Posts tagged social media management
Social media is constantly becoming more business-friendly. Social advertising efforts seem to be springing up from just about every service. Here are some of the most recent ad updates from some of the most popular platforms so you can make sure that you haven’t missed a new offering that is critical to your brand.
Facebook Ad Updates
Facebook is constantly adding updates and staying in the forefront of social advertising, so we can’t address every update in this article, but these are a few important ones. First of all, Facebook’s lead generation suite has added video. Video is also now a part of the Atlas platform, and the Your Business Story tool that lets you share the tale of how your brand came to be. In short, Facebook loves video.
Instagram’s New Offerings
Owned by Facebook, Instagram is never far behind in the social advertising revolution. Some upcoming features for Instagram will include business profiles, more analytics for a brand’s posts (without having to pay for a sponsored post), and mobile access to Instagram ad purchases.
Twitter’s Efforts to Keep Up
Twitter may be struggling, but it’s still a huge player in social media. Maybe some of these updates will help the giant to recover a little. The first big change is an update to the news feed algorithm. Twitter is also trying to team up with Google. They even plan to offer some better services, like direct-response ads and improved metrics.
Other Social Platforms
LinkedIn continues to set precedents in B2B marketing. Sponsored ads are the method of choice, along with sponsoring posts from company pages.
Pinterest is making it easier to target the right audience by increasing the number of interests and keywords that an ad can target.
Finally, Snapchat—which technically isn’t social media as much as it is instant messaging—has teamed up with Nielsen to improve both sponsored ads and how audiences are measured. This may add some legitimacy to their ad services, as currently Snapchat is not considered a long-term marketing solution by most companies.
|No comments||This entry was posted by EIC Social Media Team on July 27, 2016 at 11:00 am, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Here’s our third and final post (for now) dealing with the best social media practices for your brand. Hopefully, by implementing the suggestions in these articles, your company can engage consumers on a level that increases awareness of your products or services—and at the same time builds trust.
Make sure you have typed everything correctly, you are using the right image or video, and that every link works perfectly before you post. The Internet is forgiving in the sense that you can edit your post. However, the Internet is unforgiving in that someone can screenshot your error and make it viral. Better to get everything right the first time.
Use HD Pics and Video
You never know what type of device your users will be viewing your post from or what their screen resolution will be. It’s better to err on the safe side and have everything be in a high-enough definition to look good on every device, but not so much that someone won’t want to burn through all their mobile data to view your content if no Wi-Fi is available.
Tag Posts Properly
How you tag a post will depend on the social platform you use, but the hashtag is becoming fairly universal. By using a good mix of industry-appropriate tags, brand-specific tags, and trending tags, you should be able to maximize the audience that sees your social content.
Practices Like Paying for Likes or Followers Is a No-No
If consumers can tell that your likes or followers are either bots or are clearly being paid for, that will hurt your brand’s reputation. Plus, paying for followers and likes rarely, if ever, will provide you with a decent ROI. You are better off gaining your following the old-fashioned way—through high-quality content.
Avoid Controversial Topics
The big three areas to avoid would be politics, religion, and sex. Of course, it’s a different story if your company is directly related to one of those three topics. Try to avoid taking a controversial position, however, even on something that has been in the news or is currently trending. It rarely has the desired effect.
|No comments||This entry was posted by EIC Social Media Team on June 8, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Are you ready for some more social media marketing tips? Whether you are new to the social media realm or simply want to step up your company’s online presence, these tips can help you to build your brand’s accounts the right way.
Maintain User Experience
When people check their social media accounts, they have a general idea of what to expect. For example, on an Instagram accounts, a woman may hope to see the latest images of her niece or nephew, photos from a college friend’s wedding, and her mom posting a blurry picture or the family cat. The question is: Will your brand’s image maintain the proper feel of her feed or will it take her out of the optimal user experience? When a brand becomes intrusive on social media, fans abandon ship. When you fit in as part of the family, you create loyal customers. Tailor your style of posting to what your target audience will want to see in a daily feed.
Handling Your Brand’s Negative Attention
It is impossible to avoid negative attention online. However, you don’t have to have a knockdown, drag-out brawl with a disgruntled customer in front of everyone in order to prove that you’re right. Most social platforms have a direct message setting. By responding politely to negative feedback, and encouraging the conversation to continue in a private setting, you quickly gain the high ground. Consumers see that you are quick to deal with problems, but you won’t air someone’s dirty laundry for the whole Internet to see.
Quotes and Reposts
Always cite your source. It’s not just necessary for the sake of copyright, but it also keeps customers happy. If you repost a fan’s message or image, give them credit, and you could be making a friend for life. And remember that when a customer clicks a link, they expect to end up on a site that has to do with the link text. For example, don’t speak about a pop star, include a link, and then have the link go to your eCommerce site. That’s misleading.
Good Manners Are Appreciated
Poor manners abound on the Internet, so saying thank you is a great way to improve brand perception. Thank customers for nice comments and express appreciation if they tag you in a favorable post. If you specify a hashtag for your brand and someone uses it to reference your product or brand in a positive way, at least like or favorite the post if you don’t intend to repost it.
|No comments||This entry was posted by EIC Social Media Team on June 1, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Social media can be a slippery slope for businesses that are just getting their feet wet. How can you navigate the social norms and come out ahead? Here are some tips that will help your social media accounts create engagement without causing controversy.
Choosing Social Media Accounts Wisely
It’s a bad idea to try and keep up with a social media account on every service available. First of all, this will pull your content in too many different directions. Second, it can be tough to keep up a dozen accounts properly, and the only thing worse than no account is a stagnant social media account that doesn’t gets updated regularly. Having said that…
Post Regularly and at the Right Time
Depending on the social media accounts you choose to use, it may vary what is considered an average amount of times between posts. However, the point of being social is to communicate, so daily posts are the norm on almost any platform. Check to see how your posts perform, and you can eventually post only at the times you see the most interactions.
Maintain One Voice
If you have more than one social media account, make sure that all of your accounts accurately convey brand values. While consumers may expect your accounts to have different people running them, it shouldn’t be obvious when a different user is at the helm. Content, comments, and even whom you choose to follow back should be consistent. This builds trust in your brand.
In the social media world, companies have two primary options—you can entertain your audience, or you can educate them. No one wants to be sold to while on social media, so don’t be pushy. Entertaining and informative posts will move consumers to interact with your brand and can lead to loyal customers.
Have Real Conversations
Real people can tell when they are communicating with an autoresponder. Have an actual person available to read and respond to comments or to comment on your fans’ posts. That kind of social interaction is what this medium is all about. The worst thing you can do is to ignore messages. Responding within a day is an important rule of thumb to show that your company cares.
|No comments||This entry was posted by EIC Social Media Team on May 25, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Facebook can be leveraged for more than just interacting with consumers, creating brand awareness, and marketing with sponsored ads. For marketers who rely on industry analysis, Facebook is another great tool for research. How can you use the social networking giant to learn about your competition—and then turn it into meaningful data? Consider just a few ways:
Finding an Audience
Facebook is an effective way to learn about the audience your competitor is targeting. How does your competitor make use of emotional appeals, testimonials, statistics, and other motivators?
Once you have identified the competition’s audience, you have a few options. You can target the same audience—and do it better. Or you can target a different audience who also uses the same products or services. It comes down to this: Do you feel the competition is targeting the best audience?
How Is the Competition Spending Ad Dollars?
Facebook is where companies post digital content and link to it. This gives you a clear overview of how a brand is using their marketing budget. Is the focus on video, native advertising, or consumer-content creation? This also gives you some insight into the brand’s values as you see the topics that they focus on. Plus, you can see the latest promotional offers.
If your competitor’s campaigns are finding success, you can get a good idea of which direction to take your marketing. You can also compare your brand’s values, and see how they match up, or even if your brand is effectively explaining your values to the public. Finally, knowing what sales your competition is conducting, can help you to see what consumers expect when it comes to finding a deal.
What are people raving about, and what do they dislike about your competitor? You’ll find out by reading the Facebook comments. Then you can do a few things to leverage this information. First, make sure that you match up when it comes to the things that customers love. Second, make sure that you are better at the things consumers complain about, and don’t forget to be vocal about it.
How are you using Facebook to scope out the competition? Let us know some of your favorite things to look for in the comments below.
|No comments||This entry was posted by EIC Social Media Team on February 10, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
If your brand is using Instagram, it is important to create engagement as a social media strategy. Here are a few tips on how you can do so by using popular filters and by posting at the right time.
Use Filters to Create Engagement
It may sound silly, but engagement often changes drastically depending on the filter that is used on an Instagram post. With that in mind, it seems pretty silly that more than half of Instagram posts use no filter at all. By comparison, only about 5% of posts use the Mayfair filter, but Mayfair filtered posts create about 24 interactions per 1,000 followers (the most of any filter according to a recent study). Other filters that create more engagement include Inkwell, Walden, Amaro, Lo-Fi, and Valencia.
When Should You Post to Instagram
- Try to post around lunchtime on the East Coast. This gets you the best global engagement. The East Coast is at lunch, so many people are checking social media. It’s around 9 on the West Coast, so people are just getting to work and giving their social accounts a final check before the workday starts. People in Europe are just getting home from work and checking their social accounts before dinner. The only audience you don’t engage immediately is Australia (but they’ll be awake in a few hours).
- Get statistics about when your followers are interacting with you. There are plenty of companies out there such as Iconosquare, who specialize in creating reports like this. You can use the report to determine when you are most likely to get comments and likes on your pictures. Then you can interact with your audience when they are online the most.
- Use a scheduling program. You can create posts when you have the inspiration and then use a program like schedulegram to post when you are going to get the most interactions from your followers.
|No comments||This entry was posted by EIC Social Media Team on December 10, 2015 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The fact is that your competitors on Instagram have found people who are interested in your industry. That means these individuals are among the most likely to also follow your account. Here are a few tricks for getting the competition’s followers to follow your account. It is a great way to use social media marketing.
Engagement Steals Followers
Look at a competitor’s account. Do they have thousands of followers? It’s time to take a third of them for yourself. Here’s the magic formula.
Look through your competitor’s followers and find ones that are not private users. Then follow them, like one of their pictures, and comment on one of their pictures. According to one study, a little over one-third will follow you back. Just following users only gets you about 14% of followbacks, so don’t be stingy with likes and comments. What if you don’t want to follow a bunch of random users? Just liking pictures and commenting will still get you a small percentage of users.
Check Your Competitor’s Hashtags
Look at the most liked and commented on photos posted by your competitor. Then check the hashtags. Use the hashtags that apply to your business on your next post, and see if that raises engagement. Often times, using the right hashtag is all it takes to get likes, comments, and follows. There’s no shame in finding someone else who got it right and doing the same thing. It’s market research.
Is there a particular type of equipment that both you and your competitors use? Does the manufacturer have an Instagram account with a large following (20k or more)? Post a picture of the product in use at your facility, and review it in the comments. Now, you are not only getting followers from your competitors but also from other brands that you have a business relationship with. In the end, stealing a follower doesn’t cause the other company to lose the follower, so you can take from your partners just as quickly as you take from your competitors.
|No comments||This entry was posted by EIC Social Media Team on November 26, 2015 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In particular, let us consider three of the biggest social sites for marketing – Twitter, Facebook, and Instagram. What percentage of companies are utilizing these social networks and what benefits are they getting back? Please note that the figures stated here are taken from May 2015 and only include major brands from the Auto, Fashion, Pet, and Yogurt industries.
Which social media site is seeing the most action from brands in these industries? The interesting fact is that Twitter came out on top with nearly half of the companies not only having a presence but actively using the site during the month. The more surprising figure, however, is that Instagram was more used than Facebook with about one-third of brands posting to the image hosting site as opposed to about one-quarter posting to the world’s largest social network.
Of course, once we look at the engagement stats, it’s clear to see why so many companies are focusing on Instagram. Instagram engagement was anywhere from 5 to 20 times that of the engagement brands were able to generate on Facebook (depending on the specific industry). In fact, one of the most surprising stats was that Twitter, the site companies used most, provided the least engagement. So why is Twitter so popular?
While Instagram is literally just a forum for consumer engagement, Twitter is a place where brands can gauge consumer perception and manage brand reputation. Instagram, on the other hand, really just provides eye candy for the consumer. If your brand is not getting likes, follows, and comments, there is really no other point to having an Instagram presence.
One of the most notable finds of the research on social media marketing is the frequency of cross-posting the same content to multiple social media sites. In fact, this may account for the high rate of Twitter posts despite low engagement. It’s easy for a brand to post all of their Instagram uploads to Twitter at the same time, but consumers seem more apt to respond to pictures on an image site. The same thing holds true with longer text content that may be shared between Facebook and Twitter, since the Twitter post can really only contain a link to the Facebook content.
|No comments||This entry was posted by EIC Social Media Team on October 1, 2015 at 4:30 pm, and is filed under Digital Advertising, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Reputation of the Brand: Managing Your Business’s Standing
One thing that every company needs to know about in our modern world is how to manage the reputation of the brand. Perception of a brand is a huge factor when it comes to sales, and that means you can’t run a business without knowing how to control that perception. Here are a few simple means for keeping your company in the good graces of the public eye, now ubiquitous thanks to the Internet.
Let’s start by talking about social media, since this is where a lot of brands get into trouble online. For example, how will you respond to negative remarks posted on your social media site? It’s going to happen. Deleting them is not the answer. Patience, and a well thought out business demeanor, is what will bend public opinion in your favor. This works even if the negative remarks are somewhat true. People love to see brands be down to earth instead of mighty corporate giants.
One of the biggest issues that brands face occurs when negative postings appear above favorable ones in web searches about the brand. After all, about half of searchers click on the first link. So, what can you do if those first few links are less than flattering to your company? The best thing to do is to respond to them. When people see your positive response, you have effectively diffused a negative comment.
Make sure that your company maintains a blog and does it well. This isn’t another sales tool, at least not directly. It’s a way to provide additional engagement. Offer content that keeps people coming back post after post. You can often rate the quality of your content by whether or not it creates a dialogue with your readers. These are the kinds of interactions that improve brand perception and cause people to recommend a brand to family and friends.
Don’t expect to change company perception overnight, but it only takes a little bit of continuous effort to produce positive long term results. The reputation of the brand takes time to build, but it is worth it.
|No comments||This entry was posted by EIC Social Media Team on January 15, 2015 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Online Video Ads: Increasing the Visual Appeal
Digital videos are poised to take over the online marketing world. The only thing standing in the way is quality. The fact is it can be virtually impossible to determine the size or resolution of the screen on which your ad will be viewed. This and other factors prevent some companies from using digital video ads. Others are muddling through, and perhaps using them poorly. In fact, one recent study reveals that about 40 percent of online video ads are not using high enough quality video. With these factors in mind, here are a few tips for making sure that your video ads get the right kind of attention.
Let’s start by being sure that you are using the master file. The post production company should be able to make this available to you. The difference between high definition and standard definition when it comes to video quality cannot be overlooked. Even if you don’t adjust anything else with your digital video campaigns, using the HD master file will make a huge difference in quality.
For the next step, you have to keep on top of your ad server to make sure they are performing the proper quality checks. Each video should be tested to make sure that the frame rate, video quality, and color saturation are all correct upon playback. Make sure that they are using the master quality file so that no quality is lost during file transfers.
Finally, while this doesn’t affect the visual appearance of your video, you want to be sure to track views and conversions. This can let you know if there is an issue with the video. Fewer social media shares or conversions than similar video campaigns could be a video quality problem, and not an issue with the content. So, make sure the video is being view properly before deciding that your online video ads or marketing campaign was a flop.
|No comments||This entry was posted by EIC Social Media Team on January 1, 2015 at 4:30 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|