Social Media Week London – Day 3

Social Media Week London – Day 3

You think you’re confused… As Social Media Week London 2017 drew to a close one thing was clear…we’re not clear at all! This isn’t a bad thing though…I promise! There has never been a 'one rule for all' theory behind social media. As the industry matures there’s a tendency for platforms, publishers and marketers to want to provide a quick answer, a set of rules that all can abide by, to encourage people to adopt this form of marketing. In my opinion that’s never going to work, and that’s OK. Here are just some of the opposing views presented during this year’s Social Media Week… Be more human vs. introduce Chabot’s Use data to plan your social content vs. don’t create content for algorithms, create content that’s true to your brand Deploy short-form video vs. long-form still works Cool new paid ad types vs. the advertising boycott is the biggest we’ve ever seen Target your message via advertising vs. people hate ads it disrupts their feed Shorter messages are best...
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Social Media Week London – Day 2

Social Media Week London – Day 2

“With social power comes social responsibility” - LADbible Day two of Social Media Week London didn’t disappoint with an inspiring opening from LADBible co-founder Arian Kalantari who gave an insight to the publisher’s recent good-cause campaigning. I always find it intriguing to meet founders of such successful brands, it’s easy to imagine them in their ivory towers! So, it was humbling to hear Arian recall the day the two Manchester-born school friends set up a Facebook page to simply share news with young people. I have to admit I do have a biased view on northerners who have ‘done good’, but Arian’s genuine tale of the growth of the hit publisher, and the importance they place on making their audience heroes, gave LADbible such credibility. Arian talked of how LADbible are using their social power for social good and raising important and thought-provoking subjects with their predominantly young audience. From mental health to environmental issues and substance safety, a crucial message is being shared...
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Social Media Week London – Day 1

Social Media Week London – Day 1

“We can buy eyeballs but we can’t buy attention” - Facebook Each year social media enthusiasts, brands and agencies alike, flock to London for a week-long conference featuring the industry’s leading names. This year Social Media Week London was held at the British Film Institute, welcoming marketers from far and wide to discuss the hot topics of this ever-evolving business. The theme was Language and the Machine: Algorithms and the Future of Communication. They had me at the title…super-geek future-scoping of social media? Sign me up! “Not doing short-form is not an option” - Facebook Who better to kick off preceding’s than social media giant, Facebook. Their session ‘Speed of the Feed’ presented a new model that has been developed to understand the varying phases of content consumption throughout the day. The key message here was that around 70% of the day we’re in ‘on-the-go’ mode where our attention span is just 3 seconds. We know the challenges of capturing attention but this model creates space...
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5 things you need to know about Dark Social

5 things you need to know about Dark Social

It’s proving to be one of the most dominant challenges of social media marketing in 2017, but what is dark social? Delving in to the world of this dark art can leave you feeling baffled by algorithms and analytics, so here’s a rundown of 5 things you need to know about the channel that has marketers running for cover! Dark social = people who hear about you on social media, end up on your website, but have got a little distracted along the way.  Here’s the scenario. A customer sees a post on social media that grabs their attention, but instead of clicking on the link in the post or bio, they share that link with people via Whatsapp or Messenger. Somewhere along the line they eventually head to your website, but this web visit is no longer categorised as coming from social media. This visitor will show in Google Analytics as Referral or Direct traffic, even though they may have never otherwise heard...
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In a world of Micro-Entertainment…

In a world of Micro-Entertainment…

The thing I love most about working in social media is that it’s totally acceptable to openly be a real geek about your career, because most people have an understanding of it to some level. You can go home at the end of the day and wax lyrical about the latest news in the industry to a somewhat receptive audience. I do try not to talk algorithms and ad formats over the dinner table, but I do love it when I hear/read something that I know others will find just as interesting. Most recently, this was the case when I listened to a talk from Adam Leibsohn, COO of Giphy, at Social Media Week New York. His presentation on “The Future is staring you in the Face” was one of those light bulb moments for me – it makes complete sense and made me think “why hadn’t that occurred to me before”. So, I’m going to share just some of the highlights with...
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The Sustainability of Influence

The Sustainability of Influence

Whether you liken them to press or celebs, consider them peers or nobodies, social media influencers have been the rising stars of recent years, but are they here to stay? Let’s start by clarifying who it is we’re talking about when we refer to social media or digital ‘influencers’. Well, simply put they are, social media users who have large followings of engaged audiences. In short, a lot of people listen to what they have to say! The rise of social media channels has allowed anyone and everyone to have a voice. In effect people with home-grown talent and entrepreneurial prowess have harnessed new platforms and forged a career for themselves built on the ability to generate a loyal following online. Obviously there’s a little more to it than that – expertise and quality content are a must, but you get the idea! For businesses, this has been an exciting prospect. This level of accessibility to powerful voices has opened up...
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