Target niche audiences with LinkedIn Showcase Pages

Target niche audiences with LinkedIn Showcase Pages

On April 14, the Products and Services tab was removed from all LinkedIn Company Pages. With the Products and Services tab gone, recommendations are no longer available. The recommendations feature has caused debate among attorneys in the past, some of whom believe it may be unethical to display recommendations on a firm’s Company Page.

LinkedIn announced the move in March, and it is allowing businesses who wish to save their recommendations to request copies from customer service until May…

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6 ideas for creating compelling, sharable content

6 ideas for creating compelling, sharable content

Producing a consistent stream of content for your website, social media profiles, marketing materials and blog is a necessary but sometimes arduous task. When you create a schedule for posting new content, be realistic about how much time you and your associates have to spend on writing and commenting. Aim to post something at least once a week, but do not over schedule. Writing three social media posts and two blog entries every week sounds wonderful, but only if…

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Twitter releases study showing what tweets are most successful

Twitter releases study showing what tweets are most successful

A new study from Twitter reveals what factors cause some tweets to be more successful than others. The research confirms what third-party analysis and user observation have long demonstrated: tweets that contain images prompt the most engagement. Posts with video and links also receive more attention.

Twitter analyzed over 2 million tweets sent from accounts within the United States. Researchers looked for tweets containing photos, #hashtags, links, videos and a number or a digit — such as…

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Facebook adds new targeting options for paid campaigns

Facebook adds new targeting options for paid campaigns

Organic post reach on Facebook is declining, creating a barrier for businesses trying to communicate with fans through regular activity. Some firms are making the calculation that paying for reach is worth the investment, turning to Facebook’s various paid advertising options to connect with fans. The goal of Facebook campaigns is not necessarily direct sales; some advertisers, particularly attorneys, utilize Facebook ads or Facebook Boost to attract likes.

At the heart of every strategy, from obtaining likes to…

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Twitter offers new targeting options through tailored audiences

Twitter offers new targeting options through tailored audiences

After months of beta testing, Twitter officially rolled out its Tailored Audiences product for advertisers in early December. The social network is now using ad partners to share data about how Twitter users behave on third-party websites.

Tailored Audiences is a retargeting program that allows a business to show a promoted Tweet to users who have already expressed an interest in its brand. For example, your firm may wish to target individuals who have recently visited your…

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Facebook admits brands will have to pay to reach fans

Facebook admits brands will have to pay to reach fans

Marketers have suspected for some time that organic Facebook post reach is on the decline. Last year, Facebook released an algorithm update with the stated goal of weeding out spammy content. At the time, the social network reassured business users that median page reach would not change. But after the change some brands claimed that their unpaid (organic) posts were appearing in fewer fans’ News Feeds. Companies were understandably concerned about their continued ability to reach consumers.

Shortly after the…

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