Mental Illness Awareness Week (MIAW) 2019

Mental Illness Awareness

Mental Illness Awareness Week (MIAW) is an annual national public education campaign designed to help open the eyes of Canadians to the reality of mental illness. The week was established in 1992 by the Canadian Psychiatric Association and is now coordinated by the Canadian Alliance on Mental Illness and Mental Health (CAMIMH) in cooperation with all its member organizations and many other supporters across Canada.

One of MIAW’s major initiatives is the Faces of Mental Illness campaign, a national outreach campaign featuring the stories of Canadians living in recovery from mental illness. Thousands of pieces of MIAW materials featuring the Faces are disseminated to hundreds of organizations across Canada in an effort to raise awareness and end the stigma associated with mental illness.

Canadian Alliance on Mental Illness

Faces of Mental Illness 2019

Connections define us – connections to loved ones, our passions and communities. For 1 in 5 Canadians living with mental illness, connections can be the difference between struggling alone and recovering together. 

We are strong, we are connected, Jilian Brown, Anita Manley, Donovan Taplin, Onika Dainty and Mélissa Néron are the Faces of Mental Illness for 2019. Let’s work together treat mental illness like any other illness and forge the connections to ensure everyone can get the help that they need to move forward with their lives. 

To hear their stories of hope and recovery see below:

Jilian Brown

Jilian Brown PTSD mental illness

Jillian is an adventure photographer who lives with PTSD. She dealt with numerous traumatic experiences, but through counselling, fitness, and nature she was able to heal and now shares her story to help others. Jillian has shifted her mindset from thinking of PTSD as a stigma to using it as empowerment. Perseverance – Trust – Strength – Determination has now become the words of Jillian’s PTSD.

Anita Manley

Anita Manley schizo-affective bipolar disorder mental illness

At 43 years old, Anita lost contact with all of her friends and family and found herself living in her car. Anita struggled with schizo-affective bipolar disorder for many years and was hospitalized seven times beginning in her early 20’s. Since receiving the right treatment in 2011, Anita has volunteered with the Women’s Resource Centre at The Royal and co-created a writing group to support other women. She is also a patient advisor for mental health issues and speaks to many audiences to help reduce the stigma surrounding psychosis.

Donovan Taplin

Donovan Taplin Depression and Anxiety

Raised in a rural island community, Donovan struggled with depression and anxiety since they were a teenager and had limited access to mental health care. The most crucial element to Donovan’s successes in recovery has been finding a sense of belonging as a queer person. In 2013, Donovan became the youngest, and one of the first openly queer people to hold municipal office in the province and lead their Town’s first recognition of Mental Illness Awareness Week and Pride Month. Donovan also served on the Prime Minister’s Youth Council and is currently Vice-Chair of the committee developing Canada’s national standard for post-secondary student mental health, the first of its kind in the world.

Onika Dainty

Onika Dainty Bipolar Affective Disorder mental illness

Onika has spent a total of one year of her life in psychiatric institutions due to psychotic episodes brought on by Bipolar Affective Disorder 1. Growing up in a household that did not discuss mental health, it took Onika years to seek out the right treatment. Today, she hosts a podcast, DaintyDysh that discusses mental health issues and aims to end the stigma surrounding mental illness.

Mélissa Néron

Mélissa Néron Bipolar Disorder and ADD

Since childhood, Mélissa knew she was different. Her emotions were very overwhelming and to the extreme. As she grew older she made several suicide attempts and it was not until she was in her mid-20s that she was diagnosed with bipolar disorder with exacerbation and ADD. She is currently studying to become a nurse and wants to show others that even with a mental illness, anything is possible.

Support Mental Illness Awareness Week (MIAW)

Mental Illness Awareness Week runs exclusively on funding from their sponsors, partners and contributors. You or your organization can make a difference by making a contribution to the MIAW campaign by going to Camimh’s website.

HPV Prevention Week – 6 Things to Know About HPV

HPV Prevention Week - 6 Things to Know About HPV

Written by Jean Fourie on October 2, 2019

HPV Prevention Week is put on on behalf of the Society of Obstetricians and Gynaecologists of Canada. Here are 6 things you need to know about the Human Papillomavirus or HPV for short

6 Things to know about HPV

#1 HPV is the most common sexually transmitted infection in the world

Here in Canada 3 out of 4 sexually active Canadians will have been infected by at least one type of HPV during their lifetime – some won’t even realize it.

#2 HPV can affect any sexually active person

HPV doesn’t care how old you are, or if you’re a man or a woman or whether you prefer having sex with a man or a woman.

#3 HPV is highly contagious

HPV can be spread simply by intimate genital skin contact as well as through vaginal or anal penetration or oral sex.

#4 There are many different types of HPV

Some types can cause anal, genital or mouth warts, or more serious conditions like pre-cancers or cancers of the mouth, throat, cervix, vulva, anus and penis.

#5 The absolute best way to protect yourself is by getting the HPV vaccine

The vaccine has been around for 10 years now, and it’s proven to be safe and decrease rates of HPV infections, genital warts and pre-cancers.

#6 You can further REDUCE your risk of infection or lesions

By limiting your number of sexual partners, always using a condom to reduce the risk of infection, and not smoking. Smoking reduces your body’s ability to fight HPV infection and promotes the cancerous transformation in HPV infected cells.

So to conclude...

If you’re currently sexually active, or if you have been sexually active in the past, or will be in the future, you ARE at risk. Speak to your doctor, nurse, or pharmacist about getting vaccinated.

To learn more go to, view the infographic below and help us spread the word, not the disease.


Ten 2019 Digital Marketing Predictions You Should Probably Ignore

Ten 2019 Digital Marketing Predictions You Should Probably Ignore

Written by Jean Fourie on Februrary 20, 2019

Is your inbox and/or feeds full of predictions every marketer should be looking forward to in 2019? Mine are, and since there are so many prediction posts published, I thought I would curate a list of the predictions I don’t necessarily agree with. It’s not hard considering marketers are always talking about the next buzz technology, trends or methods.

With that said let’s explore some predictions you should probably just ignore.

1. Voice search will be a marketing tool

Voice search is definitely the new niche thing, but while this is interesting, and voice discovery will be used as a marketing tool eventually, there is little hope in the near future to be implementing voice search in our marketing programs outside of possibly eCommerce. With the big 3 companies, Google, Amazon, and Apple capitalizing the market and not providing an easy turnkey way for voice optimization for top funnel content, this is still a few years out in my books.

Voice Control Voice Commands Ok Google

2. Augmented and virtual reality experiences from brands will be commonplace

BAugmented and virtual reality development has come a long way and with the evolution of the HTC Vibe and Oculus Rift, we’ve seen significant development in this area. To me, this will continue to just be a novelty in 2019. Their target market continues to be gamers which do present some viable channels to those who produce content for those channels, but for the vast majority of marketers, this will be a long wait for the adoption of these technologies into full mainstream.

virtual reality

3. Artificial intelligence (AI) will start to displace marketers

It is true that Artificial Intelligence (AI) has come a long way in the last few years, but to be replacing marketer jobs is not in the near future. AI, as a technology, is still in its infancy and it’s much more likely to increase jobs in the near term. With this said, the focus should rather be on how we as marketers can utilize the AI to our advantage and have these systems perform the day-to-day grind tasks for our businesses.

Ai machine learniner

4. Chatbots will be heavily adopted by marketers

As a customer service tool, chatbots can work well by delivering efficiencies in answering customers questions. However, outside of customer service, there’s just not a lot of use cases that make much sense. Most of the marketing cases I’ve seen are pretty spammy. 2019 will not be the year of the chatbot deploying marketer.


5. The online ad industry will die

While it’s true that display and interruptive advertising budgets are shifting to social and native advertising, overall spend continues to increase. At the same time, transparency is getting better and better – we’re also moving from a click-based economy to an engagement-based economy. This will lead to even further growth of online paid media spend in this category.

Online Ads Dead

6. Video will overtake written digital content

Video is cool, but still expensive, and difficult to scale. I know many industry talking heads like to push lower quality production using phones, and this is a viable approach for some brands. Usually, the numbers cited as proof that video is poised to be the number one form of online content by brands is based on bandwidth estimates – but just because video takes up much more bandwidth than written content, that doesn’t mean there’s more video being produced by brands.

video marketing

7. The marketing technology landscape will shrink because of consolidation

All one has to do to debunk this prediction is to go over to Scott Brinker’s Marketing Technology Landscape Supergraphic and compare the YoY growth of it. From 2016 to 2018 it more than doubled from around 3,500 to almost 7,000 vendors. There will be consolidation, but for every company that gets gobbled up, three more will emerge.

marketing consolidation

8. The brand newsroom will die

There’s been too much investment (and continued investment) by many brands to kill off their newsrooms. From blogging to more advanced multimedia publishing, the brand newsroom is here to stay – whether it’s insourced or outsourced.


9. Persona-based marketing is dead

Really? Whether the personas are strategically defined or loose categories it’s a very useful tool for most (if not all) marketing tactics. It doesn’t matter if those personas are defined by humans or AI, written down or just commonly known, marketing will still use them.


10. Digital marketers will embrace content production for the Internet of Things (IoT)

The IoT is still in its infancy – and while novel, it’s very early for most brands to put together a content plan for the IoT. I think it’s more likely that marketers will embrace and use the data collected by these devices to enhance what they’re already doing before they start producing dedicated content for them.



There it is folks – the 2019 digital marketing predictions you can go ahead and ignore. You likely don’t need a plan for voice search, AR/VR, chatbots, and the IoT, and you don’t have to kill off your personas and brand newsrooms, or dump written content in favour of video.

Don’t believe the hype – I’m sure this time next year there’ll be new doozies for me to opine on once again.

Facebook’s Ad Targeting Options

All of Facebook's Ad Targeting Options in One Infographic

Written by Jean Fourie on January 24, 2019

Facebook offers the most advanced ad targeting capacity of any platform in history, with a huge range of options to reach people based on their interests, preferences, geography, etc.

But Facebook has made changes to its targeting capacity last year. Back in August 2018, Facebook removed more than 5,000 of its ad targeting categories due to concerns that they could be applied in discriminatory ways. That’s a lot, that’s a heap of audience identifiers removed. Yet, even without those potentially problematic data points, Facebook still offers a huge array of ways in which to reach just the right people, at just the right time.

Wordstream has compiled a new infographic highlighting all of Facebook’s targeting options that now exist. (Infographic available below)

With more than more than 1 billion daily active users, Facebook offers up mind-blowing ad targeting options you simply won’t find anywhere else. With what seems like endless combinations of demographics, interests, behaviors, and more, you can get as creative as you need to in order reach your target market on Facebook.

Targeting options

Below is a list of all the targeting options in point form. See the Infographic below for a further expanded list…


  • Location
  • Gender
  • Age
  • Language
  • Income
  • Relationship Status
  • Education
  • Work
  • Parents
  • Life Events
  • Politics (U.S)


  • Business & Industry
  • Entertainment
  • Family & Relationships
  • Fitness & Wellness
  • Food & Drink
  • Hobbies & Activities
  • Shopping & Fashion
  • Sports & Outdoors
  • Technology
  • Page Likes


  • Mobile Device User
  • Digital Activities
  • Anniversary
  • Consumer Classification
  • Expats
  • Interested in Upcoming Events
  • Multicultural Affinity
  • Travel
  • Purchase Behavior
  • Soccer


  • Facebook Pages
  • Apps
  • Events


  • People who visited your website
  • Custom Lists of Emails
  • Custom Lists of Phone Numbers
  • Custom Lists of Facebook User-Ids


if you’re not already advertising on Facebook, we have one question for you: Why not? As you can see, with all these killer targeting options, you can reach a local or global audience like never before. Get in touch with us for more information on how we can help you reach your target audience!

7 Enticing Twitter Tactics For Your Business Outreach

7 Enticing Twitter Tactics For Your Business Outreach

Written by Jean Fourie on August 22, 2018

As we all know, tweets are short lived. But, they are highly influential in this short life-span. Threading of tweets is an excellent way to beat this.

#1 – Thread On

Threads are conversational tweets that can be used to keep your audience engaged. Like a sequence, you can thread tweets to convey connected ideas.Twitter threads are used for building narratives and commentary for your brand engagement. You can keep adding tweets gradually, as and when required. This helps you keep capturing a fresh audience. It also aids in engaging the existing followers.

The Best Twitter Thread Practices!

Yes, Twitter threads are great! Here are the ways to make the best out of these.

  • Balance the Frequency

For your tweets to be effective, it is important to revive them through re-tweeting and threads. But, again, don’t overdo!

You must not keep tweeting every hour. One tweet a day into the thread helps bring your previous tweet back to life. And, it does not offend the audience.

  • Engage with Your Audience

They are humans and you too! They also expect responses to their activity the way you do. So, converse with your audience, reply to their tweets and respond to their replies.

Respect their ideas and don’t ignore them. Base your threads on their responses.

  • Don’t Digress

Never create a Twitter thread with tweets not related by a common context. No one wants to read a tweet about the hurricane followed by a thread about how much you enjoyed eating a burger at your favorite place.

As you can see, even the thought of such mismatched tweets in a thread annoys the people reading it. So, such threads are a complete waste of your time and that of your audience.

Your thread can have multiple perspectives on the topic though.

  • Keep It Short

Use limited keywords or key points in each of your tweets in the thread. Though, the thread can cover all the keywords required for the context.

Use the tweets to engage your audience through varied resources. If the first tweet was text, keep a link in the next. Add a poll in the third.

This can help you attract a varied audience. This includes those who like text, or those who are fond of links to information, and even the ones who love to participate in polls.

  • Convey Something New and Interesting

To invite the desired engagement, the first question that you must ask yourself is “What is new that the user would come to know from my Tweet?”

If you started your thread introducing your new product, track the replies on your tweet. If you see a user asking you any questions about the product, thread a tweet on the features.

This keeps the users engaged and makes them feel valued. It also gives you ideas for successive meaningful tweets in the thread.

Try it yourself to generate innovative ideas!

#2 – Twitter Polls

Twitter polls are some of the best ways to keep the audience engaged with your brand. Through polls, one can conduct online contests. Associating interesting prizes with such contests can make it more exciting for the visitors. Feedback is the most important aspect of any business. It gives us an opportunity to improve. It indicates our strengths and weaknesses.

Gathering customer feedback is not easy. Providing feedback has to be made convenient and lucrative for the customers to encourage them to share more. A Twitter poll is one of the best tools for soliciting feedback. Polls can be used to ask questions on any social topic that would interest the followers. This way, you can solicit opinions and encourage people to share your tweet with their friends and acquaintances. Twitter polls keep your audience engaged. And, they are an interesting way to gather the opinions of your audience.

And Here Are the Don’ts!

  • Timing

When there is a major happening that is attracting a lot of audiences, a poll can be created to drive in more audience. An appropriate timing can do wonders.

And, tweeting about hurricane Florence would not be a good idea in 2020 anyway!

  • Avoid Complexity

Keep it simple. Yes, that’s it! You want more and more people to read your poll and find it interesting enough to participate.

So, make it simple for them to understand and relate to.

#3 – Effective Hashtags

We get to see hashtags anywhere and everywhere. The symbol “#’ is one of the most used ones on the internet. These were started by Twitter and have now spread over other platforms as well. This has made hashtags appear so clichéd and ineffective. But, the use of appropriate hashtags can actually benefit your brand. A good hashtag is simple to read. It is also easier to search! An effective hashtag catches the attention of the followers and inspires them to respond. It should represent an event, activity or a cause instead of just representing a brand. This increases the possibility of multi-dimensional search of your tweets.

How to Do It Better?

Let’s see how we can make our hashtags better.

  • Precise Meaning

Avoid tags that can convey multiple, wrong, or bad meanings. What would you say about #BlackHateBook?

  • Brevity

You want to keep room for the details by keeping the tags short. But, avoid abbreviations because they can convey unintended meanings.

  • Number

It is a good practice to limit the hashtags for an event or activity to two.

#4 – Social Listening & Responsiveness

The biggest merit of Twitter is its efficacy as one of the best social listening tools. It helps in assessing what the audience is talking. One gets a fair idea of their likes and dislikes. You can track the retweets of your tweets. This helps in judging the social media effectiveness of your band. There cannot be a better way to find out who is talking about you! You can offer more attention to the customers by responding to their replies to your tweets. This makes your conversations going and organically increases engagement. You can keep a track of the competitor’s strategies. This helps in understanding the best practices and those which are appreciated by the audience

#5 – The Right Strategy

Analyzing one’s own Twitter activities and their outcomes help a business assess its strategies and compare them with the best in the market. Depending on the stage of your business, an appropriate Twitter strategy can be worked out. One should also evaluate the marketing goals to make a decision. Depending on the goals, the right strategy can be selected. You must identify whether you want more reach using retweets or increasing engagement is your primary goal. Or, maybe just more follows do the trick for your brand at this stage. Twitter also makes it very convenient to track what the competitor is sharing. Likewise, the industry leaders’ activities are also worth an observation. Thus, the best Twitter strategy can actually come from observations and analysis resulting from simply following others’ Tweets!

#6 – Video Tweets with Customer Speaks

Video Tweets are very common but are still found to make wonders! Adding the customer touch to it can actually do magic. Prospective customers are most impressed with the endorsement of your brand, product, or service from your existing customers. So, live videos or even pre-recorded ones must be solicited from the customers. Their feedback or reviews have the highest potential of inviting retweets and follows for your brand. Video reviews are the best sources for your brand validation. Featuring your customers in your tweets makes them feel valued. This will inspire the customers to share it with their network. So, the gains are multifarious!

What to Avoid

  • Long Videos

Twitter allows you 2 minutes and twenty seconds of video. But, this doesn’t mean you have to fill junk and make it that big. An ideal video for better audience retention is 45 seconds!

Yes, you should keep it short. The audience is fond of short-form content and so they are here.

  • Multiple Messages

Every video that you share on Twitter conveys a message. The key to short-form content is to keep the message focused. Your video must address one core issue.

If you are talking about your latest achievement, better not discuss your brand story in the same video. And there can be a separate video tweet for your products anyway!

#7 – Learn from Your Mistakes

I know that the word mistake doesn’t sound good. But, mistakes are inevitable and all of us make them. The best use that we can put our mistakes is to learn from them and improve upon. “Even a mistake may turn out to be the one thing necessary to a worthwhile achievement.” – Henry Ford.

Evaluating the past Twitter strategies can give considerable insights into the dos and don’ts for further ones. Pick the kind of tweets that failed to invite any retweets and replies. And gauge if these could have been better! There are tactics which did not work. These have to be discarded or improved upon for a successful Twitter campaign.


As per a recent research, the authenticity exhibited by a brand on social media defines its impact on the customers. Businesses must leverage this opportunity. Twitter has tremendous potential for business marketing. The audience of this short-form content platform can be captured with these simple tips and tactics. So, what are you waiting for? Trigger your Twitter campaign now!

5 Tools To Transform Your Facebook Page

5 Tools to Transform Your Facebook Page

Written by Jean Fourie on April 29, 2018

Facebook Pages have been around for years and just about every business has set one up in the hopes of it revolutionising their business. 9 times out of 10, it doesn’t. This isn’t down to the platform, used correctly Facebook is an incredible marketing tool with 1.2 Billion monthly users the potential is limitless.

Businesses, particularly local businesses need to change their view of the platform, no longer is it just a tool to keep your customers up to date and measure success by the number of likes you get. With the release of Facebook ads businesses have the capacity to advertise to those 1.2 Billion monthly users with extremely detailed (often disturbingly detailed) audience parameters.

For example, if you’re a local restaurant did you know you can target people within a 5 mile radius who have a birthday within the next 30 days and display advertisements solely to that demographic? Or, let’s say you’re an accounting firm looking for new clients, you can target those who are self employed within a 5 mile radius who are between the ages of 18-65 who are interested in entrepreneurship and like the QuickBooks Facebook page.

Also, through Facebook’s Audience Network program your ad can appear in other blogs, Tinder, websites and wherever/whoever else Facebook has partnered with. This gives you incredible reach across the web, not just Facebook.

So, to get you started we’ve put together 5 tactics to kick your social media marketing up a level or 5. Read up, any questions you have please leave them in the comments below or get in touch.

#1 – Know Your Audience

If you know your audience the rest is practice. It is paramount that you know your audience demographic no matter your niche, as without fully understanding what it is they want, what they value and how they prefer to consume information then no matter how good your digital marketing efforts are, they’ll be useless if they aren’t targeting the right people. A lot of businesses, particularly smaller local businesses haven’t really considered who their audience is, to work it out, DigitalMarketer have a fantastic customer avatar worksheet available here. Think about it and fill out the document. It may take you a few times, but I guarantee you’ll be 10x better off for doing it.

#2 – Schedule Ahead

Everyone has the same 24 hours in a day, it’s how you use them that are different. Be different! Schedule your posts a day, week, month (if you can) in advance! This way, you’ll be able to rest easy knowing that your social media is basically running itself thanks to your prep work. Not only that, but it gets you to properly consider the content you’re putting out and whether it is valuable to your audience, ask yourself, “would I comment/watch/engage with this?” If yes, great, if not, rework it.

As mentioned in a previous article, Buffer and Quuu can take a lot of the headache out of this even with their free accounts, you’re missing out on a lot of free value for your customers if you don’t utilise these tools.

#3 – You Have To Pay to Play

You know how Facebook has dramatically reduced your reach in the past few years? Well, now it can be as low as 2% if you have a fanbase of 500,000. Although for most people viewing this article, you likely lie somewhere between 0-10,000, in which case your reach is a maximum of 15%. So let’s say you’re at the halfway mark, around 5,000, your organic reach will be a maximum of 750. This is terrible for local businesses who typically have amassed a following in that range through local customer loyalty, as they more often than not do not understand the Facebook system. Also it’s only getting worse, with Facebook stating that businesses should expect it to eventually plummet to 0%. This isn’t just us, the lovely people over at Hubspot did an article on this earlier this year.

Now, it isn’t all doom and gloom. With people liking more and more pages, the space available on their feed is at a premium. To combat this, Facebook gives you access to the same marketing tools as the big boys, the only difference is how much they can spend. Now, don’t think because you haven’t got a multi billion dollar company that there’s no point. Local businesses can (and do) have tremendous success with Facebook Advertising with a little bit of knowledge.

If you want to keep your brand in front of your audience whilst building brand awareness, you simply have to pay. It doesn’t have to be much, $10/£10 a day can take you far in attracting new fans and customers to your page. 

#4 – Don’t Boost Posts

I know, I know. I literally just told you you have to pay to play to grow. But that doesn’t just mean half heartedly boosting all your posts then proclaiming “It doesn’t work!”. Using this method, Facebook essentially creates a Facebook Ad for you, but with pre determined ad type, audience (although somewhat customisable) and location. This will almost always deliver disappointing results. Why? Because Facebook doesn’t know your target audience as well as you do (hopefully!). Therefore, it is very beneficial to take the time to learn how to use Facebook Ad Manager. This was discussed in a previous post:

5 Tools To Transform Your Facebook Page

Facebook offer free Facebook Ad Manager training via Facebook Blueprint which I highly recommend going through, as it will teach you everything you need to know about Facebook Ads and how to run them effectively. We get everyone we coach or hire to go through this course so they have a fundamental understanding of the Facebook Ad system.

#5 – Give Before You Take

A lot of businesses claim that Facebook Advertising does not work, this is usually because they had a poorly worded ad, with less than spectacular imagery and gave the cold traffic (i.e. strangers) no reason to interact with the boosted post. It is essential that when promoting your page you give value first. Doesn’t matter if you’re service or product based, you are selling them a solution to a problem they have, remember that! This is when your overarching Digital Marketing strategy comes into play, you have to be always delivering value for people to want to buy from you and to keep them a customer. You’re probably asking yourself “but what is value?”, this is obviously niche dependant, however a great low cost high value ad would be an interesting video for that niche. Keep in mind that Facebook now enables sound in news feed videos by default and you have a maximum of 3 seconds to attract their attention in order for them to watch the entire video so keep that in mind. Have a look below for a few samples of what giving value could mean to your niche:

  • Artist – free sample of work, interview, unreleased work
  • Service – How To (do something from your niche)
  • Bricks & Mortar – What to look out for when (moving, refitting, installing) your (room, house, kitchen)
  • B2B – What (select niche) needs to know about (your niche)
  • Restaurant – chefs recipes (with attention to imagery)
  • General B2C – What to look out for/ when hiring/How to spot a bad professional (your niche)
  • Looking for Investors – Why (your company) is the future of (your niche)/How (your company) solved (problem target audience is having)

As you can see, the way you can provide value is practically limitless. All it takes is a bit of imagination, elbow grease and determination to find out what works for your audience.

To Conclude

All of the tactics listed above are imperative to successfully growing your social media page. As stated before, the reason most people think social media marketing doesn’t work is because they’ve attempted it half heartedly with no action plan in place, the old adage “fail to prepare, prepare to fail” couldn’t be more true with social media marketing. It’s not something you can just run fly by the seat of your pants.

As you can see, handling a social media marketing strategy, let alone a full Digital Marketing strategy is quite a bit of work. If you’re the type that likes to sink your teeth in and do it yourself we highly recommend reading our other article detailing how to learn social media marketing and what to watch out for.

If you simply have too much going on (as a business owner I can sympathise) then you may be looking for someone to plan, manage and execute it for you. RockSolid Revenue are proud of what we’ve achieved with our clients and the results speak for themselves. If you’re interested in a free consultation please get in touch.

Four Steps to Measure Social Media

Four Steps to Measure Social Media

Written by Jean Fourie on March 29, 2018

If you’re using social media, you should be measuring it. Analyzing the raw data helps you determine which tactics are working and which are not. Here are my four steps to better measure your social media accounts:

  1. Determine your goals
  2. Create metrics to measure these goals
  3. Measure
  4. Report and adjust as needed

Determine Goals

Before you jump into measuring every single social media account, post or picture, first think about what goals you would like to achieve with your social media accounts. What are you trying to gain? And which platforms are most relevant to these goals? Generate a list of what you’re trying to achieve.

It can be items like sharing information, to answering customer questions or engaging within an online community. What are you trying to accomplish? What do you want your audience to do with your content on these channels.

Are you trying to get them to read, share, reply, click, purchase, or engage? List out all your business goals for social media.

Create Metrics to Measure these Goals

Now it’s time to match your goals to actual metrics and behaviours you can measure. Here are a few suggestions of behaviours to measure, based on a few common social media goals…

  • If you want to measure awareness, then use metrics like volume, reach and exposure. How far is your message spreading?
  • If you want to measure engagement, then look for metrics around retweets, comments, replies, and participants. How many people are participating, how often are they participating, and in what forms are they participating?
  • If your goal is to drive traffic to your website, then track URL shares, clicks and conversions. Are people moving through social media to your external site and what do they do once they’re on your site?


After you’ve listed the metrics you want to focus on, now you need to find tools that actually capture these metrics, and then start measuring. In some cases, social media channels themselves provide some form of analytics, in some cases you will need to use third party tools.

Many social analytics tools work in real-time, so if you can plan ahead and set up tracking before your campaign begins, it will be much easier to access the data you need later. The measurement part of this may take some time, so let the tools do their work.

Report and Adjust When Needed

Now it is time to report your results. There are two important questions when reporting that you need to understand:

  • How do your numbers compare to what you expected?
  • How do they compare to your competitors’ or related products and campaigns? What is the industry standard?
  • This is a also a good time to consider your schedule for regular reporting. No matter if its weekly, monthly or quarterly reporting, make sure you’re checking in regularly on your metrics. The final step is to carefully review your measurement program. How are these metrics doing? Are you missing anything? Figure out what you can improve, make changes, and then measure some more.

    If you’re participating in social media, you really need to understand how you’re doing. Is your content having the impact you want? Are you meeting your company’s goals with social media? This is why monitoring and measuring your social media activities is so important.

Social Media Measurement Types

Social Media Measurement Types

Written by Jean Fourie on Feb 27, 2018

Do you want to measure the impact of your social media marketing efforts? Wondering which social media metrics you should focus on?

If you’re using social media, you should be measuring it. Analyzing the raw data helps you determine which tactics are working and which are not.

There are two ways to measure the effectiveness of your social media accounts, which are as follows:

  1. Ongoing Analytics which tracks activity over time
  2. Campaign-Focused Metrics where you measure a campaign or event with a clear beginning and end

Ongoing analytics are necessary for keeping up with the overall effectiveness of your brand and company. Once this has been set up, you can just let it run and check in on a monthly basis.

Campaign-focused metrics help you understand the impact of a specific campaign or event which includes targeted marketing initiatives that vary from campaign to campaign, depending on your goals.

Are you confused about Social Media Marketing?

Are you confused about Social Media Marketing?

Written by Jean Fourie on Jan 21, 2018

Marketing as a whole is divided into two strategies; namely, traditional marketing and digital marketing. Social media marketing (which is part of the digital marketing) is an integral part of your marketing strategy that is inexpensive, easy to track and can be automated to an extent.

Below are some tips to improve your social media marketing in your business:

# 1 Post Consistently

Each social media platform works at a different pace, therefore, you should plan your content release according to each platform’s pace. We find it easiest to make a plan and posting schedule that highlights how often to publish and what type of content to publish.

  • Twitter’s post schedule is outlined as 2-4 posts per day.
  • Facebook’s post scheduled is outlined as at least daily posts.
  • Instagram’s post schedule is outlined as 3-5 posts per week.

# 2 Customize Content

Each channel is known for certain types of content and audience characteristics, so play to these strengths. Post more video content to Facebook and Instagram, and most more written content to Twitter.

# 3 Be Relevant

You want to publish content consistently, but it also has to be valuable to your audience. Therefore, you need content that is relevant or helpful to your audience.

# 4 Post More Images and Videos

Image or video-based content does better than static written text. These formats of content are engaging and draws the audience in. Infographics are a good way if images or videos are not within your wheelhouse.

Speaking of Infographics, be sure to grab a copy of our summarized Infographic of this post for your future reference. The image can be found below this post.

# 5 Measure and Analyze Posts

Measuring your efforts and analyzing your results is key to mastering social media marketing. You need to track their social media ROI, knowing what content works and what doesn’t get traction. You should track your metrics on a weekly, monthly, quarterly basis to know when and if you need to make changes to your Social Media Strategy.

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