A Guide to Navigating the Evolving World of Social Media
It’s no secret that the rise of social media has forever changed the way that businesses interact with their current and potential customers. In a world obsessed with likes, shares and swipe ups, brands are constantly competing to create the most eye-catching, shareable content that will help them spread their brand message, connect with new audiences, and get an edge on their competition. More recently, brands have turned to social media “influencers” as content creation and distribution partners, skirting the traditional “brand spokesperson” model – and the competition is heating up there, as well.
The challenge for brands in the current digital landscape is that social media is evolving at breakneck speed, and the race to adopt and master new social media tools and establish a presence on new platforms is highly competitive. Many companies have found that attempting to split their focus between running their business and trying to crack the code on social media keeps them from doing either one especially well, and this very problem has led to the proliferation of agencies like ours, formed with the sole purpose of helping companies build an online presence and engage a digital community.
Surviving an evolution of this nature requires adaptation and innovation. Every company, big and small, must learn how to navigate the photo-filtered and promotion-saturated waters of social media if they themselves want to succeed.
In our experience working with hundreds of brands to navigate the digital and influencer space, we’ve discovered that the companies who find the most success have embraced these X specific strategies.
Tips from Socialfly
- Secure Digital Usage Rights. When conducting an influencer campaign, it is important to secure the digital rights to any content they create so you can run a paid media campaign using their images.
- Determine the type of influencers to work with based on your marketing goals. If you’re looking for influencers to create content for your brand, work with micro influencers are content creators. If you’re looking to drive awareness and sales, partner with macro influencers who have a track record of performing for brands. Make sure to request results from campaigns they’ve done with other brands.
- Audience matters. Although an influencer has a million followers, that doesn’t mean they are in your target audience. There is software that exists to help brands and uncover additional information about an influencer’s audience and ensure the collaboration makes sense. You want to be sure the influencer’s audience is the right demographic for your brand.
Courtney Spritzer, Co-Founder, Co-CEO, & Co-Host
A graduate of the Cornell University School of Hotel Administration, Mrs. Cartin began her career in sales at Marriott International and Hilton Worldwide.
Realizing the connection between social media and business growth, Mrs. Cartin decided to leave her career in sales in 2009 to utilize her digital media expertise in the business world. Combining her sales and marketing experience with her underlying passion for helping others succeed, Mrs. Cartin developed her first companies, Astar Interactive and Gabbaroo.
In 2011, she co-founded Socialfly, a full service digital marketing and public relations company specializing in Hospitality, lifestyle, and entertainment companies. Now, she co-hosts the Entreprenista podcast with her co-founder Courtney.
Stephanie Cartin, Co-Founder, Co-CEO & Co-host
A graduate of New York University, Ms. Spritzer moved to Boston, MA to pursue a career in underwriting where she analyzed and worked with various different companies across telecom, banking, construction, and retail industries.
She then moved to New York City to join a top financial services company as a financial analyst providing analytical support for marketing and product development initiatives. Captivated by the social media movement taking place within the company and across most fortune 500 companies, Ms. Spritzer realized that social media was becoming a fast growing marketing platform and became fascinated by the quickly evolving industry. Given her analytical mind and interest in the social space, Ms. Spritzer joined forces with Ms. Cartin to combine their individual skill sets and form Socialfly. She now co-hosts the Entreprenista podcast with co-founder Stephanie.
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