Another month has ended. Time to share another roundup of my favorite social media articles from around the web! I hope you will enjoy the list I selected for you.
8 Questions We Asked Our Audience to Find out What They Want (Kapost) – Case studies are always interesting. You never know what to expect. This one serves as an important reminder that your audience is the most important piece in your puzzle. If you don’t ask them what they need, you can’t help them to the best of your ability.
All the questions Kapost asked respondents may not apply to small businesses or solo-entrepreneurs but they will give you good food for thought. Number 1 and 2 are definitely important: “How much time do you spend consuming content?” and “Are you sure about that?”
Think Before You Discount (Huffington Post) – Ted Rubin is not one to sugarcoat his writing. He always has a way to remind us of what matters in this social media world. In this new article, he tackles the problem of constant discounts. He uses the example of Groupon to show that,
“While there is of course great value in catching an initial sale from an otherwise inactive shopper, the challenge shows up when we try to build an ongoing relationship with this ‘hot’ lead. They will continue to expect these deep discounts, because they will see those discounted prices as the actual value of the product or service.”
There is nothing wrong with occasional coupons and discounts. But they shouldn’t be a frequent strategy. Otherwise, you will end up attracting the wrong customers.
The Customer Journey to Online Purchase (Think with Google) – This interactive infographic, which explores typical customer behaviors, is a fantastic resource to improve marketing programs. You can visualize the path to purchase by industry, business size, country, and channel.
Behind the Scenes of The Cleveland Clinic’s Content Marketing Strategy (Kuno Creative) – To outsiders, healthcare is a boring and often scary field. After all, no one visits hospitals when they are healthy. And we don’t see many hospitals on social media either — except for the likes of the Cleveland Clinic.
In this interview with Amanda Todorovich, Manager of Digital Engagement, you will learn why the clinic has made a huge splash on social networks like Facebook and Twitter. There are quotes in every paragraph. So, I will just share my favorite here:
“We are trying to put content in front of people at the right time. So when we post in the morning, we post about breakfast foods or how to get the most out of your morning workout. At midnight, we post about sleep apnea, insomnia or midnight snacks. It’s not just relevant—it’s extremely relevant.”
This quote sums up what a lot of brands keep missing. The Cleveland Clinic marketing team has obviously taken the time to observe its audience, test, measure, and engage. They also re-purpose content and always redirect traffic to the clinic’s blog, which features expert tips from healthcare specialists.
“We think about content from our patients’ and from consumers’ perspective.”
A must-read to learn the basics of a winning content marketing strategy in every industry.
How To Turn Your Customers into Brand Fans: 3 Examples (Content Marketing Institute) – Do you know that only 34 percent of marketers ask consumers what they want? This figure is part of my latest social media stat roundup. I think it fits perfectly here for several reasons:
- Brands still make it too much about themselves
- They often focus on attracting new followers while overlooking the ones they already have
- They see all followers and subscribers as a uniform whole
- Some of their KPIs cannot apply to the online world
One day, soon hopefully, most brands will understand why the likes of GoPro, Tourism Australia, and Betabrand do what they do. Overall, an excellent article by Michele Linn, with some valuable questions to ask your team.
7 Twitter Bio Ideas that Entice Followers (and Make You Unforgettable) (Post Planner) – The Twitter bio is one of the most overlooked features on Twitter (with lists). Many people think that no one looks at it anymore. Nothing could be farther from the truth.
Every time I check a Twitter profile, I go directly to the bio. If I find it relevant to me, I will have then read some tweets and peruse lists.
Making a Twitter bio shine is not difficult. Aaron Lee has some great tips for us. My favorite is #4: including the username of your employer.
Top 10 Reasons Why Video Should Take a Leading Role in Your Content Marketing Plan (Vidyard) – I love Kimbe MacMaster’s case study for two reasons: 1. It’s perfect for companies wanting to learn how transparency will give them more exposure. 2. Leadership is a team sport.
Videos don’t have to be complex to impact viewers in the right way…
12 Of The Biggest Content Curation Myths (Busted) (Business 2 Community) – There is a lot of misunderstanding about content curation. Many see it as a pale copy of aggregation, others as an unethical practice.
This very interesting article by Julia McCoy will, hopefully, put an end to all the myths out there. As a big proponent of content curation, I see it as another brick to add to the positive conversational wall! And apparently, I’m not the only one!
The Ultimate Countdown: 10 Best Video Marketing Examples of 2014 (Vidyard) – This list of B2B and B2C video marketing efforts of the year is outstanding. My favorite videos are #6, #5 and #4. What about you?
Why Your Customers’ Social Identities Matter (Harvard Business Review) – Do you remember your school years? Peer approval mattered a lot then. Copying or getting the attention of popular classmates was often synonymous with experiencing 15 minutes of fame — and sometimes longer.
With that said, things haven’t really changed since our passage to adulthood. As much as we would love to dance “as though no one is watching us,” we still seek approval from the outside world. Our immediate surroundings still play a very important role in our behavior as consumers.
In this very long and thorough article, Guy Champniss, Hugh N. Wilson, and Emma K. Macdonald highlight how context impacts our multiple social identities.
“Recent research into why people put solar panels on their houses shows very nicely how this works. You might think that their main motivation is reducing energy costs or concern for the environment. But it turns out that the strongest factor is that other solar-powered homes are nearby. Your neighborhood represents a powerful social identity, and it colors how you think about decisions related to your home. If you see solar panels on houses around yours, you’re likely to feel that you should get them as well.”
The best article I read in 2014!
Looking for more useful resources hand-picked from around the web (including mine)? Visit my Social Business page.
Most-read articles on Social Media Slant in 2014
- Find the RSS feed for any Twitter user with Twitter RSS (Update)
- The impact of social media on society (infographic)
- Find short and catchy names for your products with Wordoid.com
- Rock your next newsletter subject lines with these 100 ideas (Slides)
- Have you tried this tool to create RSS feeds for Twitter queries?
- Google+ now has 1.15 billion registered users!
- The 80-20 rule in social media (Infographic)
- Measure the emotional marketing value of your headlines with this tool
- Turn your social media profile into a word cloud with this tool
- Social Media – A History: Infographic
I wish you all a wonderful new year!