SOCIAL
How Brands Can Benefit from Social Media Groups (#SMTLive Recap)


During one of our most recent Twitter chats, we spoke with marketers about the benefits of and best strategies for managing social media groups. We had an extensive and insightful conversation. Here’s what our friends on #SMTLive had to say.
Let’s start with the benefits. Understanding why and how this space can help your brand is important in deciding whether groups are a good investment of time in your overall marketing strategy.
Remember, you’ll need to invest a fair amount of time into building and managing a group for any of these benefits to be realized.
There are so many benefits to using social media groups, but here are a few major ones that our community shared with us. We’ve broken them down here to show you, first, the benefits of how groups can help amplify your brand, and second, the benefits this space can offer your audience. Though, you’ll see that the two go hand in hand.
The Benefits of Social Media Groups for Your Brand
Gathering Useful Audience Insights
You can learn a lot about your audience’s interests and behaviors by simply listening to the conversations being had in the group.
A1- You have a place to create a community of like minded individuals and get an insight into their lives, interests and personalities. Thus building up your knowledge of your target audience. #SMTlive pic.twitter.com/r22n2PvOYv
— Cheshire Cat (@Cat_Marketing) May 19, 2020
Great way to build a community around a brand and collect actionable insights from your target audience #SMTLive
— Marco Ameli (@mercmello) May 19, 2020
Building Relationships, Community, Engagement and Trust
This is an opportunity to show your human side. You can use this space to have more direct, one-on-one conversations with your audience to build those relationships.
The “humanized” element is so key! People want to feel connected to a brand and not just another stat or order number. #SMTLive
— Stepfanie McCaffrey (@stepfanie26) May 19, 2020
A1: more connection with audiences & allowing more back & forth conversation. Increased engagement & visibility #SMTLive
— jnette ???????????? (@JnetteYates) May 19, 2020
The group can interact as a whole and form a community with your brand in mind. These regular interactions can help build brand trust and loyalty.
A1 – builds a sense of community. Members have the opportunity to get closer to the brand AND one another by building relationships, sharing experiences, etc. #SMTLive
— Garrett Tumlin (@TheGTumlin) May 19, 2020
A1: Increased engagement, trust & relationship building with your audience. Further insights via social listening can be achieved
— Grace Burton (@grace_lruk) May 19, 2020
Discovering New Ideas for Content
You can use the member feedback, new knowledge you gain about your audience and content shared in the group (UGC) to help you create better content for your other social platforms.
A1. Plenty:
– Building a community around your brand.
– Engaging your members with relevant content tailored to them.
– Listening to their needs, hence new ideas for how you can serve them.
– Enjoying benefits of user-generated content.#SMTLive— Draseum (@draseum) May 19, 2020
The Benefits of Social Media Groups for Your Audience
Social media groups clearly offer brands many opportunities for growth; but, ultimately, these groups should aim to benefit and offer value to their audiences.
A page is essentially a one-directional marketing tool, whereas a group is multi-layered and multi-directional communication. Groups don’t focus on the brand, but rather creates an environment for people to engage and communicate with each other around a mutual interest #SMTLive
— IC Thrive (@ICThrive) May 19, 2020
A Valuable Community
The group provides a space for people with similar interests to connect and have important conversations.
A1. It brings together people with similar interests and different perspectives thus creating a wholesome community. #SMTLive
— lynette muthoni (@lyn_muthoni) May 19, 2020
A1: Allows you to have a personal connection with others and to engage with people on a different level. They also create great conversations that you won’t find elsewhere. #SMTLive
— Agnes (@wongagness) May 19, 2020
Networking Opportunities
More than just offering a space for people with common interests, members can connect with others and build their network.
We love that social media groups are a place for people with common interests can interact and share with each other. They’re also a fantastic way to expand your network and increase visibility for your brand #SMTLive @socialmedia2day
— Media Frenzy Global (@MediaFrenzyGlob) May 19, 2020
A2: Connecting with customers, connecting with other brands, connecting with different professionals in the same industry, or creating cross-industry connections.
— HelpSquad (@helpsquadusa) May 19, 2020
Learning Opportunities
One can learn a lot by just listening and speaking to their peers.
A1: In addition to providing a way to build community, they can be a great learning resource by letting you get a sense of what your peers think. #SMTLive
— Jake Safane (@JakeSafane) May 19, 2020
Feeling Heard
Responding and having one-on-one conversations with your audience will make them feel seen, heard and respected.
A1: Social media groups are great! They allow a brand to become more “humanized” to the consumers. I think it makes it easier for consumers to communicate to a brand what they are looking for and to meet more people who have similar interests #SMTLive
— Lindsay Hottovy (@LHContent) May 19, 2020
That sense of community is more important than ever now! People want to feel connected and know that their voice is being heard. #SMTLive
— Stepfanie McCaffrey (@stepfanie26) May 19, 2020
In general, people just really seem to love social media groups.
A1 I personally like to join social media groups that allow a diversity of thought and are positive and uplifting. The community encourages problem-solving and promote a positive environment. #SMTlive
— Nancy Casanova (@nancycasanova) May 19, 2020
Those are a few of the major benefits of groups, but they’ve proven to be useful to both brands and their audiences.
The next question you need to ask yourself is: “What type of group would be beneficial to my audience?”
Clearly, you will need to do the appropriate research to answer that question, but let’s look at some examples of how brands are currently using social media groups. Their success may spark some ideas.
Examples of Successful Groups
We asked participants in this chat to share different use cases for social media groups, and here’s what they had to say.
A2 #SMTLive
– Sector specific group dicussing latest trends
– Job/Role based group eg HR recruiters, procurement professionals
– Key Products/Platform Users- Salesforce, Hubspot, Oracle
– Region Specific Groups
– Trade Associations— MarketingFromHome (@Smita_DigiMarke) May 19, 2020
A1- Oh blimey there are so many! Estate agents can use them for sharing properties in, tips for selling etc. Small retailers can use them to product test and even create a “VIP” group with exclusive offers. So many opportunities! #SMTLive pic.twitter.com/uem0fugfG8
— Cheshire Cat (@Cat_Marketing) May 19, 2020
A2 – coming from higher ed, cases can range anywhere from current students working on projects and showcasing accomplishments, alumni members teaming up to share job opportunities and news, or a mixture of both. #SMTLive
— Garrett Tumlin (@TheGTumlin) May 19, 2020
A2: so many options!
– Exclusive content
– Deeper, ongoing convos
– Tips, tricks and resources
– Customer feedback
…the list goes on and on! #SMTLive— Stepfanie McCaffrey (@stepfanie26) May 19, 2020
Again, there are so many options to choose from, so knowing what type of group would interest your community is key.
Finally, we discussed tips, tricks and best practices for anyone managing (or planning to start) a social media group for their brand.
Tips, Tricks and Best Practices
Planning your content, marketing, and management strategy for a group will take time — but the time you spent strategizing and prepping will make all the difference. Make sure you have a clear launch plan, including a select-few people you can count on to help you start the conversation.
A5 | A lot of the groups I’m in personally have great content plans. They have introduction posts weekly for new members, do a self-promotion post where everyone can chime in, etc. It’s important to have a content plan to get your group started off on the right foot.#SMTLive
— Anastasia ☼ (@xoxAMM) May 19, 2020
A5 – Make sure you have a handful of people who will engage and post in the group to get it started. People generally follow others and if a select few are posting, commenting, etc. others will follow. The group could flop without these people. #SMTLive
— Mike Kelley (@MKel26) May 19, 2020
Set rules for your group and remember to be extremely clear in your marketing language so people know what to expect. Then deliver on your promises.
A5. Group rules! I think it’s an important step that shouldn’t be skipped or done “for the sake of it” Your audience should know exactly what the group is about and what’s expected of them as community members in order to create a healthy and positive experience! #SMTLive
— Charu Misra (@charumisra) May 19, 2020
Q5 (part 1): Give clear rules/expectations. Why should they join and what should they expect? Then deliver. Have a plan to initiate engagement, it will take time to build a community. People have to know each other before they will talk amongst themselves. #smtlive
— jnette ???????????? (@JnetteYates) May 19, 2020
Listen to your audience and give them what they want. Engage like a human, not a salesman.
A5: consistency & relevancy of content shared/topics discussed, encouraging conversation, listen more than sell, make it personal and unique #SMTLive
— Stepfanie McCaffrey (@stepfanie26) May 19, 2020
A5 Part 2 #SMTLive
– Consistnancy of when you post
– Use it as a social listening tool
– Tailor content as per needs of members
– Make use of LinkedIn Live Events, Polls feature
– Make sure to keep tab of your competitors groups
– Monitor responses and get back to them both + –— MarketingFromHome (@Smita_DigiMarke) May 19, 2020
Remember that your audience may have different expectations of content on one platform vs another. Choose the right platform to host your group and create unique content for them on that space.
A5 | Groups are groups, the ideas behind leading and managing them are similar. I think LinkedIn groups need more value. People are on LinkedIn to get jobs, develop their skills etc. not to mess around like Facebook so the need for real value to be offered is higher.#SMTLive
— Anastasia ☼ (@xoxAMM) May 19, 2020
Don’t act like a robot. Have a personality and find creative ways to get group members to engage.
A5- Baby, I’m gonna say it again. Beeee yourself! ???? Nobody likes robotic brands. Share your story. Start conversations without trying to gain sales, newsletter growth, etc. People like groups that are transparent, packed with value and moderated by “real” people. #SMTLive pic.twitter.com/YvtA0yGBJ9
— Cheshire Cat ???? (@Cat_Marketing) May 19, 2020
A5: Here are more tips:
6. Send specific, customized messages to group members
7. Create native content specifically for the group, not just reposts and shares of other content
8. Give your audience free stuff – share your tip PDF sheet, 15min free with you, etc#SMTLive— Shadi (@ShadiYazdan) May 19, 2020
Know that monitoring a group takes a lot of work. It isn’t a simple project that’s done as soon as you launch. You need to constantly be monitoring, engaging and sharing a unique offering of content and perks for your members to stick around.
Sometimes in established groups they require A LOT of monitoring and protecting from spam/nastiness. Why can’t y’all just be good members? #SMTlive pic.twitter.com/ICnxu1LDDt
— Cheshire Cat (@Cat_Marketing) May 19, 2020
This is a great point! All the more reason you need to really invest in time and people to support these groups.
— Cassandra Zink (@iamcassandra) May 19, 2020
A3 – I feel like group members can and should be your strongest advocates. Offering them exclusive deals or experiences and encouraging them to share can help build your customer base without extra ad spend. #SMTLive
— Mike Kelley (@MKel26) May 19, 2020
A3 | You can release exclusive content to the group, tips and tricks, coupon/offer codes, conduct surveys, pinpoint possible brand ambassadors. There are so many opportunities, I think it all begins with listening to conversations in the group and solving a need.#SMTLive
— Anastasia ☼ (@xoxAMM) May 19, 2020
If you aren’t ready or don’t have the bandwidth to start managing a social media group, remember there are other options and opportunities for your brand. Many brands find success by joining and participating in other groups where your audience is already spending their time.
I agree completely! There are so many groups available and if you aren’t offering something different, new, and exciting you could have just contributed somewhere else.
It goes along with the concept meeting customers where they are at. Why build a new place? #SMTLive
— Mike Kelley (@MKel26) May 19, 2020
That’s a great point! There’s a lot of value in participating in other groups too. #SMTLive
— Hydrate Marketing (@HydrateMktg) May 19, 2020
There were a lot more useful tips shared during this chat, but these were a few we wanted to highlight.
If you’re interested in being part of our next Twitter chat, you can learn more and RSVP here. And for all those of you who want to be a regular participant in these chats, sign up here to join our #SMTLive Tuesday Twitter Chat Club.
SOCIAL
Snap Launches New Ad Campaign to Showcase its AR Offerings

Snapchat has launched a new promotional campaign which leans into the uniqueness of its viral AR trends, with a showcase of bizarre effects, as a means to present people with a different perspective on the real world.
Pretty trippy, huh?
As explained by Snap:
“At Snap, we celebrate the joy, irreverence, and spontaneity of communicating with your real friends in fun, unexpected ways. Over the years, we’ve pushed the boundaries of how people see and experience the world through augmented reality. AR makes conversations and experiences better, and unlocks new ways to connect with others, learn about the world, shop, and more. [Our new campaign] shows you what it’s like to see the world the way Snapchatters do.”
It’s pretty weird, but will that get more people using Snap?
Certainly, the campaign will grab attention, and with 72% of active Snapchat users already engaging with AR elements in the app every day, there’s clearly a lot of interest in these types of weirdo activations that provide a new way of seeing the familiar.
Maybe that’ll prove to be a good lure to get people into the app, and broaden its user base. I mean, at the least, it’ll spark intrigue, which will likely get at least a few more people downloading the app to see what they can do.
AR is a key focus for Snap, and despite operating at a much smaller scale than Meta and Apple, which are both also investing big in AR projects, Snap has continued to punch above its wait in this area, by continually coming out with AR content that grabs attention, and engages audiences.
Meta is still struggling to maintain relevance with younger audiences, a key element that could de-rail its metaverse vision, while Apple has actually leaned on Snap to help showcase its advanced AR tools over time.
If nothing else, Snapchat has its finger on the pulse, which is why virtually every AR trend – from anime filters to baby faces, from crying faces to vomiting rainbows – all of these have originated from Snapchat, and that’s remained consistent over time, even with newer platforms like TikTok entering the same realm.
Snap is very in-tune with its user base, which is also why its Snapchat+ subscription offering is already doing better than Twitter Blue, even with the addition of tweet editing verification ticks (Snapchat+ has over 1.5 million paying subscribers, versus an estimated 325k for Twitter Blue).
That community sense has helped Snap maintain growth and relevance. But it also needs to expand – and maybe, through a bizarre showcase like this, that could help to make more people aware of the things that they can do in the app.
And this is how Snapchat Lenses tend to be shared. Somebody uses it, then they just have to show their friends.
In this respect, it seems like a good initiative, which could help Snap spark more interest and engagement.
It also serves as a demo of scanning in the Snap camera – if you want to try out any of the Lenses featured in the ad, you can scan the screen in the Snap camera, which will then open up whichever Lens is featured at that moment.
SOCIAL
Leveraging Social Media To Grow Your Career In 2023

Employees are ready to change their jobs, with nearly half of American workers planning to look for a new job in the coming six months. According to a new Robert Half report, which surveyed 2,500 professionals, around 46% of them said they plan on making a career or job change in the first half of the year.
Job-hopping has become a workplace trend among young working professionals in the post-pandemic labor market. A recent Gallup study found that 60% of surveyed millennials – ages 27 to 40 years – are more likely to look for different opportunities this year. The percentage of non-millennials workers looking to switch jobs is roughly 15% lower.
A majority of Generation Z candidates have also claimed that they are likely to make a job change this year. In a 2022 Lever Great Resignation report, around 65% of Gen Z professionals said that they are likely to leave their job by the end of the year. Moreover, 13% of them are twice as likely to quit their jobs in the next month.
Job-hopping has become almost synonymous in the post-COVID workforce, and younger professionals are fueling this trend by leaving unfulfilling roles and moving on to greener pastures.
Yet, with so many professionals changing jobs, or looking to switch careers, even against the backdrop of a looming recession, many of them have geared themselves towards social media as a way to build a professional brand and market themselves to potential employers.
Using Social Media For Career Growth
Keeping your social media professional can be a hard ball to juggle. In a 2020 Harris Poll survey, around 70% of employers said that every company should screen candidates’ social media throughout the hiring process. Additionally, the majority of employers – 78% – believe that all their current employees should adhere to a work–appropriate social media profile.
Employees should care about what they share and post on social media. Although the debate over whether social media screening during the hiring process is ethical is still ongoing, candidates willing to leverage social media to develop or boost their careers will need to set up a social media strategy that can help them land the job they want.
Much of our digital identity is pinned to our social media accounts, and a lot of what we share, like and the people we interact with via these channels can speak a great deal of the types of person we are outside of the workplace.
Aside from employees using these platforms to grow their network, or search for possible job opportunities, employers and recruiters are using it to look for any possible red or green flags that you might bring to the workplace.
Social media has moved beyond its traditional form, and today it’s become a digital ecosystem that helps to connect like-minded professionals and their potential employers.
How To Use Social Media To Boost Career Opportunities
Searching for a job is more than browsing through recruitment websites and job listings on LinkedIn or Google. The internet, and social media is a vast place, with near-endless possibilities, and when it comes to growing your career through social media, you will need to know a few things first.
Have A Social Strategy
It might sound strange at first, but having a social media strategy will help you come in contact with the right people faster. Your social media strategy should include building an online identity that reflects your professional and personal side.
You can use different platforms for different connections or networks, it’s all about how you present yourself through your brand. Think of the type of content you share regularly, does it reflect who you are as a professional? How often do you post, or reply to comments and messages? Are there any areas where you can improve or update the information to help you grow your network of contacts?
Write some questions down to get you started, and start working on building an online identity that can get noticed by like-minded individuals in the same industry.
Network With Industry Professionals
Nowadays it’s easier than ever before to reach out to a company or recruiter through their social media, and the same goes for connecting with professionals working in the same industry.
Instead of using social media to only share insightful content, or engage with your friends, try to grow your professional network. On top of this, it’s important to engage with these people as well, even if it’s simply exchanging a few words now and again.
Be active in your mission to get to know the people that are out there, and spend a bit of time researching their profiles to better understand the type of skills and qualifications these people may have. Networking is one of the best possible ways to move around your industry without putting in much effort.
Grow Your Skills
Looking at other people’s social media profiles, whether it’s Twitter or Indeed.com, or even Instagram will give a better idea of the type of skills you might need to develop to help grow and make the next big career jump.
Often professionals will share their skills, and what they’re experts in at the top of their social media accounts, this way it is easier for recruiters to know who the person is, and for like-minded professionals to engage with them.
If you compare the skills of several professionals already working in the field you’re interested in, you will get a better idea of where you might need to upskill yourself by completing some courses or doing a bit of reading.
Advertise Your Expertise
When we say advertise, we don’t necessarily mean flashy and colorful digital adverts that you’d hope will get the attention of your potential employer.
Instead try and convey your expertise through the type of content you can share such as blog posts, news articles, industry research, or even projects you’ve worked on. Additionally, you can also share your job title and relevant experience in the bio section of your profile.
The better you are at showing people your expertise in a professional, yet unpretentious way, the faster your feed will fill up with similar content and other experienced individuals.
Update Your Profiles
This is relevant to almost every social media profile you have, regardless of what you use it for. People often neglect social media platforms they don’t use anymore, and while it can be tedious to spend so much time updating photos or replying to messages, decide on a couple of platforms you’d like to use and stick to them.
Make sure that the platforms you end up using have a recent photo, and that all other relevant personal information has been updated such as your job title, industry experience, and your current city. You don’t need to do this every week, only when needed, or when you’ve changed jobs or moved.
The better you curate your social media, the easier it will be for employers and recruiters to notice you as you actively begin to network.
Final Words
Social media can be a professional tool, despite it receiving so much negative clout in recent years. Although it’s hard to determine whether possible employers or recruiters will screen your social media accounts before or during the hiring process, it’s best to always keep a well-groomed online identity – especially if you’re looking to make progress in your career.
Make well-informed decisions, and think about the type of content you’re sharing. Remember to engage with like-minded professionals, and have conversations online through the information you share with your followers.
The better you are at curating one or two social media platforms for career purposes, the quicker you’ll be able to expand your network, and grow your professional skills. Don’t think too much about it, try and have a balance as much as possible, as this will help you to enjoy your social media experience while maintaining a professional, yet fun digital identity.
Published First on ValueWalk. Read Here.
Featured Image Credit: Photo by Fauxels; Pexels; Thank you!
SOCIAL
Meta Announces the Reinstatement of Former President Donald Trump in its Apps

In the scheme of things, this, specifically, is not a major shift in social platform policy, or in broader approaches to handling inflammatory or incendiary usage by world leaders. But in terms of symbolic, and even iconic gestures, it is significant – and may well have huge implications for US politics, at the least.
Today, Meta has announced that former US President Donald Trump will be allowed to return to Facebook and Instagram, after he was banned from both apps over his posts around the time of the January 6th incident at the Capitol building in 2021.
As explained by Meta:
“Two years ago, we took action in what were extreme and highly unusual circumstances. We indefinitely suspended then-US President Donald Trump’s Facebook and Instagram accounts following his praise for people engaged in violence at the Capitol on January 6, 2021. We then referred that decision to the Oversight Board — an expert body established to be an independent check and balance on our decision-making.”
In response, the Oversight Board called for Meta to implement more structured parameters around how such decisions were made, and how long any resulting suspension would be in place. Based on this, Meta announced a two-year end date for the suspension, with a review to be conducted to assess the risk of reinstatement at that stage. That’s now resulted in Meta’s decision to allow Trump back into its apps.
Which, reportedly, the Trump team has been pushing for in recent weeks.
With a 2024 Presidential campaign in focus, Trump’s legal team sent a letter to Meta last week which requested that Trump be allowed back onto its platforms, in order to give him equal share of political voice. Whether that influenced Meta’s decision or not is unclear, but now, the gates have been re-opened, which will give Trump and Co. reach to millions of US voters via his Facebook Page and through paid ads.
Which, in itself, is significant. But as noted, it’s not clear as yet as to whether the process has seen Meta establish more definitive guidelines for handling similar situations in future, and what sorts of penalties it will implement as a result of such actions.
Meta’s Oversight Board has called out this exact detail in its response to Meta’s announcement:
“The Board welcomes that Meta has followed the Board’s recommendations to introduce a crisis policy protocol in order to improve Meta’s policy response to crises, and to undertake an assessment about the current security environment. However, the Board calls on Meta to provide additional details of its assessment so that the Board can review the implementation of the Board’s decision and recommendations in this case, to define varying violation severities by public figures in the context of civil unrest, and to articulate the way that the policy on public figure violations in the context of civil unrest relates to the crisis policy protocol.”
As the Board notes, Meta has updated its approach to such situations, in a new protocol overview for dealing with posts by public figures during times of civil unrest, while Trump specifically, Meta says, will now also face ‘heightened penalties for repeat offenses’.
But the parameters around its decisions as to what constitutes public risk are still not totally clear. Which leaves those decisions in the hands of Meta management, which could still be viewed as a form of political censorship, depending on the case.
And that, ideally, is not what Meta wants:
“As a general rule, we don’t want to get in the way of open, public and democratic debate on Meta’s platforms – especially in the context of elections in democratic societies like the United States. The public should be able to hear what their politicians are saying – the good, the bad and the ugly – so that they can make informed choices at the ballot box. But that does not mean there are no limits to what people can say on our platform. When there is a clear risk of real world harm – a deliberately high bar for Meta to intervene in public discourse – we act.”
Meta also says that its ‘default’ is to let people speak, even when what they have to say is ‘distasteful or factually wrong’.
Ideally, Meta would prefer such decisions were made by an overarching regulatory body, which oversees all online platforms, but given the ways in which such a process could be abused, and the variable approaches to such in different regions, that’s a difficult proposition, which may not ever take shape.
As such, Meta is left to implement its own rules around what constitutes potential harm in this context, which it won’t always get right.
But really, there’s no other option, and such cases can only be ruled on, by Meta, as they arise.
So, will Trump come back to Facebook?
Trump’s also-suspended Twitter account was reinstated by Elon Musk back in November, and he hasn’t tweeted as yet – but that’s partly because of Trump’s stake in Truth Social, and his commitment to making that alternative platform work.
Trump Media & Technology Group has over $1 billion sunk into Trump’s own social media app Truth Social, with funding from a range Trump’s top supporters and advocates. A key proviso in that plan is that Trump has committed to posting exclusively Truth, even if his other social accounts are reinstated. There are ways in which Trump could avoid violating this, by, say, posting to Twitter or Facebook several hours after first posting to Truth, but essentially, Trump is at least somewhat locked into making Truth Social his focus.
But that won’t get him the reach or resonance that Facebook can.
Trump has over 34 million followers on Facebook, and Facebook ads have formed a key part of his previous campaigning efforts. Indeed, Trump’s team spent over $20 million on Facebook ads in 2019 alone, and while tweets became his primary weapon of choice for communicating with his audience, Facebook is also a crucial platform for promotion of his agenda.
As such, you can bet that Trump’s team is already strategizing their next Facebook ads push, now that they’re allowed back in the app.
Is that a good thing?
I mean, as Meta notes, people should be able to judge for themselves, but then again, the manipulative, targeted approaches to Facebook ads that Trump’s team has taken in the past do raise even more questions in this respect.
But that’s a whole other argument, and in basic terms, on the facts of the case, it makes sense for Meta to reinstate Trump’s account, and let him back into its apps.
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