It’s mid-2018. The social media brand boom was roughly 8 or 9 years ago (depending on who you ask). Social networks themselves have come and gone. We brand marketers survived the “Overwhelming Era” from about 2011 – 2014 when it seemed like a new network, platform or community-driven website was popping up every month as the new craze, and as a marketer during this time, the need to explore all these options was very real. Hence the overwhelming part. We were all seeking “engagement.” So here we sit, several years later. These platforms have grown up and evolved. But why haven’t what marketers call success in this space followed suit?
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brands and the quest for attention
I’ve been doing marketing in some fashion, at different levels and in varying fields and industries for over 10 years. I’ve led brand initiatives, social media and content marketing strategies, advertising and media plans, experiential campaigns and activations, influencer programs, and a range of other digital endeavors, to name a few. And I’ve done it on both the client and agency side. From this decade-plus of time and the many experiences I’ve lived through – I’ve found one above-all-others truth in marketing today…
brands – make sure your social content is these things. or stop.
Consumer brands on social media are not a new thing, in fact, the brand “boom” on channels such as Facebook and Twitter was about seven years ago. In those seven-ish years we’ve seen social platforms grow up, go public, and become huge legitimate businesses. Their users have grown up and adapted as well, as have those users’ expectations and behaviors, how they consume content, and where and when they consume it. So it comes as no surprise that brands have had no choice but to keep evolving on social media, too, if they want to reach the right people with their messaging, stories and content, and make those stories matter.
before you debrand – consider this…
I read an article from Fast Company this morning. It’s all about how ‘debranding’ is the future of branding. It’s an insightful piece, smart and forward-thinking. Overall I actually kind of like it. BUT. I don’t really agree with it. Respectfully, I have some counters…
is instagram ruining itself?
Over the last few months, a lot has changed on the beloved social network known as Instagram. Unfortunately for its 400 million users, most changes have been made without the actual experience of said user in mind, or at least that’s how it feels. Instagram likes to say things that sound nice and fancy – things like they’re enhancing the Instagram app, or making things more relevant for people, or a bunch of other things I typically block out. But what’s really happening is very apparent, and it doesn’t bode well for the future of Instagram.
why i (typically) hate social media sweepstakes
We’ve all seen them. They’re still everywhere. As consumers, you’re either intrigued by them or they completely annoy you, depending on your own personal goals. I’m talking about social media sweepstakes, giveaways, and sometimes (but not always) contests. And I hate them, well, most of the time.
let’s stop calling all of it social media
There are three quite different areas that fall into what we once knew as “social media”: content marketing, social advertising (paid social display) and community engagement.
Let me break these down for you…and hopefully add a little clarity to the mysterious world of “social media” for businesses as it sits in 2015.
measuring success through social content in 2015
Over the last several years, the success metrics that have told us if social media is doing a “good job” for a company or brand have fluctuated more than Chandler Bing’s weight in the last few seasons of “Friends.” A few years ago we were all very proud of ourselves as social media managers and marketing organizations if a Facebook post we put out there got a lot of “likes.” Or if a tweet got a bunch of favorites. Because, that told us that the stuff that we published had people clicking a thumbs-up or a star. And of course, that meant success.
10 social media buzzwords…and their buzzy meanings
There are plenty of coined phrases out there that signify different elements of the online world. Things like earned media, conversions, click-through-rate, or optimization . Those of us that work in the digital space have all used them. In fact, we say them all the time. They become so commonplace that the actual meaning behind such words sometimes gets lost, or we so deeply know what we think they mean that we don’t often look through the lens of those that don’t speak our language.
a recap of my digital storytelling presentation at the SIA Snow Show
Two weekends ago, on February 1st, I was lucky enough to speak at the 2014 SIA Snow Show in downtown Denver. Specifically, I was lucky enough to speak about something I am passionate about, and have been involved with for several years: digital storytelling. Also, I spent the better part of just over three years in the ski industry – so it was fun on a personal level to be back in that environment talking about content specific to the snow sports world.
JEFF WERKHEISER 