Stories by Sophie Maerowitz

Are you neglecting email marketing in pursuit of shiny objects (like social media)? Jon Chang, global product marketer for IBM Watson and lecturer on NYU’s adjunct faculty teaching social media and web analytics, still sees email as a crucial channel for marketers and communicators in 2019. Here are seven of Chang’s tips and reminders for communicators looking to strengthen their chops as email tacticians.

On May 6, the 2019 Social Shake-Up Show in Atlanta kicked into high gear with a slew of hands-on workshops on social-adjacent topics from live streaming, to graphic design, to crisis management and more. Marketers and communications professionals working at a wide array of brands (Entertainment Tonight, Adobe and Kent State University, to name a few) offered attendees tips and tricks for more eye-popping designs, higher search rankings and better game plans for inevitable Twitter storms.

California-based company Buztubr offers a platform that allows businesses to connect with influencers (and vice versa) in tandem with Facebook’s and Instagram’s native advertising offerings. After developing software for companies including Facebook, Snapchat, Microsoft and P&G, engineer and marketing analyst Gunn Hoh brought his expertise to Buztubr, now serving as its COO. Hoh shared his insights on what he sees as missed opportunities in the influencer space.

Yelp may not always come up in conversation as a social network the likes of Facebook or Instagram, but for small businesses and their customers, Yelp is a godsend. Yelp’s senior manager of business outreach, John Carroll, will be speaking at The Social Shake-Up as part of a “Tying Social Media to the Bottom Line” session on May 7. We spoke to Carroll about his tips for social monitoring, brand evangelism and on-camera storytelling in 2019.

What content is TikTok’s burgeoning young audience most interested in? In a word: fun. Hashtag challenges and lip synch contests have become the platform’s vernacular. The app has placed a heavy focus on artificial intelligence, meaning the algorithm learns quickly and is custom-tailored to each user’s tastes. There also isn’t much pressure for users to build a large following—at least not in the same way that Facebook, Instagram and Twitter have quantified influence.

Facebook made headlines this week with two major announcements: First, the tech giant is pursuing legal action against companies that sell fake followers and likes; secondly, it plans to blur the lines between WhatsApp, Messenger and Instagram in order to allay privacy and usability concerns. It was also recently revealed that Facebook is entering the cryptocurrency game. So, how will these changes impact professional communicators?

This week, Facebook announced the launch of its “Showcase” feature, a program that allows brands to advertise on popular Facebook Watch videos. While the feature is referred to as a “premium video ad program” (read: big-ticket item), it’s important for brands of all sizes to note the direction in which Facebook’s advertising business is headed. Here are some takeaways from the feature announcement for brand communicators to be aware of.

Over the last week, two Twitter features have come to light that could change communicators’ approach to the platform. One, an instant camera similar to offerings from Snapchat and Instagram Stories, was buried in Twitter’s code as a “News Camera.” It is yet to be released, and still ‘in mid-development,’ according to a Twitter spokesperson. The second feature being tested is a new way to display conversations. It aims to reduce confusion in reading Twitter threads and conversations. Here’s how the new features will likely affect brands using the platform.

It may be a little late to the live video party, but LinkedIn finally has unrolled LinkedIn Live, which allows users to broadcast of-the-moment footage. Unfortunately for communicators eager to start testing it, LinkedIn Live is invite-only now. But the lull between beta and full rollout is a perfect opportunity for communicators to start brainstorming ways to use the feature.

Brands must devote some of their business to the common good in an era when a majority of consumers demand ethical practices and value-based company missions. It’s in a communicator’s best interest to promote and champion the causes their company is a part of, building loyalty with audiences and improving trust among consumers. Here are four ways to build a successful social good program at your organization.