Just Because You’re a Millennial Doesn’t Mean You’re a Social Media Wizard:  Make Your Content Count

It is time for us to reveal the identity and intent behind this social media marketing operation…

We are the Sassy Marketers, four ridiculously average students wading through the waters of an MBA.

We’ve almost reached the finish line. Some of us are even graduating (and facing a greater challenge – finding a job…. and adulting).

These past five weeks we’ve shared our commentary and insights on anything from Wendy’s sassy twitter roasts to the reason why Macklemore was spotted wrestling a bear.

Here we are. We have fought viciously for clicks, and learned a lot in the process. Don’t worry, we won’t part without a few final reflective notes:

1) More Channels are Better Than One

It may seem obvious, but if you want your content to get traction, not only should you post it often, but you should post it in different places.

Network connectivity is one of social media’s biggest assets (it’s huuuuuge), and it’s ignorant not to take advantage of it.

Does that mean you should post content every 10 minutes? NO, nobody likes that person. But, you should share your content strategically. This means leveraging peak hours of the day when people are likely to check their social media channels. That’s not to say you should always post content at the same hour every day, but stagger your postings to get different sets of eyes on them. Sharing the same post a few times a week will not only ensure that more eyes see the content, but that more people actually look at your content (I’m talking full-on read through). If a user sees that a few of their friends have shared an article already, they might be more likely to read that article than if they are seeing it for the first time. This will also increase the longevity of your content’s relevance.

But it’s not just about how often you post, it’s also about where you post. Do you think Kim Kardashian has a million social media channels because it’s fun? WRONG, she does it to stay relevant and in your face.

Using different media channels lets you tap into different markets, the more eyes on your content, the better. It’s also important to keep in mind that, even though society is turning into a technological epicenter, not everyone falls in the same circles. Posting all your content on Twitter might ensure that some people see it, but not everyone has Twitter. Every social media channel is valuable when dispersing content, SO USE THEM.

And remember kids, post often, but not too often (because no one likes that person).

2) The Audience Matters

Understanding who your audience is, what their interests are, where they live, and, most importantly, why they read your content is critical for designing content that is not only likeable and engaging, but shareable as well. Today’s data-centric focus has made this process easier and much more insightful, thanks to insight managers like Google Analytics.

Google Analytics provides essential information that goes beyond traditional metrics, such as total sessions and bounce rate to include useful measures of audience engagement and frequency distributions. But what does this have to do with writing engaging content? Without knowing your audience, you are essentially writing blind and hoping–instead of knowing–that your efforts will result in page clicks and website traffic.

The most important thing that I learned while tracking our audience metrics was simple metrics can be the most effective. Information such as gender and age identify demographic groups who are interested in your content and who you should write to. For example, our blog posts appeal to both women and men between the ages of 18 to 24 (the exact breakdown is 51 percent for women and 49 percent for men), but this was not always the case. Our first two posts (Masters of Social Media and An Oscarized Mix-up for the Ages) captured more attention from women than men–upwards of 70 percent. A key takeaway here is to pick a group who you want to engage and write for them. Doing so will give clarity to your blog and emphasize a cohesive story within your content.

Another interesting metric is location, which is extremely powerful if your goal is to engage a local audience, either for a specific city or state. One piece of content that performed particularly well was our long form editorial on Macklemore’s endorsement with Columbia Sportswear, which aligned well with our audience location demographic. The majority of our audience lives in  Oregon or Washington, so long form content that involved elements from both states (Columbia is headquartered in Beaverton while Macklemore is from Seattle) was a direct match. The result was a bounce rate lower than 60 percent; mighty decent for a start-up blog.

The lesson here is know your audience and know it well. Even simple metrics can provide a treasure trove of insights on who reads your content and why they do it because the better you know your audience the better your content will perform.

3) I Meme it!

As social media is constantly being critiqued and improved, methods of connecting with your online audience are continually changing. A common favorite method is the use of memes. The word meme was first coined in 1976 in a book called The Selfish Gene by Richard Dawkins. Dawkins defined a meme as “an idea, or style that spreads from person to person within a culture.”

As technology rapidly began to be used, the definition of the the “meme” rapidly changed as well. The modern meme can be defined as a virally transmitted cultural symbol. The modern meme is categorized by inside jokes, celebrity photos, and snapshots of TV shows etc. The modern meme is instantly recognizable and may even be relatable. The modern meme can be used to boost your brand’s popularity and reputation.The modern meme can be used as attention grabbers and content enhancers.

Although there are major benefits to using the modern meme, there are rules of using the modern meme to success:

  1. Know your audience – A particular meme might be hilarious and relatable for some, though not for others. Consider the characteristics of your audience before pursuing the method of the modern meme
  2. Know your brand – If your brand is playful and energetic, the modern meme could work in your favor. If your brand is cut throat and stoic, the modern meme would likely work against you.
  3. In small doses, the modern meme is a cherry on top – Use the modern meme sparingly to enhance your content, not hijack it.

4) Reddit is a cruel, cruel world

Posting on Reddit as a newbie is like walking into a cultie Harry Potter fan club without proper wand and attire. Basically, everyone stares at you, points towards you, and shouts at you to leave. Reddit is notoriously hard to infiltrate, especially in the realm of social media marketing. To interact on Reddit (the so-called front page of the internet), you need to know the game and play by the rules. Every subreddit is its own mini community, and each has its own guidelines, moderated and enforced vigilantly by other Redditors. To use Reddit appropriately, one must ensure their “Reddiquette” – the values of many Redditors, as written by Redditors themselves – is in tip-top shape. To read up up on general Reddiquette commandments, see here: https://www.reddit.com/wiki/reddiquette.

Promoting a brand or post on Reddit initially seems easy. Find a subreddit related to the content you wish to post, then copy and paste your link and press submit. Easy – right? Not so fast… on Reddit you can either get upvoted to glory, downvoted to nothingness, or worse – you can be flagged or banned from a group for not following the rules. And unless you have good karma (yes, more Reddit lingo) you won’t get anywhere quickly.

To use Reddit for social media marketing, you need to be prepared to do some research. There will be plenty of trial and error. Not only do you need to find a subreddit that matches your content, but one that matches your culture. Do not underestimate cult mentality, and the power of avid Redditors. In the next 24 hours, you’re far more likely to have your post deleted in a subreddit than you are to get a traffic ticket.

To read more about social media marketing on Reddit, see here 

So let’s recap…

Overall, there are any number of ways that you can help your content gain traction on social media. You can post often, post in different places, post with a specific audience, or even change the format of your content. The key is to be interesting and engaging, and NOT predictable. Most people (those of us that are tech savvy) can spot fake news or click-bait from a mile away. Even if you didn’t pay attention to most of this article (because let’s be honest, if you made it this far, you were either skimming or you’re trying to avoid doing work), walk away with this in mind; the more work you put into your content, the more you’re going to get out of it. Posting on social media for engagement doesn’t have to be a chore, make it fun. The more your personality comes through, the more your content is going to be enjoyable to read.

You have an imagination for a reason, remember to use it.  

Perceptions and Pitfall of Social Media Manipulation

For the past 13 weeks, we have been trying to manipulate you.

Now before you get worried or annoyed let me put this into perspective. We aren’t pushing fake news or getting you to believe something that you otherwise might not. Nor are we trying to sell you anything or push any type of social agenda.

 

What we HAVE been doing is trying to get you to visit and read different types of articles on social media designed to both grab your attention and keep you reading.

 

So, who are we? And what have we been posting? We are a group of MBA students who are focused on learning about marking on social media platforms. And as far as our posts we have been writing all kinds of content centered around the impacts of social media on marketing and business, in general, trying to gain people attention. Articles like social media reviews and original video content exploring social media were all some of the ways we reached out.

 

Along the way, we have learned some significant lessons.

 

First the pitfalls.


One of our most potent lessons was that quality content that grabs people’s attention and keeps it IS HARD TO WRITE!!!

 

There are millions of topics out there but making an article approachable, interesting and relevant to folks beyond yourself isn’t as easy as it sounds. Chances are others have already put pen to paper covering your topic and the social media world encourages people to surf between items quickly, always looking for that next great topic.

 

That brings up another pitfall we encountered. People searching social media tend to be fickle! What might interest them one minute is old news two minutes later. Trying to write your content so that it is current while making sure it has longevity is a significant challenge.

 

How about Perceptions? What did we learn during these experiments?


One key perception we had was that when marketing ideas to the social media world the more you diversify the better.

 

We stuck to platforms that we were comfortable for the most part. We had group members with followings on Facebook and Instagram that naturally gravitated to those media outlets to drive collaboration. We also had folks that had used LinkedIn and built up networks of contacts over the years.

Had we to do it again we would dig into some of the other vibrant social communities out there. Sites like Reddit, for example, have all kind of more focused forums especially suited to discussions with folks with similar interests.

 

We also learned a lot by breaking down how different articles worked in terms of statistics like Bounce Rate and Average Time on Page. This shot shows some examples with varying degrees of success in different categories.

 

So just because you wrote an article with a crazy title that got lots of folks to click on your original post doesn’t mean people are going to slog through your poorly written content. Hopefully, if you’ve reached this point in my article you’ve enjoyed the read!

 

Overall we have learned that social media is a vibrant and powerful source of sharing information with other people but getting them to read your ideas isn’t as easy as it might seem. While it might seem tempting to just start throwing up posts as a new company we also found that some careful strategizing and planning your approach will go a long way to helping your brand gather support.

 

And finally:

 

THANKS FOR READING OUR ARTICLES!!!

 

 

 

 

 

 

 

 

 

The Social Media Bunnies Evolution


Lessons Learned

The Social Media Bunnies took on this Social Media Marketing challenge by finding topics that interested us and collaborating to write fun blog posts. The first strength we recognized in our team was the comfortability with different social media platforms. Pooling our networks and social media accounts, we decided to market on Reddit, Tumblr, Facebook, and Twitter as our main channels. In addition, we decided to write articles with specific mediums in mind so that our article would both get views and follow the social norms of the platforms. Throughout this project we learned lessons that will help us moving forward in our careers. Stay tuned while we discuss three factors that had the biggest impact on our blog posts.


1. What is the value of a six second duration session of a Reddit User?

The Social Media Bunnies undertook our competition for viewers (sessions), click-through (bounce-rate), and length of time on the site (session duration). When writing articles, we considered the medium when deciding on a topic for the week. While considering the channel for certain topics, we did not originally consider the effect of these channels on the metrics we were measuring.

Reddit and Tumblr campaigns caused the number of sessions to skyrocket in a short amount of time, with the page duration inversely plummeting toward zero.

Earlier Sharings of Reddit & Tumblr Fame – Analytics

The 2,121 viewers during this time period solidified the Social Media Bunnies’ place as #1 for the number of sessions. In the past weeks, we have focused on sharing through Facebook, Twitter, and LinkedIn as our channels of choice. The effect on page duration and bounce rates is staggering.

Past Week of Facebook, Twitter and LinkedIn Sharing – Analytics

When comparing these strategies, another question comes to mind. In the ever changing world of social media and content marketing, what is the value of a six second session from a Reddit user? Did the content soak into the viewer’s brain during those six seconds, enough to make a lasting or at least subconscious impression? The overarching question of numbers vs. substance comes to mind. In our case, the numbers won while the duration lagged behind.


2. Social Norms and Mediums of Choice

It is crucial to understand the micro-cultures on each of the websites that you choose to engage in,  tone and ideas can make or break your article. Posting and engaging in the domains you are most familiar with is strongly advised  It also helps to use the resources you have at your disposal, such as knowing your neighbor is a strong influencer on Twitter. Catering your content to your strengths can get you a running head start to achieving your goals.

Social Media Bunnies wrote a Pokémon article because one member had a large network for Pokémon on Tumblr. However, because we wrote the article with a negative spin Reddit reacted badly. Reddit didn’t like how we talked about Pokémon Go needing to be revived because they were still very much active in the game. If we had written the article or at least titled it with a more positive spin, Reddit may have reacted more positively. However on Tumblr it did very well and due in part to having an engaging and original photo that was enticing to click.

We made a crucial mistake with “Apple Goes to the Dark Side”. We were able to keep the article on the first page of the Apple subreddit and getting a landslide of viewers, we violated one of the subreddit rules that forbids users from posting their own content. We would have gotten away with it but we reacted to comments in an attempt to increase engagement and the subreddit realized that we had posted our own content. As a result, the article was taken down and our largest sources of (potentially viral) views was cut off. In addition, one of the Bunnies was banned from Reddit.

Social Media channels are designed for connection. But the connections have norms of engagement, and the network is not forgiving if you violate their rules


3. Dropping the Ball on Bounce Rates

Bounce rate is the percentage of users who land on your website and decide to leave without going to a second page. A higher bounce rate, such as our bounce rate of 95%, indicates that we were not successful in convincing users to stay on our page to digest our material. Our team could/should have counteracted this by incorporating more links and/or multiple pages into our material. This would have been the best strategy to keep users on our pages, however we failed to incorporate this piece of advice. Any bounce rate above 80% is considered very poor by Google Analytics standards and even 70-80% is not is not ideal. One of our biggest problems in this regard is that we boosted our posts on sites such as Reddit and Tumblr, which are not known for creating low bounce rates.

The lowest bounce rate we achieved, was 40% from an email campaign from our United Airlines article. This is only based off of five sessions which suggests that linking our material to the most intended audience, was the most effective way to bring down bounce rates.

Recently, one of our Bunnies did go through and added relevant outside links to such articles as “Apple Goes To The Dark Side”. While we are still waiting to see the result of this effort, we are confident that it will bring down the bounce rate over time and encourage search engine optimization.

Analytics by Landing Page

 


The End Result

Analytics Overview by Campaign

Throughout this experience the Social Media Bunnies succeeded in our goal of garnering the largest number of views but fell short in the duration and bounce rate categories. Our primary mediums of Reddit and Tumblr were conducive to this sort of outcome. Connecting our content to trending topics in the social media sphere, such as Star Wars, Apple, Pokémon, and United Airlines, enhanced the effect of our chosen channels. The flashy name on the content can get clicks, but to be able to appeal to all the various segments within this interest group is a task for only the most herculean marketers.


Social Media Bunnies Out.


Review our previous works:
  1. The Top Five Corporate Social Media Cage Matches
  2. Apple Goes to the “Dark Side”
  3. Can Pokémon Go Be Revived?
  4. The 5 Secrets to Social Media Marketing
  5. Social Media #struggle: United Airlines
    1. United Take Your Turn
    2. United & THE INCIDENT
    3. United’s Response & The Backlash
    4. What Comes Next for United?
  6. The Social Media Bunnies Evolution: Lessons Learned

Lessons we learned from real life experience in the social media world

Timing – Posting/Sharing the article at the best times will help you get more traffic and engagement. Factoring in the time zones of the target audience definitely helps.

Content Translation – If you want your message to reach a wider audience, a proper translation to native language is a good strategy. Two of our articles have a Thai translation version and it reaches to a handful of a unique audience in Thailand.

The Length of Stay – If we reach the right group of audience, their length of stay on the page tend to be longer as they spend time reading the article.

The length and the content of the post itself matter in attracting more audience. Who wants to read a long post about boring subjects?

Advertising for the articles – When you try to engage the audience with a sneak peak of the content in the post text they would be more engaged and click the link.

Funny and catchy titles get more engagement than the serious ones – even if the subject is not very interesting for your audience, you should create a title that makes them at least smile in order to make them click on the link.

Original content is a key for engagement – for example, creating the video with original ideas and scenes attract people more because they know they will see something new and different from other social media contents.

Targeting closest friends and family is the easiest form of spreading information – the larger the group working on the project or post, the more seeds you have to pump out information. For example, Willamette University students were engaging well with the content because they are in our community.

Graphics such as gifs or movies help adding some content to the articles that can increase visitors time spent on the website.

 

 

Social Media Marketing for Startups: Good Examples

Good Examples

The following startups were successful in making the most of their social media presences:

1- Magic Leap: it is a company that is developing a kind of augmented reality and virtual reality system. It is keeping its product under wraps for the most part, but it has been generating interest among its future user base by producing intense, thought-provoking content and getting the world ready for what it’s about to debut. Even though Magic Leap hasn’t made any formal announcements about a release date, it’s managed to amass more than 60,000 likes on Facebook and more than 32,000 Twitter followers. That’s because its content is interactive and engaging and gives users a tease of what they can expect next.

2- Squatty Potty: It is a simple device designed to correct toilet-sitting posture, which is apparently a bigger problem than most of us realize. Square Potty’s somewhat taboo subject matter and potentially boring product were completely overcome by the company’s ingenious social media marketing campaign, which is still running.

Watch their famous video of a colorful unicorn pooping ice cream:

3-Operator: It is a new app that functions as a kind of personal assistant for the purchases you want to make. Once you install the app, you can use it to connect to an expert on the subject, who can then guide you to making the right purchasing decision. The company does a stellar job at marketing itself through social media, in part because it’s such a strong social app, to begin with. Instead of offering an on-site live chat service, Operator integrates directly with Facebook Messenger, leading the way for customer service on social media. It also maintains a strong presence on Facebook, Instagram, and Twitter by engaging with its customers and providing fresh streams of new content regularly.

4- LiveList: it is an app capitalizing on the recent trend of live streaming video to help people connect to their favorite performers when they take the stage. Its entire model depends on being able to connect a lot of people quickly and in real time. Due to its nature, LiveList already has a deep bank of content it can potentially promote, in the form of past and/or current performances, and it uses this as an asset to attract new followers. Like Operator, LiveList has taken to Facebook, Twitter, and Instagram, with about 10,000 followers on each of the first two.

In a nutshell, using social media can be a key player in advancing your startup and reaching out to more audience.

Part 1: Strategy

Part 2: The Right Platforms

Part 3: Crowdfunding

Part 4: Good Examples

Social Media Marketing for Startups: Crowdfunding

Whether coming up with a new product or a new initiative, Crowdfunding is the key mantra to generate awareness. In 2012, the Jumpstart Our Business Startups (JOBS) act forever changed the way early-stage companies raise capital. Until then, companies were restricted to raising capital in two ways: privately through angel or venture investments or on a publically traded stock exchange. Access to capital was therefore restricted to companies that were already demonstrating traction in attracting customers to their product or service. Just like social media democratized marketing for businesses in the 21st century, crowdfunding democratized capital fundraising, lowering the barriers to directly contributing (or co-owning) the future of a company or product.

Could crowdfunding have been such a hit in a world without social media? The short answer is likely no. In fact, researchers have shown that fundraising campaigns with early and consistent activity (through posting updates and keeping original content fresh) were more likely to be successful in the long run. Consider one of Kickstarter’s most unique (and wildly successful) crowdfunding campaigns: the Potato Salad campaign. Zack Brown did not yet understand the impact he was leaving on the crowdfunding space when creating a $10 crowdfunding campaign in order to make potato salad.

In the end, after 32 updates and a viral marketing campaign that resulted in over 80,000 shares on Facebook in 2014 alone, Mr. Brown was able to raise 554200% of his intended goal with no product at all, demonstrating the viral influence that an effectively orchestrated crowdfunding campaign can incite in its audience. So even if your startup sucks, a little bit of strategy (or luck) in crowdfunding can take your business to the next level. Or not.

Part 1: Strategy

Part 2: The Right Platforms

Part 3: Crowdfunding

Part 4: Good Examples

Social Media Marketing for Startups: The Right Platforms

After you have set up your brand’s accounts on each of the top social media platforms, you will need to evaluate and focus on a few platforms that have relevant audiences for your products/services and enable you to sustain meaningful content. It is best to focus the majority of your time and resources on the selected platforms for the first 6-9 months of your campaign until you have legitimate reasons to expand into new platforms.

Aside from the popular platforms like Facebook and Twitter, there is a slew of other platforms that you can use effectively to reach more audiences in order to convert them to your beloved customers.

Google+
If your business has a physical location and wants to appear in local search results, Google Plus is the best platform for it. Also, Google Plus allows any writer or marketer to build a profile and their content with Google Authorship, which is immensely valuable for search engine optimization because it helps ensure your work ranks higher in search results.

Instagram
This is a great platform if you can create interesting visual content on a regular basis. Although Instagram doesn’t allow clickable URLs in the photo descriptions section, there are plenty of ways that you can benefit from using this platform. Recognize all the different components that Instagram has to offer. This includes photograph and video posts, posting entire albums of photos, live feeds (stories) or direct messaging other users. These different options allow for a large variety of possible interactions between you and others. Interactions include comments, likes, and shares on posts, in addition to direct messaging and views on stories. Stories or live feeds allow you to instantly connect with others on activities happening at the moment and can be used for behind the scenes or sneak peeks of new products. To overcome the URL issue, every brand can provide URLs to its homepage and other social media platforms in its Instagram biography section. The section allows users to post clickable hyperlinks and provides you with the opportunity to leave a brief description of your products and services.

Pinterest
Pinterest is far more than a picture-sharing website. A lot of savvy marketers have been using it to market their products for years. The power of Pinterest is found in its recommendation feature. If a user pins a picture, Pinterest will suggest that the user follows a board belonging to another who pinned the same thing. This leads potential readers to your work through association.

After you have chosen to use social media, the next step is to determine what your strategy will be. This may include creating awareness, increasing engagement with customers or something else completely. Your strategy will help determine what social media platforms you will want to create profiles.

Part 1: Strategy

Part 2: The Right Platforms

Part 3: Crowdfunding

Part 4: Good Examples

#TestedTough Columbia x Macklemore Dream Team

In a land of extremes where rain, snow, sun and ice discourage exploration, Portland based company, Columbia Sportswear confronts mother nature’s barriers to entry. Toughness defines the Pacific Northwest, yet it also embodies those who explore the region as an escape from routine. Regardless of the purpose, Pacific Northwesterners want to enjoy their passion without becoming drenched, burnt or covered by it. Luckily, Columbia is tough enough to take on the challenge of providing garments that can withstand all the extremities nature has to offer.

At the heart of this persona is Columbia’s chairman, Gert Boyle. She exemplifies the “tested tough” moniker that drives Columbia’s perseverance in designing garments that keep the elements at bay. Gert became the chairman of the company overnight after the death of her husband. The grit and and courage required to assume control of a growing company lives on in the products Columbia offers. This is exemplified in the OutDry Extreme ECO rain jacket, which was introduced in Columbia’s 2016 product line. The tested tough persona means more than designing garments that repel the elements. Tested tough is an identity that guides Columbia’s product innovation. The OutDry Extreme ECO rain jacket is free of PFCs (perfluorinated compounds) and chemical dyes.  

Not a novice to no nonsense advertisements, Columbia Sportswear released the OutDry Extreme ECO jacket. On December 1st of 2016, the “Tested Tough” advertisement was released and the jackets hit the shelves that day. Columbia partnered up with Washington based Grammy award winning rapper and hip-hop artist, Macklemore (Ben Hammond Haggerty), to help raise of their new environmental friendly jackets.

In the video, Macklemore is shown in various places in his home state of Washington. The video starts with a picturesque photo of Macklemore’s home city of Seattle. Throughout the beginning of the video, it shows snapshots of various nature spots in the Pacific Northwest with a backdrop voice stating the beautiful landscapes the PNW has to offer. The video then cuts to video of Macklemore hiking through the woods. He prefaces the jacket by saying that in order to enjoy these destinations, we must be able to protect them by being “more thoughtful of the chemicals used in our clothing”. Macklemore educates the viewers on the dangers of PFCs, otherwise known as the chemicals used to make rain jackets water resistant and little do people know, these very chemicals are the ones polluting our environment. The rapper and hip-hop artists then wastes no time to promote Columbia’s rain jacket made from 100% recyclables and 21 plastic bottles. The rain jacket has uses no PFCs, uses dye-free fabric, and saves thirteen gallons of water in the making. The final scene shows Macklemore floating in the bed of a waterfall using his homemade floatation device made from 21 bottles that seems contrastingly unimpressive.

So… what can companies learn?

 

  • Choose a brand ambassador whose personal image aligns with your brand image

The Macklemore – Columbia pairing is more strategic than it appears at first glance. They both have strong roots in the Pacific Northwest, and often express their fondness of the nature and history of the area. Both are also a little bit quirky and rugged.

  • Celebrity endorsements don’t need to feel ingenuine

Columbia allows Macklemore to “do his own thing” while also dropping the perfect amount of promotional hints. Macklemore’s personality shines through, and he acts like a superfan and treehugger more than a celebrity endorsement.

The #TestedTough campaign is also able to bridge the toughness of the Columbia sportwear jacket with the toughness of Macklemore’s past experiences. It’s ironic and raw, and appeals to the brand’s individualistic, hard-working, and adventurous market.

  • Scientific jargon doesn’t need to weigh a commercial down

The commercial focuses on the sustainability of the jacket, and discusses the impact of chemicals that are commonly used in apparel manufacturing. Columbia is able to effectively communicate how standard practices harm the environment, and how Columbia differentiates itself by leading with cutting-edge, environmentally-friendly practices. Columbia ditches the scientific jargon and authority figure (no white jacket scientists here). Instead, Macklemore opts for a conversational tone and effectively demonstrates the environmental impact.
(You won’t find this at a thrift shop)

 

Social Media #struggle: What Comes Next for United?

Now that the damage is done what are some steps that United Airlines can take to rectify this blunder?   


Apologize, apologize, apologize!

Admitting when you have made a mistake can go a long way when trying to preserve your brand’s image. It of course does not help that UA immediately after the event stated that the passenger was being “belligerent and rude,” which turned out to be not true. Admitting your company was wrong can have a lasting effect with consumers, as long as the apology is perceived as genuine.


Cut their losses and jump into the “Big Bath”

It seemed UA only started caring about the incident after their stock took a nosedive once it became apparent that this would become viral in the social media stratosphere.  Taking monetary measures in order to make the situation right (whether you want to or not) can add to the commitment of the apology. Paying for the victim’s hospital bill would be a great place to start.


Commit to solving “Overbooking”

Having a better tracking system to determine which employees need to get on the plane will help avoid last minute overbooking issues.  Being transparent with consumers about how this process works will add a level of comfort to their purchases.  Even though this practice is widely-used by many airlines catching these issues before passengers board planes will avoid the level of escalation that we saw during the incident.  


Missed a section?

United, Take Your Turn 

United & THE INCIDENT

UnITED’s Response & The BackLash 

 

The Distinct Advantages for Startups in the Social Media Marketing Realm

Strategy

There’s no doubt that social media marketing is the key of success for so many businesses. Startups have an advantage when it comes to using social media platforms as social media users love what’s new and startups are new by default.

As a startup, to successfully leverage social media platforms to promote for your startup, there are some tips you need to follow.

First, be unique, social media is a crowded place, which is why startups need to create a unique message and activities to communicate with their target segment to stand out among the crowds. You can do this through gathering information about your audiences, such as where they spent their time on social media, which topics that attract their attention the most, and what is the best way to communicate with them whether through articles, videos, or images. For example, startups that work at home crafts and fashion might want to focus their efforts on Pinterest to deliver a unique value proposition for their products.

Second, talk less, listen more. Social media can be a good place to get ideas on what your consumers want. A successful strategy is to monitor your segment’s behaviors on the social media and leverage it to create a competitive advantage for your startup. For example, some consumers might complain about the customer service level within a certain industry and through providing an excellent delivery of this one missing a thing, you can differentiate your startup.

Third, create a tribe. It is important to make your consumers feel they are part of a startup that you care about their opinions; this feeling of the tribe can lead to increase their loyalty to your startup. Sharing your startup’s story, updated news and other interesting topics with your audience can help in creating a deep connection between consumers and your startup which is very important for any successful startup.

Part 1: Strategy

Part 2: The Right Platforms

Part 3: Crowdfunding

Part 4: Good Examples