<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=763991110377089&amp;ev=PageView&amp;noscript=1">

Social media is a critical part of modern online marketing campaigns, but unfortunately too many companies either don’t understand its importance or overestimate its abilities. Just like the other elements of online marketing, social strategies, tactics, and tools can change all the time. In this week’s Content Collective we take a look at how social is affecting the online business world and get some tips on how to improve your results.

What Justin Bieber’s Twitter Hack Teaches Us about Social Media Security

It hurts me deeply to reference anything that has to do with Justin Bieber, but apparently his Twitter account – the one that goes out to 50 million followers – was hijacked for a while a few days ago. While the state of the pop star’s social media account couldn’t possibly interest me any less, there really is some important issues about social media security that this incident raises.

In this particular instance, only a couple tweets were sent but one, of course, included a link that would authorize the installation of a mobile app. Of course, when you have people managing your account all day, they can catch things like that and delete the tweets and send warnings not to click the link.

How does this kind of thing keep happening? This isn’t exactly a new occurrence. In this article by James Lyne on Forbes, he takes a look at the most typical tactics hackers use to get control over someone else’s account. More importantly, he provides 7 simple tips to keep your Twitter account secure.

How to Set Measurable Goals for Your Social Media Marketing

Social media results are notoriously difficult to quantify. How valuable are those likes on your Facebook page? How many Twitter followers justifies the time you spend curating content and following industry leaders?

The fact is that these questions don’t have a set answer. They will be different for every company. That means you have start by defining your own key performance indicators (KPIs) in such a way that you can be sure your efforts are providing real results.

In this article by Danielle Prager on Unbounce, she shares some detailed tips on setting those KPIs for the major social media channels. Are you tracking your own social tracks? Do you feel like you’re getting enough out of each platform? Take a look at these tips and see what else you can do to make social marketing work for you.

How Social Media Is Changing Language Usage and What Marketers Need to Know About It

As a writer, I find the theories and ideas presented in this article extremely interesting. Basically, there are a lot of people out there that claim the overuse of initialisms, weird abbreviations, and useless emoticons in social media and texting is really creating problems for our written language. Others may try to turn that argument around and claim that this is simply an evolution of the way we use language.

The thing is, even the way we use those abbreviations and initialisms are changing. A LOL doesn’t necessarily mean a hearty chuckle anymore. It can just be an expression of empathy or a way to fill in some extra space. In this article by Angie Pascale we get to see a lot of evolutions like this, but we also get to see how this could impact your marketing campaign.

Language is more important than you might think – especially for social media. If your goal is to build a community and engage with your customers (and if it isn’t, what are you doing on social media?) you need to know how to use the nuances of language to make the correct impression. Check out the full article for a more detailed look at how important the words you use really are.