​Your personal brand is represented online, whether you know it or not. You need to review two types of data to ensure your digital presence reflects a positive image: active and passive data. Active data includes things you intentionally share, such as social media posts and other online content. Passive data, on the other hand, consists of information you may leave behind unintentionally, like your browsing history. Regularly reviewing your online brand is essential, and while it can be time-consuming, it's important to remember that the internet never forgets. Here are some tips to help you regularly check and manage your personal brand online:

As a social media marketing professor, I've observed how social media can shape opinions and social change. One of the most critical aspects is the representation of diverse voices and perspectives. In today's globalized world, businesses need to recognize and celebrate this diversity in their social media content.
​
The Importance of Diversity in Social Media Content
Diversity in social media content goes beyond surface-level inclusion. It's about reflecting the real world, where people from different backgrounds, cultures, ethnicities, genders, sexual orientations, and abilities coexist. When businesses embrace diversity, they not only broaden their appeal but also build deeper connections with their audience. Here are some reasons why diversity is crucial in social media marketing:

1. Reflects Social Realities: By showcasing diverse voices, brands can create content that mirrors the world around us, making their platforms more relatable and authentic.
2. Fosters Inclusivity: Inclusive content makes people feel seen and valued, leading to stronger brand loyalty and a sense of community.
3. Drives Innovation: Diverse perspectives can inspire creativity and innovation in content creation, helping brands stand out in the digital environment.
4. Enhances Brand Reputation: Companies that prioritize diversity and inclusivity are often viewed more favorably by consumers, positively impacting their brand reputation.

Promoting Inclusivity and Social Justice Through Social Media
Businesses have a unique opportunity to use their platforms for good by promoting inclusivity and social justice. Here are some ways they can do this:

1. Amplify Diverse Voices: Give a platform to underrepresented groups by featuring their stories, experiences, and perspectives in your content.
2. Collaborate with Diverse Creators: Partner with content creators from various backgrounds to bring authenticity and fresh perspectives to your campaigns.
3. Educate Your Audience: Use your platform to share educational content about social justice issues, highlighting the importance of diversity and inclusion.
4. Support Social Causes: Align your brand with social causes that promote equity and justice and use your social media channels to raise awareness and support for these initiatives.
5. Practice What You Preach: Ensure that your internal policies and practices reflect your commitment to diversity and inclusion. This authenticity will resonate with your audience.

Conclusion
In conclusion, the representation of diverse voices and perspectives in social media content is critical. As brands continue to navigate social media marketing, they must prioritize inclusivity and social justice in their content strategies. By doing so, they can contribute to a more equitable and inclusive digital world.
As we move forward, let's remember that diversity is not just about checking a box. It's about embracing human experiences and using our platforms to amplify voices that have long been marginalized. In the end, a commitment to diversity and inclusivity is not just good for business; it's good for society.

​Thanks for reading.  Let me know if you have any questions or additional tips!
Kellie Emrich
Follow @thesocialprof on Facebook

Its always a good time to evaluate your social media marketing strategies. Conducting a regular social media audit can greatly contribute to successful marketing strategies. In this blog post, we'll delve into the significance of this audit and offer guidance to prepare your social media strategy for success.  

1. Ensure BRANDING consistency on social media platforms 
Evaluate the consistency of each platform by confirming that it aligns with your existing branding standards. Elements such as profile pictures, bio/descriptions, logos, banners, hashtags, and messaging all play integral roles in shaping your brand identity, and these are the aspects you should focus on. Transfer social media URL Links, Images, and Descriptions to a Spreadsheet for a Holistic Brand Consistency Check. 
Download my checklist for optimizing social media profiles

2. Evaluate the effectiveness of your social media CONTENT.
Identifying top-performing posts and content themes. Analyze their success factors to formulate a plan for incorporating similar content in 2024. Simultaneously, assess underperforming content and decide whether to exclude it from the 2024 strategy or find ways to enhance its performance. 

​In today's highly competitive job market, establishing meaningful connections is essential. LinkedIn plays a pivotal role in shaping your personal brand and initiating or advancing your career. However, I've observed that many LinkedIn profiles don't fully harness the platform's potential.  ​An unoptimized LinkedIn profile can limit your discoverability and cause you to miss out on valuable opportunities. That's why I'm thrilled to find a resource that offers instant suggestions to enhance a LinkedIn Profile: https://resumeworded.com

​Resume Worded utilizes AI-powered technology to provide you with invaluable insights, complete with illustrative examples. This tool assists you in showcasing your accomplishments and skills, selecting the right structure and formatting, and avoiding common mistakes. This can significantly increase your profile's visibility to relevant connections. To get started, the tool offers a free trial, allowing you to upload your LinkedIn profile twice for feedback. I recommend taking advantage of this free feedback opportunity.
​
For those seeking additional assistance with their resume or LinkedIn, Resume Worded offers paid packages starting at just $19 per month. It's a worthwhile investment in your career advancement and personal branding efforts. But, the free access is enough to receive valuable feedback for anyone to improve their brand on LinkedIn..

I initially had hesitations about using Chat GPT because I found it mysterious and somewhat scary to hear about its capabilities. Also, as a big picture type of person, I needed to understand the industry of artificial intelligence and where Chat GPT came from before I would feel comfortable using the tool. After conducting some research, I was able to answer the questions I had and feel more confident in using Chat GPT. My hope is that my research can also benefit others who may have similar concerns. I also will tell you about a great place to use Chat GPT and it's not where you think!​

Where does Chat GPT come from? ​
Chat GPT was created by a business called OpenAI started by a group of entrepreneurs, including Elon Musk back in 2015.  The stated mission of OpenAI is the research, development, and commercialization of artificial intelligence.  Artificial intelligence (AI) is the ability of a machine to simulate human intelligence. 

OpenAI started as a nonprofit but eventually a for-profit subsidiary was created.  Microsoft is now a major investor in OpenAI Global LLC (the name of the for-profit company.) Several versions of Chat GPT were created before it was released to the public in November of 2022.  New versions continue to be released.  

Things to consider when using ChatGPT 
Protect Sensitive Information: Never input sensitive data into ChatGPT, as it is a third-party service that may store data for AI training purposes. This could potentially violate privacy regulations like the GDPR. 
Fact-Check: Always fact-check the information generated by ChatGPT, as it may not be entirely accurate. Treat its output as a rough draft. ​

        In the ever-evolving landscape of social media, new platforms are constantly emerging to capture users' attention and reshape the way we connect online. Meta, the parent company of Instagram, has recently launched Threads, an app designed for sharing text updates and participating in public conversations. Surpassing all expectations, Threads has an impressive user base of over 100 millio, cementing its position as the fastest-growing online platform in history. This remarkable achievement has even outpaced the growth of ChatGPT, the renowned OpenAI chatbot that took two months to reach the same milestone.

     To join Threads, users are required to sign up using their Instagram accounts. This seamless integration allows their profile details and follow lists to be automatically populated within the app. Unlike Twitter's real-time, reverse chronological timeline, Threads feature an algorithmic feed reminiscent of Facebook and Instagram. Additionally, the app expands users' content exposure beyond accounts they follow, enhancing unforeseen discovery.
        For the time being, Threads is exclusively available on mobile devices, reinforcing its commitment to a mobile-first experience. Furthermore, the platform takes a notable departure from Twitter by intentionally avoiding the promotion of hard news or political content. Instead, Threads focuses on fostering conversations around personal interests and shared experiences.
        Similar to Twitter's defining format, Threads limits posts to a concise 500 characters. However, it distinguishes itself by enabling users to include links, photos, and videos of up to 5 minutes in length. Furthermore, Meta envisions expanding Threads' compatibility with open and interoperable social networks, envisioning a future where the app seamlessly integrates with various platforms.

​In the ever-evolving social media landscape, nonprofits should stay abreast of the latest trends to effectively engage their audience, raise donations, and advance their causes. This article highlights six key social media trends that nonprofits can leverage in 2023 to maximize their impact:

Kellie Emrich, DBA
https://www.linkedin.com/in/kellieemrich/

Follow @thesocialprof on Facebook for more social media marketing tips

In 2023, social media listening and research have become indispensable tools for businesses and individuals seeking to thrive in the digital landscape. The ability to tap into the vast sea of online conversations and extract meaningful insights is a game-changer. By leveraging social media research, businesses can shape their strategies, forge meaningful connections with their audience, and adapt to the ever-evolving digital realm.
The power of social media listening and research lies in its ability to unravel the nuances of consumer behavior, identify market trends, and stay ahead of the competition. As we embrace the possibilities of 2023, let us harness the power of social media to unlock insights that will guide us

Follow @thesocialprof on Facebook for weekly social media marketing tips.

  In the digital age, harnessing the power of online platforms is crucial for nonprofits to expand their reach and maximize their impact. While many organizations focus on creating a strong website and social media presence, leveraging your Google profile can also be a game-changer. In this Blog, I will explore how you can effectively use your Google profile to support and promote your nonprofit, helping you connect with a wider audience, gain credibility, and drive meaningful engagement.

1. Utilize Google My Business

Google My Business (GMB) is a powerful tool that allows businesses, including nonprofits, to manage their online presence across Google Search and Maps. By claiming and optimizing your nonprofit's listing on GMB, you can increase your visibility and improve your chances of being discovered by potential supporters. Ensure that your GMB profile contains accurate information, such as your organization's address, hours of operation, and a detailed description of your cause. Encourage your supporters to leave reviews, which can boost your credibility and attract more people to engage with your nonprofit.
      2. Share Compelling Content and Updates
​Your Google profile provides an excellent platform to share compelling content and inform your audience about your nonprofit's activities and achievements. Utilize the "Posts" feature on your Google profile to share news, success stories, upcoming events, and volunteer opportunities. Regularly update your profile with fresh and engaging content to captivate your audience's attention and foster a sense of community. Consider integrating multimedia elements like photos and videos to make your posts more visually appealing and shareable.

For weeks now, I have been reading the recent blog posts and articles about digital trends for 2022. Many platforms have their agendas, but five consistent trends have appeared in all these recent publications.  Here I will summarize what I read and provide ideas on how to include these trends in a Marketing Strategy.  

1. A continued increase in Videos with more demand for live video.  You will also see an increase in gaming and the metaverse and not referring only to Facebook.  The METAVERSE refers to the virtual world of augmented reality, virtual reality and 3D holographic avatars and video that create an environment where people work, play, and socialize.         
​Action: 

• Add videos to content strategy, live videos a plus, and be creative with the way you are presenting your videos.
• Keep learning about the Metaverse and be aware of how this digital trend develops over the course of 2022.

          Learn more about the Metaverse

s2. Social commerce will continue to grow.  Social commerce gives retailers a way of getting their product/service in front of potential customers through social networks like Instagram, TikTok, and Facebook.  Many retailers say large increases in revenue after opening up Instagram Shops and even larger increases with Livestreams.  Rob Illidge, CEO of social media agency Social Republic, stated consumers spend three times longer watching live videos than pre-recorded visual content.  Many platforms are quickly developing Shoppable Livestream solutions for businesses. Livestreams have also gotten a boost from the pandemic by offering a safe alternative to in-store shopping.         
​Action: 

• Don’t jump into Shoppable Livestreaming without a plan.  Read about the different livestream options from different platforms and strategically integrate this solution into your strategies.

• Facebook Shoppable Livestreaming
• Instagram Live Shopping

3. Sustainability and DEI.  Research shows that Sustainability and DEI have become increasingly important to consumers.  Consumers are switching to brands that reflect their wallet.
Action: 

• If you do not already have add core values and a DEI statement to your overall branding statements.  Make these transparent to the consumer on your website and marketing materials. 
• Demonstrate these statements through actions like to partner with a nonprofit or donating a portion of your time or revenue.

4. Integrating data collection methods that prioritize Consumer Privacy.  Many marketers do not realize that your audience is owned by Facebook, Twitter and Instagram or any other social media platform.  In addition, Google is getting rid of third-party cookies after 2022. 
Action:

• Be transparent about security and privacy in all digital media.
• Collect data directly from customers so you own the data - surveys, emails, website forms

5. E-commerce, New ways to Pay for Purchases like cryptocurrency, PayPal, and Venmo. Customers are looking for convenient options when they hit “buy now” or “donate now” for nonprofits.  Cut down on the number of clicks and offer flexibility for different types of consumers. 50% of consumers will abort their purchase if they don’t see their preferred payment system available (https://blog.saleslayer.com/)
Action:

• Implement multiple payment options for customers

      In order of volume of use, these are the most popular payment methods worldwide:

1. Digital wallets (Paypal, Venmo, Alipay)
2. Credit and debit cards (Visa, MasterCard)
3. Bank transfers
4. Virtual cards and currency
5. Coupons and store gift cards

Kellie Emrich, DBA
Social Media Marketing Professor
www.thesocialprof.com

​ 1. Know the problem you are solving for the audience. - Your content should be about the customer and what information they need. Not about your business and what products or services you are providing. Know the type of content that fits your buyer persona and write the content to them.
2. Use headings and subheadings – Have an eye-catching heading at the top. Then, create subheadings to break up every 1-3 paragraphs.
3. Use images – One image at the top and another 1-3 images throughout the content. But, make sure each image is relevant and adds to the content.
4. Keep paragraphs short, on average, 4 sentences. – Stay away from a long paragraph, instead break into 2 or 3 paragraphs. Readers tend to lose focus during longer paragraphs
5. Create lists or bullets where possible. - Readers enjoy looking at and reading a list or a set of bullet points instead of ideas separated by commas. Break processes up into steps and use bullet points to summarize a topic.
6. No underlining in your content, use bold or block quotes. – On the web, underlining text makes readers think there is a link.

Good luck on your writing journey. It's not easy, but nothing worth doing ever is.

Kellie Emrich, DBA
​

If you do not have a strategy to monitor your brand online, then someone else will do it for you. Imagine a negative comment, a question, or a review online about your business that you or not aware of. 82% of consumers read online reviews for local businesses. 84% of these consumers trust online reviews as much as personal recommendations (https://www.brightlocal.com). Social media is an amazing marketing tool, but you must monitor the conversation because there will be one whether you are controlling it or not. Protect yourself by incorporating Brand Monitoring into your strategy.

​Be a brand that is quick to respond and a trusted resource in your industry.  Remember, if you do not take control of what people are saying about you then someone else controls your image.  

Kellie Emrich, DBA
Follow @thesocialprof on Facebook

​Promoting content the right way can help you work more efficiently. After all, you spent a ton of time creating content why not make sure the right people can see your content. Social media provides a source to immerse your business with an audience. Creating engagement has proven to be the key to an effective promotional strategy. This is why social media marketing is important for small businesses.

​​With 3.2 billion worldwide social media users (Source, Statistica) even a fraction  of that audience can benefit from your business.  To increase engagement you need to promote your business on social media consistently and creatively. Promoting your content with these tools for social media marketing can engage an audience and providing value where others cannot.  Here are techniques to help you promote your content.

Many social media organizations are providing small businesses with Free Resources that are extremely helpful during these times of social distancing. Often these resources are expensive or did not exist before. Now, is an excellent time for business to utilize these resources to improve and develop marketing efforts.  I will keep the list updated as additional resources become available. Follow my Facebook Page for these updates.

These are challenging times for marketing on social media. But there are opportunities to grow, develop skills and engage with customers to become stronger when this crisis is over. Together we can make these challenges opportunities.

Social Media Resources Available to Small Business

• Facebook Digital Gift Cards – Facebook is offering a way for businesses to conveniently put gift cards for their business online and promote them through your networks.
• Facebook Grants – Facebook is offering different grants for small businesses, for a business operating at least a year and have between two and 50 employees can apply to receive grants from Facebook’s $100 million funds.
• #givingtuesdaynow - #givingtuesday an event held in December, has created another event for March 5, 2020.  They have provided Nonprofit Businesses Resource to help with promotions.
• https://brandmatch.adroll.com/ - Research a partnership with another business that is like-minded and could create a profitable relationship to help promote your business.
• https://www.gofundme.com/f/smallbusinessrelieffund
• Grant Space offers a comprehensive list of grants offered for Covid-19 Relief
• Hootsuite social media monitoring platform is offering FREE pro services through July 1
• Uber Suggest Keyword Research Tool
• LinkedIn Free learning courses that provide tips on how to stay productive, build relationships when you’re not face-to-face, use virtual meeting tools and balance family and work dynamics in a healthy way. Follow LinkedIn Covid-19 Resource Page
• ​Constant Contact Resources  - Small Business Support Kit, Including daily webinar for email marketing

Additionally, there are numerous resources on how to optimize social media during COVID-19. What should you say or not say in social media marketing?  What are some ideas small businesses can accomplish during business closures? There are some themes that I see repeatedly. I have combined these with my findings into four essential tips to keep in mind in your social media marketing.  These tips will help you generate ideas and create focus in your current marketing efforts.
​
1. Do not stop communications on social  media: Increase communications that align with the goals and aspirations of your audience.

• Post about the human side of your business.  For example, a weekly “meet the staff” feature or create a short behind the scenes video
• Ask for User Generated Content. Photos and videos of your product in action or something purely for entertainment, customers with more time on their hands could be more likely to engage with you.
• Develop a downloadable guide or provide a resource to help keep kids busy like a downloadable coloring book or activity
• Add a sign-up form to your posts or website Not only does it help you keep folks in the loop about any changes to your hours or product availability, but it’s also a great way to increase your email list for future promotions.
• Provide special discounts and offers to your customers
• Implement a referral rewards program

2. Be sensitive to the new normal in your posts, but do not dwell on the topic. Offer sympathy and empathy from your customer’s viewpoint, not only the views of your business.

• Think about what your customers value during this difficult time, like reducing anxiety, reducing risk, and feeling safe.
• Ask yourself how people can leverage their current situation and come up with ways to apply your knowledge. ​

3. Understand your audience better.  Not only in more normal times but understand their thoughts and challenges during these critical times. Marketing relies on empathy, which in turn relies on understanding an audience. Now is an excellent time to take a step back and re-acquaint yourself with your customers.

• Revisit the demographics of your audience like age, gender, and location, and ask yourself why is this important and what does it mean to your business.
• Research your customer’s thoughts and feelings.  Put yourself in your customer shoes, are they now dealing with working from home? Are they trying to keep kids busy now that schools are closed? Are they trying to stay fit and healthy while in quarantine?
• Are there any new opportunities to share your product in different ways with different people? How might you have to adjust to meet the needs of your customers right now.​​

4. Take more time to listen on Social Media - Join groups and follow influencer's on social media that offer resources for your business.  Be active with the group by engaging with comments and suggestions.  Do not sell your product or service, but do provide evidence that you are an expert in your area and provide value.  How to find groups on Facebook 

Kellie Emrich, DBA
Professor of Marketing
@thesocialprof

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Imagine a news feed filled with inspirational messages, information about your hobbies, or resources on what matters to you. With a little more paying attention this is how social media can transform for us.
​
Now is an excellent time to pay more attention. Often in our journey on social media, the endgame always seems to be gathering attention. People drop out of the game because there is so much attention seeking.  However, social media offers this great benefit that many are not utilizing. Think about all the people and information accessible via these social platforms. Try diverting your focus to using social media to pay more attention, observe, and learn. 

For small business owners, now is the time to get online and listen. Find out about your customers and what motivates them, the information they seek, and the struggles they encounter. You can learn ways to engage with customers by paying attention, then provide the information and knowledge they crave. Want to get started in the process? Read more here.

​How Do We Pay More Attention?
The search box on many social media platforms is like Google. You can use these search boxes to discover groups and pages you want to follow. There are plenty of groups and pages out there about almost anything. I have joined many groups and followed many profiles and pages on subjects I enjoy. Start with Facebook, the largest social media platform. My newsfeed on Facebook includes information about my hobbies and things I want to learn. Instagram is educational content and inspirational posts. Want to customize what you see on your Facebook newsfeed? -  Facebook newsfeed preferences.

I taught my daughter how to do this on Snapchat, her favorite social platform. The search box in Snapchat is in an area called Discover. To find Discover on Snapchat, swipe from right to left on the camera screen. You can use the search box to see stories and pages, then subscribe to what interests you. She has benefited from several resources for her learning and hobbies. 

​My Hard Truth About Paying Attention?
One day, my daughter asked me to take her out to buy a trash can. However, we have plenty of trash cans in our house, so there was no need to buy a new one. She told me it was for a new idea she had. She’s quite crafty, you see. I fell for it, and we visited three stores to find the perfect trash can. While we were still in the store, she started taking pictures of her newly named trash can Tim, placing Tim on a chair or between stuffed animals. I had no idea why she was doing this, but I helped her find fun spots to take pictures of Tim.

Later, she told me it was her new idea for social media. Apparently, some of her friends were receiving hundreds of likes for various activities they were participating in, so she wanted a similar experience. Her ideas were to bring a trash can into her life and go on adventures with it, like learning to ride a bike, and take pictures of these escapades. In sum, my daughter wanted the same attention she thought all her friends were receiving online.  I knew I had to quickly change this way of thinking.

In short, social media is a great tool if you are paying attention rather then trying to get attention.  In a world where we are home and need positive images, changing our mindset is a great start. Focus for the sake of focusing, without desiring anything else.
​
Want to learn about social media marketing and how to make it work for you?  Follow @thesocialprof on Facebook.

Enjoy!
Kellie Emrich
@thesocialprof

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There is one concept in the world of social media marketing that proves to be the key to marketing on social media. Businesses who learn this concept state their social media marketing finally improved. Without this knowledge, no amount of time, money, utilizing new trends or modern techniques made much of a difference. What made a difference was making this shift in thinking about attracting customer. Get ready to learn something that will change your marketing for the better.

the Customers do not want to know about what is going on with your business. Customers want solutions and information.  Customers do not care about your events, photos, or sales pitch. Customers care about learning and finding content to solve problems. The key to social media marketing is to provide content that fills the needs of the audience. The goal of social media marketing is not to talk about your business, not to sell, and not always posting updates or pictures. The goal of social media marketing is to find an audience, provide the information they are looking for, and solve their problems.

Look at an example - A dance studio utilized many social media accounts. The business was posting pictures at events, key dates, and sales ads. They were posting beautiful images and advertisements that very few engaged with. All this effort and social media accounts were not growing or generating more sales or website visits.  Until the strategy changed and became more about what the audience wanted to learn. So the business did research(social listening) and made some key changes that focused more on content. The research led to learning about the audience and what they wanted to learn. The new posts were short instructional videos and photos, how to's, and infographics. Consisting of teaching trendy dance moves and videos to get in shape. They also shared tips to be more flexible and how to use dance to relieve stress. These ideas came from social listening and focusing more on information for the audience. Yes, you do want to eventually sell to the audience, but only at the right time. With social media, 20% is selling, and the other 80% is content. Once you have an engaged audience and built trust, then talking about your business and selling a product or service can be useful.

Think about it, digest and use it. - The goal of social media marketing is to find an audience, provide the information they are looking for, and solve their problems.  Doing this is not easy and finding the right audience and content takes time and patience.  Starting with this concept in mind will ensure a more success social media marketing strategy.  

Please comment here about how you will use this concept.  Or, if you already do tell us how you have utilized content in your marketing.  Follow me on Facebook for weekly marketing updates.

​

Dr. Kellie Emrich, DBA
Professor of Marketing
The Social Prof

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​Would you want a salad without dressing? What about watching a basketball game without a referee? How about social media marketing without analytics?  The answer is No.  Without analytics, you would not understand if a strategy is working.  There are numerous resources out there, and it can be confusing.  Keep it simple to start and build as you learn. Be sure to start by defining your social media goals.  Examples include brand awareness, brand loyalty, generating leads, or customer service. Below is a summary of some of the most popular goals for social media and what key indicators you could use.

The great news is that each platform makes this data easy to find and track at no cost. Finding analytics on each platform is a little different.  Here are some of the most common platforms and where the platform keep analytics.
Twitter – Find analytics on the Twitter analytics dashboard
Facebook – Find analytics on the Insights tab.  These are only available on a Facebook Page (not profile) after receiving 30 likes.
Instagram – To see Instagram analytics, you need a business account and 100 followers. Each of your posts will show “view insights” to click on and you can see how each post performs. You can also look at all analytics by clicking in the upper right corner icon, then insights.

SEM Rush is my favorite analytical tool that I do pay for because I find the resource beneficial.  You can analyze data in more detail and bring in your website data and SEO. Also you can view audience behaviors, track competitors, keep up on keywords, keep up on trends and do social media listening.  ​

I suggest downloading some of your key analytics and keeping the data in one excel file or workbook.  This allows you to prioritize key performance indicators and not get overwhelmed with the amount of data each platform gives you.

Likes on social media is a measurement that many of the the platforms talk about removing.  Instagram has been removing likes for public view in other countries and is starting to do the same in the US.  The reasoning is to reduce social anxiety.  Click on the social prof facebook page below and look for the recent post on this topic.  Vote for if you agree or disagree and in the comments state why you voted the way you did.

I know I say it often when talking about social media marketing, and here I go again, no selling your product or service on a blog. For marketers, I know that it is tricky. Consumers go to blogs for information, not to see advertisements. Too much selling can diminish the value of a brand. Instead, offer knowledge while building trust and respect. 
 
That’s not to say we do not provide links or offers. The key is providing an abundance of information, so your potential audience clicks through to your business to find more. For all content marketing outlets on social media, stick to an 80/20 Rule. Provide content 80% of the time, sell 20% of the time.
 
Always have these five tips in mind – 

1. Write to solve problems for the audience – Write from the customer view point providing information and unique solutions that your customer craves. Do the research necessary to learn about your potential audience and what content they are craving. 
2. Use How To, List Posts, and Infographics frequently – Keep blogs short and straightforward, reading more like bullet points than a report with paragraph after paragraph. 
3. Have a catchy Headline – You are passionate about your topic, the audience should feel that same enthusiasm. Your potential customers will not keep reading if they do not see benefits. A title might not come at first, be willing to revise and improve your title as you are writing your blog. 
4. Edit and Revise – We are not all writers making this essential. Here are some proofreading tips 

• Use my Editing Cheat Sheet - I use this to go over all of my writing to improve words or phrases. 
• Grammarly is an excellent tool for extra help with grammar and punctuation. 
• Read Writing backward sentence by sentence. 
• Of course, an editor is always good if we have one or can afford one.

   5.  Add links to your website, landing page, or store – Using your blog to get website traffic is ok. Be sure you  have relevant information or offer promotions.

Dr Kellie Emrich
@thesocialprof
www.thesocialprof.com

Content marketing is about telling a story that builds relationships and identifies you as a potential guide to solve problems.  Telling stories can transform information into solutions and show we care about helping our audience. 

“Developing the content in our content marketing strategy is developing the stories of us. It’s the big ideas that we represent. It’s the differentiated experiences we want to create. It’s what we REALLY do for a living. For better or worse — it’s that simple.”  Content Marketing Institute

Not all of us are storytellers.  I had to go out and find help.  The best resource I found was from 
 https://www.mystorybrand.com/ created from the book “Story Brand” by Donald Miller. 
The story brand template on the website offers a great way to get started with storytelling.  Fill in the blanks with his prompts and it will make you think creatively and start to generate a story from your ideas.

Key Points I learned from using the Story Brand Template

• You are not the hero the audience is. You want to be the guide to the story.
• Don’t sell to early provide a process to create trust
• Show Don’t Tell
• Be patient you will not create a story in one sitting
• Explore different mediums like video, infographics, Facebook live, Instagram stories
• Start to create your story AFTER you have done research and created your buyer personas

Here are some examples of effective brand story telling
​
 Airbnb - https://www.facebook.com/watch/?v=10153215613209727
A rather massive brand that has taken the world by storm settles into an amazingly powerful bit of storytelling, and shows the rest of the world how it’s done. Airbnb felt that telling a story that was simply inspirational was surely the best way to get people feeling emotions and buying into the brand it had created. And it worked.

Honorable Mention: Google is Telling a story, literally
Google don’t really have to market anymore, they are simply working on ways to keep their fans happy. And this video is a perfect version of that.

Good luck with your storytelling and please let me know if you have any other ideas or resources to help create stories on social media.
Dr. Kellie Emrich @thesocialprof

After reading this article take a shot at creating your own Buyer Persona.
blog.hootsuite.com/buyer-persona/

I love these infographics that explain how to create compelling posts on each social media platform.  Each platform is just a little bit different, so it is essential you know how to create engaging posts for each one.  After reading and researching articles like this, I have found three specific details that should be in every social media post.
 
1.  2-3 Hashtags - You might have one branded hashtag, but then you want to research 3-4 other hashtags.,  Be sure to use more specific hashtags instead of generalized hashtags. (An example of a hashtag that is very general is #socialmediamarketing a better hashtag could be #socialmediaforentrepreneurs)
 
2.    A Call to Action – The information you provide should be so exciting that your audience wants more.  Be sure to provide links that continue your audience to explore your business further. Examples – subscribe here, join our community, book today, get more information, risk-free quote
 
3.    Use Keywords and Trigrams – Be sure to do keyword research.  These are terms your audience uses on the internet to find information. Including keywords in your post will help you be found on social media.  Trigrams are three-word phrases that are the most powerful phrases on social media.  The chart below was taken from Steve Rayson’s research on 100 million headlines.

Taking the time to create meaningful posts can help to generate engagement and interest for your product or service.  Also click on the You Tube video below to learn how to create your own Infographics for your website or social media platforms.