EYEconomy Aggregators Articles Case Studies About Contact Follow on Twitter Other Resources Browse by Media Digital Marketing Aggregator Social Media Aggregator Search Marketing Aggregator Advertising Aggregator Mobile Aggregator Web Design Aggregator Graphic Design Aggregator Software Development Aggregator
Digital Headlines & Resources

Interview with Jim Tobin, President of Ignite Social Media

Jim Tobin Bio Headshot

Interview with Jim Tobin, President of Ignite Social MediaSome of Ignite Social Media’s clients include: Chrysler Group, Carlson-Rezidor Hotel Group, Sterling Jewelers, and Evite.

NDD: What should brands be focusing on in Facebook in 2018?

Jim: Thinking about Facebook, with their constant algorithm changes, is probably the first mistake. Brands should take less of an “embassy mentality” and more of a content strategy. Brands should ask themselves: “What content do we have to share that people care about? And what’s the best way to share it?” With the rise of visual content, that sharing might take place on Pinterest, Instagram and Facebook. Other content might only be right for one channel. It’s important to start with your audience and figure out what they care about relevant to you. The channels are a secondary consideration.

NDD: Should brands care about Facebook trending?

Jim: Generally no. It’s a wonderful thing if it happens, and will certainly drive more exposure. However, most trending topics on Facebook are based on news events. For example, right now, Southwest Airlines is trending. But it’s because an unruly man had to be removed from one of their flights. A pure social campaign will only rarely trend. It’s better, in my view, to chase numbers that drive meaningful business objectives, rather than chase the fool’s gold of virality.

NDD: What are your favourite Facebook brand pages?

Jim: Of course, pages we run, such as Jeep brand and Apothic Wine. Both pages do an excellent job of conveying the brand image in imagery and in words. And they both drive significantly above average engagement because the tone consistently resonates. Beyond our pages, I really enjoy news and humor fan pages.

NDD: How important will blogging be in 2018?

Jim: It’s interesting, because blogging never seems to get the credit that it deserves. In part, I think, because it’s a patient strategy. The latest “blogging is dead�? theory is that Tumblr has replaced it. Tumblr is a fantastic platform, with an incredibly active community and great sharing, so for some brands, it’s a great blogging platform. It does not, however, have the same search engine benefits of, say, WordPress. So it really depends on the type of content that you’re going to produce and the discovery mechanism for it. If it’s content that’s likely to get passed around, Tumblr may be the choice. If it’s likely to be found in search, WordPress may have the lead. But either way, it’s got to start with a content strategy that (a) anyone cares about and (b) that the brand can sustain.

NDD: What are the most important reasons why businesses don’t do as well in blogging as they could?

Jim: A lot of businesses don’t realize that blogging is an awful lot of work. Not only do you have to be consistent with your posting, but your content has to be interesting. That’s tough. And they often assign it to one person. That’s a big burden on anyone. At Ignite Social Media, our main marketing channel is our blog. And we have 10 or 15 people writing on it at any given time. That’s a big time investment, but for us it pays off in getting a chance at new business opportunities. Being realistic about the effort it’s going to take is key.

NDD: Most important tip for preventing a social media crisis?

Jim: Don’t do something stupid. Not to be flip, but there are rarely social media crises. Most of the time, it’s a real world crisis and people talk about it online. And when you track it back to the root of the issue, oftentimes the brand did something wrong. Periodically, it’s a bad tweet (like today’s fiasco). Those misfires on social channels are rare, and a strong publishing system with checks and balances can make that nearly impossible to do accidentally.

NDD: What’s the best way of creating a competitive advantage in social media marketing?

Jim: Superior knowledge of the customer and a strong brand. Brands that really understand what they’re all about and who cares about it are the ones that win. Take Red Bull for example. It’s a caffeinated beverage. Got it. They could take that a lot of ways, but they know their target audience is adrenaline seekers or those attracted to adrenaline seekers. That leads to a jump from space that got massive social play and great value for the brand. They own that branding and it gets shared socially. Too many brands are afraid to be interesting. 

NDD: What are the most important attributes of a Community Manager?

Jim: Community managers need that same feel for how a message will be received as great PR people. Of course, great writing and solid eye for imagery are important, but feeling, almost viscerally, what the community cares about is paramount.

NDD: How important is video in social media marketing in 2018?

Jim: Video is great for so many reasons. On YouTube for example, there’s great search benefits. Vine lets you tell a story better than a picture can. Instagram plays automatically in the Facebook News Feed. So lots of reasons to like video. Having said that, the barrier to watch a video is much higher than scrolling through images. For longer form video, it’s a discussion about the relative value of big numbers of brief impressions versus smaller numbers of really engaged watchers. Both have value at different times.

NDD: What is brand advocacy and how to you achieve it?

Jim: The best way to get brand advocacy is to build a fantastic product. That, however, is rarely in control of the marketers. Given that, understanding why people share is key. People share, generally, for the feeling it gives them. Either they like to be associated with a brand they identify with, or they like to show they’re in the know, or they like to feel funny/informed/helpful. If a brand can determine the reasons people would share and build that into their social media marketing programs, they’ll dramatically increase the volume of brand advocacy they generate.

Ignite Social Media: blog, Twitter &  Facebook.

[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]


Leave a Comment

Your email address will not be published. Required fields are marked *

Choose a Rating

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>