branding & industry perspectives

advertising,digital,social media

Paid Social Media Options Expand, More Platforms Now On Board

6 Sep , 2016 | Mason

Paid social media is an increasingly-effective strategy for both consumer-focused and B2B brands. Between the established household-name platforms, and the up-and-coming disruptors, staying on the leading edge of social media is no small challenge for marketers. Each platform regularly rolls out algorithmic updates and new ad options.

Last year on this blog, we broke down the paid advertising options across six of the leading social sites. While many of these options are still available, there are many new features to consider in 2016, and your paid social strategy must be responsive to this dynamic environment to ensure you get the most benefit from it.

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advertising,digital,social media

Metrics & Methodology: Get Social Media Analytics Down to a Science

16 Jun , 2015 | Mason

paid social media measurement is a science

Paid social metrics are where the rubber meets the road on social media marketing. There are plenty of qualitative arguments for including paid social in your digital marketing strategy, but ultimately, its success must be measured and quantified. Content is the art; analytics are the science.

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advertising,digital,social media

Paid Social Do’s, Don’ts, and Key Considerations

30 May , 2015 | Mason

paid social media - icon grid

So, you’re ready to give paid social media a spot on your budget, and you’ve reviewed your options across the major platforms. Now comes the next step: planning your paid social strategy and campaigns.

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advertising,digital,social media

Paid Social: An Overview of Your Options

27 May , 2015 | Mason

paid social media icon tree

Now that we’ve convinced you that Paid Social deserves a spot in your digital budget, let’s look at what exactly you can do with those dollars. The information below was culled from each site’s own descriptions of its advertising options as of May 2015.

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advertising,digital,social media

Why Paid Social Media Deserves a Spot on Your Budget

29 Apr , 2015 | Mason

paid social icons

Social media can be a crowded place, especially when you’re trying to get your message to the right audience. You’re not only competing against other brands on social media, you’re contending with each network’s ever-changing algorithms that dictate just how much reach your message has.

In fact, with Facebook’s recent changes to its algorithm, it’s going to be an even tougher space for brands to get their message out. However, there is hope if you have a strategy and the budget to support your social media program.

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digital,social media

Off the Radar: What to Do With ‘Dark Social’ Traffic

30 Jan , 2015 | Mason

radar dishes

Social sharing platforms are a rich source of data and insights for brands, illuminating their audiences’ preferences, behaviors, attitudes, and interests to better inform the brand’s digital strategy. But there’s a layer of activity happening below the surface, unmeasured, that has been described as ‘dark social.’

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digital,seo,social media

8 Steps to SEO-Friendly Content Packages, Part 2: Deployment

22 Dec , 2014 | Mason

8 steps to seo friendly content marketing package part two deployment

Packaging your content creates an SEO-friendly library of resources that you can use and use to engage your audience and build your brand. In part one, we guided you through the planning stages. In part two, put it all into action.

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digital,seo,social media

8 Steps to SEO-Friendly Content Packages, Part 1: Planning

18 Dec , 2014 | Mason

8 steps to seo friendly content packages for your content marketing and search strategy planning

Three givens about content marketing: it is the most effective search engine optimization (SEO) technique, it covers a lot of territory, and it isn’t easy. Few things are as intimidating as a blank canvas.

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social media

Airline Companies Cause Controversy About World Cup All Over Twitter

14 Jul , 2014 | Mason Intern

Airline companies have taken the fierce World Cup competition off the field and onto social media. They soon found out that their social media mishaps would cause rage all around the world and affect their companies greatly.

It all started off when Delta Airlines tweeted, “Congrats to team #USA” accompanied with an overlay of the score above stock images of the Statue of Liberty and a giraffe. Delta soon after deleted the tweet after many twitter users pointed out that Ghana is not home of giraffes. More…

social media

J.P. Morgan’s Social Media Blunder or Inexperience?

13 Dec , 2013 | Mayya Medved

Ask and you shall receive. When the bank J.P. Morgan asked its followers to tweet questions using the #AskJPM hashtag, the financial services company got more than it bargained for. As background, the company handed over its twitter account to a senior executive to answer questions that users might ask the bank, which has been the target of some bad press recently. J.P. Morgan must have thought it was a great idea. What could possibly go wrong? More…