As social media marketers with a driving passion to deliver results, we can’t help but do a little happy dance when we see a Facebook post that got 100 Likes and 50 Shares or a tweet that was retweeted 20 times. However, social media isn’t all about number of likes, shares or retweets. Sure, those numbers indicate positive traction, but when we get down to it, social media is about creating connections. As written in our recent article Characteristics of Shareable Content, people connect on the World Wide Web for the same reasons they connect in real life - to build relationships, exchange information and proclaim their individuality. So, it’s important that our social media behavior parallels our behavior in real life. Here’s an infographic that highlights some DOs and DON’Ts of social media behavior. Print it out and hang it up for a regular reminder on how to be real and watch your social engagement grow. Read the rest of this entry »
You’re sitting in your hotel room in an unfamiliar city with time to kill before a meeting and your stomach rumbles. Where should you go? If you’re like me, you’re likely to resort to your smartphone to look for viable options. Some of you may even send out a quick tweet asking for suggestions. You wouldn’t be alone, because countless people do this on social media sites every single day.
Recently at the Social Fresh Conference, Kelly and I learned about how popular hotel chain Hilton recognized an opportunity through Twitter. They created the handle @HiltonSuggests to engage with these Tweeters and extend their hospitality even further. The Hilton Twitter handle became a digital concierge of sorts, searching for users asking for information and providing them with valuable suggestions. Read the rest of this entry »
Twitter is a wonderful place to make connections and in some cases can spark a new relationship or even a sale, as showcased in the infographic below. As marketers, it is imperative that we listen and provide solutions when a consumer presents us with an opportunity in the Twittersphere. The example below showcases an information seeking consumer (@WhyNotFresh), a “Johnny on the spot responding” fresh produce marketer (@FriedasProduce) and a socially savvy retailer (@CentralMarket) in a healthy twitter conversation that likely resulted in the sale of fresh Sangria artichokes.
Every day, marketers churn out online content in the form of words, photos, videos, presentations and more. It’s great if these masterpieces reach a brand’s network (otherwise, what’s the point?), but it’s even better if they get shared with a network’s network … i.e. a network’s group of friends that isn’t already part of a brand’s community.
So, what makes online content worth sharing? The same things that make offline content worth sharing. People share information on the World Wide Web for the same reasons they share information in real life – to build relationships, exchange information and proclaim their individuality. Often, content is shared most when people identify with it. So, here are the most common characteristics of sharable content. Read the rest of this entry »