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For marketers, 2012 was dominated by social media’s evolution beyond its high growth phase, the explosion of content marketing, and the growth of smartphones, tablets and other connected devices. These three trends influenced how we see the world, connect with each other and shop. Here are the top 12 Actionable Marketing blog posts of 2012 from Heidi Cohen’s Actionable Marketing Blog.
Social media isn’t one size fits all. As recent research shows, strategies that work on one platform aren’t effective on other ones. This is particularly true for Facebook and Twitter. To improve the effectiveness of your Facebook and Twitter marketing, here’s a comparison of the two networks. Comparison chart & research charts included. Source: Heidi Cohen’s Actionable Marketing Blog
Premium brands aren’t socialable on social media. This is a key outcome of the June, 2012, study Top 100 Prestige Brands on Facebook based on an analysis of digital aptitude by L2 and Buddy Media. Having worked on true premium brands, this makes sense. Elite, status brands are positioned to attract customers willing to pay for the brands’ exclusivity. These brands don’t want the mass, engaged audiences that social media platforms including Facebook offer. A different social media approach is needed. (Here’s 11 tips to improve Facebook effectiveness.) Source: Heidi Cohen’s Actionable Marketing Blog
One thing that marketers and investors learned from Facebook’s high profile IPO is that it’s a social media platform driven by engagement. So what do marketers need to know about this social media platform to improve their marketing?
Separate research studies done by Buddy Media and Dan Zarrella of Hubspot highlight ways marketers can maximize their Facebook effectiveness. To help you, here are eleven points to guide your Facebook engagement. Understand that these recommendations may vary for specific target audiences and other factors. Source: Heidi Cohen’s Actionable Marketing Blog
Ask most businesses how they measure social media efforts and chances are they’ll tell you what they’re counting. Among the elements tracked are fans, followers, likes, tweets, comments, and shares.What’s missing from these lists? [You may be interested in this related article, The One Social Media Metric You Need.] For social media efforts to drive sales, you must set revenue-related goals. Here are five activities from Heidi Cohen’s Actionable Marketing Blog [Research included.]