Blog

May 16th, 2015

164_Fbook_CAre you at wits’ end, jaded by one too many failed Facebook marketing campaigns? The path to business stardom on the mother of all social media networks can be a long and arduous journey. Many never make it to the promised land of 10,000+ likes and company posts gone viral. The problem is often the lack of a strategy - so we’ve pulled together a few tactics to bring hope to your social media marketing. But first ask yourself this.

Do you really have a Facebook audience?

It’s time to face the cold hard facts. Does your business actually have a Facebook audience? In today’s over-saturated social media market, a customer base on Facebook is not a given.

Think about it. Why do people go on Facebook? It's usually to interact with friends and family, or for other social purposes. If your business is a software company that targets a B2B audience of technical engineers, your company will likely not benefit from a Facebook presence. On the other hand, if you sell posters of Justin Bieber or cute and cuddly teddy bears, then a customer base likely eagerly awaits.

Learn which content performs best in your niche

Want to know how to discover the content that has been performing best in your niche over the past year? Of course you do! And there’s actually an easy way to do it with a tool called BuzzSumo. Here you can type in a keyword and see what articles and content are getting the most shares on Facebook, as well as other social networks. Once you have this information, you can then start posting content covering similar topics. This will help your business stand out and gain traffic.

Write short, eye-catching headlines

Headlines are just as important on Facebook as they are on other platforms and media outlets. For your best shot at one of your posts going viral, keep your headlines to between 5 and 15 words.

As for headline content, remember it’s not about selling you and your business but about the value you provide for your customer. Remove the words “I” and “we”, and replace them with “you” as much as possible.

Use Visuals

It’s easy to forget about this obvious truth, but posts with visuals almost always outperform non-visual content. A picture not only speaks a thousand words; it also has the potential to get you a thousand shares.

If you’re getting lots of traffic on Facebook, pay for ads

Ads on Facebook work in essentially the same way as Google AdWords. So if you see that a keyword is performing well for you on the platform, it’s worth investing some money to test the ad service out. Because Facebook ads are much less targeted, they don’t typically convert into sales as well as their Google counterparts. However, they are certainly a lot less expensive - chiming in at as little as $1 a day. With a small investment, you’re likely to gain some visitors to and conversions on your business website.

Want to learn more about Facebook marketing or other ways to use technology to grow your business? Send us a message today.

Published with permission from TechAdvisory.org. Source.

Topic Facebook
May 12th, 2015

SocialMedia_May11_CIf you enjoy being able to use Facebook Messenger without seeing endless advertisements, then prepare to be disappointed. It appears that those days are numbered, since the social networking giant has announced its plans to make the service ad-supported. Though the move will likely prove unpopular with regular users, it marks an interesting turn in the platform’s development and presents new marketing opportunities to businesses. Here’s what you need to know about the change.

As well as Facebook Messenger, which the company has definitively announced will feature advertisements, it looks likely that WhatsApp will also become ad-supported. Facebook acquired WhatsApp in February 2014 for $22 billion, despite the company only generating 2013 revenues of $10.2 million and overall making a net annual loss of $138.1 million. At the time, Mark Zuckerberg indicated that the company would not seek to monetize either service until they had reached a billion users, while WhatsApp founder and CEO said that the plan remained for the app to focus for several years on growth rather than monetization.

The latest announcements appear to signal a change in those tactics. While there has so far been no concrete decision on the form that advertising in either app would take, the intention appears to be for Facebook Messenger to test the water, with WhatsApp following its lead once a successful formula has been found. Executives have suggested that they wish to explore alternatives to conventional banner ads. They have also reinforced the message that the two apps, which seek to serve different purposes and audiences, will remain independent of one another.

The sheer number of users now communicating on the WhatsApp and Facebook Messenger platforms each month is testament to the value that Facebook could drive from placing advertisements on the services. Unlike its main site, which serves advertisements, the Facebook Messenger app currently makes no profit. Until now, WhatsApp’s only revenue stream has been the nominal $0.99 annual subscription fee it collects from users after a year’s free trial - and the service remains completely free in developing countries outside of Europe and North America. But for businesses, too, the potential of advertising on Facebook Messenger and WhatsApp provides exciting new marketing opportunities and the chance to interact more closely with both potential and existing customers.

Learn more about using Facebook and other networks - both for advertising and wider social media marketing - to grow your business; give us a call today.

Published with permission from TechAdvisory.org. Source.

Topic Social Media
May 6th, 2015

164_BizV_CWell, you created a business page for Facebook, you patted yourself on the back, kicked up your feet and waited for the flood of new business to come in. How’d that work out for you? Probably not so well. But this doesn't mean you should give up and turn your back on social media. This is a brave new world for all online businesses so you should expect a steep learning curve. To help you along, here are some tips about how to better track your social media ROI to see what’s working and what you should drop.

Why it’s difficult to track social media ROI

The reason many business owners find it difficult to track social media ROI is because they don’t understand the purpose of the platforms from the perspective of traditional marketing. It's all too easy to expect immediate payoffs and profits, not to mention increased business. But while social media itself moves and changes fast, businesses should remember it still takes time to increase brand recognition, build relationships and enhance a company's reputation, whatever the platform. It is brand recognition that produces more sales in the long run. So don't lose heart if you are not making progress in the first couple of months. If you play the longer game, you'll enjoy more success.

So how do you measure ROI?

It comes down to tracking everything you can, including:
  • Online purchases
  • Online contact forms
  • Video views
  • E-book Downloads
  • Social interactions (this includes Facebook likes, Twitter follows and more)

To track these, you can use any or all of the three methods below.

Tagging Urls

Tagging a URL is basically adding a “tag” or more characters/words to the end of the original URL. Below are two examples of a normal URL and tagged URL:

Normal URL: www.AllstarIT.com/harddrive.html.

Tagged version of the same URL: www.AllstartIT.com/harddrive.htm?utmcampaign=BannerAdharddriveAd&utm_small=BannerAd

Adding this tag allows you to easily track which of your social media campaigns are producing the desired results. Without doing this, you run the risk of of all your social media visitors being recognized as organic, rather than ones that have come from a specific campaign or strategy you’re implementing. An excellent tool to build your unique URL is Google’s URL builder.

Google Analytics

This is the most obvious strategy for tracking your social media campaigns, and Google has long been the market leader in tracking the success of online marketing. A Google Analytics account can be set up in a matter of minutes, and then makes it easy to track your campaigns. Go to Acquisition and then check All Referrals. Here you’ll see where people are discovering your site - be it a Google organic search or social media network.

Call Tracking

Call tracking is often used to track the ROI from Facebook ad campaigns, though it can also be used on other social media platforms. This tactic allows you to measure how many phone calls you are getting from your customers on social media sites.

To do this you list a different phone number on a particular social media page than on your business website. For example, if the number listed on your business website is 763-984-6577, you instead list 763-984-6555 for the social media page you’re tracking. By seeing how many people call the number listed on the social media page, you’ll gain a better understanding of how effective that particular page or ad is. If it’s effective, you’ll know to use whatever methods are working from this page or ad in your other social media efforts.

Want more ideas on how to measure social media ROI or to get more value out of your IT investments? Get in touch today.

Published with permission from TechAdvisory.org. Source.

April 28th, 2015

164_Soc_CWhen it comes to social media, there are unspoken rules that must be followed in the business world. If you break them, it could damage your reputation and turn off customers. On the flip side, there are also strategies that can help you grow your network and build brand awareness. That’s why we’ve compiled a quick rundown of how to use Facebook, LinkedIn and Twitter to optimize your business’s social media efforts and help you network like a pro.

Facebook

Many people think of Facebook as a useful platform to keep in touch with family, friends and colleagues. However, in a business sense, it can be used to exchange ideas and opinions, promote your brand, and interact with customers.

A proven strategy to grow a more engaged network here is to share informative, valuable articles that will benefit your followers. Additionally, posting photos that emphasize your unique selling proposition and mission is a strategic way to personalize your brand.

There are, however, a few no-nos when it comes to Facebook. With Facebook being predominantly a place to connect with family and friends, it’s easy to fall into the trap of posting whatever comes to mind. So when you’re wondering whether or not you should post a particular comment or image, ask yourself, “Would I be okay publishing this on the front page of a newspaper?” If the answer is no, it’s best to hold off on hitting the post button. Finally, if you’re using the platform in a business sense, avoid sharing pictures of your dinner, newborn baby or anything too personal. Your customers are likely to be confused or turned off.

LinkedIn

The social network that is most obviously suited for professional purposes is LinkedIn, and it’s an exceptional platform to grow your business. To do that, it’s important to keep your company information up to date and remain active on the platform. A couple of ways to generate activity are to share or comment on articles, join professional groups and update your network with current company milestones, events you’re attending and other news about your organization.

When it comes to growing your network on LinkedIn, there’s a big debate as to whether or not to connect with every Tom, Joe, Dick and Sally who sends you an invite. There are advantages and disadvantages to both, but as far as brand awareness is concerned it makes sense to connect with more people. However, it’s a good idea to take a moment and do a quick profile check on the potential connection. Not everyone retains a professional profile and image on LinkedIn, and connecting with the wrong people could potentially hurt your reputation.

Twitter

Want to connect with people from around the world, stay on top of trends and share your ideas with professionals you respect? Twitter is the platform to do just that. Like the other two platforms mentioned above, you can also share articles and advice, and ask questions.

An element that makes Twitter especially unique is the hashtag, and you can use it to take your networking to another level. For example, if you’re attending an industry event or other networking opportunity, you can search Twitter for the associated event hashtag. This will help you discover who will be in attendance - like colleagues and professionals you’d like to meet - which gives you a great opportunity to maintain and grow your network.

Interested in finding out how else you can use social media to boost your business? Send us a message to find out more.

Published with permission from TechAdvisory.org. Source.

Topic Social Media
April 3rd, 2015

SocialMedia_Mar30_CUnderstanding the success of Facebook marketing efforts can quickly become complicated but, if there is one figure that’s critical to monitor on a regular basis, it’s the count of users who have liked your company’s page. This number helps you understand how far your messages are spreading, and what return you’re likely getting on your investment. Beware, though - Facebook has announced a site-wide drop in page likes - here’s what you need to know.

Facebook’s announcement means that since March 12 you may have seen a drop in the number of likes, or fans, attributed to your page. If you’ve been wondering what you did wrong to cause the drop, you can rest assured that it’s unlikely to be a result of ineffective marketing or unengaging content on your part. Rather, Facebook has been hard at work removing inactive accounts from the social network.

The kind of Facebook accounts affected by the move are those of deceased users whose friends or family have opted to have the profile memorialized. The page remains visible, but is clearly marked as in remembrance of the user and becomes a place for relatives to share memories. Accounts also affected are those whereby the user has opted to deactivate their profile and take a break from the site. In the case of deactivated profiles, if the user later returns to Facebook and begins using their profile again, the like will be re-added to your page’s count at that point.

In making this move, Facebook aims to ensure that the like count for a page more accurately reflects the number of active users who actually see and engage with the page’s content. There’s no denying that it is easy to become distracted by high like counts, when often the reality is that only a fraction of those users are the people you are aiming to target, or indeed real humans at all. The social network already filters out likes and comments for specific posts from those with deactivated or memorialized accounts, so this change simply represents an extension of this policy to the more visible metric of a page’s overall like count. From Facebook’s perspective, the move also helps it to deliver a better overall experience, since taking the bloatedness out of artificially inflated numbers helps users get a better idea of which pages are popular and which are most relevant to their needs and interests.

Businesses should consider Facebook’s shift a positive one, since it leaves you with a clearer perspective on the real audience your page is getting and removes the potential to be seeking false comfort from a high page count that doesn’t actually reflect the level of active engagement. The move has echoes of recent efforts by Instagram to flush out spam accounts from its system - some high-profile celebrities saw their follower counts drop by the thousands after these accounts were banished. Though the dip in Facebook page likes may continue for a further few weeks as more accounts are flushed out from the count, most page owners will notice only a small difference. If you suffer a more drastic drop, treat it as a wake-up call to try new tactics to deliver engaging content and organically drive a more genuine Facebook audience.

Need advice on how to build a social media audience and use it to generate leads? Get in touch today and see how we can help.

Published with permission from TechAdvisory.org. Source.

Topic Social Media
March 17th, 2015

SocialMedia_Mar16_CThere was a time when social media platforms were hashtag-free. But the reality in today’s online world is that hashtags are one of the most prominent tools used in social media. And with more businesses than ever engaging in social media to stay competitive, let’s take a look at how different social media sites make use of hashtags, and how you can use them to the advantage of your business.

Twitter

Twitter hashtags don’t support special characters like +, !, $, %, -, ^, &, * but do support letters, numbers and underscores. There are no hashtag limits as long as you keep your message within the usual 140 characters.

The best way to use hashtags in Twitter is through hosting and participating in Twitter chats. You don’t need to be in an event to network with people through the official hashtag; event organizers usually market the official hashtag very well. In other words, you’ll get additional exposure if you use it.

Useful Twitter hashtag tools include:

Hashtagify which tracks trending hashtags and shows related hashtags for any base terms you provide. TwChat lets you discover, participate in and host Twitter chats. This is best used for monitoring and archiving any hashtag streams.

Instagram

Just like Twitter, Instagram hashtags don’t support special characters like +, !, $, %, -, ^, &, *, but do support letters, numbers and underscores. You can add up to 30 hashtags to a single photo or tag your photo after publishing it by listing the hashtags in the comments.

After you tag your post with a hashtag, you’ll be able to tap on the hashtag to see a page that shows all photos and videos people have uploaded with the same hashtag. Instagram hashtags can dramatically increase your following, especially if you use hot and trending hashtags which are easily found here.

The best use of hashtags on Instagram is to participate in hashtag games like #tbt (Throwback Thursday) and #MondayBlues. Both can increase your following and interactions since people click on these specific hashtags to see photos of other participants. Additionally, location-based hashtags also work very well on Instagram, whether abbreviated or in full, for example #LA and #LosAngeles.

Facebook

Facebook hashtags are similar to other social platforms; they support the standard set of characters including numbers, letters and underscore but don’t support special characters.

However, searching by hashtag on Facebook is a little unlike the rest, in that when you search for a hashtag you often end up on a Facebook page instead of a hashtag search result page. But there’s an easier way to generate hashtag search results - simply add the hashtag text after facebook.com/hashtag/, for example facebook.com/hashtag/cats.

You can also bring up hashtag search results by clicking on any hashtag in your Facebook stream. Do keep in mind that Facebook’s ranking algorithm is complex and seems to classify hashtags according to how closely you are related to the person posting the update, as well as how often the two of you interact.

The growing use of hashtags has changed how we use different social media platforms for the better. Still, it’s important to understand how these different platforms make use of hashtags in order to optimize them to your business’s advantage. Looking to learn more about how social media can help your business? Contact us today!

Published with permission from TechAdvisory.org. Source.

Topic Social Media
March 14th, 2015

Facebook_Mar13_CFor businesses who have a Facebook page, figuring out what to post can be tough. Your fans have ‘liked’ your page hoping to find out more about your business and products. After a while when all post ideas are exhausted, however, your page will most likely be outdated. And when you post again, there’s a very slim chance of attracting fans’ attentions again because you’ve been out of the game for too long. But you can turn things around by posting interesting and engaging content to give your business page a new lease of life.

In recent months, Facebook has again changed its news feed and pages algorithm, which has resulted in decreased visibility for many companies’ posts. The good news is that you can re-engage with your fans by applying these simple tips to your Facebook posts.

Plan your calendar

You’ll want to devise a weekly or monthly post schedule containing ideas of things to write about. A content calendar is an easy way to make sure you post regularly, and will ensure that your posts are well-planned and interesting. Without a calendar, you’ll find it hard to write when you need to - and no content means no visitors!

Offer value

Facebook is a great way to advertise updates about your company, but don’t get carried away. People don’t want to read long and boring reports about your business’s performance. You need to create value by posting content that revolves around your business, such as product tips, sales events, demonstration videos and photos, while still being relevant and interesting to Facebook users. Be as creative as you wish, but the key is to write posts that give real value to your readers. This builds your credibility and reputation, and there’s a good chance you’ll get repeat visitors to your business page, as well as have readers share your posts to their own profiles.

Keep it short

Nowadays, businesses strive to get their content visible on Facebook’s news feed - and it can get very crowded. Most people tend to scan their news feed quickly and skip the lengthy posts. Facebook itself says that posts of between 100 and 250 characters get more engagement, and shorter and succinct posts are better received. So it’s important to keep your posts short and to the point.

Schedule posts

Facebook has a ‘schedule post’ function, which you can use to your advantage. If you’re feeling extra productive, and have created posts for an entire week, you can schedule them to post automatically at specified times. Scheduling posts help you maintain a consistent presence for your readers.

Want to learn how your business can benefit from a Facebook business page? Get in touch with us today and see how we can help.

Published with permission from TechAdvisory.org. Source.

Topic Facebook
February 13th, 2015

SocialMedia_Feb12_CLong gone are the days when the only photos you would see on your Facebook page were snaps of weddings, holidays and the like. Now, alongside countless selfies in unremarkable situations and obligatory dish-pics of restaurant foods, we are blessed with the meme. Among the most popular memes are photos of cats in odd positions with humorous captions - well, one new entrant to the social media marketplace wants to take that a bit further. It could be about to flood Facebook with lots more cat photos in a bid to protect your online privacy.

But there is more to it than that: the team behind social messaging app Wickr aren’t looking to post images of our furry friends just for the fun of it. In fact, the feline factor is just one feature of the app, known as the Wickr Timed Feed. Wickr actually promises to offer greater security and privacy controls than similar apps like Snapchat - but whereas Snapchat simply lets you set your images to self-destruct once they have been seen by the recipient, Wickr takes an alternative approach.

As well as allowing only pre-approved friends to see your photos within your Wickr feed, the app lets you share each photo through Facebook and control which of your friends can see it. So where do the cats come in? Well, when you first share to Facebook, no-one will see your photo - instead, they’ll see a decoy image of a funky-looking cat. However, Facebook users then have the option to click through to Wickr and, if they are one of up to 151 people you have pre-approved to have access to your real photo, it will be unlocked and the cat will disappear - at least, until the photo automatically self-destructs 24 hours later, as do images on your feed in the Wickr app itself.

If it all sounds a bit like security overkill, then that’s probably because it is. Sharing Wickr photos to Facebook also sounds a little cumbersome, and even more so the process for unlocking a cat-guarded photo, and this could have an adverse effect on widespread take-up of the feature. But it does address genuine concerns surrounding the far and often uncontrollable reach of images and information we post online. What’s more, it appears to be a way to prevent Facebook from claiming ownership of the photos we upload - as much a concern for professional photographers and companies using Facebook for marketing purposes, as for individuals using the platform to keep in touch with friends. Wickr claims that, because the cat photo is all that will be publicly visible unless the bona fide picture is unlocked, that will be the only thing to which the social network could claim to have ownership or reproduction rights.

Whether it catches on or not, the emergence of apps like Wickr is telling of the growing pressure for the usability of social media networks to be balanced with protection for their users’ privacy. It acts as a reminder to businesses to be aware both of potential issues with usage rights for corporate images shared online, and of the need to keep consumer concerns about data misuse in mind when designing social media marketing strategies.

To learn more about how to effectively put social media to work for your business, get in touch with us today.

Published with permission from TechAdvisory.org. Source.

Topic Social Media
November 14th, 2013

2013Nov13_Facebook_CSecurity, both offline and online, should be something that is top of mind for business owners and managers, especially when it comes to interactive platforms like Facebook. While social media sites do generally have the user's best interest in mind, the developers of these systems do introduce changes from time-to-time. Recently, Facebook announced that they will be eliminating a security feature and this could cause some confusion.

If you have logged into Facebook recently, you may have seen a notice at the top of the News Feed page informing you that, "In a few days we'll [Facebook] be removing an old Facebook setting called "Who can look up your Timeline by name." Seeing this message could create a bit of confusion as to whether it is a big deal to take real notice of or not.

What did this setting do?

In previous versions of Facebook, starting from when Timeline was introduced, you could type in individual or company names to bring up their Facebook Timeline. This security setting allowed you to set who could find your Timeline if they entered your name.

Why is Facebook removing it?

Before the more recent changes to Facebook, such as the introduction of the new search feature, the only way to find Facebook users was to search for them. Now, users can be found in numerous ways and the most obvious is by using the new Graph Search (Facebook's new Search Bar).

Because of the numerous ways to find profiles, and the related security settings, Facebook has announced that they will remove this security setting largely because it is redundant. It should be noted that Facebook isn't removing the ability to search for users by name, just the setting that controlled who could see your Timeline.

What will happen now?

The biggest change is that now anyone will be able to look up your name and find and view your Timeline on Facebook.

Should I be worried about the removal of this privacy setting?

For businesses, this change is actually a positive one. All users will be able to find your Facebook Page, which is something you want. You are still in control as to who can see individual posts and updates. In general, your Page will continue to be visible, but the chances of seeing increased visits solely due to this development are pretty slim.

That being said, any change to the security settings on Facebook mark a good time to conduct an audit of your Page and Timeline. Log into your Page and press the Lock icon in the top-right. Take a look at security settings, including who can see what content. For many businesses, this should be public - as long as the content posted on the Page is aimed at being openly viewed.

If you are posting pictures or updates that you only want a select group to see, be sure to set the security settings when you create posts. This can be done by pressing the arrow beside Post. It is a good idea to look through your Timeline and ensure posts, updates, Likes, shares, etc. are shared with the appropriate people. You can do this by pressing on the cog in the top left and selecting Account Settings followed by Privacy and Activity Log beside Review all your posts and things you're tagged in.

Looking to learn more about the role of Facebook in your business? Contact us today to see how we can help.


Published with permission from TechAdvisory.org. Source.

Topic Facebook
August 21st, 2013

Facebook_Aug19_CMarketing and brand management is an important business process, one which has been influenced heavily by social media platforms like Facebook. While some companies and users find it easy to use, it can be mystifying and downright scary to others. In an effort to help businesses get more out of the platform, Facebook has recently launched a business specific page.

Below overview of the new Facebook for Business hub.

What exactly is Facebook for Business?

This new site, run by Facebook, is dedicated to businesses of all sizes and industries. According to Facebook, the company has been simplifying the way businesses advertise on the site and that's really what this site hinges on - a streamlined way to advertise on the social media platform.

But according to Facebook, the site isn't just for advertising. The company sees it as a platform that, "Will grow into the central destination for news, information and inspiration that marketers can use to drive business results with Facebook." The site is live now and will continue to grow over the coming months.

The site has some interesting features that all business and marketers will find useful. Here are four of the more important ones.

Facebook Basics

If you are new to Facebook or are looking to learn more about how to establish your presence on it, the Facebook Basics page has some excellent information. From this page, you can actually begin the setup process for your business's Facebook Page and learn more about identifying your audience, how to create content, use Facebook's Page Insights and even the basics of advertising with Facebook.

This page is actually a sub-page of the Get Started tab which has information on how Facebook can help your business reach different goals like drive traffic to the website, launch a new product, build awareness, etc. Exploring each category will bring up a wide variety of options and tips that could prove useful, ultimately helping you get more out of this platform.

All marketing solutions in one place

Any business that has a Facebook Page knows that there are numerous ways to market or advertise using Facebook. From paid sidebar ads to paid promotion of content, Facebook's ads are a little tough to suss out. The new page groups all of the advertising options that the company offers into one section.

The page also provides more information on how the different ads work, the different types of ads and how they can best be used and even provides help with creating ads. This is definitely a page business owners can benefit from. Check it out here.

Success stories

One of the best ways to learn and succeed with Facebook is to look at how other companies have successfully used the platform. The Success Stories section has a wealth of case studies from a variety of industries and locations that provide information on how other companies are using Facebook.

Viewing this section could give you some interesting ideas for content, how to approach customers, link placement and even Page setup. You can filter Success Stories by region, industry, product, location and even goal. The interesting thing is, the stories don't focus on all large companies and instead showcase companies of all sizes. Checking out the database could be an interesting exercise.

News

A common reason many companies and people list as to why they are successful is that they keep up with what is going on around them. Because the world of social media is always evolving with many new features and changes introduced on a regular basis, it can be tough to keep on top of social media as a whole.

The News section of the site provides a localized site for all news related to Facebook. You can filter the news according to your business size to get relevant news and updates.

Overall, the new Facebook for Business page is a valuable tool for businesses and marketers in charge of Facebook Pages. There is a wealth of insight and examples that could really help every user leverage the platform in new ways and possibly grow their brand and business. Check the page out here and if you would like to learn more about how Facebook can integrate into your existing systems, contact us today.


Published with permission from TechAdvisory.org. Source.

Topic Facebook