Tag Archives: content marketing

The Social Media Vendor Landscape

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I’m always interested in finding new tools to help make analyzing data, curating content and dealing with consumers (both publishing and listening) easier, as well creating value.  I’ve come across this “Vendor Landscape” from TrustRadius before and am very interested to know how these tool really stack up. Note: I especially love when certain vendors overlap in multiple categories, in a “two birds, one stone” sort of way.

Have you experiment beyond native tools? If so, I’d love to hear about your experience with them!

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Facebook vs. LinkedIn

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Over the past year, a couple of my clients have begun making moves onto LinkedIn. Although they’ve been on board the Facebook train for sometime, they’ve decided to make the shift onto LinkedIn for a few reasons:

1. The Target Demo: The belief that this is where the older, affluent target demo lives online
2. The “Respectable” Platform: LinkedIn is associated with success and accomplishments; an opportunity for the brand to also associate with these things
3. The “Newness”: LinkedIn is still seen as relatively new and the audience is still growing

These are all perfect reasons why creating a brand presence on LinkedIn makes sense; however, does this mean that more effort should be put into LinkedIn rather than Facebook? In my opinion, no.

LinkedIn being still relatively new lacks a LOT of what Facebook has already spent years perfecting. I believe that Facebook still excels in three main areas: Audience insights (interests and usage), advertising (self-serve ads and better targeting), and finally media type publishing options. The back end of LinkedIn just does not compete – it’s incredibly basic, in the sense that knowing your audience and advertising to them is very limited. And next, on the front end, it is just no where near as aesthetic: photos are very hard to optimize for both desktop and mobile, and there are still no native video option.

Also… what’s sup with their news feed algorithm? It feels busy, and cluttered and just doesn’t makes sense seeing things from weeks ago beside recent updates. Just odd (and I know I’m not the only one who thinks their news feed could use some work).

For another perspective for the comparison, check out [this great infographic] specifically focusing on the advertising on both platforms.

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The Most Effective Social Platform for Your Brand

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Marketers are always asking “Which social platforms should my brand be on?”

Most assume that they should be everywhere and anywhere just because they can. Each social network is essentially free to join and free to set up a branded account, however there are many points to still consider. My theory is to generally look at two things:

1. What makes sense for my brand
2. What can I afford

The first is a given; go where your audience is, and go where the most of them are. But when your audience is in the “millennial” group, this is generally thought to still be everywhere… but not necessarily. Some social networks still skew more male or more female, so this should be considered. Also, what type of message are you sending? For example: are you a quirky, crafty brand – consider Pinterest or Instagram, which are both very visual and captivating. Or are you a very savvy, intellectual brand – consider Twitter or LinkedIn, which both appeal to people who actually want to take the time to read, and learn more.

Now to my second point: What can I afford. I’ve always been told and believe, “Don’t try to do everything. Instead focus on doing one thing really well.” If you have a large budget, and can afford to hire people that know these networks inside and out AND have the around the clock time to moderate and manage these accounts, then do everything… However, if you can only afford to do one really well, then do it. It just does not make sense to try doing everything, if everything does not live up to a good standard; by this I mean leaving networks silent for long periods, or creating low quality content. That “it’s about quality, not quantity” thing really does apply here.

** I will note though: If you are worried that people will take your brand name and use it their own handle (which does happen, and can be very difficult to get back), then go ahead and secure these. But if you are inactive, leave a post, tweet or status that points to your website or another network that is active.

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I came across this incredibly simple yet helpful guide for which social networks your brand should be on. Check it out [here]. If I was to recommend one network right now, it would be Facebook: The highest audience, the highest time spent, an advanced ad platform (targeting), and a variety of media options (especially now since they’ve ramped up video). And yes.

Tell me what your favourite networks are and why!

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