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During Week 8’s class Justin went over social media management and some of the different types of content. We started by exploring the most popular social media channels and then discussed some of the more obscure ones. One very useful takeaway from this is that most marketers focus on the obvious: Facebook, Instagram, Twitter and now Snapchat. Most likely you will want to have a presence on at least one of the big channels, but there may be missed opportunities in the form of the lesser-known channels. Examples of this would be Reddit and Pinterest. These channels cater to niche markets; as such, they are often overlooked and can generate above average ROIs if used properly. A good tool for reference in this regard is the Conversion Prism.
Another takeaway for me this week was Justin’s sage advice about being cognizant of current events before posting. An example of this would be during or immediately after a terrorist attack. People mourn on social media and also use social media as a way to express emotions and empathy. When channels are flooded with this type of sentiment it is inappropriate to post, especially if your post is sales-focused content. Similarly, caution should be used when posting on days that are meant to celebrate religious or minority groups. I personally find it somewhat offensive when businesses “celebrate” Pride. Oftentimes it seems like they are cashing in on the very real struggle that non-heteronormative people have faced during their fight for equality. Businesses who openly support non-heteronormative people year round should feel welcome to celebrate their pride and their solidarity with the LGBTQAI2S++ community. Conversely, only running campaigns during Pride just to get clicks is distasteful. A good example of how to celebrate Pride as a corporation is this video from the Android team.
Conner Galway was our instructor for the paid search unit last week. This was a useful unit for me because I don’t have much experience with paid advertising on Facebook. Conner showed us how some businesses are using the functionalities in Facebook’s Power Editor tool to create ads that are specific to where a lead is on their customer journey. One thing that he really drove home was that paid social should have the same consideration as organic social. This makes a lot of sense for me because oftentimes a business’s brand equity is damaged by their seemingly slapped together paid ads.
Conner was adamant on his stance that it is better to create good content to promote rather than just sinking money into promoting mediocre content. I also really enjoyed what Conner said about removing ego from marketing and promotion. He said that marketers often take it personally when segments don’t respond to their carefully crafted content. If you let the customer choose the messages that are interesting to them, and then adjust campaigns to represent those interests, your paid search campaigns will be successful. For this reason, it is always a good idea to A/B test.