Social Media Lesson: Building a Social Media Engagement Strategy
The world of social media has changed quite a bit in recent years. It used to be that if you published a message on a social channel, your audience would see it. But now, with so many users and so many posts, plus network algorithms that don't favor brands, it’s more difficult than ever to use social media as a channel just to share content. Clicks are no longer easy to acquire. This means that it’s time to shift focus and start looking at social media as what it’s best used for — building meaningful one-to-one relationships. Listen to and engage with your customers and prospects directly. People want to talk to people, not brands. They want to engage directly with individuals, and the world of social media is the best place to do just that. In this lesson, learn how to change the game with a direct engagement strategy.
Includes
Social Media
Lesson description
Long gone is the time that marketers could push a message out to a social channel and be able to trust that their audience would see it. Now, with so many users and so many other messages, plus network algorithms that don’t favor brands, it’s more difficult than ever to use social media as a traditional push channel. It means that it’s time to shift focus and start looking at social media as what it’s best used for: building one to one, meaningful relationships. Individuals who engage with you on social are likely to trust you more, have deeper loyalty, and will be more likely to recommend your products and services to others. Watch preview
Instructors
Crystal King is a Senior Professor for HubSpot Academy with a focus on social media strategy. Crystal has led global social media and community programs for companies such as Pegasystems, Keurig, CA Technologies and Sybase. She has taught classes in writing, creativity and social media at Harvard Extension School, Boston University, Mass College of Art, UMass Boston and GrubStreet, one of the leading creative writing centers in the US. Crystal received her masters in critical and creative…
Christina Garnett
Award-winning community builder and advocacy strategist Christina Garnett uses audience intelligence and social listening to learn more about audiences and determine needs and behaviors. Her work serves to help brands better connect with their current customers, potential customers, and fans. Christina is featured in HubSpot Academy's Social Media Certification course and social listening courses, Semrush Academy's social listening course, and is a partner for On Deck's Community Builder Progra…
Bruno Cardinali
Bruno Cardinali is the Head of Marketing for Popeyes Louisiana Kitchen in North America. Prior to joining Popeyes, Bruno was the Head of Marketing for Latin America for Burger King, also part of the RBI portfolio. And prior to joining RBI, Bruno held several marketing roles at Unilever in Brazil, Mexico, Australia and United States for nearly 15 years. Beyond the recent success of Popeyes’ new chicken sandwich, Bruno led many other award-winning campaigns like: “Traffic Jam Whopper” in Mexico…
Nicole Votolato Montgomery
Nicole Votolato Montgomery is an Associate Professor of Marketing at the McIntire School of Commerce. She is passionate about all things digital and currently teaches courses on various aspects of digital marketing and analytics. Her research focuses on issues related to consumer information processing. She aims to understand how the context in which information is obtained impacts how consumers integrate information into their evaluations of brands and organizations. In particular, she studies…
Karen Freberg
Karen Freberg (@kfreberg) is an Associate Professor in Strategic Communications at the University of Louisville. She is also an adjunct faculty member for the West Virginia University IMC Graduate Online program. Freberg has presented at several U.S. and international research conferences, including ones in Australia, Brazil, China, Ireland, Greece, Italy, Ireland, Slovenia, Spain, Sweden, The Netherlands, and the United Kingdom. In addition to academic conferences, Freberg has presented at…
Brayton Ducharme
Brayton Ducharme is an Account Executive at HubSpot where he consults businesses on modernizing their marketing, sales, and customer service strategies through software automation. Having worked in the sales enablement space for years, Brayton has helped advise and implement these strategies for hundreds of businesses globally. Brayton is an avid runner and lives in Boston, MA with his husband, Eric and their cat, Nilla.
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