Tips of Trade – Geoff Livingston Shares His Best Practices

Welcome to our first edition of Tips of The Trade.  In this feature, we aspire to bring you interesting, innovative, experts in the field of digital marketing, social media and tech to share with you their best practices and winning ideas.

Meet Geoff Livingston! Geoff is an author, public speaker and strategist who helps companies and nonprofits develop outstanding marketing programs. He brings people together, virtually and physically for business and change.  A former journalist, Geoff continues to write, and has authored three books. Most recently he co-authored Marketing in the Round, and wrote the social media primer Welcome to the Fifth Estate.

Geoff organized the first Give to the Max Day: Greater Washington in 2011, an event that raised $2 million for more than 1000 nonprofits using online media tools. He also started and sold social media boutique Livingston Communications (2009). He has won awards from the Society of New communications Research, the American Marketing Association, the International Association of Business Communicators, as well as an Axiom Award for his book Now Is Gone.  Geoff is a regular conference keynote speaker and panelist. He has presented for Mashable, Social Media for Nonprofits Atlanta and Boston, MarketingProfs, SUPERCOMM, CES, Penton Media, TEDx Peachtree, Procter & Gamble, Comcast, Dell, the U.S. Army (three different commands) and many, many more!

Geoff Livingston’s Tips of The Trade:

How do you use social media in your work? –  “It’s obviously a key component of my work, but I find it’s less and less of it.  I am building out and managing programs for clients, how-tos if you would as well as strategies.

More often than not, I am teaching organizations how to integrate social into the larger whole so they can get better results out of it.  That’s their primary issue, how to do we get people to do more with us instead of Liking, Plussing, Hearting (or whatever else it might be). So, I am building content and calls-to-action for lead nurturing.”

What trends to you see in the upcoming year for social media? – “More play to pay.  Specifically, it’s getting harder to be seen with branded activities even with what I would call natural and organic social media activities. High dollar content, ads, and native advertising will become more important with each month. And part of that are companies making a profit on what they are offering for free.

As long as the benefit outweighs the costs companies will keep playing, but some networks will certainly suffer engagement for this. I think Facebook is the obvious loser, but I think they feel have to do it to appease stockholders. That’s my assessment.”

What’s your best social media tip? – “Go visual.  If you can communicate it with photos, graphics and/or video, it’s going to have more legs. This is particularly true for consumer, low-dollar B2B services and products, and nonprofit activity. Deep text doesn’t work well on a  mobile phone, and most people won’t engage with it while they are out and about (Starbucks, Metro, etc.) unless they must.”

Learn more about Geoff Livingston and click here to order his new book, Marketing In the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, that he co-authored with Gini Dietrich, founder and CEO of Arment Dietrich .

By Danielle Ricks

Social Media Specialist

Campaign Consultation, Inc.

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