Managing Social for the UK Embassy: The Insider’s View

When it comes to social media management, people usually think of managing a brand’s profiles. But when people, especially those living outside of their home country, go looking for information, their local embassy is often one of the first destinations. And increasingly, that includes embassy’s social media accounts.

If a brand accidentally tweets some misinformation, it’s a problem. But if a government agency puts out something factually inaccurate, it’s an incident.

It requires an exceptionally high degree of vigilance for accuracy while balancing a role as an information center and still having fun, because government agency accounts still want followers after all.

One of the people balancing all of these duties is Tereza Kosáková, who is the social media officer and deputy head of press and public affairs at the British Embassy in Prague.

As someone who manages social media for an embassy, what are the key objectives for your team? What role do your channels play in connecting with UK citizens or even the Czech audience?

In a hyper-connected world, social media has become the principal component of the Foreign and Commonwealth Office communications. As at the very heart of any diplomatic role, my main objective is delivering on the issues British people care about. Whether this is through raising awareness, changing perceptions, or encouraging behavior change, British Embassy Prague would not be able to do that without compelling communications. Social media is a vital tool of influence beyond traditional audiences like domestic politicians and it helps us to connect directly with both the Czech general public and Brits living in the Czech Republic. Social media allows us to become more accessible, visible, and transparent through open dialogue. Moreover, it offers a wide range of opportunities, which is why digital diplomacy has become one of the very core diplomatic skills of the 21st century.

A Crash Course in Custom Audiences for Your Social Media Ads

When you want to get your message in front of the right people on social media, where do you turn?

More and more, brands and businesses are turning to social ads and custom audiences. You can do a lot of awesome, targeted messaging by focusing on the right audiences with your ads — whether you’re talking to a group of customers, a bunch of website visitors, or a list of subscribers

In this post, we’ll talk you through ways to build custom audiences and lookalike audiences on all the major social media platforms, plus share a couple ideas of how you can put these audiences to the best use.

Best wishes for some well-targeted, highly successful ads!

An introduction to custom audiences
There’s a huge amount to cover with social media ads.

Since this blog post focuses specifically on audiences, let’s start there. In general, an audience is going to be the bucket of people who will potentially see your ad. This group can be customized based on a variety of factors, which we’ll get to in a minute.

A custom audience is a step beyond the basic demographic and psychographic audience filters. A custom audience can be based on an outside source like a set of emails or website visitors or on the social media behavior of users.

And then you have lookalike audiences, which take one of your custom audience and expand it to a larger group based on the qualities that the custom audience has in common. For instance, if all the people in your custom audience are interested in augmented reality, use social on a tablet, and have master’s degrees, then a lookalike audience will include people who share these attributes, too.

Brand Secrets for Standing Out in a Crowded World

These days, we live in a world of infinite supply…

In just a few clicks, anyone can start a business. Anyone can create products, build an online store, publish ads, and reach an audience online. This means that every market is becoming flooded with businesses offering similar products, features, and solutions.

So to stand out you need to have a brand that your customers connect with, and care about deeply.

In this post, we’ll be sharing some tips and strategies to help you to build your brand. These insights all come from our new podcast series — it’s called Breaking Brand and it’s out there for you to listen to right now.

What exactly is a brand?
Before we jump into some strategies and tactics for creating a brand your customers will truly care about, let’s first look at what exactly a brand is.

The word “brand” is used a lot in marketing today. But what exactly does brand mean? That question that might sound simple… but is actually pretty complex, and there isn’t a one-size-fits-all answer.

David Ogilvy describes a brand as “the intangible sum of a product’s attributes.”

Marty Neumeier, an author and speaker who writes about branding and innovation, says “a brand is a person’s gut feeling about a product, service, or organization.”

And Camille Baldwin, one of the Pattern Brands founding team, and star of Breaking Brand, says “brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.”

Why social commerce will rule social media in 2020

What’s coming to social media in 2020?

It can be hard to predict the future, especially for something as fast-changing as social media. But if you look to today’s trends and the latest buzz, you’ll start to see the signs.

Social commerce is one of the hottest trends in social media today, and it looks to have an even bigger impact in 2020.

Continue reading to find out the latest on what social commerce is, what it looks like, and how you can make the most of this buzzworthy new channel to further your brand and your business.

What is social commerce?
Social commerce is selling products directly within social media platforms.

This is different than social media marketing, where you might try to drive referral traffic from social media to a website or online store. With social commerce, the store — the entire shopping experience — happens without the customer ever leaving the social media site.

How does social commerce work?
There are a ton of benefits to this, as you might imagine. It’s a far more streamlined process, especially when you can enjoy things like chatbot checkouts, and autofill payments and delivery details. There are fewer clicks and taps with social commerce than with traditional e-commerce through a web store.

13 Newsletters You’ll Want in Your Inbox in 2020

Imagine this: You open your inbox, and there sit a dozen new articles that you’d be thrilled to share to social media. Simple as that!

Welcome to the world of email newsletters, where experts from a wide spectrum of topics are finding and sharing the best content they discover—perfect for you to read, to buffer, and to share with your social media audience.

There are a ton of great newsletters to choose from … almost too many. Every so often, I spend time decluttering and re-establishing what content I should be subscribing to, reading, and using as a resource for links to build out my social media calendar – both personal and professional.

Having seen a ton of great newsletters pass my way, I’d love to share a short list of the best newsletters out there (many of which have become personal favorites).

Check out the list below. And hope you find some great new content!

The Growing Importance of Brand Loyalty in Modern Marketing

In short: brand loyalty is the affection, fidelity, and commitment a consumer has for a brand or product. Back in the 90s, in the prehistoric time before social media, marketers had a lot fewer resources at much higher costs to communicate with consumers.

Due to the high costs of media, such as magazine ads, back bus banners, TV ads, and radio ads, the advantage of brand exposure was for those who had high budgets.

There was not much room for building brand communities, better understanding the audiences’ behaviors, or receiving timely feedback on their products (if you haven’t noticed, these are all benefits of social media that we often take for granted).

Yet, it was not uncommon to hear about brand loyalty and the extremes consumers would go to to acquire a loved product. At that time, brand loyalty was expressed in ways that are uncommon today – think of Heinz lovers who would travel long distances to buy their favorite ketchup or Coca-Cola lovers who would never taste a drop of Pepsi, no matter what. Apple aficionados who spend hours in line to get their new model of iPhone or, going way back, Atari fans who would wait endless months for a new game to be launched.

Brand Loyalty in Modern Marketing

Communicating a company’s identity – who they are, what they do, their values, and how they help consumers – are part of brand marketing activities. It takes time, effort, consistency, and a deep understanding of a particular consumer segment to establish a crucial part of the brand-consumer relationship: trust.

The Takeaway

This story illustrates the importance of brand loyalty in brand marketing in this new decade. Authenticity, personality, and strong values matter more than ever. In a time where consumers are bombarded with marketing messages online and offline, global promotions, and infinite options, consumer loyalty is the result of a hard-earned trust gained by the brand.