Social Media Impacts on Dance: Greater Access & Growing Opportunities

Social media has had a huge influence on the dance industry in the past few years because it created a new avenue to showcase and express the art of dance. All levels of the craft can see the impact of social media on the dance industry.  Social media is revolutionary for dancers because it brings performers out of the background and into the spotlight. These are a few overarching trends of the impact of social media on the dance industry.  

Impacts of Social Media on the Dance Industry

Social Media Democratizes Dance

One of the significant impacts of social media in the dance industry is the democratization of dance. Social media democratizes dance because it grants a broader scope of access to performance opportunities and training. As a result, with the ease and accessibility of social media young dancers do not always have to rely on industry gatekeepers to pursue their craft. Barriers such as the financial burden of classes, location of studios, and dancer stereotypes have hindered performers in the past. Social media therefore opens the door and democratizes opportunities for people to participate in dance. 

Facilitates the Rise of Dance Influencers

The rise of dance influencers has been one of the impacts of social media on the dance industry. Online dance videos became popular around the year 2013. As a result, studios like Millennium and The Playground host weekly classes that produce multiple viral videos.  Aspiring dancers flock to these classes weekly to train and gain popularity. Dancers can become self-sustaining artists through social media channels. These videos highlight the raw environment of a studio class without fancy costumes or productions. Dance influencers can supplement their income through sponsored deals and promotions that engage and inspire niche markets due to their popularity. Social media has become part of a dancer’s resume, and this has helped advance the careers of many dancers worldwide. 

Promotes a Deeper Appreciation for the Process

Social media allows dancers and dance companies to grant behind the scenes access to their process. Dancers and dance companies are in unique situations to position themselves as experts in their discipline through the proper use of social media. Sharing behind the scenes footage from rehearsals, auditions, backstage, can help followers of dance companies to feel as though they are insiders. This type of content increases engagement and grows dance social media followings. Increased visual digital communication is one of the profound impacts of social media on the dance industry. This is important because it takes the audience places they could not reach before.  This promotes a deeper appreciation of the process of dance beyond what happens on stage. 

Ultimately the impact of social media on the dance industry is a positive change for dancers, industry professionals, and companies. The entire art form of dance grows with the spread of a new appreciation for the art through more content available to audiences. In the end, the impact of social media on the dance industry is positive and a new era in the landscape of this performing art. 

How to Create a Thriving LinkedIn Company Page

LinkedIn is known as the most professionally focused social media platform. LinkedIn has over 660 million users in more than 200 countries worldwide. Two professionals join LinkedIn every second. LinkedIn can increase brand awareness, generate leads, promote new positions, and educate customers. These are a few tips on how to create a thriving LinkedIn company page. 

Write a Strong Overview Section

The overview section is where businesses describe who they are and what they do. Thriving LinkedIn company pages have well thought out overview sections because this is one of the first impressions of the company page. Using search engine optimization strategies in the overview section is also a crucial part of thriving LinkedIn company pages. Overview sections with SEO content work well because they make the page more visible in search engine results and bring more people to the page. This section is where a company needs to be purposeful and communicate vision, mission, values, positioning, and product. 

Thriving LinkedIn Company Pages Use a Professional Tone

LinkedIn is a professional networking site, and therefore all content should reflect a professional tone. LinkedIn should is an extension of a company’s professional persona. Companies with thriving LinkedIn business pages engage with people appropriately and are not overdramatic. Be cautious about misusing jokes and humor on this platform. Pushing sales or one-sided content is also not beneficial for a LinkedIn business page because it is not keeping the ideal client’s interest in mind. Do not try to be casual to boost engagement. 

Post with a Purpose

Posting with a purpose is a valuable part of creating a thriving LinkedIn company page.  Quality over quantity is a significant factor to remember when deciding what to post or share on LinkedIn. Create posts that would benefit the ideal client or help them solve a problem. Being helpful and friendly is more engaging to clients than being sales-oriented. Studies also show that creating posts with original images that do not look like stock photos make content more appealing to followers. Using headlines that are clear and concise with a call to action for followers is a great way to post with purpose on LinkedIn. 

Monitor Analytics for a Thriving LinkedIn Company Page

Analytics are essential on any social media platform. Maintaining a thriving LinkedIn business page involves monitoring and acting on analytical data. Analytics show what is working and not working on a LinkedIn page. Analytics also show audience demographics. The information gained from monitoring analytics produces more targeted content because it shows how followers react to the content.

Having a strong LinkedIn strategy is an integral part of having a thriving LinkedIn company page. LinkedIn speaks to multiple audiences at the same time. Employees and prospective employees, current and potential customers, and industry players and competitors all interact with LinkedIn company pages. Utilizing these tips will help create the best page possible for successfully using LinkedIn as a business. 

Emojis in Digital Marketing: Best Practices and Tips

There are currently over 3,000 different emojis presently in use today. The variety of unique emojis allows for many different ways to use Emojis in digital marketing. Positive and negative ways to use emojis exist due to the various messages they communicate. Here are a few things to keep in mind when determining the best ways to use emojis in digital marketing.

Emojis in Digital Marketing do not Replace Words

Israel will host an exhibit in 2020 comparing Egyptian hieroglyphs to modern-day emojis to show the similarities in the language and pictogram images. Similarly, In 2014 an author recreated the novel Moby Dick using emojis instead of words to compare both forms of the book. Both of these projects proved that despite their similarities, emojis are not a language because they are not complex enough. As a result, emojis should not substitute words in digital marketing. Consequently, using emojis instead of words is never recommended in digital marketing campaigns because it can make messages confusing.  Messages are enhanced through the use of emojis and not created by them.

Emojis used in Digital Marketing
Online marketing messages benefit from using emojis

Situations Determine the Emoji

Situations determine the best method for using emojis online. Social media is a great place to use emojis in digital marketing. Online polls feturing emojis that encourage users to repond with emojis increase engagement. In contrast, experts recommend being cautious about using emojis in emails because they are causal. It is not advised to use emojis in introductory emails because the relationship has not been established with the client yet. Companies that are in the entertainment, sports, music or similar industries have the potential to benefit from the use of emojis. Strictly B2B companies must use caution when determining the use of emojis. Organizations should also determine if using emojis would fit within the brand as a whole before using emojis in digital marketing.

Emojis Humanize Messages

In the digital world, it can be hard to read emotion from text alone. The use of emojis in digital marketing allows writers to communicate emotion and therefore enhance the overall meaning of their messages. The injection of exciting emojis add excitement to posts. Injecting the right emoji also adds empathy to difficult topics. Brands are more humanized and approachable  through the use of emojis that convey emotion. Emojis can give brands personality and can add playfulness to posts. Emojis can also digitally communicate body language and gestures that would typically come from speaking face to face. The clapping hands emoji is an example of using emojis to substitute gestures.

Using emojis is a beneficial way to engage with clients. They are also an excellent way to humanize brands and speak effectively in the new digital language of today. Emojis are not just for teenagers and texters anymore and can be a valuable tool for digital marketers. Emojis are an integral part of digital language and communications and can enhance digital marketing campaigns. 

Social Media Etiquette for Business: Tips to be Successful

Using proper social media etiquette for business is defined as acceptable behavior for businesses on social media channels. Proper social media etiquette for business is vital for companies to know because it is how companies can share information politely online. Companies need to follow all social media etiquette rules online to be successgul. These are business social media etiquette tips that have come to be expected by those who use the social media channels.

Proper Etiquette for Social Media
Knowing proper etiquette online is important for businesses

Know your Audience for Proper Social Media Etiquette for Business

Knowing information about a channel’s audience is essential for proper social media etiquette for business. Knowing your audience is important because it helps companies create relevant content for their audiences. While in contrast, this will also tell the writer or company what might offend an audience and topics to avoid on social media channels. For example, according to this study, different generations found different actions acceptable in social media etiquette (6).

Social Media Etiquette for Business Means Respecting Privacy

Posting a photo of someone without permission is the number one most offensive social media mistake according to this study.  Requesting a client’s permission to use any information they provide is proper social media etiquette. It is also the responsibility of a company to protect information clients share with them on social media for the out of respect for their client’s privacy.

Respond Quickly

People expect a business to respond to a comment within the hour. This is why quick responses online is important. Clients strongly desire fast answers to complaints and negative feedback. Companies benefit from having well thought out methods to responding to online comments. As a result, it is crucial to know the difference between a negative comment and a troll when businesses respond quickly. A good way to respond quickly online is through automation. Still, in contrast, automation used incorrectly can effect businesses negatively. Communication walls between clients and businesses are a result of too much automation

Do not go over the Top

Posting too many times on social media channels is not proper social media etiquette because it inconveniences clients. Companies could get a bad reputation of being too needy, desperate, or annoying if they post too often. As a result, the goal of a company should be to help clients with quality content more than to sell to them with excessive posting. The right way to find balance would be to abide by the 80/20 rule because it sets limits for the different types of posts. It is also improper business social media etiquette to post excessive hashtags.

Businesses using social media channels to reach customers need to remember to have fun above all else! Social media is a unique way to build relationships with fans and consumers because it increases involvement and builds relationships. These tools for proper social media etiquette for businesses will help communicate the best message possible to clients.

Is Investing in B2B Digital Marketing Worth it for Businesses?

B2B digital marketing is helpful for businesses and require planning and strategy. Forbes describes digital marketing as “no longer the wild west” where anything goes. Digital marketing is sometimes seen as only a B2C endeavor. Without implementing a well thought out strategic B2B digital marketing plan companies are missing out on profitable business opportunities. Here are a few reasons why investing in B2B digital marketing is worth it for businesses. 

B2B Digital Media
B2B digital media strategies are valuable for companies.

Reaches More Customers

Millennials are a large portion of the B2B buying space. Millennials do not like cold calls and would rather interact digitally with a business to get information for buying decisions. B2B buyers are more skeptical of sales tactics and need data backed evidence. Effective digital marketing strategies can be beneficial to customers by providing trusted data to buyers who have a vast amount of information in front of them. Producing digital marketing content and having strong digital B2B marketing channels can reach more people than traditional marketing alone. This strategy also gives businesses the opportunity to target specific audiences with strategic campaigns. Personalization on a larger scale through B2B digital marketing helps to drive engagement with customers and increase their likelihood of being involved.

B2B Digital Marketing Builds Trust

In B2B marketing building relationships is the key to success. B2B companies make decisions based on facts and research instead of emotions. Trust is a major factor in the decision-making process for B2B companies. Having a strong digital marketing presence can add value to a brand and make it more trustworthy for clients. Decisions for B2B buyers are usually made over a longer period of time than B2C customers. Consistently having a digital marketing presence with high quality content can stay with customers through their long buying process and reassure customers of a B2B company’s trustworthiness.  Websites, blogs, and podcasts are a few ways businesses can effectively communicate brand. Social media posts on relevant channels and webinars can also add value and trust to a brand.

Helps the Customer

 According to one study 77% of B2B buyers say that making purchasing decisions are difficult and complex. This study also shows that throughout the buying decision people consistently use digital channels to gain and examine information. Effective digital marketing strategies leads to buyer enablement that helps put tools at the hands of customers to help them do their jobs. Using content posted on digital channels as a way to solve problems for clients has the potential to increase engagement and B2B sales. SEO strategies can help customers navigate the confusing fact saturated world of digital media. B2B clients also want to learn something and gain expert knowledge. Using B2B digital marketing allows companies to be experts in their respective fields and help clients learn.

B2B digital marketing strategies are extremely important in the current market. With a strong and focused B2B digital marketing strategy companies can grow their businesses and increase customer engagement.

Using Facebook Groups for Business in 2020

This year Facebook will air their first Superbowl commercial pushing involvement in Facebook Groups. Using Facebook groups for business purposes is a strong way to increase engagement with customers. Facebook’s focus on promoting groups is not a new trend. In 2018 Facebook adjusted algorithms to limit content from advertisers and increase interaction between friends and social connections. At the 2019 F8 Summit Facebook CEO Mark Zuckerberg said Facebook will work to make online communities as close as online friends.  

What does this mean for companies using Facebook groups for business purposes? Companies with a Facebook presence should make sure they are using Facebook pages and groups effectively in their online strategy. Here are tips on how to use Facebook groups for business as well as Facebook pages. 

Facebook Pages & Groups for Business
Businesses can benefit from using a combination of pages and groups on Facebook.

Facebook Pages

To use Facebook groups for business companies must start with learning about Facebook pages. According to Facebook, pages were created to be official profiles for business, public figures, and organizations. Facebook pages are public and function similarly to a personal Facebook profile for a business. Pages are great for businesses because they have paid advertising, analytics, and a place to interact with customers. Pages also allow administrators to control and curate content and post relevant information for users. Facebook has thousands of pages and reach large audiences and businesses can easily create pages to interact with customers.  Facebook pages are an official source for news and information about businesses that fans can easily access. A successful use for a company Facebook Page would be as a source for information and first hand content put out by the company on a regular basis including posts, pictures, company updates, and company news. A challenge for Facebook pages is encouraging customer interaction. Using pages is the first step to using Facebook groups for business. 

Facebook Groups

Facebook groups are a space where users can connect in a discussion-based format around common interests. Groups are different than pages because they are centered around group member dialogue. Facebook Groups can be public or private and are controlled by moderators. Peloton is a great example of a company using Facebook groups for business to encourage users to form a community around working out with their product. Companies who succeed at using groups within Facebook find the fine line between allowing free conversation and working hard behind the scenes to make sure dialogue is thriving. Too much input from a company from a group can drive people away but not enough company involvement can make the group less relevant and focused. One challenge for Facebook Groups from a marketing standpoint would be the need to moderate to maintain relevance while still allowing freedom of conversation.

Using Pages & Groups Together

Facbook pages have the options to include Facebook groups for business. Using a business Facebook page and attaching a Facebook group is the best way to use Facbook groups for business. This is a good strategy to keep the main point of information the Facebook page while deepening engagement with Facebook groups. Looking ahead to 2020 Facebook Groups are on track to make an impact on the digital marketing landscape. Using a blend of pages and groups in social strategies should be considered for businesses looking to increase their engagement on Facebook.