Tweeting for a non-tweeter

At the beginning of the month the ruckus crew posed a challenge to one another: Use a social platform you don’t usually use. We all have our favourites and not so favourite social platforms. (My favourites are Snapchat and Instagram and not so favourite are Twitter and Facebook.)

So, for one week I tweeted multiple times per day. A couple of my colleagues were tweeting away with me – similarly they tend to stray to more visual platforms (read Instagram and Snap) on any given day.

To give you an idea of my usual social habits, it goes something like this: wake up and immediately scroll Instagram, watch a few Stories and then switch over to Snap and skim the Discover section for major news stories or a few laughs. Throughout the day I’ll head back to Instagram and Snap to check out what’s new and to keep in touch with friends. I don’t use Facebook or Twitter personally, only for work.

Most of my tweets over the week were making fun of myself or the platform (sorry Twitter), because I just couldn’t seem to get into it.

But, that all changed thanks to Pepsi’s giant ad blunder, here’s a recap in case you missed it. The Pepsi/Kendall Jenner debacle became the highlight of this experiment. Twitter was amazing for not only keeping all the articles, relevant trolls and tweets consolidated under one trending topic, but the commentary was entertaining as well as insightful. I found a ton of new accounts that I now follow – on Instagram – and catch up with daily. Man Repeller I’m looking at you!

After this little challenge I appreciate Twitter for its niche market in real-time trending topics/news, but once I find the accounts I’m looking for, I still head to Instagram or Snap to see what they’re up to.

I know Twitter is making the effort to claw back to relevancy for the masses; they plan to launch live video 24/7 and are trying to crack down on abuse on the platform. They also just announced their latest earning’s report that had a few bright spots too, including an increase in user growth.

The experiment was great as it pushed the team out of their social comfort zones.

Sarah Rogers is a digital account coordinator at ruckus digital. For more digital insights or to chat about your strategy, drop us a line.

Fort McMurray Wildfire: Social Media Response

Last month, Jordan Redshaw and Robin Smith from the Regional Municipality of Wood Buffalo (RMWB) made our third ruckus makers speakers series one to remember.

In May, the largest insured disaster in Canadian history struck. The RMWB, including the city of Fort McMurray, was hit by a wildfire. More than 90,000 individuals were evacuated from the city and were not able to return for a month.

Communication was essential in providing residents with accurate and timely information via social media so that residents remained safe.

See Twitter highlights here:



Clients are embracing more “open relationships” with their agencies

The notion might be scary, but open or shorter-term agency relationships are representing the new reality of current marketing environment. In-house marketers can really play the field until they find a partner they love, but they can also love other agencies in the meantime, said Matt Lewis, President of Momentum Canada.

So how can we cope and be prepared for this new reality?

On Tuesday, December 14th, the American Marketing Association – Toronto chapter hosted a panel on the agency landscape in 2017. The discussion was moderated by Andrew Grenville of Matchbox and the panel of industry executives included:

Each panelist presented how their agency or business is approaching these changes and the following insights stood out to us:

  • Execution is just as important as the big idea. It is exciting to present big innovative ideas to clients, but it’s important to ensure an excellent execution across the marketing funnel. Bring together your super team – even if it’s separate agency partners – to truly tackle a key problem for clients and make sure the big idea matches the execution needed to bring it to life.
  • The “bespoke” agency will win tomorrow. The borders between PR, advertising, digital marketing, media buying and shopper marketing agencies have been blurring for a while now. Recognizing that no two clients are identical, the agency (or inter-agency) team that can rise above these divisions and create unique, multi-channel solutions to market challenges are best poised to lead the race in 2017 and beyond.
  • Creative doesn’t just come from the creative department. Be open to listening to the innovative ideas from the people who work across the business. Creative and innovation needs to live across the whole customer experience. With the proliferation with social media and shifting consumer preferences, the customer experience today IS the brand.
  • Don’t be scared of data and automation. With the advancement of new technologies in media and research, agencies are being presented with opportunities to show true ROI to client and we should embrace them. Creative, technology, media and product need to work together to truly provide innovation and a solution for customers’ needs in order to win mind share.

For more insights from the night, check out the hashtag #AMAevents.

Katie Boland, @kathrynboland is a Digital Strategy Account Manager at ruckus digital @ruckusdigital where we embrace the idea of a bespoke agency and working with creative partners!


13 Tips for your LinkedIn Profile

LinkedIn is the world’s largest professional network with more than 467 million registered users. In Canada there are 13+ million users (around a third of the population).

But, just because folks have a LinkedIn profile, doesn’t mean they’re using the platform effectively.

And, given that LinkedIn is 3 times more effective than Facebook or Twitter for generating leads, combined with Microsoft’s purchase of the platform this year (expect more integration with your day-to-day Microsoft software), it’s a good idea to revisit your presence there.

Below are a few tips that were shared in a webinar with client RSA Canada last week, to help maximize your LinkedIn presence:

  1. Get an appropriate headshot. LinkedIn is often your first impression to someone. Your photo does not have to be a professional shot, but ensure it looks professional (i.e. not your best vacation picture).
  1. Add a banner photo. This is prime real estate on your LinkedIn profile and an opportunity to stand out while giving individuals an opportunity to get to know you better.
  1. Generate a custom URL for your profile. LinkedIn automatically generates a URL for your profile, but take it a step further by customizing it to make it easier to remember. (i.e. www.linkedin.com/in/name)
  1. Customize your headline & add a summary. Consider what you’d like to convey in a succinct headline and summary so that someone can capture your professional profile at a glance.
  1. Make your experience more than just a résumé. Because LinkedIn has the ability to be so much more than a standard 2-page résumé, what else can you add? (e.g. awards, speaking engagements)
  1. Think about your keywords and search optimization. If someone did an online search today, would your expertise come up because of what you have on your profile? If not, add more detail.
  1. Give recommendations. By giving someone a recommendation on LinkedIn, chances are they’d be willing to reciprocate. Third party testimonials add to your credibility.
  1. Get more connections. Quality connections are key, so a good rule is to add someone only if you’ve met in person. It’s also important to regularly add individuals (e.g. bi-weekly) for a healthy network.
  1. Use the relationship tab. LinkedIn will track communications you’ve had on the platform with an individual, but when you add someone, write down how you met and alert yourself to follow up.
  1. Share original content. To have a more robust digital footprint consider sharing business updates, relevant articles and insights that position you as an expert and helps potential clients trust you.
  1. Create blog posts. The best types of content will start/change the conversation. Create a halo effect by piquing interest to see what else you can offer or provide inisights to a niche audience.
  1. Always stay current. Pop onto the platform a few times a week (i.e. phone app while on the go) to see what connections are talking about or if they’re in the news. Be sure to comment when appropriate.
  1. Engage with groups and companies. Whether through a company page or in discussion groups, post comments/insights a couple times per month to extend your digital reach.

Diane Bégin enjoys diving into strategy on social platforms like LinkedIn. Need social media training? Drop us a line.

3 Instagram Tips Confirmed by the Experts

Last night I headed to Brainstation Toronto – a tech education hub – for my first #InstaMeetTO.

The event brings together social enthusiasts from across the city, all equally eager to curate an amazing Insta feed. With a stacked panel of artists and brand managers, there was sure to be a ton of insights.

Content creator Dani Rey @daniirey moderated the panel of experts that included,

While a lot of great advice was given, from my perspective (as an account coordinator working on the social for several consumer brands), three important Instagram tidbits were confirmed.

Instagram content MUST be visually b-e-a-u-tiful.

Reusing content for multiple platforms is cost effective for a brand, but doesn’t always translate to an amazing feed and super engaged Insta-community. Brands need to be thoughtful (strategic!) in the content they post to Instagram. Product focused shots that work on Facebook might not necessarily get the same engagement in the world of Instagram.

Michelina made clear that Lululemon’s success on the platform (they have over 1.7 million followers on their global account) is thanks to their careful curation of (mostly) non-product shots. @lululemon features images that evoke the feel of their brand through places their audience would want to explore and experiences their audience would want to share.

Bigger isn’t always better.

Audience size is a KPI that most clients want to tackle (Grow our followers please!). However, there is something to be said about a smaller but highly engaged audience versus a massive following that cares little about your brand. Follower growth isn’t something that comes quickly either. But with a clear vision, great content and a little collaboration (with partners, brand ambassadors/influencers, etc.) the following will come.

Move over Snapchat (sort of).

Brands can (and should) leverage Instagram Stories. From behind the scenes shots, to event announcements, to giveaways, to those not so great (but still good) visuals, Instagram Stories offer a more flexible space to post content that doesn’t quite fit the feed. Audiences aren’t expecting perfection on Stories, so brands can have some fun while reaching a larger audience (don’t forget those people creeping around the Explore section).

Sarah Rogers is an account coordinator at ruckus, working on social for retail, alcohol and fashion clients. Follow her on Instagram.

Snapchat murders Facebook

Video producer and social disrupter Casey Neistat makes a compelling case for why Snapchat should be taken seriously. Very seriously indeed.

Snapchat has had its fair share of doubters and naysayers since emerging on the scene. But when you look at how younger audiences are flocking to it (at the expense of other, larger social channels) it’s tough to argue its importance and value to the larger social ecosystem. What do you think – is it worth a second look? 

Can you still be successful on Facebook? Yes

Can you still be successful on Facebook? Yes

“What’s up with Facebook?”

I’m seeing this sentiment (or less G-rated versions of it) every day from colleagues, contemporaries and clients. Everyone’s scrambling to figure out why their organic reach and engagement fall off a cliff in the past month.


“What’s up with Facebook?”

I’m seeing this sentiment (or less G-rated versions of it) every day from colleagues, contemporaries and clients. Everyone’s scrambling to figure out why their organic reach and engagement fell off a cliff in the past month.

The answer – Facebook recently adapted their algorithm to adjust the content people are seeing in their newsfeed. The idea being that regular users get more quality content served to them. The affect for marketers – users see less branded content in the process.

If this algorithm sticks, this will reshape everything social marketers have been preaching and creates an entirely new recipe for success on Facebook.

Before, success meant: 

  • Post everyday (including weekends)
  • Keep it visual (lots of images)
  • Find your voice and stick with it
  • Keep things light, short and too point for the most visibility

Now the game has changed. And while it’s really early to point to any one way to be affective, it seems now like the recipe is more like: 

  • Pick 2, maybe 3 posts each week
  • Boost your posts with a dedicated ad spend 
  • Hope that post engagement turns into brand awareness and community growth.

Clearly things are shifting for a pay-to-play model, and how Facebook runs their platform (a free one) is completely up to them. It could even be argued marketers and brands were getting a free ride up until now and presented with this new model many smaller players are going to opt out of Facebook completely. The frustration I’m hearing from people is the almost secretive way this was rolled out. A little more transparency might have gone a long way.

What do you think? Are you seeing these same issues? If so, how are you adapting?

Posted by
Gary Edgar
on 29/01/2014

Twitter is Changing Your Timeline

Twitter will start showing you tweets from people you don’t currently follow.

“One of our goals for experimentation is to continue improving your home timeline. After all, that’s the best way to keep up with everything happening in your world.”

The above quote comes directly from Twitter as they prepare to roll out a new experiment in which they’ll surface tweets and accounts from people you don’t currently follow, in your existing timeline.


Already, there’s a lot negativity and pushback about what this will mean for your personal experience. Of course these changes are being compared to Facebook’s update earlier this year to their Newsfeed algorithm (in which they started to filter what you were seeing to make your experience more personalized).

While on the surface these changes seem harmless as the two social juggernauts attempt to curate a more tailored experience for their users. But does anyone else get an uneasy “Big Brother” type feel to these updates?

Yes – computers are getting more and more intelligent about predicting content and people and products that I probably want to see, but this is all based on historical data and doesn’t account for me finding new interests, experiencing new things and generally evolving as a person. Without some human oversight, the data is dumb and one-dimensional. For someone like my wife, who already finds Twitter too cluttered and busy, this exacerbates an existing problem with the platform. Twitter works best when you curate your own lists and feeds depending on personal topics and interest.

There are many factors at play – most of which stem from the two platforms generating a profit and pulling in new advertisers – and at the end of the day, these are their platforms to do with as they wish. 

One could argue that no other social channel has been more shaped and defined by it’s users than Twitter, so a change of this magnitude could come back to haunt them, but is it enough for people to jump ship? What are your thoughts?

Posted by
Gary Edgar
on 17/10/2014

This week’s ruckus makers (May 11 – 15)

This week’s ruckus makers (May 11 – 15)

Check out our round up of all the great campaigns, links and notable reads this week.


  • AdWeek made a useful list of all digital stats from the last month you need to be aware off. 
  • While more of a traditional media event, the ESPN vs. Bill Simmons conflict brings the debate of utility vs. content into the forefront. 


  • Not a surprise that brands got involved with Cinco De Mayo on social media, however, not all of them got it right. Here is an example of someone who did:

This week in social media

Check out our round up of all the great campaigns, links and notable reads this week.


– Google enters the competition with Apple in the mobile pay technology field. The search giant finalized the acquisition of softcard techonology.

– Pinterest is starting for new ways to monetize as the platform explores new ad offerings

– Digital Ad targeting is becoming an important factor in the Canadian marketing landscape. Via eMarketer

– On the theme of Pinterest, eMarketer discusses the rise of the social platform and predicts the near future for its marketing potential.


– Dove delivered a fantastic example on how to utilize live tweeting during an event. A mix of both analytics and clever strategy, the ad hoc campaign demonstrates the impact of live social media. 

– Similar to Humans of New York, other users have been empowered to use Instagram as an agent of change. 


– A lot of news coming from Pinterest this week. This is your opportunity to catch up on the platform essentials with WTR – Pinterest