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The Eye/Comm Blog

Top 3 Social Media Marketing Mistakes in 2016

Posted by Summer Gould on Tue, Dec 27, 2016 @ 08:00 AM

San Diego Social Media Marketing

Many times social media marketing gets away from us and ends up being a really big mistake. The worst part is that most of the times the mistakes go viral and a large number of people hear and see them. Before you end up in hot water let’s look at the top 3 mistakes you want to stay away from.


  1. Bad Research – Before you post or tweet, make sure that you have done your homework. There is a lot of bad information out there, so you want to make sure what you are sharing is correct. Yes, even photos can get you in trouble is you don’t check them for more than just inappropriateness. A lot of times what sounds great within the organization gets interpreted vastly differently by people outside of it. Try running your ideas past people who do not work there to prevent an unintended faux pau.
  2. Bad Humor – Funny can be great or it can go horribly horribly wrong! You must consider from all points of view how your funny idea will be viewed. Humor can be offensive when not done properly. Consider putting together a review panel that includes a variety of people from different races and religions to give you feedback before you post.
  3. Wrong Account – Be careful who you assign to post to your account. You should never allow your team to include a personal account with your corporate account in your management software. Too many times posts are made to a company account that was intended to go on someone’s personal account. These can be really bad posts. Make it a policy that no personal accounts can be added to your listening and posting software.

If you can prevent bad social media marketing posts from happening you will save yourself and your team a lot of effort on the back end to fix it and apologize. However, if something slips through, you must apologize right away. Own up to the problem and immediately take action so that something like that cannot happen again.

How to Build Relationships  With Social Media Marketing

Social media marketing can be a fun way to communicate with your prospects and customers as long as you take precautions and plan to be transparent with any issues. Well thought out and planned posts are the best way to keep your company out of hot water.

Questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media

Social Media for Sales

Posted by Summer Gould on Mon, Nov 14, 2016 @ 07:55 AM

San Diego Social Media marketing

Social media can be used for more than just marketing; it can be used for sales. There is a difference in what you post as well as what you are listening for when the focus is sales. You can have two types of social media posts so that you are able to accomplish both marketing and sales each day at different times. Let’s take a look at social selling.

What are the core social selling concepts:

  • More prospects – You have a larger pool of prospects on social media than you do customers, so consider how you want to see to those prospects.
  • Generate interest – What creative ways can you come up with to gain interest in your social media posts?
  • Loyalty – Create social media loyalty programs for customers.
  • Positioning – Be a thought leader and a problem solver for all, even if they are not currently a customer.
  • Listen – Here you are listening for very different things. You are not just listening for mentions but also for buying signals such as people asking for recommendations or where they can find the services or products you offer. Be there to answer them.

Go to them don’t make them come to you. This is about being proactive for sales. So let’s now look at what type of content can help you with social selling.

What content to post:

  • Blogs – These should be educational and helpful. Solve problems your prospects are having.
  • Whitepapers – Just like the blogs these should be educational and solve problems.
  • Events – Promote events that prospects are interested in, make them fun and educational.
  • Pictures – Use both professional images and quick mobile phone images to provide an in depth look at your company and humanize you.
  • Interesting customer stories – Highlight customers who have interesting things happening. It gives them publicity and you a chance to provide content others want to read.
  • Videos – Create both fun and professional videos. Educational content is great, but fun videos also generate attention.
  • Testimonials – Tell the world what your customers think you are doing well! Hearing directly from your customers is powerful.

Are you ready to start social selling? Keep in mind that social media is an ongoing channel. You need to keep up with it every day. It also takes time to build, do not look for instant gratification here. Relationships are not built in a day and social media is all about building relationships with people. Now go get started!

How to Build Relationships  With Social Media Marketing

Need some help or have questions? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

Social Media for All Generations

Posted by Summer Gould on Tue, Sep 06, 2016 @ 07:57 AM

San Diego Social Media

Many times marketers look at social media marketing as a way to reach and engage with millennials, but these days you are able to reach so many more generations. Think beyond Millennials to Gen Z, Gen X, and Baby Boomers too. Realistically reaching out beyond Baby Boomers does not work with social media. There are distinct ways to reach each generation on social media; it is definitely not one size fits all. Let’s take a look at the generations and their preferences.


  • Baby Boomers: Born 1946 to 1964: Some of this group are retired while others are still out in the work force. Here are some key points about them: they are self-righteous, self-centered, buy now on credit, women were the first to work consistently outside the home, known as the divorce generation, optimistic, driven, one of the largest generations in history, like hierarchy and tradition etc. They prefer Google+ and YouTube. They love to share video and images the most. This group is the largest consumer of online content right now. For the most part they spend the majority of their time consuming content in late morning and early evening so this is the best time to reach them. They use desktops and laptops far more often than mobile devices.
  • Generation X: Born 1965 to 1980: This group is all out in the work force. Some key points about them are: they were the first latch-key-kids, individualistic, government and big business mean little, feel misunderstood, cynical, want to learn, want to make a contribution, late to marry and quick to divorce, into labels and brand names, deeply in credit card debt, cautious etc. They prefer Facebook, YouTube and Twitter for content sharing as well as consuming. They still use desktop and laptops more often than mobile, but they are increasing mobile use. The two peak times for this generation are late morning and late evening, so reach out to them during these times.
  • Millennials: Born 1981 to 2000: This group is spread between working force and students. Many still live at home with their parents. Key points for this group are: they are a very large group, optimistic, focused, omnipresent parents, respect authority, they live with the reality that they could be shot at school, like to work in teams, want everything fast and immediately, they feel special and expect to be treated that way, assertive, prefer a relaxed work environment etc. Mobile is the way for this group. They are consuming content in the late morning and late evening. They prefer Facebook, YouTube and Twitter for content sharing and consuming.
  • Generation Z: Born 2001 and up: This group is the children and teens currently growing up. The stats for this group are not in yet, but they are considered to be the most tech savvy and mobile friendly out of all the generations. These are the early adopters of new social platforms so if you need to reach teens in this group stay up to date with the most current social channels.

Making sure that your social media marketing is targeting the right areas for each generation is important. When you target well and at the right time you get a better response. More than anything social media is a way to engage with your customer and prospects where you can hear directly from them if they like or dislike something.

Learn 5 Tips for better Social Media Marketing!

Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

How to Power Up Your Social Media Marketing

Posted by Summer Gould on Mon, Apr 04, 2016 @ 10:25 AM

San Diego Social Media Marketing

In 2016 you had better have a social media presence for your company; no matter whether your customers are B2B or B2C they are people who use social media. A common problem is trying to generate more social media exposure as well as followers. The first thing you need to know is not to buy them. Social media needs to be organic and authentic.

Here are a few ideas to power up your social media:

  1. Direct Mail: Purchase a list of your targeted customers. Create a direct mail piece and on it provide a special offer to people who follow and engage with you on social media. You need a really good offer to incentivize them so think of what can work for them.
  2. A Blog: Having a blog that is full of helpful information is a great way to showcase who you are and how you can help people. You will want to offer social channel buttons that they can use to share your content as well as follow buttons so that they can find your social media posts.
  3. Contests: These are a great way to introduce your company to people and make it fun. You really need to plan out the contest and make sure that it is relevant to your business. Think of some ideas, you can also look to see what other people are doing or have done.
  4. Ads: You can try creating ads on social media to get people to like/follow you. Just be sure to have an incentive such as deals for followers only.

Social media is work. Followers do not appear overnight. You need to create a long term social media plan and stick to it. The more you engage with people the more they will engage back. Just remember that people like to talk with other people, you need to speak to them as a person not a business. You also need to keep in mind that this is not a channel to sell sell sell. This is a channel to talk with people, listen to people and encourage sharing of your good informative content.

How To Do Social  Media Marketing

If you have any questions, call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

3 Reasons You Should Be Using Social Media Marketing

Posted by Summer Gould on Mon, Feb 22, 2016 @ 08:20 AM

San Diego Social Media Marketing

Let’s be honest right up front today it is not good enough to have just a website for your business. If your company still doesn’t have any social media accounts or if you have them but they are not being updated regularly it time to get going.

Here are 3 reasons to use social media marketing right now:

  1. You have more access to information about your customers and prospects through Facebook and Twitter. You can learn so much about them and as a result you can make adjustments to your marketing. You can ask questions and get instant feedback about your product or service. They can be your free focus group. Another great thing is that you can learn of problems quickly and be able to respond right away. People appreciate companies that respond to their problems. Make sure to address as much as you can in the open so that others can see how you resolve problems as they judge how trustworthy you are.
  2. Keep in mind that people are receptive to social media messages. Information on social networks is not seen as marketing messaging, so they are more likely to read what you are saying and like or share it. Even if you are not using social media right now, your competition is, so start looking at what they are doing. What could you do better? Put your plan together and start doing it today!
  3. If the above two reasons are not good enough, the last one is you will get more sales! When you stay in front of customers and prospects while interacting with them on social media they are more likely to buy from you. Feel free to send a coupon out via social media, you may be surprised at your response. The best part is you can find new customers not only through friends of your followers but also by keeping an eye on specific keywords that are related to your business. Reach out to people with your solutions to their problems!

Your marketing strategy needs to include social media for more than just the 3 reasons above. As we quickly move through 2016, you need to get started now. Time is wasting and potential customers are slipping away to your competitors. Social media does not have to be a huge task. Write a simple plan, include a calendar of what you will post and when, keep in mind that you can share information that has been written by others. If it in relevant to your customers and prospects share it. Most important in your plan is to have a way to listen to your feedback. There are several monitoring software’s out there to help you. Stop procrastinating and just do it!

How To Do Social  Media Marketing

If you have questions or need help call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

Create Your 2016 Social Media Marketing Plan

Posted by Summer Gould on Tue, Jan 12, 2016 @ 01:25 PM

San Diego Social Media Marketing

In order to reap the benefits of good social media marketing you need to have a plan. So let’s start 2016 with that plan. This does not need to be overly complicated nor should it take you several days to create. Make sure to carve out a couple of hours to dedicate to the process and really think it through.

Your Plan:

  • Set your objectives: Think about what you are trying to accomplish, do you want to increase recognition of your company, or increase engagement with customers and prospects? Or something else entirely or even a combination of things can be helpful.
  • Set your metrics: Once you know what you want to accomplish, then you can plan how to monitor it to see if what you are doing is working. There are many ways to do this from number of followers and shares to hits on specific pages. Make sure to clearly identify how you will track the metrics and who will do it.
  • Select your channels: Take the time to look and see what channels your competitors are using. Do you think they are the right channels? Remember you can set your plan as a roll out so that you are not using all the channels all at once. Concentrate on the ones you feel will be the best to reach your audience first. Then you can add channels as you go along.
  • Set your schedule: Once you have done the three steps above you are ready to plan out a schedule. This is easiest when set on a calendar format. Then you can see what is posting when and where it is posting. This also makes it easier to share with multiple people.
  • Assign duties: You need to select the people who will be carrying out the plan. Assigning who will is responsible for what and how they will be held accountable will help to get your plan on track and keep it there. Remember to assign someone not only to make posts but also to listen and give responses.
  • Review: After your first planned month take time to review not just your metrics, but how your overall plan is going. Do you need to make some changes? Many times after the first month your objectives may have changed. Take this time to make those modifications as well as check to see if the metrics are working or need to be changed.

Social media marketing is a great way to reach a large number of people. However, you need to continually monitor and update it. This really requires you to have a plan. Of course it will be a fluid plan that changes, but the plan you set in place to start with should be well thought out and specific. The better your plan, the better results you are going to get.

How To Do Social  Media Marketing

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

Social Media Marketing is for Everyone

Posted by Summer Gould on Mon, Oct 26, 2015 @ 09:05 AM

San Diego Social Media

In 2015 and beyond social media marketing is not just for large corporations. Small companies can benefit too. Sure, large corporations have more resources and can dedicate more time to SMM, but even small companies can create and maintain great SMM campaigns. There is a difference in how you create and manage your SMM when you are not a large company, so let’s take a look at what you can be doing. There are no more excuses, get started today.

  1. Raise Awareness: In social media you are able to reach more people quickly. This means that when you have information, tips, or questions you can reach out to the social media community to help them or ask for their help.

  2. Create an Expert Status: When you provide good quality information to people on social media you build up your company as an expert. When people have questions about how to do things correctly, they will contact you for help. When you are the knowledge expert you build a greater following.

  3. Grow your Business: As your social media followers grow and the content you are providing spreads to more and more people you have a greater impact on them. This does lead to jobs. People like to work with people they see as not just experts but real authentic people. Social media can help you to show others who you really are and why they want to do business with you.

To get started with social media marketing or to restart if you have let it lapse, you first need to make a plan. To do that, take the following steps:

  1. Pick your channels: Which ones do you think your customers are using? Which ones are you comfortable with?

  2. Pick your content: What are you going to say? What helpful information can you provide? Have fun too, don’t keep asking for business or treat SMM like push marketing.

  3. Pick your timing: How often will you post? Which channels will you post more often?

  4. Who: Who will be posting your information? Make sure you have a plan for a backup as well.

  5. What: Plan out what you will say when people ask questions or when they make comments. All comments and questions should be responded too, especially the negative ones. Plan out how you want to do that.

Look and see how your competitors are using SMM. What can you emulate and what can you fix? SMM does not need to be a full time job. You can do this with software help by spending about 20 minutes a day on it. You don’t even have to purchase the software, you can use free software out there to help you.

Learn 5 Tips for better Social Media Marketing!

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

4 Rules of Social Media Marketing

Posted by Summer Gould on Tue, Sep 08, 2015 @ 03:29 PM


Are you really ready for the social customer? Now more than ever, it is extremely important to realize that your customers have power over your brand. There are so many channels for them to post comments and reviews about your company. The good, bad and ugly are all important to you. Are you listening to what they are saying about your company? Not only is it important to listen to what they are saying, but you must respond in an open and honest way. It is preferable to allow others to see your responses, however in some cases you need to take it off line to resolve.

The general rules to follow are:

  1. Listen: What has been posted about your company? Who is saying it? What are they really saying?
  2. Engage: Let people know you care. Resolve issues, ask questions, say thank you.
  3. Respond: As quickly as you can. These days everyone expects an instant response.
  4. Record: Keep information provided for future use.

The benefit of social media is it allows companies a greater insight into customers. Your customers themselves will tell you what they like and don't like. You must keep track of this valuable information to use in your marketing later. You must also make sure to respond to both the good and the bad comments or else the bad will turn into the ugly. A speedy resolution not only helps the person upset, but shows others how you care about customers. Customers demand instant information and quick responses. The good old-fashioned “I'm sorry” goes a long way.

How To Create A  Multi-Channel Campaign

Happy customers share and tell others which gets you more customers for your company. You want the good information about you passed on. You have to be responsible for what is out there as well as responsive to it. Have open conversations on the social platforms with your customers as well as your prospects. Engage not just about your company, but with information they will find interesting. Remember to say thank you and be appreciative when people say good or bad comments.

If you have any questions call us in San Diego at 619-448-6111 or email us info@eyecomm.org. We are always glad to help!

Topics: Social Media, Social Media Marketing

Social Media Marketing: We The People

Posted by Summer Gould on Mon, Jul 13, 2015 @ 03:36 PM

San Diego Social Media Marketing

Social Media Marketing can be an elusive target for marketers. Sometimes we get so wrapped up in the campaign planning, that we lose focus on what is important in social media. In order to get real results, we need to make sure our area of focus is correct. Many times we see social media posts that are inaccurate or just a hodgepodge of posts that have no real plan behind them. This is not a good use of social media marketing.

Social media can be great for your business if you plan and focus correctly. Let’s look at what social media can mean for your business:

  • Conversation: You can have a conversation directly with your customers and prospects. This opens up the opportunity to get real time feedback on your products or services.

  • Focus Groups: You can create mini focus groups to generate new ideas, evaluate changes you plan to implement or test out new products and services.

  • Monitoring: You are able to see what is being said about your products and services as well as your brand as a whole.

They key to social media is people. People have the power to lift or squish your social media marketing. Knowing that and planning out your strategy to engage the people with help you to stay relevant and interesting. What is in it for them? How are you helping them? Are you providing knowledge, coupons or some other benefit? If so, great! If not, you need to rethink your strategy. The center of your strategy is the people who are following and engaging with you. Feel free to ask them questions, make them feel more connected to you. You will need to either act on or acknowledge the feedback they provide you or else you are just wasting their time.

How To Do Social  Media Marketing

Social media marketing can help you build your brand as well as provide you with the feedback you need on your products and services. If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing

The Psychology of Social Media Marketing

Posted by Summer Gould on Mon, Jun 01, 2015 @ 10:50 AM

San Diego Social Media

You may think that social media is pretty straight forward, however really good social media marketing uses psychology. Before campaign creation can start you need to take the time to dig deeper into your followers. Psychology is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. So, if we want to create social media that people can’t help but respond to, we need to get into their minds.

Let’s break down how best to profile your followers.

  1. Identify their pain/pleasure points – this is the driver of human behavior

  2. Find a Novelty – something new or unknown to them

  3. Find the Why – show them how great it can be

  4. Make it easy – easy to read, easy to understand and easy to respond

  5. Find what makes them curious – when you spark curiosity they make more of an effort

Once you have all of the information above, you can start to create your campaign that appeals directly to your followers. In many cases we are targeting different segments at the same time across multiple channels. Make sure that you focus on your campaign goals/objectives and which followers you are targeting to get there. Let’s look at both design and copy while focusing on psychology.

Design can be broken down into 5 areas of focus.

  1. Instinctive – create the reaction no one can resist

  2. Opportunity/Threat – create the feel of opportunity with the offer and the threat of what happens if you don’t do it

  3. Number of options – keep it simple, too much and it will be thrown away

  4. Patterns – eye pleasing and creating contentment

  5. Selective disregard – this is an automatic process, make sure your design is not disregarded

Here are a few psychological tricks for your copy:

  • Position – people remember what they saw first or last, not the middle

  • Unusual – is easier to remember

  • Rhyme – people trust and remember them

  • Repetitive – the more often the message is seen the more true it becomes

All the psychology in the world will not help your social media if you do not have clearly defines goals and objectives. In order to send out the right information to the right followers, you need to know who they are and what you want from them. If you can pull the right triggers on the right people with your social media design and copy you are sure to get an increase in response. Careful thought, purposeful design and well worded copy are the foundation of great social media marketing. If at all possible consult with a current customer or prospect on your design and copy. Their feedback can be invaluable to keep you from making costly mistakes or providing a new idea you had not thought of.

How To Do Social  Media Marketing

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Social Media, Social Media Marketing