Posts Taged engagement

Successful Social Media Campaigns

What Does A Successful Social Media Campaign Look Like?

Let’s start with what it’s not. It’s Not More Likes.

Believe it or not, getting new followers on social media is relatively easy. On Facebook, you simply pay a small amount to promote your page and bingo! New Likes. On other platforms, you work your networking, you promote yourself, you put out new posts, you follow others and interact with them, and, boom, the followers come pretty fluidly. People like to believe that a social media account with lots of followers or Likes must be successful, but that’s not necessarily the case. Just because a personal trainer has 8,000 social media followers does not mean she’s reaching 8,000 people with her posts.

What it is: More Engagement.

Read More

Should I Pay For A Boost?

Social media works as a marketing tool because it encourages Engagement. Engagement means real interactions – clicks, comments, Likes, Shares, Favorites, Retweets, +1s, etc. Without Engagement, your posts are flying out into the universe, but no one cares about them. If no one cares what you’re saying, your marketing strategy isn’t working. The whole point is to get people talking about your product and organization.

Pay-Key-As I wrote about in an earlier column for, many business and organization owners became very frustrated with Facebook earlier this year because they had many Likes on their page, but their Reach and Engagement virtually disappeared. Why did this happen? As I explained there, “It’s not your Page Likes that matter on Facebook; it’s how many people are Talking About You.” Facebook claimed they were encouraging “quality content” and minimizing spam. Facebook also had another motive. It wanted to encourage organizations to pay to promote their Pages and Posts. To do this, they modified the algorithm that displays posts in users’ feeds, and currently, it really doesn’t matter how many Likes your page has. Facebook still awards the organizations that have high engagement with more views, and penalizes those that don’t. It also gives preference to those that pay.

Read More

Trust Me: Four Practices for Brands to Be Authentic in a Big Way


Trust Me: Four Practices for Brands to Be Authentic in a Big Way

Young business woman sitting on steps

One of the trendy marketing phrases of our day is, “Be Authentic.” On the surface, this sounds like a flippant call to action, asking brands to simply be themselves. However, brands are not human beings. Yes, they are created by human beings, but while a brand’s identity is as complex as a human’s personality, it is quite different in many ways.

So what is “authenticity” with regards to a brand? According to Dr. Mike Schallehn, a professor at the Cologne Business School, who was quoted in his March 2013 SlideShare presentation, it is “the degree to which brand identity is causally linked to brand behavior.” In layman’s terms, it’s walking the talk.

Read More