Discuss mandatory transition to Timeline design on March 30th and how corp brands who implemented Timeline early saw an average 46% increase in user engagement. (Note that these were big brands such as Coca Cola, Red Bull, etc…but mention Livestrong’s 200+% reported increase)
The good news is that playing field is becoming more level The little guys can compete with the big fish
Social Media Smarts.facebook
Social Media Smarts: A Guide to Using the New Timeline for Business Pageswww.wesst.org | 1.800.Go.WESST >
Cover SpecsThe new cover displays a dramatic 851 x 315 pixel banner photo to visually convey your brand‟s image.Choose one image, combine several into a collage or Photoshop an image with Text to visually convey your “story.”
Cover IdeasSingle dramatic photo of an image representative of your art, jewelry, photographyPhotos of your retail store, business office or staff members, customersHistorical photosBefore and after photos (for contractors, interior designers, salonsA collage of many images
1. Upload Your Profile Pic 180 x 180 pixels. Should be your logo. This is the visual representation that will be displayed in a 32 x 32 pixel thumbnail across Facebook in your followers’ feeds. Keep this image consistent to reinforce your brand’s recognition
2. Optimize Your ‘About’ Page150 character description that quickly conveys what your business is about.Keep it concise and optimize it with relevant keywords and your website URL.Users can click through for a map to your business if you have a physical location and other basic info such as hours.
3. Display Key AppsYou can have a max of 12, but only 4 are always on display. The first one is always Photos and cannot be moved.„Views‟ are Facebook‟s default apps such as Photos, Events, Likes, Map. „Apps‟ are all third party apps.
Arrange/Change Apps• Click on the dropdown arrow menu; hover over the place you’d like to move the app. Click the pencil icon popup, then choose the app you want to swap into that space
4. Likes and Interest Lists Once a user “likes” your page they can hover over the like icon and add you to a list they created to organize their interests easily in their News Feed. (e.g. Artists + Art, Small Business Resources, etc) Creating Interest Lists* can increase exposure of your content and expand your reach beyond your fan base as users subscribe.(* For Interest List How-to visit, Sprout Social’s Tutorial)
5. Monitor Your MessagesUsers now have the ability to send you direct messages, creating another customer service channelYou can‟t message your followers. You can only reply to users who have already messaged you.You‟ll need to monitor your messages regularly.
Study: Facebook and Twitter to Become Dominant Customer Service Channels for Majority of US Consumers
Share Your Milestones Tell your company’s story by sharing milestones Date founded, date of your first sale, date of a grand opening, launch of a new product Share photos with your posts
Draw Attention to Key PostsStar or Highlight Posts – this expands the post across the entire width of your timeline. (This is a good way to highlight key milestones, for example.)Pin Posts – Emphasize an update by pinning it to the top of your page (It stay there for 7 days until your remove it.)
Status Updates: What to PostFollow the 80/20 rule of posting content/news versus self-promotion.Use energetic action verbs like help, tell, share that encourage engagementUse images: posts with photos tend to get higher user engagement
Offer Deals “$__ Off” deals generate twice the engagement of “% Off deals.” Check out Facebook Offers: https://www.facebook.com/help/offers
Don’t Ignore ComplaintsBad News TravelsLightening Fast Online
Dealing with Negative Comments on Your WallRespond immediately; be receptive/politeInitial response should be publicSuggest you take the conversation offline.
Don’t Feel Inept75% of the companies in the Harvard survey said they don’t know where their most valuable customers were talking about them31% don’t measure effectiveness of social mediaOnly 12% of the companies in the survey said they felt they were currently effective users of social media
Don’t Become aSocial Mediaholic. Study finds that social media can be moreaddictive than cigarettes and alcohol for some.
Checklist Choose a striking image Provide a punchy description Feature your most effective apps Create milestones to mark important dates Pin posts to attract and drive traffic Highlight other important posts with a strong message/visual element Target > Engage > Convert
Social Media Resources(More choices than a Starbuck’s menu!)
Webinars + ConferencesFacebook Marketing Social Media SuccessBootcamp SummitApril 24 - May 29, 2012 May 1- 24, 2012. Discover how to use socialLearn how to create a Facebook media to attract and engagemarketing strategy that will build quality customers and quicklyyour customer engagement and grow your business from 27 of"likes" in this interactive online the world‟s most respoctedevent and workshop. social media experts.http://www.mediabistro.com/face http://www.socialmediaexaminbookmarketingbootcamp/ er.com/socialmedia12/
Free Tools for Listening IceRocket – Keep tabs on who is saying what about you, your brand or your client on the web, Twitter, video and more with this free buzz search tool. Google Blog Search – Another great tool to help you monitor keywords across blogs. Free and just like the search engine, except focused on blogs. Social Mentions – Set up alerts for certain keywords that you get when people use that keyword on the social web.
Free Tools to Boost Your ProductivityMost widely used: TweetDeck.com,HootSuite.com, SproutSocial.com,Social OomphScheduling: BufferApp.com – A simpleway to „pace and space‟ your updatesacross multiple social networks.
Mostly Free Monitoring Tools• EdgeRank Checker – free and paid versions• Simply Measured – Paid web based software• Google Analytics – Now includes social metrics
Helpful Social Media Blogs• Social Media Examiner – Michael Stelzner runs the • Social Media Explorer – Daily advice on social world’s largest online social media magazine media marketing, conversational marketing, PR, designed to help businesses master social media community building and branding from leading marketing with Facebook, Twitter, Google+ and educator, public speaker and thinker in the world of LinkedIn. digital marketing and social media Jason Falls.• Mashable – Social Media news blog covering cool • Danny Brown – This blog explores the human side new websites and social networks founded by Pete of social media and the social side of marketing. Cashmere from his apartment in Aberdeen, Very unique. Scotland. Also covers news and developments in • Brian Solis – Author of the book Engage and mobile, entertainment, online video, business, web principal at Altimeter Group, a research-based development, technology, memes and gadgets. advisory firm, Brian Solis’ blog is required reading• Soshable – This blog tries to keep up with all things for anyone in the social media business. social media, analyze them and then provide fresh • AllFacebook – Launched in 2007 and later acquired insights into the people and structures that drive by MediaBistro, churns out useful content on the engagement. world’s largest social network.• TechCrunch – One of the best known sources for • Socialnomics – In-depth insights on the impact of social media and technology news that also profiles social media on business and the world through startups, product launches and new websites. short social stories, statistics and studies.• consumer technology usage. • Techipedia – Tamar Weinberg is a social media• TopRank – Lee Odden runs this popular multiple- enthusiast who breaks down all aspects of digital author blog full advice on digital marketing and marketing. public relations topics including, SEO, content • Social Media Marketing Blog – Head of social media marketing and business blogging and marketing for Ford shares advice on the complexities of online• Techipedia – Tamar Weinberg is a social media marketing and the convergence of traditional and enthusiast who breaks down all aspects of digital new media. marketing.