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26.12.2013 admin
When it comes to Social Media Marketing, as a small business owner, coach or consultant, it can be confusing as to what social media platform you should be on.  In this post, I will cover the two main things you need to consider when deciding on a social media platform for your business.
The first and one of the most important things you need to consider is your target market.  In order to decide the appropriate social media platform that you should be on, you need to decide what social media platform your target market is on in large quantities. Each platform attracts a different type of demographic and can also attract a different pyscographic, so it is important for you to truly know your target market including their demographics and pyschographics before selecting the right platform for your business. A great resource to use to find out the demographics of the most popular social media platforms is the Demographics of Key Social Networking Platforms by Pew Research Center.
The following chart from the article shows the percentage of online adults who use Facebook, LinkedIn, Pinterest, Instagram, and Twitter, from 2012-2014. Although Facebook has the highest percentage of use by online adults, it may not be the best social network to be on to reach your specific target market. For example, if you are targeting women between the ages of 40-50 who make over $50,000.  Your chances of connecting to that target market is stronger on Pinterest than Facebook, so you may want to consider Pinterest as a part of your overall Social Media Marketing Plan.
However, there is something else that you must consider when deciding on the right social media platform for your business.
Some platforms showcase certain types of businesses better than others.  For example, Pinterest and Instagram are visual platforms, therefore they lend themselves well to companies that have very visual products. Companies in the home decor, wedding, fashion, beauty, or food industries can do well on Pinterest because than can visually inspire their followers with the pins they create for their products.
On the other hand, companies who are more service oriented and their products are less visual have to be more creative on Pinterest to attract their target audience because their products are less visual, so creating visuals such as picture quotes or infographics would be an option for service-based businesses on Pinterest. Of course Twitter is also great for starting conversations with people in your industry or your clients and customers, so if content and conversations are good for your business, Twitter is a platform you should consider in your Social Media Marketing plan. So when deciding the best social media platform for your business, be sure to pick a social media platform that your target audience is on in large quantities, and one that will help you to do a good job of showcasing your business.
What social media platforms are you?  How did you decide what social media platforms are right for your business?  Be sure to leave a comment below and let us know. Also, be sure to download our checklist 21 Things You MUST Do in Order to Get Amazing Results from Your Social Media Marketing! With limited time and resources, it’s best to not forge ahead and be a social media guinea pig, trying out every site that comes along. There are some tried and true places to set up your business presence when you’re getting started in the social media space. Bet you could have guessed this one, it’s the biggest, and therefore has the highest likelihood that your customers will be there in some capacity.
More than just a space to share what you had for lunch, Twitter, has involved into and information sharing powerhouse.
Launched in 2003, and initially thought of as simply an online resume, Linkedin, has evolved into the world’s largest professional network. Categories: Small Business Social Media Tags: social media for small business, using social mediaWas this post helpful? Join the other small business owners who are growing their business with online marketing advice they can actually use!
Summer may typically be a slow time for marketing but that hasn’t stopped some savvy brands from using this less-competitive time period to launch creative campaigns that stand out.
Brands that are smart about leveraging user-generated content are not only driving awareness, but also engagement. New Castle started the summer with a cheeky hit, using brits Stephen Merchant, Zachary Quinto, and Elizabeth Hurley to imagine how different and great America would have been if Great Britain won the Revolutionary War. The movement that has been sweeping the web this hot August has people dumping buckets of ice-cold water on themselves.
In just a few weeks the ALS Association and its 38 chapters have received an astonishing $100 million in donations, compared to $2.7 million during the same time period last year. The English Premier League soccer team Southampton FC created a clever social contest this summer to keep fans engaged and active in the offseason.
Rodan & Fields, the creators of Proactiv®, put their customers at the forefront of their marketing efforts this summer with a one-day selfie promotion. While summer may be marketing’s “off-season” don’t discount the potential for a big brand win.
This entry was posted in Social Media Marketing by Justin Garrity.Justin Garrity is the President at Postano.
As social media continues to grow as a proven marketing strategy, the marketing industry has seen an increase in clever and effective social media campaigns. Many publishers and organizations have been compiling and publicly recognizing their favorites, and the top picks vary greatly in size, method and style. But for many businesses, a successful social media campaign may not be as easy to identify, plan or execute. If your business is considering a social media campaign, incorporate these four main components to achieve your desired results and boost the impact to your bottom line. Remember that different social networks exist for different purposes, so choose which social networks best fit your needs.
Understand where your target audience spends time, and research recent campaigns in your industry to see which existing trends you can leverage. Once you decide what kind of campaign you plan to run on the social networks you choose, it’s important to allocate your budget and resources.
With 49 percent of global business leaders planning to increase their social media budgets this year, allocating budget for a social media campaign should be easier than in years past.
After you’ve researched your idea, decided on an appropriate budget and outlined a plan for your social media campaign, identify your dream team. The last part of your social media campaign plan should be to identify the metrics you’ll use to measure the success and ROI of your campaign. Your social media campaign can have multiple goals, where each piece of your strategy serves a different objective. Incorporating a sharing aspect to your campaign is a great way to increase your brand awareness and online influence. To drive more traffic, direct users to a landing page on your site where they can take the next action. If visitor loyalty is one of your goals, consider a social media campaign that requires users to visit your website several times to enter or find information. Consider campaigns that require users to fill out a form or sign up to get the benefit or value being offered — but remember to keep an eye on these conversions to see if you’re driving meaningful, long-term customers through your campaign.
Unless you’re a major brand with millions of loyal followers, your social media campaign likely needs help from other marketing channels to achieve your desired results. The benefits of promoting your social media campaign across additional channels are twofold: Those you reach via social media are reminded through other communications, and those who aren’t as active on social media are informed. Your followers are already familiar with your brand, so they’re the most likely to see your campaign on social media; therefore, they will be more likely to engage or participate after being reminded through a different channel. You can catch those who don’t follow you on social media or are less active via email, search or on-site content and ad units.
Reaching different people at varying times across many marketing channels increases the likelihood that your campaign will be successful. Gentle reminders and mentions across a number of touch points to different cohorts of your target audience will deliver better results than a social media campaign that’s only promoted on your social network of choice. When it comes to analyzing the success of your campaign, you’ll be thankful you identified the key metrics associated with your goals ahead of time. Perhaps the revenue from those customers acquired through your social media campaign is higher than revenue from those acquired through your search acquisition campaigns.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Or how to make sure elements within your cover photos and posts meet the site specifications?

60% of consumers are more likely to interact with a company whose images appear in local searches?
Just click on each link to skip to your favorite social network.  Then save, embed or pin the Infographic via Make a Website Hub. Additionally, the Twitter in-stream photo is a great way to brand your tweets and grab the attention of your followers. While the Twitter preview size is 440 x 220 (a 2:1 ratio), there have been major changes to the preview on desktop. Portrait images 505 pixels tall or less will be displayed full size with extra space to the right. To take advantage of every pixel of space Twitter affords you, make your images square and at least 505 pixels wide. Here’s one I created for Influencer Chat and saved so I can easily create a similar design each week. Are you ready to turn up the volume on your business and gain the edge over your competition? Meaningful Facebook conversations begin with great content, this includes the images you share. Whether it’s a picture of your latest business offering or one that promotes your recent blog post, make sure the look and feel best represent who you are offline and online. Just take one look at her beautiful images and it’s easy to see why her content gets shared.
Whether you’re sharing your latest blog post, business quote or helpful tip, Instagram has marketing super powers, no matter the industry or niche.
While completing your profile is incredibly important with any social network, this is especially true with Instagram since you’re limited in the amount of information you can share.
Spend time crafting the perfect bio to better connect with your audience, tell your story and brand your business. Not only can a persuasive Pinterest image attract attention, but also inspire action and drive traffic to your website or blog. Pins in the feed will have a width of 236 pixels and expanded pins have a minimum width of 600 with the length adjusted to scale.
When adding a pin to your board it’s important to remember that Pinterest puts a limit on the width of the image but not the length.
I’ve had great success with larger images over the last several years, finding that vertical images receive more re-pins, likes and clicks.
With over 280 million users and over 58 million posts per day, Tumblr is no lightweight when it comes to visual marketing.
Aside from the profile photo, which should be square, your second biggest concern should be the images you share. Coca-Cola is a great example of a brand that understands the importance of creating network specific content. Since YouTube is a video-sharing site and not a photo-sharing site, your graphic focus will be your channel’s profile image and cover photo.
LinkedIn’s continued growth and move towards visual marketing make this an important place for your business to be. With 414 million members, LinkedIn is growing at a speed of more then 2 new members per second. Spruce up your LinkedIn profile by adding a new cover photo (did you even know they allowed cover photos now?) and add consistent status updates.
While some may consider LinkedIn one of the least visual social networks, reports have shown that you can increase your LinkedIn views by 11 times when you include a photo. Neal Schaffer with Maximize Social Business and the author of  Maximizing LinkedIn is an excellent example of making the most of this branding space. With each one, you stand out online, create differentiation, and create a memorable experience. Enter your name and email to receive a FREE copy of my eBook, "10 Ways to Virtually Crush the Competition" and my weekly newsletter. I’ll have to readjust the sizing of my photos across all my social media profiles … thanks! This article explains in detail the demographics and usage of key social networking platforms.
In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page. The single most important factor in using a social media site for your business is figuring out which one(s) your customers are on. One of the newest, and largest networks, anything this large with Google attached to it, can’t be ignored due to the search ramifications that this network is likely to have going forward. Each member is encouraged to complete an in depth profile, containing work history, skills and allows for detailed recommendations by other users.
Things for sale. Initially dismissed as a social network for females filled with frivolous things like skirts, jewelry and lampshades, there is a lot of feet in mouths as Pinterest proves to drive sales*, high value sales to products that are featured on the site.
You can also find her sharing small business marketing tips on Google+, Facebook or Twitter. And one of the best ways to get noticed during this marketing lull can be a dynamic social media campaign.
No, not to stay cool, but to raise money and awareness for ALS, also known as Lou Gehrig’s disease. The campaign has made an incredible impact, adding over 100,000 new donors to association’s cause as well as unprecedented visibility for the debilitating disease.
The team placed 500 limited-edition numbered soccer balls around town as a scavenger hunt to promote their new home kit. The powerful video shared the dangerous effect of using the words ‘like a girl’ can have on adolescent girls’ self-confidence and tugged on the heart-strings of everyone.
While that is an incredible number and should be celebrated, the rest of the activation of the campaign fell flat.
On July 25th, they encouraged their fans to take a “naked” no-makeup selfie, and for every selfie that was taken, Rodan & Fields would donate $1 to buildOn to go towards building a school for children in need.
Justin has over 15 years of experience in product design, user experience, data visualization, marketing, and branding. Columnist Sonny Ganguly details four key components that will expand your social reach and improve your bottom line. However, when you break down the details of various top-rated social media campaigns, you see that they often share some common elements. Instead of running a broad campaign for all potential WeddingWire (my employer) users, we were able to identify a subset of our target audience and create a campaign that capitalized on existing social behavior on their favorite network: Instagram. This plan should be specific to your campaign, but it should also fit into your overall social media strategy — meaning that your goals should not conflict, and the campaign should be a good continuation of your brand’s existing social voice and style. Do a thorough analysis of your existing social followers across your networks and identify areas for improvement versus your competition.
For example, Instagram and Facebook are good networks to target Millennials — but you won’t find many Gen Xers or Baby Boomers on Instagram. Include in your budget whether your campaign requires any paid social efforts or if you plan to rely on organic tactics and owned media.
However, if you need additional resources like a social media platform, CRM or automation platform to implement your ideal vision, remember to include that in your desired scope. Assigning clear-cut roles ahead of time helps to avoid confusion and overlapping responsibilities. If your social media campaign will be promoted across channels, make sure you’ve selected the right team members in ancillary departments to be responsible for your campaign. In order to do that, you’ll need to define your campaign’s goals — which is the next component of a great campaign.

Deciding on what you want to achieve at the beginning of a campaign makes it easier to measure and analyze your results. If your business is relatively new (or new to social media), or if you need to distinguish your business from others in the same space, some part of your campaign should aim to increase brand awareness.
Use Google Analytics or your Web analytics platform of choice to benchmark key metrics like total Web visits, visits driven by social media, time on site and overall engagement of social users. To measure visitor loyalty, benchmark metrics like pages per session, average session duration and the percent of new sessions to your site. To measure your social media campaign’s impact on conversions, track metrics like total site entries, total conversions and assisted social conversions. The best social media campaigns are part of an integrated marketing campaign where your efforts on social media are supported on a number of other channels. In your given time period, evaluate whether or not you saw a difference in account logins, customer lifetime value or other engagement metrics specific to your business. Using these four components as the tenets of your next social media campaign will help your business extend your social reach, gain a better understanding of your target audience and achieve your long-term business goals. Today, WeddingWire is the leading marketplace connecting consumers with event merchants, with an audience of over 40 million visitors each month across its network.
And before you throw away a chance to brand your business, know the answers to a few questions. David Boutin explained what you can test on your Twitter profile via the Social Quant blog. Use tools like Canva or Relay for pre-created templates that will help with text and element placement.
This gives you the opportunity to add a photo that’s square or one that will scale to be even taller.
Rather than sharing the same piece of content across multiple platforms, Coca-Cola tailors their content for this specific audience. Whether sharing a photo, video or GIF, think engagement and awareness when sharing your business content on Tumblr, Instagram, Facebook, Google Plus or Twitter. We have found that including a photo with the content we’re sharing on LinkedIn from the Constant Contact page typically doubles the engagement rate. You have clearly shown how many factors we need to take into consideration in order to use social media in the most efficient way.
In the past, I worked in marketing and know the frustration of creating graphics to fit collateral and advertising platforms such as newspaper articles.
So, I’m curious Rebekah, what’s your process when creating graphics for your posts? I never took care of exact image sizes and this is the reason why most of the times, cropping or stretching reduced the image clarity. A recent study by Edison Research showed that 46% of Facebook users felt the platform influenced their purchase behaviour. Brands and small business can harness this network to head off customer issues and complaints in real time and reach out to possible customers to promote brand awareness. Initially at launch in July 2011, Google+ didn’t allow business pages but there was a concentrated effort to ensure the format and tools were right for business before launching. If your small business sells a product or makes something visual, this social network can be a great place to start. Fans in turn are also sharing the best user-generated content, effectively acting as ambassadors for their favorite brands.
The tongue-in-cheek campaign did anger a few people, but that controversy only promoted it further. The campaign was started by Pete Frates and his former baseball teammates and then spread like wildfire as people challenged their friends on social media to either do the challenge or donate money to the ALS Association. The video immediately spread all over the web with everyone praising the message and sharing the (positive) things they do #likeagirl. The landing page on the Always website was sparse with content and limited call-to-actions to use the hashtag. Celebrities like LeAnn Rimes got “naked” and all the selfies were aggregated and showcased on a microsite. Justin is passionate about social media and leveraging data to create more engaging experiences for brands and their fans.
If prospects and customers are unable to recognize your brand, your campaign will have little effect. It’s a natural goal for most marketing campaigns, but it also plays into your social presence.
Driving more website traffic is a short-term goal, but you can aim to increase the amount of time spent on your website and the frequency of return visits for the long term. Whether your business considers a conversion a product purchase or an account sign-up or anything in between, you can align an aspect of your social media campaign with website conversions. You don’t want to overwhelm existing customers or bother potential ones with too much at the same time. There are a number of ways to think about the ROI of your campaign that aren’t tied directly to revenue.
In addition, Sonny is a widely acclaimed speaker, giving over 50 presentations across the globe each year on technology, marketing and strategy.
Just like your cover photo on Facebook and Google Plus, Twitter’s header image is your branding opportunity. Just remember to make sure you’re creating large images because they add more value, not just because you can. Keep the most relevant videos at the forefront of your YouTube channel like my Post Planner Blab with Diana Adams and Scott Ayres.
No matter how insignificant it may seem, it really does a great difference if you are aware of this information. The uses for Twitter are endless if you open your mind to the possibility of listening to the desires, frustrations and concerns of your market, unfiltered in real time.
The entire campaign was a viral success garnering over 5.6 million views across all of the videos. Everyone from Justin Timberlake to Martha Stewart to the city of Boston has participated in the challenge.
For such an amazing video, the digital activation seems like it could have been much, much more and taken this campaign to a new level.
The one-day campaign saw over 5,000 people take no-makeup selfies and with additional donations from the community, raised over $30,000 to build a school with partner buildOn. The more visitors your website receives, the more opportunities they have to share your site or content on social media and follow your accounts on their favorite networks. Prior to joining WeddingWire, Sonny was in a management program at Wal-Mart where he led marketing, sales, and retail strategy development. Before this experience, Sonny spent four years at Kraft Foods where he managed numerous consumer brands, including the JELL-O business with P&L responsibility for over $800 Million. If you ever find the time to check out our website, we’d love to hear your take on it. Sonny is a founding member of NextGen Angels and an active member of the CMO Club, where he was awarded as a CMO Rising Star.

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