Facebook Fans: The art of passive engagement

Posted by Clayton Smith on June 13, 2012

As social media marketers, we usually tend to focus on Facebook fan engagement and active interaction. And that’s a good thing, not only because each Facebook interaction spreads your social media message to a new circle of people, but also because engaged fans are passionate fans, and passionate fans are likely to become loyal customers. For many of us, the need to engage becomes so all-important that our Facebook strategies can be boiled down into a simple equation: Engagement = Success, Silence = Disaster. Because of this, it’s easy to panic if your Facebook posts go seemingly unnoticed.

But take heart! While engagement is an excellent metric for measuring social media success, silence doesn’t necessarily mean your words are falling on blind eyes.  

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Topics: analytics, Business, business, campaign, crm, dashboard, education, facebook, gremlin, gremln, insights, like, Marketing, media, network, ROI, social, social media

Treadmills, Travel Time, and the Value of Analytics: Justifying the cost of social media success

Posted by Clayton Smith on May 22, 2012

Confession time: I pay good money on a monthly gym membership just so I can go and run on a treadmill a few times a week. It drives my wife crazy. Why spend $40 a month, she argues, when I can save money by running outside for free? It’s a reasonable question. After all, I’m sure we could find some great uses for an extra $480 a year, and if all I’m doing at the gym is running, I’m not experiencing any additional workout benefits than I would by running on the sidewalk every day. So yes, it’s a good question. Luckily, I have a good answer.

I’m buying the analytics.

Running on my own, outside, is great, and it’s actually the way I prefer to run. Fresh air, occasional sunshine, near-death experiences involving inattentive drivers; it all makes running outdoors a lot more exciting than jogging in place, staring at a wall. But when I run outside, I’m running blindly, analytically speaking. I can’t pinpoint how far I’ve run, how many calories I’ve burned, how steep my incline is, how fast I’m going, or how high my heart rate is. I don’t have access to any of these metrics when I run on my own, and to me, these analytics are a vital part of my workout routine. Tracking them allows me to see how my workouts are improving and how successful my runs are from a personal health point of view. The numbers help me stay motivated, and they constantly give me new goals to reach. For me, $40 a month is a small price to pay for those stats.

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Topics: analytics, Business, business, campaign, dashboard, facebook, google+, google plus, gremlin, gremln, linkedin, Marketing, media, network, ROI, small business, social, social media, statistics, stats, strategy, twitter

Succeeding With Social Media in Mental Health & Addiction Services: Six Dos & Six Don'ts

Posted by Clayton Smith on May 16, 2012
Recovery Systems Institute

Earlier this month, we wrote on how Gremln's new compliance tools can help companies in the financial services and healthcare industries adhere to social media guidelines set by regulatory agencies. This week, guest writer Cecile LaBore brings us a practical look at how healthcare providers can effectively use social media as part of their communications plans.

Cecile LaBore is Administrator for Recovery Systems Institute.  RecoverySI focuses on bridging the gap between treatment and recovery by providing information, tools, and resources for people in recovery and their families, clinicians, and addiction treatment programs.

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It's a big field, and includes everything from prevention to long term recovery services, nonprofits with no paid staff to big companies with dozens of facilities, and approaches that vary from the medical to the spiritual and all points between.  But we all have one goal in common:  If we're going to help, people have to know who & where we are-- and what we can help with!  That's where social media comes in.

But many of us have been putting off diving into the social media arena, or have maybe just "dipped a toe in."  Maybe a Facebook page with hardly any posts.  Or some staff presence on LinkedIn.  A dormant Twitter account.  We know we should do better, but we're worried:  Will social media become a "time sink" that uses up effort for an insignificant return?  Will it even work at all?  Worse-- will we make a terrible mistake that could get us in trouble, precipitate a lawsuit, lose us a contract?

Here are six "Dos" and six "Don'ts" that can help you get started on the right track with Social Media:

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Topics: business, campaign, compliance, facebook, financial, gremlin, gremln, health, healthcare, linkedin, management, Marketing, media, ROI, services, social, Social Media for Healthcare, team, twitter

365 Days of Fun

Posted by Clayton Smith on May 7, 2012

Earlier this year, we posted a blog about the importance of having fun with your company’s social media marketing. Since then, quite a few of you have asked us for ideas on how to liven up your social space with a little bit of mirth and merriment. But we thought we’d do you one better. After all, why just tell you how to make social media fun when we can show you instead?

Soon, Gremly will be taking over the Gremln Facebook page and bringing you 365 Days of Fun. That’s right. We’re bringing you one whole year of games, challenges, quizzes, contests, prizes, jokes, riddles, dares, and more, with a new bit of social media levity posted to our Facebook page every day. Gremln’s 365 Days of Fun is going to be so full of fun and ridicularity that we had to make up the word “ridicularity” just to describe it.

There’s just one problem. If you head over to our Facebook page, you’ll notice that Gremly’s all ready to board the Roller Coaster of Fun, but he’s not quite tall enough yet.

That’s where you come in.

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Topics: business, company, facebook, fun, google+, gremlin, gremln, Gremln News, how to, linkedin, Marketing, media, party, plan, ROI, small business, social, strategy, Timeline, tutorial, twitter

Conquering Compliance: Gremln presents new tools for meeting social media standards of regulatory authorities

Posted by Clayton Smith on May 2, 2012

Social media has taken the world by storm over the last several years, but when it comes to corporate usage, there are some industries that have been a little reluctant to embrace networks like Facebook and Twitter. Chief among them are the financial services providers. The reluctance of investment brokers, lenders, insurance companies, and credit unions to tackle social media head-on is due largely to the need for industry compliance. Regulatory agencies like the Financial Industry Regulatory Authority (FINRA) and the Securities and Exchange Commission (SEC) hold brokers responsible for following strict communications regulations and hand out severe penalties for non-compliance, so it’s not hard to see why many of these companies have deemed social media more trouble than they’re worth.

But with the growing importance of social networks, financial services institutions can’t afford to avoid Facebook and Twitter and still hope to thrive in an ever more digital marketplace. So the question is, how can companies like Gremln help brokers navigate the compliance minefield of social networks?

First, let’s examine what exactly is it about social networking that poses a potential threat to financial services.

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Topics: agnecy, Business, business, compliance, education, facebook, FDA, financial services, FINRA, gremlin, gremln, Gremln News, healthcare, HIPPA, lender, Marketing, media, pharmaceutical, regulation, regulatory, ROI, SEC, social media, Social Media for Small Business, strategy, twitter

Merge Confusion: What to do when traditional promotion and digital marketing don't mix

Posted by Clayton Smith on April 24, 2012

A few weeks ago, I was ordering coffee from a local cafe when the barista’s company t-shirt caught my eye.  Or, to be more specific, the right sleeve of the barista’s company t-shirt caught my eye. Because there was a QR code printed on it.

Hmm.

As someone who works in social media, it’s always exciting to see small businesses trying out new digital marketing tactics. The fact that this coffee shop has so fully embraced the QR code that the managers spent money to have them printed on company t-shirts is proof that there are small business owners everywhere are not just recognizing, but taking advantage of the vast opportunities presented by digital media. The desire to innovate is there. The problem is, it’s sometimes difficult to translate that desire into an effective promotion. It’s easy for us to get so excited about the fact that we’re using new technology that we don’t take the time to evaluate how we’re using it.

The t-shirt QR code is a great example.

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Topics: billboard, Business, business, campaign, code, dashboard, education, facebook, gremlin, gremln, instagram, Marketing, media, qr, ROI, Shazam, social, strategy, tactic, twitter

Picture Perfect -- The importance of images in social media marketing

Posted by Clayton Smith on April 17, 2012

If Facebook’s $1 billion purchase of Instagram proves anything, it’s that photo sharing is big social media business. (It also proves that Facebook has a whole lot of cash. But that’s another topic altogether.) The importance of images in social media marketing has been pretty widely touted lately, even before Facebook’s big acquisition announcement. And for good reason.

Exhibit A: One estimate from the Harvard Business School study says that about 70% of all Facebook activities revolve around photos, whether people are uploading, viewing, liking, or commenting on them. For a social network with 800 million users, 70% of the activity is nothing to sneeze at.

Exhibit B: Pinterest, a wholly image-based social network, was the fastest independent site in history to snag 10 million unique page visitors. This picture-pinning program is already the third most popular social network in the U.S., and it’s only two years old.

But pictures aren’t just important for individual social media users. They’re also vital for successful social media marketing.

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Topics: Business, business, education, facebook, gremlin, gremln, image, instagram, Marketing, media, photo, picture, ROI, social, strategy, twitter

#CustomerService - The power of social media in customer relationship management

Posted by Clayton Smith on April 9, 2012

When it comes to managing a business, there are few phrases more daunting than “customer complaint.” Unhappy customers have been known to send entire customer support teams into cold sweats, and for good reason. A company’s customers are its lifeblood. Making them happy should be at the top of the “To Do” list, which is why a good customer support program is imperative. An easy and organized communications system is vital for connecting with and satisfying unhappy customers. The only problem is, customer relationship management software can be a little expensive, and some of them present a learning curve for your customers, which can act as a barrier to efficient (and positive) communications.

If only there were a fast, efficient, and inexpensive customer support solution available to everyone, one that millions of customers were already using and wouldn’t need additional training on in order to connect seamlessly with the company’s issue resolvers...

Oh. Wait. That program does exist. It’s called Twitter.

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Topics: Business, business, crm, customer, education, gremlin, gremln, Marketing, media, ROI, service, social, support, twitter

There is Value in Fun: An observation from SXSW

Posted by Clayton Smith on March 16, 2012

There’s a lot to love about South by Southwest, the 10-day music, film, and interactive conference and festival held every year in Austin, TX. The live music, the keynote speakers, the panel discussions, the post-conference parties, and the sheer energy generated by thousands of social networkers converging to celebrate new app launches and long-established social successes alike; it’s all pretty overwhelming, and it can be difficult for any one aspect to really stand out.

SXSW is generally lauded as the conference for launching exciting new social products. After all, it’s where Foursquare debuted in 2009, and though it wasn’t exactly the network’s official launch, Twitter really started gaining attention at SXSW 2007. New apps and services are unveiled in Austin every year, and marketers spend big bucks to make sure their booths and launch parties stand out from all the rest. But the conference can also be a good reminder that marketing promotion doesn’t always have to be expensive or flashy to add value to your product. Sometimes, all you need is a little fun.

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Topics: Business, business, dashboard, education, facebook, fun, google+, google plus, gremlin, gremln, linkedin, Marketing, media, network, ROI, skype, social, south by southwest, strategy, sxsw, twitter

Piquing Your Pinterest -- How to use the hottest new social network to market your business

Posted by Clayton Smith on March 7, 2012

The concept behind Pinterest is pretty simple; see something you like online, tack it to a virtual bulletin board for all your friends to see. The site design is clean, direct, and easy to use. By all accounts, Pinterest is the simplest social network since Twitter. But for such a simple social site (try saying that five times fast!), Pinterest has generated an incredible amount of buzz in an extremely short amount of time.

The site already has well over 10 million users, and in fact, according to marketing company Lemon.ly, they were the fastest independent site in history to hit 10 million unique page visitors. They got there faster than Facebook, faster than Twitter, even faster than Google+. Clearly, there’s something to love about Pinterest.

If you haven’t used Pinterest yet, it’s definitely worth checking out. You can request an invite, or, if you want access a little more quickly, just find a friend who has an account, and she can send you an invite instantly. Once you’re in, the process is simple; create boards; pin things to boards; repeat. You can find things to pin on pretty much any website, or, if you want, you can search through the items already pinned by other users, then just repin the picture onto your page. Do you like the Muppets? A quick search on Pinterest will bring up thousands (and then some) images of Muppets for you to browse through, enjoy, like, and repin.

It’s a great network for quickly and easily sharing images with your friends, and it’s also useful if you want to keep an online collection of ideas and inspiration. Thinking of redecorating your living room? Start a board called “New Living Room” and pin every piece of furniture, every paint scheme, and every set of drapes you find that you think you might like. Getting ready for some spring landscaping? Create a board called “Landscape Ideas” and pin all your favorite landscape shots from around the Web.

The possibilities are virtually endless.

But how can Pinterest help you market your business?

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Topics: Business, business, campaign, dashboard, education, gremlin, gremln, Marketing, media, pinterest, ROI, social, Social Media News, strategy, twitter

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