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Inner Sircle
By Adam BrownBusiness
Inner Sircle episodes
- POV: Influencers as part of your "new information" marketing plan.
On this episode, I talk about how Influencers need to be a part of your "new information" marketing plan. Whether it is a new SKU, retailer, brand update, etc. you should be leveraging these trojan horses for guaranteed delivery to a specific audience.
4 min - POV: The importance of social media engagement
On this episode, I talk about the importance of engagement on social media. I am not talking about how many likes you got, but more importantly a brand's focus on community management. Closing out conversations, getting into a dialogue, and facilitating answers to prospects and customers. This is an area where even some of the best brands miss and I think it is a big mistake.
4 min - POV: TikTok Ban
On this episode, I talk about the potential ban on TikTok in the US. I don't think it will happen, but if it does we move on and focus our attention elsewhere.
Here is a link to more on the topic.
4 min - Facebook Adds Custom Audience Creation Options Based on Shopping Activity
On this episode, I talk about Facebook Adding Custom Audience Creation Options Based on Shopping Activity. You can read more about it here:
https://www.socialmediatoday.com/news/facebook-adds-custom-audience-creation-options-based-on-shopping-activity/580922/
3 min - Instagram Tests Shopping Tags in Post Captions
On this episode, I talk about Instagram Testing Shopping Tags in Post Captions. Not out in the wild yet, but it was spotted on a celebrity's account and talked about here in this article.
3 min - Instagram Outlines Steps to Address Potential Areas of Racial Inequality on its Platform
On this episode, I talk about how Instagram Outlined Steps to Address Potential Areas of Racial Inequality on its Platform.
Mosseri outlined four steps that Instagram will be taking to improve racial representation and equality on its platform.
- Harassment - Mosseri says that Instagram will be looking to address any potential gaps in its policies which may be seeing different groups experience more harassment and abuse
- Account verification - Mosseri says that Instagram will also re-assess its verification process to ensure that there's no endemic bias in how verification is allocated and approved. "Verification is an area we constantly get questions on - what the guidelines are, and whether or not the criteria is favoring some groups more than others."
- Distribution - Mosseri also says that Instagram will review its content policies to ensure that there's no inherent bias in how content is chosen for its Explore and Hashtag pages. Mosseri also says it will investigate "shadowbanning", which sees content get less exposure without explanation as to how or why. "Soon we'll be releasing more information about the types of content we avoid recommending on Explore and other places".
- Algorithmic bias - And lastly, Mosseri says that they will examine their algorithms to avoid repeating patterns, like racial bias, which are instituted based on biased inputs. "While we do a lot of work to help prevent subconscious bias in our products, we need to take a harder look at the underlying systems we've built, and where we need to do more to keep bias out of these decisions".
4 min - POV: Rethinking ROI of Influencer Marketing
On this episode, I talk about rethinking ROI of Influencer Marketing. I reference this article by my friends at Tinuiti and specifically:
"Many marketers fail to see this multi-dimensional value, instead solely focusing on the immediate sales after a campaign has concluded. This is wrong for several reasons:
- Sales aren’t the only indicator of success
- Consumers that see your product may not purchase within your campaign time-frame
- Brand awareness and brand sentiment build over time — not overnight"
5 min - POV: How to get back to business, but with a commitment to change and diversity.
On this episode, I talk about getting back to business, but with a commitment to change and diversity. You need to back up what you say and really lean into making the change you claim you want to see in this world. It is very important for both your business AND more importantly for the society we live in.
4 min - POV: #BlackoutTuesday and social media
On this episode, I talk about #blackoutTuesday and my POV.
I recommend participation in #blackoutTuesday and/or muting through June 7th in a show of solidarity, but more importantly to quiet the noise and do some listening and soul searching. I would encourage brands to consider getting involved with donating to a cause with actual dollars and putting funds in the hands of organizations that are better equipped and looking to mobilize and make productive change. I chose to donate to the NAACP Legal Defense Fund because although Geroge Floyd is the light that ignited this tinder box, this group has been fighting similar injustices for decades. It doesn't have to be a large number, but at least it shows they are willing to put their money where their mouth is. In this instance, money and action speak much louder than words.
Not every brand can afford to shut things down, nor can they donate a ton. That being said, acknowledgment of the issue and even a nominal donation toward an organization that is intent on driving productive change is a smart and moral move.
4 min - Instagram to start sharing revenue with creators on IGTV
On this episode, I talk about how Instagram to start sharing revenue with creators on IGTV. I am a buyer and think brands should be exploring.
I reference some points made in this article on theverge.com
4 min
About Inner Sircle
From the publisher's feed
Strategies, tactics and insights for the Inner Sircle at Sircle Media