Social media algorithms are what all social media platforms run on these days. They have led to a lot of changes to social media, and not always desired ones. If you are going to take advantage of social media for business purposes, it’s vital that you understand what algorithms mean for you.
Taking the three main social media platforms of Facebook, Twitter, and Instagram as examples, this guide is going to show you what these algorithms mean for you.
Twitter has found itself in troubled waters in recent years as it struggles to understand its identity and what it is. They have toyed with a number of changes, including the idea that Tweets could be boosted to a maximum of 10,000 characters. Like Facebook, they have decided on implementing algorithms that bases what you see on relevance not on chronology.
The feature that they implemented, which is known as ‘the best Tweets you may have missed’ is really just an expansion of the historical Tweets you could view previously. And you can easily opt out of this feature, if you want.
In short, brands are going to be rewarded if they produce great content, as opposed to brands that have similar bought a bunch of followers. The more engagement you get the better.
Last week, Delta Airlines made a big social media announcement that garnered very little press. The company announced that after six years, it was sunsetting its @DeltaAssist Twitter handle and combining it with the core @Delta handle. The @DeltaAssist account now carries this pinned tweet: “We’re moving! Please tweet us @Delta for assistance.”
This is a big deal because many companies grapple with this exact problem, but most arrive at the opposite conclusion. Most companies choose to have separate marketing and service handles, both because it’s easier for the company and because it separates customer service complaints from the string of marketing posts that the company so dearly wants us to see. The thinking is that service inquiries might cause the marketing messages to get lost in the stream, or worse – someone might see that a customer has a complaint.
Making things easier for the company – instead of the customer – is a hallmark of old-school thinking, and that’s inherently what’s wrong with two separate Twitter handles in the first place. The expectation is that a customer desiring to contact a brand will spend the time to determine which handle is most appropriate before firing off that tweet. Of course, as most people who work in social care know, this is often not the case, and the main handle ends up fielding many customer service inquiries, sometimes awkwardly passing them to the appropriate service handle and many times not answering at all.
Customer expectations, as well as technology advancements, have made Delta’s switch back to a single handle inevitable. Customers don’t have the time or the inclination to search for the appropriate handle when all they want is a speedy response and a resolution to their issue. And Delta uses Sparkcentral as its core social care platform, software that was created exclusively for social care and not publishing. Because of this, Delta can easily filter customer service inquiries from other forms of customer engagement, like responding to a marketing message or answering a poll question, rendering the separate handle unnecessary.
(Full article available via Social Media Today here)
Your social media budget is usually something you set at the start of the year. Although you have to bear in mind that budgets are important, they should never be rigid. Things move so quickly in the worlds of business and social media that you can’t afford to stick rigidly to a budget.
So when you should you consider upgrading your social media budget?
Your Budget Is A Placeholder
The first thing to understand is that your budget should act as a placeholder. This is the minimum you will spend in order to carry out basic social media operations. It should never be the final budget because you have no idea what might happen.
When you set your budget, make it small and leave room for expansion. It’s best to start small because if you give yourself a huge budget it usually leads to disaster where you blow the entire thing on testing something that isn’t working. It’s better to budget too little and upgrade than budget too much and ruin your profits for the year.
Scaling For Success
Social media is all about split testing. The process is the same for all businesses. You will take various ads and status updates to test. Each time you will change a small aspect and check the results against your previous ones. Once you find something that gives you a reasonable ROI, you steadily scale up.
Scaling up is when you should increase your social media budget. It’s difficult to hit upon something that really works, so when you do get to it you have to give it room to breathe and grow. You may think that you can simply wait until your next budget review, but this isn’t going to work.
Check out the full article at: http://www.forbes.com/sites/ajagrawal/2016/04/22/when-you-should-consider-stepping-up-your-social-media-budget/#314ec7e36dee
(By: BY JEREMY GOLDMAN Founder and CEO, Firebrand Group)
I’m often asked by entrepreneurs and executives alike what’s the best way for them to better understand their digital following. Google Analytics, Google’s freemium tool, is a pretty strong option. Here are some of the best ways to use it to better understand your audience:
One of the things you can learn about your audience is their age. You might think that the average age of the people you’re speaking to is 45-54, only to look at your analytics and uncover that 25-34 is the most dominant age group. That might affect the way in which you present content on your site. Another interesting observation is how your audience breaks down along gender lines. Firebrand had one client who was certain that women visited its website more frequently than men, but Jeremy was able to show them that Google Analytics had estimated that 68% of their audience was, in fact, male.
#2: Preferred Language
Preferred language is another observation one can draw from looking at analytics. Now, if you speak American English, you won’t be shocked to find out that it’s the dominant group on your website. However, you might be surprised to find out that 11% of your audience’s de facto language is simplified Chinese. If you’re a landscape architect open to international projects, you might want to consider adding a Chinese version of your website, or at least key parts of it, for audience members like this. Offering a good, authentic translation is a respectful way of acknowledging that your culture isn’t the only one out there.
(Full article available via Inc.com) at (http://www.inc.com/jeremy-goldman/5-ways-to-get-to-know-your-audience-using-google-analytics.html)
Far surpassing the brand’s expectations, the effort garnered 76 million views on YouTube, making it one of the top viral videos of the year.
MSLGroup and P&G/Always Always #LikeAGirl: Turning an Insult into a Confidence Movement
After 30 years in the feminine care market, Procter & Gamble’s Always brand struggled to connect with a new generation of consumers because it was still talking about pads. The brand’s challenge was to become more relevant in a girl’s life while remaining authentic.
Hoping to create an emotional bond with consumers, Always charged MSLGroup with launching a global campaign that would build a more meaningful brand message.
The agency’s research discovered that more than half of girls experience a drop in confidence during puberty.
Read more at http://www.prweek.com/article/1338192/best-use-social-media-digital-2015#4Zc40AuqdmDB6SOa.99
I freely admit it: I’m a Twitter fiend. I really do spend all day, every day on the platform—and I’m OK with that.
Before you get all “stupid Millennial, too much time on the internet” on me, there’s a huge advantage to spending a large chunk of my life on the web: I’ve stumbled upon an amazing number of great career and job search resources over the years that’ve really helped me push my career forward. And, lucky for you, I’m spreading the wealth and sharing 75 of my favorites below.
Since there’s a lot to go through here, I split up this list into five categories: career, job search, productivity and self-betterment, personal finance, and business and news. Whether you check out every suggestion on the list, skip around a bit, or only follow a handful of these accounts, you’re bound to find something that will make your life a little easier. And, bonus, if you do love all the suggestions, you can follow the Twitter lists included in each section.
While retailers have long fretted over whether social media sites drive adequate sales, major players in the category seem to have no intention of backing away from Facebook, Twitter and Instagram. But a new study might change their minds.
Between January and March, e-commerce vendor Custora crunched data about $100 billion in sales among 500 million shoppers and found that only 1.5 percent of retailers’ last-click e-commerce transactions came via social media. Within that sliver of activity, Facebook dominated 81 percent of sales, while shopping-centric Pinterest generated 10.8 percent and Instagram, YouTube and Twitter collectively yielded 5.2 percent.
“If you’re looking on a last-click basis, there’s been no movement in terms of social media platforms. Even the advent of buy buttons has done absolutely nothing to move the needle,” said Claude de Jocas, a lead analyst at digital research firm L2.
By contrast, tried-and-true digital tactics like search, email and affiliate marketing dominated 70 percent of retail transactions in the study, while another 20 percent of sales were simply impulse purchases where marketing had no influence. Long-tail efforts like display ads, text messages and push notifications accounted for the remainder of sales—essentially making social seem dead in the water.
Advertising Week Europe hit the heart of London this week and despite an…interesting…queuing system to get into the talks, a full theatre came to listen to Snapchat’s VP of Content, Nick Bell, spill the beans on the “mysterious” platform.
Snapchat has really come a long way from the early sexting headlines that dogged it and from the attendance at the talk advertisers are eager to “get’ this platform. Few however – approximately 1% of this audience – had actually advertised on Snapchat (indicated by way of an impromptu clap of hands). This result isn’t surprising as many brands are still hesitant to jump into Snapchat due to many misconceptions like high entry cost. As Bell himself puts it; “To be frank we didn’t have a huge ad-tech platform (on the first campaigns they ran). If you wanted to run a campaign you had to reach a mass audience and therefore you were getting huge reach and therefore it was more expensive. Some of those numbers and still bandied around as being the entry level price point.” With tools like On-Demand Geofilters (a custom image that can be overlaid on a photo you take) that is simply not the case anymore (although some products Snapchat do have expensive entry points).
But what else should brands know about the Snapchat before they can tell their stories to the great, awaiting masses? Here are some insights that will help your brand navigate taking the plunge with Snapchat:
1) The Snapchat demographic is (and increasingly isn’t) who you think it is
Bell rattled through several statistics, many of which have been seen and heard before, but one was new to me. First, the old ones: +8 Billions video views a day, +100 million active daily users, 2:3 users create content daily and it reaches approximately 41% of 18-34yo in the US (compared to TVs 6%). The statistic that interested me was when Bell talked about users who are coming on board now; “We are seeing the demo stretch…50% of daily new users are 25+.” That’s huge news for brands partly because it is early for this to happen (Snapchat has only been around five years) and partly because it means Snapchat is not “just for kids” anymore (although be under no illusions there are still a lot of them) but it does mean it’s time to target (which Snapchat can now do well per Bell – although nothing like what Facebook offers).
Read full article via Forbes at http://www.forbes.com/sites/paularmstrongtech/2016/04/20/here-is-what-snapchat-recommends-your-brand-does-on-snapchat/#2dcbe72e49d0
Apple launched its first major customer service social media account, @AppleSupport, earlier this year, and it already has 282,000 Twitter followers.
One of the main people behind it is 22-year-old Tai Tran. Apple offered him a full-time job running social media before he even graduated. He’s been named to Forbes’ 30 under 30 list for marketing, and when he accepted a job at Apple, it was covered by Apple blogs.
Tai Tran, the 22-year-old behind Apple’s Twitter image credit: Business Insider
Tran is sharing his social media expertise with undergraduates at the Haas School of Business at UC Berkeley, where he’s teaching two classes for course credit, and he puts most of his course materials online.
Whether you’ve signed up for each one as a way to grow your personal brand, keep in touch with contacts or build an online portfolio of your work for recruiters to find, here’s the deal: If you want those tools to do any of those things, you can’t let them sit there, unattended and neglected.
That said, not every single one needs the same amount of attention.
So which ones should you be comfortable putting the brakes on, and which ones should you be ramping up for them to be useful? Here are posting parameters for your most beloved (and loathed) platforms: