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Christy Loerzel | 05 Jun 2013 | 0 comments

I have written before about the value of Twitter as a communications tool for Symantec Partners. Twitter is a great way for interacting with customers and prospects in a real-time conversation and can generate valuable sales leads 140 characters at a time. But when you need to widen the reach of your tweets you may find Twitter’s ads—known as Promoted Products—are a useful and cost-effective tool for getting your message in front of a larger audience.

What are Twitter ads?

There are two important kinds of Twitter ads for partners:

  • Promoted tweets: these ads are regular tweets that you can “promote” (show) to an audience of users based on a number of demographics, including geography, gender and...
Christy Loerzel | 03 Jun 2013 | 1 comment

If you’re managing a Facebook community, you may have felt pressure to devote dollars to advertising. But is it really necessary? Facebook has admitted that on average, only 16% of your community sees your content in their newsfeeds organically. Reliably reaching more of your community requires a targeted Facebook advertising strategy.

How Facebook Ads Work
There are several different types of Facebook ads, including more typical display ads that you might be familiar with from the web as well as the adored ‘social ads’ that let you to tout messages from your own page or promote interactions that other users have with your content.

Facebook ads can be paid as pay-per-click, which requires that a user click on your ad before you are charged. Similar to Google ads, each advertiser is competing against others as they bid for placements against demographic data. Prices vary depending on the audience you are targeting, but you...

Christy Loerzel | 24 May 2013 | 1 comment

I’ve written before about the importance of building a LinkedIn presence for your business. And that is because LinkedIn is primarily a professional network, where there are opportunities to build relationships and sales leads unavailable on other networks like Facebook or Twitter.

One way that you can help to build a community of peers and prospects for your company on LinkedIn is by creating and managing a group. If you aren’t familiar with them, LinkedIn Groups are a feature of LinkedIn related to users’ professions, industries or a shared interest. Within a group, members can start and participate in discussions.

How to start your LinkedIn group
Your company can start or sponsor a group, which can allow you to build long-...

Christy Loerzel | 14 May 2013 | 1 comment

In today’s business environment, companies move at a rapid pace to provide customers with the best products and services—especially on social media. In times of a national or worldwide crisis when an event dominates online conversations, you need to be conscientious of what your company says on social channels—your own and others. A tweet that promotes your brand or uses inappropriate language during a sensitive situation can result in backlash from your customers, which could not only impact your reputation, but also affect sales.

To maintain a positive social image and relationship with customers, here are five social media best practices to consider during a crisis:

  1. Review scheduled posts immediately. If you use a system to schedule posts in advance, review scheduled posts from both corporate and personal accounts immediately. Don’t use inappropriate words for the situation and avoid communications that could be...
Christy Loerzel | 06 May 2013 | 0 comments

I’ve written before about Facebook, and given that it has more than one billion active users and is the world’s largest social network, the opportunity for you as a partner is huge. Enticing potential customers with engaging content on Facebook can be a great way to build qualified leads and increase your firm’s revenues.

But what does effective social media content on Facebook look like? How can you craft compelling and interesting content for your Facebook page? In this post, I share a few tips and best practices on increasing reach and engagement through Facebook.

Develop a company voice and content calendar
Find a voice that feels natural for your organization. If your firm were a person, what would “you” be like? Authoritative? Helpful? Humorous? Once you determine your organization’s voice, stick with...

Christy Loerzel | 11 Apr 2013 | 0 comments

You’ve seen the headlines and heard your friends buzzing about it, but have you checked out Reddit? Everyone from U.S. President Barak Obama to Microsoft founder Bill Gates is using it to engage, answer questions and promote initiatives. But have you considered how to incorporate it into your social media program as a Symantec partner?

If you are unfamiliar with Reddit, it is an online social media community where users vote on content. There are sub-communities, or subreddits, that any user may create that are independent and moderated by a team of volunteers. Some subreddits cater to a more technical audience – such as r/sysadmin and r/vmware subreddits. Reddit users...

Christy Loerzel | 18 Mar 2013 | 0 comments

 

Hashtags—or # symbols, such as #SYMCPartners—are digital markers used to identify keywords or topics in a Tweet on Twitter. They were created organically on Twitter by users as a way to categorize and find messages more easily.

According to Twitter:

  • People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in a Tweet to categorize the Tweet and help it show up more easily in a Twitter Search—think of it as you would a keyword entered into a search in Google or Bing—an identifiable word or phrase so you can more quickly find what you’re looking for.
  • Clicking on a “hashtagged” word in any message shows you all other Tweets marked with that tag or keyword.
  • Hashtags can be used anywhere in a Tweet—at the beginning, middle or end.
  • “...
Christy Loerzel | 06 Mar 2013 | 0 comments

 

Chances are, you’re used to measuring your success or progress both personally and professionally. Personally, you might measure success by how well you’re doing toward paying down a credit card or mortgage or putting money in savings. Professionally, you may measure success by meeting a sales quota, hitting a deadline or delivering a projected number of leads on an email campaign. Regardless of where and what you measure, success typically comes down to meeting a goal or progressing toward it.

Social media success is the same; it’s about having a goal and meeting that goal or, at least, seeing regular improvement toward that goal.

You can break down measuring your success with social media into a few simple steps:

  • Determining what social goals will contribute to improving your ...
Christy Loerzel | 27 Feb 2013 | 0 comments

We’ve all read books or stumbled on to what seemed to be a great web site only to close the cover or our browser and find another topic. Why? Because the content, the story, what we were reading, just didn’t grab us or deliver on our expectations.

It’s not terribly different with social media. If the tweet or the post doesn’t resonate, readers/fans won’t like it or retweet it and eventually, they may stop reading that author altogether. This is one of the major things that makes our roles as social media managers—whether as part of a bigger job or as a dedicated gig—the most challenging, finding what our audience—our customer—will respond to, today, tomorrow and next week.

Ultimately though, it doesn’t have to be that hard, and we can always benefit from experimentation and refinement. Few companies enjoy the luxury of enough budget to do deep customer research, but customer research doesn’t have to be...

Christy Loerzel | 09 Jan 2013 | 0 comments

I know, I thought the same thing you’re probably thinking. Why should I create an account on yet another social channel? And why should I use more of my precious time figuring it out? Aren’t Facebook, Twitter, LinkedIn, YouTube and [insert the name of any other of the innumerable social sites here] enough?  Well, maybe not.

Google+ is another social channel, but has features that others don’t that can help you connect with customers, peers and industry leaders. For example, you can create a circle of contacts and communicate directly with those circles, unless you make your posts ‘public’. Contact segmentation at its finest. If you’re wondering about the ‘circle’ equivalent on other social channels, think ‘follower/following’.

Your sister (who you’ve put in your ‘Family’ circle) may not care about the latest virtualization certification you’ve earned, but those in...