Turning Trust Into a Differentiator

January 31, 2019 by Taylor Wiegert in Best Practices, Employees, Consumer Behavior, Consumer Experience

2019 is already off to rough start when it comes to trust. Users found out a bug in FaceTime could let others eavesdrop on their conversations and even allow third parties to activate their cameras without permission. Facebook and Google faced record fines for privacy violations. Mark Zuckerberg took to the Wall Street Journal to pen an op-ed defending his company’s privacy practices.

It’s no wonder that 1 in 5 people believe “the system” is working for them, and 73% worry misinformation is being used as a weapon, according to Edelman’s latest Trust Barometer. People have naturally grown more skeptical of the world around them, and organizations that have asked for their information have abused it.

Don't Let Standardization Stifle Innovation

January 24, 2017 by Taylor Wiegert in Best Practices, Planning

Social networks have gone corporate. From Facebook to Twitter to Snapchat and beyond, the more they move forward, the more alike they become. Instagram has essentially copied Snapchat feature-for-feature with Instagram Stories. Snapchat’s ad product strategy and revenue plans come directly from Facebook’s monetization playbook. Pinterest has launched ad groups to make the platform more attractive to big advertisers by making launching campaigns on Pinterest similar to launching them on other social networks. As marketers evaluate these platforms and what they have to offer from a product perspective, things look quite similar.

Platforms have taken steps to make advertising on them and reaching consumers simple, easy and straightforward with off-the-shelf ad products. Any marketer can select an ad objective, upload some creative and be off to the races, and in most cases, that’s okay. But in other instances, that’s not enough.

Organic Reach Isn’t Dead… Just Dying

October 27, 2015 by Taylor Wiegert in Best Practices

Facebook organic reach isn’t getting any higher. You probably don’t need me to tell you that, but the latest numbers reveal that the average reach for posts from Facebook pages is at a measly 2.6%, meaning if you have 500,000 fans, you’re reaching about 1,300 of them when you post. When you think of all the time, energy and dollars that go into creating that content, it just isn’t worth it.

That’s why it’s still surprising how much content is being shared by pages organically. They’re talking to themselves and the engagement they do get is negligible.

This isn’t a post about Facebook not working. It’s a post about social platforms changing and what to do about it.