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Social Media Targeting Comes to LinkedIn

The feedback from the majority of my clients that want to justify investment in social media today are very different than they were two years ago. They go something like this:

The executive team does not understand the benefit derived from our participation in Facebook, Twitter, Slideshare. They see the effort and output but cannot make the connection back to traditional PR measurement metrics or any lead generation activity. 

They all know and understand LinkedIn.  They feel there is some opportunity to generate benefit – ideally sales leads.

The odds are good that this is what you are hearing or asking at your company now as well. I’m going to cover how I’m responding to this in several posts here in the coming weeks.

I’ll start today by covering a new LinkedIn feature introduced last week that has the potential to be a valuable tool in the kit for engaging customers and prospects and supporting lead generation. [Read more...]

How to Make Content Portable: Instagram

When Facebook shocked the industry with its $1 billion acquisition of Instagram, the reaction immediately focused on the reasons why a 15 month-old mobile social network could garner such a valuation. Many cited the 40 million users Instagram quickly amassed, but it’s arguably the hundreds of millions of photos snapped and shared on the network that is its greatest asset.

What the popularity and now the Facebook acquisition has done is increased the importance of Instagram as a channel that brands should embrace. General Electric is perhaps my favorite example. It shares snapshots of its myriad products with over 75,000 followers in the artistic way that Instagram users love, and generates a lot of comments as a result. It’s also a great platform to use for a photo contest whereby customers can snap photos of your products with rewards going to those photos that followers “favorite” the most.

Between content that brands can create and share and images generated by a brand’s fans, Instagram content is becoming increasing valuable assets to share across more than just the mobile-based network. But how can you make this content portable? This tutorial explains how and is the third part of my content portability series. [Read more...]

How to Make Content Portable: Pinterest

While most industry folk spent several days last week (jealously) pondering Instagram’s $1 billion purchase (more of less) by Facebook, I immediately viewed it as a pretty strong statement that the future of social media is visual. We’ve always loved sharing pictures and this is why Instagram became the largest mobile-only social network in only 15 months. It didn’t have any revenue, but it had 40 million Instagrammers and this was what Facebook paid for.

It’s the same reason that Pinterest has had its stratospheric growth. If social media is going visual, you want to make sure all of your visual content — graphics, diagrams, charts and others — is portable. I’ve seen many sites add “Pin It” buttons to the set of sharing options on blogs and Web pages, alongside the Twitter, Facebook, Google+ and LinkedIn buttons. Much is this has been enabled by WordPress plug-ins like Digg Digg that add Pinterest to its options.

But I haven’t seen too many people take advantage of one of Pinterest’s other “goodies”, the free-standing Pin It button for web sites. This tutorial shows you how to use it to make graphical content assets travel like this, and is the second part of my content portability series.
[Read more...]

How to Make Content Portable: Embedded Tweets

Social content services like YouTube and SlideShare for years now have allowed companies to make content more shareable by setting it free from the shackles of the corporate web site domain.

If there is one area where social services have focused on terms of adding features it’s content portability. Making content portable should be a part of every content marketing strategy. This post kicks off a series on how to use some of the newer ones available with ideas and recommendations for use cases.

The Embedded Tweet

I’ll kick off the series with the Embedded Tweet. This was introduced with “New New Twitter” late last year. It was the most unheralded new feature, and in my opinion, most underutilized. Perhaps it’s because the vast majority of people use Twitter through clients like TweetDeck or mobile apps, and this is only available through [Read more...]

9 steps to build a qualified Twitter following

qualified twitter followingNew data this week shows that 51% of US companies have a Twitter presence. Most of those that embarked on the Twitter land grab in the last few years have focused primarily on building up as large a following, as quickly as possible.  This is what most social media “gurus” have built a living on, during that time.

I’ve heard Katie Paine call Twitter followers an “old school metric” and I couldn’t agree more.

Building an audience on Twitter can not and should not be automated.  The whole point of Twitter for (most) companies — as a popular social media tool/channel — is to reach and build relationships with buyers and customers (or other stakeholders).  This is in support of sales, customer service, communications and reputation management. [Read more...]