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When moving from the brand side to an agency, there can be a steep learning curve and quite a few changes. These changes include a fast pace, balancing multiple accounts, and an increase in presenting. Having recently made this switch, one of the most noticeable differences — on top of those previously mentioned — is how measurement and optimization are conducted.
Marketing is often referred to as a combination of art and science, a balance of creativity and analysis. This combination is what routinely draws marketers to the field and it is no different when applied to social media marketing. Well-defined metrics allow marketers to defend their efforts, push for greater budgets, track progress, and optimize for continued success.
Traditional TV viewership is declining and streaming services are picking up the slack — this is what the numbers are showing. More specifically, the rate at which this trend is happening differs along generational lines and the United States has seen an 11% decrease in time spent watching traditional TV from 2010 to 2016.
Back in January, Facebook announced a new tool, called Preferred Audience, to optimize and target organic posts to specific audiences. Unlike its predecessor, Interest Targeting —which did not show posts to profiles that did not meet the targeting criteria —Preferred Audience allows posts to appear anywhere on Facebook while prioritizing the information for people who meet the ...
There’s something ironic about content on bacteria going viral, but that’s exactly what happened recently on a video we produced at Harvard Medical School. Social Video Cheat Sheets Download In under a week, the video received more than 20 million views; trended on Facebook, YouTube, and Reddit; and had placements on over 50 digital outlets including CNN, Wired, Vox, Gizmo ...
I’m often asked: With so much to do and so little time to do it all in, how do you prioritize your social media tasks? While researching the best cat GIF’s and 90s memes can be fun, there is real work to be done and it can get very overwhelming on a medium that never stops. The real challenge is leaving enough room in the day and week to balance the day-to-day tasks that ke ...
The Summer Olympics in Rio this year are a first in many ways: The first Olympics broadcast in virtual reality The first time that South Sudan is competing as a nation The first Games hosted in a South American city The first American to compete in a hijab The first team comprised of refugees How to Create a Conversion-Based Social Campaign Download The Games in Rio also have t.
There are seemingly endless updates, features, and new social channels popping up. It’s hard to figure out what works best for your brand. Future of Social Download Oftentimes, innovation can serve as differentiation within your market regardless of your brand placement, and experimentation is key to staying competitive in social media marketing.
There’s no denying the trend that mobile is taking over the digital landscape, particularly amongst the 18-34 year old demographic. There are currently 2.6 billion smartphone users, and that number is expected to grow to 6.1 billion by 2020. For reference, that equates to 1 smartphone user for every 1.2 people in the world by 2020.
Those who work in social media are all too aware of how this field is constantly evolving. Such fluidity can be challenging, but can also create many opportunities for brands who want to grow audiences and build equity. 2016 Instagram Strategy Kit Download How to recognize and seize these opportunities is something I’ve written about before, but creating an agile system to ...
The future isn’t a far-off point, instead it arrives in daily doses that must be noticed and understood. This paraphrased line is from a recent Harvard Business Review (HBR) article on ways to predict and plan for the future. As the quote outlines, the future doesn’t suddenly happen, but instead is a culmination of many steps and indicators.
One of the most difficult elements of developing a social media marketing plan is defining success and the metrics which will represent that success. There are an assortment of numbers to choose from that range from the much maligned “vanity” metrics to advanced data, like Lifetime Value of a customer: Customer Acquisition Cost (LTV:CAC).
In my last post, I wrote about what questions to ask and principles to use to help define your digital audience. These elements are important to understand when defining your specific audience profiles, while they also offer a starting point and framework for what to research when going through the definition process. But, they are not effective on their own.
One of the most daunting, yet essential, pieces of a successful digital strategy is developing and understanding the audience. Do You Need to Grow Your Social Media Audience? Download With the amount of data available and amount of questions that need to be answered, it is often hard to even know where to start or what to look for to develop audience profiles.
To maximize your social media efforts and truly be effective, a plan is a must. Social media strategy isn’t only applicable when an organization is launching channels, but can also be applied after a presence has already been established. 2016 Social Marketing Planning Guide Download Social media is such a new field that many organizations built a presence on channels befor ...
10 Tips for Increasing Brand Engagement on Instagram Download When I started at Harvard Medical School roughly a year ago, Instagram was hardly a priority and understandably so: since links cannot be included in captions, it is tough for marketers to measure “hard metrics” like web traffic on Instagram.