Category Archives: Social Media

Industry Insights

Week of May 15, 2017 [row] [span1] [/span1] [span7] Facebook’s lead ads just received a major improvement: offline conversion data. [button text="See Full Article" link="http://marketingland.com/facebook-offline-conversion-solution-lead-ads-214133" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Pinterest’s object-recognizing Lens feature now also scans QR codes. [button text="See Full Article" link="http://marketingland.com/pinterests-object-recognizing-lens-feature-now-scans-qr-codes-214164" style="default" size="normal" target="_blank" display="inline" icon="no"]…
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Industry Insights

Week of May 8, 2017 [row] [span1] [/span1] [span7] YouTube pauses search ads to implement brand safety measures. [button text="See Full Article" link="http://marketingland.com/youtube-pause-search-ads-brand-safety-implementation-213976" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Snapchat debuts a self-serve tool to buy ads on the mobile app, called Snapchat Ad Manager. [button text="See Full Article" link="http://marketingland.com/snapchat-rolls-self-serve-platform-vertical-video-ads-213501"…
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Industry Insights

Week of April 7, 2017 [row] [span1] [/span1] [span7] YouTube unveils new rules to vet channels who advertise in order to protect brands from appearing next to questionable content [button text="See Full Article" link="http://adage.com/article/digital/pewdiepie-declares-adpocalypse-youtube-makes-rules/308591/" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook gives agencies more transparency following metrics blunders [button text="See…
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4 Best Practices for B2B Direct Marketing

By Claire Wilcox, Account Support Intern "Whether it's B2C or B2B, you're still talking about stories," said John Osborne, president/CEO of BBDO New York, Ad Age’s 2017 B2B Agency of the Year. BBDO revealed how compelling marketing for businesses is just as important (if not more) as connecting to consumers with creative and resonating storytelling.…
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7 Steps to Take When Executing a Paid Social Campaign

By Gabrielle Diepenbrock, Account Manager and Social Media Manager In 2016, 40% of marketers reported social media has become more challenging — with changes in search algorithms, emerging trends, and a decline in organic traffic. Organic traffic has especially become difficult for marketers. A Facebook page with over a million likes averages a 2.27% engagement…
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Industry Insights

Week of March 25, 2017 [row] [span1] [/span1] [span7] Pinterest Launches “Propel”, a Hands-On Support Program for New Advertisers [button text="See Full Article" link="http://marketingland.com/pinterest-launches-propel-hands-support-program-new-advertisers-210598" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Mobile Now Accounts for Nearly 70% of Digital Media Time [button text="See Full Article" link="http://marketingland.com/mobile-now-accounts-nearly-70-digital-media-time-comscore-210094" style="default" size="normal" target="_blank" display="inline" icon="no"]…
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Industry Insights

Week of March 17, 2017 [row] [span1] [/span1] [span7] Google Ramps Up Header Bidding Alternative as Pressure Mounts From Facebook. [button text="See Full Article" link="http://adage.com/article/digital/google-ramps-header-bidding-alternative-ebda/308434/" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook Unveils a New Ad Format, Called “Collections”, Meant to Drive Product Awareness and Sales for Brands. [button text="See…
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Industry Insights

Week of March 10, 2017 [row] [span1] [/span1] [span7] xAd Reveals a New Location-Based Ad Model Where Brands Only Pay for an Ad When Customers Walk Through the Door [button text="See Full Article" link="http://marketingland.com/cost-per-visit-xad-brings-search-like-performance-mobile-advertising-209306" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Instagram, Snapchat, Twitter, and Others Are Facing Pressure to Allow…
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DigiKnow?

Week of February 13, 2017 [row] [span1] [/span1] [span7] Competitors Leave Twitter in the Dust [button text="See Full Article" link="https://www.statista.com/chart/5358/twitters-user-growth-in-perspective/" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook Opens Itself to Ad Measurement Audit, Giving Brands More Control Over Video Ad Buys [button text="See Full Article" link="http://marketingland.com/facebook-opens-measurement-audit-gives-brands-control-video-ad-buys-206387" style="default" size="normal" target="_blank" display="inline"…
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DigiKnow?

Week of February 6, 2017 [row] [span1] [/span1] [span7] Pinterest Begins Testing Search Ads on the Social Media Platform [button text="See Full Article" link="http://adage.com/article/digital/pinterest-doubles-search-advertising-biz/307771/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1486581732?utm_visit=1984901" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook is Refining its Ad Measurement Offerings to Give Markets More Information About Their Campaigns [button text="See Full Article" link="http://adage.com/article/digital/facebook-marketers-data-tools-compare-tv/307767/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1486489455?utm_visit=1984901"…
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DigiKnow?

Week of January 30, 2017 [row] [span1] [/span1] [span7] Facebook updates News Feed algorithm to focus on video completion rates [button text="See Full Article" link="http://marketingland.com/facebook-video-completion-rates-204788" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Inmoji allows brands to create sendable, emoji-like stickers that they refer to as “Interactive Emojis” [button text="See Full Article"…
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Brand Engagement Grows as Fans Use Social Media During The Super Bowl

By Gabrielle Diepenbrock, Account Coordinator & Social Media Manager It’s hard to believe that the Super Bowl is this week. And like most advertising aficionados, we are getting pumped and excited the way anyone in the entertainment industry would the week of the Oscars. And now, as a majority of Americans are on social media,…
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DigiKnow?

Week of January 23, 2017 [row] [span1] [/span1] [span7] Pinterest to expand their advertising services by rolling out ad group functionality to paid campaigns in about a month. [button text="See Full Article" link="http://marketingland.com/pinterest-ad-groups-203882" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Instagram accounted for 70% of GQ’s social revenue last year, bolstering…
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DigiKnow?

Week of January 16, 2017 [row] [span1] [/span1] [span7] Google appears to be introducing a simple website creation tool for small businesses. [button text="See Full Article" link="http://marketingland.com/google-taking-another-run-simple-website-creation-small-businesses-203468" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook’s extended Ad Network now serves ads to over one billion people. [button text="See Full Article" link="http://adage.com/article/digital/facebook-serving-ads-washington-post-rolling-stone/307486/"…
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DigiKnow?

Week of January 9, 2017 [row] [span1] [/span1] [span7] Facebook to expand their “Dynamic Ad” service, allowing brands to retarget users who have viewed products on other brands’ sites or apps as well as their Facebook followers. [button text="See Full Article" link="http://marketingland.com/facebooks-retargeted-ads-broadened-include-rivals-site-page-audiences-203045" style="default" size="normal" target="_blank" display="inline" icon="no"] [/span7] [/row] [row] [span1] [/span1] [span7] Facebook plans…
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Chuck Archerd Digital Case History

Recently, The Goss Agency had the pleasure of working with Chuck Archerd on his race to become Chairman of the Buncombe County Commission. Over the course of the campaign, we leveraged Facebook, Twitter, Instagram, and LinkedIn, targeting users based on geography and political affiliation to achieve a whopping 642,000 impressions in only 8 weeks with…
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Study: 55 percent of mobile dollars wasted

More than 70 percent of mobile ads fail to create a positive user experience. Greg Sterling on December 21, 2016 at 9:55 am A recent study (reg. req’d) from Forrester Consulting, commissioned by Celtra, argues that $0.55 of every dollar spent on mobile advertising is wasted. Beyond this, negative mobile ad experiences are hurting brand…
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Facebook’s latest measurement error undercounted Instant Articles traffic

For those keeping count, this is the fourth time Facebook has disclosed measurement errors in as many months. Tim Peterson on December 16, 2016 at 11:00 am It’s happened again. For the fourth time since September and the second time this month, Facebook has disclosed a measurement error. Facebook had been undercounting iPhone traffic for…
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Reserve with Google: Deeper booking integration through search and Maps

Online booking is becoming mainstream, with the principal points of entry being Google, Facebook and Yelp. Greg Sterling on December 15, 2016 at 11:32 am Local search is becoming much more transactional. Google previously worked with a range of third-party providers to bring online reservations to the Knowledge Graph. Now the company has gone much…
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Advertisers are cooling on Snapchat Live Stories

Sahil Patel @sizpatel | December 9, 2016 With viewership for Snapchat’s Live Stories stagnating, the feature is not a priority for media buyers. In addition to Discover, Live Stories is one of two media-driven features inside the Snapchat app. Available alongside Discover on the Stories and Discover pages, Live Stories provides content curated around different…
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Instagram Story links get 15–25% swipe-through rates for brands, publishers

Vox Media’s Curbed, MeUndies, Outside and Whisper discuss their early strategies and success with linking to their sites from Instagram Stories. Tim Peterson on December 8, 2016 at 9:00 am Instagram may have arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to…
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5 Marketing Predictions for 2017

By Gabrielle Diepenbrock, Account Coordinator Ready or not, 2017 will be here before we know it! Here is a compiled list of predicted trends that will help you adjust, prep and optimize your advertising and marketing plan for the new year: [row] [span1] [/span1] [span7] An increased focus on analytics — including the use of…
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3 next-level Yelp tricks for business owners

Struggling with Yelp reviews? Columnist Brian Patterson shares his tactics for understanding and improving your review score. Brian Patterson on November 21, 2016 at 9:24 am I’m always on the lookout for interesting tips, tricks and strategies that marketing managers and business owners can use to improve their Yelp pages. From dissecting Yelp’s own videos…
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Snapchat Video Ads Average Less Than 3 Seconds a View

Automated video ads, new Play inventory and in-app purchase audience modeling are now available. By Garett Sloane. Published on November 28, 2016. [row] [caption id="attachment_10733" align="aligncenter" width="642"] Snapchat ads don't get to play for long on average, but two-thirds play with sound on. Credit: Snapchat via YouTube[/caption] [/row] Snapchat ads are averaging less than 3…
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Snapchat shuts down Story Explorer feature in Live Stories

Snapchat has removed its Story Explorer feature that allowed people to view specific moments of a Live Story from different perspectives. Tim Peterson on November 30, 2016 at 11:00 am A year after introducing Story Explorer as a way for people to view the events documented in Live Stories from many different angles, Snapchat is…
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Pinterest launches Showcase to give brands a way to shape their stories

Pinterest has launched a showcase feature to give brands the ability to present their best selves. Tamar Weinberg on December 1, 2016 at 3:35 pm Pinterest has given brands an edge with a new update on its user interface. Announced today, the platform has launched a new feature it calls Showcase, allowing visitors who interact…
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Advertising is Crucial for Mobile App Developers

Report: Most users will need multiple exposures to an app before they download TUNE study based on a mix of consumer survey and app download data. Greg Sterling on November 11, 2016 at 2:14 pm How does brand impact app installs? That’s a question TUNE sought to answer with a number of related consumer and…
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The Power of Online Reviews (and How You Can Improve Yours)

70% of consumers will leave a review for a business when asked Want to get inside the minds of potential customers for your local business? Columnist Sherry Bonelli shares insights from BrightLocal's annual Local Consumer Review Survey. Sherry Bonelli on November 14, 2016 at 10:03 am A business’s online reputation is more important than ever.…
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Pinterest Testing the Waters With Autoplay Ads

Pinterest queues up autoplay video ads for new Explore tab American Express, The Home Depot, Macy’s and Sony Pictures are among the first brands to test Pinterest’s autoplay video ads. Tim Peterson on November 15, 2016 at 2:12 pm A few months after introducing click-to-play video ads, Pinterest is catching up with the times —…
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Facebook Attempts to Restore Trust With Advertisers

In major measurement update, Facebook overhauls metrics, makes corrections, adds viewability Facebook is also adding more third-party verification and forming a Measurement Council to stay in step with evolving products and metrics. Ginny Marvin on November 16, 2016 at 9:00 am In a sort of course correction, Facebook made several announcements Wednesday pertaining to audience…
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7 Ways to Improve Your Search Rank Using Social Media

By Ryan Laffler, Account Manager & Digital Director Social media is like a multi-tool; use it to engage with customers, sell products, market new products, for PR. But did you know that social media can also help your SEO? That’s right! And while its effect on your search results is indirect, it goes a long…
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Classic Creative – Haywood County

Haywood County, after our branding workshop filtering and prioritizing all the features and visitor experiences, determined that the authentic Appalachian culture and clean natural environment were the assets that rose to the top. Thus, “Haywood County, Authentic Appalachian, pure and simple” was born. A new logo was created by illustrating the landscape in a turn-of-the-century…
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Four Tips on How to Use Instagram to Reach Millennials

By Travis LeJune, Account Intern Who is using Instagram? Right now, about 46% of millennials have Instagram, and by 2019, it’s predicted that nearly two-thirds of millennials will be using Instagram. It is one of the most consistently and quickly growing social media platforms; but most importantly, it is one with the highest engagement, especially…
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4 Ways To Attract Millennials To Your Destination

By: Courtney Jacobs, Account Intern Millennials are armed to be the driving force behind the travel industry. They use travel to go on adventures, learn other languages and study. Why are they so eager to travel? This generation was jaded by the recession and now places less importance on saving for retirement and instead values…
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Q+A: HOW TO OPTIMIZE PINTEREST FOR YOUR DESTINATION

By Gabrielle Diepenbrock, Account Coordinator and Social Media Manager 1. Why is Pinterest important for travel destinations? You may ask: Isn’t Pinterest just a website where stay-at-home moms find cool recipes and quirky DIY crafts? While there may be some truth in that, there is so much more to Pinterest that your destination can benefit…
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Why You Need to be Focusing on Native Advertising

By: Ryan Laffler, Account Manager & Digital Director Display ads, the advertisements that you see on the top and sidebars of almost every webpage nowadays, are in decline. One part of the problem is that they are rarely relevant to the user. While this has changed somewhat with Google Adsense’s targeting algorithm, it started to…
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Pin It! – The 3 Most Important Tips to Optimize Your Pinterest

By Travis LeJune, Account Intern Do you have a Pinterest yet? If you are a shopper, you should definitely get one. If you are a seller, you MUST have one! Sure, it is still a fairly young social media platform, but it has been churning up some extremely surprising statistics we think you should know…
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ADmirable: Chipotle’s New Campaign

Fast food giant Chipotle recently came out with an animated short about two kids who grow up locked in competition with each other. The heartwarming video works because it captures Chipotle’s brand distinction in an entertaining way that resonates with others. Memorable brands don’t just offer great products or services, they connect with their audience…
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Top 5 Mobile Advertising Trends in 2016

By Ryan Laffler, Digital Director, and Rachel Hornay, Art Direction/Copywriting Intern 1. FORGET YOUR WALLET Mobile wallets have become the new way to pay. Once companies proved that mobile wallet transactions were properly encrypted and secure, mobile wallets began to take off. Many top brands such as Apple, MasterCard and Android now offer mobile payment.…
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Digital Advertising Statistics You Need to Know (Infographic)

Ever since the turn of the century, Digital Advertising has been changing the ways brands communicate with their audience. The number of tools and techniques that have surfaced over this time can be a little overwhelming, but with the right strategy and agency behind you, digital advertising can produce tremendous returns for you and your…
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YOUR EMOJI SAYS IT ALL

By Rachel Hornay, Art/Copy Intern They say that a picture is worth a thousands words, especially with today’s language evolving with the usage of emoji characters. Emojis are intended to illustrate, or in some cases replace altogether, the words we send each other digitally, whether in a text message, email, or tweet. Instagram calls emoji…
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Sustain Your Brand using Instagram and Food

By Courtney Jacobs, Account Intern Brands are constantly looking for ways to engage with consumers on social media. However, one challenge is noticing the trends occurring on various platforms and capitalizing on them successfully before the competition. One such trend that is growing in popularity centers around food. It’s hard to find someone who doesn’t…
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Vine on the Decline

By: Ryan Laffler, Account Manager         Vine has had a rough year. The popular social media app that allows users to string together a series of videos up to six seconds long in all is quickly losing market share in the digital advertising industry. Competitors like Facebook, YouTube, Instagram, and Snapchat are all moving to capitalize…
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7 Digital Marketing Takeaways from the Digital Summit 2016

By: Gabrielle Diepenbrock, Account Coordinator/Social Media Earlier this month, I was privileged to represent The Goss Agency while attending The 2016 Digital Summit Conference in Charlotte. I was able to gain knowledge from industry leaders during those two days. I almost felt a tad nostalgic of college lectures as I quickly scribbled down note after…
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6 Tips To Succeed In Real-Time Marketing

By Dari Mullins, Senior Account Manager As the capacity of digital devices continues to increase and the craving for new, current, engaging content from consumers rises – Brands have to act quickly to stay ahead of the emerging trends. Real-time adverting has been around for several years, but it’s popularity continues to grow on Social…
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YouTube Introduces a New Ad Package

    By Brady Rothschild, Intern   YouTube is introducing a new ad package for companies looking to advertise through them. Last Tuesday (on April, 26, 2016) they announced the start of bumper ads. Bumper ads are 6-second ads that you can’t skip, rather than the traditional 30-second YouTube ad that you can skip after five…
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How Facebook’s Big Conference will Impact Businesses

By Brady Rothschild, Account Support Facebook Developer Conference The Facebook Development Conference (F8) took place in California this week. Facebook laid out their strategy for the next ten years and many of the announcements will make a direct impact on businesses. This shows how they are going to keep people as well as businesses connected…
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How Instagram’s New Algorithm Affects Your Business

by Ryan Laffler, Account Manager Photo from Bufferapp.com Algorithms are everywhere. On your smartphone, at the ATM machine, while waiting at a stoplight, I literally mean everywhere. And that’s a good thing! At their core, an algorithm is a formula or a set of processes to solve a problem. They’re especially useful when dealing with…
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5 Takeaways from Social Media is a Behavioral Shift

Today on Social Media Today, Andrew Hutchinson discussed how we have to stop talking about the individual social platforms so much and start talking about what audience trends the usage of these social networks reveals about these audiences. Here are 5 key takeaways from his analysis.
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How to Leverage Hashtags for Business on Different Social Media Platforms

By Gabrielle Diepenbrock Hashtags have become a common way for millennials and individuals to express themselves on social media and reach out to the world around them. They can join in on conversations revolving around a certain topic and spurt their opinions to everyone interested in that topic. But while hashtags are popular for individuals,…
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Anchor: The Next Big Social Media Platform?

By Brady Rothschild, Account Services From iTunes What is Anchor? Anchor is an app that allows one to create content in real time and share it with one’s friends, followers and others who are just browsing the Internet. It works very similarly to Twitter, or Instagram, but instead of text or pictures, talk is used to engage…
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4 Ways to Use Facebook Advertising

Social advertising is here to stay, and you can take advantage of these low-cost, low barriers to entry social ads on Facebook, Instagram, Pinterest, Twitter, and Linkedin. Here are 4 easy ways to dip your toes into Facebook advertising for your business page. All your advertising options on Facebook Boost Your Posts This is one of…
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Treat Each Social Media Channel Differently

We constantly hear about how overwhelmed people are by social media and it usually stems from people failing to treat each social media channel differently. Typically, this anxiety happens when organizations don't do one or all of the following...
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Social Media Predictions for 2016

by Gabrielle Diepenbrock, Account Manager Businesses continue to seek out different ways to reach their consumers and increase brand awareness using social media. More and more brands are joining the social media band-wagon, and the need for brands to differentiate themselves from their competitors is critical. As we begin this New Year, here is a list of social…
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Snapchat Explores Audience-Targeted Advertising

By Ryan Laffler, Account Manager Four years ago, Snapchat burst onto the social media scene with a novel idea: an app that lets users share photos and videos that are only viewable for a limited amount of time (as of today, the range is from 1 to 10 seconds). The idea started out as a…
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Why Twitter Still Matters

Some businesses have ignored being consistent on Twitter because they don't understand it or think there is no way to stand out with millions of tweets streaming every hour...
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Pinterest Promoted Pins

  For our client, Brandzaffair, we decided to experiment with the new Pinterest promoted pins opportunity. Before we share our results, we thought we’d round up a few expert opinions and information about the advertising tool. According to Quick Marketing, “These advertising options give businesses the opportunity to pay and feature selected [Pinterest promoted] Pins…
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5 Things You’ll Learn From a Digital Audit

The rapid pace of social media means that sometimes, businesses fail to take the time to assess if what they're doing aligns with best practices and you're hitting your goals. Hopefully, you're already doing monthly reports to see growth and impressions for each of the channels you are utilizing, but this report is only showing you a piece…
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5 Tools to Get More Out of Instagram

Instagram can net some powerful results for businesses thanks to its quick and easy ways for your customers to engage with just a tap on the screen, and its scroll-ability keeps people glued to their feeds. An image posted to Instagram can easily gain tens or hundreds of likes or comments, whereas a Facebook or Twitter…
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Branding with Periscope

Social media is one of the most powerful tools a business has in its arsenal. Need to respond to hundreds of customer inquiries from multiple countries before lunchtime tomorrow? No problem...
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Promoting Your Social Media Channels

All too often, we see clients and potential clients fail to promote their social media presence. It’s important to use your website, newsletters, blogs, and other visible places to promote the fact your company is on social media...
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5 Quick Fixes for Your Facebook Page

We spend a lot of time on Facebook for clients, for our agency and for ourselves, and we see some mistakes over and over that can be quickly fixed to up your Facebook game immediately. These updates will make your brand look more professional online and could help generate new leads or new stories to be…
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10 Reasons Your Brand Should Utilize Video Marketing

In the one minute it takes you to read this text, 100 hours of video will be uploaded to YouTube. That’s 250 days of video every hour, 16.4 years of video every day, and six millennia of video every year! As the world’s largest repository of moving images, YouTube is the 3rd most visited website…
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Social Media Marketing Resources

To finish our social media blog series, we've rounded up a few resources we trust to give us up-to-the-minute, useful ideas for our clients and our own social media. Find which expert or website appeals to you the most, then sign up for their newsletter or follow them on Facebook to stay informed. 1. Convince and Convert At…
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Effective Social Media Tools: TweetDeck

There are many tools you can use to monitor Twitter, but my personal favorite is TweetDeck. With it's super-organizable column structure, you can follow lists, search terms, activity, notifications, and more...
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National Tourism Week 2014

National Travel and Tourism week starts Sunday, May 4th and runs through Monday, May 12th. For those in the industry, this presents a great opportunity to join in on a nation-wide conversation...
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