By now every growing e-commerce entity has figured out the critical role social media plays in their business. It’s become a household pastime; a venue for people from all demographics who are connecting with the world through computers and devices.

The opportunities for marketing and branding are rich. And increasingly, the picture has become much rosier. Research conducted in 2018 showed that social media users made their most recent purchase directly through Facebook and their eBay Daily Deals. Facebook ran away with the biggest share of the pie, with Instagram coming in a close second.

Yet there is a demographic often left in the dust; one thought to be unable – disabled, as it were – to use social media.
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That has changed. With technological developments in connectivity have come celebrated advances in bringing the Internet to people with varying degrees and types of disabilities. There are nearly 60 million of them in the U.S., and that number will grow as they age. They are players. They are shoppers. And they can be your best customers if given the chance.

Accessibility. It’s not just an accommodation. It’s an underrated boon for business.

Social media app Instagram is keenly aware, and on the job. With the introduction of new features that simplify their site for visually impaired users, they join other big players in social media, such as Facebook and Twitter, in expanding inclusivity.

How does this impact ecommerce merchants? The shopping public is reflective of overall demographics. According to the Centers for Disease Control (CDC), at least 3 percent of all Americans aged 16 to 75 experience some level of significant visual impairment. That’s more than 7 million people.

Wouldn’t you like to make sure your goods and services are available to as many potential buyers as possible? Instagram thinks so.
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Here’s how it works: Programmers employ object recognition technology to produce descriptions of images for screen readers, making it possible to actually hear lists of items contained in photos as you scroll through them. The feature operates when Feed, Explore, and Profile pages are accessed.

It’s easy to get stuck following the same tactics in social media marketing, particularly if one strategy has been lucrative or has grown your business exponentially. Amazingly, though, many social media “gurus” continue with campaigns that aren’t bringing in revenue.
 
While it’s important to keep up-to-date with new strategies and evolving techniques, it’s also important to ditch so-called “best practices” that aren’t delivering. Sometimes, it’s what you don’t do that contributes as much to your success as what you do do.

​If you’ve been a copywriter for any length of time, you know the ongoing debate of what the ideal length of a sales letter should be. As long-time A-list copywriter Mark Ford notes, everyone purports to despise long copy, yet it has always consistently out-pulled and outsold short copy.
 
But what about social media posts? Is shorter copy is the ticket to higher sales?
 
Some say that copywriting has evolved—and social media is to thank (or blame) for it. But saying it has evolved is too broad a brush to paint this picture.
 
It’s more accurate to say that copywriting has expanded. Different media platforms may take center stage now, yet the same principles upon which advertising and marketing were built in the mid-20th century still apply.
 
So, in today’s social media-dominated world, how much is too much? Is it possible to optimize the length of a post to engage and convert readers? What’s the ideal length of a post to drive viral engagement that reaches as many people as possible?
 
As always, it’s up to you to find out what your unique audience wants and cares about. To know their pains and concerns so you can offer the best solution, service, or product for them.
 
Generally speaking, though, it depends on your forum. But to know for sure, you’re going to have to test and find out what works for you. Neither guessing nor being creative for the sake of it is going to cut it. 

Quite possibly, the hashtag symbol serves as a cultural icon defining the digital generation. Virtually everyone has seen one or one thousand, but not everyone knows its origin, objective, and reach. And while the hashtag came to life at a time of a national disaster, to convey updates and messages, it’s now taken on a life of its own and has applications to the business world.

Spawned just over a decade ago on Twitter, the hashtag symbol organized content that gave readers easy access to information. Later, “#bostonstrong” became a viral inspiration to commemorate the victims of the 2013 Boston Marathon attack, and the idea spiraled from there. Seeing the vast impact and ability to drive traffic with such a minimalist effort, digital divas have turned the hashtag into a multi-faceted approach to promoting ideas, products, and events.
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How does this fit into your business model? Easy. #itworks. Italian automaker Audi waged a hashtag campaign in 2011 following a tweet directed at them from a fan. They created a social media marketing campaign, “#WantAnR8,” and offered a loaner Audi car to the original tweeter. Five more fans were also given keys, and by the end of the campaign, Audi had run a wildly successful promotional gig.

We’ve all been there, right? Thinking we’ve crafted a great Facebook post only to see it linger, no comments, no reactions, no click-throughs. It’s not the best feeling, that’s for sure. And if you’re not getting results, it’s not very efficient—in terms of time or dollars.
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So, what can we do to boost engagement on Facebook? Believe it or not, there are plenty of simple steps we can take to make sure our message is breaking through. 

As you enter a new year of doing business online, you’re likely to be increasingly more comfortable with All Things Internet. But the learning curve is high, and it seems as if a new technology or platform develops every day. A decade ago, the term “social media” meant learning to connect with networks of cohorts and others using a computer.
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That was then; this is now. In 2018, the most essential aspects of life have some involvement in social media— health, finance, news, social interacting, and the most explosive area, shopping.
It’s good news for fledgling and growing ecommerce merchants hoping to reach new clientele. But it also requires an above-average familiarity with how social media works.