Understanding what makes content go viral is far from an exact science, but Josh Jones-Dilworth, co-founder of DailyDot, and William Leake, CEO of Apogee Results, helped shed light on the process at a SXSW core conversation entitled, “Can You Spread The Virus?”
For those looking solely for strategy, Jones-Dilworth set them straight at the onset: If you can manage to dissuade yourself of the idea that it’s the strategy that drives viral content, you’ll be in a better place. “We put 90% of our time and energy into the content,” he said.
“A lot of the content on the Web is empty calories these days,” Jones-Dilworth explained. Slowly but surely, things like great writing and great charisma are coming back in fashion. Don’t sacrifice the quality of your work; lowering your standards will not elevate your numbers. If someone asks you to make a viral video, don’t agree. Instead, tell them you’ll make a video that’s good quality. (read more…)
By Stephen J. Easley on March 11th, 2014 | 50042Comment on this postLive+at+%23SXSWi%3A+Coping+with+a+social+media+disaster2014-03-11+11%3A05%3A53Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50042
A packed house at SXSW Interactive 2014 came for tips on how to survive a #smfiasco – coping with the dreaded social media meltdown, with experts Neal Mann,multimedia innovations director at The Wall Street Journal, Wendy Harman, director of management & situational awareness at the American Red Cross, and Chapin Clark, managing director at R/GA, all moderated by Kristen Joy Watts, associate creative director at R/GA. This informative panel gave participants a lot to think about, but four themes seemed to predominate:
1) Social media meltdowns will happen – react well when they do
All panelists agreed that it’s not a question of if; rather, it is when a social media meltdown will occur for your company, so don’t make it worse. Since brands are now in publishing, as Mann observed, some with greater followings than traditional media, you must be listening closely to social media and cannot be tone-deaf. Chapin urged the audience to react quickly when a fiasco occurs, with a straightforward, truthful and simple response. All panelist urged a fast response, as meltdowns seem to multiply faster on social than just about any other occurrence besides real tragedy. (read more…)
Caroline Bean is the director of social media at Visit Philadelphia, where she works to integrate a well-rounded social media strategy into every campaign and has helped to establish Philadelphia’s voice to consumers. She is part of a communications team that has won 55 industry awards, including a PR News NonProfit PR award for the With Love, Philadelphia XOXO social media campaign and two SMITTYs (Social Media in Travel + Tourism Award) from Travel + Leisure for Visit Philly’s Foodspotting and Twitter accounts.
This e-mail interview has been slightly edited.
What are your goals for Visit Philadelphia’s Instagram account?
Our primary goal for the VisitPhilly Instagram account is image building. We use photography to show Philadelphia to visitors who might not have been here in years, or at all. We want to enhance impressions of Philadelphia and increase their desire to visit. And it’s working — in a recent survey of our social media fans and followers, 71% said being a fan of our social accounts improved their impression of Philadelphia. (read more…)
By Ezra Chasser on February 24th, 2014 | 495943 comments on this postInsta-gap%3A+Why+Instagram+isn%27t+yet+ripe+for+businesses2014-02-24+11%3A49%3A26Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49594
While the world’s most popular photo-sharing app has made some great strides since then, adding Video for Instagram (a Vine competitor) and Instagram Direct (a Snapchat competitor), it has yet to significantly attract businesses, specifically small businesses. It’s true that many major corporations maintain Instagram accounts and some have even had limited success with unique campaigns, but before businesses flock to Instagram the way they have on Facebook and Twitter, a few adjustments must be made:
- Hyperlinks have to be live — Social media is not the end for businesses, it’s the beginning. A well-thought out social campaign should drive traffic to your website, increase the size of your house file, amplify your event registrations or any number of other goals that all involve pointing users toward the finish line.
By Doug Pruden and Terry Vavra on January 27th, 2014 | 48801Comment on this postHow+to+find+and+activate+your+best+potential+advocates2014-01-27+12%3A35%3A09Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D48801
EngageSciences’ report that only 4.7% of a brand’s fans generate all of its social media referrals forces marketers to deal with a harsh reality: As much as we like to talk about them, customer advocates are a rarefied segment. Other reports have been somewhat more generous, estimating that perhaps as many as 20% might discuss a brand in an online forum. Whichever findings you chose to believe, the advocate segment is clearly a minority. As Francesca Heath points out, few brands are attempting to identify or reach these internal promoters.
In a world where the Nielsen Global Trust in Advertising report tells us that 92% of consumers say they trust earned media such as recommendations from friends and family (far more than any other form of advertising), most brands are ignoring some of their potentially fiercest advocates and a huge opportunity to increase awareness, consideration and purchase intent with little cost. (read more…)