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Cannabis CEOs have challenging jobs. You’re in the fast-moving cannabis business, so you’re also in the business of understanding trends and our industry. For that reason, we put together a shortlist of our favorite cannabis Twitter accounts, tailored for the time-constrained cannabis CEO and C-suite.

Twitter is an extremely useful listening tool, so we’ve curated the list intentionally for listening and we did throw in a few personal favorites as well because even cannabis CEOs need a breather now and then.  But overall, the list we’ve put together is highly curated and designed to give you what you need at the moment without overwhelming executives with chatter and nonsense. Hey, we love the nonsense too, but the point of a Twitter list is to create a curated experience and that’s what we’ve done.

We love Twitter because it’s such a great place to glean insights. We’ve already written about how we utilize Twitter for media relations. While we certainly use Twitter to engage our entire community, we do much more listening on Twitter than we do posting – and that’s intentional. With that perspective in mind, when we developed this Twitter List for cannabis CEOs, we thought about the Twitter uses who stay on topic, talk business, and keep chaos to a minimum. At it’s best, Twitter is a feed of quick snippets of insight, and we think these Twitter feeds embody that perspective.

Make things easy on yourself by subscribing to our Twitter list. In no particular order, here are our inclusions for 2020. 

 

Cannabis Journalists & News Twitter Accounts


Jeremy Berke @jberke

One of the first national business writers to cover the cannabis space from Business Insider, Jeremy’s feed is straightforward and no bull. From his Twitter profile, you can also subscribe to his weekly email newsletter which is a must-read of the week’s news.

Alan Brochstein, CFO @invest420
If industry analysis is what you crave, Alan Brochstein and his site, New Cannabis Ventures are on it. As the industry has changed, so has NCV. Today the NCV focuses mostly on cannabis’ publically traded businesses. But since so many of the industry cues and trends start there, it’s a great feed to watch. Alan’s distinct mix of business trends and insights are unbeatable. From his Twitter, you can also subscribe to his weekly newsletter, which is filled with investor insight and cannabis industry predictions. 

David George-Cosh @itsdgc
David primarily covers Canada’s legal cannabis market, which means he covers some of the world’s largest publically traded cannabis companies. Hailing from the Wall Street Journal, David gets to the heart of the matter with pertinent business issues from unionization to M&A.

AxisWire @axiswire
AxisWire is a newswire dedicated to the cannabis industry. It’s an easy to digest spot to catch up on the industry, by zeroing in on the latest press releases, from product announcements to industry events, it’s a good at-a-glance feed. 

WeedWeek @Weedweeknews
Hosted by Alex Halperin, a long-time cannabis journalist and Donny Alexander of public radio and ESPN, these two have a knack for being early adopters to industry trends, with a keen eye on what it means to consumers. Cannabis CEO and C-Suite executives will enjoy the thoughtful, no-drama approach of Halperin and Alexander while benefitting from their insightful guests. 

Cannabis Business & Thought Leader Twitter Accounts

By sparking your imagination, but these accounts are must-follows for cannabis industry CEOs for their broad perspectives on the overall health of the industry.

 

Andrew DeAngelo @Andrew_DeAngelo
Andrew might not be as well known as his brother, Steve, but these days he’s coming out from behind his operational role at the pioneering Oakland-based dispensary, Harborside, and sharing his opinions with his distinct rebellious flourish. Andrew’s thought-provoking perspective is cannabis industry-focused, with an emphasis on California and its regulatory environment. 

Emily Paxhia @empax1
As a woman in the VC world, Emily is already a notable follow, but as a cannabis VC, watching Emily’s tweets is interesting insight into the headspace of a cannabis VC. As co-founder of Poseidon Asset Management, Emily has been an active investor since 2014. Poseidon has invested in Pax, Juul and Canopy Growth. On Twitter, she’s a positive advocate for the industry, while maintaining a 360-degree view on the cannabis industry’s trends and future, including international expansion and legalization. 

Vangst @vangsttalent 
It’s always interesting to see who is hiring for what. Great CEOs can read between the lines when they see their competitors hiring – or not. Take a gander at the jobs posted and you’ll see a list of who’s growing and who isn’t. 

Cannabis Advocacy & Industry Twitter Accounts

We’ve come a long way, but we’re not finished. Both THC and CBD leaders should keep a close on the announcements from these accounts.

 

Norml @norml
From research to legislative initiatives, NORML is the OG of cannabis advocacy and consumer accessibility.  NORML’s Twitter feed is highly curated and includes information from state chapters too. A quick glance will get you immediately up to speed on today’s THC-related news. 

US Hemp Roundtable @HempRoundtable
The US Hemp Roundtable was formed to take a proactive role in hemp normalization and legislation. Many in the hemp industry credit the 2018 Farm Act to the US Hemp Roundtable. If you’re in the business of CBD or hemp, you’ve got to keep your eye on these tweets. 

National Cannabis Industry Association @NCIAorg 
As a cannabis industry representative at the federal legislative level, NCIA has a national presence and state chapters. The feed is filled with legislative updates affecting cannabis business owners as well as events, podcasts and blog posts written by the industry’s leading thought leaders.

Minority Cannabis @MinCannBusAssoc
If you’re looking for an inclusive perspective, and eh-em, you should be, then look no further than Minority Cannabis who share their perspectives and the latest diversity and inclusion news specific to the cannabis industry. As this movement continues within cannabis, this Twitter feed provides considerations and insights CEOs find helpful when developing diversity and inclusion policies and procedures. 

 

There’s no business like the cannabis business, we’re all in it together and despite (or maybe because of) the challenges, we love it. One of the areas with “challenges” is cannabis social media. 

Every cannabis brand knows that social media is an integral part of branding – and done right, it can play a pivotal role in press opportunities as well.  Yet, it can be a little disheartening to be on social media when just about every platform has become “pay to play.” But, never fear, there are solutions to the cannabis social media challenge. 

There are so many social media opportunities, I hope you’ll take a look at this and think about these issues within cannabis social media and how you can lead the industry with your social media. 

Product First, Second AND Third?

One of the issues I currently have with cannabis social media is that it’s so product forward, there’s so much opportunity to tell stories on social, and yet stream after stream is a picture of a plant or a bottle or a vape. OF course, it’s important to put your product out there, but who (besides a bot) stops to comment on a picture like that? The opportunity in cannabis social media is to create a passionate audience–very few people get really excited about product images. Think about the last visual ad you saw, I bet you remember the story in the ad better than the product hero shot. 

So what should we do about product/story balance? 

Consider including product within a mix of posts. Either find a way to tie together a series of posts that together, tell a story.  Your stories can be vignettes, values, people, anything that underscores your brand values and attributes. Within the context of these brand values, your goal is to make people pause long enough to look again, maybe even long enough to look at the rest of your feed. Now, I’m not suggesting you shouldn’t post product at all, I want you to post the product, especially in ways that highlight your customer’s experience. I WANT you to have products shots, but

Use the rule of thumb: product images for every 3rd or 4th image. 

Disruption: The Good, The Bad and The Amazing

First, I’d like to encourage all brands to consider the nascent stages we’re in and consider that it’s on all of us, as a community to improve our image. If you’re going to take risks on social (and not every brand is a “risk taking” brand), then be very clear about how other people perceive the message you’re putting out there. For example, if you’re marketing to women, be aware, women aren’t generally all that jazzed about hypersexualized images. But hey! If you’ve done the research and your cannabis brand is about disruption, and you’re using images like this strategically, I’m a huge fan of bold moves. But go into that kind of brand risk-taking with open eyes. You might just end up on the pages of a publication with an outraged journalist writing a missive about their disgust. And even if THAT doesn’t happen, you may forever alienate the people you thought would be interested in your product. Strong brands sometimes do alienate people, but that’s usually because they know their audience SO well, they know their audience will stand by them. Knowing your audience that well means you’ve done your research.

Maximize your payoff

On the other hand, recently I’ve seen some cannabis brands take a strong stand on controversial social justice issues. It’s a gutsy move, but when it’s consistent with the brand, it’s previous community building and presented well, it has the potential for huge pay-off. I’m personally really excited when I see brands taking a strong stand on issues, even when they aren’t MY issues, I’m excited to see brands stand for something. If you’re going to take a risk like this, lean into it, own it. Make sure the language and the imagery support the position in a strong, powerful way, and when you do this, leave out the product placement. Let your leadership shine, let the connectivity happen. Strong positions are much more memorable when they don’t feel like an advertisement. 



Disruption can be very good for a cannabis brand. The key for every brand to is to know their brand SO well, their audience SO intimately, the return outweighs the risk. 

Rethinking Social Media Influencers

When I Googled “cannabis influencers” today I got 4,530,000 hits, so clearly, it’s a thing. Most social media influencers know their value, and social media influencers are advertisements. Treat them as such. I’m not suggesting the relationship isn’t collaborative, because it is. What I’m telling you is keep your brand strong, You’d never let someone create a print ad for you without reviewing it. Insist on that same communication with your influencer.

But since you’re collaborating with your influencer anyway, why not invite their creative input for what the post(s) will look like. I’ve found that content creators are incredibly creative and they’re so excited when someone wants to hear THIER ideas, the collaborative outcome is much better than originally imagined.

The “thing” I wish cannabis brands realize is that you can pay big bucks per post for social reach and usually get really beautiful, custom content in return. Or you can do it for a less expensive per-post price and get a higher percentage of reach with a little grittier content. In either case, you’ll be managing the influencer, and the bigger the influencer, the bigger the personality, but also, the more professional. Really be thinking about what you expect from your cannabis influencer campaign and how you’ll evaluate success. 

Dig deep and make sure your influencer really matches your brand. Reach should not be your only consideration when you’re selecting your influencers – think holistically and you’ll get holistic results in return. 

One last word of advice about social media influencers: no cannabis brand has been publicly fined for lack of disclosure, YET. Don’t be the first. Brush up on the FTC’s disclosure rules about social media influencers and don’t assume you’re flying beneath the radar, because cannabis is never REALLY under the radar.

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media relations on twitter

It’s no secret that social media applies to today’s brands. As I write this, Instagram is the social media darling of lifestyle, travel, and consumer packaged goods (CPG) brands. Subject to change pending finicky social media trends. In the meantime, I’d like to bring a fresh perspective to another social channel you probably AREN’T using because it’s coming up more and more these days.

Media Relations on Twitter

But if you’re wishing you had more media or are working with an agency like us, to garner earned media or free press, this tip is a great relationship builder with media outlets and journalists. Mostly when we look at the taskmaster that is social media, we consider the consumer’s journey. You probably even consider where the “hot” or most relevant influencers are spending their time. I bet when you think about influencers, you think of those magical unicorns appearing in so much news these days. But guess who is often more influential, both online AND in person than these folks?

Before I answer that question, please allow me to reacquaint you with a social platform you hear about every day, but probably don’t use much yourself these days: Twitter.

Today’s Twitter is a different than only a few years ago. The average person isn’t using Twitter much these days. But who ISN’T average? ACTUAL Influencers: journalists. Media relations on Twitter is different than approaching an influencer, but the platform has numerous opportunities for engaging journalists.  

Moreover, Twitter users are above average in many ways. Further, the active Twitter user is hyper-engaged on Twitter.

According to the Pew Research Center (April 2019):

  • Twitter users are much younger than the average U.S adult.
  • Twitter users and are more likely than the average U.S. adult to have a college degree.
  • “The most prolific tweeters – those in the top 10% by number of tweets – are responsible for 80% of all tweets created by U.S. adults.” And guess what else?
  • The average Twitter user is younger than the average American, “Twitter users are nearly three times as likely to be younger than 50 (73%) as to be 50 or older (27%).”
  • And for those of you courting females: The most prolific tweeters among U.S. adults are especially likely to be women. Among the most prolific tweeters – again, those in the top 10% by number of tweets – 65% are women. Women account for 48% of less prolific users.
  • 60% of Twitter users reported that they definitely voted in 2018, compared with 55% of all U.S. adults.

WHY THIS MATTERS MOST IN MEDIA RELATIONS

When you look at the above statistics, who do you see?

I know who I see: journalists and freelance writers. Journalists are more trusted than influencers like Kim Kardashian, more connected than the average American, and open to new experiences. In short: journalists are more important than influencers.

According to News Media Alliance, Twitter is “now it is considered almost a requirement that writers and journalists have Twitter accounts and that they actively participate in conversations happening on the platform,”

Here at Avaans, we help bridge that gap between journalists and businesses and we’re here to say: if you’re interested in media coverage, you need to be on Twitter. There’s a reason PR firms call it “earned media” as opposed to “free press,” and that’s because media coverage isn’t free and relationships matter.

Look at journalists and the media as the people MAKING the news and this group of influencers is very active on Twitter as a group.

Journalists and writers are using Twitter to source stories, see if a brand is worthy of coverage and yes, talk amongst themselves. Twitter is useful in finding out about a journalist’s point of view, recent stories and personal interests all of which can be helpful when framing a conversation or suggesting a story idea.

3 WAYS TWITTER IS DIFFERENT FOR BRANDS

You can (and should) use Twitter differently than you use your other profiles, but do use Twitter for media relations. Consider it an opportunity to present your story and products to a group of highly engaged and influential community.

  • Share news, branded content and yes, content from journalists and media outlets.
  • Don’t worry too much about measuring engagement, because the average Twitter user is reading more than posting, liking or sharing, “The median user tweets just twice each month,” (Pew), but do be aware that the most engaged user is using Twitter A LOT.
  • You may wish to share news and updates more than once and you may wish to stand out with others by actually engaging.

And if that’s not enough for you, keep in mind that the Twitter user skews younger than the average U.S. resident, younger than Facebook and open to new experiences, overall, sounds like the average cannabis user.

Fundamentally, our advice about social media is to pick the channels you can do well-and do them well. In the case of Twitter, it doesn’t take much to do it well and can be an outstanding place for your brand to be seen by real influencers.

Sources:

https://www.pewinternet.org/2019/04/24/sizing-up-twitter-users/
https://www.pewresearch.org/fact-tank/2019/04/24/key-takeaways-from-our-new-study-of-how-americans-use-twitter/https://www.newsmediaalliance.org/how-to-twitter-for-journalists/

tourism social media agency los angeles

Social Media Is Your Partner in Travel Branding

It’s no secret that today more than ever, digital branding in travel and tourism matters.

According to Google, only 9% of travelers know the brand they want to book with when they start their digital travel search.  This is both an opportunity and a challenge for hotels, airlines and even destinations.

Does this mean consumers have no loyalty? Well, yes and no. It’s well documented that increasingly, people want experiences over things and travelers today lead that trend. Today’s travelers need one of at least two things: a unique experience (for which they will usually pay more) and on-demand information about pricing. It’s more important than ever that your brand is front and center during all phases of research. It also means that your brand needs to reinforce the experience using digital.

Social Media Throughout The Customer Travel Experience

Social media is useful in all phases, but especially the exploratory phase. The exploratory phase is where initial budgets expand as experiences cement themselves. For example, a traveler may be thinking of going to Hawaii, and every airline flies there. But what airlines make the journey even more special? What location has the most unusual once-in-a-lifetime experiences? And how are real people experiencing those experiences? Integrating the day-to-day experience of the visitor on social media helps the travel shopper see themselves in the experience.  Moreover, today’s traveler wants to see a blend of “glossy” travel pictures combined with unfiltered real life.

But it’s more than that. Once the experience is over, what is your brand doing to reinforce their experience? Do you have a program in place which allows them to easily share their experience via social media? Do YOU share their experience back to them? That’s the cementing of brand loyalty and word of mouth almost all travel brands miss. How are you engaging your customers using digital while they are on-site? What can you do to turn complaints into delightful experiences? How can you show you’re engaged with their entire experience?

The other reason this is important is that the mobile experience is front and center. eMarketer predicted that in 2017, mobile bookings would surpass 40% of digital travel sales. Mobile is social and social is mobile. According to Expedia, 27% of Millennials have posted a potential trip on social media to canvas opinions before booking! Obviously, your website needs to be mobile-friendly, but how on-par is your social branding and advertising?

Does it provide a direct experience for booking?

Are you using chatbots on social to improve customer service?

How can you radically improve the investigation and booking phases using digital?

Convenience is exceptionally important to today’s traveler, who have embraced single-site travel booking experiences. BUT, today’s traveler is ALSO looking for boutique experiences, something particularly unique and for that, it’s almost better if it isn’t on a single-site because it gives the air of uniqueness. So balancing the booking trends with experience demand is important, and social media leads in this regard, because you have the change to meet the consumer where they are.

Millennials Don’t “Own” Social Media Travel

These technologies, like chatbots and mobile-friendly booking, are no longer for just the largest brands. They accessible and important for today’s traveler of all ages. It’s easy to think only “millennial” travelers are using these tools, but it’s simply not true. Consider that GenX’ers are in their mid-to-late forties already and their perfectly comfortable on Instagram and Facebook as well. According to Nielsen, Adults 35 to 49 were found to spend an average of 6 hours 58 minutes a week on social media networks, compared with 6 hours 19 minutes for the younger group.

If you’re looking to engage your potential and current audience in social media and digital branding for travelers, please contact us. We have ideas and most importantly the resources, to step up your digital travel branding in every phase of the experience.

choosing social media platforms

What social media platforms are right for your business?

 

Choosing social media platforms. I get asked which social platform is right every single day. The answer is: “it depends.” It’s common today to launch on a platform because it’s “hot” or to question your presence on a platform because someone says the platform its “dying” but this isn’t a particularly effective strategy.

Here’s why- there is a (large) audience on many social media sites. Your goal is to get the right message in front of the right audience then engage with that audience through content and conversation.

Set the goals and strategies that work for YOU, don’t worry about what your competitor is doing. Choose your strategy and work it, work it, work it.

For the average business, it isn’t necessary to be on every single social platform, invest in a couple and do them well.

Let’s understand something: failures in social media are almost never the “platform’s fault.” The platform doesn’t “suck,” because it doesn’t work for you. Choosing your social media platforms is a balance between content, audience, and goals.  Regardless of social media platform, there are spectacular successes and flaming failures.

social media success happens for 3 reasons:

1) absolute audience clarity
2) commitment to goal and objective clarity
3) content creation that matches the audience’s motivations

That’s it. It’s that simple and it’s that complicated.

With that in mind, here are some considerations for choosing the right social platform for your business.

Objectives & Goals

You probably have numerous strategies for social media-now its up to you to decide which social media platforms are right for your business.  It’s not enough to say “we’re on social media,” because everything you do hinges on knowing what you’re trying to accomplish. It could

It’s not enough to say “we’re on social media,” because everything you do hinges on knowing what you’re trying to accomplish. It could eyeballs (branding), engagement (building community and fans) or it could be website click-thru’s (conversions), all those things are possible on social media, but they require a deep understanding of how and why your audience participates with the platform and what kind of content they engage with.

Be sure your platforms, goals and metrics are all aligned.

One platform might be a better branding platform, another might be a better engagement platform. Engagement might vary by audience on the same platform. I’ll give you an example, in broad strokes,  millennials are ON Facebook, but not highly engaged, except millennials with kids, they’re pretty engaged with the right content. Yet, I just did a campaign where our content was so spot on, millennials (with and without kids) engaged on Facebook and the brand wasn’t even on Snapchat (we break rules over here sometimes).  My point is – whatever broad strokes we point to, based on the rest of the considerations, there’s always an exception to be made.

Set clear goals and expectations and use content and the right platforms to meet those goals.

 

Audiences:

Yes, the number of active users matters, but let me put it in context for you. The 2017 Superbowl drew 111 million viewers, making it the 5th most watched Superbowl in history. It cost approximately $5M-$5.5M to run an ad during the Superbowl, and that’s just for the airtime, not including commercial conceptualization, production, etc.

So with that in mind, may I present some of the ACTIVE USER NUMBERS for social media platforms as of January 2017:

Facebook: 1,871 Million 
WeChat: 846 Million
Instagram: 600 Million 
Twitter: 317 Million 
Snapchat: 300 Million 

Snapchat, the darling of the social media world has only slightly fewer daily users than Twitter, which is occasionally called a “dying social channel.” Neither of them comes close to the number of people on WeChat. What gives? Why do people say Twitter is dying and Snapchat is hopping and no one in the US is developing WeChat content?

There are some serious problems on Twitter (bots, trolls) which Snapchat isn’t suffering from, and as Snapchat gets some of the “new shiny toy” glow, but let’s put that aside for a moment. On BOTH platforms there is an audience of an extremely sizeable daily audience – 3X the size of the Superbowl. Facebook’s daily audience size is 100X the size of the Superbowl.

So when someone tells you “no one is on that platform,” go ahead and unleash your side-eye.

Audience size matters, but quality over quantity- let’s really consider whether the platform has YOUR audience, whether your audience is engaged there.

 

Content

First and foremost, you’ve got to consider what motivates your audience to engage with content. Do they want to be entertained or informed? Highly shareable content tends to be something that your audience feels reflects their self-story, so if you want your content to be shared, consider your audience’s self-perceptions of themselves. People share content because they feel it reflects the story they want others to know about them. Someone who considers themselves geeky interacts with different content than someone who considers themselves artistic.

Do they want to be entertained or informed? Highly shareable content tends to be something that your audience feels reflects their self-story, so if you want your content to be shared, consider your audience’s self-perceptions of themselves. People share content because they feel it reflects the story they want others to know about them. Someone who considers themselves geeky interacts with different content than someone who considers themselves artistic.

Highly shareable content tends to be something that your audience feels reflects their self-story, so if you want your content to be shared, consider your audience’s self-perceptions of themselves. People share content because they feel it reflects the story they want others to know about them. Someone who considers themselves geeky interacts with different content than someone who considers themselves artistic.

Almost all platforms are diving headfirst into video and livestreaming. In platforms (like Facebook and Instagram) where video is prioritized in the feed, you’ll see video almost always out-performs other types of content, so be sure you’re considering video in the mix – especially short video. Social media has made our attention spans so incredibly brief – you have about half of a second to engage the viewer and hook them.

Regardless of content type, the key is to create content that’s in the sweet spot of your brand story and your audience’s self-story.

In short, choosing the right platforms depends on your specific mix of objectives, audiences and content. Trust me, there’s a sweet spot for you on social media, whatever platforms you choose when you “get” your audience and create the right content.

Sources: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

digital strategy branding and communications

Why do you need a digital strategy and what is it?

Since digital and social media are so accessible, it’s easy to think the results are just as accessible.
But the truth is, simply BEING on social media isn’t a strategy any more (if it ever was enough).
The digital world has brought us many, many advances, but it’s also brought a much more distracted and diluted market place.

The average person is exposed to over 5,000 messages a day.

Perhaps even more, especially if they are heavy social media users.
We used to tell brands that every person needed exposure to a message 7 times before it sunk in.
With today’s clutter and fast-paced media world, I put that number at closer to 12 today.

But having a digital marketing strategy saves you time and money and can even possibly reduce the number of exposures required.

A lot of people are reluctant to spend the time on a digital strategy thinking that the digital world is so fast moving that the minute you settle on a strategy, things will change.
Actually, it’s the opposite, the more thought out your marketing strategy, the more you’ll be able to roll with the punches.
Strategy allows you to be more fluid, not less.
And even if you DO change your strategy, at least you’ll do so with intent.

So what IS a digital strategy?
A good digital marketing strategy answers ALL you’re “Why’s”
If you can’t defend a piece of content, a post or an answer of how that benefits your company and it’s customers, then you don’t have a strategy.

A good digital strategy has three components:

Outstanding audience identification.

Start with the customer. Always.
Your digital audience may be a sub-segment of your larger audience or it may be your entire audience. It doesn’t matter, really.
What’s most important is that your extremely clear on your audience’s pain points, interests and emotional triggers
If you’re clear on who you’re speaking to, everything in your digital strategy will improve.
This will require some research, because no matter what you THINK you know about you’re customers, if you do some research on them, you’ll learn something about what resonates, what’s memorable and what matters to them.
The customer research will help you stay on message and consistent regardless of platform choices. You’ll know you’re on the right track because you have the research to back it up.

Product and Service Voice Clarity

How will you communicate with your community in the digital space?
Sometimes, the tone of voice in digital is different from the tone of voice in other mediums.
In fact, most of the time it is.
Once you know your audience, you can start to blend in their preferences with how they like to be communicated WITH along side the brand consistency you’re trying to accomplish. Voice consistency takes time and intention to develop and implement, but once you do it, you’ll be well on your way to executing a great digital strategy.

Digital Distinguishers

Chances are, you have some competition in the digital world.
Take a careful look at your competitors. What’s missing?
What can you do better than anyone else?
This takes brutal honesty, because you’ve got to be incredibly clear on who you are, who you want to be and how that meshes with how your community sees you and what you’re willing to do or not do.
The digital user is quick to point out the inauthentic, so be honest with yourself here, so you can be honest with your customers.
Your digital distinguishers should include your product and service differentiation while integrating with what makes your customers unique.
This is the place where it all comes together.

Once you’ve put all these pieces in place, a real digital marketing strategy can start to emerge.
Now you can start to identify content types, frequency, messaging and platforms that support your strategy.

With the inundation of messages today, the ONLY way to be in the digital space is to do so with a strategy, otherwise, you’re actually doing damage to your brand and you’re seriously missing out on opportunity, relationships and dollars.

Poodle Mafia Marketing Branding PR for Startups Movements and Personalities - Frank Sinatra Quote

Bet your starting to think about next year’s social media marketing plan. And as importantly, where will social media marketing fall into the mix? Will there be more? Less? The latest Advertising Trust report from Neilsen may offer some insights to help you in your planning process.

One of the strongest reasons to increase your social media is the the number one source of consumer trust and action isRecommendations from people I know”.  Trust and action are often hand in hand, and we can’t discount the value of trust, but its also hard to measure. However, what creates trust and what creates action can be different. For example, consumers report that humorous ads resonate most with them. We know that humor is a powerful tool, especially in social media. It might be more powerful than cats, dare I say (GASP). However, humor is rarely what makes people take ACTION.

The action taking piece is the one I’m always most interested in looking at more closely. And its really no surprise that word of mouth leads the pack. Ads on social networks have a lower trust score than they do action score. That’s actually true for several advertising types. With respect to social media, there are two key take aways:
1)  Use social to build trust and be very aware of what motivations exist for taking action.
2) The power of your tribe: when they share what you’ve got, its a more credible source. So be very aware of what and why people share on social. Tribes deeply impact our actions.

Now, the challenge with a report like this is that these results are all self-reported. The challenge with self-reporting is that people don’t always really know why they do what they do. I know, YOU always know why you do what you do. Or do you? Your motivations may not always be clear even to you. That’s why I started Captivation Motivation Training. 

Just remember, what type of message you use impacts trust and action. Decide what you’re trying to establish in every single post. Be purposeful in your social media practice and you’ll find that you can actually be more human.

 

 

 

PS: If you’d like to download the Neilsen Report for yourself: click here

This post originally appeared on Akamai Marketing