Content Curation Archives

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This content makes some informative conclusions on the content curation approach.

We know our content creates awareness—but does it drive revenue? In this post, we’ll share three techniques to set up your first social media test. These techniques are based on what we learned from our customer, eHarmony.

In this piece we’ll cover:

  • How testing revealed eHarmony’s most profitable type of social content
  • How to test your social content in three steps
  • Tips for your first A/B test

How testing revealed eHarmony’s most profitable type of social content

eHarmony is the No. 1 trusted online dating site for singles for a reason: their match-making algorithm works. They also know how to improve campaign and marketing performance.

With testing, eHarmony tracks and improves content based on how people respond in clicks and conversions. “We have a longer funnel in a crowded and highly competitive market,” Kerianne Mellott, the Director of Social Media at eHarmony tells us. “Once you decide that eHarmony is a match, you take our relationship questionnaire and then subscribe. We’re challenged to find our target audience on social media and get them to click through to subscribe.”

Small tests allow eHarmony to segment their audience and find out what content performs best with who and why. Working with eHarmony’s IT department, Mellott integrated Hootsuite and Google Analytics with existing eHarmony code in order to monitor all data coming from social. By tagging all content shared from Hootsuite with UTM parameters, eHarmony can track multiple steps of conversions with analytics.  

“We know which ad or campaign they clicked on that landed them on to fill out our questionnaire and can track ROI easily,” says Shannon Gallico, the Social Media Specialist, at eHarmony.

Through testing, eHarmony discovered that “Powerful testimonials o

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Email Content Marketing: Examples and Tips

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Still one more outstanding short article on how to leverage content curation to offer your readers the best and newest info for your niche topic

Does your email content marketing get your communications opened? Use these examples and tips to improve your results.

The post Email Content Marketing: Examples and Tips appeared first on Heidi Cohen.

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We’ve been sending the same paper Valentine’s since the third grade. You know the ones: filled with hearts and cartoon characters (usually Snoopy). Don’t get me wrong, they’re great in their own way—cheesier than a large pizza and cornier than your favorite movie snack—but it’s about time they got an upgrade.

That’s why we gave classic Valentine’s a twist this year with a set of GIF cards sure to win the heart of any social media enthusiast. (Don’t worry, we kept the cheese in tact.)

Simply save and send—by text, email, or your social network of choice—to friends, family, non-annoying coworkers (and the annoying ones too, if you’re feeling generous), or that special someone.

Who’s your #HootSweetheart this Valentine’s Day?


Pinners unite

Facebook flirtations

Search engine romance

Social dating

Love in the time of MySpace

Passion for memes

The post Social Media Valentine’s Day: Romance with a Twist appeared first on Hootsuite Social Media Management.

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Here is a fantastic short article on content curation best practices

The GIF experts from GIPHY—the wildly popular GIF creation app and library—recently joined us for a #HootChat all about GIFs. Needless to say, it got animated.

For the uninitiated, GIFs are animated image files. Though they’ve been around for awhile, GIFs are back in style and brands are getting in on the action. If you’re new to the format, you can get a primer on GIFs—what they are, where to find them, and how to use them—in our comprehensive GIF guide.

There are two camps regarding the correct pronunciation of the term: soft “g” as in “giraffe” and hard “g” as in “garbage”. Those who pronounce it with the soft “g” (“jif”) do so because the format’s creator says that’s correct. Those who pronounce it with a hard “g” do so because of what the acronym stands for: Graphics Interchange Format. For the record GIPHY (pronounced with the hard “g”) sits firmly in the second camp.

However you pronounce it, there’s no denying that social media users love GIFs. And no one on the internet knows them quite like GIPHY.

3 insights about GIFs from GIPHY

1. Context is key

“GIFs allow us to express ourselves and relate with others in a fun way,” wrote the GIPHY team in a series of Tweets. “[But it’s important to] know the context of the GIF. Don’t use an inappropriate GIF for a ‘MONDAYS AMIRITE?’ post.”

The salient point here is that GIFs, like anything you post on social media, should have appropriate context. If they don’t, you may start running into problems.

For instance, maybe you’re sharing a post on Twitter and you want to spice it up with a nice GIF to catch people’s eyes as they scroll through their feed. You pop in a couple of keywords and bam! There it is: the perfect GIF. It says EXACTLY what you were looking for. There’s just one problem. You’re not sure what it’s from.

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Photo by BirgerKing

A lot of my work as a trainer is teaching senior leaders and staff to use social media and their online networks as part of their thought leadership, professional networking and/or to support the organization’s communications goals as an ambassador for the organization’s missions.     Adding social media and a powerful personal brand can be powerful networked leadership skill, but there is the huge challenge of making it a habit, putting it into daily practice.    Working online can contribute to the state of overwhelmed and distracted – so having attention skills is also a leadership competency.   This post provides some tips and techniques for tech wellness.

Why Working Online Can Be Distracting

Take a guess. Be honest. How long can you pay attention when working online before your mind wanders?    According to the Statistic Brain site list of attention span stats, in 2000 we had a 12 second attention span compared with an 8 second attention in 2013.   To put this context, a gold fish has an attention span of 9 seconds!    Attention span is the amount of concentrated time on a task without becoming distracted. Most educators and psychologists agree that the ability to focus attention on a task is crucial for the achievement of one’s goals. It’s no surprise attention spans have been decreasing over the past decade with the increase in external stimulation – social media, mobile phones, and the flood of online information.

What’s making our human brains like those of gold fish?  There is also so much information online that it is now measured in exabytes, which is equal to a quintillion bytes.    The creation and sharing of content on social media and social networks is accel

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I really like this blog’s technique to leveraging content curation for your material marketing technique

A whopping 87 percent of Australian companies think that social media provides a competitive advantage. However, they face a variety of challenges in harnessing that potential.

That’s just one of the findings from Hootsuite’s Australian Social Media Management Study which examined the perceptions and experiences of businesses using social media in Australia. We surveyed more than 100 executives and managers at businesses in various industries across Australia about their social media usage and challenges in 2015.

We found that content creation on social media platforms is the biggest challenge facing businesses in Australia, as cited by 30 percent of survey respondents. Other barriers include social media measurement (18 percent) and simultaneous content distribution across channels (15), among other issues.

For Australian businesses, brand awareness is key. A full 61 percent of respondents indicated that it’s their main social media objective. Other priorities included increasing brand loyalty (13 percent) and increasing sales (12 percent).

More than three quarters of respondents recognized the competitive advantage that social media provides for their businesses and 61 percent are looking at increasing their use of social media. The majority of respondents surveyed (58 percent) do not actively use a social media management system. This underscores the need for more education and resources to help Australian organizations tap into the full power of social media.

Facebook continues to lead the pack in terms of social network use for Australian businesses with 29 percent of respondents indicating that they use the platform to post content. Facebook is followed by Twitter (16 percent) and Instagram (15 percent).

The findings provide a lot of insight into the social media use of Australian companies. Roger Graham, Hootsuite director of growth and marketing, explained what the results mean: “Australian businesses

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Why You Need Facebook More Than Ever

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Right here is a terrific post on content curation best practices

Why you need Facebook more than ever? 3.5 Degrees Of Facebook Separation. Facebook connects with your audience and keeps them. Facts and data.

The post Why You Need Facebook More Than Ever appeared first on Heidi Cohen.

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How to Advertise on Instagram for Business

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Here is a great article on content curation best practices

Chances are, you’ve scrolled through Instagram on occasion and “liked” a photo, only to realize afterward that it was a sponsored post. I know that the first time I did this, I felt thrown off and almost as if I had been tricked. The idea of organically liking an advertisement was something that initially didn’t sit right with me, and I know I’m not alone in this sentiment.

However, I quickly realized that a beautiful image is a beautiful image, and if something on Instagram resonates, it simply means that the organization and/or brand behind it is doing something right. This, in itself, deserves recognition, and offers something for those thinking about Instagram advertising to aspire to.

Since Instagram altered its API this past August to allow for companies to schedule ad campaigns more easily and reach the over 400 million members of the Instagram community, advertising on the image-sharing platform is a no-brainer for many organizations. If you feel that your business could benefit from promoting on the platform but you don’t know where to start, we’ve put together the following guide showing you how to advertise on Instagram.

Why advertise on Instagram?

With your marketing strategy probably already laden with advertising initiatives, you might be questioning whether you want to add another social network to your paid promotional roster. However, there are more reasons than not to use Instagram to advertise your business. As our blog post “Everything you need to know about Instagram ads” shares, the main reason Instagram ads are so appealing to marketers is due to the platform’s demographics.

With teens and young adults the most highly targeted age bracket, “Instagram is considered the most important network by more American teens (at 32 percent) than any other network.” While this statistic would mean nothing if these were non-active, “Instagram’s per-follower engagement rate for brands is 58

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Orphan Content: Are You Throwing Away Your Budget?

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Are you creating orphan content? Orphan content is defined. 7 tips to avoid orphan content with examples to guide you.

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The work week after the Super Bowl has long been reserved for discussing the best and worst commercials of the night. But that’s only part of it. You don’t need a commercial to win the internet and advertisers continue to get creative. Rather than judging the best ad, let’s look at who created the most impact online.

Last year we were left discussing a dead Nationwide kid and a shark that couldn’t dance but stole America’s heart. So, what was memorable about 2016?

The most successful advertisement online wasn’t even a Super Bowl commercial. As usual, Budweiser had some of the most memorable commercials of the night, this year’s hottest new pet is a Puppymonkeybaby and the unofficial mascot of the night was a lovable lower intestine. Rumors are the Xifaxan mascot already has a show in development.

Social media is the water cooler now, in real-time. We crave the weird, the absurd, and the unexpected. Advertisers take notice. It’s not what you do in 30 seconds that matters, it’s the conversation and commerce you create beyond those 30 seconds.

What worked

Esurance was the most mentioned brand during the Super Bowl, by far. #Esurancesweepstakes, which asked people to tweet for a chance to win $1 million, was well over 2 million Tweets by Monday, according to data published in AdWeek. Pepsi, with the boost of a sponsored hashtag, generated only half a million tweets.

A 30 second Super Bowl commercial cost $5 million this year. Esurance, which launched their contest before the Super Bowl, lapped the field in exposure and spent only $1 million (plus the cost of a lower-priced, pre-game ad).

Budweiser’s Helen Mirren ad received the most views online. A shockingly simple message about a delicate topic was designed to spark discussion—and it did. InBev also got Peyton Manning to mention he was going to drink Budweiser after the game.

Constipation won big. If you look at USA Today

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