Social Media Innovations

New Leads from LinkedIn

LinkedIn is launching new and improved products, tools and upgrades to measure brand power and to help build better connections. Over the next few months, LinkedIn users will begin to see their profile has a different look and feel. This new experience makes it easier for you to share your own professional story, see insights, and engage with people and companies in and outside of your network. They have also released a talent brand index which provides companies with a percentage score, based on data analysis, of how many people view and are interested in your page. This tool measures how many people are aware of your workplace and how attracted they might be at the opportunity of working there. Click here to learn about additional ways LinkedIn is evolving their platform and current tools to help you recruit.

Facebook Pages Go Global

Facebook has created a new Page for global brands. Global Pages allows your brand to provide a localized experience while still allowing the user to remain a part of the global community. For instance, if you log on to Walt Disney Studios in Ireland, you will see a localized cover photo, profile photo, important dates, Apps and “about” information, but if you log in from the USA, you will be directed to a US-based page. Plus, it’s all under one URL, so for social media campaigns you would only need to provide one destination. Facebook plans to later include country-level fan counts so brands will be able to track each market’s visibility, allowing them to benchmark themselves against other brands who are doing this well. Click here to see how this new Facebook page can help your brand identity in a global capacity.

Authenticity Wins Fans

Consumers crave honest brands – and social media provides the most transparent outlet for brands to show who they are and what they stand for. Brands are built on the business’ values, so creating content that truthfully portrays those moral standards is a great way to build brand advocacy and win loyal fans. In this era of instant communication and content sharing, honesty is the best policy. Footwear company, Timberland, is a good example. They used their social platforms to own up to their failure of meeting greenhouse gas-reduction goals as well as their corporate dedication to improve their factory conditions. Click here to read more about why honesty will get you ahead with your fans and to see what other companies, like Ben and Jerry’s, are doing to show their transparency.


A picture can make you a market leader

Social media is about building relationships. You want to start and maintain conversations with your audience and research shows the quickest way to do so is through pictures. According to a 2012 study by ROI Research, 44% of users are more likely to engage with a brand if they post pictures rather than solely written content. The rapid rise of visual platforms such as Pinterest and Instagram proves there is an increasing desire for visual communications. Click here to find out how some brands are harnessing the power of visual media to start active online communities.


Games, pins, tours and more   

Establishing your online community is just as important as investing in your live one. Social media provides an array of creative tools for recruiters to build brand awareness, educate potential candidates about the business, and offer an honest perspective of the workplace all through a computer screen.

A great example of this is how Lindt Chocolate used their Pinterest boards to promote pinning for a cause. During the 2012 Easter season, Lindt donated $1.00 to the charity Autism Speaks for every pin that included the words #pin4autism. Not only did they reach their goal of $10,000 and show the “power of the pin,” they created an honest window into their organization and what they support — in turn, attracting the right type of people to their business (those that place high value on corporate social responsibility).

Click here to read more about how companies like Deloitte and Marriott are integrating fun, engaging social media tools into their recruitment strategies.


Get social with Target

After adding more than 2 million Facebook fans in the last month alone, Target has become one of America’s fastest growing social brands, according to Track Social. One reason they are so successful is because Target recognizes the purpose of each social media platform and customizes its approach to each one. For example, they took advantage of the immediate nature of Twitter responses and created interactive fan contests. They publicized the release of “Hunger Games” on DVD and created a live national trivia contest where the quickest tweet answer won a prize. Not only did this build buzz around a product launch, but Target created new connections and conversations with minimal cost.

Few brands are able to maintain this high level of engagement on social media platforms, but click here to read more about Target’s best practices and why they have been so successful in managing their online brand.