The Week in Social #281

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

Especially as we near the end of the year, it’s easy to feel burned out. If you’re facing that, you need this from Kelvin Fogarty for Spin Sucks on Finding Motivation to Write: Tips for Content Marketing Inspiration.

A good reset to consider for 2018: Why Marketers Need to Think Like Data Scientists (And How to Do It) from Marcia Riefer Johnston for the Content Marketing Institute’s blog.

On social media strategy

If you’re looking for a read that defines social media marketing for 2017 look no further than Your brand vs. social algorithms: The conundrum of 2018 from Blaise Lucey for Marketing Land. The takeaway?

“Brands need to invest in social and content strategies to reach their audiences where they spend their time. But those efforts should be concentrated on driving users back to the experiences you own.”

And if you’re looking for some insight into how these algorithms work and how your brand can work with them, here’s what we know about Facebook, Instagram and Twitter.

If your brand is limited on resources and can’t devote enough time to a presence on every platform, 4 Reasons Marketers Should Embrace Instagram Over Snapchat from Matt Smith for Convince & Convert does an excellent breakdown on the pros and cons of each platform for brands, despite the title.

First: Just because you now have 280 characters on Twitter doesn’t mean you have to use them all. But if your brand is looking for some creative inspiration around the new character limit, see How B2B Brands are Getting Creative on Twitter with 280 Characters from Nick Nelson for the Top Rank Marketing blog.

You have to know the rules to break them, but then you know When Breaking Social Media Rules Leads to Better Engagement. The best takeaways from Christina Moravec’s piece for Convince & Convert are the quick rules she shares:

  1. Set a threshold. This threshold does not need to equal your average engagement rate per post, but instead be an estimate of how much engagement you expect within a time period. For example, I needed only 1,000 likes on a post in an hour to post again, even though 1,000 likes was well below our average. Remember that engagements will continue to roll in on past posts even if you do post again.
  2. Keep an eye on those engagement rates to catch opportunities to go into a posting frenzy. The longer you manage a brand, the better you know the power periods. When you see that engagement uptick through one such power period, make your move, and post away.
  3. Keep your other eye on your tagged photos. If you see your audience tagging you (location, hashtag or account tag) in ample photos surrounding a particular subject (such as golden trees), pull one of those user-generated photos and post on your brand’s account. If it resonates, consider yourself in an impromptu power period.
  4. The algorithm will deliver these posts to your audience out of order. Therefore, reiterating a point on all posts within a power period is not a bad idea. For example, I was sure to include a callout for students to tag IU in their flower photos each time I posted, up to six times a day.
  5. Finally, expect to make mistakes. If at first you sneak out, get lost on the way to the party, and ended up grounded, try, try again.

You know we love some good experimentation, so try out some of these rule-breakers accordingly and see what it does for your brand.

On all the latest platform updates

Finally, every week we spend a little time rounding up all of the latest platform updates we think are most relevant to our audience and share them here. This week we’ve got:

Thank you for reading and have a great weekend!


Image source: The Found Animals Foundation.