Tag Archives: social media marketing

Social Media Mistakes You’re Still Making

It may be 2015, but several small to mid-size (and even major) businesses are still having trouble parsing out their social media marketing. From trying to hop on every rising new trend to posting ineffectively, there are so many ways to totally whiff it on social media. If you decide SMO is a direction you want to take with your business, there are several pitfalls you’re going to want to avoid. Here are some of the social media mistakes you’re still making and what to do to fix them.

social media mistakes

Photo Credit: Jeff Sheldon

 

Not having a specific goal. Too many businesses get in on social media because they need to stake out their property, and then poke at it for a while before giving up entirely. These mediums have a very casual, conversational air about them, so maybe you’re not taking them seriously. If you’re going to commit, you need to decide what you want out of your social media – sales? traffic? signups? exposure? – and formulate a strategy to make it happen.

Spreading yourself too thin. With all the shiny new properties available these days, you may be tempted to create an account on every site you can find. Twitter, Facebook, Google+, Instagram, Pinterest, YouTube, Vine, Tumblr… let’s do it ALL! Unless you have a dedicated social media manager, you’re going to end up abandoning a lot of those properties. Sit down and decide which mediums will work best for your business, and select a few to focus on.

Refusing to spend a dime on advertising. For a long time, social media was considered “free” advertising. These days, most of the major companies have shareholders to consider, so they’ve changed their algorithms to favor businesses that shill out for their ads. If you’re hoping you can continue to gain traction without paying, you’re mistaken. Here’s the good news: social media marketing is still relatively inexpensive when compared to other forms of advertising while also remaining highly targeted. Learn the guidelines, create a budget, and start boosting! Facebook is driving significant referrals, so don’t discount it.

Not having a direction or using an editorial calendar. If you’re still relying on silly-but-irrelevant posts for your user interaction, you have a problem. Don’t wing it. Tying back around to having a specific goal in mind, craft your content and posting schedule to effectively reach that goal. Planning ahead creates less work in the long run and allows for a QC check.

Handing the responsibility over to someone who can’t make it a priority. In the past, many companies handed the keys to Facebook and Twitter over to an intern or made it a tacked-on responsibility of another employee. Unsurprisingly, this led to a fair few nationally publicized egg-on-face incidents. Your social media marketing plan should be treated like any other advertising responsibility – it should go to a dedicated individual who can pay it its proper due. If you wouldn’t let someone handle your print or email campaigns, don’t let them handle social media.

Not creating a social media policy. It’s absolutely essential to create a social media policy that dictates how your business will be represented online. This isn’t something you can leave up to chance. Sit down and clearly decide what is and isn’t appropriate to post, the language to be used, the policy for dealing with irate customers on a public page, etc.

By following these tips, you’ll be ahead of the curve with your social media (or at least caught up). The most important thing to remember is to take SMO marketing just as seriously as you’d take any other advertising or marketing endeavor, and dedicate the appropriate resources in order to see results! For more information, contact us here at Zenergy Works anytime.

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Creating Sales vs Creating Connections

There’s a constant dilemma that comes up when you’re working with marketing and sales: how do you do business and sell your product or service without coming across as a smarmy salesman? In this age of online research and savvy consumers, you’ll get called out for inauthenticity in a heartbeat. It seems like there’s always someone goofing up with their online properties – from promoting their own irrelevant book during remembrance holidays to the latest social media meltdown. The internet never forgets, and it rarely forgives.

It comes down to this: in order to run a successful business, sales are part of the package, and you can’t make sales without, you know, trying to make sales. But what do you do when potential customers hate your ads, no matter what you try? How do you make your way into conversation without it being about how horrible your marketing is? What can you do to help people view your business in a positive light?

Connect With Customers
Photo Credit: brad montgomery via Compfight cc

This is often where we see a lot of disconnect in marketing, particularly social media marketing. Many business owners expect to pump out marketing and watch the sales roll in with minimal effort and no additional attention paid to ad creative or strategy. For small and medium-sized businesses that can’t afford their own advertising department, it can be extraordinarily difficult to create campaigns that hit on the right level. It’s simpler and more affordable to throw up copies of the print ads on Facebook and hope someone sees it.

A key factor in breaking out of the mold of yet-another-business-on-Facebook is the ability to give your company a human voice. This is so much easier said than done. You hear the advice over and over again – talk like a person, not a robot. Connect with your users. Incorporate personality. But that advice can be frustratingly vague and unhelpful.

Really, what all of these recommendations are aiming at is to try and get you to find that humanity in your business. Don’t tell people they should buy the thing. Show them why the thing is useful to their life. Connect on the human level. Will this make their life better? Improve their relationships? Connect them to loved ones?

We don’t want to say “find your angle,” because this shouldn’t be about finding an angle. This should be about discovering the heart of your business in a way that people can respond to.

So think about it. It’s okay to try to make sales, but also try to make connections. Consider what makes YOU want to purchase a product and apply it to your own marketing. Remember that many of the best businesses don’t forget their humanity.

Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.

Instagram’s Native Advertising Experiment

We’re only a few scant weeks into Instagram’s very limited first run of advertisements. The popular visual media site introduced ads from select vendors, and they’ve been very careful with their approach. Similarly to Tumblr and Twitter, the social site is attempting to create a more “natural” advertising experience by including these images directly in users’ feeds, rather that requiring them to follow the advertiser.

The results have been… unsurprising. It seems no matter what approach companies take, many users loathe advertisements on principle. When they see the now-familiar “Sponsored” stamp, they rebel. It doesn’t matter whether they already follow the brand, whether they love the brand, or whether the ad is exceptionally well done. It’s an ad, and it’s in their previously ad-free space. They don’t want it there.

Instagram Advertising

It’s an interesting conundrum. Instagram has intentionally hand-picked specific advertisers who they feel are already members of the community, who have substantial followings that they built on merit and the quality of their offerings. Their goal is very much in line with Tumblr’s approach – they want to use the culture of the community they built to provide the most natural, unobtrusive experience possible for their users while also monetizing in order to create a successful business model. Tumblr does it with GIFs, and now Instagram’s doing it with high-quality photography.

The first official advertisement, a Michael Kors image that can be viewed here, seems like it should be an absolute no-brainer. It’s creative, simple, high-quality, and is completely in line with Instagram’s theme. It’s a photo the company posted to their own profile, which is already followed by 1.4 million users. The only difference is that pesky “Sponsored” stamp, and the fact that it’s showing up for users who aren’t necessarily following the brand.

But, as the article I linked earlier astutely points out, although the commenters are largely negative nellies, the amount of positive user interaction (hearts/likes, in this case) skyrocketed. As of this posting, 230,000+ users have liked the photo, which is many times more than the business’ average post. So, what does this tell us?

Unfortunately, without access to the analytics of the advertisement (particularly the negative feedback left by utilizing the “Report Inappropriate” option), it’s difficult to say what the effect of the advertisement truly is, and whether the positive outweighed the negative. However, I’d wager that it did.

Instagram Ben & Jerry's

This is the constant struggle with social media and online advertising – the public views these as “free” spaces, and they buck against the idea that they must put up with advertising in their “personal” space. No matter what you do, someone isn’t going to be happy about it. However, the approach is becoming ever-smarter. Going the route of cultivation, creativity, and niche targeting is the next stage in advertisement. Visual media is always becoming more relevant to search engines, particularly with regards to sharability, which is often tied to quality.

Users will never enjoy being advertised to, but we can at least aim to be interesting, engaging, and relevant. Just because it IS an ad doesn’t mean it has to FEEL like an ad. Gone are the days of the low-quality SALE! SALE! SALE! ads. The future is now. What do you think of this experiment in native advertising?

Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.

What’s New for October 22, 2013 – Social Media Traffic, Mobile Engagement, Responsive Sites

Study: Facebook, Twitter, and Pinterest Send More Referral Traffic Than Google+

Shareaholic released an annual report highlighting social media traffic trends for the period from September 2012 through September 2013.

According to this study, Google+ has driven less than one-tenth of one percent (> 0.1%) of all referral traffic to its publishers over the past year. The top three referring sites over the past year were Facebook, with 8.11% of referrals; Pinterest’s was 3.24% and Twitter’s was 1.17% compared to Google+’s 0.06%.

Social Media Trends 2013

The study also measured the growth of the social media platforms as referral sources over the same period and found that Google + was at just 6.97 % compared to (58.81%), Pinterest (66.52 %), Twitter (54.12%) and YouTube (52.86%).

Study: Over 50% of Engagement on Facebook Posts from Mobile Devices

ShopIgniter did a study encompassing more than 2,000 posts with 2 billion impressions in the first 6 months of 2013. The study revealed that 51.4% of engagement on Facebook posts was from mobile devices and the average conversion rate from Facebook traffic was 4.4%.

The engagement rates of different post types was also tracked, and showed surprisingly high numbers for paid posts for photos (5.785%) and offers (4.186%). Unlike search engine users, Facebook users seem to not mind sponsored posts. The full report is available at ShopIgniter.

Facebook Engagement on Mobile

Google: Responsive Design Does Not Technically Give Your Site a Rankings Boost

Even though Google does officially recommend responsive as the approach to going mobile, John Mueller of Google states that having a responsive design doesn’t give you more of a ranking boost than using either of the other two accepted approaches to smartphone optimized sites.

The key however, is that Google does not favor non-mobile friendly smartphone sites in rankings.

Google’s John Mueller said:

“No. Google currently doesn’t differentiate sites like that.

You may see indirect effects (smartphone users liking your responsive site and recommending it to others), but we don’t use that as a ranking factor. We are starting to use common configuration errors to adjust the rankings in smartphone search results though.”

Bottom Line: Google might have taken a little bit of a hit on this week’s review, between backing off of its clear endorsement of Responsive Design, if only a little bit, and finding that the naysayers who have said all along that users are creating Google+ sites because Google makes them as part of Google Local Listings may be right. Facebook comes through with shining marks on sponsored information that does not seem to “put off” users and gives a very targeted, effective platform for advertisers.

Eric Van Cleave is a Partner in Zenergy Works, a Santa Rosa, California Online Marketing, SMO and SEO Company.

How To Merge Facebook Pages With Facebook Places

Have you noticed duplicate listings for your business on Facebook? You may have a page that you manage, but you’ve also noticed that there’s a “Facebook Place” with your address where people are checking in and Liking that location instead of your business page. How can you merge the two so that all the interaction is going to the same place? Here’s how.

Some things you should do first:

  • Ensure that you are an Admin (or “Manager”) of your Facebook Business or Brand Page.
  • Be logged in to your PERSONAL account. You should be “using Facebook” as yourself, not your business.

Also, here’s a quick explanation of Places vs Pages: a “Page” is what was formally known as a “Fan Page.” It looks like a Facebook profile page and is typically created and moderated by the business itself. A “Place” is a location people use to check in, and anyone can create one from their mobile device. This may result in multiple instances of the same location.

Now, here’s how you merge them.

Locate the Place you’d like to merge into your Page. You can do this via Facebook’s Graph Search by typing in your business name and selecting directly from the dropdown list. If you don’t see your location, click the “See more results” option at the bottom of the dropdown, then select “Places.”

Facebook MergeOnce you find a location, look to the right-hand side for the Settings icon (looks like a gear). Click it. You’ll see another dropdown with multiple options. You’re going to select “Is this your business?”

Facebook Merge

From here, you’ll go through a quick walkthrough to claim the page. Here’s the first panel. Again, make sure you are an Admin of your brand page, then check the “I am an official representative” box and continue.

Facebook Merge

This step is important! You’re going to verify your page info. Make sure you list all of your publicly accessible, accurate information. Facebook needs to verify that you are attempting to claim a business you actually represent, so this information should closely match that of the Place you are attempting to claim.

Facebook Merge

The last frame is the verification for claiming your page. You have the option of doing this verification through email, phone number, or documentation. I’ll be using email, but you can use whatever suits you.

Facebook Merge

Your email, phone number, or documentation will need to be linked to your Facebook account AND business, so be sure to add it if it isn’t. Select the appropriate option, then click “Submit.”

Facebook Merge

Then you should get a nifty little “Claim Request” notification.

Facebook Merge

You should receive a notification email pretty quickly letting you know your claim request has been received and is being processed. Now it’s just a waiting game. Like the notification says, this request could take some time. Usually it’s done sooner rather than later, especially if you were sure to verify the business information exactly.

Once you’ve received approval for your claim, you will now be the admin of that Place page. If needed, go into your admin settings (“Edit Page” > “Edit Settings”) and update your address, business name, phone number, etc. to exactly match your primary business page. Save the changes.

From there, navigate to your primary business page and access your settings. You can do this from the options in your Admin Panel. Click “Edit Page” and select “Edit Settings.

Facebook Merge

From your Settings list, select “Merge Pages,” which is located toward the bottom of the list of Settings.

Facebook Merge

Remember, in order to properly merge pages, you must be a manager-level administrator of BOTH pages. That means you must wait for your notification from Facebook that you’ve been approved for the page you tried to claim. After clicking on “Merge Pages,” you should have the ability to merge similar pages you’re the admin of. You can select the “Request to merge duplicate Pages” link from here.

First, we recommend you read the provided information. After that, you should see a check box indicating you have done so. Check it. A dropdown menu will come up asking you to select the page you want to keep. This is important! Select your primary brand page from the dropdown.

Facebook Merge

Next, you’ll see a second check box indicating you’ve read the information about merged pages being about the same thing. Check the box. Now you’ll see another group of drop downs. You can select up to five other pages you want to merge with your primary page, which is convenient if you’re dealing with multiple duplicates. This is where you will select the Places location you just claimed. Pages you merge will disappear as they become one with your primary page, so make sure you’re choosing correctly.

Facebook Merge

That’s it! You should be all set. The Place will be merged into your primary business page. Be aware that there are occasionally bugs in Facebook’s system that cause issues with this process, but if all is well, this should work just fine.

Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.

Using Digital Gossip to Your Advantage

Gossip. We all do it. In fact, studies have shown that venting about bad behavior you’ve seen or overheard can actually lower stress levels. What is it about gossip that gets under our skin and makes us want to share?

It’s one part therapeutic and one part the rush of knowing something before anyone else does. That feeling of revealing privileged information to someone who didn’t know gives us a little thrill. In addition, knowing behind-the-scenes information that the general public has no access to gives us a sense of specialness; of exclusivity.

Now, what on Earth does this have to do with online marketing? More than you know.

digital gossip

Not too long ago, the creator of the much-beloved television show Veronica Mars had a brilliant idea. Why not crowdsource the funds needed to make a feature film? He couldn’t get the full support of a studio or producer, but the fan base? They were huge. And so the most successful Kickstarter film project of all time was born. But that’s a different story.

Part of Kickstarter’s appeal is that the “backers,” people who contribute to a creative project, get some sort of kickback for their contribution. It can range from a heartfelt “thank you” to big rewards, like signed merchandise or a guest role in a film. But the reward I want to talk about is the behind-the-scenes info.

I’ll admit it: I totally backed the Veronica Mars movie project. The show was amazing and I’m a big fan. They didn’t need to twist my arm. But an even bigger part of the appeal is that now I get first access to project announcements, behind-the-scenes tidbits, and other “secret” goodies. I even get a digital copy of the movie around the time it’s released in theaters!

And this is where gossip comes in. Even the illusion of exclusivity and getting the scoop before anyone else can ignite fans. Veronica Mars already had an enormous fan base, but you can apply the same principles to nearly any business. This is what you have to leverage with your social media. This is why people will follow you.

This is why social media works.

Think about it. When do your ears perk up the most? When you’re hearing stuff you already know, or when you’re overhearing a whispered conversation that isn’t meant for you and you hear your name? Are you going to care if you can access the same information as everyone else, or is it going to excite you more to get a first peek at something?

Give people access to something special. Figure out what they can get from your online properties that they aren’t going to find elsewhere. Talk to them. Even if you’re not talking to them directly, they’re still listening in to the conversation. Some of your best sway can come from revealing something juicy to a user asking questions on your page. They get to feel special, and everyone else around listening in feels like they got an inside look.

And best of all: people like to share “secrets.” Gossip isn’t always a bad thing!

Stephanie Wargin is the Social Media Strategist at Zenergy Works, a web design and SEO company located in Santa Rosa, California. Her friends like to brush her hair into her eyes whenever she talks about Facebook.

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