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Marketing Agencies in the Year 2020 (Part 2)

By | Digital Marketing, Marketing Trends, Online Marketing Ideas, Uncategorized | No Comments

Beyond the Trends

Rather than bore you with a list-based article discussing the many marketing trends that will surely dominate practice in the years to come, we thought it might be more amusing to speculate about what a typical marketing agency will look like in the year 2020. Honestly, I beseech you to Google “marketing trends” and peruse the first few results… the same information, emphasized and recycled time after time. Boring!

In any case, last week, we tackled two essential components of a marketing agency, both of which advocate the philosophy that all customer-facing communications must be deep-rooted in value. What’s more, is that besides value, by the year 2020, it will be absolutely necessary for all marketing-related endeavors to inspire genuine interest and curiosity – which is, admittedly, a tall order if you’re not equipped with the appropriate talent.

CRM Becomes Entirely Personalized

Remember that scene in the Spielberg blockbuster Minority Report when Tom Cruise’s character enters the mall and receives a plethora of hyper-targeted advertisements? Yeah, imagine that, but perhaps less drastic. Are you picking up what I’m putting down?

Customer relationship management will no longer be wholly focused on retaining patrons and increasing loyalty, but rather; firms will deploy highly-skilled CRM teams with one, everlasting mission: to leverage social media and develop data-driven customer profiles that reflect the unique nature of people’s interests, behavior, attitudes and beliefs. If you’re petrified by such examples of marketing innovation, then you should probably try to ignore the proliferation of wearable technology – because, quite frankly, this is only the beginning. Sure, this also implies that agencies will also have to establish an unwavering ethics team that know precisely when and where to draw the line. But hey – when all’s said and done, isn’t that what marketing’s about?

Believe it or not, but entirely personalized CRM is already happening thanks to a mildly disturbing application called Crystal Knows – a web platform that scans a particular individual’s digital footprint to produce a set of personality traits from which hyper-targeted communications can be deployed.

We already live in the future!

Everything Optimized

In the year 2020, a marketing agency is nothing without its optimization team – an exceptional group of perfectionists who take great pride in their ability to cultivate an efficient browsing environment. Every aspect of a digital campaign will be polished to produce the smoothest, richest and most enjoyable user experience that circumvents any semblance of slow load times or poorly rendered content.

Just say it out loud… everything about the word optimization oozes with swagger. It could be the most universally admired term in the English language. I mean, its implications are profoundly beautiful! I implore you to include the word optimization into your-day-to-day vernacular. Honestly, it applies to everything.

There you have it – our predictions for what a typical marketing agency will look like in the year 2020. I’ll bet you’re wondering why anything mobile-related was left out? Come on, people! Everyone and their neighbour’s dogs are barking about mobile technology and how it’s imperative to marketing in the future… this is common wisdom!

Agree with what we have to say?

Perhaps you’d like to add something?

Don’t be afraid to let us know in the comments below!

Buildings in NYC

Marketing Agencies in the Year 2020 (Part 1)

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Half a Decade’s Worth of Innovation

Hey, 5 years isn’t that far off… is it? In our era of digital fascination, you bet your little iWatch it is! Technology is advancing so rapidly that it’s nearly impossible for businesses to stay afloat, and guess what? Playing catch up just doesn’t cut it anymore. To illustrate the affect of innovation, half a decade ago I was beyond pleased with my Motorola KRZR, and the idea of owning a smartphone was preposterous. I thought to myself… “What good can a pocket computer do for a guy like me?”

Fortunately – or unfortunately, depending on your temperament – the digital revolution that began materializing roughly 5 years ago continues to persist, and with remarkable force. It stands to reason that by the year 2020, the vast majority of marketing endeavors will occur online. Thus, including “digital” in the nomenclature of an agency will be completely redundant.

So, what will a typical marketing agency look like in the year 2020?

Content Teams

This reality is already coming to fruition. Although recognized as a credible practice as far back as 1996, content marketing is currently enjoying a meteoric surge in popularity. Agencies are specializing, marketing blogs are going loco, and a certain nefarious-grinned individual has fostered a reputation that does more in the way of personal brand building than offering valuable insight.

In any given content team, you’ll find graphic designers, filmmakers, videographers, seasoned writers, computation artists, new age bloggers, vloggers (video bloggers), and front-end programmers. Nothing will be more valuable to a marketing firm than the depth of flair and creativity boasted by their in-house content team. Due to the diversity of expertise, the potential for collaboration is outright mouthwatering… therefore, instead of dividing up the workforce based on projects and focus; agencies will embrace a more cross-functional approach to task management.

Content teams are the firm’s pacemakers. They provide the strategy, direction and overarching mission.

For the record, content teams have always existed. Now that everyone seems to care, the appropriate talent is deliberately being assembled and classified. In truth, people who are dubbed content producers will probably just be situated closer to one another in the office.

CONTENT TEAMS UNITE!

Programmatic Succeeds

Advertising departments will totally lose the responsibility of the inventory management.

There, I said it!

By the year 2020, gone are the days when media buys are prudently conducted to amplify reach and exposure, because, in the spirit of robot conspiracy theorists… computers will take over!

Face it… some tasks are better suited for computers to handle. In the case of programmatic advertising, why shy away from a digital revolution that goes beyond traditional standards by improving the performance of a marketing campaign in nearly every respect?

So media buying? We’ll probably forget about it. Automation departments will be on deck to ensure the necessary software is functioning accordingly. Yup, you heard right – the silver tongue of a sly negotiator will be replaced by the mathematical precision and astuteness of a modest computer programmer.

Well, that’s all she wrote for Part 1. Tune in next week to find out what other areas a typical marketing agency will concentrate on in the year 2020.

Think it’s a waste of time to deliberate what the future might hold?

Or maybe you’re from the future and have a few things to add?

Let us know in the comments below. We won’t bite!

Digital art.

Trust Your Marketing Gut (Part 2)

By | Digital Marketing, Online Marketing Ideas, SEM, Uncategorized | No Comments

Content Devoid of Quality is Worthless

In this day and age, when it comes to online marketing, no one’s really an expert. The digital cosmos is evolving so rapidly that it’s impossible for everyone to agree upon a definitive set of practices that ensure the viability of an Internet-based marketing campaign. Sure, there are elements of popular strategies that breed success, but when developing your next digital platform, it would be unwise to purely concentrate upon traditional customs in lieu of originality.

It’s widely reported that a website’s searchability is most influenced by the quality of its content. Yes, this is true, but come on… the philosophy behind this approach isn’t nearly novel enough to deserve the volume of attention it receives. The quality of anything determines its popularity, and it’s a waste of time to deliberate whether or not it’s necessary. Of course it is!

If you’re not infusing quality into your work then what’s the point?

Back-To-Basics

Now that we’ve established the importance of sound content, stop reading other “Best Of” lists and take a moment to think about the nature of your customer/user base. This is precisely where you begin formulating a unique and convincing content strategy that communicates value while distinguishing your brand’s identity from the crowds of other similar enterprises, imitators and “me-too” enthusiasts. What are your users/readers/customers interested in? Why do they even care about you? What motivates them to get up in the morning? What industry insight can you leverage to amplify your brand’s appeal? Instead of worrying about what other firms are doing, use your imagination and conceive an original idea to lay the groundwork for a unique and compelling content strategy. Easier said than done, right? Wrong! Imagine yourself in the shoes of your most valued customers. Become familiar with their heartbeat’s rhythm. Visualize what success truly means to them. Unearth their passions and motivations. Then, after all that, somehow nurture your discoveries into opportunity.

OK, that last part can be tremendously difficult… I’ll admit it.

Trust the Almighty Algorithm

Once you’ve grasped why people seem to enjoy what your brand’s about, integrate all of your findings into a meaningful search marketing campaign. So what, the previous statement – in itself – lacks originality, but it would be unforgivably foolish to neglect the sheer power and authority of strong SEO. This is because search engines are quite literally the gateways to the Internet. People deploy the likes of Google, Bing and Yahoo on a regular basis to support the buying process. If content’s truly king (sorry – I’m beginning to despise this expression), then SEO is its noble ancestor- or, if you will – its raison d’être. So, by and large, SEO should be at the top of your priority list. Heck, the top of your priority list of priority lists! The centerpiece of your entire digital strategy. The first thing you should think about when you wake up in the morning! Well, not before your family, of course. But you get the point.

Perhaps I’m being a little dramatic, but listen; those crazy and unpredictable web spiders (think: Google’s equivalent to drunk uncles) are known to appreciate and respond well to strong content ergonomics – freshness, diversity and richness. You can read more of those “SEO 101” blog posts and list-based articles all you want, but lest I warn you of their wild inconsistencies. Like I mentioned earlier, no one knows for sure, but the three aforementioned content traits – freshness, diversity, and richness – are undeniably the greatest influencers, particularly when fused together into a cohesive strategy.

Craft an exciting narrative for your brand, decide upon the relevant digital channels, create some engaging content, own your environment, and last but not least – trust your gut.

Do it the right way, but do it your way.

By incorporating these content traits – or at the very least, becoming aware of them – you’ll have the requisite knowledge base to further optimize your website, and everyone knows what that implies…

Higher conversions!

Content ergonomics is much simpler than you thought, huh?

Please, by all means, let us know how these strategies are working out for you in the comments below.

blue ball originality

Trust Your Marketing Gut (Part 1)

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Optimization and its Profound Importance

Everyone’s got an opinion about contemporary marketing, optimization, and what it takes to stand out in the ever-saturated digital landscape. The truth is; no one’s an expert and that’s totally fine! The coolest part about operating a new media vehicle in this day and age is the Internet’s seemingly limitless number of resources for practical information about creating and sustaining a value-adding website.

Affiliates, too, need to adapt and evolve with the same velocity (if not greater) as, say, a budding social media startup. Besides meaning everything, engagement is dependent on the strength, creativity and straightforwardness of a digital application, thus when certain practices are neglected, the outcome can often be wickedly disappointing. If I had to emphasize one particular thing, for the TL;DR’s of our world, it would be…

Originality.

Yup, that’s right.

I know what you’re thinking… too obvious of an answer? For the absent minded, I’m sure, but for the sake of this writer’s good sense, just take a moment to hear me out.

The Formulaic Culture of Web 3.0

Is it just me, or do most modern websites look the exact same? It’s a bizarre phenomenon that’s driven by purpose; nowadays, with respect to usability and consumer expectation, business websites must cater to prevailing trends. For instance, modern websites need to facilitate a browsing environment that’s optimized for mobile viewing (read: easy and simple to navigate), yet structured in such a manner that conveys the most interesting aspects of a brand’s story. This widespread movement isn’t necessarily a threat. Well, not yet at least. But when building your next digital platform, keep in mind that if this trend continues to be ignored, surely, the digital cosmos will experience some degree of bottlenecking. Soon enough, it’s destined to burst.

Where will you stand? Act now, if you haven’t already, and potentially spearhead tomorrow’s UX revolution.

 SEO Is a Patriarch

Now, let’s dive into another digital strategy that’s currently being muddled by conventional wisdom. With reference to SEO, content is King, isn’t it? And link-building is Queen, yeah? Come on, sing it with me! We’ve all heard it a trillion times from those sexy copywriting blogs and self-help marketing gurus who project the confidence and conviction of a wheedling cult leader. But honestly, that should be common knowledge by now.  I mean, think about it. Content – and its inherent quality – is the sole reason why anyone ever consumes media. You wouldn’t devour an entire season of a television show on Netflix unless you totally believed in its entertainment value. Quality breeds consumption. But you knew that. Or at the very least, you didn’t fully realize it until now, which is, again, totally fine.

Congratulations! You’ve completed Part 1 – or rather, for theatrical effect – the penultimate edition of Share Results’ Trust Your Marketing Gut. Tune in next week for Part 2, where I attempt to further discredit the value associated with many of the fashionable marketing techniques that are dominating modern practice.

Think you’re the real digital marketing expert with all the answers?

Or perhaps we just missed something?

Let us know in the comments below!

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Introducing… Peter: The Digital Marketing Intern

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Why hello there, curious readers of this blog!

My name is Peter Albert Weir. I’m a budding digital media whiz, admirer of new technologies and the latest addition to the Share Results marketing team. Needless to say, I am tremendously excited to be working at Share Results – a forward-thinking digital marketing agency with more spunk and imagination than the name implies… I promise.

My Role

My position with Share Results is formally referred to as Digital Marketing Intern, and no, that doesn’t mean I’m solely responsible for developing and executing social media campaigns. Following the logical road not taken, Internet marketing actually goes beyond Facebook, Twitter, and Instagram. As the digital marketing intern, I’ll be supporting the marketing team with various initiatives to facilitate growth, build brand awareness, and help to conceive and establish a niche market where Share Results can best serve our current and prospective clientele.

Background

Care to know a little about my background and how I ended up here? Well, for as long as I can remember, I aspired to be the next great Canadian filmmaker. Following high school, I enrolled as a visual arts student at the University of Victoria, laying the groundwork for a prosperous career in the film industry by absorbing the meat-and-potatoes of art theory. I pursued this goal of becoming a world-class filmmaker via a grassroots approach – in order to be totally comfortable, I absolutely needed to establish a rudimentary understanding on the fine arts, and exactly what it takes to cultivate an original creative vision. Shortly thereafter, I transferred into Concordia University’s film program, where I soon reevaluated my career desires; I didn’t necessarily want to become a filmmaker, per se, but what I truly craved was to work in a dynamic environment where I would have the opportunity to collaborate with diversely talented people.

Upon reflection, my bizarre and somewhat unconventional path to becoming a digital marketer has endowed me with a unique approach to decision-making and problem solving. Honestly, if I hadn’t spent a year studying the fine arts, I would never have developed an understanding as to how art can be perceived and valued, and for that, I am grateful.

Art culture is nutty!

Looking Ahead

I’m happy to find myself in a position that requires a lot of collaboration and imaginative thinking. I am looking forward to spending the summer in Montreal, working at the Share Results head office, and learning from some the industry’s best while broadening my range of capabilities.

Integrated Marketing Techniques

Transparency Created In Affiliate Marketing Pt. II

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In Part I of this series, we took a close look at the significance of transparency in affiliate marketing and explored what this means in the way of relationships between affiliates and affiliate managers. We established that there are a number of things affiliates can do to facilitate an open exchange, creating opportunities for all parties involved – this included sharing contact information, traffic sources, visitor demographics, promotional methods and campaign placements.

Affiliates who keep their cards too close to their chest run the risk of not benefiting from opportunities created when information and ideas are shared and flow freely between all parties involved. Of course, all this indicates is that transparency is no one-way street. So what can you, as an affiliate manager, do to maintain and nurture this kind of openness? Let’s take a look:

Transparency Created In Affiliate Marketing Pt. II

Share Contact Information

Just as for affiliates, it is as important for affiliate managers to not only provide a direct email/Skype line of communication, but to make themselves readily available for discussion. This is vital in fostering good relations with your affiliates and encouraging the success of your program or network.

Commission Structures

It is imperative that affiliate managers not make any unwarranted changes to commission structures to ensure trust stays intact. Should any changes be made, adequate warning must be given to your affiliates, and with good explanation. Any other behavior may be deemed predatory.

Hot Topics

Don’t forget to share any new and relevant information with the affiliate pertaining to anything that might help drive traffic and create conversions! What’s the new hot item or seasonal trend? What new promotions is the brand putting forward? What information could the affiliate be taking advantage of? Is there perhaps a new vertical being offered by the brand? Although this may be obvious to the affiliate manager, that’s not to say the affiliate is putting it to use yet!

Clear Rules

Crystal clear terms and conditions are imperative so that the affiliate has the chance to remain compliant. True transparency ensures trust, and no trust can be created if either party feels as though they are being purposefully confused and/or taken advantage of. Clear terms and conditions provides an even playing field, so that everyone can play fair and make money!

Let’s remember, as we mentioned before, a team mentality will lead to trust and ultimately better conversions. Conversions mean higher revenues and an increased ROI which is good news for everybody! Let’s also not forget that positive feedback is the gasoline on the affiliate fire!

Do you have any other tips you’d like to share? Let us know in the comments below!

Transparency Created In Affiliate Marketing

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Transparency in Affiliate Marketing

Transparency: Good Reporting, Communication And Documentation Creates Trust And Opportunities.

There has been all kind of talk regarding the importance of transparency in affiliate marketing, but what do we really mean when asking for this kind of openness? An importance on clear, effective transparency needs to be established to ensure trust amongst all the different players in a campaign; affiliates, advertisers, affiliate managers and networks. Transparency plays a large part in creating trust between merchants and affiliates.

This, in turn, has the effect of more closely-specified leads which means more conversions and ultimately higher commissions. In this two-part series, we will first look at what affiliates can do to increase intelligibility.

For affiliates there are a few clever, yet not altogether common ways promote transparency and build trust:

Share Traffic Sources

Sharing traffic source information with your affiliate manager offers them insight into your visitor demographics and the opportunity to share relevant information that may help increase overall traffic to your site.  Sharing your geo-reach information can give affiliate manager a better understanding of your demographic and perhaps be able to share relevant deals that may be specific to certain regions.

Share The List Of Active Sites Where Brands Are Featured

This gives affiliate managers the ability to provide direction in the way of ad placement. Affiliates should take the opportunity to share with affiliate managers where the ads will go and what promotional methods they are using to generate traffic, whether it be email marketing, PPC, etc.

Share Contact Information And Be Available

Make yourself accessible in a variety of ways, whether it be through Facebook or Twitter or  more direct, private email address to ensure an open line of communication.

Of course, this type of transparency has to go both ways as a mutual trust needs to be established. Advertisers and affiliate managers have their own responsibility to disclose certain informative aspects of their practices. These may include reasons why commissions may be changed or reduced, promotional restrictions and guidelines, changes to the agreed-upon terms and conditions, etc.

Keeping an open line of communication for positive feedback and news is crucial to keeping things moving. What kind of exciting seasonal activity is going on? Are there any new hot products? Affiliates and advertisers will benefit from a team mentality so that everybody wins. Remember, transparency leads to trust which means better conversions, and ultimately, higher revenues and increased ROI. Take another look at that here.

For a closer look at what affiliate managers can do to increase transparency, tune in next week for the second part to this series!

Our New Website: It’s Here!

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Welcome to our new website!

After lots of hard work and dedication, Share Results is thrilled to make an exciting announcement: the roll-out of a whole new look and feel to our website! We’ve revamped it all, engineering an uncluttered, more interactive browser-journey, enhanced with rich content grouped under three sections: who we are, what we do, and of course, tips, tools and resources we hope to share with you. The result: a fluid, cross-platform responsive interface with streamlined navigation, improved functionality and a more you-centric approach.

We hope you enjoy our new look. As always, if you have any questions, comments or concerns, please feel free to send them our way. Welcome to our new website. Happy Browsing!

Content Marketing Is The New Black

By | Digital Marketing, Online Marketing Ideas, SEM | 3 Comments
content marketing

Photo Credit: SuperHypeBlog

Pop-up ads are out. The debate about the true effectiveness of a well placed banner rages tirelessly on. You know you’ve heard it being touted around the digital marketing sphere: Content marketing is the new black.

It seems what every future-leaning business is trying to emulate is the brand-turned-publisher approach of executing an advertising strategy. With this shift in mindset from traditional to native ads (advertorials, sponsored content, etc), it’s unsurprising that –  just like subtle product placement in movies or on TV – strategically embedding links in relevant, engaging content is far more effective in adding value to the user experience over the blatant promotion of your product.

What I’m getting at is that a well thought out content marketing strategy put proactively to work can be a powerful relationship-building and brand positioning tool.

Remember: your end goal here should be building engagement and using that to boost your bottom line across your conversion funnel. Do not indulge in obvious self-promotion. Never resort to hard-selling tactics. Prioritize relationships over transactions. Quality and value are key; making the customer experience as fun, frictionless and interactive as possible are your primary objectives.

Turning Water Into Wine

Why are you trying to write content and what are you trying to achieve from it? The obvious first step in deciding what information to prioritize sharing with your audience is asking yourself the following: Does it align with your brand narrative? Is it relevant to your product or service? Does it add value? Next, ask yourself, do you want to establish yourself or your business as a thought leader in your industry? Assume your audience is hearing what you have to say for the first time. Presenting information that is easily understood from a layman’s perspective is inherently easier to remember and instantly more share-worthy. It’s basic human nature to gravitate towards what’s easiest to remember and partake in what people tend to have similar or polarizing opinions about.

Putting It Out There: Effective Content Distribution

Once you have your content ready to go and a communication schedule or broader game plan in place, distribution is usually the next hurdle. Here, it’s important to remember to use social to re-enforce content, and not the other way around. Effective content distribution is a crucial factor in controlling how existing or new customers interact with your brand. Think: Halo Effect. You come to love and trust the brands you’re most familiar with. Similarly, when you really really like one aspect of a product, you tend to hold a positive predisposition towards everything else that it offers and derive more value in sharing it. And vice versa.

Re-Purpose Existing Content to Optimize Your ROI

Re-purposing existing, archived content that best resonated with your audience is an often overlooked way to boost customers’ engagement with your brand or product. And adding genuine value to the user experience is arguably at the core of truly effective content marketing – a positive user experience can go a long way in building or fuelling your brand presence without much out-of-pocket spend. Leverage this. Here’s a few ways how:

Hub-and-Spoke It – Tweet key takeaways from past articles that were of most interest to or saw the most engagement from your audience. Even going so far as asking for a re-tweet or share can bring surprising results. Ask questions. Reach out to influencers or otherwise recognized experts or authorities in their fields for new perspectives on past projects. Let their legions of followers or site visitors into your circle to add more fuel to your marketing fire.

Visualize Your Content – One of the best ways to optimize content for sharing is to make it visual. Share existing or create custom infographics that are relevant to your content to help simplify concepts and boost engagement across your blog and social media channels.

Break up longer pieces of content into a whole series of blog posts.

Accumulate blocks of posts to use as supporting documents for a whitepaper, put together an e-book or put a face to your ideas by hosting a webinar.

Do you use content marketing for your business? Let us know in the comments below.

Facebook Page Insights: Cheat Sheet

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Now that we’ve got you covered when it comes to Twitter Analytics, (see Shamyla’s posts: Twitalytics & Twitter’s Hidden Gem) lets have a look at Facebook Insights.

There’s a lot of metrics available to help you understand what’s going on with your Facebook page. But sometimes this can be a bit of information overload, especially if you don’t know what to make of it. You’ll find this blog is broken down into 5 subsections, corresponding directly to the tabs on your Facebook page’s Insights section: Overview, Likes, Reach, Visits, Posts and People. Our goal is to give you a little cheat sheet as to how to handle the information in each of these sections.

Overview

This is a 7 day summary including the present day. This doesn’t tell you much, but it’ll hint if your hard work paid off or if you’ll need to rethink your whole approach. If graphs are going up, smile! If they’re going down, it’s time to roll up your sleeves. Either way, you’ll need to delve into the data further.

Likes

Data here is broken down in the long and short term as well as where they came from. You should be looking at how your page likes are reflecting growth. Look over the data to see which posts triggered spikes for a better understanding of what’s working (likes) and what’s not (unlikes).

Do not overlook where your likes happened! Was it from an ad or story? On your page? On mobile? From a page invite? Or even the suggested pages section? You might gain some strategic information on where likes are coming from and you’ll be able to potentially adapt your posts to optimize your conversion rates.

Reach

Use this page to answer the questions: How did my Facebook advertising dollars perform? How many Facebook users did I reach organically vs. paid? Use this information to tweak your budget.

Visits

Here again we focus on the where. Look at the External Referrers chart. This is your Facebook page’s equivalent of traffic sources on Google Analytics. Your website is probably going to be the number one referrer here and if it’s not, you should probably get yourself a like box on your website!

 Posts

There is a lot in this section, including another 3 subsections. But there’s a great reason for it. Say you’ve seen a spike with an unlikely post. Here you can really explore the granular details of that individual post’s performance. Use this information to further target and speak to your fans, keeping your page relevant.

There’s also a chart that breaks down when your fans are online. By scheduling posts at times when your fan base is especially active, you’ll be able to further engage them.

Another fun tool here is the ‘Top Posts From Pages You Watch’ subsection. This gives you some small insights into how your competition is doing. You might want to apply some growth hacking here if you see they’re having better-than-average success. Look over their posts and review what’s working for them and if a similar approach would work for you. Launch an exciting promotion to bring your fans back, but whatever you do, don’t ignore this data.

People

The very last tab gives you the demographics about the fans you reached, the fans who liked your page and the fans who are actively engaged. Be proactive with this information and contextualize your marketing, adjusting your approach to maintain relevancy with them.

We’d love to hear more from you and how you’ve been using Facebook. Share your tips and tricks in the comments section below!

And remember to read up on Twitter Analytics here and here!