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Competitive Analysis With SEMRush and Summit Community Bank

  Summit Community Bank is a nearly $4 billion regional community bank. It provides banking, lending, and trust and wealth management services at 44 banking locations across three states. While primarily focused on maintaining its strong footprint in legacy locations, Summit Community Bank has used a successful merger and acquisition strategy to encourage steady growth over the last six years. As it continues to grow in new markets, new opportunities bring new, diverse challenges, including exploring new peers and competitors, expanding brand awareness, and capturing market share. In the digital landscape, competitive analysis is especially important when it comes to optimizing one of an organization’s most valuable online resources, its website.  Competitive analysis, as SEMrush notes, can help benchmark a business’ current SEO performance, identify areas of improvement in SEO strategy, reveal any competitor gaps or weaknesses, and discover competitors' winning strategies (Sl...
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Why conversation may not be king…in all cases

Hello Class, I have mentioned a couple times on the board, that I personally am losing faith in social as a conversational medium (with the exception of questions and/or complaint resolution) and tend to view social as more of an information distribution channel. This is not absolute, but I think this is especially true in local, where the need is often very momentary. I have had the opportunity now to watch social for more than a dozen years and there has been a definite shift. I think that machine learning may be accelerating this trend. Even big brands which appear to have conversational threads only do because they have hundreds of thousands or even millions of adherents and there are numerous responses to each post. However, if you read them carefully, most of the “conversations” are actually hundreds of people shouting out their own thoughts. Here is a great article by   John Boitnott   (2016) that discusses that concept of distribution vs. conversation ...
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Why Social Media Isn’t Working for Your Business, and 6 Things You Can Do About It

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This is just a few of my quick thoughts on an article that appeared in AdWeek on 10-18-18 entitled “Why Social Media Isn’t Working for Your Business, and 6 Things You Can Do About It.” by John Stevens. His six thoughts are all on the money, all are applicable to this week’s discussion, and one is particular is especially relevant to our course. This article is important in that many of us, even those who are fairly familiar with social media, are not sure that we are seeing true engagement and what the analytics we are seeing from the platforms are aiding our ROI or even our brand image. According to Stevens: …only 20 percent of businesses are able to measure the impact of social media on their bottom lines. A whopping 44 percent do not know if social media is working for them. In fact, a particular study provides an even clearer picture: 62 percent of small businesses report that Facebook ads aren’t working for them. (Stevens, 2018). They all tie to the fact tha...
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Social Media Explained

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This week I have been reading some very serious thoughts on social media. To lighten things up a bit, I thought I would share this post. It is a couple years old now, but still makes me smile:
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