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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 New Year’s Race to Motivate and Inspire Social Influencers Begins

With the holiday shopping season behind us, brands are shifting gears to refining and implementing their 2018 strategies, with a focus on competing for the loyalty of influencers. Building meaningful...

Swarm Emerges as a Serious Social Search Tool

Like many of my friends on the Foursquare Swarm application, I am an avid life-logger. I love the fact that Swarm makes it possible to check into locations and organize...

How to Boost On-Site Conversions with Influencer Content

Expert roundups are the new guest posts: Everyone is doing them, mostly without much strategy behind them. And that’s unfortunate—the tactic is highly efficient when approached creatively. Engaging niche influencers to...

Millions Use Alexa to Shop, and Brands Need to Start Paying Attention

Alexa, tell me why brands and retailers should care about voice shopping. Unfortunately, Alexa can't answer that question (at least, not yet). But Amazon can. Following another strong holiday season...

How to Repurpose Blog Content Into Short-Form Social Media Updates

Want more exposure for your blog? Wondering how to transform your blog articles into social media content? In this article, you’ll discover six steps to turn long-form blog posts into...

The 22 Most Engaging Pieces of Brand Content on Social Media in 2017

Now that social media is so supremely essential in brand messaging, there are a lot of layers underneath what makes a successful post, video or tweet. This year, brands tried...

Q&A With Venture Capitalist Powerhouse Eric Hippeau on the Future of Digital Media

Eric Hippeau has been riding the media wave for almost three decades--from running Ziff Davis throughout the 1990s to serving as the chief executive of the Huffington Post during its...

Influencers: Your Most Important Media Buy

Influencer marketing has continued to come on in leaps and bounds during 2017, but while more brands are embracing it, a worrying number are viewing it as a checklist item...

How to Recycle Old Content to Increase Your Conversions

I’ve been blogging for more than ten years now, and I thoroughly enjoy the process. However, one thing that I dislike about blogging (especially if you blog a lot) is...

Social Media’s Ace in the Hole

Most brand marketing efforts aim to drive brand awareness at the top of the funnel, with the ultimate goal of building purchase intent. Reach and frequency are the traditional measures...

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