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Continuing our series on major trends in communications in 2022, in this installment we're discussing ephemeral content and how to harness it for effective marketing.

What is Ephemeral Content?

Traditionally in marketing and communications emphasis has been on evergreen content - something that will stay visible and relevant for years. Evergreen content is still important and forms the backbone of many websites, including blog posts, white papers or case studies, and complementary media like videos or podcasts. However, over the past few years there have been more and more opportunities to experiment with ephemeral content, which is any content that disappears quickly - usually after 24 hours - and can't be found again. Ephemeral content is mostly based on video and social media platforms. Snapchat introduced the world to the concept, but virtually all major social media platforms now have ways of posting something that is designed to be seen for only a short time.

How Is It Used?

Celebrities frequently use this kind of content to showcase personal videos, and in general ephemeral content is very popular as a way to share something personal people don't necessarily want on the internet forever. In some ways, it could be considered the evolution of "felt cute, might delete later" culture, but with a mechanic in place to make it easy and acceptable.

When marketing is done, it’s not a matter of randomly coming up with campaigns out of the blue. It requires a strategy that works best when driven by supporting data. The same is true if you intend to do Facebook marketing. Facebook has proven that it has evolved from a mere social networking platform, but to an effective marketing platform as well. This is not only because of the large user base that Facebook has, but also because of the multiple tools that are geared to help make marketing in it more systematic, and more capable of achieving your goals. With that, data-driven Facebook marketing can help you achieve your desired results more efficiently.

What is data-driven marketing?

Data-driven marketing is making use of relevant data to craft winning marketing strategies. Doing data-driven marketing involves the collection of data from your marketing campaigns, analyzing them, and using them to aid the creation of better campaigns in the future. The data you’ll collect not only involves the demographics of your target market but also how they reacted to your previous campaigns so that you will know how you will design your new marketing campaigns. When done correctly, data-driven marketing can allow you to improve your lead generation, and ultimately, your conversions.

Facebook marketing and advertising have a lot to learn from SEO, and vice versa. When integrated, Facebook and SEO strategies can be a powerful combination, though it might not be obvious at first glance. Here are some tips for synergizing Facebook and SEO to create more powerful results for your IMC campaigns. 

Think Beyond Marketing Silos

Six years ago analyst firm Forrester published a report showing that 86% of marketers see an integrated campaign as crucial to their success. A siloed approach to social media, content, paid search and organic search can end up feeling disjointed. As two of the bigger components of an omnichannel approach, integrating Facebook and SEO makes sense as a marketing priority. It’s important that social media, content, and search teams are not only briefed on each other’s activities but working together. An integrated team approach will improve marketing results, and probably save you some money too. When brands don’t connect all the different elements of their marketing strategies, they miss out on the potential to engage their audience from multiple angles. Facebook and SEO can work hand in hand when you're using communication as a basis for consistency. (If you're still planning your overall SEO strategy, there's more about SEO in 2018 here.)

Evaluate The Opportunity

Research compiled by Zephoria shows that 42 percent of marketers say using Facebook is critical or important to their business. Moreover, Facebook reported more than 30 million active small business pages in June of 2014. However, people soon learn that just setting up a page isn’t enough; pages need to be active to make a real difference. Faced with this challenge, many business owners choose to be more conservative with their posts, but in doing so, fail to engage and interact with their potential customers. As a business, connecting with an audience is not as difficult as it might seem. Mashable reports that approximately 70 percent of Facebook’s monthly active users in North America are connected to a local business on the site. To help you navigate the waters, here are a few tips for adding personality to your brand on Facebook; personality that consumers respond to.

Social Marketing

A common mistake is only publishing posts that serve as announcements about their company. But you should know that this form of ‘push’ marketing is ineffective and doesn’t use the social medium of Facebook to its full potential. Facebook is about interaction, so your posts need to be the catalyst for more engagement, rather than just churning out messages with no room for conversation.

I talk a lot about the need for the right "mix" when you promote your product, business, book, whatever it is - engaging in social media is no different. To get a good result you have to find the recipe that's 100% ALL YOURS. But just like the hard-to-bake souffle, there are some ingredients I've seen in of the work of ALL successful social media contributors.   Here are the components I believe you should always use for your  social media recipe...and some of experts who cook it up just right. Feel free to add your favorite folks - let's get a good list going!

I  found a company willing to share a true, B2B social media case study complete with strategy, tactics, and heavens to betsy, they even measured it!  As I perused my newly invigorated LinkedIn account I discovered Ed Loessi CMO and Chief Strategy officer for Boston-based RapidInfluence, a consulting company that focuses on the implementation of strategic plans. (Boy does every company need this!!) RapidInfluence embarked this year on a social media strategy and not only successfully implemented their strategy, they've documented it on their blog Ed has kindly allowed me to re-blog their social media post here on the Wax blog - but I would strongly recommend you read the full blog on the RapidInfluence site here to view all the graphics and visit more links.  Please add comments with suggestions you might have for RapidInfluence on new things they might do or things that have worked for your firm. We're all going to be learning new stuff forever in this world! From the  RapidInfluence Blog, October 6, 2009

Since we all just had a good time talking about what NOT to do on LinkedIn I thought I'd post some things you SHOULD do. LinkedIn, according to Mashable just surpassed 50 million users. Although it's clearly not the sexiest of social networks (the media loves them some Facebook and Twitter) LinkedIn is incredibly valuable, especially for the B2B set.  You can definitely market your business but remember - you're building relationships one to one. That means there are no shortcuts. These are things that are working for me but I would love to hear any cool ways you're using LinkedIn successfully. Remember,  there are no experts in social media just the intellectual capital of the collective. (Seriously I just made that up )