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LinkedIn Archives - acronym

Linkedin’s Acquisition of Oribi Means Enhanced Analytics For Marketers

By Analytics, Social Media No Comments

LinkedIn announced its intention to acquire Oribi, which will showcase new analytics tools that deliver enhanced campaign attribution and enable simplified event tracking and response through key actionable insights to capitalize on performance trends.

As explained by LinkedIn:

“Understanding which channels and messages have the greatest impact on the decision to take a desired step, such as a buyer requesting a product demo or a job seeker applying to a job posting, is critical to the effectiveness of any marketing campaign. Through the integration of Oribi’s technology into our marketing solutions platform, our customers will benefit from enhanced campaign attribution to optimize the ROI of their advertising strategies.”

LinkedIn already offers a range of marketing and advertising solutions. However, users have pushed for targeted ad features and better attribution models within the professional networking platform. Solutions like Oribi, which competes with platforms like Google Analytics, could deliver those enhanced attribution metrics.

The new analytics tool will provide code-free data that makes LinkedIn a more robust platform as marketers can now see visitors’ actions on a brand’s website and group those actions into behaviors that can provide deeper analysis without the need for third-party cookies or in-app tracing. This will help LinkedIn align with emerging privacy trends and the deprecation of cookies.  

Marketers can use targeting features via platforms like LinkedIn to engage with a precise audience base or even network with peers in a specific role, industry, or interest. In fact, Acronym recently won Sprout Social’s Agency Campaign of the Year for its use of LinkedIn (and Facebook) to drive qualified applications and leads to Wharton Executive Education’s online “Wharton Live Programs.” The integration of Oribi’s technology will allow marketers to better optimize their ROI and overall strategies as it will become easier to measure conversions from various campaigns.

If you’d like assistance leveraging LinkedIn for recruiting or to better connect with business customers, contact us today. We’re happy to help.

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Paid and Organic Social Media: A Tale of Synergy on Social Media Day

By Insights & News, Social Commerce, Social Media No Comments

Happy Social Media Day! Paid and organic social media are more often than not put into silos, so, we wanted to celebrate the true synergy of paid and organic by sharing our views on how they work together.

eMarketer found that 29.6% of US consumers completed a purchase via social media, showcasing that this audience is engaged and these platforms influence consumer purchase/lower funnel decisions.

Advantages of Organic Social Media Engagement

An organic user proactively looks for content, engages with your feed, and provides valuable feedback. They are a qualified, loyal audience that every company should pay attention to. Your organic audience will amplify your message by sharing your content with their friends and networks without requiring any advertising dollars, so it is vital to make your content engaging and sharable. A vigilant brand will use platforms like Sprout Social to help monitor brand engagement and sentiment on Facebook, Instagram, Twitter, etc., through social listening. By listening to your audiences and responding to feedback and messages, you become a key player in their decision-making process. You can get ahead of some of your consumer needs and expectations.

Additionally, organic social media platforms provide an excellent opportunity to share brand messaging, positioning and communicate with your existing social base. Audiences on engaged channels will dictate any changes they would like to see, giving brands the chance to be transparent with mission statements, share changes to products, and offer a first look to those actively participating with your social posts. This is a great audience to use for awareness and for scaling broad messages.

Advantages of Paid Social Media Campaigns

Paid Social flexes the ability to expand reach by using targeting that is relevant and scalable for your brand. You can target based on location, employment, household income for U.S. audiences (although there are exceptions with the special ad category), gender, age, and interests, creating more nuanced audiences based on campaign goals and channels. LinkedIn is for C-Suite targeting and is much more B2B-focused, whereas purchases for a beauty products are more likely to happen on Facebook, Instagram, Snapchat, or TikTok.

How Organic and Paid Social Media Work Together

Working from channel insights, you can use organic contextual targeting and social listening and leverage these insights to develop personas and targeting segments. You can also expand on formats and tests you’ve performed in organic social media without running similar A/B tests that require a budget. We recommend create similar audiences to users who engage and interact with organic videos and target your followers to better focus on lower conversion events (such as lead ads or purchases). This can help expand your reach to a new audience. However, that is not where the cohesive conversation ends. Both organic and paid social media have a place in your marketing strategy.

Suppose a post performs well and gains high engagement (likes, comments, shares, etc.) organically. In that case, this success is something you will want to scale with paid dollars to capitalize upon the post’s organic success. Learnings from organic should inform paid, and vice versa, whether it is insights from comments received on posts or best-performing creative types. Leverage that success to a conversion or store locator ad and include lookalikes from your first-party data and site traffic to expand the impact of your organic posts. This will also help you remarket to loyal existing customers and drive impact to top consumers with special promotions and new product launches. Ensure you are using brand-approved hashtags on Twitter and Instagram to continue trending conversations.

Paid and Organic Social Media Play a Role In the Customer Journey

Successes from paid social media can be shared on organic social media, and organic social media successes should be shared on paid social media. These conversations/successes should be part of your holistic marketing plan instead of organic and paid social media working in silos, as each has its place in the consumer journey and ad conversion funnel. This goes beyond social media and should be a strategy utilized across all your digital marketing campaigns.

Your most influential advocates for your brand’s experiences and products are your social media followers. Feedback on paid and organic social media can work in tandem for updates, tweaks, and optimizations you might need to make as a brand. Potential influencers and UGC content are ripe for the taking, and brands can amplify these assets at an efficient ROAS without the content burden on your team. This applies to all paid and organic channels and can be used across channels like Snapchat, Facebook, TikTok, and Instagram.

According to Ad Roll, “On Facebook, organic posts only reach about 2% of followers, and that number is steadily declining.” Using the qualified nature of organic with the sophisticated tools of paid, you can cater to and expand your social presence as a whole while being both relevant and scalable. If you do not use insights from both, you will be missing an essential piece of the social media marketing puzzle, and your content marketing campaigns will lack impact.

POV by Gellena Lukats, Director of Paid Social Media and Mary Sutter, Director of Organic Social Media for Acronym

best times to post

Sprout Social’s List of Best Times to Post Organic Content

By Social Media No Comments

Sprout Social has published its latest list of best times to post to each major social media platform. As social media behaviors changed during the pandemic, Sprout monitored their customers to understand when their content was most and least frequently engaged with, broken out by platform and industry.

Sprout Social’s report could be a more accurate indicator of the best times to post for optimal engagement because it is based on its 20,000+ customer base, who use the platform to schedule and post online.

As the best times to post by engagement are unique to each brand and vertical market, this serves as an excellent overall guide or benchmark, but we do recommend individual brands conduct their own analysis of online engagement to ensure their content connects with all target audiences at the right times and in the right ways.  

Still, this can be a helpful guide, especially for brands that are just beginning to embark on organic social media engagement. 

Below is a brief glimpse of Sprout Social’s findings:

FACEBOOK

  • Best times: Tuesday, Wednesday and Friday 9 a.m.–1 p.m.
  • Best days: Tuesday, Wednesday, Friday
  • Worst day: Saturday

INSTAGRAM

  • Best times: Tuesday 11 a.m.–2 p.m., Monday – Friday 11 a.m.
  • Best day: Tuesday
  • Worst day: Sunday

 

TWITTER 

  • Best times: Wednesday 9 a.m.– 3 p.m., Tuesday through Thursday 9–11 a.m.
  • Best day: Wednesday
  • Worst day: Saturday

 

LINKEDIN

  • Best times: Tuesday through Thursday 9 a.m.–noon
  • Best days: Tuesday and Wednesday
  • Worst day: Sunday