Social Media Shaping the Way Marketers Engage.


“Marketing is constantly changing. That’s one of the challenges for AdShark: a strategic digital marketing company and digital content is created constantly.

“Basically in a day now more content is created than all the content that existed before the year 2000,” said Rick Berg of AdShark.

The website Qmee says that 15,000 songs are downloaded from iTunes, 216,000 photos are posted on Instagram and 1.8 million posts are liked on Facebook every 60 seconds.

Although digital media can be a great medium for marketers, the amount of content can be taxing.

Digital Trends says people in the U.S. check social media accounts 17 times a day, which is more than once every waking hour. It also says people spend an average of 4.7 hours each day on their phones”(WDay).

Because there is  an abundance of information being created and readily available for the public, there are man benefits for marketers.

“According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers are currently participating in social mediathinking-small-about-social-media-marketing

Here’s a look at just some of the ways social media marketing can improve your business:


1. Increased Brand Recognition. Every opportunity you have to syndicate your content and increase your visibility is valuable. Your social media networks are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for existing customers.

2. Improved brand loyalty. According to a report published by Texas Tech University, brands who engage on social media channels enjoy higher loyalty from their customers. The report concludes “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.”

3. More Opportunities to Convert. Every post you make on a social media platform is an opportunity for customers to convert. When you build a following, you’ll simultaneously have access to new customers, recent customers, and old customers, and you’ll be able to interact with all of them. Every blog post, image, video, or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and eventually a conversion.

4. Higher conversion rates. Social media marketing results in higher conversion rates in a few distinct ways. Perhaps the most significant is its humanization element; the fact that brands become more humanized by interacting in social media channels.

5. Higher Brand Authority. Interacting with your customers regularly is a show of good faith for other customers. When people go to compliment or brag about a product or service, they turn to social media. And when they post your brand name, new audience members will want to follow you for updates. The more people that are talking about you on social media, the more valuable and authoritative your brand will seem to new users.

6. Increased Inbound Traffic. Without social media, your inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. Every social media profile you add is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a new visitor. 450394_b942_6

7. Decreased Marketing Costs. According to Hubspot, 84% of marketers found as little as six hours of effort per week was enough to generate increased traffic. Six hours is not a significant investment for a channel as large as social media. If you can lend just one hour a day to developing your content and syndication strategy, you could start seeing the results of your efforts. Even paid advertising through Facebook and Twitter is relatively cheap (depending on your goals, of course).

8. Better Search Engine Rankings. SEO is the best way to capture relevant traffic from search engines, but the requirements for success are always changing. It’s no longer enough to regularly update your blog, ensure optimized title tags and meta descriptions, and distribute links pointing back to your site. Google and other search engines may be calculating their rankings using social media presence as a significant factor, because of the fact that strong brands almost always use social media. As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.

9. Richer Customer Experiences. Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your customer service level and enrich your relationship with your customers.

10. Improved Customer Insights. Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave, via social listening“(Forbes).

-Katherine Gonzales


DeMers, J. (2014, August 11). The Top 10 Benefits Of Social Media Marketing. Retrieved from
Wilson, K. (2016, February 21). Amount of time on social media sparking marketing companies to think of new ways to engage. Retrieved from

Instagram’s new feature is a #gamechanger



I know this is crazy, but I actually don’t have an Instagram. When applying to grad school and law school it was simply a lot easier for me to just stick with one social media site. The less there is about you on the internet, the less there is for schools to search for. Now that I’m in both programs, I’ve been thinking about getting my own.

While I don’t have a personal Instagram I still know how they work. Working on my Integrated Marketing Communications Masters means that I have to have insight into the strategies of social media.

Recently, Instagram announced that they are changing the way you get “likes” on photos. As everyone on Instagram may agree, you post a photo with the intention of getting likes, I mean who doesn’t want to be Instafamous? Well up until recently until you got 11 likes on an individual photo it showed the names of the people who liked your photo. Well now that has changed. The names are no longer there, just the amount of people who like it.

“Some are reporting that the names disappear after three likes instead of 10. Perhaps you no longer have to wait for 10 likes to appear cool on social media!

Instagram confirmed to Mashable that they are testing out this new feature, though they didn’t reveal when they will roll it out for all users.

So will this make you feel less like a loser to see a number next to the heart, or will it looks worse to see the phrase “2 likes” under a photo or your latte?”(E).


-Katherine Gonzales


Mullins, J. (2016, February 19). Instagram Might Be Changing That 1 Thing You Really Hate About Getting Likes. Retrieved from

Nike #BetterforIt Campaign.

nike-margo-lilly-hed-2015In 2015 Nike launched its largest Women’s Campaign to date, #Better For It. I’m going to share Adweek’s excerpt of the new campaign because I don’t believe there is a better way to capture the details myself. “It was mostly traditional in its format—commercials, print ads, digital, etc.—if not in its message, which refreshingly acknowledged the average athlete’s insecurities and other obstacles on her way to self-improvement and empowerment through sport and fitness.

Now, for 2016, the brand is putting that more modern message in a more modern format, rolling out an eight-episode scripted YouTube series—a first for Nike—that follows two sisters who become involved in an unusual competition with each other, with fitness (and Nike products and services) at the center of it.

Lily, who lives in Manhattan, is a budding YouTube workout star. Margot, who lives in Brooklyn, is a slacker who has recently lost her social media job at an accounting software company. But in some ways, each wants to be like the other. Lily, despite her growing audience of fans, has no real friends, and envies Margot’s social life (if not what seems to be a mild drinking problem). Margot has plenty of friends but doesn’t exercise and (grudgingly) envies Lily’s discipline and healthy living.images

So, they hatch a plan: Margot starts her own (unconventional) online workout show, and they begin to keep score: Can Lily add friends or can Margot add followers the quickest?

Adweek previewed the first four episodes this week, and as branded content series go, Margot vs. Lily is sure-footed and entertaining. The premise is fun, the actresses are perfect for the roles, and the plot—while cartoony at times—will ring true to the experiences of young single women, particularly those living in major cities.

It also goes fairly light on the Nike branding. There is plenty of Nike merch on display, from sneakers to workout gear, and also glimpses of Nike digital products in action, like the Nike+ Training Club app (which Margot uses, with somewhat disastrous results, in one of her first workouts). But for the most part the integrations are seamless.

That’s not to say the project isn’t pointedly commercial. The episodes point to, which will feature, among other content, vlogs highlighting specific Nike+ workouts seen in the show. The goal is to get women everywhere to ignite their own “Better for It” journeys, using Nike products and services—continuing the brand’s ongoing evolution from inspiring athletes to improve to enabling them to do so through a digital ecosystem of engagement, building a worldwide community of users in the process”(Adweeek).


I absolutely adore this new campaign. I think it resonates with women today. The campaign is witty, funny and realistic. It incorporates all Nike Media platforms that anyone, primarily women would utilize as well as their products. I also enjoyed that the tied to social media, primarily Youtube.

This is a new type of campaign in my opinion for Nike. I wasn’t overwhelmed with perfectly fit men and women or athletes trying to sell Nike products. Instead I was subliminally being shown Nike products with relatable characters. I cannot wait to see how the public interprets this campaign.


-Katherine Gonzales



Nudd, T. (2016, January 28). Nike’s ‘Better for It’ Women’s Campaign Gets Brand’s First-Ever Scripted YouTube Series. Retrieved from