It’s no secret that making the most of social media is integral to the marketing, branding and customer services goals of any business. For small businesses, this can be especially true. In many cases, though, worthwhile social media management is easier said than done. Sometimes, taking a look at the way larger brands utilize their social media accounts can often be insightful. Take a look at the following examples.

Oreo – Brand identity/tone

Oreo’s social media accounts have very particular and cleverly constructed personalities. By posting a combination of puns, one-liners, random facts, pictures, vines, etc., as well as information related to their product, Oreo has developed a laid back, witty, and affable online personality for their brand. Having a casual and bubbly tone of voice makes the brand more approachable and relatable to customers.

Delta Air Lines – Customer services

Delta Air Lines is well known for the use of its “face-saving” Twitter account. (read more…)

Every day, businesses launch and established companies make the decision to re-brand in order to stay culturally relevant. So how do you ensure your brand has a strong voice and compelling content that best reflects your key messaging?

How do you convince consumers to actually care about your product or service in this highly competitive climate? The first step is to decide what your brand story is, be consistent in telling it and consider three vital elements:

1. Provide an excellent consumer experience

If your brand fails to meet expectations, consumers will become confused and abandon your brand for another that does, so it is important to continually deliver messages across multiple platforms that support your brand promise.

Take Warby Parker, for example. The company hit its first-year sales targets in three weeks and has continued to grow. In a recent interview, co-CEO David Gilboa said that the company is growing at a rate of 150% per year. (read more…)

To be a business owner, you’ve got to have thick skin. Sooner or later — and probably sooner — somebody’s going to offer a word of criticism, and whether that criticism is right or wrong, you’ve got to keep from taking it personally.

We all know this, but it’s hard to abide by it; no matter how tough we are, it hurts to have someone speak critically about something so important to us. When it comes to online reviews, however, the problem isn’t just that they can bruise the ego. Online reviews can actually have a major impact on the business’s bottom line.

The importance of social reviews

Statistically speaking, 70% of all consumers now consult with online reviews and use those reviews to inform their purchasing decisions. Social networks like Facebook and Google+ are certainly aware of the increased prominence of online reviews, which is why — in an effort to be all things to all people — they’re steadily boosting the role of online reviews in the social experience. (read more…)

It’s no secret that viral content is a hot topic — and ongoing debate — in the marketing world. What content catches on and what doesn’t? Can a campaign go viral without major ad dollars supporting it? Is there a “formula” to increase reach?

While there’s no five-step process for creating a marketing campaign that catches like wildfire, there are a few things that brands of any size can do to increase the chances of their campaign achieving massive success:

Leverage “trend jacking”

Want people to talk about your campaign? Tie it back to something they’re already talking about. For example, the word “selfie” was mentioned 28.8 million times on Twitter last year, and it’s no surprise why. Give someone a camera, a mirror and near frictionless sharing with friends, and voila: You have a compelling experience that millions of people repeat every day. You also have the foundation for a successful user-generated photo campaign. (read more…)

“This is big-kid marketing.”

That’s what I always tell new hires at my agency, because no matter how hard B2C marketing gets, it can feel like it’s nothing compared to marketing to the enterprise. So what social tools can help do the heavy lifting for B2B? You might be surprised by the number of tailor-made tools out there for communication and engagement. Here are some recommendations based on six goals for B2B marketers:

1) SEO Boost: Unlike some other social behemoths, you’re rewarded for all your hard work with serious organic SEO. Google has been trying to break into the social game for a while with a lot of misses and a few hits. Google+ is just such a hit. From an SEO optimized business profile page to custom distribution of content and events to your circles, to using Google authorship to make your content shoot to the top of search engines, Google+ is a B2B marketer’s heaven. (read more…)