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Christopher S Penn
Heidi asks, “Do I remember correctly that you recommended accepting all LinkedIn requests? Do you do anything to mark people that you don’t know so that you can keep them separate?” I do indeed accept all connection requests. You never know who you’ll need to reach, and the power of LinkedIn follows Metcalfe’s Law. Feel…
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Christopher S Penn
Mike asks, “What is the latest thinking on the best times to post on social media?” This is largely a pointless exercise now in many respects. There aren’t magical times when social media works with any level of specificity, even for your audience. What should you be doing instead? Determining with a much greater understanding…
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Christopher S Penn
Kat asks, “If a college student asked you the #1 thing they should be focusing on when it comes to social media, what would you tell them?” Social media is a big topic. From a business perspective, it encompasses advertising, marketing, PR, sales, customer service, investor relations, analyst relations – in other words, the entire…
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Christopher S Penn
Grace asks, “There’s been a lot of news about people who fake being an influencer by buying followers and colluding with groups of influencers. How do you identify fake influencers?” Great question. Let’s first discuss what brands actually want, even if they can’t measure it effectively. Awareness Engagement Action Second, let’s identify the ways someone…
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Christopher S Penn
Eric asks, “What tips do you suggest for running groups on Facebook and LinkedIn that draw people in, nurture them, educate them with good content, and move them towards purchase?” Community management is both art and science. The framework I use and advise is the 6C framework: – Content – Conversation – Common Interest –…
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Christopher S Penn
Kevan asks, “How will AI change the job of a social media manager in the next 2-5 years?” Recall that the primary benefits of AI are acceleration, accuracy, and alleviation. Acceleration of work, to produce more work, faster Accuracy of work, to produce better quality work Alleviation of work, to reduce repetitive tasks for humans…
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Christopher S Penn
Judi asks, “When measuring engagement rate on SM platforms such as Twitter, Instagram, FB and LinkedIn, which metrics do you recommend using for an accurate measure? Is it # of engagements (likes, comments, shared) divided by post reach OR total followers OR other metric?” Great question, and it depends on what data you have available.…
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Christopher S Penn
Mariya asks, “What is a proper social media audit?” Social media audits have a simple purpose: to find out what’s working in your social media program and do it better. The components of a social media audit revolve around my social media marketing strategic framework. At each stage, we audit what exists, what’s missing, what’s…
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Christopher S Penn
Judi asks, “How do you get the red circle around your profile picture on LinkedIn?” The red profile border is a neat human trick I learned a while back; I like it because it sets your profile photo apart in the feed, and the red is exactly the same color as the notification icons. It’s…
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Christopher S Penn
Over the past week, I’ve been doing a ton of market research for a client around social media marketing, and THE topic du jour is influencer marketing. One of the most critical flaws I’ve seen in influencer marketing programs, including some I participate in, is a failure to capture the four main dimensions of influence.…
