One of the lessons the pandemic has reinforced is to be an active, questioning reader of data presented as fact in articles and news. Not in the crazy, conspiracy-theorist “do your own research” in which you hunt down articles that only support your point of view no matter how questionable the source, but in true…
Jenna asks, “What’s a tactic you’ve used on social media that has boosted product sales the most?” Three things work on social media for me to drive product sales. None is actually selling something on social channels themselves. Before we begin, let’s clarify: this is what works for me. This is not universal advice. This…
Alexei asks, "What are the most essential steps to analyzing social media data with ‘engagement’ in mind?" The steps for measuring social media engagement are the same as any other digital marketing metric, and follow the 3 Whats: What happened? So what? Now what? Let’s dig into each of these steps. Social Media Engagement: What…
One of the pieces of advice I give frequently is to keep an eye on, to listen to your best customers. What are they saying? What’s on their minds? What do they care about, and how well aligned are you to it? For example, during contentious times, you may want to pause some social media…
Iain asks, “Fact or fiction. Using third party schedulers for social media posts get a kick shins as they haven’t come from the native platform tools?” Some testing has been done on this front, but none of the tests, from what I’ve read, have been done as rigorously as they should have been. Watch the…
Anna asks, “Would you mind sharing a social media strategy tip that advanced marketers could use to improve their clients’ results?” Advanced is a relative term, but sure. The biggest question that challenges agencies is, what exactly are the results you’re being paid for? Once you’ve got that figured out, then use attribution analysis to…
Heidi asks, “What are the major social media tools you use?” My tools can be divided into three basic categories: – Data science – Social media management – Content creation For data science, I use: – Crowdtangle from Facebook – Talkwalker monitoring – The individual networks themselves – Google GDELT for news – R Studio…
