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Posts from the ‘Branding’ Category

Adweek – Facebook Is Now Letting Brands and Media Companies Create Their Own Groups Within Pages

 

July 20, 2017

By

Facebook is giving Pages administrators the ability to create their own groups, potentially providing brands and media companies new ways to boost engagement with niche groups.

The social network today announced that it’s expanding globally what it’s been testing in some markets for months. According to Facebook product manager Linda Xiong, the feature will let brands create their own pages without having to rely on admins to set up groups from their own personal accounts. That could be welcome news to social media managers who want to have more privacy and separation form work and also give organizations the chance to create “official” groups that unwanted or unofficial third parties and fan clubs can’t set up.

According to Xiong, the update is an “external reinforcement or expansion of our mission to bring the world closer together.”

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Forbes – Which Is More Important: On-site Content Or Off-site Content?

 

 

 

July 17, 2017

By Jayson DeMers

SEO and content marketing are full of hard-to-answer questions. The depth of Google’s search ranking algorithm is vast, making it impossible to predict exactly how one change might affect a page’s ranking, and environmental factors, like the presence of competition or how your traffic behaves, could bear a substantial impact on your performance.

Still, I’d like to examine a question that will likely divide the SEO community, since both potential answers seem feasible. Which is more important for an SEO/content marketing campaign: on-site content or off-site content?

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MarketingProfs – What Brands Need to Know About Visual Social Media [Infographic]

MarketingProfs

 

 

August 25, 2015

By Verónica Maria Jarski

Today’s fastest-growing social media channels are visually based, according to the following WebDAM infographic. Here’s the scoop for engaging your visuals-loving customers.

Consider your brand across all visual touchpoints, suggests WebDAM. Include logos, typography, press kit, photography, and icons.

Also, post images often. “Posts that include images product 650% higher engagement than regular text posts,” WebDAM claims.

Don’t forget to use video. A whopping 79% of Internet traffic will be video content by 2018. “Viewers are 86% more likely to purchase a product after watching a product video,” according to WebDAM. “And posts with videos attract 3X more inbound links than plain text posts.”

To find out more about visual social media, tap or click on the infographic.

 
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Contently – What Facebook’s Algorithm Change Means for Brands, Publishers & Future of Media

Contently

 

 

 

May 1, 2015

By Dillon Baker

Image by Deb Wenof

Mark Zuckerberg

 

In case you missed it, the algorithmic apocalypse hit this week. The sun exploded, nuclear bombs rained from the heavens, and plagues ravaged the globe. At least, that’s what it feels like in the media/advertising/marketing world.

First, Google rolled out its mobile-first algorithm update, which came with ample warning but left many marketers in a state of panic. But while Google’s change was dubbed with the ominous moniker of “Mobilegeddon,” another much more unexpected algorithm change might prove far more painful for brands and publishers alike.

That’s right: Facebook is changing its News Feed algorithm, and it might be time to freak out, even though the three-fold alteration sounds fairly innocuous on the surface. Here’s what’s in store:

1. If your News Feed doesn’t have much on it (i.e., you don’t have many virtual friends or like many pages), Facebook is now allowing for “multiple posts from the same source in a row.”

2. After receiving feedback from users that they’re concerned about missing important updates from friends they care about, Facebook is giving content posted by those friends greater priority: “Content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it,” Facebook wrote. On the other hand, if you use Facebook more to read news and updates from pages, you’ll still see those updates. Basically, after expanding the reach of publisher pages for a while now, they appear to be prioritizing friends again in the feed.

3. You’ll see a lot less of “Suzy liked this post” or “Jimmy made a really weird comment on a post from a page that you couldn’t care less about”-style updates. Instead, you’ll see more updates from friends and pages you follow directly.

Don’t be fooled: These changes could have a big impact on brands and publishers, decreasing organic reach and forcing them to pay to play in more ways than one. Let’s dive in.

What it means for brands

Late last year, Facebook delivered a big blow to brands when they limited what little organic reach they had left. Now, they seem to be threatening to limit reach even more.

Loyal followers that interact with your content will continue to be served posts; unfortunately, that group is very small for most brands, and this change may decrease their odds of growing it at all. After all, second-hand referrals through likes or comments will be marginalized, and besides paid posts and advertising, this was pretty much only way users who didn’t already “like” your page could organically discover a brand’s content.

The move pretty much formalizes what we’ve seen coming for a while now: that Facebook is primarily an advertising platform for brands, and they need to think of it as thus. The good news is that it can be a fantastically effective ad platform when used correctly—especially when you consider this morning’s announcement that they’re starting to track conversions that result from ads.

What it means for publishers

Unlike brands, publishers have seen huge traffic boosts on Facebook in recent years. In fact, Facebook’s post announcing the algorithm change opens with a prologue pointing out that “referral traffic to media publishers from Facebook has more than doubled in the past 18 months,” and reiterating their commitment to “helping publishers find the right audience for their content”—seemingly to soften the blow of deprioritizing pages in the feed.

As Facebook juiced their algorithm to increase referral traffic to publisher sites over the past few years (see chart below), publishers have become extremely reliant on the social giant. And they have to be worried that this means the party is now over, and they’ll feel the same debilitating squeeze that brands did a year ago.

Social-Media-Traffic-Referrals-Report-FY2015-graph

So why might Facebook be doing this, besides their justification of improving user experience? I have some ideas, and I don’t seem to be alone in thinking them.

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Small Business Trends – Don’t Make These 5 Social Media Branding Mistakes

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January 8, 2015

By Marie Alonso

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Now more than ever, social media is providing businesses with the platform, exposure and increasingly visual opportunity to create, promote and validate branding. Social media for B2B and B2C enterprises of all sizes, markets and disciplines is ripe for brand engagement — but tweet carefully! The most creative social media branding campaigns can crumble with one poorly timed post.

The key to social branding success in 2015 for businesses will be social ownership. What is social ownership? Social ownership is the responsibility every business has to appropriately and consistently nurture, maintain and share its unique philosophy, integrity and corporate purpose. Social ownership is the recognition by competitive businesses today of the communication and marketing power of their social media platforms — and the respect and care with which they must present their social content. Social ownership is the social media commitment a business makes toward its content, its target audience — and, most important, its reputation.

To ensure your social ownership is pristine, and your social branding is on target, don’t make these social media branding mistakes:

Failure To Blog

If you don’t realize your social identity includes blogging, then there is no help for you. Not only does blogging create a thought leadership persona for you, it also enriches your social media platforms — not to mention the SEO benefits that can be derived from well executed blog content. Your social branding is critically tied to your blogging performance. Generating timely blog posts that speak to the expectations, problems, goals and requirements of your target audience will benefit your branding greatly and enrich all traditional marketing, social media and even inbound marketing strategies. Failure to blog is failure to accept social ownership that your content is important. Shame on you!

Inconsistent Updates

Taking social ownership of your Facebook, Twitter, Pinterest, Google+, LinkedIn, Instagram, YouTube and various social media platforms means consistent content sharing. You must update your social media platforms every day — or at least Monday to Friday. You must update your Twitter more than once a day — no business will ever be brand defined by one lonely, lazy tweet and, if it is, it may not be positive. Pledge to social updating with consistency and energy throughout 2015. There exists a host of tools that can help in scheduling and publishing social updates, including but not limited to HootsuiteTweetdeck and Hubspot. With social media tracking and engagement tools in place, there is no reason for your social platforms to be silent in 2015.

Thoughtless Shares

It’s not enough to publish to your social media platforms. You must care about what you are publishing — and to the target audiences of your publishing efforts. Thoughtless content is directionless sharing. No real theme. No real purpose. Not even a hashtag!

You can create social media fans and experience the benefits of social engagement with followers if you take the time to get a little creative. If you own a car wash, create a #RedCarTuesday incentive and call for images of red cars or promote a discount for all red cars every Tuesday. If you own a bakery, have fun with #CupCakeFridays or #WeddingCakeMondays and feature your signature confections as you call out to social followers to share images of their favorites.

Take the time to give some thought to your social content stream. Design hashtags that fit your service areas — and use them appropriately. Engage your audience with incentives that present solutions, motivation or inspiration to them in some way. Your social shares can make you the most popular car wash — or bakery — in town! If only you gave your social updates a little thought.

Audience Persona, What?

You do realize your social ownership — and the very nature of your social media content — should speak directly to your buyer persona. Your buyer persona — or audience persona — is your target audience.

These are the people you want to connect to with every tweet, share and new post. Think about what interests them and what their professional and even personal demands may be. Speak to them with content that addresses the technologies, trends and news that impacts their businesses — and their personal lives.

Think about what their professional goals are and what common problems they may face in their careers or business segments. Take the time to build audience personas of the people you want to communicate with the most. It’s not difficult to categorize your audience persona — just take a look at your customers, vendors, colleagues and friends!

Poor Humor. Poor Timing. Or Both!

One of the most unfortunate social media failures of 2014 was DiGiorno’s inappropriate use of #WhyIStayed. Following Janay Palmer Rice’s decision to stay with NFL player Ray Rice after a domestic violence incident during 2014, the hashtag #WhyIStayed trended strong on Twitter. DiGiorno Pizza innocently tried to join the conversation, tweeting #WhyIStayed You had pizza. Within minutes, the inappropriate tweet was deleted and the company apologized, claiming it didn’t know what the hashtag was about before tweeting.

Another case in point: To celebrate July 4, American Apparel used its Tumblr to post an image of the ill-fated space shuttle Challenger — exploding. After receiving a load of negative social feedback, the company apologized, reporting that its social media manager was born after the Challenger disaster and didn’t realize the significance of the image.

And let’s not forget Dave & Buster’s promotion of its Taco Tuesday with the tweet:

I hate tacos’ said no Juan ever. #TacoTuesday #DaveandBusters’ 

The insensitive tweet incited complaints, and of course the company issued an apology for its perceived racist remark. What’s the lesson when it comes to humor and timing with social ownership? Never assume what you think is funny — actually is funny. And try to be mindful of seasonal, cultural, trending — and devastatingly tragic historic events.

Social Media Photo via Shutterstock

 

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