As social media marketing emerged as a foothold in digital marketing, the persistent question that all brands have had to ask themselves is: what channels are worth investing in? Picking the wrong emerging social media channels means a waste of time and investment– but early investment in the right channel can mean explosive growth and an engaging new audience. So in 2020 and beyond, what channels can brands invest in safely? This post explores the emerging channel of Twitch and how brands can leverage video marketing in social media to maximize their social media ROI and investments.

Photo by ELLA DON on Unsplash

Video Marketing Becomes a Staple in Social Media Marketing

Recently, it’s become…


The art of social media marketing for events is generating FOMO. Your goal as a social media marketer is to make sure that your target audience either experiences your event or wishes they could experience it. FOMO, or fear of missing out, is the unofficial metric for a successful event social media presence. So how can you launch an event that generates the right amount of social media buzz? It all comes down to your actions not only before, but also during, and after, the event. …


In 2020, most brands are used to the rapid distribution of social media and digital news as well as the concept of virality. They understand that putting the wrong content out at the wrong time can mean a “twitterstorm” of bad PR for their brand, resulting in significant consequences. That said, not all brands have an adequate crisis management plan in place to address these issues. This post aims to inform social media managers on how they can build and enact a crisis management plan, along with examples of how a crisis can affect brands.

What is a Crisis Management Plan?

Crisis management is the creation…


It’s a hard truth: Without utilizing social media analytics, your social media strategy isn’t going anywhere. Luckily, in 2020, tracking and reporting on social media analytics is easier than ever. And it’s also never been more important. This is because “by measuring social media activity, in the same way as other marketing activity, priorities on investment, content creation and resource allocation can be made through informed comparisons and judgements,” (Atherton, 2019). This post will dive into how to track and report analytics for three key audiences: yourself, your boss, and top-level management.

First, let’s start with tracking and making sense…


Whether you’re working on the social media team for a major brand or running a small hobby social media account, you have little hope of reaching an audience without a strategy. Perhaps most important, you must understand the best practices for the social account you’re using. For this post, I’ll be showcasing my personal travel Instagram account, said(a)broad. Through this post, I’ll showcase some of the most important Instagram best practices –including best posting times, hashtag strategy, and engagement rate optimization– and how I applied these strategies to my account.

Best Posting Times on Instagram

One of the first Instagram basics you should be aware…


Social media management tools can be the difference between a successful social media strategy and — well, not having a strategy. Utilizing a social media management tool has not only become the norm for most brands who want a digital presence; it’s also become essential. In 2020, brands are now stretched thin across half a dozen (at minimum) digital platforms, often with a small (if not one person) team of employees designated to manage these social channels.

On top of that, to keep a competitive edge, social media teams must also know how to respond quickly to customer service issues…


Crowdsourced content and user-generated content (UGC) are two of the most valuable marketing resources available to companies today. There are plenty of benefits for a brand crowdsourcing content, and three key benefits include cost-effectiveness, community building, and traffic growth.

Photo by Aaron Weiss on Unsplash

From PepsiCo’s “Do Us a Flavor” campaign to Shutterfly’s community-based content generation, many modern brands have found a marketing foothold in crowdsourced and user-generated content. But many other organizations and brands have often struggled to understand how specifically they’ve been able to tap into this deep resource of content and activate it on their marketing channels. …


Florida’s New Scooters 4 Less (often abbreviated at NS4L online and by university students), is a successful Gainesville-based electric scooter store that caters to young adults and college students. The brand sells a variety of electric scooter models and also offers repairs and scooter storage. After over 15 years of business, the brand has successfully established itself as a safe and affordable transportation alternative. And much of this success is owed to the founder’s early adoption of social media as a marketing strategy.

Collin Austin, the founder of NS4L, began the venture back in 2004 after graduating from the…


Identifying what makes a business stand out is the key to knowing how to effectively market that business on social media. However, finding what sets a business apart isn’t always a simple task. For many businesses, this requires the careful generation of a SWOT analysis.

What is a SWOT?

A SWOT analysis, standing for “Strengths, Weaknesses, Opportunities, and Threats,” is a tool commonly used by social media managers. This tool appears as two columns and two rows, with the rows labeled “Opportunties” and “Threats,” and the columns labeled “Strengths and Weaknesses.” The opportunity and threat items are considered “outside forces” while the threats and…


The Dollar Shave Club stands out in recent advertising history as one of the most successful cases of viral social media marketing. Not only was their first major effort of video marketing on YouTube a viral success, but they were able to create it on a substantially lower budget than the industry norm.

But this wasn’t a simple case of luck or serendipitous timing– this was a calculated social media campaign by the young company that was flawlessly executed. So how did they find success through social media marketing, when so many other companies fail to build audience traction? …

Heather Matley

A digital marketer with experience in social media, SEO, copywriting, and content strategy.

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