Author: workhouse123
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Social Media Measurement and Control
GREG: Yes. And we’re walking around it, but I think we are going to have to go right to measurement. Because if you aren’t measuring what matters, then you never know if your old ad has worn out its welcome or this particular message just didn’t resonate on social media. Avoiding Vanity Metrics So, there…
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Social Media Advertising
MATT: All right, Greg. Next on our agenda is social media advertising, which we’ve been forced into using over the past few years. GREG: Do we have to make them richer than they already are? I’d prefer to focus on organic content. You know, the posts, videos, and photos that users, businesses, and brands share…
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Cross‐Platform Content Strategies
MATT: So, that leads us into how to develop cross‐platform content strategies, which is a huge issue when you’re launching a new product. Launching a New Product Across Multiple Platforms GREG: Well, it turns out, Matt, that you and I have both been involved in a launch, but we don’t think we were working on…
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Top Social Media Channels Today
MATT: That’s why I’ll call this next section the “spittin’ facts” section because it’s about the top social media channels “today,” which is hilarious. We could have said this month, but here’s where we are right now. GREG: I know. In May 2022, Michael Stelzner of Social Media Examiner had just published the “2022 Social Media Marketing…
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Social Media Channel Management
MATT: All right. So, before we tackle social media channel management, Greg, we have to share a little history of early social media channels. Early Social Media Channels What I think is interesting about the history is that there used to be distinctive categories of social media, and those distinctions are being eliminated or adopted…
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Social Media Marketing Strategy and Planning
MATT: This brings us to the next section: describing social media marketing strategy and planning. So, can social media impact your business goals? How Social Media Impacts Business Goals GREG: It should, but way too often it doesn’t. One of the things that a strategist should do at the beginning of any campaign, let alone…
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Social Media Marketing and Organizational Structure
MATT: There we go. So, the next thing we deal with is the organizational structure. And how you deal with social media is going to be different based on the size of your team. You alluded to this before. Who’s in charge? Where does it fall? So, for organizations with small marketing teams of two…
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Social Media Marketing Today
MATT: Yes. here’s Wikipedia’s definition. GREG: That’s not a bad definition. But I will tell you that when people use the term “social media” today, there are two definitions that float around. One includes Facebook and anything that they’ve acquired like Instagram. But somehow it does not include YouTube. Oh, no, no, no. YouTube’s in…
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Content Marketing Channel Management and Promotion
In the fourth step of the old content marketing planning process, I asked budding content marketers, “How will you structure and manage your operations to activate your plans?” I answered my rhetorical question about “process” by urging them to create “an operational plan that enables your team or department to function as a media company.”…
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Change the Targeting/Messaging Strategy
In response to the pandemic, 70 percent of B2B and 63 percent of B2C marketers changed their targeting/messaging strategy. Ironically, this wasn’t even one of the steps in the content marketing planning process a couple of years ago. As I explained in Chapter 1, strategy has also been “the elephant in the room” for digital marketing…