Social Media Training for Marketers

Don’t Just Apologize, Act They say actions speak louder than words, and the “they” in this scenario, are consumers on social media. When tracking conversations about the Starbucks apology and their announcement to close 8,000 stores in May, we found that there was much more social interest in Starbucks’ action than their carefully worded apology.

71% of the conversation about the Starbucks apology was disgusted with it, as opposed to 38% of those discussing the actions were disgusted with that decision

Both progressive and conservative affiliations use the hashtag #BoycottStarbucks the most. However, those with more progressive leanings are using the hashtag in response to the racial profiling incident itself, whereas conservatives are using the hashtag in response to Starbucks taking a stance against the employee for calling the police, stating that it was an overreaction to the incident. Conservatives are also rattled by the store closures in May.

Parts of the agency market are thriving. Consultancies for the first time captured Nos. 6 to 10 on the list of the world's biggest agency companies, and they are well-positioned with deep ties to the C-suite.

Digital, encompassing everything from creating a Facebook ad to digitally transforming how a marketer interacts with consumers, captured 51.3 percent of 2017 U.S. revenue for agencies of all disciplines, according to Ad Age Datacenter analysis. Digital's share has nearly doubled since 2009.

Growth is moderating. Agencies' U.S. digital revenue increased 7.0 percent in 2017, compared to growth rates of 8.0 percent in 2016 and 13.5 percent in 2015. Digital media employment rose 7.8 percent in 2017, the lowest growth since 2009.

Snapchat users have a much more negative view of the brand since Snap redesigned the app in January. Its user sentiment — measured by having consumers rank their impression of a brand on a scale of 100 for “very positive” to -100 for “very negative” — among 18- to 34-year-old U.S. consumers declined 73 percent following the redesign,

A new study has confirmed what we've long expected:Facebook is no longer the most popular social media site among teens ages 13 to 17. The Pew Research Center revealed on Thursday that only 51% of US teens use Facebook. That's a 20% drop since 2015, the last time the firm surveyed teens' social media habits. Now, YouTube is the most popular platform among teens, about 85% say they use it. Not surprisingly, teens are also active on Instagram (72%) and Snapchat (69%). Meanwhile, Twitter followed at 32%, and Tumblr's popularity (14%) remained the same since the 2015 survey.

The survey discovered lower-income teens "are more likely to gravitate toward Facebook than those from higher-income households." The Pew study also found smartphone growth among teens has jumped significantly since 2015 - 95% of teens say they own one, compared to 75% in 2015.

Three main factors determine what you see in your Instagram feed:Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.Recency: How recently the post was shared, with prioritization for timely posts over weeks-old ones.Relationship: How close you are to the person who shared it, with higher ranking for people you’ve interacted with a lot in the past on Instagram, such as by commenting on their posts or being tagged together in photos.

eyond those core factors, three additional signals that influence rankings are:Frequency: How often you open Instagram, as it will try to show you the best posts since your last visit.Following: If you follow a lot of people, Instagram will be picking from a wider breadth of authors so you might see less of any specific person.Usage: How long you spend on Instagram determines if you’re just seeing the best posts during short sessions, or it’s digging deeper into its catalog if you spend more total time browsing.

Instagram is not at this time considering an option to see the old reverse chronological feed because it doesn’t want to add more complexity (users might forget what feed they’re set to), but it is listening to users who dislike the algorithm.Instagram does not hide posts in the feed, and you’ll see everything posted by everyone you follow if you keep scrolling.Feed ranking does not favor the photo or video format universally, but people’s feeds are tuned based on what kind of content they engage with, so if you never stop to watch videos you might see fewer of them.Instagram’s feed doesn’t favor users who use Stories, Live, or other special features of the app.Instagram doesn’t downrank users for posting too frequently or for other specific behaviors, but it might swap in other content in between someone’s if they rapid-fire separate posts.Instagram doesn’t give extra feed presence to personal accounts or business accounts, so switching won’t help your reach.Shadowbanning is not a real thing, and Instagram says it doesn’t hide people’s content for posting too many hashtags or taking other actions.

SafariOn Safari, it's easy. Go to Safari > Preferences > Advanced. Check the box at the very bottom that says, "Show Develop menu in menu bar." Now open a private browsing window. Head to Develop > User Agent > Safari -- iOS 10 -- iPhone. Go to Instagram.com, sign in and click the camera button at the bottom of the screen to upload a photo from your desktop.

Effective public relations has two primary outcomes: awareness and trust. We measure awareness in a variety of different ways: The gold standard is properly done, continuous market research and surveying, such as unaided brand recall, purchase intent, and recommendation intent Digital metrics include branded organic search and new user traffic but these are secondary because they don’t help explain the impact of PR as well Open-ended awareness questions on intake forms (digital and traditional) Trust is measured through market research and measurement systems like Net Promoter Scores

Some of these were gaffes by clients, others were campaigns by PR and marketing teams that didn’t turn out as planned. The good news is, all these blunders left messes that somebody had to clean up, guaranteeing full employment for crisis response teams.

Why are marketers stuck in 2010? There are four reasons:The crushing pace of technological change — A feeling of helplessness about the pace of change leads to uncertainty about direction, effectiveness, and even personal relevance as a marketing leader. Marketers rely on what they’ve always done because they don’t understand the changing world.

Over-reliance on technology and automation — Today, marketing has become a glorified IT department. Marketing decisions are being made by statisticians and data scientists in ways that may increase efficiency – and maybe even sales leads — but drive us away from the heart of our customers.

Organizational paralysis — Companies formed departments and teams years ago to work on social media, content, and other initiatives that don’t work like they used to. Becoming “locked-in” to marketing tactics that simply don’t work any longer might be due to outdated agency relationships, organizational resistance, cultural obstinance, lack of skilled leadership, relentless bureaucracy … or some combination of these factors.

Consumers say the types of social content they value most from brands are posts about discounts/sales (72% say so) and posts that showcase new products/services (60%). In contrast, marketers say the types of social content they share most are posts that teach something (61% say so) and posts that tell a story (58%).

There is a significant disconnect between what marketers post to social media and what consumers want brands to post, according to recent research from Sprout Social. The report was based on data from a survey conducted in April and May 2018 among 1,253 consumers and 2,060 social media marketers.

It’s passive zombie-feed scrolling, not active communication with friends, that hurts our health, according to studies Facebook has been pointing to for the last seven months. Yet it’s treating all our social networking the same with today’s launch of its digital well-being screen-time management dashboards for Facebook and Instagram in the U.S. before rolling them out to everyone in the coming weeks.

Unfortunately, you’ll only see info about your usage on the mobile app on that device. It won’t include your minutes spent on desktop, where these features don’t appear, what you do on your tablet or info about your usage across the Facebook family of apps. There are no benchmarks about how long other people your age or in your country spend in the apps. All of these would make nice improvements to the dashboards.

as Page reach and engagement continues to dip for brands, Facebook has made some updates to help deliver value to businesses through Pages beyond just News Feed distribution.

Facebook Page is becoming more like a website for your business — a destination people will come to when they want information, or even make a purchase or booking, as well as a place to engage with great content.

Facebook has made it easier for people to recommend your business by bringing Recommendations to your Page. As shared by Facebook: People will now be able to post a Recommendation for your business including text, photos and tags directly on your Page. And Recommendations will also help you reach people while they’re searching for or talking about your business.

The company is relaunching Groups by rolling it into its main app by the end of the month after quietly pulling the standalone app earlier this year, and it will be streamlining the service by cutting out several features, including an ability for Group administrators to pre-moderate comments; and a way to email send Group posts as emails to the whole group, while also adding in new features like threaded replies and the ability to post video and other media.

Almost exactly a year ago, Facebook announced that it too was killing off its Groups app so that it could integrate the feature closer with the core app experience. In both the case of LinkedIn and Facebook, the idea is somewhat the same: while we have our wider networks of friends and Pages that we follow on both platforms, sometimes there is value in communities that are focused around more specific interests, and ultimately, that might turn out to be the lever that brings more people in and out of using the main service.

conversations taking place in Groups will now appear in-stream on the LinkedIn feed, rather than in a separate tab. When group members are replying to posts, there will now be threaded replies, which will let people respond directly to comments within the thread.

When Should You Use Facebook Canvas Ads? There are lots of applications for Canvas ads. Whether you want to implement a conversion campaign, grow brand awareness, or generate more clicks to your site, these are a great idea. If you want to elicit a direct response, consider using a format that displays your products with a CTA button. If brand awareness is your goal, focus your efforts on creating engaging visuals and copy to attract as many views as possible. In this case, also consider paying based on CPM (impressions) rather than CPC (clicks). This will help you optimize your views.

You can see that the highest open rates occurred with four-word length subject lines and the lowest open rates were tied to nine-word length subject lines. But the click-to-open rates didn’t correlate, meaning high open rates did not correlate to high click-to-open rates.

The winner was seven words for overall engagement. And if you write a subject line with eight words, well, you’re in for a shock! It’s nearly half the performance as subject lines with only one less word.

Personalization is shown to increase open rates for most users, and may work well when combined with targeted automations such as birthday deals and post-purchase follow-ups.

try to communicate the benefits of your promotions, or call attention to specific deals.

Subject line researcher shows you the effectiveness of different keywords. Search for a word or phrase, and we'll compare your terms to all subject lines ever sent through MailChimp. Then we'll list related terms and phrases, and use a 5-star rating system to show you how each one performed.

In our three-part series we spoke to leading consumer insights professionals innovating in the social analytics space to get their thoughts on this changing landscape: Ben Donkor takes us through the foundation of the social analyst Bex Carson explains the importance of a solid methodology Dr. Jillian Ney rounds it off by describing social analysis in action and answering business questions