Author Archives: marketing morgan

How Your Business Can Use the New Facebook Cover Photos

Your company’s cover photo is prime real estate on Facebook. You cover photo is the first thing to grab your fans’ attention.

Previously, Facebook had created 3 strict rules that allowed:

1. No call to action
2. No website information
3. No address information

Facebook has now made revisions to these restrictions. As of March 6th, these restrictions are wiped away and a new rule is in place. Facebook states that your cover photo may not include more than 20 percent text.

If you are unsure how to measure this percentage, Paavo has a great tool to ensure your Facebook cover photo meets this requirement. COVER COMPLIANCE TOOL

To learn more and view 9 businesses that leverage Facebook’s new cover photo rule, click here.

 

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Your Online Security Guide to Protecting Your Online Presence

When was the last time you Googled yourself? You may find that Google knows more about you than you know about yourself!

A recent study from Javelin Strategy and Research showed that more than 12 million people in the United States were victims of identity fraud.

Online security is an issue in today’s digital world. Despite privacy acts, you can never be too cautious. While you should always assume that everything you put on the internet is public, there are steps you can take to decrease the chances of being personally hacked.

Many online social sites like Facebook and LinkedIn ask for your birthday. It is ok to enter the month and date, but we suggest leaving out or hiding the year you were born. It is not because your “old,” but hackers have a far greater chance of successfully stealing your identity if they know your age.

Avoid clicking on suspicious links while you peruse social media sites, especially Twitter. Seventy percent of identity theft attacks stem from links that ask you to visit a scam website via a private message. Restrain and don’t click!  No one is spreading nasty rumors about you, at least not on Twitter!

As social media experts, we see many profiles that have left their information, posts and photos public. By doing this, you are helping thieves easily access your personal information. Statistics show that 30 percent of Facebook profiles are not set to private and 14 percent do not know their Facebook privacy settings. With that said, inform yourself of your social site’s online privacy settings. It’s not fool proof, but it’s a good start to protect yourself from being hacked.

Create strong passwords. This seems silly, but many people use their pets’ and/or a child’s name. If the password requires a number, many people use the number “1.” Don’t do this! Create a strong password with a mixture of letters, numbers and special characters. Two out of five people use similar passwords for various accounts. Protect your social and financial accounts by being password savvy.

facebooklock

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Tips for an Effective Facebook Ad

Creating a Facebook ad campaign is a great start to increasing likes and engagement on your Facebook business page.  It can help generate new leads and help build your brand socially.  While Facebook does a decent job at coaching a business owner through the process, we would like to suggest a few tips and tricks to make sure you have a successful advertising campaign.

  1. Create catchy copy: Keep it simple, clear and captivating.  Create a call to action so people are more likely to click on your advertisement. Use words such a free, under $20, sale or other phrases that will engage more people to click your ad. And remember, spell check.  There is nothing more unattractive than an ad with grammar issues.
  2. Inspire with imagery: Pick an image that is clear, vibrant and eye catching.  Ads are small, so make sure the picture is simple.  Logos are ok, but only if they are highly recognizable.  If you have an aesthetically pleasing product, showcase it. Remember, it is the photos that will grab your viewers’ attention first and foremost before the copy.
  3. Try a sponsored story: These types of ads typically get a higher click-through rate.  Tapping into word-of-mouth marketing in the social world is huge.  If users see that their Facebook friends like your product, they are more inclined to check it out.
  4. Target your audience, but do not be too specific: Facebook is really good about targeting your audience.  If your product is focused towards women in Florida who are 35-55 and like cooking, GREAT! You’ll be able to specifically target these ladies through Facebook advertising.  While there are some limitations with ad targeting, it is only to prevent you from making your target too narrow.
  5. Test multiple ads: We love that Facebook gives you the option to test multiple ad designs at once.  Facebook will give you metrics on each ad’s performance.  You will be able to see which ad responds best with your audience, and you can continue your campaign from there.
  6. Chose CPC: Cost per click is the way to go.  This is generally the most cost effective way to go about Facebook advertising.  You will only pay when a Facebook user clicks on your ad.
  7. Direct your ads towards your Facebook page:  When a Facebook user clicks on your ad, where does it go?  Facebook reports that if your ad directs users to your Facebook page or a Facebook app, you will see a 50 percent improvement on ROI.  Users in Facebook want to stay in Facebook so it is best to keep them within the site. Also, reports show that the average Facebook ad cost-per-click is significantly less than if the ad directs them away from Facebook.
  8. Keep your ads fresh: Change up your ads every few weeks.  Whether you change the image, copy or who you are targeting, you will see better engagement. Keep an eye on your campaign and keep it fresh so ad performance does not drop.
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How to Follow Relevant Twitter Accounts

FollowerWonk is a great tool to follow relevant people to you on Twitter.  Because common courtesy is to follow back people who follow you, this tool can help you directly target Twitter handles that you wish to follow your tweets.

1. Sign up with www.Followerwonk.com

2. Sign into Twitter

  • Because Followerwonk.com is not completely free, you’ll have to manually add your qualified Twitter users

3. Click on “Search Twitter bios”

4. Enter a SINGLE term that you would like FollowerWonk to search bios for.  Here are some examples a technology firm might want to search.

  • Technologist
  • Technology
  • IT consultant
  • Geek

5. Click on “More Options” and add a location. This will help narrow down Twitter users by geographical area.

  • Jacksonville
  • Tampa

*To search multiple terms and locations at once, separate search terms with: “ | “

Example:  Technologisty|nerd|Technology

Example: Jacksonville|Tampa

6. Once a list of Twitter users had been populated by FollowerWonk, copy and paste the individual Twitter handles into the SEARCH bar within TWITTER.  Click “Follow” and you’re done!

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Tweetionary

You’ve heard these funny words before, but what exactly do they mean?  Learn the Twitter Lingo in under 60 seconds with the TMC Tweetionary.

(1) Tweet: A public message consisting of 140 characters or less, sent across the network, Twitter.

(2) #Hashtag: The # symbol is used to mark keywords or topics in a Tweet.  For example, “Just had 2 delicious tacos from @TijuanaFlats for only $5 #TacoTuesday.” If someone were to search #TacoTuesday within Twitter, Twitter will populate anyone who has used #TacoTuesday into one stream.  Twitter uses the hashtag to help populate searches.

(3) @Mention: Allows you to speak directly to a Twitter handle and will notify them of your tweet. For example, Tijuana Flats will be notified that I thought their $5 taco meal was delicious.

(4) ReTweet: When someone on Twitter tweets one of your tweet to their followers.

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Facebook Newsfeed: Hit the Feed, Break Through the Clutter Part 2

Now that you have a grasp on Facebook’s EdgeRank, we know that to optimize a post it needs to foster engagement.  Here are 5 fool proof tips to create likes, shares and comments.

1. Ask your audience a question.  There’s no better way to start a conversation than to ask your audience a question.  Start your post with “would,” “when,” “where,” “should,” or “what.”  For example, if you are a restaurant, ask your fans “What is your favorite appetizer?”  You could also post, “Mozzarella Sticks or Potato Skins?”  When a simple one worded answer is requested, you’re more likely to get an answer.  These are great posts for pages with a smaller or less engaged network.  Once you see engagement increase with your brand, open-ended questions are highly suggested.  Heinz Ketchup has created a “Memory Monday” for fans which allows their fans to write a memory every Monday that they have had with Heinz.

2. Engage with post interaction.  If fans comment on your post, reply! Continue the conversation and keep it going.  If you reply to your fans, @mention their name so it tags them.  This will notify them that you have replied, bringing them back to the conversation.  Regardless if it’s negative or positive feedback you receive, be cautious about how you reply.  Eyes are on that post, and fans will remember how the brand interacts with its consumers.  Remember, the more comments, the more likely the post is optimized into newsfeeds.

3. Photos, Photos, PHOTOS!  Time and time again, we notice that photos receive the most engagement, interaction and eyeballs.  Think about it… would you rather read a status update of lengthy words or view a photo that says it all?  Just remember to keep your photo relevant to your business.  If you are a chocolate company, don’t post a photo of a can of soup.  Your audience has liked your page because they probably like chocolate. Instead, think about posting a photo of new chocolate products, gift ideas or photos of “behind the scenes” in the chocolate shop. As they say in the world of Facebook, a picture is worth a thousand views.

4. Post a video.  Videos weigh heavy in EdgeRank.  If you are able to gain traction on a video, your post will be heavily optimized.  As of July 2012, Facebook surpassed Yahoo as the second most popular site to view videos with YouTube ranking number 1. Videos such as sneak peeks of a product create a lot of viral buzz.  If you don’t have a new product rolling out, create a tutorial and ask for fan feedback.

5. When all else fails, deliberately ASK for engagement.  This is different from asking a question.  Instead of leaving something open ended, ask for a “like” or “share.”  That’s right, ask and you shall receive.  If it’s Friday, ask your fans to “LIKE” your post if they are excited it is Friday.  Again, who doesn’t like Friday? I know I do! For instance, if you own a smoothie shop, post a photo of a customer favorite and ask your audience to “Like” the photo if they like that smoothie! Remember, photos carry extra weight in Facebook EdgeRank, so asking for engagement on a photo is key.  If you post a link to your blog, ask them to share it with their friends.  If they find it helpful, they are more likely to share it with a little boost of encouragement.

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Facebook Newsfeed: EdgeRank Explained Part 1

It is not a secret that Facebook is a great social media platform and marketing tool for your business.  Facebook houses more than 900 million users, and this number continues to grow each day.

But while your target audience may be on Facebook, creating content that hits your fans’ newsfeeds is a whole other challenge.  Regardless if your business page has one-hundred fans or one-million fans, breaking through the newsfeed clutter and being seen is a challenge.

According to comScore, we know that 27 percent of a Facebook users’ time is spent perusing the newsfeed.  This means that it is pertinent that your company’s status updates be seen on this area of the site.  If you understand how Facebook populates posts to the newsfeed, your chances of having your content seen will increase.

First, there is a huge misconception that every status update you post will be organized into every person’s newsfeed who has “liked” your page.  It is important to understand that a Facebook page with 500 fans will not generate 500 eyeballs on each status update.  This is where Facebook’s EdgeRank steps in, which generates the best content for each user’s newsfeed.

Facebook’s newsfeed algorithm EdgeRank determines who and just how many people see your post.  To use precise terms, each status update, video or photo posted is called an “object.”  An action such as a comment, like or share taken upon the object is called an “edge.”  Each of these actions varies in weight to give your post a ranking, hence the name “EdgeRank.” There are several things you can do to increase your chances of being seen. This will be discussed in part two of this blog series because understanding the foundation of status updates is crucial.

First, let’s realize that each Facebook post has the potential to accumulate organic views and viral views. When added, this number will amount to the number of people who saw your post.  Once you have updated your status, this number is populated below your post and continues to accumulate several minutes after the creation of your post. (See below).

The organic number is the number of people who saw the post who have already “liked” your page.  The viral number is the number of people who saw your post because one of their friends has engaged with the post. Let’s take a look at the Facebook post below for one of our clients here at TMC.

As you see here, this post has 2 likes, no shares and no comments.  Their Facebook page has 736 fans, yet only 143 fans saw this post and 13 friends of fans saw the post. Let’s compare this status update with a status update from a few days later that had more engagement and actions taken to it.  (Since that’s what EdgeRank is all about!)

This post compiled 18 likes, more than 7 comments and 4 shares. This created 200 organic views and 457 viral views, equaling a post that was seen by 657 total users. This is pretty good for a Facebook page that has 736 fans!

Understanding that the more comments, likes and shares an object gets, the stronger the “ranking” the post will receive.  This should help bolster your post in front of more eyes both organically and virally.  By understanding Facebook EdgeRank, we can keep in mind that to have an end result of many views, we need to create posts that are shareable, likeable and engaging. Stay tuned for part 2 and let’s “Hit the Newsfeed and Break Through the Clutter!”

 

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The Hottest New Social Network: Pinterest

Pinterest, a virtual pinboard, is a social platform where users pin and share all of their awesome Web finds with their friends.  While the site overwhelmingly features wedding ideas, vacation spots, food & drink recipes, home designs and fasion, this platform is excellent for businesses with picturesque products.  So what exactly did Pinterest have in mind as a start-up?  To simply connect people in the world through the “things” they love.

The idea is to share photos and things you love as pins on your pinboards.  For a virility effect, friends and followers must re-pin your pins to their own boards. The concept of “re-pinning” is similar to the concept of a “re-tweet” on Twitter.

As of April 2012, Pinterest captured more than 104 million visits.  Trailing behind top dogs Facebook and Twitter, this makes Pinterest the third most popular social networking site in United States.  Since 80 percent of their user base is female, it’s key to keep in mind when using the platform as a marketing tool for your business.  With that said, the platform continues to grow at an astounding rate, and gender popularity should change in the future.

The most re-pinned items are those that are original, aesthetically pleasing and funny.  Photos and quotes are the most popular pin types, but Pinterest is slowly incorporating video into their platform.  Pinterest is most successfully used alongside other social media platforms.  This means if you pin a photo, don’t hesitate to share your pins on Facebook or Twitter because your follow base may be different in the starting phases of your boards.

So if your company sells chocolate, hot fashion items, wall decals, cars, or other retail items, what are you waiting for? Start Pinning! http://pinterest.com/

Pinterest Lingo

  1. Pin: Image added to Pinterest
  2. Pinboard: A set of pins based on a common theme
  3. Pinning: The act of sharing a photo (pin) on a pinboard
  4. Re-Pin: Reposting somebody else’s pin

http://mashable.com/2012/04/06/pinterest-number-3-social-network/

http://mashable.com/2012/06/22/pinterest-tips/

http://techcrunch.com/2012/03/14/this-is-everything-you-need-to-know-about-pinterest-infographic/

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