Integrating Twitter and Facebook Marketing in your Business
Written By: Nadia Ibanez and Bill Byrne
Executives are always asking themselves, “How can I make money off of social media?” But what should you really should be asking yourself first is whether or not you have a firm understanding of how to integrate social media into your business without losing that personal touch. We speak with Bill Byrne, Co-founder of San Diego-based Remedy Communications, a brand communication solutions agency, about how to make the most of social media platforms, Twitter and Facebook.
Bill Byrne has capitalized the local marketing market and has worked on social media and branding campaigns with major companies like Intel, Burton Snowboards, LG Electronics, Simple Mobile, Santa Cruz Skateboards, Gargoyles Eyewear and Duracell.
As many companies are going to social media for free self-promotion of their brand and website, what do you suggest for business owners to do to make for a more human experience while increasing visibility for their brand?
Your social media presence should have a voice that’s in line with your brand’s identity. Besides being conversational, you need to speak in a way that’s real and expected by your brands audience. If a company sells make-up for teen girls, their social media voice should sound very different than a brand that markets golf apparel to new players. Even if the internal employees are not the target demographic (and at many companies, they aren’t), the public voice in social media should be in line with what the consumer expects and wants.
What are some of the trends and issues you’re seeing with social media?
Unfortunately, we’re seeing a lot of overuse in social media, as well as a poor use of timing and metrics, which is going to hurt things in the long run. Social media is quickly becoming junk mail in a lot of ways.
Some brands will post incessantly via Facebook, Twitter, etc. Basically, whenever they have time or feel they have news worth sharing. That’s the wrong approach. People can follow you on Twitter or Like your brand on Facebook, but hide your posts. So while you’ve got a large following, in reality, they’re not looking at your message. Look at your personal list of friends on Facebook. How many of them have you hit the hide button for, or simply don’t see their posts any longer in your feed? The same things happen for brand pages.
You should post when it’s relevant and appropriate. Tweets every 2 minutes may work when you’re having an event your audience would love to know about but can’t attend, but in other instances it can be taken as incredibly annoying.
What route should an emerging business take when they want quick growth in their industry?
Put together a realistic plan, be ready to handle a potential growth explosion and at the same time, plan for things not to work out in your favor immediately. We see three scenarios fairly often.
Realize you may not be an overnight success and prepare for that. Most businesses aren’t successes right away and even though a similar approach worked for one brand, it may not work for yours. Case studies are great to learn from, but if success was as easy as following someone else’s roadmap, we’d all be successful.
If everything works out and you do have quick growth, make sure you can scale for it. Sometimes a brand has a great story to tell and secures a lot of buzz right out of the gate, but then doesn’t have the resources to take advantage of it. If you can’t ship your widgets to the 1,000 people who want them right now, you’re missing potential customers, early adopters and fans for life.
Lastly, have a long term, realistic plan in place that includes financials and next steps in terms of products or whatever it is your business does. Make sure your company is able to maintain if growth is slow.
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”