Posts Tagged ‘Laura-Lee Walker’
As noted in several of the posts highlighted below, the PR professional has changed considerably over the past few years. The audiences, topics, tools, and tactics employed in PR have evolved.
Foremost among these developments is the shift from communicating primarily to a closely-guarded list of traditional “media’ contacts (editors and paid journalists) to working with an amorphous and expanding pool of influencers in specific industries and specialties: vendors, buyers, brand advocates, bloggers, freelance writer, peers, and others.
This shift has led to today’s emphasis on “social” PR. But it’s not merely about using social media platforms and outreach; as one of five pillars in the web presence optimization framework, PR now impacts SEO, content marketing, website design, and other marketing disciplines.
What role do press releases play in PR today? Are they still important for SEO? Is blogger outreach still an effective PR strategy? What are the best practices for social PR?
Find the answers to these questions and others here in almost two dozen noteworthy social PR articles, posts, and guides from the past 18 months.
Social PR Strategies and Tactics
What Brands Can Learn From @TODAYshow in 2014 by #SocialPR Chat
Social PR expert Lisa Buyer writes about the transition of the TODAY show’s social media presence from awkward to awesome, and offers four related tips, including the importance of inspiring and training your own team first: “Brands of all sizes have the strongest army of brand advocates closer than they might think, with the right direction and structure – employees make the best brand cheerleaders.”
Why the News Release is Alive, and Well, and Thriving in the Wired World by Strategic Objectives
Deborah Weinstein expertly explains how the news release have evolved over time, why news releases serve as a pillar of content marketing (news releases are “a tool we PR pros use to communicate with mainstream and social media journalists who share their stories, AKA “earned media,” with your brand or organization’s key audiences – be they consumers, stakeholders, shareholders, regulatory authorities, and/or, all of the above”), and what opportunities this creates for PR professionals today.
The Soft and Subtle PR Pitch of Content Marketing by Sword and the Script
The brilliant Frank Strong says he’s “reached a point in my career where my best PR efforts aren’t made with a telephone or email, but rather with useful content that’s made freely available,” and explains six ways content marketing is invaluable for PR, among them “credibility” in the form of social proof as well as how “people, including the influential, look at us as individuals when they weigh a pitch.” Quality content and engagement matter.
Breaking PR: The Essential Elements of PR by PR News
Caysey Welton showcases graphical “PRiodic Table of Elements,” which lays out “several important elements that a PR pro needs to consider on a day-to-day basis,” from the basics of jumaity, logistics, and budgeting through ethics, framing, media relations, and negotiation, in this quick-read post.
Why PR Agencies Should be Great at Social Marketing, But So Few Are by SocialSteve’s Blog
Steve Goldner explores why many PR professionals and agencies struggle to get results with social media, despite the fact that “PR companies are very well suited for driving social marketing success because their entire success is based upon relationships (and) relationships are what drive social success.” Among the reasons: PR professionals have traditionally carefully guarded their contact lists, and have historically dealt almost exclusively with professional journalists. The world has changed.
Forrester #CMO REPORT: Embracing Digital and Delivering Brand Experience by #SocialPR Chat
Carah Von Funk reveals research findings that “By 2016, Forrester predicts advertisers will spend more than $77 billion on digital marketing, more than they spend on television today and that interactive marketing…will comprise a full 26% of their total spend,” then presents four tips for marketers and social PR professionals to capitalize on these trends, including “CMOs need to take stock of this digital disruption and embrace it by working across departments to assess their digital readiness and identify every area their brand experience can be improved including messaging, actions and product.”
Guides to the Evolution of PR
You Know You Are in PR When… by B2B PR Sense Blog
***** 5 STARS
The awesome Wendy Marx provides an entertaining and video-rich look at how the PR industry has changed over the past decade. For example: “You knew you were in PR when you wined and dined a reporter over a 1 1/2-hour lunch with much camaraderie and laughter (while today) You know you are in PR when the reporter you previously worked with is now heading up editorial for a major brand.”
Quick Refresh on Untapped Opportunities for PR by Ishmael’s Corner
Lou Hoffman offers “three thoughts for pushing out of the comfort zone and generating greater results” with PR, such as using tools like HARO and ProfNet to build lists of freelance journalists, because “As media properties have reinvented themselves to make the economics work, they have greater dependence on freelancers. Yet, many consider freelance journalists as second-class citizens when they deserve the same treatment as staff writers. In fact, one could make an argument for spending more time with freelance journalists since they’re NOT getting crushed with pitches and tend to be more open to input from PR.”
What’s Changed, What Hasn’t in Media Relations by Business2Community
***** 5 STARS
Acknowledging that “the news media has changed enormously in the last 10 years,” Jon Greer astutely details five characteristics of media relations that remain constant (e.g., “There are still hundreds of pitching targets: While the mainstream media sector has shrunk, online-only media and blogs have risen up to fill much of the void”) and five that have clearly changed (i.e., “There are fewer reporters and less space in traditional media outlets…Those that are left are being bombarded with pitches” – so your pitch to one of these individuals had better be exceptional).
Guides to the Intersection of PR and SEO
A Guide to Press Release Optimization by Business Wire
Acknowledging that “inserting targeted keywords with unnatural links is no longer a best practice for your organization’s communications plan,” this guide offers 10 alternative tactics for maximizing the SEO value of news releases, such as that Google’s Hummingbird update rewards good writing: “Focus on writing for humans and creating a good user experience, and Google Hummingbird will take note. Including relevant terms continues to be important, but they need to be in context with your story.”
Enduring Questions on Press Releases and SEO by Sword and the Script
While the days of using marginal-quality, link-filled press releases to game SEO are clearly over, Frank Strong (again)here explains why strategic, newsworthy, well-crafted news releases still do have SEO value, and supplies five tips for getting better search results from press releases, such as “Use multimedia (photos and video)…Multimedia is important for two reasons. First because search engines return a blend of search results, or ‘blended search’…Second, because visuals draw viewers in…viewers will stay on page (with multimedia) for up to 30 seconds longer.”
7 Ways to Obtain “Unicorn” News Links to Your Site Using PR by iMedia Connection
Noting that “PR and SEO are becoming converging marketing practices” (yes, within the context of WPO), Allison Freeland walks through “seven ways to obtain juicy links from news organizations to your website,” including press release distribution through the reputable news wire services; producing unique issue / research studies; and producing / distributing infographics (which “still have value”).
Guides to Influencer and Blogger Outreach
How to Find Niche Influencers in Google+, Twitter and the World at Large by Bruce Clay Blog
Chelsea Adams details half-a-dozen techniques for identifying influencers in any market segment or topic area, from checking out who speaks frequently at relevant industry conferences to finding authors on Amazon.com (“Are they on Twitter? Are they on Google+? Do they have a lot of followers?”) and using tools like FollowerWonk to analyze the key influencers on your key influencers.
GroupHigh.com – The “Blogger Outreach” Multi-Tool by Justice Mitchell
Justice Mitchell writes a glowing and detailed review of GroupHigh, a tool that helps identify bloggers for outreach by topic (along with supplemental information about each blogger including location, associated/guest bloggers, Moz rank, and other attributes); analyze competitor blogs; and track and measure outreach campaigns.
The 10 best ways to pitch a blogger by ragan.com
Author and PR guru David Meerman Scott, who (not surprisingly) receives “several hundred pitches a week from well-meaning PR people,” offers 10 do’s and don’ts for getting the attention of influential bloggers, among them understanding that bloggers can provide coverage in multiple ways (“I might tweet about your product. Maybe you have a story worth adding to a book I’m working on, or including in a speech. Don’t limit yourself”) and not offering guest posts unless the blogger actually accepts them.
Charlotte Varela shares five examples of awful blogger outreach, explaining why each goes beyond ineffective to the point of offensiveness (e.g., “Rule number one of guest blogging – never talk about or ask about links in the initial outreach email! This clearly demonstrates that you’re after a link and nothing else”), as well as six helpful tips for maximizing your odds of success.
How to Find Key Online Influencers by MyBeak Social Media
Noting that “Active web users create about 500 million impressions or data points on products and services per year, yet 80 percent of these user impressions were made by a mere 6 percent of users on social media,” Laura-Lee Walker explains how to use tools like Klout for Business and Traackr to identify and effectively engage key influencers in any realm to “get them sharing stories about your brand.”
Streamlining Blogger Outreach With Inkybee by Soulati-‘TUDE!
The smart and delightful Jayme Soulati explains how to use Inkybee, a platform that helps identify bloggers by topic or niche to facilitate blogger outreach activities. She notes that beyond just building lists, the tool also enables PR professionals to set up, track, and measure results from blogger outreach efforts.
Guest Blogging Guides
How Guest Blogging was Affected by Penguin 2.0 by AudienceBloom
Ignore the obnoxious pop-up here and you’ll find a helpful post from Jayson DeMers explaining how changes to Google’s search algorithm have impacted the value and practice of guest blogging, along with four tips for continuing to get value from this practice, such as focusing on content rather than links (“Google will begin to recognize mentions of a company or its website on other sites, even if that site isn’t directly linking to them. This is known as a citation, and is currently thought to play a major role in helping Google understand the buzz or importance of a particular brand”).
5 Tips for Guest Posting on Higher End Blogs by HigherVisibility
As Amanda DiSilvestro points out, techniques that work fine for obtaining guest-posting opportunities on smaller blogs don’t work with the large A-list blogs. She then steps through five tactics that must be approached differently for outreach to larger blogs, among them: “Take your time and form connections, and then use those connections. As with most things in business, who you know will come in handy. Authoritative blogs want to see that you have made connections to other important figures in the industry (or even in their specific company). If you can name drop, I highly recommend it.”
Guides to Creating Social Media Newsrooms
Why (And How) Brands Should Build Newsrooms by Contently
Shane Snow publishes wisdom gleaned from his interview with former New York Times editor Neil Chase, regarding the value of buiding a brand newsroom (“Today, a business can create and distribute quality content that engages people…But creating content is a new skill for most companies, so it requires new capabilities and expertise. Building a brand newsroom gives the business control over its messaging and content — and the ability to create and distribute content quickly”), how it should be staffed, common pitfalls to avoid, and more.
The Social Newsroom – How To Make It Happen by MindJumpers
Jonas Klit Nielsen outlines “the ingredients you need to leverage” in creating an online brand newsroom, from (of course) your news itself (“The key is to catch the specific news that people talk about when standing by the digital water cooler that is the Facebook news feed…Just remember – the conversational topics must be in context with your brand”) and social behavior to understanding the creative skills required and measuring performance.
This post reports on research from Newsdesk showing that “98 percent of the world’s largest brands have their own online newsrooms,’ but also spells out how brands are struggling to keep content fresh, use relevant and high-quality images, and capitalize on the SEO potential offered by online newsrooms.
Despite the occasional “death of blogging” pronouncements (often made, ironically, in blog posts), blogs remain the core of a robust social media strategy. The proliferation of themes, tools and plugins have transformed blogs from mere online text collections to powerful interactive, rich-media sites that can attract, engage and educate your potential buyers.
Particularly with Google’s emphasis in its recent Panda and Penguin algorithm updates on content that is fresh, compelling, unique, social, and naturally linked to, blogs have become even more essential to SEO strategies.
For those who still aren’t convinced of the value of business blogging (as well as those who need to convince others), the “why blog” posts below provide compelling evidence. Those getting started or already active in blogging will discover how to:
- • grow blog traffic,
- • make content more valuable to readers,
- • increase blogging productivity,
- • generate more comments and social shares,
- • find royalty-free images,
- • promote your blog, and
more here in 30 of the best business blogging guides and resources of the past year.
Why You Want To Be the Last Blog Standing by Outspoken Media
Reporting that “the number of Inc. 500 companies maintaining corporate blogs has dropped for the first time since 2007. Did you hear that? IT DROPPED! According to Dartmouth’s research, just 37 percent of companies interviewed said they had a corporate blog, down from 50 percent in 2010,” frequent best-of honoree Lisa Barone advises readers to “let your blog be the last blog standing because while sites like Facebook, Twitter and LinkedIn may be effective and sexy all in their own right, they don’t hold a candle to the sexiness and superpowers possessed by your blog,” and backs it up with 10 reasons and tactics to beat your competition through blogging.
Kristina Weis provides a baker’s dozen reasons for creating a corporate blog, from demonstrating your expertise (“If [prospective customers] can easily find some articles written by you and/or your staff that show your company’s expertise, they’re going to feel a lot more confident about spending their time or money [or both] with you”) and increasing website traffic to helping with customer support and generating new product ideas.
Past, Present and Future of Blogging: 3 Infographics by jeffbullas.com
Jeff Bullas shares a wealth of fascinating blogging facts and stats here, such as that 27 of the top 100 blogs are built on WordPress, with 16 on TypePad. 43% of U.S. companies now maintain blogs. And more than half of all social media-driven blog traffic comes from Facebook (28%) and Twitter (26%) combined.
7 Tips for Blogging – Maybe Your Most Important Social Media Activity for Business by SocialSteve’s Blog
Contending that “Everyone always jumps onto Facebook and Twitter as one of their first social media activities. I recommend you think about blogging first. No other endeavor can be better to promote you or your brand as a subject matter expert,” Steve Goldner offers seven tips for blogging success, such as utilizing your passion, speaking (writing) naturally, and posting on a consistent basis.
Dozens of reasons why corporate blogs still matter in B2B marketing by Content Marketing Experience
J-P De Clerck makes a comprehensive case for corporate blogging—as long as it isn’t done the “wrong” way: “It’s traditional PR in a new package: corporate blogs as a way to shout how great they are.” Done right, blogs serve as the hub of a company’s social media strategy, a magnet for search traffic, and an opportunity to speak to prospective customers on a more informal, human level. He points out that 57% of companies with blogs have acquired at least one customer through blogging; that blogs make it easy to share multiple types of information; and that they make it easy (and even inviting) for customers and prospects to provide feedback.
Blogging Tips and Guides
Frequent best-of author Heidi Cohen offers nearly three dozen ideas “to help you efficiently leverage resources in seven of the areas where many bloggers typically need support,” such as content block (one idea: “Answer customer questions…Collect the questions prospects and customers ask from sales and customer service; then answer them”), lack of creative resources, and disappointing blog traffic.
20 Ways to Improve Your Blog by TribalCafe
Reporting that “28% of brands that (didn’t previously) publish a blog (planned) to do so in 2012—bringing the percentage of brands that publish a blog to 85%,” Gary Fox lists 20 ways to attract more readers and generate better business results from blogging, among them using strong visuals, varying blog topics, and making your content SEO-friendly (“focus on a keyword [phrase] for each blog post and try to not venture too far” from it).
5 Tips to Becoming a Top Blog in Your Industry by Social Media Examiner
Michael Stelzner shares a handful of techniques he used to make Social Media Examiner a big success, such as surveying the interests of your audience (“When you know precisely what content your readers crave, it’s much easier to create posts that are widely read and shared on social channels”) and spinning a single hot topic into multiple posts from different perspectives (e.g., a beginner’s guide, biggest myths or misconceptions, case studies, etc.).
Five Tips to Make Company Blogs Worth Reading by Marketing Profs
Muhammad Yasin offers a handful of helpful recommendations for making your company blog a success, including focusing on expert tips: “If you are not an expert yourself in a particular field, find experts and learn from them. See what they are writing about, absorb their knowledge, and share their tips. Better yet, invite those experts to share their knowledge on your blog as guest bloggers. Allowing independent experts to write for your blog can provide a much needed fresh perspective and may result in their recommending your products or services.”
Fixing The Social Media Plateau by Soulati Media
The delightful Jayme Soulati identifies 10 signs that “may be an indication it’s time to step up your game, take it to the next level, and grow or remain complacent” in terms of your social media practices, such as “Learning new things becomes more rare; another 20 ways to use Pinterest blog post isn’t providing new insight over what you know now,” and tips to get un-stuck (e.g., “Reduce the time spent on the channels that don’t return much to you. That way, you’re not spread as thin”).
10 Valuable Ideas to Help You Find Time to Blog by MyBeak Social Media
Writing that “Creating content and finding the time to do it are the biggest obstacles entrepreneurs and small business owners face when marketing their business,” Laura-Lee Walker presents helpful ideas for generating more content in less time, among them inviting guest bloggers, repurposing existing material, and using mobile phone apps like Dragon Dictator: “You don’t have time to write down all your ideas or blog posts…simply use an application…that will translate your voice to text. (They are) not perfect but will give you a head start and reduce the time you spend on typing your blog articles.”
21 Business Blogging Tips From the Pros by Social Media Examiner
The impeccably discerning Cindy King curates an outstanding collection of blogging tips from pros like Leo Widrich (“A product is only useful if you know others want it. Validate an idea for a blog post in the same way”), Heidi Cohen (“Understand prospects, customers and the public are on your blog to get answers to their questions and accomplish their goals, not yours”), and Stephanie Sammons (“Work to develop a blogging style that is unique to you. What’s your angle? What’s your view? How can you differentiate yourself from others who are blogging in your niche?”).
Guest Blogging: Seven Tips for Success by Spin Sucks
PR expert and author Gini Dietrich offers several excellent tips for expanding your reach by publishing guest posts on other influential blogs. My favorite tip is her first, on how to gauge authority (and corresponding effort) of a blog: “Go to Open Site Explorer and type in the URL for the blog for which you’d like to submit content. I’ll do it for Wood Street…You’ll see the site authority is 48/100. If the authority is 40-70, it’s worth pursuing. If it’s higher than 70, you’ll have a tougher time getting your content on the site, so you’ll need to be extremely patient, but persistent. If it’s between 90 and 100, it’s unlikely you’ll be able to get something placed there without the help of a communications professional.”
Noting that “the majority of blogs starting every year end up failing,” Wendy Marx offers 16 tips in this infographic to beating the odds, such as “Be consistent: Whether you keep an editorial calendar or not, it’s important to continue to publish content on your blog because that consistency brings in more traffic” (amen!) and (perhaps most importantly), “Have fun with it: Don’t take yourself too seriously. Have fun with the process and enjoy every minute as your grow your audience and build your business.”
Guest post: 7 powerful headline techniques to skyrocket your blog traffic by Creative Ramblings
Reminding us all that “in the online world, your headline is the single most important part of your content…instead of reading every blog post, people scan for information. They look for headlines that capture their interest, and only click on the ones they feel are worthy of their time,” Lillian Leon details seven techniques for crafting headlines that grab attention, including “Fear: Identify the one thing your readers fear the most, and you’ll have yourself a headline that’s pretty much impossible to ignore.”
10 Additional Ideas to Generate Comments and Shares by Spin Sucks
Following up on an earlier post on the same topic, Gini Dietrich (again) offers 10 more ideas to increase engagement on your blog, from writing book reviews and rants to covering the latest trends and answering questions commonly heard by your sales force or customer service reps.
Content Development and Writing Tips
26 Tips for Writing Great Blog Posts by Social Media Examiner
In her own unique and highly creative style, Debbie Hemley presents “26 tips, from A-Z, to help you create optimal blog posts every time you sit down to write,” beginning with A for Anatomically Correct: every blog post should contain the “six parts of the anatomy of a lead-generating blog post” such as an eye-catching title, calls to action, and social sharing buttons.
Peg Fitzpatrick passes along content curation tips from Guy Kawasaki in this post showcasing the top dozen places to find shareworthy content, starting with your own network and including both popular sharing sites (like StumbleUpon and AllTop) and less obvious choices (e.g., Futurity, TED and NPR).
How to find photos you can legally use anywhere by CBS MoneyWatch
Observing that “No matter what you publish — a blog, updates to the company website, project reports, or even the venerable tri-fold — you no doubt need artwork to complement it,” but just haphazardly reusing artwork found online can lead to legal troubles, Dave Johnson recommends two easy methods for finding photos that are usable under the Creative Commons license.
29 Free Blog Images Sources: Where to Get Royalty Free Photos by Directory Journal
***** 5 STARS
In case Dave’s recommendations above don’t quite meet your needs, Gail Gardner provides a massive list of sites where you can find free or reasonably priced images, as well as resources for comparing prices across different image sites, selling your photos, identifying trademarked images, adding images to blog posts, and more.
5 of the Most Important Content & Social Media Tips For A Successful Business Blog by TopRank Online Marketing Blog
Lee Odden writes that “If I were only to give 5 content marketing tips to a company that wanted to get the most for and from its customers through blogging, here are the tips I’d give.” Among his top five tips? Focus on the problems your audience faces—but don’t forget to tell them how you can solve those problems. Create an editorial plan. And measure results to support continual improvement.
How to Differentiate Your Content by Geoff Livingston’s Blog
Geoff Livingston lays out four steps to becoming an “A-list” blogger in your niche subject area. Given Geoff’s success, I won’t argue with his methodology—though it’s not for everyone. But if you’ve got the time, intestinal fortitude and financial backing or wherewithal to pursue his program, go for it.
The Nine Ingredients That Make Great Content by KISSmetrics
Contending that “In order to boost SEO rankings, gain traffic and/or leads, you need to have great content on your blog or website,” Zach Bulygo shares nine tips for producing stand-out content (such as making your content actionable: “The best content gives the user a sense of how to apply the information…Many times, just writing well about a topic will spark some ideas for readers,”) then follows up with half a dozen examples of sites that consistently provide remarkable content.
Blog Promotion Tips and Tactics
6 Tips For Building a High Quality Blog Following by Fearless Competitor
Shane Snow channels Jeff Ogden and Brian Clark in this post, providing “six tips to attracting readers who stick around longer than the click of a StumbleUpon button,” such as speaking to a specific audience, guest blogging and publishing guest bloggers, and encouraging loyalty through consistency: “taking an editorial stand for what you believe in, rather than watering things down to avoid offending anyone. This doesn’t necessarily mean you have to try to be controversial. In this day and age, simply taking a position and standing behind it will bring people who agree, and people who don’t.”
Want Your Blog Noticed? (Hint: It’s Not Just Content!) by Heidi Cohen
Heidi Cohen (again) supplies 23 tips for growing awareness of your blog, such as integrating your blog’s brand into related content and activities (“As a media entity, your blog deserves its own brand. If it’s a corporate brand, it should be adapted for the blog”), referencing and linking to sources, and guest blogging.
Want to Increase Blog Traffic? Some Fab Tips for Success by Positively Peggy
The ebullient Peg Fitzpatrick (again) serves up five tips for growing blog traffic, such as sharing your content at optimal times: “Buffer App helps you not only share at the optimal times based on your followers being online but also evenly distributes your amazing content throughout the day so you don’t annoy your followers with a huge spurt of brilliance and then lose them with silence later.”
How Bloggers Can Grow Each Others Readership by The @Steveology Blog
Steve Farnsworth recommends Triberr as a tool for increasing the reach of your blog posts, and explains in detail how Triberr works and how to get the most out of it (e.g., by starting your own tribe, joining other tribes, and “dating around”). While the tool is a great concept and has potential, its ongoing technical issues are frustrating.
How to Effectively Promote Your Blog Posts by MyBeak Social Media
***** 5 STARS
Beyond the big social networks and Triberr, Laura-Lee Walker (again) presents an infographic illustrating 30 ways to promote your blog content using social media, social bookmarking sites (does anyone still use Digg?), your contacts, other blogs, and 10 top syndication sites.
5 ways to promote your blog by commenting on others by Creative Ramblings
Cendrine Marrouat explains why commenting on blogs is beneficial (chief among the rewards: “You get to connect and build relationships with other bloggers”) and how to do it well (e.g., add value to the conversation, share relevant links, and comment regularly on the same blogs).
30 Ways to Promote Your Blog Posts by Listly
***** 5 STARS
Ted Rubin shares a bookmark-worthy list of tactics for sharing and promoting blog posts, including Facebook (“Add it on your personal & business pages, groups and through ads”), Pinterest (“Create a board specifically for all your blog posts and pin each post to it”) and through AllTop.com (“syndicates content in every category, from autos and food to business and sports”).
As noted in 21 (of the) Best Facebook Guides, Tools and Rants of 2012 So Far a few months back, Facebook remains the 800-pound gorilla of the social networking world. It’s now exceeded one billion users, and as noted below, 80% of all businesses maintain an active Facebook presence.
But its incessant changes, moves to charge brands and celebrities for exposure they’ve become accustomed to getting for free, and possibly even (gasp!) aging demographic may be cause for concern.
Will Facebook lose ground to Google+? Is it becoming uncool? Or if not—how have recent changes in Facebook’s layout changed best practices for marketers? what are the secrets to Facebook advertising success?
Find the answers to these questions and more here in two dozen of the best Facebook guides, tips, stats, facts, raves and rants of 2012.
Facebook Tips and Guides
The Simple Science of Facebook Engagement by MyBeak Social Media
Laura-Lee Walker shares an infographic that reveals the “formula to follow” for greater engagement on Facebook. Among the key findings: “Include images with posts. This increases the likelihood that fans will engage with your fan page (39 percent higher than average).” The infographic also shows the best (and worst) times to post, contest ideas, “winning words” to include in updates and more.
SEO for Facebook – New Video Revealed by Search Engine Journal
Adria Saracino points readers to a video produced by Facebook that provides business owners and marketers with tips on how to optimize their Facebook pages for search engines. She writes that “The video takes users step-by-step through a number of processes for building an optimized Facebook page with a good name and quality, relevant content.”
Mustaza Mustafa presents a richly illustrated, step-by-step process for using the CertifiedSeller app to add a Twitter profile link to your tab on Facebook timeline. Commenters note that Facebook could certainly do something to make this process easier, but the method here does work.
Nine Ways To Improve Your Facebook Engagement and ROI by MENGonline
David Lund details nine tactics for improving marketing effectiveness on Facebook, such as “Use Facebook to communicate your new news and introduce new products. Your followers are more interested than most consumers in news about your products and brand. They will likely be early adopters and advocates that can help build word of mouth BUZZ about your new products.” Though targeted at consumer marketers, many of the tips apply to b2b marketing as well.
Understanding the 6 Facebook Post Types by Practical eCommerce
***** 5 STARS
Paul Chaney explains in detail the six types of posts that can be added to a Facebook page along with “reasons why you would use them and best practices for each post type” and tips for the best use of each post type, for example on video posts, “Don’t put logos in the video. Harvard researchers found that the more prominent or intrusive the logo, the more likely viewers are to stop watching, even if they know and like the brand.”
How to Do a Facebook Personal Profile Security Audit by Seriously Social
Ian Anderson Gray shows how to do an in-depth personal security audit on Facebook, covering everything from password updates and recognized devices to adding a “do not track” plugin and navigating Facebook’s privacy settings. While this process is for personal profiles, Ian notes “if you do manage a Facebook page, make sure all your admins run a security audit on their personal profiles each month. There are serious issues here, because your page could be compromised by the security settings of one of your page’s administrators.”
Jonathan Greene provides a detailed, illustrated five-step process for using Facebook Insights to identify patterns and trends that can make your social media marketing much more effective, or as he puts it, “Filtering your posts by certain KPIs might reveal very rewarding patterns in engagement and syndication, which could be the push you need to take your social campaigns to the next level.”
13 ways to boost your Facebook Page reach by Socialbrite
Arguing that “Marketers who are whining about (Facebook forcing people to pay to have their page updates reach their Facebook fans) need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach,” John Haydon delves into the inner workings of Facebook’s EdgeRank algorithm and offers 13 recommendations for reaching fans without writing a check, including posting awesome content (based on thorough analysis of past performance) and using your blog, events and webinars to increase visibility.
5 Successful Facebook Marketing Campaigns – Case Studies by jeffbullas.com
It’s easy to generate tremendous traffic and buzz on Facebook if you’re a major brand advertiser with buckets of money to spend, but what about small businesses with much more limited means? Jeff Bullas very helpfully here offers small to midsized business marketers some proven tactics for Facebook marketing success and then shares five case studies from small firms that have made a splash on the giant social network with cleverness and creativity, on a budget.
Stop Looking at Facebook’s Insights by Inkling Media
Ken Mueller makes a compelling case for, well, not quite ignoring Facebook’s Insights, but at least putting those numbers in proper perspective. Noting that “I honestly put very little weight in Facebook insights. They change how things are measured on a regular basis, and if you spend any time poring over the numbers, you know they clearly don’t add up. I wish they did, but they don’t,” he outlines five reasons not to obsess over these metrics—and what to focus on instead.
Facebook Promoted Posts and Other Recent Updates of 2012 by Vertical Measures
Sarah Schager shares updates on nine post-Timeline Facebook changes, including promoted posts (only for brands with at least 400 fans), changes to how to links are handled within status updates, events, and the inclusion of mobile views in the reach metric (finally).
Facebook Simplifies Ad Creation With Redesigned Self-Serve Tool by Sprout Social
Jennifer Beese explains Facebook’s recent changes to its self-service ad creation tool and notes “Once you’ve chosen what you’d like to advertise and listed your main objective, Facebook will recommend a combination of traditional sidebar ads and Sponsored Stories. Additionally, you’ll receive a preview of how our Sponsored Stories will appear in people’s’ News Feeds.”
12 Latest Facebook Page Features You Might Have Missed by Social @ Blogging Tracker
The delightful Wong Ching Ya details a dozen of Facebook’s relatively new features, including onsite notification (which provides page administrators with “instant page notifications in your profile’s homepage for new posts, fan messages, comments or whenever someone liked your page posts”), target page posts, and Facebook custom audiences (“Brand pages can now target their offline audiences on Facebook through relevant ads by uploading info such as email addresses, phone numbers or Facebook user IDs”).
You’ve probably read about the dismal click-through rates for Facebook ads, but Dan Slagen here offers guidance on beating the averages through high relevance and a compelling call to action, then presents examples of brands generating strong performance with Facebook advertising.
Facebook Upgrades Small Business Site by MediaPost
Noting that small business advertisers are vital to Facebook (and Facebook is an important marketing platform for many small businesses), Mark Walsh reports on efforts by Facebook to help small businesses create more effective ads and generally use the social network more effectively, including tips like: “Ensure you know people are coming to your business because they found you on Facebook: whisper codes, unique Facebook links to your site, friend referrals, exclusive Facebook discounts. Also, put your Facebook URL on more of your in-store materials—receipts, napkins, brochures, etc., to increase fanning of your Page.”
15 Tips For A Successful Facebook Ads Program by MediaWhiz
Adam Riff shares 15 “secrets” to optimize Facebook advertising, such as rotating ads frequently to combat banner blindness, tracking metrics beyond basic “likes,” testing occupational targeting, and leveraging Facebook data to make smarter media buys through other channels (“The great thing about Facebook data is that it can give you insights about your consumer base that you might not have otherwise known”).
Noting that “Facebook seems to be launching a new form of advertising—or some new feature within the advertising—every day,” Amanda Sibley details the features and usage of Facebook’s five forms of on-page advertising in this thorough and helpfully illustrated post.
Facebook 2012 Facts and Figures for Small Business Success by MyBeak Social Media
Laura-Lee Walker (again) shares a huge collection of Facebook facts in this infographic, such as that 58% of Facebook’s one billion+ users visit the site daily; the average Facebook visits lasts 20 minutes; 80% of businesses are active on Facebook; the two most popular apps are the Blackberry Smartphones App and Texas Holdem Poker; and much, much more.
Frequent best-of writer Laurie Sullivan reports on Facebook’s efforts to make it simple for small businesses to connect with their customers on Facebook, noting “About one-third of the 100,000 small businesses that have published Offers are new Facebook advertisers, and about 30% are claimed on mobile devices,” and that “Facebook (now) supports more than 13 million small and local business pages.”
Facebook Rants and Raves
Is Google Unstoppable? by MediaPost
John Capone details advertising statistics and projections that suggest, over the next couple of years, in terms of advertising revenue, “Google will begin to leave Facebook and the rest (of the major ad sellers) in the dust.” He describes Google as The Predator of the online advertising world, while Facebook is more like Barney the purple dinosaur.
5 reasons your brand doesn’t need Facebook by iMedia Connection
Peter Platt sets out to dispel five “myths” of Facebook marketing, among them that Facebook is an engagement platform for brands: “A couple of years back, we wanted to ‘like’ brands so we could see what their offers were. But all too often, brands became that annoying friend who posted too much, and we quickly learned to hide or unfriend those brands. Brands also started building out complex Facebook platforms with lots of functionality and engagement tools, but the reality is that the news feed is the core of Facebook activity. Complex portals garner some interest, but at the end of the day, the news feed is where most of the users are.”
Kyle Spencer advises investors that although Mark Zuckerberg may have discovered he really does need to listen to the market, there are five things to keep in mind before diving into this stock, such as that the kids are somewhere else: “There was a time when Facebook was cool. Not anymore. 65% of Facebook users are 35 and older, and adults are the fastest growing demographic…Why is it important where teens hang out? Because parents follow their kids around on the Internet. Teens are the first adopters, the fastest social innovators and have more free time to surf the net. Jumping ship keeps teenagers one step ahead of mom and dad. Remember AOL? It’s an old folks home, now.”
Facebook is for Likes Not Leads by Brent Price Carnduff
Writing that “The truth is, most of those 900 million people (actually over a billion now) aren’t there to be marketed to. And frankly, Facebook doesn’t make it that easy for businesses to connect with them,” Brent Carnduff outlines what he believes Facebook can, and can’t, do for marketers and business owners.
Facebook: Are the Good Times Really Over for Good? by WindMill Networking
Chris Treadaway laments recent changes by Facebook that make it more expensive—much more expensive—for brands to reach fans with their content. He cites recent criticism of the social media network by Mark Cuban, George Takei, and a range of Facebook community managers, yet in the end concludes “It’s going to cost us more to do the things that we’ve gotten for low cost so far…but we won’t go anywhere.” Maybe.