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What to share on Social Media during a National Emergency.

The Australian bushfires are being reposted, shared and commented on Social Media globally with tens of millions of posts.

Social media is shining a spotlight on the bushfire crisis, significant figures are sending their gratitude for firefighters, donations and urging their fans globally to help. 

However, with so many users on the platforms, emotions at an all-time high and disagreements plenty, the potential for inaccurate and sensationalised information is likely to be shared to large audiences.

Out of date imagery, incorrect statistics and the hashtag #ArsonEmergency has attracted bot-like tweets and reposts featuring the wrong information and insight.

Yet through these incorrect messages, correct and vital information is apparent. 

But what can we do to make sure we are sharing the correct information on our personal and business pages?

After all, as platforms continue to grow (Australia has 18 million active social media users (SocialMediaNews.com.au)) Social Media will continue to be a go-to source of information for many.

WHAT CAN I DO?

There are a number of things we can do to make sure we are getting the right information shared. Not those that may have been created or shared due to “motivated reasoning.”

Fact Check the information yourself.

Ask yourself the following questions.

a.    Where does this come from?

b.    Who is the original source?

c.    Is this image or information credited by an official source?

Share from trusted sources

By sharing information from trusted sources we are reducing the chance of error or miscommunication.

Media outlets sharing news has already fact checked a lot of the information for you. So you know that by sharing their posts their information is up to date.

Groups and organisations that are officially affiliated with education, assistance and recovery will also have reliable and factual information to share.

Avoid sharing content with no attribution.

Most reliable sources will credit the photographer or place where the original post has come from. If this information is missing, then it might be best to not hit that repost button until after you have checked its validity.

Report misleading information with the platform.

If you find information that is incorrect or misleading, you can report or flag it with the social media platform, helping them to ensure the right information is seen in News Feeds.

Use Google Images to help verify photos

With both the Australian bushfires and even the Amazon fires, incorrect imagery has gone viral.  Social Media users are seeing photos taken during other similar emergencies being reused to share the national disaster stories today.

If you aren’t sure of where a photo originated from, or the photographer to credit, then use Google Image search to help you find the true source.

You can find the link here.

Read the post fully and understand what it suggesting.

In times of heightened emotion we might not fully read or comprehend what a caption might be saying, leading to us hitting that repost button prematurely.

We have recently seen this with the NASA image of Australia from Anthony Hearsay, which was depicting hotspots around Australia, not the real number of fires burning at the time.

By taking these simple steps, not only are we truly helping the cause in the way we always wanted to, we are making sure the correct information is shared by ourselves and our businesses to others as well.

If you or your business need help with your Social Media Crisis Communication strategy, contact Demelza for a 1:1 consultation and discussion.

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Blog Social Media

Social Media Trends to Watch in 2020

As we head into a new decade, social media remains a dominant force in our daily lives. 15 million users are active on Facebook in Australia monthly, whilst 9 million are active on Instagram.

According to the GlobalWebIndex, 54% use social media to research products and services. But as more users realise the benefits social media platforms can have for their business, the more clutter we’ll see in our feeds.

As we move into 2020, it’s important to stay at the forefront of social media and the methods, tactics and tools that will allow you and you business to cut through the noise.

But what trends could prove impactful and change the way we market our businesses and selves on social media?

NICHE PLATFORMS WILL CONTINUE TO INCREASE.

As Facebook, Instagram and YouTube continue to grow in audiences so does the noise on these platforms. As users become disillusioned with these channels, Niche channels will cater to like-minded audiences will continue to grow in popularity.

We have already seen this with the growth of Tik Tok. A platform with a high youth-based audience which uses short form video content. With its rapid growth in popularity, however, it can be argued if this platform can still be considered a niche.

Other platforms such as Twitch (gamer based streaming platform), LinkedIn (targeting corporate and businesses), Dribbble (for designers) and Goodreads (for book lovers and authors) have also found growth in the past year or two. This is due to like-minded audiences finding better connectivity leading to higher conversions and less competition for businesses on these channels.

VIDEO CONTENT WILL DOMINATE CONTENT MARKETING.

It’s no big secret that humans are programmed to be attracted to motion. And when it comes to social media, we continue to consume video format regardless of whether it is a short (Tik Tok or IG Stories) or long format (YouTube).

After all, Facebook and YouTube continue to be the most widely used platform in Australia every month.

A recent HubSpot study also highlighted that people are consuming more video than ever before. 88% of Marketers stated video gives them a positive ROI on their marketing investment whether that be leads, sales, engagements or views.

As more marketers increase their video content, it’s important for businesses to ensure they cut through this noise as well.

Incorporating video content whether that be through Stories or video for advertising, will prove beneficial and allow businesses the opportunity to cut through visually on platforms in 2020 effectively.

INCREASE IN AUGMENTED REALITY FOR BUSINESSES.

In late 2019, Instagram has incorporated Augmented Reality opportunities via their online shopping feature.

A handful of brands were afforded the option to allow consumers the chance to use AR filters to try their products on themselves. These included makeup & eyewear.

The platform also gave access to their Spark AR public beta which allows anyone to publish their own AR effects as Story filters on the platform.

Could this be the new try before you buy option that potential online shoppers have been searching for? No doubt giving customers the option to see what products will look like on them within the comfort of their homes will assist online shopping revenue and those online retailers even further.

THE GROWTH OF SOCIAL COMMERCE.

And just as AR can provide users the opportunity to shop effortlessly at home, so too will the adoption of more shoppable features across Social Media platforms.

Earlier this year, Instagram Storefronts was launched providing an easy to click shopping platform direct from the social media channel.

It’s nothing new for these channels with Instagram, Facebook and even Pinterest providing plenty of opportunities for brands to sell their products.

However, as consumers look for more on-demand ways to purchase their products and solve their problems, Social Commerce will develop into a mainstream retail channel for many businesses. Thus putting them inline with brick and mortar stores and websites.

The key for any business here is to make the shopping process as quick and efficient as possible. If you can create this flow, you are more likely to see success from Social Commerce options in your business.

CUSTOMER SERVICE AND ITS IMPORTANCE IN SOCIAL MEDIA.

As more and more consumers use social media platforms to interact with businesses, the importance of Customer Service will continue to grow.

After all, you just need to look at how quickly poor customer service responses in recent months can turn into major damage control for a business.

With options such as automated messages, messenger response times, it’s important for your business to have a customer service plan and strategy to be able to deal with customers queries and feedback in a timely and appropriate matter.

A mitigation plan with FAQs and answers is always a great document to have on hand for anyone who might be managing your social media.

USER GENERATED CONTENT & INFLUENCER MARKETING WILL STILL PLAY A ROLE.

User generated content (UGC) will continue to play a strong part in Marketing strategies particularly as 85% of consumers find visual UGC more influential than brand photos or videos.

Over the past few years, the trend remains strong with some brands relying heavily on UGC (for example Kathmandu) for their social media feeds.

For businesses this is a free opportunity to encourage social media users to share their experiences within your business and be rewarded in return with a repost on your profile. To do this, simply encourage users to tag your business in their photo or use a branded hashtag to be considered.

Just like UGC, Influencer Marketing is not a new trend but it’s a trend that will be around for a while.

Yes, even as social media platforms like Instagram and Facebook remove likes.

Using Influencers can prove cost-effective for businesses and help to create leads, higher engagement and new followers for businesses.

Popular influencers are starting to be incorporated in advertising across both traditional and new marketing methods.

But it’s important to do your research on the influencers you use. Ensuring your requirements and their fees are part of their contract will ensure a mutual business arrangement that will benefit both parties and potentially a successful partnership for the future as well.

By considering some of these trends in your Marketing strategy in 2020, not only will you be allowing your business the chance to stop the scroll but also provide new and exciting ways to market your brand and its product to your desired audience with the potential for higher conversion rates and loyalty to establish yourself well over the next few years.

Want more information on which of these trends might be best for your business? Book an appointment with Demelza and build a successful 2020 Social Media strategy today!

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Blog Marketing

Truth, Justice & the Multi-Channel Way

Let’s face it, Social Media has really changed the way we Market ourselves over the past 10 years. For many businesses, budgets have been reduced due to Social Media providing a cost effective alternative.

Focusing on just one Marketing tool can prove a risky exercise. Are you prepared if Social Media crashed tomorrow?. But when you have the assistance of a cohesive multi-channel strategy this ensures that your eggs aren’t all in one basket. That you are using Social Media as the marketing tool it is and not for your entire Marketing or Business strategy.

And whilst Social Media is a great marketing tool to use, it’s important to remember, it isn’t the only tool to use when it comes to promoting your business.

A Multi-channel strategy is exactly what is says it is. It’s a number of different channels which all work to relay your businesses message through a number of different tools or channels.

Think of it as your multi-channel strategy is the Justice League – where by 6 superheroes work together to help convey your message of good.

1.SUPERMAN IS YOUR SOCIAL MEDIA.

He is the one that fights for promotion, justice and the Silicon Valley way. He is the main hero, the one that everyone dotes on to save the day. But if he’s struck down with kryptonite (that is the shutting down of a platform or a glitch in the system), it could spell disaster for your Business.

Your Social Media should work with the other heroes to reach your target audience where they like to hang out and should be directing your audience to other tools that will help your business further.  In this case let’s look at the digital elements to your multi-channel strategy.

2. CYBORG IS YOUR WEBSITE & EMAIL MARKETING.

Created by technology, he goes on the offensive when it comes to promoting your business. Your website does the same thing, in that it showcases your business’ message whilst describing and highlight your services or products.  The website should give potential customers the opportunity to join your mailing list, allowing you to build a database away from Social Media. Whilst this can be used with Social Media (for advertising purposes), it’s important to build a database separately so that you can continue to relay your messaging to your now interested and loyal followers.

3. AQUAMAN IS YOUR SEO.

To ensure that your website is seen, a good SEO or Google ranking is important. This brings us to our next hero, Aquaman. Just like Aquaman and Cyborg didn’t get along at first, a website without strong SEO or a decent Google ranking will also have a rough relationship.  The world wide web is a “sea” of marketing messages and websites, so it’s important that your SEO strategy works to boost your website so it can be easily found and seen by your ideal customers.

4. BATMAN IS OFFLINE MARKETING.

Whilst Cyborg and Aquaman (along with Superman) can work cohesively, the loner of the group is none other than Batman. Batman is your offline marketing that works nicely on his own, sharing your message through traditional forms of media such as TV, Radio, Magazines, Newspapers, Posters and so on.  For those that might not pay too much attention to online, or choose to leave the online at work, this is a great way to capture your market in high volumes but just like Batman it’s got a bit of money behind it.

5. THE FLASH IS EXPERIENTIAL MARKETING.

Another type of marketing tool to consider for your business that can work well is Experiential Marketing. This is The Flash – it’s the one-off event based campaign that helps to build awareness and revenue, targeting a specific market at a specific location. Think along the lines of a beverage tent at Coachella, a pop up showcasing a limited edition product or even a launch. It’s here one week to build the brand awareness but in a flash of a lightning bolt it’s gone the next.

6. WONDER WOMAN IS WORD OF MOUTH.

And finally Wonder Woman is the hardest, yet most effective form of marketing tool. She is the trusted source by many, she is your Word of Mouth. Whilst this multi-channel is one that can prove a little difficult to use in your Strategy at first, it can also be one of the most powerful. People are looking for businesses they can trust and what better way to be trusted then by great reviews and recommendations from the customers and followers that can rope (pun intended) in new customers to build a relationship with.

All of these heroes (tools) work well on their own (with the exception in this case of Aquaman) but they each have their own strengths and weaknesses. So when they are “all in” just think of the strong and cohesive marketing strategy that is working together for the good of your business – battling the millions of messages in the world in an effort to ensure you are seen and heard by your dream audience.

Without a doubt, Social Media is still one of the most powerful tools. Isn’t it time you summoned the league to truly make the most of your business’ promotion?