by Belinda Lui | Dec 12, 2013 | Latest, Social Media
I’ve written several posts before on what to post, when to post, and how to post – but in this article, I want to discuss where to post. Which, admittedly, is just as important to identify as the other Ws of Social Engagement. Like most marketing efforts, there isn’t just one formula that works across all social platforms.
Noting this, here is an outline of some of the more popular platforms and the type of social engagement content that best suits their demographics:
Facebook:
This is probably the most liberal social platform for businesses in that you can post pictures, video, links, polls, etc. to engage users. Still, the most dominant demographic for this tool are women between the ages of 18-29.
Twitter:
For more detailed tips on increasing Twitter engagement, read my post here. Twitter actually has a more mature community, so the information (or the tone) in which you communicate should be tailored as such. The fastest growing demographic for Twitter are urban residents between the ages of 55-64.
Instagram:
This application wasn’t meant for hefty, wordy content. Instead of uploading a conspicuous sales pitch with a lengthy description, consider posting a well-positioned product in a picturesque setting for optimal impressions. The top demographic for Instagram are women between the ages of 18-29.
Snapchat:
With a younger demographic (13-23 years old) and a shorter attention span (pictures automatically delete after a timed option), businesses have the opportunity to tap into a new, uncharted territory with fast, impressionable images.
Pinterest:
With women in the lead, making up 80% of the demographic on Pinterest and between the ages of 25-34, this is probably one of the most gender-skewed platforms for businesses to consider when advertising a product or service. The same applies to this platform as Instagram: use a captivating image with a strong message and attach a link for interested users.
Having some clarity about the leading demographics and functions of these leading social platforms may help when deciding what, when, how, and where to post for optimal social engagement.
What are some of the creative campaigns you’ve noted that increases social engagement?
by Belinda Lui | Dec 11, 2013 | Business Success, Latest
As Heraclitus so succinctly put it, “The only constant in life is change”. As people, some of us struggle daily in order to adapt to the changes that life thrusts upon us. As professionals, the same theory applies. The workplace, the marketplace, even the avenues in which we conduct our business are changing at rapid speeds – so how do we stay on top of it all? How do we ensure that we are doing what it takes to be ahead of the game?
There are probably plenty of ways, but I’ve compiled a list that has helped me stay relatively successful with change, in work and in life:
1. Know your strengths and weaknesses
With a Type-A personality, I like to believe that I can do anything and everything; under budget, on-time, and better than anyone else can. It’s humbling to discover, however, that failures are blessings in disguise. They teach you how to be better. If you learn from your mishaps, you will sooner recognize where you sink and where you swim.
2. Persistence
Failing at things is a good thing. Success doesn’t look like smooth-sailing; it looks a whole lot like multiple do-overs, learning from your mistakes each time. The discovery step on the road to success and embracing change, is probably my favourite. Keep failing until it works. To quote the late Nelson Mandela, “Do not judge me by my successes, judge me by how many times I fell down and got back up again”.
3. Motivation
Realizing that nothing stays the same for very long, it isn’t ideal to remain idle in anything that you do. Even when you’ve mastered a skillset, you must remain motivated to stay current with emerging trends. What motivates you? For me, it’s working in a position that continually challenges me to be better at what I do, no matter what that may entail. Figure out what motivates you and keep reminding yourself of this when things seem unbearable.
4. Work/Life Balance
What’s that? With the uprising of Social Media and Technologies, you’re almost always connected to your workplace. It’s important to keep your work life and your personal life separated, however, even if that means putting your SmartPhone somewhere where you won’t be tempted to respond immediately. You can set aside dedicated time slots throughout the night to check work e-mails but it is easy to get carried away when these boundaries are not clearly defined.
Change is inevitable, but hopefully this list gives you some insight on how to more readily embrace it.
What are some of the ways that you deal with change?
by Belinda Lui | Dec 10, 2013 | Latest, Social Media
Social media is an ever-changing world; keeping up with the trends and statistics can be a full-time job on its own. I’ve compiled a list of interesting facts that may help you design a more strategic marketing plan on Twitter: ten tips that will optimize engagement, reach, and your online presence. A lot of what we thought we knew about Twitter has very well changed in 2013. For example, the fastest growing demographic on Twitter is the 55-64 age bracket. That’s not all, though.
Here is a list of 7 statistics that will help you optimize engagement on Twitter:
1. Twitter engagement for brands is 17% higher on weekends
I guess not many people know about this one, because only 19% of brands tweet on the weekends. If you’re trying to encourage your followers to engage with you on Twitter but you don’t want to work over the weekend, you could use the Buffer app to schedule tweets to be sent while you’re having a sleep-in.
2. Tweets with image links get 2x the engagement rate of those without
Just like on Facebook, photos are more engaging for Twitter users.
3. Tweets with less than 100 characters get 17% more engagement
This is another stat that was similar for Facebook. Shorter posts tend to garner more engagement on both platforms. If you’re posting tweets with links, Dan Zarrella’s research shows that 120–130 characters will be your sweet spot.
4. Twitter’s fastest growing demographic is 55-64 year-olds
If you’re looking at growing your audience, you might want to look at new Twitter users, which are most likely in the older age brackets. As Twitter’s user base grows, you’ll have a wider variety of users to target, supposing they’re all part of your market.
5. Tweets with hashtags get 2x more engagement
Having said that, keep the hashtags to a minimum. 1 or 2 will get you 21% more engagement than if you add 3 or more. This could be because hashtags often connect a tweet to a particular topic or Twitter chat that others are following or interested in. Keep appropriate hashtags in mind when posting, especially if engagement is something you’re looking to improve.
6. Twitter users who mostly use a mobile device are 181% more likely to be on Twitter during their commute
When you’re tweeting, think about where your audience is, and what they might be doing. If it’s early in the morning, they might be commuting to the office–this is actually a great time to get them, as they’re probably bored and looking for something interesting to occupy them during this time.
7. Tweets that include links are 86% more likely to be retweeted
Like photos, links appeal to Twitter users. Links, however, are more likely to increase your number of retweets than engagement rate. This is helpful to keep in mind, as you might want to broaden your reach (get more retweets) rather than engage your current followers (increase engagement with photos).
(Information from Buffer)
What are some of your tips on optimizing engagement on Twitter?
by Belinda Lui | Dec 9, 2013 | Business Success, Latest
I was shown a video last night that I wanted to share with you: found on the VICE website, this video shows a man, Sun Jifa, who lost both his hands during a fishing explosion. He couldn’t afford prosthetic hands – so he made a pair for himself out of iron. His bravery and perseverance in overcoming this devastating accident is already worth mentioning – but what makes this story an even more encouraging one is that he now dedicates his life to making prosthetic arms for the less fortunate in China. It’s a story about overcoming challenges.
Overcoming challenges isn’t only about helping yourself, but to help those around you overcome them as well.
He doesn’t do it to make money – he charges his clients a minimal amount (that is usually given to the clients from Government aid) so that they can continue working to sustain a family. He does it because he knows what it feels like to be handicapped and not be able to afford the things that can help him lead a normal life.
We can all take a page from his book when we consider the bravery and perseverance required to overcoming challenges; in the workplace and in life.
Oftentimes, it is easy when faced with a challenge to turn and run the other way. Adversity is a gift, if you can appreciate the lesson. I agree that it is easier to see a difficult boss, a daunting task, or even a conflict with a colleague as a deterrent to going in to work with enthusiasm – but perhaps facing these challenges with tact and dedication will prove fruitful in the end.
Taking it a step further, if you can turn your challenges into doing good for those around you (offering encouragement to a colleague, taking on extra projects to relieve your teammates, even research possible new developments to give back to your community) then you might just find yourself a happier person, more successful and fulfilled in the knowledge of the betterment of yourself and overcoming challenges.
I hope the story of Sun Jifa serves as an uplifting motivation for you on this gloomy Monday morning, and for every time you feel as though there is a challenge too difficult of overcoming.
To watch this video, click here.
by Belinda Lui | Dec 6, 2013 | Advertising, Latest
I took a few courses at Seneca @ York University in Creative Advertising before pursuing a degree in Communications, and my favourite project while I was there was to create an ad for Social Responsibility. Without a pre-existing ad, my group designed copy and creative for Miller Genuine Draft. The 6 teams in my class would be able to present their pitches to my professor, and the winning team would be able to present the pitch to the actual company (with a possibility of being chosen). My team won — but it wasn’t the most rewarding part of the project: cause advertising that encourages social responsibility was. The concept was to encourage taking public transit after having a few drinks and the hope was to appeal to the emotions of people who have lost loved ones to drinking and driving.
In every industry, no matter the product or service, we have a part to play in raising awareness for social responsibility.
Here are a few of my favourite campaigns for social responsibility:
1. Coca-cola – Arctic Home
Raising awareness of climate change and how it’s affecting our Polar Bears.
2. Telus – Habitat for Humanity
Encouraging ‘community’ and helping each other build a better world.
3. Dove – Real Beauty
The vast differences between the way we see ourselves and the way others see us.
4. Red Cross – When You Give, We Give
Helping families rebuild their homes and lives after they have been struck with disaster.
5. Levi’s – Go Forth
A Campaign that encourages every individual to be the change they wish to see in the world.
For an ad campaign to be considered socially responsible, the advertising used in the campaign must meet an ethical standard. Corporate social responsibility marketing has been a focus of several major ad campaigns, but if the ads used in the campaign are seen as deceptive by the public, the company is unlikely to be considered socially responsible regardless of the theme of the advertisements.
What are some of your favourite social responsibility campaigns?
