Posted on Feb 23, 2011 by Michael Herman |
Posted in Social Media
I recently attended the Social Fresh conference in Tampa, FL and had the opportunity to hear some mind-blowing speakers. One of them was Ellie Mirman from HubSpot. She provided 20 tips on getting your content seen on Facebook. It isn’t as easy as it sounds, but check out these great tips!
What is “News Feed Optimization”?
The news feed is the #1 most visible real estate on Facebook. It is customized to each user based on their network and their patterns of activity, like which of their friends they interact with the most. The news feed shows the top posts from a user’s network, filtering out more than 99% of content. So, the question is, how do you make sure your content makes it into that <1% of content securing real estate in the news feed?
Facebook’s Algorithm: EdgeRank
Facebook, unlike the super-secret Google, has shared their algorithm for ranking content on Facebook and filtering what appears in the news feed. The algorithm consists of three components:
1. Affinity – the number of times 2 people (or a person and a page) have interacted
2. Weight – the number of times users have interacted (commented, liked) with the content in question
3. Recency – the time since the content was posted, note that Facebook moves and changes very quickly, and my news feed, for example, never has content more than 24 hours old.
20 Tips to Get Your Content Seen on Facebook
With the understanding of how Facebook ranks and filters content, what can you do to make sure your content makes the cut? Here are 20 ideas.
Post a variety of content to attract interactions from a higher percentage of your users, raising your affinity score.
Focus on positive and fun content on Facebook. Sex sells.*
Talk about Facebook – Facebook is the number one most shareable topic on Facebook.*
Respond to comments that your fans post on your content to increase the number of interactions per post.
Respond to comments that your fans post on your wall to increase your affinity score.
Experiment with targeting posts to get a higher feedback score (percentage of impressions that turn into interactions).
Post regularly, but not too frequently (more than once a day) to give each post a good chance of gaining traction.*
Post content outside of main work hours – Facebook users interact more when they’re off the clock.*
Include images on blog posts you publish to create a more eye-catching post.
Don’t forget to write an appealing meta description for any links you post, because Facebook automatically pulls this in for links.
Use share links on your blog articles and landing pages to encourage users to post your content directly.
Integrate landing pages within Facebook to get higher conversion rates – Facebookers don’t like to leave Facebook.
Post videos directly instead of links to articles with videos, so users can watch the video within Facebook.
Include links in video descriptions to drive traffic back to your website.
To share photos but protect your copyright and get better analytics, use Flickr integrated with your Facebook account.
To share photos for maximum interactions, post photos directly to Facebook.
Refrain from using complex language or jargon in your posts for maximum response.*
Ask questions and specifically ask for feedback from your fans.
Use Facebook Insights to measure which content performs the best on your specific page.
Encourage user-generated content, including user-created photos, comments, or links.
With the rise of digital marketing, it can leave you wondering how you can improve your web presence and where to start! Let us give you some quick tips….
The Obvious Social Network Route
As the movie The Social Network hit screens, the time came to reflect on the phenomenal success of Facebook and other social media sites. Facebook has an estimated 500 million users and this is likely to increase even further. Twitter now has well over 100 million users and is attracting an average of 300,000 new users a day. This makes it plainly obvious as to your main 2011 social media strategy. Facebook seems to attract users in the ‘right’ age group for marketing purposes, so dedicate a considerable amount of your budget towards setting up campaigns both on Twitter and Facebook.
Video Kills The Behind The Times Company
Yet it is important to push yourself to the front of the queue when it comes to jumping on the video marketing bandwagon. A recent whitepaper by Cisco suggested that more than half of all web traffic will be video-related by 2014. The days of the 30 second advert are dying out with more and more consumers skipping these dull and unimaginative productions. Sites like YouTube need to used more frequently with thought provoking and lengthier adverts the key to success. If you want someone to buy your cereal, don’t depict a happy family with 2.4 children eating the product by the kitchen. Edgy, new and deep will sell in future where fast, predictable and cheesy once ruled.
Email And Mobiles
As one might expect, email marketing is moving with the times. An extraordinary 97% of American households use email so a well constructed email campaign will reap dividends. It is a fact that social networks such as Facebook, YouTube and Twitter are being integrated with email. The smartphone, Android and iPhone are linking even more users to their mail. The challenge facing digital marketers is to find a way to tailor their campaign for customers who view their email on a mobile device. The best strategy is to use a tool such as Litmus to find out more about your audience and tailor your campaign to them. This is necessary because it is difficult to find a current strategy that will work well for all mobile users.
SEO Is Still King
Believe it or not however, despite the huge budgets set aside for the all of the above, Search Engine Optimization (SEO) is still top of the list when it comes to 2011 digital marketing tactics according to a poll carried out by Top Rank. Yet in order to get your content to the top of the search engine ladder, you still have to know your targets and audience. If you know your audience but not their triggers, start surveying. If you know what you want to market but have no idea to who, check out sites like eMarketer for market statistics. It should be remembered that no amount of marketing will work if your content is poor, sort it out. Oh, and avoid those nasty “please stay on my page and click on cancel for something special” pop-ups, these REALLY annoy consumers!
So where will this leave your marketing strategy for 2011? All four of these pieces will make your marketing plan come together and keep up with the ever-changing trends for digital marketing.
Posted on Oct 1, 2010 by Michael Herman |
Posted in Social Media
Are you hiding under your desk scared of what social media could mean for your company? Remember thinking that you are “safe” if you don’t get involved? If there is one thing we hope you realize is that disasters aren’t caused by social media! Social media is what lets you SURVIVE them! No matter how small or how large your company is, your customers are still talking about you! Avoiding the conversations makes you look like you aren’t interested in connecting with your customers. When taking a look at social media, don’t only think about Facebook, Twitter, LinkedIn, or MySpace. Think about using these tools to connect with your target audience…social media is about people.
So are you ready to take that leap of faith into the social media world? The only way to start is by developing a social media plan. No plan? Well, let’s get you started – no one is successful without a plan, right?
Define Your Success
You shouldn’t enter into social media unless you know what you want to get out of it! If you aren’t sure what defines “success” for your company, then you aren’t ready! Some examples of metrics are:
* Building buzz and conversation around your product
* Gaining more traffic
* Knowing how your customers view your brand
* Better overall brand awareness
* Leads or blog subscribers
Once you know that, the next step in the planning process is to figure out how you will measure it! Be sure you understand your challenges and goals to determine how “buzz” will be quantified. Are you looking at blog comments, conversions, links, Twitter conversations, or better brand recognition? No measurement = not meeting goals!
Tell Your Story
The best way for you to connect with your customers is to use social media tools to tell them who you are! What are the values your company holds? Are you known for anything in particular or do you have something you want to be known for? Marketing is telling a company story! When your story is being shared by your customers, you know you have been successful because they WANT to be associated with you!
Make sure that you understand who your customers are and where they are located. If you aren’t sure, start some research to find out. Starting with Twitter, search for your brand name, your competitors’ names, your keywords, industry, etc. You will then need to decide if there is enough conversation to start engaging. With Facebook, see if there are Business Pages dedicated to your company or industry. If there aren’t, are there a lot of people who list it as an interest and possibly interested in joining a community on that topic? You can also check out Yahoo Answers to see if people are asking or answering questions.
Rules for Engagement
There might be some times where your company is called names and have some negative comments come from customers, but make sure you set up a strategy for dealing with them! Having ground rules is a must! You also need rules for not just what you will say, but WHO will be in charge of saying it and what their role is. Better to create the rules before you get started and not while the fire is flaming!
Check Your SuccessYou can’t set up your account name on your social media accounts and then just wait for things to happen. You have to make sure that you are engaging with your community, but then also taking a look at your efforts to make sure you have been successful. If you haven’t, what are you going to do to fix them? Make sure you give it time…. Social media efforts start showing their effects about 2-3 months into your plan. When you begin, you start looking at Twitter followers and Facebook fans, but those aren’t the metrics you should be evaluating all the time. You should really be looking if your rankings have increased based on traffic and links, if social media users are actually engaging or converting, and if you have increased awareness about a product that has led to a sale.
Whatever you had outlined as determining “success” before, now is the time to see if you’ve gotten any closer to that goal. If you have, congrats. Keep on doing what you’re doing. If not, figure out what’s broken and fix it. If you can’t do it yourself, you may need some help! I’m sure you know where we will point you ———–> Digital Street!