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Solving the 10 Most Common Social Media Marketing Challenges

Today, there are 2.307 billion active social media users around the world. That's nearly one-third of our planet's total population of 7.125 billion!

As social media marketing professionals, we're lucky to reach even .000001% of that population with any one of our posts. This can feel a bit underwhelming for businesses and marketers looking to demonstrate the true value and ROI of social media.

Everywhere we look it appears that brands and companies have it all figured out on social media. With each new post to Facebook, Instagram or Twitter comes thousands of likes, comments, and shares.

Even Grumpy Cat has earned more than $100 million dollars since 2012!

This leaves the rest of us wondering, “What are we not doing right on social media?”

We've experimented, made mistakes, and even learned a little bit in the process. From that, we've put together a playbook on solving the 10 most common social media marketing challenges.


Let's jump in!


1. Authentic connection with the audience

We've been seeing a massive shift in what it means to be effective on social media over the last few years. One challenge that marketers are facing in this new era of social media marketing is connecting with audiences on an individual and personal level.

Connecting with your audience helps to humanize your brand and build real, authentic relationships.

Solving this challenge: 

Connect with your audience by utilizing free or low-cost brand monitoring tools such as Respond, Mention, or TweetDeck and respond to every single comment on Twitter.

Monitor all additional social media channels and respond to each comment in an authentic way. You can do this by asking questions, linking to other blog posts, providing insights, or offering help with a problem.

You may also consider creating and growing a niche forum or group on Facebook or LinkedIn, or even creating your own dedicated community site similar to inbound.org or GrowthHackers – this gives you the opportunity to engage with users as well as let them indulge their passions and connect with like-minded people.


2. Creating a social media marketing strategy

You may know what you want to accomplish and why, but without a social media marketing strategy, you won't have a specific plan on how to get there.

Think of your social media plan as a roadmap to your goals – Sure, you can stop off and check out landmarks along the way (experimentation), but you'll want to return to the road that gets you to your destination in the shortest time and distance (goals).

Solving this challenge: 

Creating a solid social media marketing strategy doesn't have to take weeks to put together. For me, it helps to have 3 key things written down on paper:

Why we're on social: Simply being active of social media channels for the sake of being there is one of the quickest ways to burn valuable time and resources. First, answer the question of 'why'  your business is on social and what you would like to accomplish. How we're going to succeed: Next is to ask the question of how. This can be specific social channels, paid advertising budget, video or image creation, partnering with influencers. How we'll measure success: Key Metrics, Goals or OKRs that you would like to accomplish broken down into days, weeks, months, and the year. Breaking it down like this will allow you to focus on day-to-day activities while also keeping the big picture in mind.


3. A dramatic drop in organic reach

What worked in 2012 when organic reach on social was booming vs. what's working now with the decline of organic reach has many social media managers scrambling to find tactics that work, including myself.

If growing your organic reach doesn't seem to be working, there may be another solution.Solving this challenge: 

Marketers can overcome this obstacle by looking at the decline of organic reach as an opportunity in disguise. That opportunity is paid social media advertising.

Even if you only have $5 to spend on boosting a Facebook post or promoting a Tweet, putting a few dollars behind the content you've worked hard to create will effectively get that content in front of hundreds potential customers. Look for posts with high engagement but low reach as a good barometer for potential success.

Use a combination of Facebook Audience Insights and Twitter Audience Insights to learn about your audience and create personas. Once you have an idea of who they are, use those insights to create highly-targeted ads that will resonate with users.

4. Coming up with consistently good content

We completely understand. Managing social media is extremely time-consuming, and can become a full-time job. Which is why staying creative and original is one of the toughest social media marketing challenges to overcome.

The social media manager checklist seems to go on forever: curate, create, schedule, monitor, respond, update, and reuse content across several different social profiles.

That's why it's important for social media marketers to find little hacks to optimize their time.

Solving this challenge: 

Besides basic content curation and idea generation tactics like monitoring Facebook pages or scouring Buzzsumo and Quora for content, there are other less time-consuming tactics you can experiment with today.

Openness & Transparency: Some of our most popular content and social media posts are ones that feature an inside look into Buffer's culture.

People love knowing that there is a “real person” behind the social media profile and by giving them a look into your company or brand you will evoke real human interaction.

Original graphics: We've also generated some excellent buzz by creating original graphics in Pablo or Canva and posting them to our social channels. This image, for example, received more than 100 retweets on our Twitter account in less than an hour.

To create it, we pulled stats from around the web and put them into a simple graphic, which only took about 30 minutes to create.


5. Content quantity over quality

For some brands, the way to cut through all of the noise on social media is to simply post more. While this tactic may work for some, for many it has the tendency to irritate followers.

The Next Web posts 30-40 times per day on Facebook due to the high amount of new content they're putting out online. But many businesses who are creating less content may struggle to show value from more frequent posting.

Solving this challenge: 

An excellent way to think about the quantity vs. quality is to treat every piece of content-every tweet, every Facebook post, every CTA, every press outreach email-with the utmost care, as Leo explains in our Buffer marketing manifesto.

People will naturally follow your brand over time from posting great content, not posting more content.

Marketers can benefit from embracing the “everything matters” mentality when generating content for their blog, graphics for social media, and forums for connecting.

6. Getting content to a large social audience

Now that you have all of this great content for your blog and social media channels, people will surely follow, right?

As marketers know, this isn't always the case. Promoting content, partnering with brands and influencers, and capturing audiences' attention is a whole new social media challenge in itself.

The encouraging news is that if your content is enjoyed by a few people on your blog, then the chances are that people on social media will enjoy it as well. The challenge is getting it to those people.

Solving this challenge:

Just like in investing, the “Compound Effect” is a powerful idea that works with social media promotion as well.

Let's say every one person on Twitter has 100 friends that follow them, and those 100 friends have 100 friends that follow them. Even if only 5% of the total friends share your content, that's still a massive amount of shares and impressions.

The key is not to sit back and hope that people share your content, but to actively seek out people that you know will benefit from it. A few ideas to get you started:

Email your friends, family, and coworkers Direct message influencers–in a genuine way–on social media Join LinkedIn groups or online forums in your niche market Syndicate your content (A complete guide from Neil Patel) Republish content to Medium Ask questions and respond to comments on Quora


7. Finding ways to encourage sharing on social

One thing that is particularly challenging on social media is finding ways to avoid what I like to call a “creative rut.” A creative rut is when social media managers find a tactic that works a few times and then continually go back to them over and over, even though the results may be even or declining.

Only posting blog links on Facebook, quotes on Instagram, or links to your own articles on Twitter are examples of content that is good, but could maybe use a creative boost.

Solving this challenge: 

Think “share first” by getting inside the mind of your audience. Before posting ask, “Is this something that I would like, comment on, read, or share on social media?” If the answer is “no” that may be a sign to look for other types of content.

The New York Times once published an excellent study on the psychology of sharing. It boiled down to the fact that sharing on social media is all about relationships. The study indicated that 49% of respondents said they share to bring valuable and entertaining content to others.

Jeff Bullas shared an excellent list of 10 ways to create contagious content with some fun ideas including:

Telling Great Stories Making Your Audience Look Smart & Classy Using Emotional Appeal


8. Using data to back intuition

How many of us wing it when tracking data in order to guide our social media strategy? I know I've been guilty of this a few times!

Previously, social media data was hard to access, difficult to understand, and seemingly useless. But these days, there are so many amazing tools out there that accessing data is a must-do for marketers looking to take their social to the next level.

Solving this challenge: 

Start by creating a simple Excel spreadsheet with each of the social media channels that you're managing on the left and the most important stats you would like to track across the top.

Here's a quick snapshot of the sheet I use: (Download the full Social Media Metrics Dashboard):


Tracking metrics week-to-week and month-to-month helps me to visualize if my intuition is working. That way I can quickly implement experiments, track the data, and pivot to another tactic if things aren't on the rise.

Check out the entire Buffer Social Media Strategy to see how we pulled the data from each network so that you can start tracking your own.

9. Creating quality visuals and graphics

Visuals and graphics are the second most important factor for success on social media right behind the quality content. But creating quality visuals and graphics are another challenge on their own, regarding skill level and time it takes to create them.

Seeing as how visual content is more than 40X more likely to get shared on social media than other types of content, there's never been a better time to invest in visuals of your own.

Solving this challenge:

Two of our favorite go-to sources of great visuals are high-quality stock photos and original images created by our team.

For high-quality stock photos, we've put together a massive list of 53+ free image sources. For original images, we suggest either Pablo or Canva. Each is fun, easy to use, and allow marketers to customize each image size based on the targeted social media channel.

A few design rules of thumb:

Avoid overused stock photos Ensure each image is properly sized for specific networks Use best-practices with text overlay Design with consistent brand colors, palettes, and logos


*Infographic created by Ethos3 

10. Focusing on the things that matter most

A common thought in the social media sphere is that there's a silver bullet of growth and engagement. The truth is that it takes a lot of work to create a community of engaged followers and brand advocates.

Growth and engagement are a result of a variety of factors, but figuring out which activities to focus on is an important challenge in social media marketing.

Solving this challenge:

When putting first things first, it's helpful for me to refer to Brian Balfour's Growth Machine. Brian points out that a lot of marketers focus on tactics first, rather than creating a growth process.

Tactics first is putting the cart before the horse.  You need a process that will help you build a scalable, predictable, and repeatable growth machine.

– Brian Balfour

The most important part is having one growth process and sticking to it no matter what.

Know your channels, your audience, and your market inside and out and make strategic experiment decisions based on those learnings. Doing so will help to focus on the things that matter most.


Over to you!

Thanks for reading! What challenges do you often face when it comes to social media? We'd love to hear from you below!

The post Solving the 10 Most Common Social Media Marketing Challenges appeared first on Social.


Via Thomas Montgomery
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Rescooped by Cristina Bermejo from HVAC
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Solving the 10 Most Common Social Media Marketing Challenges

Today, there are 2.307 billion active social media users around the world. That's nearly one-third of our planet's total population of 7.125 billion!

As social media marketing professionals, we're lucky to reach even .000001% of that population with any one of our posts. This can feel a bit underwhelming for businesses and marketers looking to demonstrate the true value and ROI of social media.

Everywhere we look it appears that brands and companies have it all figured out on social media. With each new post to Facebook, Instagram or Twitter comes thousands of likes, comments, and shares.

Even Grumpy Cat has earned more than $100 million dollars since 2012!

This leaves the rest of us wondering, “What are we not doing right on social media?”

We've experimented, made mistakes, and even learned a little bit in the process. From that, we've put together a playbook on solving the 10 most common social media marketing challenges.


Let's jump in!


1. Authentic connection with the audience

We've been seeing a massive shift in what it means to be effective on social media over the last few years. One challenge that marketers are facing in this new era of social media marketing is connecting with audiences on an individual and personal level.

Connecting with your audience helps to humanize your brand and build real, authentic relationships.

Solving this challenge: 

Connect with your audience by utilizing free or low-cost brand monitoring tools such as Respond, Mention, or TweetDeck and respond to every single comment on Twitter.

Monitor all additional social media channels and respond to each comment in an authentic way. You can do this by asking questions, linking to other blog posts, providing insights, or offering help with a problem.

You may also consider creating and growing a niche forum or group on Facebook or LinkedIn, or even creating your own dedicated community site similar to inbound.org or GrowthHackers – this gives you the opportunity to engage with users as well as let them indulge their passions and connect with like-minded people.


2. Creating a social media marketing strategy

You may know what you want to accomplish and why, but without a social media marketing strategy, you won't have a specific plan on how to get there.

Think of your social media plan as a roadmap to your goals – Sure, you can stop off and check out landmarks along the way (experimentation), but you'll want to return to the road that gets you to your destination in the shortest time and distance (goals).

Solving this challenge: 

Creating a solid social media marketing strategy doesn't have to take weeks to put together. For me, it helps to have 3 key things written down on paper:

Why we're on social: Simply being active of social media channels for the sake of being there is one of the quickest ways to burn valuable time and resources. First, answer the question of 'why'  your business is on social and what you would like to accomplish. How we're going to succeed: Next is to ask the question of how. This can be specific social channels, paid advertising budget, video or image creation, partnering with influencers. How we'll measure success: Key Metrics, Goals or OKRs that you would like to accomplish broken down into days, weeks, months, and the year. Breaking it down like this will allow you to focus on day-to-day activities while also keeping the big picture in mind.


3. A dramatic drop in organic reach

What worked in 2012 when organic reach on social was booming vs. what's working now with the decline of organic reach has many social media managers scrambling to find tactics that work, including myself.

If growing your organic reach doesn't seem to be working, there may be another solution.Solving this challenge: 

Marketers can overcome this obstacle by looking at the decline of organic reach as an opportunity in disguise. That opportunity is paid social media advertising.

Even if you only have $5 to spend on boosting a Facebook post or promoting a Tweet, putting a few dollars behind the content you've worked hard to create will effectively get that content in front of hundreds potential customers. Look for posts with high engagement but low reach as a good barometer for potential success.

Use a combination of Facebook Audience Insights and Twitter Audience Insights to learn about your audience and create personas. Once you have an idea of who they are, use those insights to create highly-targeted ads that will resonate with users.

4. Coming up with consistently good content

We completely understand. Managing social media is extremely time-consuming, and can become a full-time job. Which is why staying creative and original is one of the toughest social media marketing challenges to overcome.

The social media manager checklist seems to go on forever: curate, create, schedule, monitor, respond, update, and reuse content across several different social profiles.

That's why it's important for social media marketers to find little hacks to optimize their time.

Solving this challenge: 

Besides basic content curation and idea generation tactics like monitoring Facebook pages or scouring Buzzsumo and Quora for content, there are other less time-consuming tactics you can experiment with today.

Openness & Transparency: Some of our most popular content and social media posts are ones that feature an inside look into Buffer's culture.

People love knowing that there is a “real person” behind the social media profile and by giving them a look into your company or brand you will evoke real human interaction.

Original graphics: We've also generated some excellent buzz by creating original graphics in Pablo or Canva and posting them to our social channels. This image, for example, received more than 100 retweets on our Twitter account in less than an hour.

To create it, we pulled stats from around the web and put them into a simple graphic, which only took about 30 minutes to create.


5. Content quantity over quality

For some brands, the way to cut through all of the noise on social media is to simply post more. While this tactic may work for some, for many it has the tendency to irritate followers.

The Next Web posts 30-40 times per day on Facebook due to the high amount of new content they're putting out online. But many businesses who are creating less content may struggle to show value from more frequent posting.

Solving this challenge: 

An excellent way to think about the quantity vs. quality is to treat every piece of content-every tweet, every Facebook post, every CTA, every press outreach email-with the utmost care, as Leo explains in our Buffer marketing manifesto.

People will naturally follow your brand over time from posting great content, not posting more content.

Marketers can benefit from embracing the “everything matters” mentality when generating content for their blog, graphics for social media, and forums for connecting.

6. Getting content to a large social audience

Now that you have all of this great content for your blog and social media channels, people will surely follow, right?

As marketers know, this isn't always the case. Promoting content, partnering with brands and influencers, and capturing audiences' attention is a whole new social media challenge in itself.

The encouraging news is that if your content is enjoyed by a few people on your blog, then the chances are that people on social media will enjoy it as well. The challenge is getting it to those people.

Solving this challenge:

Just like in investing, the “Compound Effect” is a powerful idea that works with social media promotion as well.

Let's say every one person on Twitter has 100 friends that follow them, and those 100 friends have 100 friends that follow them. Even if only 5% of the total friends share your content, that's still a massive amount of shares and impressions.

The key is not to sit back and hope that people share your content, but to actively seek out people that you know will benefit from it. A few ideas to get you started:

Email your friends, family, and coworkers Direct message influencers–in a genuine way–on social media Join LinkedIn groups or online forums in your niche market Syndicate your content (A complete guide from Neil Patel) Republish content to Medium Ask questions and respond to comments on Quora


7. Finding ways to encourage sharing on social

One thing that is particularly challenging on social media is finding ways to avoid what I like to call a “creative rut.” A creative rut is when social media managers find a tactic that works a few times and then continually go back to them over and over, even though the results may be even or declining.

Only posting blog links on Facebook, quotes on Instagram, or links to your own articles on Twitter are examples of content that is good, but could maybe use a creative boost.

Solving this challenge: 

Think “share first” by getting inside the mind of your audience. Before posting ask, “Is this something that I would like, comment on, read, or share on social media?” If the answer is “no” that may be a sign to look for other types of content.

The New York Times once published an excellent study on the psychology of sharing. It boiled down to the fact that sharing on social media is all about relationships. The study indicated that 49% of respondents said they share to bring valuable and entertaining content to others.

Jeff Bullas shared an excellent list of 10 ways to create contagious content with some fun ideas including:

Telling Great Stories Making Your Audience Look Smart & Classy Using Emotional Appeal


8. Using data to back intuition

How many of us wing it when tracking data in order to guide our social media strategy? I know I've been guilty of this a few times!

Previously, social media data was hard to access, difficult to understand, and seemingly useless. But these days, there are so many amazing tools out there that accessing data is a must-do for marketers looking to take their social to the next level.

Solving this challenge: 

Start by creating a simple Excel spreadsheet with each of the social media channels that you're managing on the left and the most important stats you would like to track across the top.

Here's a quick snapshot of the sheet I use: (Download the full Social Media Metrics Dashboard):


Tracking metrics week-to-week and month-to-month helps me to visualize if my intuition is working. That way I can quickly implement experiments, track the data, and pivot to another tactic if things aren't on the rise.

Check out the entire Buffer Social Media Strategy to see how we pulled the data from each network so that you can start tracking your own.

9. Creating quality visuals and graphics

Visuals and graphics are the second most important factor for success on social media right behind the quality content. But creating quality visuals and graphics are another challenge on their own, regarding skill level and time it takes to create them.

Seeing as how visual content is more than 40X more likely to get shared on social media than other types of content, there's never been a better time to invest in visuals of your own.

Solving this challenge:

Two of our favorite go-to sources of great visuals are high-quality stock photos and original images created by our team.

For high-quality stock photos, we've put together a massive list of 53+ free image sources. For original images, we suggest either Pablo or Canva. Each is fun, easy to use, and allow marketers to customize each image size based on the targeted social media channel.

A few design rules of thumb:

Avoid overused stock photos Ensure each image is properly sized for specific networks Use best-practices with text overlay Design with consistent brand colors, palettes, and logos


*Infographic created by Ethos3 

10. Focusing on the things that matter most

A common thought in the social media sphere is that there's a silver bullet of growth and engagement. The truth is that it takes a lot of work to create a community of engaged followers and brand advocates.

Growth and engagement are a result of a variety of factors, but figuring out which activities to focus on is an important challenge in social media marketing.

Solving this challenge:

When putting first things first, it's helpful for me to refer to Brian Balfour's Growth Machine. Brian points out that a lot of marketers focus on tactics first, rather than creating a growth process.

Tactics first is putting the cart before the horse.  You need a process that will help you build a scalable, predictable, and repeatable growth machine.

– Brian Balfour

The most important part is having one growth process and sticking to it no matter what.

Know your channels, your audience, and your market inside and out and make strategic experiment decisions based on those learnings. Doing so will help to focus on the things that matter most.


Over to you!

Thanks for reading! What challenges do you often face when it comes to social media? We'd love to hear from you below!

The post Solving the 10 Most Common Social Media Marketing Challenges appeared first on Social.


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Extensiones y sitios de traducción automática

Extensiones y sitios de traducción automática | Herramientas | Scoop.it

Para obtener una versión aproximada de textos o sitios web en otras lenguas que no conozcamos bien, tenemos varias posibilidades de traducción automática online. Aquí recomendamos algunas de las más conocidas. 


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Miles de audios con licencias libres para tus proyectos de aprendizaje

Miles de audios con licencias libres para tus proyectos de aprendizaje | Herramientas | Scoop.it

¿Necesitas recursos de audio con licencias libres para tus proyectos multimedia? Seguro que sí, y es que con el avance de la tecnología es cada vez más sencillo producir nuestros propios recursos multimedia. Compartimos tres sitios en Internet donde podrán reproducir y descargar miles de archivos de audio y música para que las utilicemos de la manera que mejor convenga a nuestros proyectos.


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Ariana Amorim's curator insight, July 2, 2015 10:53 AM
Free Music ArchiveBiblioteca de Audio de YoutubeConverse Rubbers Tracks

 

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6 Proven Strategies for Successfully Promoting Content Across Social Media

You've crafted the perfect blog post: Well-researched, SEO optimized, contains the ideal keyword ratio with trustworthy outbound and internal links, and it even has a nifty infographic that you spent hours to create.

All you have to do is queue it up in Buffer and watch it take off, right?

I've been there, and I wish it were true!

Social media managers and marketers know that sometimes even the most epic material requires love and hard work when it comes to promoting content across social media.

But with the right combination of strategy, effort, and luck you really can get your amazing content to succeed on social media.

Start here with these 6 proven strategies for promoting content across social media – They've worked for us, and they can work for you as well.

Let's jump in! 

1. Create unique posts for each social channel

With limited time and resources, creating a unique post for each social media channel can be a challenge, but it's well-worth the effort. This will help to give your content a fresh feel no matter where your audience lands and show that you've put some thought into each update.

The other benefit of creating a unique post is that each social media channel has its own set of rules and so what works on one channel may not work on the other.

Take our recent article on 11 Facebook Marketing Features for example:

Here's how we shared it on Facebook:


And on Twitter:


From past experience on social media, we know that our Facebook audience tends to like a bit more context around a blog post, whereas our Twitter followers tend to engage with tweets that are to-the-point and contain awesome visuals.

The visual here being this adorable puppy GIF  (animal GIFs highly recommended!)

Here's how I like to think of promoting content across social media before I craft a post – Helping me to consider the potential audience and what they might respond to:

Twitter: An audience looking for news, tips, Twitter best-practices, how-to's, interesting articles, and what's trending. Quick, witty, and eye-catching updates are a social media manager's best friend. Facebook: An audience looking for entertainment and value. Think, “share” first. What will make your audience want to share your post? Aim to spark emotions and interest with captions and headlines. Instagram: An audience looking for stunning visuals. Which portion of your content is the most visually-pleasing piece? Share that! If there's none, try creating an image to share with Pablo or Canva. LinkedIn: An audience of professionals. How will your piece of content add value to the professional lives of your audience? Try and express those professional benefits in your LinkedIn updates. Pinterest: An audience of creatives. Think beautiful images plus how-to's. As much content as you can clearly fit into a visual, the better – Infographics are a perfect medium to accomplish this.

Keeping with the puppy theme, here's another great way to think of each channel before posting:


Image via Avalaunch Media

2. Become a social media outreach expert

It would be great if promoting content across social media was similar to Kevin Costner in the movie Field of Dreams – the “build it and they will come” strategy.

In the early days of social media, we were enjoying a mountain of organic traffic and engagement on social media until slowly, but surely, those results began to decline, and we lost nearly half of our social media traffic.

Since then, we've had to pivot and focus on what we can do internally to get the most out of our blog content on social. Inspired by a post on outreach by Jeff Bullas, we now like to think of ourselves as outreach experts.

One of the keys to social media outreach that we've discovered is that it's not the number of people that you reach out to, it's the type of people.

We broke the “types” up into 3 categories:

Advocates

These are the faithful audience members of your brand. The amazing people that retweet every one of your tweets and like every one of your Facebook posts. The ones that talk about your product or service to their friends and family.

Providing value to these loyal audience members is encouraged on both social media and email. If you haven't already, consider creating a weekly email newsletter or roundup with the top posts from your blog.

Include your social media icons in the email and even experiment with asking your subscribers to share the content – turning them from subscribers to social media fans.

Peers

These are the people and/or brands in your field that you would consider peers – The ones looking to gain the attention of the same people (more or less) that you are. When it comes to marketing to a similar audience, we've found that it is effective to work with peers as it increases your potential audience size and is good business as it benefits both parties.

Working with peers can be as easy as agreeing to curate and share each other's content on social media, teaming up on a blog post, or going a bit deeper by creating free resources that your audience will find useful.

Start by messaging the content manager or social media manager from the company that you're interesting in working with on social media or email with a few valuable partnership ideas and what the benefits on both ends will be.

Big Fish

Connecting with influencers and “big fish” companies may not be as hard as many people think it is. At the end of the day, they're all human just like you and me. The only difference is they've amassed a huge audience after years of hard work.

According to Jeff Bullas, there are a few basic principles when connecting with an influencer:

Always provide value for the influencer Expect nothing in return Be polite Act like a human being

Providing value is first and foremost. What can and will you bring to the table that will benefit them? Over time, this will build into a mutually beneficial and trusting relationship.

A great example of this is when HubSpot reached out to us with an opportunity to partner up on a social media content calendar template. They had already done much of the work (value) and were looking for a partner to promote this resource to audiences (trust). It was a no-brainer for us to dive in with them.

3. Optimize posting timing & frequency

One question that we get asked a lot here at Buffer is: How often should I post to social media?

I love this question because it makes me take a good look at what is and isn't working when promoting content across social media on our own channels. The one answer I always find is that it's constantly changing – What works for us one week is different the next. That's why I'm always experimenting with our schedule and why I encourage you to do the same.

Here's a fun little 3-week posting experiment that I ran on across social media to see if post timing would make a big difference in clicks and engagement:

Week 1:

Facebook: Post 5 times per day at “peak” Facebook times (using Facebook Insights) Twitter: Post 14 times per day at “peak” Twitter times (using Buffer's Optimal Timing Tool) Instagram: Post 1 time per day with our “peak” Instagram time (using Iconosquare) LinkedIn: Post 4 times per day during USA working hours (5:00 a.m. – 8:00 p.m. PST)

Week 2:

Facebook: Post 4 times per day at “peak Facebook times” (using Buffer Analytics) Twitter: Post 13 times per day at “peak Twitter times” (using Buffer's Optimal Timing Tool) Instagram: Post 1 time per day with experimenting with 6 “new” times (using Iconosquare) LinkedIn: Post 4 times per day during randomly assigned times throughout the day

Week 3: 

Facebook: Post 3 times per day at “non-peak” Facebook times (using Buffer Analytics) Twitter: Post 11 times per day at “non-peak” Twitter times (using Buffer's Optimal Timing Tool) Instagram: Post 1 time per day with our “peak” and “non-peak” times (using Iconosquare) LinkedIn: Post 3 times per day during USA working hours and on weekends

Though it wasn't a perfect experiment, I acquired a ton of internal data from just 3 weeks of easy-to-implement social media experiments.

What I found was a “sweet spot” between engagement and clicks. We have a highly active audience between the hours of 12:00 – 3:00 a.m. PST on many of our social media channels. Awesome!

I then used that data to schedule our most important and potentially engaging posts around those times to give them a little extra boost.


4. Test social media headlines

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. – David Ogilvy

Described as “The Father of Advertising,” David Ogilvy knew a thing or two about the importance of headlines.

An incredible study from the team at Ripenn gave us access to headline analysis from top viral sites on the web – what we observed from the data is that content that aims to help and provide value to others performed the best.

What better way to convey value in a short amount of time than through a well-written headline?

Garrett Moon, Founder at CoSchedule, analyzed more than 1 million headlines and came up with some great tips for maximizing their potential. We then mixed those with our own data and created these 10 takeaways for writing great headlines:


5. Utilize Call-to-Action (CTAs) regularly 

In an ideal marketing world, people would hear about your product or service from friends and family on social media, check out your profiles, follow your accounts and like your posts, visit your website, and convert into a paying customer.

In the real marketing world, social media success looks a little something like this:


Call-to-Action (CTAs) are a great way to encourage your audience to like, share, and engage with the awesome content that you are creating and to eventually capture leads from social media.

But when promoting content across social media, it's important to fit CTAs in naturally. Aim to be as genuine, creative, and original as possible. For tips and call-to-action inspiration, check out these 30 examples you can't help but click. 

If those don't quite hit the spot, here are a few more ideas that have worked for us in the past:

Ask thought-provoking questions Host a giveaway asking participants to “share this post, “tag a friend,” or “follow us on social” Include CTAs in beautiful social media images Offer additional free content and resources where no signup is required 6. Build a social media community

If you're experimenting with all of the tactics above and looking for even more ways to reach a new audience, building a social media community is a great next step.

Your brand's “tribe” helps people stay connected, informed, and talking even when you're asleep.

At the crux of a social media community is this idea:

For companies and brands to build strong relationships online, communication must be a two-way street.

Whether you build your community on Slack, LinkedIn, Facebook, Twitter Chats, or a host of other online options, the most important part is your brand's two-way interaction with real people.

Your brand is at the center of your community, but the goal is to give participants an identity and a voice where they can share their thoughts about big topics in your industry. Listen to their questions, concerns, thoughts, and ideas and respond to them in an authentic way.


Image: “The Honeycomb of Social Media”

At the end of the day, good content, quick responses, and a real person to monitor and interact through your social media channels will do wonders for your social marketing campaign.

Over to you

What are your go-to strategies when promoting content on social media?

Do you share content more than once? Have you found your timing sweet-spot? Which social media networks drive the most traffic and engagement for you? Do you run A/B tests for each one of your headlines?

We'd love to hear from you in the comments below!


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6 Free Facebook Marketing Tools to Juice Up Your Campaigns

6 Free Facebook Marketing Tools to Juice Up Your Campaigns | Herramientas | Scoop.it
We all want to squeeze more juice out of our Facebook marketing campaigns, but plenty of barriers stand in the way. Some of us are struggling to identify what changes we need to make to get more visibility and traction for our Facebook posts. Others know exactly what they want to implement, but don’t have the resources or the manpower to pull it off. Luckily, there’s a whole host of Facebook marketing tools out there to relieve you of these burdens! Here are six super-effective Facebook marketing tools that you can leverage to boost your Facebook performance. Even better, they’re all completely free! Facebook Marketing Tool #1: DrumUp We all know it’s important to post a steady stream of interesting, relevant content to your Facebook wall. However, it can be a huge pain to actually get out and hunt down share-worthy stuff. Now you can outsource the scavenging to DrumUp and cross this task right off your to-do list! This free tool identifies engaging stories that are fit for your audience, ranks them and then queues them up to be shared on your social media accounts. To get started, all you have to do is provide a list of relevant keywords. The service scours the web for stories related to these keywords and provides them in a content feed. See a story that you like? Give it a click and DrumUp will add it to your share queue. It will even select an optimal time for the post to be shared. If you wish to customize it, you can click into the post and add a comment along with the headline, adjust the date and time of the post, include a recommended hashtag upload an image and even schedule the post to be repeated again in the future! In addition to the content the tool recommends, you can also create your own, unique posts, meaning you can use this tool to manage ALL of your Facebook shares. Facebook Marketing Tool #2: Likealyzer How’s that for a kick in the pants? LikeAlyzer, powered by the folks at Meltwater, provides an in-depth assessment of your Facebook page performance, coupled with super-actionable recommendations on how you can boost engagement with your brand. Unlike many other free tools, you don’t have to turn over any personal information to attain the assessment. Simply plug in your page URL and it will be automatically generated within seconds. Recommended for You Webcast: Facebook 101: How to Master the Most Powerful Advertising Platform the World has Ever Seen The report is user-friendly and provides clear insights into what is and isn’t working for your Facebook account. As you can see, we’re posting at least once a day, but our posts could get way more engagement if we varied the type of content, shared at different times of day and asked more questions to our audience. These simple adjustments could make a big impact on our performance! In addition, LikeAlyzer shows you how your page stacks up to those of “Similar Brands,” so you can get a good feel for how much attention competitors are paying to their Facebook presence. Facebook Marketing Tool #3: Canva Just a few examples of what Facebook marketers are creating through this free tool. This design tool comes in handy any time you need to create a custom image, an activity that you’ll find yourself doing pretty frequently if you’re managing your company’s Facebook marketing efforts. I love Canva because it’s incredibly intuitive. It offers pre-sized templates for Facebook page covers, posts and app covers. Once you’ve selected your template, you can drag-and-drop a variety of design elements (images, text, and shapes) to populate it and voila—you’re all set! Canva’s pre-designed layouts, many of which are free! Don’t have an eye for design? I feel your pain. The first couple of Canva images I created myself were nothing short of heinous. Luckily, the team at Canva is sympathetic to our shortcomings! Their online Design School includes a wealth of tips and tutorials to help users create more beautiful images for content marketing and social media. Still struggling? You can always snag one of their pre-designed layouts (some are free, some cost a small fee) and adjust the text to make it fit your needs. Facebook Marketing Tool #4: Facebook Power Editor The folks at Facebook designed this free marketing tool specifically for sophisticated advertisers who are managing multiple campaigns and ads. If you’re frustrated with the limitations of the standard Facebook Ads interface, this is for you! With Power Editor, you can quickly build and duplicate campaigns, ad sets and ads. It allows you to edit all of your ad sets within the same window, making it easy to adjust granular details like copy variations, placement targeting and conversion tracking. Once you’ve created all of your campaigns, you can set them live at the same time and they’re typically approved within minutes. All in all, this is a seamless process that helps you get multiple new Facebook ads into production way more efficiently than you can in Ad Manager. Even more exciting, as a Power Editor user, you have the opportunity to be an early adopter of new ad tools. Typically, Facebook does a test run of all new products in Power Editor to gauge their popularity before building them into the standard interface. This can give you a leg up on competitors. Facebook Marketing Tool #5: Headline Analyzer Marketers know that a post’s headline can make or break its performance. We take painstaking efforts to create eye-catching, compelling headlines for blog posts and ad copy, and would be crazy not to do the same for Facebook shares! The problem is, it can be tough to predict what headlines will work best for your audience—that’s where Coschedule’s Headline Analyzer comes in handy. Once you’ve brainstormed a potential headline, plug it into this tool. It’ll spit out an overall score for your headline, along with a detailed assessment of its structure, character count, sentiment and previews of what it would look like in email subject lines and ad copy. Perhaps the most valuable aspect of this tool is the link provided in each section that offers tips, examples and case studies. If you’re not a natural wordsmith, this is the Facebook tool for you. It teaches you everything you need to know to craft headlines like the best of the content marketers! Facebook Marketing Tool #6: Timeline Contest Manager Contests are a great way to promote engagement with your Facebook page, but organizing them yourself can be a complete nightmare. Agorapulse’s Timeline Contest Manager streamlines the process for you. It enables advertisers to launch an unlimited number of contests on their timelines, ranging from quizzes to photo contests to sweepstakes. To get started, select an existing post that announces the contest that you wish to promote. Next, pick the type of contest that you wish to run. You’ll be prompted to include the winning criteria and the tool will scan the post to help you identify your winners! While this seems to be the most popular of Agorapulse’s free tools, they also offer a Facebook Page Barometer and Agorapulse Academy, which are definitely worth checking out! Have you found other free Facebook tools out there that you love? Feel free to share your recommendations in the comments section!
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85 sitios para encontrar apps de uso educativo

85 sitios para encontrar apps de uso educativo | Herramientas | Scoop.it

En este artículo encontrarás 85 sitios web con contenidos y aplicaciones móviles de uso educativo.


Via Net-Learning
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