Tag Archives: Marketing

Making the Most of Twitter Analytics

I recently attended a webinar where Jimmy Hang, Twitter’s SBM marketing manager, explained how to use Twitter Analytics to inform and improve your business’ marketing strategy.

For those unfamiliar with Twitter Analytics, you can login using your Twitter account credentials at analytics.twitter.com. Once you login you can see how your tweets have performed as well as your follower’s demographics.

The tweet activity dashboard displays your tweets, how many people saw them and what type of engagement they received – retweets, replies and favorites. This helps you see what your followers are engaging with and create content to match what you followers want to see. The best way to do this is to create a content/social media calendar to plan out what type of content you are going to post each day. Again, always be sure you are following the rule of thirds. One third of the content should be about your business, one third should be news and informational tips about your industry and the final third should be engaging with your audience.






Twitter Analytics also shows you a breakdown of your followers’ demographics. You can see what your followers are interested in, where they are located, their gender and who your followers are following. This is a great way to gear your tweets and blogs for your followers’ specific interests. The location breakdown can help you geo-target news or try to branch out to new cities or areas you feel are underrepresented. You can also figure out when to time your tweets based on your followers time zones.









Finally, Analytics gives you easy access to Twitter Ads quick promote. This allows you to promote your best tweets outside of your network to users that might be interested in your industry and content. 

Content Marketing


Building relationships with customers and clients is the best way to generate business. People and businesses do not want a hard sell.. They want to feel like they know and trust your business before buying your product or service. That is why content marketing is so crucial. 

Content marketing in its most basic from is the creation of content (i.e. press releases, infographics and social media posts) to a target audience in the hopes of engaging them enough to share your content.  The whole idea is to build an audience and relationships with potential clients.

You want to create content that you know  and yourtarget audience can use.In turn, they will be more invested and will be more likely to share it with their friends, followers, etc. The more your content is shared the higher your SEO results will be. This is great for generating leads and getting new clients. Keep in mind content that is over 2,000 words tends to rank higher on Google.

What type of content should you create? PR professionals are constantly creating content, that’s an integral part of our job. Clients want content that will create traffic, like blogs, infographics, and helpful solutions. Companies that blog or post unique content 15x per month, generate 5x more traffic than companies that don’t post regular or enough content.  However, the best type of content is useful content. This is content that informs and is valuable.

Content doesn’t have to mean blatent self-promotion. Customers and clients want to see that you have their best interest at heart and care about the same things they do. Think about when you go into a department store and are looking for a specific brand of jeans. You go up to the sales person and he/she tells you that they do not carry that brand of jeans but the department store down the road has the brand you are looking for. Instead of the sales person trying to persuade you to purchase a different brand of jeans, he/she gave you helpful information and you now trust and respect that department store more. This is the same in public relations.

A great way to advertise while still offering helpful content is through social media ads. Instead of obvious ads, PR and advertising teams can search sites like Twitter and lookfor relevant questions. Say you have a client in the computer/ information systems industry and you go onto Twitter and notice people have been asking about how to unfreeze a computer. You might respond to them saying “Press Control, Alt, Delete at the same time.” Now you have helped people out and theymay now have a newfound respect and  connection to your company.

Another form of content marketing is native advertising. Native advertising is content that fits with the user experience. Again, this is content that does not feel like you are being advertised to and helps you build a relationship. An example of this is the “recommended for you” features on web articles. Here the advertisers are trying to appeal to your taste preferences. It makes it seem like the viewer found the article on his/her own. 

Advertising has become extremely difficult, people can rewind TV commercials, listen to ad- free radio stations so advertisers need to be creative. They need to give the client what he/she wants. That means helpful content-based ads and marketing strategies that develop a bond between you and the customer.

– NP



LinkedIn for B2B Marketing



Everyone knows LinkedIn as a social networking site for professionals looking to network, specifically through job seeker- employer relations.  However, LinkedIn can be used for more than just finding employees for your business.  It’s a great platform for business-to-business marketing. 

All social media sites are great outlets for promoting your business; but what makes LinkedIn different is the professional atmosphere it brings to social networking.  Attention for your business does not have to compete with Instargrammed pictures of food or political rants that may clog up other businesses’ or client’s news feeds. 

One of the ways LinkedIn can help market a business is through building a strong brand image.  Doing things such as posting your company’s logo onto an Internet banner and adding your company blog to your profile are good ways to promote your brand.  Use the about me section to detail the product/ services your business offers.  Another great feature is polls.  Polls allow your business to engage with other businesses, clients or professionals.  They show that you have an interest in other’s opinions- not just your own. 

Take videos that show what your business is up to or what the average day in the office looks like and upload them on your page.  Also, something unique to LinkedIn is the recommendation feature.. Ask another business to recommend your business and build up your reputation.  All these things help create awareness and improve brand reputation. 

Another way to use LinkedIn for marketing is simply by posting. Post what’s new with your business, events that are happening at your company and interesting factoids about your industry, etc. to show your presence and visibility within the industry.

Show your expertise. LinkedIn also offers Q & A chat-rooms that let businesses/working professionals ask questions related to a particular field or topic.  Answering questions and offering up advice regularly shows other users that you’re involved and know the field. Just don’t get the questions wrong.

LinkedIn is also a perfect avenue to promote events like conferences and tradeshows. While many companies post large-scale events through Facebook and Twitter, you are more likely to reach your true target audience through LinkedIn. 

Join key groups.  Your business can create up to 10 groups and can be a member of up to 50 groups.  Joining groups allows you to better connect with people and other businesses.  This lets you really hone in on your target audience and identify the best group opportunities. Location and industry- based groups are the most effective to connect with other businesses. Beware of spam groups that are not monitored or well maintained.  Once you join/create a group, contribute to the conversation and get your business out there.  Simply posting through your own account does not guarantee that the right people will see what you post.  You may have people or businesses in your circles that are not necessarily in your field.  By joining a group you can be sure that the right people will see, connect and engage with your business. 

Don’t forget to connect your Facebook, Twitter and other social media sites to your LinkedIn account to maximize social media presence and visibility.

– Niki Perri



Everybody’s a Twitter expert (well, maybe)


Everyone’s jumping on Twitter these days with links to blogs offering advice about how business owners can use the platform to greatly increase profits.

Read them and you’ll know how many Tweets to post each day. Well, maybe you will. Some say three, others say six are better.

There are supporters of posting between 8 to 10 a.m. ET (a little early for anyone living west of Kansas), while others say 1 to 3 p.m. ET is the sweet spot. Longer or shorter tweets? They each have their supporters.  Is a single hash tag enough? Are four too many?

All this points out what I’m learning from running three Twitter accounts and helping out on another — there are no one-size-fits-all solutions.  Every business, every industry is different.

One tweet I read recently really hit home. A woman complained about an online job posting for marketing position that required a minimum of 10 years of social media experience. I assume that job will go unfilled for the next few years. Ten years ago there was no Twitter, Facebook, Pinterest, Tumblr, Instagram or other major social media platform.

Anyone involved in social media is still a pioneer. Run from anyone who tells you he or she knows exactly what will work for your business. Instead be ready to work with someone willing to experiment and take reasonable chances to find the program that works best for you.

There is no doubt social media can be a huge PR and marketing boost. So go ahead and read these ‘experts.’ There is a little something to be learned from each blog — including this one.

Of course, that’s just my humble opinion.

— JD

Twitter: @jdaum


Can Brands Blend in Among the Pinterest-Addicted?

Pinterest homepage

For those of you that haven’t yet experienced the glory and sheer child-like excitement that comes from “pinning” – creating a visual compellation of your favorite things, ideas and images on Pinterest (a online pinboard that allows users to collect, organize and share images they find on the web) I implore you: give it a try.

I, along with the other 10 million unique monthly visitors (primarily women in the 25-45 age bracket), take to the site daily to “pin” image content. It’s a great escape, it’s visually engaging and it’s an exercise in what a physiologist might call visualizing our “ideal” selves. Whatever you call it, one thing’s certain – Pinterest has some very addictive qualities.

Brands are starting to experiment in leveraging those addictive qualities (or web “stickiness”) as many weigh how best to attract Pintrest users to their products.

As a user of Pinterest and a PR / media professional, I see the potential of brands on Pinterest from both sides – as a user, I’m worried brands might invade my personal “pinning space.” As a PR professional, I see the platform’s potential to engage users around products and services they’re interested it – striking a balance will be a challenge.

A great MediaPost article today points to what I consider a great mantra for brands looking to engage on Pinterest, “It [Pinterest] is not a broadcast tool similar to Twitter and Facebook. It doesn’t encourage “product pushing.””

Agreed! While Pinterest could be a highly lucrative marketing vehicle for brands, it’s also become a sacred cow to users (and we all know what happens when you upset your user-base, ahemcough…Netflix).

Pinterest is a place for brands to engage followers by watching / learning about how users view their products. Brands that take the time to listen, learn and enter with caution will most certainly reap the reward.

— Marrissa (@marrissam)

The Great Hashtag Debate

It’s a growing trend in the Twitter world and companies still aren’t catching on – Company announces social media campaign… Company creates hashtag…. Twitter-verse abuses hashtag… Company removes hashtag.

Most recently, McDonald’s created a campaign that intended to highlight the positive, personal stories of its customers. They dubbed the campaign #McDStories on Twitter and let the online community have at it.

And that’s where the campaign went awry.

Like so many others, the hashtag turned into a free-for-all rant from thousands of Twitter users. From jokes to bad experiences, the posts turned a well-intentioned social media campaign into a global laugh track.

But this story is just one of many that raises an important question. Why does this keep happening?

Yes, Twitter and social media are innately volatile and companies will never be able to control every aspect of their plans. But where’s the accountability in the marketing and public relations sector?

Ultimately, this speaks volumes about the current state of the public relations world. While countless companies and industries are taking advantage of the social media boom, very few have public relations managers and directors have the creative savvy and foresight to effectively plan a long term social media campaign.

It takes a special individual to understand not just how social media works, but how each and every type of user will respond to a campaign. Because in a world where everyone has a voice, we now need to be aware of each specific reaction, in addition to the overall response.


P.S. Click Here

I guess it’s never to late to learn something new — even about email, a now quaint way of communication that’s being surpassed by SMS, Twitter and Facebook.

I receive at least 25 emails a day from advocacy groups or retailers that I once had an interest in following.  Lately, I’ve noticed a few consistently add a P.S. and even a P.P.S. to their mailings.

I’ve always thought of a postscript as being something you add to personal correspondence, not a marketing pitch.  So I finally became curious enough to see if there was a reason behind this.

And there is.  It seems that people will often skim directly to the P.S. to get a summary of the mail.  Research has shown it can increase your click through rate by a third or more.

So if you’re planning an email marketing campaign, I’d now recommend adding a one-sentence rehash of your message and a link to an email or website address.

P.S.  You can follow me on Twitter @jdaum