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Christopher S Penn
Kat asks, “we hear all the time that when a company has a public misstep, that they will face impact them negatively, but there’s never been any type of relevant study that dives into this topic of social/digital reviews and brand impact/stock price/revenue. Have you seen anything?” The challenge with using any public form of…
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Christopher S Penn
Linda asks, “Other than a standard “search” operation to identify groups, does anyone know of a more efficient way to find groups geared towards a specific audience?” Search and asking are the two most impactful methods. For search, there are specific tricks to look with using jargon. For example, if you’re targeting financial aid professionals,…
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Christopher S Penn
Joanna asks, “In your investigation of automated accounts on Twitter, how do you define a bot?” This is an important question because very often, we will take for granted what a software package’s definitions are. The ONLY way to know what a definition is when it comes to a software model is to look in…
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Christopher S Penn
Shannon asks, “I need to put together a better gameplan on making money between now and the end of the year. A friend thinks I need to monetize my YouTube and IG. I guess that means ads on YT and trying to do more influencing stuff on IG?” Monetizing social media audiences is difficult, but…
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Christopher S Penn
Kristi asks, “What slang does your brand use on social media? Any you avoid?” Slang is an interesting challenge, because often it’s not just generational, it’s also contextual to a specific group of people. Why would you use it? To relate better to your audience? If that’s something you want to do, and it’s appropriate…
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Christopher S Penn
Jess asks, “What’s your best advice for running follower campaigns on Facebook & LinkedIn?” Don’t. Here’s why: all social networks compute engagement by roughly the same measure: number of people who see your content versus the number of people who engage with it. The more people who see it and don’t engage, the lower your…
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Christopher S Penn
Michael asks, “Do you consider YouTube and/or Reddit to be a social media platform? Why?” A social media platform, or a social network, is a content hub where the value is subject to Metcalfe’s network effect. If the value increases with every new user, then it’s a social network. By this definition, these are social…
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Christopher S Penn
Mike asks, “What is one thing every new Social Media Manager should know?” There’s a very long list here, but everything starts with your playbook. What is acceptable? What is not? What are the brand guidelines? How do you handle the many different situations you’ll face? Refer to this list for effective community management on…
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Christopher S Penn
Sophia asks, “If a brand new nonprofit approached you and said: ‘I want 5,000 Facebook likes, 1,000 followers on Instagram, and 1,000 followers on Twitter, all by the end of the year.’ What would you quote them, or tell them?” I’d ask them what their actual business goal is. A few years ago, my oldest…
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Christopher S Penn
Lindsay asks, “Does anyone repost content from a year ago on social media? Like “one year ago today” – has this been successful?” Reposting and recycling content is a fine idea as long as the original content performed well, or circumstances have changed that would make the old content do better now. Look at 3…
