Category "Social Media Marketing"

If you want to improve your social media marketing strategy, you need to know about the different types of social media content and how or where you share that content.
Should you focus on photos? Videos? Blogs? What about forums? And, once you have your content, how do you want to roll it out? You could post on community review sites or live-stream it to the masses. Understanding these different types of social media will help you develop a better content strategy and know where to focus your time and energy.
To help you out, we’ve put together a list of 14 types of social media every marketer needs to know. From social networking to video sharing and social messaging, there’s something for everyone (and every business).
Types of social media
1. Social networking2. Photo and image sharing3. Video sharing4. Audio sharing5. Live streaming6. Social messaging7. Disappearing content apps8. Social shopping networks9. Interactive social media apps10. Discussion forums11. Microblogging platforms12. Community blogging sites13. Social review sites14. Social curation and bookmarking sites
1. Social networking sites Overview: Social networking sites allow people to connect with each other through a shared online space. Users can like, share, comment on posts and follow other users and businesses.
For brands, social media networking sites offer an opportunity to build awareness, create a community of customers and followers and drive traffic to websites. By creating informative and engaging content, brands can cultivate relationships with customers and followers that lead to conversions.
Examples: Facebook, LinkedIn, Instagram, Twitter, TikTok and Snapchat
How brands can use social networking sites: Post, share and respond to audience content
Directly connect with others. Whether as friends or fans, an engaged social following signals clout for marketers and brands alike
Form communities and discuss relevant news within them 2. Photo and image sharing sites Overview: Studies show that visual content on social media receives more engagement than written content. Visual assets have also become a top priority for modern brands, with nearly 49% of marketers saying that visuals are key to their strategy.
Platforms like Instagram, which has more than 1 billion monthly active users, have made it easier than ever before to curate and share photos and images. Brands looking to implement this type of social media marketing should focus on high-quality, creative visuals that tell a story.
Examples: Instagram, Snapchat, Pinterest and Imgur
How brands can use photo and image sharing sites: Post high-quality, creative images that illustrate your brand values
Curate and promote user-generated content via branded hashtags
Engage with customers and followers in real time 3. Video sharing sites Overview: Half of all social media users say they prefer video to any other kind of content. Much like image-based social sites, video hubs like YouTube, TikTok and Vimeo are attracting visitors in droves via visual content.
Why is video so popular? Well, video content requires less effort for viewers to absorb. There’s no reading or no scrolling, just watching. Not to mention, videos are optimal for educating your audience. How-to’s and tutorials are the cornerstones of social video content.
Examples: YouTube, TikTok and Vimeo
How brands can use video sharing sites: Use video to demonstrate how your product or service works
Share customer testimonials and success stories
Create helpful how-to guides and tutorials related to your industry
Highlight company culture with behind-the-scenes footage 4. Audio sharing sites
Overview: Audio sharing sites are a type of social media that became popular during the COVID-19 pandemic. Stuck at home with Zoom fatigue, people were looking for an easier way to consume content, and audio-only proved to be the solution.
Social apps like Clubhouse offer users a unique way to connect with others and share ideas. This type of social media is still in its early days but shows a lot of promise for the future.
Examples: Clubhouse, Twitter Spaces and Facebook Live Audio Rooms
How brands can use audio sharing sites: Share behind-the-scenes content, like interviews with employees and company leaders
Host live events and Q&A events with customers or experts in your industry
Take listeners on a journey by sharing audio stories or vignettes 5. Live streaming apps Overview: Live streaming apps allow users to share real-time video with their followers. This content is often unedited and authentic, giving viewers a special behind-the-scenes glimpse into the life of the person streaming.
The live streaming market is booming, with more than 482 billion hours watched in 2020 alone. Stream everything from concerts to eSports, product launches and beyond.
Examples: YouTube Live, Facebook Live, Twitch and UStream
How brands can use live streaming apps: Give viewers a candid look at your brand
Build anticipation for upcoming products or events with live teasers
Increase sales by offering exclusive deals and discounts to viewers tuning in live 6. Social messaging apps Overview: Social messaging apps are a type of social media that allows users to communicate in real time. One of the most popular messaging apps—WhatsApp— has more than 200 billion monthly users!
While they aren’t traditionally thought of as a marketing tool, messaging apps like WhatsApp can be a powerful way to reach and engage with your target audience. Brands can use them to provide customer service, product recommendations and even to make sales.
Examples: Facebook Messenger, Twitter DMs, Google Business Messenger, WhatsApp and WeChat
How brands can use social messaging apps: Use chatbots to answer customer questions
Send out automated coupon codes or discount offers
Create a private group for loyal customers and followers
Use Smart Inbox to monitor all incoming messages and conversations in one place 7. Disappearing content apps Overview: Disappearing content, also known as ephemeral content, refers to content that only exists for a short period of time before it expires or is no longer available. Snapchat popularized this format, but now other platforms like Instagram, Facebook and WhatsApp offer similar features.
Disappearing content is a great way to add excitement and urgency to your marketing campaigns. It can also help you connect with younger audiences who tend to flock to this type of social media. Instagram Stories alone have more than 500 million daily active users.
Examples: Snapchat, Instagram Stories and Facebook Stories
How brands can use disappearing content apps: Promote time-sensitive sales and discounts
Encourage your audience to share their own disappearing content
Create behind-the-scenes content to give your audience a peek into your brand 8. Social shopping networks Overview: Social shopping has become increasingly popular in recent years. Most social media platforms now allow users to browse and purchase products without ever leaving their app.
This a convenient way for consumers to shop, and it provides brands with a unique opportunity to sell their products directly to their target audience. Considering that 60% of people say they find new products on Instagram, and 75% of Pinterest users say they are “always shopping” in the app, social shopping holds a lot of value for businesses.
Examples: Facebook for Business, Shopify x TikTok, Instagram Shop and Pinterest Shoppable Pins
How brands can use social shopping networks : Create a Facebook shop and link it to your Facebook and Instagram pages
Use Pinterest Shoppable Pins to tag products in your posts and allow users to purchase them without leaving the app
Add a TikTok Shop to your profile and sell products directly to your fans
Tag products in Instagram posts and Stories and link to your website or other platforms like Shopify 9. Interactive social media apps Overview: These types of social media apps focus on user interaction and engagement. They encourage users to communicate, usually through gamification, competitions or voting.
For example, Snapchat’s “Lenses” feature lets users add augmented-reality filters to their photos and videos. And, TikTok has “Duets” that allow users to record themselves singing or dancing alongside another user’s video.
Examples: Instagram Stories, Snapchat, TikTok, Tumblr and Weibo
How brands can use interactive social media apps: Create a branded Snapchat Lens or Filter that your audience can play with
Encourage users to Duet your TikTok video to win a prize
Stay active in the comment section of Weibo Stories 10. Discussion forums Overview: Discussion forums are online platforms where people can ask questions, give answers and start discussions on a variety of topics. For example, Reddit has communities (called subreddits) for just about every topic imaginable, from jokes to cryptocurrency.
Brands can visit forums to engage in social listening—learning what people are saying about them and getting feedback from customers and potential customers.
Examples: Reddit, Quora and Stack Overflow
How brands can use discussion forums: Crowdsource product feedback and ideas in relevant forum threads
Provide customer support in forums where your people are discussing your brand
Participate in relevant subreddits and answer questions related to your industry 11. Microblogging platforms Overview: Microblogging is a type of social media marketing that allows users to post short updates or messages. Twitter is the most famous example of microblogging, allowing users to tweet in 140 characters or less.
While microblogging was once dominated by Twitter, platforms like LinkedIn and Tumblr have also become popular microblogging sites.
Examples: Twitter, Tumblr, Pinterest and LinkedIn
How brands can use microblogging platforms: Use hashtags to join conversations about your industry or product
Share news, articles and other content relevant to your followers
Offer customer support or answer questions in microblogs or comments Overview: Community blogging sites are platforms where people can come together to write articles, share ideas and collaborate on projects. Most community blogging sites focus on a specific niche or topic, which makes them a great resource for finding new content ideas and connecting with other like-minded individuals. They also tend to have very engaged users, which can be beneficial for promoting your brand or product.
Examples: Medium, GrowthHackers, BlogEngage and DoSplash
How brands can use community blogging sites: Create or curate content around a specific topic
Build relationships with other bloggers in your niche
Generate traffic back to your own blog 13. Social review sites
Overview: According to Statista, 36% of consumers use online reviews to inform their purchase decisions. Many of them also trust online reviews as much as personal recommendations.
Curating, collecting and engaging with your online reviews is essential to success in many industries today. Plus, did you know you can post directly to your Google Business Profile using Sprout Social?
Examples: Google Business Profile, Amazon, Yelp and Facebook
How brands can use social review sites: Monitor and respond to reviews in a timely manner
Encourage happy customers to leave positive reviews
Use negative reviews as an opportunity to improve your business 14. Social curation and bookmarking sites Overview: Social bookmarking lets you save web pages so you can revisit them later. These sites also allow users to add annotations, share bookmarks with others and discover new content.
Use this type of social media to curate content for your team or customers. It’s also a great place to create a content bucket than you can repurpose across your social media channels.
Examples: Pocket (pictured above), Digg, Pinterest and Mix
How brands can use social curation and bookmarking sites: Create a content bucket that your team can use on social
Collecting customer research and insights
Find relevant content to share with your audience and save it for later Which type of social media is right for your business?
The types of social media sites you use for your business should be based on your goals. If you want to increase brand awareness, consider using a mix of social networking and content curation sites. If you’re looking to build relationships with customers, focus on social networking sites. And if you want to generate leads or sales, consider using social bookmarking or e-commerce sites.
If you’re using multiple types of social media marketing in your strategy, consider using a social media management platform like Sprout Social. With Sprout, you can share content across major social channels, engage with your audience and track the performance of your social media campaigns from one location. Start your free trial today! Source link

If your marketing tech stack is a puzzle, then picture your enterprise social media tool as the final piece that pulls it all together.
Once it locks into place, you’re left with more than just a complete picture of consumer needs.
When searching for your company’s missing piece, an informed decision is the best decision. Kicking off your selection process with a dedicated research phase can pave the way for better process and performance outcomes.
The tool that takes your team’s efforts to the next level is out there. Keep reading to find out what you need to know when choosing an enterprise social media management software.
3 things you need to know before choosing enterprise social media management software
Enterprise software purchases are a team sport. Throughout the buying process, you’ll likely have to work with several stakeholders across your business, from IT to HR and beyond.
You can ensure that all stakeholder concerns are addressed during the vendor selection process with just a few hours of prep work. Here’s what to outline to set your company up for social success:
1. Your goals
Why does your business need a new enterprise social media management tool?
This may sound like an easy question, but asking it is a major step in ensuring everyone is on the same page. For example, your customer service team may have different priorities than those operating on the marketing side. Defining your goals creates clarity, which leads to more informed decisions.
Schedule a kickoff meeting with all your stakeholders to decide on top priorities. Remember to keep longevity in mind so you won’t have to repeat this process at the end of your contract terms.
2. Your governance and compliance policies
When you think of all the bells and whistles you want out of your next enterprise social media solution, governance features probably don’t come to mind. While they’re not the flashiest tools, they are incredibly important when it comes to eliminating risk.
Work with your IT team to outline the social media governance concerns and requirements you’ll need to discuss with potential vendors. Preparing and sharing a compliance-focused scoresheet before signing up for demos can save both parties time and effort.
Pro tip: Outlining these concerns in a social media RFP helps vendors to remove themselves from your process if they can’t meet your security needs.
3. Your priority integrations
Social data can revolutionize how your business seeks and acts on consumer insights. But if it lives on software that’s isolated from your tech stack, you won’t be getting the full picture.
Identify which social media management integrations matter most when creating wow-worthy customer experiences online. Rank them by importance and mark which are non-negotiable. As you move through vendor evaluations, this will help you identify which software will be most able to meet your needs.
The enterprise social media management tools your business needs in 2022
By now, you should have all the information you need to choose a tool that complements both your existing processes and tech stack. It’s finally time to create your vendor shortlist.
Sprout Social offers a full suite of tools that can elevate your social media strategy in 2022 and beyond. We work with a roster of partners to ensure your social media processes are integrated into everything from internal communications to customer retention.
Here’s how Sprout can work alongside the rest of your enterprise toolkit to help your business measure and show social media impact.
Enterprise social media management: Sprout Social
Brands like Klarna, Allegiant Air and more use Sprout to power cross-functional social strategies that support a variety of outcomes. Our unified platform provides flexible tools and an intuitive user experience to scale social across departments and business units. We could provide you with a whole laundry list of reasons to consider Sprout when selecting a new enterprise social media management tool. In the interest of time, we’ll stick to the top three features enterprise organizations need for org-wide strategic alignment: Data analytics: Sprout’s analytics tools provide deep metrics, flexible customizations and features that increase transparency for faster reporting across all social networks (even TikTok).
Market intelligence: Our social listening tool can help uncover business-critical insights that identify industry gaps and improve brand health.
Customer care: Integrations with CRM and commerce tools support superior social customer service experiences that align with the expectations of the modern consumer. Enterprise organizations can schedule a demo to discuss their needs and goals with a member of Team Sprout. From there, we’ll take you on a live product tour so you can learn more about how to get the most out of the platform.
Enterprise social network: Slack What is it? Slack is a team collaboration tool that is basically the professional equivalent of AOL Instant Messenger. Companies use this enterprise social network to promote internal communication through direct messaging and group channels.
How does it work with Sprout Social? Sprout’s pre-built integration with Slack helps social teams keep up with approval processes and task flows in real time. Once a Slack Workspace is connected to a Sprout instance, users can choose which Sprout notifications they’d like to receive via Slack. This is a game changer for time-sensitive engagement opportunities and lengthy approval workflows.
Lead generation: Marketo
What is it? Marketo is a lead management platform that helps marketers nurture prospects and target qualified lead-to-revenue opportunities.
How does it work with Sprout Social? Sprout’s integration with Marketo helps social teams send warm leads over to sales quickly and with all the necessary context needed to get the conversation started on the right foot. Users can create and edit leads from within the Sprout platform. This creates a richer lead profile that accounts for a prospect’s full experience with your brand.
CRM: Salesforce, Microsoft Dynamics 365 and HubSpot
What are they? Customer relationship management (CRM) tools are like digital rolodexes that house all of a business’ prospect, lead and customer data.
Sprout integrates with three enterprise CRM tools: HubSpot, Microsoft Dynamics 365 and Salesforce.
How does Salesforce work with Sprout Social? Earlier this year, Sprout Social and Salesforce announced a partnership designed to help enterprise organizations manage their end-to-end social media presence. Sprout’s integration with Salesforce allows users to edit leads, cases and contacts through the Sprout platform. This easy-to-use, pre-built integration supports alignment between marketing, sales and support teams so everyone can take advantage of critical social insights.
How does Microsoft Dynamics 365 work with Sprout Social? Our enterprise social media management solution integrates with Dynamics 365 to assist with lead generation and support case management. How does HubSpot work with Sprout Social? Sprout’s bi-directional integration with HubSpot helps social support agents provide superior customer care across networks.
Agents can quickly check in on the status of a support request through both Sprout Social and HubSpot. Marketers and support staff can use this visibility to apply a personal touch throughout a customer’s interaction with their brand on social.
Workflow and digital asset management: Dropbox, Feedly and Canva
What are they? Creating a single piece of content can require several video clips, graphics and reference materials. Workflow and digital asset management tools centralize these files in a single location for easy storage and sharing.
Sprout Social integrates with three workflow and digital asset management tools: Dropbox is a cloud-based file hosting service that helps teams share files and folders easily.
Feedly is a news aggregator that allows users to organize and research stories by topic.
Canva is an online graphic design tool that can be used to create social media posts, videos, presentation decks and more. How does Dropbox work with Sprout Social? Sprout’s integration with Dropbox streamlines content creation by allowing users to access Dropbox files from directly within the Compose tool.
How does Feedly work with Sprout Social? News aggregators can level up an enterprise social media management tool by creating a direct stream of content inspiration in one, centralized location. Users who connect their Feedly account to Sprout Social can access their personal RSS feeds from the Feeds tab. This content can be used as third-party social shares or for extra doses of inspiration.
How does Canva work with Sprout Social? If your team relies on Canva to punch up your visuals, then a Canva integration is a must-have.
Sprout’s Canva integration allows users to import design files from design folders for beautiful, on-brand social creative, every time.
Customer experience: Zendesk
What is Zendesk? Zendesk is customer service software that streamlines support processes and productivity.
How does Zendesk work with Sprout Social? Findings from the 2022 Sprout Social Index™ show that taking too long with social customer care can have serious consequences. When it happens, more than one-third of consumers say that they’ll share the negative experience with friends and family. Sprout’s integration with Zendesk supports frictionless customer care experiences for both your customers and internal teams. The two-way integration allows social teams to open a support ticket from the Sprout platform with all the context needed to create high-quality customer experiences.
Reputation management: Glassdoor, Tripadvisor, Yelp and Google My Business
What are they? Social proof is a psychological phenomenon in digital marketing that has both risks and rewards. While seeking feedback can open your company up to critique, positive feedback is too powerful to miss out on.
Enterprise businesses face a unique challenge when it comes to reputation management. The larger your company, the more customer touch points. More customer touch points leave more opportunities for feedback.
Using social media reputation management tools like Glassdoor, Tripadvisor, Yelp and Google My Business can help enterprise businesses be proactive with reviews, even at high volumes.
How does Sprout work with Glassdoor, Tripadvisor, Yelp and Google My Business? The Reviews tab in Sprout Social centralizes feedback from all four sites. Enterprise businesses can create multiple filtered views to triage and respond to reviews across channels. You can also report on reviews by volume and star rating from the Reports tab.
Social commerce: Shopify and WooCommerce
What are they? Social commerce—the buying and selling of goods and services within a social media platform—is creating brand new revenue opportunities for enterprise organizations.
To sell directly on social media, marketers typically must link their ecommerce platform to their enterprise social media management tool. Sprout integrates with two ecommerce platforms: Shopify and WooCommerce.
How does Sprout work with Shopify and WooCommerce? Marketers can set up their social commerce shops by integrating their preferred ecommerce platform with Sprout Social. Once the platforms are connected, you can curate your shop by selecting which listings you’d like to promote on social. Listings can also be promoted in scheduled content using custom product links, turning social into your new storefront.
Enterprise social media management is your tech stack’s missing piece
Social data can do more than just connect the dots between strategy and ROI. When it’s used in collaboration with other enterprise tools, it can provide the insights needed to drive proactive decisions.
To put it simply: When you invest in social data, you invest in future-proofing your business for the road ahead.
Use Sprout Social to create clear links between your social strategy and business impact. Learn more about our enterprise-level social media management software today. Source link

To hashtag or not to hashtag? That’s the question frustrating social media marketers today.
The short answer: Yes, definitely use hashtags. Hashtags are an essential asset in your digital marketing toolbox.
According to 72% of our LinkedIn community, hashtagging impacts the overall performance of social media content. Forward-thinking brands use them with specific goals and intentional strategies in mind—whether they’re making their product go viral or gaining international press. Unfortunately, the confusion surrounding hashtags prevents some marketers from using them to their full potential. Which is further complicated by experts who negate the benefits of hashtagging or dismiss them as irrelevant.
In this article, we break down everything you need to know to hashtag with confidence. We explore what hashtags are, how to use them and examples of ways brands are successfully ushering in the new era of hashtagging. What is hashtagging?
First and foremost, where did it come from? The first hashtag debuted on Twitter in 2007 from a product designer named Chris Messina.
“I designed the hashtag to thwart any one social network from becoming the dominant gatekeeper. Think about it: The hashtag is one of the few superstructures that spans across all social media platforms.
Only hashtags allow similarly-interested folks to find each other—whether they’re on Twitter, Instagram, Pinterest, TikTok, Reddit or elsewhere. It provides a glimpse into what an interoperable, decentralized social web could be like.” — Chris Messina, Inventor of the hashtag
So, what is hashtagging? Let’s break down the basics.
What is a hashtag: The basics
Let’s start with mechanics. Hashtags are words and numbers following the # symbol that categorize and track content on social media. You can add hashtags to social posts, bios and comments on most major platforms, including Instagram, Facebook, TikTok, Twitter, LinkedIn, YouTube and Pinterest. Note: Hashtags cannot include spaces or punctuation.
What is a hashtag symbol?
Many social media users and marketers immediately recognize the # symbol as a hashtag, but its official name is an octothorpe. The term was first used in 1971 when telecommunications companies introduced the # symbol to the touch-tone dialing keypad.
However, depending on how you use it, the symbol is called many different names. Before its use on social media, it was most widely known as a pound or number sign (example: #2 pencil). Musicians also use the symbol to distinguish a sharp note (example: F#), while copy editors use it to denote adding a space.
In the early days of the internet, chatroom users referred to the symbol as a “hash,” a word borrowed from programmer culture. That’s where Messina was inspired to repurpose it on Twitter. Since then, the term hashtag has dominated modern popular lexicon.
What is the purpose of a hashtag?
Given the sophistication of today’s social media algorithms, it might be difficult to remember the chaotic social feeds of the early 2000s. Users had limited control over what content they saw, and were frustrated by too many uninteresting or irrelevant posts.
Hashtags were invented to help bring order to the social media user experience. Hashtags group together similar conversations to help people find content that matters to them. Once a hashtag is published, it becomes a clickable, searchable link. For example, when you click on #SummerVibes on TikTok, you can see all videos published on the platform using that hashtag. You can also see the top videos and overall popularity of the hashtag.
What is a hashtag used for?
While organizing feeds was the original purpose of hashtags, their use case has evolved. Now, they empower users to amplify their message. Hashtags have become so powerful they can be the spark that ignites social movements (example: #MeToo, #BlackLivesMatter).
Hashtags aren’t always a force of social change—some viral hashtags are just plain fun. Like #Gentleminions, a TikTok challenge turned cultural phenomenon that led to record-breaking box office numbers for the Minions franchise. For brands, hashtags can help social marketers reach niche audiences and build community.
According to Messina, “Many more people are interested in finding their community—or growing the one they already run. Hashtags provide a tried and true method across nearly every social media platform.”
Hashtags also help social marketers create viral campaigns, increase brand awareness and reach their business goals. Despite the benefits of hashtags, some marketers are unsure how to use them strategically. For example, if your goal is to reach a specific audience, adding popular hashtags (example: #ForYouPage) to your posts might cast too wide of a net and fail to connect you with the right people.
To perfect the art of hashtagging, you should conduct research, use hashtags thoughtfully and analyze your results.
1. Find the right hashtags #ForYou
Just because a hashtag is popular doesn’t mean it’s the right fit for your brand. Before using a new hashtag, determine your goal (example: increased engagement).
After you have an endgame in mind, start digging into hashtag research. Begin by natively researching existing popular and relevant hashtags across apps. Use these hashtag types for inspiration: Product or service (example: #Pretzels)
Industry or community-specific (example: #BookTok)
Timely or seasonal (example: #NYE)
Location (example: #Dublin)
Acronyms (example: #SMMs) To take it a step further, turn to tools like RiteTag or Sprout Social’s Listening features to identify related keywords and hashtags already associated with your brand. You might discover creating your own branded hashtag is the best way to reach your goals. Branded hashtags increase visibility, clicks, mentions and overall reach.
For most brands, using the right mix of popular, niche and brand-specific hashtags is the sweet spot for discoverability and engagement. Above all, it’s most important to identify hashtags that will help your brand stand out from your competitors and contribute toward your unique goals.
2. Use #relevant hashtags in your social content
Once you identify which hashtags you’re going to use, it’s time to start adding them to your content. With hashtags, the general rule of thumb is less is more. Avoid stuffing your posts full of hashtags. Not only could this deter people from reading your message, it could also lead the social platform to categorize your posts as spam.
In general, stick to a few hashtags that are relevant to or describe your post. To determine exactly how many hashtags you should use, follow the best practices of each social platform. Keep reading to learn more about platform-specific best practices in the next section of this article.
When you write your copy, customize your hashtag placement according to each platform’s guidelines. Keep in mind that hashtags are hyperlinks. Adding them to the bottom of your captions, descriptions or posts works best to prevent people from clicking away.
3. Analyze and report on your hashtags’ #progress
Tracking your hashtags is the most critical thing you can do to make sure they’re impacting your social performance. Monitor key metrics on a regular basis, including: Popularity: How many people are using the hashtag?
Reach: How many people see the hashtag you’re using?
Interactions: How many people engage (like, share or comment) with posts that include the hashtag?
Users: Who is seeing the hashtag? You can find some of this data in the native apps. If you want to automatically generate and visualize it in one place, use a tool like Sprout Social.
In Sprout, there are multiple ways to track the performance of your hashtags. For example, you can use Listening to find out how frequently people are talking about your topic, what related terms they’re using and the sentiment around the topic. Use data to determine which hashtags work well and which ones don’t. Continue to experiment and test new tags to avoid using the same hashtags on every post—this could register as spam. Instead, keep your best performing hashtags on rotation and try out new ones often. When using hashtags across your social presence, don’t take a one-size-fits-all approach. Tailor hashtagging to suit each platform. Here are up-to-date hashtag best practices you can follow to supercharge your content and grow your reach.
How to use hashtags on Instagram
According to Instagram’s Creator Community, IG users should “think of hashtags as a tool that provides context about your post and supports delivering content to people who are interested in a particular topic.”
The Creator Community also lays out these guidelines: Only use 3-5 hashtags at a time
Use hashtags in your posts, comments and Stories
Only use hashtags relevant to your community and brand How to use hashtags on Facebook
Facebook has steered away from giving explicit best practice advice since introducing hashtags in 2016. This has led some brands to shy away from using them, while others include them in every post.
Based on our research, follow these steps to make hashtags on Facebook work for your brand: Only use 1-2 hashtags
Use hashtags in your posts, comments and Stories
Use timely hashtags since many users turn to Facebook for news and events How to use hashtags on TikTok
Some cite TikTok as the ultimate hashtag success story. And there’s no denying the impact hashtags have on growing your reach in the app.
To help your TikTok grow to its fullest potential, use these hashtag best practices: Only use 3-5 hashtags
Use hashtags in your videos and Stories
Stay on top of emerging, trending hashtags and use them thoughtfully
Avoid using #ForYou, #FYP and #ForYouPage. If you do use them, proceed with caution. How to use hashtags on Twitter
Hashtags are baked into Twitter’s DNA. Twitter users turn to the platform to catch up on what’s happening and hashtags make finding the latest content easy. Twitter makes it even easier by displaying trending hashtags and keywords on the homepage. Use these hashtags tips to help your content perform well on Twitter: Only use 1-2 hashtags
Use hashtags in your Tweets, Retweets and Replies
Use community-focused hashtags (example: events, conferences, holidays)
Join current conversations by using popular hashtags and jumping on trends (if it’s a good fit for your brand) How to use hashtags on LinkedIn
LinkedIn users follow and interact with hashtags that are relevant to their job or industry. Tap into your audience’s go-to hashtags when creating your social content. LinkedIn is also a great place to roll out your branded hashtags, and encourage your team members to use them too.
When using hashtags on LinkedIn, consider these best practices: Only use 2-3 hashtags
Use hashtags in your posts and on your company page. Note: Hashtags in comments or articles don’t show up in people’s feed.
Mix well-known and niche, branded hashtags How to use hashtags on YouTube
Use hashtags on YouTube to help people find your videos. Hashtags boost your discoverability and organize your channel, which encourages viewers to stick around.
To encourage more video views, optimize your hashtag usage with these guidelines: Only use 3-5 hashtags per video
Use 1-2 hashtags in your title and the rest in your description How to use hashtags on Pinterest
Pinterest helps create a personalized experience by sorting all Pins into categories. People look for “pin-spiration” for everything from holiday decor to muscle cars, so adding niche hashtags to your posts make it easier to reach the right audience. Use these hashtag tips to help your Pins be seen by your intended audience: There isn’t official Pinterest data to support the number of hashtags you should use. Use your own discretion and, remember, less is more.
Use timely hashtags since users are often on Pinterest to gain seasonal ideas
Make sure your hashtags are relevant to your Pin Hashtagging examples to spark your next big idea
Now that you know how to use hashtags across platforms, here’s our round up of the best ways brands and creators use them.
1. Reference an internet trend
When Casper heard about #GoblinMode—the latest internet trend that celebrates lazing around—they quickly got in on the fun. As a brand known for selling state of the art mattresses, rest and relaxation is part of their ethos. If you see a new trend that aligns with your brand, use it to inspire your next Tweet. Don’t forget to use the trending hashtag.
2. Use a hashtag for your Q&A
Orgain hosted a live Q&A event and posted their responses to Twitter using #OrganicSummer. The hashtag made it easier for their audience to follow along and engage with their content. It was general enough that it reached a lot of people, but specific enough to attract the right audience. Are you hosting or participating in an event soon? Be sure to use that event’s hashtag in your promotional content. If there isn’t a hashtag yet, create one.
3. Combine branded and general hashtags
Jenna Kutcher, host of the Goal Digger podcast, is known for her online marketing savvy. In her LinkedIn posts, she uses hashtags that are specific to her brand (example: #GoalDiggerPodcast) and general hashtags her audience might use (example: #Entrepreneurship). If you’re looking for inspiration for your branded hashtag, consider using the name of an existing campaign, tagline or content series your brand currently uses. The keywords are already associated with your brand, so they’ll be a natural fit.
4. Tag your location
Myles Apparel knows their customers are just as nature-obsessed as they are. Which is why tagging their Instagram images with #Donner makes sense. Donner Summit, California, is a highly-Instagrammable location made for outdoor enthusiasts. If you’re at a location that’s significant to your audience, add it to your post or Story as a hashtag.
5. Celebrate a lesser-known holiday
During high volume holidays, you will compete for your followers’ attention with many other brands. To stand out, take a page from HBR Ascend’s playbook and celebrate lesser-known holidays with your community. Review this list of holidays and add them to your content strategy this year. Extra points if the holiday is related to your brand, industry or community—the best hashtags are relevant ones.
Start using hashtags in your content strategy
The hashtag isn’t dead. In fact, it’s more vital to the success of your content’s performance than ever. By delivering content with the right hashtags, you can forge relationships with your community, build brand awareness and reach your goals on social—and beyond.
Need help determining which hashtags are right for your brand? Use this worksheet to uncover the hashtags that have the greatest impact on your content. Source link

El pasatiempo más popular de este verano no son los deportes ni las cenas en el patio. Gracias a BookTok, está leyendo.
Has leído bien. TikTok ha hecho que la lectura sea certificada e innegablemente genial.
Si se ha estado desplazando a través de sus feeds y preguntándose cómo todos supieron recoger una copia de «It Ends With Us» de Colleen Hoover o «A Court of Thorns and Roses» de Sarah J. Maas, no se preocupe. Sigue leyendo para obtener más información sobre cómo TikTok está dando forma a la industria literaria y qué pueden sacar las marcas de esta subcultura en tendencia. Que es BookTok?
BookTok es una subcultura de TikTok donde los amantes de los libros hablan sobre los libros de los que no pueden dejar de hablar.
En TikTok, #BookTok tiene más de 61,9 mil millones de visitas, con algunos videos individuales que alcanzan más de 100 mil me gusta. Este bombo tampoco es exclusivo de la red. A partir del 17 de julio de 2022, diez de los 15 libros incluidos en la lista de libros más vendidos de ficción comercial en rústica del New York Times son recomendaciones #BookTok. BookTok ha revitalizado las industrias editorial y de venta de libros al permitir que una nueva generación de lectores comparta recomendaciones sin el respaldo de un medio de comunicación o una columna. Ahora, cualquiera puede tener el poder de hacer volar un libro de los estantes y las marcas están tomando nota.
Cómo se promocionan 3 marcas recomendaciones populares de BookTok en Tik Tok
Los libros populares de BookTok son una gran oportunidad para las marcas literarias. Vendedores, editores, clubes de lectura e incluso autores están aprovechando la subcultura para atraer nuevos fanáticos con el último cambio de página. Así es como lo están haciendo posible.
1. BookTok de Barnes and Noble: El verano en que me puse guapa de Jenny Han
Si estaba en la escuela secundaria a principios de la década de 2010, probablemente vio que un grupo devoto de fanáticos de la ficción para adultos jóvenes (YA, por sus siglas en inglés) transmitía este título en su salón de clases. Gracias a la reciente adaptación de la serie de Amazon Prime TV, la novela es más popular que nunca en BookTok.
“The Summer I Turned Pretty” es un romance juvenil que sigue un verano fundamental en la vida de Isabel Conklin. La novela y la adaptación televisiva sobre la mayoría de edad capturan maravillosamente las vibraciones de esos últimos veranos entre la infancia y la edad adulta.
Combina perfectamente con una tendencia de TikTok que inspira a los usuarios a reflexionar sobre verdades personales intercaladas entre dos oraciones no relacionadas. BNBuzz, la cuenta oficial de TikTok de Barnes and Noble, aprovechó esta oportunidad para analizar con empatía por qué este libro continúa resonando entre el público adolescente más de una década después de su publicación original. TikTok combina un audio de tendencia con un tema que actualmente está ganando popularidad, creando algo que es oportuno y fácil de identificar para los lectores más jóvenes.
2. Penguin Random House BookTok: Lapvona de Otessa Moshfegh
Otessa Moshfegh es una de las favoritas de BookTok. En 2021, su novela «Mi año de descanso y relajación» se convirtió en un éxito de TikTok que definió la estética, lo que inspiró a nuevos fanáticos a analizar sus otros trabajos con entusiasmo.
Los lectores habían estado contando los días hasta que pudieran tener en sus manos su lanzamiento más reciente, «Lapvona», desde agosto de 2021. Cuando los populares BookTokers comenzaron a compartir las reacciones iniciales para avanzar en las copias de lectura, la emoción aumentó a nuevas alturas.
El editor de la novela, Penguin Random House, aprovechó este aumento en las conversaciones con un buen concurso de redes sociales a la antigua. El sorteo fue sencillo. Para participar, los usuarios debían compartir su propio TikTok explicando por qué debían recibir una copia del libro. Esta convocatoria de contenido generado por el usuario inspiró a bastantes TikTokers a compartir sus bibliotecas de Moshfegh, promoviendo aún más publicaciones de Penguin Random House en el proceso. @urbabykenz ottessa moshfegh es la guardiana de mi alma; toda la esencia de mi ser. Estoy delirando con o sin ella, pero necesito desesperadamente que respire #lapvonagiveaway ♬ sonido original – 777 3. BookTok del club de lectura de Reese: Siete días de junio de Tia Williams
«Siete días de junio» se publicó durante el verano de 2021 y se ha mantenido como un pilar de #BookTok desde entonces. Los TikToks que hablan sobre la novela han superado los cinco millones de visitas y los BookTokers no pueden dejar de hablar de ello. Es un éxito respaldado por varias personas influyentes literarias, incluida Reese Witherspoon.
Reese’s Book Club es un club de lectura mensual dedicado a elevar las historias centradas en las mujeres. “Seven Days in June” fue la selección de junio de 2021 del club, que brinda a los lectores un mes de contenido exclusivo, desde entrevistas con autores hasta listas de reproducción inspiradas en libros.
Este contenido no perdió fuelle una vez que finaliza el mes. La cuenta de TikTok del club de lectura de Reese reutilizó clips de entrevistas exclusivas para celebrar el lanzamiento en rústica de la novela. La reutilización del contenido puede mantener su agenda de TikTok repleta de contenido que aparece en la página Para usted y en los corazones de los seguidores potenciales.
Lo que otras marcas pueden aprender del éxito de #BookTok
En la superficie, las tendencias en esta subcultura pueden parecer exclusivas de las marcas en el espacio literario. Sin embargo, nunca debes juzgar un libro por su portada. TikTok es un excelente lugar para encontrar y conectarse con su audiencia de nicho, sin importar en qué industria esté trabajando.
Si usted es una marca de artículos para el hogar que busca sacar provecho de #CleanTok o un minorista de artículos para niños que intenta ingresar a #MomTok, aquí hay algunas cosas que puede aprender del auge de BookTok.
Cuente con los creadores para liderar el camino
Cada subcultura TikTok tiene su propio círculo de celebridades de Internet de nicho. En BookTok, estos creadores publican reseñas, memes, observaciones y más.
Penguin Random House aprovechó esto al contratar a dos creadores de contenido, @kimmybookss y @balloonbreath, para crear contenido personalizado para su canal. Esto lleva su asociación un paso más allá de la colaboración en contenido patrocinado. En cambio, estos creadores están completamente incorporados a la estrategia de contenido de marca de Penguin Random House. La estrategia TikTok de Barnes and Noble también se acerca a los creadores de una manera única. En lugar de buscar en sus feeds la próxima estrella de TikTok, buscan en sus tiendas. Varias ubicaciones de Barnes and Noble administran su propia cuenta TikTok, promocionando contenido específico para sus tiendas. Una ubicación de Barnes and Noble en Westminster, Colorado, tiene más de 30 000 seguidores, lo que convierte al personal de la tienda en creadores experimentados por derecho propio. Si bien cada escenario es único, juntos prueban que el lugar de un creador está en el asiento del conductor. Si desea acceder a una subcultura TikTok, debe darles espacio para liderar el camino.
No tengas miedo de mantenerlo informal
Si busca entre los videos de tendencias en #BookTok, verá muchas recomendaciones dadas al ritmo de audios populares, chats de cámara frontal e innumerables memes literarios. Todos tienen una calidad natural que encaja perfectamente con el ambiente informal de TikTok. Como vendedor, es tentador querer publicar solo imágenes pulidas y aprobadas por la marca en todas las redes. En TikTok, debes intentar hacer las cosas de manera diferente.
El secreto para volverse viral en TikTok no se descifrará con un costoso software de edición de video. Suelta las riendas y apóyate en la experimentación para obtener victorias más rápidas.
Consejo profesional: El hecho de que un TikTok se vea fácil no significa que sea fácil de hacer. En realidad, incluso el TikTok de apariencia más orgánica puede tomar varias tomas para hacerlo bien. Si está creando contenido para su marca, dese tiempo para probar, error y editar. Si eso no se ajusta a su horario, entonces puede considerar subcontratar a un creador.
Cree caminos fáciles para comprar
El camino hacia la caja está plagado de obstáculos y distracciones. Para mantener a los BookTokers en el camino correcto, minoristas como Barnes and Noble y Books-a-Million crearon secciones específicas de #BookTok en sus sitios web. (Fuente: Barnes & Noble)
Estas páginas de destino guían a los lectores a sus destinos previstos rápidamente para una conversión más fluida al finalizar la compra. La página de destino de Books-a-Million BookTok incluso ordena los libros según las tendencias, lo que está ganando terreno y el género.
Cualquier minorista que haya tenido un despegue de producto en TikTok puede aprender de este juego. El interés del consumidor es poderoso pero fugaz. Asegúrese de que su negocio esté listo para capitalizar cada oportunidad dando a los artículos aprobados por TikTok su propia ubicación fácil de encontrar en su sitio web.
Traiga experiencias en línea IRL Es oficial: «As Seen on TV» ahora es «As Seen on TikTok». Su sitio web no es el único lugar que necesita una sección de «Tendencias en TikTok». Las marcas que administran ubicaciones físicas pueden apoyarse aún más en la exageración social mediante la creación de pantallas dedicadas a los artículos que son tendencia en la red.
Si quiere hacer un esfuerzo adicional, siga el ejemplo de Barnes and Noble y use TikTok para atraer seguidores a su tienda. Su asociación de verano con la red alienta a los BookTokers a comprar libros populares de BookTok y leer junto a sus creadores favoritos para una experiencia combinada en línea y fuera de línea.
Piérdete en un buen BookTok libro
BookTok puede presentarle su próxima lectura favorita. También sirve como una lección de marketing significativa: es posible que la comunidad TikTok de su industria ya esté disponible. Solo tienes que mirar.
Si necesita un punto de partida, consulte este manual sobre las tendencias que están dando forma a TikTok. Estará en camino de encontrar el nicho de su marca en muy poco tiempo. Source link

En el mercado de rápido movimiento actual, es más crítico que nunca que las marcas sean ágiles y resistentes frente a la opinión pública desfavorable. Con ese fin, reunimos un puñado de ejemplos exitosos de comunicación de crisis y los sintetizamos en una lista de lecciones que los especialistas en marketing pueden aprender de ellos.
¿Por qué es importante aprender del trabajo de otros? Bueno, porque las probabilidades de que algo similar le suceda a tu empresa son bastante altas. Y la mayoría de las empresas no están preparadas para responder con eficacia.
En respuesta a una encuesta realizada por Edelman, el 80 % de los ejecutivos dijeron que sentían que nunca ha sido más importante desarrollar resiliencia en sus organizaciones. Sin embargo, menos de la mitad dijo que sus empresas estaban preparadas para responder rápidamente a una crisis.
Para las empresas envueltas en escándalos, la recuperación puede llevar tiempo; El 30% de los miembros de la junta dicen que la reputación de sus empresas se recuperó en menos de un año después de una crisis de marca, mientras que el 16% dijo que la recuperación tomó cuatro años o más. Piense en el daño que podría ocurrir en ese período de tiempo.
La mejor apuesta de su marca es adelantarse a cualquier problema futuro creando y probando de manera proactiva un plan integral de gestión de crisis que incluya una guía sólida sobre la comunicación.
¿Qué es la comunicación de crisis?
Antes de continuar, analicemos qué significa realmente “comunicación de crisis”. Simplemente, la comunicación de crisis es un método para compartir información destinado a mejorar la percepción pública de la marca frente a un escándalo u otro evento negativo. Es un brazo de una estrategia eficaz de gestión de crisis y, por lo general, involucra varios equipos internos (comunicaciones corporativas, relaciones públicas, redes sociales y legal para comenzar) que colaboran a través de varios canales, incluidas las propiedades sociales, web y de correo electrónico de la empresa.
La importancia de una comunicación de crisis sólida
Pocas empresas establecidas han escapado a la atención no deseada que proviene de una crisis de marca. El diferenciador real entre las marcas que se recuperan de estos eventos y las que no se reduce a la efectividad de su comunicación de crisis y qué tan bien es recibida por el público. De hecho, el 41 % de los consumidores dice que volvería a una marca que se disculpa y admite sus propias irregularidades.
Si (y, más probablemente, cuando) se produzca una violación de la confianza del cliente, es fundamental abordarla adecuadamente para evitar las peores consecuencias posibles, que pueden incluir impactos negativos en: Reputación de marca a corto y largo plazo
Precios de las acciones (para empresas públicas)
Lealtad y abandono de clientes
Ventas e ingresos
Satisfacción de los empleados y rotación El papel de las redes sociales en la comunicación de crisis
Las redes sociales juegan un papel importante en la comunicación de crisis, pero no deberían ser el único canal en el que las empresas comparten sus mensajes. Como ocurre en la mayoría de los casos, las redes sociales deben usarse para ampliar la información clave, monitorear el sentimiento de la marca y aumentar el acceso de los clientes a la empresa en tiempos de crisis. Hoy, 21 de junio de 2022, Cloudflare sufrió una interrupción que afectó el tráfico en 19 de nuestros centros de datos. Esto fue causado por un cambio que formaba parte de un proyecto de larga duración para aumentar la resiliencia en nuestras ubicaciones más concurridas. Esto es lo que sucedió: https://t.co/Hb7lRJ2ND6
— Nubeflare (@Cloudflare) 21 de junio de 2022 De hecho, las redes sociales en sí mismas son una fuente común de crisis de marca, por lo que es importante asegurarse de que la estrategia de comunicación de su empresa incluya detalles específicos para manejar estos eventos y sus consecuencias.
Ejemplos exitosos de comunicación de crisis de los últimos cinco años
En los últimos años, las marcas se han enfrentado a una serie de crisis externas fuera de su control (la pandemia de COVID-19, el malestar social, las tensiones geopolíticas, etc.). Sin embargo, una gran cantidad de marcas también se han enfrentado a las ramificaciones de la mala conducta o la negligencia dentro de sus propias organizaciones, lo que, en muchos casos, puede ser incluso más perjudicial.
Todos hemos visto los titulares sobre escándalos de marcas y los intentos de las empresas por recuperar su reputación. En algunos casos, estas historias incluso cuentan historias de estrategias de comunicación de crisis mal concebidas que no lograron mejorar la situación o incluso la exacerbaron.
Si bien ciertamente hay lecciones que aprender de estas debacles de relaciones públicas, tal vez haya aún más para aprender de las respuestas exitosas. A continuación, compartimos algunos ejemplos relevantes de comunicación de crisis de los últimos cinco años y ofrecemos conclusiones clave para las marcas.
La respuesta de Slack a una interrupción (2022)
En febrero de 2022, se produjo una interrupción generalizada en Slack, una aplicación de mensajería en línea, durante la cual muchos usuarios no pudieron acceder a la plataforma. Finalmente, el problema se remonta a un cambio de configuración, que provocó un aumento repentino de la actividad en la infraestructura de la base de datos de la empresa.
En su página de estado, Slack publicó actualizaciones periódicas durante el evento de cinco horas para mantener a los usuarios informados sobre su progreso hacia una solución e incluso señalar los pasos en falso que cometieron en el proceso. Estos mensajes, publicados aproximadamente dos veces por hora, detallaban de manera transparente los esfuerzos de la empresa para restaurar el acceso total a todos los usuarios. También usaron Twitter para comunicarse con los usuarios en un tono auténtico pero de disculpa (ver más abajo).
Lección para las marcas: Sea lo más honesto, transparente y accesible posible. Cosas que aprendimos el 22-2-22: los martes pueden ir de dos maneras, dos respiraciones profundas pueden hacer que una situación sea más manejable, dos cabezas piensan mejor que una y estamos doblemente agradecidos por su paciencia durante la interrupción de hoy, no dos maneras al respecto.
— Slack (@SlackHQ) 22 de febrero de 2022 La situación de la oruga peluda de Aldi (2021)
Aldi, una cadena de tiendas de comestibles alemana, cometió otro paso en falso cuando presuntamente infringió una marca registrada propiedad de la tienda de comestibles rival Marks & Spencer (M&S), relacionada con su pastel Colin the Caterpillar. Resulta que Aldi había lanzado un producto sospechosamente similar, llamado Cuthbert, en los meses anteriores.
Aldi lanzó una serie de tuits con el nuevo hashtag #FreeCuthbert, que fue tendencia número uno en Twitter en cuestión de horas. Los fanáticos de la marca (y del refrigerio) apoyaron a Aldi, retuitearon sus mensajes y expresaron su apoyo. Las vistas de videos generados por usuarios superaron los 30 millones. Al final, M&S y Aldi resolvieron el conflicto y Cuthbert permaneció en los estantes.
Lección para las marcas: Involucra a tu audiencia y utiliza las redes sociales a tu favor. Grupo Carrefour responde a la tragedia (2020)
A fines de 2020, un hombre negro de 40 años, João Alberto Silveira Freitas, fue asesinado por un grupo de guardias de seguridad blancos frente a uno de los supermercados brasileños de Carrefour. Los transeúntes en la escena tomaron videos del brutal ataque y los publicaron en las redes sociales, lo que provocó la indignación entre los brasileños y otros ciudadanos preocupados en todo el mundo.
Después del evento, la unidad local de Carrefour hizo una declaración diciendo que rescindirían su contrato con la empresa de seguridad y que tomarían acciones legales inmediatas contra ellos. Además, también prometieron revisar cómo se capacitó a los empleados y contratistas sobre seguridad, diversidad y tolerancia, y también cerrar la tienda por respeto a la víctima y su familia.
El presidente y director ejecutivo de la compañía fue más allá y dijo en un tuit: “Mis valores y los valores de Carrefour no permiten el racismo ni la violencia”.
Lección para las marcas: Garantice la visibilidad del liderazgo y refleje sus valores en todas las comunicaciones de crisis.
Escasez de pollo de KFC en el Reino Unido (2018)
¿No es irónico que un restaurante de comida rápida conocido casi exclusivamente por su pollo frito se quedó sin su producto homónimo? Eso es exactamente lo que sucedió en 2018 cuando el brazo de la cadena del Reino Unido experimentó problemas en la cadena de suministro que resultaron en la escasez de muchos de sus ingredientes clave y el cierre de 900 ubicaciones.
En respuesta, la empresa se apoyó en su irreverente voz de marca para burlarse de su propio paso en falso. Lanzaron una campaña impresa en la que sus cubos estaban etiquetados como «FCK» en lugar de «KFC» y recurrieron a Twitter para interactuar con los fanáticos que estaban molestos por perderse temporalmente su comida favorita.
Con titulares publicitarios como «El pollo cruzó la calle, pero no a nuestros restaurantes», KFC ayudó a los clientes a encontrar el humor en la situación y cambió efectivamente el rumbo del sentimiento público. El puntaje de impresión de marca de KFC, que cayó a -12 durante la crisis, ahora se recuperó a -1 (un punto mejor que antes del evento).
Lección para las marcas: No pierda de vista la voz de su marca durante las crisis. Tide navega por el desafío Tide Pod (2018)
Es difícil imaginar que alguien encuentre apetecible una cápsula de detergente para ropa Tide, pero cuando el desafío Tide Pod comenzó en YouTube, los adolescentes estaban siendo enviados al hospital a diestra y siniestra. En 2017, más de 200 adolescentes ingirieron una cápsula y alrededor de una cuarta parte de esos casos no fueron accidentales.
En respuesta, Tide lanzó una campaña a principios de 2018, en asociación con la estrella de fútbol Rob Gronkowski, diseñada para disuadir este comportamiento peligroso. Este es un ejemplo de libro de texto de comunicación de crisis bien hecha. Al apoyarse en el caché de un atleta conocido y admirado, la compañía esperaba cambiar la narrativa para hacer que el desafío Tide Pod pareciera tonto y poco atractivo.
Lección para las marcas: Cuando tenga sentido, asóciese con personas influyentes y celebridades. Mitigar las crisis de marca con un sólido plan de gestión de crisis
Cada uno de los ejemplos recientes de comunicación de crisis enumerados anteriormente ilustra un enfoque particularmente exitoso para la respuesta a la crisis que se puede replicar cuando otras marcas se encuentran en situaciones similares.
Si su empresa no cuenta con un plan de comunicación de crisis, podría quedar atrapado la próxima vez que surja un escándalo de marca. La guía de Sprout para desarrollar una estrategia de gestión de crisis puede ayudarlo a comenzar. Source link

The pandemic ushered in a new era where the virtual and physical worlds coexist, so it’s no surprise the metaverse has been a buzzword on the internet over the past few years. But what exactly is it? Is it Mark Zuckerberg’s latest big idea, or a techie’s newfangled dream? Or is it something brands can genuinely take advantage of?
The short answer is yes. The metaverse is projected to become an $800 billion market by 2024 and tech giants are already investing millions to make this dream a reality. Major companies and startups alike are becoming early adopters, collaborating with metaverse companies to create branded activations and more. If you’re reading this article, you probably want to learn more or are already thinking about joining the metaverse. Before you embrace these trailblazing opportunities, you should fully understand what the metaverse is and what it means for the future.
What is the metaverse?
Well, the metaverse is truly the stuff of your favorite sci-fi fantasy thriller coming to life. If you’ve ever watched Ready Player One or an episode of Black Mirror, you’ve probably seen some similarities to today’s metaverse. To put it simply, the metaverse is an all-encompassing term that refers to immersive, hyper-realistic virtual environments where people can interact via personalized avatars.
The term “metaverse” was coined in the 1992 novel, Snow Crash. The book described the metaverse as a digital world that exists parallel to the physical world, with the ability to visit virtual spaces at will. Talk about life imitating art, right?
The metaverse doesn’t refer to one singular type of technology, but rather a group of technologies that will shift how we interact online. The metaverse is part of web3, which is basically the next iteration of the internet. The internet we know and love today—social media, apps, live streams, e-commerce—is known as web2.
Web3 is also difficult for people to wrap their heads around because it’s complex and comes with its own set of jargon (blockchain, crypto, NFTs, etc.). In short, web3 is the decentralized internet. Instead of tech giants like Google or Apple controlling the internet, everyday users will own, operate and contribute.
Some proponents say the metaverse will mimic the physical world entirely and a new digital economy will emerge. Users will buy real estate, sell and own goods, host parties, educate scholars and even get married.
However, there are several types of tech that currently fall underneath the umbrella term. These include, but are not limited to, the following: Extended reality (ER) – another umbrella term encompassing virtual reality (VR), augmented reality (AR) and mixed reality (MR)
Virtual worlds created by metaverse users (e.g., Decentraland)
Massively multiplayer online games (MMOs), like Fortnite or Roblox
Decentralized autonomous organizations (DAOs)
Assets like cryptocurrency and NFTs (although some NFT advocates say otherwise)
Holograms
Video calls
Avatars
Digital and augmented reality concerts
Public blockchains
Photogrammetry – the process of creating digital 3D objects out of photos or video (e.g., Capturing Reality) Tech companies and enthusiasts have varying visions for metaverse technologies, along with nuanced opinions, because they’re still a work in progress. It can develop into something we can’t completely fathom because we’ve never seen it.
It’s like the early days of the internet and social media—we knew they were impressive innovations, but we didn’t know they would become an integral part of culture and business. These ideas swelled into something bigger than our imaginations and the metaverse is the same way.
Now that you have a general idea of the metaverse, let’s dive deeper into two key aspects of understanding the future: common traits of a metaverse and interoperability.
Who created the metaverse?
Although Meta (formerly known as Facebook) made the metaverse a household name, the tech company did not invent the idea. The road to today’s metaverse—and the one of the future—was paved by several different trailblazers far earlier.
As mentioned above, the term metaverse was coined in 1992 by Snow Crash and it features some spot-on predictions of Meta’s plans. Some technology described in the book already exists too. The main character appears as an avatar in the metaverse, which he accesses through goggles and earphones. That’s reminiscent of today’s augmented and virtual reality glasses/headsets, but there are differences as well.
Hyperlinks, e-mail, messaging, digital photography and video are some of the building blocks that led us to Web2. The metaverse’s foundation includes the birth of Bitcoin, virtual communities, MMOs and extended reality devices. These are some of the building blocks that led to companies announcing their plans for the metaverse in 2021.
What common traits do metaverses currently have?
The metaverse is multifaceted and multidimensional. However, some characteristics define a metaverse. Here’s what they are and what they mean:
1) A metaverse is always active
A metaverse doesn’t pause or end when you exit the platform. In a traditional video game, you can leave and return to where you left off. A metaverse is infinite, the world never stops, even when you go offline.
2) A metaverse exists in real time
Metaverses sync with time in the physical world. Conversations and actions can happen in real time, regardless of where you are in the community.
3) Metaverse users have agency
Users can explore a metaverse at their own free will. They have the freedom to do and say what they want. For example, in MMOs, various players can perform different activities at the same time.
4) A metaverse exists as its own universe
As a virtual world, a metaverse functions as its own universe, with unique features, frameworks and rules. For example, users can create, sell, own and invest on metaverse platforms. They are rewarded for their life in the metaverse, making the experience emulate the physical world even more.
5) User-generated content is valued in the metaverse
Users on metaverse platforms can create original content for others to enjoy. Remember that decentralization is a core component of web3, so user-generated content goes hand-in-hand with the metaverse. There are also online communities like Decentraland that were created by the users themselves.
5) A metaverse can exist across multiple platforms
Video games like Roblox and Fortnite are great examples of metaverses existing across several platforms. Players can enter these metaverses on a variety of devices such as PCs, tablets and smartphones. In the future, these various platforms will work together seamlessly, which brings us to one of the biggest challenges of the metaverse: interoperability.
The interoperable metaverse explained
Interoperability is a fancy word for the ability to take virtual items, like clothes or houses, from one metaverse platform to another. It refers to the systems, protocols, rules, applications and technologies that enable users to travel seamlessly between metaverses.
The interoperable metaverse is an extension of the vision Meta, Microsoft and others are pursuing to make a reality. However, transferring virtual items from one world to another is a complex task that no company has been able to address for several reasons.
This lends the question: How will we approach user interface and experience in a 3D world that runs parallel to the physical? And how do we achieve that if the technology and computing power required is something no one has ever built?
The metaverse itself isn’t one single product or system, but an interconnected system of technologies, platforms and products that requires a lot of computing and engineering resources. It also isn’t owned by one entity. Individuals and companies across various sectors will have to work together to reach interoperability. Companies will have to work with their competitors like peers as opposed to rivals.
Businesses will also have to consider how to remain profitable in a space catered to decentralization. Tech companies, in particular, will have to balance profitability with the resources required to reach this ideal metaverse—which could take several years. Meta announced in April 2022 that the groundwork for this to happen will be in place by 2030.
Interoperability is just one of the few hurdles that arise within metaverse discussions. But let’s look at the opportunities that already exist for brands in the near future.
The future of metaverse marketing
According to the Sprout Social Index™, marketers are the early metaverse adopters while consumers aren’t as eager. Overall, marketers are more likely than consumers to anticipate the metaverse and other emerging tech playing a role in their interactions over the next year. How to invest in the metaverse
Metaverse marketing allows you to tap into a niche audience, expand your brand’s reach and sell products in a new arena. The metaverse is still growing, but early investors are already seeing results in other ways.
More than two-thirds of marketers anticipate investing at least a quarter of their budget into metaverse tactics over the next 12 months, with 33% of marketers believing their brands are ahead of the curve for implementing AR/VR into their social strategy. The gaming industry is one of the first to take advantage. Fortnite and Roblox are some of the largest metaverses, offering brands the opportunity for impactful collaboration, especially those that target Millennials and Gen Z. You can use these existing environments to engage with your target demographic groups, all the while promoting your brand in an authentic way. Even though marketers are ready for the next big thing in tech, it’s important to strike a balance between meeting customers where they are and showing them what lies ahead in the future.
How to join the metaverse
There are several ways you can use existing technology to join the metaverse. If you want to experience the metaverse as an individual, consider investing in XR wearables such as Oculus Quest 2, Valve Index VR and Google Cardboard or Glass. These wearable devices offer a range of opportunities from gaming and entertainment to virtual workspaces.
Here are a few ways your brand can get involved in the metaverse: Engage on digital platforms such as Roblox, Fortnite, Decentraland, Meta Quest 2 and Sandbox
Connect with customers via metaverse elements such as NFTs and virtual events
Create engaging content users can unlock through NFTs or mini-games
Share thought leadership content via avatars on metaverse platforms
Build immersive experiences for your audience
Tie your metaverse activations to real-world efforts (e.g., physical merch, prizes) Many companies are already hosting brand activations in the metaverse, so don’t hesitate to research and explore existing environments to help brainstorm metaverse ideas for your brand.
Brand activations in the metaverse
Here are a few examples of brands who have joined the metaverse:
Gucci
Gucci’s clothing isn’t the only part of the brand that’s fashion-forward. The luxury fashion house has done several activations in the metaverse over the past two years. In early 2021, the brand released the Gucci Virtual 25, a digital sneaker that can be worn in AR or through apps like Roblox and VRChat.
The sneaker release was followed by Gucci Garden on Roblox, where players purchased exclusive designer pieces, like the Gucci Dionysus Bag with Bee. This bag was resold for over $4,100 worth of Robux, Roblox’s in-game currency, surpassing the cost of the actual physical bag. The virtual garden was a complement to a real-world installation called the Gucci Garden Archetypes, located in Florence, Italy.
The brand launched its latest metaverse activation, Gucci Town, in June. Gucci Town is a permanent space in Roblox where players can learn more about the brand, and express their style through virtual outfits. From a marketing perspective, Gucci is sending a message about their brand: They are trendsetters in every sense of the word. They’re unafraid to reach audiences, experimenting with new ways to meet customers in every space they interact. Gucci is just one of many fashion brands taking advantage of the metaverse. The first virtual fashion week took place in early 2022.
Dolce & Gabbana
Along with Gucci, Dolce & Gabbana is one of the many fashion brands taking advantage of the metaverse. The fashion brand has a partnership with UNXD, a NFT marketplace for digital luxury and culture. In March 2022, Dolce and UNXD announced the highly anticipated launch of the DGFamily NFT community. DGFamily features three digital boxes that also serve as membership to the Dolce & Gabbana NFT universe. Members receive digital, physical and experiential perks, such as exclusive wearable drops.
The boxes were sold blind, so buyers did not know which box they received until after the NFT was minted. Out of the 5,000 boxes created, 4,835 were launched. There were several notable buyers including Danilo S. Carlucci, CEO of MorningStar Ventures, and Ivan-Soto Wright, the CEO and Founder of MoonPay.
Although this idea of a two-dimensional membership and blind purchasing may seem absurd at first, the online hype illustrates a clear interest. According to data from Sprout’s Advanced Listening tool, from January 1, 2022 to June 30, 2022, the DGFamily NFT community earned 98% positive sentiment and over 848,000 total engagements on Twitter.
Dolce is yet another example of how creative industries will take up space within the metaverse.
Blavity
Blavity became an early adopter of the metaverse in 2020 after the pandemic hit, pivoting away from the media company’s annual in-person professional conference, AfroTech. Instead of canceling the event altogether, the company saw it as an opportunity to address Zoom fatigue and low engagement.
Blavity partnered with eXp World Holdings to create a fully customized virtual space, AfroTech World. AfroTech World featured everything from the in-person conference—prizes, workshops, pitch competitions, guest speakers, performances and expo halls. The inaugural conference was so successful, the brand decided to continue offering a digital experience. AfroTech 2021 incorporated in-person happy hours and events in several cities across the US.
Between the 2020 and 2021 conferences, the brand experienced a significant increase in attendance and revenue. Not only were people willing to pay more for tickets to the metaverse, but attendance surpassed the 2019 in-person conference. In 2019, about 10,000 people attended while 15,000 attended in 2020. Over 16,700 attended both in-person and metaverse events in 2021. More sponsors advertised in AfroTech 2021 too, so total sponsorship revenue was up year-over-year as a result.
Vans
Vans is a prime example of using the metaverse to truly connect with your target audience. The skateboarding apparel brand created Vans World, a skatepark on Roblox, where players can learn new tricks, buy gear and earn Robux. One of Van’s core demographic is 13- to 35-year-olds, so its metaverse activation is truly a masterclass in collaboration. The virtual skatepark has welcomed over 48 million visitors and the brand is generating revenue from the sale of its virtual apparel. Megan Thee Stallion x AmazeVR
Grammy-award winning artist Megan Thee Stallion, joined forces with AmazeVR for a VR concert tour titled, Enter Thee Hottieverse. The “hottieverse” is a reference to her fan base, who she calls the “hot girls and boys.” She’s a self-proclaimed nerd known for setting trends and milestones within the music industry, so making the metaverse part of her tour is authentic to her personal brand. The VR concert featured a half-hour of Megan performing, and was held in movie theaters across the country. The first leg of the tour quickly sold out after it was announced in early 2022. Several other musical artists have dabbled in the metaverse as well, including Ariana Grande and Travis Scott, who hosted concerts in Fortnite. Earlier this year, Fortnite allowed players to earn skins (digital clothing) of Silk Sonic. Coca-Cola
Coke merged the metaverse and physical world with its limited edition flavor, Coca-Cola Zero Sugar Byte, inspired by the digital space and gaming. The soda can is pixel-laden, with designs forming the shape of the iconic Coca-Cola logo.
Zero Sugar Byte was available exclusively online in the US, but some international locations had retail launches. Pixel Point, another space on Fortnite, allows players to experience the drink in the metaverse through mini-games. Fans can also scan a Sugar Byte package to access an AR game. This multi-dimensional drink is just one of the beverage brand’s many metaverse activations. For example, they also offered an NFT collectible last year.
Limitations and opportunities within the metaverse
These activations are great examples of brand marketing in the metaverse. But there is much more to consider before integrating it into your strategy.
There’s a reason why pioneering sci-fi novelists like Octavia Butler and Isaac Asimov warned us of the woes of futuristic technology. The metaverse comes with a heap of data, privacy and security concerns.
Any new tech innovation requires more security measures, but the metaverse will demand new methods for data privacy and protection. For example, personal verification could require more user data, increasing privacy risks. Some experts are concerned about the metaverse being used as the ultimate surveillance tool. And if something happens in the metaverse, what are the legal ramifications in the digital and physical worlds?
Along with interoperability and privacy concerns, there are also some hardware limitations. Many VR and AR glasses/headsets are bulky and still come with accessibility issues, such as motion sickness. If the hardware isn’t accessible, it will be difficult to guarantee everyone can participate, which defies the goal of decentralization.
However, with limitations comes opportunity. Video games and virtual worlds are easier to build and design, and XR wearables come in a range of price points (so they’re becoming more affordable). By 2024, there will be an estimated 1.7 billion augmented reality user devices globally. In a study from the Pew Research Center and Elon University’s Imagining the Internet Center, 54% of experts said that the metaverse will be more refined, immersive and a well-functioning aspect of daily life for half a billion people or more globally by 2040.
The metaverse as a muse
In a way, the metaverse is an emulsion of culture, art, fashion, entertainment and technology. It’s still blossoming, but there’s an opportunity for brands to curate some impressive opportunities. Don’t be afraid to get creative and experiment. After all, the metaverse was birthed from imagination. Make the sci-fi pioneers proud.
To learn more about the data behind the metaverse, emerging technologies and the future of social marketing, download the Sprout Social Index™. Source link