Social media marketing is a quickly changing area within the marketing discipline. Social platforms evolve, consumer needs change and businesses adapt.
Within this space, a small set of leaders are paving the way for how businesses are using social tools. Whether they are reimagining platforms or creating new tool for analyzing data, these visionaries are steering the way towards innovation.
Here are five masterminds that are redefining how businesses perceive, create, implement and analyze social media marketing programs.
Randi Zuckerberg, Marketing Director, Facebook
With more than 500 million active users spending more than 700 billion minutes per month on its platform, Facebook has quickly become the most visited website on the Internet. Furthermore, the social network is driving more and more traffic for major news and entertainment portals, a title once held across most of the web by Google.
As they should, digital marketers go where Internet users flock. Being that 50% of Facebook’s active users are logged in on any given day, it’s a great place to engage with consumers, but marketing on Facebook is something that a lot of businesses still don’t understand. That’s where Randi Zuckerberg’s team comes in.
Zuckerberg is the marketing director at Facebook, and also acts as a spokesperson for the company. She and her team are constantly on the lookout for businesses using Facebook in creative ways so that they can educate others on how to replicate those successes in scalable ways, Zuckerberg told Mashable in an e-mail conversation. Here’s how she describes her day-to-day responsibilities:
“The majority of my work tends to be with businesses/organizations with a consumer-facing brand on Facebook, whether that’s a celebrity, non-profit, major media company, politician, etc — so on a day-to-day basis, the majority of my conversations tend to focus around Facebook Pages. Creating a Facebook Page is an easy, free way to instantly engage with your customers or fans, but you only get out of it what you put in.”
Zuckerberg also threw out a quick tip for businesses with Facebook Pages: “My #1 tip to businesses who want to grow their Facebook Presence requires no additional work — it’s simply to include a photo with every post. A picture truly is worth a thousand words, and if you have a global brand, a photo needs no translation.”
Above and beyond crafting marketing programs for advertisers, Facebook’s marketing team puts a strong focus on education, conducting web seminars on the Facebook Live Channel on best practices, and creating education content, such as the Facebook for Non-Profits Page.
“The great thing about Facebook is that the same concepts/tips/best practices apply to everyone,” said Zuckerberg. “The reason businesses are so successful on Facebook is that the most valuable thing out there is a recommendation from a friend, whether it’s a brand or a movie or a cause. I make the same suggestions about how to most effectively use Facebook to almost everyone I meet with.”
While best practices may stay the same in many cases, it’s all up to brands to innovate. Zuckerberg says she’s “most proud of the projects I’ve worked on that have inspired other businesses/brands to think about marketing themselves on Facebook in a new way.” For example, Facebook’s partnership with CNN to live stream the 2009 Presidential Inauguration inspired many more media companies and businesses to live stream events on Facebook or on their sites using Facebook’s social plug-ins, she noted. Furthermore, Zuckerberg is proud of her team for their ongoing work around causes and social good.
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