It’s the beginning of the new year, and not only that; it’s 2020, which has a particularly daunting — or awesome — ring to it, depending on how you look at it. At the start of the year, everyone is certain to rally around the traditional resolutions, like eating better, exercising more and going to bed earlier. But it’s also the time when marketing professionals, business leaders, brands and startups decide they need to get serious about their social media efforts.
Unfortunately, in their enthusiasm to get going, far too many people charge ahead without the proper strategy and support, and find themselves either without the return on investment they expected or burned out on their efforts come April.
To keep you from making those mistakes, here is a checklist for how to jump-start your social media efforts this year:
1. Start with your business goals.
What are you looking to accomplish in the first quarter? By year end? In five years?
Don’t think about what you want to accomplish on social media, but for your actual business. I find that too many organizations focus on what they want to get out of their social media, and don’t start by examining their business goals. Without articulating your business goals, you won’t know the proper next steps to take with social media.
2. Define your audience and which channels they use.
One of the biggest mistakes brands and individual thought leaders make when it comes to social media is that they think they need to be everywhere. Wrong! You don’t need to be on every single channel.
Once you’ve defined your audience (if you say your audience is “everyone,” you’re off to a bad start), you can use best practices to learn where, when and how they use social media. Don’t go to the newest channel just because it’s the latest thing — have a strategy on why you need to be there.
3. Develop a social media strategy.
Most people skip over this step, but a warning: It’s the most important part!
After you articulate your business goals and identify your target demographic, it’s time to develop a social media strategy that addresses your goals, utilizes the best channels for your demographic and articulates what you want to accomplish on each channel. Examples might include building brand identity, elevating brand awareness, distributing thought leadership or driving traffic to a website.
4. Learn best practices for each channel.
Besides knowing where your target demographic “lives” and how they use each social media channel, you must understand the best practices for each channel. This means knowing the best times to post, how to optimize a post for a particular channel and how to best use the channels.
For instance, if you are going to use Twitter, a few tweets a week won’t cut it. You will likely need two posts a day at a bare minimum — but optimally, you should aim for 10 or more! You must also use hashtags, engage with your audience and with other accounts, participate in “tweet chats,” and post a variety of content.
5. Create campaigns and build your content.
Develop social media campaigns that align with your goals. Then create pieces of content for your campaigns — and go beyond text. You’ll need photos, videos (which you can film in batches), polls, Instagram stories, etc. You should develop content that addresses your target demographic and is right for the given channel (this is something I’ve written about in a previous piece).
6. Don’t forget about curated content.
So many people get scared about social media because they think they don’t have time to create all the content they need. But don’t forget about curated content! This means content created by people you trust that is valid for your audience and their needs.
This could be YouTube videos, articles, graphics, blog posts, etc. If you are going to share it, just make sure it is relevant for your audience — don’t share it just because it’s the latest meme to go viral.
7. Create well-planned social media campaigns.
Build campaigns based on your social media goals for each channel, and include clear calls to action (CTAs). One channel might have a brand awareness campaign going, while another has a thought leadership campaign. Be deliberate about what each campaign is designed to accomplish.
8. Create a distribution schedule.
You can’t post content whenever you feel like it and hope for the best. The easiest way to keep track of your content and campaigns is by creating a content distribution schedule.
You might use an Excel spreadsheet or create an editorial calendar. Create tabs for all of the pertinent information, such as the asset or content, copy (with hashtags), date and time, channel, and image. Include both your original and curated content on this schedule.
9. Choose an execution point person.
You might utilize someone in your office, an agency or a freelancer. You can also save money by finding a savvy social media user, such as a marketing student, who will follow your content distribution calendar and post it all for you.
If you are using social media for extended customer service (which many clients expect), you will need a point person monitoring your channels and a plan for what to do when there is customer interaction on the channels.
10. Don’t forget about metrics!
All of your social media efforts can be measured. Your initial strategy should clearly define what can be measured. Decide when you are going to take those measurements, who is going to do it and which metrics are important to you.
This doesn’t just mean counting “likes.” Focus on engagement metrics like shares and comments, as well as responses to your CTA, such as a click to a website. All of this can and should be tracked for each campaign and each channel.
With these strategies firmly in mind, you’ll head into the new year on your social media A-game!
Media Release – May 20, 2022 – Guelph Police – Guelph Police Service
Attempt break and enter
The Guelph Police Service is investigating after an attempted break and enter at a west-end business.
Early Thursday morning, two males arrived by vehicle at a business on Speedvale Avenue West. One of the suspects was caught on video using an angle grinder in an attempt to gain access to a storage unit, but the males fled when an alarm sounded.
A query of the licence plates, which were on an older two-tone Ford Escape, revealed they are registered to another vehicle.
The incident remains under investigation. Anyone with information is asked to call Constable Graeme Adams at 519-824-1212, ext. 7419, email him at firstname.lastname@example.org, leave an anonymous message for Crime Stoppers at 1-800-222-8477 (TIPS) or leave an anonymous tip online at www.csgw.tips.
Prohibited driver arrested
A Cambridge male banned from driving was arrested after he was caught behind the wheel in Guelph Thursday.
A Guelph Police Service officer was on patrol on Speedvale Avenue West just after 3 p.m. when he queried a licence plate and learned it was registered to a prohibited driver. A traffic stop was conducted and the owner of the vehicle confirmed to be the driver.
Investigation revealed the male is a prohibited driver as a result of a December, 2021, conviction for refusing to provide a breath sample. A 49-year-old Cambridge male is charged with driving while prohibited and driving while suspended. He will appear in a Guelph court July 5, 2022.
Male threatens staff, gets arrested
A Guelph male faces charges after threatening to “mace” employees of a local business Thursday afternoon.
Approximately 4:20 p.m. the male entered a business on Woodlawn Road West near Woolwich Street. Staff recognized him from a shoplifting incident earlier in the week and began to follow him. The male became agitated and threatened to “mace” the employees before reaching into a fanny pack he was wearing and removing something.
Staff retreated and called police, who located the male in the area of the business. He was not found to be carrying any weapons.
A 40-year-old Guelph male is charged with two counts of uttering threats and breaching probation. He was held for a bail hearing Friday.
Stunt driving charge laid
A Guelph male was taken off the road after he was caught Thursday driving more than twice the speed limit.
A Guelph Police Service Traffic Unit officer was patrolling just before 1 p.m. in the area of Victoria Road South and College Avenue West when he observed a vehicle travelling at a high rate of speed. The vehicle was clocked at 110 km/h in a posted 50 km/h zone.
A 21-year-old Guelph male is charged with stunt driving and speeding. His driver’s licence was immediately suspended for 30 days and his vehicle impounded for 15 days.
Total calls for service in the last 24 hours – 246
Brock Media Clips for Friday, May 20 – The Brock News – Brock University
Here’s a look at some of the media attention Brock University received recently.
Royal Canadian Tour continues, Indigenous groups await formal monarchy apology: Assistant Professor of Education Stanley ‘Bobby’ Henry spoke to CHCH about statements from Prince Charles that discussed residential schools in Canada and the need for reconciliation.
Brock prepares future nurses for challenges in the field: Department of Nursing Chair Karyn Taplay and Nursing student Sierra Smith spoke to Newstalk 610 CKTB about the growth of Brock’s Nursing program, as well as what it’s like to pursue a career in nursing. Taplay also discussed the Nursing program’s expanding enrolment in a St. Catharines Standard article.
Who are union members supporting in this election?: Professor of Labour Studies Larry Savage spoke to CBC’s Ontario Today program about the decision of a construction union to endorse the Progressive Conservatives in Ontario’s upcoming provincial election.
As several Canadian cities loosen public drinking laws, Toronto rejects proposal again: Professor of Health Sciences Dan Malleck spoke to The Globe and Mail about current conversations around alcohol consumption and their relationship to temperance movement of the 19th and 20th centuries. Malleck also spoke to Nunatsiaq News about Nunavut’s system of alcohol regulation.
“We want to make curling cool” — Rolling the dice on the Roaring Game: Assistant Professor of Sport Management Michael Naraine spoke to Yahoo!Sports about the potential for legal sports gambling to bring a new audience to the sport of curling.
If you know of an appearance or story about a Brock faculty member, student, athlete or alumni, please drop us a line with a link to the story at email@example.com
How marketers can work with diverse media suppliers – Smartbrief
Marketers need to be able to reach diverse, multicultural audiences with authentic, relevant messaging — while demonstrating to customers they’re walking the walk by championing diversity within their own organizations.
One way brands can achieve both is by working with diverse media suppliers.
A new set of guidelines on working with diverse media suppliers was published this week by the Association of National Advertisers, its Alliance for Inclusive and Multicultural Marketing, and the American Association of Advertising Agencies.
America’s multicultural population “will be the majority in the not-too-distant future,” the report states, citing 2020 US Census Bureau data. The multicultural population rose to just over 42% in 2020, up from 36% in 2010.
The guide also lists more than a handful of business benefits from working with a diverse supplier base.
There’s a wealth of information in the guidelines, but we’ve highlighted some key information and advice:
How to find diverse media suppliers
The report offers several resources to help marketers get in touch with diverse media suppliers – those that are owned by ethnic minorities, women or the LGBTQ community. They are:
Diverse media requires different metrics
The guidelines recommend that marketers consider using alternative metrics when measuring diverse media performance.
This is because highly targeted audiences come with less scale and higher CPMs. Alternatives or additional metrics could include brand awareness, intent, favorable opinion, shares, video completion rates and click-thru rates.
The importance of diverse creators
The guidelines also offer resources to help marketers find diverse content creators, such as influencers, agencies, production companies and directors.
Involving diverse teams in the creation of content from the start can prevent brand missteps — such as this recent Samsung campaign, which missed the mark with women.
Cindy Gallop, consultant and founder and CEO of MakeLoveNotPorn, told SmartBrief in response to that Samsung campaign:
“Every brand and client — like Samsung — should mandate that their ads are overseen by women, created by women, approved by women, cast by women, directed by women, photographed by women, and announce that they will not give their business to any agency where the leadership team, the creatives and the creative decision-makers are all male.”
That example, which arose from a lack of female involvement in the creative, could apply to any campaign that hasn’t involved members of the audience it targets.
The right creative messaging
The guidelines therefore recommend that creative teams include diverse voices to ensure creative messaging is relatable.
“A lot of the time what we think works, and what works for a general market audience might not necessarily work for a multicultural audience,” said Paula Castro, multicultural creative business partner at Google, during an IAB NewFronts panel.
The importance of cultural nuance and heritage when engaging with Black audiences was recently explored by Numerator’s Amanda Schoenbauer, with a study by her company highlighting the levels of diverse thought and behavior within that community.
“A full picture view of this — or any — group of shoppers requires additional consumer context and segmentations,” Schoenbauer wrote.
Marketers can look to diverse suppliers to help deliver that context and culturally appropriate messaging. As one diverse supplier says in the report from the 4A’s, ANA and AIMM:
“There is much more value we can provide to connect through culture, heritage, emotion, nostalgia, etc.”
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