“How do you know it’s working?”
It’s likely the #1 question asked to social media managers – and it doesn’t have to be difficult to answer.
Social Media ROI (return on investment) is an important business metric; measuring the success of your campaigns is the only way to understand it’s level of efficiency. HOW to measure those campaigns is where things get tricky. Social media ROI has proven to be difficult to measure because more than anything, it’s a branding tool. How does a company measure the value of branding?
Thanks to this thorough and insightful infographic by MDG Advertising, you can see the opportunity is there! The key to keeping your clients happy and feeling accomplished is setting the right expectations for success. It’s not about “likes” anymore; here’s how to measure social media ROI!
If you manage a Facebook Business Page, take note:
According to a statement released by Facebook, “A lot of the content people see as too promotional is posts from Pages they like, rather than ads.”
This means that Facebook is getting feedback from users saying they find Business Page posts more distracting than Facebook ads in the News Feed.
Facebook explained that their goal is to make the user experience inviting, and stated, “Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from (Business) Pages.”
Here’s what Facebook said they consider “too promotional” (meaning they will limit News Feed visibility of these post types):
Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from ads
If you’ve already put a holiday sales strategy in place that includes a lot of these posts, don’t worry. Facebook says these changes will not affect the News Feed until January 2015.
You want to make sure you use these kinds of posts sparingly anyway – remember social media is about connecting, not hard sales!
If you’re running a business, you’re probably getting a bit fed up with Facebook. How come you have 1000 fans, but barely 100 people see your posts? We get this question a LOT – so let’s get to the bottom of it.
Just a few days ago, THE Mark Zuckerberg released a statement saying:
“There’s this inherent conflict … Are we trying to optimize news feed to give each person, all of you guys, the best experience when you’re reading? Or are we trying to help businesses just reach as many people as possible? And in every decision that we make, we optimize for the first.”
In a nutshell, the Zuck doesn’t want Facebook to get bogged down with companies pushing their agendas. Behind the scenes, they’re making sure only the fans who truly care about you see your posts. “Well, how do they know which ones care and which ones don’t?” you ask. It’s simple! If a fan engages with your post, Facebook shows them more. If they scroll right by, Facebook cuts you from the line up. Ouch. Cold right!
Zuckerberg also revealed: the average Facebook user is eligible to see ~1,500 news feed updates per day, but only ends up seeing ~100. That INCLUDES all of your friends’ pictures and Buzzfeed quiz results. Facebook is constantly redesigning the algorithm that determines what your fans see, making it more and more tailored to what your fans “tell them” they want through engagement.
So now you know the secret behind why your posts aren’t being seen. Wondering how to get more engagement on Facebook? Check out this blog for that! Or this one!
Great news for those using Instagram as a marketing tool: Captions will now be embedded!
This means your copy will automatically appear below your photo or video. Prior to this change, embedded photos (in blogs or articles) did not make the original caption visible. I’m sure you can imagine how this update will positively effect your marketing efforts!
Here’s what you’ll see next time you get the embed code for an Instagram image:
Along with the caption changes, Instagram also made tweaks to the design making images bigger, cleaner, and more defined.
We saved the best for last: It’s easier than ever for readers to follow your instagram account directly from that embedded image! The new design includes a follow button.
It’s officially Fall now – and as we welcome in my personal favorite time of year, we also usher in a month that highlights many worthy causes. As social media continues to be the best way to spread a grassroots message, I see some very inspiring and unique ways different organizations are kicking off their “MONTH” of awareness. Throughout the month I will be featuring different causes and what they are doing to raise awareness and funds for their causes.
Breast Cancer Awareness and the Susan G. Komen Foundation:
The foundation set this image as their Cover Photo on Facebook and introduced the month long hashtag: #WhatGivesMeStrength and asked people to post using it. Here are just a few of the most touching posts:
Sadly the odds tell us that Breast Cancer has touched you personally in your life. Consider donating to the Susan G. Komen Foundation (or others – there are many wonderful organizations supporting this cause).
Time for another Secret Series installment!
Using Pinterest is often times a big part of a social media marketing strategy (and it is a HUGE part if your client is an online retailer). There are a few insider Pinterest tips and tricks to making your time there useful; let’s get started!
1) ALWAYS make sure your pins have the source section filled out.
Without this, people clicking on the pin will not end up at your/your client’s website. You can fill it out by selecting your pin and clicking edit.
2) Brand your pins!
Add the web address (and logo if it fits!) to extend your reach and continue branding. Use tools like photoshop, picmonkey, and others to add your personal touch.
3) Use keywords in your descriptions.
If your pin is about a bridal veils, you better say bridal veil somewhere in the description. It sure grinds our gears when we see veil retailers just saying “so cute!” – that isn’t going to show up in search results. Here’s a great example of the right way to do it.
These are some of our favorite pinterest tips, stay tuned for more in our Secret Series! Check this one out for some of our best Twitter tips! You better know those.
Twitter confirms today they are beginning testing on their newest advancement: the Twitter BUY button.
Businesses can embed the Twitter buy button into a tweet, which will allow followers to purchase an item instantly through the service. According to Twitter, a “small percentage” of users in the US will start seeing the Twitter buy button today! “This is an early step,” Twitter said in a blog post, “in our building functionality into Twitter to make shopping from mobile devices convenient and easy, hopefully even fun.”
The best part about this advancement into e-commerce is that companies do not have to advertise these tweets in order to use the Twitter buy button. Promoting the tweet is certainly a good move, but not required.
Stay tuned for more information about this new feature as it comes out.
Thank you to WIRED for this photo:
If you’re a social media marketing professional, this is especially great news. Twitter just became a much more effective tool for online sales which makes it easier for us to explain the value of consistent, strategy-based management. We recommend reaching out to your clients with online stores immediately and integrating a plan for utilizing the Twitter buy button as soon as possible. This plan should include determining their most popular product (start with that), possibly a first-time buyer discount, and of course…high-res images to attract the buyers.
We can’t wait to see how this affects our world!
If you want to be effective, you have to know these Twitter secrets!
We’re starting a new SECRETS Series for you so you can have all the insider tips on how to be the best. Let’s talk Twitter secrets today:
1) Minimize the Clutter:
Engaging with people is the #1 tip for Twitter success but it can be time consuming looking for tweets to favorite and RT right? Consider turning off ReTweets on the accounts you follow who tend to overdo it. Keep in mind you will only see their original tweets after doing this, so this tip is only for users who are RTing stuff you don’t find valuable.
2) Make Your Mentions Public:
Put a period before you tweet at someone so ALL your followers see it on your profile. For example: “.@BelleStrategies your #Twitter secrets are awesome! #socialmedia”. This removes the issue of Twitter only allowing users to see replies when they are following both people in a conversation. More eyes=more engagement!
3) Flush, Flush, Flush:
Back to the efficiency point here…following the right people and not cluttering up your feed helps keep you streamlined. Tweepi is a free tool you can use to flush outdated accounts, people who aren’t following you back, and more. You can also use it for so many other things (if you’re interested in learning more, check out our recent blog on Tweepi here!).
There you have it – three of our favorite Twitter secrets. More insider tips are coming each week as we continue with our SECRET Series.
Tweet us @bellestrategies if you’re using these secrets already or if you have any others to share!
I recently got turned onto a new FREE Twitter service called Tweepi. Tweepi helps you clean up your Twitter account and figure out all sorts of great things. Let’s talk about it!
This feature shows you who you follow that is NOT following you back. You can aggregate the info alphabetically, based on location, number of followers, or the last time they tweeted. I recommend listing them by the last time they tweeted (ascending). You will be amazed how many people you follow who haven’t tweeted in YEARS! My rule of thumb: If they haven’t tweeted in 15+ days, flush ’em.
If you are actively following people hoping for follow backs, you may reach a follow limit. Tweepi flush is great for helping you figure out who to stop following…so you can find better people to follow who will reciprocate!
My favorite part of the flush section is seeing who is not following my clients and making a wish list. My wishlist includes people my client has either directly asked me to interact with, or fits within their target demographics. Users with large followings who don’t yet follow back might just need a personal tweet or two before the follow back comes. Create relationships with these people and watch your retweet and mention numbers soar!
It doesn’t make sense to follow back everyone who follows you – your feed would be such a random mess! But every so often you might miss following back someone in your industry and that’s where this section becomes relevant! Tweepi Reciprocate shows you everyone who follows you that you don’t follow back, and makes it easy for you to follow them right there in the dashboard. Simple!
Tweepi Cleanup People I’m Following
This section is very similar to Tweepi Flush and honestly I never use it. The only difference is that it shows people who follow you and those who don’t (vs. flush which only shows people who don’t follow you). You can skip it.
Tweepi Cleanup People Following Me
This section is interesting because — who wants less followers? Believe it or not some clients really only want VALUABLE FOLLOWERS. 100s and 100s of followers from Russia who don’t even use English characters aren’t going to be retweeting you, and they definitely won’t be referring you business. I love this section because it helps you get rid of the random followers who aren’t doing anything for you. **This section is only available with a paid membership.
So obviously we love Twitter – hope to see you there! @BelleStrategies
It’s only been an hour since Vani Hari, the writer behind www.foodbabe.com, announced her newest investigation and already the social media pages of Anheuser-Busch and Miller Coors are covered in demands to know what’s in their #mysterybeer. Her petition already has over 10k signatures, and the hashtag is trending. Today is not going to be a good day for their social media managers.
Hari has built a loyal following of like-minded people who care about what they put in their bodies. Together with these health crusaders (dubbed the FoodBabe Army), Hari has helped bring enormous publicity to some of the not-so-tasty ingredients in our food. Subway, Kraft, and General Mills are just a few of the brands who have modified their ingredient list after Hari brought their consumers together and demanded it.
From a social media perspective, we enjoy watching Hari and her army wage war on the big guys. Using social media for good is always fun to see, especially since common viral trends bring us celebrity baby news and kitten videos. It always feels like we get to put one in the win column when something worthwhile goes viral.
Facebook Audio Recognition is here!
Facebook’s new update for its Android and iOS app has Shazam-like audio recognition. It can listen and identify the background music/TV show playing when users update status.
It’s great for Facebook’s data mining purposes because it can further improve its targeted ads campaign.
The more specific Facebook’s advertising platform is the more effective your ad dollars are.
Adding audio recognition to identify background media when users update their status using their phones or tablets, help Facebook’s data mining operations. Advertisers demand increasingly personalized data for their target demographics. Hollywood and music bigwigs want the Facebook Shazam-like feature to gain real-time or always-updated feedback on what TV shows, music, pop stars, and genres are hot.
Read the full post originally published HERE
Guy Kawasaki once defined the core values of five main social media services and we wanted to build on his ideas.
Facebook = People.
Facebook is mostly for communicating with those with whom you already have some connection. As a personal branding tool, you’re often posting about yourself, your achievements, and this is normal and acceptable. However, if you create a business page to endorse anything other than yourself, you need to consider other factors. Facebook is still all about people, but you must engage with your fans rather than simply promoting the business. Interesting articles, videos and images, tips and tricks – these are all ways to bring value to your business in the eyes of your fans.
Twitter = Perceptions.
Twitter can help you build your reputation and visibility. Increase your reach by interacting with others on Twitter: be generous with your “favorites”, retweet things you believe your followers will enjoy, and send at least two tweets a day. Consider the 5:1 ratio as a loose guideline for how often to tweet out relevant content via other reputable sources vs. tweeting about your business. Don’t feel pressure to come up with content and witty musings to gain followers who want to hear from you; do your research, read a lot, and find articles by other people who know what they’re talking about. Share their work! Not only does it create new relationships, it provides high-end content to your followers.
Google+ = Information.
Google+ is for sharing information. Google+ is not Facebook, it never will be, and that’s ok! Use it to connect with other people in your field; learn from them and offer your insights when it makes sense. Don’t consider Google+ a place to find new business so much as a place to cultivate relationships with your peers, and to constantly learn new things about your field.
Pinterest = Awareness.
Pinterest, when used as a branding tool, is all about pinning attractive images that stand out and get people to click. If you’re using Pinterest to drive people to your blog, your images need to have a CTA and be visually appealing at the same time. Be creative, keep it simple, and look at what the pros are doing. Pinterest is extremely valuable for driving traffic, so use it to create awareness for your business!
LinkedIn = Professionalism.
Kawasaki says to pimp yourself on LinkedIn! He clarifies that he means this in a good way: “LinkedIn can help you position yourself as a serious person and influencer.” You can implement this as a business as well, but LinkedIn really is more for an individual person. Consider it like this: Guy has pimped himself so successfully that people don’t need to follow his business on LinkedIn, they just follow him, and in turn, he can promote his businesses as needed.
In conclusion, representing yourself and/or your business on social media means using the platforms the best way possible. Tweak your content between platforms to get the most out of them!
You may have heard of these two new socially driven platforms, Flawk and Yik Yak.
They are completely different, but they are both getting a lot of buzz, so let’s talk about them. One is good, and one is…well, not so good.
Flawk describes themselves as “a real-time platform for engaging with your twitter followers. Host a Q&A, share media, and interact with your followers like never before.” and their service promotes a more streamlined version of AMA’s (ask me anything) and Twitter Q&A’s. Flawk offers a host the ability to “chat” with their guests in real time. This is a much more engaging communication model because it offers one-to-one interaction – exactly what every fan is hoping for.
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On top of the chat window feature, you can watch the other flawker’s conversations at the bottom of the screen. Everything is run using twitter, so you don’t need a separate log in/password to remember. Check out their video, it’s short and sweet:
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This relatively new app has gotten a ton of attention recently because of the trouble it is causing. Now – we’re logical people here – we aren’t saying the creators of the app are bad people so let’s get that straight. What we are saying is that the basis of the app (anonymously saying whatever the heck you want) is a recipe for disaster.
Yik Yak is a free app that allows users to send comments anonymously. It uses geo-tracking to share those comments with any user who is nearby (the closest 500 users). Users don’t have to be logged in to see comments from other local users.
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This app has already been associated with instances of bullying, and TWO students have already been arrested for using it to make school-shooting threats.
Yik Yak makes money by charging you to send your message out to more than 500 users. Here’s how it all looks:
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If you’re wondering, yes I downloaded it to get those images, and yes, I have already deleted it from my phone!
So overall – Flawk…expecting it to gain some traction for all the right reasons; Yik Yak…expecting it to become even more infamous. Let us know if you use either of these already and what you think!