Kristie Sheppard

It’s a tale as old as time. Shoppers see a promotion for “joining the club” or getting those special “members-only” benefits and then before they know it, they have more memberships than they know what to do with. Then, after just one shipment, they cancel the membership altogether. How do you keep members around for the long-haul? For wine clubs, it starts with creating brand loyalty.

What’s in your shipment?
Make your members feel like it’s Christmas morning the day their shipment arrives. Leading up to delivery, build up the excitement through emails, social media and phone calls. Make each and every member feel special, as if they are your priority customer. Personalize your packaging by including a note or brief letter. Even better – toss in some extra swag. Think of your shipment as the one piece of mail people look forward to getting. Your club members should be thrilled to receive that big box!
Create brand ambassadors
Use your shipment as an opportunity to cultivate your audience. Include fun tips, tricks and recipes that will make your members want to tell their friends and family, and include a referral discount coupon for them to pass along when they do. Go beyond just delivering a product and include a DIY experience in each shipment that features the wines. For example, with the summer shipment of Sauvignon Blanc, include a dinner recipe that pairs with the wine. Toss in suggestions for table settings that match the label and your brand colors as well as some craft supplies with an instruction card on how to turn that wine bottle into a centerpiece. If a shipment has sparkling wine, include instructions on how to saber it. If you give your members something to talk about while enjoying the wine, they will.
Make members feel special
Communication is the key to any successful relationship. Communicate with your members more often than just notifying them of their shipment. Turn the purchase into a relationship. Send a birthday card or wine club anniversary card. Call them once they receive their shipment to answer questions about the wine. Engage with them on social media by liking their posts, commenting on their activities or creating conversations through a custom hashtag. In order for your members to feel that you care, you have to show them you do.

Do you have other methods for creating brand loyalty? We want to hear them! Tag us on Facebook or Twitter to let us know your tips.

Cari Ashkin

LinkedIn — the most professional of all social media platforms. You know its importance, you recognize its value, but you may not fully understand how to leverage its features for your professional benefit.

Unlike other social media platforms like Facebook, Twitter and Instagram, many people check in on their LinkedIn profiles on a less frequent basis. Sometimes seen as the “black sheep” of social media, you might find daily touchpoints unnecessary, but it doesn’t make the platform any less of an essential tool to utilize in your professional life. LinkedIn provides a space for businesses, employees and jobseekers to digitally network with other professionals in any given industry.

So, if you find yourself at a loss for ramping up your LinkedIn profile and making the most of its capabilities, follow A. Bright Idea’s five Cs of LinkedIn to make your profile stand out while adding some weight to your online presence.

CREATE your personal brand
According to Business Insider, many hiring managers make up their mind about a prospective employee within the first seven seconds of meeting them. Meaning, first impressions carry a tremendous amount of weight. Treat your LinkedIn profile the same way. To demonstrate your professionalism in the online world, make sure to upload a recent, high-resolution headshot as your profile image. Paying close attention to these details helps build your personal brand and invites others into the essence of what you offer through your experience and professionalism.
CONNECT with other industry leaders
Expand your network and increase the opportunities available to you by connecting with colleagues, industry experts, high-level CEOs, clients or key community leaders. Doing so can serve as an especially fruitful tool when looking to reach members of a different industry, or one in which you have a specific interest. LinkedIn connections can also garner new skill endorsements, thus building your credibility and profile views.
CAPTURE attention with your experience
Develop a brief but engaging summary of your experience to give profile viewers a glimpse into your professional background. Don’t shy away from including interests, passions and professional development experiences in which you participate. All of these assets build a well-rounded professional background and provide industry experts a clear picture of everything you bring to the table.
CULTIVATE relationships through engagement
We see no exception to the notion of “you get what you give” on LinkedIn. Build relationships with your connections by endorsing their skills a minimum of one to two times per week and engaging with their posted content through likes, comments and shares. Not only will this demonstrate the value you place in the individual you promote, it will encourage them to do the same for you.
CAPTIVATE your audience through content
Use your expertise to write compelling content specific to your industry or profession. Developing useful, sharable content showcases your background and experience for your current and potential connections. Garner their attention by also sharing industry-related articles, further positioning yourself as an expert in your field and staying up-to-date with the latest trends.

By implementing the five Cs of LinkedIn, you will quickly grow your network, business opportunities and partners online – all with a minimal investment of time. Enhancing your personal brand will benefit you and your business. Watch your connections increase and your profile expand in just a few weeks and enjoy the professional benefits that follow as a result!

Tell us about a personal success story or strategy using LinkedIn to create connections in the comments below.

Shawn Nesaw

User-generated content (UGC) takes the form of content, usually photos or videos, created in support of a product, brand, idea or trend. Brands publish the content on social media channels, such as Instagram, Facebook and Twitter, to allow for republishing content on their own social channels to further promote the brand and build loyalty among audiences.

UGC offers a ripe opportunity for businesses to build a community around their brand. Similar to giving a compliment, UGC represents something everyone likes getting because it makes us feel good and encourages us. Similarly, when a business shares content that one of their customers posted on their social media page, the business compliments that person by featuring their content and thanking them for their business. This type of public recognition creates stronger customer loyalty to the brand.

Speaking of loyalty, some may say, “brand loyalty is dead or dying,” but consider these statistics from Accenture describing the behaviors of U.S. consumers:

  • 57 % spend more on brands or providers simply for loyalty
  • 51% show loyalty to brands that interact with them through their preferred channels of communication
  • 55% express loyalty by recommending the brands and companies they love to family friends
  • 14% publicly endorse or defend a brand or organization on social media

Building community around your brand is absolutely still important and UGC can help you achieve the community you want for almost no additional cost to you, the business. Explore UGC with the following best practices.

UGC best practices
After monitoring all your social media properties, it’s clear people tag your business, your products, even your staff in their photos on Instagram, Facebook and Twitter. Before you start posting customer content as your own, review a few rules of courtesy to abide by when possible.

  1. Ask for permission to use someone’s photo, video or GIF. Simply message the person using the direct messaging feature built into the respective social media channel. Compliment them and mention how you would love to share on your account. Nine times out of 10, flattered by your request, they happily oblige.
  2. Give photo credit in your post. A photo credit could be as simple as “(Photo cred: @username)” or “(?: @username).”
  3. Recognize the person or business in your post thanking them for their business or support. You can also subtly weave in a key message. Just make sure the post reflects more about them than you.

Examples of great uses of UGC
If you still can’t envision how UGC works or how it looks for your business, read through the examples of effective UGC use below.

Take a look at each example noting the photo composition, the caption and the tag of the photographer. In each case, the brand used short and simple captions, emojis and tagged the photographer. Using the camera emoji or the word, “Regram,” before the users’ tag signifies the original photographer.

Starbucks:
Buffer:
Bass Pro Shops:
Ben & Jerry’s:
Perfect example of expert use of UGC
While the above examples make it pretty clear what UGC looks like in practice, we offer one more perfect example of how a restaurant successfully executed UGC on social media to promote their brand and turn a visitor into a loyal follower.A restaurant wanted to promote their weekly Wednesday ramen night. They monitored their Instagram account for recent posts for public posts tagging their business or their restaurant location was tagged. They found a sharp photo of ramen from the week before that matched the look and feel of their feed.

This execution checked a few boxes for the restaurant. It promoted the ramen night, garnered awareness and attention for the business and boosted brand loyalty for that person.

Have you considered using user-generated content to build a stronger community around your brand? If you already use UGC on your social media accounts, how’s it going? Let us know in the comments or share your best execution.

Shawn Nesaw

When it comes to social platforms, the size of Facebook’s community continues to lead the pack. Facebook boasts 1.37 billion daily active users worldwide, with the number of Facebook users in the United States expected to reach 207.36 million.

That’s a lot of eyeballs, and if your business doesn’t have a presence on the platform, you’ll unequivocally miss out on countless opportunities to grow brand awareness, and ultimately, increase revenue.

By now, most businesses have at least developed a business-specific page on Facebook that says to users, “Hey, I’m here!” But, consider how you can stand out and wow your existing and potential customers with thoughtful posts and engaging content.

We’ve developed a list of Facebook facts to help take your business to the next level in 2018.

Back to basics
Considering all the flashy features Facebook has to offer, it’s easy to overlook the simple building blocks of effective communication with your customers. Make sure the “About” section on your page reflects your business’ correct hours of operation, contact information, including a telephone number, email and address, and a quick, descriptive line or two about your products or services. If customers can’t get a hold of you, or if they’re unsure of your purpose, you risk losing their interest and trust.
It takes two
If you want your customers to engage with your content, your page and ultimately your brand, make sure you also spend time engaging with your customers and acknowledging interactions. Respond to reviews, both negative and positive. Take the time to “Like” or reply to comments and photos visitors leave on your page’s wall. Highlight positive customer and vendor interactions by tagging them, with permission, in posts. Don’t forget to venture outside of your page and engage on other pages to expand the reach of the conversation.
Video, video, video
Video posts dominate today’s social media landscape and continue to garner more attention from users over other forms of media. Don’t let fear get in the way of taking part in the trend — you don’t need a professional videographer to shoot videos for posting on your Facebook page. In fact, people forgive less-than-stellar production quality video as long as the story keeps them engaged. Do a little research on how to shoot quality videos using just your smartphone. Pro tip: before you post your video, add captioning manually or using Facebook’s automated tool, as more and more users watch videos, but in many cases with the sound off for part or all of the video.
Do it live
Authentically promote your brand by enlisting the help of Facebook Live. This feature provides users a unique, inside look into your business through the power of immediacy. Plus, anyone can do it — simply determine an interesting facet of your business, aim and shoot! Develop your talking points or a full script, whatever makes you more comfortable in front of the camera. The purpose is to increase engagement on your page while delivering content your audience will like. You can also continue the two-way conversation by responding to comments during the live event. And, if Facebook gives live videos a boost using its algorithm — meaning the platform puts your live videos in front of more people — you should take advantage.
Keep it consistent
A successful Facebook page relies on consistency in a variety of ways. Always make sure the tone and imagery of your Facebook remain true to your overall branding. However, you can let your brand’s guard down and use a more casual attitude across the platform, even if your brand typically employs a more formal approach. Remember, the goal remains engaging with your audience, so take note of how they speak and incorporate that into your posting strategy. Most importantly, make sure you post regularly. A Facebook page with stale and outdated content can cause distrust and force your audience to go elsewhere.
Rules of engagement
For those businesses unwilling or afraid to step onto the Facebook scene, rules of engagement provide clear parameters to help guide the conversation on your page. Set guidelines in your “About” section including the prohibition of profanity on your page, the ability to delete comments not related to the post and intolerance of personal attacks. You may need to decide whether or not addressing negative feedback or aggression on your page publically can provide a better customer experience overall. By responding to negative content publically, you can offer a professional and friendly solution that upholds your reputation among other audience members.

At the end of the day, engaging with your audience regularly and authentically through quality content, engaging conversations and meaningful interactions will put your business ahead of the rest.

Facebook’s latest algorithm update penalizes “engagement-bait” material — posts that overtly encourage comments, likes and shares — and prioritizes personal pages and posts over public and business pages’ content. This means Facebook ad space will diminish making inventory more valuable and potentially more expensive. Businesses that proactively engage audiences in organic ways, however, can improve the likelihood of appearing higher and more often across user feeds.

While this blog provided a few tips to jumpstart your focus in 2018, Facebook boasts many additional features to utilize and incorporate into your strategy. Let us know what Facebook features you’d like to hear about or questions you have in the comments section. Or, even better, tag us on Facebook at @abrightidea and let’s start a conversation.

Katie Bouloubassis

With 500 million tweets sent per day by approximately 100 million daily users, Twitter is the fourth largest social media platform behind Facebook, Google+ and Instagram.

As new updates roll out on Twitter, it’s tough to adjust, learn and implement the new features quickly. As an ever-changing platform, Twitter requires constant monitoring due to the rapid timeline updates of current events.

With the Tweet Tips below, get ready to actively engage with your current and potential customers on Twitter!

Tweet Actions
Creating original content to post and quoting existing tweets of others allows you to easily engage with followers. The comment you add makes it easy for your followers to understand the reasoning behind the retweet and how it connects to you and your business. Quoting essentially makes the entire tweet yours, so the engagement and impressions garnered from the “new” tweet reflects positively on your account.
What to Tweet
Your followers clicked the follow button for a reason. For the most part, you should tweet about your brand experience. As a business, you’re recognized by audiences for a product or service and they want to hear about it. A key component of any social platform, but especially Twitter, is engaging with others. Take time to find conversations around your industry’s topics and engage others in those conversations with a comment or a quote retweet. While your tweets should relate to your business, don’t shy away from engaging in other conversations that do not relate directly. Any comment added continues a larger conversation, and broadens your follower base.
Post a Poll
Utilize Twitter’s poll feature to expand engagement in a fun and creative way. Propose an open-ended question to your followers on a topic of your choice with up to four answers. A. Bright Idea’s campus recently received a makeover, sparking our own version of the poll-gone-viral, blue vs. gold dress debate. After several disagreements on the new color of one of our buildings, we took to Twitter to let our followers decide — blue or gray. Select how long your poll stays open, whether you want immediate results after 24 hours or a week to collect as many votes as possible.

Trends and Hashtags
Twitter has a daily list of trending topics and hashtags. The trends change multiple times a day, so when you see one that applies to you or your company, use it immediately. Using hashtags allows your content to become easily discoverable and essentially increase your chances of higher engagement and impressions, as well as gaining followers. Twitter bases trends of location, making it easy to select the best option for incorporating into your tweets. You can change the settings to see surrounding cities’ trends or country and world-wide trends. Crafting tweets to include additional hashtags can expand its discoverability, but Twitter recommends keeping it limited to no more than two hashtags per tweet.
Tagging
Tagging people and businesses in your tweets is, in essence, a way to talk to specific people or businesses directly on Twitter. With overly cluttered news feeds, if you have something to say to someone, tagging is the way to go. Additionally, tagging expands the reach of the post, garnering more impressions and in some cases, overall engagement. Giving shout-outs to other businesses through tagging can spark conversation or result in retweets, likes or follows.
Moments and Lists
Personalize your Twitter with Moments — curated stories about what’s happening, powered by tweets. Moments have a variety of topics, such as: Today, News, Sports, Entertainment and Fun. Moments can showcase your company culture, events and announcements for the public. When creating Moments, we recommend you use a mixture of videos, photos, gifs and full-text tweets to keep your followers engaged.Lists serve as a great tool when you want to narrow down your search on a specific topic. As a curated group of Twitter accounts, Lists include accounts that tweet about similar topics in one central location. Lists essentially become a separate timeline of its own, streaming tweets surrounding the designated topic. Create your own Lists or subscribe to those created by other Twitter users to engage in conversations related to your business.
280 Characters
In September 2017, Twitter introduced the roll-out of the new 280-character count to select accounts before officially granting all members usage in November. As advocates for perfect grammar and correct spelling, we enjoy the 280-character limit. Now, you don’t need abbreviations and number substitutions for words to save space. Don’t sacrifice your content’s value for the sake of condensing a tweet — take advantage of this gift and use the extra 140 characters as needed. While some users became outraged over this update, others used the extra space for fun, like Jimmy Kimmel and Ellen DeGeneres.

Remember, Twitter is a great tool for you and your business when used appropriately. Have fun and try out all of the features of the platform. Let us know if you plan to use Twitter more in 2018 or ask us any questions about the features mentioned by tweeting us @aBrightIdea96.

Jessy Weiss

Instagram remains one of the fastest growing social media platforms with over 700 million active users. With its ever-changing features, it’s difficult to remain up-to-date on how to effectively use Instagram to complement your business’s overall marketing strategy.

At its core, Instagram is a visual platform. It offers your business an opportunity to present itself in a purely visual manner. Yes, the platform offers captions, hashtags (more on how to use those later), and tags but they are in place to support the photographic message.
When using Instagram, use the following:

A consistent, brand voice is essential for using Instagram. Your audience, especially on Instagram, seeks an understanding of your business’s “personality.” Develop content reflective of your business, but also specific to the platform. Your followers on Instagram will likely vary from those on LinkedIn. With that said, don’t shy away from distributing the same content across several platforms, but give each one its own voice.
Hashtags serve as a great way to reach more people with your content. Instagram users frequently search trending hashtags to discover new content so sprinkle a few hashtags in your posts. While sometimes overused, we recommend, based on our own success rates, between four and seven hashtags. Ultimately, let the content of the post dictate the type and number of hashtags.
Your Photo Feed
Good quality photos make all the difference on Instagram. It’s the platform for beautiful photos, and users know it. That said, while most businesses may not have a professional photographer at their disposal 24/7, it’s still possible to create a compelling Instagram feed. Take photos that represent the brand best and keep it consistent. Make sure all of your photos, professional or amateur, have a cohesive look by using a uniform filter on all of your photos. There is nothing more beautiful than a consistent feed! Case and point: @laurenconrad.
Also, check out Eric Bach’s blog, The Language of Light: How Light Alters Perception, for some tips on how to improve those Instagram photos!

Use stories to share in-the-moment and behind-the-scenes content. This strategy provides another opportunity for your followers to get to know your company’s personality and day-to-day. Get creative with your stories – post a series of videos to create a short storyline or a fun boomerang.
The discover tab gives users, and your potential followers, access to a pool of relevant content based on their existing followers and other Instagram activity. On the flip side, the discover tab provides a resource for your business. Scroll through this panel to see what competitors do on Instagram, and how your followers engage with other accounts to tweak your approach. The discover tab also allows you to find and engage with people who don’t follow your brand. By searching hashtags relevant to your business, you can find users and engage with them.
Carousel Photos
As one of Instagram’s newer features, the carousel photo feature allows users to post multiple images in one post. Strategically order your photos; display your strongest, most compelling photo first, followed by supporting images. Or, use the left/right swipes to create a larger, continuous image, like @subway.

Jump-start your business’ Instagram presence by following some of these tips and tricks. Stay tuned to the A. Bright Idea blog for more advice on how to keep your social media presence on brand, relevant and an integral part of your overall communications strategy.

Shawn Nesaw

Social media moves fast. One minute you’re “poking” someone on Facebook (that’s actually still a feature) and the next you’re responding to a direct message using face filters and emojis on Instagram.

This blog keeps you up-to-date with all the new features social media has to offer. Instagram and LinkedIn introduced great enhancements in July. Read more about the new features below and try them out today.

Instagram

Earlier this month, Instagram rolled out a new feature allowing users to send photos or video replies to stories posted by those you follow. When watching a story, tap the camera button at the bottom of the screen to use the creative tools in the camera such as boomerang, face filters and stickers. When someone replies to your story with a photo or video, you’ll see it in your direct message inbox.

This new feature plays well for friends on Instagram but is also possible for business use. Customers and brand advocates now have the opportunity to engage with your brand using other creative means. Businesses could hold a contest to encourage engagement by awarding a prize for the best creative response to a section of your story.

LinkedIn

Throughout the month of July, LinkedIn released several great new features.

  • You can now customize the notifications you receive with new options including muting, turning off or even unfollowing.
  • It’s now possible to add up to nine photos in a post. Much like Facebook, LinkedIn lays out the photos in a collage. Post multiple photos from an event such as a meeting, conference, or volunteer day to further build either your personal brand or your business brand.
  • LinkedIn now provides insights about your audience. When you post an article or update, LinkedIn provides details about the employers of your target audience, their job titles and how they found your post. You can also see the number of people who reshared your post and who they are.

In the coming months, users will be able to record and share video directly in the LinkedIn mobile app. LinkedIn continues to provide useful features to professionally enhance a personal and business presence.

If you haven’t already, now is the time to update Instagram and LinkedIn apps by accessing the Google Play or the Apple App stores.

Looking Ahead

Check back next month for more social updates with the Social Scoop. Past issues also offer updates to ensure you have all the info you need to succeed.

 

 

 

 

Katie Bouloubassis

Businesses constantly test new ways to connect with their customers. Traditionally, surveys, newsletters and courtesy follow-up calls served as key methods for businesses to connect with customers. While these strategies still hold value, new outreach methods now take center stage thanks to social media. According to Statista.com, 81% of the U.S. population uses social media in some form.

Smart, social-savvy businesses are now using the power of one social media feature, direct messaging, to connect more efficiently with their current and potential customers by breaking through the clutter.

Direct messaging, or DM as it’s commonly referred to, is available on all major social media platforms. Similar to sending a text message to a friend, a direct message allows you to send a private message to a person directly to their inbox, instead of posting on their social feed. DM achieves most of its popularity on Twitter and Instagram.

Businesses use DM to:

  • Connect with new followers and point them to the content or a product on their website
  • Ask questions about buying experience or quality of service
  • Answer questions customers ask on social media
  • Handle negative feedback or complaints privately instead of in the public feed
  • Send targeted messages to different types of followers
  • Request user-generated content for social media feeds

To add to the DM experience, personalize messages using the customer’s name or handle. Also, if you have a large audience list to reach with the same message, create a document with consistent messages you can easily transfer into a DM to help save time and maximize efficiency.

The images below illustrate a few sample implementation strategies for using DM.

Relationship building with new followers

To begin the relationship with a new follower, depending on the platform, a DM may take the form of something like the photo to the right.


Handling negative feedback

To handle a negative comment or feedback, acknowledge the communication and direct the conversation off of social media with a DM like this:

ABI: “We appreciate your feedback and want to learn more about the issue to discuss how we can help ensure the best service possible. Let’s set up a time we can discuss over the phone.”


Soliciting user-generated content

If your fans post great photos of your product and tag your company, use DM to ask for permission to use their photos on your feed. Engaging in this way creates customer loyalty and allows you to harness the power user-generated content. That DM might read something like the photo to the right.

[Pro-tip: If they say “yes,” thank them and make sure to give them credit for the photo in your post, e.g., (?: @TomEdison96)]


Direct Messages serve as a great way to personally reach customers on social media. While some may scoff at the idea saying, “It’s too intrusive,” DM allows you to speak directly to your target audience. If your business would like to initiate conversations and build relationships with current and potential customers, DM provides a simple, personal touch-point that can lead to new followers, customers or clients.

Test out your DM skills with us! Send us a message via Twitter DM or any other social platform. Let’s start the conversation!

Twitter: @aBrightIdea96
Instagram: @abrightidea
Facebook: A. Bright Idea Advertising & Public Relations @abrightidea

Happy messaging!

Shawn Nesaw

Keeping up with all the updates to each social media platform is a daunting task. With no set schedule for updates, some channels have multiple updates in one month and zero updates in another. Similarly, some channels have numerous new additions in one update, while others don’t.

With social media constantly evolving, it’s imperative for social media pros to stay up to date with the latest from each platform so they can stay ahead of the curve and use new features to address communication goals as soon as possible. Let’s get right into it – here is the June social media update round-up.

Facebook 

June saw a big improvement to Facebook Live video with the implementation of closed captioning. This update provides more access to Facebook Live video for people with hearing impairments. For this feature to work, turn on captioning settings and the captions will automatically appear in your live video.

Safety Check was updated with four new features:

    • Fundraising
    • Expanding community help
    • Sharing a personal note when completing a safety check-in is completed
    • Introducing crisis descriptions

Facebook Messenger’s video chat in feature also received an update to now include animated reactions, filters, masks, effects and the ability to take screenshots of your video chat.

 

Instagram 

We all grow and change and so do our Instagram feeds. The new Archive feature, introduced in June, allows users to move photos previously shared on your feed into Archive where only you can see them.

If you change your mind, select “show on profile ” and the image will reappear in its original spot. Just click the circle arrow in the top right corner of the app to start archiving.

Also rolled out in June, after you go live on Instagram,  you are prompted to share a replay on your Instagram Story to let more people catch up on what they missed.

 

Twitter

In June, Twitter rolled out new features for businesses allowing them to add buttons to drive actions in Direct Messages (DM).

Probably the biggest change in June across all platforms was the Twitter facelift. This generous and well-deserved update to the Twitter user interface (UI) this month showed users that Twitter is still a viable social media player and that it listens to its users. Without getting too technical, here are the new changes to Twitter.

Click to watch
  • Slide right to access your profile, additional accounts, settings and more.
  • Refined the typography throughout the app so headlines are bolder and distinct from the rest of the text in your feed.
  • Round profile pics
  • The icons and the reply button changed from an arrow to a speech bubble and all the icons were slimmed down.

 

Snapchat

Snapchat unveiled Snap Map, which allows users to see what people are up to around the world by using the new maps feature. Pinch on the screen to zoom out and view the map. This feature allows you to also select your location settings so you can decide who can see your location while you are on the app.

Additionally, Snapchat introduced the ability to design custom Geofilters right in the app for any special occasion – birthdays, anniversary parties, weddings, bar mitzvahs, etc. Until now, this ability was reserved for desktop and designers. To get started, tap “On-Demand Geofilters” in Settings. Pricing for Geofilters starts at $5.99 in the app.

 

LinkedIn

LinkedIn received a few updates at once to improve the mobile experience. Now, you can see your connection history. Use this new feature to add some personal detail when you reach out.

Another new feature, Search Appearances, allows you to see how many people found you in search and the companies and job titles of the people searching for you.

Three other minor changes to the platform include:

  • Implementation of a new drag and drop feature allowing you to easily reorganize volunteer and education sections of your profile
  • Ability to add an image to any comment across the LinkedIn platform, when words just won’t do
  • Provide quick reply messages for when you want to reply, but don’t have the time

If you do not see these updates on your phone, go to the App Store or Google Play Store and update the apps to receive the latest features and check back next month for another roundup of social media updates.

Shawn Nesaw

Today, social media is a critical component of the marketing strategy for most businesses. This phenomenon shouldn’t be surprising, as more than 50 million active small business pages exist (Brandwatch.com) on Facebook alone. While there is nothing our social media experts love more than to see businesses grasp the powerful nature of a social media presence, balance is key. When overindulging, it’s easy to spread your content thin across several channels.

The saying “jack of all trades, master of none,” accurately describes this craze. Many small and medium-sized businesses (SMBs) create four to five social media accounts with the thought, “If I’m on these social media platforms, I’ll have more opportunity to communicate to our audience.” While a presence on more social channels does provide SMBs increased audience exposure opportunities, maintaining a legitimate presence on each platform is a two-way street. If SMBs publish content frequently but fall short when it comes time to respond and engage audiences past the initial post, audiences will look elsewhere for content.

All too often when a new social media platform hits the market, the first thought is to immediately engage. It’s the “shiny new toy” effect of which Snapchat illustrates best. Many SMB’s who target younger audiences thought Snapchat would be the right channel and for some it was, but for most, it wasn’t. Snapchat takes time to learn, produce content and grow an audience. Yes, Snapchat is great for targeting a younger demographic, but if the SMB doesn’t have a Snapchat strategic plan in place, Snapchat isn’t going to necessarily work.

Whether it’s Snapchat, Instagram or even Facebook, SMBs should look at their goals and think strategically. Consider the following criteria when selecting the appropriate channel:

  • Does the channel help meet communication goals?
  • Does your business have the capacity to produce the necessary content to effectively reach the audience?
  • Will you be able to reach and engage your audience on this channel?
  • Do you have a real reason for being part of that social community?

If you answered “yes” to the above criteria, then the social channel in question might be a good fit for your business.

The last thing you want to do is make a semi-enthusiastic commitment to a channel, which ultimately becomes just a waste of time and resources, two things no business can afford. The truth of the matter is, it’s not necessary to be on every social channel.

Before diving in, here’s what you need to know about each social channel.

 

After considering those two channels, we recommend the following social channels after careful consideration of the target audience, brand goals and ability to maintain the channel. Use the descriptions below to help guide you towards the social channels that work best.

Social media shouldn’t be a struggle; it should be fun. It’s where you get an opportunity to talk about your brand, show people who you are and engage audiences you may have otherwise missed. Building your brand on social media is crucial for success in today’s marketplace so choose the social channels that meet your business goals.

Tell us how you engage your audiences through social media by commenting below or engage with us on social media. Let’s start the conversation.

Sources: Social Media Today and Hootsuite