Ten Best Practices for Digital Communication

Guest Post by Susan Hoffman, Blog Editor

Digital communication such as websites, blogs, Twitter, LinkedIn and Facebook have made it much easier for you to reach a global audience. But using digital communication to effectively reach your audience and motivate them to take action requires some work as well as social etiquette.

Here are 10 best practices to follow for digital communication:

  1. Double-check everything before publication.It is all too easy to accidentally make a typo or forget to check a fact before you publish. But your audience will quickly point out any errors they see, especially on social media. It is much easier (and less embarrassing) to double-check your content before it goes online.
  2. Write in a format designed for Web readers.According to a study done by user experience experts Nielson Norman Group, Web readers often skim through an article by reading in an F-shaped pattern. Your headline, sub-headers and first paragraph must quickly grab their attention.Also, break up your paragraphs into two or three sentences. Paragraphs of this length are much easier for your Web audience to read, especially on mobile devices.
  3. Learn search engine optimization (SEO) techniques to help search engines find your online content.Moz offers an excellent beginner’s guide to SEO. Remember that SEO changes over time, so keep up with the latest changes to understand how they will affect your writing.
  4. Use Google Alerts to monitor and manage your digital reputation.Set up a Google Alert so that you are quickly informed when someone writes about you or your company. It only takes a short amount of time and you’ll be able to easily see what readers say about you.
  5. Let online relationships develop before asking for favors.Take the time to get to know your audience and their needs, rather than asking for favors right after you meet them. Digital communication makes soliciting favors easy, but it’s also considered rude to do the “ask” too soon.
  6. Once you have online relationships, nurture them.I often send notes to my LinkedIn connections, just to see how they are doing or commend them on a recent achievement. Even sending a short note saying “How are you doing?” or “Congratulations!” can be very meaningful to the person receiving it.
  7. Remember that a lot of your audience may read your online content by using mobile devices.Help your mobile readers and ensure that your content is pleasing to readers’ eyes.Use a lot of blank space, break up your paragraphs at times with bulleted or numbered lists, and don’t overload your webpages with text. The Australian educational website Open2Study offers a useful free course in Writing for the Web to help you understand what Web readers prefer to see.
  8. Double-check your content after you publish.Sometimes, technical errors may occur with your online content or photos may suddenly disappear. Be sure to review any content you post after it’s live, so that readers see it in the way you intended.
  9. Use plenty of visuals.Photographs, infographics and short videos are a great way to liven up your content. They aid your readers in understanding what you’re communicating and often offer greater insight than just telling a story with words.
  10. Check for copyrights.If you quote someone else’s text, be sure to give them proper attribution. And if you’re using visuals such as photographs, it’s best to use your own or use images that are public domain. Many images on the Web are copyrighted and you could get into legal difficulties if you use them without the owner’s express permission.Digital communication is a fantastic way to make people care about issues, to teach them new information through stories or to show them the human face of a company. However, doing careful work and following proper etiquette makes digital communication much more effective.

We’re Friends, But it Is More Complicated Than That

A few weeks ago, I was listening to a story on NPR when the interviewee mentioned that someone was a “holiday card friend.” Having just dusted off my holiday card list, the fact that we all have different categories of friends really hit me.

There are friends who we talk to all. the. time.

There are social friends who we see now and again and are always happy to catch up when we do.

There are friends who we know through work or through our kid’s activities.

Etc.

You get the picture. All friends aren’t equal and that’s OK. We don’t treat everyone we know exactly the same in our offline interactions and we need to bring that insight into our social media strategy.

We need to look deeper at who we are connected to, understand what level of connection makes sense, and plan accordingly.

Some social media connections need regular interaction, while others benefit from a less intense connection.  The person who friended you after you met at a business event does not need the same treatment as your BFF.

This all makes sense, but all too often I see social media strategies that treat friends as if they are all created equally. The result is interactions that miss the mark – they are too much, too little, or somewhere in between.

Take a look at your social media strategy. How well have you defined your target audience and, by extension, the people who comprise your social communities? Probably not well enough.

Spend time looking through your connections. Come up with the categories of the people you engage with.

Define the expectations and needs of each. You can get excellent insight by looking over the recent history of your interactions:

  • How often do they engage?
  • What is the most common form of engagement – a “like” or a comment or something else?
  • What types of content do they react to most often?

Refine your strategy based on these insights. You will want to be sure that what you do on each channel meets the needs of each significant subgroup within your community with the right content, the right tone, and the right frequency.

Your aren’t talking to the same people with every post. Approaching social media with that insight will boost the impact of your social media efforts.

 

 

Growing Your Brand’s Influencer Marketing Performance

Guest Post by Ekaterina Nutryakova, Buzzweb

Influencer marketing is on the rise. A survey by Linqia demonstrated that every fourth marketing strategist will increase the influencer marketing budget for 2018. The same research states that 92% of specialists who used influencer marketing in 2017 found it efficient.

Meanwhile, a marketer’s work in influencer marketing faces a number of challenges. According to a survey by Econsultancy and Fashion and Beauty Monitor, finding and engaging a proper influencer, as well as measuring the ROI of an influencer marketing campaign are the key troubles in influencer marketing.

Let’s consider the way in which these issues are resolved by Buzzweb, a social media growth and analytics tool.

Search and engagement of a suitable influencer

By using the Influencer Discovery feature, a marketing strategist can receive a list of influencers who coincide with the profile of the brand’s target audience and the product he/she is representing. That is possible owing to numerous filters – from those that target the influencer profile to those that reveal the followers characteristics required by the brand.

Marketers will be able to find relevant social media influencers in the 22 categories of the 100,000-influencer database.

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Analyzing ROI of an influencer marketing campaign

The Campaign Reports feature gathers the analytics for all the influencer marketing campaigns conducted bfor the brand at any time in the past. The resulting report may be generated in PDF format and provided to his/her superiors or  clients.

It’s enough to have the links to the post published within the campaign:

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In addition to these two features, which resolve the main issues encountered by digital marketing strategists working with influencer marketing, Buzzweb has two more – they’ll prove useful to a wider community of marketers.

The first is the Competitor Analytics feature, which allows to analyze the brand’s competitors’ social media activities – how they are growing, who their audience is, how much they spend on promotion.

The other is the Growing Account feature. It analyzes the brand’s page and provides insights and recommendations regarding its subscribers and the engagement rate.  

The basic version of Buzzweb includes all of the above-mentioned functions for free.