Monitor Your Social Media Exposure

Social media is an amazingly useful tool to share meaningful information (along with lots of drivel, humblebrags and photos of that amazing breakfast your friends are about to eat in Cancun). However, the ease with which social media can be used as a vehicle for sharing good information enables users to share some really stupid things, as well. The most recent case in point is the (now former) CBS Vice President and senior counsel who posted some very insensitive comments on Facebook about the victims of the horrific shooting in Las Vegas earlier this week. In 2016 a (now former) faculty member of York University in Toronto posted links on Facebook to anti-Semitic web sites and made a number of derogatory comments about Jews. Also in 2016, a (now former) employee of Express Oil Change and Tire Engineers in Alabama posted on Facebook that the wildfire victims of Gatlinburg, Tennessee are, “….mouth-breathing, toothless, diabetic, cousin-humpin, mountain-dew-chuggin, moon-pie-munchin, pall-mall-smoking, trump-suckin pond scum.” In 2013, the (now former) communications chair of the Democratic Party of Sacramento County, California tweeted to the senior communications adviser to Ted Cruz, “May your children all die from debilitating, painful and incurable diseases”.

These types of posts represent a lack of self-control, something of which the vast majority of us are guilty at one time or another (but, hopefully, in less public ways). But they also represent a massive liability for a company’s brand. In each case, the offender was fired by his or her employer, but that does little to mitigate the enormous damage that these types of posts can inflict on the innocent employers who get caught up in the firestorm that normally ensues after these types of posts go viral.

As an employer, what can you do about this? Here are some suggestions:

  • First and foremost, establish detailed and thorough policies about what constitutes acceptable and unacceptable employee behavior, both during and after work hours. Obviously, an employer has less control over their employees when they’re not at work, but some reference to acting like a decent human being on a 24×7 basis while employed by the company is a good starting point.
  • To back up these policies, provide good training for employees about how to respond to social media posts, how to avoid making inappropriate comments on social media, and how to escalate sensitive issues like customer complaints.
  • Implement good monitoring, DLP and scanning technologies for all work-related systems, including social media. The goal is not only to identify intentionally inappropriate and mistaken posts from employees, but also to protect against data loss and malware infiltration through the social media channel, to identify if a social media account has been hacked, or to identify if someone is falsely purporting to be a representative of your company/brand.
  • Archive content from your social media channels, including any employee posts made using company infrastructure. Having a good archive of social media content will enable decision makers, counsel, etc. to review social media posts for inappropriate content after the fact, and can be useful as part of litigation efforts and regulatory audits.
  • For social media accounts under company control, enable appropriate access controls to minimize the potential for inappropriate posts.
  • Where necessary, implement a supervisory program (something akin to what financial services firms do for broker-dealers) that will sample employee social media posts to look for violations of corporate policy.

We will shortly be publishing a white paper and survey results focused on social media security and archiving. Let us know if you’d like to see an advance copy of the survey results or the paper.

The Right Approach in Social Media Marketing – Lessons That Small Business Owners Should Learn – Social Marketing Fella

Small business owners are well aware of the good that can happen to their business if they use the social media for gaining online visibility. But amidst the various social media channels available, they often do not know what the right approach to would be, use it correctly. Not all social media channels are alike, and you have to know which one would be easy to use and more effective for your business.

Since local business has the local audience to target, small business owners would like to use the social media platform to make it easy for customers to find out their business online.  It must be easy for customers to find out the location details like name, address, direction and phone number so that they can reach the shop promptly. This aspect is very critical for local business, now that the majority of mobile searchers have the basic intention of purchase with the promise of conversion.

Due to their ignorance about using the social media for marketing, small business owners often have to struggle with the channels and end up with a frustrating experience. A few sporadic efforts in posting something on Facebook or tweeting half-heartedly are a too much amateurish approach that has no relation to organized marketing and obviously does not fetch any result. The whole experience is far from pleasing just because there is no preparedness in using the social media channels in the right ways.

The problem with this approach is that marketers put their extra time into social media treating it as a part-time activity. Instead, they have to devote dedicated hours carved out from the time given for business operations to organize a well-structured marketing campaign.  Since is what all marketers want, the guidance of the professionals of a digital marketing company would come handy. Here is how you can take a methodical approach to figuring out what to do in sequence.  

Selection of the social media platforms

The easiest way to roll out a social media marketing campaign might be to uphold your business across all available channels.  But this is not correct because you would simply waste your time if you do not make the right choices. While you must take your business to the most popular social media channels, you must so that you can optimize your marketing efforts instead of diluting it.

Since the purpose of marketing is to reach out to the audience, you must first find out the social media channels that the audience is fond of and uses regularly. These channels become your marketplace that has the maximum potential of generating traffic and naturally, you must use these as your thrust area in marketing.  You can understand the choice by asking your customers about their preference, or you can try out one channel at a time to evaluate the response and then decide which ones are perspective and could give good results. Besides choosing the right channels, you have to keep in mind some other factors that contribute to the success of your social media presence.

Have patience and build the right expectations

Do not overestimate the powers of the social media in marketing because it is not magic. Understand how it can help your marketing endeavors, and since it is a process, nothing will happen overnight. Having the right expectations based on the ground realities would help to understand the media better, and you should have the patience for the results. It takes time for any marketing campaign to gather steam and the social media is no exception. The more time you invest in social media and the more attention you pay to it, results would start coming after some time.  It is essential to keep your expectations in check, not get frustrated with temporary setback and sustain the campaign with commitment. Having patience is essential in marketing because perseverance pays back and the payback from the social media should make you happy.

Focus on content creation

Keep away from blatant marketing when communicating with the audience and try to win them over by discussing topics that are relevant and interesting to them. Create a to serve the audience with valuable information and tacitly promote your brand and business without ever trespassing into their personal space. By creating unique and relevant content, you could become a valuable source of information and provide solutions that the audience seeks as they start depending upon. In the process, you gather enough authority that conveys value to the brand as it becomes more trustworthy.  

Content can include blogs, promotions, messages, and mentions that revolve around your business but address the needs and desires of the audience. Content helps to get closer to the audience and build relations that payback well in the form of more traffic, higher leads, and more conversions. Studying the audience would provide insights about their expectations, and you can use the leads for creating relevant content. Good content always finds high sharing, keeps multiplying the audience and expanding your outreach.

Have the determination to carry on

Remember that the social media campaign is not a time-bound program but a continuous effort in harnessing its powers for marketing gain. Social media is very dynamic and evolving every day as the technology advances. What had worked earlier will not work now, and you need to have an open mind to accept changes and implement new things fast to take advantage of the developments. It is a continuous process of creating, publishing and distributing content with the purpose of engaging closely with the audience that you must carry out with commitment.

Review and improve

Monitor the campaign closely to evaluate the overall performance and identify the weak areas for improvement. Use analytical tools to measure your social media efforts so that you can make necessary changes on an ongoing basis to make the campaign more forceful.

No matter how small the improvements might be, the results should reinforce your belief in doing better.

Tourism and Social Media Disconnect

Sharing is Canadian!

There Is a Disconnect Between Tourism and Social Media 

Why is tourism still trying to figure out if social media is worth the effort?

“After using social media to research bookings, only 48% of travelers stuck with their original plan”

There is a disconnect between tourism and social media and this aversion to new technology has always been an issue in the industry. At one time having a website was deemed unnecessary.  In fact the only way businesses tracked success online was by the number of email bookings they received in their inbox. How they received those bookings and where the initial interest stems from has never been much of a concern.  When asked where they got most of those bookings from, the common answer was, “our website”.  We would then follow up our question with, “how did they find your website?” Silence. A majority of businesses had no idea what was directing travelers to their websites. But times are changing fast and understanding the fundamentals of the booking channel are becoming more important in order to maintain current booking levels!

Associations Don’t Teach Tourism and Social Media

For over 20+ years we have been teaching and preaching to the front line tourism businesses how the cycle of online bookings work.  You see, we feel we have an obligation to because too many regional tourism associations don’t spend a lot of time on education and our customers are asking for help. Unfortunately, too many regional tourism associations (not all) do not make the time to teach front line tourism businesses the skills to run a successful online social media and content marketing campaign.  I guess the tourism associations believe if we teach businesses little, “dumb down the population”, the tourism businesses will have to rely on the association for more and more of their marketing which translates into more and more money spent on the tourism association’s marketing materials. Plus, it is hard to teach when you do not fully understand the process. 

“Only 9% of DMOs believe they have “a cutting edge digital strategy”. 55% try their best to stay digitally relevant but struggle.” (TrekkSoft, 2017)

In too many cases the tourism associations want the tourism businesses to rely on them only. Sounds like a monopoly-mentality to me. The best way to accomplish this is to educate the masses as little as possible but enough to keep them interested. Customers tell us, if and when, the associations try to educate their membership they tend to use big words, complicated graphs and are condescending in their presentations. What we have heard from many front line tourism businesses is that associations are interested in only two things:  (1) collecting membership fees and (2) selling the benefits of advertising in their marketing materials and platforms. 

Brain Up On Tourism and Social Media Relationships

So… it comes as no surprise in my presentations that travel businesses do not understand the fundamentals of what tourism and social media can do together.  We hear things like, “It doesn’t work”, “I do not have time”, and “I do not know how”.  In many cases why we get this response is simple. Businesses understand bookings and not process. Hence why I start my social media presentations with, “travelers do not book on social media”. Lets set the record straight – social media is an awareness tool putting your business front and centre among peer groups and target markets which then can translate into bookings. An awareness campaign is a big part of the booking channel.” 

“71% of travellers who have had a good social media travel experience with a brand are likely to recommend it to others. (Source: Ambassador)”

Start Fishing For Travelers With Social Media

To be successful in tourism and social media in today’s changing travel landscape requires creating an awareness campaign. The fundamental rule of such a campaign is to create as much quality content online as possible. Spread your message as far and wide as you can. The more content and social media posts online connecting with different target markets the more “hooks in the internet sea” you have for catching the attention of travelers.  Once a tourism business has caught the attention of the traveler they will research their business further. This is important as online tourism look-to-book ratios are at an all time high. 

“Online Travel look-to-book ratio 4500:1” (Source: Pegasus Solutions – largest global processor of hotel transactions). 

“Travellers spent an average of 53 days visiting 28 different websites, blogs over a period of 76 online sessions, with more than 50% of travelers checking social media for travel tips.” (Source: Nielsen Research, 2016)

Tourism and social media is a powerful partnership and when taught how to correctly use social media one has a big advantage over their competitors now, and more importantly, in the future. However, posting for the sake of posting is not maximizing your efforts. There is a skill to posting on social media. Each platform appeals to a different audience and requires a different set of rules for maximizing posts. Take the time to learn each platform you are using. Better yet, invite us to present to your group, and we guarantee you will not be disappointed in our show and tell performance. 

Creating Loyalty Is Your Best Marketing Tool 

Tourism businesses should learn how each platform works and how to target your posts and tag influencers.  Social media is not going anywhere soon.  The goal of content creation techniques and tools is to create awareness among groups who do not know your business. Create enough awareness or interest all over the internet and more and more people will share your content therefore increasing your awareness. When travelers start to follow your social media page you have created another loyal customer and one that will share your posts when you appeal to their hot buttons.  Creating loyal customers is one rule that has not changed. 

“Success in business comes from loyal customers, the same customers who will boast about your project or service, and bring their friends along with them.” 

Do not underestimate the effectiveness of tourism and social media together. Start an awareness campaign today and post quality content regularly. Take the time to learn the ins-and-outs of each platform. Heck, start with just one social media page and learn that platform first. Social media is not going away, but businesses who fail to take advantage of this tool will slowly slip away and lose their competitive edge. Why do you ask? Because the fastest growing group of travelers exploring Canada is creating a new landscape for booking travel online and how they go about it will impact businesses. 

“95% of online adults aged 18-35 are most likely to follow a brand via social networking.” (Source: MarketingSherpa)

Here are few more statistics from “Smart Insights” to ponder as you decide on what your next move will be in your social media marketing campaign. 

“55% of people like social media pages related to trips they are planning.”

“52% of Facebook users said friends photos inspired travel plans.”

“After using social media to research bookings, only 48% of travelers stuck with their original plan”

Did You Know We Are Tourism and Social Media

ehCanadaTravel.com provides 14 content creation and social media marketing tools for our tourism businesses who register and wish to participate on our website. (register your business today)

Canadian Travel Influencer post by : 

 

               

As Seen On: CBC, Huffington Post, Canada.com, Nature Conservancy of Canada, Cottage Life Magazine,  TravelTV.com, Travel Industry Today, Yukon Life, TAPS Magazine, HUB Magazine
  
Head Office

54-120 Finholm Street N.
Parksville, BC, Canada, v9p 1J5

Office Phone: 1.250.818.1925
Toll Free (Canada): 1.877.923.3764
Email: media@ehcanadatravel.com

Social media abuzz over #WhoBitBeyonce

NEW YORK — The speculation is wide, rumors numerous and denials firm. And the crime? Somebody allegedly bit Beyonce on her face at a party back in December.

How do we know this? Because Tiffany Haddish told us so, more specifically, GQ magazine in a profile released Monday. She didn’t nail the culprit, but set off Beyonce’s social media Beyhive of die-hard fans and a whole lot of internet sleuthing. The mystery, natch, has a hashtag: #WhoBitBeyonce.

“Girls Trip” actress Tiffany Haddish, near left, set the social media rumor mill spinning Monday when she said in a GQ magazine profile that Beyonce was bitten on the face at a party in December. Evan Agostini/Invision/AP

Search photos available for purchase: Photo Store →

The latest nugget came Tuesday when TMZ reported multiple sources it did not identify by name as saying Haddish told them partygoer Sanaa Lathan is the culprit. She got the hive treatment – swarms of bee emojis – until she finally spoke on Twitter: “Y’all are funny. Under no circumstances did I bite Beyonce and if I did it would’ve been a love bite.”

The purported bite (purportedly) occurred at an after-party for Beyonce hubby Jay-Z’s “4:44” concert at The Forum in Los Angeles on Dec. 22. There was, purportedly, something about flirting with Jay, and something, purportedly, about the flirt being wasted.

“I can only think of one person who would do this, but I cannot say. But she … is the worst,” Chrissy Teigen speculated on Twitter.Teigen later tweeted that particular unnamed “she” isn’t the culprit after all.

The Cut did some investigating, ruling out the likes of partygoers Queen Latifah and Rihanna. It narrowed its perp list to Lathan and Sara Foster, who played Jen Clark on “90210.” Foster’s comment: “Flattering that anyone thinks I could get this close to Beyonce.”

Beyonce spokeswoman Yvette Noel-Schure did not return an email from The Associated Press seeking comment Monday.

Send questions/comments to the editors.

Five Great Social Media Books

Even though social media is an online medium, there have been hundreds of books written on proper social media marketing and etiquette. While many are repetitive and state the same type of information that can be found in almost any online social media marketing beginner’s guide, there are a few books that stand out as insightful guidebooks by experts who know how social media should be used in business.

Socialnomics: How Social Media Transforms the Way We Live and Do Business, by Erik Qualman
This book explains the way that social media is changing not only the way that businesses can find new customers, but also how people communicate at a basic level. Tying in the basic concepts of this new vital communication medium with emerging and applicable business strategies make this book worth its reasonable price.
No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing, by Jason Falls and Erik Deckers

A book with an expletive in the title is sure to get attention. And this book delivers. With real case studies and no-nonsense, straightforward advice, this book focuses on goals and results instead of all the fluff that comes from traditional marketing gurus attempting to make social media fit into their old methods.

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks), by Dave Kerpen

Dave Kerpen offers an easy approach to marketers and businesspeople that have little knowledge and experience with social media. While not a complete beginners guide, this book is easy to read and the content is highly digestible. Dave’s background as a successful social media marketer for several well-known companies shows that he knows what he is talking about in Likeable Social Media.

UnMarketing: Stop Marketing, Start Engaging, By Scott Stratten

Scott is a well-known social media expert, and it’s no surprise– UnMarketing explains why it is so important to start treating customers on social media as real people, not potential targets or sells. Engagement brings in a much return on investment than many hard-hitting traditional advertising methods.

Permission Marketing: Turning Strangers Into Friends and Friends Into Customers, by Seth Godin

Even though this book isn’t directly about social media (especially since it was published in 1999), the ideas are still revolutionary for its time and can definitely apply to social media marketing today. Seth explains the concepts behind gaining customers’ trust instead of inundating them with advertisements.

Do you have any to add to the list? If so, let us know in the comments below.

Author: Kelsey

Kelsey Jones runs her own social media and search marketing business, The Social Robot, where she helps clients grow their online presence. She was voted one of the top 100 marketers of the year by Invesp in 2009 and has worked for Yelp, Run.com, and Bounty Towels. Check her out at The Social Robot and on Twitter @wonderwall7.

Social Media Marketing Tips for Solidifying and Protecting Your Brand

Social media is continuing to revolutionize the way we think about digital marketing. Building a brand and marketing yourself or business can often be frustratingly unpredictable. What works for other brands might not work for yours. Furthermore, what worked for your brand last year may be outdated and fail to maintain your brand’s relevance for the next year.

For example, maybe your brand hasn’t moved from printed ads to using the evermore popular digital signage displays. Or, maybe your efforts would work better on a different social media platform. Oversights like these can make the difference between having your brand seen by new and emerging audiences to seeing your brand dwindle away because of stale marketing methods.

With new to provide convenience to customers, new marketing techniques, and data security, your brand will need to keep up to appeal to all customers. As we look toward the future, you’ll need to be innovating your social media campaign in the following ways to solidify and maintain your brand.

New Ways to Make Your Brand Visible

If you don’t deploy a social media marketing campaign by 2018, your brand may be dead in the water. Social media is a staple of the digital marketing world for getting your business’ services in front of multiple audiences, generating leads, and retaining customers with engaging content. If you have implemented a social media marketing strategy and are still having trouble with brand visibility, take a look at some new strategies or different content.

Influencer marketing is found to be increasingly effective, especially in social media circles. You can imagine the amount of trust that would instill in your audience and business if you could get a famous celebrity to endorse your product or service. Although not everyone has the connections to get a celebrity endorsement, if you can persuade or even pay a well-liked blogger or social media figure to come out with a piece of content applauding your product or service, your return on investment will be well worth it.

If your content is the aspect of your social media marketing campaign that seems to be lacking, try revising the style of your content. Ephemeral content has found its way to the forefront with the success of Snapchat, so much so that Facebook and Instagram had to adopt this popular style of content. With a short-lived 24-hour lifespan, audiences feel like there is a timeline on the service marketed and that they need to take advantage. Ephemeral content usually comes in the form of a short burst of video and images to work within the audience member’s patience and attention span — which is the holy grail of the marketing world.

Social Listening

and social media monitoring are instrumental in understanding your audience. If you can gain a firm grasp on your audience’s needs, wishes, and interests, then you can craft very successful social media marketing strategies. Social listening can reveal super relevant content topics as well as point out gaps in marketing efforts.

On any social media platform, your followers are liking, commenting, and sharing your posts. Social listening is the concept of analyzing this information to understand what your audience likes and doesn’t like pertaining to your business. Essentially, you are having a conversation with your audience about what areas your business is doing well in, and what it needs to improve on. Since social media is, well, social, companies are finding the benefits to listening and asking their customers questions as to what they can do better to increase customer satisfaction.

Through various tools and software, social media monitoring can illustrate how your content is doing by showing the correlation between your posts and the views, likes, comments, and shares of the post. For example, the more likes, shares, and (positive) comments indicate that your marketing content was successful. Conversely, the fewer likes, shares, etc., can reveal that you should rethink your strategy to another social media platform, consider different content, or to just note that the effort fell flat and not to recreate it.

Social listening is extremely valuable for the direction of your marketing efforts. Since marketing is heavily audience-dependent, why wouldn’t you ask your audience members what they like, or take the time to understand them before you begin your campaign? However, when asking for information, make sure you and your audience know to avoid the dangers of releasing sensitive information over the internet.    

Customer Privacy

In any situation where customers give you private information, secure methods of keeping that information safeguarded is imperative. Problems with cybersecurity can turn a customer away from your services immediately. If there is broken trust between you and a customer — whether their information is leaked online or hackers obtained this sensitive material in a breach — it will cause ripples throughout your whole customer base.

In a day and age when the internet is being flooded with information, sensitive or not, it is important for everyone to have the proper security measures in place for their data. Proper security can only go so far, as in many instances personal information is relinquished due to user error. We’ve all heard the Facebook, Twitter, and Instagram stories of someone accidentally posting very sensitive material for all to see. In fact, a recent survey on Facebook tricked users into giving out information which was then used to steal their identities. It is up to your brand to make customers aware of suspicious activity such as malicious links, as well as preventative measures, password protection, and when or where to not disclose banking details.

Cybersecurity can make your customers feel better about doing business with you, but some things can be out of your control, such as user error. It’s up to you to include security measures and preventative information as part of your business and brand goals to eliminate the possibility of the loss of trust. It will go a long way toward building and maintaining a trusted brand for your customers.  

that “using social media marketing for your business is no longer optional or extra if you are serious about marketing your business.” This statement was true then, and it couldn’t be more applicable in 2018. If you want your brand and marketing efforts to stay relevant, you must implement a social media marketing campaign.

But building and solidifying your brand can be tough for a marketer. Social media, customer interaction, and cybersecurity are all crucial factors in , and they are always evolving. Staying a step ahead of the competition with new and innovative ideas and keeping up with business trends will equip you with interesting marketing techniques for your customers to stay engaged. These tips will help point you toward a future of bringing in business and staying in business.

Social Media Branding Facts

All kinds of things are posted on social media for example information, selfies and property for any intended reasons but when it comes to social media branding; right strategies have to be followed. I may have a good idea and valuable information or products to send out to the public but when the strategy is poor, everything runs in ruin.

Twitter, Face book, YouTube, websites, blogs, instagram, pinterest and google display plus many more provide platforms for social media branding since the truth is they connect one individual to a another and more people get the chance to view your products and ideas.

Benefits of social media branding

  1. It captures a wide range of market in different areas and countries hence increasing sales
  2. It helps keep your customers updated about the latest information about the products.

The Facts to consider in social media branding

Social media is crowded and contains a lot but to air out your views and build a brand identity depends on the following techniques;

  • Consistency in blog posts. Always keep information flowing in to keep the minds of the customers on your product.
  • Emphasizing the brand name and identity. Include the logos, taglines in the popular colors
  • Use the right connections. Use networks for example twitter, face book that are frequently used by all people to send your information and images to the public
  • Focus on visual characteristics. Bring out the beauty and uniqueness of the product by using nice colors and right positioning
  • Be aware of competition. You are not the only one using social media; the different advertisers use techniques to pull your customers so always keep that in mind.

The basic technique is always with you making your product stand above all others out there.

Here at Fly Media Technology we help you promote your brand name, promote your profile and create valuable topics to voice out your information to your customers.

About the Author

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http://flymediatech.in/social-media-branding-facts/

4 Predictions for Social Media Marketing on Pinterest in 2018

Predictions season is coming, which means you can expect to read an array of opinions on what to expect in digital marketing, what trends to watch, and which platforms to be active on. Getting in ahead of the pack, this week, we’re publishing our predictions on what’s coming next for all the major social platforms in 2018 – we’ve already covered Facebook, Twitter, Instagram and Snapchat, and today, we’re covering LinkedIn, and in this post, Pinterest.

So what does the Pin network have in store for us in the coming year? Here are our predictions.

Pinterest in 2017

While it’s nowhere near as big as the other players, Pinterest has continued to carve its own path in 2017, adding in new tools – in particular, Pinterest Lens – to boost its use case, while also reporting a jump in users to 175 million monthly actives (up from the 150 million reported last October).  The platform will look to build on that in the next year, with more tools to underline it’s online shopping capacity.

Improved Buyable Pins

As Pinterest continues to evolve, it’s moving away from its ‘social network’ roots, and more towards becoming an eCommerce platform. Part of this development has been the evolution of its in-stream buying options, and in 2017, Pinterest has added a range of updates on this front, including improved buying processes and advanced ad types which focus on guiding users to conversion.  In 2018, Pinterest will look to further advance their in-stream buying options, making it as easy as possible for users to discover products and make purchases without ever leaving the app.

One of Pinterest’s biggest developments of 2017 has been their ‘Taste Graph’, an expanded collection of categories and options based on Pinterest user behaviors, enabling improved ad targeting based on consumer trends. That provides significant opportunity for marketers – and as Pinterest continues to evolve its understanding of user trends, you can expect the Taste Graph to evolve into a more functional, specific targeting option which will better enable advertisers to reach the right consumers at the right time with the right offers.

In some ways, the Taste Graph seems to pale in comparison to Facebook’s advanced ad options, but don’t overlook it. Pinners come to the platform with very high purchase intent, and their Taste Graph is a reflection of this – meaning it’s not just a range of related interests, it’s shopping and product focused, making it, potentially, a much more valuable targeting tool.

Lens Evolution

As noted, one of Pinterest’s biggest developments has been their image-recognition fuelled Lens tool, which enables users to search Pins by simply taking a picture of any object.  The next level of that could be the ability to not only search for items, but to also use AR tools to overlay specific products onto your real world scene. Ikea recently added similar with their new ‘Place’ app – the tool recognizes the dimensions in a room then uses that to overlay furniture or other products, enabling you to see what they might look like in your home. It’s kind of the reverse of Lens, enabling you to place items, rather than use them as the source for a search. The tool would fit perfectly into Pinterest’s core focus, and would utilize similar functionality as Lens.

Improved Profile Options

Pinterest may also need to provide more options for user profiles to enable further customization and presentation options. An example of where Pinterest might look on this is their recent interactive Haunted House promotion for Halloween. In the application, you’re able to move through a virtual house, clicking on various items to get Halloween ideas. Pinterest may look to provide a similar showcase option for businesses, enabling them to showcase their products in a more complete setting. They may also look to update the basic presentation of Pinterest profiles to allow for the creation of more immersive business experiences, boosting presentation options.
As noted, while the other social platforms get more focus, Pinterest continues to move along its own path, and build a solid business through their expanding network. Pinterest is also interesting in that their development resources are much more limited, yet they’ve still been able to utilize the data they have to come up with tools like Pinterest Lens. Similar to Snapchat, Pinterest has a knack for innovation, and for catering to their audience needs – and as they do, they continue to enhance their business model, and provide a viable option for more marketers.

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