Mobile Marketing
It shouldn’t surprise anyone that mobile marketing will become even more vital as the number of people who own smartphones is supposed to hit 2 billion in 2016. Looking around it’s hard not to notice the majority of people walking around, sitting down, eating etc. while looking at their smartphone. According to Salesforce, 71% of marketers believe that mobile marketing is core to their business. It gives us instant access to everything we want, whenever we want it. Any website or content that is not optimized for mobile will be ineffective as users navigate away from it, annoyed that they couldn’t view it properly when they wanted to. These negative experiences are held onto by users and create negative brand associations.

With Google’s announcement that their algorithm will phase out all sites not optimized for mobile (Mobilegeddon), there has already been a rush to get on board the mobile marketing trend. Something to keep in mind though, Google doesn’t care if your site is optimized for desktops as well. They seem to be throwing their support behind mobile and no one is going to slow them down.

This avenue of marketing is becoming so powerful that 58% of companies have a dedicated mobile marketing team. This leads us to the trend that by 2019, mobile advertising will represent 72% of ALL US digital and ad spending. Don’t get left behind, start focusing on mobile NOW.

Utilizing Data for Relationship Marketing
The key to personalization, data. There is no stressing this enough. The data we have that can provide us with key insights into our audiences keeps increasing. This is especially true if you are using automation. Marketers are no longer bound by mass marketing that can feel pushy and irrelevant to their audiences. Using social media and other platforms you can provide two key elements to build relationships with your audience: transparency and access.

Your customers want to feel like they can trust you. Announce things first, both good AND bad. Let them here the negative from you, not from someone else “breaking” the news and “exposing” you. It gives you the power to take responsibility as well as tell them how you intend on fixing whatever the problem is.
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Having access to voice complaints, concerns and testimonials is huge for audiences. They want to feel connected to and heard by you. Even unhappy customers can end up more loyal if you take the time to respond. Sometimes even, it’s worth the time to respond to each person individually and not just in a statement. Let your audience know you care and that they are worth your time.

App Indexing
Would it surprise you to know that 85% of smartphone internet usage is through mobile apps? Leaving a mere 15% to be websites. Google says that, the average person only uses 26% of their apps daily, while one in four apps are never used at all. (Google) For marketers this in incredibly helpful because it gives them the ability to re-engage your existing users through a Google search. As more and more companies launch apps that have the ability to be intuitive, customizeable, personalized and often more convenient than websites, it is no wonder that people prefer to launch an app, rather than search for the answer via a search engine.
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Google, taking it to the next step, is going to indexing the information within apps, in other words, providing deep links in search results. So, if you’re searching for a specific item, the results will include a link to that exact item, the deep link, instead of just the company’s surface page. In essence, this increases customer satisfaction by giving them exactly what they want in one click.

That special moment just happened! The love of your life just asked you to spend the rest of your days together… and you just can’t wait to share it with everyone! Sound familiar?
Before you jump on social media and share it with everyone you’ve ever met, it’s worth it to pause and take a deep breath. It won’t be any less exciting if you consider a few things before you post it on social media.

First, let’s look at the things you SHOULDN’T do.
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Don’t brag!
Your friends that aren’t there yet don’t want it rubbed in their face. Be happy, but don’t be a braggart. This isn’t a competition. It’s about love, right?

Before it’s actually really happened
It doesn’t matter if you already talked about it, or if you even shopped for rings. If you share with your friends privately, that’s completely understandable. Don’t, however, post it on social media ANYWHERE. Don’t take any light away from the moment it ACTUALLY happens.

Pro Tip: Consider a quick manicure, at home or professional, before you snap photos of the ring to share.
Now, let’s look at what you SHOULD do…
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Enjoy the moment
They asked!!! You said YES! It’s really real. It’s happening and you are so filled with excitement and love you feel like you could burst. Don’t waste this moment worrying about exactly how to word your Facebook post, or which Instagram filter to use. Be in the moment.

​Who should you tell in person?
At the very least, if at all possible, your immediate family should be told face-to-face. Personal notification is especially important if there are children involved. If this isn’t possible, phone calls are the next best thing.
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Choose your wording carefully
You are so excited to share this and you can’t wait for the big day. Something to consider, however, is that your 500+ friends on social media probably won’t be getting an invite. So, don’t insinuate that they will all be included.

Traditional forms of advertising and marketing require many upfront costs that make them prohibitive to small businesses. However, in today’s digital world we are seeing a shift in what forms of advertising are most effective and who has access to them. Social media has been taking the world by storm. Everyone from grandparents to children who live anywhere from America to Zimbabwe have access to these sites. They are being used in new ways every day. The Egyptian revolutions of 2011 utilized Twitter to schedule and plan their revolt. They did this so that their government would not know what was happening. Social media has done what no one could have imagined event 10 years ago. Digital analyst Brain Solis said in his book The End of Business as Usual, “Social media sparked a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.”  It has leveled the playing field between small business and corporate giants more than we could have thought possible. When strategically planned and executed, a social media campaign can expand a small business’ visibility and increase their profit margins.

Social media is a powerful long-term addition to a business but, it is not a quick fix. Recently, businesses have been expressing frustration with the lack of response to their social media efforts. What they seem to be missing is that social media is just that, social. It takes time, energy, commitment and most importantly, connection through the multiple platforms before results should be expected. Each individual venue has its own strengths and weaknesses as well as its own culture. If these things are not understood and utilized properly then the user, in this case the business, will be rejected.

“Return on relationship takes time,” Social guru Ted Rubin says. “People are being sold on social as a place to generate leads, but it’s really a place to build loyalty, answer customer service questions and to build a community.” These things take time, he says, and commitment to the platform, but in his experience they have proven to be the value that does result in an increase in revenue” (Casserly).
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If the business’ plan is to simply create a Facebook page or Twitter account and occasionally post notice of a sale or change in business hours there is no connection being formed. The return comes when loyalty is established and the business shares it’s voice or personality. This allows their customers to find something to identify with. Even businesses that have a relatively uninteresting product can expand their business through well planned and worded posts. Sharing something in a funny way or presenting a scare tactic can get people to notice theproduct and think of it in a way they never would have before.

Instead, take the time to engage your customers will ensure the response and connection businesses are looking for. Post a poll or ask for an opinion on what special to run are a couple of ideas on how to create interaction. Then, to continue to build the bond with the customer, be sure and give credit directly to anyone who responded or gave you an idea. When customers know your business is available they will pay more attention and interact more often. It’s also important to know where your demographic is online. Not everyone uses every site. It may be tempting to want to spend time building a following on every platform to maximize your business’ reach. However, over time it most likely will become clear where the greatest return on investment (ROI) is. “Mark and Michelle said their companies had better luck marketing on Facebook instead of Twitter. “We monitor our name on Twitter to see if anyone is tweeting about us, but we use Facebook as our primary social media communication method,” said Mark. “In our line of work, Twitter just wasn’t the way to go; Facebook was. But every business is different” (Administrative Professional Today 2).

One of the biggest challenges to overcome in including social media in a business’ marketing strategy is; understanding the possible legal ramifications of what is shared. The first and best way to start is to develop and adhere to a company policy. In this way the company can even be protected from within. If an employee chooses to violate policy, then the company will not be held accountable.
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“You are still obligated to monitor what is being said about your organization and put policies and procedures in place to respond to negative consequences. In addition, regardless of participation, you need to have employee policies and guidelines. Most employees will want to know what they can and cannot do on social media as it relates to their employer. Employee training on policies, procedures, work use and impermissible activities needs to be done” (Hershberger 32).

Inhibitions and social norms often go away when people are sharing on social media platforms. Angry words and secrets are shared too liberally because of a false sense of anonymity. The words are not being said to someone face to face and therefore tend to flow with a freedom that can often incur consequences. Courts are currently making rulings throughout the country on what is admissible and how it can be obtained.

“Courts have established that Facebook and social media information, even if guarded under privacy settings, is discoverable if it is shown to be material and relevant to the claims or defenses. In Loporcaro v. City of New York, the plaintiff firefighter sued the city of New York and a private contractor, claiming an injured knee left him permanently disabled and confined to bed for several months. The defendant requested the plaintiff ’s Facebook postings, claiming that public portions of his profile revealed he maintained an “active lifestyle;” therefore, private or deleted portions could lead to admissible evidence” (Silton 21-22).

There is no room for hearsay in this situation. Our words can and will be used against us no matter what our privacy setting may be. Deleting material does not change that it has been said and shared. The information, once shared, can be accessed. If an employee is making statements about the business or work environment it can be used against them. Many companies keep an eye on employee posts and it is not unheard of for these companies to let employees, who express upset, go. In the end, the best way to consider what is being said on social media is to remember that it will exist forever. Then consider if you would not say this directly to your boss, business partner, employee, it is probably best left unshared.

Using the tool of social media should be handled by someone who has the training, understanding and time to develop and execute a full strategy. The ease of access to social media, and the fact that it is free to sign up for, gives a false sense of casualness to its use. A mistake that is often made is that owners take on posting for themselves or giving the responsibility to a younger person that they know. Someone that they think is “good at” being on Facebook or “understands” Twitter. There is so much more to utilizing these tools expertly to get a response as a business than one may guess.

They are also very unlikely to be on Twitter. Instead, if you want to get these women’s attention, Facebook and Pinterest will be your best targets between the hours of 7:00-9:00pm. The reason for this time window is that is when their children are in bed and they have free time. Each social media manager needs to have an understanding of these nuances within a business. Without them, the business is wasting time and money trying to get the attention of people that are not looking. It is a basic rule of any marketing campaign ; if you focus your efforts where your target market isn’t, no one will take notice of you. The number of beer commercials during an episode of Glee is practically non-existent. However, during that same episode of Glee, you would probably be unsurprised to see ads for Apple products.

“Research the 5 W’s: Who, What, When, Where and Why. These 5 questions will build the foundation of your social media strategy, and more importantly your brand. Know who your consumers are, what motivates their purchasing behaviors and why it motivates them. Search the web, Google, Facebook and Twitter to see what is trending in your locales, industry categories and more. Also, pay attention to what is not trending. Once you walk a day in the life of your target consumer, you can implement a social media strategy that appeals directly to them. Customized social media is nearly impossible for a large corporation” (Smith).
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This knowledge gives a small business power that a large corporation simply cannot compete with. The CEO of Target won’t respond when you Tweet. That’s what makes the difference. That is what gives the personal touch that will create loyalty with a customer. Where we once focused on the personal interaction at the store on the corner, we can now also feel via social media. This happens when the businesses we love to shop with online remembers who we are and responds to us like we are longtime friends. There is an important aspect to remember when responding to customers though: You are speaking as a part of the company. Again, someone who does not know how to utilize a full social media strategy may forget to remain in character. They may forget to maintain the company voice that supports the brand. The right words, or wrong words, can attract or repulse different people. Understanding this and maintaining it through all communications is vital to the success of a business, on a long term basis. As changes in an industry happen it is important to stay current and utilize the terminology that will confirm you as an expert within the business. All of these parts have to come together every day and through every communication to be as successful as possible. Getting access to the different social media sites may be free, but budgeting for a social media manager will pay for it-self several times over.

​The digital world is new, exciting and ever changing. More people are getting involved with online communities daily. It stands to reason, that any business which chooses to not utilize this new and easily accessible form of advertising, is missing out on a great opportunity. Theability for small businesses to create a personal touch, even though they remain faceless to their customers, is an advantage major corporations cannot not match. For the first time in the marketing world small businesses have an edge. People want access to the businesses that they are spending their money with. They want to feel connected like they do when they shop at their local stores. “Listening is one of the most important things a brand can do online. If your brand is just broadcasting its own agenda, it isn’t truly engaging in a conversation.” (Goldman) A danger lies within this easy familiarity. Law suits can bankrupt a small business in a way that large corporations would be able to fight or simply pay off. For this reason, it is especially important to have someone in charge that knows what they are doing. A social media manager understands what words can and cannot be used with consequences. They also know how to build and implement a set of guidelines with Human Resources. They do this so that the business is protected from the moments when their employees may fail to maintain their conduct within these guidelines. The facelessness of the internet can give a false sense of security and anonymity that can easily bring on a lawsuit. When these things are handled correctly, a business can expect to expand their online presence as well as customer base. More importantly, they will be gaining customers with greater loyalty to their company; the kind of customers that businesses hold onto for years to come.

Works Cited
“Can You Make Tweets About A Boring Business Interesting?.” Administrative Professional

Today 39.5 (2013): 2. Business Source Complete. Web. 7 May 2013.

Casserly, Meghan. “Why Small Businesses Are Losing on Social Media.” Editorial.Forbes.com.

N.p., 17 Apr. 2013. Web. 6 May 2013. <http://www.forbes.com/sites/meghancasserly/2013/04/17/why-small-businesses-are-losing-on-social-media/&gt;.

Goldman, Jeremy. Going Social: Excite Customers, Generate Buzz, and Energize

Your Brand with the Power of Social Media. New York: American Management
Association, 2012. Print.

Hershberger, Tara. “Preparing for Social Media Guidelines.” ABA Bank Marketing 45.4 (2013):
Journal file.
Silton, Heidi M., and Courtney Blanchard. “Social Media Discovery: The Ongoing Struggle To

“Update Status.“ Computer & Internet Lawyer 30.5 (2013): 21-25. Business Source Complete. Web. 6 May 2013.

Smith, Jocelyn. “Advantages of Social Media Strategy for Small Businesses.” infinitee blog.
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infinitee, 4 Apr. 2013. Web. 6 May 2013. <http://www.infinitee.com/brand-building-strategies-blog/bid/59709/Advantages-of-Social-Media-Strategy-for-Small-Businesses&gt;.

When was the last time you watched a television show WITHOUT your laptop, tablet or smartphone also in use? You’re probably having a difficult time remembering. More and more we feel the need to be constantly connected and to share what we’re doing or thinking RIGHT THAT MINUTE. This is especially true if you’re active on Twitter, which is designed to have you update as things happen. So, it seems that there is a natural fit between social media and your favorite television show, right? It’s become pretty common to see a hashtag on your screen as you watch a show. The producers hope that you’ll use their hashtag to engage in conversation with others and also offers them easily traceable data.
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Here are a few examples of shows that REALLY know what they’re doing:

Social media is a fantastic way to stay connected to your favorite teams and get to know up and coming athletes. All gatekeepers are removed and there really isn’t anything between the fans and the athletes. People especially want to be able to say, “I knew him/her when” or “I’ve been a fan since…” Increase popularity has it’s benefits for the athletes as well. Charismatic players that fans respond to are worth more. Even if it isn’t in the money they get as part of their contact when they go pro, it will be in endorsements that companies like Nike, Under Armor and Gatorade provide. Celebrities often get more than $20,000 PER POST if they have enough of an influence. This is a powerful reason for college athletes to start building this following before they get drafted. There are dangers and challenges to consider, however, and athletes need to be prepared.
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Words have power and tweeting especially can get you into trouble. With people getting social media accounts at younger and younger ages, it is very likely that current athletes and the college athletes of tomorrow will have had accounts for years before heading into college. The challenge is that: anything EVER said on social media, can and will be used against you. Saying something offhanded after a tough loss when you’re 15 years old could actually ruin your career. It’s kind of crazy to think about, but it’s absolutely true. Then, when you get to college, everything you say is not only a reflection of you, but the program you’re involved in and the college you attend. A racial slur, sexual statement or even a comment about other team’s fans can get you in quite a bit of trouble.

A FORCED ban may not be the best idea. It can easily be seen as just another way that coaches control their players instead of a way to be supportive of them. Another problem that is starting to be discussed as more schools implement such bans, is that they are unconstitutional. That’s right, they are a violation of these young individual’s First Amendment Rights.
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Businesses have the ability to control some of what their employees say on social media because they are representatives of their company. The catch with student athletes is that colleges are going above and beyond to maintain that student athletes are NOT employees. There has long been a debate about the limitations of these student’s abilities to make money. Other students on scholarship have the opportunity to work, student athletes do not. The school makes hundreds of thousands of dollars off of them, their pictures, their jersey sales, required appearances etc, but the students are not entitled to any of that money. So, limiting their First Amendment Rights may backfire in the near future.

45% of college athletes say that they have had NO social media training!
3% say that they have posted DURING one of their games!
37% say they have posted something that they regret!

So, what can be done instead? Well, Cal Quarterback Jared Goff imposes a social media ban on himself. He has been known to post that he’ll see everyone when the season is over, and then limit any posts to those he is sharing or re-tweeting by UC Berkeley itself. Another option is to educate these young athletes on the power they hold in their hands. Social media has become so common, so much a part of every day life, that many people don’t even consider that there could be consequences for the things they say. Essentially, student athletes are undergoing a four year job interview, where everything they do on the field of play as well as everything they say has it’s consequences. Instead of risking that in a moment of anger, drunken stupidity or just plain brain freeze a promising young people is going to through their future away, not to mention all the money spent on them by the college, why not take the time to teach them a powerful life lesson.
This scrutiny isn’t going to go away when they turn pro. In fact, they’ll have a bigger audience and it could have even greater consequences. There is no way to stop EVERY post that can have consequences from happening, but we can slow it down if we take the time to educate our players. Teach them just what is on the line and what they have to lose. Let them know, this absolutely COULD and WILL happen to you if you do any of these things. J.J. Watt suggests that you read each post at least 95 times before you actually post something. Make sure it is something you want out there, forever. If it is something offensive in ANY WAY you can be sure that someone saw it and took a screen shot of it. Nothing goes away any more.