Posts Tagged ‘BurrellesLuce Top Media Outlets list’


How to Use Instagram for B2B Brand Management

Tuesday, May 27th, 2014
flickr user Jason Howie under CC BY License

flickr user Jason Howie under CC BY License

As a visual medium, Instagram is a product-friendly social media platform. But for B2B brands, leveraging such a visual platform is more of a challenge, especially if you offer a service, not a product. Plenty of B2Bs successfully use Instagram for brand management and user engagement, and while it’s not appropriate for every B2B, there are ways to make it work. And since Instagram is now in the top ten social networks, it’s a valuable marketing tool, so here are some tips for maximizing your B2B Instagram potential.

Remember the goal

The goal of putting your brand on Instagram is not to generate sales or leads; the purpose of Instagram is brand engagement, awareness, and management. Using Instagram may not even increase your blog traffic by much – if at all – since links aren’t live. So make sure your goals are in line with the reality of the platform, and that if you’re going to put in the effort, it’s a platform conducive to your brand.

Take compelling images

Don’t go posting grainy, under-lit photos; make sure whoever is in charge of the Instagram account knows how to take and edit a photo. Learn about basic composition, and try out some free photo editing apps like Snapseed or VSCO Cam. If your organization has a photographer on staff, get them to take pictures and send to the person in charge of Instagram.

Share your company culture

If your organization volunteers, goes on team outings, or attends a lot of industry events, Instagram is the place to post shots of the fun in action. Think of it as displaying the human side of your brand and promoting who you are as a community. This is an especially valuable tactic for brands that are very involved in the community and/or host a lot of events. For a B2B brand that has a very active, well-done Instagram, check out Cisco’s account.

Get creative

Think beyond your services to your brand values and your customers. How do your clients benefit from your service, and how do those fit in with brand values? FedEx’s Instagram shows their vehicles around the world delivering packages, but also uses a visually stunning – and sometimes amusing – format. Don’t be afraid to think beyond your brand and hijack a trend or two, like FedEx did with last fall’s hit song “What does the fox say?”

Fedex Instagram What Does the Box say BurrellesLuce Fresh Ideas B2B Instagram

#Hashtag

Just like Twitter, Instagram is no place to skimp on the hashtags. They’re what make you discoverable, since search functions are only by user name or hashtag. Consistent use of relevant hashtags will help your content succeed, but don’t go overboard – stick to five hashtags. Beyond that and you’re annoying or spammy.

Hold contests

If your brand regularly holds contests or giveaways, start moving them to Instagram to grow engagement on that platform. Advertise them on other platforms, but make part of the contest include commenting or liking a photo. This drives engagement and helps build up and retain a base audience.

What Instagram strategies does your B2B use? How has Instagram worked – or not – for you?

This Week’s Shot of Fresh: Obama’s Dual Fern Platform, Top Media Highlights, and Getting Personal Without Getting Big Brother-y

Friday, March 21st, 2014
flickr user Stewart Butterfield under CC BY license

flickr user Stewart Butterfield under CC BY license

Shot of Fresh is our weekly roundup of Fresh Ideas content.

PR Insights From Obama’s “Between Two Ferns” Sit-down

President Obama chilled with Zach Galifianakis and shilled for the Affordable Care Act. Unpresidential, or brilliant move to reach the Millennial audience?

Four Key Findings From the 2014 Top Media Outlets List

How are those newspaper circulations doing? Is Google Plus really the New Social Network? How long until BuzzFeed takes over the Internet? These and more of life’s persistent media questions answered with the 2014 Top Media Outlets list.

How to Personalize a Brand Experience Without Being Creepy

“We see your cousin you haven’t seen in five years has some friends who like us on Facebook. Have we got the thing for you!” = Decidedly creepy. Here are some suggestions to personalize your brand experience without seeming like a stalker.

Four Key Findings from the 2014 Top Media Outlets List

Tuesday, March 18th, 2014
by flickr user Sean MacEntee under CC BY license

by flickr user Sean MacEntee under CC BY license

What’s the most circulated newspaper? What are the most visited blogs and social media sites? Every year, BurrellesLuce publishes its Top Media Outlets list to show the leading traditional and social media outlets in the U.S. according to circulation, visits, authority, market share, or DMA. Below are the four most notable things we learned from the latest Top Media Outlets list, which was published last week.

Want a copy? It’s free –  download it here.

USA Today takes the top newspaper spot

USA Today displaced The Wall Street Journal as the daily paper with the highest circulation. USA Today made a huge leap, gaining over 1 million subscriptions since our last Top Media Outlets List in June 2013. That large spike may be attributed to the paper’s digital editions, which were not reported last year. However, those digital editions are free of charge, and USA Today reported lower circulation revenue in the third quarter due to hotels moving from paper subscriptions to digital ones.

Blogs are gaining ground – especially BuzzFeed

Though The Huffington Post and BuzzFeed retained their number one and two slots respectively, Buzzfeed narrowed the gap significantly; in November 2013, BuzzFeed had its biggest month ever with 130 million unique visitors, which they attribute in part to Facebook’s algorithm change. Interestingly, every single top blog increased in Technorati Authority, so while marketers may bemoan that the algorithm changes hide their organization’s page updates, the bright side may be that it’s driving more traffic to content.

Google Plus is rising, but it’s still behind

Google Plus had a big year, and it jumped from number seven to number four on this latest Top Media Outlets list, displacing Pinterest, LinkedIn, and Yahoo Answers. That’s a big step for a social network still described as a ghost town. But it’s still below Twitter, and virtually light years away from Facebook and YouTube, social networks numbers one and two respectively. And while some researchers are predicting Facebook’s demise, it still posted an increase in visits share.

Instagram made it to the list

The most notable addition to the top social networks list is that of Instagram, which didn’t make it into the top ten on our last list. The photo-based social media site is not only popular with dedicated selfie takers, but it’s also becoming more of a marketing tool, so it might be time for brands and marketers to consider optimizing and leveraging Instagram.

Click here to download the 2014 Top Media Outlets list.