“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!
Subtweeting: it’s the internet equivalent of talking about someone behind their back or insulting someone via stealth.
A subtweet means you are commenting about someone who you have not @ in. For those people who are new to Twitter, an @ symbol followed by a person’s Twitter username is known as a Twitter mention. This means that they will receive a notification whenever you include them in a tweet, and other people will be able to see the link to their Twitter account. The person mentioned will keep receiving notifications related to the tweet in which they were mentioned.
Here is an example of Chris Brown displaying his maturity while he subtweets a woman he got in a car accident with…
Subtweets are distinctly not what Twitter set out to encourage, but they’re here and they’re happening. It once again shows how social networks are always more controlled by their users than by their infrastructures.
If you really want to make a splash in the social media waters, you should try making videos with the mobile app Vine!
Vine has more than 40 million registered users, that are telling their stories in short, continuously looping six-second videos.
Vine is much more than a shiny, new social toy. It’s got a lot more going for it than novelty. Vine presents brands with an innovative, surprisingly powerful way to take advantage of the fact that visual content performs well on social media. Here are seven reasons why you should use Vine to build your brand.
1. It’s simple
All you need to do is hold your finger on the screen to record and take it off to pause. It’s that simple. You can record straight through uninterrupted or use the stop-motion feature to shoot your own impressively animated shorts.
2. It’s spur of the moment
The simplicity of Vine makes it possible for you to capture news as it’s happening without any preparation whatsoever.
3. It’s instructional.
You can share your secrets for doing what you do best, positioning yourself as the expert.
4. It’s promotional.
Win your followers over with enough genuinely interesting looping video clips, and you’ve earned their loyalty. Run contests. Show off your team. Take viewers behind the scenes of your work place.
5. It’s measurable.
Not only do you see how many times people have liked your Vine videos, you can now get a count of how many times each of them has looped as well. Along with comments and revines, these two metrics provide you with a fairly good gauge for your clips’ popularity.
Facebook is going to debut its ‘missed call’ ads in India, in a bid to connect advertisers with a large untapped market of feature phone users in the country.
The feature allows users to press a button to place a call to relevant advertisers and then disconnect it. The user then receives a call back playing a pre-recorded message, detailing offers and discounts by the advertiser. These ads will allow users to request content, such as game scores, music or celebrity news, by clicking on a mobile advertisment and placing a missed call company. This way people can recieve branded content without using airtime or data.
The missed call unit was part of an announcement Facebook put out Wednesday touting its expanding reach in markets outside of North America and Europe. Often called “the next billion,” the market includes areas in which feature phones are still the predominant mode of mobile communication.
It will be interesting to see if the ‘missed call’ ad makes its way to our neck of the woods.
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
Can you guess who took the top spot for LinkedIn’s list of most desirable companies to work for? Google, of course! For the second straight year, Google claimed the top spot on LinkedIn’s annual list of most InDemand Employers, a ranking of the companies LinkedIn members “most want to work for.” Who was runner-up you ask? Apple!
You might be wondering what the average salary for a software engineer at Google is. Well, it’s nearly $119,000 per year, according to Glassdoor, and took the top spot on Fortune‘s Best Companies to Work For list in 2014. Not too shabby right? Google even donates $50 to charity for every five hours each employee volunteers.
Tell us, what company would be your dream company to work for?
You can see the complete list of LinkedIn’s list of most desirable companies to work for here.