The below graph has been floating around the internet the past few days and it makes me sad. The graph ranks brand based on People Talking About This (PTAT), which is one of the more frivolous of the “health metrics.” Its easily manipulated through a number of tactics, including Facebook Advertising, and most importantly does not count for much in the world of Engaging Brands. You could spend $10,000 (well within Coke’s Budget) and double, triple, even quadruple your PTAT number. Ultimately, being talked about doesn’t mean much unless the brand is talking back. Continue reading “Being Talked About Doesn’t Mean Much…” »
Facebook launched their new insights platforms for brand pages this week. The insights come with the promise of more up-to-date information and a number of new features. There are a few features that really stand out and that help you stay away from excel number crunching analysis.
Facebook puts a lot more emphasis on Post metrics with the new insights. Under the “Posts” header you can see all your post metrics. Posts metrics are now visualized and make it much easier to see which posts are working and which are not. You can also select different metrics to compare and breakdown reach by organic/paid and fans/non-fans. Continue reading “The Highlights of NEW Facebook Insights” »
The main reason businesses don’t connect? They don’t take a holistic view of all of the many web channels. They don’t realize that…the web is a living, breathing, integrating machine.
To get a holistic view, let’s start with the basics. Okay?
1. The web is alive.
The Internet is alive and well. Just like Frankenstein. But a lot less scary.
If you’re a small business, don’t be scared to make an impact. Respect the digital medium. And make it come alive by repeating the famous quote of Regis McKenna: “marketing is everything and everything is marketing.”
Here are a few other tips:
- Learn how to communicate in an honest, authentic way that resonates with your audience. If you don’t have time to learn, or can’t do this yourself, hire a specialist.
- Paint your walls with colorful content. And no, this doesn’t mean create a beautiful logo (although that always helps). It’s more along the lines of creating engaging experiences within every interaction you have with your customers. It goes a long way.
- Don’t shout to your customers. Talk to them like they’re people. After all, they are human, right? No? Then you belong at the end of the internet.
2. The web is ubiquitous
You can’t go anywhere without seeing the Facebook, Twitter, or YouTube logos. They’re everywhere. Which is why your business needs to be everywhere (that makes sense for your business).
If your business does not yet have social media accounts, work with a marketing or media agency to get up and running. Here are a few basic ways to stand out and get off the ground:
- Create a custom landing page for Facebook
- Get a Twitter custom background and secure your Twitter handle with the name of your company (do it right after you read this post! need help? just ask!)
- Being ubiquitous does not mean repeating the same updates on each different channel. It’s great that you created a shortcut for yourself. Awesome. But therein lies the problem. Each social media platform has its own, unique way of communicating – which is why you should not link your Twitter account with your Facebook, or vice versa. (more on this in the next post!)
3. The web is informal
In college, we learned how to use big words. Yep, just like ubiquitous. The reality? It’s not that impressive with Google at our fingertips. Unless you’re an SAT company (and even then!), don’t try to impress your customers with big words. It’s better to be authentic than academic [tweet this!]
Here’s how to be casual, cool, and collected:
- Write to the reading level of a 5th grader on the web. Yes, Wrinkle in Time style. This may or may not require 5th grade humor (use at your own discretion)
- Informal does not mean lazy. I repeat: Informal does not mean lazy. Being informal requires a lot more work than being formal. Why? It’s about doing more with less. This takes…work! Lots of it.
- Informal can still mean academic. You can offer an academic approach minus the academic style. There’s a difference. An academic approach educates and informs, without being unnecessarily wordy. Kinda like this post, eh?
Why do you think things spread on the Internet? Please comment below.
dgray_xplane (creative commons)
foxtongue (creative commons)
This post originally appeared on the Vocus blog.
First of all, who cares about “Likes” on a post? FB engagement is the low hanging fruit in the social world. It also doesn’t mean ANYTHING unless you have a specific goal in mind for the stories it generates about your page. You can add virality and reach to the shortlist of metrics that don’t translate to social media success, too. They are simply short-term “health” metrics.
Secondly, this infographic is a gross overgeneralization of engagement monitoring. The quote at the bottom of the image “Just because activity peaks at certain times, doesn’t mean those are the best times to post.” pretty much says, “Our infographic a load of crap” None of what is on this image is true for the majority of brand pages. The notion that images do better on FB the only glimmering light of truth, but that statistic varies based on industry, page size, and fan quality.
You want to know the best times and days to post? Download the last 180 days of your brand page posts and run the analysis yourself. Or if you need help, ask me. I’ll do it for you in 30 minutes and you won’t need to worry about even looking at the infographic below.
Yesterday evening, Facebook announced that it will be changing the they way and types of ads that its offers on the platform. I had a really great four-part blog series on Facebook ads and strategy planned for the next 3 weeks, but since the announcement, it’s all been ruined! That’s just my personal struggle, but here is a recap of how Facebook ads will be changing.
These little guys are no longer an option. Instead, they will be built into every ad offered through Facebook. Because Facebook is a social environment, advertisements that include sponsored stories perform the best. Facebook recognizes this by stating “We know social enhances ad resonance; people are influenced by this type of word-of-mouth marketing.” This is actually great news, because it simplifies ad buying.
Sponsored Stories also now have a unified look. Although marketers might not have realized it (I certainly didn’t), sponsored stores were actually presenting in a variety of way – 13 to be exact. These are now all being unified with a bigger image and social context on top.
No more “Questions”
Questions was a feature that existed for pages. It allowed a page to poll its fans using a unique entry form that tallied up votes. In an effort to “reduce redundancies” Facebook is taking this feature out, point out that brands have used posts to ask questions and post comments to collect answers. However, we no longer get that fancy automatic tally feature, which honest was pretty nifty.
“No more Offers”
Offers was a page tool that allowed marketers to post promotional offers for products directly on the feed. They were presented in a unique way and even had sponsored stories for those that redeemed them. Facebook is removing this option “because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” Although this may be true, the tracking features and ad report that came with offers did give marketers a nice tool to monitor effectiveness. No word on whether some type of tracking will be built into posts, or if we’ll all need to rely on our own monitoring and short-link tracking tools.
Facebook states, “In the coming weeks and months, marketers will start to see these streamlined changes to our ads solutions.” They offer no specifics on how this will change, but I image an ad buying process that has less clicks and thinking involved. Much like the sponsored ads, the coming ads option will likely also be simplified and uniform.
Ads will also be more goal focused. These goals may include in-store sales, online conversions, app installs, “etc.” Currently conversion tracking has been most prominent with Power Editor users. We can only hope that these options are made easier to understand are become part of the front end ad buying experience.
Some of these changes, such as offers and sponsored stories, are going to begin popping up in July. Over the next few monthly we’ll see the ad option change. Anyone upset or anxious yet?
A fun tool brought to my attention by Josepf Haslam called Wolfamalpha Facebook Analysis. It takes a nice statistical look at your profile and breaks your friends down into various demographics, tells you your most liked picture is and event which words you use most often in your post vocabulary.
What was most interesting about this analysis was Relationship Status. This was the breaking point and “big idea” for Facebook when it first launched – it was what everyone in college wanted to know – and it turns out it is still the most interesting data. This may not be true for everyone, but my data matched National Data almost identically – aside from a slight increase in single people in their 40′s. (The Right Corner of the Map is the data I am referring to) Even with my weighted average towards the 20-something range.
Turns out only 29.5% of the people I know are single; a large chunk are married or engaged. Although I’m “friends” with slightly more females, I am only connected with men over the age of 55 and under 20.
Check out a few screenshots from the data. Click the (i) button to see the captions:
The campaign only garnered 684,853 total impressions, which seems awfully low for what a campaign like this would cost. Shipping, time and product have a hefty pull on the ROI. Granted this video also gained an extra 65,000 impressions. Overall, it was a great play by Kotex and Smoyz. In the true spirit of social media and understanding the individual consumer they produced a campaign that will be memorable for 50 women.
This poses an interesting challenge. Only being able to estimate the true cost of this campaign, would it be financially feasible to give each influential consumer of your business this kind of individual attention? You certainly don’t have to go to this extent, but could you and would you go this far to understand your consumers?