Social Media Training for Marketers

Where is the Listerine crisis management?It seems that the Listerine PR team have thrown Dixon under a bus. I can’t find any support for her situation.

Influencer advertising not influencer marketingInfluencer marketing is not influencer advertising. Influencer advertising is a subset of influencer marketing, but the subset does not speak for the whole category.The differences between Influencer marketing and influencer advertising have their roots in the differences between transactional marketing and relationship marketing.Influencer advertising is transactional and short-lived. Work is orientated around tent-pole campaign contracts between influencer and brand.

The important skill sets for influencer marketing are twofold: there are hard skills and soft skills.The hard skills are data-centric skills. That is looking under the bonnet and choosing influencers based on demographics, what they've produced before, their ratio between engagement of sponsored and organic content etc.The softer skills are crucial, too - building long-term and mutually beneficial, business-growth relationships.

Influencer advertising is a subset of influencer marketing, but the subset does not speak for the whole category.

The differences between Influencer marketing and influencer advertising have their roots in the differences between transactional marketing and relationship marketing

Influencer advertising is where BANJO influencers can be found. BANJO influencers are those people with a large social media following - whether bought, built, active or dormant - who Bang Another iNfluencer Job Out without any care for or affinity with the sponsoring brand or their audience. 

"Whether it was true or not, this story broke and took off because of very legitimate concerns that exist in society about keeping kids safe online," points out Jeff Beringer, global head of digital at Golin. "When something generates this much conversation, media coverage, and responses from people in positions of authority like teachers, school administrators, and law-enforcement officials, brands have to sit up and take it seriously."

more than 90% of PR executives believe that the distribution of fake news and the purposeful distortion of truth are the biggest ethical threats we face in the future. Defense of malicious behavior and lack of corporate transparency were cited by over 80% of the respondents.

Today, earned media – pitching and placing stories through work with journalists and influencers — remains the dominant source (50%) of revenue for PR agencies. It’s predicted to drop to 37% over the next 5 years, with shared (23%), owned (23%) and paid media (17%) picking up the difference.

nearly two-thirds (64%) of PR professionals think that in five years the average person won’t be able to distinguish whether the information they consume comes from paid, earned, shared or owned sources.

snag your free template to put together a complete crisis communication strategy. Use this post as a guide to complete it.

Create a Social Media Crisis Scale Convince and Convert devised a great solution to this problem. They built a customer response flowchart that matches the severity of an issue, to the right course of action.

Crisis Level 1: Isolated customer complaints and questions. Crisis Level 2: Angry customers, broken links, posts directing to the wrong page, factual inaccuracies, major misspellings on social posts. Crisis Level 3: High volume of angry customers, service outages, lack of product availability. Crisis Level 4: Product recalls, defective services or products, widespread negative press coverage, layoffs. Crisis Level 5: Lawsuits, serious accidents resulting in injury, illegal employee conduct.

So, your preferred influencer has a million followers on Instagram. Are those followers real or fake?Even Fortune 500 companies can’t always tell. Look at Procter & Gamble, for example. Last year, two of their brands (Olay and Pampers) placed in the top 10 brands using influencers with large fake follower counts. The number one brand on that list was Ritz-Carlton. The hotel and hospitality group used “influencers” whose followers were 78 percent bought and paid for, instead of the real deal.

In the long run, influencers grab eyeballs but don’t necessarily help grow businesses. It’s all too easy to get caught up in the star-gazing aspect of it all and wind up valuing essentially meaningless metrics over actually building your brand.

If the influencer goes off-script or causes a scandal, you get tanked too. And there seems to be no end of ways for some influencers to get into public trouble. Just ask YouTuber Logan Paul, whose posting of video footage of a dead body earned him months of bad press and tough consequences.

traditional media brands have struggled to understand the difference between a reality star, an Instagram influencer, a sports personality and a creator or entertainer. This, he said, is a state of play that means a former Love Island contestant has become the shorthand for what constitutes an influencer in media coverage.

90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.

92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.

While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.

$744 million that brands spent on influencer marketing in 2018, $102 million was wasted on fake followers.

Last year, a quarter of the cash that Unilever's Dove brand spent on influencer marketing went to fake followers -- compared to 14% for the typical advertiser -- despite the fact that Keith Weed, Unilever's chief marketing officer, said the company would no longer partner with influencers who purchased followers or used bots last year.

Instagram's working on a new ad type that it's calling "Branded content ads", which will let brands sponsor posts created by celebrities and publishers, and then promote them as they would their other ad efforts.

"Until now, brands could hire popular Instagram users to work on ad campaigns and promote products with branded content, but the posts would only reach the followers of the influencer. Branded content ads let the advertisers promote these Instagram posts just like they would any other ad."

The offering will essentially be an extension of Instagram's existing branded content tagging system - now, along with the 'Paid Partnership' tags (as shown below), brands will also be able to extend their promotions of the same.

To help Google to pick the right date, site owners and publishers should: Show a clear date: Show a visible date prominently on the page. Use structured data: Use the datePublished and dateModified schema with the correct time zone designator for AMP or non-AMP pages. When using structured data, make sure to use the ISO 8601 format for dates.

Show when a page has been updated: If you update a page significantly, also update the visible date (and time, if you display that). If desired, you can show two dates: when a page was originally published and when it was updated. Just do so in a way that’s visually clear to your readers.

on’t use future dates or dates related to what a page is about: Always use a date for when a page itself was published or updated, not a date linked to something like an event that the page is writing about, especially for events or other subjects that happen in the future (you may use Event markup separately, if appropriate).

It’s not altogether clear whether the girls were aware of the scam, but they did appear to pose for pictures with rowing machines to be sent onto USC’s subcommittee for athletic admission. (Though the swindle seemed to work beautifully—twice!

With a popular YouTube channel and two highly trafficked Instagram accounts between them, Olivia Jade and Isabella Rose are almost as popular online as their mom

Now that the admissions scheme has been exposed, internet detectives are racing to rummage through the girls’ old social media posts and interviews, which are not in short supply, for newly incriminating or amusing material. And they are finding plenty, since the girls have been putting their lives online themselves for years—with nary a mention of an early-morning crew practice we can find.

99% of journalists say it’s somewhat important (9%), important (34%), or very important (56%) for a company to provide access to news releases within their online newsroom.93% of journalists say that it is important to have news releases organized by type of news category.94% of journalists say it’s somewhat important (14%), important (28%), or very important (52%) to have access to photographs within an online newsroom.90% of journalists indicated the availability of digital product press kits would be somewhat important (25%), important (34%) or very important (30%) for their work.75% of journalists say video files are an important component of an online newsroom.

Archived press releases are a fantastic source of inspiration for journalists, they provide historical insight into your company, can provide industry metrics (which journalists are always seeking) and ultimately give your media contacts some ideas for stories to run with.

Highlighting ContactsDepending on the size of your business, locations, industries and a whole host of other factors you may have several key media spokespeople on your list who can engage with the media.

One of the first things that jumps out from the year-over-year data is the consistency of the top five responsibilities. From martech staff and managers up to more senior directors and VPs, these are the core functions that these roles deliver to the organization: Research and recommend new marketing technology products. Operate marketing technology products as an administrator. Train and support marketing staff on using marketing technology products. Integrate marketing technology products with each other. Monitor data quality within marketing technology products.

It is disappointing that, for the second year in a row, performing data privacy and compliance reviews and performing security reviews both remained at the bottom of the list of martech responsibilities — and even dropped a few percentage points.

enior roles are much more likely — 37% to 42% more likely — to: Pay for marketing technology products from a budget, partially or fully (71%) Negotiate business terms for purchasing marketing technology products (68%) Approve or veto purchase of marketing technology products (68%)

Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.

Becoming a social media star is the fourth most popular career aspiration for Gen Z

watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.

nstagram hopes that allowing people to complete their purchases inside the app will inspire them to shop more — and to create a big new business for parent company Facebook, which has recently signaled that it expects commerce and payments to represent the future of the company. For now, payment information stored with Facebook will only be used on Instagram. But it’s easy to imagine Facebook letting you use your credentials elsewhere in its family of apps.

In the meantime, Facebook says it won’t share your payment information with other users or with retailers.

Instagram believes shopping represents a massive new business opportunity. The Verge reported last year that the company is building a standalone shopping app. It also said Monday that 130 million people a month tap on product tags in shopping posts.

Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.

Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.

ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.

A crisis creates a vacuum, an informational void that gets filled one way or another. The longer a company or other organization at the center of the crisis waits to communicate, the more likely that void will be filled by critics.

in the two days after the Ethiopian Air crash, Boeing made crisis communications missteps that may have a long-term effect on its reputation and credibility.

Silence is passive and suggests that an organization is neither in control nor trying to take control of a situation. Silence allows others to frame the issues and control the narrative.