Category: Social Media + Influencer Engagement

Businesses: Keep or Quit Facebook?

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , , 1 Comment on Businesses: Keep or Quit Facebook?

Ah, Facebook.

What started as a closed social network for college students has mushroomed into one of the largest advertising and informational platforms in cyberspace. Facebook has shouldered its fair share of political drama and data breaches, and it still continues to grow, sporting everything from Karen memes to Halloween pics of the grandkids.

To Keep Or Quit?

That is the question. A maelstrom of change, is Facebook’s hotbed still a useful platform for businesses?

Facebook has seemingly squished organic reach since its algorithm shifts in 2018. Businesses have watched their organic impact dwindle along with their engagement and action rates. Given this, many have started questioning whether they should invest the time and resources to maintain a Facebook account at all.

Keep. And Here’s Why.

While Facebook may not function in the same way it did eight years ago, five years ago or two years ago, businesses still garner significant benefits from maintaining a compelling presence.

In fact, research shows that there are almost 2.75 billion monthly active users worldwide, an increase of 12 percent from 2019. In addition, approximately 1.8 billion people log onto Facebook daily — again, an increase of 12 percent year-over-year. Facebook is growing rapidly and is regularly trafficked.

1. Facebook is your business card.

The stats show that Facebook is the internet’s third-most visited website behind Google and YouTube. In essence, Facebook serves as a powerful search engine for information, much like Google. Potential customers and partners investigate the validity of your business, while job applicants explore photos, videos and posts to get a sense of your company’s culture. An active, healthy Facebook presence legitimizes your business, offers a peek into the personality and culture, and demonstrates that your company has the resources and energy to invest in two-way conversation. When they search, you need to be there.

2. You want the option to advertise (e.g. increase revenue).

While organic reach may have decreased, opportunities for paid advertising has skyrocketed on Facebook. In Q3 of 2020, Facebook ad revenues increased to $21,221 (in millions), a 22-percent increase year-over-year. In addition, average revenue per user increased from $6.95 in Q1 of 2020 to $7.05 in Q2 of 2020. That means that each person is spending more on Facebook ads, and that’s no small deal.

Targeted, intelligent ad campaigns on Facebook can not only increase sales for warm customers but also nurture cold prospects into your sales funnel. In order to tap into this goldmine, you have to have a Facebook business account. Another reason to keep yours up and running strong!

3. The conversation is happening … with or without you.

We recently worked with a client that addressed accusations against its business. And guess where this conversation jumpstarted? Yup, on Facebook. Had this business not had an active, listening account on Facebook, it would have missed this crisis altogether and likely not been able to correct information, offer mitigating actions and make things right. Conversations by customers and partners will occur whether you’re on Facebook or not. So why not be present to be a part of the conversation?

It’s not time to ditch Facebook … yet.

Strategies have changed from relying solely on organic content to crafting targeted ads and investing in interest-based groups. But your business has to be on Facebook to even be a part of these conversations — opportunities you don’t want to miss.

And hey. We can help!

Drop us a line to talk about your social media strategy!

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Harness the Magic of Memes

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , , 1 Comment on Harness the Magic of Memes

A picture is worth a thousand words … but what about a meme?

To Bud Light, a meme is worth hiring a C-level employee. Recently Bud Light released a rather humorous call for applications on its website for a Chief Meme Officer (CMO).

“We at Bud Light have created the perfect hard seltzer. It’s five-times filtered, 100 calories, and comes in four delicious flavors. But we know a hard seltzer is only as good as its memes and, unfortunately, our memes are trash. We need someone who can change that for us; someone who can pull us out of the pits of cringe, someone who knows how to use the lasso thingy in Photoshop, someone like you. Please help us. Please.”

The remainder of the page sports downloadable brand assets, a brief job description and templates (in lieu of Photoshop). Even though it appears to be a part-time job at $5,000 per month, Bud Light is paving a smooth path for eligible applicants.

Memes: Social Media’s Darlings

While a meme traditionally consisted of an image paired with humorous or sarcastic text, it now includes a breadth of media types, from poems to remixed songs. Memes have a highly viral — albeit often short — lifespan, spreading like wildfire and yielding high engagement rates.

Why? Part of their efficacy might be due to social media’s algorithms. Many platforms, like Instagram and Facebook, give preference to visual media types and hence increase the visibility of memes.

However, the stronger pull stems from the content itself.

  • Memes feel approachable. Rather than the highly produced feel of ads, memes exude an air of authenticity with their home-made aesthetic. This quality especially appeals to Gen Z-ers, who resist the photoshopped and filtered products of the millennials.
  • Memes make the viewer feel “in the know.” Most memes riff off a cultural reference, ranging from a moment at the Oscars to an actor’s expression from a sitcom. Even though these are often widely known references, viewers feel privileged when they recognize the joke.
  • Memes prompt interaction. Memes are relatable. “We’ve all been there.” “I totally feel that.” “Ugh! Yes!” People often see themselves in a well-done meme, prompting them to like and tag friends who will also find the content humorous. And we know what happens to social media’s algorithm when interaction increases. (Visibility skyrockets — begetting a cycle of interaction and visibility … you get the picture.)
Meme combines famous actor with relatable experience of being on a Zoom call. Meme from NCSU_Memes.
  • Memes serve as a coping mechanism. Research also reveals that memes can also have a psychological benefit, helping viewers process crisis, trauma or challenges through humor.
Meme utilizes reference to the popular musical, Hamilton, while tapping into a common reaction to current events. Meme from AllIDoIsDisney.

How to Create and Use the Magic

  • Listen … socially. Memes are a product of social conversation, and in order to tap into a trend, you have to discover it first. Set up a system or leverage social listening tools (like Sprout, Meltwater, etc.) to spot a rising meme.
  • Crowdsource the research. If two heads are better than one … fill up the room with researchers! Set up a team by channel or topic to watch trends, brainstorm ideas and pitch ideas for incorporating memes into your content.
  • Stay on brand. This harkens back to the golden rule of marketing — knowing your audience’s demographic, psychographic and engagement patterns. Ensure that memes will resonate with your audience. (For example, a “Cheers” meme may not hit home with Gen Z generation.)
  • Act fast and use wisely. Memes are a flash in the pan. Don’t wait weeks — or even days — to vet and tinker. Conversely, use memes sparingly, like spice in cooking, and allow room for your brand’s original posts and engagement drivers.

We love a good meme. And as much as we love sharing them, we love creating them even more.

How can we help you boost your social media strategy?

Drop us a line!

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LinkedIn Launches New Updates

Clairemont InternBlog, Professional Development, Social Media + Influencer Engagement, , ,

What is life without constant change, and what is social media without its constant revamps? LinkedIn has just announced a new assortment of changes coming over the next quarter to the business connections site. 

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LinkedIn Stories

Starting with Snapchat and moving to Facebook and Instagram, the 24-hour disappearing stories trend has spread to LinkedIn. While its predecessors’ concept of stories has been casual peeks into users’ everyday lives, LinkedIn is adding a professional spin. Amidst the “new normal” of the COVID-19 world, people miss the everyday interactions at the office and small talk with co-workers at the coffee station. LinkedIn’s stories provide a different means of personalized engagements to its users. 

According to LinkedIn’s Head of Consumer Products, Pete Davies, “(Stories) spread for a good reason: they offer a lightweight, fun way to share an update without it having to be perfect or attached to your profile forever.”

Here’s how you can harness the positive potential of LinkedIn’s stories on your profile.

  1. Share quick customer and client testimonials.
  2. Post valuable Q&As with experts in your field or leaders in your organization. 
  3. Give a sneak peek into your professional life and highlight your skills and strengths.
  4. Watch your connections’ stories and engage with them.

Video Meetings

This addition is “classic 2020,” right? LinkedIn’s video update allows messenger chatting to easily switch over to a video call through Zoom, Microsoft Teams or Verizon BlueJeans. With this update, it is more vital than ever to ensure “video readiness” at the drop of a hat. 

A Simple and Sleek Site Look

The latest version of LinkedIn will be all about community and engagement. The new site design will reflect this sentiment with an efficient and streamlined appearance that makes it easy for users to find the functions they need. LinkedIn’s goal with this new design is to create a sense of belonging through its site experience. 

Searching has been simplified, too. Users will be able to seek groups, content and events, along with the original search of people and jobs. 

LinkedIn is known throughout the business world as an effective virtual tool that can be channeled to build a personal brand, engage with other professionals and seek career opportunities. This array of fresh components will continue to enhance the power of professional connection — virtually. 

Want to “connect” with more professional development tips? Check out the Professional Development section of our blog!


By Clairemont intern Anna Beth Adcock, a senior at NC State.

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Use LinkedIn Company Pages for Growth

Cherith AndesBlog, Professional Development, Social Media + Influencer Engagement, , , ,

During our current work-from-home culture, online connections have become a vital lifeline for business growth — especially on platforms like LinkedIn. LinkedIn provides a hub for conversation, idea sharing and community in a time when in-person events are not always possible.

More than ever, now is the time for businesses to leverage their LinkedIn Company Pages to cultivate connections and foster business growth.

Why LinkedIn for Business Development?

The stats are quite compelling.

  • LinkedIn has 675 million users and gains two new members each second.
  • 63 million users are in decision-making positions, and 90 million are senior-level influencers.
  • LinkedIn is the top channel B2B marketers use to distribute content.
  • LinkedIn has 17 million opinion leaders and 10 million C-level executives.
  • Users are seeking professional and industry connections. Professional content gets 15 times more impressions than job postings.
  • More than 50 percent of all social traffic to B2B websites and blogs comes from LinkedIn.

In short, LinkedIn is a hotbed for industry connections and partners, especially those in decision-making roles.

Naturally, your LinkedIn Company Page serves as a springboard to showcase what you do, who you do it for and the results you get. It makes sense that you should maximize this channel to grow and connect with your target audience.

Grow Your Audience

Beyond organic growth, you can leverage LinkedIn’s features to cultivate and build your audience. First, invite your own connections to follow your LinkedIn company page through the Invite Connections feature. You can invite up to 50 people each day, an easy and effective way to remind your contacts where you work and what you do.

Invite your employee base to follow the page through company emails, direct messages and personal asks. Alert your employees to your most important posts through the Notify Employees of Updates functionality at least once a week. This increases engagement, triggers LinkedIn’s content algorithm and in turn surfaces your post to the top of the newsfeed for further engagement.

Host Virtual Events

One of LinkedIn’s newer features allows you to host virtual events, such as networking and sales/marketing seminars as well as webinars and e-trainings. Event organizers and attendees can send invitations to connections, and much like Facebook, you can monitor the details and converse on the event’s newsfeed. Host trainings, free seminars and virtual coffee chats in lieu of those you might have done in person.

Create Connect-Worthy Content

Maximizing your page’s newsfeed to foster connection requires a blend of traditional marketing knowledge and real-time flexibility.

1. Know Your Audience. Nothing has changed with this ground rule. To explore your page’s follower demographics, leverage LinkedIn’s Follower analytics tool that provides a breakdown by location, job function, seniority, industry and company size. Competitor audits can also provide helpful insights into content that has performed well for companies in a similar industry space.

2. Identity Your Audience’s Top Needs. In 2020’s shifting landscape, change seems to be the only constant. Use this time to provide support for your audience and offer generous, authentic solutions in any way you possibly can. Offer resources that are highly educational but low-pressure for the consumer, like free e-books, instructional videos and webinars. More than usual, prove your value and position yourself as a go-to resource, which can pay off later.

3. Pinpoint Content That Builds Your List. For higher engagement, aim to showcase visual media, such as photos and videos. According to LinkedIn itself, videos get five times more engagement, and native LinkedIn video entails an added bonus as they autoplay in members’ newsfeeds.

Things to share? Company news, staff spotlights, behind-the-scenes peeks, how-to videos or product launches. You can also link to your e-books online and prompt followers to provide an email address prior to downloading, adding subscribers to your newsletter list. Check out additional tips to maximize LinkedIn’s content algorithm.

4. Make It Manageable. Create a sustainable content calendar and utilize scheduling tools, such as Hootsuite, Sprout or Sprinklr. This will minimize the last-minute content crunch and posting fatigue. It also allows you to ensure a strong mix of high-performing content and media types.

5. Follow Up. If you see the same followers engaging with your posts, drop them a line to begin a personal conversation. Forge warmer connections by asking to learn more about what they do and what their most pressing needs are in the industry. This jumpstarts the conversation for future collaborations. In addition, you can create a rotating panel of brand ambassadors to discuss industry trends and foster relationships for future partnerships.

With its continuing evolution, LinkedIn is still leading the pack as one of our strongest virtual networking tools. Don’t miss out on these gains!

Learn how to strengthen
your personal LinkedIn presence!

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Why Instagram’s “Swipe Up” Works

Cherith AndesBlog, Public Relations, Social Media + Influencer Engagement, , , ,

Confession time. We at Clairemont Communications aren’t immune. We have all been responsive to well-placed marketing ads — not the least of which are Instagram’s Story ads.

Story ads wield serious marketing clout. According to VidMob, 60 percent of millennials watch Stories, and one in four millennials and Gen Z-ers consult Stories for products to buy. Social Media Today noted that, “Facebook also found that Stories placement lead to a 35 percent increase in brand outcomes.”

That’s a noteworthy sales heft.

So what makes Instagram Story ads so effective?

  • Hyper-Targeting: Much like Facebook ads, Instagram Story ads allow you to choose objectives based on where your targeted customer falls in the sales funnel. (Just trying to make a first impression? Seeking to close the deal with a warm customer?) You are able to customize your audience based on demographic, psychographic and behaviors, and of course, maximize the Facebook pixel to create effective look-alike audiences.
  • Re-Targeting: Similarly to a well-placed Facebook ad strategy, Instagram Story ads can leverage your website traffic and target buyers who were browsing your products … but just didn’t purchase. It has worked. Yours truly may or may not have bought a sweatshirt that kept magically popping up in her Instagram Story ad sequence.
  • Visual Appeal: The marketing adage states that “diners eat with their eyes first.” The same applies to almost any product. Instagram’s Story ad platform allows for a highly visual medium designed to tout your product (and a strong call to action).
  • Ease: This one is the clincher. Literally, all one must do is swipe up to connect to the product page. At that point, add the item to your cart, punch in a credit card number (or approve Apple Pay) and mailing address, and wait for your purchase to arrive. No typing in URLs. No Google searches. Just suh-wipe up.

To prove our point, here are a few guilty pleasures that each of our team members recently purchased on an impulse via Instagram Story ads.

KELLI

“I bought this ice roller when Ashley Streicher (@streicherhair) posted a video of her rolling her face after a night out in an effort to de-puff and look fresh. This spoke to me. I keep it in the freezer and use most mornings – whether or not I’ve had that extra glass of wine the previous night!”

TRACY 

“I purchased this via a blogger on Instagram just hours after my favorite coffee mug shattered on the floor. Right place at the right time.”

CHERITH“Soooo … I often begin my workday from the bed after the alarm, checking emails and social media accounts. I have a big love for Friends, and when this classic joke showed up on my Instagram feed (How did they know!?), I just did the swipe thing before I was even fully awake.”

TAYLOR

“My recent impulse buy was this sweatshirt. I purchased it because everything on the website was 50 percent off, and the woman running the company is suspending the store until June.” (SCORE!)

Looking to learn how social media marketing can work for you?

Drop us a line!

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