Greatson Media – Saco, Biddeford Maine Website Design & Hosting

Promoting your business on social media can be helpful in extending your brand, gaining visibility, and building relationships with your customers. Done right, it can be an inexpensive way to market your company.

But too many times I see companies plastering up a Facebook page just because everybody else is doing it. Or, they shoot out a few tweets and after a few days or weeks give up because no one is paying attention.

Is social media the right tool for your business? Here are some guidelines to help you use social media as a strategic marketing tool:

1. Have a purpose. Like any other marketing strategy, social media should be a tool that helps you meet a goal. You wouldn’t just go out and start buying ads without knowing what you want to accomplish, so don’t do it with social media. It might not cost anything to start a Facebook page, but there is a cost in time and that’s also a valuable resource.

2. Don’t sell. Social media is social. People use it to relate to one another and just like you wouldn’t walk into a party and start pitching your wares, you shouldn’t hard-sell on social media, either. There are ways to get people talking about your products or services, but you have to tread softly or risk losing your audience.

3. Be prepared to invest time and effort into your social media marketing. You will need to understand your target audience and how best to approach them. You need to understand what interests them, and know what it is you have to say that is valuable to that audience. Don’t post or tweet just to do it – make sure you have something to say or you will quickly be dropped by your readers.

4. Understand social media and use it yourself. There is no better way to understand Yelp, Chime In, Twitter, etc. than to participate and use them regularly.

5. Tie your efforts together and integrate them with your overall marketing strategy. You should not be doing something completely different online than you are doing offline. Avoid the split personality – don’t try to be hip and cool online if you are a traditional, conservative business offline. You risk damaging your brand and alienating online audiences who can see right through that.

6. Keep up with the changes. New sites are emerging all the time. Auction sites, gaming sites, photo sharing and music sharing – they are all expanding their focus to include building communities. Some of those communities are bound to include potential customers.

7. If you don’t have time to do it yourself, find someone who can. Often companies have younger employees who are well versed in social media and could, with guidelines, represent the company. There are many agencies that will help you with this.

8. Have guidelines. This ties in with #1 because your guidelines will be driven by your purpose. Establish guidelines for anyone posting on behalf of the company about what they can and cannot say. If you don’t want to put pricing on social media, say so. Be clear about what employees can post on their personal sites, as well.

9. Monitor constantly. Many experts in the field recommend that you start your social media adventure by listening first. Find out what your customers and others might be saying about you online. Once you are active in social media, be sure to set up Google Alerts and other tracking to monitor what is being said.

10. React but don’t overreact. If you see something posted about your company online that you don’t like, feel free to respond. But don’t get overly emotional about it, and don’t fire back. Respond with basic facts and a real desire to solve the customer’s problems – that will gain you a lot of credibility from anyone else who sees the exchange. And remember, one complaint is just one complaint, so don’t overreact.

11. Enjoy it. This is a new way to engage your customers and draw in new customers. People of every age are participating in social media, from teenagers to grandmothers, and it is a growing part of our culture. As you bring your business into the discussion, you may find raving fans who will provide recommendations for you.

12. Online marketíng is a tool – it doesn’t replace your other marketing efforts. Sure, a lot of what used to be advertised in print media is now online. But there is still an important role for all of the other marketing tools including public relations, direct m@il and advertising. Like your toolbox, each tool has a different purpose and you wouldn’t use a hammer to sand wood. Online (or inbound) marketing is a great resource that is very cost effective for businesses, but it must be a part of the larger marketing strategy or it will fail.

By Kim Deppe (c) 2012

Incoming search terms:

• social media sites for business

To develop the insights for this guide, I watched 23 different Facebook and Twitter accounts for a period of three months and monitored over 2,865 status updates. I personally consider this a fairly small data set, but it is large enough to show some important trends that warrant consideration and further discussion.

As the clients that my firm writes for are in diverse markets, purchase different service engagement levels, and have unique starting levels of follower/fans, it is impossible to state from my data unequivocally how to specifically grow a social networking account. However, there are some statistical averages and trends that I have found and wanted to share with you.

The Timing and Consistent Posting of Your Updates on Twitter Can Grow Followers

Contrary to what has been published on the web in a recent statistical report I’ve found that for our clients, a unique time schedule for status updates and tweets works for most accounts to grow their follower numbers. To test this strategy, I had our writers schedule the publishing of content based on the following schedule trying each program for a full 30 days to see which made the biggest difference if any in follower and fan counts.

Widely Reported Best Twitter Posting Schedule:

For Twitter: 6 a.m., 11 a.m., noon, 6 p.m., and 9 p.m. For Facebook: noon and 7 p.m.

After 30 days we posted content on a new schedule for Twitter:

For Twitter: 6 a.m., 9 a.m., noon, 3 p.m., and 6 p.m. For Facebook: 10 a.m. and 3 p.m.

Here is a sampling of data for several of the accounts that I monitored:

Facebook Page

Although it appears that all accounts had increases using the second schedule, the variance in the full statistical data does not allow me to make such a blanket statement. Additionally, although I monitored both Facebook and Twitter accounts for this report, there were such small differences in Facebook numbers for many accounts that it is best to consider the second schedule best to use mainly for Twitter growth.

When I looked at the overall data, I found that followers grew at about a rate of 5% using the first schedule and grew on the average of 10% on the second schedule. Although not every account had the same growth and some accounts actually grew faster on the first schedule, the recommendations in this guide were based on overall average growth across all accounts.

It is important to note that although we used a very specific schedule unique to our needs, your results may be different. I feel personally that setting a schedule and being consistent about posting at the times you personally choose are important. You may want to test several schedules to see what works best for your audience.

The Changes Facebook Has Made That Have Impacted Business Pages

Facebook made some very big changes in the fourth quarter of 2011 that have impacted how businesses can use Facebook Pages and how they interact with fans.

As a quick review, here are the changes:

1. Facebook got rid of the ability to send a note out from your Business Page to all fans. The best feature to have a Business Page in the first place!

2. Removed tabs and the ability to do FBML markup pages. (You now have to use iframes).

3. Killed off the notes and discussion sections.

4. Removed the ability to auto feed your blog to your Facebook Notes Page.

5. Lowered the value of a like. No one needs to like your page to see your wall or to interact with you and post on your wall.

6. Changed the News Feed for personal profiles. People must now subscribe to your updates to be assured of seeing them in their News Feed. Now Updates are typically lost in the “noise” that is a part of the News Feed.

These are some very serious changes and have really strangled a business’s ability to connect with users on Facebook. As a result, these changes have caused fan growth for pages under 100 fans to come to a near halt.

I do not recommend that brands and businesses abandon Facebook. Business models change and what Facebook has done to kill off brand and business interaction will certainly change over time. For now, I personally feel that these changes were made to drive businesses into Facebook pay per click advertising before the Facebook IPO. As monetization of the Facebook platform is essential for their continued growth, these strategic changes most certainly have been made to force businesses to “pay to play” on Facebook.

I still feel that businesses should be on Facebook keeping a presence there, but maybe not in the same fashion as we recommended in early 2011.

The Reality of Facebook Follower Growth and Engagement Challenges

I started following our client Facebook accounts right when Facebook was altering the data it reveals on fans and their interaction levels. Again, I would not consider the data I have recorded as scientifically accurate, but I did see some trends on fan growth for pages with different starting levels of fans.

By Nancy McCord (c) 2012

The recent Facebook changes are game changing. For most this is scary; for us (and hopefully for you, too) it’s exciting! Facebook has managed to make our everyday activities even more social and has created a way for us to share our lives via a virtual scrapbook. This tool lets you feature all your old and new Facebook memories with integrated ways to express yourself through different “lifestyle apps.” Luckily for you, we read every article, and we watched the entire 1-hour, 40-minute f8 presentation, so we are here to condense the information for you as much as possible.

Here are the Facebook changes you should know about:

Only a few things are really going away; it’s the experience and interface that are changing. Here are the latest and greatest new features of Facebook:

The Facebook Timeline — “The story of your life”

The Timeline is the central change in the Facebook revamp. It is your new Facebook profile, completely reorganized with a different way to display your profile picture — a giant picture of you (your cover photo) at the top and a smaller picture (your profile picture) layered at the bottom right of the cover picture. The way the new timeline is set up allows you to keep all of those past memories, updates and posts in an organized manner through a timeline. You can scroll to any time period via the timeline on the side of your “cover photo.” In the f8 conference, Mark Zuckerberg talked about your old profile being what you would tell someone you met within the first 5 minutes: where you work, where you went to school, where you live, etc. This is all condensed and placed below your profile picture now.

From your new Facebook profile you are also able to see things that you recently shared, your recent activity and things you were tagged in. Your apps are now tiles below your cover picture, and there is a map that keeps track of where you’ve been. Anytime you upload a picture, you can tag it with geography — mapping out the place you were when you created the post.

On your timeline, you can sort through old posts very easily, making it much faster than the previous process. The farther back you go, the more condensed it will be, ranking what Facebook sees as the most important posts. You can change that by either hiding a post you don’t think is that important or starring a post you feel should be highlighted.

Open Graph Features

Open graph is another new Facebook change. It feeds all of your activity into a ticker as well as into timeline but not to the newsfeed. You can choose to see this as a bad thing or a good thing. On the one hand, fans’ activity on your page will not show up in their friends’ newsfeeds, but on the other hand, everything will show up in the ticker.

The biggest part of the open graph feature (which has its own EdgeRank type of algorithm) is the way it allows you to interact with other media. Apps no longer have to ask for permission to post content to Facebook over and over again. Instead, a new Facebook permissions screen explains exactly what types of stories will be shared the first time you give an app permission to post to your Facebook. Once completed, it will no longer have to ask for permission.

Facebook has also divided your updates into two different categories: Posts and Activities. Posts show up in the newsfeed; activities show up in the ticker.

There are four main categories for “lightweight” activity:

- Communication
- Media
- Games
- Lifestyle

Continue reading “What Facebook Changes Mean for Your Brand” »