Plan to audit your social media strategy at least twice a year, conducting qualitative research such as engagement and content analysis alongside quantitative research, including competitors' accounts, paid content and native posts, Lisa Buyer writes. Assess your site and blog content for social optimization, review target personas, make sure your content is still on trend with the most popular social formats and implement tracking that enables you to measure how social strategy drives sales, she advises.
The latest campaign from Gap has been largely met with positive reviews, as the fashion retailer follows other brands using diversity and inclusivity in their ads. Deaf transgender model Chella Man and a host of young artists are featured in the photos to promote Gap's "Soft Wear Denim" line.
Actor Ryan Reynolds is using witty out-of-office emails to tout his Aviation American Gin brand, and his company's servers crashed after he shared his email address on "The Tonight Show Starring Jimmy Fallon." "The best marketing is also real and personal," said Andrew Chrisomalis, CEO of parent company Davos Brands.
The popularity of Instagram Stories is driving up ad prices, leading smaller brands back to Stories on Facebook, writes Seb Joseph. Catherine Chappell of iProspect says her company has seen brands "start to test Facebook Stories from an organic point of view, but the paid aspect is still in beta at the moment so not available to all advertisers."
Over 71,000 Twitter users have blocked accounts related to about 500 brands -- including Pepsi, Nike and Uber -- as part of a grassroots campaign to get Twitter to permanently ban InfoWars' Alex Jones. The mass blocking is being led by #GrabYourWallet's Shannon Coulter, who said that Twitter's seven-day suspension of Jones' account was a "positive first move" but that the boycott would continue until the platform shows "Alex Jones the door."
ESPN partnered with Marvel to create four original comic covers featuring College Football Playoff school mascots to promote Labor Day weekend games. The campaign also includes videos that give a behind-the-scenes glimpse into the creation of the artwork.
Disney has turned to social media and video platforms to promote its Broadway musical productions, starting with "The Lion King" and a virtual reality, 360-degree video of the opening number. "[W]e as marketers are having to come up with interesting and innovative ways to fill those new spaces that are being developed at any given time," said Andrew Flatt, senior vice president of Disney Theatrical.
Facebook has stopped returning results for opioid-related searches in an effort to crack down on dealers on the platform. When users type in drug-related searches, the platform automatically displays a "Can we help?" box, which signposts people to addiction resources on the site of The Substance Abuse and Mental Health Services Administration.
Altice USA's a4 TV unit has teamed up with Vizio's Inscape in a partnership that will bring more user data to marketers. Under the deal, a4 set-top boxes will be enhanced with data from Vizio's smart TVs, providing marketers with audience insights.