social media marketing


In episode 034 of the Social Currency marketing podcast, we jump on the rise of social shopping. With the introduction of Instagram Checkout and the growth of Pinterest Shoppable Pins, has the age of contextual commerce arrived?

The concept of social shopping has been around since early 2000s, but with the launch of new capabilities like Instagram Checkout and the ease of setting up Pinterest Shoppable Pins, it's easy to see the natural connection between social, influencers, and the consumers interested in what's new, cool, and next. Social shopping is interest-based: Native, natural, and now easy, because it's seamless and in context of the content you are already enjoying.

This is contextual commerce. Now that the platforms are enabling the power to access consumers in a new way, with clear attribution models and integrated e-commerce capabilities, why wouldn't you use social to sell...and shop?

Cheat Sheet: 2019 Social Media Video Ad Specs

Everything you need to know to build the right video for your video content marketing program.

Everything you need to know to build the right video for your video content marketing program.

2019 is a quick follow to 2018’s content marketing strategies with a high-focus on video.

Your brand needs to be doing video and have it as a major component to your media plan - organic and paid media both. Video consumption is still increasing at a significant rate: Between YouTube and all the social media video consumption, mobile is the primary consumption point.

You need to have a handy guide for all your social media video ads - and if you develop your video production specs with these video ad specs in mind, you don’t have to re-edit or re-version your videos to make them work for video since they can work for both standards - organic and paid.

This cheat sheet is a quick collection of all the major platform video ad specs: dimensions, sizes, durations and if you need more info, a link to the ad details on each respective platform’s website.

Download this Cheat Sheet now.

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Six Things to Set to ‘Monthly Recurring’ on Your LinkedIn Profile

Most professionals are on LinkedIn everyday (not just guessing, I asked around).

Whether you are working on your personal brand, consuming content, or developing your career path, LinkedIn is a powerful tool when you have a strategy for when and how to use it.

Like any relationship, LinkedIn is maximized when you are interacting on a daily or weekly basis. As you build out your path in LinkedIn, there is also the need to take a few actions to keep your profile current and protect your investment. Monthly at least, but remember, if you are working on LinkedIn daily, you are potentially being seen daily so keeping your profile current and fresh is critical. Also, things could change at any time, so making sure you have backups and redundancy is helpful in case the need arises.

Here’s six things I do on a regular basis to make the most of my effort on LinkedIn:

  1. Check all the links in your Profile. This one can make you look out of date in a second. Go into your profile and review each of your position listings and any related web or media links for Skills, Awards, or other links you have attached to each position. Related to previous roles, I’ve had videos and websites be removed or links changed without notice. These are unclickable and appear as blank boxes which detract from the strength of your presence. Remove or replace asap. Add new links as you have them available. Frequency: Weekly

  2. Export your Connections list. Contact management is an ongoing effort of maintenance and care If you have been adding connections regularly while adding in contacts from phone and other social networks, you ideally have your whole network in one place. This is where the strength of LinkedIn comes in because you can connect all your professional relationships and the more you add, the more connections LinkedIn can discover and recommend for you. Accordingly, you need to protect it. It’s good to make an export copy to act as a backup or if you want to move them to your other address books from LinkedIn. Here’s how: Click on My Network from the homepage, then click on Your Connections in the left column. On top of the right side of the page you’ll see Manage synced and imported contacts. Click that, then choose Advanced Actions on the right side toward the bottom of the page. When you click Export contacts, you’ll download a CSV file in your email. Frequency: Monthly

  3. Make a copy of your Profile. This will give you access to the latest version of your profile. Since you update different elements of your profile as your career changes and grows, it’s likely that you don’t have a backup copy of the latest version of all the elements of your profile anywhere except in LinkedIn. From the home page, click on your profile in the left hand column. Then, to the right of your photo, click on the three dots and choose Save to PDF. Frequency: Monthly or as you make changes.

  4. Review Endorsements. As a good citizen of LinkedIn, you should regularly be sharing the endorsements for the connections you know well and believe in. Your Endorsements (showing as Skills), help convey what your personal brand is all about. Ideally, you have a focused set of Skills to demonstrate and communicate your strengths in a focused field. Like a major brand, you are better known for something, than trying to be everything. This is your opportunity to be laser focused on who you are, what sets you apart, and what makes you compelling to your target audience. Only 3 of your Skills appear in your Featured Skills set on your Profile and those are the ones that show off who you are. Take a Post-It and write down a list of your Top 10 without looking at your profile. Then go back into your profile and look at the Endorsements you have received: How close are the two separate lists? It may feel odd, but you can even delete endorsements for skills that aren’t part of your brand. Next, reorder your Skills (yes, you can put them in any order you want) to emphasize the ones that are important to your career goals if you don’t like the default order. Frequency: Monthly.

  5. Clear your Inbox: Between networking, friend emails, spam, and InMail, you may get a good volume of messages in here weekly. With everything else going on, I’ve realized that I need a dedicated window to clear my LinkedIn inbox: respond, delete, archive, and initiate some new conversations. Getting to or close to inbox zero on a weekly basis helps make sure you are being responsive and timely with your communications, which again, is critical in this professional environment. As a tip, I found that Mobile is the best place to quickly cull emails into Archive (swipe left and Archive), instead of deleting, to shorten your list of follow-ups that may need a keyboard to fully compose. Frequency: Weekly.

  6. Review your notifications: Related to #5, I hit my Notifications daily to touch back on news, who’s viewing my profile, networking, responding to comments, etc. What I found is that when I’m on the go during the week, I miss some of the specifics, especially if there’s a post with multiple comments or if I want to drill down into profiles and connections. Best time to do this? Grab a drink and sit down on the weekend to browse through on Desktop LinkedIn to make sure you are fully covering the bases on the depth of what your Notifications are giving to you. Frequency: Weekly.

Whether you carve out 15–30 minutes a day or tackle the bucket on a regular interval, assign yourself a calendar or to-do list reminder to help develop the habit of performing these tasks on a regular frequency. Committing to your professional profile above any other social network only will benefit your personal brand and career in the long term and earn you that ‘All-Star’ profile status on LinkedIn.


Love this content? Follow me here and on Twitter and LinkedIn at @tuckross

Kylie Jenner Just Gave You an Influencer Marketing Budget

Touted for months, Snapchat claimed the new update this week would be a game changer for them; their big volley to re-create a defensible space vs the Facebook copycatting that has been destroying them in usage, user growth, and the media commentary.

BTW, this is the same day that news breaks that Evan S. received over $600M from the IPO of Snap, making him the third highest payout-from-public-offering CEO ever, Snapchat brand and stock gets murdered by Kylie Jenner.

Here’s the timeline of events:

  1. Snapchat drops the new update

  2. People hate it and launch an online petition that received millions of signatures to change it back.

  3. Kylie Jenner asks the Internet, on Twitter, if anyone still uses Snapchat, because clearly she doesn’t. Says it’s ‘sad.’

  4. Next day, the stock drops 6.4% or a total of $1.3B valuation is taken out of the stock price.

Here’s what really happened:

  1. Kylie Jenner is one of the biggest celebrities using Snapchat.

  2. Kylie Jenner stopped using Snapchat and told the world.

  3. Stock loses $1.3B valuation based on a single sentence tweet.

The end.

You just received your masterclass in influencer marketing. And if you missed it, here it is: Kylie Jenner’s tweet was worth -$1.3B to Snapchat.

Kylie Jenner’s (influencer) tweet (content) was worth -$1.3B (ROI) to Snapchat (brand/product).

All the other noise around Snapchat this week had no impact (the petition, the Evan payout, the Olympics coverage with NBC). The stock only dropped after Kylie sent her message. This is influencer marketing.

Consumers own your brand. And if you don’t care and love for them, even off-hand comments can cause critical damage because you’ve ignored them. Additionally, influencers can cause even more collateral damage: After Kylie’s tweet, Maybelline asked their followers if they should even be on Snapchat anymore. Which means that an influencer is now jeopardizing potentially other key retail and brand relationships.

There are more cases like this, but this is an extreme example of how powerful influencers (read: your consumers) are. Ignoring them can be damaging or even fatal.

Kylie Jenner just gave you a case for an influencer marketing budget because if you ignore your consumer’s power on social media, you’ve lost control of your brand. And in Snap’s case, you’ve lost control of your market message and valuation too.

PS. Good news for Twitter — Kylie Jenner is still on board!

Follow me for more on LinkedIn, Twitter, and Instagram at @tuckross

Facebook Adds Dislike Button

Facebook is adding a “dislike” button. Well not really, but it does appear they are stealing what used to be the best feature of Digg: the Downvote Button.

Spotted this week for the first time, Facebook might (kind of) let users ‘dislike’ content. As a likely reaction to the “fake news” drama and an effort to create ANY kind of engagement (because the Hide This Post is very hidden), the Downvote, if added, allows people to push down the content that they don’t like or want to see less of.

Good news for those that hate the algorithm, a manual user input could help filter more of the negative content out of the feed since it’s not engagement driven.

Currently available only to a small subset of US users, the feature provides options to report a comment as “offensive,” “misleading,” or “off-topic,” and then hides the associated content.

All of us have been begging for a way to have a cleaner News Feed, but so far Facebook hasn’t given in. With the social network’s goal of bringing the community closer together, this potential new downvote button is likely as close as users will ever get for now.

Business impact seems low right now – just another reminder that you should be making interesting content so you don’t get Downvote. I’d guess that you’d be able to see number of Downvotes on content coming up so brands can use that to refine content that is working vs the content that’s not.