It is vital to respond to a crisis as soon as possible. A few years ago it was acceptable to release a statement in a day or two, but not with the immediacy of social media today. Through social media a crisis can be broadcasted in a nanosecond and therefore isn’t time to first position yourself or to try to understand all the facts before you make a statement. Ultra-urgency is not emphasised enough when it comes to a crisis.

The right message, delivered in the right words, to the right audience and in the right way is vital. If not, you might find yourself having to deal with a mistake for weeks afterwards.

If you leave or ignore a crisis it will lead people to speculate, which can cause a lot of damage to your brand. Another reason why it is important to respond to a crisis as soon as possible is because otherwise your competitor, government or police for example will give comment and the party who responds first has the upper hand.

Best practice is to respond immediately, be transparent and take accountability for the mistake. Make sure you set reasonable expectations for your next steps. You do not have to wait until you have all the facts or have analysed the crisis before you respond, you can simply give the facts that you have at your disposal and mention that you are investigating the situation. Also make sure that you point out any false information that is doing the rounds.

Never say ‘no comment’. This is the worst thing you can do in a crisis situation. Saying ‘no comment’ will make you look guilty or like you are trying to hide something. If the spokesperson is not available at the time, take the reporter’s number and say that you will get back to them with a response as soon as possible.

If you handle reporters well during a crisis it can have a very positive effect. Relationships with media are key, and if you are easy to deal with and always give them the information they need as quick as possible they will like you and will not be likely to write stories about your brand in a negative light.

Remember there will be negative comments on your social media pages directed towards your company. How you respond to these will determine whether the complaint remains small or whether it snowballs.

‘The secret of crisis management is not good vs. bad, it’s preventing the bad from getting worse,’ says Andy Gilman, the president/CEO and founder of CommCore.

Do’s when you are faced with a crisis:

  1. Notify all stakeholders, including employees, before talking to the media
  2. Own up to the crisis
  3. Respond with a solution that outweighs the problem/crisis/criticism
  4. Give all your attention to the crisis
  5. Assess what needs to be done and delegate responsibilities
  6. Find the facts
  7. Monitor all social media and media channels closely
  8. Always put people first
  9. Be human in your communication
  10. If it is a social media crisis, manage the crisis on that specific channel unless it is necessary to go to other channels

Don’ts when faced with a crisis:

  1. Never ever, ever lie
  2. Do not disappear
  3. Do not say no comment
  4. Do not deny something while you wait for the facts
  5. Do not make a joke
  6. Do not repeat the accusation or crisis in your statement
  7. Do not speculate
  8. Do not lose your cool 

Steps for managing a crisis

  1. Inform the crisis management team
  2. Evaluate the degree of the crisis and urgency, and delegate tasks
  3. Decide on positioning and messaging
  4. Make a decision on which communication channels to use
  5. Inform all the stakeholders, including employees – inform them of protocol and the correct contact person if they have questions
  6. Make a statement to the media
  7. Manage critical parties
  8. Monitor social media & traditional media
  9. Keep all stakeholders, employees, media and other relevant parties informed
  10. Assess and review the crisis

How to put a crisis plan in place

  1. Anticipate all possible crises
  2. Put a crisis management team in place
  3. Create a crisis management FAQ document to fill in the Five Ws and H (questions whose answers are considered basic in information-gathering)
  4. Choose spokespeople and give them media training
  5. Share the crisis plan with all employees to make sure everyone knows what to do and what not to do in the event of a crisis
  6. Compile a list of all employees, spokespeople, the crisis management team, critical parties and media contacts to make sure communication can go out to everyone immediately in the event of a crisis
  7. Have a media response policy in place and make sure everyone is aware of it
  8. Write a general statement that can be used as a template for a crisis statement
  9. Assign responsibilities to:
    • act as the crisis manager and be the main point of call during a crisis
    • inform all the stakeholders and employees about the crisis
    • manage and monitor the social media channels
    • manage the PR and direct media queries to the relevant spokespeople
    • handle and manage critical parties for example law enforcement, government etc.
  10. Assess/review the crisis and make changes to the current crisis plan

Our team at Go4word event management Cape Town is always trying to bring articles forward that will improve your customers experience. Being able to deal with with customer complaints effectively is an important skill that every successful business owner needs to master, particularly if the feedback comes in the middle of a live event. So how do you handle an event complaint situation? If you get it wrong you will probably lose a valued attendee forever. However if you get it right you could manage to turn a negative encounter into a positive one and earn a loyal fan.

Setting up an event takes a lot out of a person, and after months of hard work and trying to think of every possible eventuality it is heart-breaking if things don’t go exactly to plan. It seems even more distressing if you receive complaints – do they not realise how hard you worked to avoid anything like this happening?

On the other hand everything could be going great but an attendee may still voice a complaint if something isn’t to their exact liking and as we all know the customer is always supposed to be right.

Regardless of what lead up to the complaint, we have put this article together to help provide tips on how to deal with these situations when they occur and how you can turn a negative situation into a positive one?

Tip 1:

Think Positively

This sounds logical but if you are able to treat the complaint as a gift. What we mean by this is the event attendee has taken the time to bring something to your attention that impacted their experience, this is therefore an opportunity to try and rectify a situation that may actually be affecting other attendees of the event. This will give you the chance to fix the issue before these silent disgruntled attendees leave and start to spread the word about the issues with your event. Just because you never hear complaints, does not mean they are not present. The people who do not raise their voices are often the ones that can cause the most damage. So, having a attendee take the time to bring something to your attention is a good thing. In essence you have been given a valuable second chance to put this right.

Moreover if they didn’t bring this to your attention they could have just disappeared without saying a word, which would have left you no opportunity to put the situation right and probably having lost a customer forever, without ever being any the wiser about their dissatisfaction.

Tip 2:

Stop Everything

This tip is hard to put into practice, your event is in full swing and you have a million things on your mind. But the truth is this attendee has taken the time to bring a issue of complaint to your attention. You need to take a moment to focus and listen to them due to the fact that this might be a issue that is affecting other people and they simply do not have the energy or interest to let you know.

Try to ensure that all team members know how to handle complaints and that any junior team members know how important it is to pass it over to a Manager promptly and with care.

At a live event you do of course need to consider your location and potentially minimise the impact on the rest of the event and other attendees. If you can suggest a suitable and convenient location close by to discuss the scenario in private this may be a wise move.

Tip 3:


There are always two sides to a story, so make sure that you gather the full facts of the situation before jumping in. Give the attendee the opportunity to vent their anger and frustration as this may help to calm them to calm down, as well as filling in the gaps for you as to what has gone wrong and the crux of why the person in front of you is so upset. The information you gather here will help to ensure you can suggest the best possible solution and outcome.

Tip 4:

Keep Calm

This is your event and you have put a lot of time into planning it, therefore it is natural for you to feel defensive when listening to a complaint, particularly if their facts are wrong or unfounded, but try to remember this isn’t a personal attack on yourself and never argue back.

If tensions are high you are potentially not going to deal with the situation with a clear head so it may be best to suggest some time out for both parties to simmer down before reconvening? Or perhaps you need to escalate the situation to a colleague instead?

Tip 5:

Put Yourself in Their Shoes

Most people prefer not to complain, you will get those people who really enjoy it but they are few and far between. If you look at the complaint as an alert to something that is affecting the attendees experience, you will then appreciate the heads up as it will allow you the opportunity to resolve it without any other attendees being affected.

Tip 6:

Ask Questions

On way to aggravate an already irritated attendee is to not give them your full and undivided attention. Make sure you ask questions to be sure that you understand the full facts of the situation and to get them to clarify anything that is unclear.

Tip 7:


One of the best tips we can give you is to make sure that you give the complainant a heartfelt apologies as this will go a long way to show that your firm is professional and sincere in striving to provide the best possible customer experience possible.

Even if the complaint is “petty” you will want to defuse the situation and an apologie can go a long way to helping smooth over any irritated customer.

Tip 8:

Don’t Pass Blame

The person complaining truly believes that you have done something wrong so resist the temptation to pass the blame. The person complaining doesn’t want to hear you passing the buck, they want to hear what you are going to do for them and it is unprofessional to accuse others. It is your event and therefore it is your full responsibility if some element has been unsatisfactory.

Tip 9:

Agree Next Steps

Hopefully after gathering all of the information you will have a few ideas for how you can put the situation right and you can now share these with the attendee to gauge their thoughts.

Sometimes it may be appropriate to ask the person directly how you can put the situation right for them; “What would be a fair solution?” “What course of action do you want to see?”

It is important that you jointly agree what is a fair and suitable next step to be taken.

Tip 10:

Resolve the Situation

Once a course of action is agreed make sure you move swiftly to put things into place. Ideally the person that has heard the complaint will personally take the necessary action and remain the main point of contact.

If for any reason the actions taken are not immediate and will take some time, ensure that you keep the unhappy attendee informed or the negative feelings could escalate again.

Let the person who voiced the complaint know what changes and measures have been put in place to ensure this doesn’t happen again and to show how seriously you took their concerns.

For some it may be enough to be heard and to receive an apology and assurances. Only you can judge the gravity of the situation though and whether compensation should be offered. For example should you offer them a free or discounted ticket for the next event to make up for this bad experience?

If you liked out tips on how to deal with a customer complaint at your event or would like to know more about how Go4word event management Cape Town could take all the stress and headaches out of setting up your future events. Please do not hesitate to contact one of our consultants today!

Social media marketing: a guide for business

social media marketing
What exactly does the term social media marketing mean. Its definitely a buzz word these days and everyone seems to have a twitter account or Facebook business page, but how does this really help your business grow? Well, social media marketing is incredibly powerful and used correctly it will really propel your business into a completely different league.

Social media marketing can strengthen or initiate many potential marketing goals. Social media stands for a range of websites, online platforms, Internet technologies and digital tools that at the very least enable people to:

  • Connect with others and participate in online communities around shared interests on the Web.
  • Share information, content or opinions with others in a public way or in closed groups and networks.
  • Engage in conversations, co-create and participate online.

Social media marketing: goals before channels

Social media allow people to connect with each other in more ways and in a more personal way than ever before.  They come in many forms such as social networks, blogs and social bookmarking services, to name just a few. While the platforms that are grouped under the umbrella term social media are important, the dynamics underlying them are even more so.However, it is important to know how these channels work, even if you’re not a marketer. After all, your employees and customers use social media tools too. Given the inherent characteristics of social media, the ways people use them and the evolution’s they brought, its clear that social media marketing plays an important role in the overall digital marketing and social business reality when taking the ‘user’ and specifics into account.

The art of customer engagement

Customer engagement, connection, interaction and integrated conversations driving various possible business goals are what social media marketing is about. Rather than looking at people as passive receivers and “consumers” of messages, modern marketers understand that customers should be actively involved in the production and co-creation of marketing programs. That is customer engagement in the true sense. Marketing tactics that overlap with social media marketing, such as content marketing, also seek to engage the customer. It’s all about providing the right touch points, content and social interactions, while being responsive and pro-active. Customer engagement revolves around the customer and the customer experience. The connected customer is at the center of social media and integrated marketing. More about customer engagement.

Some business areas you can focus on regarding the use of social media marketing:

  • Engagement marketing: having customers actively participate in the brand and driving them to take action.
  • Creating awareness and increase credibility by storytelling via relevant content (where social media once again meets what is known as content marketing).
  • Testing new offers or detecting needs by involving communities and even co-creation or crowd sourcing where applicable.
  • Lead generation and management.
  • Selling by focusing on the buying process and the touch points leading to the actual purchase.
  • Maintaining strong relationships with your best customers in order to up-sell, reduce churn and even turn customer loyalty into brand evangelists through social proof.
  • Understanding in real-time what drives social engagement and how customers in the broadest sense engage and what keeps them and their connections busy, regarding and beyond your brand, industry or category.
  • Community marketing: identify and nurture online communities of people with shared interests and/or traits.

As social media allow people to connect, they also allow us to connect with – prospective – customers in more personal ways and build stronger and smarter relationships.

If you enjoyed this article and would like to know more about how Go4word can help your business with all its social media marketing needs, please do not hesitate to contact one of our friendly consultants today!

Why Social Media Marketing Is So Important for Your Business in 2015

social media marketing
The term “social media marketing” is everywhere, but for many people this is still a foreign concept and that is why its important to understand exactly what social media marketing involves and why its vital to the continued growth of your businesses online presence. Social media marketing networks were a novelty 5 years ago, but today their importance is no longer debated. Yes, businesses have definitely realized the power of social media marketing and accepted that social media marketing has to be part of their marketing and PR strategy.

These are the definitive benefits of social media marketing that are listed:

  • Increased exposure
  • Increased traffic
  • Developed loyal fans
  • Generated leads
  • Improved search ranking
  • Grew business partnerships
  • Reduced marketing expenses
  • Improved sales
  • Provided marketplace insight

Using Social Media Marketing can be a real game changer for your Business in 2015!

It’s obvious that social media will continue to have a significant impact in 2015 on marketers and business owners: They now have the ability to reach out and communicate on a personal level with their target audience on a daily basis. This is a game changer for businesses engaging in marketing, sales, customer service and other business activities. This is very powerful and has never been available with traditional marketing!

The success gap is widening between businesses that are using social media in an informal, ad hoc manner and those taking a more planned, strategic approach.

This has significant implications:

  • Businesses that use social media strategically are more satisfied with the results than ad hoc users, who are more skeptical about the value of social media.
  • Businesses that use social media as part of a planned corporate approach are 1.5 to 2 times more likely to anticipate revenue growth than ad hoc users.

Much has changed over the last year in social media, and it will continue to change in 2015.


  • Facebook is still the leading social media network and continues to grow.
    • Facebook now has 1.26 billion users
    • Facebook averages 1.23 billion monthly active users
    • There are 128 million daily active Facebook users in the US
    • Facebook averages 945 million monthly active mobile users
    • Facebook usage is highest in North America: Facebook has 59% of all Internet users in North America as active users. Google+ only achieves 15% and Twitter 25%.
  • YouTube is more popular than cable television: YouTube reaches more adults than any cable network. In the United States, the number of people who watch television has fallen behind the number of people who watch YouTube on a regular basis. This makes it clear that televised content is undergoing a decline, online consumption of video is on the incline. Many companies have taken advantage of this by releasing their ads or marketing campaigns on YouTube first before they debut on TV.
  • LinkedIn is still the largest professional business network and continues to grow but not at the pace of Pinterest,Google+ or Twitter.
  • Pinterest is the fastest growing social network right now. The visual web is driving the rise of Pinterest and Tumblr with growth rates of 88% and 74% respectively over the last 12 months. Pinterest is also one of the leading referral sources for organic traffic, which is a good for high search rankings.
  • Some social media networks have a more active user-base than others. Statistical research has revealed that more than 95% of Facebook users log into their account every day. That number for Twitter is 60% and for LinkedIn is 30%.

The top challenges businesses have in using social media are:

  • Lack of time
  • Inability to measure value
  • Difficulty integrating social media with other business activities
  • Lack of budget

That is why it makes sense to outsource your social media marketing needs to an agency like Go4word. We are here to help and with our support your social media presence will be strong. If you would like to know more about how we can help you today. Please do not hesitate to contact one of our consultants today!

Are you looking for a social media agency in Cape Town? Here’s how to get started!

social media agency in cape town
Whenever we need something or are looking for a service, we usually type our request into Google and choose from one of the top 10 results that show up. If you type “social media agency cape town” into Google, then there are over 1.750 000 results returned. This clearly shows there are many agencies advertising social media services, news outlets talking about social media, and people looking for help in this field. If you are looking for a social media agency to help you with your marketing strategy, how do you pick one out of the thousand of results? How do know the agency you are using will live up to their promises and help you achieve your goals?

Here’s a couple of tips that can help you choose the best social media agency to help you with marketing on the social web.

Tip 1: Research

One of the first things when searching for a social media agency online is to choose one from the result pages and have a closer look at what they are doing. Do they have a blog? If so, are they active on it or is it a ghost town? The same with their social media profiles. Are they active on the social web? Also look at other details such as how often they post new updates, the people writing the blog posts, and if you are happy with the content that they publish.

Tip 2: Go deeper

Research them even further by looking closely to their website. This doesn’t just mean the physical pages on the site, but all the services that they provide. For me, it’s all about what they do and what they know. Are they expressing their expertise and know how in the industry? Are they promoting social media services and on another page selling computer hardware?

I would also look for practical advice on their blog that I can implement right away and test if what they are telling us works.

When you have decided on the one you are going to use, approach them constantly with clear questions that are important to your business and achieving your business goals. Don’t let the agency decide on your business goals.

Here are a few questions you can ask the agency you chose to get your campaign going:

  • How are you going to measure the ROI of my campaign? Let them explain this in detail to you and if they understand the ROI mechanics of social media.
  • Do you have any case studies relevant to our industry regarding social media? Ask them if they have done any research regarding your industry.
  • What social media channels will be best for achieving my goals? There are thousands of social media channels available. Are they only going to use the popular ones like Facebook, Twitter, and LinkedIn? Ask them why.
  • Who will be responsible for my account? If it’s a big agency, get to know the person that will look after your account.
  • What information do you need from my business in order to make the campaign work? In my opinion, they need a detailed overview of your business, your mission, and your goals so that they can make the campaign work.
  • How often will you report and what will it consist of? There are many metrics you can measure with social media, but to see if your campaign is working, which metrics will be used to determine this?

Social media is really a great medium you can use together with your other marketing initiatives to reach your business goals. If you are looking for an agency to help you with your campaign, do some research on your side and ask them questions to make sure you are going to get the best out of your campaign.

If you would like to know more about how Go4word a leading social media agency in Cape Town can help your brand grow today, please do not hesitate to contact one of our consultants today!

Our Six Top Ways To Improve Your Company’s Social Media Marketing

social media marketing

Our team at Go4word has put this article together to show our top six ways you can improve your companies social media presence. These days your target users are looking to be kept in the loop about developing trends and highlights that your company or the industry within which you operate would like to share publically. One of the biggest let downs a target client can encounter is a poorly maintained and out of date website. Its vital that your website is as update as you are with regard to the industry within which you operate.

There is nothing more frustrating to a social savvy client than a social media channel that isn’t regularly updated. If your website has social media tabs, they are not just there for show. Behind them there should be an active social media presence, therefore if you have Facebook tab on your site, you need a active Facebook page, the same goes for Twitter and LinkedIn. So hopefully, by the conclusion of this article, you will be able to put some of these six 😉 not-too-hard to implement strategies into use at your company or organization in order to breathe some life into a neglected social media presence.

  1. Complete your social media profile’s completely – This might seem to be quite obvious, but it is scary how many social media channels are actually incomplete. For example, your company Twitter page, does it have your logo? Or is the picture option empty? If you set up an incomplete profile, your potential clients will pick up on this and it will affect your social media growth.
  2. Make your page WORTH following – You need to work your social media channels, they are great at building a strong user base and can really help a brand grow. You need to share relevant information that will be of value to your target audience, if you become known as a expert within your field, users will follow your advise and this in turn will grow your brand. These days your target users will “like” and “follow” brands that they identify with and who keep them update with trends and developments. Make sure you are not loosing potential customers to your competition.
  3. Engage your users; don’t dismiss or try to control them – If you have a lot of people following you on a social network, and are asking you questions or commenting on your wall, jump in on the fun! Users are more likely to follow pages where they see that the company that operates it is actually engaging their users. And, if there is a comment that pops up on your wall that isn’t entirely positive, address it. Don’t delete it. Your followers will respect you more for it.
  4. Make your presence personal and human – One of the biggest errors companies make is making their social media presence too corporate. Some will find it cold and distancing, and others will just find it boring. Use fun, engaging language and use the social opportunity to deliver a voice and personality. Also, designate one person to be in charge of updating your social media channels to keep the voice consistent.
  5. Consistency and simplicity pay off – Make your channels consistent with your existing marketing and brand message, and simple and clean in their design. If you have social media channels on a number of different networks, link between them so that people have options when it comes to when and where they can follow you. There are even desktop and mobile applications you can download (ex.TweetDeck) that allow you to update multiple social media channels all at once. Isn’t technology grand?
  6. Focus on results that aren’t quantitative – If you are a company selling a product, there is no track able way to find out of someone went out and bought your product just because they are following your presence on a social media channel. Instead, focus on which types of updates are gathering the most amount of favour with your followers. You can even use your channel as a way to post questions and get feedback from your followers and engage them in dialogue.

If you are looking at developing your social media strategy in 2015, look no further . Our team at Go4word are ideally positioned to take all the headaches out of running your social media marketing needs. If you would like to know more, please do not hesitate to contact one of our consultants today!

6 Social Media Marketing Trends for 2015

As you are now aware, our team at Go4word like to keep our ears to the ground on any developing trends that affect our core services. 2015 is off to a flying start and our team decided to put this article together to highlight what social media marketing trends we are likely to see as we look to 2015, what social media marketing trends are likely to develop? Here are six that online retailers should monitor.

1. Niche Social Networks Will Emerge

Mainstream social networks like Facebook, Twitter, and LinkedIn will face challenges from lesser-known upstarts in 2015. One example is Ello, an ad-free social platform still in beta that has received a great deal of attention among those that follow social media developments.

Whether Ello makes a dent in the social media ecosystem remains to be seen, but its creation points to a greater concern for the major players: niche social networks, such as Snapchat and Path that are exclusively mobile.

Providing further evidence are interest-based social networks, such as Foodie, a niche social network for food lovers, and Fitocracy, a site devoted to fitness. Polyvore and Kaboodle are two such networks that deal strictly with social shopping.

Foodie is a social network for food lovers.

2. Google+ Will Decline

While it still has a number of advocates, Google+ will not become significant factor in social media marketing; its number of users will likely decline.

3. Social Network Advertising Efforts Will Evolve

Practically every social network has thrown its hat into the advertising ring. This is especially true for Facebook, Twitter, and LinkedIn. And Pinterest, Instagram, and Snapchat are also experimenting with advertising options.

Facebook’s use of retargeting ads, combined with the ability for merchants to upload their customer databases through the use of Custom and Lookalike Audiences, speaks to Facebook’s intent to make advertising a more integral part of the platform.

Twitter’s Tailored Audiences, which promotes relevant content to users who have shown interest, reflects a similar priority for that platform.

4. Social Commerce Experimentation Will Increase

This past year, both Twitter and Facebook experimented with ways to integrate commerce into their respective platforms. Twitter introduced Product Cards, which are designed to showcase products via an image, a description, and other key details about the product.

In addition, both networks tested the use of “Buy” call to action buttons this year, which appear alongside certain tweets and posts, to streamline the purchase process for online shoppers.

5. Use of Image-based Social Networks Will Progress

In “Add Visuals to 2015 Social Media Marketing,” I said that networks such as Pinterest, Instagram, Snapchat, and Vine have experienced rapid growth, a trend that should continue into 2015.

Thanks to filtering of the Facebook News Feed, which limits the amount of exposure businesses receive, retailers have been forced to find other ways to promote their products. Options could be Instagram and Pinterest, neither of which uses an algorithm to gauge what people see.

Marketers will likely crown Instagram as the default visual network. According to one industry report, marketers who invest 40 or more hours per week in social media are much more focused on Instagram than in the past and plan to increase their use of the platform by as much as 49 percent in 2015.

6. LinkedIn Will Dominate B2B Marketing

LinkedIn is already the leading business-to-business social network, and that dominance will continue in 2015.

By some accounts, as many as 88 percent of B2B marketers already use the site, and the introduction of a publishing platform that allows users to create long-form content distinguishes it from other social networks, none of which primarily appeal to business users.

As you can see there is a lot of exciting developements taking place within the world of social media marketing. As a leading social media marketing agency in Cape Town, we are perfectly suited to assist your firm with boosting its social media profile. If you would like to know more, then please do not hesitate to contact us today!

Social Media Marketing in 2015: Time to Consider a Monthly Spend?

social media marketing
 Its a new year and time to re-evaluate your marketing strategy form 2014. Was it successful? Did you receive sufficient sales and leads from the amount of money you spent? Our team at Go4word have put this article together to help guide you on deciding how to budget for social media marketing in 2015.

How do you decide where to spend advertising budget? Do you do a 50/50 split with online and offline? Do you put more money into online ads to extend your ad budget? The answers on what to do vary as vastly as the advertising opportunities themselves, but the question you should really ask yourself is: “Is this channel frequented by my target audience?”

Social media advertising opportunities – such as Facebook ads, Facebook promoted posts, and Twitter advertising – face the same skepticism that online advertising received 5-10 years ago. However, there is a time and a place for all advertising channels, and social media opportunities are no different. If your company is active on Facebook, setting aside a monthly budget for event promotion as well as promoting posts on your wall is now a must – as only around 10% of your current fans will see your posts without a financial boost.

What is Standard Facebook Advertising?

• They are targeted ads shown down the right-hand side of Facebook.

• They include a headline, text, and image.

• Ad budgets can be set to daily limits or overall campaign budgets, and can be set to CPC or CPM, or can be optimized for page likes.

• Ads can send users to your Facebook wall, a Facebook event, or highlight your latest post. They can also drive users directly to an external website.

• Ads can be targeted to your desired audience by location, education, age, sex, keyword, or general interest (e.g. If you are hosting a UFC fight, you can  target people in your area over 19 who like UFC/GSP/MMA etc.)

• There is no minimum spend and no minimum ad period – you can do an ad for two days or two months leading up to an event.

Pros: They offer a very reasonable price point and great reach.

Cons: You must take the time to choose targeting/keywords wisely; a blanket approach will not be effective.

What is a Facebook “Promoted Post”?

• This is a small on-page ad spend made to boost a wall post (text, image and text, poll, or offer).

• You can choose the number of people you would like to reach with your post (half or all of your fanbase, your fans and their friends, or the general public).

• Promoted post costs vary according to the size of your fanbase.

• Images must be kept within Facebook’s guidelines (20% limit for text/logos).

Pros: These offer a reasonable price point and great reach.

Cons: They cannot target by keyword, however, they can target by city. Facebook’s text-on-photo rules can be frustrating.

What is Twitter Advertising?

• You can promote specific tweets, latest tweets,  or promote your account.

• Targeting can be done by keyword, or by targeting followers of specific accounts.

Pros: It’s a great way to raise awareness of your brand to online influencers.

Cons: Targeting on the ad dashboard is clunky. You need to request an invitation to use the ads dashboard. Twitter is still not as widely used as Facebook.

When considering Facebook or Twitter ads that drive traffic to social media channels, it is important to ensure that the channels you are driving them to reflect your brand, are updated regularly, and are interesting to your target audience. (Facebook ads can drive to external websites; however, you will lose a fan acquisition opportunity.)


Before you start using social media ads, you should develop the content on your social media channels and ensure your staff is empowered to use the channels to build your brand’s online voice. At its core, social media is about storytelling. What are you sharing with your target audience? How and why are you communicating your story? Take a page out of Journalism 101 and employ the Five Ws and one H of storytelling: Who, What, Where, When, Why and How. By using these tactics, you will keep your content informative, concise, and targeted.

There are other ways you can share content and tell your story. Use Facebook’s “Questions” feature to do a poll to engage and learn more about your audience. For example, you could create a poll asking fans which new appetizer they’d like to see on your menu. List a few examples and watch what feedback you get. Facebook polls can be promoted in order to reach a larger audience and drive new fans to your page. By doing a promoted poll, you’ll encourage engagement of your Facebook page and gain insight into what your customers want.

Don’t forget that social media is a visual medium – by sharing photos on Facebook’s newsfeed your business will get the most traction. These images can (and should) be promoted if they fall within Facebook’s image guidelines (text/logos overlaid on the image must be less than 20% of the total image). Tell a story with your cover photo – such as a unique menu item or loyal customers in the venue – and switch it out periodically to keep it fresh. Keep track of the types of posts or images that resonate with your fans, and try to focus your efforts on producing similar content.


In order to build a fanbase and followers on Twitter, Facebook, or Instagram, include appropriate hashtags in your tweets, photos, and posts. Hashtags are a tool to aggregate the conversation surrounding a topic, theme, or event. They’re created by combining a # with a word, acronym, or phrase (#word). Research whether there is a broader discussion going on about a specific topic online, and search various hashtags that tie into your story, service, products, and goals. For example, #WineWednesday and #BCWine are two top hashtags relating to wine. If you have a wine promotion or wine tasting, use these hashtags in your tweets, posts, and photos. You’ll reach and connect with the broader audience that is using and searching these terms.

Who to Follow and Why 

A key step in engaging on social media is following other folks. Think of it as a virtual handshake, and the first step in creating long-lasting relationships and fans for life. Consider who your target audiences are, and start looking for them online. Begin by following local media, nearby businesses and associations, liquor brands, and sports teams. Use geo-location searches to find people tweeting and mentioning your city.

For pubs, liquor stores and restaurants, the online “foodie” community is a major target audience and opportunity. Take some time to do a bit of research to identify influencers in the food and beverage community and follow them. By building these valuable relationships, you’ll create brand awareness, find new customers, and potential new brand champions over time.



If you enjoyed this article and would like to know more about how our firm could help you with all your social media marketing needs. Please do not hesitate to contact one of our consultants today!

Social Media Marketing Spring Cleaning For 2015: Part 2

Social Media Marketing

In our previous Social Media Marketing Spring Cleaning post, we offered our top tips for cleaning up your accounts and staying on top of your social media game in 2015. Here we have a few more things to keep in mind for a social channel refresh:

Unlink your Facebook & Twitter accounts

You may often see Facebook status updates in a tweet format, or tweets in your news feed that are cut off mid-sentence by a link that leads to the remainder of the information. This is because the Facebook & Twitter accounts are linked via the settings on either channel. While it may seem convenient to kill two birds with one stone, it actually ends up being a detriment to effectively communicating with your audiences. Your brand will seem lazy, and it’s often confusing or irritating for those you follow both of your accounts.

If it’s been a while since you hooked your accounts together, here’s a bit of a reminder on how to flip the switch off:


–       After making sure you are signed into your personal account that has Admin access to your business page, go

–       A list of pages you manage will appear. Click “Unlink from Twitter” under any or all pages.


–       Go to and sign in to your account

–       Click the gear icon in the top right hand corner, and choose the Settings option

–       Click Profile from the list on the left side

–       Scroll down to where it says “Your account is connected to Facebook.” And click “Disconnect it.”

Update your Twitter lists & accounts followed

It’s often the case that a company’s social media messaging has changed direction from the point of conception – either because the company itself has evolved or the social media has become a more widely used tool to communicate with target audiences. If this is the case for your brand, consider cleaning up the accounts you are following. It might not be appropriate for you to still be following a reporter that has left the job, or an ex-client, or perhaps celebrities that provide no value to your brand (admit it, you followed Justin Beiber when he popped on your Recommended sidebar).

Similarly, you may have once taken the time to curate Twitter lists for a specific event that has passed, or for a reason that is no longer relevant. Either update the list name with a current title, or delete it entirely. This will prevent anyone who looks at your lists from perceiving your brand as out-of-touch and clueless.

Check your Google+ business page

Is your company a business-to-consumer model? Then you should absolutely have a Google+ Places for Business page. If your target audience is searching for your business online – which they are – then having a Google+ page for your company will not only ensure that they are receiving the correct information, but that they will see your listing in the top two or three results.

Do you already have a Google+ page for your business? Check that your business hours, description, address and contact information are all up-to-date. Consider refreshing the profile background photo, or adding new photos of your location to the listing. Take the time to respond to customer feedback and reviews – you may gain back a customer that you would have otherwise lost.

Delete idle accounts

When you forayed into the world of social media, did you sprint in head first and open up a whole bunch of accounts, then soon realize that you didn’t have the time or effort to maintain them and conserve your energy to a few main accounts like Twitter and Facebook? Don’t worry, so did many of our clients. We often recommend that brands only bite off as much as they can chew – while it’s great to have a social media presence on various channels, it’s not so great to open those channels and have them sit empty with no new content being produced.

Clean up your social activity! Delete any social media channels that are sitting idle. If you don’t have the ability to regularly post on these channels, then it is better to erase them completely. Choose which accounts to keep by defining your target audiences and analyzing which channels are being used the most by those audiences.

As with traditional spring-cleaning, this process can be time-consuming and frankly, quite boring. However, it’s a necessity in this ever-changing online communications world. If you would like to know more about how Go4word could help with all your social media needs. Please do not hesitate to contact one of our friendly consultants today!

Social Media Marketing Spring Cleaning For 2015: Part 1

Social Media Marketing
Out with the old and in with the new. 2015 is kicked off and companies should take a moment to reflect on the year that has passed and start developing a strategy for the year ahead. A new year, means a fresh start and our team at Go4word have put this article together to give your some advise on how to jump start your social media marketing strategy by spring cleaning and updating your existing content. Just as your home or car can get cluttered with items accumulated over the course of the year, so too does your social media accounts. You therefore need to periodically take the time to clean up your social media accounts. Our team have put together some pointers on how to go about using the first few weeks of January to get your accounts ready for the year ahead.

Update profile photos and descriptions

The general rule with regards to profile pictures is to keep it pretty static, but just as a hair style change can wake up the old you, so too can a tweaked profile picture just give the impression of movement and growth within your firm. However, make sure you keep the profile photo completely recognizable for those who are searching for you. You can use the header, timeline or background photo as an opportunity to refresh your profile in a more unique way. The views from your office, a staff photo, or a photo of your brand’s work in action are all great examples of visuals you can regularly switch up in these spots on your social channels.

You should also consider updating your profile description, has your company opened up new services or selling new products. If so, these need to be reflected on your profile. The same goes for services or products you no longer market. Generally, adding some new content will not hurt your brand or your image and can just show that there is movement behind the scenes of your business.

Change your passwords and double-check your account emails

These days one of the best suggestions we can make is to keep your passwords updated and fresh. It can be totally disastrous if your companies Twitter account is hacked and trust me this happens all the time. To make sure that you protect your social channels from being hacked, it’s a good idea to regularly switch up your passwords. With the many DIY hacking videos available on YouTube, this is a must. You may want to consider doing this more often than once a year – especially if you might have disgruntled ex-staff with the power to control your brand’s channels.

Has the email associated with your social media channels changed in the last year? Double-check that you still have access to this account, or update it if need be. There’s nothing worse than losing the password and being unable to reset it because the default reset email no longer exists or is associated with a colleague who has moved on.

Another surefire way to open your door wide to Twitter hackers is to click on suspicious links in a tweet or direct message. We remind our clients regularly that these links – even if they appear to be from a friend or a trusted source – are most likely spam or a hacker phishing for your account password. Better to be safe than sorry!

Ensure your website has accurate and clear social media links

One of the most irritating things that a user can experience is when they visit a website and the social media icons and links are either difficult to find, or not listed at all. Your website should be the main source of information about your business, and potential customers should not have to go on a treasure hunt to find what they are looking for. Because it is common for brands to have social media handles other than their complete brand name – and often it is difficult to search for this on the social channel itself – this information should be clearly visible to the average website visitor. Also, because the average length of time spent on a website is less than a minute, the social media icons should be displayed on the home page, and again on the ‘Contact’ page. Remember, things may not be as obvious to the consumer as they are to someone who lives and breathes the brand or website everyday.

Go4word is ideally positioned to help your company with all its social media marketing needs. If you enjoyed this article and would like to know how we can help grow your businesses online presence. Please do not hesitate to contact one of our consultants today!

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