Social Media Marketing

How to Strengthen Your Social Media Content Marketing Strategy


By: William Johnson

Setting up a Twitter account or a Facebook page is not a difficult task. However, fostering authentic conversation with a community through those networks without the right social media content marketing strategy – is not.

Content runs the social Web. It is what gives your brand something to talk about with your customers, current and prospective. The evolution of content marketing has opened more avenues to reach your targeted audience. They can read or view your content through RSS feed, blogs, infographics, videos, and other forms of digital content.

Your content marketing strategy should be strengthened time and again and you can enrich your social media content marketing efforts using these tactics.

Strengthen Your Social Media Content Marketing Strategy

Integrating 3 Important Stages


There is nothing like involving your social media followers in the content creation process. Whether they are industrial thought leaders or customers, co-created content is an investment by the participants and is much bigger and full of significant ideas than what you would normally create on your own.


Build sequential content assets into your social media content marketing plan. Whether it’s a series of videos that you post as pieces of puzzle, or images that identify people in the industry, great content create anticipation of what’s next.


Embracing social media is not just about increasing fans, friends, or follower counts. Social media is engaging the community for mutual benefit. Content planning that coordinates extension with bloggers, industrial leaders, customers, employees or members of the media can provide great exposure.

Share Content Multiple Times

Share your blog posts more than once. This strategy has three major benefits:

1) Maximum Traffic: Sharing your content more than once with a different angle each time helps you drive more traffic. Actual visits to your post can increase with each new share.

2) Reach Multiple Time Zones: Posting the same content multiple times helps you expose it to different time zones. Sharing the same content multiple times with a different spin each time helps to reach people living in different time zones with different social media habits.

3) New Followers: If you share some of your old articles, it may be that many of your followers are seeing it for the first time. They may receive value from it even if it’s a bit older, yet still relevant. Consider using the Twitter Counter tool to track the growth of your followers. This will give you insights as to the best time to share some of your older content too.

Host a Twitter Chat

Conversations via a Twitter chat offer a great way to engage with existing followers and prospective clients through a variety of topics. This can also help increase your content’s exposure and make the most of the moment by sharing useful solutions, guidance and actionable tips. By using the chat effectively and getting your audience to participate in the Twitter chat, you can make your business a trusted voice and encourage your social media followers to return for more and more.

The four important stages of effectively using Twitter chat:

1) Curation: Information gathered can be utilized to spark better content and new editorial ideas. Participants will come up with new trends, help to identify key issues within the industry, and share insights on new avenues and opportunities for your business to explore.

2) Develop improved content: Once you have the ideas, you can create both on-page and off-page content and share it on social media. You can even compile a list of problems that need solutions and follow these up with articles or videos guides.

3) Repurpose your content: Once you have created the content, repurpose it into new types to improve the lifespan of your work. If you have found a valuable topic that needs a little more modification, implementing a new method to present the information to your audience will automatically increase its acceptance.

4) Review performance of the content: Reviewing your content’s performance helps you to understand whether or not the content you have produced has had positive impact or not. This will help you to judge how valuable the information is as a source for your content.

Run an A/B Test on Social Networks

As you share the same content to various social media channels using a different angle each time, test out which headlines work best and garner the most clicks:
◾Pick which two headlines you think will perform well for an article.
◾Share both of the headlines.
◾Compare the data for each to find out the best headline.

The data will help you determine which performed better. If you see a big difference in engagement on different headlines, you can even go back to the original post and change the title.

Utilize Facebook Shares

Let’s take a quick look at:

Content through social listening: Create a hashtag to listen to how people related to your brand see your content and use your brand on a daily basis. It’s an easy way to track conversations.

Improve your social media presence through shareable content: Create thought-provoking, conversation-starting content that triggers an emotional response that may compel people to share it with others.

Target specific demographics: The more specific you get, the more consistent your brand will appear. This allows you to focus on those people who are genuinely interested in your brand.

Use attractive procedures to engage your customers: Hosting contests or events is a great way to engage your customers and attract potential buyers. Once you see some of your customers clicking and sharing your content, eventually their friends may also start clicking and sharing the content.

Using LinkedIn to Deliver Personalized Content

LinkedIn is a powerful content marketing platform. It is a potent solution for delivering personalized content to audiences. To start your personalization plan, you have to follow certain steps:

Get personal with your audience by knowing:
◾Geographical location, especially when you want to address unique audience members.
◾What they care about.
◾About their family, community, and the role they play in their company.

Target different industries:
◾Target the company size.
◾Listen to what your audience has to say through social media listening tools.
◾Look at what each audience segment is talking about and accordingly create segment-specific content.
◾Participate in LinkedIn Groups and directly provide content without any sales message.

Google Authorship is a Must

Google Authorship is not just a byline and a photo attached to your content in Google search. Once you connect Google authorship with your Google+ profile, it creates a verified connection between the content and its creator. This gives Google the ability to identify quality, human-centric content.

These principles will undoubtedly raise the bar on your social media content marketing strategy and performance.

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Get Millennials to Perform in 5 Easy Steps



Are they entitled or selfless? Whatever your point of view, how to get your youngest staffers to perform at their highest level.

Millennials represent the future of the workforce, but how exactly do you manage this unique generation of talent? It’s a question that comes up over and over again. At a recent conference, I may have found the answer–and it may be easier than you think.

As conference participants hashed through the changes they expect in business, tech and product innovation, I saw one central theme emerge that I think could have a profound effect on business leaders: understanding the orientation different generations have toward work.

What binds the 20-something millennials? They’re looking for meaning in work. And that doesn’t always sit well with older folks. In a breakout, one baby boomer said simply: “Work can’t be fun.”

And then the room exploded.

Most people under age 40 grimaced and a heated debate was on. But as the conversation continued, we began to reach some consensus: If younger people are beginning to lead our society, and if they consider meaning in their search for careers, then it stands to reason that the idea of meaningful work is becoming more mainstream.

According to 1950s psychologist Abraham Maslow’s hierarchy of needs, self-actualization–defined as living up to your true potential–sits at the top of the chart. It comes after esteem, which is characterized by achievement. This makes sense when you think of what drove baby boomersearning money, position, perks, and prestige. Baby boomers defined themselves by their professional accomplishments. But is self-actualization itself undergoing a shift? If we’re now seeing a trend toward finding meaning in our work, and having fulfillment beyond accomplishment, then how do you manage younger employees whose meaning is paramount to their motivation?

With that in mind, here are five traditional management tactics that may prove helpful–altered to motivate those that are driven by meaning:

1. Focus on results. 

Give your younger employees autonomy–the freedom and opportunity to tell you how they want to achieve the desired results. Then hold them accountable to that result.

2. Motivate.

Ask your younger employee to define why a project or job is fulfilling. In other words, help them find their purpose. At your one-on-one catch-ups, bring up the topic. Make them responsible for defining and creating their own fulfillment within your company or project.

3. Build teams.

Put your employees in charge of developing and running some fun team-building events. The act of bringing people together is a core aspect of creating meaning in one’s life. Get them to come up with a community-building strategy and run with it.

4. Develop a mission. Together.

Have your young employee take the reins in running a “mission-refining” initiative. You may already have a clear mission. But sometimes it could use some updating. Have staffers run this and then ask them to not only define the mission of the company, but have each employee create a personal mission for their job that fits into the broader company’s mission.

5. Help them reach peak performance. 

Millennials want peak experiences and this includes in their careers. Provide them with tools for identifying their talents and ways for them to leverage this in their jobs. Ask them if they are experiencing peak performance. (Or use this questionnaire as a tool to identify specific needs around performance.)

With these tactics, you’re bound to see more engagement among your younger employees. This demographic gets a bad rap for not being as motivated as the older generations–but it’s often really untapped potential. The problem in many cases is that they are motivated by something different than their parents are. Without recognizing it and seizing upon it, you risk losing the brilliance of generation that is going to be leading us in the next 15 years

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‘Listen, listen, listen, Linda!’


Negotiating foreign policy? Nope. Cupcakes.

This 3-year-old boy is giving it his best shot with mom, Linda Beltran, who posted this precious video on YouTube.

We can see litigation and lobbying in his future.

How could you say no to that face?

The Biggest Mistake You’re Making in Social Media BY Carrie Kerpen

A recent report, called the “State of Social Media Marketing,” compiled by social-analytics company socialbakers, released loads of data about the social strategies of brands across 80 countries and 20 industries. But one stat in particular stood out to me as a big red flag for how marketers approach social media.

When listing their most important goals for social media, 62% of the brands surveyed said customer acquisition, while only 29% said customer care.

There’s a huge disconnect here.

Think back to the basics, folks. The best way to get a new customer isn’t to pound them over the head with a marketing message. Generally, the companies that have seen the best results are the ones that are recommended to people by current customers. A company has a great product or service, customers love it, customers share it with their friends, and–voila! New customers.

The absolute first step in social media should be to get your current customers connected to you. 

There are so many benefits to connecting to your current customers online. They include, but are not limited to, the following:

1. Opportunity to observe: When you connect to your current customers, you can watch how they interact with you and your brand. On some networks, such as Twitter, you can even see what their needs are way beyond your own product or service. Connecting with your current customers gives you insight into who your customers really are and what they’re looking for to make their lives easier.

2. Opportunity to activateLet’s say you need to move some inventory quickly. Doing a huge flash sale might damage your brand’s pricing perception with new customers–they may think you’re not worth full price if they’ve been introduced to you at a significant discount. However, your current clients who know and love you will appreciate a “customer-only” activation, like a secret price drop. Consider creating social groups of your best customers, and look for activations they can share to help move product.

3. Opportunity to advocate: Most people don’t believe that companies tell the truth in advertising. It always amazes me that companies think that shifting their ad messages to short social updates will change anything about that.

A company talking about itself is advertising, whether it’s on a paid medium or a Facebook page. But if you can get your customers talking about you, that’s advocacy. Give your customers simple, shareable tools to advocate on your behalf, and you’ll see new customers as a result.

New customers are a byproduct of taking care of your current customers in social media. So go look at your social-content calendars right now, and ask: Have we done enough for the ones who already love us?

CARRIE KERPEN is the co-founder and CEO of Likeable Media, which she grew from a husband-and-wife consulting firm into a global social media and word-of-mouth marketing agency. She led her team to more than $15 million in revenue and landed the agency on the Inc. 500 in 2011 and 2012.

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5 Jobs for the future



Entering college and not know what to major in? Here are some jobs that will be in demand for the next 50 years.

 1. Social Media Strategists

 Social Media is gaining recognition with businesses around the world. Why not use your facbooking, twittering, blogging, youtube and digging skills to good use. Get a job that pays you to post, record, like and write about statuses.

 2. Healthcare

 We live in an ageing world- You do the math.

 3. Veterinarian

 The number of babies being born every year equals the number of pets being bought or adopted by households every year. With younger Singaporeans choosing to have ‘fur-kids’ rather than actual children it’s becoming extremely lucrative to be an animal doctor.

 4. CSR Initiative Manager

 Corporate Social Responsibility is big business. The industry is expected to grow by at least 20% year on till 2017. So why not take the plunge now.

 5. Sales/ Client Relationship Manager

 Companies expand, new clients are needed. Like it or not sales positions have long been a mainstay in business from the day trade was created. Companies are finding it difficult to retain clients. If you think you can maintain and build a clientele for a company, you will become as valuable as your CEO.


 6. Chefs

 It’s becoming sexy to cook! The world is slowly but surely opening up to the importance of food. The career paths for chefs have changed- my advice- pioneer affordable Spa Cuisine.

Pssst! Media Release Secrets…


The top ten secrets to writing an effective media release…(released progressively)

1. Planning is the key to writing and releasing your media release just in time so that it can be used by the media and fits with their deadlines. In most cases, you should plan to prepare and release a media release many weeks ahead to compete with many other equally worthy stories or breaking news.

2. Study and get comfortable with the style used by the publications you want to target because that’s how they want to receive information from you. That may include using a similar tone to them that could be conversational, formal or somewhere in between. Read between the lines and get a feel for who their audience is and the types of issues and aspects of life that are important to them. The other thing you may need to use is a special journalistic style of writing you’ll see in news stories a lot.  It’s called the inverted pyramid style. Remember, space and time are at a premium as the media is in the business of selling advertising. They report news in the space subsidised by advertising. This means you have to capture your information effectively in the first few paragraphs (think 3 to 4). And you need to cover: Who, What, When, Where and Why. That’s the minimum you need to give. If How is important, throw that in too.

3. Research the answers to Who, What, When, Where, Why and How and make sure they’re short and clear. Communicate the answers to the 5 Ws and H within the first five or fewer paragraphs.

4. Create an interesting first sentence. The first sentence is usually known as the lead. This is the one thing journos and editors look at to determine if they will read further. It’s best to state something newsworthy such as a first, only or explain the significance of what you’re announcing that will mean something to the audience of that particular media outlet. If it’s radio, paint pictures with words.
e.g. Two Brisbane schoolgirls are among five high school students nationwide who have been selected to speak on the effects of climate change on their futures at the upcoming world summit on Generation Z- the next generation.

A mine worker from a Central Queensland mining company hit pay dirt today when he unwittingly dug up the skeleton of an extremely rare species of dinosaur.

5. One of the most common mistakes business owners make when drafting their own release is concentrating more on selling and mentioning their services and company name and focussing less on the actual news they have to report. This is a fatal mistake and if the PR consultant or copywriting professional you’re paying lets you get away with that, they are wasting your money because the story will be assigned to the trash bin as soon as it’s read by the reporter. A media release is not an ad so don’t try to mention your business name unnecessarily or upsell it or services throughout your release. That’s just not news. If you need to promote your business and there’s no news value, invest in advertising instead.

6. Top and tail your release so that the journalist knows how old it is, when they can use it and which information is not on the public record. e.g. At the top of the release write “For immediate release” and today’s date like “24 June 2009” or if you want to write the release and send it in advance but not have it publicly released before a set time and date to coincide with a particular event or purpose, write “Embargoed to 10pm 24 June 2009”. The use of this convention tells the journalist that they are obligated not to publicly release the information in your release until that time or later. To complete your release, you could use conventions like “###-ends”. Putting the word “ends” at the very end of the release tells a journalist that any information such as the contact for the release or the spokesperson’s details for interviews or photo opportunities and locations are not for publication. You should always put a contact telephone number and name after the “###-ends” and respond to any media enquiries for information quickly and promptly and that includes getting back to the journalist within hours or less. If they don’t have the extra comment or information they need by deadline, they will kill your story and you lose a valuable opportunity that you have worked hard to get.

7. Don’t ‘shop’ the same release all around town unless it has extremely high general news value to the general populace. Journalists hate businesses and PR consultants who don’t take the time these days to analyse the needs of their specific audiences, their style, language and to understand whether that news or subject is relevant to them. ‘Blanket’ distribution of low-value or very specfic-target audience news releases results in wasted money for you and makes it harder for your next bit of news to be taken seriously the next time around.

Posted by Rukesh Varan

Philips scores big with Bear Hoax video



Bear suit: $200

Camera Phone: $200

Fine from authorities: $1000

Nationwide awareness for Philips shavers: Priceless

 Total campaign cost: $1400

There are some things in marketing that money can buy, but for everything else there is social media!

Idea was brilliant but execution could have been worked upon.

 I have been following the campaign from day one, and I believe the winner is definitely Philips in this fiasco. As mentioned a meagre budget and a huge impact.

 There is usually a very fine line to tread when it comes to negative marketing. I doubt the Philips execs or the company which created this stir intended for such a backlash.

 There are certain ‘must-not’s in campaigns- but they flirted with it and got slightly burnt from the experience. But the yield from the campaign has gained nationwide attention both in the media and on the streets. I doubt anyone will forget Philips for a while.

 If we break it down and analyse the intended campaign it is actually the simplest methodology (Shock and Awe!) coupled with the growing influence of social media and there you have it! Another campaign bites the social media dust.

 Philips now have the in their possession a huge marketing celebrity (‘The Bear’). My suggestion will be to dress people in bear costumes and ‘let them loose’ in our shopping districts. I am certain ‘photo opps’ alone will gain even more attention than the video.

 Once again let me extend my heartiest congratulations to the boys and girls who created this campaign and Philips if nothing evolves from this at least you still have Halloween to use the costume.  


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