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SMC Blog

Where’s the ROI?

October 20th, 2014

NYCI’ve worked with a wide variety of companies on their social media. Whether it’s consulting, actually doing the social media strategy and content step by step, or just working on content, there are a few questions that I hear asked every single time.

Where’s the ROI? What’s the point? Do people actually read this? I know I’m (insert 40, 50, or 60 years old) but I can’t imagine that people actually look at these things. The most frequent question? Most of the time, it doesn’t matter how good the social media is or what exactly I’m posting, but they want to know exactly what the ROI is. What’s the bottom line?

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Social Media Data: How to Handle the Constant Flux

October 18th, 2014

measure

When it comes to measuring social media, things can get tricky.

A recent MIT Sloan Review article, titled “Why Your Company Is Probably Measuring Social Media Wrong,” discusses how companies are approaching their social media efforts in the wrong manner. The thing is, standard business approaches to data analytics work in linear form: you see a problem and determine what is causing it. Theoretically, you should be able to track a change in your strategy and find a corresponding change in sales.

Social media, however, is completely different. You just can’t measure success and failure in simple, or direct, terms. Social media requires constant attention to detail, the ability to recognize the important details, and the ability to draw trends out of data that might not initially look like it’s telling you anything.

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The English Major and the Strategist

October 17th, 2014

Books

If you take a look at the backgrounds of the SMC team, you’ll find a diverse range of histories. Our founder, Kris Kluver, began his career as an entrepreneur at age 19 when he started his first company. Managing editor John Darwin specialized in John Milton’s Paradise Lost while working on his B.A in British Literature. One of our writers, Matt, is currently working on an M.F.A in English with a specialty in creative writing after graduating with degrees in English and philosophy.

Although we’re quite the diverse crew, there’s a common thread. Everyone at SMC loves producing content, and everyone has a passion for helping clients build social media strategies based on ROI. However, there is a reason that there are a pretty solid number of English and creative-writing lovers on the team. The secret to this strategy and reason that our content creation packages are actually valuable? Frankly, skills that writers have are a perfect fit for adapting to social media work– the catch is that this isn’t a vice versa situation. To have the perfect storm of great content and great strategy, it is incredibly important to utilize the skills of a professional writer AND a professional strategist.

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How My Job Has Changed Since I Sat Down At My Desk This Morning

October 14th, 2014

change

As a content creator at Social Media Contractors, you get used to not knowing what to expect from a day at work. Beyond the taste of cupcakes and the sound of gongs in our office, there is seemingly never an end to the shifting tides of social media. In fact, the industry seems to be changing all the time.

Instead of being convinced to part with my money in exchange for some product, I’m far more likely to be convinced to join a group of likeminded people. If a few friends endorse a product, chances are pretty good I’m going to buy it too.

This is the approach employed by companies that use social media to target and interact with potential customers. In a recent issue of Forbes, John Ellett outlined a new marketing strategy he claims is on the way called Marketing 5.0. This raises the question: if the simple strategies that are no longer effective are Marketing 1.0, 2.0, and 3.0, how long until the “treat me like you know me” Cloud-based Marketing 5.0 is extinct, and the new frontiers of Marketing 6.0 and 7.0 come around?

Karthik Padmanabhan, Country Head of Ecosystem Development for IBM in India and South Asia, provides a laundry list of emerging and developing trends in the world of social media. Here are three trends we at SMC see being some of the most influential over the next few years. 

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The Psychology of Social Media Habits

October 13th, 2014

trail

One of my favorite American authors, Edith Wharton, once said this: “Habit is necessary, it is the habit of having habits, of turning a trail into a rut, that must be incessantly fought against if one is to remain alive.”

Awareness of what our habits are and whether or not your trails are ruts is important in life, absolutely– but the same principles also apply to your marketing. To segregate this concept even further, it’s important to think about those same ideas in terms of social media.

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What We Can Learn from Ello, the Anti-Facebook

October 10th, 2014

thenextweb ello

If you’ve seen some Twitter buzz about a new social network, you may have been under the impression that your closest followers forgot how to spell the word “hello.”

Ello is the latest of the anti-Facebook online responses to the advertising heavy, global behemoth that Facebook has developed into over the last several years. Most recently, the fire was fanned by a recent update from the ‘Book requiring users to use their real names, no symbols allowed.

Discussions about what constitutes a real name, whether or not this was an aggressive action towards the LGBT community, etc. eventually swayed Facebook to change up their policy, but feelings are still running high and the online world is responding with some alternatives.

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Why Outsourcing Your Social Media Is Always a Good Idea

October 9th, 2014

typing

A recent article from Entrepreneur discussed whether or not you should outsource content creation or hire a content marketing team. After explaining the value of content marketing with these statistics—which we couldn’t agree with more, as we also noted in a recent blog post on the benefits of blogging for any industry—the article draws to a close with a statement we find ourselves contesting.

Entrepreneur concludes:

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Why Your Brand Should Be in the Moment

October 8th, 2014

lightning

Today’s digital age is all about capturing the moment. From selfies to constant status updates, the up and comers of the consumer market are consumed with instantaneous presence. And social media platforms are the seen as the best way to broadcast and share the present moments.

As marketers, it’s key to always be where your consumers are—but it is also important to take part in what they value. Here’s where the importance of social media becomes evident.

Successful brands nowadays leverage what is called “moment marketing”. These brands move fast; they are always on top of current news and events, and are always ready to make a comment that adds value.

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Scary Social Media Stat of the Day: 3 Out of 4 Negative Tweets Happen While Customers Are Still Inside the Restaurant

October 7th, 2014

restaurant in black and whiteHere's a frightening social media statistic: 3 out of 4 negative tweets happen while customers are still inside the restaurant.

As Twitter's Eimear Lambe mentioned at the Digital Innovation Forum in London, 75% percent of negative tweets happen on the premises of the restaurant itself. That may seem alarming (and it is), but it's also a sign of the changing relationship between businesses of all kinds and their customers. If you've ever been uncertain in the past about what your customers think of you, fear not: no such problem exists today when anyone can publish a review with a few movements of the thumb.

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Should Social Media Replace Your Website?

October 6th, 2014

wovenThis morning, The Guardian ran an interesting piece about certain digitally focused companies turning to social media to replace the use of a website.

andSoMe, a recruitment advertising agency, relies solely on Facebook and Twitter for their digital presence (their website landing page was replaced with a holding image about two years ago). According to company co-founder Mark Rice, andSoMe’s staff spend less than an hour a day on their social media, and they’ve saved time and money adapting website design to account for rapidly expanding mobile usage.

So, it seems as if the real question here is how to effectively manage time and money for the largest possible ROI from digital brand channels.

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