Optimizing content is one of the largest tasks on social media. Everyone is trying to get the farthest reach with their content. Twitter is one of the simplest and easiest to optimize. It has minimal features and is touted as being a pivotal part of information sharing for many industries. As marketers we often find infographics that describe tactics to take that get your tweets retweeted. I take issue with these graphics for two reason. 1. They ignore your following and are generalized for all tweeters, no matter the amount of followers or industry. 2. They ignore the content itself – the actually composition of your tweets. So before you tweet or optimize your tweets for retweets, strategize. Continue reading “Before You Tweet, Strategize.” »
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.
Earlier this week Twitter released their analytics platform to the public. It’s a nifty tool, that allows you to see your 30 day follower gain and loss. It shows your last 500 tweets with stats like link clicks, faves, retweets, and replies. If you’re really jonsin’ for some info it will even show you the demographics and interests of your followers.
Aside from the analytics being behind many third party options (even free ones), the analytic might actually be broken. The most important information about your content, besides the resonance (number of retweets per tweet per 1,000 followers) is how many people actually clicked on your links! This is the number one action that we as brands, marketers and “internet celebrities” want our followers to take. Its shows that we can drive action and spread information. So, I compared the Twitter Analytics to my Buffer App report and there is a big disparity!
Secondly, none of the clicks tracked by Buffer App through Bit.ly were tracked by Twitter. At first I thought this was a case of a bit.ly intercepting the click data, but even with links that come from Instagram, Paper.li and others that weren’t put through bit.ly show 0 clicks.
The bigger issue is that when you click “Download CSV” the only information you get is the Tweet ID, Date/Time, Message, Faves, RTs and Replies. It doesn’t include your follower data or your click data. Twitter has a long way to go with its analytics before they have a platform that can give you deeper insights into optimizing your twitter activity. Where is the RT/original tweet ratio, conversation/push ratio, reach/impressions, even a most used word cloud would be nice – especially for the “Best” category.
During Hurricane Sandy, @ComfortablySmug sent out a series of tweets, which received many retweets, that were entirely misinformation. He made claims about the status of power, flooding and other public services. He blatantly abused the anonymity the internet provided. As reported by Buzzfeed.com, this man also sits on the congressional Campaign for Christopher Wright as a consultant as reported by Buzzfeed contributor Jack Stuef.
What @comfortablysmug didn’t count on, apparently, was losing that anonymity. Based on photos he censored and posted to the account but I found unedited elsewhere, @comfortablysmug is Shashank Tripathi, a hedge fund analyst and the campaign manager of Christopher R. Wight, this year’s Republican candidate for the U.S. House from New York’s 12th Congressional District… He’s listed here by a local Republican group coordinating volunteers for a Romney phone bank. He’s 29 years old.
At 7:24 PM on October 30th, he sent out an official apology. He has also resigned from the congressional campaign of Christopher Wright.
I wish to offer the people of New York a sincere, humble and unconditional apology. twitter.com/ComfortablySmu…
— ComfortablySmug (@ComfortablySmug) October 31, 2012
The big name restaurant chain gets the last laugh after comedian Rob Delaney tweets about his experience in one of their establishments.
.@applebees we ordered your signature dish & the bees got angry & flew out of the apple & killed my beloved wife
— rob delaney (@robdelaney) October 26, 2012
@robdelaney Rob, so sorry that had to happen.Gift card? ~ARB
— Applebee’s (@Applebees) October 26, 2012
The tweet stirred up a flurry of feedback, everything from praise to jealousy. Studies show that the top two reasons user follow a brand online is for either coupons/giveaways and exclusive content. However, this customer service offer was just a joke. Applebee’s successfully used sarcasm on the internet and only upset a few people.
— NebulaGnome™ (@nebulaGnome) October 26, 2012
@ladybluebird7 There’s actually no bees.Rob was joking – we had a good laugh about it.~ARB
— Applebee’s (@Applebees) October 26, 2012
Samsung is also running a really big ad on Facebook’s home screeen (pre login). With the stats update similar to the Tweet.
Recently Apple won the $1 billion dollar award for Samsungs infringement on their patents. Although, it is NOT true that Samsung attempted to pay Apple in $0.05 cent coins, Samsung certainly isn’t bowing out of the fight with the tech giant.
Today the iPhone 5 will be announced by Apple. Do a quick search for “iphone5″ on Twitter and you’ll see Samsung lurking. Great marketing!
So how about you? Apple or Android?
Thursday, August 23rd, I had the honor of hosting #BeerChat, a Twitter Chat created by @ActiveBeerGeek about Beer on Thursday at 9 P.M. EST. Having a few pals that I drink brews with on a weekly basis I knew there would be at least a few tweeps partaking. I also chose a topic I knew that there was an interest in and trending the craft beer world, canned beer.
I invited a few of the breweries I knew that had canned beers and also the CraftCans.com people to join in on the fun. What ensued was what I would call a “screaming success”.
A total of 351 tweets were generated in the hour of the chat creating 2.17 MILLION impressions.
We had a sighting of a very unique beer, thanks to @GhostofElHombre
And even the great @OskarBlues join in on the fun!
Great big THANKS to everyone who joined in on the fun! See you next Thursday.
If the image above doesn’t excite you – or at the very least, greatly intrigue you – you can’t call yourself a geek. What you see above is the volume of tweets containing “#Euro2012″ by country during the Euro 2012 Football Tournament – That’s “soccer” for the Yanks.
Beautifully illustrated data and incredibly informative! You can literally see when the action happened. Better yet, the graph is interactive! At the #Euro2012 Visualization Site, you can see the data broken down by country and game. Can you guess when the goals happened?
This is how every geek wishes social data could be displayed. Working with analytics everyday I could only dream that, 1. All my clients could read that graph, 2. It would be easy to assemble such a great display of data.
Status People released news that the platform now pulls up to 100,000 accounts and analyses up to 1000 of those accounts. Read more at their blog post.
Last week a new analytics platform took the twittersvere by storm. Allegations were thrown around, rumors spread and reputations put in jeopardy. The fuss was about the Faker Score, a free platform created by Status People, a UK based social media management company.
Faker Score allows you to see the percentage of your followers that are “fake”, “inactive” and “good”. The platform promised to shed light on who’s been buying followers and it seemingly did!
According to Rob Waller of Status People, a “fake” is an account with a disproportionate amount of followers to the amount it followers and has high tweets. Essentially dummy accounts created to spam, for bots or sit on a list to be sold to the would-be social media “leaders” to boost their apparent online presence.
“Any ‘leader’ who has built their reputation on fake followers really isn’t a leader at all,” stated Waller.
There is, as always, a catch; the platform only analyzes the last 500 followers of a twitter account. Unless someone recently purchased a list, you would not be able to tell that they have fake followers. Although if you look up the Faker Score of a few of your favorite tweeps, you may still be surprised by what you find.
There also seems to be industry trends in the amount of Fake followers. News organizations and celebrities tend to have higher fake percentages than social media people and marketing companies. According to Status People a score of around 10% is normal, but if you are over 30%, you may want to evaluate what you’re doing.
“I think you should be aiming to have less than 10% fake followers. But this can be difficult for bigger accounts because our data suggests they are far more likely to attract fake and spam followers,” added Waller, “I would say that if you have less than 5% you are doing very well; 5-10% is good; 10-30% is ok; And anything above 30% and you have a significant problem.”
The unfortunate truth on all of this is that anyone can buy you followers, without you asking! Status People’s account was attacked shortly after the launch of the app. It seems some tweeps were displeased with their scores – No need to lash out!
In the coming weeks, Status People plans to add a few features to help negate the affects of fake accounts such as the ability to block fakes, create your won fake lists and track your scores over time. Additionally they plan to release an update to the app this week that shows a score beyond the last 500 followers, giving you more accuracy and insight. If you haven’t checked your score yet this week would be a good time.
Just remember as you are out there posting your carefully crafted 140 character posts, we should be evaluated each other on our engagement not the size of our list.