Posts archived in Social Media

Is the social media manager role really dying?

Last week, I published an article on LinkedIn about the evolution of the social media manager role.

The inspiration for the post was another LinkedIn article—one that was published by Hootsuite Founder Ryan Holmes:

Last year, Hootsuite’s Ryan Holmes proclaimed the role of social media manager dead. He cited a study that found that the growth in positions with the title “social media manager” has slowed down by 50% between 2012 and 2013.

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the rise of long-form content
Photo credit: Steve Rhodes (Flickr)

“This blog post is too long.”

“We need to cut this down to 500 words.”

“Make this shorter. Maybe split the blog post into two?”

As a social media manager, I’ve heard these comments numerous times before. Many marketers are biased against long-form content. “Less is more,” they claim. “People have short attention spans.”

It is true that being concise is often a good thing. That’s why Twitter is such a hit: It forces us to distill our thoughts and communicate only what’s truly important.

But having short content for the sake of having short content is not valuable…and it’s not a good content strategy. Brevity shouldn’t come at the price of completeness.

The rise of Big Content

In the past year, several well-respected SEO and marketing folks have been advocating for “big content.” And when people say “big content,” they often mean long-form content. But it’s worth noting that marketers and analysts are using the term “big content” differently:

  • Craig Roth from Gartner says big content is “a term that helps highlight the subset of Big Data related to the less-structured side of it.  Big Content isn’t new or different than Big Data; rather it helps focus on uses of Big Data for unstructured information for the kind of folks that think the Library of Congress is filled with ‘content’, not ‘data.’”
  • Contrast this with this definition from Moz’s Dr. Peter J. Meyers’ definition. He says big content is the type of content that takes time and effort, that breaks the mold and that talks about big concepts. In other words, he’s talking about pieces of content—either a blog post, an interactive infographic, an ebook, etc.—that is well-researched and that is often (but not always) lengthy.

Big content should serve a higher purpose in your company than just to increase pageviews. In this post, my focus is more aligned with Moz’s definition. I’ll cover why long-form content should be part of your content marketing mix. (To be clear, I am not advocating that you stop creating shorter blog posts. The point of this post is to highlight why creating long-form content in addition to shorter pieces is a great idea.)

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upworthy - content creation
Photo: Steve Rhodes (Creative Commons)

Love Upworthy’s headlines? Here’s the secret to their success.

Actually, scratch that. Recently, Upworthy—the left-leaning viral content website and the fastest growing media site of all time—provided some helpful tips on how to create viral content.

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remove your facebook profile from search engines

If you’d like a decent online presence, then you need to control what people see when they use a search engine to find out more about you. While you definitely want future employers or business associates to find your LinkedIn profile, not everyone wants their Facebook profile to be as prominent. If you’re like me, your Facebook profile is probably a bit more personal, a place where you post some things you wouldn’t dare post anywhere else.

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best marketing blog posts of 2013

To celebrate the end of 2013,  here are my top marketing and social media posts published this year:

  1. How is Google’s Panda update different from Penguin?

You don’t have to be an SEO expert to be concerned about the different algorithm changes that Google did this past year. From Panda to Penguin to Hummingbird, Google was busy tinkering with its algorithm. Ultimately, the Panda update is about content, while Penguin addressed spamming.

  1. What are people saying about social media ROI?

Many years after social media marketing became the norm, some people still question the return on investment from this kind of marketing. Respected business leaders, authors, and pundits all have something to say about social media ROI—ultimately though, it’s about using KPIs to measure the success of your efforts as opposed to assigning a dollar amount to each tweet or Facebook update.

  1. How do I turn my private Twitter list into a public list?

It’s probably a bug, but earlier this year, I noticed that turning an existing Twitter private list into a public list isn’t exactly straightforward. This post has step-by-step instructions on how to do it.

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