Posts archived in Social Media

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March 18, 2013

Advanced tips on how to use social media to find your next gig

Using social media to find next gig - SFU Career Services B2B

In a previous blog post, I shared some basic tips on how to use social media in your job search. In that post, I pointed out how you can use tools such as Twitter, Facebook, and Hootsuite to enhance your online brand and find job opportunities.

In a recent presentation to SFU Career Services’ Backpack to Briefcase conference, I expanded on these tips and provided more advanced tips on how students can take advantage of social media to help them get their food in the door after graduation.

Backpack to Briefcase - SFU Career Services conference 2013
Photo credit: SFU OLC

Here are some highlights:

1. Monitor potential employers, local job opportunities, and industry experts closely.

  • Use Hootsuite’s geo search to find local job openings. I suggest monitoring keywords such as “hiring,” “looking for,” and the hashtag #jobs.
  • Monitor keywords related to your industry to find professionals in your field.  Connect with these professionals by sharing their content and responding to their updates.
  • Add potential employers to Twitter lists or Facebook interest lists for a more organized way of keeping track of what they’re up to.
  • Follow organizations’ LinkedIn company pages to learn more about the different products and services that they offer, the people that have recently joined the company, and news about your industry.

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February 20, 2013

How and why B2B companies should use social media

MarketingProfs B2B Forum

Lately, one question that I’ve been getting a lot is this: Is social media right for B2B companies?

It’s a fair question. If your end consumer is a business, how do you reach them online?

I did some digging and found at least four reasons why social media makes sense for B2B companies:

1. Social media can build a B2B company’s reputation.

Let’s not forget that behind each business are real human beings. And these decision makers increasingly turn to social media and other online resources to research about products and services. A well-thought out social media presence can help influence a company’s decision maker.

2. A strong social media presence can help establish your brand as a thought leader.

When you’re viewed as a thought leader, decision makers are more likely to think of you when they’re ready to buy.

3. Your social presence can enhance customer relationships.

B2B transcations are high-risk and more expensive, so relationships are crucial. Building relationships and awareness can turn to conversions.

4. LinkedIn has proven to be an effective lead generation tool for B2B companies.

In fact, the website’s visit-to-lead conversion rate for B2B companies is 4x more than Twitter and 6.6x more than Facebook.

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November 19, 2012

How do you use marketing to earn your customers’ love?

Can't Buy Me Love - SEOmoz presentation

Once upon a time, marketing was all about who has the loudest voice. Buy the most newspaper ads and you’ll likely get the biggest market share. Use the largest newswire to release your latest public release and you have the public’s ears.

But then something happened. Customers started tuning out ads. Brands started creating their own content. And people, just in general, started doubting brands.

Rand Fishkin, CEO of SEOmoz, recently uploaded a presentation entitled “Can’t Buy Me Love” on Slideshare.  The presentation, which was first presented at Distilled’s Searchlove 2012, walks through SEOmoz’s winning formula for winning people’s hearts — and wallets — without spending a fortune on marketing.

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November 1, 2012

3 big myths about social media ROI

“ROI” is somewhat of a dirty word for social media marketers. Some people think they have it all figured out, suggesting formulas for businesses to follow. Others, like Scott Stratten dismiss ROI altogether, highlighting instead the importance of engagement and conversations.

The truth is probably somewhere in the middle. Avinash Kaushik suggests at looking at conversation, amplification and applause rates, and economic value. But he also advocates for using both quantitative and qualitative data.

To add confusion to the mess, social media ROI might also depend on your company’s size.

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October 2, 2012

How to leverage media to drive business results: FP Reach Notes & Main Takeaways

FPReach featuring Gary V. in Vancouver

Last week, I had the pleasure of attending FP Reach at the Vancouver Convention Centre. FP Reach —  one of the many Social Media Week Vancouver events —  is a three-city tour that connects small and medium businesses, marketing experts, and successful entrepreneurs sharing the latest marketing trends, business strategies, and best practices. The event  brought out some of Vancouver’s (and North America’s)  leading thought leaders in media, both traditional and digital.

The highlight was the energetic keynote delivered by author and social media marketer Gary Varnerchuk.  My notes are below, but here are some high-level key takeaways:

  • Content is still king, and you are probably not creating enough quality content. Bottom line: Create remarkable content, and do it consistently and frequently.
  • While advertising still can play a role in the marketing cycle, earned media and public relations are powerful tools that can help your business get to the next level.
  • Authenticity isn’t just a buzz word — it’s something you need to strive for in your content, in social media, and when talking to journalists.
  • Traditional media isn’t dead, and ignoring them is a short-sighted strategy. While the industry is currently experiencing many changes, they are quickly adapting and experimenting.

Here are some more specific notes from the different FPReach sessions.

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