Intro to social media day 2 09-11Presentation Transcript
By Chris Kieff @ckieff Intro to Social Media Day 2
Agenda 2 In depth social media platform review: Facebook Twitter YouTube LinkedIn Blogging
Facebook In Depth Privacy Groups Pages Likes Advertising Research Applications Best Practices 3
Facebook Profile Privacy Messages always stay at the privacy level of the message originator The Question: Who Started the Thread? Assuming: You and Them have changed privacy settings from Everyone (default) to messages visible to Friends Only. (Vs. Friends of Friends) Message Visibility: Me starts- visible to both You and Them, and My other Friends. If You or Them respond to this message visibility remains unchanged. You starts- visible to Me not Them, and You’s other Friends. Them starts- visible to Me not You, and Them’s other Friends. http://www.maclife.com/article/feature/every_facebook_privacy_feature_revealed_and_explained You Me Them
Facebook Page Privacy Pages are public. Everything anyone writes on your business page is public unless you change it Exception- Facebook’s moderation rules You mark a message as spam You can disable users ability to write on your wall- but why? You can set your page to display only messages from you However, other messages are still there users just need to click to see them. And they’re in their Newsfeed. Your Page Them
Facebook Pages Recommended for every business Free and easy Don’t set and forget Send blog and post regular updates Make it look professional Always respond to any comment You get email notifications up to 10,000 fans Remove spam comments, get rich quick, work from home Monitor with Hootsuite, TweetDeck, Co-Tweet, Sprinklr etc. Also Known As: “Fan Pages” Install Google Analytics http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/
Facebook Groups NewGroups Open- anyone can read everything Closed- anyone can see members but not content Secret- can’t see members or content or know of it’s existence Uses for Groups Horizontal or Vertical communications Non-Friend connections Customer groups (?!) Trade Groups (legal issues) Limitations- about 250 people max (recommended no real limit). Remember email is defaulted on! Old Lists- personal groups
Facebook “Likes” Over 1 MM sites with “Like” buttons People who click on “Like” buttons click 5.3X more links and have 310 Friends (vs 130) Using faces on the like button increases CTR 5-10X
Facebook Advertising Advertising on Facebook is NOT a social media tactic Excellent demographic targeting Very similar to Google and other online advertising- auction, CPM, CPC… Except- don’t run multiple simultaneous ads because they will compete, not rotate (diff from Google.) Use images, best performance is for links on Facebook. Test different ads to find the best performing Use Google Analytics to track- FB reports are poor.
Facebook Research Use the Facebook Advertising System Conduct demographic research to better know your target demo in a geography. (understanding the Facebook skew) You don’t need to run ads to do research
Facebook Edgerank Edgerank is how Facebook decides if your updates make it to “TOP NEWS” Each Edge has three components important to Facebook’s algorithm: Affinity Score: between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years. Weight: A comment probably has more importance than a Like, for example. Time. The older an Edge is, the less important it becomes.
FacebookApps for Business Top 75 Apps for Enhancing Your Facebook Page http://www.socialmediaexaminer.com/facebook-apps/ Woobox (Static iFrame, Coupons, Sweepstakes…) Involver (Free Apps, Twitter, etc.) North Social (Excellent Apps) Networked Blogs (Free Blog Sharing) RSS Graffiti (RSS Feed display multiple Blogs, etc.) Slide Share (PowerPoint) WildFireBuddyMedia (Contests $$) Yelp Reviews (Yelp) Contact Me (Form) Email, Ecommerce, Appointment Scheduling, Polls, Quizzes, FAQ, Live Chat, YouTube, Reviews, etc.
Facebook Contest TOS Terms of Service You can’t hold a contest without Facebook’s consent, and must use one of the approved apps http://www.facebook.com/help/?page=721#!/promotions_guidelines.php or look up “promotions” in help You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update. You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest. You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration. You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information. You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail. You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion. You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 188.8.131.52). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.
Facebook Review Profiles = People Pages = Everything else + some people Understand and respect privacy Research opportunity Edgerank Apps for your page Contests It’s not a numbers game- it’s an engagement game.
Twitter in Depth Terminology Best Practices Accounts Lists HashTags Link Shorteners Tools
Twitter Terminology @ckieff Following/Follower= asynchronous Tweet = post @UserName (Handle) = account DM or Direct Message = private message RT or ReTweet = like #HashTag = search term Trending Topics = ET tonight Tweetup = meetup arranged on Twitter Bit.ly/aii8sdf = shortened URL Get a Bit.ly account they’re free and provide stats
Twitter Best Practices 7-10 Tweets per day 50% promotional/ 50% informational Follow back (real accounts not spammers) Show your personality Dialog- not monologue Retweet often Give Credit Support Other Brands Run Contests and Promotions You don’t have to always be on topic
Twitter Accounts Create special purpose accounts as needed Create accounts for promotions (broadcast only) Create placeholder accounts for any names you may use in the future Create accounts for major customer facing departments 2000 Following limit, 90% rule above that Most Follow 30-50 with similar Followers
Twitter Lists Public or Private Track friends, competitors, industry, influencers, with private lists Recommend great tweeters, good sources, funny, insightful, helpful or interesting accounts with public lists Good indicator of influence- more lists=better Follow people without them knowing you’re following them Create automatic lists- www.Listorious.com
Twitter #HashTags #HashTags mark keywords or topics in a tweet so others can easily find it via searching. Twitter will automatically search on a #hashtag if clicked. Often used for conferences and gatherings #Hashtags make TweetChats happen
Link Shorteners Because of Twitters 140 character limit long URL’s need to be shortened. Bit.ly (TweetDeck) Goo.gl (Feedburner) Ow.ly (HootSuite) Bit.ly offers free account with tracking Hootsuite requires paid account ($6/mo.) for tracking over 30 days.
Twitter Review Influencers, press, media, competitors You don’t have approve Followers You don’t have to Follow Back Requires more updates and activity Big potential for reaching influencers Some tricks, vernacular, but friendly
LinkedIn In Depth Capabilities Searches Groups Best Practices
LinkedIn Capabilities Download email list (unique) Search for former employees Determine how many employees Locate many employees Limited communications (Paid is unlimited) Can be updated from Hootsuite/TweetDeck, etc. 500 Connections is the magic number
LinkedInSearches Companies People Positions/Titles Schools New hires Promotions
LinkedIn Groups Groups are where all of the action is Formal associations – trade, industry, professional Informative – similar products, publications, blogs, news sites Post your articles, blogs and links in groups Be active, ask and answer questions No tools for posting to groups (except multiclippers like M8 Free Clipboard) Limited to 50 groups per account
LinkedInBest Practices Create a business listing for your company Link your blogs and sites Look at other profiles for leads on how to improve yours C-Level executives should have profiles Stay active in groups, start one if none exists Answer questions Inmaps.linkedinlabs.com 1 Good Reason 2011 LinkedIn Guide for Business http://www.1goodreason.com/blog/wp-content/uploads/2010/12/1-Good-Reasons-LinkedIn-Guide-20111.pdf
LinkedIn Maps Clickable zoomable network map from LinkedIn http://inmaps.linkedinlabs.com
LinkedIn Review Most powerful for white collar business, especially B2B Great research tool to find leads Become active in groups, participate, respond, engage Build out your profile &your company’s profile
YouTube In Depth Channels Videos Best Practices
YouTube Channels Collections of your videos Encourages additional viewing by visitors Vanity URL’s available www.YouTube.com/1GoodReason/ Logos, colors- major customers can get more customization Invite subscribers- and track them Respond to comments Add to your Facebook page Track Insights
YouTube Videos Short is best 2-3 minutes People not things- do interviews Use a mic whenever possible Add titles and credits (with keywords), brand name, and URL Always post a description with keywords Promote your video on other social sites Always post your videos to many places (TubeMogul.com) You have 27 characters before … Fill in the Tags Use a URL first and it’s clickable
Video Best Practices Use a posting service like TubeMogul.com to post to many different sites, Google, Vimeo, Viddler, Yahoo, etc… Release the video to Creative Commons so others can post it too, don’t restrict it Don’t be insulted if they use it wrong, it’s still exposure Use a Tripod and a Mic (Kodak Zi-8) whenever possible YouTube has a keyword suggestion tool Complete the location info too Encourage people to rate the video, higher ratings mean more viewers
Lab Time Looking at Facebook, Twitter, LinkedIn and YouTube. Sharing finds on the Facebook Group