COM0015 – Applied Social Media for Business

Blog assignments from COM0015 – Applied Social Media for Business

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Blog 4: Out of the Box

Via Cup of Couple on Pexels

Social media is hard to define, learn, or teach because as we have seen, it is constantly changing. There are so many different elements to it, and nothing stays the same for too long. This means we have also been able to see the significant impacts that social media has had on marketing. Any business doing successful marketing in 2023 is certainly utilizing social media to its advantage.

I have talked about Spotify, Nike, Knix, RadioShack, and many other businesses through my course of study. Spotify gave an amazing example of how user-generated content can be one of the most authentic marketing tactics and people are more likely to be influenced by their friends and those around them. The Spotify Wrapped campaign has become a phenomenon that users look forward to year-round. It takes little work on behalf of the company other than ensuring the data collection runs smoothly and updating a few slides each year. I also looked at Knix, a Canadian-founded brand that has utilized social media platforms to have everyday people in their advertisements. Rather than exclusively hiring professional models, their campaigns represent the types of people they hope will be buying their products.  

One thing in particular that I was surprised about over the course of my studies, was how far possibilities have come in terms of monitoring and measurement. I have not been involved in the monitoring or measurement parts of a social media strategy for quite a few years. I was under the impression that you had to be involved with the business directly and have access to their website and social accounts, to really be able to get information about their performance. That is not the case anymore. Of course, if you do have that access you could get much more detailed information and stats such as from Google Analytics. However, even with no connection to a brand, someone can get a lot of information about how well their social media strategy is doing. I personally found using sites like BrandMentions, Brand24, and Sprout Social to provide invaluable information when researching a brand. This can be used for insight into a company there is potential to work with or can be used to research competitors of a brand. It is also a great way to get familiar with measuring and monitoring in general. Experience can be gained from using these platforms, many of which are free, without having to first be hired in a position to do so.

Marketing has changed drastically from 10, or even 5 years ago. Businesses, organizations, and non-profit organizations can all benefit from having a social media strategy in place. With new arrivals to the industry, like Chat GPT and other AI technology, there is no way to predict how the intersecting futures of social media and marketing will go. But one thing is for sure, it will keep evolving and growing. The best thing people who are involved in the industry can do is to try to stay on top of trends as best as possible and always be open to continued learning.

What has surprised you the most about how social media has affected your own career trajectory or that of a business you work for?

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Assignment 5; Event Participation

Event: Upgrade Your Career
Date: October 26, 2023
Time: 12:00pm-1:00pm ET
Location: Virtual
Link: https://connect.cprs.ca/events/EventDetails.aspx?id=1793918

Screenshot taken during the Upgrade Your Career event

Summary of event: This event was designed to give information and resources specifically about the 2024 Accredited in Public Relations designation program. It can be attended by both members of the CPRS (Canadian Public Relations Society) and non-members. It was free to attend. I chose to attend this event because it was convenient but also piqued my interest. I have been receiving the CPRS newsletter for some time, as I was a student member back in my university days. I have always intended on attending one of their events at some time or another and this assignment gave me the incentive I needed to sign up.

People in attendance/interactions: The event was put together by the CPRS. It was moderated by Danielle Coté and was hosted by Tom Ornsby, APR and Alex Sévigny, PhD, APR. Both have the Public Relations accreditation. It was attended both by CPRS members and anyone in the public who was interested in signing up. There were about 27 people in attendance. There were lots of opportunities for attendees to be able to ask questions to the hosts. Questions could either be submitted in advance or asked during the webinar as topics came up. I was to interact with other people, both in the industry and not, from all over Canada. This included the Nova Scotia chapter society president JoAnn Alberstat.

Relevant quote: “We are so used to talking about ‘we’ or ‘our work’ but this is really your voice coming through every part of the process” – Danielle Coté, moderator. Danielle was just insight into how the CPRS is there to support members in the process of being accredited but also are looking for their individuality to shine in the process. They want people to showcase who they are and to show their independent work, separate from the work of others. It gave great insight into how you can be part of a bigger team and network, but still have your own unique voice and contributions.

Takeaways: Based on all the interactions that took place I learned a great deal about the industry of public relations and the steps that are involved in getting accredited. Prior to attending this webinar, I had little knowledge about these things and was not sure if that would be a career path of interest to me. I learned a lot about the dedication required and the various checkpoints that are required. I also learned that it is a very community-based process. There are people to help out with every step of the way. They want people to succeed and even if obtaining the accreditation is not feasible for someone at the present time, CPRS members are committed to helping people along the journey and not just after they have completed it. They encouraged participants to contact them at any time with any further questions or even for 1:1 meetings.

Synopsis: I would certainly attend a similar event to this in the future. This event reminded me how easy it can be to network and learn. Attending events for professional development, whether in-person or online, is essential to progress. Not only did the webinar provide useful information and tips on career development, but many of the skills and concepts that were learned can easily be applied to one’s personal life. Events like this can give insight into further career possibilities or how to make the most out of your current role. Even if someone was not specifically interested in the Accredited in Public Relations designation program, I still feel like an event such as this would be useful. It gives insight into possibilities for career adjustment and trajectory. It also gave me the opportunity to meet with other members of the Canadian Public Relations Network. Expanding your professional network can be beneficial in so many ways and it can be impossible to know all the ways it can possibly benefit in the future. That is precisely why attending events like this one should be an integral part of networking and career development.

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Blog 3; Professional Networking Now and in the Future

Via Matheus Bertelli on Pexels

Strategy:

Networking is crucial for many industries. And with social media and the ever-expanding online world, there are more avenues than ever through which people can network. But why, with endless possibilities now, can networking often feel more overwhelming than ever? I think it is important to do intentional networking rather than just networking for the sake of it. This can involve some trial and error while figuring out what is most beneficial. While social platforms and online events have greatly broadened networking opportunities, it can also make it very difficult to keep on top of what is happening in a particular industry and to know what is best to participate in.

Networking is important regardless of where one is in their career or their job satisfaction. As we are never able to predict the future, we can never be sure how our career trajectories will change and when networking will become especially important. My main strategy is to network within my field, but also in other areas I am interested in. This will grow my network but also expose me more to people and situations I may not be as exposed to. I have not been putting the effort into my network that I should be. For example, I do have LinkedIn but do not post or interact on the platform nearly as much as I should. It is not enough to just have a presence but is important to interact and engage, otherwise, your network will never grow.

Online Networking:

With there being so many social and professional online platforms, it can be tricky to know which are going to be the most beneficial to put time into developing. It is important to have a digital presence and to ensure that profiles across accounts have a unified look in their messaging and images.

Within the next 6-12 months, I will focus on expanding and strengthening my online networks. Social media and communications work is often remote so having a strong virtual network and presence will certainly benefit me in this role. To achieve this, I will focus on the following;

  1. Joining virtual networking events/workshops; Because these events are virtual, I can join and find more without having constraints such as commuting and duration of event. If there is one I am particularly interested in and cannot attend, I can always attend for part of it or see if I am able to get a link to replay it afterward. Events can be in different time zones and outside the hours I would normally consider an in-person event.  When possible, I will make an effort to actively participate, and engage in conversations with those hosting/in attendance to help establish meaningful connections.
  2. Social media platforms; This has almost unlimited potential for networking and there is a lot of possibility and power behind social media platforms. I can connect and engage with other people in my field, potential people to work with, and other professionals that may be able to benefit me in some way or another. I would need to evaluate which platforms would be most beneficial to utilize. LinkedIn, Instagram, X, and Facebook would be where I would get started with my networking efforts and adjust where necessary.
  3. Online communities; While this is similar to the above point, there is potential to join industry-specific groups. This could be as easy as finding groups on LinkedIn or Facebook. These are more specific, smaller communities that may be easier to network with. Would also be a great way to find out about in-person events. I can also utilize platforms like Reddit, Discord, and MeetUp.
Andrew Griffiths talks about the importance of networking

In-Person Networking:

In-person networking can be more difficult. It can be harder to work events around an existing schedule primarily if you work full time and have family commitments. Particularly over the last few years with Covid, lockdowns, and increased remote work, in-person networking events seem less frequent. People are possibly still being cautious and online potentials for networking have come a long way. However, I think there are elements to in-person networking that simply cannot be replaced with virtual counterparts. Connections can feel more natural, less formal, and happen more organically during an event. Online connections seem to take more thought and premeditation.

To develop my in-person networks as a social media manager and communications specialist in the next 6-12 months, I will focus on the following activities and commitments. 

  1. Find and attend local industry events; This will involve researching and attending events in my area that could be relevant to me and trying to build my network. It could be ones focused on the industry I am working in (communication and social media), or others on industries I am interested in branching into.
  2. Continued education; I would also look for seminars or workshops that could help me to develop and strengthen certain skills. For example, a seminar on effective communication, leadership courses, or strengthening written communication. This could expose me to networks I may not encounter otherwise and expand my network uniquely.
  3. Joining groups; can be a little trickier to achieve as many events are now being held virtually. However, there are still groups that host in-person group meetups. For example, the Canadian Public Relations Society (CPRS). While I may not be working specifically in public relations, they host events and gatherings that can be very useful to a much broader audience than those just working in PR.
  4. Attend Social and Community Events: Engaging in social events and my community provides an opportunity to meet people from diverse backgrounds. These events can be a more casual and relaxed environment for networking and making connections. These events may not be as relevant to my career networking but can be invaluable for personal networking.

While it can often feel easier to partake in online networking than in-person networking because of accessibility and even social anxiety, I think it is important to ensure that both are part of your networking plan. Growing and maintaining a professional network is a skill that can contribute to personal and career advancement. It can be overwhelming to get started and often people feel a lot of imposter syndrome when attempting to do so. The important thing to understand is that not all steps have to be taken at once and do not expect your network to appear overnight once following the steps. I know it will take me conscious, repeated effort to get my network to where I would like it to be. With consistent actions, I will eventually see consistent results.

What has grown your network the most?

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COMM0015- Blog #2

Strong & Weak Organizations

Nike

Nike Ad on Instagram encouraging young girls.

Nike is one company in particular that has international recognition with hundreds of millions of followers on their social media platforms. I was drawn to Nike because their social media often depicts a lot of different people in their ads.

Nike really utilizes storytelling in their social media. Whether they include professional athletes or “regular” people, telling these stories allows their audience to feel part of the story and picture themselves in the same position.

For example, the ad shown (taken from Nike’s Instagram) supports girls. It is uplifting, tells a story, and is encouraging to its viewers. Nike is showing that they do not just care about their products but the consumers and those who will grow up to be consumers as well.

I appreciate the company’s adherence to exclusivity and that is one of the main reasons I was drawn to them. I think some of the things that Nike does well with their social media strategy, other than the aforementioned inclusivity, is that they really allow the consumer to be a part of their social media. They often feature “everyday” people in their social media campaigns. And when they feature influential athletes, they portray them in a way that is more relatable to the consumers The consumer gets to be the hero of their platforms because the consumer can see themselves portrayed, and therefore is more likely to resonate with the brand.

Nike has also taken great care to show where they stand on important issues. While some brands shy away from making their positions known to not appear too political, Nike wants its consumers to know where they stand in terms of Black Lives Matter, #stopasianhate, and Pride support, among other vital issues.

Wayfair’s Instagram often posts relevant memes or trends.

Wayfair

I was drawn to Wayfair because I have purchased from them and have mostly seen their advertising on social media. I think Wayfair is doing a lot of things well with its social media strategies.

One part of Wayfair’s social media strategy that I think they do very well, is keeping up with current trends and popular memes but making it relevant to their brand. While some brands and organizations participate in the latest trend to stay relevant, they can lose effectiveness if they are not pointing the content back to themselves. Wayfair does a great job at this while participating in lighthearted trends but putting a home decor spin on it. These are the kinds of posts that are more likely to be organically shared by others.

Another element is they have a public figure as their current spokesperson. Kelly Clarkson is currently the face of the organization and is often featured in their ads across traditional advertising, and on social media. Having a public figure helps them reach more people, makes the brand recognizable, and creates familiarity with the brand.

RadioShack.

RadioShack stands out to me as an organization that needs to adopt a social media strategy as they do not seem to have a direction or a goal in mind with their current one. This is a business that has filed for bankruptcy more than once, has had many stores close, and the brand itself has been sold to another company. However, their social media seems to have a lot of content that has nothing to do with the company itself. It seems they are more concerned with humor and viral videos, or other postings that will get them any sort of attention rather than posting content related to the brand. I think it would benefit them to have a social media strategy because I think it would result in people taking the company more seriously. Right now I don’t think anybody values them as a company and if they are expecting to re-launch under the new ownership, then they want to have that image strong, rather than posting controversial, viral content just for attention. “The whole strategy wreaks of, “We’re a dying brand, so we have nothing to lose.” The company said, fuck it, we won’t hold ourselves up to any decent standards anymore. That can work with a subset of consumers who do identify with this depressing mindset. But it is mostly isolating a large swath of the public who don’t understand or don’t appreciate this humor.” (Weiss & Chan, 2022). As seen in the example image, they have made some posts on their X account (formerly Twitter) that seem less about relevant humor and more about raising eyebrows.

A screenshot of RadioShack’s X feed

I think their objective should be to bring the focus back to what the company is about, their goals, values, and what products and quality you can expect from them. I think anything they share should have to do with the technology sector so that it is relevant to them. I think their other objectives should be to grow brand loyalty and awareness. They have been around as a name for a very long time and it would be a shame for people to forget the quality that was associated with that name. They have an opportunity to have a well-trusted name re-introduced to people who may not know it.

I think to start it would be important for them to be very conscious of what they are posting, making sure that it is relevant, and just having consistent content. They may not get the same reactions from the content being less provocative, however, I think in the long run it will result in more genuine followers.

It is clear how important social media is for businesses and organizations. However, even if social media platforms continue to grow in usage and influence, it seems some organizations do not prioritize having a strong social media strategy in place. This is something that is essential for all brands and should ideally be reviewed and tweaked regularly.

I think a brand like RadioShack could learn a thing or two from brands like Nike or Wayfair. What are some companies that stand out to you as doing well (or poorly) in terms of their social media presence?

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COMM0015; Blog 1

My Favourite Tools and Sources

Via Antoni Shkraba on Pexels

Social media is constantly changing and has evolved a lot since its introduction. Social media was originally introduced as a social tool. I doubt the creators could have predicted the full possibilities. It is now not only used for social engagement, but is used as a prominent source of news, as a business strategy, and many find their careers fall into the greater field of social media.

Top Social Media Trend Listening Tools

  1. Feeder
  2. Brand24

Feeder is an RSS news manager. It allows users to track different topics and mentions and aggregates them into an easily viewed format. It provides a tool where people can track topics, mentions, competitors, and keywords. The data can easily be adjusted anytime if it is not bringing in the desired results. For example, keywords can be made more specific if too much data is being collected and cannot all be viewed.

Brand24 gives an ample amount of information as a social media monitoring tool. This program allows users to track mentions, sentiments, comments, and sources. The data can be tracked and monitored over various periods, allowing users to see how statistics have changed during certain periods. This could be linked back to periods when promotions were taking place or holiday seasons. This can allow businesses, in particular, to see how well their social media strategies are performing by comparing the results. Furthermore, it also gives a breakdown as to which social media platforms are more prevalent and the differences between them. Maybe Twitter is more negative and Instagram more positive? Having a tool like Brand24 in your arsenal will help you figure it out.

Rachel Gilmore provides news through her Instagram page.

Top Sources of News and Updates

  1. Huffington Post
  2. Instagram

The Huffington Post is viewed more as a news blog rather than a traditional news source. However, its popularity has grown exponentially in the last few years. The reason I enjoy it as a news source is it covers a wide range of topics and is not just limited to one type of news. I also often find news overwhelming and prefer to take it in smaller, more digestible blocks. The Huffington Post often has smaller posts that fulfill this need. Lastly, it is easily accessible either through their website or using their app.

While I understand Instagram as a news source is a bit vague, I follow a few accounts that I can rely on to present essential information that is important to me, in terms that are well-explained and easy to understand. When applicable, they will also provide information on where to learn more or how to get involved. My top two Instagram sources for news are @oncanadaproject and @r.gilmore. I find these sources in particular very insightful because they offer news and information that is relevant to the city, province, and country that I am residing in and often give it in context to international news. Although Bill C-18 has altered how much news can be shared on social media – it seems independent sources are still able to provide their services.

An honorable mention as another trusted news source is the Hootsuite Blog. This is important for me to stay up to date on the more technology-based side of things. It talks about business, social media strategy, tools, evolutions, and much more. While we live in such a digital, technical world, a tool like this is so important to make sure we don’t fall behind. This way I feel more aware of trends and changes happening in the industry.

With social media now having been around for over a decade, the tools we now have at our disposal for monitoring and measurement have grown alongside the industry. One could almost say there are too many tools at our disposal as it can be hard to determine which is the best fit. My recommendation is to try a few out for a little while and see which dashboards are easiest to use and which give the information you are looking for. This is how I came to discover I preferred the tools mentioned above over others. You can always try another tool at any time as your needs, or the needs of the organization you are representing change. To me, an easy-to-use interface is very important. I want to be able to easily see the information I am looking for. This is why tools like Feeder with its many filters, and Brand24 with its visual accompaniments, make it incredibly easy to digest the information they are presenting to me.  The better I can use these tools to their full potential, the more they can benefit me and my learning and utilize them for my professional needs. Things are always changing and if we do not keep learning and growing, we will be left behind.

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COM0015 Blog event: Dementia Talks! Canada

One of my personal professional development goals coincides with a networking goal: to become more involved and informed with the Alzheimer’s community. My mom has been living with dementia for over ten years and the support I’ve received from others in this community has been invaluable. I hope that I can contribute to this community further to help other families living with Alzheimers and dementia, and this is what drew me to an online event.

The Event

A video recording of the event is now available!

The event I participated in was a Dementia Talks! Canada panel discussion on physical activity and dementia. Dementia Talks! Canada is a regular event organized by the Alzheimer Society of Canada that brings together people connected to dementia, including those living with dementia, caregivers, and researchers. I was excited about this subject because, as my mom’s needs grew with the progression of her disease, I turned to regular physical activity (specifically, aerial arts) to help address my own self-care needs as a caregiver. Physical activity became an essential part of my schedule, and I was able to integrate some simple activities for my mom as well in spite of her advanced stage. I also wanted to participate because speaking in front of an audience, even an online audience, is something that I don’t feel comfortable with and need to work on.

The People

I met and worked with the Senior Editor of the Alzheimer Society, Leah Sandals, to discuss the format of the presentation and the prepare a rough outline of the topics I could discuss in advance of the presentation. I also met with the moderator Kate Shingler, Director, Marketing & Communications at Brain Canada about a week before the event so we could conduct a dry run of my discussion, and she could plan out her questions and the structure to bring all the panelists information together. An hour before the event, I met the other panelists online: the researchers Dr. Cindy Barha and Dr. Laura Middleton; Bill Heibein, a founder of the Ontario Dementia Advisory group and person living with dementia; and Jane Sandercock, an occupational therapist and caregiver to her father who lives with dementia.

Moderator, Kate Shingler, introduces me as a member of the panel for July’s Dementia Talks! Canada event.

What I learned

I learned so much from this group and some of the most recent research that connects an activity lifestyle with the prevention or slowing the progress of dementia after onset. The most surprising thing I learned was that research has shown that outdoor activity seems to have more positive impacts than indoor activity. That reinforced my resolve to continue to find moments to be with my mom outdoors and advocate for more inclusive outdoor spaces in our communities.

Quotable quote

“I think it’s the strenuous physical activity… the amount of time I spend outdoors … that has kept me going to the point where I am now.”

Bill Heibein

I was truly inspired by panelist Bill Heibein. He received an official diagnosis of dementia in 2000 and was told he would likely require long term care in five years. He defied the doctor’s prognosis and still runs his horse farm today. He puts in 3-4 hours of hard labour most days, and during haying season, it’s 10-12 hours. His doctors told him that they didn’t know what he was doing, but just don’t stop.

In summary…

Would I attend an event like this again? Absolutely. I felt like I got so much more out of it, and I felt inspired by all the panelists. I also learned how an event like this gets organized backstage, so that was a great opportunity to experience as well. If you are interested in learning more, check out the schedule for Dementia Talks! Canada, or reach out to your local chapter of the Alzheimer Society!

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COM0015, Blog 4 – Out of the box

I’m one of the GenX-ers who are still amazed by social media… the access to instant, on-the-ground information in the palm of my hand is something that my teenage self would think is totally rad (apologies for the cringe 80s slang!). What really surprises me — and scares me a little! —  are the number of apps and tools out there that can monitor mentions and other metrics for a company you may not even have any association to, other than a passing interest. These tools are so useful, not just for social media monitoring, but also if you wanted to learn more about your competition.

Photo by fauxels: https://www.pexels.com/photo/people-holding-their-phones-3184435/

In one of my classes for the social media program, we had to monitor a company of our choosing over several weeks. Previously, I believed that you could only obtain useful information on a company if you were actually a part of that company and had access to the back end of their website and social media accounts. However, I soon learned that wasn’t true: though you get a much more accurate picture if you are inside a company, using apps like BrandWatch, Buzzsumo, or my favourite, BrandMentions, you can get a pretty good picture of how any company with an online presence is doing, including your competition.

I used BrandMentions quite a bit. I obtained a lot of information on the total number of mentions of a cosmetic brand over a 3-month span of time. These mentions were further broken down into mentions on social media and the web. I also obtained information about their reach, how many interactions their social media accounts had, the number of posts shared, and a breakdown of positive and negative mentions. BrandMentions does offer a free trial, and I’d highly recommend anyone working in social media or marketing to give it a try!

We’ve come a long way since the days of microfiche and card catalogs. Today, anyone can research any company from the convenience of their home now…. or even their phone. The challenge is often in deciding what tool you want to use because, as I soon learned, the number of options is overwhelming. I’d love to find out what tools other people found useful for monitoring… Which ones have you come across?

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COM0015, Blog 3 – Professional Networking: Not just for Job Seekers!

Creative Commons, free to use (CC0) (downloaded from pexels.com)

Networking now?

I have over twenty years in my career, in a job I enjoy… So why would I need to worry about networking?

Networking is essential, regardless of job satisfaction or career stage. Companies change and life tends to throw unexpected curveballs: what might be a good fit now may not be in future! Also, in the field of visual communications and branding that I work in, trends and technology move forward quickly. Without a robust network, it can be difficult to keep up!

Networking strategy

My main strategy for developing my network is to move beyond the field of design to connect with individuals in industries I’m interested in, while staying active within my existing networks in the design field. I’ve always tried to provide excellent client service to address the needs of a diverse market, and this would be a great way to better understand clients and explore options.

I’m an occasional volunteer with the Alzheimer’s Society of Canada, and the Association of Registered Graphic Designers (RGD). I’ve attended many online and in-person events, but once the event is done, I generally lose touch with the people I’ve met. There’s an opportunity to create stronger connections through these activities by making sure I have business cards with me and reaching out to these new connections on LinkedIn, a career-networking platform after the event is done. I know I don’t use LinkedIn as much as I should: I have a presence there, but I don’t post or interact as much as I should. (Hey, are you on LinkedIn? Reach out and say hello!).

I’d also like to join a few online groups related to my own interests on Facebook and LinkedIn. This would help me stay on top of trends, news, and potential new opportunities I might be able to assist or support. And…. I should participate when I can in the conversations because lurking won’t improve my network!

My networking resolutions

By articulating my networking resolutions, I’m holding myself accountable! Here’s my plan:

  1. Seek out additional volunteer opportunities with the RGD that help raise my profile and highlight skills outside of graphic design.
  2. Participate in more events with the Alzheimer Society of Canada, both online and in-person.
  3. Join groups in fields that I’m working in and interested in on Facebook and LinkedIn.
  4. Look at internal opportunities to network within the company I already work for.

In the next year, I’m committed to maintaining my current level of volunteer activity with the RGD, as well as seek out opportunities where I can demonstrate skills that raise my profile and set me apart from other designers, such as writing an article on design education for the RGD newsletter. I’d also like to deepen my connections in the Alzheimer’s community and will participate in more online and local, in-person events and join relevant groups on Facebook and LinkedIn. Finally, I really need to do a better job networking within the company I already work for. I live nine hours away from the head office and some colleagues work in a different province. The company continues to hire new people across the country. Many don’t really understand what design is, how I can support their projects, or even what my full skillset and experience are!! So, I need to participate on the general Teams chat more. I also need to look for opportunities to visit the office and attend meetings or holiday gatherings in-person. As people get to know me, I can find new opportunities within the same company, even if it’s just working for a new team or project.

Networking is still important an ongoing activity, even if I’m in a good place with my career now. I can’t stick my head in the sand and hope for the best! Situations change, new opportunities are always on the horizon, and I’m continuing to evolve in my profession…  these are all reasons to improve one’s network!

Happy networking!

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COM0015, Blog 2 – Brands on Social Media: MEC Shines while Xplore Stumbles

Photo by cottonbro studio: https://www.pexels.com/photo/person-in-blue-denim-jacket-holding-black-smartphone-5053740/

MEC shines brightly on social media

MEC Logo (MEC Mountain Equipment Company Ltd)

A brand that does well on social media is Mountain Equipment Company (MEC), a retail company that sells outdoor lifestyle clothing and gear. What I like about their social media presence is that they feature new products and celebrate the reintroduction of old favourites…But, what I really love is that they provide great tips for outdoor enthusiasts of any level!

There are several reasons why the MEC brand succeeds online:

  • They post regularly
  • The posts strive to be inclusive: they acknowledge a variety of communities and holidays, including the Lunar New Year, Pride month, and Indigenous People’s Day
  • The variety of content appeals to new clients who might be starting off their outdoor explorations with young kids, as well as the older ones, like me, who enjoy seeing the return of some of the retro styles 🙂
  • They employ an approachable, conversational style of writing
  • They use striking, active visuals

MEC makes it easy to connect with the brand on various platforms: they’re active on Facebook, Twitter, YouTube, Instagram and Tiktok. Whether you’re getting your bike ready for the summer season, need to learn how to properly layer clothing for winter camping or need good waterproof outerwear for a wet walk with toddlers, they’ve got you covered.

Xplore struggles to find its footing

Xplore Inc. Logo (CNW Group/Xplornet Communications Inc.)

Xplore is an internet service-provider specializing in rural communities. They’ve been around since 2004. I’d expect a company in the business of connecting people to have a better understanding of creating connections online, but this doesn’t seem to be the case. They’ve run into difficult times: losing subscribers, revenues, and reputation (Posadzki, 2023). Though improved social media activity won’t address all the issues, it may help demonstrate that their commitment to change for their clients, especially following a rebranding campaign in September 2022 and the announcement of a new President in May 2023.

Currently, Xplore’s Instagram and Facebook posts don’t generate many comments, though they do receive reactions. The comments that do come through tend to be negative. Though some of the recent posts showing the advancements they’re making to improve service are technically interesting, the content has a corporate, aloof style.

Suggestions for Xplore:

  • Xplore should work to better understand their audience so they can employ relevant storytelling techniques that will encourage engagement.
  • A social media strategy that outlines how to appropriately address negative comments or complaints in a valuable, authentic manner.
  • They may also highlight the stories of the communities and people they help to connect to the internet. Business customers would be especially valuable: there’s an opportunity to showcase how they contribute to economic development in rural areas and there’s the potential opportunity to crosslink and employ them ambassadors.

Some objectives that Xplore might consider to improve their social media presence:

  • Increase engagement of each post, as measured through likes, reactions comments
  • Identify at least 3 ambassadors in various regions across Canada to promote how their business uses Xplore
  • Increase percentage of positive mentions

Social media is a not a magic cure-all for a struggling company, but it can contribute to the positive or negative perception of a brand. What are some of your favourite brands on social media? And who do you think could use some help?

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COM0015 – Blog 1: My Favourite Tools and Sources

So many tools, so little time! (Photo from Pexels.com by Andrea Piacquadio)

Before taking this Social Media Certificate program, I hadn’t used social media for anything other than personal updates to friends and family. One of the most important lessons from this program has been to monitor and listen to your target audience in order to create meaningful content. There are so many different tools that do this, and I found the number of options overwhelming. I spent as much time learning how to use the tools as I did with the content of the course! Though I continue to try out different tools regularly (mostly because my free trials expire, ha ha!), these are my favourites:

  1. Trend Monitoring and Listening
  2. News and Updates

1. Trend Monitoring and Listening

To monitor information on important keywords, topics, or viral moments, I primarily use two tools: Inoreader and BrandMentions.

  • Inoreader is a great app to monitor specific Google alerts and keywords. When I create a dashboard, I’ll populate it with keywords from my industry or topic and include mentions of popular blogs and influencers. These can be organized and categorized into folders, so it’s really easy to keep track of information. I also like Inoreader because it’s free. You’ll notice that I also list it as an app I use for news: more details on that facet are listed below.
  • BrandMentions tracks mentions of your organization online. You can include keywords, social media handles, and filters to help with accuracy and breadth. I like that it generates a summary report of the quantitative data such as interactions, reach, positive mentions, and negative mentions. It will also distinguish the number of mentions on the web from the mentions on social media. This gives you an idea of the reputation and influence of your subject, and where some adjustments in the digital strategy may need to be made. This tool has a free seven-day trial period.

2. News and Updates

To get news and updates, I use many different sources including Twitter and Flipboard, but my favourites are Inoreader and Industry Dive’s Social Media Today newsletter.

  • Inoreader is an app I also use for monitoring trends, but the integration of RSS feeds and keywords enables me to receive news and articles on the subject or topic I’m studying. I don’t have to follow multiple news outlets: I can simply check my Inoreader app.
  • Social Media Today helps me to stay on top of the latest news and innovations in social media. It doesn’t necessarily provide information on a specific project, but it has great articles that discuss new social media apps, and case studies of brands and their use of social media.

Without these tools, I would spend a lot of time surfing the internet and would miss a lot of information. However, I suspect I’ll continue to experiment with other tools and find other approaches that help with monitoring and updates.