Business-to-business marketers should always customize their connection requests on LinkedIn to avoid appearing like spam, and they should never send unsolicited sales pitches, Pete Caputa advises. Don't post sales content on discussion groups; join in only if you have something relevant to add to the conversation.
Facebook is now allowing publishers to post branded content on Instant Articles, its new live video stream and all other pages. All publishers must have verified pages and use a specific tag to flag that a post is sponsored content.
Advertisers largely ignore Gen Xers, those born between 1965 and 1982, as their population is smaller than both millennials and baby boomers. Brands find it harder to pigeon-hole the cohort, because they straddle the line between analog and the digital age. However, with their buying power representing 31% of the market, FCB's Deb Freeman notes that "you could call this the sandwich generation, but there's a lot of meat in that sandwich."
Marketers can tap Facebook's anonymized data to discover what the platform's 1.59 billion monthly users are saying about their brand. Snapchat's reporting is not yet as sophisticated, and brands need to manually sift data to find interactions. Tumblr's blogging traffic is growing at 74% per year and gives marketers an opportunity to engage with influencers, and Instagram's 400 million monthly users can be engaged with brand hashtags.
To increase the chances that one of your social media posts goes viral, ensure an emotionally charged story, writes Paul Redfern of Gettysburg College. He also suggests tapping an audience that is ready to listen and hiring a quick-response creative team.
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