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Why You Need to be Tagging

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Tagging is one of the most effective tools that marketers have to generate organic attention and engagement on their social media posts. And yet, so many marketers neglect opportunities to tag. Here’s why tagging is important:

First and foremost, tagging puts your posts in front of more people. As soon as you tag another account, they’ll see your post. In many cases, this can lead to them sharing your post, putting it in front of an entirely new audience—one you normally wouldn’t be able to access.

If the account you’re tagging is related to yours, as is often the case, then there’s a good chance that this new audience will be receptive to your message. That results in not only more engagement on your post, but potentially new followers as well.

While this is the main benefit of tagging in your posts, it isn’t where the benefits stop. Consider this: if someone is searching for a brand that you tagged in your post, tagging them will boost the chance that your post shows up in their search results. It’s a small opportunity for more engagement, but nonetheless still results in your post being in front of more people.

Let’s take a look at the difference between a post with tags and one without.

Say you are an Austin, Texas-based pharmacist who owns a range of pharmacies in the area. Here is an update that you might share with your audience.

“If you are located in the Austin, Texas area – I’m sure you have heard about the wave of sinus infections that have been making the rounds lately. It is always good to keep up with the latest pharmacist-recommended health products. Here is a list of all of the pharmacist-recommended health products of 2022: ow.ly/OowWp”

Now this is a terrific update. It targets the appropriate local market, talks about a current event, and offers a list of engaging, helpful information for the target consumer. But it might only be seen by a small few. Why don’t we enhance it so that it can get more views?

Take two:

“If you are located in the @Austin, Texas area – I’m sure you have heard about the wave of sinus infections that have been making the rounds lately. It is always good to keep up with the latest pharmacist-recommended health products. Here is a list of all of the pharmacist-recommended health products of 2015, brought to you by @Yahoo Health: ow.ly/OowWp”

Since they are tagged, this version will be seen by the city of Austin and by Yahoo! Health. Since the update contains relevant health information for the local area, there’s a good chance that the city of Austin will share it. Suddenly, your post is being seen by a far wider audience than without the tags.

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Marketers, Are You Ready For The Holidays?

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You’ve seen it, haven’t you? It isn’t even October yet and stores are already readying their Christmas displays. It might seem a little obnoxious, but there’s a good reason for it: people love the holidays.

Halloween. Thanksgiving. Christmas. New Year. Valentine’s Day. Easter.

What do all of these holidays have in common? They’re all fantastic marketing opportunities for your business.

While some of you may already be sighing, thinking that “aren’t these commercialized enough?” And of course they are, but that’s not what this is about. Your marketing shouldn’t be about fooling consumers into purchasing products or services that they don’t need or want. What this is about is aligning your marketing message and position to align with the needs and emotions of the season.

I know it sounds a bit airy-fairy, but if you tying your message into a particular holiday season you may see yourself grab the attention of a consumer who may have otherwise passed you by.

So look at your marketing materials and plan, then see what holidays are happening around the same time. For example in the USA, Thanksgiving is universally known as a time of giving. Perhaps in your email blasts you can send out 10 tips to giving back during this holiday season. Or in your print advertisement you can give an exclusive discount to those who order before a certain date, then give a certain amount to a related charity.

Also, offering discounts and specials around the December holidays will really grab the attention of your marketplace. While this is not an extremely shocking thought…do you know that many small business owners overlook this? Offer solutions and helpful tips to making it through the holidays – you will be surprised at the response!

This is also where you should be pulling out your marketing list. Just as a reminder, a marketing list is a simple list of all of the marketing activities that you take part in. So for example, this would be a strong marketing list:

  • Email Marketing/Blasts
  • Google Adwords
  • Coupons/Discounts – Flyers
  • Social Media Campaign
  • Billboards
  • Print Advertising
  • Press Releases
  • Media: Television, Radio, Print
  • Events/Exhibitions

If you look at the activities that you have coming up on your marketing list, see how you could come up with a short-run campaign to capture more interest while making the most of the holiday angle. 

At the end of the day, it is good to tap into the emotions of your audience during each holiday season. The holidays tend to be a stressful time for a lot of people. By offering them solutions to their problems, you will not only grab their attention – but you might just grab their loyalty as well.

This might seem like pretty simple advice, but you’d be surprised at how many marketers and brands simply don’t take full advantage of the holiday season. The key is in utilizing the holidays to tap into your audience’s emotions, but to still provide them with something of value. 

You can’t just play a Christmas song in your ads and expect anyone to care. Use the holidays to really connect with your audience, and the results can be staggering.

Finally, don’t wait to get your holiday marketing plan ready! Once the holiday season sets in, it will be nonstop for months. Take this opportunity to make a stellar plan ahead of time—you’ll thank yourself in November!

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Become a Trusted Expert on Social Media


For many companies, it isn’t enough to simply have a brand presence online. People will always see a brand account as just that—a brand, and not a real person. One of the best ways to close that distance is by promoting a spokesperson to represent the brand’s interests in a more human way.

If you own a small business, positioning yourself as the company expert is the easy choice. But in larger companies, the owner or CEO may not want to be the focus. In those cases, another member of staff with a solid online profile can act as the expert spokesperson for social media.

For example, if you are going to market your business on LinkedIn, you will need to either create or use an existing account for your spokesperson.

At first, it’s most effective to use just one spokesperson for a period of time before introducing more experts. With more people, you have more to manage, and you can get watered-down results. You can increase your expert base as your skills and social media acumen grow.

Of course, even building an audience for one representative is easier said than done. Social media is, well… saturated to say the least. If you’re trying to grow a following, then you need to provide genuine value. But before anyone will listen to what you have to say, you need to build a sense of trust with your audience.

You will need to compile a comprehensive list of your expertise. Having the items below at the ready is crucial to building your credibility as an expert. These also will help you build strong social media profiles on numerous sites, so this is very important information:

  • Professional biography (200-300 words tops)
  • Current professional contact information (including phone, address, email, websites, social media links)
  • Up-to-date resume or CV (including higher education, past jobs, projects, hobbies and interests)
  • Videos or pictures of your presentations, awards, training
  • Organization memberships (e.g., Business Networking International, American Marketing Academy)
  • Top 20 professional skills
  • Honors and awards
  • Publications you have written for or are featured in (and PDFs/documents of the content)
  • Languages spoken
  • Certifications, specialty courses, and test scores
  • Volunteer work or causes that you support
  • Marketing collateral (brochures, sales sheets, postcards, event sheets)

It looks a big, scary list, right? In reality, once you get it done, all you have to do is dip back in once in a while to make updates or add new items. Your expert profile information is most useful on LinkedIn, but it will also serve you well on any social media site where you or your spokesperson will be posting.

Once you get this set up, you’ll be on your way to building credibility and growing your audience. From there, you can use that platform to connect with more people to promote your business one-on-one. It may seem like a lot of work, but it’s a great way to generate more high-quality leads than a brand page alone.

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The Secret to Facebook and Twitter Optimization

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It doesn’t matter how much time you spend creating amazing, compelling content if nobody ever sees it. If you really want to connect with your target audience online, your content needs to be optimized for each platform.

This isn’t really news for most marketers, but there are some simple optimization tactics that you could be overlooking. Today, we’re focusing on Facebook and Twitter optimization.

Briefly – here are the three pillars of content optimization:

  1. Engaging Content: Well-written content which is laser-focused on your target market.
  2. Timing: When does the post go out and when will it be seen by your target consumer.
  3. Social Media Optimization: Do your posts contain keywords, hashtags, tagging, and more that can get your content seen by greater numbers of your target audience?

Optimizing for Facebook

Facebook—it’s one of the oldest social media platforms around today and still the most used. However, the Facebook we have today is very different than the one that existed 5 or 10 years ago. It’s constantly changing, which means our optimization strategies have to change with it.

But do not fret! There are still some tried and true ways to optimize your posts on Facebook. Here are four quick and simple tips for further Facebook content optimization:

  1. Every Post Needs a Visual: Let’s start off with the most obvious tip – visuals are king on Facebook. Visuals have been said to drive increased engagement of 60% over posts without images. So start creating your own images, take photographs, or find some online to increase your post’s engagement.
  2. Keep it Short: Facebook allows you to create very long, detailed posts. But just because you can doesn’t mean you should. In fact, the highest-performing Facebook posts tend to have just 50 characters or fewer
  3. Tagging: Are you mentioning another Page in your post? Then tag them in it! Even if you are using source material from a newspaper, it is a good rule of thumb to tag as much as possible. This will increase the reach of your posts.
  4. Native Posting: All of your posts (whether pictures, links, video, anything) should be natively posted through Facebook as the site favors all information that is posted directly through them, rather than a third party. This is especially true when it comes to video, hashtags, and tagging.

Optimizing for Twitter

Now let’s move onto Twitter. This is a much more intimidating site for many marketers, as the learning curve can be steep and fewer brands find the platform useful. 

However, when used to it’s fullest potential, Twitter can be a powerful tool for any marketer. Here are four key Twitter optimization tips:

  1. Keep it Short: We probably all know that a tweet on Twitter is maxed out at 280 characters, but that doesn’t mean that you should use them all! To maximize the sharability of your tweets, try to keep them under 100 characters.
  2. Don’t Overuse Hashtags: You have a very limited amount of space to get your message across, so you can’t afford to use it all on hashtags. Try to work your hashtags into the content of your tweets to save space!
  3. Use Mentions: These are basically the same as tagging someone on Facebook. When you are mentioning another account, make sure to add their username to the post. This will notify them and boost the chances of a retweet!
  4. Don’t Forget About the Visuals: While not every tweet needs to have images, adding some to your content mix will give you the edge over your competition. So grab some of the ones you are using in your Facebook (or other social media) campaign(s) and add them to your Twitter updates.

And there you go! Just following these tips in your social media posts can make a huge difference in how many people your social media updates can reach. Now go get optimizing!

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Top 5 Social Media Secrets The Big Brand Don’t Want You To Know

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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, Twitter, 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 on Twitter which not only attracts millions of followers, but it 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.

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Do You Have What It Takes To Be The Ultimate Social Media Marketer?

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When confronted by a marketing team, many brand owners and even C-level executives think, both to themselves and out loud, “Pssh, I could do that!”

Well, the time has come to put you to the test!

What does it take to be a truly effective social media marketer? One that can push a brand like no other and establish an amazing online presence? The truth is, some marketers are able to tackle the world of social media a little better than others. Why is this? They’ve taken the time to perfect their strategy. The good news? So can you.

Here are the top ten traits that the ultimate social media marketing campaigns have. Check these off one by one and see how you stack up!

  1. Focus. Your content should be specifically relevant to your industry and type of work. Relevant, not “strictly related.” Not every post should be shameless plugs and self-promotion (although there’s definitely room in your strategy for those things too!) Instead, post articles and interesting posts that your followers will enjoy and be able to start a conversation around.
  2. Passion. How are people supposed to be interested in your company if you’re bored with it? Trust me, your lackluster effort will show in your content. Get pumped up and plan out a content strategy that amplifies what’s fresh and different about your business! You should be proud and passionate about your brand.
  3. Professionalism. Social media is about casual communication, but that doesn’t mean you’re not a professional. Keep it classy, fellow marketers.
  4. Authenticity. People can spot a scam a mile away. The internet is already full of cheesy marketing tactics, empty promises, and unrepentant cringe. Make sure you stay honest and true to your brand—the younger your target audience is, the more that a natural presence, real beliefs, and general authenticity will matter.
  5. Consistency. You never want an excessive amount of time to go by without sending out a post. A day is understandable. Two, you’re going to start to suffer. A week, and you will need to wipe away the digital dust. Keep your publishing schedule consistent and reliable.
  6. Communication. When a customer, client, follower, or fan contacts your company, you have to abide by three things. Friendliness, timely responses, and a satisfactory answer to their inquiry. Make sure you stick to the basics of customer service and communicate with a cyber smile.
  7. Positivity. There’s enough bad news in the world nowadays, in particular on the internet. Make someone’s day by spreading some joy through a post. Whether it’s a quote, a tasty recipe, or a fun image, your social media content should have a fun factor. These posts not only brighten up your community, but if you have engagement-based goals for your brands social media accounts, positive posting will help get you there.
  8. Integrity. Don’t take advantage of bad news for marketing gains. Don’t post inappropriate or controversial content. Don’t curse. Don’t fight with dissatisfied customers. Once again, keep it classy.
  9. Entertainment. One of the defining factors of social media is that people use these platforms for FUN. Make sure people actually enjoy seeing your tweets, posts, and pins by studying what is trending and most engaging.
  10. Patience. This trait combines a bit of everything. You need to be consistent, have a focus, stay positive, and use your exceptional communication skills. All the while, it may take time, but don’t let the quality dwindle. Don’t forget that social media takes time. Do not give up!

So, where did you fall on this checklist? If you weren’t able to check all ten, don’t despair! It’s not a sign of failure, it’s a sign of potential.

There are plenty of businesses who have all ten of these traits. There are also MANY who have none of them. Make sure you keep these in mind when you pursue your marketing ventures. If you do this, online credibility and brand awareness will be yours!

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Are You Sending Too Many Emails? (Probably!)

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With all of the conveniences brought to us by our favorite email marketing platforms, it’s unfortunately really easy to send a truly spammy amount of emails to our customers.

But it’s also easy to send too few.

What exactly is the right amount? As usual, it’s a simple question with a complicated answer. Here’s how you can do some digging and find out how often your brand should be hitting send.

Every business you take on as a client is unique, which means their customers are unique too. It’s a nice idea to try and make a catch-all rule for email marketing frequency that works for every business—but that attempt will fall apart sooner than you think.

Basically, everybody looks at their emails differently. So while your business may cater to cat-lovers and your subscribers will all love cats, that doesn’t mean you’ll be able to build a strategy that works for all of them.

There are very few people (honestly, I would argue almost nobody) who meticulously opens and interacts with every email. Apart from serial killers, no one has that level of commitment and focus.

Most people will leave around 30 to 40 percent of their emails unread and they’ll unsubscribe once a newsletter strays from their interests or starts to pop up too often.

You can’t please everybody! Some subscribers would love to receive an email from you every single day. Others will go into a rage if you send more than one email a week.

So how can you figure out what makes them happy?

Here are a few ideas:

  • Why not just, you know, ask them? Create a survey to gauge how your customers feel about your email marketing. Ask them what they prefer. Ask enough customers these questions and you’ll be able to figure out how the majority feel.
  • Are you personalizing? Not just adding your recipient’s name, but also custom recommendations. If not, you should look into it—it’s a great value-add (which we’ll talk more about later). 
  • Test. Split your email list into multiple lists. Call them Test A, Test B, Test C, etc. Send one list an email every day, and send another list an email every week, and the third bi-monthly. Compare the results. Look at how many people opened the emails, how many clicked through, and most importantly, how many unsubscribed. The more you test, the more you’re able to find the correct middle ground.
  • Yes, I know you want to advertise Every. Single. Sale. But I’m telling you there’s nothing that will make your subs unsub faster. Unless you’re consistently offering 80 percent off on everything, it’s going to get tiring.
  • Put yourself in the shoes of your subscriber. How would you feel about getting emails every 2 hours about a business? Most likely, annoyed

These ideas may give you a lot of good information and data on your subscribers. But there’s one last thing you may want to consider: how often you send your email marketing might not be the problem.

I’m signed up to a bunch of mailing lists, some of which email me once or twice a day. While I find that to be excessive, I still haven’t unsubscribed. Why? Because those mailing lists offer something that other hyper-senders often don’t: value. They may overwhelm my inbox, but when I do I see a subject line that I like, and open their email, I know that the information within will be well written and thought out.

And that is the key: too much of a good thing doesn’t exist. Nobody will hate you for sending them lots of emails with valuable, quality content. Email marketing only becomes spam when the email has no purpose behind it and isn’t useful at all to the subscriber.

Improving your emails and their content is just as important as finding out the frequency of your email marketing. If your subscribers love your emails, they will actually enjoy receiving more of them!

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Staying Out of Trouble on Social Media

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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. It isn’t a business’ role to provide commentary about 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!

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Writing DMs That Turn Audiences Into Advocates


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. To learn about building them, I’d suggest taking a look at a very helpful piece like this.

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. We’ve talked in recent previous blogs about how much of a threat digital competition is, but 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. Authenticity isn’t an aspect of your brand—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!

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Crafting the Right Comments Conversation


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.

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