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SMC Blog

The Psychogenic Needs of Social Media

September 20th, 2014

psychologyIf you have vivid memories of sitting in a high school desk, listening to a potentially droning voice wax eloquently about our subliminal desires and Freudian egoes, you probably were in Psychology 101.

As a marketer, your high school self may not have known that psychology would most likely be one of the most important languages to be fluent in for any success at all in marketing.

Besides a good sense of standard written English and solid ingenuity, psychology is the key to successful marketing and an actual translation from marketing efforts to a return on investment. Our specialty at Social Media Contractors is translating that importance and making the psychology of your customers paramount to a general marketing strategy.

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Organic Reach on Facebook Is Shrinking—Here’s What to Do About It

September 19th, 2014

no-audience

Recently, Facebook changed its algorithm, and many brands are not happy. And we can’t blame them. The new algorithm means your brand’s audience will see less of your content—unless you pay for it, of course. Once again, brands feel they are being forced into spending more money.

The fact is that social media channels have grown immensely since Facebook started, and are only continuing to do so. What originally started as a site for connecting friends and family now hosts brands from manufacturers to restaurants to corporate strategists. Marketers, however, just want to reach their audiences, and as Facebook has become more crowded, that’s become increasingly difficult to do. Continue Reading

How to Convince the C-suite that Social Media Matters

September 17th, 2014

target

Being a social media firm, we clearly understand the importance of social media marketing in today’s world. But for some reason, CFOs, CEOs, and CMOs still need convincing.

Even in this digital age, the “C-suite” just don’t seem to ‘get’ social media—or at least, the benefit of social media marketing. No one will deny that social media is a multi-billion dollar industry. Yet in a recent study, only half of all boardrooms around the world believe social media has real value. So what’s the deal?

It comes down to ROI. The average corporate executive runs on numbers—they want to see tangible, data-quantified results, which go beyond how many times a person mentions their brand, or even shares their brand page. And this is the problem with the C-suite exec and social media: social media ROI isn’t always obvious, so it’s harder for corporate executives to understand its value.

Beyond understanding that ROR (return on relationship) has replaced ROI, there are more verifiable ways to convince the corporate executive of your company on the value of social media marketing.

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Why Automated Content Hurts Your Brand

September 16th, 2014

photo credit: <a  data-cke-saved-href="https://www.flickr.com/photos/brentdanley/1485491742/">brentdanley</a> href="https://www.flickr.com/photos/brentdanley/1485491742/">brentdanley</a> via <a  data-cke-saved-href="http://photopin.com">photopin</a> href="http://photopin.com">photopin</a> <a  data-cke-saved-href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a> href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>

We're asked nearly every day what the benefit is to publishing one-off versus automated content. Automated content may be cheaper, but these days, it's less than ideal. 

To cut straight to the point, here are a few reasons why automated content hurts your brand: Continue Reading

Social Media Roundup

September 15th, 2014

the-worldOne of the reasons we love social media is because it’s an infinite digital world of possibility. It’s pure innovation, and even those wary of the social media “capitalist agenda" cannot deny the sheer incredibility of how social media is changing our world.

Because we’re suckers for success stories and because we love to share the amazing-ness of the medium we work with every day, we’ve rounded up some really wonderful things happening with social media lately. Even if it’s not for the monetary benefit of a company or their isn’t a particular ROI present, there are still lessons to be learned from those using this tool to the best of its ability.

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Attracting Top Talent with Social Media

September 12th, 2014

talentOn the Social Media Contractors website, we have such an incredible variety of free resources available for to help marketers with recruiting. Whether you’re a fan of our white paper (free strategic planning!) or one of the blog posts from throughout the years, it’s clear that recruiting top talent is one of the massive benefits made possible by social media.

The days of headhunters with boxes full of business cards might not be completely obsolete, but social media has truly changed the game in terms of company recruiting.

Last year, we posted some do’s and don’t’s of recruiting on social media. For example, using multiple platforms, being calculated, and engaging are all important features. And, as with all digital media: don’t expect miracles. Interaction is interaction, and the core of that hasn’t changed despite the advances in technology. It’s a complex process, frankly, so something that we help clients with is the more elusive process of engaging– possibly the most important to-do on your list.

So what does engaging in a recruiting setting really mean? Well, as we said in the last blog post, “social media recruiting is as much about self-promotion as it is about actually getting the job out there, so do everything you can to interact with anyone whom you think might be interested in the position.” As it turns out, this is much easier said than done.

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How to Tell Your Story

September 12th, 2014

storytelling

In the peak of the advertising era, utilizing emotions in marketing concerned a simpler strategy: inducing happiness, then showing product A, meant that people now liked product A. We now have a better understanding of emotions, and marketing for that matter.

Emotions are able to influence how people think; emotions drive the decisions people make (and not just what they think about). Similarly, marketing has grown with this knowledge. We now use storytelling as a foundational element of marketing.

By storytelling, we mean telling the story of your brand. Marketers now see that forming emotional connections with their consumers is the way to get their story out there. It has a cyclical effect: the story builds the emotional connections, and these connections spread the story further.

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CEOs Gone Wild (On Social Media)

September 9th, 2014

Lululemon bag on a table

"We do things because they are right and just and that is who we are. That's who we are as a company. When I think about human rights, I don't think about an ROI. When I think about making our products accessible for the people that can't see or to help a kid with autism, I don't think about a bloody ROI, and by the same token, I don't think about helping our environment from an ROI point of view… If you want me to do things only for ROI reasons, you should get out of this stock."

Such were the words of Apple's CEO, Tim Cook, in response to climate change skeptic investors displeased with Cook's plan to slash greenhouse gas emissions earlier this year. While Cook's comments were generally portrayed as courageous by the media, they are a significant departure from the marketing plan for execs of most companies–to stay out of the limelight. 

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Case Study: Starbucks and the Pumpkin Spice Latte

September 5th, 2014

Starbucks-PSLIf you’re in the know, you don’t even need to refer to the cult beverage of fall as a pumpkin spice latte. You can just call it the “PSL.”

In fact, the PSL is probably more popular than you are, and probably more popular than your brand. On Twitter, Pumpkin Spice Latte (under the nomer @therealpsl) has 90.8k followers. Yes, this isn’t Starbucks we’re talking about, but merely one of their drinks.

The bio touts the account as The Official Twitter for Fall’s Official Beverage, and features a profile picture of a Starbucks cup wearing sunglasses (in the cover photo, the cup is wearing sunglasses, reading a book, and sitting in a bed of autumnal bliss).

What marketers know and the rest of the world doesn’t is that this phenomenon right here is absolute marketing genius. Though the seasonal item has been offered for eleven years, it’s only recently that the PSL has achieved its cult status in the hearts and wallets of autumn-loving coffee drinkers everywhere.

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How to Stay Relevant in a Digital World

September 4th, 2014

raceThis summer, NASCAR made a comeback.

That comeback is very much attributed to its recent focus on social media. Not just its presence on social media—its recent emphasis on understanding its customers is important, too. Their goal? To be “customer-obsessed.”

NASCAR recognized an opportunity in social media, seeing it as a place to better reach their customers, and then take it a step further and interact with them. Using Twitter, they created a “racetrack on television,” so fans can live stream races as well as participate.

Then, NASCAR took it a step further, partnering with the innovative tech powerhouse Hewlett-Packard, to create a “social media command center.” The command center allows NASCAR to stay in tune with their fans and customers in real time.

Taking a lesson from NASCAR, a company not generally associated with tech innovation, it’s clear to see that social media is an excellent way to keep any company relevant in the digital age.

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