Ask social media managers about “brand standards” and you might elicit some uncomfortable expressions. Brand standards, created to ensure uniformity with brand messaging and imagery, can sometimes feel like restrictions for creative social development. “Do I really need to include all these brand logos and elements in every social message?” The answer (most often) is […]
Mobile is already a significant influence in our lives. Here are the four steps that Hickman outlined to develop an efficient mobile content marketing strategy.
Social media marketing thrives on good use of hashtags, but abuse can jeopardize the message. Check out this list of hashtag best practices.
In our digitally-driven age, most companies will eventually encounter a social media-driven crisis. Here are six tactics to help manage it.
Crowdsourcing influencers allows brands to utilize creative talents and expand reach among dedicated audiences. Here are 5 specific tips to help brands crowdsource their influence.
The expression “newsjacking” has been popularized by David Meerman Scott and the available material on the topic is near limitless from case studies of Oreo’s Dunk in the Dark Twitter ad to missed opportunities by Poland Spring. Related to newsjacking is the practice of leveraging popular culture references in brand messaging. Movies, music, memes and more […]
Does this influencer marketing scenario sound familiar? You’ve set up your initial influencer list full of high-profile names and a few up-and-comers in the industry, developed a compelling question for your outreach and just hit send on the first round. Then, crickets. Big, green, loud crickets. What went wrong? Did you have the wrong list? […]
We’ve been talking a lot about influencers lately – and with good reason. The right mix of thought leaders and valuable content can catapult any integrated marketing campaign into vast new heights and audiences. Finding and connecting with those ideal influencers, however, has always been the challenge. While there are multiple discovery tools available for […]
Storytelling is a fundamentally human experience. We love to tell stories, ranging from whimsical fantasy to tense political thrillers. Some psychologists believe storytelling is actually necessary for human survival — we are hard-wired to respond to compelling narratives. Storytelling is frequently cited as a best practice for content marketers, but what happens when your publishing […]
Visual content is king, but what happens if you don’t have a massive library of brand images to use for your online content? Do you try a simple Google image search and grab something that might be approved for commercial use? Or, do you simply go image-less and rely on your copy to carry the […]
Last year, the debaters at Intelligence Squared tackled the topic of closed-mindedness in online political communication. Coincidentally, this is also something I’ve been studying in my Masters program on strategic communication. Here are my thoughts on the subject, which are admittedly open for reinterpretation as new data is discovered: