The Week in Social #245

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social.

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics

On content marketing

Familiar with the concept of content shock? You probably are even if you don’t know the term; there’s simply too much content out there for anyone to consume and a noisy marketplace makes it more difficult to get your content read, no matter how good it is. So what’s a brand to do? Well, here’s Four things brands must do to overcome content shock from Jeff Rajeck for Econsultancy’s blog.

Meanwhile, eMarketer asks: Are Brands Spending Too Much Money on the Wrong Content?

“In addition to balancing the investment equation, Brier said that brands should hold their partners—and themselves—more accountable for creating the right content for their brand, not just using a traditional format because it has been effective for other companies.”

content creation brands

On crisis comms

Social media marketing and PR both play different roles for brands, especially in a crisis communication situation. So, In a Brand Crisis, Should You Turn to Social Media Marketing or PR? Andrea Holland and Sarah Elder tackle this question for Entrepreneur. The golden rule?

“First rule of thumb, crisis management begins before there is an issue.”

For more on that, see our complimentary post Preparing for the unexpected on social media.

On all things video

If your video isn’t getting the engagement you were hoping for, you might want to read this week’s feature from David Kirkpatrick for Marketing Dive Digital video: The challenge of the opening seconds.

“The key challenge for video marketers is knowing their market and target audience extremely well,” Joe Hyland, Chief Marketing Officer of ON24, said. “You need to make your content immediately relevant to your audience and show them right off the bat how what you are presenting will benefit them — otherwise we can almost always guarantee they will not keep watching.”

Finally, if you’re looking to improve your live-streaming video check out this piece from Stacey Sayer for Social Media TodaySocial Experts Share Best Practices for Live-streaming Success.

Thanks for reading, have a great weekend, and stop by and see us at the Startup Crawl on Monday if you’re in Austin for SXSWi! We’ll be in the Omni.

Image source: The Found Animals Foundation.