When considering social media engagement, it helps to think of the audiences you hope to reach in categories. On a recent episode of the podcast “Social Business Engine,” Avery Dennison Director of Global Digital Communications James Moat listed seven types of social media users most important for brands to target:

1. Creators – Publishers of blog posts, those who upload videos, and creators of memes and other content.

2. Conversationalists – People who update their status or post a tweet at least once a week.

3. Critics – Those who mainly respond to the content other people post rather than post content themselves.

4. Collectors – Using RSS feeds, social bookmarking, and tagging, collectors organize the material they want to receive.

5. Joiners – The Joiner will maintain social media profiles on numerous accounts, though they may not be active in any of them.

6. Spectators – The most common of all social media users, Spectators read blogs, watch videos, listen to podcasts, and scan review sites, but rarely post. (read more…)

How do you turn a company into the career destination for job seekers? Show them how your company makes something that they can relate to, something meaningful — something real. And, make them feel like they will have opportunity to grow.

Challenge: Textron is a multi-industry company that leverages its global network of aircraft, defense, industrial, and finance businesses to provide customers with innovative solutions and services. Like many companies, Textron lacked brand awareness among early career job seekers. The company wanted to speak directly to early career job seekers and find ways to extend the conversation beyond the career fair booth, so it focused on social media to create a highly targeted campaign that drove real results.


Our path:

The first step in strengthening and developing a brand position is to create a messaging platform to tie all communications together. Textron and Roberts Communication crafted a message, called “Make Something Real,” to showcase the career potential and opportunities at Textron. (read more…)

While the saying “content is king” still holds true today, content alone will not translate into results or separate your business from the competition. Content includes blogs, case studies, white papers, photos, videos, social media, infographics, memes, gifs, emojis and more. With all of these forms of content at your disposal, it’s more important — and complicated — than ever, to have a documented digital content strategy prior to implementing your initiatives.

In fact, 36% of B2B companies with a documented content marketing strategy in place believe that they are effective in their efforts, compared to only 12% without a strategy. Having a digital content strategy in place also doubles the likelihood that a business is successfully tracking ROI.

When developing your digital content strategy, it’s important to recognize that there is no one-size-fits-all template to follow. After all, if you asked 20 expert content marketers what their strategy looks like, you’ll get 20 different variations. (read more…)

Social media in general has had a large and everlasting impact on the world as a whole — 58% of marketers have stated that social media has increased their sales. Buzzfeed is one of the more popular social media sites out there. So what made Buzzfeed so popular and how could you implement it into your marketing strategy?

Social media quizzes.

As one of the three most underrated pieces of content available, social media quizzes have somehow stayed under the radar for so many marketers, even though several brands have implemented quizzes in their marketing strategy to help boost both revenue and lead generation.

Interact has helped more than 10,000 brands create over 25,000 quizzes so we know what it takes to create an effective social media quiz. Here’s a short step-by-step guide to help you create your own social media quiz.

Step 1: Pick The Right Kind Of Quiz

Before you choose what type of quiz you want to make, it’s a good idea to come up with a title for it first. (read more…)

It’s hard for me to say this, but you’ve been lied to about social media.You have had the wool pulled over your eyes since the emergence of every major social media platform.

Luckily, I am here to deliver the truth:

Followers, likes & retweets are worthless

When you wake up and check your stats and get that warm feeling inside because you gained 17 followers overnight, it’s worthless.

When you get excited because Facebook gives you the “Charlie liked your page” notification, it is worthless.

When you log into Instagram and your screen is flooded with orange icons, it is worthless.

You see, like a $1 bill, followers, likes & retweets are just symbols of the real thing. They are symbols that show you have provided value to the community.

Instead of chasing these worthless symbols, why not go straight to the source?

Instead of chasing the $1 bill or that extra follower, why not chase the thing it represents? (read more…)