The free-for-all days of the internet and social media in the 2000s was bound to eventually run headlong into an ethical quagmire. Online content was never going to be easy to put limits on – even in terms of advertising which has historically been restricted for certain products, industries, and organizations by law or self-regulation. As we look to private tech companies to regulate the ever murkier world of content marketing and branded content what do ethical precedents on advertising say about who should and should not have the ability to use these content strategies for financial gain?
Cinemagraphs are a recently invented and popularized form of a seamlessly looping GIF or video in which still photography and video are combined to make a dynamically interesting visual that tells the story of a moment in time. With tips on how to craft a good animated story from Liz Blazer's book Animated Storytelling: Simple Steps for Creating Animation & Motion Graphics, I've created 4 brief motion stories from a day in my life in the form of cinemagraphs using Adobe Photoshop and After Effects.
Having strategy for your brand on social media is always important, but when you have a specific goal you'd like social media to help you achieve, it becomes vital. I've previously posted about how to determine a small business' social media presence, create a calendar, build personas, and write community management guidelines using one of my favorite businesses, Scratch Baking in Milford, CT. Based on this work, I've created the following slides and presentation outlining a social media strategy they could use
Social media has given everyone a voice and in doing so the general public has taken control of the conversation. Some businesses, used to having all control over their brand narrative, may find themselves lost as to how to effectively operate in this space. Instead of saying “why bother” or, worse, futilely moderating your social media presence within an inch of its life, effectively killing all authenticity, you should place your brand as the steward of your brand community by creating community management guidelines.
Whatever the business-related goals of your strategy, you need to focus on the user-centered goal of bringing value to your audience through your social media presence. By empathizing with your audience you will build content that will make your brand more relatable and more trustworthy which will ultimately translate into brand awareness, website traffic, customer leads, revenue, brand engagement, loyalty, or success with any other goals you may have. Personas are good tools to help you start building a social media strategy with empathy.
In my last post, I explored how to decide the social media presence for a small business using one of my favorite small businesses – Scratch Baking in Milford, CT. Now it’s time to activate that presence. It’s time to plan and create content. No matter how strategic you are in choosing your business’ social media platforms, that will mean nothing if you’re not strategically and regularly creating engaging content for them.