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BY BA RRIE SEPPINGS

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THE AUDIENCE

THE FUTURE OFSOCIAL MEDIA

BY BA RRIE SEPPINGS


Q: WHAT IS THE VALUE OF GOOGLE PLUS?WHILE IT MAY NOT BE THE JUGGERNAUT OTHER SOCIAL NETWORKS ARE, GOOGLE+ IS USEFUL FOR GETTING YOUR CONTENT SURFACED IN SEARCH. GOOGLE PREFERS CONTENT WRITTEN BY AUTHORS WITH STRONG GOOGLE+ PRESENCE.

BY BA RRIE SEPPINGS


Q: WILL SERVICES LIKE VINE AND SNAPCHAT SURVIVE AND MAKE MONEY?VINE IS ALREADY STARTING TO FIND FAVOUR WITH BRANDS, AND THEREFORE THE MONETIZATION PATH LOOKS CLEARER. AS PART OF TWITTER, THEY HAVE A STRONG SUPPORT NETWORK TO HELP THEM BECOME A PROFITABLE DIVISION. SNAPCHAT’S PATH IS LESS CLEAR. THEY KEEP THEIR NUMBERS CLOSE TO THEIR CHEST, BUT THE NUMBER THAT IS PUBLIC IS THE BILLION DOLLAR OFFER THEY REPORTEDREPORTEDLY TURNED DOWN FROM FACEBOOK. THAT COULD BE A BRILLIANT MOVE...OR A BONEHEADED ONE.

BY BA RRIE SEPPINGS


Q: HOW DO MARKETERS DEAL WITH SOCIAL MEDIA FRAGMENTATION?THREE WAYS: 1) STAY FOCUSED ON YOUR AUDIENCE—LOOK FOR THE MOST RELEVANT USER BASE. 2) LOOK AT THE DATA—JUST LIKE TRADITIONAL MEDIA. 3) ALIGN THE FORMAT TO YOUR BRAND CULTURE—SOME BRANDS NEED TO BE ON THE NEXT BIG THING WHILE THAT MAY BE UNIMPORTANT FOR OTHERS.

BY BA RRIE SEPPINGS


Q: HOW CAN I GO VIRAL WITHOUT GOING TO LEGAL AND COMPLIANCE HELL?MAKE FRIENDS WITH THE HEADS OF THOSE DEPARTMENTS. ESTABLISH AN UNDERSTANDING OF THE GUARDRAILS FOR THE BRAND AND COMPANY BEFORE DEVELOPING CONTENT THAT MIGHT HAVE VIRAL APPEAL.

BY BA RRIE SEPPINGS


Q: HOW IMPORTANT IS PAID SOCIAL?PAID SOCIAL IS BECOMING VERY IMPORTANT AND ORGANIC IS BECOMING LESS PREDICTABLE. THE MAJOR SOCIAL NETWORKS ARE THROTTLING BACK THE REACH AND ARE STARTING TO BEHAVE MUCH MORE LIKE REGULAR MEDIA NETWORKS IN THIS REGARD.

BY BA RRIE SEPPINGS


Q: HOW DO I CONVINCE NON-BELIEVERS (ESPECIALLY IN A CLIENT ORGANIZATION) THAT SOCIAL HAS REAL VALUE?SHOW THEM THE NUMBERS THAT MATTER: THE NET PROMOTER SCORES OF CUSTOMER WHO ARE FANS/FOLLOWERS VS THOSE CUSTOMERS WHO ARE NON-ENGAGED. THAT’S A CONVINCING ARGUMENT RIGHT THERE. USE DATA TO BUILD YOUR CASE FOR THE POTENTIAL AND THEN SELL IN THE OPPORTUNITY WITH A TRULY INSPIRING IDEA.

BY BA RRIE SEPPINGS


Q: HOW DO YOU KNOW WHEN TO SUNSET SOCIAL MEDIA PRESENCE FOR A BRAND?PLACE SOLID BETS. DON’T FRAGMENT YOUR BUDGET. PLAN YOUR TIMELINE SO YOU KNOW WHAT TO DO WITH EVERGREEN VS EVENT-TRIGGERED CONTENT.

BY BA RRIE SEPPINGS


Q: WHAT’S THE MOST IMPORTANT ROLE FOR SOCIAL?CUSTOMER CARE. IF YOUR CUSTOMERS ARE SPENDING THE BULK OF THEIR TIME ON SOCIAL MEDIA, WHY WOULDN’T YOU BE TOO, READY TO HELP AT ANY MOMENT?