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…)
Choosing the right content to post on social media is a bit like picking the right outfit each morning. To be successful you need to have a strategy, shop around for the best quality pieces and accumulate a tidy collection.
Like matching a good shirt with the right pants, pairing the best piece of content with the most fitting social platform hangs on three important factors:
- Where you are headed as a brand
- What you want to achieve
- The needs of your audience
Dressing your social channels with the right content necessitates careful planning and coordination. The ease and efficiency of sharing across multiple platforms has resulted in many brands slipping into the classic social fallacy: If it works well on one platform it will work well on every platform.
Repurposing content across all your social profiles is the fastest way for your brand to experience a plateau in customer engagement and a significant drop in conversion rates. (read more…)
Instagram is an incredible tool to share visual pieces of your brand, and an increasingly popular platform for marketing campaigns.
Analytics platform SumAll’s 2013 study of brand social media success on various platform awarded top honors to Instagram by naming it best-performing social platform of 2013.
If you’re selling a visual product, Instagram has one of the best ROI rates, typically coming in just behind Facebook. With more than 150 million active monthly users, 25% of Fortune 500 companies have flocked to the network, and since the introduction of video, brands account for 40% of the most shared videos on the network. That’s a lot of activity — and love.
Every social media platform comes complete with a package of apps and services that make handling accounts easy for community managers. Here are a few of the best ones out there for Instagram and how you can utilize them: