The top five most important factors of online advertising, standing out on LinkedIn, building a following and is social required to get a job?

Ross Johnson's picture
Instructor
2/29/2016
New Media, Social Media

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Q:What are your top five important factors of online advertising?

1. Add value - Users are in control of the online space. If you're pushing out advertisements that serve you and not your audience they will ignore, block and skip them.

2. Know your metrics - Understand what you're hoping to accomplish. You should have some measurable result that is tied back to every campaign. Do you want to grow your e-mail list? Drive more sales? Get people to show up for an event? Advertising for the sake of advertising is throwing away time and resources.

3. Be authentic - Understand the brand story and reach out to your audience in an authentic way.

4. Target - We're past the point of mass media buying. The beauty of online advertising is how incredibly targeted you can be. Are you trying to reach 28 year old religous female dog owners? Guess what? With Facebook you can do that. Want to target people who are passionate about ball bearings? Yup, you can do that too. By targeting not only can you laser in on the people most likely to engage, you can also craft a message that specifically resonates with them.

5. Always be testing - Online advertising makes it extremely easy to test multiple different campaigns, landing pages, messages, etc... to see which performs the best. Small changes in wording, capitlization, imagery and tone can make a huge difference at scale. Don't assume you've "guessed" the most effective approach, test and learn what approach works best.

In your opinion, how can I make my LinkedIn profile stand out to future employers without being over-the-top or unprofessional?

Demonstate passion for your industry. I don't mean this in a fake, over the top way where you literally spell out "I'm passionate about advertising." Demonstrate that you're passionate. Have a link to a blog where you discuss important topics related to the industry. Get internships with local agencies demonstrating you value learning over partying or getting a unrealated to get a quick buck. Ask for recommendations from those you worked with at those agencies.

It's really easy to see who is actually pasionate and interested about an industry and those who are faking it. Dive in and demonstrate it. It makes it very easy to stand out via LinkedIn profile or through your resume.

When a business is just starting up and decides to use social media to advertise their new business, how do they get people to follow and trust them right away when they do not have much, if any, business or other followers?

You start small. There is nothing wrong with only having a few followers when you start out, one follower is better than no followers. The easiest first step is to ask friends, family and coworkers to follow you. That should be enough to at least get a dozen people. From there, start posting valuable content supplemented with free organic tools like hash tags or occationally asking for retweets or reposts.

If you're regularlly posting valuable content then naturally you'll start gathering a following and build trust.

I have some friends who recently have chosen to delete all of their social media accounts and no longer partake in any social media. Would you say this is a good or bad move professionally? As long as you have a resume and some samples of your work is it really necessary to have any other platforms?

Can you get a job in advertising without a social media presence? Probably. Is it a good career move? Definitley not. You're going to fight an uphill battle in any communication based field if at every interview you have a conversation about how you swore off the biggest behavioral shift of this century. How can you be an effective advertisor if you don't communicate the way your audience does?


Comments & Feedback

Student

I think that the best value is being authentic. I think that comes first because that has to do with originality and loyalty. I think that when a company has both of those things which link back to authenticity then it is a notable company. The second thing is target, then adding value, know your metrics, always know your testing. Those three can be intertwined truly depending on the company. 

 

I think the best way to make your LinkedIn stand out is make sure you have good job descriptions. I also have realized when I added my GPA and such it really helped me get in better touch with companies. I also think on LinkedIn you can't be scared to contact people. 

 

I think the way an Instagram grows especially a company Instagram is if it has interesting content that people want to view. I think that companies just have to make sure to have relatable interesting content. 

 

I have deleted my Facebook because I just think of it as being a huge distraction, something I can truly live with. I beleive the less social media you are on the better of a person you are day to day. I work for an Instagram company so I think you do need some sort and I truly beleive Instagram is the best one. I think Facebook is truly outdated. I think that companies do look at social media and if you have a stand out one that is awesome. I think any bad content can easily be avoided. 

Student

I think the best way to build up your linkden is to simply be to your self. While it is very important to make your content on there entertaining but once your start worrying to much about that you start to let you linkedn take on another life than your self.

Student

Is it ok to add random people who are related in the similar field of profession on those platforms like linkedin and social media? Because i feel like there are lots of competitors and industrial (business) spies that are active on such platforms and people need to be really cautious when expanding and managing their networks to prevent any confidential info. from leaking out to public.   

Student

I think the best way to make your linkedIN profile stick out without being too much is just the matter of making it unique and simple. Show the talent your have and how creativ eyou are without over doing it.

Student

I have sepereate social media account for school and personal. I feel too much information on social account makes me feel unsafe. Sometimes you post a picture, you do not want your boss or partner found out. Recently, my friend who is the army posted a picture about himself wearing a uniform on social network and get dismissed. In China, it's not allow any one in milltary post pictures when they are still in the army. When you post a picture or a article on a professional network such as Linkedin, you have to be careful about each words you used. 

Student

When a business is just starting up and decides to use social media to advertise their new business, how do they get people to follow and trust them right away when they do not have much, if any, business or other followers?  

If a business is just starting they need to create a connection with thier brand and the target audience. They have to build awareness for they brand. This entailes, not only setting up social media accounts but actively participating in the network.  A company should repost and comment on  photos, post and blogs. Letting you audience know that your company share some of the likes ideas and values. It will create a connection with your following. The internet does one thing that no other channel of advertising can do. It give you access to millions of peoples 24 hours of the day. Whether you gain their attention is about how you can effectively appeal to the consumer. Social media advertising is a good way gain a following.

http://marketingland.com/social-media-advertising-set-explode-next-3-yea...

http://www.businessinsider.com/social-media-advertising-spending-growth-...

Student

How do you start out with finding out your metrics. For instance, if you do media for a small business what would be some small goals besides growing an email list like you mentioned? 

Student

How do you start out with finding out your metrics. For instance, if you do media for a small business what would be some small goals besides growing an email list like you mentioned? 

Student

On the topic of making my LinkedIn profile stand out, what if I have two completely different field for future employers, who should the focus audience be, or can this change frequently?

Student

Social media can be distracting, so deleting it can be beneficial to people personally. I know it looks suspicious deleting your accounts, but I feel sometimes it can be a smart move personally. Also, what would be considered too much when it comes to trying to present your professional-self through your linkedIn account?

Student
I believe LinkedIn plays a cruical part in representing your brand to proffessionals in your field and you need to havce a unique page in order to stand out and receive a good job.
Student

Would you include a lifesyle blog unrelated to career advances to your linkinedin or keep it to your self?

Student

Is it okay to add people on linkedin that you do not personally know? For example, a person that works for a company I am interested in. 

Student

What is the best way to reach out to people on LinkedIn without seeming invasive? 

Student

I have found that the more people I add in a particular field, such as advertising and marketing, the more feedback and messages I receive from potential connections. Additionally, I have sent personal messages to mentors letting them know that I am interested in what they do, and if they ever need assistance or an intern I am more than happy to help!

Student

Would you say that it is frowned upon, when applying for internships and jobs, to apply for many jobs within the same company? 

Student

My sister works for a recruiting hr corporation in New York called Michael Paige. I asked her the very same question, and she told me that it is important to show particular interest in one area of the company. Therefore, they will know you are passionate about the certain position and not just looking for any job.

Student

How are brands able to define their specific audeince persona and how often are they re-defining it? It seems to me that in today's new age - brands must be constantly reinventing their audiences in order to keep up with changes in society. 

Student

You mention starting small when searching for followers in regards to social media, my question is, what happens when you reach a platue, when you cant reach any more followers? What are some way to revamp your social media presence to reach more potential followers?

Student

How many personas do you think a brand should have? Not enough could limit the amount of people reached and too many could make it difficult to create relevant content. 

Student

How do you apply for jobs on LinkedIn? Do you try to connect with recruiting managers? 

Student

When applying for different  internships within the same company, is it necessary to prepare different cover letters tailor made to the specific internship criteria?  The internships can be very different within a larger company and I was told to "design" my cover to highlight my skills for those particular tasks. 

Student

When adding content to your various social media accounts, should you designate different sites for business and personal? If not, how would one know what is seen as appropriate for different sites?

Student

In terms of personal social media accounts, is it appropriate to be sharing your business accounts from your personal accounts in order to get the attention of friends and family in your career?

Student

If you use social media for a brand, would you recommend keeping all personal social media use off the account or on a seperate personal account?

Student

What information/content is essential to have on your own social media page?

Student

When considering a personal social media account that the business may promote to draw attention to the business, is it good to promote yourself aswell as the business?

Student

What metrics are common when measuring the success of programmatic advertising?

Student

There are numerous amounts of ways that a company can track and evaluate how well their advertisement is doing. What is the most successful way most businesses do this? Are there some ways that are more successful than others?

Student

what is the best way to tell audience their facts and goals? Make more customers know it?

 

Student

What is the best way for a brand to pick their target audience if they could suit many different audiences?

Student

How often should a company attempt to create viral content (videos, photos, memes, etc.)? Every week, month, day..?

Student

How important is it to display your work on an online portfolio or website?

Student

How do credit card companies and phone comanies analyze avoid privacy issues and laws, but still find relevant information to target consumers online?

Student

Since my company doesn't sell directly to the consumer I can't directly track sales. That being said, at what point should I realize that a campaign is or is not working.

Student

My company does not directly sell to people becuase the average person is not interested in buying a jet engine. Do you think these methods still work if you are trying to gain investors? Or do think this company has to find a different way of advertising? 

Student

How do you guys feel about companies that have a landing page but product has to be purchased through licensed distributers?

Student

Some brands buy followers on their social media platforms. How do you think about it? Is it useful or has reverse result?

Student

My company is based out of Italy, although it is prevalent in various countries. In terms of adding value, how do you make sure your advertisements are catering to the differences in cultures? Is it necessary to have all different advertisements aimed at the different countries or is it better to find a way to make your message consistent across all cultures?

Student

Going off this week's assignment, I was wondering what you think the top 5 metrics are for analyzing your inbound marketing strategy?

Student

Whether does the company have the big effect on the social media advertisements without the professional social media page adminstration?

Student

Is it possible to be too authentic when acting as a corporation on social media? Is there a certain amount of standardization that goes into posts or can businesses freely post like people (while omitting anything offensive)?

Student

What is the most important thing to remember when creating social media accounts for not only yourself, but the company you work for? 

Student

What do you think is the most effective way of building brand awareness on social media for small brand that doesn't involve spending money? Or do you believe money must be spent in order to gain notice? 

Student

Despite the laws mentioned earlier about companies not having the ability to make hiring decisions based on social media, do you think it is a good idea to delete certain social media outlers? 

Student

What do you think is the most important thing about putting oursleves on social media? 

 

Student

When it comes to social media or blog pages, what aspects are the most important to target/what are strategies to get someone who visits your page to actually follow rather than just check out the page and then leave?

Student

You brought up how a new business should request the people they know to follow them on their social media accounts, but do you think it would be beneficial for them to follow random people? Not necessarily random, but people close to the business? This way they could get the word out about their business to people that live close to them, meaning they could visit the business.

Student

What is the most important things for post a advertising on social media to gain more audience? and what can be difined as "successful" for a post? how can brand see the influence of that make? can they see how may access through that webpage? or just depends on the sales? 

Student

What is the most important things for post a advertising on social media to gain more audience? and what can be difined as "successful" for a post? how can brand see the influence of that make? can they see how may access through that webpage? or just depends on the sales? 

Ross Johnson's picture
Instructor
2/29/2016
New Media, Social Media