Category Archives: Social media

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HootSuite Basics and Updates

Those of you who know me, know I’m a big fan of HootSuite, the social media dashboard, as a tool for research, filtering and engagement. When I began using HootSuite, my productivity soared! However, it’s not the most intuitive to learn and recently they added some updates. The following is a basic tutorial on how to begin with HootSuite and a review of the recent changes. Don’t forget to download the free app for your smart phone – no jumping through extra hoops here. Once you set up your dashboard the app will automatically appear as a duplicate on your phone. Create Your Account There is no download to do, simply go to www.H…
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The Power of Bottom-Up Branding

Every marketer should read the recent Harvard Business Review article, “Branding in the Age of Social Media,” by Douglas Holt. The former Harvard and Oxford University professor asserts that most businesses are failing with social media because they’re using the same tactics they used in the days of mass media. This familiar strategy is called “branded content.” The idea is to create memorable content that people come to associate with a brand. It's not a new idea. Back in the 1950s brands sponsored popular TV shows, and legendary advertising campaigns like “I can’t believe I ate the whole thing” were based upon the same id…
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25 B2B Marketers Sound Off on 2016 Priorities

I was delighted when B2B Marketing Zone – a website and newsletter that I devour - asked me to be one of 25 contributors to its "B2B Marketing Trends for 2016" e-book. I love this content concept, and it’s an idea more B2B marketers could adopt. Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book. Then do what Tom Pick and Tony Karrer of B2B Marketing Zone did – make it easy for people to compose posts like this one and share the book through their social networks. Your contributors will be flattered …
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What’s next for B2B social media in 2016

By Paul Gillin,  January 2016 I was recently contacted by a B2B publication looking for some thoughts on what’s coming up in the next year. I thought some of the questions were interesting and worth sharing here. What trends are gaining momentum in B2B social media right now? B2B marketers are finally realizing that merely throwing content into the ether is both expensive and wasteful, so they’re trying to target their content better to the audience and purpose. Marketers realize that buyers are people, not demographic segments, so they are appealing more to the motivations that influence human behavior. That’s one reason we s…

Use Your Social Presence to Embrace Unhappy Customers

by Paul Gillin June 24, 2015 Social Media has armed businesses and teams with an efficient and effective tool for engaging with customers and spotting business opportunities, but at the same time it has also armed customers with a megaphone for voicing complaints. Online customer attacks take several forms and are driven by different motivations. Compensation is actually rarely the main issue (although for a few attackers it is the only issue). The vast majority of incidents are driven by the victim’s perception that a wrong has been done, the wrongdoer doesn’t care about its constituents and the victim speaks for an aggrieved group t…

Tip of the Week: Introduction to HootSuite

HootSuite is a great dashboard for listening and contributing in the social channels. HootSuite also has a feature for scheduling posts, which can be tremendously helpful for busy professionals. In this week's Tip of the Week, Coach Kyle Naumann introduces you to HootSuite. …

Tip of the Week: How to Use Bitly

Have you ever wondered where shorten links are generated and the reasoning behind them? In this week's tip, we look at Bitly, an online resource to shorten lengthy URLs and track the content you are sharing. …

Tip of the Week: Custom URL on LinkedIn

In this week's tip, the Profitecture team shows how to update the standard LinkedIn URL to a customized URL of your choice. …