shon-christy-social-media

IS THE FACEBOOK BLUEPRINT CERTIFICATION RIGHT FOR YOU?

Thu, 23 Aug 2018 22:26:06 GMT

What is the Blueprint Certificate?

Blueprint is Facebook’s set of online courses and exams that educate and test marketers on the ins and outs of advertising with the social media giant. To earn your Blueprint Certificate, you need to complete several e-courses and pass three tests: the Core Competencies, Certified Buying and Certified Planning exams. Just like a housing blueprint walks you through the steps of building a house, Facebook Blueprint takes you step-by-step through the process of creating impactful social campaigns for your brand.

Sounds great, what's it cover?

One major perk is that Facebook owns Instagram , so you're actually getting in-depth training on how to advertise with two social media giants via one certifictaion. Blueprint offers courses in the following topics:

Build awareness
Choose ad formats
Distribute and monetize content
Drive consideration
Generate leads
Get creative inspiration
Get started with advertising
Get started with Facebook
Increase in-store sales
Increase online sales
Learn about Instagram
Learn about Messenger
Learn advanced buying options
Manage ads
Measure ad performance
Promote my app
Target the right audience

The website makes it easy to get started, too, by allowing you to filter courses according to your unique business goals. But, with most things in life (not including ice cream or free money), Facebook Blueprint has its pros and cons…

Pro: it’s official!

While blanket digital marketing certifications can still be impressive, all they communicate is that you know a little bit about marketing on each social media platform. On the other hand, having the Blueprint certification shows you’re an expert in the specific area of Facebook advertising. Something worthwhile, especially if you or a client use Facebook heavily in your social strategy .

Con: no cake walk

Thinking you’re in for a 10 question open-note quiz? Sorry, bud. To maintain the integrity of its certificate, Facebook makes the Blueprint exams very thorough and challenging. They’re even proctored by a third-party to make sure nobody’s taping answers to their water bottles or consulting their old friend Google for any help. So, if you’re planning on taking the Blueprint Certificate, better settle in for the digital marketers equivalent of the S.A.T.

Pro: you’ll know your stuff!

Being no cake walk could actually be a pro if you think about it. Apart from looking fancy on your resume, passing the Facebook Blueprint exams proves you’re a 100-percent bonafide expert in Facebook advertising. Since the courses and exams are so thorough, you’ll be able to answer any and all questions a client or your employer has about advertising with Facebook !

Con: you’ll be spending a lot in the short term

While the e-courses are free to enroll in, the exams are on a pay-to-take basis. This way, only people who are serious about earning their certificate are taking them. While we see their logic, the $150 price-tag (per exam) is pretty steep. Plus, the Blueprint certification expires after one year, so you’ll definitely want do some financial planning before you click that enroll button.

Pro: could save you money in the long term

While the exam fees are $450 when all is said and done, if you apply all the things you’ve learned from Blueprint, you could potentially make up that cost in one ad! Depending on the pricing of your product or service, generating even one lead that converts could make that upfront cost be money that's very well spent. No matter what, you’ll be spending that ad budget more strategically and can invest dollars where they will have the most impact.

Con: It’s not for everyone

While the Facebook Blueprint certification is a great learning tool and adds credibility to your resume, it isn’t the best route for every marketer out there. If you don’t see yourself working with Facebook campaigns anytime soon (remember the certificate expires after a year) or already have a good background of advertising on Facebook without the certificate, we’d recommend bypassing the exam for now.

Want to take your Facebook or Instagram campaign to the next level but don’t have time to get your Blueprint Certificate? We’d be glad to help! Just drop us a line .

CELEBRATE SOCIAL MEDIA DAY!

Fri, 29 Jun 2018 22:45:07 GMT

It’s totally a thing… right?

If Hallmark can declare Sweetest Day, Seinfeld fans can have Festivus (yep, they’re still airing grievances 20 years after the show ended) and the whole freaking internet can make Cyber Monday a thing, then we marketers can have Social Media Day, darn-it! The truth is that few people outside of the marketing world even know that that Social Media Day exists. What’s more, with somewhere around 3 billion social media users globally, you could argue that in 2018, every day is Social Media Day. Still, as social media popularity – and the ways brands benefit from it – continues to increase, I say, let’s give credit where credit is due. And the time to give it is this Saturday.

How the holiday started

Social Media Day was launched by Mashable on June 30, 2010, as a way to pause and marvel at how social media had impacted global communication thus far. Here’s a little perspective for you: 2010 was the year Starbucks started offering free Wi-Fi. Connectivity was barely a thing! Oh and those 3 billion social media users? Back in 2010, there were less than 1 billion . And, you know, MySpace was still clinging on. No doubt about it, social media was in its infancy in 2010, and while Mashable was one of the pioneers that recognized its value, few marketers (and even fewer consumers) were able to foresee the explosive growth that has occurred over the last eight years.

Side note: Remember MySpace Tom ? Spare no pity for him. His life (and incredible photography career!) turned out jussst fine.

How to celebrate

Ironically, the main way to celebrate seems to be with offline events where people gather in-person to discuss social media trends and special topics. Cities all over the world host networking events and celebrations on or near June 30. Fear not, there is a strong social component with event promoters and attendees posting with #SMDay.

What your brand can do

We think it would be awesome to start the conversation now on how to celebrate #SMDay here in Akron. However, with Social Media Day just two days away, we’re thinking that’s more of a 2019 goal. So, we’re starting small this year and using #SMDayAkron to celebrate social media and to elevate our community. Your brand can join in, too. Here are a few suggestions:

Post a staff selfie
Stream a Facebook Live video
Experiment with IGTV , Instagram’s new extended video option
Share content from a social media educator you admire
Start a Twitter poll relevant to your business

Whatever you post in honor of Social Media Day this Saturday, just remember to use #SMDayAkron! And, if you need help with your social strategy beyond this weekend, get in touch . We’re happy to lend some insight.

TOP 10 AKRON INSTAGRAM ACCOUNTS TO FOLLOW THIS SUMMER

Wed, 27 Jun 2018 23:18:43 GMT

Places to go, people to see, pics to post…

Summer is here, Akronites! After a long, cold, bitter and very long (did I say that already? It was so long…) winter, I think we all deserve to relish in the blue(ish) skies, warm weather and good vibes the season brings to our city. Traditionally, summer has meant more time outdoors and away from screens, but we all know that smartphones are a part of life now. Heck, Millennials check their phones 150 times a day . That’s every six minutes! So, why not embrace it? Let’s use our smartphones to harness all the creative energy, community spirit, delectable food pics and adorable animals Akron has to offer… on Instagram! Take a look at our top 10 Akron accounts for the summer. They are seriously Instagood.

1. @lock3live

Lock 3 is located on Main Street, right next to the Akron Civic Theatre. Aside from the scenic canal-side walkway, the outdoor venue offers summer concerts, festivals, community events and the city’s official July 4 fireworks display. Follow @lock3live to stay on top of fun events happening downtown this summer.

Top hashtags : #lock3, #akronciviccommons, #downtownakron

2. @thedevilstrip

This self-proclaimed “nakedly pro-Akron arts ’n’ culture mag” is bringing it in terms of cool buildings, craft beer, greasy spoon food pics, hipster music, hand-crafted artwork and all around Akron love. Oh, and snark. Lots of delightful snark. Follow @thedevilstrip if you’re feeling hungry… for a meal or for some inspiration.

Top hashtags : #Akron, #AkronAF, #AkronEats, #akronart

3. @akronrubberducks

It’s summer. We’re in America. In the heart of the freaking rustbelt. Supporting your local baseball team is practically required. Plus, if you follow @akronrubberducks , you can get a heads up on free and discounted ticket specials, family-friendly special events, team updates and more.

Top hashtags : #Quakron, #rubberducks, #baseball

4. @akroncreamery

If you’ve never tried Thai-rolled ice cream, you’re missing out. And if you’ve never watched the mesmerizing process of someone making it, you’re doubly missing out. Follow @akroncreamery for tantalizing pics and videos of this classic summer treat.. with a twist. Then, you know, live your life and stop in and get some! P.S. Dogs plus ice cream? There are literally zero reasons not to follow.

Top hashtags : #akroncreamery, #icecreamrolls, #icecreamfordinner, #northsidemarketplace

5. @summitmetroparks

Summit Metro Parks includes 16 parks offering 125 miles of trails, including the Ohio & Erie Canal Towpath Trail. That sure creates a lot of opportunity for breathtaking imagery of local plant and wildlife. Follow @summitmetroparks for the times you need to be reminded to get outside and get in touch with nature.

Top hashtags : #towpathtrail, #birdsofohio, #cayuhogariver, #park

6. @downtownakronpartnership

A community motivator and unifier, Downtown Akron Partnership is making exciting things happen in Akron – this summer and pretty much all the time. From outdoor yoga classes to collaborative mural painting to the construction of bocce courts, this organization is helping to make our city more vibrant. Follow @downtownakronpartnership to discover all kinds of cool things going on downtown.

Top hashtags : #downtownakron, #mainstreet, #cascadeplaza

7. @rockmillclimbing

Rock Mill is Akron’s rock climbing arena, yoga studio and fitness center all rolled into one! (Maybe don’t try all that in one day, though.) Rock Mill is a great way for Akronites to escape on a hot summer day and channel their inner mountain man. Follow @rockmillclimbing for your daily dose of summer workout inspo along with Rock Mill news and promotions.

Top hashtags : These guys aren't too crazy about hashtags, but occasionally they throw out a #takehold.

8. @jimroetzel

Jim Roetzel is an Ohio-based nature photographer who captures the wildlife of northeast Ohio with stunning clarity and depth. His work has been published by Random House, Smithsonian and Yahoo (just to name a few.) Follow Jim’s Instagram @jimroetzel where he showcases some of his best shots and brings the beauty of northeast Ohio summers straight to your phone!

Top hashtags : #getoutside, #birdsofinstagram, #wildflowers, #naturerealm

9. @kingjames

With his third big free agency summer coming up, all eyes will be on Akron native LeBron James this summer to see if he stays with the Cavaliers (fingers crossed) or packs up for greener pastures. You can keep up-to-date on the 3x NBA Champion by following his (very active) instagram account, @kingjames . If you spot any Venice Beach pics, it may be time to panic…

Top hashtags : #AlwaysBelieve, #JamesGang, #TheKidFromAkron, #striveforgreatness

10. @akronzoo

Summer time means a lot of things for the city of Akron. One of them being, the Akron Zoo is in full roar! (See what we did there?) From farmland and penguin exhibits to wine tasting events, the Akron Zoo has something for everyone this summer. If you want to be informed of all the zoo events and see photos of more than 700 animals from around the world, follow their Instagram, @akronzoo .

Top hashtags : #akronzoomembers and a lot of specific animal tags like #grizzlybears and #pinkflamingo

FISHING FOR TOP TALENT? USE THE RIGHT BAIT.

Mon, 25 Jun 2018 23:27:04 GMT

How to leverage social media for talent recruitment

Ask anyone working at a thriving company what the best thing about the organization is. Chances are that the answer is going to be, “the people.” Sharp, passionate employees are critical to every organization and making talent recruitment a top priority sounds like a no-brainer. Yet, most organizations are using archaic tactics to attract those awesome people.

Cue the social media strategists. That’s right, I like cat videos and food pics as much as the next guy, but social media is for so much more than just connecting. To be fair, most brands already know that… but social media is also for so much more than pushing out your events and promotions. It’s one of the most powerful tools you have to recruit top talent and engage with your current employees.

Your potential employees are already doing it

Fish where the fish are. That’s common sense. But a true fisherman knows something that others may not. If you’re after a specific type of fish, you also need to use the right bait. Before I get lost in metaphor land, let me break it down. It’s common sense to have an active social media presence if you want to attract fresh talent, especially Millennials. But you’re going to need to do more than just show up. Studies show that 59 percent of candidates use social media to research companies and 48 percent used social media to land their most recent jobs. Nearly 70 percent of active candidates report being more likely to apply for a job that manages its online brand. So, what exactly are these fish looking for when they scope out your brand online?

Questions to consider

Try to get in the mindset of the jobseeker when you examine your social media presence. Here are a few questions to consider when looking at how your social media relates to recruitment:

Are you pushing hiring on all of your social media profiles?
Do you showcase your employees regularly on your social media platforms?
Do your current employees engage with your brand on social media and sites like Glass Door in a positive way?
Would you want to work at your company based on what you see happening on social media?

Room for improvement?

Don’t sweat it. It’s not too late to course correct, but you should get started right away. The first step is to align your social media with your recruitment objectives through a goal setting and strategy meeting. By engaging both your HR and your social media/content teams in the process, each group will have a better understanding of how to work together to set realistic and beneficial next steps.

Focus on these four areas

Once you have a goal, it’s time to create a tactical plan. There are four key areas to focus on when approaching social media recruitment:

Passive posting – Sounds fancy, but this simply means using your social media outlets to advertise for the positions you are hiring. Make sure you use an image or video to grab attention, along with a link to the Apply Now page on your website. Don't have an application form built into your current website? Facebook recently rolled out a new job post functionality to help companies advertise positions. It’s not only housed in the Facebook newsfeed, but also in the company page structure. All you need is a job description and a potential new hire can actually apply right through the Facebook platform. Pretty handy, eh? LinkedIn also offers a recruiter program that has been generating awesome results for years.

Paid advertising – As you’re crafting your job postings, you also have the opportunity to support your passive posting with paid advertising to maximize your reach. When you to promote your positions, it’s important that you adhere to all of the legal aspects of recruiting, i.e., don’t exclude protected classes such as age, sex or race.

One-on-one – Sometimes you’re looking for a very specific person and skill set. LinkedIn can help you search keywords to find candidates who have that skill set. As they turn up in the search results, you can view their profiles to see if they have the desired qualifications for the job. Once you have interest in someone, reach out and introduce yourself. Craft a custom message that compliments the individual and asks if he or she would be open to talking with you about an opportunity. Worst case scenario, you’ve made a solid new connection! LinkedIn also has paid tools that are more advanced.

Social referrals (or micro-influencers) – Statistics show the power of a personal referral is one of the most impactful. Referrals are five times more effective than all other sources of hiring. Plus, those same referrals are hired 55 percent faster than those higher through a career site. Faster and better? Yes please! Yet, less than 16 percent of hires come from referrals. Organizations need to empower their employees, as well as their advocate base like customers and suppliers to support their efforts. Ever hear someone rave about their job and highly recommend working with them? It’s pretty convincing.

Your social media recruitment plan is going to be as unique as your organization and the people that make it up. However, this simple framework will help you organize your plan into some actionable items. Remember, it all starts with strategy, collaboration and choosing the right bait.

DIGITAL BRAND - YOU

Sat, 17 Mar 2018 23:32:37 GMT

When I have spoken to numerous groups across the United States, I have found that most people can easily identify brands they like and explain why they like them and how they are memorable. However, when I asked the same groups if they had taken the time to think about themselves as a brand, the rooms were quiet. In the age of likes, shares, and retweets, we have a unique opportunity to brand ourselves, showcasing who we are to the world. Branding and rebranding yourself requires careful reflection. When people start to really think about it, they often respond with words like “honesty,” “integrity” and “hard-working.” These words all sound impressive, but when we consider Pete Cashmore’s quote, that "ATTENTION is the new currency,” they fall short. Having honesty, integrity and a strong work ethic are the minimum expectations for clients. We must be more, we must be authentic, and we must be different.

First, we must understand what our personal brands are. Then, we must support that brand with a coinciding profile containing reinforcing content. Each of us is unique and special and has a greater life purpose. Ask yourself, “What are my personal passions?” They may be family, social causes or your faith—and of course, your profession. My personal family brand is defined by my being a husband and father of 5 beautiful children which includes me being an advocate for individuals with Down syndrome (my son Beckett who is 4 also happens to have DS). Civically, I am a lover of my city Akron, the Rubber Capital of the World and home of LeBron James, and a servant of my community where I serve the community in our local Rotary Club. Professionally, I am a social media marketing specialist who opened the first niche social media marketing company in Northeast Ohio.All of these elements make me who I am and are part of my authentic self that I share through my social media. Everything that you will see about me, regardless of the platform, will point you in this direction, thus supporting my personal brand. Your own personal brand should be so crystal clear that when people talk about you when you are not around, they will be describing you in the same manner you would describe yourself. This description should be memorable so someone remembers you after meeting you for just a few minutes.

The last step to having an effective personal brand is to amplify it through your social media channels. In an economy where “attention is the new currency,” it is more critical than ever to clearly understand who you are and how you are seen online. If you have never considered yourself a brand, take on the challenge to look at marketing yourself a little bit differently. If your current personal brand is not working for you, don't be afraid to change it. If your brand is spot on, congratulations! You are one step ahead!

HOW RETAILERS ARE WINNING THE HOLIDAYS WITH USER-GENERATED CONTENT

Fri, 23 Feb 2018 23:41:08 GMT

’Tis the season for cutting through the clutter – cost effectively

As our good friend and Mashable CEO Pete Cashmore said, “Attention is the new currency.” Retailers are perhaps never more aware of this than during the final push of the holiday season, when every brand is vying for attention, and every billboard, ad and social graphic is wrapped up in a glittery red bow (often literally). Brands are marketing to consumers every second of every day, and people are becoming numb to your constant chatter. So, what now?

The good news is that while online shopping continues to drive sales for retailers, the brick and mortar stores still have some appeal – especially when user-generated content is in your arsenal. Done right, user-generated content is a wicked tool to help your brand stand out in the crowded social media environment (You think the mall is bad… spend 20 minutes scrolling through Facebook, yikes!).

Hold up – what is user-generated content?

User generated content (UGC) is content that has been authentically created and posted (without pay) by your audience. That’s right, don’t skim over that parenthetical, we said without pay. This content includes pictures, blogs, videos, recommendations and testimonials. Smart retail brands are leveraging UGC on social media as a way to grab attention and convert that attention into sales.

Why is UGC so freaking effective? (Hint: a little help from friends)

Many retailers simply post pictures of products that loudly encourage us to “Buy now!” Or they offer up special “limited-time” deals and discounts hoping to entice. But UGC goes a step beyond and actually works in terms of engaging an audience. Here are the stats on how:

92 Percent of consumers turn to people they know for referrals above any other source (brands included)
88 Percent of consumers trust online reviews written by other customers as much as they trust recommendations from their personal contacts
84 Percent of consumers trust peer recommendations above all other sources of advertising
74 Percent of consumers rely on social media to inform their purchasing decisions

So yeah. People trust people – waaaaay more than brands. Can you blame them?

How brands are killing it with UGC this season

We’ve spotted both national and local brands that are rocking UGC this holiday season in all the right ways. Here are a couple of our favorites:

TARGET

Target has been taking advantage of its holiday foot traffic by adding an in-store photo booth and encouraging shoppers to use the hashtag #TargetFun. The photo booth, complete with a wreath and LEGO Santa, is actually a LEGO chimney that you can appear to hilariously tumble down with a simple camera rotation. And of course, the booth features the subtle touch of the cute and hella recognizable Target dog with his brand-advocating bullseye. Thousands of customers can be seen engaging and having #TargetFun on Facebook, Twitter and Instagram. (Like Target really needed one more reason for consumers to love it.)

Akron’s Northside Marketplace

National brands aren’t the only retailers taking advantage of UGC. Akron’s very own Northside Marketplace has a clever UGC strategy in place this season. Customers of this new retail space are encouraged to leave a message on the chalkboard wall while they shop and then take a picture with the word AKRON behind them. This drives customer engagement and showcases the amazing Akron pride, all while supporting our incredible small business community. (Just be prepared for lots of duck lip selfies… an unavoidable byproduct.)

WORRIED ABOUT THE BIG FACEBOOK NEWS FEED CHANGES? SEND SOCRATES A FRIEND REQUEST...

Wed, 24 Jan 2018 23:58:03 GMT

AND GET SOME SAGE ADVICE ON THE NEW FACEBOOK ALGORITHM

If you’re a brand on Facebook, you’re probably aware of the Facebook Apocalypse, the major changes that are coming to the newsfeed. The Facebook Apocalypse! Intense, right? Cue the lightning bolts and thunderclaps.

But, let’s pump the brakes on this whole social media end-of-times narrative. As Socrates once said: “The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” This is a better mantra for

taking on the challenge of the new algorithm. There is no point in complaining or trying to game the system. Instead, it’s time to focus on building a new social media strategy because you have two options: Change or disappear from the newsfeed.

IN CASE YOU LIVE UNDER A ROCK

Brands that once relied on tactics like contests that required commenting and sharing, engagement by GIF, or posts celebrating lame fake holidays (National Pet Rock Day, anyone?) will have to throw away their playbook. The newsfeed adjustments will now require marketers to develop killer content that engages the audience. Imagine that?

This is one of Facebook’s most drastic changes in the history of the platform and it’s important to understand the full impact. Mark Zuckerberg made it clear that brands, businesses and publishers were going to be significantly cut from the newsfeed as the algorithm will now focus on person-to-person interaction. This makes engaging content critical. Content that simply generates likes will no longer get the job done.

CHANGE CREATES OPPORTUNITY (AND NEW STRATEGY!)

Start:

Producing meaningful content. Your goal should be to inspire conversation between Facebook users. The longer and more detailed comments will be given more weight and relevance.

Encouraging your audience to add you to their “See First” selection. This is a way to ensure your audience doesn’t miss your content.

Leveraging the power of Facebook Live video. There is speculation that even general video will take a dip with the changes coming to the newsfeed, so be sure to leverage this and encourage your audience to get involved by commenting on the video .

Focusing less on frequency of posts. Spend more energy on engagement and attainment when developing content.

Exploring potential ways to leverage Facebook groups . A great example would be a nonprofit like Boston-based LuMind RDS Foundation and how they are using a group for their runners program fundraising efforts. This is a way to communicate directly with program participants as well as foster a community of encouragement, one that’s led by the group and not the organization.

Developing a deep Facebook paid advertising strategy. This should include custom audiences and retargeting.

Incorporating Facebook features like Messenger. Get these tools into your social media marketing plan and engage your audience in a one-on-one setting.

Engaging with your entire staff on social media. If the individuals on your team are engaged and personally driving the conversation, it could have a meaningful impact on your content engagement and reach.

Stop:

Posting to check the “post complete” box each day. Trust us, it shows when you are just phoning it in! You are better off not even posting at all.

Attempting to foster engagement through click-baiting. 1. This is annoying and 2. It isn’t effective. Don’t try to grow your audience by posting click, like or “share if you agree” content.

Producing content that does not elicit conversation. Stop with the “quote of the day” or simple links to your latest blog. Again, this does not drive conversation and will no longer be relevant.

Using the Facebook platform as a way to blast out your information. Save that for your email marketing. Social media should generate engagement rather than force-feed your audience information.

Focusing on your brand. The focus should be on your audience. The new algorithm will focus on conversations and individuals. That’s why it’s important to inspire engagement.

DON’T PANIC… PRODUCE

These changes are going to require not only a significant mental shift by marketers, but also an incredible increase in effort and analysis. But if you commit to creating inspired content that starts conversations and increases engagement, you will be able to handle the adjustment in stride.

If your organization is feeling overwhelmed and doesn’t know where to start, we can help. Just give me a shout!