The 2010 FIFA World Cup is more than just a soccer event. It is both an opportunity and challenge for Africa, particularly its media, to use the occasion of this world event to counter the wrong perceptions of Africa by projecting the positive image and values of the continent globally.Only a fraction of the followers of the beautiful game will be physically present at soccer matches in South Africa. The large majority will depend on the media to bring them live action on the playing field.This was said by Mr Ben Egbuna when addressing the second 2010 National Communication Partnership Conference taking place today at the Sandton Convention Centre in Johannesburg.Egbuna is director-general of the Federal Radio Corporation of Nigeria and president of the African Union of Broadcasters.Download Ben Egbuna’s full presentation…[PDF: 384KB]He stressed that one of the challenges in hosting the 2010 FIFA World Cup is that much more effort is needed to meet and even surpass the standards of previous hosts. Many critics expect a flawed and mediocre organisation of the tournament.To ensure this is not so, Africa must be shown to deliver service, display attitudes that will earn Africa a good reputation, ensure present benefits and guarantee future profit with friendly, hospitable and industrious people.“Africa is the host of the 2010 FIFA World Cup and South Africa is the stage”, Egbuna said at the Conference, which was organised by the 2010 National Communication Partnership. The Partnership includes communicators from government, business and civil society working together to take advantage of the 2010 FIFA World Cup for the country and the continent.The year’s Conference, themed “Africa’s time has come”, brings together marketers, communicators and other interested stakeholders from across Africa to discuss how to create a new and lasting impression of Africa that will encourage foreign investment and a global mind-change about the continent.Welcoming delegates to the Conference, the chairperson of the Communication Partnership, Mr Nkenke Kekana, said that communicators must take advantage of the opportunities created by the 2010 FIFA World Cup to project Africa positively.Yet communication is about much more than football, it “is part of a new moment in Africa’s history – a moment of growth, development, and the rebirth of the continent”.He stressed that hosting the 2010 FIFA World Cup is a communication opportunity of a lifetime for South Africa and the African continent.This means going beyond showcasing soccer. It must express and promote unity, create a positive communication climate to promote development and opportunities, inspire the youth, market the country and continent within a common framework and messages, plus fostering African solidarity.Kekana also noted that the Conference was one of many processes in building partnerships across Africa.Download Nkenke Kekana’s welcoming address…[PDF: 53KB] and presentation…[PDF: 461 KB]What kept her awake at night, said Ms Yvonne Johnston, CEO of the International Marketing Council of South Africa (IMC), was that she felt so “sorry for the next World Cup hosts – they will find it very hard to beat the standard that we are going to set”.She spelt out what the event would do for Africa: grow investment, tourism, thus the economy and employment and give Africa global airtime in people’s headspace over a concentrated period of time which will help in changing perceptions.The 2010 event can be made an African World Cup by working towards changing perceptions of the continent, by African communicators using the world spotlight on the continent to profile the “majesty, spirit, energy, and successes of Africa” and communicate about legacy projects.Download Yvonne Johnston’s presentation…[PDF: 2 MB]Speaking at the Conference, Dr Danny Jordaan, CEO of the 2010 FIFA World Cup Organising Committee, said the 2010 FIFA World Cup will take forward a new element that came out of the previous World Cups – a festival for the fans. For those who could not attend the actual games, huge TV screens were put up in public spaces and in Germany 21 million people in twelve cities watched the 64 games.But, Jordaan stressed, the World Cup is about more than the game. It is also about supporting African Legacy programmes, such as promoting African Renaissance projects, developing the game of football and also its people – players and fans.He showed the progress made with the various stadia, stressing they are on track; and affirmed that South Africa would host the most successful World Cup.Download Danny Jordaan’s presentation…[PDF: 3.5 MB]Download all presentations…[ZIP: 5.8 MB]ENDSIssued by: Meropa CommunicationsOn behalf of: International Marketing Council of South Africa (IMC)For more information, please contact:Claire Taylor: 011 772 1000/ 072 341 firstname.lastname@example.orgPamela Dlamini: 011 772 1000// 082 686 email@example.comLauretta Theys: 083 444 4755
Topics: One of the many great benefits of blogging is the traffic from search engines that you get to each and every article for keywords related to that specific article (if you blog is set up correctly). The traffic for each keyword or for each article is usually small – though once in a while you usually hit it big. But when you add up the traffic for dozens, or over time, hundreds of blog articles, it can really add up.One example of this is an article I wrote 6 months ago in June 2007 about “Free Google Advertising”. Even as recently as a couple weeks ago, we were still getting some traffic to this article because it ranked on the first page of Google for terms like “free advertising on Google”, and a lot of people search for terms like that.But, recently I noticed the traffic for these keywords had died off. (Oh no!) I checked our rank for the keywords and sure enough, or rank had declined so we were no longer on the first page. As we all should know by now: No first page = No traffic. I could have just accepted it and moved on and written some new articles. But I didn’t. With a few quick changes to the article, I was able to climb back up in the rankings and start to get some of the traffic back in just a couple days.Here is a HubSpot graph showing our rank for one of the relevant keywords. Notice how we were on the first page for a long time, then fell off, and then moved back up.How to Revive an Old Blog Article for SEOHere are the steps I took to climb back up in the rankings for this blog article and get my traffic back. Originally published Jan 14, 2008 12:44:00 PM, updated October 18 2015 Research the keywords that were driving traffic before. Knowing what the most important word or phrases were that had been driving traffic to your article before is important, since you know you have a very good shot at ranking for those terms again.Analyze the key on-page SEO characteristics of the article. The most important field is the title of the article (which should also be the page title and the page URL if your blog is configured properly). You should also look at any headings within the article and the text of the article itself. For instance, I noticed that I had not used the word “advertising” or “advertisement” very much (only a couple times).Rewrite the article title. My old title “Free Advertising on Google: A How To Guide” was good at getting people interested in reading the article. It was not as good for search engines. I made it shorter and more focused on my keywords. The title is now “Free Advertising on Google”. Because my blog is set up correctly, this text also automatically appears in the page title and the URL, so they are more focused as well. Cool.Rewrite or add headings. Search engines look at text in headings as more important than other text on the page. So, if you don’t have any headings, add them. If you do have them, make sure they focus on your keywords. I re-wrote one of my headings to be “How to Get Free Advertising on Google” and added two others with keywords.Edit the article text. Tweak the article content a bit to try and incorporate the keywords for which you had been ranking into the article content a bit more. I don’t believe in measuring keyword density like some people – I think the text needs to be well written not mechanical, but you can probably add the right keywords into the article 3-5 more times without much trouble.Write a new blog article that links to the old one. A new blog article that has a well placed link to the old one using anchor text that includes your keywords can help a little bit, since it is an additional link and references the relevant keywords in the link text. For example, at the top of this article, I linked to the old article.Track your rank for the next couple days / weeks. Depending on the authority of your website with Google and how often they index your website, you can see changes in a couple days (like me) or it might take longer.One of the more advanced things I did not do, but could have done, is to analyze all of the links into the blog article and see if I could optimize the anchor text of any of those links to be more focused on the right keywords. Maybe if I get bored this weekend I’ll do that too. Blog Optimization Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
– Lack of awareness (or in some cases flat-out denial of something’s importance) is very real but not one that most people like to admit to. Being unaware of something simply means you are uninformed. This is an easy one. The resources here at HubSpot alone are enough to help one understand more about Internet marketing than they might imagine. There are other great resources like blogs ( Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and the owner of FT Internet Marketing Search Engine Land It usually is not prudent to jump into everything right away. In fact, many SMB’s are scared off by the fact that there is so much to do that they choose to do nothing while using time, money and resources as their deflectors. Working with small- and medium-sized business owners and marketers there are a few recurring themes that are not going away, despite mounting evidence that they should. time 3. Strategy Marketing Pilgrim HubSpot Free Trial In conclusion, while this is a very general overview of the things that can help the SMB understand and eventually embrace Internet marketing, there is more. If you had the chance to ask any question that could help you “get over the hump” what would it be? , 1. Education Optimize your website to get found by more prospects and convert more of them into leads and paying customers with HubSpot’s inbound marketing system. – A word of caution here. It makes sense that you should seriously consider having a professional make a full assessment of your current Internet presence and the opportunities that exist moving forward. A great first step is HubSpot’s , . While this is a great overview there is much more to consider with regard to the details and nuances that are important parts of the Internet marketing. You can easily move into an executable strategy based on an assessment that includes a detailed analysis of the competitive environment you will encounter and the possible Internet marketing options that exist for your business. Some common excuses for SMB’s not paying greater attention to their online presence include 2. Assessment Small Business SEM ) that can provide the insight needed to gain a comfort level with Internet marketing as well. Topics: , money and resources. These are standard ‘excuses’ that keep them from having to make a decision that may require significant change to their business but that could ensure success moving forward. These excuses are actually a form of business sabotage that can seriously effect the future of their organization. Start your trial now! First, the number of small and medium businesses that even pay attention to their online presence in a genuine fashion is surprisingly low. Many small-business types claim that they have always done business a certain way (referrals, personal networking, Yellow Page advertising, etc) and that the Internet is not as critical to them. Be bold and don’t worry how you appear. Your bottom line is about results and if you need to step out and admit you need help you may be pleasantly surprised with the outcome. Website Grader What is getting in your way of success with Internet marketing? www.frankthinking.com The real reasons for not paying the appropriate amount of attention to Internet marketing for the small and medium businesses are much more visceral or gut level. They are lack of awareness — and even fear.So how does an SMB overcome the two hurdles of fear and “not knowing what they don’t know?” Here’s the 30,000 foot flyover version. – Having a well thought-out and researched Internet marketing strategy goes a long way to alleviating the fear that exists from the unknowns of Internet marketing. Often it feels like the SMB should be doing EVERYTHING Internet-marketing-related including search engine optimization, paid search, social marketing, local search and more. A solid Internet marketing strategy will help you recognize where you should start and to what degree. You may eventually incorporate all of the Internet marketing options available (if they will produce a positive return on investment) but to start, it is best to crawl before you walk. Originally published May 7, 2009 8:30:00 AM, updated October 20 2016 . Inbound Marketing This post was written by Frank Reed, a blogger at
Download the free video held by search marketing Self-serve advertising for both companies will go through Microsoft’s AdCenter platform. So how does this impact the search marketing industry? Well, back in July when the press release version of the deal occurred . Conventional wisdom says that by the end of 2010 Yahoo’s search engine will be Bing. Since the end of 2010 is an Internet year away let’s just wait and see. Topics: Video: How to Get Off the Google AdWords PPC Crack Yahoo will provide the relationship sales force for both companies’ premium search advertisers. : Each company will maintain its own separate display advertising business. officially drying on this deal As recently as late October there were serious concerns that the complicated deal that was literally several years in the making was going to be delayed. Mountains of legal documents are a normal occurrence when big companies come together. This deal, however, was more complicated than most since these two giants in the online space are ‘coming together’ to form what is hoped to be a real competitor to the dominant position in The term of the agreement is 10 years. Now that the ink is just Learn how to break your Google AdWords addiction! Originally published Dec 7, 2009 3:04:00 PM, updated October 20 2016 Mashable broke down the impact as follows Microsoft’s Bing Search Engines , the question is: when will the search marketers of the world see the impact? Well, there is the small issue of the deal being vetted by the government. It may be fair to assume that Google may have an interest in ‘making waves’ as to whether this kind of union is something that is good for business in general. Most agree that it is but if you were Google wouldn’t you have something to say? will now be the search engine on all Yahoo sites. Google to learn how to use inbound marketing to generate leads and break your dependence on programs with recurring expenses. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Microsoft will compensate Yahoo through a revenue sharing agreement on traffic generated on Yahoo’s network.
, which highlights some findings regarding . So do these findings about the decline in peer-to-peer trust completely undermine the power of referrals? Public relations firm Edelman recently released its Download our Learn more about inbound marketing and how to combine blogging, SEO and social media for results. According to the Edelman Trust Barometer, people still need to hear things in five different places before they actually believe it. Therefore, a social media referral isn’t the be-all, end-all. People still look to different sources before making decisions. Allocate your marketing budget smartly by putting some aside for social media interaction and dedicating some to other One possibility includes the reach of social networks like Facebook and Twitter. Now that social networks are increasing in popularity, users are maintaining larger groups of “friends” that include more casual acquaintances, possibly dulling the credibility of peer networks. It’s no longer a matter of trusting the opinion just because it’s the opinion of a peer. Now people are less likely to trust an opinion unless it’s from a person they inbound marketing kit word of mouth marketing Another possibility? Now that marketers are getting a firm grasp on social media, consumers are becoming more skeptical about the influences behind peer referrals. Again, this skepticism increases if it’s the opinion of a peer they don’t really know. . continue to carry their weight in social media. Still, something has to have changed since 2008, right? Not exactly. As we mentioned in this morning’s post, know. social media marketing 2010 Trust Barometer I don’t know about you, but as social media continues to be a marketing hot topic, I’ve seen a lot of discussion emphasizing the importance of company/product referrals and that may shock you. inbound marketing initatives Be smart about your social media interactions. Why the decline in peer-to-peer trust? Originally published Feb 8, 2010 12:23:00 PM, updated July 18 2013 referrals from friends For marketers, this means that building credibility in people’s social media reactions is crucial. The best way to do this is by creating valuable content that people will want to share with their networks. Inbound Marketing Kit like creating content. According to the latest survey, the number of people who view their friends and peers as credible sources of information about a company has dropped from 45% in 2008 to 25% in 2010, decreasing almost by half! Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Webinar: How to Use Online Video for Inbound Marketing Tuesday at 12:00pm EDT, we’ll be launching a new video as part of the series. Every Topics: subscribe to our YouTube page . Get ready for some video entertainment that’s a bit edgy and absolutely hilarious. (Also, we’re quite proud that the majority of the actors are HubSpot employees!) How do you get started with YouTube, video podcasting, live streaming, or viral videos. Originally published Apr 6, 2010 12:00:00 PM, updated July 04 2013 Download the free webinar Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Be sure to tune into the blog, or For the past month, the HubSpot marketing team has been working with stellar video producer @ WoodyTondorfto create a series of 20 comedy shorts. Woody is formerly of HBO Labs, as well as the mastermind of Streamy-nominated web show ” Elevator.” to learn how to use online video to grow your business with inbound marketing.
Marketing Data This is a guest blog post written by Jamie Turner. As the founder of the 60 Second Marketer, he is an in-demand marketing speaker and is currently writing a book entitled Go Mobile with Jeanne Hopkins, the director of marketing for HubSpot.I attended Dreamforce in San Francisco last week to learn about new sales and marketing tools and techniques.The hot topic this year was mobile. (Okay, truth be told, there were three hot topics – cloud computing, social media, and mobile marketing. But for this article’s sake, let’s focus on mobile.)Of course, all this begs the question: What data do we have that supports the premise that mobile marketing is the next big thing?Glad you asked.Here are 9 amazing facts and figures about mobile marketing that’ll help you wrap your head around why mobile is going to be bigger than radio, TV, and the personal computer – combined.9 Amazing Mobile Marketing Statistics 1. The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen) (This is an amazing statistic for those of us who remember mailboxes stuffed with AOL discs during the 1990s.) (Tweet This Stat!)2. It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Source: Unisys) (Tweet This Stat!)3. There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. (Source: Mobile Marketing Association Asia) (Tweet This Stat!)4. In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing Association) (How can this be? It’s because some people own more than one mobile phone.) (Tweet This Stat!)5. It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (Source: CTIA.org) (Tweet This Stat!)6. 70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer) (Tweet This Stat!)7. Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates) (Tweet This Stat!)8. There are more mobile phones on the planet than there are TVs. (Source: Jupiter) (Tweet This Stat!)9. 91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley) (Tweet This Stat!)(Source: Mobile Marketing Association)Mobile Marketing TakeawaysTry mobile marketing for yourself. If you’re like most people, you’ve never scanned a QR code or clicked on a mobile banner ad. But you have to use mobile marketing to understand mobile marketing, so dive in.In addition, make sure you have a mobile-optimized website. There’s no point getting into mobile if your business’ website isn’t mobile-friendly.The bottom line? Mobile is here to stay, and your consumers are using it virtually every day of their lives. Given that, isn’t it time for you to get started and dive into the world of mobile? Hopefully, the statistics and takeaways I’ve outlined above will lay the foundation for you to take the next step.Image credit: LGEPR Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Sep 6, 2011 9:00:00 AM, updated July 28 2017
Facebook Marketing Early in 2011, Facebook launched the addition of Sponsored Stories to its advertising platform, and two months ago, the social network introduced the real-time Ticker to the Facebook sidebar. If it wasn’t at all obvious from the title of this blog post, can you guess where we’re going with this?Today, TechCrunch reported that Facebook began sprinkling Sponsored Stories ads into users’ Tickers, which had previously only shown organic — not paid — Facebook updates.Understanding Sponsored Stories and the TickerIf you’re not hip to the Facebook lingo, Sponsored Stories are a form of advertisement on Facebook that generate more distribution for organic News Feed stories and business pages within Facebook. So, if you posted an organic update to your business’ Facebook page, for instance, you could create more exposure for that story by supporting it with paid (or ‘sponsored’) promotion. Until now, Facebook had only been displaying these ads in the Facebook sidebar and the Games Ticker visible to those using Facebook canvas apps and games.The Ticker is the scrolling, right-hand sidebar that follows you through Facebook and displays News Feed-like updates in real time, enabling users to quickly identify, jump in, and comment on a story as the conversation is happening.Leveraging the Power of Social AdvertisingThe release of Sponsored Stories is great news for marketers, since it leverages the concept of social advertising as well as the powerful role of content in inbound marketing. Promoting organic content instead of ads helps to generate more attention for your content offers on Facebook’s advertising platform, and it’s a great way to extend the reach of your business’ organic social media content. In fact, Sponsored Stories have been shown to generate a 46% higher click-through rate than standard Facebook ads.Now that Facebook is starting to sprinkle these types of ads into users’ tickers, they will generate even more exposure, which is even better news for marketers leveraging Sponsored Stories as a tool to promote their content.Have you experimented with Facebook’s Sponsored Stories? Will you leverage them more now that they’re being included in the Ticker?Image Credit: Steven Depolo Originally published Nov 21, 2011 6:30:00 PM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:
Originally published Jul 22, 2014 8:00:00 AM, updated July 28 2017 What other Twitter image do’s and don’ts should people know? Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Just posted a photo http://t.co/lmByEY8T7Q— LeBron James (@KingJames) July 11, 20145) Do use photo collages to upload up to 4 pictures at once.Twitter recently came up with a new feature allowing you to add up to four pictures to your tweet in a collage. So the next time you use an image, think about whether or not your tweet could be improved by having more than one picture. It isn’t always the right or necessary thing to use a your collage, but it can add some more flair to your tweet and attract more attention from your followers. Here’s an example of what a collage looks like: Twitter Images 14,000 already registered for the World’s Largest Webinar! Save your seat: http://t.co/Nr7M6B9q2Q #WLW14 pic.twitter.com/aUAVCQcHPg— HubSpot (@HubSpot) April 8, 20146) Don’t use photos that could be interpreted as offensive.There is a fine line between funny and offensive, and it is important for brands to not offend their followers. Before you post a joke, consider how all of your followers will react to it. Similarly, if you are posting an image relating to a current event, ask yourself the same question. How will your followers react to it?7) Do use images as a way to squeeze in extra characters.Sometimes it is hard to squeeze in everything you want to say in one tweet. But when you use images, you actually get some more real estate to add additional text to your tweet. For example, back in January, we ran the 30-Day Blog Challenge. To promote the contest on Twitter, we tweeted pictures of advice from seasoned bloggers. If you are tweeting a contest or something else where you really want to get more words in there, consider using images to help you get there.30-Day Blog Challenge Tip #26: Speak Visually http://t.co/PFkWHRI9aJ #blogfor30 pic.twitter.com/kILzaD9yoA— HubSpot (@HubSpot) January 27, 2014 Images are crucial to making your marketing stand out, especially on Twitter. Ever since Twitter made photos automatically display in-stream, they’ve been helping marketers get even more results out of the 140-character social network — in fact, an A/B test we ran found that tweets with images get 55% more leads.Though images themselves can help boost your presence, some are better than others. It’s not just enough to slap any ol’ image onto a tweet — you need to choose the right image. But what does right really mean? Let’s dig into it. Keep on reading to learn some essential do’s and don’ts for using images on Twitter. 1) Do use proper Twitter image dimensions.When you upload new images for your Twitter header image, profile picture, or tweets, there are certain dimensions you must stay within to make sure your images look great. Your header image should be 1500 pixels wide x 500 pixels tall, your profile picture should be 400 pixels x 400 pixels, and your tweet images should be 876 pixels wide x 438 pixels tall to show up properly in your Twitter timeline.When you upload a photo you have the option to crop it to these sizes, but it is helpful if you do this in advance so nothing gets cut off. You should also keep in mind that the profile picture covers a small section of your header image, so make sure to design accordingly.2) Don’t lose out on the opportunity to include a picture when you link to an article.When you use an image, it stands out in your followers’ streams. Twitter users follow thousands of accounts, and only using text with links can make someone get lost. Images help change that.You don’t need an image in every tweet that you post, but if you are linking to an article, there is most likely an image that you can use to complement the link — usually an image from the article or something relating to that article. 3) Do use a Twitter header image that best reflects your brand.The next time you update your Twitter header image, think about how the image you select reflects your brand. When someone lands on your Twitter profile, what will your header image say about you? It should reflect your personality and give an indication of what your company actually does. Let’s take JetBlue for example. What do you think their header image is trying to convey? To me, it shows that JetBlue isn’t your typical airline. They have a fun and engaging brand (and crew). It also tells me that if I use their airline, I won’t have an experience like those with any other airline. All of this conveyed just through an image!4) Don’t push images directly from Instagram to Twitter.When you upload a picture on Instagram, you have the option to push it to Twitter to share with all of your followers — that doesn’t mean you should. A while back, Twitter stopped showing Instagram photos. Instead, Instagram photos pushed to Twitter show up in tweets as links. The next time you take a picture on Instagram and want it to go to Twitter, take the extra time to post the picture separately so it appears as an image in your Twitter stream instead of just a link. You can also use Zapier to automatically do this. Looks like LeBron should have set up a Zap!
Topics: Social Media Strategy Don’t forget to share this post! Originally published Dec 13, 2016 6:00:00 AM, updated July 28 2017 Social media is no longer the new kid on the block when it comes to marketing channels. Today’s most successful B2B and B2C companies have recognized and harnessed its potential as a scalable lead generation tool. It’s also a great growth engine, driving conversions throughout the funnel.Although the importance of social media seems obvious to modern brands, many are still struggling to make it work. In fact, in certain contexts, social media is the hardest strategy for 38% of SMBs to execute. At the same time, a sound social media strategy has never been more critical to the health of a growing business’s inbound funnel.Most of the challenges working against these brands come from poor social media team structure and organization. Whether you’ve got a team of one or a bevy of interns working on social, now’s the time to reassess how you build and incentivize your team for ROI and scalability.That’s where HubSpot and Sprout Social’s new guide, How to Build and Manage a Social Media Team, comes in. Inside, you’ll find tips on:Structuring your team for social media ROILooking for the right skills in a social media hire to complement your teamShortening the onboarding process by setting up new hires for successMeasuring individual success to ensure your employees have a trajectory of career growthPreventing burnout with leadership and team-building activitiesClick here to download How to Build and Manage a Social Media Team.