How to Build a Massive Instagram Following (Without Buying Them)

How to Set Up Facebook Messenger Ads

Do you want to reach more customers and prospects using Facebook Messenger? Have you tried Messenger ads? Messenger ads display inside the Messenger app on the home tab, increasing the likelihood people will interact with your business. In this article, you’ll discover how to set up a Messenger ad. What Are Messenger Home Ads? Unlike [...]

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Facebook Growth, Amazon Spark, and LinkedIn Web Demographics

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook’s latest growth with Mari Smith; Amazon’s social network, Spark, with Jeff Sieh; LinkedIn’s [...]

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#SproutChat Recap: Creating Content to Impress Clients & Drive Results

As Social Media Managers, we know that the content we deliver is an integral aspect of any social strategy. Having a content plan is important, but how do you create impactful content that captures your audience’s attention and drives results?

This week at #SproutChat, Sprout Social’s Director of Content, Lizz Kannenberg joined the chat to talk about the ins and outs of great content. We delved deep into the importance of gaining buy-in from senior leadership and how familiarizing yourself with your audience unlocks the potential of strong content.

Plan Ahead of Time & Always Tweak

Strategizing content should happen annually, but stay flexible as social is constantly shifting. If you’re too stringent in your content strategy and leave no room for new platforms or trends to be implemented your audience can become unengaged and you lose the potential to tap into new audiences.

A1: Depends on the how integrated social is with overall marketing. A full year brand campaign begets a year-long social strat #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A1a: What does the brand's/client's plan look like?

A year-long #comms & #content plan makes for a great year-long social plan. #Sproutchat https://t.co/xm8TeldlTE

— Bruce Kennedy (@BruceKennedy1) July 26, 2017

Monthly! We create a unique strategy for each month of content after reviewing the previous month's analytics #sproutchat

— Carbonara Group (@CarbonaraGroup) July 26, 2017

A1 #SproutChat: Our team at @CityOfLasVegas has a combo, we have goals for the year + a strategy that ties in monthly & yearly initiatives http://pic.twitter.com/FnxvMJBXRl

— Natasha Kristina (@hitheresunshine) July 26, 2017

A1: Both! Short-term keeps content current for communities, and annual strategy supports overarching business objectives. #SproutChat [TK]

— ModSquad (@modsquad) July 26, 2017

Align Business Goals & Audience Needs

Have a clear understanding of your overall business goals and how these objectives can inform metrics surrounding your content. Keeping your business goals and your audience aligned can ensure you develop a winning content strategy.

A2: I.D. their needs first & bucket them based on brand objectives; if they want content to share, that could generate Awareness #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A2 (b): If they want to share personal stories about how they use your product or service, that could generate Engagement #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A2: Your audience relishes being around the brand as it becomes an extension of their identity. Just BE the brand at all times. #sproutchat

— Randy Thio (@ideabloke) July 26, 2017

A2: The audience needs should be considered when forming objectives, if there is no need, there is no lead. #SproutChat

— SonOfBetsy (@KevinSchluth) July 26, 2017

A2. I listen to what the audience are chatting about daily and I adjust my business to solve those needs #sproutchat

— Cheval John (@chevd80) July 26, 2017

A2 Content should fit the audience you're trying to reach by adding valuable information or sparking a relevant conversation #sproutchat

— Kacy Shea (@kacyshea2) July 26, 2017

A2: Always be listening. Your business objectives should be in tune with your audience #SproutChat

— Cindy Stuntz (@cindy_stuntz) July 26, 2017

A2: Actually, I feel like those things align. Knowing my audience just helps me fine tunes my messages. #SproutChat

— Deserae_Dorton (@Deserae_Dorton) July 26, 2017

Clearly Define Your Brand To Develop Great Content

Knowing your audience is key for creating content that resonates. Spending time crafting your brand around who your audience is and what their behaviors are will be beneficial for your metrics in the long run.

A3: Make sure the lifestyle touch points you use to connect with your audience are aligned with your brand persona. #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A3: Invest in social media brand strategy. Consistency requires a plan; your follower count will reflect that. #sproutchat

— Mike Mills (@SagefrogMike) July 26, 2017

A3: Scheduling at least some of the content in advance. I've seen time pressure screw with creativity = horrible content. #sproutchat

— Sarah Romero (@iHeartDates) July 26, 2017

A3 It's all about knowing your clients! As a small agency we're able to get to know them & speak authentically to their audience #sproutchat

— Christine Kilbride (@SagefrogChris) July 26, 2017

A3: You have to be yourself! If you try to be something you're not, your audience will see right through you. #SproutChat

— Express Writers (@ExpWriters) July 26, 2017

A3: It needs to provide info that speaks to your buyer personas pain points or areas or interest #SproutChat @Sagefrog

— SonOfBetsy (@KevinSchluth) July 26, 2017

A3 #SproutChat: create a brand voice that your whole team understands and make sure to set rules on what can and can't be shared http://pic.twitter.com/9YcbaBwLaK

— Natasha Kristina (@hitheresunshine) July 26, 2017

Jump on Social Opportunities That Are on Brand

By getting to know your audience and having a strategy in place, determining what social opportunities are worth hopping on is easy. Jumping on the latest news craze or viral trend isn’t alway genuine to your brand and can leave your audience feeling disconnected.

A4: Get buy-in at all levels on your overall social strat so when quick-turn opps arise, you know right away if they're on-brand #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A4: A strong plan for social strategy is the foundation for delivering quality content. Curate your content library! #sproutchat

— Mike Mills (@SagefrogMike) July 26, 2017

A4: Repurpose existing content to maintain a quality resource hub and conduct social media monitoring to stay up to date. #sproutchat

— Sagefrog Marketing (@Sagefrog) July 26, 2017

A4: You need to have a plan in place so you can be strategic about what you share to ensure it provides value. #SproutChat

— Express Writers (@ExpWriters) July 26, 2017

A4: We like to leverage existing content to produce high-quality information that keeps up with the social pace. #SproutChat

— Mark Schmukler (@SagefrogMark) July 26, 2017

A4 Write what you know! We position our clients as thought leaders – success lies in striking a balance b/w quality & speed #sproutchat

— Christine Kilbride (@SagefrogChris) July 26, 2017

A4: The deeper understanding you have of brand voice and goals, the better equipped you are to make quick content decisions. #SproutChat

— Krista Vogel (@KristaVogel) July 26, 2017

A4: Mix and match. Schedule some, tailor some and at the same time, keep room for creating new content as needed. #SproutChat

— Ayesha Ambreen (@AyeshaAmbreen) July 26, 2017

Track Metrics That Ladder up to Business Goals

Allow time for analysis and make sure that you’re carefully tracking content performance so that you know you’re making informed decisions about where to allocate efforts in the future. Additionally, make sure that your goals for social content also ladder up to business goals.

A5: The most important metrics are the ones that directly support your clearly-defined objectives for social. #sproutchat

— Lizz Kannenberg (@lizzkannenberg) July 26, 2017

A5: It all depends! Businesses have different objectives, research the #metricsthatmatter to your brand. #sproutchat

— Mike Mills (@SagefrogMike) July 26, 2017

A5: I like to focus on conversions and engagement. Are people taking action? Is it getting them talking? #SproutChat

— Express Writers (@ExpWriters) July 26, 2017

A5: I would say ‘shares’ as you want your brand ambassadors spreading your message for viral potential #SproutChat @Sagefrog

— SonOfBetsy (@KevinSchluth) July 26, 2017

A5: it totally depends on your objectives, but I personally think engagement is the one. #SproutChat

— Rebecca Meekings (@rbccmaria) July 26, 2017

A5: Engagement and conversion to website/in-store sales (whichever is the end goal). #relationships + #sales! #sproutchat

— Sarah Romero (@iHeartDates) July 26, 2017

A5: Metrics that support your #KPIs– Key Performance Indicators!
Shares>visits>leads>success #sproutchat

— Mark Schmukler (@SagefrogMark) July 26, 2017

A5: Measuring engagement will help direct you in deciding the kind of content to share in the future. #SproutChat https://t.co/z62K5VTIT5

— Aisha White (@itsaishawhite) July 26, 2017

A5 Metrics can be subjective depending on goals. CTR, CVR, bounce rate, referrals, video views, etc. #SproutChat

— Cristy (@lacristysalinas) July 26, 2017

Be sure to join us next Wednesday, August 2nd at 2 p.m. CDT on Twitter to chat about how to get more out of monitoring on social. Until then join our Facebook community to connect with other folks in the industry.

This post #SproutChat Recap: Creating Content to Impress Clients & Drive Results originally appeared on Sprout Social.

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Search to Social Ads: How to Use Google With Facebook to Build Niche Audiences

Does your business serve a specialized customer base? Wondering how to reach specific niche audiences with Facebook ads? To explore a strategy for retargeting specialized audiences using Google ads in combination with Facebook ads, I interview Shane Sams. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social [...]

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How to Ensure Your Facebook Page Complies With Facebook Terms

Do you have a Facebook page for your business? Want to be sure your page isn’t disabled (or worse, shut down) for noncompliance with Facebook’s Terms? In this article, you’ll discover four tips to keep your Facebook page in line with Facebook’s Terms. #1: Name Your Page Accurately Setting up a new Facebook page can [...]

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How to Track Dark Social Traffic in Google Analytics

Are links to your content shared via private messages on social media? Wondering how to identify and measure that traffic? Dark social traffic comes from sources such as Facebook Messenger, Twitter DMs, and even email. Being able to accurately trace this traffic will give you a more complete picture of how your content is performing. [...]

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How to Create a Snapchat Geofilter on Your Phone

Want to design Snapchat geofilters on the go? Have you seen the Snapchat in-app geofilter creation tool? In this article, you’ll discover how to easily create and purchase custom Snapchat geofilters from within the mobile app. #1: Design Your Snapchat On-Demand Geofilter To get started creating your geofilter, open the Snapchat app. From the camera [...]

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How to Submit a DMCA Takedown Notice

Do people copy your content and post it on their site without permission? Did you know the Digital Millennium Copyright Act (DMCA) can help? In this article, you’ll discover how to file a DMCA takedown notice to protect your content from plagiarists and content scrapers. What Is the DMCA and How Does It Protect Bloggers [...]

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The Journey From Sprout Intern to Software Engineer

As I close out my first year as a full-time Software Engineer here at Sprout, I am reminded of one moment during my internship  last summer that will always stick with me. In my final week, I was called into a meeting where several senior engineers guided my fellow interns and me on how to interview elsewhere. Initially, I was certain they were ostensibly showing us the door. However, they had already spent an exorbitant amount of time and effort training us, making us feel the “Sprout Love”, and to top it off, presented each of us with a return offer. Needless to say, I was confused why they were encouraging and even instructing us to go off and explore our options.

One year in and I have realized that this gesture embodies what I’ve come to appreciate about the culture at Sprout–always be curious and always be growing. The way Sprout embraces learning and development for all employees is impressive, and by the end of my internship it made it difficult, dare I say impossible, for me to decline that return offer. And while I have explored other career options, knowing my team supports and encourages me in that journey, no matter what, actually makes it more enticing for me to stay at Sprout.

Fast-forward to the present and it’s been a pretty wild ride. Just two days into my full-time position and Sprout continued to deliver on its commitment to my growth as an engineer and leader, placing me in tech design meetings for our asset library feature, and within my first month, we released that feature to customers. Since then, I’ve helped build Instagram scheduling and Twitter video publishing, both of which were led in tandem by myself and another engineer who graduated with me last summer. It is hard to believe how much changes in a year. Nearly twelve months ago I was walking across the stage at Northwestern’s commencement ceremony and now I come to work everyday with the support and freedom to make lasting impacts on the team.

Looking back on my graduating class, I am struck by how many of my fellow engineers headed to the fabled Silicon Valley to start their careers. While I have no doubt that they are all finding similar fulfillment in their work and tackling exciting challenges every day, I think it’s worth mentioning that there are exciting companies everywhere you look. I could have easily justified the need to go somewhere else and find experiences at different companies. In fact, many of my teammates encouraged exploring those options. That said, I really couldn’t imagine starting anywhere else. The tech community in Chicago is thriving and I’m sincerely proud to be a part of it.

To those that are graduating soon. I’d say that wherever you go, there will likely be some brilliant engineers for you to work with and exciting challenges to solve if you seek them out. Just be sure that you’re investing your time into an organization that is similarly invested in you.

Interested in joining the Sprout team? Browse through our careers page to see our current openings.

This post The Journey From Sprout Intern to Software Engineer originally appeared on Sprout Social.

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#SproutChat Recap: Advancing Your Career With Digital Conferences

When you work in social media, staying up to date on the latest trends is sometimes a struggle. Attending in-person conferences to stay informed can be expensive, especially if you work on a small team or on your own.

Thankfully there are a multitude of ways to continue learning and keep tabs on changes in the digital marketing space. With low cost resources like digital conferences, webinars and Twitter chats, it’s easy to find the tools and knowledge that will expand your skill set.

Always Be Learning

It’s vital to your career advancement to be constantly learning new skill sets and trends in the industry. Be sure to keep your continued learning cycle consistent and do more than the bare minimum.

A1 You don't want to wait until you NEED career dev; you want to stay ahead of the curve, not play catch up #SproutChat

— Shannon Mouton Gray (@ShannonRenee) July 19, 2017

A1: #SproutChat is a weekly career development focused event. Don't have to invest $$$ to learn when there are a plethora of free resources. https://t.co/3OtZ3pRFsp

— John Venen (@JohnVenen) July 19, 2017

A1: It’s always good to have an open mind about different career choices. With that being said, try to attend events regularly #SproutChat

— Sam Schmir 🤷‍♂️ (@SamSchmir) July 19, 2017

A1: As often as you can manage. SM is constantly changing & there are so many aspects to it that you can never stop learning! #sproutchat

— constancegail (@constancegail) July 19, 2017

A1: Whenever you get the chance! Knowledge is power. Being able to keep up in your industry is key to your success. #SproutChat

— Shannon Willis (@etakappadiamond) July 19, 2017

A1: it should be an ongoing event because it's an every changing industry. Gotta stay up and current on the trends #SproutChat

— Apple Box Studios (@AppleBoxStudios) July 19, 2017

Take Time to Learn New Skill Sets

You have to remember to step outside of your own bubble of work. The time you invest in learning new skills outside of your specialized role will help you in the long run, whether that means reaching business goals or personal goals.

A2: You never know when you'll find your new favorite skill! #sproutchat

— constancegail (@constancegail) July 19, 2017

A2: Very important. Get out of your bubble, echo chamber, and comfort zone regularly. It's the only way to grow. #sproutchat

— Stephan Hovnanian (@stephanhov) July 19, 2017

A2: I think it's important to have a "working knowledge" of how all the pieces in the marketing machine work together. #SproutChat

— Dave Macdonald 🇨🇦 (@rdavemacdonald) July 19, 2017

A2: I think it's fun to learn new skills and sometimes it happens when you're not even trying. Grow your mind! #sproutchat

— Jessie (@JessieAtAC) July 19, 2017

A2: Continuous + varied learning is KEY to #marketing. Diverse skill sets are what drive creativity and success! #SproutChat

— ARPR (@AR__PR) July 19, 2017

A2 No one likes a one trick pony. You'll communicate better if you know the basics of what your team is doing. Be proactive! #sproutchat

— Andrew Stewart (@andrewtstewart) July 19, 2017

Pay Close Attention to Trends

Outside of expanding your skill set, it’s important to keep tabs on trends and breaking news for every social platform. Being proactive in this approach will help ensure that brand accounts do not fall behind and are always effectively delivering content.

A3: My number one resource is my audiences! I watch what's important to them and let it inform my strategies! #sproutchat

— Deserae_Dorton (@Deserae_Dorton) July 19, 2017

A3 I pay attention to Twitter. When something changes, people start talking about it. That's real-time learning. #sproutchat

— Martin Lieberman (@martinlieberman) July 19, 2017

A3: Look at @twitter trends and also major social media/digital outlets like @SMExaminer @socialmedia2day @SocialMedia411 #sproutchat

— Val Vesa (@adspedia) July 19, 2017

A3: For social media trends and news, I love to read @SMExaminer. 👍🏻 #SproutChat

— Express Writers (@ExpWriters) July 19, 2017

A3 Couple of newsletters, Twitter keeps up with the pace and the millennials in my office keep me hip 😅 #sproutchat

— Andrew Stewart (@andrewtstewart) July 19, 2017

A3 Chat SMEs and hosts are influencers who tend 2 B on top of their game. They offer good info, links & freebies. #SproutChat

— Shannon Mouton Gray (@ShannonRenee) July 19, 2017

A3: Our team uses @feedly & @BuzzSumo to both find and curate #SMM content, which also keep us up to date on social trends #sproutchat

— SocialXpresso ☕️ (@socialxpresso) July 19, 2017

No Budget for Conferences? No Problem

It may seem like in-person conferences are the most effective way to continue learning, but it’s okay to think beyond costly methods to connect with new people and ideas. Digital conferences are a great way to get in-depth information in a short amount of time.

A4: Check out free webinars, hangouts, Twitter chats or even events in your local area #sproutchat

— Meghan Higgins (@MHig06) July 19, 2017

Online twitter chats! Webinars, meetups (host one yourself!) #SproutChat https://t.co/Nwy87CMjTs

— constancegail (@constancegail) July 19, 2017

A4 Meetups can be a good way to continue to learn and network and are usually free. Can vary city to city though #sproutchat

— Jennifer L Kirk ✈️🍴 (@The_Jenius) July 19, 2017

A4 a: Webinars, #SproutChat, one-on-one exchange of ideas, local chamber events.

— John Venen (@JohnVenen) July 19, 2017

A4: I'm very late today; I set a Tweetdeck column for the conf. hashtag; take advantage of any streamed sessions. #SproutChat

— Brad Lovett (@Brad_Lovett) July 19, 2017

A4: see if there is an online equivalent or PDF download or if you can connect with one of the key speakers on the side #SproutChat

— Apple Box Studios (@AppleBoxStudios) July 19, 2017

Share Learnings With Leadership

Be your own champion. Start sharing insights gathered from conferences and webinars with senior leadership and list action items from what you’ve learned to set informed goals for your work. Sharing these ideas shows leadership that you take your career seriously and are capable of taking initiative on new projects.

A5b: First of all it shows ROI for your trip and then explain what 1 or 2 new things you found out could be done in 3 months. #sproutchat

— Val Vesa (@adspedia) July 19, 2017

A5 Always. You're your best champion – proves to them you value what you do and staying ahead of the curve. Benefits everyone #sproutchat

— Jennifer L Kirk ✈️🍴 (@The_Jenius) July 19, 2017

A5 Yes, but even better is to share action items. Things you're going to do as a result of attending. A plan. #sproutchat

— Martin Lieberman (@martinlieberman) July 19, 2017

A5: Start using one thing you learned right away! Present a lunch & learn to others! #SproutChat https://t.co/0x1Dy4kB8r

— constancegail (@constancegail) July 19, 2017

A5: Absolutely! Sharing several things you've implemented from attending the event and the great results will go a long way. #sproutchat

— Meghan Higgins (@MHig06) July 19, 2017

A5. When you want to share something which will help business and leadership ignore you, they lose #sproutchat

— Cheval John (@chevd80) July 19, 2017

Be sure to tune in next week, Wednesday, July 26, for #SproutChat at a special time, 3 p.m. CDT. We’ll be joined by special guest, Lizz Kannenberg, Director of Content at Sprout Social, where we’ll discuss creating impressive content that drives results.

Until then be sure to join our Facebook community to keep up on on all things #SproutChat.

This post #SproutChat Recap: Advancing Your Career With Digital Conferences originally appeared on Sprout Social.

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Messenger Chatbots: How to Get Started

Wondering if Messenger chatbots are right for your business? Want to know how to build your own chatbot? To explore why and how to create Facebook Messenger chatbots, I interview Ben Beck. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help [...]

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How to Create a Facebook Live Show

Want to broadcast a regular live show on Facebook with a co-host? Wondering how to plan all of the logistics for your show? In this article, you’ll discover how to launch a successful Facebook Live show, with or without a co-host. #1: Define the Key Objective, Measurement Tactics, and Success Benchmarks Before you get swept [...]

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Instagram Live Replays: What Marketers Need to Know

Are you using live video on Instagram? Wondering how to save Instagram live videos so followers can replay them later? In this article, you’ll discover how to get an extra 24 hours of view time for your live videos with Instagram Live video replays. Who Has Access to Instagram Live Video Replays The great news [...]

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3 Ways to Generate Leads Using YouTube

Want to generate more leads and conversions with YouTube? Looking for organic tactics to help boost the performance of your existing video content? In this article, you’ll discover three effective ways to turn YouTube viewers into leads. #1: Drive Website Traffic With YouTube Cards YouTube cards are a marketer’s dream come true because they let [...]

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How to Use Facebook Messenger for Social Customer Service

Want to provide better customer service on Facebook? Wondering how Facebook Messenger can help? In this article, you’ll discover how to use Facebook Messenger as a valuable social customer care tool. Why Messenger for the Front Lines of Customer Care? According to USA Today, Facebook views Messenger for Business as a venue for “conversational commerce.” [...]

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New Instagram and Messenger Ad Features, and LinkedIn Native Video

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore new Instagram and Messenger ad options with Amanda Bond, new LinkedIn features with Viveka [...]

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#SproutChat Recap: How to Brand Your Business on Social Media

Once you’ve made it over the hurdle of launching a business, how do you successfully brand that business on social media? It’s important to take the time to strategize what platforms you want to focus your efforts on, as well as understanding where your audience lives.

In this week’s #SproutChat, we were joined by Sprout All Star Elite and branding expert, Rebekah Radice, who’s offered her insights on social strategy for branding businesses. From content strategy to which social platforms to spend time on, Radice covered a bevy of information for brands.

Claim Your Brand’s Stake in Social

When launching your brand on social make sure that it can be easily recognized by its logo and name. Differentiate your business from others on social and take the opportunity to tell that story clearly in your bio and through the content you publish.

A1) Know What Sets You Apart
– What makes you unique?
– Why should customers care?
– Are there points of parity?
#sproutchat

— Rebekah Radice (@RebekahRadice) July 12, 2017

A1: make sure you have a good handle & bio with updated & high quality pictures. #SproutChat

— Independent Retailer (@indretailer) July 12, 2017

A1: Get that logo up! A logo & coordinated cover image will help users identify you are and what you’re about. #SproutChat

— Emily Anthony (@__emilymichael) July 12, 2017

A1: Having a name is a good start — catchy, recognizable, and short enough to be a handle #SproutChat https://t.co/fe1rmURZR0

— Metter Media (@mettermedia) July 12, 2017

A1: Claim those handles across all platforms, whether you want to use them now or not. #SproutChat

— Marek Cornett (@marekcornett) July 12, 2017

A1: Also, really think about what you write for your bio/about section. This area can set the tone for your profile! #SproutChat

— Emily Anthony (@__emilymichael) July 12, 2017

A1: Start by documenting a strategy that defines your reason for being on social, audience, tone, messaging–all the necessities #sproutchat

— BrandExtract° (@BrandExtract) July 12, 2017

A1 High res profile photos and cover images, consistent imaging/colors/fonts across channels, proper bio and links! #SproutChat

— Jennifer L Kirk ✈️🍴 (@The_Jenius) July 12, 2017

A1: Understanding who you're speaking to and how the audience differs across platforms is your first step! #SproutChat

— Jessy Herman (@jessyh2609) July 12, 2017

Social Profiles and Websites Should Work Together

Make sure that the information you provide for your business on social is consistent with what you’ve provided on your website. While your business’s website should answer any questions visitors may have that aren’t answered on your social profiles, the two platforms should work in tandem to make important communications visible and accessible.

A2) Both are crucial. They complement and support each other. Lead by conversation and content through their online journey. #sproutchat

— Rebekah Radice (@RebekahRadice) July 12, 2017

Both. You want to have strong social profiles that lead to a robust website. They go hand-in-hand #SproutChat

— Apple Box Studios (@AppleBoxStudios) July 12, 2017

A2: hate saying 'it depends', but it does. Who is your buyer, where do they gather info, what type of biz are you?. #sproutchat

— Jennifer Daugherty (@GlitterOtter) July 12, 2017

A2 it's more important to meet people where they're at. And know how to send people from one place to other for more info 😉 #SproutChat

— LUCYrk (@LUCYrk78) July 12, 2017

A2: It all has to start with your website. You'll be sending people there from your social profiles, so it's got to be in order. #SproutChat

— Emily Anthony (@__emilymichael) July 12, 2017

A2b: regardless of where your base is, neither should be lacking. Keep them consistent, cross link, etc. #sproutchat

— Jennifer Daugherty (@GlitterOtter) July 12, 2017

A2 I think a functional website would be a priority. Social is part of your comms strategy. #sproutchat

— Nancy Casanova (@nancycasanova) July 12, 2017

A2: Why not have both? You want a strong presence on social media, but you also need a great website to direct them to. #SproutChat

— Express Writers (@ExpWriters) July 12, 2017

A2) Strong social to engage audience and Robust Site to explain more after you’ve piqued their interested #sproutchat

— Stefanie R Kelly (@SRKellyOnline) July 12, 2017

Define Your Brand

Your brand’s voice and tone should be guided by what you’re offering your audience. Having a familiarity with your audience will help you fine-tune how you communicate and help you understand the benefits your customers are looking for, rounding out a better experience.

A3) Determine what benefits your product or service provides. Now clearly articulate who that person is that benefits the most. #SproutChat

— Rebekah Radice (@RebekahRadice) July 12, 2017

A3 community defines it as they see it. You can just strive to be as honest/transparent as possible, be the best brand you can b #SproutChat

— LUCYrk (@LUCYrk78) July 12, 2017

A3: For us, it's all about tone. We did a lot of exercises on brand voice when I started and that was really helpful. #SproutChat

— Emily Anthony (@__emilymichael) July 12, 2017

A3 Through Social Voice & Imagery. #SproutChat https://t.co/20StoV1A6n

— Martin Michaud-Couch (@WebCouchDesigns) July 12, 2017

A3: one big step is knowing your audience & what they'll best respond to #SproutChat https://t.co/hn9hEkSQ1W

— Travis Gendron (@travgendron) July 12, 2017

A3) Knowing audience and consistency. @Arbys social media team does an AMAZING job at this. #SproutChat

— Newmark Halakar (@nkfhalakar) July 12, 2017

A3. If you are true and authentic in real life, it will flow in your brand persona online #sproutchat

— Cheval John (@chevd80) July 12, 2017

Meet Your Customers Where They Are

It’s easy to say that your brand should be on every social network, but it’s best to do a little research and put your time and effort into the platforms that you know your audience is spending time on. This makes working toward business goals more manageable.

A4) It's important to align the platform with the type of content you share. e.g. video vs. text, link or visual. #SproutChat

— Rebekah Radice (@RebekahRadice) July 12, 2017

A4. It depends on where your audience or prospective customer is at and also what fits your business #sproutchat

— Cheval John (@chevd80) July 12, 2017

A4: Totally depends on where your target audience is & what your goals are! #SproutChat https://t.co/Msdc8Tj8Bs

— Travis Gendron (@travgendron) July 12, 2017

A4: The trifecta of Twitter, Facebook, and Instagram (but it really all depends on your brand's voice) #SproutChat https://t.co/PAXMSIT0Ne

— Metter Media (@mettermedia) July 12, 2017

A4: Starting out, take a look at your personas and see what channels make the most sense for those demographics. #SproutChat

— Emily Anthony (@__emilymichael) July 12, 2017

A4: Where your audience is & where related conversation is.
Period.#SproutChat

— Jeff Higgins (@ItsJeffHiggins) July 12, 2017

A4: The social media platforms you dedicate your time to will depend on where your audience is. Be where they are! #SproutChat

— Express Writers (@ExpWriters) July 12, 2017

A4: Depends where your brand is seeing the most ROI. #SproutChat

— Emily Andrus (@EmilyPizanie) July 12, 2017

A4 Definetly Depends on your target market 🤔 #SproutChat

— Jan Barbosa 🐝 (@JBarbosaPR) July 12, 2017

Metrics Tell the Story

Create goals to track and allow for time to analyze how your business is performing on social. Every journey is different, so if engagement is a key performance indicator for you, be ready to test and learn along the way.

A5) Engagement is the first place to start. Is your audience interacting with your brand? If not, your brand isn't memorable. #sproutchat

— Rebekah Radice (@RebekahRadice) July 12, 2017

Q5: ENGAGEMENT! It's the top metric for showing people know and care about your brand #SproutChat https://t.co/BoYTKl3dwQ

— Metter Media (@mettermedia) July 12, 2017

A5 First and most obvious: lift in sales. Second and third: traffic to website and social engagement #sproutchat

— Jennifer L Kirk ✈️🍴 (@The_Jenius) July 12, 2017

A5: Engagement that turns into trackable revenue. Likes don't pay the bills. #SproutChat

— Newmark Halakar (@nkfhalakar) July 12, 2017

A5 Test. Analyze. Report. Rinse Repeat. Consistently. #SproutChat https://t.co/4sbYEOhmzf

— Martin Michaud-Couch (@WebCouchDesigns) July 12, 2017

A5: Set goals so you know what you're trying to achieve. You can then measure results and tweak accordingly. #SproutChat

— Express Writers (@ExpWriters) July 12, 2017

A5: Set sales, conversion, traffic and engagement goals for your business to see how your brand is resonating with your audience #SproutChat

— BrandExtract° (@BrandExtract) July 12, 2017

A5: Growth in interactions, community size, engagement. Measurements are bounce, conversion and retention rates. #sproutchat

— Gary McIntire (@garymcintire) July 12, 2017

A5: Listen to what folks are saying beyond your handle or hashtag. Proactive social listening, ftw. #SproutChat [TK]

— ModSquad (@modsquad) July 12, 2017

Join #SproutChat next Wednesday, July 12, at 2 p.m. CDT, to chat about advancing your career in social and digital conferences. Until then join our Facebook community to network with other folks in the industry and stay up to date on #SproutChat events.

This post #SproutChat Recap: How to Brand Your Business on Social Media originally appeared on Sprout Social.

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Do you want to connect with your audience via video? Looking for tips to convey confidence and authority? To explore how to improve your on-camera performance, I interview David H. Lawrence XVII. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help [...]

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Influencer Marketing Ain’t Easy: 5 Client Questions to Answer Before They Ask

The client conversation around influencer marketing is changing. When agencies first began pitching influencers as part of a brand’s social strategy, they spent a lot of time answering “what?” and “why?” But as a recent study by Tomoson Research shows, influencer marketing is now “the fastest-growing online customer-acquisition channel—beating organic search, paid search and email marketing.” Not to mention, nearly 60% of marketers plan to increase their ad budgets to accommodate influencer marketing efforts in the year ahead.

With proof points like these, influencers are no longer a tough sell to clients:

• 92% of consumers are more likely to trust their peers over advertising when it comes to purchasing decisions.
• On average, businesses are making $6.50 for every $1 spent.
• Influencer marketing has 11 times the ROI of a banner advertising campaign.
• Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising.

While it’s easy to get swept up in the numbers, there’s still much to learn about what makes a successful influencer program. And while agencies may not have to spend as much time answering “why?”—there’s still the very important question of “how do we do it right?”

Here are five of the most common questions about influencers and the answers an agency needs in order to demonstrate expertise in the space and gain buy-in from clients.

1. What Is the Goal of the Program?

Make no mistake, this is the single most important question to consider when developing (and eventually pitching) an influencer program. Before even thinking about who the influencers will be or what they will create, marketers must identify specific, measurable goals. Should the program increase awareness? Generate new followers? Drive sales?

According to a recent survey evaluating the current state of influencer marketing:

• 89% of marketers used influencers to create authentic content for their brand
• 77% used them to drive engagement
• 56% used them to drive traffic to their websites or landing pages

It should go without saying that the goal of the program should also align with the project brief. A successful influencer program is useless if its outcome does not address the ask of the client.

2. How Will We Measure Success?

For 2017, 78% of marketers have cited measuring the ROI of influencer marketing as a top challenge, making it important for agencies to identify which metrics they’ll monitor to measure the program’s success. Meanwhile, 81% of marketers cite engagement as their top metric for measuring influencer marketing success, meaning how many likes, shares and comments the various pieces of content received.

Marketers may also consider tracking traffic and conversions, especially if the program’s goal is an increase in sales. Using trackable links, promo codes and monitoring correlation are just a few ways an agency can propose tracking these markers.

3. Who Are the Right Influencers?

Marketers, repeat after us: fit over followers. One of the biggest mistakes we see marketers make when choosing potential influencers is focusing too much on the number of followers. What good is a million followers if they’re not the right audience for the brand? The personality, values and previous content of potential influencers have to be a good fit for the brand or the program will fail. And it may take a little research to find that information out.

When pitching potential influencers to clients, it’s helpful to include example posts that both demonstrate their fit with the brand and showcase the quality of their content. And even though it’s not the reason they were chosen, it may be smart to include their potential reach as well to strengthen the business case.

4. What Will They Create?

Once an agency has identified the influencer or influencers for the program, it’s time to decide what type of content they’ll create. Knowing the specific ask will help align client, agency and influencer expectations and will make reaching out to the influencer a much smoother process. It’s also easier to quote rates when the influencers have an idea about how much time and effort is expected of them.

Agencies should take into account the program goal, their desired measurement, as well as the influencers’ own content when deciding what to ask for. For example, don’t ask for a blog post if the influencer’s strength is photography.

Marketers also have to consider FTC regulations, which require influencers to disclose when content is part of a paid partnership. There are various ways to do this, but most often we see posts labeled with an #ad or #spon hashtag. It’s imperative that the branded content be just as compelling and entertaining as the rest of the influencer’s content—or else it will stick out like a sore thumb and the influencer’s audience won’t trust it.

5. Should We Pay Them?

To gift, or to pay: that is one of the most common client questions. And in order to answer it correctly, marketers must consider the pros and cons of both gifting and paying an influencer. The biggest pro of gifting is obvious—free marketing. But cons can include no guarantee of quality or positive sentiment, no control over the message and no ownership over the content that’s created. It also may be more difficult to find an influencer with good reach if they believe their value is worth more than just a free sample.

When you offer payment, those influencers with a strong, solid audience are more likely to be on board. Plus it gives marketers more creative, and legal, ownership of the content. Just keep in mind that it doesn’t matter whether an agency gifts or pays an influencer, a paid partnership must be disclosed to abide by FTC regulations.

Influencer rates vary and can depend on his or her follower count. According to a study done by Influence.co on Instagram influencer payment, the overall average cost per Instagram post was $271; an influencer with fewer than 1,000 followers (also called a micro-influencer) was $83 per post; and the average price for influencers with more than 100,000 followers was $763 per post.

When offering compensation to an influencer, agencies need to take into account the type of content they’re requesting, the influencer’s follower count, the project’s budget and FTC regulations.

Influencers aren’t just successful in attracting new business for brands; they also recruit more loyal customers. In fact, Forbes.com found that customers acquired through influencer marketing have a 37% higher retention rate. But without the right strategy in place, poorly planned influencer marketing can backfire—and both brands and influencers can run the risk of damaging their respective reputations, or even running into legal trouble. Agencies who take the time to ask and answer the right questions will not only gain the trust and confidence of their clients, but it will also set their influencer program up for success from the outset.

This post Influencer Marketing Ain’t Easy: 5 Client Questions to Answer Before They Ask originally appeared on Sprout Social.

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What Your Client Needs to Know Before Launching a Brand Advocacy Program

Clients rely on agencies for their expertise. It’s important to be a guiding light for the brands you work with in developing big initiatives, like the launch of an advocacy program. Having a tight circle of advocates is crucial in fortifying your client’s reputation and extending their reach to new and receptive audiences.

I’ve learned a lot about the do’s and don’t’s in leading brand advocacy and community initiatives here at Sprout Social, so I’m happy to walk you through some of the first steps and a few common hurdles involved in building a sustainable advocacy program from the ground up.

We initially started our All Stars program because I’d identified a handful of Sprout users who had established communities and were looked to for their social media expertise. So I wanted to create a program where we formalized our relationships with these customers, equipping them to be the best Sprout advocates they could be.

To give you a clear idea of what needs to be done in order to successfully launch a program like this, I’ve broken down my experience into a checklist:

Brand Advocacy Checklist

• Foster an advocacy culture
• Identify your advocates
• Invite them to join
• Provide value and make them feel important
• Communicate consistently
• Measure success

1. Foster Customer Advocacy Culture First

The foundation to brand advocacy is ensuring the brand itself is valuing its customers. So before shaping your strategy, you need a strong foundation of customer advocacy.

You’re already listening to customers and internalizing feedback, but ensuring this type of proactive culture is established makes advancing to brand advocacy possible.

2. Identifying Advocates

It’s time to learn more about your customers. The customers you’re looking for have a certain longevity on social, are active and spend more on or with your brand than your average consumer.

Companies should work with their customer success and social marketing teams to kick off the process of identifying potential advocates. Twitter and Instagram are the most viable social options since these platforms are the most searchable.

You can put Sprout’s Twitter Report to good use here, easily highlighting users that frequently interact with the brand by sharing content or through relevant conversations.

3. Inviting Advocates Into the Community

Make it a big deal. Make it official. Have a dedicated landing page, badges and internal communication around your program so advocates feel important and valued.

Give your advocates a platform to define their personal brand so they feel valued in their collaboration with you.

4. Provide More Value Than You Ask for in Return

If you don’t know what your customers will find valuable, ask!

It’s commonly thought that word of mouth recommendations happen organically, but what I’ve learned is it often doesn’t happen unless you ask. Sometimes a simple request is all it takes to remind your most engaged customers that you value their advocacy and the power of their recommendations.

Some intrinsically valuable perks you can offer your advocates:

• Better access to your brand or team
• Access to other advocates
• Advanced product insight
• Social media recognition
• Speaking opportunities
• Content collaboration
• Prioritized customer service support
• Tickets to industry events
• Custom swag

On the flip side, be upfront about expectations and ask for things they’d be glad to do in return, increasing the ask as time goes on from more consumption-centric asks to more contributive asks. How you collaborate with them helps them see the value in being a brand advocate.

You can ask your advocates to:

• Share content
• Promote the brand through their social channels
• Attend brand-hosted events
• Nominate or vote for the brand for industry awards
• Test new features
• Refer customers
• Host meetups
• Share job postings

Keep the communication consistent and keep it exciting with new initiatives and creative opportunities to collaborate.

5. Communicate Consistently

Keep in mind that your advocates probably have full-time jobs and this program is a small part of their day to day. Take the care to establish a cadence in communicating with them.

We use our own advocacy platform, Bambu, to curate content for advocates to share and to keep them looped in on program communications.

Lastly, have patience. It takes time to incorporate advocacy as an organic, recurring behavior.

6. Show Value by Proving ROI

Advocacy programs can prove more value in the long term. Many of the upfront benefits aren’t as apparent, but here are three key things you can incorporate and focus on from the get-go that lend directly to evaluating ROI:

Referrals: New customers who have discovered your brand through one of your advocates.

References: Tapping advocates to help your sales team close deals more quickly and at a higher monthly recurring revenue.

Reviews: According to Retailing Today, 81% of shoppers research online before buying. Reviews solidify proof of value amongst customers.

It’s crucial when evaluating ROI to assess which metrics are most valuable to track. Setting up the right reports from the start is the key to measurable, quantitative data to inform your program’s growth.

The Don’ts of Launching a Brand Advocacy Program

The culture of brand advocacy is a celebratory one—your most excited customers rallying around your brand and your brand rallying around its most excited customers—but the business of organizing this program certainly comes with its own set of things to avoid.

Don’t incentivize solely with money: this incentivizes the wrong mindset and doesn’t lend to a long term relationship that’s valuable to both parties.

Don’t ask advocates to do things that you would pay employees to do: there are legal repercussions to this.

Don’t set up a program that’s one-sided: it’s key to make sure that what you’ve set up is a mutual exchange. Whatever you’re doing for them you’d gladly do, vice versa.

There’s a lot you learn in taking on a program launch like this. It takes time to gain traction and recognition among a community, but the benefits far outweigh the effort.

At Sprout, we’re fortunate to have amazing subscribers who we can partner and collaborate with to help move the industry forward by providing value and insight on real challenges social marketing professionals face.

Are you a Sprout Social customer and brand champion? Are you looking for opportunities to connect with your industry peers and continue learning new and best practices in social media marketing? We’d love you to join our All Stars brand advocacy community. Click here to submit your info to join!

This post What Your Client Needs to Know Before Launching a Brand Advocacy Program originally appeared on Sprout Social.

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