Posts Tagged ‘social media’

Going social is one of the many ways employees can increase brand visibility and become company advocates. According to Top Rank Online Marketing, when it comes to sharing information about your brand, 41% of people believe that employees are more trustworthy than a company CEO or PR Department. You should take advantage of employees’ social networks by encouraging them to share branded content.

Social media channels such as LinkedIn, Twitter, Facebook and Google+ are transforming the way we work and interact. Social media allows people to stay in touch, share knowledge, and populate ideas regardless of rank, title, experience or location. These interactions can also help you to build stronger, more successful business relationships.

While encouraging employees to stay connected via social media on behalf of the company, employees need to understand that certain guidelines are in place to protect them and achieve the company goal of increasing brand visibility. If they contribute to blogs, social networks, wikis, or additional types of social media, rules of engagement should always apply.


1. Disclose

Your honesty (or dishonesty) will be quickly noticed in the social media environment. Please represent your company ethically and with integrity.

  • Be transparent: Use your real name, identify that you work for your company, and be clear about your role.
  • Be truthful: If you have a vested interest in something you are discussing, be the first to point it out and be specific about what it is.
  • Be yourself: Stick to your area of expertise; write what you know. If you publish to a website outside your company, please use a disclaimer something like this: “The postings on this site are my own and don’t necessarily represent Company X’s positions, strategies, or opinions.”

2.  Protect

Make sure that transparency doesn’t violate your company’s confidentiality or your own privacy. Remember, if you’re online, you’re on the record – everything on the Internet is public and searchable. And what you write is ultimately your responsibility.

  • Don’t tell secrets: Never reveal your company’s classified or confidential information. Also, please respect brand, trademark, copyright, fair use, and trade secrets. If it gives you pause… pause rather than publish.
  • Don’t slam the competition (or your company): Play nice. Anything you publish must be true and not misleading, and all claims should be substantiated and approved.
  • Don’t overshare: Be careful out there – once you hit “share,” you usually can’t get it back. Plus being judicious will help make your content more crisp and audience-relevant.

3. Use Common Sense

Perception is often reality and in online social networks, the lines between public and private, personal and professional are blurred. It is important to know that by identifying yourself as an employee of your company, you may be creating perceptions about your expertise.

  • Add value: There are millions of words out there – make yours helpful and thought-provoking. Remember, it’s a conversation, so keep it real. Build community by posting content that invites responses – then stay engaged. You can also broaden the dialogue by citing others who are writing about the same topic and allowing your content to be shared.
  • Keep it cool: There can be a fine line between healthy debate and incendiary reaction. Try to frame what you write to invite differing points of view without inflaming others. And you don’t need to respond to every criticism or barb. Be careful and considerate.
  • Did you make a mistake? If so, admit it. Be upfront and be quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post – just make it clear that you have done so.

Social Media continues to grow as a viable means of business communication, so why not encourage employees to be brand advocates? Following these three rules of engagement will help employees become more comfortable and confident in sharing internal company branded content. For tips on increasing engagement with your external audience through social media, look here.

Does your company encourage employees to be brand advocates? We’d love to hear your story!


Marketing Tips for Effective Tweets

October 9th, 2014 by Somer Klepper

With social media being the go-to for sharing information (especially in people’s personal lives), many assume that everyone knows how to write tweets, craft Facebook posts, and what is appropriate for LinkedIn and what is not. Yet when developing social media for a business, the tactics and content are very different than what would be used personally. For instance, Twitter often is believed to be a simple update of copy with a bit.ly attached, but there are many things to consider when tweeting to be most effective and to achieve set goals.

To help guide your tweets for business, here are several marketing tips that will help you maximize the impact of each tweet:


Hashtags are the best way for people to find your tweets on specific topics, but be careful to not overuse them. Only hashtag common searches, trends and/or topics that are applicable to your message/industry. Try to insert the hashtag words next to the bit.ly.


The most effective tweets are between 120-130 characters. This length gives the update some substance, but is short enough for the viewer to want to see the attached content.


When attaching a bit.ly, try to place it as early as possible in the tweet, about 25 percent of the way through. It will receive a much higher CTR according to Dan Zarrella of HubSpot.

Twitter ctr


Use an image when possible. Tweets with images report double the engagement than tweets without an image, according to research by Simply Measured.

Bill of rights


Let your viewer know what you want them to do. Use words like, “Click,” “Check” and/or other adverbs and action words to guide them. Using “Please” is often appreciated and viewers respond well to this.

Retweeting or using “via”

Retweeting or posting content via others is common. It’s fair to use either, but it helps to change the copy and direct the headline in your words to highlight something specific from the content or to add your own input about the content – this is when you use “via” the source.

Launch Tweet

Content that Deserves Extra Visibility

If you have content that you specifically want or need for followers to see, tweet the information twice daily at different times. It’s suggested to edit the copy in the update and continue with the same link.

The average lifespan of a tweet is 18 minutes. That being said, it’s imperative to follow best practices and make each tweet count to the fullest to gain the maximum amount of visibility and engagement.

Blog BandaidWith the digital capabilities at our fingertips in 2014, things change every day.  As an individual, we each have the ability to ‘design,’ if you will, what we want our digital life to look like and we get to select what we choose to follow in our social media outlets.  As a business, this allows for great opportunities IF you can keep your audience and grow it at the same time.  Therefore, getting your audience to share your message is absolutely key.

Sharing relevant and timely content allows you to reach the top of your current iceberg, but what about the potential below – the friends of friends, the grandmothers, and the customers that are possibly unaware of what your business provides?

As a marketer in a sea of advertisements, what are you doing to get your demographic to keep you as they customize?  How are you encouraging that same audience to share your message?  Apply methods that individualize the message so that it’s worth sharing.   Create the ‘Care to Share.’

I attended a webinar hosted by Marketo called “The Definitive Guide to Social Marketing.”   Sanjay Dholakia, CMO of Marketo, and Jon Miller, VP of Marketing Content and Strategy for Marketo, delivered an exceptional presentation for both beginners and intermediate marketers to get back to the basics of what works.  Marketo notes the five motivations to get your audience to share your message – which is the ultimate goal in social marketing through advocacy and loyalty

Here you will find five methods to guide you when considering social media and desiring authentic engagement.

5 Motivators to Generate the ‘Care to Share’  with Your Audience

  1. Reputation:  This is when we add value to a reader’s reputation to their personal digital audience – the opportunity to say, “I know this, so I will share it with you.”
  2. Access to something exclusive:  This is the Maserati factor – it’s the leg-up; such as a $200 discount to share the message with eight people.
  3. Co-creation:  Granting ownership to a reader.  People want to feel like they took part in something that gets attention.
  4. Competition and winning:  Who doesn’t want to win?  Enough said here.
  5. Altruism:  The recent ALS Ice Bucket challenge is the most obvious and best recent example of this.  People shared this because it was fun, but also because it made them feel good about contributing to a cause.

For the time we spend creating content, we should keep the five motivators in mind to help carry our messages as far as possible .  Stay focused on reaching your audience as individuals as you’re asking them to be on your team and vouch for you.   These methods can be applied across all social media outlets and you will see results as your numbers jump from share to share, click to click.  Create the ability to reach the lower half of that iceberg and beyond.

Looking for other tips and methods to generate leads? Contact us today! Be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing best practices.

Twitter is a useful resource for keeping up to date on the latest news and trends that are going on in the marketing world. Following the right people on Twitter can get you all the important information that you need to know for the day without having to find it yourself. We recommend following these 10 B2B marketing influencers for relevant and entertaining content that will help you improve your company’s marketing in the most efficient way possible.

1. @MarketingProfsAnn Handley from MarketingProfs
Ann Handley
Chief Content Officer, MarketingProfs

Equal parts humorous and educational, Ann frequently shares relevant tips and the latest trends to help guide and improve your content and digital marketing. She has a strong reputation in the marketing community, having been named Forbes’ most influential woman in social media and writing for news websites like The Huffington Post, Mashable and Entrepreneur Magazine.

2. @jonmillerJon Miller from Marketo
Jon Miller
VP of Marketing, Marketo

Recognized by The CMO Institute as a top 10 CMO for companies under $250 million revenue, Jon has developed a large Twitter following due in part to his thought-provoking articles on email, content, marketing automation and demand generation. By following Jon, you will discover an endless amount of useful information that can be applied to furthering your professional development in the marketing industry.

3. @jaybaerJay Baer from Convince and Convert
Jay Baer
President, Convince & Convert

New York Times best-selling author, consultant for 30 of the Fortune 500 companies and critically acclaimed keynote speaker, Jay Baer has done it all and has developed a strong social media presence in the process. He consistently posts educational resources from his very own blog, Convince & Convert, which has been ranked among the world’s top content marketing blogs.

4. @jchernovJoe Chernov from HubSpot
Joe Chernov
VP of Content, HubSpot

Joe’s personality shines through his tweets as he interacts with his followers on Twitter. Awarded Content Marketer of the Year by the Content Marketing Institute, Joe knows how to deliver content that is entertaining, informative and relevant to the issues going on in the world as well as the world of content marketing.

5. @BrennerMichaelMichael Brenner from SAP
Michael Brenner
VP of Global Marketing and Content Strategy, SAP

With experience in leadership, marketing and sales, Michael shares unique ideas and strategies that revolve around his expertise in consumer insights, search, media buying, social media, lead generation and content strategy. Often blogging for Forbes and Content Marketing Institute as well as running his own popular website, B2B Marketing Insider, Michael’s Twitter will leave you with an endless amount of useful resources to read about the marketing industry.

Jon Morrow from Boost Blog Traffic6. @jonmorrow
Jon Morrow
Founder/CEO, Boost Blog Traffic, LLC

Jon Morrow has a very unique and inspiring story of creating a successful career solely through blogging. His experience as the CEO of Boost Blog Traffic and former editor of Copyblogger reflects in his tweets which focus on copywriting and strategies to increase traffic and conversions to your sites.

Mike Stelzner from Social Media Examiner7. @Mike_Stelzner
Michael Stelzner
Founder, Social Media Examiner

Michael, who at one point was a successful copywriter, turned his expertise into a popular blog devoted to social media strategies and campaigns. Frequently posting relevant content from around the web, Mike focuses on all aspects of social media marketing to help you gain more buzz in the digital world.

Jason Miller from LinkedIn8. @JasonMillerCA
Jason Miller
Sr. Manager of Content and Social, LinkedIn

Content and social media professional by day, rock ‘n’ roll photographer by night, Jason has many talents which can be seen in his Twitter posts. If you are looking for some guidance in developing successful B2B marketing strategies through content creation and social media, Jason is the man you should be following.

Joe Pulizzi from Content Marketing Institute9. @joepulizzi
Joe Pulizzi
Founder, Content Marketing Institute

As the founder of one of the most well-known content marketing websites and host of the largest content marketing event in the world, Joe specializes in content creation. He frequently interacts with his followers and posts relevant information on useful tips and tools that every content marketer should be aware of.

Marcus Sheridan from The Sales Lion10. @thesaleslion
Marcus Sheridan
Founder, The Sales Lion

Creating a successful company solely through his inbound marketing efforts, Marcus knows what it takes to grow a business and speaks from his own experiences. He uses Twitter to post useful articles on inbound marketing, content marketing and business and also hosts regular Twitter chats.

Are there any other useful influencers we should all be following in the Twittersphere? Comment below to let us know if you think we should add anyone else to the list!

Also, be sure to follow us on Twitter and like us on Facebook to keep up with the latest B2B marketing tips and trends.