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Direct messages are one of the most-used features on all of social media. On Instagram alone, users send over 400 million messages to businesses every day by replying to stories or inquiring about products and business opportunities.

Just a note: this blog will not be about the construction of chatbots or automations, but rather about why they’re so critical.

Obviously, unless you’ve got social media specialists to spare, you won’t be able to respond to every DM in a timely manner with the appropriate information. And I would argue that even if you could spare a person to man the DMs 24/7, it wouldn’t be the wisest use of time or money. Customers understand that most direct message responses are automated—the quality customer service part comes when you make your automations so robust and intuitive that human interaction isn’t missed.

Building reliable and trusted chatbots or automations doesn’t rely on you predicting the future. It’s actually pretty simple to decide which streams you need to write—all you have to do is look at your most up-to-date buyer profiles and customer journey.

Let’s say that you’re a shoe retailer and try to anticipate what your buyers might be DMing you to inquire about: do you have any more of X in this size, when will Y be coming back in stock, is this the only color for Z, how can I make a return, etc. All information that you as a representative of the brand should be privy to!

What happens if a customer asks a question that you haven’t built a sequence for? For this instance, a standard “We’re away right now, but a brand representative will reach out ASAP is appropriate.” As I said, customers have no expectation that a rep is going to be manning the Instagram messages at all hours. Making sure to have a subject matter expert reply to them within 24 hours is a perfectly acceptable method of dealing with this.

You might be wondering, however, why any of this is important for building an authentic social media brand. To sum it up: it’s pretty threatening if your business doesn’t have a key differentiating factor. To be competitive, you need to give customers what they’re craving, and that thing usually isn’t a product, but a service. Customer service, to be more specific.

Taking the extra time to craft responsive DMs and automations is an effort that a lot of brands haven’t made yet. Audiences, especially younger ones who are likely to waver in their brand loyalty, need the authentic, human connection that top-tier customer support can provide.

When you present yourself authentically, you’re actually forming currency with the fastest-growing group of consumers. They have a lot of options—don’t let a lack of easy customer service solutions be the reason they walk away!

When you ignore your comments section, you’re leaving your devoted audience out in the cold!

Does that sound dramatic? I promise it isn’t!

Engagement on social media isn’t always easy to come by. If you don’t have a way of organically siphoning people to your page and can’t afford to boost posts, your posts could very well be populated by tumbleweeds. It’s tough, but that’s the social media landscape we’ve got at the moment.

“Likes” and other, more passive forms of engagement are nice, but when someone takes the time out to write a thoughtful comment on one of your posts, it really is poor customer service to some degree to not respond.

However, comments are not something you should just fire off. They’re just as much a part of your content approach as anything else and should be developed carefully with the goal of furthering your brand’s message. “Thanks for your comment” or “Totally agree” are better than not replying at all, but they’re not the kind of comments I would accept from my team, and in my experience clients aren’t wild about them either.

So let’s talk about how you can craft a comment to further the conversation around your brand!

Fundamentally, there are two kinds of comments: negative and positive. Positive comments will tend to be shorter and give you less to build off of when replying. If you keep track of the people who are commenting, you can add personalization to your replies. Say you have a frequent commenter named Kim who will say something to the effect of “Awesome!” on every post. What I would suggest is: “Thanks, Kim! Back at ya. We always love seeing you be the first to comment.” It’s not Shakespeare, but it shows that you’re a brand that recognizes your audience’s time and effort.

For a negative comment, you’ll have more to go off of. Usually, negative commenters will bring up specific points that you can address. If you know your brand back-to-front, you can politely correct them and offer up more information. I would suggest only doing this once—you do not want to get baited into a comment war with an angry troll.

Your comments section is an opportunity to draw people further and further into your brand. “We have a blog about that right here!” “We actually talked about that on our latest podcast.” Never come off as over-eager to promote your content, but don’t let opportunities pass either.

Finally, make sure that the accounts person managing your comments section either is or has access to a subject matter expert. You want to project full confidence in the brand at all times and speak from a position of knowledge and authority.

Everything your brand puts online is a reflection of who they are. Audiences want to communicate with brands who put in the effort to build a relationship. It’s no surprise then that comments are an integral part of your content strategy and a key component of building an authentic digital brand.

The huge brands have huge secrets: the kind that can skyrocket you to success. But, as you can imagine, they aren’t too keen on sharing them. However, just because a strategy was thought up by a big brand think tank doesn’t mean your small or midsize business can’t use them.

When we say a “big-brand approach” to social media, it is worth noting that even the smallest LLC can accomplish this kind of online traction. It’s all about strategy and positioning your brand as a viable resource online. Today, we are going to further dive into how huge brands, ones that we all know and love, find success on social.

Let’s start by talking about the biggest hurdle: media share. Big brands such as Burger King or Hulu already have an international reputation to utilize. How could a start-up or a relatively new, entirely digital business (especially one in a crowded industry) hope to go viral? You may be surprised to discover that it happens every day—here’s how!

If you want to generate big brand levels of engagement, you need a big brand approach– despite your size. Try these five suggestions and see where it takes your brand.

1. Make good original content. Go on any social media account of a major brand and you will see a steady stream of original content. High-quality pictures, videos, and copy pack a powerful punch. When in doubt, use your audience as a source of content! Really, we’ve all been working too hard at this whole content production thing. UGC (that’s “user-generated content”) is so huge because it’s finally giving the people what they want: other people! Do not underestimate your followers–they know good content when they see it. Make sure yours stands tall on the web.
2. Spend money to make money. Here’s the hard truth – you are going to need to invest in some social media advertising, whether it is on Facebook, TikTok, or Instagram. The good news is that you can quickly see its impact on engagement as promoted and advertised content has the potential to reach a large number of prospective customers.
3. Come in with an attitude. What’s the voice of your brand? Whatever it is, keep it consistent. We all know that Wendy’s adopts a sarcastic, witty, and brazen voice online which not only attracts millions of followers, but puts its brand in a unique light against its several competitors. And they’re incredibly consistent and creative with how they engage in social media conversations. In short, they have a style guide to walk brand managers and creative teams through getting the tone just right. While your business may not want to adopt such a spitfire dialogue, you should create a unique approach that is all your own.
4. Understand what the people want. Take a step back and see what people respond to the most. Is it videos? Maybe Q&As? Maybe your audience is a sucker for memes? Whatever your audience responds the best to, develop it and you’ll continue to grow a following.
5. Have a soul. While all brands have the common goal of making money and creating engagement, a bit of humanity can go a lot further than a promotional post ever could. Showcase an employee, contribute to a charity, show support for the people that make your brand great.

Few brands use the tool of social media to its fullest potential. Posting the occasional updates seems to be enough of a strategy, but it’s not going to be enough to elevate your content above the competition.

Social media is an amazing opportunity for your brand to present itself in a professional and attractive light. If you are trying to go for the gold and reach big brand levels, you need to try these five strategies.

Gossip, controversy, and scandal—there’s no denying that they get people talking!

It’s these spicy little tidbits that keep the internet alive and thriving. Whenever a celebrity or politician says something wrong, social media in particular eats it up as quickly as possible for a few weeks…before moving on to the next target.

While controversy is an effective way to stir up buzz around your brand, you might want to think twice before going buck wild and starting social media fires. Unless you’re a Kardashian, that’s probably not going to work out in your favor.

While the best social media content taps into current events, it’s best to ignore certain red flag headlines completely. Trying to figure out which topics to integrate into your marketing can be a delicate situation and requires a good amount of discernment from your team.

For example, everyone has their opinions about the president (and especially the former president, and especially especially the guy before him), but should your business have one? Sure, if you want to alienate or offend those customers who disagree. In most cases, your business does not need to be part of conversations around politics, religion, or other sensitive subjects.

We are all human, we all have beliefs and stances, but when someone represents a business, they become a part of a larger brand. If your company’s marketing team makes this mistake, you will surely get the wrong type of attention. “Any publicity is good publicity” isn’t the case when you join in a controversy.

So, how exactly can you tell the difference between controversial issues and safe current events? When in doubt, stay positive! From light-hearted holidays to positive news like a local team winning the big game, there are plenty of news stories to incorporate into social media content.

Additionally, focus on industry-relevant news that will attract the right people. Once again, though, be careful. As you could imagine, there are controversial subjects in every field of work. Medical professionals, stay away from malpractice stories. Auto repair shops, steer clear of drunk driver headlines. Retail stores, don’t create a controversy by badmouthing your competitors.

This is where social listening tools can become invaluable. You can train AI to dig through the news and deliver content that’s a relevant fit to your industry and ignore baity and controversial headlines.

It’s simple, really. Provide informative, educational information that’s relevant to what’s happening now, but there’s no need to explore heavy subjects. As we have seen in the past, a controversy can spread very quickly, and social media is all about communication. As always, act professionally, courteously, and stick to your business!

Alright, marketers, it’s time for a reality check.

Put yourself in your customer’s shoes for a second. Their inbox is usually flooded with unsolicited emails, each more irrelevant than the last, leading to them not opening, reading, or acting on any of them.

Yet, this same spammy strategy somehow creeps into every marketer’s tactics at least once. So, this is your sign to end the madness and prioritize personalization.

Here’s why:

Personalization is the Secret to Customer Appreciation

Have you ever received an email from a brand that felt like it was written just for you? That’s because it was. More than likely, they used personalized marketing to speak directly to their customers and address their needs and concerns.

When you prioritize personalization as a marketer, you’re not just sending messages, you’re having conversations. And guess what? People love feeling like the center of attention.

Don’t Come off Pushy, Less is More

Spam is the fast food of marketing: cheap, quick, and ultimately unsatisfying. Bombarding your audience with generic messages leads to frustration and higher unsubscribe rates.

The more you spam your customers, the more your brand’s reputation takes a hit.

Focus on delivering value with each communication. If it’s not relevant or helpful, it doesn’t get sent. Simple as that.

You Want Them to Want to Stick Around

When you personalize your marketing, you’re not just increasing sales but retaining customers. Customers are likelier to engage with brands that understand and respect their interests.

Be true to the content you put out on a consistent basis. The last thing you want is for your audience to think you’re a phony and only talk about certain things to draw attention.

Make their values your values.

When you personalize your content, you set yourself apart from competitors and grab the attention of your prospects. When customers receive messages that matter to them, they’re more likely to remember your brand and choose you over others.

It’s 2024, folks. The days of one-size-fits-all marketing are long gone. Stop spamming your customers and make them feel special because they are!

Ah, LinkedIn, the Facebook of the professional world. If your LinkedIn profile still looks like a dusty old resume from 2010, it’s time for a major upgrade. In 2024, a killer LinkedIn profile isn’t just nice to have, it’s your golden ticket to successful networking, dream job offers, and endless business opportunities.

Here’s how you can spruce up your profile!

Make Your Headline Hook Catchy, Clever, and Clear

Your headline is your first impression, so make it count! Ditch the boring job titles.

Instead, create a headline that is catchy, clever, and clearly states what you do.

Yes, Your Photo Matters

Skip the vacation selfies and opt for a professional, high-quality headshot. You want to look approachable, confident, and ready to conquer your next endeavor. Remember, this is LinkedIn, not Tinder, save those looks for elsewhere.

Show Your Expertise, Don’t Just Tell Them

List your work experience, but don’t stop there. Use bullet points to highlight your key achievements and contributions in each role. Amplify your impact in these roles by using numbers and metrics (if you have them). Instead of saying you “improved sales,” say you “boosted sales by 30% in six months.”

Social Proof Matters

Reach out to colleagues, mentors, and clients for recommendations. A glowing recommendation is a five-star review for professional brands. It adds credibility and shows your strengths from different perspectives.

Don’t be shy, ask for feedback!

Flaunt Your Credentials

This may be a given, but list your educational background and any relevant certifications. If you’ve taken any courses or earned certifications highlighting your expertise, show them off. This is not the place to be modest. Continuous learning is attractive to employers.

Be an Active Participant

Don’t be a LinkedIn wallflower. Engage with content, share intriguing articles, and comment on posts in your industry. Join relevant groups and participate in discussions. Networking is about giving as much as receiving, so be generous with your time and knowledge.

The Finishing Touch, A Custom URL

Customize your LinkedIn URL to make it clean and professional. Instead of a string of random numbers, go for your name. It’s easier to share and looks much more polished.

Optimizing your LinkedIn profile is about presenting the best version of your professional self to the world. So, get out there, spruce up that profile, and watch the opportunities roll in.

In 2024, you might wonder if blogging is still worth your time. The answer is a resounding yes! Blogging remains one of the most powerful tools for building your brand, engaging your audience, and driving business growth.

Whether you’re a seasoned marketer or just starting your journey, blogging offers strong opportunities to connect with your audience, showcase your expertise, and stay ahead of the competition.

But what makes blogging so essential? Let’s take a look at just a few reasons!

It’s All About the Learning Experience 

Blogging is the best example of “fake it till you make it.” Many successful bloggers started with zero expertise—just a passion and a keyboard. Think about your favorite blogger, I bet if you went back months or years into their content, you will see that they started their website as a fun hobby and turned into experts in their niche.

Your blog is your laboratory, and your experiments are your new posts. It only gets better with time and experience.

It’s A Playground for Your Creativity

Let’s face it: we all need a creative outlet. Blogging can be that outlet.

Think of it as running your own magazine without an annoying editor cramping your style. It’s a place to share your creative ideas, opinions, and unique passions.

Search Engines Will Love You 

If you want your business to be discovered, you’ve got to play nice with search engines. And guess what? They love fresh, high-quality content. Regular blogging gives you points with Google, pushing you up the rankings and getting you noticed. It’s the perfect SEO recipe: write, post, and watch your website traffic grow.

You Will Find Your Community

Every brand needs an audience, whether you’re selling products, promoting a charity, or rallying for a cause. Consistent, high-quality blog content is a magnet that draws people in who care about what you’re doing and writing.

These are your potential customers, supporters, or fellow enthusiasts. Your blog is where you share your message, market your offerings, and build credibility.

So, are you convinced yet?

With solid marketing, your brand can stand out and thrive, even in oversaturated industries. Of course, that’s easier said than done.

Let’s look at some brands crushing it in the marketing game using unique content and bold marketing strategies.

Patagonia Cares About Their Authenticity

Patagonia is a model of brand authenticity. The outdoor gear giant sells products and a lifestyle deeply rooted in respect for the planet. Its marketing strategy is a great example of tapping into its customers’ values and correctly addressing social issues.

Here is what they do right:

• They align their values with their customers. Patagonia’s messaging isn’t just about gear but a shared commitment to environmental change. They regularly share content about sustainability and environmentally safe ideas that have built a strong bond with their eco-conscious audience.
• They focus on building their community around their values. By creating a community around causes like climate change, Patagonia turns customers into advocates. This approach makes their audience 4-6 times more likely to buy from and advocate for them.
• Most importantly, they back up their words with action. You can talk the talk all you want, but it won’t build any goodwill with your audience if you aren’t prepared to walk the walk.

Here’s what you should learn from them:

First, identify the values your brand shares with its customers and survey your audience to understand how they want to see brands respond.

Use this insight to create messaging that speaks their language and encourages them to share their experiences.

Hootsuite Knows How to Leverage Influencer Marketing

Despite not being a household name like Patagonia (unless you’re a marketer), Hootsuite knows how to use influencer marketing to create buzz and drive engagement. Their strategy is the perfect blueprint for smaller, niche brands looking to make a big impact.

Here’s what they do right:

• They collaborate with influencers with substantial niche followings.
• Using their influencers, they deliver content that feels both relatable and authoritative, effectively pulling followers through their marketing funnel.

What should you learn from Hootsuite?

Identify influencers who resonate with your ideal buyer. Leverage their authority to create engaging, relatable content that amplifies your brand’s message. Consider strategies like white labeling to put ad dollars behind sponsored posts and reach a larger audience.

These brands show that successful marketing is more than just selling products, it’s about building relationships and communities around shared values and interests. By understanding your audience and creating content that resonates deeper, you can turn customers into advocates and drive long-term success for your brand.

Ahh, AI, the technology that social media blew up as the ultimate way for marketers and freelancers to create content fast and easily. Over recent years, many marketers have sworn by the idea of AI being a staple tool in marketing, but the truth may actually be something different.

Now that AI content comes in so many forms, it is beginning to cause issues (who saw that coming?).

These issues include the massive spread of fake news, a growing lack of uniqueness in brand advertising, and plagiarism. Hootsuite also conducted a recent study, the findings of which showed that 62% of consumers are less likely to engage with content if they know it was created by AI.

Anyone familiar with AI knows that the content it generates all ends up *kind of* sounding the same. On top of that, most of the information that AI uses to generate copy is taken from other websites on the internet, meaning you are essentially using someone else’s words as your own.

With all of this in mind, many social companies, such as Microsoft and TikTok, are implementing features to identify AI-generated content to encourage more transparency to their users.

They are doing this by tracking the image data of the graphics posted and adding a C2PA tag to these photos. This identifier is just the start of labeling AI-generated content on social media.

Soon, it won’t just be graphics that are tagged, but also copy and, eventually, videos. While some people may feel this isn’t necessary, this is actually great news for marketers!

These new policies make it more difficult for companies to use AI-generated content instead of hiring real creatives. It looks like the fear of copywriters being replaced with AI may have been unfounded.

This also means marketers can’t use AI to generate content, but they shouldn’t be doing that, anyway. It’s not necessarily a good look when your clients realize that the content isn’t written by you but by a computer.

What would be the point of hiring you in the first place, right?

Now, don’t get me wrong, AI is beneficial in its own way, and if you do want to leverage it as a marketer, here are some ways you can without sacrificing your creativity in the process:

• Use it to generate inspiration when you find writer’s block.
• Ask it questions when it comes to successful content creation.
• Let it help you outline your long-form content for more efficiency.

Feel free to have a conversation with us about this topic on X!

The headline may be a bit deceiving because some creators have been calling out shady brand practices for some time now on Instagram and YouTube. Recently on TikTok, creators have been maximizing this by naming the companies that encourage creators to do inauthentic things to make sales.

It has even gone as far as creators reading out the contracts these brands provide them, stating that they wanted to promote false information to make their products look desirable.

Yikes!

One thing you can appreciate about Gen Z is that they do not stand for inauthenticity. Luckily, platforms such as TikTok have given them a stronger voice to try to make a change in the creator community.

Many creators today aren’t eager to compromise their integrity for a brand or a paycheck. This means marketers need to approach creators with genuine campaigns and focus on building positive relationships with them.

Building these positive relationships is another way to reduce the risk of being called out on social media. In addition to unethical practices, brands known to be rude and dismissive to their creators shouldn’t be surprised when they have a harder time finding the right ambassadors.

Creators aren’t afraid to lose money over a brand deal that doesn’t align with their values. They would prefer to lose out on the contract and be transparent with their audience than lie to them for a paycheck.

So, this is a friendly warning for marketers and brands to be better and listen to their creators’ feedback. All it takes is one viral video speaking negatively about your brand to damage your reputation.