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Should you be ‘gramming?

To ‘gram or not to ‘gram? That’s the question many of our clients have been asking. The answer is not as simple as one would hope. With more than 700 million active users each month, Instagram has secured its place in the social media world and doesn’t seem to be going anywhere but up. But is it right for your business? Let’s find out.

Remind me about how Instagram works again. Certainly. Unlike Facebook, Twitter and LinkedIn, Instagram favors images over written content. The app offers an abundance of editing tools, like filters, to make even the most novice photographer look like they know what they’re doing. Like other social media channels, Instagram is a way to connect with others through following, liking and commenting on each other’s posts.

What kind of company should use Instagram? There’s really no right or wrong answer here. While Instagram is a great place for business-to-consumer companies, like Nike or Gap, who want to ultimately sell clothing and shoes, for example, it’s also great for service oriented companies. Businesses like Hootsuite and Paypal use Instagram as way to recruit talent, brag about their company culture, and collaborate and influence. Where the app currently has a leg up on its rivals is in its ability to attract a highly engaged audience. And like all social media channels, if you know how to tame the beast, you’ll reap the benefits.

Are #hashtags really that important? Yes and yes. Like Twitter, hashtags can make or break your Instagram campaign. In addition to being a useful way for users to search for certain products or ideas, it’s a way for companies to connect with their audience and generate participation. One of the best examples is Coca Cola’s recent #shareacoke campaign. This genius marketing idea encouraged users (more than 650,000 to date) to take photos of their personalized can and then post to Instagram with the hashtag #shareacoke. And who can forget the ALS Association’s famous Ice Bucket Challenge campaign? The idea, which garnered worldwide attention, prompted folks to donate to ALS, post a video of ice-cold water being dumped on their head, and then challenge friends and family members to do the same. So far, the hashtag #icebucketchallenge has been used nearly 800,000 times.

What’s the deal with Instagram stories? This past year, Instagram rolled out its own Snapchat-esque feature, Stories. The posts, which appear horizontally at the top of the screen, disappear after 24 hours. Like regular posts, users can choose to feature a video or a photo and customize it with filters, stickers or words. While some folks use Stories as a way to show ordinary highlights from their day, businesses are cashing in on this feature for it’s real-time marketing benefits. The Stories feature allows companies to involve their most loyal customers in flash sales, advertisements, events, and behind the scenes shoots, while simultaneously reaching new audiences.

But is it for my company? If your company or brand can leverage Instagram’s powerful visual platform, it could very well be an excellent promotional and communication tool for you. At the end of the day, the app is free, user-friendly and offers the ability for your company to showcase its personality and creativity. When combined with other marketing efforts, Instagram can drive sales, boost morale and promote your business in a new and exciting way: Give us a call, we’d love to take a look at your marketing strategy and assess whether or not Instagram is for you.

 

 

 

 

 

 

 

 

 

 

Social Media – An Executive Decision

 

Social media: an executive’s best friend or worst enemy. While it’s true that most businesses should maintain a presence, there’s debate as to whether or not the CEO should be involved in content creation and postings. When done correctly, a CEO with an active social media presence can drive sales, empower employees, and produce results. When done incorrectly, that same individual can cause embarrassment, controversy and negative press.

When it works

Here are a few winning examples:

  • When You Show Personality: There’s a reason why 4.53 million (!) people follow John Legere (T-Mobile) on Twitter. He’s creative, fun-loving, collaborative and competitive, albeit irreverent. Through his use of hilarious memes, interesting articles, and ability to connect with customers, Legere’s page has helped to boost his company’s image. Likewise, Aaron Levie (Box) knows a thing or two about making friends. With just over 2 million followers, Levie keeps folks in the loop on new product development and collaboration while sprinkling in humor and note worthy content.
  • When You Inspire: When you invent cool things like electric cars and rocket ships, people get pretty excited. When you take said people (12.8 million twitter followers) along on the journey, people buy in. Thanks Elon Musk!
  • When You Help Others: In the face of tragedy, CEO’s have the unique ability to unite, mobilize relief efforts and raise funds. Mark Zuckerberg (Facebook) is the perfect example. He has repeatedly used his personal Facebook page to raise money for those in need, most recently the Hurricane Harvey Recovery Fund and to promote Facebook’s “Crisis Response” tool. Brian Chesky (Airbnb) reached out to his 252,000 Twitter followers to promote his company’s Disaster Response Program and to encourage Airbnb hosts to open their doors to those affected. And when AirAsia flight 8501 crashed in 2014, killing all 162 passengers, Tony Fernandez, CEO, took to social media to offer condolences to the victim’s families, boost company morale and update the public on recovery efforts.

When it Doesn’t

Here are a few that missed the mark:

  • When You are Offensive, Derogatory, Misogynistic, Racist, Sexist, Etc.: For obvious reasons, companies do not take kindly to CEOs alienating or upsetting customers with their personal social media rants. When you’re the CEO of say, the entire country, it’s no different. President Donald Trump has had his fair share of Twitter snafus this year, most notably re-tweeting a meme showing him hitting former First Lady, Hillary Clinton, with a golf ball. Additionally, Hootsuite CEO Ryan Holmes came under fire recently for tweeting an offensive sex hotline to a reporter that he was unhappy with.
  • When You are Not the Only One Managing Your account: A CEO needs to be able to trust staff members with social media login credentials. Senator Ted Cruz learned this one the hard way when a staffer “accidentally” liked a pornographic video on his official page. And don’t even get us started on Anthony Weiner…

The long and short of it: CEOs need to recognize if they don’t have the right temperament or voice to carefully and effectively communicate on behalf of their company and to positively project their company’s brand. If they are not the right person to handle communication, that’s okay! On the other hand, if a CEO has a proven track record of great social media connection, they can be an incredibly effective voice for their company. Every organization should have a different social media strategy tailored around the mission of the organization and the strength of its individuals and communication experts.

If you think it’s time for a social media audit, give us a call – we do that and we’d love to help.

 

 

 

 

 


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