Why Teens are Abandoning Facebook by the Millions

By Montrie Rucker AdamsFebruary 26, 2014 Blog

Remember that look you got when you asked your teenager why she didn’t accept your friend request? It seems that she would rather move on than to share her friends and social life with you.

While Facebook has over 1.2 billion users worldwide, it’s losing favor with teenagers (age 13-17)—by three million in the past three years. That’s a loss of 25.3 percent. Now, Instagram, Snapchat, FourSquare and many other sharing platforms are gaining users from the teen demographic as they abandon Facebook. Why?

Teens see Facebook as their parents’ platform. While they’re friends with their family, they want to do their sharing with friends in places that don’t include their parents. Instagram is owned by Facebook – a smart move. But the social media world is as fickle as the teens it courts. Marketing on social media requires an awareness of what is new, passé, and what demographic each one serves.

As Facebook loses teens, it has gained in the 55 and over demographic, an 80 percent increase. Savvy marketing will take this into account and can concentrate social media efforts into the one that best represents who they’re trying to reach.

I’m sure you’ve noticed that companies have geared up their marketing efforts on Facebook. I remember one person remarking that since she bought shoes from a certain retailer, she’s been courted on Facebook since.

That teens have found new places to socialize is not a bad thing. Now their parents can enjoy socializing, shopping and sharing without their kids around.

Rand Paul’s Lawsuit Against Obama Uses Plagiarized Content

By Montrie Rucker AdamsFebruary 24, 2014 Blog Edward Snowden, Ken Cuccinelli, MATP, National Security Agency, plagiarism, plagiarize, plagiarized, president obama, Rand Paul, Tea Party

Just copy from someone else. Isn’t that what you do if you can’t think of the right words to say?

The Tea Party member and Republican senator from Kentucky, Rand Paul, recently filed a lawsuit against President Obama and heads of government agencies connected with the National Security Agency’s bulk data collection program. The suit seeks to have the practice declared unconstitutional. But what was contained in the suit is becoming a plagiarization scandal.

Paul’s lawyer, Ken Cuccinelli, collaborated with Bruce Fein, a former Reagan administration lawyer in writing the suit. Both Fein and his spokeswoman, his ex-wife, are now claiming that Fein had not been fully paid for his work and that the suit stole credit for it.

One example: Cuccinelli’s version says: “Since the MATP was publicly disclosed, public opinion polls showed widespread opposition to the dragnet collection, storage, retention, and search of telephone metadata collected on every domestic or international phone call made or received by citizens or permanent resident aliens in the United States.”

Fein’s version reads: “When the MATP was disclosed by Edward Snowden, public opinion polls showed widespread opposition to the dragnet collection, storage, retention, and search of telephone metadata collected on every domestic or international phone call made or received by citizens or permanent resident aliens in the United States.”

How this scandal will play out over time is unknown. As for the lawsuit, the Obama administration is standing by the program’s legality, despite its own efforts to curtail NSA surveillance in recent months.

With the proliferation of blogs and extensive use of Wikipedia as official sources, academic plagiarism is definitely on the rise. Paul’s decision to use the easiest and quickest way is nothing new…but is it right?

Let me know what you think.

What Is Native Advertising and How Is It Changing Marketing?

By Montrie Rucker AdamsFebruary 20, 2014 Blog ads, advertisement, advertising, native, native advertising

The Internet has changed the way we do almost everything. From buying to spying, our world is forever changed.

“Native” advertising has been around since a “story” in a magazine was labeled as “advertising” in order to distinguish it from editorial content. It looks and reads just like an article, but for the labeling. The word “advertisement” has to be included.

Today, native ads can be found with Google ads. Labeled as such, they are posted according to the search terms. Another example is “content” advertising which is an article with information that appears around a brand, such as the Forbes “Brand voice” platform. Whatever the platform, it emulates the form of where it appears. The reader is less likely to ignore it the way they may traditional ads. The focus is in relating the value of a product of interest to the reader, in a conversational manner.

The approach has changed because consumers have changed. They’re better informed and no longer want to be told what to buy. They need to be engaged emotionally, as well as intellectually.

How native ads are approached means more than adding a “call to action” button. A few rules include:

Selling is foremost about the experience rather than price and promotion.
Talk with the audience, not at them. Approach it as a conversation – food for thought can open a path to be more engaging with customers.
Deliver what you promise, be it a product or a solution, by offering information. Show the value and be truthful. One rant on Twitter can expose false promises.

Take a chance and do something new. If you write native ads with this in mind, you may discover new customers, keep the loyal existing base and build your brand’s character.

Try it and let me know what you think.

Writing a Powerful Sustainability Story as a Key to Effective Marketing

By Montrie Rucker AdamsFebruary 18, 2014 Blog corporate culture, green, loyalty, social media, sustainability, sustainable, Visibility Marketing Inc.

Those of us who have more than one child know that to reach one may be quite different from how we reach the others. One size does not fit all. It’s the same way when communicating with your customers.

“Green” consumers can also be called “desirable” customers. They’re early adopters, 24 percent of the U.S. population, shop more frequently than most, are loyal to brands, and pay more for those brands. They also care about a company’s social and environmental story. How that story is told can turn them into customers.

Even if a company is sustainable, how they tell their story is what can make the difference for customers. The story needs to connect with their target audience. Distilling all sustainable practices into one main story will be one that aligns with the brand and taps into what their market cares about.

Speak about how your sustainability efforts contribute to the quality of your product. There will be a disconnect with the audience unless you craft the story to align with your brand’s market and corporate culture. When it does align, you’ll attract loyal, desirable customers.

At Visibility Marketing Inc., we help our customers close the gap. It’s not easy communicating to various audiences. We all have our filters. It’s our job to help you align your message, speak to your customers – not at them, and eventually turn them into loyal consumers.

Those consumers will spread their loyalty to those they touch. With social media, they can touch thousands.

The New Accountability: Why Coaches Should Adopt the Rules Set by UT Football Coach

By Montrie Rucker AdamsFebruary 13, 2014 Blog accountability, accountability coach, adviser, Charlie Strong, mentor, University of Texas, UT

Accountability. When I hear that word, I get a certain “uh oh” feeling. To me, it means “it is time to get serious,” “no playing around” and “if you say you’re going to do something, then do it.”

In the wake of several scandals involving college football players, one college coach has set new rules. He’s making his players accountable.
Charlie Strong, the new coach of the University of Texas, met with players and gave them new rules for the season. The rules are tough, strict and enforceable. Other coaches, and anyone else who is serious about results, should take note at the message it sends.

Players must attend all classes and sit in the front two rows. Assistant coaches will constantly check on the players.

If a player misses a class, he must run until he hurts. If he misses two class, his entire position’s unit must run. Miss three, and the position coach must run (they won’t want to do this).

No headphones or texting in class. Players must sit up and take notes.

Women must be treated with respect. No drugs, stealing, or guns. No earrings in the football building.

The team will live, eat, hang out and suffer together. They will impose accountability on the other teammates. No cliques.

Only seniors who achieve certain academic standards can live off campus.

There’s no time for rebuilding. Texans will win now (Cleveland Browns, take note). Seniors and key leaders were met with individually and were told again about the culture of “winning now.”

Players will practice rather than milk a minor injury.

Focus is on winning as well as graduating. Anything outside of that is considered a distraction that will be removed.

Some players may transfer because of the strict new rules. But the rules may also usher in a new era of player accountability.

I believe everyone who is serious about results should have an “accountability coach.” Alcoholics Anonymous members, weight loss programs, religious institutions and others have them. They’re also called advisers, counselors, mentors and friends.

I decided to appoint a dear friend to this position after I realized that it was taking me too long to complete a writing project. It was something I wanted to do, and needed to do, but a) I couldn’t get started and b) there were always other obstacles (excuses) stopping me. I asked my accountability coach to text me at least three times a week to make sure I’m progressing toward my goals and perform weekly accountability checks where we would talk about my progress (or lack thereof).

It’s working. I’m now further along than I would be if I’d relied only on myself. Everyone needs a coach, someone to hold them to their goals. We all have distractions. Coaches are there to keep us on track.

Building An Effective Content Marketing Plan For the New Year

By Montrie Rucker AdamsFebruary 12, 2014 Blog

I remember my mother saying, “Planning at the beginning will save you stress and headache at the end.”

Thinking about my years in publications, we planned our issues at least four months in advance. We’re still early in the new year, so planning for your content marketing will yield high dividends as the year progresses.

First, make sure you include your events on your calendar. Are there seasonal events or sales you need to promote? Don’t just post once, plan key dates for several posts leading up to the event or sale. WordPress has an editorial calendar plugin that gives an overview of each relevant post which can help you create a content schedule. Google Docs has many editorial calendar templates that can be updated and shared by team members.

Go beyond the text – consumers respond well to images. “One picture is worth a thousand words.” If you keep that quote in mind, it will make it easier to remember to use them. Infographics are very effective. They are popular for use not just on your blog, but on Pinterest and Instagram. Videos are also a very powerful tool. Use Youtube whenever you can.

Your plan should reflect not only your goals but your image. Careful crafting of your message and content to properly manage customer perceptions is key. Don’t fall into the trap of sensationalizing in the hopes of going viral. You could spend more time repairing your image as a result.

Once you’ve posted your content, you need to measure the results. It will help you fine tune future campaigns and events and let you know how successful your efforts have been. This is your return on investment (ROI). Google Analytics is good for website and blog traffic numbers. Hootsuite offers a variety of analytics with customized reports.

Advanced content marketing plans will increase your chances of success and allow you to have multiple campaigns operating simultaneously.

So save yourself the stress and the headaches. “If you fail to plan, then you plan to fail.”

The Mistake of Chris Christie’s “Mistakes Were Clearly Made” Remark

By Montrie Rucker AdamsJanuary 21, 2014March 20, 2019 Blog Chris Christie

New Jersey Governor Chris Christie, currently known for the dual political scandals that closed the George Washington Bridge access lanes and his administration’s spending on federal Hurricane Sandy aid, delivered a nearly two-hour televised apology.

Weeks later in Trenton, Christie delivered his annual State of the State speech, saying:
“The last week has certainly tested this administration. Mistakes were clearly made and as a result we let down the people we’re entrusted to serve.”

There’s another mistake in this statement: the use of the passive voice. While Christie took full responsibility for the Bridge scandal as the Governor, he was adamant that he did not know about it. But “mistakes were clearly made” is a phrase that doesn’t admit to taking full responsibility. The implication is that he is not ultimately responsible for the actions of his staff.

If Christie had used an active voice, such as “I made a mistake,” his credibility would not have take such a hit. He’d comes across as truthful, sincerely apologetic, and not as a politician distancing himself from the situation.

His words leave the citizens of New Jersey divided: 52% don’t think he was personally involved, while 51% don’t believe he’s been completely honest.

If you are a community servant, those you serve need to know that you value their confidence and vote. If anything happens under your watch, it is your responsibility to know about it and take action.

Public Relations Trends to Watch This Year

By Montrie Rucker AdamsJanuary 7, 2014 Blog brand media, customer engagement, journalism, public relations, trends

Now that we’ve closed the door on 2013, what can public relations professionals, and those who rely on their services, expect.

I’ve included five public relations trends to watch.

Traditional media will continue to slow. What brands are doling out is not information, but curating and giving credibility to what is already out there. Responding to what is said about a brand is more important than ever. Many research items and services before they pull out their wallet.
Brand media and journalism will increase. Audience-centered mindsets will power businesses’ advertising and marketing. Thinking like your customers becomes the foundation of your message.
Analytics will get better and sharper. Whether it is on your website or social media, new and better tools to measure marketing impact are at hand. Measuring ROI becomes easier and clearer and will shape future efforts on where you’ll spend your marketing dollars.
More public relations efforts will go into blogging and content marketing, paid media campaigns and managing social media: i.e., going to where the audiences are and delivering your message in the correct location – directly on their phone and inboxes.
Content marketing will experience a backlash over bad content. The need for better content will grow and become more important for marketers as customers sound off on social media when a message is not carefully put together. Customers better educated and more informed. Gone are the days when you could dish something out and they would take it.

The world is speeding on the information super highway. Customers need to be informed and public relations professionals must be equipped to give their clients what they need and want.

Facebook Contests: Seven Things to Know

By Montrie Rucker AdamsDecember 26, 2013 Blog contests, facebook, Facebook contests

You’ve seen them, I’ve seen them. Those great Facebook contests that sometimes are hard to resist. If you have a competitive nature like I do, they can be fun as well as beneficial – and a bonus for business visibility.

Recently, Facebook changed its promotions and contest guidelines and it’s actually easier for businesses! Rules have been loosened and you won’t need to use third-party apps. Interested in learning how best to run a contest that will inspire contestants?

Here are even tips you can use:

What do you want the contest to accomplish? Set your goals by determining your needs, which will also help you choose the type of contest. Is it sales, more followers, drive website traffic?
Determine the type of contest: coupons promote sales while sweepstakes increase Facebook followers. Asking for photos, posts or videos increases follower engagements.
While Facebook has relaxed the rules, find out what they are and make sure your participants follow them. Make it as uncomplicated as possible. Contestants are required to tag themselves in photos, so relay that information and anything else Facebook requires. Read the rules and follow them so your page won’t be shut down.
Keep the timeline short so contestants don’t lose interest. A week is a good time frame and increases the chance that they will come back. A month may not.
Give prizes the contestants will value. Make sure they relate to your business such as gift cards to your store, a book you’ve written or a valuable free service. We offer a free communications audit.
Promote other places as well – your blog, website, newsletter, other social media. Post deadline reminders and updates, as well as the eventual winner.
When the contest is over, look at the data. Did you reach your goals? What can you find out about your customers who participated? Use the numbers to refine your next contest and make it even more successful.

While Facebook may have started out as a purely social medium, it has now evolved into a valuable business tool. If you can, take advantage of it.

How to Write an Effective “Call to Action” for Your Website

By Montrie Rucker AdamsDecember 19, 2013 Blog

You’ve got a great product or service and all it needs is the “call to action” to urge customers to buy. But how can you make them do it, other than using words like “buy now”?

Start with using active verbs in the text. “Subscribe,” “go,” and “participate” are good. Keep it short: one sentence should suffice.

Give them a limited time to act. A special deal with an expiration date; a limited-time cost savings.

Make it colorful and noticeable. It should stand out from the text. Place it at the end of a post or page, or on the sidebar.

Make the offer enticing. Whether it’s a cost savings on a product or a freebie such as a newsletter or recipe. Perceived value will encourage them to hit the submit button.

The call to action should link directly to what the customer wants. It could be a newsletter signup page or a link to a purchase page. Don’t make it more complicated than hitting the button and getting where they want. More than one button can lose customers.

You’re in business to satisfy a need. You also need to have customers and clients. Creating opportunities that drive sales is what you want. If these five tips help you, please let us know.