Snapchat has proven to be a real innovator in the social space, with its ephemeral posts reimagined on many other platforms. With a disctinctly different atmosphere compared with Facebook and Instagram, the platform has been particularly popular among Generation Z and millennials. This chapter explores how establishing a presence on Snapchat offers brands a way […]
More than a recruitment and networking tool, LinkedIn offers brands the opportunity to connect with their audiences and demonstrate thought leadership. This chapter outlines the different features LinkedIn offers brands looking to establish a presence on the platform, and provides guidance on how to nurture a community. LinkedIn: What type of presence is right for […]
As well as being the platform where new ideas and movements emerge, X (formerly Twitter) offers brands a space to connect meaningfully with their audiences. This chapter outlines the different features brands can use to develop their presence on X, how to attract followers and how to manage a community on the platform. X: What […]
After developing an understanding of how brands can use Instagram’s many different features to establish a presence on the platform, it is time to put a strategy into action. This chapter outlines how to build a successful brand on Instagram as well as how to attract followers. How to attract followers on Instagram There are […]
After reviewing the options available for brands looking to create a following on Facebook, it is time to start establishing a presence on the platform. This chapter outlines how to set up a company page on Facebook, attract followers and manage a community on the social network. Facebook Watch Facebook Watch, an original content video-streaming […]
After measuring the performance of a campaign, it is time to report the results to the rest of the business. Reporting allows advertisers to take stock of their performance and share that information with relevant stakeholders. This chapter outlines best practice for reporting, including how to present campaign information and with what frequency. Reporting basics […]
Measurement is the best way of determining whether social media advertising is performing as expected and is delivering the desired results. Whether it is a brand or direct response campaign, it is important to analyse whether the activity has been a success. Measuring campaigns There are two key factors to remember when reviewing campaign performance: […]
Once the brand’s paid social media campaigns are up and running, it is time to start thinking about how to optimise the approach. This chapter outlines the tactics for optimising a paid social ad campaign strategy. Optimisation approach Optimisation can seem complex, but it is simply testing different targeting, bidding and creative options to see […]
Ongoing testing and optimisation in social media helps to achieve incremental improvements on campaigns. As the social media landscape changes and competition increases on each platform, it is important to continually innovate and test new strategies. Thinking about how to test and optimise campaigns before establishing a clear measurement framework helps to ensure that advertisers […]
After establishing an audience, the campaign’s objective, which KPIs to follow and the creative to use, there are some technical considerations to take into account before brands can start building the campaign, which are covered in this chapter. Pixels For advertisers to get the most from their social media advertising platforms, they must understand what […]
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
The key to maximising deliverability is to check for potential delivery issues before broadcast. Senders who use in-house systems must ensure that their mail server is configured to minimise deliverability problems and that any potential issues are reviewed after every campaign. This chapter looks at several best practices for managing these processes. Test deliverability using […]