What LinkedIn's Social Media Manager Learned at Social Media Marketing World 2014
April 1, 2014
Editor's Note: Last week, LinkedIn sent a team of marketers to Social Media Marketing World 2014 in San Diego, CA. An extended version of this post was written by LinkedIn's Senior Social Media Manager, Connie Chan Wang, and originally published to LinkedIn. You can read the full post here.
Last week, I spent a few days in San Diego basking in sunshine and social media (two of my favorite things!). I learned from and met with dozens of social media experts and thought leaders at Social Media Marketing World. In an industry that's constantly evolving, it's so important for us to leverage these rare opportunities to bond with peers over common challenges, share best practices, and learn from each other. Here are some key themes I was inspired by:
- Be human. As a brand, this is easier said than done. You can't just define your brand and walk away. You have to find your voice, be authentic, and stand for something every single day, with every single tweet. As Bryan Kramer reminds us, there's no more B2C (business to consumer) or B2B (business to business), there's only #H2H (human to human).
- Add value, sell later. No one wants to be sold to, and they certainly don't want to be sold to in social media. Everyone wants to learn something, be entertained, be inspired. Be that brand.
- Visual storytelling is the new black. Images are processed 60,000 times faster than text. Check out Whole Foods or Sephora for inspiration.
- Snackability is key. The average adult attention span is between 3-8 seconds, so you have to make your content scannable and easy to digest. If you're creating videos, the first few seconds better be great. Take this advice from the founder of ThingCharger whose video helped him raise $1 million on Kickstarter.
- Fear about Social media ROI is real. In fact, 89% of social media marketers are still trying to figure out ROI. The truth is that ROI depends on your business objectives and everyone's business objectives are different. The best advice I heard on this topic was to speak the language of your audience when talking about ROI, so if you're talking to executives, "Speak C-suite. Stop talking about followers & fans, start talking about dollars & cents," says Lewis Bertolucci who runs social media at Humana.
Want more #SMMW14 takeaways? Read Connie's next five takeaways in her LinkedIn post here.
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