You might have already read about our forthcoming TC Meetup + Pitch-off in Seoul next week. But what you might not know is that we’re integrating more content into the program so you can hear from some of the most intelligent minds in the industry. As per usual, we’ll be holding the TC Pitch-off, where 10 companies will have exactly 60 seconds to pitch their wares to a panel of… Read More
Article courtesy of TechCrunch
It’s no secret that women rule the world of social media—especially the famous ones—so why do marketers pretend that their social content need only appeal to men to succeed?
While women are generally more active than men on social media, the split is even more defined on Instagram (the second-most-popular social channel in the U.S., after Facebook) where women will make up 58.3 percent of the total user base by the end of this year. It’s not just that women represent more users on the increasingly popular channel–it’s that they are engaging with content much more frequently than men; nearly 60 percent of Instagram’s weekly users are women.
With all of that data available to us, you’d expect to see a lot more ads directed at women, right? But campaigns like Under Armour’s I Will What I Want and Always’ #LikeAGirl still feel like one-offs. We celebrate them, the brands see positive consumer engagement, awareness goes up and sales increase, and then we’re back to asking women if they are beach body ready the very next day.
The Sprite #BrutallyRefreshing campaign earlier this year resulted in a massive backlash from women all over the world, despite the fact that the campaign only ran in Ireland, and parent company Coca-Cola was forced to issue a public apology.
Knowing that every advertisement, whether it originates in social or not, will likely end up there, and that women are dominating the social space, why do advertisers insist on relying on overused and offensive tropes?
Is it because, as Cindy Gallop suggests, “At the top of our industry, as at the top of every industry, there is a closed loop of white guys talking to white guys about other white guys?” Does the lack of diversity in the advertising industry make us incapable of speaking to women and minorities in a way that won’t cause a tweetstorm of #NotBuyingIt hashtags? I think so.
If your agency doesn’t represent the diverse culture of the digital universe, how are you ever expected to speak to those consumers in an effective way? Does any woman want a man selling her tampons? No woman in the history of the world has ever thought that doing yoga in tight white pants while on her period was a good idea.
Social media is no longer an option–it’s a necessary and important part of your marketing mix. Whether you advertise through social channels or not, someone is going to talk about your brand on a social channel. If you’re creating content for any medium, you should expect that it will show up on social media.
When your content does eventually show up online, will it be to the delight of millions of potential consumers, or will you be left wringing your hands, apologizing (again) and wondering why no one got the joke?
It’s time to make a change. Speak to women in a tone that makes them feel like they are in on the joke, rather than the butt of it, and you (and your clients) will see the results in your bottom line.
Shannon Hunter is a social strategist in the Toronto office of social media and digital marketing agency Zócalo Group.
Image courtesy of Shutterstock.
Article courtesy of SocialTimes
Social media has grown from friend communication service to all-encompassing digital life tool. During this digital evolution, journalists who were early adopters and used social sites for both gathering information and broadcasting content have become a core part of many platforms. A white paper from Cision, a provider of media management solutions, examines how journalists are using social media in 2016.
Cision categorized U.S. journalists into five archetypes:
The promoters represented the majority of U.S. journalists. However, journalists the world over said that publishing and promoting content were the most important uses for social media. For the promoters in the U.S., interacting with audiences was ranked as important, and 92 percent of survey respondents noted that monitoring other media and current events are also important social media activities.
According to the report, journalists are more active on social media than ever before, with a notable increase in daily activity. From reading posts from people they follow to monitoring the conversation around their own content and reposting on micro-blogging sites, participation from journalists is up anywhere as much as 34 percent compared with similar data from 2013.
Other changes in attitudes since 2013 have not been so positive. More journalists believe their job would be harder without social media, but fewer journalists are of the belief that it improves productivity. Journalists are also more worried about standards, with 54 percent agreeing that social media undermines traditional journalistic values.
For more information on the attitudes of international journalists, or to see how journalists and PR agents interact on social networks, download the full report.
Image on homepage courtesy of Shutterstock.
Article courtesy of SocialTimes