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The stock price of UnitedHealth Group (NYSE: UNH) is sinking yet again this morning after reports that the private healthcare company is now under criminal investigation by the Department of Justice (DOJ) over possible Medicare fraud. The company says it has not been notified by the DOJ about the alleged investigation, which was reported by the Wall Street Journal. As of the time of this writing, UNH shares are currently down over 6% to $289.20 per share in premarket trading. UNH shares have not seen that low since 2020. Before today’s premarket fall, UNH shares had already been hammered since 2025 began. The stock closed at $308 yesterday, marking a more than 39% decline since the year began. Over the past six months, UNH stock had fallen 48% as of yesterday’s close. However, a majority of the stock’s fall has happened in the past five days. As of yesterday’s close, the stock was down more than 21% over the period—and today’s further fall is only adding to its losses. Here are three reasons why UNH shares have fallen this week, including the latest news about the reported DOJ criminal investigation. CEO Andrew Witty abruptly steps down On Tuesday, UnitedHealth Group investors were hit with a double whammy of bad news, which sent the stock tumbling as much as 18% that day. The first bit of that bad news was the announcement that UnitedHealth Group CEO Andrew Witty was abruptly stepping down from his role as chief executive. Witty had been in the role since 2021 and was a leader whom investors adored. During his tenure, shares in UnitedHealth Group had soared more than 60%. However, after the killing of UnitedHealthcare CEO Brian Thompson in December 2024—and the glee with which many Americans reacted to it—Witty wrote a much-maligned op-ed in the New York Times. Witty was criticized as being out of touch with the negative experiences of customers who have been denied coverage for critical and sometimes lifesaving health procedures. Announcing Witty’s immediate departure on Monday, UnitedHealth Group did not give any detailed explanation of the unexpected move. The company merely said that Witty was stepping down for personal reasons. When a CEO abruptly leaves a company, it can make investors nervous. And nervous investors often sell, which is what happened on Tuesday after the announcement of Witty’s departure. However, Witty’s departure isn’t the only thing that sent UNH shares falling 18% that day. UnitedHealth Group suspends 2025 outlook Also announced on Tuesday was that UnitedHealth Group had decided to suspend its 2025 outlook. When a company suspends its fiscal outlook, it’s a sign to investors that it does not have a lot of confidence in its financial projections for the next year. This uncertainty makes investors nervous and is another reason why the stock plummeted 18% on Tuesday. The reason UnitedHealth Group gave for suspending its 2025 outlook was due to the fact that medical costs for the company’s new Medicare Advantage customer base were higher than expected. Announcing the suspension of its 2025 outlook, UnitedHealth Group’s new CEO, Stephen Hemsley, said he was “deeply disappointed in and apologize for the performance setbacks we have encountered from both external and internal challenges.” The suspension of the 2025 outlook followed a cut that UnitedHealth Group made to its 2025 outlook last month. That cut came after the company missed its quarterly earnings expectations for the first time in more than 10 years. Rumored DOJ criminal investigation Investors were surely hoping yesterday that the worst news for UnitedHealth Group this week was behind it. After the 18% drop in UNH shares on Tuesday, UnitedHealth Group’s stock price closed down just over 1% yesterday—a sign the bleeding had mostly stopped. But now UNH shares are down more than 6% this morning in premarket trading after the Wall Street Journal reported that UnitedHealth Group is now under a criminal investigation by the Department of Justice over possible Medicare fraud. The Journal was light on details in what the alleged criminal allegations covered, saying “the exact nature of the potential criminal allegations against UnitedHealth is unclear,” but it added that it was focused “on the company’s Medicare Advantage business practices.” The Journal’s reporting of a criminal investigation follows a February report from the paper in which it said that UnitedHealth Group was facing an investigation from the DOJ over its Medicare billing practices. Insurers get paid lump sums from the government via the Medicare Advantage system, and if patients have certain conditions, those lump-sum payments could be higher. In its February report, the Journal reported that “Doctors said UnitedHealth . . . trained them to document revenue-generating diagnoses, including some they felt were obscure or irrelevant.” It added, “The company also used software to suggest conditions and paid bonuses for considering the suggestions, among other tactics, according to the doctors.” At the time, UnitedHealth Group called the Journal’s report “misinformation.” Reached for comment about the Journal‘s latest report, UnitedHealth Group referred Fast Company to a statement published on its website: “We have not been notified by the Department of Justice of the supposed criminal investigation reported, without official attribution, in the Wall Street Journal today. The WSJ’s reporting is deeply irresponsible, as even it admits that the ‘exact nature of the potential criminal allegations is unclear.’ We stand by the integrity of our Medicare Advantage program.” Fast Company has also reached out to the DOJ for comment. We will update this post if we hear back. View the full article

The U.S. Supreme Court is poised on Thursday to consider Donald The President’s attempt to broadly enforce his executive order to limit birthright citizenship, a move that would affect thousands of babies born each year as the Republican president seeks a major shift in how the U.S. Constitution has long been understood. The justices are scheduled to hear arguments on the administration’s emergency request to scale back injunctions issued by federal judges in Maryland, Washington and Massachusetts blocking The President’s directive nationwide. The judges found The President’s order likely violates citizenship language in the U.S. Constitution’s 14th Amendment. The case is unusual in that the administration has used it to argue that federal judges lack the authority to issue nationwide, or “universal,” injunctions, and have asked the justices to rule that way and enforce The President’s directive even without weighing its legal merits. The President’s order was challenged by Democratic attorneys general from 22 states as well as individual pregnant immigrants and immigrant rights advocates. His administration is seeking to narrow the injunctions to apply only to the individual plaintiffs and the 22 states, if the justices find the states have the required legal standing to sue. That could allow the policy to take effect in the 28 states that did not sue, aside from any plaintiffs living in those states. The President signed his order, a key part of his hardline approach toward immigration, on January 20, his first day back in office. It directed federal agencies to refuse to recognize the citizenship of U.S.-born children who do not have at least one parent who is an American citizen or lawful permanent resident. The court has a 6-3 conservative majority, including three justices appointed by The President during his first term as president. The plaintiffs argued that The President’s directive violated the 14th Amendment, which long has been understood to confer citizenship on almost anyone born on U.S. soil. The 14th Amendment’s citizenship clause states that all “persons born or naturalized in the United States, and subject to the jurisdiction thereof, are citizens of the United States and of the state wherein they reside.” The administration contends that the citizenship clause does not extend to immigrants in the country illegally or immigrants whose presence is lawful but temporary, such as university students or those on work visas. The Justice Department has argued that these people are not subject to the “political jurisdiction” of the United States because their primary allegiance is to foreign countries. Automatic birthright citizenship encourages illegal immigration and “birth tourism” by expectant mothers traveling the United States to give birth and secure citizenship for their children, the Justice Department said. Universal injunctions have become increasingly contentious and have been opposed in recent years by both Republican and Democratic administrations. Judges often have impeded The President’s aggressive use of executive orders and other initiatives this year, sometimes employing universal injunctions. The plaintiffs and other critics have said The President’s directive is the quintessential example of a case in which judges should retain the power to issue universal relief, even if that power is curtailed by the Supreme Court. The 14th Amendment overrode an infamous 1857 Supreme Court decision called Dred Scott v. Sandford that had denied citizenship to Black people and helped fuel the Civil War. An 1898 U.S. Supreme Court ruling in a case called United States v. Wong Kim Ark long has been interpreted as guaranteeing that children born in the United States to non-citizen parents are entitled to American citizenship. The President’s Justice Department has argued that the court’s ruling in that case was narrower, applying to children whose parents had a “permanent domicile and residence in the United States.” —Andrew Chung, John Kruzel, Reuters View the full article

Key Takeaways Understanding the Lead Generation Funnel: Recognize the stages of the lead generation funnel—Awareness, Interest, Consideration, Intent, Evaluation, and Action—to effectively guide potential customers through their buying journey. Role of Social Media: Social media enhances brand visibility and fosters engagement with potential leads, serving as a critical tool in attracting and nurturing customers at each stage of the funnel. Strategic Content Sharing: Utilize diverse content types, such as videos and blogs, along with relevant hashtags, to boost engagement and reach on platforms like Instagram, Facebook, and LinkedIn. Paid Advertising Benefits: Implement targeted social media ads to enhance audience reach and engagement, with A/B testing and clear calls to action to optimize ad performance. Measuring Success: Monitor key performance indicators (KPIs) such as engagement rate, conversion rate, and social media ROI to evaluate and refine your social media strategies effectively. Utilizing Analytics Tools: Leverage tools like Google Analytics and Hootsuite to track engagement metrics and refine your social media efforts for improved lead generation outcomes. In today’s digital landscape, social media isn’t just a platform for sharing updates; it’s a powerful tool in your lead generation funnel. With billions of users scrolling through their feeds daily, it offers a unique opportunity to connect with potential customers at various stages of their buying journey. Understanding how to leverage these platforms can significantly enhance your marketing strategy. Imagine transforming casual interactions into meaningful relationships. By strategically using social media, you can attract, engage, and nurture leads, guiding them seamlessly from awareness to conversion. This article will delve into the vital role social media plays in each stage of the lead generation funnel, helping you harness its full potential for your business. Understanding Lead Generation Funnel The lead generation funnel consists of several stages that guide potential customers from initial awareness to final conversion. Comprehending this funnel is crucial for small businesses, as it helps in utilizing social media effectively to attract and nurture leads. Stages of the Lead Generation Funnel Awareness: At this stage, potential customers discover your brand through social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Engaging content, such as videos and storytelling posts, captures attention and introduces users to your products or services. Using targeted ads and relevant hashtags improves visibility. Interest: Once awareness is established, users seek more information. Here, you can maximize engagement through informative posts, blogs, and social media ads. Content creation strategies, like user-generated content, showcase real-life applications of your offerings, sparking interest. Consideration: Leads evaluate their options during this stage. Community management through interactive social media campaigns, such as Facebook groups or Instagram stories, engages them further. Highlight customer feedback and reviews to build trust and reinforce your brand’s credibility. Intent: Leads exhibit clear intent to purchase. Personalized outreach through social media messaging or retargeting ads on platforms like TikTok and Instagram engages leads meaningfully. Audience targeting and optimized social media posts play a critical role here. Evaluation: Potential customers compare your offerings with competitors. Providing valuable resources, such as how-to guides or webinars, can sway their decision. Maintain brand consistency across social media channels to create a cohesive experience that reinforces your value proposition. Action: This final stage culminates in a purchase. Implementing social media analytics tools allows you to track conversions and refine your strategy. Effective calls to action in your posts and ads can drive users to your website or landing page, facilitating the purchase process. Importance of Each Stage Each stage of the lead generation funnel is vital for nurturing leads and converting them into customers. The awareness stage introduces your brand and establishes a connection, while the interest stage builds curiosity. Consideration helps differentiate your offerings, and intent solidifies the potential customer’s desire to buy. Evaluation ensures your brand stands out, leading to the crucial action stage where sales occur. Optimizing your social media strategy at each point in the funnel enhances your overall lead generation efforts. By understanding these stages and tailoring your approach, you can effectively turn social media followers into loyal customers, boosting your small business’s online presence and revenue. The Role of Social Media in Lead Generation Funnel Social media plays a vital role in guiding potential customers through the lead generation funnel, from awareness to conversion. For small businesses, leveraging social media platforms enhances your visibility and fosters meaningful engagement with your audience. Building Brand Awareness Social media is essential for building brand awareness. You can introduce your small business to potential customers using various strategies: Post engaging content tailored to your audience on platforms like Instagram, Facebook, and Twitter. Utilize hashtags relevant to your niche to expand your organic reach. Create visuals, such as videos and infographics, that highlight your offerings and address customer pain points. Implement social media ads to target broader demographics and boost your brand’s visibility through paid promotions. Engaging with Potential Leads Engagement is crucial in transforming casual interactions into lasting relationships. Your social media strategy should incorporate: Community management to respond to inquiries on platforms like Facebook groups and Twitter, fostering customer interaction. User-generated content where your audience shares experiences and reviews, enhancing authenticity. Consistent storytelling through social media posts, reinforcing your brand voice and values. Analytics tools to monitor engagement rates and guide content creation, allowing you to refine your approach based on audience feedback. These tactics not only improve your online presence but also guide potential leads through the various stages of the lead generation funnel, ultimately leading to increased conversions and brand loyalty. Strategies for Leveraging Social Media Social media presents small businesses with unique opportunities for lead generation. By implementing effective strategies, you can enhance brand awareness and engage potential customers at different stages of the lead generation funnel. Content Sharing Techniques Content sharing plays a crucial role in attracting and retaining your audience. Create diverse content types, such as blog posts, videos, and Instagram stories, to reach different segments of your audience. Use platforms like Facebook, LinkedIn, and TikTok to share visual content that captures attention and encourages interactions. Incorporate relevant hashtags to improve organic reach and visibility, allowing you to connect with a broader audience. Schedule your social media posts with a content calendar to maintain brand consistency and ensure timely engagement. Monitor social media analytics to measure content performance, adjusting your strategy based on audience feedback and engagement rates. Utilizing Paid Advertising Paid social advertising provides a powerful boost for small business social media strategies. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics, enhancing audience targeting. Develop visually appealing social media ads that resonate with your brand voice and include clear calls to action. Use A/B testing to optimize ad performance and allocate budget effectively. Analyze the ROI of your paid ads using social media monitoring tools to refine your approach continuously. Engaging in influencer marketing can also amplify your reach, as influencers can introduce your brand to their followers, driving traffic and potential leads. Measuring Success in the Lead Generation Funnel Measuring success in your lead generation funnel provides insights into the effectiveness of your social media efforts. Focusing on specific metrics helps you understand audience engagement and tailor your social media strategy accordingly. Key Performance Indicators Utilizing key performance indicators (KPIs) tracks your social media marketing success. Consider these essential KPIs: Engagement Rate: Measures interactions such as likes, shares, and comments compared to your total follower count. Conversion Rate: Evaluates the percentage of social media traffic that completes a desired action, like signing up for a newsletter or making a purchase. Click-through Rate (CTR): Determines the percentage of users who click on your social media posts leading to your website. Follower Growth Rate: Assesses how quickly your social media followers increase over time, reflecting brand awareness and reach. Social Media ROI: Calculates the return on investment for your social media campaigns, helping you gauge financial effectiveness. Regularly monitoring these KPIs enhances your ability to adjust tactics and maximizes your social media growth. Tools for Tracking Engagement Employing the right tools streamlines tracking engagement on your social media channels. Consider using these effective social media tools: Google Analytics: Offers comprehensive data on website traffic from social media platforms, including user demographics and behavior. Hootsuite: Provides social media scheduling and analytics, allowing you to create a content calendar and monitor posts’ performance across multiple platforms. Sprout Social: Delivers in-depth analytics on engagement rates, follower growth, and social media campaigns. Buffer: Facilitates social media scheduling and provides insights into post performance, helping optimize your content sharing. Facebook Insights & Twitter Analytics: These built-in tools analyze engagement metrics, such as reach and audience interaction, for your posts. Using these tools helps you refine strategies, enhance customer interaction, and improve your social media presence for greater conversion success. Conclusion Harnessing the power of social media in your lead generation funnel can significantly enhance your business’s potential. By strategically engaging with your audience at each stage of their journey you can foster connections that lead to conversions. Utilizing the right platforms and content types allows you to capture attention and build trust. Don’t underestimate the impact of analytics in refining your approach and measuring success. With the right strategies in place you can transform casual followers into loyal customers while boosting your brand’s online presence and revenue. Embrace social media as a vital component of your lead generation efforts and watch your business thrive. Frequently Asked Questions What is the role of social media in lead generation? Social media serves as a powerful tool for lead generation, allowing businesses to connect with potential customers at various stages of their buying journey. It can transform casual interactions into meaningful relationships, guiding leads from awareness to conversion. How does the lead generation funnel work? The lead generation funnel consists of six stages: Awareness, Interest, Consideration, Intent, Evaluation, and Action. Each stage is crucial for nurturing leads and converting them into customers, allowing businesses to engage prospects strategically. What strategies can enhance brand awareness? To enhance brand awareness, businesses should post engaging content, utilize relevant hashtags, create eye-catching visuals, and implement social media ads. Consistent storytelling and user-generated content also play vital roles in capturing audience attention. How can businesses measure social media success? Businesses can measure social media success by tracking key performance indicators (KPIs) like engagement rate, conversion rate, click-through rate, and follower growth rate. Tools like Google Analytics and Hootsuite help streamline tracking efforts for better insights. Why is engagement important in social media marketing? Engagement builds trust and fosters relationships with potential customers. Active communication through community management and feedback encourages loyalty, making it easier to guide leads through the conversion funnel effectively. What platforms are best for visual content sharing? Platforms like Facebook, LinkedIn, and TikTok are ideal for sharing visual content. These platforms support various formats, such as blog posts, videos, and Instagram stories, making it easier to engage with audiences effectively. How does paid advertising fit into lead generation? Paid advertising enhances audience targeting and expands reach, allowing businesses to promote specific products or services effectively. It also facilitates A/B testing to optimize ad performance, ensuring better returns on investment. What are some key tools for tracking social media metrics? Key tools for tracking social media metrics include Google Analytics, Hootsuite, Sprout Social, and Buffer. These tools provide valuable insights into engagement and help refine social media strategies for better results. Image Via Envato This article, "Unlocking the Role of Social Media in Your Lead Generation Funnel for Business Success" was first published on Small Business Trends View the full article

Key Takeaways Understanding the Lead Generation Funnel: Recognize the stages of the lead generation funnel—Awareness, Interest, Consideration, Intent, Evaluation, and Action—to effectively guide potential customers through their buying journey. Role of Social Media: Social media enhances brand visibility and fosters engagement with potential leads, serving as a critical tool in attracting and nurturing customers at each stage of the funnel. Strategic Content Sharing: Utilize diverse content types, such as videos and blogs, along with relevant hashtags, to boost engagement and reach on platforms like Instagram, Facebook, and LinkedIn. Paid Advertising Benefits: Implement targeted social media ads to enhance audience reach and engagement, with A/B testing and clear calls to action to optimize ad performance. Measuring Success: Monitor key performance indicators (KPIs) such as engagement rate, conversion rate, and social media ROI to evaluate and refine your social media strategies effectively. Utilizing Analytics Tools: Leverage tools like Google Analytics and Hootsuite to track engagement metrics and refine your social media efforts for improved lead generation outcomes. In today’s digital landscape, social media isn’t just a platform for sharing updates; it’s a powerful tool in your lead generation funnel. With billions of users scrolling through their feeds daily, it offers a unique opportunity to connect with potential customers at various stages of their buying journey. Understanding how to leverage these platforms can significantly enhance your marketing strategy. Imagine transforming casual interactions into meaningful relationships. By strategically using social media, you can attract, engage, and nurture leads, guiding them seamlessly from awareness to conversion. This article will delve into the vital role social media plays in each stage of the lead generation funnel, helping you harness its full potential for your business. Understanding Lead Generation Funnel The lead generation funnel consists of several stages that guide potential customers from initial awareness to final conversion. Comprehending this funnel is crucial for small businesses, as it helps in utilizing social media effectively to attract and nurture leads. Stages of the Lead Generation Funnel Awareness: At this stage, potential customers discover your brand through social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Engaging content, such as videos and storytelling posts, captures attention and introduces users to your products or services. Using targeted ads and relevant hashtags improves visibility. Interest: Once awareness is established, users seek more information. Here, you can maximize engagement through informative posts, blogs, and social media ads. Content creation strategies, like user-generated content, showcase real-life applications of your offerings, sparking interest. Consideration: Leads evaluate their options during this stage. Community management through interactive social media campaigns, such as Facebook groups or Instagram stories, engages them further. Highlight customer feedback and reviews to build trust and reinforce your brand’s credibility. Intent: Leads exhibit clear intent to purchase. Personalized outreach through social media messaging or retargeting ads on platforms like TikTok and Instagram engages leads meaningfully. Audience targeting and optimized social media posts play a critical role here. Evaluation: Potential customers compare your offerings with competitors. Providing valuable resources, such as how-to guides or webinars, can sway their decision. Maintain brand consistency across social media channels to create a cohesive experience that reinforces your value proposition. Action: This final stage culminates in a purchase. Implementing social media analytics tools allows you to track conversions and refine your strategy. Effective calls to action in your posts and ads can drive users to your website or landing page, facilitating the purchase process. Importance of Each Stage Each stage of the lead generation funnel is vital for nurturing leads and converting them into customers. The awareness stage introduces your brand and establishes a connection, while the interest stage builds curiosity. Consideration helps differentiate your offerings, and intent solidifies the potential customer’s desire to buy. Evaluation ensures your brand stands out, leading to the crucial action stage where sales occur. Optimizing your social media strategy at each point in the funnel enhances your overall lead generation efforts. By understanding these stages and tailoring your approach, you can effectively turn social media followers into loyal customers, boosting your small business’s online presence and revenue. The Role of Social Media in Lead Generation Funnel Social media plays a vital role in guiding potential customers through the lead generation funnel, from awareness to conversion. For small businesses, leveraging social media platforms enhances your visibility and fosters meaningful engagement with your audience. Building Brand Awareness Social media is essential for building brand awareness. You can introduce your small business to potential customers using various strategies: Post engaging content tailored to your audience on platforms like Instagram, Facebook, and Twitter. Utilize hashtags relevant to your niche to expand your organic reach. Create visuals, such as videos and infographics, that highlight your offerings and address customer pain points. Implement social media ads to target broader demographics and boost your brand’s visibility through paid promotions. Engaging with Potential Leads Engagement is crucial in transforming casual interactions into lasting relationships. Your social media strategy should incorporate: Community management to respond to inquiries on platforms like Facebook groups and Twitter, fostering customer interaction. User-generated content where your audience shares experiences and reviews, enhancing authenticity. Consistent storytelling through social media posts, reinforcing your brand voice and values. Analytics tools to monitor engagement rates and guide content creation, allowing you to refine your approach based on audience feedback. These tactics not only improve your online presence but also guide potential leads through the various stages of the lead generation funnel, ultimately leading to increased conversions and brand loyalty. Strategies for Leveraging Social Media Social media presents small businesses with unique opportunities for lead generation. By implementing effective strategies, you can enhance brand awareness and engage potential customers at different stages of the lead generation funnel. Content Sharing Techniques Content sharing plays a crucial role in attracting and retaining your audience. Create diverse content types, such as blog posts, videos, and Instagram stories, to reach different segments of your audience. Use platforms like Facebook, LinkedIn, and TikTok to share visual content that captures attention and encourages interactions. Incorporate relevant hashtags to improve organic reach and visibility, allowing you to connect with a broader audience. Schedule your social media posts with a content calendar to maintain brand consistency and ensure timely engagement. Monitor social media analytics to measure content performance, adjusting your strategy based on audience feedback and engagement rates. Utilizing Paid Advertising Paid social advertising provides a powerful boost for small business social media strategies. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics, enhancing audience targeting. Develop visually appealing social media ads that resonate with your brand voice and include clear calls to action. Use A/B testing to optimize ad performance and allocate budget effectively. Analyze the ROI of your paid ads using social media monitoring tools to refine your approach continuously. Engaging in influencer marketing can also amplify your reach, as influencers can introduce your brand to their followers, driving traffic and potential leads. Measuring Success in the Lead Generation Funnel Measuring success in your lead generation funnel provides insights into the effectiveness of your social media efforts. Focusing on specific metrics helps you understand audience engagement and tailor your social media strategy accordingly. Key Performance Indicators Utilizing key performance indicators (KPIs) tracks your social media marketing success. Consider these essential KPIs: Engagement Rate: Measures interactions such as likes, shares, and comments compared to your total follower count. Conversion Rate: Evaluates the percentage of social media traffic that completes a desired action, like signing up for a newsletter or making a purchase. Click-through Rate (CTR): Determines the percentage of users who click on your social media posts leading to your website. Follower Growth Rate: Assesses how quickly your social media followers increase over time, reflecting brand awareness and reach. Social Media ROI: Calculates the return on investment for your social media campaigns, helping you gauge financial effectiveness. Regularly monitoring these KPIs enhances your ability to adjust tactics and maximizes your social media growth. Tools for Tracking Engagement Employing the right tools streamlines tracking engagement on your social media channels. Consider using these effective social media tools: Google Analytics: Offers comprehensive data on website traffic from social media platforms, including user demographics and behavior. Hootsuite: Provides social media scheduling and analytics, allowing you to create a content calendar and monitor posts’ performance across multiple platforms. Sprout Social: Delivers in-depth analytics on engagement rates, follower growth, and social media campaigns. Buffer: Facilitates social media scheduling and provides insights into post performance, helping optimize your content sharing. Facebook Insights & Twitter Analytics: These built-in tools analyze engagement metrics, such as reach and audience interaction, for your posts. Using these tools helps you refine strategies, enhance customer interaction, and improve your social media presence for greater conversion success. Conclusion Harnessing the power of social media in your lead generation funnel can significantly enhance your business’s potential. By strategically engaging with your audience at each stage of their journey you can foster connections that lead to conversions. Utilizing the right platforms and content types allows you to capture attention and build trust. Don’t underestimate the impact of analytics in refining your approach and measuring success. With the right strategies in place you can transform casual followers into loyal customers while boosting your brand’s online presence and revenue. Embrace social media as a vital component of your lead generation efforts and watch your business thrive. Frequently Asked Questions What is the role of social media in lead generation? Social media serves as a powerful tool for lead generation, allowing businesses to connect with potential customers at various stages of their buying journey. It can transform casual interactions into meaningful relationships, guiding leads from awareness to conversion. How does the lead generation funnel work? The lead generation funnel consists of six stages: Awareness, Interest, Consideration, Intent, Evaluation, and Action. Each stage is crucial for nurturing leads and converting them into customers, allowing businesses to engage prospects strategically. What strategies can enhance brand awareness? To enhance brand awareness, businesses should post engaging content, utilize relevant hashtags, create eye-catching visuals, and implement social media ads. Consistent storytelling and user-generated content also play vital roles in capturing audience attention. How can businesses measure social media success? Businesses can measure social media success by tracking key performance indicators (KPIs) like engagement rate, conversion rate, click-through rate, and follower growth rate. Tools like Google Analytics and Hootsuite help streamline tracking efforts for better insights. Why is engagement important in social media marketing? Engagement builds trust and fosters relationships with potential customers. Active communication through community management and feedback encourages loyalty, making it easier to guide leads through the conversion funnel effectively. What platforms are best for visual content sharing? Platforms like Facebook, LinkedIn, and TikTok are ideal for sharing visual content. These platforms support various formats, such as blog posts, videos, and Instagram stories, making it easier to engage with audiences effectively. How does paid advertising fit into lead generation? Paid advertising enhances audience targeting and expands reach, allowing businesses to promote specific products or services effectively. It also facilitates A/B testing to optimize ad performance, ensuring better returns on investment. What are some key tools for tracking social media metrics? Key tools for tracking social media metrics include Google Analytics, Hootsuite, Sprout Social, and Buffer. These tools provide valuable insights into engagement and help refine social media strategies for better results. Image Via Envato This article, "Unlocking the Role of Social Media in Your Lead Generation Funnel for Business Success" was first published on Small Business Trends View the full article

To help you with that, I looked at some of the best PPC tools and picked nine that stand out for their focus, features, and value, especially for teams looking to level up without blowing the budget. This stack is…Read more ›View the full article

We may earn a commission from links on this page. As a marathon runner, I've always taken a minimalist (read: cheap) approach to my gear. But when it comes to properly investing in—and maybe even splurging on—running gear, nothing is more important than your shoes. According to Jessica Lyons-Quirk, director of footwear merchandising at Road Runner Sports, wearing proper footwear is crucial for staying injury-free: "The biggest thing about injuries and foot health is that you need to be in the right shoe for your foot—every foot is different." So as you're racking up miles and incorporating different types of runs into your training, is one pair of sneakers really getting the job done? After all, different running activities place unique demands on your feet and body. Long, slow runs stress your feet differently than explosive track workouts or technical trail runs. But do you really need different shoes for different types of runs? From cushioned trainers to minimalist racers, here's how many shoes you actually need. Different shoes for different runsAlternating or "rotating" shoes gives each pair time to decompress and dry out between runs. Plus, since different shoes stress your muscles and joints in slightly different ways, it helps reduce repetitive strain. And anecdotally, I appreciate the mental shift that comes with a shoe rotation. Changing shoes gives me a sort of psychological transition between easy runs and hard efforts. For distance running, I need a shoe that focuses on cushioning and support. Long-run shoes typically feature: More substantial midsole cushioning to absorb impact over many miles Higher stack heights (the distance between your foot and the ground) More durable materials to withstand extended wear Balanced stability features to maintain proper form as fatigue sets in These design elements help protect your joints from the repetitive impact of logging serious mileage. Lyons-Quirk's go-to recommendation for max cushion is the the ASICS GEL-Nimbus 27: "The softness of both the upper and midsole make this shoe pure magic to run in." If you're looking for a deal, since that Asics Gel Nimbus 27 was released this year at $165, you can bet that the Asics Gel Nimbus 26 just got way more affordable. ASICS Women's Gel-Nimbus 27 $159.00 at Amazon /images/amazon-prime.svg Shop Now Shop Now $159.00 at Amazon /images/amazon-prime.svg ASICS Men's Gel-Nimbus 27 $164.95 at Amazon /images/amazon-prime.svg Shop Now Shop Now $164.95 at Amazon /images/amazon-prime.svg When doing intervals, tempo runs, or racing, different qualities become important: Lighter weight to reduce energy expenditure Responsive, often firmer cushioning that returns energy more efficiently Lower stack heights for better ground feel and stability Racing-specific features, like carbon plates These shoes sacrifice some cushioning and durability, but they're lightweight so you can feel like you're flying as fast as you can. Currently, I'm rocking the Brooks Ghost 16—they're the most worn pair you can see in the photo above. Brooks Women’s Ghost 16 $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Shop Now Shop Now $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Brooks Men’s Ghost 16 $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Shop Now Shop Now $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Is a shoe rotation really necessary?Despite these benefits, not everyone needs multiple specialized pairs. UESCA certified running coach James Rodgers says if you're just getting started, you don't have to invest in multiple pairs. Instead, "having one properly fitted pair to suit you and the majority of your runs would be fine." A proper fitting at a specialty running store is worth the time investment, even if you eventually purchase elsewhere. Similarly, ultramarathoner Merili Freear says you simply don't need dozens of shoes. Even with her ultra-mileage, she typically rotates just three pairs: One pair of trail shoes and two pairs of road shoes. Like a lot of runners, she saves the newer road pair for races and uses the older ones for daily training. "Ultimately, rotating your shoes isn’t about collecting gear—it’s about function, comfort, and protecting your body from overuse." However, if you want to get into trail runs and off-road running, a specialized pair could make sense. According to Rodgers, "having slightly different shoes helps because certain shoes for some running gaits may put increased stress on certain muscles, such as your calves and achilles." Even if you're not rotating shoes simultaneously, remember even the best running shoes have a limited lifespan. Most experts recommend replacing shoes every 300-500 miles; some signs that it's time for new shoes include compressed cushioning, worn outsoles, and new aches and pains. Finding your perfect shoe balanceFor most recreational runners, a two-shoe rotation strikes a good balance: A well-cushioned, durable daily trainer for most runs. A lighter, more responsive shoe for workouts and races. Of course, there are plenty of other factors to consider. Quality running shoes aren't cheap, and if you mostly do similar runs, the benefits diminish. Generally speaking, higher-mileage runners benefit more from rotation. More serious runners might expand to three or more pairs, adding trail shoes or super-cushioned recovery shoes to the mix. The bottom lineMany runners successfully train in a single pair of well-chosen, all-purpose running shoes. While specialized shoes can enhance specific types of running, rotating shoes isn't necessary for the average runner. Here are some of my money-saving strategies that work across all runner types. Whatever approach you take, remember that the best shoes are the ones that keep you running comfortably. You're going to constantly be injury-prone if you aren't in the right shoe, and you're never going to hit your training goals if you're constantly resting off an injury. For more, check out my round-up of the best running shoes on the market right now, according to the experts. View the full article

Tariffs affect product costs and ad performance. This month's Ask A PPC outlines their direct impact on PPC metrics, conversion rates, and bidding strategies. The post Ask A PPC: How Will The Tariffs Impact My PPC Campaigns? appeared first on Search Engine Journal. View the full article

The new The President administration has brought deregulation and staff cuts to the Consumer Financial Protection Bureau, leaving many wondering what's next. View the full article

SEO has always involved a lot of manual, repetitive work. Keyword research, writing title tags and meta descriptions, parsing GA4 exports, auditing massive content libraries – it’s all important, but it’s also time-consuming. Now, we have tools that can help lighten the load. From accelerating content ideation to pulling insights from performance data, AI can be a powerful (and efficient) part of your daily SEO workflow. The real question isn’t if you should use AI – it’s how to use it well. 1. Build a custom AI assistant A custom GPT is a tailored version of the AI language model that you can create to perform specific tasks or provide particular expertise. You supply in-depth knowledge by telling it who it should be, its areas of expertise, and providing supplemental information to back that up. This is beneficial because once you create an “identity,” the AI remembers “who” it is for ongoing support, allowing for very specialized output for your unique needs. Custom GPTs ultimately improve the consistency of every AI interaction. Create a GPT To get started, using ChatGPT, find the Explore GPTs page and navigate to My GPTs > Create a GPT. You will be greeted with a prompt asking what you would like to make. Walk through some of the initial questions posed around what your GPT should do and who it’s for. Configure your GPT Navigate to the Configure tab to further refine the GPT settings and instructions. Here, clarify “who” the GPT should be, what specific tasks will be needed, and even example output. Be as clear and specific as possible. Prime your GPT Further prime the GPT by uploading supporting documents, images, and links. This includes: Audience personas. Style guides. Brand standards. Maybe you have template documents you can supply or links to articles written by the persona you want the GPT to take. The more information you provide, the better and more strategic the output. Follow these best practices for priming your custom AI assistant: Specify, specify, specify: Add as much context to your prompt as possible, such as the tone of the output, who it is for, how long the response should be, or how you want your output to be presented. ​ ‘Act as if’: Ask AI to behave as if it were a person, process, or object. For example, ask “create a recipe as if you are my personal trainer.”​ Use ‘do’ and ‘don’t’: Think about what you do and don’t want as a result of your prompt, and be sure to include them to get responses closer to what you envision.​ Use examples: Give AI examples of what you would like your output to look or feel like. It is important to avoid using copyrighted material as examples.​ Build on previous prompts: Start with a smaller prompt and add more context and information over time. This will allow you to make controlled, smaller edits to the AI output.​ Correct mistakes and give feedback: Treating AI like an intern means explaining what parts of its output were useful and which were not.​ Creating a custom GPT does require a paid subscription; however, if you are planning to use AI in any meaningful way, it is a worthy investment. 2. Content ideation and topic expansion You already: Know your audience. Have keywords mapped. Personas defined. Themes established. Now, it’s time to scale your content with AI as your brainstorm partner. The key? Start with the right prompts and priming, and guide the AI like a strategist, not a robot. Define your starting point Before even opening ChatGPT, you need to define your foundation. Think through what keyword themes you want to target, what audience personas or segments the content will speak to, and what stage of the funnel the content is for. If you have created a custom GPT, then much of this information is pre-loaded. You just need to ensure the AI assistant knows the goals for the specific content you’re ideating. The more context you give up front, the more useful the AI’s ideas will be. Prompt for a brainstorm Once you’ve clarified your inputs, use a prompt like: “Generate 20 blog post ideas targeting [PERSONA] interested in [TOPIC], for [BRAND]. These should be optimized for [TREND or PAIN POINT or MOTIVATION]. Ideas should range across different funnel stages and include titles and a short one-sentence description.” Run the same prompt with different variations of personas, trends, pain points, etc. Also, change the format to scale ideas across channels, such as changing from blog posts to landing pages, newsletter themes, etc. Prompt for topic expansion You probably have some blog posts or resources that are already performing well. Use prompts to help brainstorm spinoff ideas or content cluster topics, like: “This blog titled [‘Lorem ipsum dolor sit amet’] at [URL] performs well for [PERSONA or FUNNEL STAGE]. Based on this, suggest 10 related blog post ideas we could create as part of a content cluster. Include different angles like FAQs, how-tos, seasonal content, and guides.” Organize and prioritize Drop your AI-generated ideas into a spreadsheet or content planning doc. Then evaluate based on relevance, alignment with your SEO strategy, and potential for internal linking or different formats. 3. Content gap analysis A content gap occurs when people search for something related to your business but find that your website doesn’t have content that answers their questions or meets their needs. Traditional content gap analyses can be time-consuming. You have to: Identify what’s missing from your current content. Think through subtopics, angles, or questions your audience cares about. Find what your competitors rank for that may also be relevant to you. That’s where AI comes in to help streamline the process. Define your approach There are a few different ways to conduct a content gap analysis, and the route you choose will impact the prompts you give AI. Are you looking for gaps around specific keyword themes? Are you comparing your site to specific competitors? Or are you looking purely to identify what content would complement your existing website? Prompt for content gaps Depending on your approach, you need a prompt asking AI to help find what’s missing. Keyword themes “Given the content pillar [PILLAR THEME], list keywords where [BRAND WEBSITE] does not rank in this niche. Identify vulnerabilities in the content, like a lack of in-depth analysis or low-quality backlinks, that I can address. Also, list any related articles or pages that can be linked to to build internal relevance.” Competitors “My website [URL] focuses on [NICHE], similar to [COMPETITOR WEBSITE]. Perform a content gap analysis to see which topics they’ve covered that are missing from my website.” Optional add-on “Compare our content topics with the top 3 competitors for [KEYWORD]. List the topics we’re missing.” Specific content “My website [LINK] focuses on [NICHE]. Review this content [URL] and suggest 5 additional subtopics or questions that should be included to make this page more comprehensive.” Again, give your AI tool feedback and refine the prompts as needed. Analyze and prioritize Not every suggested idea will be right for your brand, audience, or goals, but many of the AI responses should highlight content opportunities you may have missed. Look for: Frequently asked questions and related concepts. Internal linking opportunities and ideas that allow for format variety. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 4. Repurpose video content Turn video content into blogs, social posts, transcripts, and SEO-friendly assets. Video content is often underutilized for SEO. But when repurposed thoughtfully, especially with the help of AI, video can become a high-impact asset for visibility, engagement, and authority. It’s not just about squeezing extra mileage out of your assets, it’s about expanding their reach, accessibility, and discoverability. By turning that content into SEO-friendly formats such as blog posts, landing pages, FAQs, or transcripts, you build topical depth around your priority themes. Dig deeper: The future of SEO content is video – here’s why Make sure you have the right tools in place For transcription, there is a wide range of free and paid tools: Descript: Fast and accurate, but limited free version. TurboScribe: Three free transcripts per day. Otter.ai: Fast and affordable with solid accuracy. YouTube’s auto-captions: Free and easy if your video is already hosted there. Generate and clean up the transcript Start by transcribing your video. Once you have the raw text: Review it to clean out filler words. Fix speaker labeling. Make it more readable. This is the initial content that your AI assistant will work with. Prompt your AI For writing assistance in turning those transcripts into structured, written content, there is ChatGPT (and you can use your previously created custom GPT for help!), Gemini, Claude, Copilot, etc. Regardless of the tool you select, this is where the magic happens and where your prompt really matters. Paste the cleaned-up transcript into your AI tool and ask the AI assistant to rewrite the transcription as a blog post, a webpage for your site, a longer evergreen article, or whatever you need. As always, be sure to provide specific direction. Don’t just say “write a blog post.” Instead, try: “Rewrite this transcript as a blog post targeting the keyword ‘[TOPIC].’ Use [BRAND]’s tone and voice, and preserve the diction used. Include a clear headline, subheadings, helpful bullet points, and a 2–3 sentence summary at the top. Keep it around 800 words and optimize for SEO best practices.” The more context you give, the better the results, especially if your assistant has already been trained with examples of your voice and goals. Edit and optimize Once you have your AI-generated draft, your work is not done. Now, it’s time to: Humanize the content. Refine it for clarity. Polish the tone. Check for accuracy. Optimize for search. Add internal links to related content. Ensure heading structure is correct. Evaluate keyword usage. Create metadata. Include schema markup if appropriate. As a final step, consider running your content through an AI detection tool. GPTZero is my go-to. It details what percentage of your copy is probably written by a human and highlights any specific sentences that are likely AI-generated. Grammarly and Writer have free AI-detection tools as well. 5. Data analysis and reporting Digging through Search Console exports, GA4 dashboards, and third-party SEO tools can be daunting. There’s a wealth of insight buried in all that data, but it takes time, strategy, and context to extract what really matters. That’s where AI tools can help to summarize, analyze, spot patterns, and even suggest next steps. Export and clean your data Start by exporting the relevant data as CSV files or Google Sheets. Depending on your needs, that may include: Google Search Console query data, page-level performance, and indexation metrics. GA4 reports on organic traffic, landing pages, engagement metrics, and conversions. SEO Tools such as Screaming Frog, Semrush, Ahrefs, etc., for keyword rankings, site audits, or link data. Remove any unnecessary columns, clearly label all of the data, and add any context needed. Prompt AI for what you need Upload your file or copy/paste your cleaned-up data into your AI tool of choice. Give the AI a structured, goal-oriented prompt such as: “Summarize the key SEO insights from this Search Console export. Highlight [DATA POINTS] to explain [TREND]. Then suggest 3 possible next steps based on this data. Also highlight any outliers.” Fact-check and humanize Review the AI output critically and consider how the insights align with what you know about the client, campaigns, or search trends. Before using any of the insights or next steps, be sure to refine the wording and add context so that the information aligns with your objectives. You can even take the summary provided a step further by asking the AI to help turn the insights into client-facing bullets, written in your brand’s tone and voice. If you created a custom GPT, this is a great use case for it. 6. AI-branded search audit As more people turn to AI tools to search, learn, and make decisions, your brand’s representation in these LLMs matters. Chat agents can impact your brand image, underscoring the importance of proactive digital PR and SEO efforts. We’ve covered how to integrate AI into your SEO process, but it’s just as important to recognize that these same tools are answer engines in their own right. Just like with traditional search engines, we need to be intentional about how our brand appears in those results. An AI audit for brand consistency helps ensure that LLMs accurately, consistently, and positively reflect your brand. Their understanding of a brand is a reflection of the content available online, including official websites, especially About pages, news outlets, and industry publications. Define a set of brand-specific questions Start your audit by identifying a standard set of questions that someone may realistically ask an AI tool about your brand. Be sure to include some broad questions as well as those that are more specific. “What does [BRAND] do?” “What services does [BRAND] offer?” “Is [BRAND] a good company to work with?” “How does [BRAND] compare to other [INDUSTRY] competitors?” “What is [BRAND]’s mission or values?” “Can you tell me about the history or origin of [BRAND]?” “What are the reviews or feedback about [BRAND]’s customer experience?” “Are there any recent controversies, notable news, or accolades associated with [BRAND]?” The goal is to test how the AI agents describe your company across different themes, such as brand overview, services, culture, reputation, and positioning. Understand what LLMs know about your brand Use the same question set across multiple AI tools and LLMs. Start with ChatGPT, Gemini, Copilot, and Claude. Don’t forget to ask for citations, especially if the response is unexpected. Manually input each question and copy/paste the responses into a spreadsheet. Create a table where each row is a question and each column is a platform. This makes patterns (and red flags) easier to spot. Analyze responses for consistency, accuracy, and opportunity Now that you have your data, it’s time to audit it. For each response, consider if the information is accurate, if the tone is aligned with how you want to be perceived, and if anything important is missing. Also consider if there are insights that signal SEO or content gaps (e.g., services not mentioned, outdated leadership info, incorrect history). Improve responses While you may not be able to log into ChatGPT and “fix” an answer, you can influence how your brand is portrayed. The final step is to update the source material from which these LLMs are drawing. Ensure your About page, service pages, and leadership bios are up-to-date and comprehensive. Publish well-optimized blog posts and press releases that reinforce your positioning. Leverage off-page SEO and PR to earn mentions from authoritative third-party sources. Consider Reddit SEO to engage with your audience and share content. Update directory listings, social profiles, and partner sites. Use structured data and schema markup to clarify information. If the web is your brand’s resume, ensure it’s not outdated or missing your best accomplishments. Use AI responsibly: Final tips Now that you’ve seen how AI can level up your SEO workflow, it’s worth remembering a few key principles to get the most out of these tools, without losing the human touch. AI = intern, not expert While AI is a great tool for repetitive tasks and simple analysis, you are the marketing expert. Treat AI as an intern who can get work started – don’t rely on it as you would an expert on your team.​ Be specific It is important to be clear when it comes to prompts and guardrails for AI.​ Tell the AI who they are, what their area of expertise is, what tone and voice to use, what you don’t want included in their response, etc. Validate everything It is crucial to validate everything that has been done through AI (with a human). This allows you to understand a tool’s strengths and weaknesses so you get better outputs.​ AI tools are known to hallucinate, or provide seemingly concrete answers that are wrong or misleading. Even robots need fact-checking. Document prompts that work AI can give vastly different results depending on the prompt you give it, so it is helpful to save prompts that are proven to work. ​(More on example prompts below!) Start small, scale wisely AI is still evolving, so it’s best to start small and truly understand how AI capabilities can impact your workflow. Once you understand a tool on a small scale, you will be able to scale up tactically.​ Know your tools Not all AI tools are created equal. Different platforms excel at different tasks, and knowing which tool to use and when can improve your workflow. OpenAI’s ChatGPT: Great for structured writing, ideation, and refining copy – especially if you’re using a Custom GPT trained on your brand voice Google’s Gemini: Best for analyzing and problem solving, integration with Google apps is a bonus Anthropic’s Claude: Performs complex tasks that go beyond simple pattern recognition or text generation.​ Can process significantly longer inputs than most competitors. Microsoft’s Copilot: This tool’s strong data security and compliance features make it a great choice. It provides human-sounding answers and works within the Microsoft ecosystem, so it’s perfect for Excel and PowerPoint projects. Perplexity: Ideal for research and information gathering. Provides quick fact-checked answers with citations. Deepseek AI: Best for technical tasks, code generation, logic-based SEO challenges, and regex or schema help. Used responsibly, AI can streamline your SEO efforts, help you move faster, spot more opportunities, and create better search experiences. But it should always work alongside your expertise, not replace it. View the full article

While estimates of the percentage of neurodivergent people globally typically range from 15–20%, new survey results from neurodiversity advocacy and support nonprofit Understood suggest that the true percentage of neurodivergent adults may be higher. For one, more people are being diagnosed with ADHD and autism and other conditions that fall under the umbrella of neurodivergence. But more people may also be self-identifying as neurodivergent—especially in younger generations. Deloitte’s 2023 Gen Z and Millennial Survey showed that 53% of Gen Z self-identify as neurodivergent. “The people who identify or have symptoms of [neurodivergence], will far exceed the most conservative estimate of those who have been actually diagnosed,” says Nathan Friedman, copresident and chief marketing officer of Understood. He suggests that barriers such as high psychiatry costs and the misdiagnosis of neurodivergent women might prevent individuals from pursuing (or acquiring) a formal diagnosis. In April, Understood conducted a weighted survey of over 2000 U.S. adults, 659 of whom identify as neurodivergent. Thirty-one percent of respondents had at least wondered if they were neurodivergent although only 11% had received an official diagnosis. Stigma around requesting accommodations In a recent ResumeGenius poll of 1000 hiring managers, 86% claim that disclosing neurodivergence in an application would have either a positive or neutral effect on their hiring decision. But Understood’s research suggests that neurodivergent workers have real concerns. In the survey, 64% of employed U.S. adults agree that people speak about their neurodivergence at work more openly now, but 70% agree there’s a stigma around asking for workplace accommodations. That’s a 10% increase from their results last year. Among those workers who have requested accommodations, only 56% received ones that actually improved their work experience. One in four got accommodations that weren’t helpful, one in five were outright denied, and nearly one in five later regretted asking. “Asking for accommodations doesn’t necessarily mean you’re unable to perform or you’re unable to achieve the results of what’s expected,” says Friedman. The accommodations that workers typically ask for are simple to implement, he says. “Accommodations could be anything from a flexible work environment to changing desks . . . [These] are pretty simple things that can help somebody improve how they work, the output of their work, and their feeling about how they work.” Despite this, 15% of respondents said they had lost a job, were demoted, or lost a job opportunity after asking for accommodations. Part of this increase in perceived stigma may be connected with the The President administration’s attacks on DEI in the workplace. In fact, the survey results show that 64% of U.S. adults believe DEI program rollbacks will make it more difficult for people to access workplace accommodations. “Difference right now is not seen as a good thing—regardless of where you’re at,” says Friedman. What can be done Reducing stigma and improving the efficacy of workplace accommodations starts with proper education about neurodivergence in the workplace. “We hear so many stories about individuals who don’t have the right accommodations and are let go because they don’t have what’s needed to do their job,” says Friedman. “So providing the education, providing the pathway to get an accommodation, and delivering the accommodations are all required.” This is especially crucial as Gen Z now outnumbers boomers in the workplace. “Over 50% of Gen Z believes they are neurodivergent,” says Friedman. “If you’re a company of 10,000 people, that’s upwards of 5,000 people that you could get a better work product from. . . . So [offering accommodations] is a win for everyone.” View the full article

Another Google court document from the DOJ trial showed that Google said it is currently rethinking its entire search stack, from the ground up, with LLMs playing a more fundamental role. The doc said:View the full article

The details from the DOJ and Google monopoly case hearing exhibits just keep on flowing and with that, we have another mention of how Google does look at clicks from the search results. This one talks about how the position of the link can be a bias towards the number of clicks that result gets, so Google had to develop an adjustment of sorts to counter that bias.View the full article

Earlier this month, Google updated its Ads Transparency policy to specify that it will display the payment profile name as the payer name for verified advertisers. Well, now we are starting to see a new section that says "Ads funded by" on the "My Ad Center" section of the search ads.View the full article

Google is rolling out device targeting controls and features within Google Ads Performance Max campaigns. We knew this was coming and now it seems to be rolling out to some (not all) advertisers. This allows you to target based on device type, such as computers, mobile phones, tablets and/or TV screens.View the full article

World’s biggest retailer reports rise in first-quarter sales in the face of The President’s trade warView the full article

Google is testing showing the vertical search category a query belongs to in its autocomplete search suggestions. When you click into the Google Search box, even before you begin typing your query, Google shows search suggestions and some of those search suggestions have a label that says "short videos," "images," etc.View the full article

Competitive intelligence is actionable information about your competitors, target customers, and market. View the full article

Broken promises played midwife to Brexit and are capable of powering Reform — or a Conservative facsimile — into officeView the full article

Google is testing a new sub or secondary menu under the search bar in Google Search. This secondary menu, or sub-menu, is below the main search vertical options and is missing the bubble format that we've seen Google use for this sub-menu.View the full article

Website demographics describe the characteristics of the people who visit your website. View the full article

Instagram is quietly testing a new feature that could change how creators and brands share content — and I’m pretty excited about the potential. In their words: Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community. The new Instagram Reels, also called “locked” or “secret code” reels, will require a (you guessed it) secret code to view. These password-protected videos offer a fresh way to build excitement, reward your most engaged Instagram followers, and share content with a more targeted audience. Also, they’ll be a delight to puzzle fanatics like me. After some initial testing, The Weeknd was the first creator to officially use an unlockable reel, teasing a clip from his new film. (Did anyone else not know he was doing movies now?) Let’s break down how it works, why it matters, and how you might use it when (or if) it rolls out more broadly. What are unlockable reels?Unlockable reels are videos that are hidden behind a code. Instead of tapping play, you’ll be prompted to “Enter secret code” before you can view the content. In some cases, creators will offer a clue instead of just giving you the code outright — for example, “my birthday” or “1st hashtag in the caption.” Once you crack the code, the reel plays like any other. In April, an unlockable reel was quietly shared from the Instagram @design account, prompting followers to enter a code to access the video. Before entering the code, the thumbnail appears blurred out. Here’s how the post looks in the feed and when you tap on it: Not long after, @theweeknd shared an unlockable reel, now deleted, teasing a clip from his new movie, Hurry Up Tomorrow behind a code: ‘ICANTSING*’*. As far as we know, these are the only two password-protected reels shared on the platform yet, but I predict we’ll soon see the feature rolled out to more big-name creators. Source: Social Media TodayWhy would you want to share an unlockable reel?Good question! On a platform where views and impressions are often treated as the be-all and end-all, why would you want to share a ‘secret’ reel? Well, we know that Instagram has been more focused on its community-building features of late (think subscriptions, broadcast channels, or even Threads). Password-protected reels offer a way for creators and brands to offer something special to superfans (of followers who love a good puzzle). It’s unclear if these reels will be eligible to appear in the main reels or explore page. My prediction is they’ll be targeted mainly at current followers (and be more likely to appear in users’ home feeds). The Instagram algorithm will likely count clicks and attempts to unlock the reel as engagement signals. According to Instagram, this is a new way to “help people connect in a new, IYKYK [if you know, you know], way.” The feature is intended to: Build buzz around exclusive contentFoster connection over shared interestsReward superfans with hidden gems⚡Be more consistent on Instagram: Having an all-in-one tool like Buffer helps you plan, post, engage, and track. Get started for free today and see for yourself.How creators and brands might use unlockable reelsIf you’re a creator, marketer, or small business owner, there’s a lot of potential here for fun posts and campaigns with this new feature. As a creator and marketer, I’m definitely looking forward to playing around with them! Think: Exclusive drops for your mailing list: Share a secret code with newsletter subscribers to unlock behind-the-scenes content, bonus tutorials, or sneak peeks — a creative way to reward your most engaged audience (and grow your subscribers).Early access content for loyal fans: Let superfans or private community members get first dibs on a new product, video, or announcement by giving them the code before anyone else.Promo codes for repeat customers: Share limited-time offers through a locked reel that only your existing customers can access — either by emailing them the code or including it in a thank-you note.Launch hints or teaser trailers for product reveals: Build anticipation by hiding teaser content behind a code that followers have to figure out — perfect for gamifying a product drop or campaign launch.Region-locked content for specific markets: Share updates or offers tailored to a local audience by distributing codes through regional mailing lists or in-store signage.Private posts just for friends: Share a code with just a few close friends or collaborators to keep it personal.It’s a fun, lightweight form of content gating, without the need for paywalls or subscriptions. Watch this spaceUnlockable reels aren’t available to most users just yet. It’s not clear when — or if — this feature will be rolled out more widely, but it’s one of my top social media platform features to watch at the moment. I’ll be sure to update this article when I know more. To an unlockable reel in action, check out @design, which used a caption clue to unlock their reel (“1st # in the caption,” which is threads). View the full article

Legal and compliance overtook verification issues as the top cause for application defects during the fourth quarter, according to Aces Quality Management. View the full article

The states with the highest percentage of non-current mortgage loans had an average year-over-year change of 0.7%, as of March 31. View the full article

You’ve made it past the recruiter and the first round of interviews. Now you’re meeting with the hiring manager. They’ll likely ask you a series of behavioral questions to evaluate whether you’re a good cultural fit for the team. They’ll also assess whether they believe you are up to the managerial and leadership challenges facing the role. Preparing for behavioral interviews can be nerve-wracking. The stakes are high, and it’s easy to feel overwhelmed by all the possible scenarios they could throw at you. I’ve spent over a dozen plus years of preparing folks for interviews and talking to people on the hiring side. As a result, I’ve developed an approach to behavioral questions that will help you shine in the behavioral interview. It’s all about ensuring that you start strong. The STAR framework and why it doesn’t quite work Many people use the STAR framework to structure interview responses. This method helps candidates describe their experiences to illustrate desired competencies. Start with “S” the Situation they faced, “T” their Task, “A” what Action they took, and “R” the Result they achieved. Now, this framework does help you organize your thoughts and distill a story to illustrate your experience and competencies. Unfortunately, this approach fails rhetorically because it lacks a strong start. When you lead with situations or context before getting to the task, the interviewer has to wait too long for the payoff. You risk losing the interviewer before you get to the action and results. An interview is like any presentation, you have somewhere around 30 seconds to hook your audience. Starting strong means a clear, concise statement of value that captures what kind of leader or manager you are. It also provides the interviewer a blueprint of what to listen for in your response. How behavioral interviews work Behavioral interviews are based on the premise that past experience is a predictor of future performance. The questions are generally less about getting the “right” answer. It’s more about helping the interviewer understand your approach, how you think, how you relate to others, and your values. As one hiring manager told me, “When a candidate explains how he or she thinks about solving a problem, I get a lot more insight into what it would be like to have them on my team than I do from them reciting the solution.” In my view, the STAR formula focuses too much on the story and not enough on the meaning. To borrow language from Simon Sinek’s Golden Circle model for organizations, interview candidates who strictly adhere to the STAR approach focus too much on the “what” and not enough on the “how” or the “why.” When you start your answer by naming the principles or values that guided your action, you get to the heart of the matter quickly. You also cue the interviewer on what to listen for as the story unfolds. How to prepare for behavioral interviews The STAR method is a good start to help you distill the narratives that illustrate your experience and competence. But to ensure that you have a strong start for each STAR story. Reflect on the foundational values that guided your actions. That might be empathy, accountability, collaboration, customer focus, data-driven decision-making, fairness, relationships, trust, or transparency. Articulating these principles will help establish what kind of leader, manager, or contributor you are. Examples of strong answers Once you’ve identified a set of 5–8 principles or values, you can use them to frame almost any answer. For example: Behavioral question #1 “Tell me about a time when you had to influence without authority.” “Influencing without authority was a key part of my role at ABC Company. There were three things I always tried to keep in mind: empathy for my cross-functional stakeholders, transparent communication, and relentless customer focus. On xyz project, as the product manager (situation) I needed to influence my engineering counterpart to commit to an aggressive timeline (task). I knew that her team was under a lot of pressure. I had a series of 1:1 conversations with her about the requirements. I made sure to listen with empathy so that I understood all her constraints (action). I also shared the potential customer impact of the feature. It turned out that her team had been expressing frustration about not feeling valued. So it was key that she could motivate her team to work on a more visible feature (action). We found some compromises and were able to land on a timeline that would be a stretch for her team but that she was excited about (result).” Here are some other examples of strong starts: Behavioral question #2 “What was a time when you failed?” “First, let me start by saying that in order for a goal to be meaningful, it needs to be beyond what you’ve done before, and so there is always a risk of falling short. The key is to communicate to stakeholders as soon as I know we are going to miss, take ownership of the failure, and use it as an opportunity for learning. An example of this is when I led a team in product marketing at xyz . . .” Behavioral question #3 “How have you managed conflict within your organization?” “Well, conflict is inevitable, and in my view, if it is handled with empathy for both participants while maintaining accountability for results, it can be an opportunity to learn more about each other and build trust and improve collaboration. The conflict I want to talk about was between someone who reported to me and someone on another team and was related to overlapping roles and responsibilities . . .” The importance of principles Once you have a strong list of principles, you can plug them into almost any behavioral question and nail the response. And if your interview is on video, you can write each of your values on a post and attach them to your monitor. This will act as a reminder to cue you during the interview. Then you can kick off any response with an articulation of your values and priorities. This will ensure that your interviewer gets a true sense not just of what you’ve done, but of how you approach problem-solving and what you stand for. View the full article

President says he has ‘a little problem’ with tech group’s CEO Tim Cook over effort to avoid tariffs on ChinaView the full article