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Author: Matt Owen
Matt Owen was formerly Head of Social at Econsultancy, looking after Econsultancy’s global social media strategy and architecture, where he led community engagement and growth from 2010 to 2014.
Matt has a background in music, film and television in addition to marketing. Prior to joining Econsultancy, he was instrumental in building the UK's largest entertainment blog network before moving into dedicated social management and strategy for one of the world's largest business schools. He has a particular interest in social measurement and organizational integration.
In addition, he works with a community of 200,000+ digital marketers daily across a variety of social channels and has written best practice guides for popular social platforms.
When you’re embarking on a social media campaign, one of the most
important goals is finding influencers. If you can get respected and well known market voices behind, then you can give your campaign an
The only problem here of course, is that influencers
themselves are elusive figures. How are you going to hunt them down, and do
you even know where to start looking?
In order to do so, we need to
clearly define influence...
While many companies are now seeing the social light and jumping on
board with Twitter, Facebook et al, there’s still a temptation to set up
your account and start pumping out updates straight away.
is a need for some of this as you grow an initial audience,
the thing that will really make a social media presence successful is
your ability to listen and take on board what people are saying about
In order to do this properly you’ll need to set aside time
for detailed monitoring. Unfortunately one of social media’s biggest bonuses is immediacy, something which can make knowing how and what to monitor confusing.
There’s an awful lot
of electronic chatter out there so how do you listen?
With the continuing increase in online audiences, the need to cross-purpose your marketing has never been more important.
Multichannel marketing represents revenue for all industries, so the importance of correctly mapping customer behaviour is critical.
However, while web analytics can help you as you attempt to create a better online service, a simple shift in organisational structure may give you access to an ideas pool you’ve haven’t previously utilised. Your staff.
Here’s five quick ways you can get the best out of an integrated approach to improvement, by combining your employees ideas and talents with solid metrics to create a better service.
Increasingly brand savvy customers are more wary than ever of insincere corporate apologies issued by emotionless commitee, and thanks to social media they're more able than ever to make your first strike count against you.
However, if you simply apply a little humility, making a mistake can actually lead to a better long-term relationship with your customers.
Despite spending more time online than the inhabitants of Tron, I never
quite caught the Apple bug, and it seems I’m not entirely alone. Face it
fanboys, some of us don’t want smooth touchscreens, we like our clunky
buttons; we enjoy waiting aaaages for a single page to open.
that’s rubbish, but the fact is that while it’s been overshadowed by
iPhone and Android handsets recently, there’s still a lot of
Blackberries out there and they’re a popular choice for business.
Sometimes though, you need more than just email, and while the range isn't as extensive as those offered by other fruitily monikered handsets there's still a solid range of useful (and not so useful) apps available for Blackberry.
There are hundreds of statistical guides
showing the beneficial effects of having a presence on Facebook,
Twitter, LinkedIn and any number of other networks, but the despite all
the buzz there still seems to be a lag in adoption, with a large amount
of small to mid-level businesses choosing to opt out of the social
It’s easy to assume this is down to a lack of knowledge
regarding the benefits, but are there legitimate obstacles which are
making companies decide that social media isn’t for them?
I decided to look at some of the more common issues facing groups deciding whether or not they need a social media presence:
When planning a social media campaign, inevitably the
question of measurement will arise. Now that we're realising that follow counts
aren't the be all and end all, ROI in social media has become an increasingly
fragmented and complex subject.
Depending on the nature of your campaign
and the tools you're using to run it, you may feel that tracking leads,
driven traffic, 'likes' or retweets are most important, or you may
feel that none of these are helpful.
With so many options available to
you, it's sometimes difficult to measure exactly how well you're doing.
Whatever the size of your business, there are several pitfalls we all face when putting together a marketing strategy and sticking to it.
These include daily tasks, too much research to do, the temptation to head to the pub. All of these things regularly pop up and threaten to knock us off course. Here's seven simple steps that will help keep your marketing on track...