Making sure your audience sees your posts

Make sure people see your social media posts

Do your fans and followers actually see your posts?

Let’s remember the ultimate goal as we build out our social media audiences: building loyal communities that will buy more product and services, refer more new clients, and resist the temptation to buy from other vendors.

In order to encourage people to buy more products and services, it’s important to know the right way to reach our audience on each social media platform. They have to hear what we’re saying, right?

This article will focus on maximizing impressions for our messaging, particularly impressions for our promotional posts.  Each social media platform requires different standards and best practices to maximize these impressions.

Facebook, for example, allocates impressions for your posts based on your EdgeRank. Facebook essentially assigns a ranking to your posts based on:

 

  • past posts
  • your page’s history
  • the content of your posts
  • and how people engage with your post during its first several impressions.

 

You can see this in action yourself; a post with a lot of engagement (say, a funny picture) will be very visible on Facebook, where an unexciting post (e.g. a short status update with no link or picture) will often go ignored.

Twitter, on the other hand, displays every post to every follower. The challenge on this medium is to make sure that your post gets seen before it gets ‘pushed down’ in the feed by other posts.

Other networks carry with them different idiosyncrasies. Yelp and YouTube tend to be very search-based and carry strategies similar to SEO, and FourSquare is not search-based at all… promotions tend to get seen if and only if clients are already onsite.

The table below captures some best practices we’re using to make our promotions stick.  Please contact your account manager if you have questions about how we can better use your social networks to build your audience.

Network
Best practices
Caveats
FacebookUse images
Write compelling copy (keywords, images, humor)
Request for shares
Promote posts for inexpensive impressions
Don’t spam (this includes overpromoting or posting more than 3 times/day)
TwitterHashtags
Request retweets (RT)
More frequent posts (e.g. 3x Facebook)
Don’t spam (this includes too many or unrelated hashtags, or multiple identical posts)
Monitor your audience
YelpRequest checkins
Tastefully encourage reviews (contact your campaign manager for details)
Respond to negative reviews appropriatelyReview filtering

Respond to positive reviews

FoursquareMarket onsite
Rewards for frequent checkins
Google+Hashtags
Request shares
YouTubeUse keywordsTitles should be descriptive and SEO friendly
PinterestHashtagsBe careful about copyright

 

If you’re not already a client, then contact us and we’ll talk to you about how we can maximize the effectiveness of your promotions.

Stealing is Wrong, Even if it is “Socially” Acceptable

“It’s just ‘borrowing’ an image off a simple Google Image search…that’s not an issue!”

“Images of celebrities are everywhere!  There is no reason that I can’t upload a few to draw attention to my Facebook wall.”

“Everyone else is simply copying and pasting images on their social sites…why can’t I?”

While advances in technology are great for making life easier and marketing a company, they also make it easier to blur ethical lines. Social media sites have made it far too easy to use unlicensed images for Internet marketing (especially social media marketing).

What content can I use online...legally?

It’s easy to understand why. Everything on the Internet ‘feels’ free.  Many people believe that if something is published online, it is public domain and can be copied and used by anyone. In reality, it is illegal to use images without permission from the copyright holder; some of the consequences are more serious than the average Internet user realizes.

Babble.com, a popular parenting site enraged parents by using photos of their children in its articles. While the company claims it to be an honest mistake, many parents were not convinced and threatened legal action. The site lost many of their faithful readers due to this indiscretion.

Facebook and Pinterest users should be aware that violating the terms and conditions of these sites may result in their account being shut down without warning. Look at your own social media profiles and assess the potential damage. A lawyer and photographer who runs DDK Portraits did just that; after carefully reading the “fine print” on Pinterest’s website, she decided it was best to take down her own account rather than face a potential lawsuit over copyright infringement.

Sharing images on social media is a great way to spread some laughter, great recipe ideas and market a business. Along with this, we have to remember that the Internet isn’t a virtual prepaid shopping spree for intellectual property. When images are posted online, the uploading users have the full responsibility of making sure they have the right to do so. Users also grant Facebook or Pinterest certain rights for uploaded images, further blurring the lines of intellectual property.

Don’t panic! If a person shares an image seen on Facebook or re-pins something from Pinterest, that person is not actually committing theft. The individual or business entity that originally posted or pinned the image will bear this burden.

The United States Copyright Law is very long, complex, and difficult for average Internet users to fully understand. An overview of the law is given here; however, the best way to avoid copyright infringement is to only upload images you know you have a right to distribute online.

Many do not consider this type of image sharing as copyright infringement or stealing. However, stealing someone’s work or images is the same thing as helping yourself to his car or laptop computer.  Just like material property, intellectual property belongs to its owner. Whether or not your business is concerned with ethics or morality, you should know that stealing in this way can result in costly and embarrassing legal actions taken against you and/or your company.

“Plagiarism Today” shared an article detailing five ways to get sued on Facebook.  Does your personal profile or company page have any content that falls into one of these five categories?

Our team here at TSS has taken the use of photos within our company seriously. While other companies have been lax in acknowledging copyrights, our policy requires proper licensing and assurance that we hold the rights to an image before posting it on behalf of our clients.

While many are tempted to use someone else’s work to enhance their own, we are determined to protect the rights of every rights holder. After all, what good is social media without the basic social etiquette that goes along with not stealing from your neighbor?

Lady Gaga’s New Social Network is Just Good Business

What could you possibly want after becoming one of the most famous musicians on the planet with a rabid fan-base and the #1 Twitter following in the world?

Your own social network, of course!

Lady Gaga’s LittleMonsters.com officially opened to anyone and everyone on July 10th; an inspired cross between Pinterest and Facebook, with a few Reddit qualities, lured in fans the world over to post their Gaga inspired artwork, photos, memes, blog posts and news articles while also connecting with other “Little Monsters” (the pet-name Lady Gaga has given to all of her fans) in the local area and worldwide.

We joined LittleMonsters.com through a Facebook login, but new members may also join using Twitter or create a new login using their e-mail addresses, giving them instant access to all things Lady Gaga, including:

  • Lady Gaga in the news;
  • Resources on Gaga’s pet projects (anti-bullying, LGBT rights, etc…);
  • Exclusive fans-only chatrooms; and
  • Event boards for concerts, where members may RSVP, purchase tickets online and connect with other fans in attendance.

What’s the Point?

Unless you’re a Little Monster, you may not understand the benefit of a celebrity social media site. Is the focus too narrow? What will be the measure of success for LittleMonsters.com? Will it be member growth, ticket sales, engagement, or something else entirely?

At the heart of the matter is Lady Gaga’s understanding of what we believe at Total Social Solutions about the importance of community building around your brand. Social media is that place to build a hungry audience of fans, clients, patients and potential customers who love you and what you offer. In other words, they are your brand’s own “Little Monsters,” turning your social network into a permanent, cash-flow positive business asset. Since this community drives recurring revenue for your business, it may be one of the most important assets you own.

In Gaga’s case, however, she’s so famous she’s infamous. With the most followers of any Twitter profile on record, approximately 53 million Facebook fans from every country around the world and hundreds of millions of dollars in record sales, she had the fan-base to begin her own social network dedicated to her fans and the causes important to them.

In essence, the social network is the next step in the growth of the Gaga brand. She took control of her social following and created her own branded network of fans, forever changing the future of celebrity branding and merchandising.

Lady Gaga’s move into social media shows that she cares for her fans and wants to offer them more. It’s apparent she has great business sense and intends to remain relevant with the fast-changing information age.

This is similar to what we offer our clients here at Total Social Solutions. While starting your own social network is likely more than you would need, our team is dedicated to turning your brand or practice into an online community of “Little Monsters” who are hungry for your message and excited to share it with their friends.

Won’t you join us?

Let’s Get Connected!

captcha