Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product or service.[1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.[2] Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm’s desired social media “culture” and “tone.”

The 3-Part Secret to Video Marketing in 2018

We all know video content is rampant, and consumption is on the rise (again, this year). That trend won’t be reversing any time soon. In fact, it’s accelerating, and successful...

6 Reasons to Unite Your Customer Service and Marketing on Social Media

If you haven’t ventured over to REI’s social accounts lately, you should. Something amazing is happening. For years, we’ve been told that silos between customer service and marketing are just...

Has LinkedIn Ruined Slideshare?

I love Slideshare. The “YouTube of presentations” was at one point the number one destination for business owners and managers. It sported better demographics and site visitor loyalty than even...

Follower Envy? How to Leverage Your Competitors’ Social Networks

So, you checked out your competitors' LinkedIn and Facebook pages and noticed that your own company's social following pales in comparison? Naturally, that might freak you out a little. But...

What to Do When Your Brand Attracts Earned Media Attention

I graduated from Indiana University’s School of Journalism in December 2013. However, here I am, electively featuring Purdue University, arguably my alma mater’s arch-rival. While in school, my fellow Hoosiers...

4 Ways Brands Can Use the Psychology of Color as a Competitive Edge

Are you looking to improve your brand and win more customers? Then you should give more thought to the way you use colors. Humans are visual beings. The brain processes...

Recommended Marketing Podcasts: Week of December 4

Podcasts are a great way to educate yourself. Whether you’re on the train, in the car, at your desk, or anywhere in between, this medium is an incredible vehicle for supplementing your industry knowledge....

3 Things Marketers Can Do to Build—and Keep—a Loyal, Engaged Audience

All publishers and marketers are hyper-aware of the many ways technology has simultaneously expanded and altered content consumption. We now have more access to information than ever before, but trust...

Are You Overlooking This Powerful YouTube Ranking Signal?

Many social networks today like Facebook, Instagram, and Snapchat support video, so YouTube may seem like yesterday’s news. For many businesses, however, it still offers the best opportunity to reach...

Refining the Message: The Journey, Episode 8

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=-CPH2nuwsDw Watch The Journey: Episode 8 Episode 8...

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