Pokemon Go: Poke-Marketing?

pokemon-1521104_640

Do you want to be the very best, like no one ever was? If so, then you’re probably one of the 7.5 million people who have downloaded the Pokemon Go app since its recent launch.

The app, a location-based augmented reality game that enables you to catch virtual Pokemon in the real world, has experienced a tremendous start since its release in the United States. Pokemon Go has captivated mobile users of all ages worldwide, quickly becoming a cultural phenomenon.

Within weeks, the game generated an estimated $1.6 million in revenue per day. Benefiting from this instant success is Nintendo, parent to Pokemon Co., which has already seen a 25 percent increase in stock shares and added nearly $11 billion to its market value.

The popularity of Pokemon Go and its clear potential for profit not only have opened the door for Nintendo’s success, but also have become a tool for Pokemon-inspired marketing by food and retail businesses.

The game format encourages users to explore their real-world cities to find in-game Pokemon , PokeStops or Gyms, which can be found at actual landmarks and local businesses. This alone is a valuable marketing tool that can result in rising visits and an increase in foot traffic for any organization hoping to convert locals who want to play into customers willing to pay.

Real-world marketing value

Some establishments have already realized the marketing potential of the virtual Pokemon in the real world. By flaunting ties with the game, Main Street businesses have been able to set themselves up for an increase in recognition, popularity or profit.

Storefronts have found a number of ways to engage with the traveling hordes of Pokemon trainers. One of the most popular methods of capitalizing on the app’s hype is to place Lure Modules at Poketops at or near a business’ location.

A Lure Module is a well-recognized in-game feature that enables users to attract Pokemon to a certain area. Although the Lure Modules were designed to bring in Pokemon, they’re also bringing in a slew of gamers.


‘Poke-marketing’

Pokemon Go has become a great way for retail business to attract potential customers to its location. Once gamers are lured in, stores have taken “Poke-marketing” a step further by offering tailored discounts and promotions.

These strategies are just the start of what is sure to become a more prevalent marketing approach as the app rolls out in more countries, evolves and inspires copycats. Bringing an entire generation’s childhood nostalgia into the modern age of augmented reality gaming is unlike anything we’ve ever seen before.

Although this level of popularity can be fleeting, Pokemon has retained its status as a recognizable and well-loved brand since 1996. With the game’s technological sophistication and promise of added, advanced features—in-game chat functions, head-to-head battles, Pokemon trading, and so on—there doesn’t seem to be an end to Pokemon Go’s success anytime soon.

Kelly Holcombe is an account coordinator at Flackable, a national financial public relations and digital marketing agency. Connect with her on Twitter: @kelly_holcombe . This article was reposted from http://bit.ly/29WN08c (PR Daily)

How to Tell an Epic Story in Five Everyday Steps

We already know the power of telling a great story for our clients. We want to sell that punch-in-the-gut moment, the horse and the puppy Super Bowl tear-jerker, time and time again.

I was reading an article recently, however, about what comprises an epic relationship. The author surmised, nicely, that at a distance sweeping romances and lifelong relationships are, indeed, epic, but upon closer look, are made up of 20,000 everyday Wednesdays.

It made me think that in marketing and PR, we are always looking for the next big story, or the next great angle on our product, service or business.

Awesome. That’s our job, and it’s why the people who are making sure their products or services actually work are paying us to take care of this part of the business.

But a truly sweeping story–the ones that snare us from the first gripping sentence to a neatly resolved “the end”–can’t always be full of narrative climax.

Every story has an arc or dramatic structure, and each piece must fit together with the whole (what good old Walter Fisher would call narrative probability). Gustav Freytag, a German novelist and playwright, identified five parts of the dramatic arc after studying Greek and Shakespearean dramas.

Each part serves to push the audience through the story, and each part–though some parts less narratively sexy than others–plays an important role in how effectively the climax or main idea of the story is conveyed to the audience.

1. Exposition

In this part, important background information is laid out for the audience. You could also call this “context.” Either way, it’s an essential part for building a story that makes sense.

2. Rising Action

This part of the arc is the series of events that build immediately upon the background information and begins to lead the audience toward the point of greatest interest. Interestingly, this part of the arc is arguably more important than the climax, because without these events, the climax will not make sense, will feel jarring…or, frankly, the audience won’t care about the climax in the first place.

3. Climax

This part of the arc is the big moment people talk about after the movie is over, or that “turning point” where things go from bad to good…or sometimes bad to worse (in the case of a tragedy like Titus Andronicus. Shakespeare was dark, ya’ll.)

4. Falling Action

This part of the arc is “what’s next,” where we see if there is a win or lose situation based on the climax, and how characters respond to the “big thing” or turning point in the story.

5. Resolution

In this part of the arc, all conflicts are resolved, characters return to normal life, and there is a pervading sense that the big events that got us here might still shape the future, but they are firmly in the past.

Critics of Freytag’s model are quick to point that this arc only applies to tragedies or dramas, but personally, I’m a big fan of allowing any storytelling theory to be a guide for the way we do PR and marketing.

I’m also a big fan of any model that very closely resembles a sales or buying cycle, and how those models might give us deeper insight on how we might anticipate where customers are in the cycle, and deliver the information they need before they know they need it.

For example, a customer at the very beginning of the sales cycle who is unfamiliar with a brand or product is going to be in dire need of exposition (“Who are you and why should I care?”) whereas a customer who is familiar with a brand or product’s key selling points might need that extra “what’s next” information or story (“Your product sounds great…how does it positively or negatively affect my life?”).

When we can think of the stories we tell as larger parts of the whole, we can more ably tell the smaller stories that pack a little less punch, because we know how they play into the narrative arc.

So tell that epic story. Just remember epic stories are composed of just a few heroic moments…and 20,000 everyday anecdotes.


Written by Sarah J. Storer. Sarah has been a fan of stories ever since she memorized ‘Little Red Riding Hood’ at the ripe old age of three. Today she channels that passion to help individuals and businesses tell their stories with heart. Learn more at about.me/sarahjstorer or follow her on Twitter @sarahjstorer. Visit PRTini.com where this excerpt is originally appeared.

6 Things Entrepreneurs Wish Family, Friends and Employees Understood

Entrepreneurs often feel misunderstood and with good reason. If people around them acknowledge the following six points, everyone can benefit.

I started my first company when I was 25.  I was a reluctant entrepreneur. My sales abilities outgrew three companies, and I couldn’t seem to manage the politics necessary to get where I wanted to go at the speed I wanted to get there. So I took a deep breath, opened a company in 1989, and never looked back.

But in my journey of building four businesses and making the Inc. 500 list, I often found I saw the world differently then many in my circle. I would struggle with communication and empathy, as would the people around me. My family and my friends would never quite understand why I took action with such passion and drive. Though they would be continuously fascinated how I could make things happen from what seemed like unrelated connections and events.

Employees appreciated my drive, but still considered me a puzzlement. They couldn’t imagine taking the risks and responsibility of building a company, and I couldn’t imagine not having control of my own destiny.  I have spent decades in the close company of more than 1000 entrepreneurs in public session like Inc. conferences and in private forums like the Entrepreneur’s Organization (EO). I have come to learn that we have similar ways of viewing the world and creating lifestyles. It’s not for everyone, but it works for us.

If you are an entrepreneur, you need to articulate the six concepts below so the people in close proximity can comprehend your behavior. And for those of you engaged with an entrepreneur, I hope the tips below shed some light and give you some guidance to enjoy the ride.

1. Entrepreneurs are benevolent narcissists. There is no question that many entrepreneurs act as though they are the center of the universe. Once I get a vision in my head, it stays at the forefront of my mind until I either eliminate it or execute on it. Over time, I have learned that in order to make visions come true, I must constantly sell and recruit people to my mission. That means talking about my ideas and actions… a lot. So yes, my world revolves around my vision and ambition. That is the narcissistic part.

But unlike most self-centered people, most successful entrepreneurs aren’t in it just for themselves. They love to bring other people along for the ride. Making others happy, wealthy and successful drives entrepreneurs. They create companies to benefit society with their products and services. They may interpret that benefit differently than most people, but few are motivated by pure exploitation.

Tip: The next time you feel ignored by an entrepreneur, ask them how you can get involved and benefit from their activities. You may be surprised at the opportunity that opens up.

2. Entrepreneurs evaluate risk differently. The term risk-taker is often associated with entrepreneurs. Most entrepreneurs don’t believe they are taking risks by opening businesses and growing companies. Gone are the days of institutions that provide steady employment and guaranteed retirement. I personally lost everything in the 2008 collapse of the banking industry. But I have many friends who spent 30 years as employees in that field and also went through great hardship. I was able to rebuild by taking advantage of opportunity and being agile while many of them are still trying to reconstruct their lives.

Entrepreneurs know the only safety net they can bank on is their own ability to leverage knowledge, resources and relationships to build something from nothing. They believe there is greater risk in being boxed in to a structure than to venture out to new horizons. That all being said, many of us have learned to overcome our material desires and put a little away for those rainy days.

Tip: Don’t assume that actions taken by entrepreneurs are careless or not well considered. If you have concern, ask about the process or diligence. You might be surprised what you learn.

3.  Once entrepreneurs decide to take action, they commit. There is an incorrect assumption about most entrepreneurs that they are impulsive. The image of people ideating all over the place and randomly straying from project to project is one that is constantly portrayed in media and is most often a mischaracterization. Most of my successful entrepreneurial friends are actually quite disciplined and focused. They have learned tocreate structure where there is none. They have a set process for evaluating opportunities and are wary about taking on a new project without vetting it carefully.

But once the due diligence is done and action is required seasoned entrepreneurs will commit all necessary time and resources to making the dream a reality. They have no tolerance for doing things halfway. The project may fail, but the entrepreneur will only be satisfied if it does on its own merits. Then it’s time to learn and move on to the next entrepreneurial venture.

Tip: Entrepreneurs in motion are a force of nature. Either get out of the way or support the activity whole-heartedly. Dipping your toe into their projects will only create static and dissatisfaction for everyone involved.

4. Entrepreneurs feel angst about time. There are very few new ideas out there. Hardly anything comes up today that hasn’t shown up in a science fiction novel or movie from decades ago. The innovation comes from ways to execute those ideas in a manner that can support the market and a profitable business model. For every entrepreneur attempting to find that perfect path to success, there are many competitors nipping at their heels. Some have smarter people, more money or better partners. Some have all of the above. But that’s the game. And to the victor goes the spoils.

Once I complete a vision in my head, it’s a race against time to see if that dream becomes a reality. The more complexity involved with the vision, the more challenging time becomes as a factor for success. This is where I use my creativity every day, to figure out how to get from point A to Point B the fastest way possible without sacrificing stability or harming anyone along the way. Executing on my need for speed sometimes results in my being less polite, considerate or reverent than people expect. It’s not that I don’t care. It’s that sometimes I am moving so fast I forget to show it.

Tip: Give entrepreneurs the benefit of the doubt when expecting niceties. You don’t need to put up with rudeness, but you can gently remind them that not everyone moves at their pace and others need consideration to feel respected.

5. Every day with positive cash flow is a good day. I remember a few years back being at EO event in Hong Kong at the end of the month. My wife at the time and I were laughing because all around the hotel you could hear the same stressed mobile phone conversations going on about whether or not the attendees had made their payroll obligations for the month. Growing a company requires resources, especially cash, and most entrepreneurs will stretch those limits to make progress quickly in the marketplace.

The lack of resources to battle the competition is usually the number 1 stress point for an entrepreneur. The most painful days in my life have been when I could not meet my financial obligations. Those are the days I feel guilty and inadequate. Those are the days I feel the pain of those who depend upon me. As an entrepreneur I understand that family, partners and employees put their trust in me to help them achieve financial stability. I understand that they do not choose my life because they don’t want to risk instability. As long as there is money in the bank to continue the path forward, every other challenge is minor.

Tip: Don’t assume entrepreneurs are primarily motivated by greed. Certainly they enjoy the rewards that come with success, but they are driven to achieve the security that comes with strong liquidity and cash flow.

6. For entrepreneurs, working means fun and relaxation. Contrary to popular belief, most entrepreneurs are not workaholics. I describe work as the things we have to do in order to do the things we want to do. Some people like to play sports or dance or do woodcraft as a hobby. Entrepreneurs love to build businesses. We get excited about opportunity,  networking and product development. When I sit at a Yankees game, I amuse myself by calculating the per-attendee revenue and cost of services to figure out how much money is being made. When I run a 5K or kayak, my brain lets loose with creative ideas that can either improve my business or create something new from the resources I have.

I feel blessed that the things I love to do are also the things that make money and give me a sense of accomplishment. When I need to rest my brain and body, I do so. But very soon, I go back to doing what I love because I enjoy it and it makes me happy.

Tip: No need to ever tell an entrepreneur to slow down or take time off. It’s like trying to teach a pig to sing. It just wastes your time and annoys the pig.


About the author: Kevin Daum concedes that he has a face better suited for radio than television. That’s why he is the Executive Producer of Amilya! on 77WABC New York. If you haven’t already read his Amazon #1 best-sellers, Video Marketing for Dummies (Wiley) and ROAR! Get Heard in the Sales and Marketing Jungle(Wiley) you’ll likely catch him sharing his thoughts (and limericks) on stage, or on the web. Humor, he says, is the key ingredient for great communication. An Inc. 500 entrepreneur with a more than $1 billion sales and marketing track record, Kevin helps companies communicate in strategic and compelling ways. Visit him at KevinDaum.com or e-mail kevin@roaringvideo.com@awesomeroar Visit Inc.com where this excerpt originally appeared.

What to Do When Social Media Is Not Working For Your Business

Is social media not working for you?

Are you struggling to form a social media connection with your audience?

Have you found that the recommended “getting started” tips and tricks for social campaigns just haven’t resonated with your followers?

The truth is, while there are plenty of audiences that respond well to social media marketing attempts, there are others that don’t for a number of different reasons.

In this article you’ll find out how to recognize the variables that could result in an audience-marketer mismatch and how to work around them.

Why Your Social Media is Not Working?

If you feel like you’ve tried everything to connect with your audience, but it’s just not working, you’re probably looking to social media experts for advice. Maybe you’ve followed that advice, but your audience still isn’t responding. What’s going on?

istock social media image

Not all social networks match your audience. Image source: iStockPhoto

Well, it may not be the advice or implementation that’s your problem. The problem may be your choice of social platform, your industry’s expectations or even your audience’s comfort level with social media.

To find out, I suggest looking closely at age and demographic matches, the size of your audience, industry standards and your audience’s interest in engaging online. In this article I’ll discuss each of these and how they can affect your social engagement, then offer advice on how you can work on those issues.

Know Whom You’re Talking To

A recent Pew Internet study revealed that 73% of online adults use a social networking site of some kind, but only 42% use multiple social media sites.

The following chart demonstrates how these percentages break down.

pew internet study results on adults social website use

A Pew Internet study reveals the percentage of online adults using different social websites.

Considering the data from the study, let’s talk about how it can apply to you.

Imagine your audience is primarily made up of middle-aged women who, according to the study, are four times as likely as men to be Pinterest users.

If you’re focusing your social marketing efforts on Facebook because of its high adoption rate but not seeing engagement, it could be because your primary audience is spending its time on Pinterest.

It may be time to reevaluate who your target customer is. When you know your audience and their social platform of choice, it’s much easier to engage them.

Understand That Size May Be a Factor

Another reason you may not be making a strong connection with your customers could be related to the size of your audience on a given social channel.

This infographic from Mediabistro shows interests across Pinterest, Facebook and Twitter.

mediabistro social media infographic

Not all interests are represented equally on all social networks.

If you’re selling a high-dollar product, you’re more likely to have a very small and specific audience. As a result, sending out broad messages via social media may not be the best way to connect with them.

Consider Your Industry’s Culture

In some cases, a company may not see high engagement simply because of industry culture. Perhaps the overall industry is behind the times technologically. That could be because either their customers or the industry as a whole aren’t familiar with social media or comfortable using it.

If you’re in a very personalized industry (e.g., the funeral profession), getting your clients to engage on social sites may be a challenge simply because they don’t think to look for you online unless it’s to look up your phone number. In those cases, it’s unlikely they’ll reach out via social media.

Not all businesses exist in industries that naturally lend themselves to online engagement.

jones-wynn funeral home facebook update

Some industries have a harder time engaging with their Facebook fans.

As an example, take the partnership my company recently had with Self Storage Finders. They’re a service that helps consumers identify and evaluate different storage providers in their area.

While this type of service is valuable to the customers who use it, those clients don’t necessarily think about discussing their storage experiences on social sites.

While these variables and their impact on engagement are frustrating, it’s not impossible to market to difficult audiences.

The following three tips should help you adapt social media marketing recommendations and best practices to suit the needs of your specific (if challenging) audience.

Keep in mind, though, that your social media marketing strategy may necessarily follow a different path than it would if your audience were more amenable to social conversations.

Know Where To Be

Conventional social wisdom says that all businesses need to maintain a Facebook and Twitter profile. I have a different point of view. I believe that creating social identities and then essentially abandoning them because of lack of engagement does more harm than good to a business.

What did you discover when you reevaluated your audience? You may have discovered that the most active community engagement portals in your industry aren’t social sites at all—they’re forums and “old-school” message boards.

If that’s the case, you have to set conventional wisdom aside and focus your efforts on the arenas where they’ll be noticed in the first place!

See What Sticks

You’ve looked at your audience, you know where they are and you’ve set up shop there. Now let’s suppose you’re getting ready to start a social promotion for an audience you’re pretty sure is going to be difficult to engage.

There are plenty of different templates out there for possible social posts. I recommend trying as many as you can. I call this the spaghetti-flinging approachbecause it’s as if you’re throwing spaghetti at the wall to see what sticks.

paid facebook ads

Paid ads can grab the attention of your target market.

If you’ve chosen to focus your efforts on Facebook, try posting text-based status updates, images, links, polls, paid ads and morePost at different times of day and on different days of the week.

While it’s nice to see engagement at this stage, the true goal of early social posting to difficult audiences should be to gather data.

Remember, you can’t trust the industry pundits to tell you what will work best for every audience, so use your own metrics and gather your own data.

Look For Your Loudest Fans

As you post more updates, you’ll likely find the members of your community who are more highly engaged than othersMake sure these people aren’t your employees, close friends or relatives!

When you’ve found your most active fans, pay attention to the exact types of content they’re engaging with. Use this data to refine your posting techniques to include content that’s likely to appeal to these users.

Take a look at the following screenshot from the Self Storage Finders Facebook page before we started working with them. This particular update didn’t resonate with audience members, so it had no engagement whatsoever.

self storage finders facebook text update

An early Self Storage Finders Facebook update falls flat with followers.

When we started working with them, we began experimenting with different types of posts and content and we noticed that fans reacted well to cartoon images.

Below you can see how catering to fans’ favorite type of post results in more likes, all because we were willing to experiment and base future posts on actual audience data.

self storage finders facebook text update with image

Extensive testing revealed that Self Storage Finders’ Facebook fans respond well to cartoons.

Know When to Cut Your Losses

Unfortunately, there are audiences out there that simply don’t respond to social media marketing. But that doesn’t mean you should throw in the towel.

Take another look at the data you gathered from your audience analysis and post experimentsCompare it to your established metrics and install analytics tools that will provide additional data to help you figure out whether your social marketing is working.

Let’s say you determine that including man-hours, image subscriptions and other investments, you put roughly $500 per month into your social campaigns. What does your data tell you? Are your social channels sending you visitors that result in more than $500 per month in sales?

That example is a simplification of social marketing’s value, of course. It’s true that social media can lead to extensive brand awareness that may indirectly lead to sales. But if you consistently see that your profits are falling short of your investments, it may be time to either refocus your strategy or pull the plug on your social efforts entirely.

The Bottom Line

If you’re not getting traction with your social media marketing, take a break from researching broad advice that promises a quick fix. Reevaluate your efforts:meet your customers where they are, consider the size of your audience and set your expectations accordingly.

Not every business will have success with social media marketing no matter how hard they try, but it’s worth the time to experiment with different tactics and gather data before calling it quits.

What do you think? Have you ever found yourself marketing to a difficult audience? If so, what social media marketing tips do you have to add for those in this situation? Leave your experience and advice in the comments.


 Written by Eric SiuEric is the CEO of digital marketing agency Single Grain. He also interviews entrepreneurs on business and personal growth tips on his blog, Growth Everywhere. This post is originally appeared on SocialMediaExaminer.com

Images from iStockPhoto.

Study: Bad weather sours online reviews

If you’re not already reading online reviews with a large grain of salt, here’s even more reason to do so. 

A recent Georgia Tech/Yahoo Lab study of online restaurant reviews finds that weather is associated with the positive or negative nature of online reviews. 

From Eater

Customers who visit a restaurant on a rainy day are more likely to leave a negative review, while customers who review a restaurant on a warm sunny day are more likely to leave a positive review. 

Also, during snowy days, users rate restaurants lower than other days. 

The study’s abstract states that it has “implications for designing online recommendation sites, and in general, social media and online communities.” 

Some other findings: 

  • There are lower ratings and a higher number of reviews in July and August.
  • The highest ratings come in November.
  • Areas with a high concentration of educated people see more reviews—three times more, in fact—than places where fewer than 10 percent have diplomas.

Will the study lead to change in online review sites? Maybe. For now, if you’re doing marketing for a restaurant, consider building a weather-control machine.

 

About the author

Kevin Allen has developed social media strategies for Fortune 500 companies and created content for major brands across multiple social platforms. Previously, he served as an editor and reporter for the Chicago Sun-TimesESPNChicago.com, FoxSports.com and Ragan Communications. As a reporter, Kevin has covered MLB, NHL, NBA, PGA, NCAA football, national political campaigns, backyard barbecues and just about everything in between. He’s been a contributor to PR Daily since its launch.

New Research Shows Which Social Networks Ideal for Marketers

Which platforms are most relevant to social media marketing right now? Marketers need to know where (and how) they should focus their efforts for maximum ROI.

This article gives you four major research findings from reports tracking trends in social media marketing and the content that works best on each.

#1: People Spend More Time on Visual Networks

It’s impossible to miss the powerful effect of visual content on the social web. It can significantly enhance a brand’s marketing objectives by generating more customer interest and prompting prospects to take desired actions.

As an example of the power of pictures, consider that Tumblr, Pinterest and Instagram each gained over 10 million visitors in 2012, thanks to eye-catching content. Numbers from Statista numbers shared on Mediabistro show that users spend more time on Pinterest (1:17 minutes) or Tumblr (1:38 minutes) than on Twitter, LinkedIn, MySpace and Google+ combined.

social network use stats from comscore

Visual social networks get more time from users than non-visual networks.

If you’re looking for ways to incorporate visual content into your own social media strategy, one of the key things you can do is include one or more high-quality images in all of your blog posts. (Don’t forget to add an ALT attribute in the image properties to help your SEO!)

You can also leverage real-time photo sharing. Customers and followers are used to seeing staged photos that highlight your products and the best parts of your company. Sharing impromptu pictures can be equally compelling when shared in real time.

When you do post product or brand pictures on networks like Pinterest, Instagram and Flickr, allow others to use your images in exchange for a link back to your site.

Don’t forget video! YouTube is the second-largest search engine (after Google, which coincidentally owns YouTube). Videos uploaded to YouTube do very well in searchand boost your site’s ranking. Interviews, Q&As, product demos or tips are popular with a wide audience beyond your current followers.

heygirl meme

Even if you don’t sell tangible products, your brand can still leverage visual content by using memes.

Finally, don’t give up on memes, which are especially popular on Tumblr. For the best success with memes, make sure they’re witty and match your brand and audience.

NPR did this particularly well by modifying the popular Ryan Gosling Hey Girl meme on their Tumblr page.

#2: Google+ Is Best for SEO

Google+ is finding success with social marketers more as an SEO option than a marketing tactic. While it’s doing better than Pinterest and Tumblr, only 14% of marketers are giving high priority to Google+ in 2014. 23% of those surveyed won’t consider the platform at all.

You should still have a presence on Google+, even if you’re only using it for SEO.

socialbakers social network user preference table

Google+ is widely seen as an SEO tool, rather than a compelling social network.

As you cultivate your presence on Google+, the first thing you should do is optimize your Google author profile with a great image. With an eye-catching photo, it won’t matter if you rank third or fourth on the search engine results page. Your image is what gets people’s attention and lends to your authority.

When you post an article on Google+choose your first sentence carefully and use keywords or phrases. That sentence is part of the title tag and can affect your search ranking. As a bonus, one of the great things about Google+ is that you canedit your title and posts anytime. If you find your post isn’t getting the traction you want, try a new title and lead sentence. That’s a lot of control right there!

As always, continue to publish great content on your blog and Google+. While you’re at it, go ahead and +1 your own content. Why not? Google already knows you’re the author anyway. At the very least, it encourages others to +1 your post as well!

#3: Facebook’s Updated News Feed Affects Page Posts

In January 2014, Facebook updated their news feed algorithm to deliver more relevant content to users. Status updates from pages are no longer treated the same as text updates from users’ friends, because most users interacted with friends, not pages.

What does this mean for you as a marketer? You have to mix it up. Since users may not see or engage with your page updates often, make your posts as interesting as you can. Include photos, videos, links (don’t forget to include a preview image), questions, events and offers.

bored office worker istock photo 5984364

Use interesting and fun updates to encourage your fans to engage with you. Image source: iStockPhoto.com.

In all cases, use the story type that best fits with the message you want to tell.

One more thing: If you use Facebook’s Promote feature and your post has an image, that image can’t have more than 20% text.

#4: B2B Marketers Are Most Successful on LinkedIn

Sixty-two percent of B2B marketers say LinkedIn is the most effective platform for them, with Twitter and SlideShare close behind.

comscore and marketing profs social network confidence gap statistics

LinkedIn is the most popular social network for B2B.

How can you take advantage of the most effective social media network? Take advantage of LinkedIn’s publishing platform.

LinkedIn opened up its publishing platform (previously reserved for a few editorially selected influencers like Bill Gates, Martha Stewart and Joe Pulizzi) to all 277 million LinkedIn members. This could be a game-changer.

If you decide to publish on LinkedInknow that posts with the same basic information found on 50 other blogs won’t be successful. LinkedIn users look for well-written personalized insights, professional expertise and interesting industry opinions.

Surveys are helpful to gauge trends in social media; however, it’s even more important to track your own successes and build on them. You can use both options by keeping trends in mind and using them as guides as your marketing strategy and tactics evolve.

What do you think? Are the survey results above consistent with what you’ve seen in your own social media marketing? Which platforms are working best for you? Please share your successes and experiences in the comment box below.

About the author 

Patricia Redsicker writes research reviews for Social Media Examiner. She helps business owners craft content that sells. Her blog provides healthcare industry content marketing advice. The first version of this story originally appeared on socialmediaexaminer.com

The Social C-Suite. Let’s get real.

mrburns

Sometimes the hype of social media outstrips common sense. This is one of those times.

There seems to be a growing amount of buzz and attention about creating a “social enterprise.” This is a good thing. Complicated, but good.

But somehow in this same conversation there is this expectation that the CEO, CMO, and other executives should blog and tweet. This was the topic of a lively debate with some friends at SXSW recently and it was heated enough that I thought that perhaps this is an issue for some readers too.

Should your CEO tweet? Probably not.

There are many benefits to executive engagement on the web. It puts a human face on your company, reinforces a brand image and creates an influential voice of authority within an industry. In a time of crisis, communicating through an already-established channel can be an advantage. Having an enthusiastic executive authentically embrace the social web can be a great advantage for a company.

But the fact of the matter is, most executives don’t post, blog or tweet and they shouldn’t have to. If an executive is not interested in enabling the benefits above and doesn’t give a rat’s ass about Twitter, I would be perfectly fine with that.

My friend Jay Baer once said that if you don’t love social media, you will suck at social media. Why make people do something they don’t want to do? The risk of embarrassment, awkwardness, or abandonment of the account might outweigh the possible benefits.

Is this how they should be spending their time?

Have you ever spent time with a CEO of a major company? The pressure and demands on their time are overwhelming. Is paying attention to a social media account and responding to tweets really the best way to spend their time? Can they justify that to a board of directors?

In my mind, it’s kind of like asking the CEO to write the company newsletter. Let paid professionals handle the demands of social media … unless those individuals are passionate about being involved.

So here is my advice on C-Suite Social:

  1. If they get it, embrace it, and love it … help them to turn this into a true marketing asset.
  2. If they are resistant to it, leave it alone. C-Suite social does not have to be a marketing priority.

What has your experience been? I’ll bet there are some great stories out there for the comment section!

The first version of this story appeared on http://bit.ly/1hkLYnB by @markwschaefer. Mark Schaefer is a chieftain of the blog {grow} and social media bouncer. A consultant, educator, podcaster, author of Return On Influence, Born to Blog, and The Tao of Twitter. Visit businessesGROW.com