The Social of Media

I first learned about it, via my Social Media stream. All the Vancouver Media outlets were posting about the container fire at the Port of Metro Vancouver and to be wary of the possibly toxic smoke that it was creating.

The following day, while listening to comments on CKNW 980, I heard an interesting comment; “even with all the news coverage and posts on Social Media, people in the affected area were still wandering outside, wondering what was happening”. The commentator seemed genuinely surprised that people didn’t know what was happening. I mean, it was all over Social Media, right?Screen Shot 2015-03-12 at 2.35.39 PM

It is true. Pretty much every traditional news organization, from terrestrial to print, has adopted Social Media as another means to get their content out to the masses. This is fine, when it comes to getting the news out to a general audience, but what if you are trying to get news and information out to a specific audience? I am not talking about a specific demographic or specific region, as you might do with Facebook advertising. I am talking about getting the attention of a neighbourhood or even a very targeted group in that neighbourhood. How is a Media outlet to connect with something that specific? Simple, really; Remember the ‘Social’.

My Source is not The Source

Remember how I said I first learned about the Port of Vancouver fire, via Social Media? I did, but it wasn’t from any news agency. It was from a person I follow on Twitter, who has a view that looks out toward the Port of Vancouver. He posted a picture that said “Uhh, Big fire at Port, near downtown!“. The visual of smoke rising over the Port of Vancouver was enough for me to look further.

This is how people are finding out about news that is important to them. Not just by following a Media outlet. The learn it either first hand or from a share, from a friend. I have friends that are politically active, so that is where I feed my political needs. I have friends who are still in the military, so that is where I keep up to date on the Green Machine. I have friends that are very active local events or local hot button issues, so that is where I keep up to date on what is happening in my community. In short, I get the latest news via my Social connections rather than the Media outlets directly. So, what’s a Media outlet to do, if they want to get their story out ahead of all the others?

Find your Influencers

For those of us who remember the days before the Internet and those of us who grew up in small communities, keeping up to date on what was happening in your neighbourhood was as simple as asking your

This Tweet was posted at 1:17pm. The 911 call came in at 1:40pm. Social Media was first with the news.

This Tweet was posted at 1:17pm. The 911 call came in at 1:40pm. Social Media was first with the news.

neighbourhood busy body. There was always one or two people that had their ear to the ground or their nose over the fence and was always happy to share their knowledge. The same goes for today. Every community, every neighbourhood, every organization has at least one person whom other seek or follow, to hear the latest about what is going on.

While the Social Media Managers, reporters and on-air talents are quick to pull potential news stories from their news feeds, they are far less likely to target specific people or organizations to share those same stories. It is this lack of two way interaction that is missing from the Social Media presence of traditional media. If local or regional media were to spend some time finding and connecting with those people who have wide following in specific areas. I’m not talking about celebrities or local leaders. I am talking about your every day people who are active in the Social Media sphere.

The Vanity Card

I often say that Social Media plays to that one thing that we all have; Vanity. Not the Kim Kardashian “look how amazing I am” vanity, but rather the “hey! This well known media person is connecting with me” vanity. There is a lot to be said about an on-air personality or a well known reporter, reaching out to a specific person and saying “Hey, Joe. I think your peeps would be interested in this story” or “Jane, could you get this emergency info out to your followers? Thanks!” That kind of direct engagement encourages even wider sharing of content, based on the “Cool! They asked ME to help THEM out!”. It also encourages that same person to start sharing content, without being asked, simply because that connection was made and maintained.

Social Media is, first and foremost, a Social platform. While some of the smaller media outlets have made efforts to make the conversation more of a two way conversation, larger outlets are still struggling with the concept that Social Media must be more than just another means of feeding information to the masses.



CASL – It’s in the details

Overlooking This CASL Detail May Hurt Your Small Business
By Guy Steeves, Regional Development Director, Constant Contact


Here’s a date to circle on your calendar: Friday, June 30, 2017. This is the deadline for businesses to receive confirmation from their email subscribers that yes; they do want to hear from them. Since the Canadian Anti-Spam Legislation (CASL) went into effect on July 1, 2014, there’s been some confusion about that confirmation.

First, let’s clarify what CASL is and what it means. The legislation requires anybody sending commercial e-mail to or from a Canadian computer, network or mail to obtain “opt in” consent before they hit the send button. ProtectYourOrganizationFromThreats-engOtherwise, the sender could be facing penalties ranging from $1-$10 million.

Last summer, when small business owners reached out to their contacts to obtain permission confirmation, some customers simply didn’t respond. Guided by the rational fear of possibly incurring hefty fines and perhaps unaware of the 2017 deadline, many small business owners removed these non-responsive customers from their list.  This was not necessary.

What they may have failed to realize is that if customers have previously opted in to receive email from you – and you built your contact list through permission-based email marketing – you can still continue to reach out to them – up until June 30. 2017. Herein lies the confusion. 

Permission Based Is The First Rule of Engagement

Permission-based email marketing is all about sending relevant, insightful and personalized messages that customers look forward to opening, reading and sharing. A customer that has opted in to receive your newsletters is giving you permission to reach out to them on a regular basis.

Of course, there are lots of ways to obtain email addresses. Customers visit your website, make a purchase, or enter their name or a business card in a drawing.  You can make a case for implied consent for any of the above mention scenarios that will allow you to send the contacts your newsletters, but there are conditions. In permission-based marketing, the best practice is on getting the customer’s express permission before you send them any marketing related email.   So we recommend getting express permission from the very start, because this type of permission never needs renewing. (They can, of course, unsubscribe at any time.)


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If your contact list was built on a permission-based strategy, then you already obtained confirmation (most likely a mix of implied and express consent) to reach out to customers. So don’t cast aside all the hard work that went into cultivating your contact list, by deleting ones that did not “click a link prior to July 2014”. Instead, keep doing what you’re doing – continue to use email marketing to educate, inform, engage, and drive business and referrals. Though be sure to get that reconfirmation for all implied consent contact records by the June 30th, 2017 deadline.

For those contacts that didn’t officially opt in to receive your emails, here’s how to inspire them to get on the list;

  • Create a “wow” customer experience. When customers are made to feel special and that the business went out of its way to ensure their satisfaction, they’re more likely to want to stay connected after they leave. They’re also more likely to tell their friends about the experience.
  • Ask. It really is that simple. When customers have a great experience, ask them if they would like to join your email list so they can continue to get free, helpful insight and special offers only presented to subscribers.
  • Post back issues of your newsletter on your website and keep them handy at the cash register. This way, customers can see the value of being a subscriber.
  • Make it easy to opt in and opt out. Customers should be able to sign up quickly by simply adding their email address as opposed to filling out lengthy forms. Also, opting out should be easy through the click of a single button.
  • Include a social sharing bar in your newsletter so subscribers can share your great content on their social networks.
  • Amplify your content on social media. You can post newsletter highlights and teasers on your social media pages and include a link that leads to a button to subscribe.

Along with helping clear the clutter from inboxes across the country, CASL put the spotlight on the need for permission-based marketing. While some small business owners may initially find their contact lists shrinking, all of them are likely to see significant gains. It’s the old “addition by subtraction” maxim.

With permission-based marketing you’re able to focus on engaging those customers that want to be engaged. Since 20 percent of your customers probably drive 80 percent of your business, permission-based marketing has been proven to drive repeat business and referrals.

Guy Steeves is the Regional Development Director for Constant Contact and is a speaker at the 2015 Edition of Social Media Camp, in Victoria, British Columbia, May 21-23.

How To Get The Most Out Of Instagram With Hashtags

Hashtags help businesses expand their reach, build their brand and establish a community when used properly. Who doesn’t want more of that social media success for their biz!? People and businesses find content, clients, information, customers, partners and contributors through incorporating hashtags into their posts and searching hashtags of interest. The hashtags actually help social media platforms to organize and categorize images, videos and content. Thus the hashtags create a way for your target audience or ideal client to discover your content which otherwise gets lost in the ever-changing newsfeed.

Here’s how it works. Simply place the hashtag symbol (#) in front of a key word or phrase relative to your post and relative to who you are trying to reach. The hashtag becomes searchable by users and allows you to become a part of a larger conversation with a much larger audience.

You are stuck!? OK, 5 Ways to Identify the Optimal Hashtags for your business:

Let’s use an example.

Your business is about healthy eating as a way of life. Your post is about implementing a paleo diet and launching a new avocado oil you are selling that supports this.

  • Categories – Hashtag categories relevant to your post or business i.e. #healthyliving #nutrition #paleodietIMMERSE small SUE files-219-sml
  • Location – Geotag or add locations relevant to your post or business i.e. where you are posting from or the town/city in which your business is based
  • Emotions – Hashtag how what you do makes you feel, how you are feeling that day or how the post topic makes you feel. i.e. #energetic #pure #natural
  • Events – Hashtag the event you are attending/posting from or create a hashtag for an event you have created and are promoting i.e. #UnionSQFarmersMarket #AvocadoBonanza
  • Products – Hashtag your product’s name, type of product it is and what it is used for i.e. #healthfuloils #avocado #paleodiet


3 Do’s of Hashtaging:

Create your own

Hashtags are a great way to generate buzz around what you are doing and your specific brand. You can even identify yours by entering them on Tagboard. I use #Instagallive and you can see the feed here with this hyperlink . Having a custom hashtag allows you to dominate a feed and keep yourself top of mind.

Be relevant. Be aware of the competition. Be thoughtful.

If I am new to the niche, I may not have any idea what the hashtags might look like. However, I might know who the influencers are within that niche. Those may help you know what is trending and also what to stay away from. Once you’ve researched some of your ideas, choose those that are memorable and important in order to create staying power with your followers. Choose a few that can be consistently used and adapted as well. This will make it easier for your customers to follow your conversations.

Refresh to get more mileage

A way to get more use out of older posts that are still relevant is to repost using a combination of fresh hashtags and the ones you have used already.

3 Don’ts of Hashtagging:

No “crashtagging”

Do not just use a hashtag because it has a huge amount of traffic unless it is relevant to your content. For example Nike is one of the most used hashtags but you would be “spammy” if you used that tag on your post about paleo diets.hashtag-300x300

Do not overuse

Don’t weigh your posts down with a crazy amount of hashtags. Your thoroughness will be better served with a more precise selection of 8-10 hashtags regardless of the fact Instagram allows you up to 30. Too many reads like desperate marketing, and is a sure way to lose followers quickly. Some even consider it spam.

Don’t create a long, complex hashtag.

Overly complicated hashtags like #paleodietlifestyleideas are not search-friendly or commonly used, so your post will get buried quickly rather than garnering the attention it deserves. If you want more hashtag yummy goodness please use this link to get my super value-filled hashtag strategy ebook with lots of recommendations on specific hashtags for your business or industry from The Instagram Expert!

This post was supplied by 2014 Social Media Camp Speaker Sue B. Zimmerman.

Sue B. Zimmerman, aka the #InstagramGal and #TheInstagramExpert, is a master at Instagram for Business. She teaches entrepreneurs, business execs, and marketing professionals how powerful Instagram for business can be. Sue B. is the founder of the online Instagram course Insta-Results, the author of the #1 eBook Instagram Basics for your Business, a Speaker and Business Coach. She also is the founder of SueB.Do & Sue B. Zimmerman Enterprise. 


Is It Time to Teach Social Media in Schools?

The recent suspension of 13 students from the School of Dentistry at the Dalhousie University, in Nova Scotia, shed a nasty light on a well respected Canadian university. Nearly 200Screen Shot 2015-01-06 at 9.54.19 PM years of history tarnished by the mysoginistic conversation by a bunch of 4th year University students on Facebook. While it highlighted some significant issues around student relationships and professionalism, there was also a glaring issue that stood out; neither the school or the students truly understand Social Media.

Is it time that we start to teach Social Media in schools?

Changing School Attitudes

When you talk about Social Media in a Middle or High School, most people’s thoughts will jump to issues around cyber-bullying. That would be because the discussion about the medium doesn’t start until the cyber-bullying issue pops up. When it does happen, schools will start to bring in a series of experts to talk about Social Media safety and cyber-bullying and, after a short period of time, the schools will sit quietly behind their Social Media and Cyber-Bullying policy and hope that the issue doesn’t pop up, again. Of course it will, but denial is part of the game.

Is it time that we start to teach Social Media in schools?

Social Media Isn’t the Problem

The complaint about Social Media, from parents, teachers and administrators, is that Social Media is a distraction. It is destroying our youth’s ability to interact on a personal level. It is even being attributed to an increasing issue in kids posture, with the bent heads staring at their mobile devices. So why is the solution to ignore and deny access? Some schools are simply throwing up their hands and allowing the devices in the classroom, but telling the students to stay off them. Some parents get upset that they cannot get a hold of their kids, on their cell phones, but then lose their minds when they find out what their kids have been up to, on those same devices.

Is it time that we start to teach Social Media in schools?

The answer, of course, is a resounding “Yes!”.

What Can Change?

The fact is that what kids are doing, today, is no different from what we did, when we were their age, back in the day. Rather than texting, we were passing notes. Rather than sneaking a peek at the latest post on the platform of the day, we were reading comic books or magazines in front of our history books. While we were hiding under the covers, reading a comic book, b7f8b2256782b4d2f09b286ce782c6e0rather than sleeping, they are under the covers, chatting with their friends. Kids haven’t changed. The content, medium and scale have changed.

While some think the answer is to deny kids access to Social Media and the technology, the truth is that this action will be more damaging than helpful. The largest and most prolific Social Network is not even online. It’s school. So denying kids access to the most popular means of communicating in that Social Network, essentially leaves them out in the boonies of the Social conversation. Wouldn’t it be better to bring Social Media education into the picture, to teach the safe and proper use of it?

What advantage would there be? There’s more than a few;

1. Teaching the Teachers. Teachers are a smart group. Not only would they learn how to make sure that their students are using their devices and Social Media apps safely and responsibly, they would probably also figure out ways to integrate them into their education planning.

2. Kids Become More Than Cyber Savvy. Kids can figure out how to use a piece of technology, or an app, in no time. Couple that enthusiasm with education on the safe operation, protecting them from predators and thieves and you have children who are actively involved in their own protection.

3. What They Learn in School, They Take With Them. There is a reason that we teach things like algebra and calculus in school. To prepare kids for University. With the recent incident at Dalhousie, wouldn’t Social Media education be another useful tool in their suitcase?

4. Cyber-Smarts Spread. Remember, schools are the original Social Network and what is learned there is spread through that network. Once they leave the education system, they take that knowledge and spread it around as young professionals. Those Cyber-Smart kids become Cyber-Smart Adults.

If we are learning anything, today, it’s that the same Social Media problems are continuing to crop up in our education system and in the business world. Perhaps it is time to start fixing the problems before they become problems.



The End of Traditional Movie Marketing?

Unless you have been living off the grid, you have probably heard about “The Interview“. TV Tabloid Media star and producer get an interview with the leader of North Korean and are hired, by the CIA, to assassinate the him. To watch the trailer or clips of the movie, you would never guess that this ridiculous story premise would become one of the most talked about movies of the year, and go on to be one of Sony Pictures most downloaded movies of all time (earning $15 Million dollars in just the first 4 days of its release online).

…..and traditional movie marketing had virtually nothing to do with it.

The Social Conversation

The saga begins with North Korea threatening “Merciless Action”, if the movie is released. Columbia pictures delays the release of the movie from October to the all important Christmas Season. Sony being hacked and inter-office emails of executives and not yet released films being shared online by “The Guardians of Peace”. Of all the emails shared, none appeared to have anything to do with “The Interview” or its pending theatre release, yet the hackers demands the movie be pulled from release. Then the various media feeds light up The-Interview-780x390with the news that North Korea may have been behind the hack and that the Guardians of Peace are threatening to release more (and more embarrassing) hacked emails. Within days, the hackers threaten the theatres that release the movie with similar digital attacks and the chains refuse to show the movie. By the middle of December, a week before the Christmas Day release, Sony cancels the release, altogether. Traditional Media, Social Media, even the President of the United States, wade into the conversation, and the conversation is everywhere.

Finally, Sony “stands up” to the hackers and releases the movie for online download (Dec 24) and limited release in independent theatres (Dec 25th). Thousands flock to the theatres and download sites, many feeling it is their “patriotic” duty to watch the film. Seth Rogen tweets that “The People Have Spoken” and a movie that was likely to pass through film history as barely a foot note, earns $16 Million in only 4 days.

The Beginning of the End?

Less than a decade ago, the chances of a mediocre film getting this much attention would have been highly unlikely. The chance of a sitting US President making comment on it, even more so. Today, however, in our Social Media connected world, where everyone can have their say and traditional media can tap every drop of sensationalism out of a story, the film going public ends up driving the conversation…….and it doesn’t cost the film production company a dime. Real or contrived, could we be looking at the end of traditional movie marketing?

Every movie released, today, has a Social Media presence. A Facebook Page, a Twitter account, a hashtag, whatever it takes to get people talking about the movie. The hype around the release of the new Star Wars, Episode VII teaser trailer had fan made versions getting more attention that the actual trailer. Yet none of it compares to the online conversation about The Interview. Everywhere you looked, there was a conversation happening about it. It was trending on all the major platforms. It was getting shared by all the major news outlets and was getting global attention. North Korea even threatened war. Now, as some of the hype is dying down, the conversation starts to turn into a different direction and begins to gain new life; was it all a hoax?

Screen Shot 2014-12-30 at 7.57.29 PM

One comedian joked that the hacker groups initials were “GOP”, leading him to believe that the Republican Party was behind the hacking. Most, however, are starting to believe that it was Sony’s plan, all along, to get movie that might not see even close to a return on investment, a chance not be a total bomb. “Why would you move a re

lease date and put a movie likeThe Interview up against the likes of The Hobbit: Battle of the 5 Armies“. “Why would a hacker group go from messing with the production company, to threatening “terrorist attacks” on theatres?” and “Why would Sony bend to the hackers demands, rather than just beefing up their digital security?”. Social Media communities from Reddit to Facebook are full of the speculation that all of this is just a brilliant marketing campaign and The Interview remains in the conversation for another round.

What Can Be Learned

We may never really know if this was all just a brilliant ruse or an actual thing, but it has demonstrated a few points worth paying attention to;

1) The Story Sells. Many may not even know the plot of the film, but they flocked to it based on the story surrounding it.

2) Social Media is about the conversation. Regardless of the money spent on building a Social Media presence for your product, if no one is talking about it, it doesn’t exist.

3) Your online conversation is NOT limited to what you put out there. The Online conversation about The Interview was generated by almost everyone except Sony. Regardless of the traditional media junkets and critic screenings, it was the content generated in a thousand different places  that made the difference.

In an industry that is known for copy-cat, follow-the-leader type marketing, it will be interesting to see what the future of film marketing brings. Perhaps The Interview has taught Hollywood the power of the “Social” in Social Media.

Christmas Caring via Social Media

Christmas time has long been the time of year when people come together to help others. From Christmas Hampers to people facing adversity in their lives, communities around the world can be found supporting their neighbours in need. We see these stories, almost every day, via our Social Media channels. Someone sets up a Facebook Page and the support starts pouring in.

So, why aren’t the organizations that have been supporting those in needs doing more to reach out, through their Social Media channels?

It’s About the Story

When you see the story about someone in need, showing up in your newsfeed or stream, it is almost always connected to a heart wrenching or heart warming, story. It is the story that drives people to give, often generously, to show their support. It is the story that grabs the attention of media and other Social Media users. It is the story that leaves people cheering forNAAGCharity a positive outcome.

Organizations that support those in need, throughout the year or just over the holidays, have hundreds of stories like these and the successes that they have achieved in making a difference. Many of the newer organizations, or efforts, often make good use of Social Media, but some of the older, more established, ones are lagging behind and suffering as a result. These organizations have even more to offer in the story. They have a history to share.

It’s Not a Competition

In my own community, Christmas Hamper Funds and Food Bank Drives  abound, during the holiday season. Almost like clock work, within a couple of weeks of Christmas Day, the news paper features a story about one of our local organizations saying that they may not have enough donations to support their hamper demands and, sadly, they point to other local efforts as “taking away” from theirs. The thing that stands out is that those other local fund and food raisers are using Social Media to draw attention to their work, while this older, more established, organization relies heavily on their “we have been doing this for decades” presence in the community. Communities grow and change and the days of “but we have always been here, so people will come” concept has to change with it.

Reach Beyond Your Community

My favourite example of Social Media making a difference in giving, happened in 2011. Dave Reynolds (@TheDaveReynolds), a local radio personality, held his annual food bank drive to fill the depleted shelves of the organization. Using his ever growing Social Media reach, he engaged his Social Media community, as well as his local one. The telling of the stories of need and success, both on air and online, had a profound impact on his effort. So much so that a goal of filling a 40′ trailer with food, turned into a filling of THREE trailers with food and money donation in the thousands of dollars. People from as far away as Europe and the Caribbean were donating funds to help support those in need in a small Vancouver Island community. So much food was gathered, that the local shelves were so full, there was enough left over to fill the need of another, even smaller community, with empty food bank shelves. Thousands of people gave, engaged in the story presented to them.

Reach a New Generation

If you go into most community support organizations or fund raising events, there is a distinctly “older” group doing a lions share of the work. Beyond the time they may have available to lend a hand, they also have a more personal connection to where they live and drawn to lend support, by friends, family and colleagues through real life communication (Service Clubs, etc). Millennials, however, are more often that not, engaged in similar conversations and groups, only online. Traditional methods of engaging new volunteers are missed, because those volunteers are, quite literally, not where they used to be.

An organization, like a Food Bank, can make great head way by building a Social Media presence and filling that presence with news, information and, most important, the stories of those in need and how they are able to make a difference in those lives. While many will tell you that “organic reach is dead”, during the holiday season it is alive and well, through people sharing the heart warming stories of making a difference in the lives of complete strangers.

In the 21st Century of giving, Social Media has the ability to turn the Global Village into your local support.