Social Media isn’t the Point. Storytelling is.

(Originally posted in Medium, written by Christina Rosalie) How do I build an audience, or engage with customers online? As a strategic storyteller and digital consultant, I get asked this question in some form on nearly a weekly basis. Usually, the brand or product already exists in some form (anywhere on the spectrum between an established brand that needs to be reenergized, to a product on the verge of launch) and the business owner or entrepreneur wants answers. Urgently. Just as often, and just as urgently, they tack “using social media” onto their query. For example, I just received...

Find Your Twitter Soulmates For the Most Engagement

(Originally posted in SteamFeed) As the recent Pace salsa debacle proved, a brand’s Twitter followers have the ability to truly influence its reputation — with some followers playing a bigger part in shaping that reputation than you would think. The truth of the Twitterverse is that all followers are not created equal, so it’s important that brands ensure their tweets are reaching — and positively resonating with — the right people. Read this article for a few unconventional ways to become your followers’ Twitter soulmate. Big brands spend millions on digital marketing. Sometimes, however, a reputation can come down...

Use Targeted Twitter Hashtags to Maximize Non-Follower Engagement

  (Originally posted in IdeaCafe) Have you ever tweeted something to hundreds or thousands of followers, only to hear nothing but crickets? It’s not just you — brands across the country are finding that the biggest source of engagement and interaction comes from a surprising source: non-followers. On a recent product campaign, we reviewed 40,000 engagements for one of our clients and found that only 11 percent of interactions came from the brand’s followers. That means that non-followers represented eight times the engagement of followers. Yes, you read that correctly: You can get significantly more engagement from people who...

Can Gillette Save Face With Marketing Segmentation?

(Originally posted in Medium) So you’re a company that sells razors in a culture that’s embracing facial growth? Sounds like a hairy situation (pun intended). And a problem that razor company Gillette now claims to be facing. All this talk about a new shave-free culture seems to be accurate, at least here in the States. In Austin, TX, handlebar mustaches and full-on beards are popping up all over the city. Even our usually bare-faced CEO has opted to join the no shave club. Encouraging this trend, as mentioned by Aaron Perlut on Social Media Today, are the facts that shaving is expensive,...

Marketers Have the Power to Turn Social Lurkers into Brand Supporters

(Originally posted in Social Media Today) With its recent interface upgrade, Twitter is making a strong play to encourage its social “lurkers” to get involved — that is, the 40 percent of users who have active accounts but fail to tweet. Unfortunately, it’s not that easy. While lurkers are a powerful source of untapped potential for brands (and Twitter), engaging them takes hard work and time, and it’s only specific content marketing tactics that will help you do it. But it’s worth it. If just half of Twitter’s 40 percent became active, that would result in over 100 million newly active users looking...