The TL;DR October 9, 2017

This week we talk about how to properly use emojis, how to get personal on social, and the hot topics of Advertising Week. 

7 Tips for Using Emojis in Social Media Marketing

Emojis are everywhere but brands often fall victim to using them incorrectly – and being ridiculed by consumers for doing so. These seven tips from Social Media Today can help. Read the full article here.


  • Make sure the emojis you use make sense: Don’t just use a string of random, unconnected emojis because you want to try it. If they don’t make sense, people know your brand is just trying to be on trend.
  • Don’t make light of serious situations: Emojis are inherently fun and lighthearted. Using them in a serious context can make your content seem at best clueless and at worst incredibly offensive. If brands use emojis improperly, they WILL get called out.
  • Don’t force it if it’s not the right context: Emojis are extensions of regular expressions. If you have to think long and hard about what emoji to use, you probably shouldn’t be using any at all.
  • Stay on brand: Using emojis inappropriate for your industry or brand voice can cause people to take your brand much less seriously.
  • Don’t overuse them: There’s no quicker way to make your audience groan and tune out than to spam emojis. Try not to use more than four emojis at a time.
  • Know what they mean in day-to-day use: Like all things, emojis have their own sort of slang. Make sure you understand this before using them. It’s also a good idea to check out what emojis look like on different types of phones, as their connotation can vary from manufacturer to manufacturer.
  • Create your own if relevant to your brand: There are several resources you can use to create emojis, and making your own custom emoji can give users a fun way to communicate with your brand.

4 Ways to Get Personal on Social:

Social gives businesses an unparalleled opportunity to connect with their customers on a human level. Here’s how you should take advantage of it. Read the full article here.  


  • Tone of voice: The way your brand speaks should feel genuine, authentic and human. You don’t want to make it sound like a salesperson is just talking to anyone and everyone. Thoughtful use of emoticons, hashtags, and general tone can go a long way towards helping your brand feel more like a person.
  • Customer service: Consumers expect prompt customer service on social media these days – and they expect it to be understanding and personalized. Using copied and pasted responses to all complaints can really hurt affection for your brand. Talking to each person as an understanding friend can go a long way towards helping your brand succeed.
  • Transparency: Consumers are smart, they know when companies are hiding something or being dishonest. Nothing hurts your credibility more than consumers thinking your brand isn’t being transparent enough. Doing things like showcasing your employees, sharing events and causes your company cares about, and being honest about your processes are all ways to be more transparent.
  • Video: Videos showing the people that work for your company or that offer behind the scenes sneak peeks can help consumers view your brand as more human. Consumers also tend to engage with video much more heavily than other forms of digital content.

5 Tech Trends Dominating Advertising Week

Advertising week recently wrapped up and while many things were discussed, these five tech trends continued to dominate conversation. Read the full article here.


  • Measurement: Marketers are trying to figure out how to get more reliable and better measurements across all platforms and campaigns. They’re also interested in whether or not a standard set of measurements will be made that’s consistent across all platforms.
  • Transparency: There are two sides to this – marketers want better transparency about how their ads and targeting are performing across all channels while consumers want better transparency on who is paying for an ad and what content is and isn’t sponsored.
  • Snapchat: Many marketers are still waiting for Snapchat to prove its true value. Snapchat presented a keynote where they discussed new ad units – like 3-D AR ads – and how well the platform is doing.
  • Artificial Intelligence: Marketers are interested to find out more about how AI can be used to create better and more engaging campaigns. While conversations spanned many topics, voice services like Alexa and Cortana as well as chatbots dominated the conversation.
  • Data: Always a hot topic of conversation, this year marketers were interested in how to connect multiple sources of data to see a customer’s journey from start to finish in various industries. Companies also want to find out how to pull even more useful bits of information from the data they have.
Social Media Emojis Advertising Week