InstaStrategy: How to Thrive on the ‘New’ Instagram

Instagram's new look across its family of brands

What a year it’s been for Instagram! The fast-growing social platform is implementing numerous changes to celebrate its sixth year. People tend to resist change, so it’s no wonder that some of these changes have been met with consternation.

 

The Dreaded Algorithm: We all knew this moment was coming but dreaded its arrival nonetheless. When the social app announced that users’ feeds would be controlled by an algorithm, the internet exploded. My feed was flooded with posts urging me to turn on notifications from everyone or I would never see their posts again. (I hope you didn’t post one of these pleas, but if you did, please spare us when the algorithm actually goes into effect, which will be soon.)

This change should be good for both users and brands alike. I don’t think we’ll see the drastic drop in organic reach like we did on Facebook, and Instagram users are more likely to engage with posts. Make sure that you go for quality content over quantity, which is a reminder we all need from time to time (myself included).

Your devoted fans will still seek out your posts, and appropriate hashtags will continue to help bring in new traffic. Remind fans of your presence on your marketing communications and other platforms, and use data to better target your audience.

Instagram’s New Insights: A new (free) in-app analytics dashboard is on its way! While you have been able to view analytics through a third party platform, such as Iconosquare, Instagram is finally debuting an in-house dashboard to help businesses gain a better understanding of their audiences.

Dig into the data to discover the best times to post and to learn more about your audience. Where are your audience members located? What type of content do they engage with the most? Does a certain type of content extend your reach while another draws more engagement (or website visits)? You can use this information to help shape your future content and strategy while also deciding whether to promote a hot post.

Instagram Embraces Brands: In addition to Insights, the social app is rolling out Business Profiles and promoted posts after previously opening up advertising to all brands and introducing video Carousel ads.

Take advantage of the Business Profile, once available, so you can make it easier for customers to contact (and locate) you while gaining access to Insights and promoted posts. Observe how the algorithm affects your posts once it’s implemented. It may be beneficial to promote a post from time to time, such as a special offer or contest.

Instagram’s New Look: Don’t sweat it. Whether you’re a fan of the new look or not, the updated layout will better showcase your photos and videos. Just make sure to update the branding anywhere you may use it, such as marketing materials, your website or blog.

While 2016 is the year of change for Instagram, it’s still the popular social platform that we know and love. Take a deep breath and see how the algorithm affects you before panicking (or asking your community to turn on notifications). Many of these changes should help brands who are dedicated to growing and building long-term relationships with their Instagram communities.

InstaFeedback

Are you on Instagram? Leave your handle in the comments, so we can connect!

What’s your favorite (and least favorite) Instagram change?

Where does Instagram fall in your preferred list of social media platforms?

Instalik(ing) these changes,
Jaime

Let’s chat (about Instagram, your marketing needs or otherwise):
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4 Tips to Communicate Clearly With Emojis

When emojis burst onto the scene, people rejoiced. These colorful characters were fun and broke through language and cultural barriers. In 2015, the Oxford Dictionaries cemented their place in our language by selecting an emoji — the Face with Tears of Joy — as the Word of the Year. Predictions of a future with little to no text were widespread, and businesses (who hadn’t already) started using this popular form of communication. Sounds perfect, right?

Are you communicating clearly with emoji or being misunderstood?

Over Coffee by Drew Herron via CC BY-NC-SA 2.0 // text & graphics added by author

Not quite. As a recent study discovered, emojis can be misinterpreted just like other form of communication. The first problem is that the same emoji can display differently on different platforms (Apple, Samsung, Google, etc.). In addition, two people can look at the exact same emoji displayed identically and interpret it differently.

Should your brand stay away from all things emoji? No, but you need to exercise caution like you do with any form of communication.

These four tips can leave you smiling with tears of joy instead of face-palming:

  • Plan Ahead: Are you thinking of utilizing emojis in an upcoming campaign? Do some research. View how your selected emojis display on different platforms and look into any popular alternative interpretations to the meaning you’re intending. It’s a lot easier to change your campaign than deal with a PR gaffe.
  • Be Careful Using Emoji that Display Differently: Maybe you have a dire need to use the grinning face with smiling eyes emoji, but be careful. This is one of the emojis that displays differently across platforms and can cause confusion and unintended responses. Try to stick with more universally displaying and understood emojis if possible. 👍
Same Emoji + Different Smartphone Platform = Different Emotion

Graphic courtesy of grouplens

  • Remember Your Brand Voice: Emojis are a part of your brand’s voice, so be consistent when you’re using them. The face with tears of joy emoji wouldn’t work well for a conservative brand or industry. Take your audience into consideration too; they may not use emojis or have any interest in them.
  • Don’t Forget About Hashtags: Trending and popular emoji hashtags, such as #WorldEmojiDay or #emoji can boost your posts and tweets. Remember to check out any hashtags first before jumping in. They could be about something completely unrelated to what you’re thinking, making it inappropriate to participate. Emojis are available as hashtags on Instagram, so use them accordingly to increase your reach.

Warning: Appropriate Hashtag Usage on Instagram Will Result in Major Traffic Increase

 

Emojis can help you break through the information overload and connect with your target audiences — if they use and understand the colorful characters. As with any communication, a little foresight, planning and common sense will help you communicate your message clearly and not get lost in translation.

Does Your Brand Speak Emoji?

What are your favorite emojis? What emojis would you like to see introduced?

Does your brand utilize emojis in its communications? Have you ever had an emoji miscommunication?

Speaking emoji (when appropriate),
Jaime

Let’s chat (about emojis, your marketing needs or otherwise):
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The Dark Side of Social: How to Respond When Things Go Wrong

At CCC, we’re big believers in the power of social media and the value that it can provide to your brand. However, you need to understand the darker side of social so you’re prepared for anything that could go wrong or reflect your brand in a negative light.

Velvet Heart Promoted Tweet

Velvet Heart was trying to promote its new arrivals for spring, not trend with a mass shooting.

Recently I was on Twitter and noticed the name of a nearby town trending (regionally). I clicked on the link to see why it was trending and discovered a mass shooting had occurred at a retirement village. (My thoughts and prayers are with this community during this difficult time.)

While scrolling through the feed, I saw a promoted tweet advertising a retailer’s new spring arrivals. I was included in the audience targeted in this campaign, so the tweet showed up in my feed — no matter what I was viewing at the time. The advertiser had no say where its targeted audience members saw its tweet. (For more on Promoted Tweets, click here.)

Last week, I saw a news story about a guy who blew his lower leg off while shooting a lawn mower packed with explosives. As usual, an ad played prior to the video on the news site where I watched it. AT&T didn’t ask for its ad to play prior to a graphic video, but that’s when I saw the ad and its brand.

“A brand can’t control the message in the way it once did but it can still have influence.” –Jeff Barrett, CEO, Status Creative

These examples both point to why some brands and companies are so afraid of getting social — loss of control. On social media, it’s impossible to control every aspect of the message about your brand.

I’m not trying to discourage you from joining the conversation — just the opposite, in fact. If you’re a part of the conversation, you can help guide its direction and speak directly to your online community.

What if I hadn’t known that advertisers don’t control where Promoted Tweets show up? A user may have tweeted the advertiser expressing her dissatisfaction that the company would try to profit off a tragedy. That’s why you need to be aware of all the possibilities before jumping into something like Promoted Tweets. You can respond to say that you only chose to promote a tweet to a targeted audience, and did not use a trending hashtag or phrase inappropriately. If you’re not active on a social platform where a discussion breaks out about your brand, you can’t help set the record straight.

“While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.”

Don’t worry about controlling every aspect of the conversation about your brand. Be prepared and know what you’re doing before jumping into social media in general, or a specific area, such as Facebook advertising or Promoted Tweets. Have a plan, but be prepared to adjust it as necessary.

Social media may not be easy for brands, but it’s worth it. Getting social can start a conversation that takes your business to new heights!

Are you struggling with your social media strategy, goals or execution? Let’s talk. We’d love to help you join the conversation and shine the spotlight on your brand.

Getting social (day or night),
Jaime

Let’s chat (about social media, your marketing needs or otherwise):

How to Incorporate Reactions into Your Facebook Strategy

Facebook Reactions are here. Now that people are getting used to them, how can you incorporate them into your strategy?

How to incorporate Facebook Reactions into your strategy

Feel the love by incorporating Reactions into your Facebook strategy! Photo courtesy of Facebook

 

Here’s how to feel the love from your Facebook community with the new Reactions:

  • Share controversial or complex issues that are in the news and relevant to your page. Ask community members how they feel about the subject, now that they can respond with a greater arrange of emotion. This is also a good way to encourage thoughtful comments and discussion. (Just remind everyone to stay civil!)
  • Take the This or That? post in a new direction. Post two pictures — salted caramel brownie or chocolate chunk cookie, for instance — and ask fans which one they love. (They may like both, but they can only love one!) Add another element by sending samples to random people who voted.
  • Ask questions about people’s experience with Reactions so far or their thoughts on how they’ll use them in the future. Have you used the Angry button to direct anger at a person/brand or at content only? Should a brand block fans who use inappropriate emotions (i.e. Haha or Love on a post about someone dying)? Have you ever scrolled past a post because you couldn’t decide which Reaction button to use? Which Reaction button do you use most often?
  • Encourage fans to use the full range of Reactions on your posts, so you can use their feedback to drive future content. For example, if a topic elicits more love or wow Reactions, you may want to publish more content on that subject than one that draws only likes. It never hurts to reward community members who consistently make the effort to engage with your posts by utilizing appropriate Reactions and leaving thoughtful comments with prizes, samples or spotlights.

For now, Facebook is viewing all Reactions as positive engagement, a sign that someone wants to see more of your content. We’re hoping that more options increase engagement, especially with mobile users, by giving people quick ways to respond to posts and join a discussion (even if only in emoji). So encourage fans to utilize the newly available range of Reactions to help strengthen your relationships with your online community.

Your Reaction to Reactions

Have you seen a change in your engagement since Reactions were rolled out?

Do you use other Reactions regularly or is the like button still your go-to?

Have you not engaged with a post due to confusion over which Reaction to use?

Leave your thoughts or questions on Facebook Reactions in the comments!

Loving the new Reactions,
Jaime

Let’s chat (about Reactions, marketing on Facebook or otherwise):
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Does Your Social Media Strategy Need an Adjustment?

As I was getting adjusted at the chiropractor last night, a thought popped into my head. Your social media strategy is like your spine; sometimes it needs adjusted.

Computer Problems by CollegeDegrees360 via CC BY-SA 2.0

Computer Problems by CollegeDegrees360 via CC BY-SA 2.0

Why?

  • Your situation has changed. Something has happened in your world to change your objectives. Perhaps new leadership has taken over or your company has changed its core focus. Business, like life, is fluid, so you need to consistently reexamine if your strategy and objectives fit your current situation.
  • You aren’t seeing results. This is a tricky one, because social media is a long-term commitment. Knee jerk reactions and impatience will only hurt you in the long run. However, at some point you should start seeing results. If your results aren’t matching your expectations, either your strategy or expectations need adjusted.
  • You don’t have a strategy. It’s never too late to set a strategy, but don’t wait until you have a crisis on your hands. Sit down with the appropriate personnel and put a plan in place. Social media is an important part of the marketing mix. Don’t leave your results to chance.
  • Your expectations are out of line. I’m a big believer in dreaming big, but you need to be realistic. If you’re a startup, don’t compare your current social situation to Pepsi or Lady Gaga. One is an industry leader with an established, active online community (and million dollar budget), and the other is a rock star (who is smart and hires the right people). One day you may be one or both, but today you’re a startup. (In this situation, your expectations need an adjustment, not your strategy. However, a strategy change may help in the long run.)

Does your social strategy need an adjustment? We’d love to discuss your current situation and objectives to see how we can help you get social. Contact us to discuss your strategy or ask a question in the comments below.

A chiropractor’s (and brand’s) best friend,
Jaime

Let’s chat (about chiropractors, your marketing needs or otherwise):
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How to Provide a Superior Customer Experience on Social

If your brand is on social media, fans expect a conversation, not a one-way broadcast. They’ll use this medium to provide feedback on their customer experience and request assistance when needed. Are you ready to provide a superior customer service experience on social?

"A Conversation" by Khalid Albaih via CC BY 2.0

A Conversation by Khalid Albaih via CC BY 2.0

“Brands that are still refusing to use social for customer care will really start to look foolish in 2016.”  -David Moth, Econsultancy

Speed Matters But So Do Solutions

Yes, timely replies are appreciated but responding immediately is overrated. People want an answer to their question or a solution to their problem. They don’t care whether you tweet them every few minutes that you’re working on their issue. If a solution is going to take some time, respond to give them a time-frame and then provide an update if that changes.    

Respond in the Right Way

If assisting a customer requires sharing sensitive information, move the communication to a private channel. Facebook helped Page administrators earlier this year by adding a Message option to posts and comments. When choosing this response option, a message opens with the post and/or comment included for easy reference and a note is displayed on the Page letting others know that you responded. Twitter also made private communication easier this year with a number of changes, including the ability to receive and reply to Direct Messages from anyone.

Facebook Pages: Now Open for Communication

Don’t Nix Negativity

It’s a judgement call whether the conversation should be made private. However, don’t do it just because a customer makes a negative comment. Resolving an issue in the open can be a boost for your brand and shows others that you’re transparent and willing to correct a poor experience. No brand is perfect but how you handle a negative situation can be the difference between a disgruntled fan and brand evangelist.

Get Social on Social

If possible, keep your communication on social media. This is the medium that your customer chose to use, so don’t just respond with a stock message to call your general customer service number. Your customer may have already tried other routes, so pushing her back to those failed avenues is frustrating and will lead to an even more negative view of your brand.

Providing a superior customer experience on social requires work, but the pay off is worth it. By keeping the four tips above in mind, you can create evangelists for your brand and fans for life.

Let’s get social,
Jaime

Let’s chat (about social media, your marketing needs or otherwise):

Social Media Isn’t Easy: 5 Reasons Why It’s Worth It

Last week, we reminded everyone that social media isn’t free and recommended five ways to maximize your time and money. This week, we’re addressing another misperception.

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

 

Social media isn’t easy, but it’s worth it. We’re not talking about the act of tweeting itself or posting pictures of your kids on Facebook or Instagramming every meal you eat.

We’re talking about getting social for business, engaging your brand’s communities and developing long-term emotional connections. In other words, creating fans for life.

Related Reading: How Long Does It Take for Social Media Marketing to Start Paying Off?

Here’s 5 reasons why social media is worth it for your business:

  • Find New (Targeted) Customers: In a sea of 2.03 billion social media users*, someone is interested in your products or services. Find the right audience by utilizing hashtags, groups and platforms they’re using.
  • Delight Current Customers: 65% of customers leave over a single poor customer service experience.* Delight your current customers by providing amazing service via social media and beyond.
  • Participate in the Conversation: Customers will talk about you online and share their experiences with others. While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.
  • Deliver Content Straight to Your Fans: 61% of people are more likely to buy from a company that delivers content.* Deliver value to your fans by creating content they love, and you’ll have a better chance of converting them into customers.
  • Turn Fans into Fanatics: Consider this: 53% of people who follow brands on social media are more loyal.* After converting fans into customers, make them fanatics for your brand by delighting them every step of the way. They’ll become your best advertising!

As we said before, social media isn’t easy, but it’s worth it if you do it right. Just remember that it’s a long-term addition to your marketing mix, not an overnight savior for your sales.

If you need help with your social media efforts, from strategy to management, we’d love to chat. There’s nothing that we love more than brands getting social — and getting it right.

Get Social on Social Media

Why is social media worth it for your brand or business?

How much time do you spend on social in a typical week?

Do you have a documented strategy?

What’s your brand’s favorite social media experience so far?

*Statistics via The Inbound Marketing Checklist: 21 Strategies for Growth

Let’s get social,
Jaime

Let’s chat (about social media, strategy or otherwise):
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Social Media Isn’t Free: 5 Ways To Maximize Your Time & Money

Social media isn’t free. There, we said it. It’s been said before, but no one seems to believe it. Even if you’re not advertising or boosting posts, someone (or multiple someones) is spending time strategizing, creating content, posting and engaging with community members. Or at least we hope they are.

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

Social Media Isn’t Free

Time is money, something that entrepreneurs and small business owners say often but don’t usually take to heart. We try to race full speed ahead doing everything ourselves, trying to fit 30 hours of activity into a 24-hour day. That’s a poor long-term strategy that leads to burnout and failure.

How can you maximize your time (i.e. money) on social media?

  • Think before you post. In other words, spend time putting together a strategy before you rush into creating a presence on a social platform. Think about the resources that you have (time, money, staffing), and factor that into your decision. Research your buyer personas to see which platforms prospective buyers are on, and talk to your current clients about which platforms they connect with brands on. Focus on platforms that fit your business niche the best.
  • Take advantage of holidays, special events and trends. We’re NOT telling you to use unrelated hashtags or run a special on an inappropriate holiday. However, you can reach new audiences by tapping into the marketing power of Small Business Saturday or jumping on the popularity of a trending hashtag. Just make sure that it’s applicable to what you do like the example below.

  • Get mileage out of your content. Repurpose content to fit other platforms, and continue to keep popular content in the rotation. It’s OK (and a good idea) to share a hot blog post multiple times, depending on the platform. For example, Twitter is a higher volume platform than Facebook, so it makes sense to share the same content at different times in different ways (i.e. a quote from the post vs. a picture tweet). Track your results, so you can see what works best with your audience.
  • Curate, don’t create. While original content targeted to your audience reigns supreme, it’s difficult to produce enough quality content to satisfy your audience all the time. That’s where content curation comes in. Find resources who are creating quality content that delivers value to your communities, and share it with them. There are a number of tools available to help with content curation, including Pocket, Buffer and Flipboard.

Related Reading: 11 Content Curation Tools Every Marketer Needs

  • Spend your advertising dollars wisely. If you decide to advertise, put together a strategy first and review your options. What are you trying to achieve? For example, it may make more sense to boost a specific post showcasing what you do than advertising your Facebook Page in general. A Twitter Card may work better for you than a Promoted Tweet, depending on your objectives.

Social media isn’t free, but it is worth doing if you do it right. Figuring out your objectives first will help you determine how to proceed in the social landscape. If you have questions, let us know. From strategy to management, we’d love to help your brand get social — and see the results.

Get Social on Social Media

What social platform have you seen the best results on?

What’s your favorite content curation or social media management tool?

What holiday, event or trending hashtag have you tapped into with success?

Feel free to leave your social handles and/or URLs in the comments below, so we can connect.

Let’s get social,
Jaime

Let’s chat (about social media, content marketing or otherwise):
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The Key Elements To Running A Successful Blog

Good Blog Design

The success of your blog begins with good design. Why? The average attention span in 2015 is 8.25 seconds, continuing a downward trend. In other words, visitors won’t stick around if their first impression is negative. Make sure the design of your blog is user-friendly and easy to navigate. There should always be a search bar for people to look for posts on specific topics quickly. Also, you should have menus displaying your categories (and tags, if applicable). Ensure that the overall design is easy on the eyes too. You don’t want there to be too much going on, distracting visitors from consuming your content. It should be simple, but classy, and reflect your brand. It’s not that hard to come up with a good blog design with a little help. And, if you do, you’re on your way to a successful blog.

Image via CC0 Public Domain

Post Regularly

One key to all popular blogs is regular posting. If you have a blog that you like to read, you prefer that they post regularly. It’s hard for people to get involved with a blog if you’re posting once a month. Viewers want regular content, and frequent posts will only see your view count increase. Naturally, you should make sure that all your posts are of a high standard. Don’t post any old thing just for the sake of posting. You have to post good content on a regular basis to run a successful blog.

Affiliate Marketing

Affiliate marketing is a clever way for your blog to make some extra money. You will work in tandem with another company and promote something for them. You could write a blog post reviewing one of their products or services and link back to their website. You’ll then receive financial payment depending on how many of your viewers click on the link and visit the affiliate’s site. If your blog is generating a lot of traffic, you’re likely to make more money! First, you need to find some affiliate marketing platforms, and sign up with one that you like. The company will add your blog to its database and contact you if they find an affiliate that’s a good match for your blog. It can be a great way to earn some money and help make your blog successful.

Image via CC0 Public Domain

Search Engine Optimization (SEO) & Social Media

You want your blog to get a lot of views, earn money and be a success, but you’ll only get views if you market it properly. The best ways to market a blog are by improving SEO and using social media. If you improve the SEO of your site, it will rank higher in search engine rankings. Work on improving your ranking for relevant keywords, and focus on long-tail keywords, which are easier to rank for. For example, shoes (or even running shoes) is a short-tail keyword. Women’s trail running shoes for flat feet is a long-tail keyword.

Related Reading: Log File Analysis for SEO — Working with data visually

Similarly, social media is the perfect place to promote your blog to millions of people. Make sure you post links to your latest articles across various social media platforms, formatted appropriately to maximize exposure on each platform. Use hashtags to increase the the eyeballs on your posts and strong calls-to-action (CTAs) to drive potential customers to click through to consume your content.

Are you interested in blogging or improving your blog? Check out our previous blog-related posts or contact us with your questions. We love supporting fellow bloggers, so drop your blog link in the comments below or suggest your favorite blog to read.

Happy blogging!
Jaime

Let’s chat (about blogging, SEO or otherwise):
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The Best Social Media Sites For Business Marketing

"A Conversation" by Khalid Albaih via CC BY 2.0

Social media is one of the best marketing tools for businesses. In fact, it’s not just great for businesses; it’s great for individuals looking to market a blog too.

I could go on and on about the advantages and strengths of social media marketing. Instead, I’m going to talk about some of the best social media sites for business marketing.

Facebook image via CC0 Public Domain

Is your business on the largest social networking site on the planet?

Facebook

Facebook has been around for 11 years now and few would have predicted its success. When it started out, there were a few users who accessed the platform to stay in touch with family and friends. Facebook is currently the most used social networking site of all time and shows no sign of slowing down. Millions of people use Facebook every day for a variety of reasons, and this is why it’s perfect for marketing. In addition to the vast amount of potential customers, the social giant offers resources for businesses to help with your marketing efforts. You can pay to have your Facebook page advertised on people’s News Feeds who fall into your target audience(s). There’s also a local element; you can advertise directly to potential customers in your area and promote your location via check-ins, a map and your profile. It’s a tremendous site for businesses to use and continues to add new features and resources on a regular basis.

Twitter image via CC0 Public Domain

Has your business joined the conversation on Twitter?

Twitter

When I think of Twitter, two words pop into my head: real-time and community. Twitter is the social networking site that people go to for instant updates. With its 140-character limit (for now), the micro-blogging platform encourages a higher volume of posting than other social platforms. Many people now go on Twitter to find out about news stories and learn what’s going on in the world. If you’re a Twitter veteran, you’ve probably noticed that online communities are easily formed there by utilizing lists, hashtags and tagging other users. In a business sense, it’s ideal for marketing. You can zone in on Twitter audiences that are most relevant to your business. Twitter also presents you the opportunity to engage with a lot of people. Some of the best social media marketing strategies include using Twitter to engage with users. Using hashtags gives you the chance to promote your business to people all over the world.

Image via CC0 Public Domain

Is your business utilizing the power of video?

YouTube

Many people forget about YouTube when the discussion turns to social media. It is considered a social networking site because you can create a profile and interact with others. YouTube was purchased by Google in 2006, only a year after its arrival, and is now a serious player in the entertainment business, with billions of people watching videos every day. This is fantastic news from a business marketing perspective. It gives you a chance to upload videos promoting your business, which can be viewed by potential customers around town or around the world. There’s also a chance that your video could go viral, resulting in a significant increase in traffic, attention and customers to your business. If a picture’s worth a thousand words, than a video is worth even more.

While social media is a conversation, what you want to achieve from this game-changing addition to your marketing mix is all about you.

While these three social platforms can be great options for businesses, remember that your business has unique objectives and needs. That’s why it’s crucial to put together a strategy before getting social. If you’d like help putting together your targeted strategy (or just have some questions on the subject), let us know. We love to help brands get social with their targeted audience(s)!

Let’s do social well (and social good),
Jaime

Let’s chat (about social media for business, social strategies or otherwise):
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