Twitter Shares New Data on Latest Conversation Trends Around COVID-19 [Infographic]
Twitter Shares New Data on Latest Conversation Trends Around COVID-19 [Infographic]

With the COVID-19 pandemic dragging on into another month, Twitter has this week published some new insights into how people in different regions are reacting to the latest news about the outbreak, and where their attentions are shifting as they look forward to the next stage.

Of course, that next stage is still uncertain – some regions are reopening, with limited consequences, while others are still battling the worst of the virus. That variation is evident in the different data points, with Twitter sharing some specific notes on responses based on local impact.

It remains difficult – 2020 has been a problematic year in many ways, and there’s still some way to go before we get back to a level of normalcy, but it’s interesting to note the changing focus points in each region, and how that relates to Twitter activity.

You can read Twitter full rundown here, or check out the infographic below.

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Why Social Utilities Are Accelerating in a COVID-19 Era
Why Social Utilities Are Accelerating in a COVID-19 Era

The Coronavirus pandemic has acted as an accelerant on the businesses and industries that seemed already on track for future growth. Remote work, e-commerce, at-home fitness, connected TV, gaming—each made dramatically more relevant in the era of social distancing.

Among these is an emerging category comprised of “social utilities,” or companies that provide tangible value by virtue of bringing people together.

Zoom makes it possible for anyone to mimic an IRL social experience. Citizen puts a social layer on breaking news and events at the hyper-local level. Peloton offers fitness motivation in the form of a digitally-connected community. Public.com makes investing in the stock market a social experience so you can share ideas with friends and experts while you build your portfolio. The list goes on.

Here’s why social utilities are surging in the era of social distancing.

Uncertainty drives community

In uncertain times, most people find solace in the feeling that they’re not alone. This could mean more frequent video calls (Zoom has grown by more than 50 percent since January) and messaging (Facebook recently reported a 50 percent jump in messaging and has launched a Zoom-like rival, called Messenger Rooms).

And the desire to participate in the company others can be observed in more niche areas, as well, like exercise, career development, eSports—and even financial services. During the peak of market volatility in March and April this year, Public.com tracked a 70 percent uptick in social activity in the app, according to TechCrunch.

Sub-communities create a feeling of belonging

Beyond merely connecting in times of uncertainty, people also want to feel like they belong. Within a larger network, sub-communities make it possible to be part of a global conversation while at the same time curating a more specific experience based on interests and values.

Peloton, which has seen a surge in app downloads and equipment sales since March, introduced a new feature called Tags to nurture the organic subcommunities that were already sprouting throughout the larger community. Tags allow people to select sub-groups with which they want to affiliate in the community, like one’s hometown (#NYCRiders), alma mater (#GoBlue), favorite instructor (#BensArmy), or professional background (#WomeninTech).

Here at Social Media Week, we recently wrapped a month-long virtual conference that brought our community even closer to our content. Social interactions, and building micro-communities within individual talks and sessions, were core to the experience.

Synchronous social captures attention

According to eMarketer, time spent with social media is predicted to increase by 8.8 percent in 2020, no doubt due to social distancing measures that have caused people to spend more time in the home with their devices.

Alongside this broader trend is the proliferation of digital “events” which capture attention during specific moments in time. Synchronous social isn’t entirely new—people have been live-tweeting breaking news and award shows for years—but it has certainly been given a boost as of late.

Take for example D-Nice, the DJ who has been attracting massive crowds on Instagram during planned “Club Quarantine” sets and the video chat app House Party, which recently hosted a three-day virtual festival. Twitch, the Amazon-owned eSports platform that allows people to watch and offer commentary on live games, reportedly saw a 57 percent increase in usage in the month after social distancing guidelines were put into place.

While social media certainly receives its fair share of valid criticism when it comes to furthering divides, it has also served its stated purpose of creating connections where otherwise absent. For many products and platforms, including Social Media Week, this social layer—accelerated by uncertain times—serves a clear purpose for consumers.

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Genuine Social Media Activism: A Guide for Going Beyond the Hashtag
Genuine Social Media Activism: A Guide for Going Beyond the Hashtag

Social media and activism have been inseparable since the 2010 Arab Spring demonstrations and since 2013, when the #BlackLivesMatter hashtag was used for the first time. In both events, social media and hashtags played an instrumental role in mobilizing the human rights movement offline. They’ve gone on to inspire the rise of social activism including everything from #LoveWins to #TimesUp to #FridaysForFuture. 

Until recently, social media activism has been somewhat optional for brands. It was only in 2018 that Nike made headlines for taking a stand with Colin Kaepernick. But the recent death of George Floyd at police hands has been a catalyst for many people and companies to examine their neutrality in the face of police brutality and systemic racism—and, consequently, turn to social media to express their support. 

Participating in social activism is, first and foremost, the right thing to do. But there are also business benefits to doing the right thing. Nearly two-thirds of consumers believe it’s important for companies to take a stand on social issues. And for many, taking a stand is just the start. Consumers increasingly want companies to act with purpose, and have been rewarding those that do with three times faster growth than their competitors. 

Whether you plan to support Black Lives Matter, climate activism, or another social justice cause, here are some tips on how you can take your social media activism beyond the hashtag.

Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.

What is social media activism?

Social media activism is a form of protest or advocacy for a cause that uses social media channels. Because hashtags play a central role in mobilizing movements, the term is often used interchangeably with hashtag activism. 

It includes promoting awareness and showing solidarity through the use of hashtags, posts, and campaigns. Genuine social media activism is supported by concrete actions, donations, and measurable commitments to change. 

Without offline action, gestures like using a hashtag or posting a black square come across as performative, opportunistic, and lazy. Critics are often quick to call out these minimal efforts as “slacktivism.”  Along the same lines, when a company participates in social media activism that does not align with its past or present actions, it can prompt backlash and do harm. There’s a word for that too: “woke washing.”

Can a company opt-out of social media activism? Sure. But consumers notice, employees notice, and competitors notice. A recent poll from Morning Consult finds that the majority of people would see a brand that declines to make a statement in a less favourable light. 

10 tips for using social media to show genuine support for a cause

1. Pause and review your social calendar 

The first thing to do before engaging in social media activism is to hit pause. 

Review your social calendar. If you use a social media scheduler, you’ll want to unschedule upcoming posts. Have faith that all the hard work that went into your perfect post wasn’t wasted. It’s just postponed for now. While things are on pause, take the time to learn about the movement you are considering joining. 

Fenty Beauty, Glossier, Kotn, Nike, and Nickelodeon are just some examples of brands that halted promotional content at the onset of the #BlackLivesMatter movement. During the climate strike last September, brands like Patagonia, Lush, and Seventh Generation closed stores, “went dark” on social, and donated ad space to the movement. Before returning to regular programming, consider how your campaigns and content will resonate within the larger context.  

DON’T

  • Try to profit from your support. Social movements are not marketing opportunities. And customers will be quick to call-out any action your brand takes that appears motivated by anything other than altruism and good faith.

2. Listen to what your customers need and feel

It’s normal for emotions to run high during social protests and human rights movements. 

Use social listening to better understand how your audience is feeling. For example, with Brandwatch, Twitter found that the most prevalent sentiments around Black Lives Matter (as of June 7) were sadness, joy, disgust, anger, fear, and surprise.  

Source: Twitter

Brands should express empathy and solidarity with negative sentiments, then rally their audience around positive sentiments with strong calls to action. This could include rallying followers to share messages, sign petitions, and match donations. Or in the case of Aerie’s advocacy for Mental Health Awareness month, remind people that they shouldn’t be afraid to ask for help. 

An effective brand response to the Black Lives Matter movement came from Peloton. The fitness brand acknowledged the hurt of the Black community, expressed collective pain and solidarity. Then it backed this message by sharing four ways to walk the talk. 

DON’T

  • Dismiss emotions or police tone. People typically have legitimate reasons to feel what they feel. 

3. Be honest and transparent 

Before posting anything in support of a cause, reflect on your company history and culture. That might mean looking at the diversity of your teams, re-evaluating non-environmental practices, assessing the accessibility of your marketing, and more. While difficult, it’s important to have honest internal conversations about company values and changes you may need to make. 

Admitting past mistakes is the first way to show that your company means what it says. Be upfront about anything that goes against your current position. Without doing this, your social activism will ring hollow—or worse, hypocritical. It could also prompt people to call you out.

Clothing retailer Reformation was pressured to reckon with its racist corporate culture after posting in support of Black Lives Matter. In response, the company issued a seven-page letter admitting to its failure to practice diversity and action plans moving forward. 

Source: Instagram

“Don’t think your company’s history won’t be discovered and shared or pretend past hostile or detrimental employee experiences or company decisions don’t exist,” says Twitter’s global director of culture and community God-is Rivera and Twitter Next brand strategist Nicole Godreau. 

Brands can either hold themselves accountable or be held accountable.

DON’T

  • Hide issues and hope no one finds out about them. Address them head-on. 
  • Be afraid, to be honest. Customers appreciate honesty. 

4. Be human 

Humanize your communication efforts. People can and do see through inauthentic behaviour. 

For example, overused phrases and carefully calibrated language tend to make company statements look templated. Put thought and consideration into what you want to say, but throw out the corporate jargon and canned content. Be real. 

Don’t be this template below.

Companies are run by people for people. A recent survey by Morning Consult finds that messages sent from leaders to employees tend to have better reception than those sent by faceless spokespeople and accounts. 

Slack published a message its CEO sent to employees along with the thought process behind its decision to share it. Doing this showed that while the company did not have all the answers, there were at least people behind-the-scenes asking tough questions. 

DON’T

  • Just say what everyone else is saying. It needs to come from your company. 
  • Worry about keywords, irrelevant hashtags, or algorithms. Say the right thing, not the highest-ranking thing.  

5. Make your stance clear and firm 

When you do share a message in support of a cause, ensure that message leaves no room for ambiguity. Don’t leave people asking questions or filling in the blanks for you. 

The gold standard for clear brand positioning comes from ice cream brand Ben and Jerry’s. The company’s message in support of the Black Lives Matter movement cuts straight to the point: “We must dismantle White supremacy.”

 As one commenter observed: “Ben and Jerry’s called it exactly how it is… They didn’t sugar coat it. They served it ice cold like their ice cream.” 

The company also issued a lengthy statement titled “Silence is not an option,” that called for a change in the wake of George Floyd’s death. People want brands to name names. Morning Consult’s survey finds 69% of people want brands to mention Floyd’s murder when talking about Black Lives Matter. Among the Gen Z members surveyed this ranked as the #1 thing brands should emphasize. 

Outerwear brand Patagonia takes a similar tact with its climate justice activism, by directly calling out U.S. President Donald Trump and his administration. 

On the other hand, vague language can look sketchy. Influencer marketing agency Fohr posted a diversity breakdown of its last $9 million payouts. But commenters pointed out that the categories were confusing and without more detail, the numbers didn’t reveal much. “Nothing makes things worse than an empty explanation,” responded marketer and fashion influencer, Kelly Augustine. For later hosted a town hall and shared more detail.

6. Share how you are taking action

People want to hear how brands are helping out, giving back, and tackling issues—beyond social media. 

Show that your company is walking the talk. Which organizations are you donating to, and how much? Will you make regular contributions? How is your brand using this moment as an opportunity to do good within communities? Be specific. Share receipts.

Here’s how some brands have taken action for Black Lives Matter: 

  • Lego announced it would donate $4 million to “organizations dedicated to supporting black children and educating all children about racial equality.” 
  • Colourpop pledged multiple donations and encouraged followers to petition for change, call representatives and learn about the black experience.
  • Restaurant chain &pizza will give employees paid time off for activism “for those unseen by this country to be seen, for those unheard by this government to be heard.”
  • Ad agency 72andSunny gave employees Ta-Nehisi Coates’ best-selling book Between the World and Me as part of a new internal practice of discussing books, films, and podcasts about the “vastness of the black experience.” 
  • HBO made Watchmen, a show that deals with systemic racism in America, free for the weekend following Juneteenth. HBO Max pulled Civil War epic Gone With the Wind

Other forms of social activism: 

  • In support of #EndGunViolenceTogether, shoe brand TOMS made it possible for customers to send postcards to representatives right from their website. 
  • For #MentalHealthAwarenessMonth, Headspace offered a live mediation session and raised $200,000 for Mind Charity. 
  • To help make local issues like poverty, homelessness, and domestic violence #Unignorable, Pantone created a new colour for United Way. 
  • MaisonCléo broke down the price of a blouse to share how the company practices sustainability.  

DON’T

  • Make empty promises. A recent poll from Cone Communications finds that 65% of Americans will research a company when it takes a stand to see if it’s being authentic.

7. Ensure your actions reflect your work culture 

Similar to point #3, practice what you preach. If your brand promotes diversity on social media, your workplace should be diverse. If you promote environmentalism, you should use sustainable practices. Otherwise, it’s not social activism. It’s performative allyship or greenwashing. 

That’s not to say you can’t show your support for a cause until your brand is 100% perfect. If your brand is not where it needs to be, share how it plans to get there

Social “slacktivism” is what prompted UOMA Beauty founder Sharon Chuter to launch #PullUpOrShutUp. The initiative challenges brands to share detailed breakdowns of the number of Black individuals they employ at the executive, corporate, or leadership levels. It also requests consumers refrain from shopping at brands that refuse to “pull up.”  

Similarly, designer Aurora James’ #15PercentPledge asks retailers to look at diversity in their supplier network, too. The pledge calls on major retailers to dedicate 15% of their inventory space to Black-owned businesses in the U.S. and Canada. In a similar spirit, #TimesUpX2 asked studios and companies to take the 4% Challenge and increase the number of women, directing major studio films. 

Brands shouldn’t have to buckle to diversity pledges. Diverse companies are more profitable. Diverse teams make better decisions. And consumers prefer companies that treat its people, the environment, and communities well. 

DON’T: Take too long to follow through on commitments. Your customers and accounts like @silent_brands are watching and waiting.  

8. Plan for good and bad responses

Before your brand takes a stance on social media, prepare for feedback. 

The aim of social activism is often to disrupt the status quo. Not everyone will agree with your position. Customers may applaud your brand, while others will be critical. Many will be emotional. And unfortunately, some commenters may be abusive or hateful. 

Expect an influx of messages and equip your social media managers with the tools they need to handle them. That includes mental health support—especially for those who are directly impacted by the movement you are supporting. 

Consider the following do’s and don’ts: 

DO:

  • Review your social media guidelines and update as needed. 
  • Clearly define what constitutes abusive language and how to handle it. 
  • Develop a response plan for frequently asked questions or common statements. 
  • Be human. You can personalize responses while sticking to the script. 
  • Hold relevant training sessions.
  • Apologize for past actions, when necessary.   
  • Adapt your strategy for different audiences on different platforms.

DON’T

  • Disappear. Remain present with your audience, even if they are upset with you. 
  • Delete comments unless they are abusive or harmful. Don’t tolerate hate.
  • Be afraid to admit that you don’t have all the answers.  
  • Make it the responsibility of your followers to defend their basic human rights. 
  • Take too long to respond. Use tools like Mentionlytics to keep track of messages.

Nordstrom has been engaging with followers in the comment section of its Instagram. The retailer has been discussing everything from homophobia, to why #AllLivesMatter is harmful, and apologizing for past wrongs.

9. Diversify and represent 

Diversity shouldn’t just be a box your brand checks during Pride month, International Women’s Day, or when #DisabledPeopleAreHot or #BlackLivesMatter is trending. If you support LGBTQ rights, gender equality, disability rights, and anti-racism, show that you do in your marketing too. 

Make your marketing inclusive. Build representation into your social media style guide and overall content strategy. Source from inclusive stock imagery from sites like TONL, Vice’s Gender Spectrum Collection, and The Disability Collection. Hire diverse models and creatives. Remember that just about every movement is intersectional. 

Open your platform up to takeovers. Amplify unique voices. Build meaningful relationships with a broader group of influencers and creators. You’ll likely grow your audience and customer base as a result. 

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There are moments that I heard about, that help you forget when the world told you “Never” !!! . . There are these moments I heard about about that help you heal when the society has tried to beat you down , over and over again. . . There are these very real moments that I heard about that help you feel affirmed even when you don’t see yourself. . . I’ve been searching my whole life for those moments, I got tired of looking for those moments. . . So I decided to create them. Not for me but for the next dreamer, outcast, queer, trans, disabled, fat, beautiful black, piece of starlight waiting for their moment to shine. . . It has been such an honor and pleasure to sit in my most authentic self and present imagery of a body that far to often has been demonized, harassed , made to feel ugly and unworthy and even killed. . . I present this image ,myself and all that my body stands for to my community and chosen family, in hope that they see themselves more clearly than ever and further realize that they are worthy of celebration , of compassion , of love and gratitude. . . – Thank you to @ryanmcginleystudios and the @calvinklein family for a collaboration that will hopefully be a symbol of hope and love during these moments. BLACK TRANS LIVES MATTER!! . . . . #calvinklein #blacklivesmatter #blacktranslivesmatter #transisbeautiful #queer #celebratemysize #actress #honormycurves #pride???? #bodydiversity #soho #effyourbeautystandards #curvygirl #curvemodel #influencer #billboard #plussize #plusmodel #influencer #plussizemodel #bodypositive #swimwear #campaign #newyork #melanin #model #ad #sponsored

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DON’T

  • Stereotype. Don’t cast people in roles that perpetuate negative or biased stereotypes. As Google’s chief marketing officer Lorraine Twohill writes: “Stereotypes are the fastest way to show users you don’t understand them.”
  • Let abusive comments go unchecked after spotlighting someone. Be prepared to offer support. 

10. Keep doing the work 

The work doesn’t stop when the hashtag stops trending. 

Commit to ongoing social activism and learning. Continue educating your brand and your employees and sharing helpful information with your audience. 

Champion the cause offline, too. Perform non-optical allyship. Look for ways to support long-term change. Become a mentor. Volunteer. Donate your time. Help protestors remember to self-care. 

Keep fighting for equity. Ask Facebook, Instagram, TikTok, and other social media sites to better support and protect community members. North Face, Patagonia, Coca Cola, and Upwork are among the brands that are pausing promotions on Facebook as part of #StopHateForProfit, a movement that seeks to put pressure on Facebook to have stricter policies against hate speech on its platform. Unilever plans to halt ads on Twitter and Facebook for the rest of the year.

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social media management - phonetronics.uk
Top 10 Social Media Tools You Need to Use in 2020 – Phonetronics.UK

Social media and trendy brand


The social media epoch has fashioned an entirely new approach of networking, connecting dots between business and way of life, speeding up globalization and taming house for companies to penetrate the market.

From Facebook, tiktok and Twitter to Instagram and Snapchat, people are spoiled for selections when it comes to getting in contact with the world. A single WhatsApp group might include the true property contacts and information of a whole area code. A YouTube channel is usually a knowledgeable supply of guides with fixing up your automobile. One Facebook submit might go viral and demand help for controversial issues that require change. Thus, social media serves as the right pitch for business enterprises, whether or not beginning out or already in the game, to exponentially increase their reach and simultaneously understand the market better.

Social media has grown to strengthen shopper relations with companies and amplify brand loyalty. With numerous modes of social media, a brand can take a number of ways to reach a variety of audiences, thereby dominating markets with its presence. Social media depends on the power to relate. The market works on the identical principle for any business to take off. Arguably among the best qualities of social media is that its persuasive publicity urges industries to convey high-quality products and services to a competitive market. As the forefront of many innovative steps in the entrepreneurial world at the moment, social media is the digital compass that any brand must crack to manoeuvre by means of changing trends and growing markets. This is where social media management (SMM) plays a key position and sets itself apart as a governing force in the sector of brand name promotion, promoting and gaining market approval. Excellent social media management techniques dictate the success of a brand in the digital world. This is confidently translated to durable results in the market.

Social Media Management (SMM)


With the rise of technological prominence in every business, social media management (SMM) is backed by a set of digital tools that lay off the burdens that include the hefty process of reaching out to tens of millions in an instant. Managing content and delivering the best materials takes time, effort and a great deal of creativity. The objective is to appeal to prospects in essentially the most innovative manner possible. As the web is already saturated with creativity, getting your point across becomes that much harder. This is why certain tools and techniques are required efficient social media marketing for companies across the world. These carefully structured, consumer-friendly SMM tools assist handle content material on a number of social media platforms in a trendy method while bringing the best out of communication with viewers.

Social media management tools available on-line have redefined the best way we are able to use social media to develop a brand. Immediate outcomes and constant monitoring will be carried out while the right measures can be taken to approach various forms of markets worldwide. SMM tools make it simpler for brands to see their progress in actual-time and captivate a potential market. Although there are a number of tools used in order of preference, some tools stand out for their distinctive design and capabilities. The techniques and managing style differs from person to person and the web is home to various kinds of SMM tools that suit numerous managerial requirements. Based on user reviews and popularity, there are few SMM tools that appeal to a wider variety of customers throughout industries.

Popular Social Media Marketing (SMM) tools


As of 2020, here’s a list of the highest trending Social Media Management (SMM) instruments which have revolutionized advertising and marketing on-line:

HootSuite

Hootsuite

HootSuite permits you to handle all of your social accounts on one platform at reasonably priced charges, interact viewers on a number of networks and share insights throughout groups. Facebook business options can be optimized with the help of tools like HootSuite. This software allows you to quickly resolve buyer inquiries, collaborate with a team and increase reach with employee activism. By keeping tabs on the social return on investment, the SMM software permits customers to make knowledgeable advertising and marketing selections at essential occasions.


Buffer

Buffer - Free social media icons

Buffer is SMM software program that permits users to schedule and send posts at varied intervals known as timeslots. The software also offers real-time post statistics to keep updated with interactions on social media. Buffer is equipped with many productive advertising and marketing methods and provides you with the availability to unlock extra paid options. To make the most out of Twitter, Facebook and different social media platforms, Buffer is a pervasive SMM software available at the moment.


Sprout Social

Sprout Social: Social Media Management Solutions

When it comes to viewer affiliation Sprout Social is an efficient alternative for entrepreneurs. Primarily specializing in social care creates strong relations between businesses and viewers. With many up to date options, the latest Sprout Social options additionally embrace enhancements in social care efforts. Although some social media web sites such as Instagram don’t allow third parties to post visible media, Sprout Social’s ‘Smart Box’ records activity on Instagram posts as well. Facebook and Twitter feeds can be managed simply with this SMM tool.


Hubspot

Canvas Web Style Guide: Brand Guidelines

Also a paid SMM tool, Hubspot has proven to be a favourite amongst entrepreneurs on-line as social publishing. With numerous options, HubSpot specializes in search engine optimization methods, ads and audience involvement to convey the most effective out of promoting stratagems. With a number of built-in techniques like email listings and automatic advertising and marketing, users can attract, convert, close and amuse audiences with HubSpot.


MeetEdgar

How to Create a Team Handbook | Tettra

MeetEdgar is probably most recognized for its distinctive re-sharing possibility that allows automated content circulation. By recording social statistics the sky is the limit to growing your business on-line with MeetEdgar. Affordable, simple to use and efficient SMM techniques make it one among the many stand out software program used for social advertising and marketing purposes.


Agora Pulse

Content Marketing Tools Review Archives | Marketers Valley

Agora Pulse has grown on SMM enthusiasts over the past few years as a dynamic social media marketer’s tool. With many helpful options, Agora Pulse records viewer data and aids in crisp marketing policies, a prodigious social media publishing tool as well. Agora Pulse additionally makes use of a spam filter technique that resolves data traffic points and regulates content material in your social media posts.
With the growing demand for environment-friendly SMM tools equipped with easy to use interfaces and distinctive capabilities, trending software program such as these have revolutionized brands with social advertising and marketing.

Role of SMM tools in advertising and marketing?


The purposes of SMM software program can’t be stressed in one go due to their manifold capabilities.

Time being a major concern; most users go for SMM tools because they make use of time in the best way possible. With simple to use interface and time-efficient administration techniques, these tools help advertising and marketing professionals to understand the market quicker and better as they delve deeper. From discovering new trends to dialogue with prospects, these tools help manage all of your brand’s social media accounts on a single platform without having to individually log into multiple accounts. You can post content within a set timeframe and dictate the flow of customer interactions. Businesses witness drastic growth because the market presence is elaborated across diverse populaces. With SMM tools you can analyse and articulate continuous growth by building the unparalleled brand profile. By segmenting a market, businesses have authority over what info should reach which area and the way a lot of useful resources should be allocated for specific advertising endeavours. As a game-changer, the commercial returns in terms of advertising and public relations is enhanced by maintaining a watchful eye over each step an enterprise takes since inception and leap towards brand promotion.

The perks of SMM tools are infinite. You can manage conversations and set up polls or improve rankings at the click of a button. With a Birdseye view over each occasion, you can prepare, reconstruct and refurbish new advertising and marketing strategies. By recycling posts at intervals, a technique available in many SMM tools, you can create a repetitive sense of urgency amongst individuals who come in contact with your brand. The buyer should see that your brand value is above the opposition. Among the numerous options that make SMM tools worthy, whether or not open source or paid, is the truth that the results are guaranteed provided that the content is appealing.

Even if you have to pay extra to reach out to the right people, SMM guarantees this output. The brand appeal will definitely attract more customers when the creative aspect meets with the right management strategy. The proper social media management software is usually a substitute for a worker in regulating information and keeping tabs on business statistics 

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In Reversal, Zuckerberg Says Facebook Will Label Newsworthy Posts That Violate Its Rules
In Reversal, Zuckerberg Says Facebook Will Label Newsworthy Posts That Violate Its Rules

TOPLINE

 Facebook CEO Mark Zuckerberg on Friday said the company will begin labeling posts from politicians that violate its policies, but are newsworthy— a significant climb down for the social media giant as it faces criticism from civil rights groups and advertisers for its handling of misinformation and hateful content.

KEY FACTS

The policy doesn’t apply to posts that incite violence or encourage voter suppression, which Facebook takes down.

Labeling content is an approach developed recently by Twitter, which has flagged President Donald Trump’s tweets for “glorifying violence” or including “manipulated media.”

Zuckerberg previously had insisted that putting a warning or label on posts would be inappropriate, saying earlier this month it “has a risk of leading us to editorialize on content we don’t like.”

Facebook also announced Friday it will ban ads that claim people of certain racial groups or ethnicities are a threat to the safety or health of anyone else or ads that suggest immigrants and refugees are inferior.

Crucial quote

“We’re still going to allow people to share this content in order to condemn it, just like we do with other problematic content because this is an important part of how we discuss what is acceptable in our society. But we’re going to add a prompt to tell people that the content they’re sharing may violate our policies,” Zuckerberg said during a livestreamed internal town hall meeting.

News peg

Facebook shares fell more than 7% on Friday following a growing boycott from major companies, including Unilever, Verizon, Ben & Jerry’s and Patagonia, over what they say is Facebook’s failure to address fake news and hate speech. Civil rights groups, such as the NAACP and the Anti-Defamation League, launched the #StopHateForProfit campaign on June 17 after the company didn’t take action against a series of Trump’s tweets earlier this month, including one warning that “looting” would lead to “shooting” of protesters.

Further reading

Facebook Shares Drop As Unilever, Verizon Join The Escalating Boycott (Forbes)

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Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

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We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

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The Complete Guide to TikTok Analytics: How to Measure Your Success


Social media is abuzz with TikTok’s explosive growth. And that’s why understanding TikTok analytics so important. Track the right metrics, and you’ll be able to tell hype from reality.

If your brand is new to TikTok, analytics can take some of the guesswork out of content strategy. Insights available to TikTok pro accounts can inform everything from when you post to what you post.

Learn which TikTok metrics you should be tracking, where to find them, and how you can use them to your advantage.

What is a TikTok pro account?

The main difference between a TikTok pro account and a regular account boils down to TikTok analytics. Pro accounts offer them, while regular accounts don’t.

Much like Instagram Creator profiles, TikTok Pro accounts allow creators to measure audience and performance insights. From the TikTok analytics dashboard, Pro account holders can learn about their followers, monitor views and engagement, and more.

How to switch to a TikTok Pro account:

  1. From your profile page, click the three dots in the upper right corner.
  2. Choose Manage My Account.
  1. Tap Switch to Pro Account.

"Switch to Pro Account" option under Manage my account

  1. Choose an appropriate category and gender.
  2. If you did not sign up with your phone number, you’ll be asked to add one followed by the confirmation code you receive.

How to check your TikTok analytics

Wondering where to find TikTok analytics? From your profile on mobile, click the ellipsis in the top right. Under Account, you should see an Analytics tab.

"Analytics" option in the TikTok Privacy and safety menu

Here’s how to see TikTok analytics on desktop. Login to TikTok, click your profile picture, then select View Analytics. If you plan to download data you can only do this from the desktop dashboard.

View TikTok analytics on desktop

TikTok followers analytics

Your TikTok followers analytics first appear in a graph format from the Overview tab. Toggle between the 7-day or 28-day view to chart your account’s short and long-term growth patterns.

TikTok analytics overview tab

For deeper audience insights, click the Followers tab in the upper right corner. This section includes gender and location demographics as well as follower activity, videos your followers watched, and songs your followers listened to.

TikTok profile analytics

Get a snapshot of your TikTok profile analytics from the Overview tab. Scroll past the Followers graph to see your Profile Views. Switch between a longer 28-day view or a 7-day close up to pinpoint spikes in traffic.

TikTok video analytics

The most extensive insights TikTok offers are for videos. From the Overview, you’ll find a bar chart that displays video views over the past week or month. To drill down on specific TikTok video analytics, go to the Content tab.

TikTok analytics "Content" tab

In this tab you’ll be able to see recent and trending posts from the last seven days. You can click on any video to see total likes, comments, shares, play time, traffic source, audience demographics, and more.

Tiktok analytics for an individual video

You can also check out TikTok video analytics from your profile page. Open the video, tap More (…) and then select Analytics.

individual tiktok video analytics from profile

Understanding TikTok metrics

“Viral” is a word that comes up often in relation to TikTok. But the buzzword doesn’t mean much unless it’s backed up with the right data. Here’s a rundown of the TikTok analytics you should keep your eye on, and why you should track them.

TikTok Analytics Overview

The Overview tab offers a summary of the following metrics.

Video views: The total number of times your account’s videos were viewed over a given period.

video views tiktok analytics

Followers: The total tally of TikTok users that follow your account

tiktok analytics followers over the last 7 day

Profile views: The number of times your profile was viewed over the selected period. This TikTok metrics is a good indication of brand interest. It measures the number of people who liked your video enough to check out your profile, or people who are curious to see what your brand is up to on the platform.

Follower Tab

Visit the Follower Tab to learn about your audience. In addition to key demographic stats, you can also see what your followers are interested in, making this section a good source for content inspiration.

Gender: Here you will find the distribution of your followers by gender. If you’re happy with your niche, keep playing to your crowd.

If you’re looking to grow your audience, consider creating content with more universal appeal. Or partner with a relevant influencer to gain exposure with different crowds. For example, a cosmetics brand may wish to team up with a TikTok influencer like Tyler Brown to reach his audience.

@tylerbrownThe Grinch ##makeup tutorial!! ##fypage ##tiktok ????✨♬ I’m booked – How the Grinch Stole Christmas

Top territories: Where your followers are from, ranked by country. Keep these places in mind incase it makes sense to localize content and promotions. A maximum of five countries are listed here.

Follower activity: This shows you the times and days that your followers are most active on TikTok. Look for when activity is consistently high, and post regularly in that time slot.

Videos your followers watched: This section allows you to get a sense of the content that is most popular with your followers. Have a look at this section often to see if it sparks any ideas for content. It’s also a good place to scope out potential collaborators.

Sounds your followers listened to: TikTok trends are underscored by tracks, so check the top sounds your followers have listened to see what’s popular. Trends move fast on TikTok, so if you use these results for ideas, plan for a quick turnaround.

Content Tab

From the Content tab you can measure the performance of your content.

Trending videos: Shows you your top nine videos with the fastest growth in viewership over the past seven days.

Individual Post Stats

individual post stats

Total like count of post: How many likes a post has received.

Total number of comments: How many comments a post has received.

Total shares: The number of times the post has been shared.

Total play time: A cumulative total of the time people have spent watching your video. This stat does not reveal much on its own, but can be compared with other posts to determine your account’s average total play time.

Total video views: The number of times a post has been viewed.

Average watch time: The average amount of time people spent watching your video. This will give you a good indication of how successful you were at maintaining attention.

Traffic source types: Where traffic for your post comes from. Traffic sources include the For You feed, your profile, Following feed, sounds, searches, and hashtags. If you’re using hashtags or sounds to boost exposure, here’s where you’ll see how well that worked.

traffic source types

Audience territories: This section displays your reached audience (total number of users who watched your video) and the top locations of viewers for the post. If you created a post or campaign for a specific location, here’s where you’ll see if it reached them.

Other TikTok Analytics

Hashtag views: The number of times posts with a given hashtag have been watched.

tiktok analytics hashtag views

To see how many views a hashtag has received, search for the hashtag in the Discover tab. An overview of the search results will appear in the Top tab. From there you’ll be able to see the number of views, related hashtags, and some of the top videos that use the tag.

top hashtag analytics

Total likes: From your TikTok profile, you can see a grand total of the number of likes you’ve seen on all your content. This TikTok metric could be used for a rough estimate of average engagement.

TikTok engagement rates: There are different ways to calculate social media engagement rates, and TikTok is no different. These are the two primary formulas marketers use:

((Number of likes + Number of comments) / Number of Followers) * 100

((Number of likes + Number of comments + Number of shares) / Number of Followers) * 100

Since like and comment metrics are visible on the platform, you can easily see how your TikTok metrics compare with other accounts. Or scope out the engagement rates of influencers before teaming up with them.

Average engagement estimate: For a back-of-the-envelope estimate of an accounts’ average engagement, try the following.

  1. From a profile, click Likes to see the full total.
  2. Count the number of videos posted.
  3. Divide likes by the number of videos.
  4. Divide this number by the accounts total number of followers.
  5. Multiply by 100.

Keep in mind that most engagement rate formulas include comments in addition to likes, so you shouldn’t compare these results with those calculations. But since it’s time consuming to count overall comment totals, this formula can be used as a quick way to compare accounts in-house.

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