Social Media’s Sizzling New Features You Need to Know About

Summer may conjure up lazy days at the beach, but social media platforms have been busy debuting new features. Here’s a summer roundup of features you may have missed, so you can incorporate them into your social media strategies.

Social Media's Sizzling New Features You Need to Know About

Is your brand utilizing all of the new features on your favorite social media platforms?

Instagram

It started in May with an improved inbox. More than 150 million active daily users converse with businesses through Instagram Direct each month, so the platform added more tools for business owners to manage these conversations. You can now star important messages for follow-up, and IG is testing quick replies. In addition, messages now come directly to your inbox instead of languishing in the oft-forgotten Pending section.

Related: Making it Easier to Do Business on Instagram

Then, the popular platform went crazy and introduced five new features in a month! Everyone is talking about IGTV, Instagram’s new platform for long-form vertical video content. It’s available in the upper right hand corner of your app (next to Instagram Direct), or you can download the standalone IGTV app. Will IGTV become a major competitor to YouTube or fade away over time?

Other new features that may benefit your business include group video chat (now available in Instagram Direct), music and question stickers in Instagram Stories and an updated Explore page. The new stickers can help you show personality, draw more eyes (and ears) to your Stories and increase engagement with fans and customers.

Related: 5 New Instagram Features to Help Grow Your Business this Summer

LinkedIn

LinkedIn continues to expand its features, so it’s important that you maintain an active presence. It’s no longer enough to post a resume and forget about it. Even if you’re not actively pursuing new employment, this platform presents a multitude of opportunities: making professional connections, strengthening relationships, seeking new clients and establishing yourself as a thought leader in your field.

We enjoy pulling a quote from an article to highlight an important point and encourage conversation, so we’re excited to see LinkedIn make it easier to do. Now you can highlight a quote, right click and share it to your feed or message it privately on mobile. It will automatically include a link to the article along with your quote as the caption.

LinkedIn's new capabilities

Another exciting new development is the ability to save drafts directly on the LinkedIn platform. Say you’re browsing articles and find three that you’d like to share. Share them, write your caption (or pull a quote) and save as a draft. You can share it at a future date in order to share your content at optimal times for your audience.

The Posts & Activity shortcut (now available on your account drop-down menu) is an easy way to see what you have shared recently with your network. The built-in translator will come in handy when connecting with professionals across the word, and video captions help you communicate with viewers even when they’re watching your video silently, which people commonly do today.

Twitter

Not to be outdone, Twitter has been rolling out new features too. The platform announced it will begin showing related topics in its Trending Topics listing, which could help you tap into trending news. The related topics can give you a more complete view of the trending discussion, so you can see if a tie-in to your brand is appropriate and what additional hashtags to use.

Twitter also removed millions of accounts from follower numbers, cracking down on suspicious and spam accounts. Remember that active, targeted followers are more important than quantity, and don’t ever buy followers. This update will help make follower counts more accurate and add more legitimacy to influencer marketing on Twitter.

Finally, Twitter is making an effort to improve users’ experience by adding the ability to dock videos, so you can keep watching while you scroll. This may lengthen the amount of time viewers watch your videos or even boost views overall.

Facebook

Meanwhile, Facebook has made changes while trying to climb back into users’ good graces. The beleaguered social platform removed its Trending section to make room for future news experiences, such as exclusive video news content on Facebook Watch.


 

The social giant also introduced Keyword Snooze to help users further control their News Feed. This feature allows users to temporarily hide posts with a specific keyword or phrase from people, Pages and Groups for 30 days. It joins Facebook’s other News Feed controls: See First, Hide, Unfollow and Snooze.

Speaking of Groups, Facebook introduced Subscription Groups, so admins can charge for the content they provide group members. This could be a new distribution option for your brand’s premium content, such as in-depth tutorials, live streams of event sessions and video coaching sessions.

As we were compiling this roundup of new features, some platforms dropped even more new features.

Instagram Adds Active Status Notifiers to Fuel Real-Time Connection
Facebook Adds Option to Merge Instagram Contacts into Messenger
Bring Your Conversations to Life with New Updates in LinkedIn Messaging
Google, Facebook, Microsoft, and Twitter partner for ambitious new data project

Watch for more insight on these new features and how they can help you build your brand and connect with your communities in future articles. What new feature are you most excited about? Does one or two platforms work better for you than the others? Do you utilize different platforms for different reasons?

We would love to discuss social media marketing with you! Leave your comments below, contact us to discuss your needs or connect with us on social, so we can stay in touch.

Let’s get social,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

3 Ways To Capitalize on Marketing Trends in 2018

It’s that time of year: everyone is publishing their thoughts on the next big things in marketing. We’ve been keeping an eye on a number of projected trends for 2018 and year-end reviews from 2017. Here’s our take on how your business can capitalize.

3 Ways to Capitalize on Marketing Trends in 2018

More Quality, Less Quantity  

(We’re hoping) 2018 is the year that content marketing gets real. Due to budget cuts and information overload, along with some aha moments, brands started to spend more time creating and curating valuable content last year instead of sticking to rigid, conveyor belt-like content calendars. The result? Their higher quality content performed better even though they produced less of it, often much less.

“In 2017, our team cut email volume in North America by 50% while increasing engagement by 28%. That’s wild.” -Jon Dick, Hubspot

We’ve all been there. You need to send an email out tomorrow morning, and you’re running behind due to producing so much content. So you throw something together to stay on schedule. Stop. What value does this marketing email deliver to your recipients? What should they take away from it? If you can’t answer those questions, neither can your audience. (p.s. We’re not telling you to throw away your content calendars; just have some flexibility and keep your ultimate goal in mind.)

Less time spent churning out content creates more time for testing, analyzing data and developing or fine-tuning your strategy, including distribution.

Remember the Basics (Even in Our Brave, New Digital World)

Yes, social media and digital marketing have changed the game, but marketing basics still apply. Always keep your big picture in mind. Why are you in business? What are you ultimately trying to accomplish? Every marketing action should support this goal. Keep it in mind as you review your marketing plan or recent efforts. If you’re frustrated by your results, take a fresh look at what you’re doing. Could you achieve more with less? Is your audience on another platform, or have their contact preferences changed? It may be time to take a closer look at your buyer personas (or create them in the first place).

This sentiment was the basis for an article we published last year, Understanding Social Media Etiquette with Real-World Scenarios. We understand that social media and the digital realm can seem confusing and overwhelming at times, but it helps to take a step back and consider your actions in the real world (i.e. offline).

Get Personal — With a Human Touch 

Technology has improved marketing’s capabilities by leaps and bounds, but we can’t forget to add a human touch. Automation, chat bots, facial recognition, big data and more have allowed us to personalize a customer’s experience more than ever, but there are drawbacks too.

“All the pieces are now in place: AI, individualized personalization, emotional targeting, predictive marketing, automated creative generation, cross-device identity, location tracking and facial recognition.

This can delight some consumers and freak out others. So, a key skill for the best digital marketers will be understanding when to back off.” -Barry Levine, MarTech

Remember to be human when interacting with your audience online (and remember to interact with your audience in the first place). People like to do business with people, not faceless brands or companies. This is an area where small businesses have an advantage, as they can easily put a face behind the business name.

Use automation where you can to be more efficient, but don’t automate a human touch out of your online marketing efforts. Data can point your marketing in the right direction, but it requires human analysis to get there. Personalizing a buyer’s journey is fantastic, but don’t get creepy. Where is that line? That’s where you — and your human insight — come in.

Summary

While it can be tempting to jump on every trend or new platform, take time to think about your situation. What works for others, including well-known personalities, may not work for you. Focus on producing quality content that provides value to your audience, even if takes you longer. Mix your high-quality content with valuable content you curate from other reputable sources (and give them credit). You may be amazed at what you can accomplish with less.

While you’re focusing on creating high-quality content, remember marketing basics. They still apply in today’s high-tech, digital world. Social media has taken over marketing strategies everywhere, but it’s still a form of communication. Don’t forget to get social with your audience instead of just broadcasting content.

While you’re getting social, you’re being human — and that will continue to be a major part of marketing in 2018 and beyond. Technology is fantastic, but don’t get carried away. Add a human touch wherever you can, especially when interacting with customers, prospective customers and community members.

Good luck with your marketing efforts in 2018! We love to see companies doing marketing well. Have a question or need help with your efforts? Comment below, or contact us so we can help you communicate with your target audience.

p.s. Wondering about influencer marketing? We published a guest post, Why Influencer Engagement is Important in Digital Marketing, last week, and we’ll be following it up with a closer look at influencer marketing in 2018 next week.

A marketing (and espresso) aficionado,
Jaime

Let’s get social!
https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

 

 

 

 

Why Influencer Engagement is Important in Digital Marketing

Editor’s Note: We’re excited to welcome Tanya Sen as a contributor to the CCC blog! Enjoy her article below on the importance of influencer engagement in your digital marketing strategy, and learn more about her at the end of the article. If you’d like help with your digital marketing strategy, contact us so we can discuss your needs. Thanks for your support all year long, and have a happy, healthy and prosperous 2018!

social media on a smartphone

To be successful, companies and businesses have to constantly innovate and come up with marketing strategies that will deliver. These days no marketing plan is complete without a digital marketing strategy. The impact of digital marketing in generating brand awareness is tremendous, especially if you can get the right people talking about your brand.

These people are called influencers, and their recommendations and reviews carry a lot of weight with their audience. Influencers are any individual or group who can sway the sentiments of their audience in a certain direction regarding a person, brand, idea, or business.

Here are few ways in which an influencer will be able to boost your digital marketing efforts.

  1. Influencers enable you to reach out to a wide and loyal audience

The biggest advantage of communicating through an influencer is that you reach out to a wide audience. More importantly, this audience follows the content that the influencer puts out. So, if an influencer mentions your brand name, talks about it or retweets or shares your posts, they are amplifying your brand communication.

  1. Influencers help you to build a good network

Influencers help you to build a good network in multiple ways. First, whenever an influencer sends out any content, it generates a lot of conversation and discussion among their followers, which can lead to more brand-building. Not just that, they share or retweet these posts which means that your audience multiplies, increasing your visibility.

Second, through these conversations you can also identify other influential people. They can in turn influence their own audience’s opinion of your brand, resulting in a snowball effect and reaching a wider audience.

  1. Influencers deliver engaging content

In a survey conducted by Vocus and Brian Solis, 62% of the respondents said that they follow an influencer because of the content they create. Quality content is crucial to any marketing campaign. When you collaborate with influencers, they can create unique content to spread the message about your brand or product. And the best part is the audience is much more likely to engage with this content!

  1.  Influencers have established credibility with their audience

Another important factor that contributes to the large following of influencers is credibility. The expertise these individuals hold in a particular field combined with the good relations they maintain with their audience makes them reliable to people. Their opinion of your brand will most likely become the general opinion among their audience. A positive word from an influencer can do wonders for your brand.

  1.   Influencers are up to date with the latest trends and insights in their fields

Influencers are usually aware of the latest trends of the evolving social media platforms. They tend to be among the first to try these new trends, to discover new platforms to reach and engage with their audience. Through them, you too can get acquainted with such new ideas and employ them to interest prospective customers.

 

Author bio

Tanya Sen, Freelance Blogger

Tanya Sen

Tanya Sen quit her well-paying job to follow her dreams and become a writer. She is now creating and managing digital content to build relationships for organizations and individuals. Tanya is an avid traveler, having visited more than 40 countries. She loves to cook and try different cuisines. She now lives in Goa, India.

Understanding Social Media Etiquette with Real-World Scenarios

Google social media etiquette, and you’ll retrieve over 4,000,000 results (at the time of this writing). Clearly, it’s a topic that resonates with people, and in the ever-changing, real-time realm of social media, it’s easy to understand why people are confused on what’s appropriate and what’s not. Throw in trying to balance personal and business accounts on a variety of platforms, and we have a free-for-all on our hands.

Not sure if something is appropriate online? Translate it into a real-world scenario.

What can you do? When you find yourself facing a social media conundrum, translate it to a real-world scenario. For example, it’s popular nowadays to send new connections an automated sales pitch, er message, asking for favors left and right: retweet my pinned tweet, buy my book, follow me on a plethora of other platforms (where, coincidentally, your new connection blasts out the same exact content at the same exact time). You may find yourself wondering, ‘should I do this too?’

OK, let’s translate this behavior into real life. You stop in a coffee shop to get your fix, and strike up a conversation with a guy behind you in line. (It’s amazing the people you meet in coffee shops!) When you get to the counter, you ask the nice gentleman you just connected with to buy your latte. Of course! Who doesn’t do that, right?

If you think that’s nuts, I’m with you. You wouldn’t do that, and chances are, neither would anyone else. However, people do this every day in the digital world and think it’s not only acceptable, but expected.

Social Media’s Nice, But It’s Not IRL

But, here’s the thing. It blows people away online too, and not in a good way. Trying to become a thought leader in your field or connect with experienced industry professionals to learn from them? Don’t immediately hit them up for favors upon connecting, or you’ll be viewed as just another leach.

That may sound harsh, but it applies to networking in person or online. Connections aren’t things waiting to be used, they’re people to build relationships with. When you approach someone or make a new connection, look at how you can bring value to the relationship — not what you can get out of it. Eventually, this person may be able to help you, but not if you approach him or her immediately asking for favors.

Don’t Ask To Pick My Brain. (And 11 other tips for building a strong professional network)

Talk to influencers in any industry, and they’ll share tale after tale of people constantly hitting them up for favors. They usually want to help others, because people helped them get where they are today. But they’re people, and they don’t like being used.

So the next time you’re thinking about doing something online, remember to translate it into real-world (or offline) behavior. Does it sound crazy? Then move on. It’s easy to forget that we’re still dealing with human beings in our fast-paced, digital world. (Unless you’re talking to a chat bot, but that’s a subject for another blog post.)

Share Your Thoughts

Do you agree with this post, or is our online world a different place with different social norms?

What are your thoughts on sending automated messages to new connections?

What’s your best coffee shop story?

Straddling the offline and online worlds,
Jaime

Let’s chat (about social media etiquette, your marketing needs or otherwise):
Facebook_2013_30x30LinkedIn_2013_30x30Pinterest_2013_30x30Twitter_2013_30x30https://instagram.com/jaimeshine

 

 

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.

What do you think about @instagram's new look? 📷 @Regrann from @instagram – Today we’re introducing a new look. You’ll see an updated icon and app design for Instagram. Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form. You’ll also see updated icons for our other creative apps: Layout, Boomerang and Hyperlapse. We’ve made improvements to how the Instagram app looks on the inside as well. The simpler design puts more focus on your photos and videos without changing how you navigate the app. The Instagram community has evolved over the past five years from a place to share filtered photos to so much more — a global community of interests sharing more than 80 million photos and videos every day. Our updated look reflects how vibrant and diverse your storytelling has become. Thank you for giving this community its life and color. You make Instagram a place to discover the wonder in the world. Every photo and video — from the littlest things to the most epic — opens a window for people to broaden their experiences and connect in new ways. #Regrann

A post shared by Jaime Shine (@jaimeshine) on

 

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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Get the Party Started: 5 Ways to Revamp Your Blogging Techniques

CCC is excited to welcome guest contributor, Katrina Manning! You can learn more about Katrina at the end of her article. 

When it comes to marketing your business, one of your most critical tools is blogging. For starters, it gives you an effective way to communicate with your customers. Secondly, it can help boost the SEO of your website. Yet, is your blog still having trouble getting noticed? There isn’t any question that blogs have a lot of competition. In order to get people to read your blog, you need to make it easy to find, produce high-quality and relevant content and have a design aesthetic that appeals to the contemporary viewer.

Revamp your blogging techniques to invite more readers to the party!

Revamp your blogging techniques to invite more readers to the party!

Here are five tips for revamping your blogging techniques:

Keep your content original and interesting

It should be common sense to understand that people only want to read articles that are original and interesting. Yet, you may be surprised to see that there are thousands of blogs with copied and illogical articles that cause most viewers to shake their heads and never return to those spammy sites again. When it comes to revamping your blogging techniques, you might want to take inventory of your current article cache. Do they provide relevant and informative content? Are they original? If not, it may be time to do some housekeeping. You don’t want search engines to pass over your blog. Use keyword searches to look for fresh ideas, or offer a different angle on a popular topic. Just make sure you are not writing the same types of articles found on almost every other blog within your niche.

 

Put mobile first

In 2015, Google announced that more searches were performed on mobile devices than on computers in 10 countries. In fact, U.S. web designers always advise building sites that are mobile-first, then creating desktop versions. Smartphone screens are getting larger, and tablets continue to increase in popularity. Many users enjoy the card-style layouts, made trendy by Pinterest. This might be something to consider with regard to revamping the overall look of your blog.

 

Think of video

When it comes to external communication strategies, brands are increasingly focusing on video and — the buzzword for 2016 — virtual reality. Although video is helping to strengthen messages many brands are trying to convey, content isn’t going anywhere any time soon. Think of the stories that videos tell, different formats and even videos with no sound. If you can successfully integrate video with content and perhaps start dabbling in virtual reality, you’ll have something superior on your hands.

 

Work on your social media profiles

One of the most cost-efficient methods of advertising is through social media. With that being said, you should make sure you cross-link your accounts on Facebook, Twitter, Instagram and LinkedIn with your blog. In addition, you need a voice of your brand to promote your blog posts throughout your social media platforms. Do this on a consistent basis to get the word out and drive more traffic.

 

Connect with readers

One thing that readers will value is a personal connection. Other than your content, there isn’t anything to keep your readers coming back to your blog. On the other hand, if they have an outlet to share their thoughts and get the sense that a response will be made, they might be more inclined to revisit. Compare this to your personal Facebook page. When you post about something you like, do you not go back to see if any of your friends liked or commented on your post? When one of your readers has the opportunity to comment on your articles, they may come back to see if you’ve responded or if anyone else has responded.

On top of that, you can create an email list of willing subscribers by placing an optional subscription link on your blog. You can make it non-optional, but people don’t like to feel they were forced into doing things. If you make it optional, you have a higher likelihood that the people who signed up will be more receptive to your messages. When you email your subscribers with your updates, you can use your real voice to give it a more personal touch. You can be a subject matter expert and still appeal to the human trait of desiring companionship. People don’t want to feel like a number, they want to feel important.

As markets and personal preferences change, so should your blog. Performing a revamp every several years isn’t just good for you, it’s also good for business.

Katrina Manning is a web writer and editor with over six years of experience penning content for a wide variety of sites and publications, such as Yahoo! Small Business Advisor, IBM, The Purple Cow Agency blog, Sweet Lemon Magazine, Udemy, Business 2 Community, Personal Finance Hub, The Iowa City Owl, Newsiosity and Seven12 Magazine. 

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):
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