Category Archives: Social Media Marketing

It’s Not You, It’s Facebook…

If you manage a Facebook business page, you may start seeing a decrease in likes over the next few weeks (or maybe you have already seen it). But don’t worry, you didn’t do anything wrong!

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Facebook recently made an announcement that it will be removing page likes for any memorialized or voluntarily deactivated accounts. So if you saw a significant dip in your numbers, it was because this action was done all at once and not slowly over time. This isn’t a bad thing; Facebook is just making it so that your message is reaching people who are actually USING Facebook. So what does this mean?

A Deactivated Account

A user can choose to temporarily deactivate a Facebook account at any time. This does not delete the account; it just sets it in a state of suspended animation if you will. All of the information is preserved so if the user chooses to reactivate the account, all of the information previously listed on their profile will still be there when they get back (including liked pages).

What this means for you?

When a user deactivates their account, it will appear in your Facebook insights report as a page “unlike.” Once the page is reactivated, it will show up as a new like. No harm, no foul.

A Memorialized Account

Another new feature rolled out by Facebook is the Memorialized account. Memorialized accounts are a way for people on Facebook to remember and celebrate those who have passed. A living user can actually identify a legacy contact that can access a person’s Facebook account in the event of their death.

A legacy contact will have the option to share a final message to old friends and respond to new friend requests. Legacy contacts cannot log into your account, remove or change existing posts or read your direct messages.

What this means for you?

When a Facebook account is confirmed as memorialized, it will appear in your Facebook insights report as a page “unlike.”

In short – Facebook wants to make sure that you are speaking to your real audience. By eliminating deactivated and memorialized accounts, you now have a more accurate representation of your actual audience.

Are you interested in expanding your Facebook reach a little further but don’t think you have the time? Send us a message – the brains here at TKG can put together an entire social management strategy to help support and grow your business.

 

Want Great Content? Do What You’re Already Doing

One of the biggest concerns I hear when it comes to content is “But we don’t know what to put out there.”

I get it. When you’re involved in the day to day tasks of running your business, it’s tough to think of creating content.

Fortunately, it’s likely you already have good things going on that you can re-purpose, re-use or recycle to make great content. OR, alternatively, you can add something simple to your daily routine that turns into regular content.

But first, allow me to give you a little inspiration.

You might have heard of a little TV hit called Glee, a weekly show about misfit high school students finding their place in the world through music. Maybe you’re a “Gleek” or maybe you think the show is the silliest thing this side of Fonzie jumping the shark, but there’s no denying that this show set a new precedent in cross-channel content marketing.

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In fact, ratings aside (which were great the first few seasons), this show set records with singles, albums and even live tours. For instance:

  • The first ever single released by the cast, “Don’t Stop Believin’” received platinum status with over one million sold
  • The cast overtook Elvis Presley as the fastest act ever to have 20 top 40 hits in just 57 weeks (Elvis was 88)
  • By 2011, just two years after the show aired, they had over 36 million digital single sales worldwide
  • By 2011, they had 11 million album sales worldwide
  • The show has several reality spinoffs, DVD and Blu-Ray releases, an iPad app and karaoke games for Wii
  • In 2011, a live tour kicked off…and of course, it wasn’t just a live tour. A concert film based on the tour was released shortly after the tour ended
  • The show has hundreds of thousands of fans worldwide who now create content about the show, often uploading tributes, songs and other manifestations of their fandom to YouTube, Facebook and Twitter
  • And how’s this for power? The casts’ cover of Rihanna’s “Take a Bow” actually increased sales of Rihanna’s original single by 189%

Glee also inspired the mega-hits of Nashville and Empire, country and hip-hop nighttime soap operas, respectively. These shows also release albums and merchandise based on the music written and performed for the show. Nashville, now in its third season, has released TEN albums, the first of which reached number one on US charts.

Now, I’m not saying you need to release an album for your business (though that could be fun!).

What I am saying is that it’s likely that you’re already doing things for your business that could easily translate to content you can use to market yourself (and maybe even generate more revenue). Glee didn’t create “extra” music to give to the masses…they already had it within the premise of the show; they just figured out new ways to distribute it.

Here are a few ideas to create content from the regular things you do for your business:

  1. Do you release a newsletter? Each news item could be re-used as a mini blog post, told as a quick 60 second update to an iPhone video recorder, or recorded as part of a podcast series.
  2. Do you often answer the same questions for customers over and over? Create an infographic with great visual answers, start a helpful podcast that discusses and educates people on your industry, or start a “Pro Tips” section on your website.
  3. Do you have a dynamic and engaging individual in your company who loves working for you? Give this individual freedom and creative space to create short videos, take photos and post to your Social channels for you, about you!
  4. Does your company have a rich history, complete with old photos or videos left sitting in a box or lonely hard drive? Scan photos and release them regularly to your Facebook page or Instagram account with the hashtag #tbt to give customers a glimpse of all the great things that make you, YOU. It’s especially fun if you work in a technical field and you can show how far you’ve come!
  5. Does your company have a process you do every day? Document this process every day or week with a photo, then show the collage one month, six months or a year later!
  6. Do you have a customer or two that just LOVES what you do? Invite this individual to create content for you, either by showing off how your product or service works, or giving a testimonial.
  7. Do you have a series of pdfs or articles about a certain subject in your industry? Combine and edit this information as a free digital whitepaper that prospects can download in exchange for an email address.
  8. Do you have a core group of very loyal customers who buy your product regularly? Consider creating a membership club where these customers get “insider access” to special prices, exclusive products, and of course, short videos, articles or podcast episodes that talk about how you created something special for them.
  9. Do you have a salesperson or leader within your company who is especially knowledgeable about your products, trends in the industry, or common problems? Record a weekly podcast where this individual discusses a topic for 15-20 minutes. Upload to Soundcloud, Stitcher or iTunes at the same time every week and invite customers and prospects to listen and share.
  10. Does your company work with the same vendors time and time again? Profile your vendors on video or on your blog, ask them to explain why they love your working relationship, and post to your respective Social channels.

I’m sure there are many more regular things that you’re already doing in your business that can be converted to content. Don’t overthink! When it comes to content, there’s no need to re-invent the wheel. Nashville has now released two albums of songs by a particular cast member…after those songs already appeared on another album.

It just goes to show you, sometimes content is just about showcasing something you’ve already done in a new and interesting way. So what are YOU already doing?

How to Avoid Social Media Slip-ups

Okay, let’s talk about your social media plan.

If you have one in place, great. If you are still asking yourself what a social media plan is, that’s okay too. You’re in the right place.

Chances are, if your business has a social media presence, you’ve had to deal with some strange comments, unsatisfied customers or even downright nasty reviews. And the more successful your business is, the more likely you are to experience these encounters. Social media mistakes will inevitably happen, but you can avoid them harming your business by following the steps below:Social media symbols

PREVENTION

  • Have a Plan: Always have a plan that outlines what to do in the event of a crisis. Are you suddenly getting bad reviews because of a defective product? Has one of your employees delivered less-than-exceptional customer service? Make sure you have a plan on how to deal with comments, @ mentions, reviews or if your business page goes viral in a bad way.
  • Bring in the Experts: Do you have someone dedicated to watching your accounts? You should. Not only will you have an extra set of eyes monitoring your social media presence, but a trained PR person will be able to react to just about any situation that comes up. You should have someone dedicated to at least several hours a week — maybe more depending on the size of your business and the size of your social media following — to managing posts and interacting with the users on your pages.

WHEN SOMETHING HAPPENS

  • Act Quickly: Do not let complaints or issues on social media sit without response. At a minimum, respond within 24 hours – but within a few hours is ideal. In today’s fast-paced world, the people reading your business page and watching your social media accounts are watching around the clock. They expect answers to questions as soon as they ask. Can you keep up? Because you’re expected to. If you let a negative comment or review sit for long enough, it will turn into an even bigger problem. Do what you can to nip it in the bud early and move the conversation offline.
  • Start a (Public) Conversation: Your customers and potential customers will be watching you to see how you react to the issue and they will judge your company’s morals and standards based on your reaction. The good thing about social media is that if you handle these types of issues promptly and professionally, lots of people will see it. The bad thing about social media is, well, if you handle it poorly, lots of people will see it.
  • Don’t Delete: Never delete comments, tweets or reviews. When you delete comments or try to “cover up” what your customers or potential customers are saying, you will start to lose your reputation and the trust that people have placed in you or your products. Instead, use the opportunity to be real with your audience while reacting and responding appropriately.
  • With that Being Said…There are some fires that you shouldn’t even bother putting out. Offensive language and all-out attacks must be handled on a case-by-case basis. If you are dealing with someone online who you just cannot get through to, ask them to contact your business or organization so that you can handle the matter privately. If someone is attacking others or using foul language or refusing to work with you towards a solution, it’s okay to pull the plug and walk away.

AFTER THE FACT

  • Apologize and Move On: If you truly made a mistake, own up to it. We are no longer dealing with the days of putting out a press release to cover up a mistake. Our social media world does not allow it. Admit you made a mistake, apologize for what you did, and tell your customers what you are doing to fix it and what you will do in the future to make sure it doesn’t happen again. Coming clean and moving on will make your brand stronger and your customers will trust you more in the long run.

At the end of the day, your business needs to understand the power of social media and how professionally-run social media pages can make a world of difference. If you have a solid plan on how to handle negative remarks, comments or reviews, your business will benefit greatly from it in case of an emergency.

5 Times More Reasons To Use Video for Your Business

In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The fbcommercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.

And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.

But here’s the exciting part (and the part your business may want to pay attention to): while YouTube absolutely smashed Facebook on overall commercial views, Facebook cleaned YouTube’s clock on overall shares.

FIVE TIMES as many shares, in fact.

As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).

When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.

So what does this mean for your business?

  1. Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
  2. Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
  3. Views are nice, shares are great, and the further your video content spreads, the better.
  4. Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.

The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.

Do What Works but Don’t Stop Wanting More

As an account manager of several web marketing clients, my goal is for them (and us) to be successful in growing their businesses. And we do that by aligning our strategy with their company goals, becoming partners who work together in this mutual aim.

Most of my customers want to sell more widgets or get more sales leads, and so we get them more website traffic so they can do just that. Who doesn’t like more customers, right?

If your company website leads or sales are growing, especially by having a content and search engine optimization (SEO) strategy, then continue to work your plan. That’s good business sense.

But let’s not stop at just continuing to do what works. There’s always more. It’s time to try new things.

stock-footage-new-ideas-hand-drawn-lettering-with-a-simple-stylized-bulb-symbol-whiteboard-animation-on-whiteWhen it comes to making money, one of my favorite things to do is to try new ideas. It’s fun to test them out and see if you can get a return on investment. Online marketing is no different: Find something that works and expand it. Then, find something else that works and expand it, too. Repeat the process.

Let’s assume you have an SEO and content strategy working for your business. Have you tested some paid digital advertising, yet? What about social media marketing; is that right for your business? And by social media marketing, I mean true strategy that drives results – not just playing on Facebook. How about email marketing to current customers – might you get them to spend more with your company with repeat orders?

There are so many avenues to explore when it comes to growing your business. If you haven’t gone down very far down those roads, there are likely goldmines to uncover.

Facebook Adds Call to Action Button for Pages

If you own or manage a Facebook business page, you may have seen a new feature that allows you to add a Call-to-Action (CTA) button to your page. This button is a useful tool that will invite your Facebook fans to shop, visit, or contact your business via the website.

Here’s a quick step by step guide to creating your page’s Call-to-Action button.

Begin by logging into Facebook and switch your role over to your page’s administrator (this might happen automatically when you go to your business page). You will see a button on your cover photo that says Create Call-to-Action. You may also receive a pop-up box to begin this process when you land on your home page.

CTA - 1

Choose Your Call to Action

A box will appear to begin stepping you through the CTA process. The first thing you will want to choose is the type of action you want your customers to take. If you have an ecommerce website or sell your product via a third party like an Etsy shop, you can choose the Shop Now button. Other choices include, Book Now (great for travel sites or hotels); Contact Us, Use App, Play Game, Sign Up and Watch Video.

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Choose the Destination

During the next step – you will enter the website or page where you want your users to land. If your site is responsive, you can enter your regular web address into both fields. If you have a page designed specifically for mobile users, you will want to place it in the mobile field. Once you enter your website information, select the next button.

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Mobile App Uploads

The following two screens are prompts specifically for mobile devices. If your goal is to have your visitors go directly to your website just hit Next for the following two screens. If your goal is to have your users download an App or game, choose the App option from the next two dropdowns and upload your App’s deep link URL for both iOS and Android devices. Click the next button to complete the process.

Observe & Report

Your CTA button is now live on your site. You can view the results of your page’s CTA button from the quick-glance statistics. The high level statistics will provide you with the number of views your button received over the past 7 days. You can go to the Insights view of your page to further analyze these results.

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3 Ways to Tell a Marketing Company is Smoke and Mirrors

Smoke - Mirrors_700There are a lot of reasons for a business to outsource online marketing duties. Whether it is manpower, talent or the idea of the Google algorithm that makes your brain want to explode, we get it. But before you sign on the dotted line, do your homework.

There are some marketing companies out there who do a good job of using confusing jargon and the phrase “we’re working on behind the scenes stuff, you don’t need to worry about that” to glaze over a client’s eyes. When you hire a marketing firm, you should be hiring into a partnership. You should expect the same type of communication and back and forth that you would get from your employees. Here are three ways to tell that the marketing company you’re working with is all about the smoke and mirrors.

  1. They talk in code (sometimes literally). Reading a report from your marketing company shouldn’t require Rosetta Stone. Sure, there are some terms that marketers might need to throw out here and there, but they should also come with an explanation. If your reports appear to be written in Sanskrit with no translation, someone might be pulling the wool over your eyes.
  2. Everything is a secret. You hired the firm and you should expect transparency. These are your dollars being spent, so you should be privy to how many hours you are being billed for, how long certain projects take, and what end product you received. And speaking of projects, don’t be afraid to ask for a project timeline or how the company tracks and bills work hours.
  3. There are no numbers to back up the results. “The campaign is doing great! You should be seeing leads now. Your phone must be ringing off the hook!” Those things very may well be happening, but are they the result of the work of your marketing company? Your monthly reports should come with real numbers … numbers that you have access to view using a Google Analytics account. The great thing about web marketing is that just about any click on your site, email blast, or PPC ad can be tracked. Ask for numbers and educate yourself by taking a high level crash course on Google Analytics (shameless plug, something that TKG offers periodically).

Just remember, before you sign into a marketing contract, ask some questions. Learn up front what kind of reports you can anticipate seeing and don’t be afraid to ask them to cut the jargon!

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5 Facebook Tips for Small Businesses

It’s no secret that the Facebook algorithm–more and more designed to ensure that companies don’t get to advertise for free on the platform–has hit small businesses and pages hard.

The problem is, for small businesses, budget for Boosts and paid ads is likely non-existent (which is likely why you turned to Social Media as a way to communicate in the first place). And after playing with numerous “grass roots” workarounds it’s easy to feel like your page has turned from an effective tool to a nuisance.

But go revisit that page, Small Business Owner, and rebuild it. Here are 5 great tips to “beat the system.”

  1. TAGS

You’ve already figured out that your page posts will not reach every single person who “Likes” you. By employing tags, you garner new views from people who have probably never heard of you (yet), or have heard of you, but aren’t one of the lucky ones who organically receive your posts.

Tags can involve people, places, and things already available on Facebook, and depending on a user’s privacy settings, go right to the tagged user’s page. It’s like the stationary version of one of those dancing flipboard guys!

hashtag comedy

  1. PICTURES

We love professional photographers. We really do. But nothing drives a page like Kaitlin–who happens to work for you–and her 40 photos she took with her iPhone of your event, product or service.

People LOVE to see pictures of themselves featured on a Social Media page. And when they see those pop up after attending your event, or interacting with your product, or happily smiling after a completed service, others see them too, which gives your page more views.

Separate albums for separate dates or events are an easy way to direct people to your page. Ask customers to tag themselves or tag their friends to create a fun sense of community.

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  1. VIDEO

If there’s any way you can take video of what your page represents, you should definitely do so. Video is the best way to showcase what your brand allows to people who have never experienced what you have to offer.

Pro tip: when it comes to video, the shorter the length, the better. Anything video recorded should be between 6 seconds and a minute. Anything over a minute has the tendency to be overlooked (and yes, you can see if your visitors actually watched to the end of your video, as shown in the stats pictured below).

video stats

  1. #HASHTAGS

Before you let out the obligatory groan, hashtags are actually being integrated into Facebook more and more. The problem with hashtags is that they are not always used properly (and that’s probably why you gave that obligatory groan).

Make sure your hashtags are short and relevant to your post. #thisisnotanappropriatehashtag. Example: Search the hashtag #nintendo. Any search done on the internet or internally about Nintendo will automatically be grouped into the search results, giving your page’s post more of a chance to get a “hit” (view). The more clever you are with the grouping of your hashtags, the better.

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  1. ENLIST

Before the Internet, there were TV Commercials and newspaper spreads, and then those spread via word of mouth or became a part of the collective pop culture conscious (Cha-Ching, anyone?).

However, people are now entrusting the Internet (and sometimes solely the Internet) to carry their brand message for them. This is where it’s imperative to have a “Gang of Maniacs” (loose term) to be core supporters of your brand online, especially if you’re trying to build a presence on Facebook.

Start with your friends and family, especially if they fit your core demographic and support your mission. Then identify fans that are vocal online supporters. Reach out to a group of 5-10 and specifically ask them, individually, to support and share your Page and its content.

Many times you won’t even need to ask, but you’d be surprised by just how much this “Gang of Maniacs” wants to help and support you and your efforts online. And each time they Like and Share, they create more exposure for your Page, thereby short-circuiting that pesky algorithm.

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No matter which tactics you employ in your overall Facebook marketing, make sure to monitor your analytics and adjust accordingly. Also remember that consistency is absolutely key on the platform, so no matter how you approach content, pick a frequency and stick to it.

5 Ways to Take Your Instagram Account to the Next Level

So you’re using Instagram for your business. Good idea! Instagram, like Pinterest, is doing wonderful things visually for businesses and brands.

But to really stand out from the crowd, it’s not enough to simply snap a photo, slap a filter on it and hope for the best. In fact, this approach has the potential to harm your brand more than help it. Remember, you’re competing for “double taps” (Likes) along with professional photographers, celebrities, and brands that aren’t afraid to go to extremes.

So here are 5 ways to take your Instagram account to the next level.

  1. Include your account in your content calendar

To make the biggest impact with Instagram, always incorporate your images as a part of your regular content calendar. While one-off, spontaneous photos are always an option with the platform, having at least a general idea of the kind of content you want to post will help direct and guide your photographers throughout a week or month.

Take, for example, Saturday Night Live’s Instagram account. During the week, they take photos of the general arc of the show: first big pitch meetings, then writers working hard on sketches, then costumes and sets in progress, then celebrity rehearsal sightings. Come Saturday night, it’s all behind the scenes photos of performers running backstage, changing costumes, or joking around between sketches. All day Sunday they post follow up photos of big moments backstage, after party candids, or what performers do on their day off.

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Your business may not have a similar weekly arc, but you likely have certain sales cycles, big events or other promotional efforts that you can align content around.

  1. Use the advanced editing tools

Anyone can take any old photo and choose a filter, but to truly make photos outstanding, it behooves you to use the advanced editing tools first before using filters.

To use these tools, simply click the wrench after taking or choosing your photo from your library. Many of the adjustments available here can either fix minor flaws (low light), enhance detail, or make colors pop.

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  1. Use other apps to add a different dimension to your product or brand

If you want to add something outside the Instagram “norm” to your photos, you’ll need to edit or enhance through other apps. Aviary, Camera+, Afterlight and Snapseed bring even more advanced editing options to the table. PicStitch, WordSwag, FontCandy and Party! Party! are fun apps to bring photos together, add text or easily create .gifs. You’ll need to edit or deck out photos in these apps first, then send to Instagram.

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  1. Use video to tease other content or showcase products or services beyond stills

Instagram offers the use of up to 15 seconds of video on the platform. Some of the best uses of video are often when teasing or promoting other content (giving a short clip of a story to promote an upcoming podcast) or showcasing something that just can’t be shown in a still photo (acro yoga or hand-balancing to promote an upcoming class). Video is a powerful tool on Instagram; think carefully through how you can use video to enhance what you’re already doing with photos.

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  1. Monitor analytics

There’s no point in putting in all the work into any content without determining if it’s actually effective. While you could splurge on a robust tool like Simply Measured, some free tools can give great insights into how photos are performing on the platform. Iconosquare (formerly Statigram), is a free tool that gives insight into follower engagement, spread rate, filter and hashtag impact and account growth. You can use other tools like Klout to cross reference which content seems to be resonating best with your audience, as well.

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Once you are monitoring your Instagram content regularly, adjust your tactical approach as necessary. If fans are responding well to certain filters or hashtags add more into the mix, while phasing out content that has lower likes or engagement.

And of course, never be afraid to try something new and creative by showcasing your brand, product or service from a unique angle. Instagram users are hungry for great content to consume and tell their friends about!