Posted by: FDMC | July 26, 2017

Using Video In Your Social Media Mix


Video, especially digital video is fast becoming the norm for media in all social platforms that can embed it as well as web sites.

As you may have heard, LinkedIn recently announced that they are now supporting video in their feed, Instagram Stories has surpassed Snapchat for monthly active users, and Facebook video is quickly becoming a competitor to other video platforms such as YouTube and Viemo.

Video marketing is one of the most important and fastest growing trends in social media and digital marketing. Some of the issues however with digital video on social platforms or a business website though are as follows:

81 percent of people mute video ads.

 85 percent of Facebook video is watched without sound.

The positive side of digital video though are these facts: Facebook videos have increased 360 percent across everyone’s news feeds.

Facebook video content grew by 450% over the last two years alone.

Facebook video content grew by 450 percent over the last two years.

Millennials prefer YouTube to TV . This is no secret.

LinkedIn is investing in video.

From these stats, it is obvious businesses to keep their branding current and out reaching their market share need to start embracing video before they get left behind. What is a interesting fact and I have personally seen this myself in my business, is content video actually works and I think we are all are going to find that cable and traditional television advertising is going to be in trouble down the road. When you consider video, keep all your social platforms in mind. This is very important. Facebook, YouTube, Instagram, and Snapchat (shorter versions) Viemo is also a factor but more for “display landing page style videos” Take the time to plan your video strategy.

As with any marketing campaign, no matter what medium you have chosen in the past, you know that marketing advertising takes persistence and repetition. This holds true for video application as well. If you find one platform working well for you over another, then increase your campaign on that platform. Watch your analytics. Good luck with your video!



Social Media is changing faster than one can shake a stick at.  Small Business Owners who have a limited staff or very few employees seem to get more frustrated each and every passing week on how to catch up, what platforms to use, or even worse, just throw in the towel and keep their website and call it good.

First in today’s world, that will not work.  Even for small business.  Our society has changed.  You can manage your social media if you take a deep breath and think about what your marketing strategy is.  Whatever that might be here are a few quick tips that might help you get over that depressing hump of “What can I do?”

  1. You Need to Post Consistently to Be Effective in Your Business Marketing Plan.

In order for your updates to be effective you must post consistently, every day, at least twice a day.  Make your content interesting and relevant.  Here is why.

Each Social Platform has what is called algorithm. These are in a nutshell, a  set of rules that precisely defines a sequence of operations.

In Social Media, these “rules” determines what people see, what information gets out to specific people. For these rules to benefit you, you really need to post religiously.  Posting here and there will cause your limited content to be pushed “to the back of the bus.”

  1. Don’t Post  About Your Sales Or Post “Ads” That You Disguise As Content

People on Social Media are smart and savvy and can see quickly through bad content or for lack of a better term “fake news.”  Use social media to inform your readers, customers, or your marketing demographics. Not sell to them.

Social Media Marketing is about developing your brand and improving your visibility. Sharing information that users want to see, articles related to your business, links to relevant information they can use, posting reviews from current customers are all useful and creates goodwill. Besides, doing ads seriously does not mean you are going to get people going on line and buying from you or coming to your place of business knocking down the doors.  I am all for ads to promote your business but there is a time and place to do that.  Social Media content marketing is not. Advertising as a separate venue on Social Media as a standalone CTA is what you want to do in this particular case.


  1. If you Have Social Platforms Then Update Them and Use Them!

Too many small businesses have social media platforms such as Facebook, Twitter, LinkedIn and others and that is it.  They have them but have never updated them.  I just talked to a business owner who has a LinkedIn account with less than 30 people in his network and has a old picture of himself and was honest in saying he has not updated the page in at least 2 years.  What kind of message does this send to your potential customers or clients who want to do business with you?  If you don’t care, why should they?  If you have a social media platform account then please use it and update it with content frequently.  People will sadly judge your business today by your actions.  If you can’t have updated content on it or don’t have the time, then find someone who can or close it down.

  1. Who Manages Your Social Media Today?

If you are really busy and seriously want your content to work for you then you need someone who does have the time.  They have to know and understand social media and they have to know your mission in business.  If you are doing a marketing campaign, they too have to know advertising, marketing, and social strategies.  If you do not have a person within your company or business like that, then you should hire a professional who can make your ROI in the campaign a success. You very well may have a fantastic employee who can step up to the plate for you. Maybe you can now focus on the platforms after reading these tips.  Whatever the case, be social!




InstagramNewIt just seems like yesterday that Instagram was a novelty app for young people to exchange photos. Then Millennials caught on and it grew. Then video was added and now live streaming which has led us to Instagram as we see it today. It is overtaking Snapchat and has become a serious marketing tool for even the Fortune 500 Companies.

Whether you want to drive leads to your homepage or encourage customer engagement, Instagram is the perfect platform. Here are are some serious reasons you need to add Instagram to your marketing mix.

1.    People spend more time on Instagram than any other social platform except Facebook

If you’re looking for a social platform with a high level of traffic and engagement, Instagram is the ideal fit. According to comScore, global users spend a monthly average of 12 billion minutes on Instagram, which translates to massive opportunity for businesses who want to dominate their niches.

2. Instagram makes it easy to get noticed because it is still relatively new to business

While it’s becoming harder and harder to get noticed on Facebook and Twitter, only 9% of small businesses currently use Instagram, which means there is plenty of space to build a robust online presence but it is growing rapidly each month!

3. Visual content is today’s main focus & it is sharp!

Marketers around the globe are predicting that visual content will be the future of online marketing, and Instagram is positioned to be on the bleeding edge of the shift toward image-based brand stories, especially in the use of digital video.

4. Content on Instagram=followers and influencers

While the content you post on Facebook reaches only a fraction of your audience, Instagram’s non-filtered feed means every post you make reaches your entire audience. This has the potential to boost engagement and improve your conversion rates.

5. Instagram caters mobility users in every way

2015 was the first year that mobile search overtook desktop search, and Instagram, more than virtually any other platform, caters to the rise of mobile users. Sharing on mobile platforms is quick and easy, and the app makes it seamless to navigate a brand’s content.

Instagram Marketing: You need it as a resource

Regardless of which industry you specialize in, Instagram is an essential tool that can overhaul the success and engagement of your marketing strategy. Simple, streamlined, and user-friendly, Instagram is the future of digital marketing. For more information, feel free to reach out to us here at FDMC Social and Digital Media.


So seniors just sit around watching old re-runs on TV and have no clue or care about social media. Snapchat and Instagram is just for those 20 somethings right? Wrong!.

When marketers ponder using influencers as a marketing strategy, they generally imagine millennials on Snapchat, bubbly 20-somethings on Instagram and youthful, energetic mommy bloggers writing about everything from how to get stains out of baseball pants to the latest political scandal—not salt-and-pepper seniors over 65. It’s often thought that senior citizens aren’t reachable via social channels. Until fairly recently, this was true, but influencer-based content has been proving to be an effective way to target this mature demo.

In fact, a recent Nielsen report showed that the percentage of total media time spent on social media in the oldest demographic (50-plus) increased by a whopping 64 percent, Put another way, grandparents and their peers are finally becoming social media converts as they use channels like Facebook to keep in touch with their increasingly scattered families.

When pursuing consumers over 65, marketers need to be thoughtful about where they place the message. Equally as important as getting your product or service in front of the target consumer, marketers should remember to direct their message to the people who help seniors make key decisions, including family members—particularly those who live in a multi generational household—caregivers, nurses and medical practitioners. To add a layer of trust and authority to your campaign, consider adding a call to action, driving the consumer into a store or facility to speak with a professional about your product.

Another way to extend the scope of your campaign is to call upon your carefully selected influencers to show different ways of using your product,“tips and tricks” that come from someone who is viewed as an objective commentator can be really useful. This content can then be syndicated, both online within your influencers’ social channels and in print. We’re talking about blog posts that are shared on your influencer’s social channels to reach a portion of your audience, then printed in local newspapers and magazines to increase the reach and effectiveness exponentially.

Social influencers who are peers of your target demographic or people who produce content designed to engage them can tell personal and unique stories that highlight key messages around your product. This creates relevancy and builds awareness with seniors 65-plus. Working with influencers who have first-hand knowledge of your subject matter and who are used to communicating with this older demographic will give you an authentic voice and more organic, meaningful content.

Influencer managers communicating with this particular demographic may need a slightly different approach. Sometimes older influencers are not as tech-savvy as their millennial counterparts, but they want to give your campaign the best possible outcome, so be patient with them. Give them a helping hand and offer some suggestions as to possible story angles. As with younger influencers, it’s important not to stifle their creativity but make sure you’re clear about your communication goals.

It’s also important to remember that this is a diverse demographic. There are some seniors who are extremely comfortable in the online world, others who are more recent converts and might need a little hand-holding and still others for whom the internet is a baffling place. A strategy that utilizes a combination of online and print influencer communications might just be the best bet for reaching as many of your target with your particular message.

Like the rest of us, seniors enjoy useful information and will often interact with it by passing it on—whether cutting out a newspaper article, forwarding a blog post or sharing a Facebook post. And their caregivers and family members are always on the lookout for ways to make their seniors’ lives more comfortable and happy.

When properly deployed and optimized, a campaign targeting this demographic can yield a great community reaction and foster brand loyalty from a valuable and often overlooked online audience.

While the 20 somethings and even millennials may raise an eyebrow at someone over 60 doing a selfie or even having a Snapchat account, that does not mean advertisers think less of the baby boomer generation! I myself am proud and happy to say I have social media accounts on almost every social platform channel and yes, I am over 60. I am finding more and more “seniors” are comfortable and navigate the on-line world of social media very comfortably and while it is true many may be limited to Facebook or perhaps a LinkedIn account for consulting purposes, they still “get it!”

-Roy Garton

FDMC Social and Digital Media LLC

facebookLiveBrands and video marketers who want to step up their live content game don’t need to look any farther than Facebook Live.

The broadcasting platform, which was officially introduced in April 2016 to all Facebook users, has become a favorite destination for the site’s users when they’re looking for live content to entertain and inform them. However, the same type of content that works on YouTube Live, Instagram Live, or even Snapchat or Twitter won’t necessarily be what works best on Facebook Live. Depending on your particular brand, you’ll want to tailor a strategy specifically to the streaming platform to maximize your reach and marketing potential, and make the most out of your Facebook Live video content.

Fortunately, there are at least eight types of content which perform well on Facebook Live. Consider these options when you’re looking for ways to launch or improve your live video strategy:


Ask Me Anything (AMA) and Question & Answer (Q&A) content is a shoe-in for Facebook Live, as many brands boast audiences which use Facebook on a daily basis. AMAs and Q&As are a direct way to communicate with your fans, but make sure they don’t become stagnant. Set a new theme or topic for each session you conduct, or bring on a collaborator or person of interest to answer your fans’ most burning questions.


Nine times out of ten, consumers only see the forward-facing side of your brand, the side that markets to them and wants to impress them enough to purchase your products or services. But if you use Facebook Live to take them behind-the-scenes, you’ll find brand loyalty and interest will grow. You can do this by showing them preparations for a red carpet event, revealing the process of how their favorite product is made, or by letting them follow along with a particular employee’s daily duties.

Breaking News

Live streaming is digital media’s answer to traditional live television. As such, it’s only natural for many consumers and social media users to default to platforms like Facebook Live for their news, instead of turning on the TV set. In fact, Pew Research discovered 66% of adults regularly use Facebook to get their news. Use this to your advantage, especially if news is a big part of what your brand covers. Do your best to start broadcasting as soon as a story hits, and talk about the facts as well as your brand’s thoughts or reactions to the news.


Everyone loves a good challenge! If your brand has an idea for a competition or challenge which can be broadcast live, don’t hesitate to do so on Facebook. You’ll attract your fair share of viewers, but you’ll also reap the benefits of views on the archived live stream, too. Encourage your audience to share in the challenge at home (if they’re safely able to) and report on their experiences in real-time using the chat feature.


While how-tos might be one of YouTube’s most-searched video types, they’ve become incredibly popular on Facebook Live, as well. You can use the live streaming platform to not only demonstrate how your own product or services work, but also to show how to perform tasks related to your industry. Doing so builds your reputation as a helpful, trustful brand.

Events or Appearances

The biggest problem with events and appearances used to be their localized nature. But now brands can use Facebook Live to stream such events to viewers around the world. Bringing a big event or celebrity appearance to your Facebook page means you’re reaching consumers who might otherwise not be able to attend the event in person.


Interviews are an easy win for brands who want to connect with their fans, and Facebook Live is the perfect platform to stream them. You can keep things internal and interview executives and employees within your brand, or bring in persons of interest, celebrities, or influencers whom you know your audience will tune in to watch.

Product & Service Announcements

Much in the way live streaming events and appearances allows viewers to tune in regardless of their location in the world, product and service announcements can also be made via Facebook Live to immediately inform consumers of your newest offering. You’ll get to see fans’ reactions in real time, and answer any of their questions within chat to help them better understand the new product or service.

Try using these tips on your next Facebook Live broadcast. And remember, you can use Facebook Live both from your mobile app and your desktop.

-Roy Garton

FDMC Social and Digital Media LLC

Posted by: FDMC | June 21, 2017

Hows That Website Doing These Days?

Today’s websites are so much more changeling than they used to be aren’t they?Gone are the days of your websites just being a digital brochure for your company. A website now has many jobs including:

·        Get found – The website should be optimized for search to help you get found online.

·        Build trust – Your website is a key element to building trust. Once a person arrives on your website, it needs to validate their challenges. Your website needs to function the way your customers need it to and expect it to.

·        Educate – Your website should teach people how to recognize what their problems and challenges are.

·        Inform – Once a person has found you and trusts you, you need to inform them on how you can solve their problems.

·        Nurture – Often people need to come back to your website numerous times before making a purchase. Capture their email address and continue to create valuable content that is relevant to their stage in the customer journey to nurture them through to the sale.

·        Convert – A conversion can be many things from subscribing to a newsletter, to calling you, to making a purchase on your website. Conversion opportunities need to be an element of the design of your homepage to help guide the journey.

To get the most out of your potential clients or customers visit, consider implementing these elements below.

1. The promise 

The purpose of the promise headline, above the fold on your homepage, is to show the visitor that you understand the challenges they face. You need to make them a promise that will solve their problems. Your branding headline is nice but having this as well will help get that call to action going which is point # 2.

2. Call to action

A call to action (CTA) is an image or text that prompts visitors, leads, or customers to take a specific action. CTAs help to guide people through their journey and advise them on next steps. Your call to action can be to request more information, schedule a consultation, or download a free report. Make sure it’s relevant and useful – the days when people simply signed up to receive an email from you are over, but people still want to be led to useful activities and resources that get them closer to solving their problems.

3. Video

Many companies are beginning to feature video on their homepage, and for a good reason! Video allows you to give people a real sense of who you are, what you stand for, and let people hear your story. It’s also a great way to produce content to engage your audience. Some put this in the nice to have category, but I think it’s a must these days for small business websites. Contact us about your next marketing video. We can help you create a great short valuable branding package for your website at an affordable price.

4. Trust elements

You need to have elements that build trust on your homepage, whether they be logos of current customers or testimonials for your audience to glance over. Have reviews or accolades you want your audience to see? Make them easy to find and place them on the homepage. This is almost a content category for many businesses as things like reviews, case studies, and testimonials should be part of your ongoing content building efforts, but once you collect them use them to build trust and social proof.

5. Changing content

It’s a good idea to feature frequently changing content from your website on your homepage. For example, place a blog or social feed on the homepage that shows recent activity. It’s a great way to show your company is active and to keep content fresh on the homepage.

6. Content upgrades

A content upgrade gives people the ability to download premium content in exchange for an email address or capturing a lead. This is an essential element for conversion on your website. If they download this content, this expresses interest in what you do. Take this opportunity to give them more valuable content moving forward to nurture them through to the sale. This is an essential element for conversion on your website. If they download this content, this expresses interest in what you do. Take this opportunity to give them more valuable content moving forward to nurture them through to the sale.

7. Core services

Create boxes that feature your core products or services and include about 100 words of content with each. Since these are your core services, you’ll likely have full pages or sections of your site related to each, but by placing them on your homepage accompanied by descriptive content, you’ll also get some additional SEO value.

While you may not be able to deploy all of these points, try and least use some of them to bring your website up to date. Visit your analytics at least every two weeks if not more to see how your website is performing. If your business does not have a website, reach out to us and we can assist you in getting one up and going!

Roy Garton

FDMC Social and Digital Media LLC

VIdeo1Did you know that one third of on line activity is watching videos?  Really, it is.  We have known for a while now that video is only increasing in popularity, but I don’t think people truly realize the huge influences of video content.   Here’s some perspective: did you know that 45% of people watch more than an hour of Facebook or YouTube videos a week? In addition, over half of video content is viewed on a mobile device.

What’s interesting, though, are what those stats mean? Think about the turnaround of social content these days.  By the time you’ve come up with a good idea, created it, and then posted it to your Facebook page or YouTube channel, people are onto the next thing. Sad but that is the world we now live in.  No attention span because people are just too busy and trying to absorb all this “stuff” in their heads.

When people (brands especially) think about video, they think about it as a long-form, high value piece of content. And the truth is, video is a high value piece of content. It just shouldn’t be thought of as an asset that requires thousands of dollars’ worth of equipment and months of work to create. Video is no longer a “professionals-only” content piece. Apps like Instagram and Snapchat (and its long-lost cousin, Vine) have made the barrier to entry for video extraordinarily low.  SMB’s still need us video production professionals but yes, those apps do a pretty good job.

Which means, if you want to get into the video content game–and you should–then what’s equally as important as coming up with good video ideas is your process for getting from start to finish as quickly as possible. In the world of social media, speed is as important (if not more important) than the idea itself.

Honestly, the same could be said for the blogging world–and really all social content, period. It’s a game of attention with a very short lifespan.

It’s just that video has been such a “luxury” type of content for so long that the vast majority of brands still consider it out of reach. They think, “Well, we don’t have the equipment or we don’t have the budget to make something professional,” so they don’t even try taking a step in that direction. Meanwhile, Instagram personalities are vlogging their daily lives on video in their Stories and not only attracting the most attention, but reducing the barrier of entry.

Video doesn’t need to be a big production anymore.

But it’s also about business goals. The vision has never been about just creating one amazing video, assuming the world will stop, look at it, and clap their hands. Social doesn’t work that way. You need to create video content, quickly and easily. It’s the consistency that drives business. Try and figure out what drives your customers.  What drives your brand and put those thoughts into your video.

Here’s another stat that proves the value of social video from a business perspective: videos on landing pages can increase conversions by 80% or more.

The habit of consistency is what differentiates the “one-hit wonders” from the brands, businesses, and influencers that create content on a regular basis–and actually build audiences around their video content. Consistency. That’s what your video strategy should be based around. Remember, don’t spend months on a video project and no, you don’t need thousands of dollars anymore to hire equipment and an advertising agency to get your video out. You can do it!  And if you feel you can’t reach out to us.  We are happy to help.


Roy Garton

FDMC Social and Digital Media LLC


Social listening is an important strategy that brands need to consider if they’re to stay up to speed with Millennials and rapid speed conversations.

But does social listening contribute to delivering a great customer experience?  Can it help your brand in proactively meeting customer needs?

Yes, it does! And here are 5 ways in which Social Listening can take your customer relationships to the next level.

 1. Engage with a large audience (larger than you could ever imagine!)

With a proper social listening software, you can effortlessly listen to those who are talking about your brand, your product or service and also about your competitors on social platforms. Furthermore, Nielsen has found that 33% of customers even prefer to contact brands using social media rather than the telephone.

When that is the case, listening can be a definite first step to understanding what the customer wants. It’s necessary to stay in-sync with the latest customer expectations else you run the risk of losing out to competition. And social listening is the ideal way to stay ahead in this race!

  2. You get the ‘real’ scoop on social

Have you wondered why customers are sometimes too nice while filling feedback forms? One of the reasons is that they don’t have the time (hey, you might be asking too many questions!) nor the patience to explicitly express what they think.

How can social listening be of value here? It helps your brand filter out negative comments and get tangible insights from these comments. Let’s say a majority of your audience is criticizing the lack of information on your website. An intelligent social listening software will filter out these comments and deliver an actionable insight like “Working on availability of information on website can help boost website experience

3. It’s where real-time customer service happens

The need for businesses to go real time would have been written in stone by now – It’s been repeated that often. Well, there isn’t any better place you can hope to achieve this than on social platforms.

You’d have come across the incident where Elon Musk, CEO of Tesla, made sure to respond back to a valuable feedback on Twitter. If you haven’t yet, check out the story here. Customers want to be heard and they treat social media as a platform to engage with your brand and get instant remedies for their issues.

4. Make marketing personalized. Let social content drive engagement!

Personalization is the key to unlocking great experiences and social customer relationships.

Social listening tools can help you identify the way your target personas converse, the words they use, its tonality and unravels their specific needs and expectations from your brand. The insights you gather here can in turn be leveraged to run personalized marketing campaigns!

Moreover, a powerful and dynamic social listening platform can help you segregate your social audience into different categories which also helps in creating relevant content and offers for specific customer groups.

5. Staying proactive

Exceeding customer expectations can be a sure shot way to deliver customer delight. But unless your brand is well equipped with the necessary information and insights, going past expectations isn’t a cakewalk. By constantly monitoring what your customers, as well as other prospects, are talking about and engaging with them regularly, you can come up with a proactive and futuristic customer experience strategy for the long run. And social listening can help you monitor rapidly changing customer needs, anticipate trends and most importantly, deliver actionable insights on how to go about executing these changes.

Social listening is one of the most reliable means to make sense of the myriad conversations and comments on social platforms. Not just that, it provides a platform to learn more about your customers, their changing preferences, and expectations, and connect with them on a personal level no matter how far they are. Social media is already a huge repository of information. Now, converting that information into insights that can build customer experience is the advantage you have with social listening.

Roy Garton

FDMC Social and Digital Media LLC


Posted by: FDMC | May 31, 2017

Using Snapchat For Your Marketing


While I am not totally sold on the long term survival of Snapchat as Instagram continues to eat away at it’s rival, Ad revenue continues to look strong for the mobile app. Marketing your brand on Snapchat takes some creativity. It can be confusing, especially when you’re starting out. Something to keep in mind is that a typical marketing funnel is broken down into three main stages:

1.     Awareness. Prospects learn about your business and what you have to offer.

2.     Interest. Prospects from the first phase take the first step toward becoming a customer by signing up for a webinar or company emails.

3.     Evaluation. Prospects from phase two take the final jump to buy from you, often as the result of a sales call or integrating email.

Snapchat is strongest during the second stage, when you’re engaging your prospects and trying to create interest. In fact, research shows that Snapchat gets nearly a 4x higher engagement rate compared to similar platforms like Instagram but this is slowly changing as Instagram migrates many of Snapchat’s features. Through Snapchat, you can deliver valuable content to your audience to let them see a different side of your business — one that might not be as visible through another channel.

Here are three ways marketers can use Snapchat to grow their businesses:

1. Offer promo codes.

Brands have had success using promo codes on Snapchat because of how high the engagement rate is.

2. Launch products.

You can also use Snapchat to launch new products. One of the unique benefits of Snapchat is that it gives you permission to create low-budget, informal videos. Letting them see you “behind the scenes,” where you might be unpolished, will help build a deeper relationship over the long term.

3. Leverage influencer marketing.

By leveraging influencers, you can capture a much larger audience because your content will be viewed by both your followers and the followers of that influencer. It’s one of the quickest ways to build a massive audience of your own. Another way to use influencer marketing is by asking an influencer to do a takeover of your account. This basically means that they run your Snapchat account for a certain period of time, and post snaps on behalf of you.


Snapchat is still an up-and-coming platform. If it continues to hold on as a popular app then marketers will have something. Right now it is an app that has yet to become overcrowded. And, because of that, engagement levels are still significantly higher than many other platforms. Marketers who jump on it now will see significantly better engagement than those who get on board months — or years — later.

Posted by: FDMC | May 24, 2017

Using Snapchat For Your Business

When Snapchat first took the mobile world by storm, most people assumed it was just another teenage fad. Six years and a $16 billion valuation later, one of the most talked-about IPOs to date has since made it clear that Snapchat’s influence goes far beyond silly pictures.

According to Snap Inc.’s recently updated Form S-1 SEC registration statement, the app boasts 158 million active users each day, and those users spend an average of 25 to 30 minutes on the app each day. Clearly, Snapchat has ingrained itself as the king of a social media niche that Facebook and Twitter never knew existed.

For businesses that use social media to interact with consumers, Snapchat presents opportunities no other platforms can replicate. Whether your company’s goal is recruiting new talent, engaging current employees or marketing to the masses, Snapchat has something for everyone.

The many faces of Snapchat

Snapchat users become princesses, cowboys, aliens and puppies all the time. Why shouldn’t the app be just as versatile for business?

Direct consumer marketing is the obvious first step, but Snapchat works for internal communications and recruitment, as well. Certainly, a 10-second snap isn’t the best way to notify employees that their bonuses have been delayed. But, for small recognitions, company events, birth announcements, new hires and goals achieved, Snapchat provides bite-sized slices of company life that employees will actually look at A Snapchat channel of employee posts, such as the one Cisco uses, can also be a great tool to show potential candidates what life at the company is really like!

Cisco, for example, allows its employees to post on the channel themselves, giving viewers a live look into the company’s different roles, office locations and special events. The channel has been a great success: Cisco found that 70 percent of its viewers had watched its stories all the way through, and more than five million minutes of its content had been consumed.

What’s more, the oversaturation issue doesn’t apply here: Just because everyone else uses Snapchat for direct marketing doesn’t mean it isn’t worth looking into, yourself.

10 seconds to better business

With a platform as versatile as Snapchat, most businesses have trouble figuring out where to begin. The following five strategies will help businesses get the most from their Snapchat experience.

1.Keep your content candid. Creating custom-designed snaps is expensive and inefficient. Users of Snapchat want to see slices of real life, not heavily designed ads. So, let your employees post directly to a feed, or put a personable social media expert in charge of capturing moments to share. With brands now posting an average 13 stories per month and 11 snaps per story.

2. Bring in well-known guests. Social media influencers and niche celebrities provide excellent brand exposure. Let someone else take over the Snapchat story for a while, and see what develops. Not only will brand loyalists appreciate the shakeup, but fans of the talent that was previously unaffiliated with the brand might become new customers themselves.

3. Call users to action. Attention is great, but action is better. According to Sumpto, 67 percent of college age students want to receive more discounts and promotions from brands on Snapchat. Encourage followers to visit a website or share on other social media platforms. Incentivize engagement with special Snapchat filters or contests for prizes.

4. Build a following through consistency. Twitter followers may rally around hashtags, but how can brands create a following on an app that relies on transience? Simple — by making Snapchat a bigger part of the branding outside the app.

5. Track snap data. Even though Snapchat lacks the more advanced analytic tools other platforms use, it still provides some interesting insights. Total views are useful, but story completion (how many people watched all the way through) and screenshots (how many thought it was worthy of sharing) pinpoint the most engaged users.

Don’t be fooled by its often-silly exterior — when it comes to marketing, Snapchat is the real deal. Follow these strategies to start building better stories and engaging with more users.

Roy Garton

FDMC Social & Digital Media LLC

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