. (Baxter and Connolly. 2013) It is thought that a blog can give your organisation a personality as well as another method of communication and interaction with your target audience. In addition to this, a blog is more likely to be shared than a ‘dull press release’ (Maxwell. 2013)
via For a retail business… To Blog or To Vlog?… Or not bother at all? | Amy’s blog, xo.
Facebook represents a way for individuals to continue their offline relationships and conversations in an online medium (Hollenbeck &Kaikati, 2012). This convenient toolbox allows users to congregate into like groups and therefore continuously reinforces an array of meaningful associations strengthening an identity. However, it is important to recognise that this can also create ‘not me’ identities as Hollenbeck and Kaikati, (2012) states which can have a negative effect on the engagement with a brand.
via Find out what drives us social media users to Like or Unlike Brands on Facebook | Emily Gailer.
Often email marketing is overlooked due to the fine line between effective email marketing and spam marketing, the perceived demise of email as an effective way of reaching customers as well as common misconceptions from Alchemy Worx (2014). However, email marketing is actually considered to be the most effective online-channel for ROI (return on investment) (Charlton, 2014: Littlechild, 2014). Emails create impressions that lead to sales through other routes from the email (Middleton-Hughes, 2012) and are useful at telling companies the digital story of the customers, and as a result 85% of marketers cite email as the most effective lead-generation tactic (Social Media Today, 2014).
via Why should small businesses invest in e-mail marketing rather than social media | Stef G’s blog.
If you’ve read all the articles which explain the ways to create a good social campaign and you’re still not reaching the success you had expected, then maybe you’re making some fatal errors. Highlighted accordingly are some of the worst mistakes that companies have made when trying to get noticed on twitter.
Current assessments of branding define branding as the revealing and broadcasting of brand intentions, internally (Punjaisri and Wilson, 2007) or externally (Ewing et. al., 2002);
via How to avoid damaging your brand with disastrous twitter movements | em262’s blog.
Email marketing is an important marketing tool for companies to create and maintain effective relationships with customers (McCloskey, 2006, cited in Ellis-Chadwick & Doherty, 2011) therefore it is imperative that firms get it right. According to Ellis-Chadwick & Doherty (2011), the frequency of sending emails is an important part of building customer relationships and finding a happy medium is difficult – too few could lose customers interest, whereas too many could irritate.
via Email marketing frequency: Striking the right balance. | seh32’s blog.
Viral Marketing can be a powerful form of eWOM (Electronic Word-of-Mouth) and is said to be the most cost and time efficient method of marketing around today (Dasari and Anandakrishnan, 2010). Viral marketing has been described along-the-lines of when branded content is released on the web, sparking interest in the audience who then feel motivated to share this with others, who also then feel the same need to share, generating a chain of sharing, almost like that spreading of a human virus (Dasari and Anandakrishnan, 2010; Mills, 2012). The message spreads quickly, to a vast audience and as such it’s imperative that the message to be conveyed is accurate and carefully thought out, so as to not damage the brand (Leskovec, Adamic and Huberman, 2007; Dasari and Anandakrishnan, 2010; Mills, 2012).
Mills (2012) uses a SPIN framework to plan successful viral marketing campaigns.
via Viral Marketing and Social Media – A recipe for infection of your brand across the web. | lol10’s blog.
It is email marketers’ jobs to provide readers with an enticing insight into an email’s content, whilst giving the reader an impression as to what the email is about. The subject line acts as a ‘window’ to the email and is arguably the single most important part, to determine whether the e-mail is to, or not to be opened, which is used by 100% of businesses (Ellis-Chadwick and Doherty, 2012) – with the need to have a consistent link between the subject line and email content.
via How to write email subject lines: What to do and what not to do | Stef G’s blog.
The aim of this blog is to provide an insight into two Facebook advertising features which have been criticised for harnessing privacy concerns, but that could, however, help local authorities and councils to reach out to the right people.
via Reaching the Right People: Facebook Features That Harness Privacy Concerns | Sophie Wood’s blog.
Many councils and local authorities fear having a presence on social media, with questions such as “How should we use it?”, “Isn’t it very risky?”, “Do we have an audience to target?” What many do not realise is that, if done well, social media advertising has the real potential to change the way that things are done and deliver meaningful impact (BDO, 2012).
In order to experience the benefits from Facebook advertising, it is important that there is a level of understanding on how to best implement it, as a bad page is often worse than no page at all. So, here is my best practice guide for local authorities and councils looking to develop Facebook advertising into their marketing activities in order to recruit foster carers:
via Best Practice Guide: Facebook Advertising For Councils and Local Authorities | Sophie Wood’s blog.