Account Director, Social Technologies
Rachel Ullstrom is an account director for earned media technology at Rio SEO. As a self-proclaimed “data nerd,” she spends much of her time diving into big data to create a results-driven, data-centric approach to earned media. Rachel also has experience in education marketing and a passion for long-term audience engagement. Based out of Seattle, she spends most of her time with the world’s cutest dog and volunteering as an advisor and mentor for young women. Tweet her @rachieracherton.
Articles Contributed By Rachel Ullstrom
While these words imply different channels, marketer relationships with those channels, media formats, their audience reach and persona types, I believe it is time to stop considering them mutually exclusive silos.
Tweets that originate from content published on your website, as well as Facebook likes, Google +1s, retweets and shares of brand-published content, are still your content and the dialogue is still largely driven by this branded content. Digital marketers need to focus equally on audience reach and engagement, creating a content strategy that crosses all platforms. This certainly includes owned media as a syndication lever.
As a marketer and social media analyst, I know finding your audience and message can be daunting. This October we saw some great social media trends, and some interesting discussions around word of mouth nationally, but none was more interesting to me than the case of Banksy’s New York “Artist in Residence” project titled “Better Out Than In.” It struck me how much the street art community relies on word of mouth, and how the general public uses that buzz to actually determine the worth of the work.
Every month or so, another article pro claiming the “end of social media” is published in reaction to some small change in subscribers, participants or popular sites. It’s the sort of argument I imagine was popular among stair makers when the elevator was invented. These ‘chicken littles’ (in this case the Daily Mail) recently noted that investment in social sites was down in July and asked if it was “the end of the social network.”
The “brand newsroom” is a concept that has received a lot of press lately, and while there is certainly proven value in using short-term interests to hold attention in the long term, many niche and smaller consumer brands find the “newsroom” to be out of reach. By using advocate and social audience insights to inform a topical strategy, you can build a program that engages in real time with a focus on long-term relationships.