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How to Survive the Social Media Midlife Crisis

Time moves faster on the internet. Last month’s memes are about as relevant as a 1920s vaudeville show. Even a bona fide viral phenomenon from just a few years ago seems quaint and dated. Twitter and Facebook are only 12 and 14 years old, respectively. But they’re aging at internet speed. And right now they’re having a midlife crisis. Instead of buying a sports car and taking up craft brewing, though, that crisis is manifesting as existential dread and intense soul-searching. The people who run the platforms are publicly examining their purpose and societal impact. More importantly, the people who use the platforms are asking tough questions:

What am I getting out of my time spent here? Who is this platform structured to benefit? Should I be trusting my data with this platform? Is this a positive or negative thing I have let into my life?

As marketers, we have to ask ourselves the same questions. And we should add one more: Is our social media marketing valuable to our audience? If we’re not adding value, we’re adding to the problem. Social media is in crisis right now. But that doesn’t mean marketers should abandon ship. It means we have to do our own soul-searching. We need to take our social media accounts off of autopilot and approach them mindfully. Here’s what marketers should consider as we weather the social media midlife crisis.

How Does Your Social Media Marketing Make People Feel?

A recent Hill Holliday report found that a majority of 18-24 year olds were at least considering abandoning social media. Over a quarter said that social media hurts their self-esteem or makes them feel insecure. Thirty-five percent said there was too much negativity, and 17% said they were considering quitting because social media makes them feel bad about themselves. Connecting with your brand on social media should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs and solve problems. It’s worth evaluating what your brand is posting on social to make sure it’s helping spread positivity. The old days of scaring or shaming people into buying a product are more than over. The overarching message of any brand on social media should be some variant of: “This is what we’re like. If you’re like that too, you’re awesome. Here’s some help you didn’t even know you needed. Here’s something to make your day a little brighter.” [bctt tweet=”Connecting with your brand on #socialmedia should make a person feel better. They should feel that your brand shares values with them, is paying attention to them, can help meet needs & solve problems. – @NiteWrites” username=”toprank”]

Is Your Brand Using Social Media to Be…Well…Social?

Let’s be honest with ourselves, shall we? No one opens their Facebook app saying: “Gosh, I hope I have some satisfactory brand interactions today.” People use social media to connect with other people — you want to see if your high school best friend had her baby, check out your uncle’s kitchen remodel, or see pictures of your parents’ second honeymoon. Most brands on social media have been pretty lousy at giving people that type of person-to-person interaction. Which explains why people are moving their conversations out of the public eye, into private groups in apps like Facebook Messenger and WhatsApp. How can brands be more social on social media? It starts with transparency and honesty. I love Wendy’s’ sassy Twitter account as much as the next jaded Gen X’er, but snark only takes you so far. Use your social media posts to introduce the people behind your brand and the values they stand for. Then aim for meaningful interaction: When someone reaches out to the brand, make sure the reply is prompt, personal, and useful. [bctt tweet=”How can brands be more social on #socialmedia? It starts with transparency & honesty. – @NiteWrites” username=”toprank”]

Is Your Brand Connecting with People Your Audience Trusts?

At the heart of it, there’s a limit to how well your brand can connect with individual people. Even when you’re honest, transparent, and engaging, a brand is still not a human being. The relationship dynamic will always be a little strained. That’s one of the many reasons why influencer marketing works so well. Influencers can co-create content with you and amplify it to their audience on a much more personal basis than your brand could manage on its own. Find the people your audience already follows — in other words, the ones they want to interact with. Then work with these influencers to bring their audience great content that only your brand could have helped create. Working with influencers helps put the personal, social touch back into social media marketing. It puts the emphasis of your brand interaction where it belongs: person to person. [bctt tweet=”Working with influencers helps put the personal, social touch back into #SocialMediaMarketing. – @NiteWrites” username=”toprank”] Read: Death of Facebook Organic Reach = Opportunities for Influencer Marketing

Getting Beyond the Crisis

When social media platforms first launched, most of us jumped right in. We found our high school classmates. We connected with friends from college. We added co-workers and family members and friends of friends, and we shared everything. Over time, we developed routines. Now, people are finally starting to analyze just what social media means to them. Most will keep their accounts open — but the majority will change the way they interact with the platforms. Sound familiar? Most brands jumped headfirst into social media, developed routines, and then many of us went on autopilot. Now it’s time to question what we hope to get out of social media, and whether our tactics are getting us closer to those goals. And most importantly, making sure our goals match what our audience wants from us. Need help with social media marketing? We have you covered.

The post How to Survive the Social Media Midlife Crisis appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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