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Posts Tagged ‘social media’

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During the last few weeks, my unfiltered social media (Twitter, Instagram) has been flooded with national current events, largely the non-indictment of Darren Wilson, and then the equally contentious trial of Daniel Pantaleo. In both cases the outcome of non-indictment brought a severe public backlash that flooded my inbox, phone, television and social feeds. In both cases, there was a lack of brands’ understanding that though their content was good, they failed to respond to the context of current events. Audience relevance and timeliness are important to understanding how your message is received, not just what the message itself should contain.B4cxG7UCAAAUMkP.png large   Breaking news is a relic of my childhood, when regularly scheduled programming WAS interrupted for breaking news. The advent of the 24-hour news channel and the immediacy of the Internet has changed the landscape of news, making it hard to know what is ‘breaking’, and what is ‘news’. In the figure above, you can see that breaking, and news are clear here - the 24th of November represents a point at which news did break, and many among my peers and in general on Twitter were focused on one event.   riot Audience relevance is important, and understanding what your audience is interested in, consuming and interacting with are important as well. Current events, conversations, and trends are all important.   beyonce   The most engaging audience trends need to be put into context, and you need to know what your audience cares about. Most social B2B marketers were wasting their time targeting me, and my peers with content during the height of the protest and the trends that surrounded it.   Though it was a while ago, the Red Cross did an amazing job engaging with the Sharknado premiere. This break in their regularly scheduled tweeting gave their brand and follow count a boost - so there are times where the context can make your consumers see you in a new, personal, and fun light. Be careful though, as Best Buy learned this week - you need to be sure your commentary is in good taste, and perhaps run anything edgy by your PR team.   serial   Listening is more important than speaking, but sometimes listening isn’t just about your audience, sometimes it’s about context as well.   So what can we take away from my massive “follow” purge during recent events?  
  • Cultural context matters, your ‘right’ message framed with the wrong content can make your content the wrong content. Timing matters as much as content in terms of driving consumption.
  • Demographics are not simply a content creation and retargeting tool - they can provide meaningful context cues.
  • Looking for the right time and day to publish content is important for improving conversion rates, but beware of forgetting to watch for exceptions.
  • If you have a PR team, ask them before you comment on current events, but also don’t be afraid to ask them if publishing a Tweet about a product during a crisis, or a news saturation on a network may affect perception of your brand.
  • However, Don’t be afraid to embrace trends that are on-brand and relevant
  As marketers, it’s our responsibility to be savvy about our audience, as word of mouth marketers, it is even more important to be savvy about national, local and demographic context, or we risk being seen as out of touch or insensitive.   Originally posted at  WOMMA.org   1547 Rachel Ullstrom Account Director, Social Technologies Rio SEO

A few weeks ago, I began seeing troubling bits of news in my Twitter feed about Ferguson, Mo.  After watching an escalation of news in my Twitter and Facebook feeds over a matter of hours, I was baffled by the absence of the news as a trending topic. , and apparent absence from my feed on Facebook. How could everyone I know (and follow) be watching the events in Ferguson, and have it still not surfacing among trends on social networks?

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8.5.14_Rio SEO Blog_FB 1 Mega Trend_185895589 After attending Street Fight Summit West in San Francisco last month, we wanted to share the latest trends in the rapidly evolving hyperlocal space.   Ted Zagat, Facebook’s local product marketing manager, spoke about the six “Mega Trends” his company is focusing on this year, specifically:   continue reading
By Bill Connard / VP, Local Search, Rio SEO   8.4.14 blog_463656521 Last month, Rio SEO joined the local search industry’s brightest minds at Street Fight Summit West in San Francisco. This is where the world’s most successful and influential companies shared their local SEO insights and forward-looking advice. continue reading
By Rick Clancy / Senior Director, Public Relations, Rio SEO   In my PR role here at Rio SEO and parent company Covario, I was flattered when the editor of Street Fight magazine recently asked for tips and best practices from our team at Rio SEO’s social technologies unit for an article about reaching out to online influencers. continue reading
The_Colbert_Report Twitter activism has been getting a lot of press as of late, particularly related to the #BringBackOurGirls trend advocating for intervention to rescue the young women kidnapped in Chibok, Nigeria just weeks ago. For the sake of this post, I am going to set aside the obvious tragedy, and focus on the social trend itself and the context immediately surrounding the incident and the trend. continue reading
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Word of Mouth at its heart was literally one person passing on comments or recommendations to another. (For great read on WOM fundamentals, check out this book by Andy Sernovitz).  This required the physical sharing of a common locality to experience this Word of Mouth phenomenon.   As communications technology advanced, this spatial requirement for Word of Mouth diminished.  Enter the Internet age – where we have people from one part of the world influencing others on the other side of the globe.   continue reading
A leading CRM technology company faced the challenge of driving paid registrants to its annual customer and partner conference, ensuring that the goal of having more than 9,000 paid attendees was achieved. Each registration carries a value of nearly $2,000.   Traditional marketing strategies involving PR, email, and paid media tactics were no longer driving registrations the way they did in the past, as early-bird registrations were lackluster. In an effort to break free of a bleak registration trajectory, this global organization deployed Rio SEO’s social marketing technology on its event marketing site.   Learn how Rio SEO's Social Analytics gave insight into "More than $2.9 million in registration revenue that came from sharing and earned media channels" by downloading the case study below. continue reading
One of the things I’ve been pondering lately revolves around the digital marketing and social media buzz words:  Owned, Paid and Earned.   While these words imply different channels, marketer relationships with those channels, media formats, their audience reach and persona types, I believe it is time to stop considering them mutually exclusive silos.   continue reading
If one were to summarize the current landscape in a sentence, a quote from Jeff Beard (SVP, General Manager for Neustar Localeze) does it nicely:  
What we can clearly see is that the local search market is maturing – what we previously described as a Social, Local and Mobile (SoLoMo) revolution is now embedded in consumer behavior.
  The touchpoints for local search stretch from social networks like Twitter and Facebook, to apps like Yelp and See Green, right through to maps and a huge range of local directories. This presents significant opportunity for integrating local search efforts with influencer retargeting. By identifying and tracking these brand influencers, companies can in turn measurably increase the effectiveness of search efforts from mobile devices to desktops.   continue reading

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