Since I’ve been involved in the marketing world for so long, there are many insights I’ve learned over the years. This is especially true when it comes to the social media world. In this quick guide, I’ll give you some of the best posts on my blog with regards to general social media marketing, which are areas related to social media marketing for which there is no specific category.
In case you were wondering, these are the additional categories related to social media marketing for which content is available on this site:
Before we can specialize our discussion of marketing, there are some general principles that need to be discussed. For example, everyone wants customer loyalty, because it keeps marketing costs down and profits high. And, it’s always a good idea to try and meet customers where they are. These posts fill in the details.
In marketing, a loyal customer is something beyond just the repeat customer. Whereas repeat customers might keep buying for a number of variable reasons, loyal customers feel a connection to your brand. Loyal customers are more valuable, because they will spend more and recommend you more often. Loyalty marketing is a discipline that focuses on gaining customer loyalty. I discuss two famous brands that have done it well: Starbucks and Amazon. Both have built a loyal customer base. I argue that you should try this too, and give pointers for implementation.
Joe Ruiz talks about the importance of marketing via social channels, while taking advantage of location-based customer targeting and the (then still emerging) power of smartphones for customer engagement. At the heart of this post is the fact that people tend to consult other people about products and services before buying. Long over are the days when only advertising from a company was enough. Now, you need to be conscious of review sites like Yelp and Google business pages.
Do you enjoy going into a business with surly employees, long lines, and poor products? I didn’t think so. The following posts serve up some advice on how to make customer experiences the best possible. Then, your business will be free to grow.
Panera Bread is a master at customer experience, according to Joe Ruiz. Here’s how they did it. First, they listened to customers and found ways of adjusting their food offerings so that it would be more appealing. This included making options healthier, including by providing ingredient and calorie information. Second, they worked to reduce wait times at the counter. In other words, they became quick service without the “fast food” vibe. Third, they improved customer choice in how they ordered food, including mobile ordering options that reduce the wait. Fourth, they build connections with their customers through quality content marketing. And fifth, they’ve built an online community around their brand, leveraging social media. Overall, this strategy has been highly successful.
As a sales, marketing, or media professional, you need a good personal brand. This can also be said of freelance professionals and solopreneurs. Here, I have some constructive tips on how you can build your personal brand. Then, there’s a discussion about what not to do.
Karin Sebelin points out that networking is one of the most important things you can do to build your personal brand. Yet, there is so much more to networking than just getting out there and collecting business cards, or adding people to your LinkedIn. Instead, networking involves building genuine and trusting relationships. Don’t be afraid to compliment people you’ve met: they’ll like that. Be polite, and respect their time. Take the time to support others, but don’t expect anything back in return. Don’t waste time on annoying people, but do spend time on the people who are willing to give back. Lastly, don’t underestimate your weak ties: they’re often people who work in a different industry or social circle, and they sometimes provide needed perspective.
Once upon a time, employers were scared of social media. However, they’ve always believed in some form of employee advocacy. For instance, employees who take pride in their work and appreciate how they’re being treated tell their family and friends. These posts talk about how the divide between social media and employee advocacy is being bridged.
Want some great reading? Check out these posts about books to consider.
Every now and then, I like to dive into the world of marketing books. After all, once in a while it’s nice to read something that teaches us something new. More than that, there’s nothing like reading a good book while on a business trip. “Please shut off your electronic devices,” anyone? Some of the books I discuss here are brand new, and a few are a bit older but still good. If you’re looking for inspiration, you’ll find it here.
Conferences are one of the best ways to learn new things and expand your network. Here are a few to consider.
If you love conferences like I do, here’s a plethora of quality options for this year. I’ll even tell you which ones I was scheduled to appear at. Unfortunately, with the pandemic a number of them have been cancelled. Nonetheless, check out this post for a listing, because many conferences are recurring. You never know if you’ll find your next favorite this way.
Want to learn something on the go? Think about podcasts, which you can just download and enjoy on a variety of devices.
What’s your impression of podcasting? Nowadays we know that this once geeky medium is both growing and highly effective. In fact, half of Americans listen to podcasts at least occasionally, and they’re available in many foreign languages too. Increasingly, podcasting is becoming an important medium for advertising, because people like to experience products they’ve heard about from podcasts.
Once upon a time, I didn’t like listening to podcasts. After all, they had a young-and-hip image that didn’t necessarily suit me. However, after listening to a number of great episodes, I’ve become a believer in this new medium. A podcaster myself, I’ve found this is a great way to reach out to my followers and teach something new. It also allows for a change of pace from my blog. So, to share my experience with you I have compiled a list of 10 great podcasts that you can try. What a great way to take advantage of downtime, such as that provided by train and airplane rides.
There’s no such thing as social media success without a strategy. Here are some tips for forming an effective one.
As a marketer, it’s important to ensure that your social media involvement is strategic in order to boost its chances of success. Here are some tips. First, know your audience, because it will help tailor your postings. Second, pick and choose which platforms to use based on your audience and needs. Third, make content an important part of your strategy. Fourth, get some social media management software so you can automate many of the tasks. Finally, find and engage with influencers within your industry. This is especially crucial if you want to integrate them into your marketing strategy.
If you’re going to engage in social media marketing, you need a plan. After all, the only way to ensure you’re being effective is to measure it against the goals you’ve set. Furthermore, it’s unlikely that you will succeed if everything is being done somewhat randomly. Therefore, I’ve listed 11 things that successful marketing plans need to contain. Briefly, these are branding, content, curation, channels, frequency, engagement, listening, campaign, influencers, brand ambassadors and employee advocates, and finally crisis management. Each of these fit together to ensure that your plan is both comprehensive and sustainable.
This is a broad category of advice that my guests and I have given over the last few years. Feel free to pick and choose what is useful to you.
As a popular conference speaker and college professor, I do a lot of public speaking. And when you do this, you’ll eventually end up with quotes that are unique to you. In this blog post, I give you some of my favorites, accompanied by the pictures I use to showcase them on Instagram. Along with them, I tell my readers what’s meant by each quote. In addition, you’ll get a look into my travels through the pictures.
We marketers don’t often give holiday posts the respect they deserve. After all, to many of us they seem like fluff that we just have to put up because if we didn’t, we’d be ignored. However, holiday posts are a great way to build emotional appeal. What young man in love doesn’t like to give presents to his sweetheart for Valentine’s day? And winter holidays are common to many faiths, often accompanying some form of gift giving. You need holiday posts to capitalize on these trends. Not only that, but they’re easy to make and readily shareable. Don’t overlook them.
Like everything else, social media marketing is an important part of business. For some people, it’s also their principle business. Here are some tips.
Since not all competition is bad, I thought I’d give people my tips for starting a consulting business. First, make sure you’re a credible source of information. Second, make sure you have marketable experience. Third, show you can build an online brand by doing it yourself. Fourth, be sure to produce and share plenty of your own content. Fifth, expand your network of professionals, both online and in person. Finally, learn by doing. Literally. Start with pro bono work and then use some of that (with permission) as a portfolio to get paid clients.
Pinterest is a niche marketing platform that mostly appeals to younger, educated women. If you think your business can benefit, read on.
For companies in the right niche, Pinterest is a marketer’s dream. Statistics show that Pinterest is full of younger women with plenty of disposable income, and that they use the platform to plan vacations and craft projects, or decide which clothes or accessories to buy this time. Men are starting to move in too, with topics like model building and vacations. Pictures posted on Pinterest often lead to purchases, as people go there to find something new. Even better, the people who use Pinterest for product discovery and ideas buy things that are featured fairly frequently. Check out the post to see specifics.
Like Pinterest, Reddit is more of a niche network. However, in this case it appeals more to lower income young men. With that said, there are some great opportunities.
Reddit isn’t the first place we marketers think about when considering a new forum for marketing. However, it’s a useful tool for introducing other Redditors to your products and services. To help you get started, there are a number of tips that I’m sharing. For instance, Reddit has its own etiquette, and you’ll want to familiarize yourself with it before beginning. Furthermore, Reddit is quite different from other social networks, so you’ll basically have to relearn a lot of your usual techniques. Carefully weigh when you need to stay completely anonymous, and when to reveal your role (but not personal info). In an anonymous community, things work very differently, so you’ll need a totally different strategy. The rest of my tips help you do that.
Jesse Aaron shares with us the ins and outs of subreddits. In short, these are niche forums that cover a particular topic, and the rules for posting in one are strict. For instance, if you put a sales pitch in a related subreddit that isn’t sales related, it will get deleted. In order to be effective, you need to not only know which subreddits are relevant to your brand, but what types of posts to place in each. Moderators strictly enforce the “rules,” so not knowing them is a recipe for disaster. On the other hand, if you know what you’re doing then Reddit generates some great branding opportunities.
Aaron continues his discussion of subreddits by teaching you how to make one that’s tailored to your needs. There are a few reasons to do this: startups can use them as a great way to build brand recognition, while larger brands can leverage them for feedback and ideas. Another use is to stage contests, which are wildly popular on Reddit. Making one is easy: there’s a button on your Reddit account’s homepage that simply says, “make your own subreddit.” Click on this, choose the customized options, and create a theme. You can do the latter either with a program like Naut, or manually. Aaron gives basic instructions for manual customization.
TikTok is so new to the West that we don’t know a lot about how it will behave in the US market long term. However, I do have some guest posts that weigh in on the subject.
So there you have it! Your complete guide to social media marketing! If there are any topics that you are interested in that you don’t find here, please use the search bar or category drop down menu on the sidebar to access additional topics. If you still can’t find what you are looking for, please contact me!
Most social media contest advice you will find today was written before the rules changed. The classic format is everywhere: pick a prize, ask people to like the post, share it, and tag three friends. It is easy to run…
Most small businesses I work with sit in one of two camps on social media advertising. Camp one avoids it entirely because they tried Facebook ads once, spent $500, got nothing, and decided paid social just doesn’t work for businesses…
The phrase “social media algorithm” gets thrown around so often that most marketers have stopped questioning what it actually means. We blame it when our reach drops. We try to “beat” it. We read article after article about how to…
Social media now reaches 5.79 billion people, roughly two-thirds of everyone on the planet. The opportunity is obvious. The harder part is knowing which of these numbers actually hold up when you build a plan around them. After fifteen years…
Most marketers are flying blind. They post content, watch the likes trickle in, and wonder why the needle isn’t moving. Meanwhile, their customers are out there, on Reddit threads, in Instagram comments, on TikTok stitches, telling them exactly what they…
Social media marketing is arguably the most misunderstood discipline in digital marketing right now. Half the articles online will tell you it’s just “posting on Facebook and Instagram.” The other half will tell you it’s dead, AI killed it, and…
Let’s be honest. The world of social media metrics feels like a labyrinth designed by a committee of data scientists with a penchant for acronyms. You’ve been there: staring at dashboards overflowing with numbers, a vague sense of dread creeping…
B2B social media marketing has hit a turning point. Having worked in B2B sales since 1995 and the B2B social space since 2008 when I launched my blog (and later wrote my first LinkedIn book in 2009), I’ve seen plenty…
You’re here because you want to make an impact with your social media campaigns, right? You’re not just looking to throw a few posts out there and hope for the best. Good. Because that’s not how it works. I’ve been…
Let’s face it: your small business needs to be on social media. It’s not optional anymore—it’s non-negotiable. But here’s the thing: simply being there isn’t enough. You need to be strategic, effective, and see actual results. Think of social media…
As a modern marketer, you’ve likely grappled with this question: “Should I focus on social media marketing or content marketing?” It’s common, but it’s fundamentally the wrong question. Think about it: that’s like asking whether an engine or wheels are…
Let’s be honest: social media isn’t optional anymore if you’re in real estate. According to REsimpli’s research, 82% of real estate businesses use social media platforms for marketing, and 90% of agents are on Facebook. If you’re not showing up, you’re…
Video has become the heartbeat of social media marketing. Whether you’re building your brand, nurturing leads, or driving website traffic, social media videos offer small businesses an unmatched way to connect with customers on a personal level. Nevertheless, many entrepreneurs…
Most guides promise a social media strategy, then hand you a template and hope for the best. I wrote one of the first books on the topic, Maximize Your Social (Wiley, 2013), and a lot has changed since. Algorithms reward…
Finding the right branding agency isn’t just about who has the flashiest logo or the biggest portfolio. It’s about who can turn your organization’s identity into a strategic asset that drives growth, loyalty, and differentiation. Too often, leaders choose agencies…
Back in 2014 and 2015, I founded one of the first conferences focused on marketing technology for social media marketing: The Social Tools Summit. A decade has past since then, but the importance of marketing technology has not faded with…
Posting on Pinterest works differently than most social platforms. You create a Pin with an image or video, title, description, destination link, and board placement. Each element serves a purpose in Pinterest’s visual search engine. 85% of weekly Pinners have…
Most business owners know they should be tracking their social media performance, but too often analytics is reduced to vanity metrics—think likes, followers, and impressions that look nice on a dashboard but fail to connect back to business goals. True…
Pinterest keywords determine whether your content gets discovered or disappears into the void. Most businesses treat Pinterest like Instagram—tossing up pretty images with random captions and hoping for the best. That’s not how this platform works. Pinterest operates as a…
You’ve got a marketing budget to spend. You’ve got skills to sharpen. And you’ve got a network that could use some fresh faces. Marketing conferences can deliver on all three, if you pick the right ones. Here’s the problem: there…
The world of social media marketing is at a tipping point. For years, businesses have poured growing budgets into paid social media to counteract dwindling organic reach. But as ad costs climb and user skepticism toward sponsored content grows, a…
Most creators obsess over content ideas and trending audio, but they’re missing the most crucial element: timing. TikTok themselves say that the sweet spot for in-feed advertising sits between 21 and 34 seconds. This isn’t just another social media “hack”…
Pinterest offers multiple ways to earn real income, from affiliate marketing and brand partnerships to direct product sales and traffic-driven ad revenue. The platform’s 640 million monthly active users represent a massive audience actively searching for products and inspiration. You…
Pinterest isn’t just a place for recipes, DIY crafts, or wedding inspiration—it’s one of the most underutilized discovery platforms in the digital world. As a Fractional CMO and marketing strategist, I’m always evaluating platforms not just for their features, but…
Pinterest stands out in the social media landscape. It functions differently from platforms like Instagram or Facebook. Users visit Pinterest specifically to find products and ideas. This behavior makes it ideal for affiliate marketing. Many affiliate marketers overlook Pinterest’s potential.…
Effective measurement powers smart decisions. In the realm of social media marketing, knowing which key performance indicators (KPIs) to track separates successful growth companies from those struggling to show ROI. The right metrics reveal what’s working, what’s not, and where…
Pinterest stands at an interesting crossroads in the digital world. It looks like a social platform, with profiles, following, and sharing. But it works more like a search engine in many ways. This unique position creates both confusion and opportunity…
Social media audits are critical for marketing success. They provide a structured approach to evaluate your social presence, identify problems, and uncover growth opportunities. Yet many businesses neglect this vital process, continuing with strategies that may no longer serve them…
Social media management goes beyond simply posting content. Most business leaders think of it as scheduling posts for Facebook or Instagram, but true management involves strategy, analytics, engagement, and much more. As social channels continue to evolve, the role of…
I should mention that I joined Pinterest when it was still an invite-only social network way back in early 2012, and traffic from Pinterest trumps traffic from every other social network to this blog as I write this. As you…
Disclaimer: This blog post is sponsored by Adobe Express, but all opinions and experiences are 100% mine! As an Adobe Express Ambassador, I often get asked what are my favorite features of this awesome tool. Now, to be clear, I…
Running out of social media content ideas? You’re not alone. The pressure to post consistently is real, but many marketers and content creators are struggling to come up with fresh ideas that actually build their brand and perform well. Whether…
AI caption generator tools have seamlessly taken over our digital marketing industry. In the last year or so, numerous companies have started using this type of software to automate their writing processes and increase overall productivity. While some naysayers are…
Digital marketing and social media marketing get used interchangeably all the time. They aren’t the same thing, and the confusion costs real money in misallocated budget and mis-hired roles. As a Fractional CMO, sorting this out is usually one of…
Artificial intelligence is making it more efficient than ever to market on social media, and it is now reshaping AI marketing across every channel, not just social. Social media platforms, themselves, are using AI tools to continually promote and evolve…
Given the importance of social media, companies have developed search engines that would allow you to browse through these platforms more efficiently than you could do directly in social media. With these unique search engines tapping deep into the APIs…
Are blogs social media? Technically yes, practically no. A blog fits the original definition of social media, since it is web-based, published for an audience, and built for two-way conversation through comments and shares. In practice the two do different…
Looking to stand out on social media? Want to improve your personal branding, land a better job with a polished LinkedIn headshot, or promote your products as an entrepreneur on Instagram? Having a nice profile picture can only work in…
Content creation for social media has increasingly become the foundation on which you build a relationship with your audience. While ads may have once relied on the clear delineation of a television, billboard, print ad, or radio, the advent of…
Whether you have social media accounts for one brand or many, the process of posting regularly can quickly get overwhelming. Most social media managers must also create content and oversee the strategy, making the management of social networks difficult and…
These days, social media marketing is incredibly important. After all, most young people spend significant amounts of time on social media networks. In order to make our social media marketing more effective, it is necessary to try to find any…
There’s no denying it: Right now, the real estate market is tight. With relatively few homes available and high mortgage rates, it’s easy to feel like you’re spinning your wheels getting clients. However, like most other businesses, marketing is an…
Let me tell you a true story about me and podcasting. I have had a podcast since 2013, but as I indicate in my own Episode 140, Want to Excel at Social Media Marketing? You Need to be an Active…
Anyone that is involved in digital, content, influencer and/or social media marketing tend to be busy people. Between social media, emails, Slack conversations, internal as well as client meetings, phone calls, webinars, conferences, and on top of that creating the…
Every business needs to have a social media presence because of the popularity of social media. Consider this: a whopping 57% of the world’s population (nearly 4.5 Billion and counting) have an active social media account. When you consider that…
If you’re not using social listening tools as part of your social media monitoring efforts, your brand might be literally deaf. An important part of social media and digital marketing is knowing where your brand stands at any one time…
If you are managing multiple social media platforms, having a single social media marketing dashboard from which to manage and analyze your campaigns and posts across several different social channels is critical for success. The name for this tool is…
Before we look into the top Pinterest tools, let’s first debunk the Pinterest myth. Even a few short years ago, Pinterest was a relatively unknown social media network. Why? Because it had a niche: young women with disposable income. It…
Long gone are the days in which Pinterest was used primarily as a way for people to save images and articles to cover their interests and provide inspiration. Instead, Pinterest is now used as a way to encourage more followers,…
If you are looking for social media contest ideas, the hard part is not thinking of a prize. It is picking a contest format your audience will actually enter and that does not break the platform’s rules. Contests are one…
SoLoMo is an acronym for Social + Local + Mobile marketing and it is a common term referring to a marketing approach that is still relevant today. You may have read plenty about each of the individual elements; if so,…
With social media marketing now in its second decade, marketers are always trying to see if there are better social media management tools out there. After all, with all the changes that go on in social media marketing, you would…
All of the podcasting statistics point to the continued growth in the industry. More and more businesses and entrepreneurs are launching podcasts. Whether you are planning a new podcast or want to grow your current one, I created this list…
Social media is no longer new. Think about it: it’s been 39 years since the official birthday of the Internet on January 1, 1983, and roughly 25 years since the first recognizable online social media site, Six Degrees, was launched…
Pinterest is a mysterious place if you’re not active on it. However, once you realize that it is more of a search engine and a site and product discovery platform rather than just another one of those social media platforms,…
Let’s just come out and say it: people love when their content goes viral. Whether the content was funny, inspirational, thought-provoking, or just plain good, only the best goes viral. At the center of all viral social media posts is…
Are you using graphics in your social media posts? Would you like to connect consumers to your business through visual marketing? Do you want to know the best social media apps for creating, editing, scheduling, and analyzing content to help…
So, what are the best times to post on social media in 2026? It is one of the most common questions many marketers come across. There is no specific answer to this question. You can’t say this is the best…
One of the great maxims of our culture is that nothing stays the same. Trends are a part of life, whether it’s fashion, communications, or even architecture. People even talk about trends, especially as they impact everyday life. And, in…
Over the course of speaking to tens of thousands of professionals at a few hundred events over the last decade as a social media speaker, I’ve seen more and more of my attendees mention that certain things that I said…
What is the Return On Investment (ROI) of social media? And can social media ROI really be measured? These are questions that I have received while speaking for more than a decade, questions that I hoped to have answered back…
If you’re involved in social media marketing, you might have wondered if there is more than one way how to calculate engagement rate. In fact, you might be wondering what engagement rate really means and what value it has in…
If you want to engage in social media, you need to have a social media strategy. If you want to use social media to market your company, you need to have a marketing strategy in order to most effectively use…
Many marketers see holiday social media posts as “fluff,” content that does not really mean anything but is easy to create and post. The truth is that holiday posts and news breaks during the holiday season can be some of…
Since way way back in 2010 when I began my social media strategy consulting which is now a cornerstone of my Fractional CMO consulting, I’ve helped a multitude of companies through the creation and implementation of a social media strategy…
A platform that started as a place to find the latest DIY ideas and recipes has now turned into a major search engine for shopping. Pinterest reported 640 million monthly active users in the second quarter of 2026, an all-time…
As a leading marketing speaker and consultant myself, I often get asked about how to become a social media consultant and develop initial clients. As someone who has been doing this for more than a decade, I am happy to…
Many social media marketers manage and share social media posts across multiple social platforms. However, social media marketing is NO “one size fits all”. DataReportal counts 5.79 billion social media user identities worldwide as of April 2026, more than two…
So you’re thinking of entering a new market and expanding your business and hiring in China. Starting a business in a new country is challenging. And one of the most problematic issues is finding and hiring reliable workers. The question…
Changes in the top Chinese Social Media sites environment are as fast as the Chinese economy grows. And similarly unstable. WeChat and Weibo haven’t gone anywhere, though. Tencent says time spent on Video Accounts, WeChat’s built-in video feed, grew more…
Weibo advertising will allow your business to tap into the 850 million users on Sina Weibo, one of China's largest social media platforms. Here's how: READ MORE >>
We all know that you need to build your personal brand. It’s the key to success. Networking should be a priority for all of us. Even if you feel that you don’t require a network at the moment, you must understand that establishing…
Social media has become a part of the standard repertoire of corporate communications. However, each social media channel is different, and each social community reacts differently to specific content, post types and posting frequencies. That’s why it’s important to learn…
Panera Bread wants to be a comfortable place for their customers to gather. Their stores have been designed to invite and welcome customers to enjoy relaxing, conversation, reading; all in a casual atmosphere and creating an engaging customer experience. Panera…
Digital is a must for any company that wants to develop its reputation and brand image in China. The integration of digital technology in the Chinese population gives brands new platforms for promotion. Digital platforms have become an integral part…
If you think social media marketing strategy for nonprofits is a lot of sound and fury signifying nothing, think again. Ever hear the old advertising adage that folks need to see/hear something at least 7 times before they notice it?…
This post looks at examples of marketers creatively merging public relations (PR) and social media to achieve exposure for their brand, with a little background on the ongoing convergence of social and traditional PR as it once was. Compared to…
Wechat and Weibo are the social media giants most used in China. Each has more than a half-billion active users. Now China has specialized social networks for all kind of users and groups. The internet users in China want to…
Do you have legal consent posting employee pictures on company websites or social media? Publishing employee photos without consent might be against the law. Read on for the reasons why. Smart companies take a holistic approach to their social media…
If you’re looking to figure out how to create a subreddit, you’ve come to the right place! First, let’s look at what subreddits are before we dive in to the nitty-gritty details… Key Takeaways ✅ All it takes to start…
Utilizing Pinterest tools to easily create graphical pin images is the secret to success on Pinterest. Online marketers understand the importance of having great visuals to post on their website, blog and social media channels. However, there is a misconception…
Every day, companies are looking to reaching new audiences through social media marketing. But in China, knowing where to start can become a challenge in and of itself, especially if you don’t understand which Chinese social media networks are popular…
I have a passion for translating the odd world of reddit. Now it’s time to answer the frequently asked question, “What is a subreddit on reddit?“ Today, we’re going to uncover the mystery of subreddits; a powerful network of niche…
Can you ever have too many “friends?” The answer is “yes,” if you indiscriminately accept and/or initiate friend requests with your co-workers and supervisors on your personal social media accounts. Companies too, should counsel managers and supervisors regarding some of…
Four Seasons has done an exceptional job integrating social media into their website and general marketing, and constantly continues to expand its social media presence on Facebook, Twitter, Weibo and Pinterest as well as TripAdvisor. Their corporate Facebook page has…
Have you ever looked back and try to grasp the true significance that social media plays in our daily lives? Have you ever thought of how social media as a catalyst for social change has more and more become a…
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