Here’s why you shouldn’t aspire to become a social media guru

Here’s why you shouldn’t aspire to become a social media guru

Once upon a time, being an expert in social media was a big deal. The ability to build a community on Twitter and a big following on Facebook and LinkedIn was somewhat rare, and as a result many marketers started referring to themselves as social media gurus, mavens and ninjas.

But something funny happened: social media became mainstream. Social media started making its way into many areas of the business outside of marketing and PR. Slowly but surely, social media became a required skill for sales, HR (recruiters in particular) and customer service.

In many ways, social media became everyone’s job. Thus began the early death of the social media manager.

Now a new study provides more proof that social media skills alone won’t get you far in your marketing career. That’s because while there are many social media jobs, companies want more than just a knowledge of how to tweet, snap and pin.

[Read more…]

10 content marketing tips on how to rock your LinkedIn page

How to rock your LinkedIn page - 10 tips for social media and content marketing pros

When people talk about social media, they often talk about Facebook and Twitter. But for many companies—especially those in the B2B space—LinkedIn is an important social network in your content marketing strategy, perhaps even more critical than other networks.

Consider these stats:

  • 64% of all visits from social media channels to corporate websites come from LinkedIn, according to a 2013 Econsultancy study. For comparison, 17% of traffic come from Facebook and 14% come from Twitter.
  • LinkedIn is 277% more effective for lead generation than Facebook and Twitter, proclaimed a 2012 Hubspot study.
  • 80.33% of leads generated for social media for B2B marketers come from LinkedIn, claims a 2014 Oktopost infographic.

If you’re not using LinkedIn yet to its full potential, that needs to change ASAP.  Here are 10 tips on how to create a LinkedIn page that kicks some serious butt. (Most of these tips come from my experience managing the LinkedIn page of my employer Vision Critical.) 

[Read more…]

How Facebook’s See First news feed update benefits brands

One does not simply see all Facebook page updates

The largest and most dominant social network is planning to give users more control over their own news feed.

Last week, Facebook rolled out a new feature that allows users to identify people and pages that they’d like to see first in their news feed. “To help prioritize stories, and make sure you don’t miss posts from particular friends and Pages, you can now select which friends and Pages you would like to see at the top of your News Feed,” the company said in a blog post.

This new feature is already available in iOS, but the social network promises to roll it out to Android and desktop soon.

The move gives the site’s over 1 billion users more control over the content that they see when they log in to the site. Before this enhancement, what people see in their news feed is determined by Facebook’s mysterious algorithm, which surfaces content it believes to be most engaging for you. While Facebook’s algorithm is pretty darn smart—it will start showing more content from a friend if you regularly “like” his or her status, for instance—this move gives users even more opportunity to dictate what they see in the news feed. It’s another step to make sure that Facebook users remain engaged when they’re on the site.

[Read more…]

Why email marketing beats social media in lead generation, and what you can do about it

When it comes to lead gen, email marketing will always beat social media

Social media has many legitimate marketing uses. When used right, social lets you build a genuine relationship with your customers. It helps you find out what people are saying about your brand and it enables you to share interesting content with your audience. Regardless of whether they’re in B2B or B2C, most businesses today can’t afford not to have a social media presence.

But there’s one thing that social media isn’t great for: lead generation. Social media works effectively for many marketing activities, but generating new leads isn’t one of them. In fact, when it comes to generating leads, the good ol’ email will always beat social media. One 2014 study from management consulting firm McKinsey & Company suggests that email conversion rates are 40 times higher compared to Facebook and Twitter combined. “The rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher,” according to the report.

An understanding of its drawbacks as a lead gen tool is critical to getting the most out of social media marketing. So why is email, a relatively old channel, better suited for generating leads? Here are a few reasons why.

[Read more…]

LinkedIn Publishing: 6 Content Marketing Lessons Learned After One Year

Content marketing lessons from LinkedIn Publishing

It was about a year ago—March 12, to be exact—when I first received an email inviting me to blog on LinkedIn.

“Be the first one to publish on LinkedIn,” the invitation read. “Strengthen your reputation by sharing your perspectives with your network.”

I was already a big fan of LinkedIn, so I decided to take the plunge. I like experimenting with anything social anyway, so I couldn’t pass up on the offer.

Since then, I’ve published 35 LinkedIn blog posts, amassed over 2,000 followers, and gone “viral” once. In January 2015, LinkedIn opened up its publishing platform to all English-speaking countries, while continuing to add new features.

If you’re thinking of blogging on LinkedIn, here are six lessons I’d like to offer—all learned from my year of using the professional social network’s publishing platform.

[Read more…]