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It’s 🏡 Global Work From Home Day, Reader! Not even 🛸 George Jetson got this perk.

In today’s edition:

• Today's 👉 Tip of the Day is for SEO

• 🟰 Aligning expectations of marketing with reality

• TikTok’s 🖼️ photo posts app

• Meta’s AI content 🏷️ labeling

• 📣 Additional industry news from Threads, TikTok, and more

Want your content to show up in more search results? Optimizing for search doesn’t always mean you need to hire a full-time specialist. A cost-effective solution is literally at your fingertips. 

Use AI for SEO

After you’ve written an article or blog post, upload it to your favorite artificial intelligence (AI) tool. In your prompt, provide the AI with your target keyword and direct it to generate SEO-friendly content. 

To avoid having your content flagged as AI-produced, make sure to review and edit the output and add your unique perspective and voice.

Today's tip is inspired by Ray Edwards, a featured presenter in the Social Media Marketing Society.

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How to Manage the Expectations of Non-Marketing Stakeholders

Wondering how to avoid situations in which the reality of what your marketing team can provide falls short of what others expect or believe is possible?

Whether you’re an in-house marketer or a freelance consultant, effective communication is essential for ensuring that all stakeholders are on the same page regarding marketing campaigns.

These tips can help you avoid misunderstandings and misaligned expectations: 

Listen

It’s easy to assume you know what the business you serve needs, but that’s not true if you work in a silo. One of the most important things you can do is genuinely listen to the challenges and goals of external stakeholders and share yours. For example, another department might want to do something your team lacks the resources or workforce to support. 

Instead of giving someone a flat “No,” engage in active listening to build trust and show you value their input and want to help. Ask open-ended questions and give them space to express their thoughts and concerns. By understanding their perspective, you can better tailor your approach and solutions to meet their specific needs as closely as possible.

Set Clear Expectations for Scope and Outcomes

Develop an onboarding process that keeps all stakeholders updated on your progress. Walk them through your communication channels, methods, and who their main points of contact will be. 

Before beginning a new campaign, align everyone on brand guidelines, messaging, and objectives. Then, clearly outline the scope of work you’ll provide, the timeline, and the metrics for success. 

Pro Tip: If your company is launching a new product or service, send key stakeholders an intake form to gather key information about pertinent goals, target audience, and more.

Focus on Data-Driven Results

Non-marketing stakeholders can sometimes get caught up on vanity metrics or individual posts that perform well in the short term. Educate them on taking a long-term view of analytics and trends and detail the metrics that will tie back to their business goals. By focusing on data-driven results, you can demonstrate the value of your work and how you make informed decisions to optimize your strategies.

It’s also important to be upfront that while some aspects of marketing, like brand awareness, can be difficult to measure, social media and digital marketing do play a significant role in the larger picture of business.

Communicate Openly

By keeping everyone informed and aligned, you can catch potential problems early and ensure that projects stay on track.

Within your team, encourage open communication and collaboration among your team members. 

Similarly, schedule frequent meetings with internal department heads so everyone is informed about your progress and aware of obstacles you’re facing.

Have a Process for Handling Misaligned Expectations

Despite your best efforts, there may be times when expectations don't align with reality. When issues arise, approach the situation objectively, referring back to the scope of work you outlined, and use data where possible to support your case.

Regular tracking and analysis will make sure you have up-to-date documentation to reference.

Today's advice is provided with insights from Kevin Kwok.

Ready to Become a More Valuable Marketer? 

You’ve probably heard that the Social Media Marketing Society can help you become a better marketer. But you may be wondering: How is it better than what you can find online for no cost?

That’s easy. The Society has over 100 curated training sessions to help you solve almost any marketing challenge. When you join, you get instant access to a network of over 1,000 experienced marketers who will support you and answer your questions. That's better than every no-cost site and group out there. 

I'm ready for training, guidance, and support.

🗞 Updates to Meta’s AI Content Labeling: Meta will start labeling a more comprehensive range of video, audio, and image content as "Made with AI" when they detect industry-standard AI indicators or when people self-disclose that they are uploading AI-generated content. Meta may add more prominent labels if the AI content poses a high risk of deceiving the public on important matters. Meta will begin the new labeling in May 2024. In July, they will stop removing content that only violates the manipulated video policy, giving users time to understand the new self-disclosure process. Source: Meta

🗞 Threads API in Testing: Threads is testing its API with a few third-party partners: Grabyo, Hootsuite, Social News Desk, Sprinklr, Sprout Social, and Techmeme. Access to the Beta is limited now, but the API is expected to roll out broadly by the end of June. Source: Meta

🗞 Enhanced TikTok Ads Management: TikTok Promote, a mobile-first advertising platform, is integrating with TikTok Ads Manager to provide users with a more powerful and efficient advertising experience. This integration allows users to manage their Promote and TikTok Ads Manager campaigns from a single platform, accessible on desktop and mobile devices. Source: TikTok

🗞 Photo Sharing on TikTok: TikTok confirmed it is developing a new app called TikTok Notes, which will allow users to share photos and text posts. The company has been sending notifications to some users about the upcoming app, indicating that their existing photo posts will be automatically shared on TikTok Notes unless they opt out. Source: TechCrunch

🗞 X/Twitter Login Security: The platform expanded Passkeys access to all iOS users. Source: @Safety via X

🗞 YouTube Shopping: YouTube has announced the launch of several new Shopping features. Shopping Collections allows creators to curate products from their favorite brands for users to browse. Creators can select products based on themes, such as everyday makeup looks or capsule wardrobes, and these collections will appear in their product lists, Store tabs, and video descriptions. Initially, creators will be able to create Collections using the Studio app on their phones, with plans to launch the feature on desktop soon. A new Affiliate Hub provides creators with easy access to information about Shopping partners, competitive commission rates, and promotional codes. The hub will also let creators request product samples from top brands, making it easier for them to plan their next shoppable video. Furthermore, Finally, YouTube is expanding its list of integrated platforms by adding Fourthwall, a website builder that helps creators build shops. Source: YouTube

Did You Know?

On this day in 1849, Walter Hunt received a patent for his invention of the safety pin.