![]() After creating content, you put it in your Tweet feed to publish to your own audience. Maybe, one of your audience re-tweets it, then you are in front of your audience's audience. The increase in your audience may come up. ![]() The Oxford dictionary defines it as: the benefits or opinions are generally held about someone or something. However, from the corporate perspective, it is defined based on five key aspects which are summarized as follows: ![]() We've described some of the advantages and disadvantages of social media listening relative to other forms or marketing research. Social media provides us with access to vast amounts of consumer conversations, giving marketers the ability to listen to and see what consumers are sharing, in particular, social media provides the following insights: ![]() Choosing platforms is a critical step in developing your social media strategy. If you have a great content, but you are sending your content through a wrong channels, you won't be able to reach and engage with the right people.The figure below provides a framework for making platform decision. ![]() How can we design content to keep people reading or watching to the end of a message where there is a call to action? One way to keep people engaged is to tell a story. Think about the advertisement that you just watched. The goal of advertisement is to create an emotional connection with a viewer which might inspire action. Let's watch a video "Can't protect them from oil spill" (1) by Dawn Dishwashing Liquid. This advertisement is effective because it tells a story. What's a story? ![]() In our busy world, take a minute and think about all of the brand and marketing-related messages that we are exposed to in a single day. A question is that how can we make sure that customers see, comprehend, and engage with our content? To answer this question, let analyse how consumers psychologically processes the messages they encounter on social media. ![]() We've talked about what an influencer is and some of general characteristics of an influencer. Next is how we can identify influencers and in what situations they will be most effective in spreading our content. Let consider the following two points when selecting an influencer. ![]() We've known that people engaging conversations about their consumption experiences, brands, and products withing their networks and communities. How then can the brand become a part of those conversations? While we know a broad demographic market, what is the appropriate network to target with our social media efforts? and how can we gain access to that network? Often we can engage with a network by using influencers. Influencers can be effective in getting our messages distributed via social media. There are at least two reasons why messages from influencers are more effective than sponsored posts. ![]() Stakeholders are one of the pillars in CSR that help the business to implement actionable approaches to solve economic, social, and environmental issues. Entering into dialogue with stakeholders is essential to understanding stakeholders' expectations, their perception and reactions to CSR; and working together with them develops better strategies. Two-way communication with external and internal stakeholders can help the company learn know-how to implement and communicate CSR, confront the organization's perceptions, ideas, and projects against those of stakeholders so that the company learns and improve itself. A person's conscience develops through interactions with others and life experiences. The same goes for CSR, which can also be called corporate conscience. It develops, matures, and grows within a company only through honest, authentic dialogues between the company and its stakeholders. When it comes to what impacts might be relevant, the company's perspectives have to match those of stakeholders. ![]() If you have nothing to do at this weekend, let play a game about social network. Think about your own social networks. This could either be an online network, such as your connections on Facebook, Twitter, LinkedIn, or it could be an offline network, such as your work colleagues or contacts through your professional association or activity. Map out (draw) the relationships in this network. You can this using paper and pencil. Based on your map, answer the following questions. ![]() The previous writing has already discussed the community networks that includes a pool, hub and web. The full understanding of the implications of these structures is very helpful for social media marketers who are attempting to facilitate community conversations relevant to the brand? ![]() We've learned that social network are made up of people who share information, experiences and behaviours around a specific topic or set of issues. One way that brands can leverage the power of networks is by facilitating the development of brand communities. Brand communities are a type of network, a network focusing on a brand- or service-related conversation. How can a brand best develop and manage these communities to facilitate sharing? Brand recognizes that consumers want to share information about topics that are related to their lives. Take American Express as an example, they saw that a number of small business owners found their own various ways to seek each other out to share stories, answering questions and providing support. American Express created their open forum platform to provide a place for small businesses to have these conversations. These topics of discussions include how to manage money or how to plan for growth. Note that the topics don't focus on American Express, but instead center on small business owners' interests. There are three forms of community affiliation. ![]() You may be writing on behalf of a company or an institution or an organization; they are your client and you will always be cognizant of their mission and goals. You have to be mindful of that, obviously. But you must also think of the other side of your social media equation: your reader. Your reader is paramount. So you must summon all your energy and talent to deliver value to that reader. Remember this reality: when someone is reading your blog post or your tweet (or any other thing you write), they don't have you there to explain it. All they have is the words and the context of the blog. Your words have to be clear, accessible, and, with any luck, clever. Put it another way: you know what you are trying to say when you write something. But someone stumbling upon your post for the first time has no idea what you're trying to say -- they only know what you've written. Remember that at every stage of the writing process. ![]() Social media genres are a way to meet people's expectations and give yourself some directions in terms of style and tone and even format. Sometimes it will be crystal-clear how you should proceed: the announcement of a new CEO will almost inevitably be written in the form of the press release. But there are a lot of flexibility in how you spin that factual story into social media opportunities. You could also create a Q&A with her for an employee portal or Facebook or LinkedIn (or three of them). You could publish a piece with a byline from her on LinkedIn about challenges in your industry. How about a series of Instagram posts on her first days in the office or visiting offices around the world? A Twitter campaign about her "first hundred days"? It will start from the same core of information, but it will differ according to the realities of outlets and the genre you choose. ![]() Stakeholders include multiple actors considered in traditional business settings. First, traditional stakeholders have a direct contract with the company including employees and their representatives, investors and shareholders, customers, suppliers, managers, bankers and regulatory bodies. Second, non-contractual stakeholders have no direct contract with the company as exemplified by national, regional, and local authorities, NGOs, consumer associations, rating agencies, and neighbours. ![]() Creating shared value presumes compliance with the law and ethnic standards, as well as mitigating any harm caused by the business, but goes far beyond that. The opportunity to create economic value through creating societal value will be one of the most powerful force driving growth in the global economy. The concept of shared value involves policies and operating practices that enhance the competitiveness of a company and generate economic value while simultaneously producing economic and social value for society at large by addressing its challenges. ![]() Think about why you engage with or pass along information you see on social media. What makes you like and share it with your friends? Does it connect you emotionally? Is it worthy? Does it say something about the kind of person that you are? If an article makes a reader extremely angry or highly anxious-- stories about a political scandal or new risk factor for cancer -- it becomes likely to share as it would be a feel-good story. ![]() Telling story is a way to retain the audience's engagement to social media marketing content. Sometimes, it's hard to tell a story in a short piece of content. Now, we'll explore two approaches that we can use to retain attention even within the limited constraints of the social media context. ![]() Consumers are constantly bombarded with social media and marketing messages. Therefore, an ongoing challenge for a social media marketer is make sure that consumers pay attention to messages within this crowded environment. Property of attention: It helps guide the consumer information processing. Attention has three properties: Attention is limited: There are cognitive constraints on how much information the brain can process at any one time. Therefore, consumers are not able to pay attention to all of the stimuli that they encounter in their environment. Attention is selective: Because of these cognitive constraints, consumers selectively attend to the stimuli in their environment that seem most relevant to their current situation. Attention can be divided: People have ability to attend to more than one stimulus at a time. For instance, when you are involved in a conversation at a party and you hear your name across the room, you are likely to cheer. This "cocktail party effect" is a great example of people's ability to divide their attention across multiple stimuli. ![]() Content: When you write on behalf of a company, school, or philanthropist organization, your content will be a changing mixture of news, information, offers, instruction, persuasion, announcements - everything that your institution wants to share with its internal world (employees, partners, recruits) and its external world (customers, constituents, regulatory bodies etc...). Then you decide what the right vehicle for the particular piece of content, for example, what content makes a good post? what's better as a twitter? what goes on Facebook versus what goes on the company's blog or LinkedIn. Below are the use of genres of writing and social media platforms:
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AuthorRebellious head, crazy about challenges, changes, passionate about writing. That's all about the author. Archives
July 2018
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