Although social networking itself is free, building and maintaining a company profile takes hours each week. Costs for those hours add up quickly. In addition, businesses need many followers before a social media marketing campaign starts generating a positive return on investment (ROI). For example, submitting a post to 15 followers does not have the same effect as submitting the post to 15,000 followers.
Pinterest has become a major player both in social networking and in the search world, proving just how important visual content has become on the web. As the fastest standalone site ever to reach 10 million monthly unique visits, Pinterest’s beautiful and intuitive pinboard-style platform is one of the most enticing and useful resources for collecting the best images that can be categorized into separate boards.
This process involves much of the same process: You need to evaluate your existing paid media across each platform (e.g., Google AdWords, Facebook, Twitter, etc.) to figure out what’s likely to help you meet your current goals.
If you live outside of China, it’s unlikely that you use — or perhaps have even heard of – WeChat. But with more than 600 million users, WeChat is one of the largest messaging apps in the world. And to call it a messaging app is actually an undersell because it does so much more.
In many organizations, members tend to focus their activities inside their own groups, which stifles creativity and restricts opportunities. A player whose network bridges structural holes has an advantage in detecting and developing rewarding opportunities. Such a player can mobilize social capital by acting as a “broker” of information between two clusters that otherwise would not have been in contact, thus providing access to new ideas, opinions and opportunities. British philosopher and political economist John Stuart Mill, writes, “it is hardly possible to overrate the value … of placing human beings in contact with persons dissimilar to themselves…. Such communication [is] one of the primary sources of progress.” Thus, a player with a network rich in structural holes can add value to an organization through new ideas and opportunities. This in turn, helps an individual’s career development and advancement.
On the other hand, the integration of social media in the business world can also pose challenges. Social media policies are designed to set expectations for appropriate behavior and ensure that an employee’s posts will not expose the company to legal problems or public embarrassment. Such policies include directives for when an employee should identify himself as a representative of the company on a social networking website, as well as rules for what types of information can be shared.
Let’s face it: For better or for worse, no app has revolutionised dating like Tinder. Its simple swipe-right-to-like, swipe-left-to-dislike interface has enabled hookup culture, but has also led to marriages.
The social network is a theoretical construct useful in the social sciences to study relationships between individuals, groups, organizations, or even entire societies (social units, see differentiation). The term is used to describe a social structure determined by such interactions. The ties through which any given social unit connects represent the convergence of the various social contacts of that unit. This theoretical approach is, necessarily, relational. An axiom of the social network approach to understanding social interaction is that social phenomena should be primarily conceived and investigated through the properties of relations between and within units, instead of the properties of these units themselves. Thus, one common criticism of social network theory is that individual agency is often ignored although this may not be the case in practice (see agent-based modeling). Precisely because many different types of relations, singular or in combination, form these network configurations, network analytics are useful to a broad range of research enterprises. In social science, these fields of study include, but are not limited to anthropology, biology, communication studies, economics, geography, information science, organizational studies, social psychology, sociology, and sociolinguistics.
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have shape the future of marketing.
It’s hard to draw long-term conclusions based on a sample size of one. But if campaigns like Momisms build sales, you can be sure that there will be more of them. Which gets us to the tricky part: The more campaigns there are, according to Mr. Vaynerchuk, the less effective they will be.
Snapchat is a messaging app that lets users put a time limit on the pictures and videos they send before they disappear. Most teens use the app to share goofy or embarrassing photos without the risk of them going public. However, there are lots of opportunities to use it in other ways.
Kids can send private messages. Instagram Direct is like texting with photos or videos and you can do it with up to 15 mutual friends. These pictures don’t show up on their public feeds. Although there’s nothing wrong with group chats, kids may be more likely to share inappropriate stuff with their inner circles.
Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.
Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future.
Privacy can be guarded but only through an awkward workaround. The first profile a member creates is public and viewable by anyone on the internet. Members who desire full privacy have to create a second profile, which they’re able to password-protect.
Schoen, Harald; Gayo-Avello, Daniel; Takis Metaxas, Panagiotis; Mustafaraj, Eni; Strohmaier, Markus; Gloor, Peter (2013). “The power of prediction with social media”. Internet Research. 23 (5): 528–43. doi:10.1108/IntR-06-2013-0115.
If you’ve been spending a lot of money on AdWords and haven’t seen the results you’d hoped for, maybe it’s time to refine your approach, or scrap it altogether and focus on another platform that seems to be yielding better results. (Check out this free AdWords guide for more on how to leverage it for business.)
FireChat cleverly uses Bluetooth to allow its users to communicate with those nearby even when they don’t have a Wi-Fi or data connection. The app has shortcomings — off-the-grid private messaging may not always be instantaneous and massive anonymous group chats can quickly get unruly — but the app has proven particularly useful for activists who can stay in touch when other messaging apps can’t be relied upon. The app became massively popular in Hong Kong when pro-democracy protesters turned to FireChat to exchange messages when local networks were overloaded.
About 90 percent of Mr. Vaynerchuk’s tweets are direct replies to people who have written to or about him. Ideally, these people will become acolytes or, better yet, will post a video describing the wonder that a knock on the door and a free cheeseburger can induce, as the guy in Minnesota did.
MindFi also features a ‘Deep Work’ option aimed to help users focus and prevent distractions for 25 minutes at a time. With MindFi, users report increased focus, attention spans, and productivity. This is one meditation app busy social media marketers can make the time for.
But if we use the term to describe a site like Facebook, and also a site like Digg, plus a site like Wikipedia, and even a site like I Can Has Cheezburger, then it starts to get more confusing. Just what is social media anyway?