Guest post by Stacey Waxman
Social media and online marketing have become increasingly intertwined to the point where most brands are using social media marketing as a primary method for gaining exposure. Throughout 2013, there have been several emerging trends and lessons that marketers can apply for 2014 and beyond. Here are four of the most important ones.
1. Visual Content is In
People responding positively to visual stimuli is nothing new. However, it’s become more and more important to take this into account when running a social media campaign. By looking at the success of visual based networks like Pinterest, Instagram and Tumblr, it’s clear that most marketers can benefit by using eye appealing images. This is further evidenced by the fact that the owners of Twitter launched Vine, which allows users to upload video clips that are up to six seconds in length. Also, the majority of blog posts and Facebook posts contain at least one image to capture the attention of an audience and drive a point home. Understanding this phenomenon and placing an emphasis on visuals in 2014 should help marketers win over a larger percentage of their demographic.
2. Cyber and Content Security is Crucial
The threat of having one’s social media account hacked or sensitive information leaked to the wrong party has become an unfortunate byproduct of the technology revolution. An example would be an industry competitor intentionally hacking a rival’s Facebook account to create posts that damage the rival’s reputation. Another case would be hackers breaking into a company’s cloud-based infrastructure to attain information about their social media marketing campaign. Accordingly, it’s becoming critical to implement adequate cyber and content security measures. This can include training employees on information safety, choosing strong passwords and using a content security app.
3. Reputation Management Should Be Taken Seriously
While social media can definitely improve a business’s brand equity and portray it in a positive light, it also has the potential to do harm. Therefore many companies are using reputation management to ensure that consumers aren’t hearing the wrong things. Companies are now using software that tracks social mentions across major networks like Facebook, Twitter and Google+.
If something negative or slanderous appears, a company representative could immediately address it and take the necessary steps to deescalate the situation before it becomes more serious. Another example would be having an individual or team assigned to handling customer complaints via social media. Say a disgruntled customer left a nasty comment on a company’s Facebook page. A representative might apologize and find an effective resolution so the problem doesn’t persist.
4. Google+ is Here to Stay
At the end of 2012, many marketers failed to take Google’s social network, Google+ seriously. Although there were several million users, not many accounts stayed active. Things have changed considerably over the course of 2013 and Google+ has become a major contender in the social media realm. According to Marketing Land, this network reached 540 million active users in October of 2013.
One interesting feature this site offers is the Authorship Program, which allows users to sync their website or blog with their Google+ account and claim authorship for content they contribute. This is also thought to have a significant impact on SEO and overall exposure because an author’s head shot appears next to links in Google search results.
Stacey Waxman is a freelance writer with a focus on marketing. She can be found typing away on her laptop in cold Cleveland, OH. Stacey welcomes your feedback at firstname.lastname@example.org.
I love the holidays for many reasons including the fact that it is a time for me to reflect on my business–look at the numbers and review new and existing client accounts. It’s a time for evaluating what is working and for thinking about next year’s goals for my business. Fortunately I have a great accountant in Patrick Accounting and they help me make good decisions based on my financials and how healthy I am. My banker, Dana Burkett of First State Bank is also my trusted advisor who helps me think through successful financial strategies for my business. Along with wise counsel, you must also possess what I call the three P’s: positivity, planning and production. One might also add “profit” to this but I believe if you are practicing the three, then profits come as the result. How do you stay positive when negative forces abound? How do you plan for a successful next year? How can you produce better and more work in the next year? If these are questions you have, I hope my tips below are inspirational.
Positivity: Wouldn’t it be great if every news segment began with the top positive stories of the day? Don’t you prefer to be around people who have positive things to communicate? Sure, most of us migrate toward positives. We reward positive outcomes and promotions often come to those who are positive. I am convinced that being successful in business is directly tied to being positive and optimistic. Sometimes we all have negative experiences but those should be used to create lessons learned or “teaching moments” (as a friend of mine often says) to promote positive outcomes in business. Here are some things I have learned and observed in business about positivity:
1. People who are positive are more likely to influence others: Positive people are optimistic and think they can do whatever job is at hand. This “can do” attitude is contagious and often adopted by others around them.
2. Being positive creates a successful image. Have you ever heard the phrase, “everybody loves a winner?” This is so true in business. The C-suite wants positive, winning employees.
3. Positivity allows you to look at problems and negatives in ways that create solutions. Negatives aren’t necessarily a bad thing in business and they certainly exist daily. The positive person will view a negative in a constructively critical way to find a solution.
4. Clients and customers want positive. You cannot own and run a business and stay critical and negative. When faced with difficult client challenges or problems, my team must always solve the issues in positive, professional ways. Sometimes it is not easy to stay positive but you must. My co-author Anne D. Gallaher and I share stories about “emotional resilience” on this topic in our new book, “Women in High Gear.”
5. Positive breeds more positive. I don’t know about karma, but I do believe that if you surround yourself with positive people in business, you get more of the same at every turn.
Planning: I know this word is overused and under appreciated but it is so important. I love the phrase “plan your work and work your plan.” If we do that, we succeed. So many businesses don’t have a plan. They have an idea or a concept or a product but no plan. Strategic planning is the lifeblood to any successful organization. It is the roadmap to where you need to go. Without it you will waste time and resources trying to find it. So here are my points on planning:
1. A plan doesn’t have to be a complicated, lengthy process or document. It just needs to ensure that the organization’s time and resources are going to yield results. This could be as simple as this: Our company needs to generate $100,000 in sales of service X and here is who will buy that and here is how we are going to get them to. Pretty simple but very critical.
2. Planning forces you to stop and review and analyze facts and figures. If you have to do a plan for your business, you cannot do it without asking these questions. The questions help you develop strategy for the planned outcomes.
3. A plan is something you can cross check throughout the year and see if you are on track. It helps you measure your progress.
4. Plans can be (and should be) altered and changed based on events and things that impact a business.
5. A plan becomes the organization’s ongoing report card, updated yearly and can be valuable during a potential merger or disposition of a business. There’s not an investment banker I know that doesn’t value business plans.
Production: I love this word. Productive people create production in businesses. There is another phrase I have heard and like “if you need someone to get it done, ask the busiest person.” Busy and productive people get a lot done because they can and they know how. Production also requires that the right tasks/jobs be done first. Here are my five points on the value of production:
1. Productive people can be hard to keep up with and irritating or intimidating to others so their challenge is to help others become more like them. Good producers will know how to leverage other’s skills.
2. Producers get better compensation and more promotions because they identify and secure more revenue/work for their organizations. “He (or she) who has the gold makes the rules.” Most effective executives have had to earn their places by rolling up the sleeves and producing at whatever level tasked.
3. Clients and customers like people who can produce. Results matter and I think organizations are looking for people who want to make positive impacts to the bottom-line everyday.
4. Producers are usually those that can handle many things at one time. I used to work with an attorney who was a top producer for the law firm and he would pace in his office, talk on his land line and answer his cell all at the same time and never miss anything. They have this ability to listen to more than a few conversations at an event and can network across a room faster than most.
5. Not everyone is a producer and that is fine. It takes all types of people to make an organization run–if you are not a producer you might consider helping one. I saw a sign I liked that said “if you aren’t serving a customer, find somebody who is and serve them.”
What would you add to this list of tips and observations?
You cannot alter your acceptance of that agreement, nor can you restrict the rights of entities who are not parties to that agreement, simply by posting a notice to your Facebook account.
If you would like to opt out of Facebook using your photos in their advertising, you’ll have to delete your account. The only way to manage your privacy settings while keeping your account is through the “Privacy Settings and Tools.”
Sites like Facebook and Google are permitted to use your likeness because you agreed to their terms of service when opting in and creating an account on the site.
“The terms of service for Facebook, Google and other internet companies include a clause that give them the right to modify their terms from time to time. When you receive an “update,” that’s what is happening — the companies are letting you know the rules have changed and, if you don’t like it, you can quit.” [Source]
Read more about the Facebook privacy scam, here.
Post contributed by Kiersten Bagley.
Nice to see good news on flight choice and additions to our Memphis International Airport! Here is an update from Jack Sammons that I wanted to share. I am also excited to see Southern Airways Express (our client flying out of local FBO’s) expanding to other markets such as Atlanta, Birmingham and New Orleans. If you are reading some of the local magazines around town, you may notice some of their route ads. I have flown on their planes several times now and can tell you the experience has been awesome. No bag fees. No TSA security screenings. No arriving at the airport an hour+ early. No parking fees. Flying on their planes is like flying first class with eight other passengers. There is not a bad seat on the plane! For more information, visit www.iFlySouthern.com. Now, here’s an update from Jack…
“This weekend I attended the 2013 ROUTES Conference which is where all the major airlines and airports around the world gather for two days of “speed dating.” Our new President, Scott Brockman, and I had an opportunity to meet with the network decision makers of every airline we are soliciting service at MEM. The meetings were very productive. The challenge for all airports is a shortage of aircraft. The older, less efficient planes have been retired to the desert in the current high fuel cost environment.
After years of courting Southwest Airlines, our friends from Dallas finally arrives MEM in three weeks. We are on a mission – relentless pursuit of frequent affordable air service to MEM. Stay tuned.”
Chairman, Memphis-Shelby County Airport Authority
Have you noticed a pattern in individuals who actually ‘like’ your content on Facebook, Instagram, Google+, etc.? I have and I’m sure Facebook has, but what is intriguing to me is the psychology behind this now common and almost daily activity. When I see someone who likes my link or photo, I stop and think about them for a second. That’s pretty powerful. If you are honest, you think, “Oh, hey there’s Dana again, liking my stuff.” Or, “Oh, that sweet Molly.” You get the drift. My point is that when you take the time to click like on someone’s post, it means you will cross his or her mind that day—hopefully.
There are users that are so active on channels or of some notoriety that they get so many likes, they may not have time to think about their community of friends and followers. I have been thinking about this now for a while, and it is fascinating to me what people will like and, more intriguing, who will like it. Do you have some really close friends in real life that text you and call you but NEVER acknowledge your stuff online? Do you have friends who will only like or comment on something if it strikes a cord with them? Do you have friends who you can count on to like just about everything you post? If you said yes to any of these, you are not alone. read more
This week, Delta Airlines announced further cuts in flights at Memphis International Airport and thereby “de-hubbing” Memphis leaving our Airport Authority and regional passengers hoping for friendlier skies ahead. I have written a lot about this topic over the past few years and feel strongly that vibrant cities with robust economies have strong airports and air services to their respective markets. For Memphis to remain a competitive city, capitalizing on key economic development opportunities and attracting talent and young people, we must have more choices and more airlines serving Memphis. Jack Sammons, recently appointed to lead our MSCAA’s Board is working diligently—and doing the best he can to stay positive—to court other carriers and demonstrate the willingness of the community to support them.
Here is a message from Jack I thought I’d share here… Please get on board with promoting both Southern Airways (a client of mine) and Southwest Airlines (a huge opportunity for us). read more
Post by Kiersten Bagley
As a young professional, I have been asked countless times about how and why I entered the field of public relations. I am always humbled to tell my story and do hope that it offers some type of assistance to soon-to-be graduates. With the fall semester ramping up, here is some advice to undergraduates on their way to public relations and communications careers: read more
Summer is here and many of us will take some type of time off work for either a long holiday weekend or maybe—if you are fortunate—to travel for a week or so to some unchartered territory or new adventure. I think social media has played a real role in promoting travel and exposing us to new opportunities. For example, I am impressed by my friend Mark Schaefer’s (@MarkWSchaefer) extensive travel—work related with a personal few days tagged on. Mark has mastered this art of weaving work with some vacation and I have loved seeing his documented visits to foreign places and the people he has met literally all over the world. I think Facebook has become many people’s “digital scrapbook” and when we are old we can look back and remember what we did each year! read more
Post contributed by Tom Willcox
Here I am – one month into my summer internship at Howell Marketing. I never thought I’d learn so much so fast!
PR means public relations – yes, I get asked that all the time. It’s not the most understood job in the world and it’s hard to get respect when I say I’m on Facebook and Twitter all day! When I get home, my roommate will routinely ask how my Tweeting went at work. He’s being sarcastic of course. I don’t blame him. To be honest, despite numerous college lectures, I was still a little unsure of what PR and marketing was all about. However, my first month here at Howell has taught me a lot about this constantly-evolving profession. read more
I had the honor of participating in the internal proving flight for new Memphis-based airline, and our client, Southern Airways Express. It was my first time aboard that small of an aircraft, so I can give you a “first-timer’s” view of the experience.
I parked my car at the Olive Branch Airport, locked it up and walked approximately 50 feet to the airport door. I didn’t pull a ticket and wont have to pay a dime to leave my car there. A few passengers arrived about fifteen minutes before takeoff—no problem. No one patted me down or invaded my space before I boarded; they weighed my bags and that was it. The pilot shook my hand, introduced himself and welcomed me aboard. read more