Five Things to Change in Your Social Media Strategy
March Fathom Webinar
That’s Sooooo 2011 Facebook Changes, Again? I Should Measure What? Wait, there is an Old Retweet and a New Retweet? The New Rules of Working with Influencers Should I Really Spend Time on [insert trendy new social channel here]
Facebook in 2011 In early 2011 Facebook pages got a makeover which included tabs moving below the profile picture and the addition of banner photos. Admins were able to start using Facebook as a page to interact with other pages, like, comment, etc. Many pages were building custom tabs and default landing pages to run promotions, add branding, welcome visitors.
The Facebook World Today Facebook pages need to be more engaging than ever to gain followers and keep them active. If you want to reach your audience on Facebook, it will be necessary to use sponsored stories. Facebook launched timeline for business pages Increased privacy settings for users
Why the Change? As in the past, Facebook page design is following the look of personal profiles. Timeline allows people and businesses to tell their story, brand their page and highlight what matters Edgerank Algorithms that allow the News Feed to show you the top, relevant content. Facebook ads will start appearing in newsfeeds as sponsored stories, this will push organic content further down the page making advertising more necessary. Facebook also removed the ability to set a default landing page (tab) on Page Timelines, all visitors land on your timeline.
What you should do differently on Facebook Create your business page timeline Cover Photo Update tab navigation images Update custom tabs to the wider 810 pixels Review your timeline and decide what to feature Add milestones Fans can now send direct, private messages to pages Take conversation off the wall if necessary No default landing page but can still link directly to a custom tab Ads can be used to find and engage your target audience, drive traffic to a custom tab Post directly to Facebook.com as much as possible Rank better than posts from 3rd party applications
The World In 2011 Let’s track every activity from every channel and determine the success of our social media by the weight of the reporting I want 10,000 Likes! I want 3,000 Followers. I want a Following to Follower ration of pi. Time, effort and money spent on reporting the wrong numbers
The World Today• Awareness – Are clients, customers, and those who influence clients and customers talking about my brand?• Interest - Are they engaged with my brand, products and people?• Desire - Are social media programs getting customers and clients into my conversion process?• Action– Am I generating more sales, leads, voters, donors or members from social media communications?
Why the Change? ―We can track everything online!‖ – ―What’s the ROI of brushing your teeth?‖—‖No wait, we can track everything‖ We didn’t want more metrics, we wanted more meaningful metrics Technology and mindset are converging to allow us to be smarter about tracking
What You Should Do Differently Determine what metrics would make you ecstatic with your social media program Figure out how to track those metrics Don’t just work in a vacuum, look at benchmarking
The Twitterverse in 2011 In the past we were in Twitter metrics overload. Numerous websites provided metrics that measured every single aspect of the twitter experience Influence, impact, engagement, signal, velocity, generosity, clout and reach 3rd party Twitter tools were preferred to Twitter.com because they offered more functionality and ease of use. Retweets were shared using the old format: RT @username …. Spam accounts were an increasing problem Scheduling tweets was effective and encouraged
Twitter Today Twitter launched a major update to their website at the end of 2011 The new design encouraged users to browse and discover more on the website New interactions tab shows mentions, RTs, follows, list additions Twitter.com supports features that in the past were only provided by 3rd party tools Retweets, URL shortener, Photo upload Hashtags have become part of the conversation Twitter for customer service Increased emphasis on what is happening now Tweets per second records set Super Bowl Steve Jobs Tebow
Why the change? People are becoming more familiar with Twitter language Twitter had to catch up to keep users on their site Focusing on right (not all) metrics, content, connections that matter Emphasis on keeping the conversation relevant and real
What you should do differently Don’t forget to use hashtags and usernames within your conversation Block and report spam Keep the conversation real time Don’t share old news Don’t start a public mention with @ Use the Twitter retweet unless you want to add personalization or comment, make it easy for others to RT you Scheduling tweets is okay but be sure you know what is scheduled to avoid a Twitter #fail Monitor and respond to all questions and concerns
The World In 2011 There are 2,000,000 blogs talking about home insulation products. Let’s hire an army of PR interns to contact 100 of them with a pitch and an offer.
The World Today• Who are the most influential, important and vocal influencers? (Hint: you probably don’t know them.)• How can we develop a relationship between our plan and those influencers?• Transparency on the expectations and the reason• You can Tweet a pitch• Content is real currency, spend it!
Why the Change? Bloggers figured it out. They actually knew all along Even mediocre bloggers get too much email True hubs on social media have tremendous reach within their segments
What You Should Do Differently Put your efforts into building real and meaningful relationships with influencers and advocates Be transparent, then, be a little more transparent than that It’s not a one and done thing, maintain the relationships on an ongoing basis
Take Your Time Take your time to explore and research new networks before jumping in Don’t force it on new networks Join for a reason Does it make sense for your business? Will it make sharing your information easier? Is your audience using the network? How will this new network affect your social media presence as a whole?
MySpace is Dead MySpace dead Well maybe not dead but fallen and not for business Too much spam Top Social Networking Sites and Forums By US market share of visits (%), 2008-2011 Source: Experian Hitwise
Pinterest Pinterest is highly visual Sites pinned must have an image or video Make sure you are citing the original source Be an expert Join for a reason Tips Ideas Infographics Sharing original content
Google+ Google+ does impact your SEO Optimize your Google+ profile Optimizing your Circles Format your posts headlines Create compelling content Share compelling content Optimize the +1 button Confirm ownership of your site/account
Spend Time on Facebook People spend LOTS of time on Facebook, and so should you! People spend more time on Facebook than Yahoo, Google and Bing combined Get your brand in front of people where they are spending their time U.S. web users monthly minutes in billions 53.5 billion minutes per month spent on Facebook
Mobile Increase of social networking via smartphone devices In the U.S., 64 million smartphone users accessed social networking or blog destinations via their mobile device in December 2011 Increase of 77% from the previous year
Summary Build your Facebook Timeline Use Facebook Ads and sponsored stories to reach your audience Track metrics that matter to you Use Twitter language effectively to optimize your posts Build meaningful relationships with influencers and advocates On new social networks, join for a reason
Questions? @bbalderaz @dcrebekahwww.fathomdelivers.com Bill Balderaz Rebecca Roebuck President Social Media Manager Fathom Columbus Fathom Columbus