The Week in Social #165

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

What marketers struggle with: Multichannel, influencers, video.

Why Marketers Haven’t Mastered Multichannel? While marketers say they want to make this a focus- “84% of senior marketers worldwide said multichannel marketing was a key focus of their current marketing strategy”- many struggle with understanding and buy-in from higher ups, as well as time to invest in planning and the necessary tools to comprehensively and continuously measure their efforts.

multichannel marketing challenges

As for that last challenge, we know a good Social Suite marketers should look into.

You’ve probably heard of this strange phenomenon of moving pictures used in marketing at this point, but how you do you Start Smart, Scale Up, and Stand Out With Video? Robert Rose takes on these challenges for Content Marketing Institute:

  1. How do businesses empower themselves to create videos (cost effectively) in the first place?
  2. Once businesses are creating videos, how do they scale this ability across the business?
  3. Once businesses have a functional process for creating videos, how do they use this new skill to differentiate the content they’re producing?

Click through to read the whole piece and see what themes address successful video creation and more.

Working with a social influencer is one of the best ways to boost reach across a target audience, but that doesn’t mean it’s free of challenges and Ayaz Nanji takes this on in Marketers’ Biggest Challenges With Social Influencers:

challenges-influencers-280715

We would add one very important caveat: Be sure the partnership matches brand values on both sides. Throughly vet anyone you decide to partner with, be it brand or personal brand/influencer; that goes a long way toward “predicting behavior”.

The platform-specific info you need.

Because you can never get too good at Instagram, Jim Dougherty has 10 Pro Tips for Instagram from the pros, via Cision.

Heard about the Twitter Q2 announcements but weren’t sure what to make of them? SHIFT Comm has a great breakdown from Chris PennState of Social Media 2Q 2015: Twitter Users Plateau. The best takeaway?

“Should marketers be concerned with Twitter’s lack of growth? Perhaps, but that’s a determination marketers will need to make on an individual basis. Look in your web analytics at Twitter’s traffic over a multi-year period. Here’s an example:

shift comm

In this particular instance, while Twitter’s overall membership may not have increased, Twitter’s ability to drive traffic to a desired web destination has improved substantially in very recent times.”

Emphasis added.

Last but not least, Jay Baer is laying down 5 Reasons You Don’t Buy Likes with Facebook Advertising over at Convince and Convert. The bottom line?

“Remember: clicks first, fans second.”

So what’s the best thing you’ve read this week?


Image source: The Found Animals Foundation.