Social media marketing refers to the process of gaining traffic or attention through social media sites.
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
How Are Search + Social Media Marketing Related?
Why would a business who has a website which comes up in a search engine care about social media? Because the two are very closely related.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity.
Social media can also help build links that in turn support into SEO efforts.
Many people also perform searches at social media sites to find social media content.
Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.
A current feed (daily updates) ensures your brand is top of the news stream or search results. This means potential customers are more likely to find you.
An active community on social media channels leads to community which leads to engaged customers who keep coming back and using your product/service.
A personal touch to your brand makes people feel connected to you in a unique way, wanting to share in the experience that is your brand.
Including your customers in your giveaways, sales information, ongoings behind the scenes makes them feel supportive + patriotic.
Having social channels lends to transparency for your brand which means feedback from your audience.
This all means more feet through the door, a deeper understanding of your clients, a chance to improve your service or product and better (bigger!) business.
Why you’re seeing more Hashtag stickers on Shop Windows
Hashtagging is a popular way for brands to run competitions, giveaway tickets to events + generally get people talking about the brand.
Here in Cape Town, it’s become a hot trend to see shops such as Topshop, Mr Price, Zara, Guess, Sunglass Hut + other fashion stores display hashtags on their windows. This isn’t just limited to clothing stores, though. Places like Woolworths, Pick ‘n Pay, Mac, CNA or even coffee shops like Vida e Caffè are catching on. In fact, you’ll see references to social media channels pretty much everywhere now – banks, bars, theatres, camera stores, bookstores, restaurants and even liquor stores have some kind of “voice” set up online. It’s about:
Those who have Google Analytics installed on their website can use Visually’s Google Analytics Report: an app that creates a custom infographic of your website’s activity and performance. This free report tells your website’s story for the week loud and clear. It highlights where your wins came from, giving you that push to make next week even better! You can opt to have these reports delivered straight to your inbox every week.
This free, easy-to-use Twitter management tool allows you to oversee all aspects of your Twitter account(s) in one interface. TweetDeck gives each user the freedom to customize their display by showing or hiding various columns presenting everything from your home screen to search terms. Considering TweetDeck is specifically tailored for Twitter, it may not be the best tool for those looking to simultaneously manage various social networks in one place. Nevertheless, it gives great deal of control over the intricacies of your Twitter profile without the hassle of navigating across profiles.
Hootsuite takes it a step further and allows you to manage multiple social streams like Twitter, Facebook, LinkedIn, Google+, Foursquare and many more in one place. Working across multiple networks with a social team can be difficult, and Hootsuite makes it possible for you and your team to delegate between responses to fans and followers, eliminating the stress of coordinating responses and potentially overlooking valued fans. While Hootsuite remains one of the most used social media management tools, though, it lacks a basic function: the ability to have images appear as image previews in the Twitter feed as opposed to collapsed links. Still, Hootsuite is a top contender in the space.
Free – Up to 5 social profiles, up to 2 RSS
$8.99/month – Up to 100 social profiles, up to 9 team members, advanced message scheduling and more
Enterprise (custom pricing) – Unlimited
Like Hootsuite, Sprout Social is a social media dashboard that monitors and manages multiple social networks. It has a clean interface and user-friendly dashboard built around 6 tabs: Home, Messages, Feeds, Publishing, Discovery and Reports. Connecting your Facebook, Google+ (Pages only), LinkedIn, and Twitter accounts, Sprout Social suggests new people to follow or unfollow, and offers many ways to schedule updates in advance. Although Sprout Social still has much to improve on, like offering a wider range of social networks, it is paving the way towards fruitful social media managing.
$39 per user/month – Manage up to 10 profiles, real-time brand monitoring, comprehensive reporting tools, and more
$59 per user/month – Manage up to 20 profiles, Helpdesk and Google Analytics integration, deluxe reporting and more
$99 per user/month – Manage up to 50 profiles, ViralPost time optimization, custom interface, and more
If your main focus is Twitter and Facebook, then this is the tool for you. Crowdbooster helps streamline your social media activity so you pay attention to what matters. Aside from scheduling posts for both Twitter and Facebook, it allows you to easily keep track of new fans and followers by reminding you of followers you have not yet responded to and listing recently acquired influential followers. Although there seems to be a lag time between the syncing of Crowdbooster with Facebook and Twitter API data, it presents a dynamic tool that helps direct growth and engagement metrics.
$9/month – 1 Facebook page, 1 Twitter, 1 User and more
$49/month – 10 social media accounts, 8 users and more
$119/month – 30 social media accounts, 30 users and more
To complement your Twitter tools, in Visually’s app center you will also find Twitter Showdown, which compares any two Twitter accounts head-to-head. The app is meant to be a light-hearted, fun way to see who rules the Twittersphere, but it can actually produce some insightful information on different Twitter accounts in your industry, or when comparing yourself to your competitors. Twitter Showdown gives you insight on follower-to-following ratio, level of tweet engagement, mentions per tweet, tweet timing and, overall, how two accounts compare.
Although Facebook pages comes equipped with Insights and provides significant data on Likes, Reach, People Talking About This, etc., sorting through the data and making sense of it can be a hassle. One must keep in mind the algorithm Facebook uses to determine what posts even make an appearance in newsfeeds. Edgerank Checker helps admins understand how their followers interact with each post by assigning it an Edgerank score and makes recommendations to assist with future posts. With this tool, admins can even monitor each post in real time.
Free – EdgeRank score, EdgeRank score over time graph
$15 per page/month – Real-time analysis, post grades, recommendations, negative feedback analyzer
If you’re already using great Facebook tools and have an understanding of your data, it’s time to take it to the next level. Visually has a great tool for admins to up their social game by visualizing the last 30 days of their Facebook Insights. Facebook Insights is impressive because your page’s performance literally materializes before your eyes. You can also download and print this report and share it with the rest of your team.
Buffer is a simple and effective tool for sharing content through Facebook, Twitter, LinkedIn and Google+. It’s particularly useful for small businesses that don’t have the time or resources to update their social media channels regularly, but would still like to maintain a social presence. With Buffer, you can schedule bulk posts ahead of time in a queue. It also offers a number of extensions through Chrome, Firefox and Safari that make sharing what you find on the web that much easier. On the downside, Buffer falls short when it comes to monitoring discussions.
Free service – allows for 2 profiles and 10 updates in the queue for each profile
$10/month – unlimited updates and up to 12 profiles
Specific to Twitter, SocialBro provides insights to your analytics, suggestions for targeting and engagement, and also helps keep tabs on your key influencers and competitors. It works best when coupled with a scheduling tool like Buffer or Hootsuite, because it is geared less towards publishing content and more towards offering reports for marketers. With SocialBro’s integration of both Buffer and Hootsuite, you can import the optimized schedule to sync with your queue and use the results to adjust your engagement.
Free 15-day trial
$13.95/month – Up to 20,000 social contacts across 5 Twitter accounts and more
$39/month – Up to 50,000 social contacts across 15 Twitter accounts and more
$149/month – Up to 200,000 social contacts across 40 Twitter accounts and more
Enterprise – On demand
Postling is perfect for businesses looking to expand their reach across social networks. Keeping track of responses, brands and people, this tool sends a daily digest of your recent activity across Facebook, Twitter, LinkedIn, Blogs, Yelp, YouTube and Flickr. One cool feature is tracking news every time your business or brand is mentioned on the web. With a click, you’ll be able to share that tweet or review.
$1 first 30 days – unlimited usage
$10/month after 30 days – manage up to 5 social media accounts/ additional accounts cost $3/month each
Previously known as Pinreach, Tailwind tracks activity across Pinterest about your company, products and competitors. Pinterest is often overlooked when discussing tools for social media management, but depending on your business, it might be the driving force in traffic, branding and revenue. In addition to the general reporting of growth and engagement, you can connect Google Analytics to track conversions and see which activity is most profitable.
Free – Limited profile and domain trends
$29/month – 90-day history archive, track 2 competitors, invite 2 collaborators, basic audience IQ and more
$99/month – 1-year history archive, track 5 competitors, invite 5 collaborators, advanced audience IQ and more
Enterprise (custom pricing) – Unlimited history archive, track unlimited competitors and more
Social Mention is a real-time social media search and analysis tool that scrapes user generated content across the internet for any given company, product, or search term. In a single stream, this tool will give you the most recent relevant results, metrics on unique authors, reach, frequency of mentions, sentiment and top keywords. This tool should be on every social media manager’s shortlist.
BuzzSumo is a tool that gives you social data on top performing content and influencers based on your search queries. By entering a topic, domain or specific keyword, your results will be nothing short of relevant. Filtering your search by time frame will show you the most shared content over time, which can give you insight to trends or help with generating ideas for your own content! With this tool, you can view who has shared a specific piece of content and create a list of influencers based on your interest. The pro plans allow you to closely monitor keywords, domains or authors by setting up alerts when new content is published. With great data readily available, this tool is one you’ll want to use frequently to stay on top of the latest buzz in your field.
$99/month – Ideal for small teams and content campaigns
$299/month – Designed for Agency teams to support multiple SEO and content marketing campaigns
$499+/month – Bespoke plans for brands and large agencies
Shoutlet is enterprise-level social marketing software that aims to help companies understand their market, grow their social database and drive their business by creating a seamless platform that guides targeted campaigns through analytics. In addition to publishing and scheduling content, the streamlined community management platform makes it easy to create custom workflows to make sure the needs of all customers and fans are being addressed. The advance features in this social management tool are every marketer’s dream come true.
Oktopost focuses on building your brand’s online presence by delivering your content to targeted audiences. It helps you establish and manage your most valuable content, making sure your efforts add value to your marketing strategy. Used by B2B businesses, Oktopost places emphasis on tracking conversions and identifying which channels and messaging drive results. With the recent shutdown of Argyle Social, many of its B2B clients have flocked to Oktopost. Underscoring their focus on B2B engagement, Oktopost integrates with Marketo, Salesforce, Act-On and others, directly linking social media actions to the impact on sales. One thing that places Oktopost above other tools is its ability to monitor LinkedIn Groups as well as company pages. As a whole package, Oktopost qualifies and quantifies better leads for you and your business.
$9/month – Getting started with social marketing
$49/month – All the basics for social media marketing
$119/month – A comprehensive tool for social media marketers
$249/month – The definitive tool for social businesses
Who knew there was a hashtag for every day of the week? Grow your reach + build your community on Instagram, Twitter or Facebook by using them when you upload your next pic. As long as your profile is public, you’re sure to get discovered + make new friends across the world (not to mention some serious cash if big brands get their paws on you).
I modelled at Brenaissance wine estate this past weekend for a bridal editorial with photographer Veronique Mills, wedding gown designer Elizabeth Stockenstrom+Bijoux Jewellery. Brenaissance is any bridal couple’s dream venue. The Bridal suite is beautifully decorated. There’s a white glass fronted chapel that overlooks the vineyards. The venue is a blank canvas and it’s got all the amenities needed for an amazing wedding! If you feel like relaxing at the restaurant on a saturday, they’ve launched their new picnic menu. They also have a brand new wine tasting deck. They offer the most delicious wine paring pizza + lovely cheese cake to top it all off. The shoot was so much fun! I’m confident the images will be pretty awesome. Read more on an article I wrote for aspiring models on how to make magic in front of the camera. I’ve also got more photos of behind-the-scenes on my instagram @misstamikajade.
+ Photography – Veronique Photography
+ Hair – Huidrie Marais
+ Models – Chanel Wessels, Tamika Doubell, Anesia Joseph
As if the Golden Globes wasn’t inspiration enough (gorgeous outfits, glittering venue, beautiful role models), I’ve sourced some pretty cool sayings to give you a fresh approach to stuff you’re facing. As we kick off the new year, here are 20 quotes for the month that are guaranteed to inspire you.
1. Don’t look where you fall, but where you slipped. – African proverb
+ Sign up to Twenty20, set your price + sell your photos. Youget a 20% cut for each one sold. They sort logistics + shipping worldwide, sending money your way via PayPal every month. They sell your photos on canvas or use them to createphone covers, pillows, ornamental prisms + framed prints. Popular photos are of landscapes + cityscapes. There’s not much on the South African / Cape Town / Joburg / Durban / PE angle (so my readers from here, we can definitely corner the market on this one).
+ Register on Snapfluence + earn serious money through deals with big brands who’ll pay you to promote their products. Become an “Instagram Influencer” + earn up to R17 000 ($1450) to participate in a campaign.
Your headquarters for content. The place you use to establish your reputation, share your expertise or portfolio, answer questions, talk in your natural voice, and wow your readers.
Your place to post text messages the whole world can see. Use it to share useful information, jokes, timely updates, anecdotes, quotes, inspiration, previews of blog posts, and your stunning personality. Engage in real conversations frequently on Twitter. Use Twitter for research, Twitter chats, and the power of lists (organizing connections into useful categories).
Your place to post everything visual that you want your followers to check out. Even if it’s information and not an image, you can make a beautiful image that goes with the information.
Your platform for connecting with people 25 or older. A great place to share visuals, links to useful information, promotions, and inspiration. Facebook has an affordable ad program that can help you target readers with specific interests.
Your place to share compelling, interesting, fun, meaningful, helpful, and inspirational photos and videos. Instagram is a great place to display some of your portfolio items and your behind-the-scenes processes and life. It is best used in a very interactive manner (leaving comments and responses often).
Your place to share longer insights and thoughts (that aren’t quite blog length), visuals, videos, tutorials, tips, and inspiration. Google+ is excellent for communities, deeper discussions, following key influencers, and educating your audience.
Your place to show your professional side, diverse capabilities and skills, and ability to provide useful information. LinkedIn is a great place to make connections for collaborations and to find talented individuals you might hire in the future.
Your place to share tutorials, product reviews, trainings, and your winning personality. If used, YouTube is best used consistently and strategically.
A lot of my time recently has been dedicated to creating contracts, finalizing web content + meeting with future clients. On top of this, I’ve been running around Cape Town for castings + going into studio for voice work. I can’t wait to head home soon for Christmas + relax. In the meantime, here are a few links I’d like to share:
I’m working on a series based on atalk I gaveto a school on what to expect after leaving high school + entering the real world (more on this soon!)
As a creative entrepreneur – artist, designer, actor, model, blogger, singer, freelance writer, editor, videographer, photographer (whatever it is you do) – there’ll be times you’re asked to work for free. Sometimes an offer of “exposure” is legit, but it’s up to you to vet every offer. As a business owner (your business being yourself), you’re tasked with sifting through all of the various “work for free” offers and ascertaining which ones are useless and which ones will lead to actual exposure for you and your brand. Exposure is good. We like exposure. Marketing leads to discovery which leads to business.
As you grow and your name gets bigger and bigger, people will begin to associate your name with certain positive or negative adjectives. These associations are not necessarily always because of what you do. Sometimes you make a name for yourself by just being in the presence of great (or sinister) people. So you need to monitor what brands you allow yourself to be associated with.
+ Next time you run by a “work for exposure” offer, ask yourself:
Will being associated with, and working with, this person/business/organization boost my authority in my field of expertise?
Will I be in the presence of captains of industry which could grow my network and help me build business contacts?
Will be doing this add valuable credibility to my brand for my audience?
Will it offer me experience I would otherwise not get or could use more of (building on your skill set, learning new stuff about performing on stage for instance)
Will I have direct access to an audience that will buy my [service, art, expertise]?
Will I have fun doing the gig?
If the answer to all questions is yes, consider taking the offer and at the very least get all of your expenses covered. At most? Consider negotiating your way into a paid gig.