April 28, 2020

A to Z of Social Media Marketing: X is for X-factor

Filed under: Social Media — lidia @ 8:37 pm

Social Media Marketing X-factor




What is your organization’s X-factor (or point of difference) and how can you express this on social media? Social media is getting more and more crowded, so finding a way to stand out and be memorable is crucial. 

A few ways to stand out are using a particular style of image or illustration. Create a theme or hashtag unique to your organization. Write in a unique voice or perspective.


April 27, 2020

A to Z of Social Media Marketing: W is for Who

Filed under: Social Media — lidia @ 7:37 pm

Social Media Marketing, W is for Who




One of the first steps in developing a social media strategy is to determine your ideal audience, or who you are speaking to. Next, research which channels your audience follows and engages with. And lastly, learn what type of content they read and engage with. 

Keep in mind that each channel will have a slightly different audience, so make sure to customize your social media strategy for each audience (as it relates to each channel).

April 25, 2020

A to Z of Social Media Marketing: V is for Value

Filed under: Social Media — lidia @ 10:00 am

Social Media Marketing, V is for Value




In marketing and sales, it’s said that you must add value before you sell, i.e. don’t pitch someone before they are ready. 

The same concept applies to social media—and it might be even more important here because the interactions are so personal and immediate. Let your audience get to know you before you make your ask.

Some ways to add value is by sharing stories, statistics, tips, opportunities or resources that are unique to your organization. You can also provide value by responding to questions or concerns in a timely manner. Or you can provide a forum or community for people to meet and engage.

April 24, 2020

A to Z of Social Media Marketing: UX

Filed under: Social Media — lidia @ 4:32 pm

Social Media Marketing, U is for UX




User experience, or UX, is the process of creating a product based on end users’ needs or expectations. All of your social media channels will make up the user experience, so it should be focused, targeted and relatable. 

This is a good reason to have a social media brand guide—and ideally a brand guide for your overall branding—so that every print and digital interaction a user has with your organization is consistent and on-brand. 

April 23, 2020

A to Z of Social Media Marketing: T is Trust

Filed under: Social Media — lidia @ 2:31 pm

Social Media Marketing, T is for Trust




As the saying goes, “People buy from people that they know, like, and trust.” This is very true in social media, where people can make more personal connections than in say, advertising or direct mail. 

A few ways to help develop trust in followers is to provide useful information, share stories that resonate and make consistent outreach.  Gain the trust of your audience with social listening. 

April 22, 2020

A to Z of Social Media Marketing: S is for Strategy

Filed under: Social Media — lidia @ 12:28 pm

 Social Media Marketing, S is for Strategy




Like other marketing tactics, social media won’t work unless you start with a well-thought out strategy. First, review your organization’s mission, vision, strategic plan and overall goals. Use those insights (plus additional research, if needed) to develop related social media goals and KPIs. 

Your social media goals, target audience and messaging will likely be different for each channel, which is why it’s a good idea to consider this carefully and develop a documented strategy that can be shared with your entire team. 

It’s also a good idea to create a social media mission statement and social media brand guide for reference while creating messaging and graphics.

A social media strategy is not set in stone. You should review your plan at least quarterly and make adjustments based on analytics and observations.

April 21, 2020

A to Z of Social Media Marketing: R is for Response Time

Filed under: Social Media — lidia @ 9:07 pm

Social Media Marketing, R is for Response Time


Response Time


What is an acceptable response time on social media? 40% of consumers expect brands to respond within and hour. 80% expect organizations to respond to their social media posts within 24 hours (Sprout Social)

Quick response times can elevate your organization’s online reputation, especially when relating to service-oriented questions or requests. 

It’s a good idea to assign a staff member to monitor and engage with comments and especially questions from followers, so that they are answered in a timely manner.

April 20, 2020

A to Z of Social Media Marketing: Q is for Quality

Filed under: Social Media — lidia @ 7:00 pm

Social Media Marketing, Q is for Quality




In my social media workshops, I always preach “quality over quantity.” Instead of obsessing over follower count, focus on getting the right followers—those who genuinely interact and engage with your organization. 

Also, you don’t have to be—and shouldn’t be—on every social media channel. It’s better to focus on a few channels and do them well.

Keeping an eye on your analytics can help determine which channel(s) are most effective and meeting your organization’s goals. 

April 18, 2020

A to Z of Social Media Marketing: P is for Patience

Filed under: Social Media — lidia @ 7:59 pm

Social Media Marketing, P is for Patience




Like other marketing channels, social media results may not happen overnight. You have to be consistent, persistent and especially patient. 

In marketing, it’s been said that it takes seven “touches” before a prospect takes an action. Basically, you can’t expect someone to take action after their first interaction with you. It’s no different in social media—however you have the unique opportunity to make your touches more frequent.

Having a system to track social media analytics can help you be patient during the process, as you can visually see the progress you are making.

April 17, 2020

A to Z of Social Media Marketing: O is for Optimization

Filed under: Social Media — lidia @ 10:00 am

Social Media Marketing, Optimization




Social Media Optimization is the practice of using social media platforms to grow your brand and strengthen your presence. It works in tandem with search engine optimization, driving traffic to your website.

By optimizing your social media content, you make it more likely to be found by—and connect with—people who are searching for what you are offering. 

A few ways to optimize your content are: 

  • Do keyword research and use it in your content 
  • Optimize your profiles: make all photos, bios and descriptions consistent
  • Create an effective content mix: consider the 80/20 rule of 80% education and 20% promotion
  • Test different types of posts to see which ones resonate with your audience
  • Post when your audience is online 
  • Keep track of your analytics data and learn from it
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