Let’s examine the touch points an average employee engages with on a daily basis.
You’ve got email (Outlook or Gmail, the classic conundrum and frequent office polarizer), you’ve got chat (Adium? Gchat?…er excuse me, “Hangouts“), and you’ve got at least five other social platforms you could choose for a more niche type of interaction outside of work (Instagram, Vine, Tumblr, Facebook etc). I’m not even including mobile SMS platforms here because that’d be crazy! I’m also excluding the proprietary platforms that many highly-regulated industries use to keep their secrets in check…
For your politically-correct office banter, you might employ Trello, Basecamp, Yammer or Honey. Wait, hold up…now we’re getting into workflow management solutions? That’s cheating. Or is it? What about Evernote or JIRA…or Dropbox or Box? So many enterprise software products now embed chat as a little bonus, do those count? What if you only use them for one type of task, but still include some kind of message? WHAT THEN!?!!
I’m. Getting. Overwhelmed.
Talking to people has never been so complicated. One department uses one thing, your friend in HR only hangs on Gchat, your Mom is still emailing and sending “, Mom” texts. Your brother exclusively Snapchats.
Should I chat the CEO? Better just send her an email…(proofread it like crazy, amirite?). When you factor in office hierarchies, the landscape becomes even more cluttered…and risky. Channels begin to have connotations. Should you send a message “from your iPhone?” or do you really need to sit down and work from your desktop? Should you chat your manager or walk up to his desk? Do you need to send an additional email in case, your co-worker missed that share link?
Adding on to this, new players like Slack have disrupted the game, claiming to reduce unnecessary office meetings. Now I can’t even have face-to-face interaction?!?! Whats left? Continuous feeds, it seems. With different punctuations and frequencies. I didn’t need to leave my desk anyway, I guess.
Not to mention, if you’re using the freeware of some of these products, get ready for the monetization of space and interactions there. How soon before brands are chatting us directly and uninvited? How soon before a card on your Trello board says “Buy Pizza Hut because we know you love it!” (You can move that to the “Done” column).
The landscape is fragmented and, while there have been winners, nothing is set in stone. But are we better? Faster? More connected? Smarter? Iterating more or just diluting everything?
All I know is I’m tired, and I bet you are too. Let’s chat about it.
Then again…maybe not.
What do you want to talk about?
If you’re a content marketer, we assume that you can answer that question. But what happens when you’re looking for content to share and you’re not quite where (or how) to find it?
We just updated on our category and keyword suggestions to help our clients discover more content on the topics they care about most.
Here’s how it works: we start by reviewing your social media profiles. We look at what you share, the words you use, the way you describe yourself, even what you like. We use that to build a list of suggested keywords and then check to see if we have any curated content categories that fit your keywords.
The output is a list of both suggested keywords and suggested categories. You can trigger a new set of recommendations as often as you like.
Also worth noting: we ditched the category-subcategory format for searching for categories in Settings. Now it’s just a search box. Easier that way. (We like search boxes.)
We’ve been busy working on adding more curated content categories as well. Our goal is to make sure we have a library of hand-picked content sources that map to all the topics that matter to our clients. Looking for something that we don’t have? Get in touch and we’ll add it to our list.
In case you missed our March newsletter, we’ve got all sorts of details on our new search tools, tag-level reporting data and new email formats, along with a roundup of all the last month’s blog content.
To sign up for the Rallyverse newsletter, head over here.
Facebook. Snapchat. Twitter. Vine. Desktop. Mobile. Everything in between. Ahhhhhhh!
Fear not, young content marketing grasshopper. Everyone thinks that all these different communication platforms and social networks are *so* unique and require different native ads / posts / messages for each.
They’re not wrong. But, we can make it a bit easier when we think about form. Below, we’ve compiled a common taxonomy for all of them. Take a look at the breakdown and start thinking about the building blocks that will work for you and when best to use them*:
What does it all mean?
For one, the ingredients are all the same. Images and words will get you pretty far and this knowledge should impact your paid and organic strategy. Yes, the native ads might render differently across platform, but you know you’ll probably need a short caption, image and a link for most of them. Spend extra time refining those few key executions, and think smarter around the outputs for your media strategy (this means ideating and iterating around what you’ll actually use!)
Social media seems to be turning into a binary: Big platforms where you can share and do it all vs. more niche content sharing tools and experiences with a tighter focus. The latter group comprises the ones that are thriving off of mobile while Facebook and LinkedIn require separate apps that supersede their mobile-web experiences. People are going to do different things when they are on-the-go vs. in one place, but there’s a platform for every state you could be in.
*For some of these, as well, it’s worth noting that you have the option of doing or sharing more, but people’s behaviors have crystallized in a certain way (ie; you could write a longform Instagram post…but why?)