Mediaboss Marketing

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Social media marketing is the great equalizer of businesses big and small. Many startups have blown the large, mega brands out of the social media pond, because of their ability to meet the client on their level and be more responsive to their needs.

How is this accomplished? By understanding the main market demographic your business serves, and channeling your time and marketing dollars in that direction. Without question, the first step to an efficient social media marketing strategy is to understand who your key market segment is and where to find them online.

As a social media manager, it is my job to understand the audience my client is trying to reach. The main thrust of the overall digital marketing strategy, including curated articles, social media posts, and paid advertising, should be focused on the identified market segment.

Next, I must decide where to boost the ad to get the most bang for my marketing buck; research is critical to achieving this goal. When I am looking at demographics for most clients, it has nothing to do with the racial makeup of their customer base, and according to Pew Research, there is no significant racial difference in how various social media platforms are used. The most critical factors for social media marketing are interest and searching behavior. I look for people who are searching on a question to which my client can provide the answer.

Developing a demographic analysis for a client starts with a conversation: Who do they believe their client is? Extrapolating from there, I work with the client to help them think outside of their preconceived customer box. At the end of the day, I want to get my clients content in front of as many eyes as possible. Age, gender, and status in life are more important determinants of how potential customers use social media than their racial or ethnic identification.

Facebook remains the predominant social media platform, used by 68% of Americans who are on social media according to Pew Research (Social Media Update 2016). The second most popular social media platform is Instagram. But, since that social media outlet is heavily dependent upon images to connect, it may not work for all businesses.

For example, for my HVAC client, Mobley Heating and Air, I can certainly post pictures of my client fixing and replacing HVAC units, and post them to an audience on Instagram, which will get us into an audience sharing 248,624 posts from people who follow the hashtag #HVAC. But at this point, we are preaching to the choir, and I am not getting this client in front of anyone that is indeed looking for HVAC repair.

That is not the case for my wedding planner client, the Payne-Corley House. Instagram is a great venue for them to get noticed,with a #wedding audience sharing 77,356,200. As the social media manager, I must be aware of these differences and choose wisely, on behalf of my client, where to spend those precious marketing dollars.

Based on the demographic you are serving, you will have various options. Twitter looks at household income and basic interests. Facebook drills down a bit more, and you can choose not only topics but groups that are interested in what you are promoting, based on likes and interest. Pinterest has their list of interests and keywords. So, take the time, look at who uses a channel, and determine from there how best to use them.

This post was written by Wendy Pace, founder of Pace Setting Media, and it was edited bySamara Lynn.

Wendy Pace is the founder ofPace Setting Media, a social media strategy agency.Paceholds a B.A. in Communications and Marketing from Hunter College. She credits her husband and children as motivation for getting up every day to face the world of social media.

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Who Are You Talking To? Tips for Social Media Marketing - Black Enterprise

SOMERSET APARTMENT MANAGEMENT, LLC March 30, 2017 | Views:

Distinctive apartment communities and hands-on property management service.

Overview: We are looking for someone to take on the role as Somerset Apartment Management Groups Social Media Coordinator. We are looking for is someone with digital-agility and enthusiasm for driving traffic and brand awareness across multiple channels and communities. This person is an exceptional communicator with a solid branding and design background, passion for the visual web, and robust knowledge of numerous social media platforms. They should have experience with managing online communities and skills that include experience with branding, social marketing and online publishing. We need this person to be flexible in their role and a creative self-starter who is able to work within an entrepreneurial environment and support multiple properties at once.

Key responsibilities: Build an engaging brand presence on Instagram, Facebook, Twitter, Pinterest, YouTube and any other applicable marketing outlets. Develop and maintain social and online content that attracts attention, generates interest and engages our current and future residents, employees and followers. Manage day-to-day activities related to social media. This includes monitoring, tagging and analysis of social media conversations across various platforms, maintenance of our brands social media sites and reputation management. Reply to residents/followers questions and comments regularly. Work with all teams to provide authentic and helpful responses. Stay current and forward thinking on new social media tools and platforms, best practices and use within the competitive industry. Develop social media content calendar to support marketing & trend objectives. Conceptualize and support marketing campaigns. Assist with supporting team in production and promotion of engaging content to coincide with marketing messages, seasonal initiatives and company news. Measure, analyze and report on all social media initiatives.

Skills & requirements: Bachelors degree in a related field, preferable. 1-2 years professional experience, with property management industry experience a plus. Solid photo editing skills, eye for photography and grasp of the visual web. Must be self-starter with ability to show strong initiative and follow-through skills. Ability to think on her/his feet when solving problems is essential. Ability to recommend and complete projects with minimal direction. Excellent attention to detail, as well as time management skills. Superb written/verbal communication skills are critical. Able to support multiple teams across the US. Experience with social media platforms including blogs, Facebook, Twitter, Pinterest, Instagram and more.

To apply: Think youre the right person for us? Email your resume to bwatson@samapartments.com.

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Social Media Coordinator - Charlotte Agenda - Charlotte Agenda

Oreos famous 2013 Super Bowl Twitter ad was one of the most iconic moments in social media marketing. The power went out during the halftime show, and Oreo tweeted an ad that said: You can still dunk in the dark. This opportunistic marketing play is still being deemed as best-in-class years later.

How Oreo achieved this was not a secret. Most marketers know that being timely and responsive on social media is critical because relevance is essential in the crowded online space.

Oreos moment at that Super Bowl exemplifies the importance of timeliness, relevance and creative agility.

Social media marketing is one of the most measurable formats we have today. You can learn so much about your target audiences and their online behavior.

You should leverage any set of tools that gives you this much real-time insight to maximize your return on investment.

As youre tracking your ad performance, think about how you can optimize quickly based on the available insights. What are you learning and what changes can you make to help your ads perform better? How quickly can you make changes so you have a real impact?

The second piece of the puzzle is the creative gap. Brands need to re-think creative strategy as social media marketing demands a high volume of assets that require frequent refresh to stay effective.

Ad fatigue plays a significant role in affecting online campaign performance and brands like Cooking Dash, PayPal and Instamotor have successfully turned their campaign performance around through increasing ad creative production volume and refresh rate.

Not every company can afford to have a 15-person social media marketing team like Oreo. This doesnt mean its hopeless for those of you who cant afford such luxuries.

Thanks to technology, we can now activate global creative talent any time of the day. It takes a fraction of the time it used to take to produce high ad volumes. AI technology gives us the ability to make creatives smarter and campaigns more cost-effective. Moreover, automating the entire process of creative management and monitoring is now possible.

Thanks to technology, you can now have time on your hands.

ReFuel4 is winner of Facebooks 2016 innovator of the year and is the worlds leading data-driven creative platform, delivering creatives from 10,000 global designers backed by predictive AI and automation technology. Learn more here.

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Timing is of the essence in social media marketing - The Drum

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Ms. Shazina Masud joined Greenstar Social Marketing in February, 2017 as its Chief Technical Officer. She brings with her over 20 years of experience in private sector marketing and sales, including experience in social marketing and social franchising of reproductive health products and services. Previously, she was serving as the Country Director and Chief of Party of a DFID supported project on Provision for Reproductive Health Services through Social Marketing ,implemented in three provinces of Pakistan.

Before that she was the Country Director for Population Services International - Nepal, where she was responsible for streamlining the entitys social marketing of family planning products and introducing innovative initiatives to create a brand identity for the network. She also worked in a similar capacity with PSI in Somaliland for two years. And also provided technical support to PSIs Reproductive Health programs in South Africa and Cambodia. In an exclusive interview with You! Ms. Masud shares her views with our readers...

You! What Greenstar is all about?

Shazina Masud: Greenstars goal is to contribute to the development of Pakistan through family planning. Historically it has worked towards mother and child health as well as in areas of prevention and treatment of TB as well as Malaria. It focuses on the private sector channels to deliver health results at an affordable price but works closely with the government to support their efforts so that the sum of the two create an impact that reduces the burden of disease in the country.

You! What is your modus operandi?

S.M: We use commercial marketing techniques and processes for social gains in Pakistan. We use modern marketing tools and strategies to create demand for affordable heath solutions to our target market which is the lower half of the economic pyramid enabling them to lead healthier and happier lives.

You! How have other women received your work?

S.M: I interact with women at two levels, those with whom I work and those whom we serve. With women who work with me, work as a team and learn from each other and strengthen each other. There is no way to succeed without doing that. And the women who we serve, because it is a collective, team effort - there are many instances where their lives have changed for the better, where they feel more enlightened and more empowered. This affects not only the woman but her family and eventually her community.

You! How successful you people have been in creating awareness among women through your programmes?

S.M: Greenstar has worked in the area of family planning in Pakistan for the past twenty-five years. The government of Pakistan has been a major player since the 1960s in tackling family planning issues of the country. There are other organizations who also work in this area. Collectively a lot of progress has been made over the years in creating awareness. According to Pakistan Demographic Health Survey of 2012, over 90% of the women in Pakistan are aware of family planning. While there is still a gap in knowledge and practice, this in itself is a great achievement.

You! Do your teams go to rural areas too?

S.M: Actually, our main focus is on urban and peri-urban areas, as they are heavily populated due to the internal migration, that continues to take place in the country. But yes, our teams do go to rural areas.

You! How important do you think is it for a common woman to know about precautions?

S.M: I think women should know and have the knowledge and ability to plan and space a pregnancy. This impacts her health, her body, her childs health and her familys well-being.

You! What difficulties or problems you guys face while promoting family planning messages in rural areas or slum areas?

S.M: The biggest issue is of myths and misconceptions about family planning! This is especially true where education and literacy is low and issues get distorted as they spread from word of mouth. We devote a lot of effort in dispelling these misconceptions through information, one to one interactions, media campaigns and counselling.

You! What is the most important advice you can give to women?

S.M: I would ask women to be confident, to take charge of their lives, they have the ability - they lack nothing. They should not be subservient to anyone, but be bold and strong and live as equals to men.

You! Do you think general mind set of our society is changing regarding family planning?

S.M: I think there is more acceptance but there is still a long way to go.

You! What are the challenges, in your eyes, being faced by Pakistani women today?

S.M: There is no easy path to success for either men or women though our challenges might be different. I do not consider men as adversaries of women. We are partners and working together in that spirit, there is always success.

You! What do you think are the main ingredients or traits essential to attain success?

S.M: The most important is that you should have a passion or a strong interest in what you are doing. An attitude of learning as you move ahead, irrespective of your years of experience or qualification. With this combination and with some hard work thrown in, I do not see anyone not being successful.

You! What are the positive points of being economically independent?

S.M: Nine times out of ten a womans economic independence will translate into better opportunities for her family in terms of education, health and nutrition.

You! Do you think a professional can be a good wife and mother?

S.M: Women who work and have families and children are far more conscious that they should give proper attention to their family than perhaps who stay at home. A professional woman has to prove herself at work and at home and I have the utmost respect for them for managing that balance.

You! How do you unwind?

S.M: I watch sports and News on TV. Otherwise I meet with friends and family. Ten years ago I would have said I read books to unwind, but it has become impossible to find time to that. This is my resolution for this year - to start reading again.

You! What is a typical day in your life?

S.M: I get up quite early in the morning and the first action is to check my office emails. I then read the newspaper and have my breakfast. I give the instructions for the day to my house team and get ready for office which ends normally late evening around seven or eight. I come home, talk to my mother and have dinner with her. I enjoy watching the news to update myself and chill for a couple of hours in front of that. After a final check of the office emails, its off to bed.

You! Any lessons learnt the hard way...

S.M: I have been very fortunate so far, professionally and personally. The only lesson learnt the hard way is no to jump when trekking - I broke my ankle because of a fall six months ago and it still hasnt healed!

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The 'green' factor - The News International

A rebranded startup is today launching an AI-powered social marketing tool that it says can boost engagement, and even write the post.

Post Intelligence, based in San Francisco, was founded in 2015 as MyLikes by ex-Google execs Bindu Reddy and Arvind Sundararajan. The company is rebrandingtoday under the new name, as it unveils a beta of its new intelligent social marketing app for Web and Android, called Pi.

Pi tracks social trends and a users history of social posts to predict engagement (e.g., likes and shares), recommend content, learn what works, and even generate posts.

The company said it constructs a deep neural network for each users social media feed to build custom models of engagement prediction. The engagement is predicted as 0 to 10, with 0 showing little engagement, 5 a typical amount and 10 a boost.Reddy told me that Pi can accurately predict 85 percent of the time whether engagement will be less, typical or boosted, with an 80 confidence threshold.

A user can post to multiple pages on multiple platforms through Pi and schedule when the posts will run, for Facebook, Twitter and Pinterest. Support for Instagram and Snapchat ison the drawing board.

Pi can also recommend links to content that will increase engagement for that post, provide a list of suggested topics and suggest the best posting time to receive the most engagement. Heres a screen shot from the web version:

Over time, Post Intelligence said, the model learns the users posting patterns and can actually construct a short post on a given topic and send it out. Post Intelligence offers the following example of how a user interested in politics might communicate what she wants to send out:

Hi Pi, Post a tweet about how disappointed I am with the new healthcare bill and millions losing insurance. The AI would understand the meaning behind the sentence and in real-time find data about the healthcare bill and compose a tweet with a link to an article about healthcare.

example Totally bummed that 20+ million will be losing health care under the new GOP plan. http://healthcarelink

Pi also has a sponsored content functionality, based on a previous product from the companys days as MyLikes. It is designed to recommend content from more than 30 partnering publishers to social media influencers with more than 10,000 followers on the supported platforms, based on matches to the influencers best-performing content.

The recommended content from Huffington Post, Bored Panda, Simplemost and others can be posted by the influencer as a link with a blurb and image or video. When the influencers followers click on the link, or when they view a shared video, the influencer gets a referral fee.

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This new AI-powered social marketing tool can predict engagement or write the post for you - MarTech Today