04Jun 2017 by Bob Cargill

How to Use Instagram Stories for Brand Storytelling

Branding, Business, Instagram, Marketing, Social Media
Now that social media is such a mainstay in business, those of us in the advertising, marketing and PR industries are realizing just how much time and talent it takes to succeed on these digital communication channels. We’re seeing for ourselves that there are no shortcuts to success in this space, not to mention that even a massive budget won’t be able to offset the deficits of a product or service that’s not up to par. For strategists and practitioners, agencies and clients, it’s certainly not an easy pill to swallow. Social media has leveled the playing field on which companies and consumers engage, making it easier than ever for a brand’s weaknesses to be exposed. It might be an understatement to say that audiences can be fickle on Twitter,…
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16May 2017 by Bob Cargill

Seven B2B Marketers Rocking It On Social Media

Branding, Marketing, Social Media
The difference between B2C social media marketers and those on the B2B side of the fence is like the difference between hard rock and classical music. You might think of the B2C peeps as the cool kids, loud and proud. Members of the B2B crowd wear suits and speak softly, often stiltedly. While the former wouldn’t hesitate to experiment with Facebook Live or Periscope, the latter may be reluctant to share even pre-recorded video, never mind a live stream. Yup. It wouldn’t be an exaggeration to say that businesses that use social media to market to other businesses are usually quite buttoned up, restrained and cautious. Those businesses that are marketing to consumers on these very same channels, not so much. That doesn’t mean all B2B marketers are afraid to…
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30Apr 2017 by Bob Cargill

Five Ways President Trump Takes Advantage of Social Media

Branding, Marketing, Social Media
I didn’t vote for him last November. There was no way this registered Democrat from the blue state of Massachusetts would check that box. But I have to give him props for his tweets. How a 70-year-old-man who just so happens to be the President of the United States uses Twitter more effectively than many businesses, brands and marketing professionals, I’ll never understand. It’s true, though. Not that he isn’t sometimes impulsive and insulting on social media, but the President is using these channels – mainly Twitter, but also Facebook, Instagram and Snapchat – the way they’re supposed to be used. Yup. If nothing else, President Trump has got it all going on when it comes to social media. He’s conveying his honest feelings, like them or not, directly to…
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10Apr 2017 by Bob Cargill

Five Great Storytellers on Social Media

Branding, Business, Marketing, Social Media
What would we do without social media? Seriously, do you know how little trust consumers have these days in advertising, marketing and PR? Not to be the bearer of bad news, but people really don’t believe many of our taglines, headlines, subject lines and claims to this, that and the other thing anymore. Especially millennials. But they do believe what we say on social media. Well, not everything we say there. To be fair, the writing has been on the wall about traditional media for a long time now. As authors Rick Levine, Chris Locke, Doc Searls and David Weinberger said in their landmark book, The Cluetrain Manifesto, around the turn of this century... “Corporate firewalls have kept smart employees in and smart markets out. It’s going to cause real…
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19Mar 2017 by Bob Cargill

Don’t Think Twice About Doing Video on Social Media

Branding, Business, Marketing, Social Media, YouTube
Andy Warhol was right when he said, “In the future, everyone will be world-famous for 15 minutes.” On second thought, maybe he was putting it too mildly. The future has arrived, and thanks to social media everyone now has the opportunity to be famous for an indefinite period of time, not just 15 minutes. Look at Casie Neistat. Or King Bach. Then there’s Amber Mac. Kim Garst. And Jay Baer. I could go on and on. Funny. Serious. Amusing. Smart. The list of people who have become famous thanks to the emergence of social media is as long as it is varied. Each of these people has done what every corporate brand and business should be doing on YouTube, Twitter, Facebook and the like. They’ve leveraged both written and visual…
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26Feb 2017 by Bob Cargill

10 Mistakes Businesses and Brands Make with Social Media

Branding, Marketing, Social Media
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is almost not an option anymore. But what about businesses and brands that can’t afford to advertise on Facebook, Twitter, LinkedIn and the like? Not everyone is willing, never mind able, to carve out the budget necessary to keep their content in front of a critical mass of relevant followers on a regular basis. Those organizations can be particularly creative or incredibly persistent, but the most effective strategy they can embrace may be to get all hands on deck in the form of an employee advocacy program. Of course, to go in this direction, every team member needs to be on board with their new tack, despite an abundance of…
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05Feb 2017 by Bob Cargill

Cats, Dogs, Brands and Social Media

Branding, Business, Marketing, Social Media
It was absolutely hilarious, if you ask me. It was just a few weeks ago, on a Tuesday night (October 4). Two men vying for the second highest office in the land, Mike Pence and Tim Kaine, were debating each other before an audience of millions and frankly, I couldn’t wipe the smile off my face. I was looking at a Facebook Live video being broadcast on The Late Show with Stephen Colbert’s Facebook page that was showing the television broadcast of the event. However, in front of the screen was a large pen full of cute, little kittens divided by two separate carpets, one red and the other blue, with a box of kitty litter in the middle labelled, “Undecided.” I was literally laughing out loud. If you’re looking…
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07Jan 2017 by Bob Cargill

Paying to Play on Social Media

Branding, Business, Marketing, Social Media
Rumors to the contrary, it’ll cost you if you want to run a successful social media program. It’ll cost you both time and money, not to mention all the skills and experience you’ll need to help ensure a positive outcome. Sorry to be the bearer of bad news, but there is no more gravy train when it comes to social media success. There is simply too much competition among businesses and brands for eyeballs and wallets for any of these channels to be able to afford to give you a free ride. Organic reach has declined precipitously. Algorithms rule. You’ve got to pay if you want to play – and win – on social media. Seriously, have you looked at the statistics lately? Unless you’re paying to promote them, you’re…
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09Dec 2016 by Bob Cargill

Six Reasons Why Direct Marketers Should be Swooning Over Social Media

Direct Marketing, Marketing, Social Media
I’m not going to lie. I get it. I really do get it. As someone who earned a livelihood for many years writing copy almost exclusively for direct mail and email, I totally understand why some dyed-in-the-wool direct marketers are still on the fence about using social media. Tweeting, blogging and sharing selfies on Instagram just doesn’t have the same appeal to them as launching one of their own targeted, timely campaigns with a strong offer geared toward a qualified audience to which quantifiable metrics can be applied. They’re concerned about ROI and reputation. They’re afraid of the risk. I understand. I feel their pain. After all, I had the same questions and doubts myself when I began blogging in 2004. I wondered how social media was going to blend…
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