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Very few brands have the luxury of only needing content that speaks to one type of audience. Most have customers across multiple ages, genders, and socioeconomic backgrounds who enjoy their products and would be willing to engage with the brand on social media. Creating customer profiles can help, but companies cannot speak only to those segments. They must consider how all types of people will digest and react to their content to truly be successful.

Social Media

PRDaily: Men’s Health Magazine Offends with Tweet About Female Sports Fans
A step in the content planning process that is often overlooked is risk assessment and planning. Being able to put yourself in the shoes of varying types of consumers and assess how they may react to a story or social media post is a skill your content planning team needs to practice. Men’s Health should have anticipated a negative reaction for its story about female sports fans if they followed the proper planning steps.

Adweek: This Is How Golf Brands Are Trying to Bring Millennials Back to the Game
The Professional Golf Association has seen popularity for the sport decline drastically over the last few years and some are blaming the lack of attention from millennials. Many brands and industries could see themselves in a similar position in the near future if they think the same old engagement strategies will work for millenials and younger generations.


Sloan Management Review: Why Your Company is Probably Measuring Social Media Wrong
This story contains some complex ideas on social media measurement (it’s from MIT, after all) but the four characteristics of social media interactions are enlightening and worth consideration.


The Verge: Ads are coming soon to Snapchat, CEO Evan Spiegel says
While a number of brands have been willing to dive into Snapchat and begin interacting with their fans (Dove is launching a new campaign around its annual “Self-Esteem Weekend”) there are many that still don’t know whether or not the platform is a tool they should be utilizing. With the announcement that ads will be coming to Snapchat soon it may be time for you to take a second look at the channel, especially if your audience includes teens and young adults.


MarketingProfs: Twitter Remarketing: What It Is and How to Use It to Target Audiences
Smart marketers consider all their customer touch points and how the brand ecosystem they have created operates for its customers. Twitter remarketing allows two distinct channels to work together to reach your audience and this article gives step-by-step directions for getting started.

What GFM Blogged About This Week…

The Oft-Overlooked Boilerplate
3 Recommendations for Building Accurate Blogger Program Budgets

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