Posts Tagged ‘Michael Estrin’
As noted in 33 (of the) Best Social Media Guides, Tips and Resources of 2012 So Far, posted here a few months ago, social media marketing adoption is now so widespread there’s little further question of “if” or “when” in the minds of most marketers–but many “how” and “what” questions still remain.
How can marketers make more productive use of their time on social networking sites? What’s the best time of day to post updates on Twitter or Facebook? How can you make sure your company’s social media policy doesn’t run afoul of employment law? What under-utilized site has been called a “social media powerhouse,” and which highly popular social bookmarking site is frequently overlooked by marketers? How can you measure (or can you measure) social media ROI?
Find the answers to those questions and many more here in almost two dozen of the best social media guides, tips, tools, insights and rants of 2012.
Social Media Marketing Guides and Tips
The brilliant Gini Dietrich reports on research showing that marketers commonly choose the wrong time of day to post and engage on Facebook, Twitter and YouTube, as well as to send emails. While the study was fairly small, the findings are consistent with other sources indicating that they key to better social media results may lie in better timing of updates rather than just more of them.
12 Essential Social Media Cheat Sheets by Mashable
Tools guru-ess Ann Smarty shares a dozen helpful “cheat sheets,” which “are basically infographics that can give a user a simple rundown of various features and how to use them.” The collection here provides guidance on getting the most out of Google+, Facebook and Twitter, as well as network-specific spam definitions and keyboard shortcuts.
Fortune 500 CEOs Don’t Get Social Media! [Research] by Heidi Cohen
Quoting research showing that “70% of the Fortune 500 CEOs have no presence on social media networks…Two thirds of CEOs on Facebook have less than 100 friends and over a quarter of CEOs on LinkedIn have 1 or 0 connections,” the always insightful Heidi Cohen suggests three reasons why CEOs fear social media (such as liability concerns) and three ways they could actually leverage it instead (such as setting an example for employees: “An active CEO encourages others to engage and shows public support for social media activity that helps build brand and customer relationships over time”).
How your brand is abusing social networks by iMedia Connection
***** 5 STARS
In this must-read post for social media strategists, Rob Rose explains in his own often provocative and always entertaining manner how brands are commonly misusing social media by treating it as another marketing channel, the dangers of that approach, and why each social network should instead be utilized according to its own unique personality and etiquette. “Marketers are the nerdy freshman at the cool kids’ senior party. Say the wrong thing — or say it in the wrong way — and risk getting ridiculed and bounced out. Come with a case of beer and some great conversation, and you just might be a hit. But even then, you are only one mistake away from a viral case of #Fail…make no mistake, this is challenging — and it’s not an even playing field. It used to be that marketers could simply avoid being “salesy” on their social channels, and the world would be OK…But as social marketing becomes increasingly business driven — and content strategies converge in the paid, owned, and earned (POE) models — simply using social channels to engage and entertain is no longer quite as simple…it’s no longer good enough to want to show up to the party with a case of beer. Now, you’ve got to find a way to pay for it as well.”
Beyond the Basics: 30 Fresh Social Media Tips for 2012 by KISSmetrics
Frequent best-of honoree Kristi Hines provides an outstanding list of general social media tips (e.g., “Cross promote your social profiles. Look for opportunities to add links from one social profile to others. Google+, for example, allows you to link to as many of your other social profiles as you choose”) as well as specific suggestions for getting the most out of Facebook, Twitter, Google+, LinkedIn and Pinterest.
Slideshare: The B2B Social Media Powerhouse by Heidi Cohen
Noting that “Slideshare receives 60 million visitors per month. More importantly, these visitors tend to be highly influential business people seeking to engage with relevant content,” Heidi Cohen (again) serves up 10 actionable Slideshare marketing tactics, from knowing your target audience on the site to using hashtags, optimizing your presentation’s title and tracking results.
Five Ways Social is Shaping your B2B Customers by LinkedIn Today
David Edelman shares a presentation from McKinsey’s Lareina Yee on the Social Enterprise, which includes five ways social is shaping B2B customers, among them “DIY prospecting” (where customers conduct significant research before ever entering the sales cycle), peer influence, and “click to compare”–conditioned to price transparency in their consumer lives, B2B buyers are coming to expect it from business product and service vendors as well.
3 ways to stop wasting time on social media by iMedia Connection
Drew Hubbard outlines three social media management practices that will “free you up to do more of what really matters in social media — respond and engage.” Even more helpfully, he lists tools that will assist with each practice. For example, useful tools for keeping a collaborative calendar include Google Calendar, Outlook, Basecamp and ZOHO.
The 5 Best Ways to Use Social Media to Drive Traffic to Your Website by WindMill Networking
Guest blogger Lilach Bullock shares a handful of tips for increasing web traffic from social media, including being active and engaged (“The one thing that most business owners using social media don’t do is listen”) and making influential links (“identify a list of key influential people in your industry and engage with them. If you are genuine in your praise they will naturally want to find out about you too”).
7 Sources of Inspiration for Writing Sizzling Social Media Posts by Rebekah Radice
Writing that “Unless you are a natural born writer with exceptional skills, running out of content ideas is inevitable,” Rebekah Radice offers tips for finding topic inspiration such as through social media (Facebook groups, LinkedIn questions, Twitter trending topics), books and other industry-related publications, and (when all else fails) re-purposing your own older content.
Social Media ROI Measurement Guides
Social Media: ROI Possible by SlideShare
In this presentation originally delivered at SES San Francisco, the delightful Angie Schottmuller explains why social media seems like it should be easy, but isn’t. She notes that “social media” is far more than Twitter, blogs and Facebook, now encompassing “social listening,” content curation, crowdfunding, social gaming, social CRM and more. She shares the three reasons that social media ROI measurement is rare, then presents a plan to address each obstacle.
If the presentation alone doesn’t supply quite enough detail for you, check out Social Media ROI: How To Define a Strategic Plan, Angie’s guest post further exploring the same topic on Search Engine Watch.
6 Expert Tips for Measuring Social Media ROI by OMI Blog
Megan Leap share half a dozen tips on social media ROI measurement from Nichole Kelly, author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI. such as “Social media interactions take place on the web, which is inherently more measurable than offline channels like print, TV and Radio. Measuring social media is actually really easy and most marketers have the tools they need. They just need to start using them a different way.”
Social Media Tools
5 Tools to Simplify Social Media Monitoring Tasks by Link-Assistant.Com Blog
Ann Smarty (again) reviews a handlful of helpful social media monitoring tools, including a couple of familiar names (SproutSocial, HootSuite), a couple of less familiar options (such as Cyfe), and even shows how the free Google Reader tool can be used for basic brand- or keyword-monitoring.
The Top 5 Social Media Managing Tools by Social Media Today
Jen Eisenberg present highlights of five social media management tools, including not just popular applications like HootSuite but also newer, lesser-known tools such as RebelMouse and Flavors.me, which she calls “a hidden treasure…You can pull your photos, updates, videos, music and more from 35 different web services, one of the most of any social media aggregators.”
Social media tools for the smart agency by iMedia Connection
Scott Fiaschetti reviews seven tools for social media monitoring and management, ranging from relatively simple and inexpensive (uberVu) to more sophisticated offerings like Adaptly, “a platform for execution and optimization of social campaigns across Facebook, Twitter, LinkedIn, StumbleUpon, and YouTube.
Social Media Cheat Sheet for Image Dimensions by The Landlord Blog
How large should your cover photo be on Facebook? What about a story image or shared Facebook video? How many pixels of your Twitter background image are visible to most users? What are the correct dimensions for a cover photo on Google+? Find the ideal / required dimensions for all of these uses and many others in this highly bookmarkable infographic.
24 Must-Have Social Media Marketing Tools by Social Media Examiner
***** 5 STARS
Cindy King compiles two dozen recommendations from social media pros on their favorite tools, from Commun.it (which Shelly Lucas says helps her to “build and nurture relationships with supporters, influencers and potential customers on Twitter”) to AgoraPulse (which according to Aaron Kahlow “provides everything your Facebook Page will ever need”).
Writing Social Media Policies
Eight Ways Your Employee Social-Media Policy May Violate Federal Law by Ad Age Digital
Every marketing manager knows that his/her company needs a social media policy for employees, right? Actually, no—as of mid-2012, only about 40% of companies had such policies in place. Even worse, according to Brian Heidelberger, is that it’s quite possible “most all of our current social media policies are illegal.” According to rules established by the National Labor Relations Board (NLRB), a social media policy likely runs afoul of the law if it prohibits or restricts “friending” other employees, posting about the company, talking about coworkers, talking to the press, or using social media sites while at work.
Your Social Media Policies by iMedia Connection
Lee Schneider outlines nine key points to keep in mind when creating a social media policy, among them “support individuality but stay on message…Many company accounts have multiple posters. Encourage them to let their voice come through, but also make it clear that they are posting for the brand and what the brand stands for,” encourage dialogue but never argue on the Internet, and don’t delete complaints (but do respond to them humbly, helpfully and publicly).
Reddit Marketing Tips
6 Ways to Use Reddit to Grow Your Business by Social Media Examiner
I know—Reddit? A site whose home page is frequently dominated with stories that have headlines like “How I respond whenever a girl thinks I’m cool” and “Extremely Scary Ghost Elevator Prank in Brazil” hardly seems like a promising venue for professional marketers, but don’t write off the second-most popular bookmarking site on the web until you’ve read Ben Beck’s discussion of half a dozen popular business-oriented communities there.
Reddit Marketing [INFOGRAPHIC] by e-Strategy Trends
David Erickson shares the Reddit Marketing Field Guide infographic, which provides stats about Reddit use (2.5 billion monthly page views), the typical Redditor (18-34 years old, geeky, liberal and male), and tips on adding content that will get shared (spamming will get you nowhere). Despite its high traffic, Reddit isn’t appropriate for every marketer; but if this is your target market, then this is your helpful infographic.
YouTube Marketing Tactics
6 lessons in launching a branded YouTube channel by iMedia Connection
Michael Estrin shares tips from several agency professionals on how brands can get the most out of their YouTube channels, from starting with a strategy and plan through keeping your audience engaged. In the end, success comes down to “picking what is achievable for your brand and matching realistic key performance indicators to them.”
The ultimate guide to video marketing on YouTube by iMedia Connection
***** 5 STARS
Reporting that “global internet video traffic will make up 54 percent of all consumer internet traffic in 2016 — up from 51 percent in 2011″ and “Video offers greater retention and recall — up to five times greater than the written word,” Kent Lewis provides an exhaustive guide to everything from video marketing best practices and optimization essentials to YouTube advertising and video sitemaps.
As it approaches one billion users, Facebook has evolved from a site where friends and family share photos to an online marketing juggernaut rivaling Google. And while its primary marketing value is on the B2C side, more than a third of B2B marketers also rate it as their most active social network.
So, as Facebook continues its never-ending stream of changes, what are the current and emerging best practices for marketing on Facebook? What common mistakes should marketers avoid? How can Facebook be used to support an SEO strategy?
Find the answers to these questions and many others here in 26 more of the best Facebook marketing guides of the past year.
Facebook Marketing Tips & Techniques
7 Sneaky Ways to Use Facebook to Spy on Your Competition by KISSmetrics
***** 5 STARS
Frequent best-of honoree Kristi Hines reveals techniques for evaluating your competitors’ strategies and success on Facebook, such as using the “link.getStats console that will give you basic statistics about any domain’s popularity on Facebook” and viewing a competitor’s raw Facebook data, information, categories and more through the Facebook Open Graph.
Facebook Custom Landing Tabs + Measurement = Best Practice by Beth’s Blog
Citing research “that shows Facebook pages with custom landing pages have a higher conversion rate than those without landing pages,” Beth Kanter explains how custom landing pages work, why they are important and how to create one. Her focus is on non-profits, most of the information here can apply to almost any organization.
The 7 Biggest Fan Page Marketing Mistakes by All Facebook
Brian Carter identifies seven common mistakes made by businesses on Facebook and how to correct them. For example, “Fan Page Mistake #1: Assuming People Go To Your Fan Page (Versus Seeing Your Posts In Their News Feed).” The solution? Use keywords, interact with fans, and engage with groups.
64 Awesome Facebook Marketing Techniques by All Facebook
Maria Peagler shares an infographic focused on strategies for being successful–not boring–on Facebook, among them: using contests (e.g. best fan photo of something specified), highlighting a “fan of the month,” post product reviews, host a panel chat, and offer fans-only coupons.
iMedia Digital Showcase: The 10 best branded Facebook apps by iMedia Connection
Michael Estrin notes that “For most marketers, Facebook apps probably conjure up images of staff members wasting precious hours tending their “crops” on FarmVille or rubbing out their adversaries in Mafia Wars. But while a handful of apps have skyrocketed into the cultural stratosphere, brands that have deployed their own apps have used Facebook to make powerful emotional connections with users,” then highlights ten such apps from companies like Intel, Toyota and Bacardi.
Anum Hussain walks through the process of setting up and launching a basic Facebook business page, from choosing a classification and completing basic information through adding features and tracking results–in both text format and a concise five-minute video.
10 Best Practice Tips for Facebook Page Content Publishing by jeffbullas.com
Jeff Bullas serves up 10 best-practice tips to “help you increase your engagement and interaction with fans so that they will keep coming back and provide you with valuable feedback that will drive inquiry and sales and keep you on top of your market segment with real time comments,” such as keeping posts short, asking fans for their opinions, and giving fans access to exclusive information or perks.
Why Facebook Should be Part of Your SEO Strategy by gShift Labs
Krista LeRiviere of gShift Labs lists 10 reasons why Facebook activity is now essential for successful SEO, such as that much of Facebook’s content is indexed by the search engines; having a Facebook presence is critical for web presence optimization (WPO) which is the overriding concept into which SEO is now wrapped; and, not incidentally, “Your Facebook presence adds quality backlinks to your website.”
Facebook Checkups and Check Lists
11-Point Facebook Checkup by Social Media Today
David Corr recommends a periodic Facebook checkup “to diagnose and treat the biggest small problems before they become big ones,” starting with reviewing your privacy settings and email notifications, then working your way through managing your Featured Likes and deleting any dead apps.
The Checklist All Facebook Pages Absolutely Must Have by All Facebook
Jasper Krog reviews the five essential areas to consider when formulating and executing a Facebook marketing strategy, starting with analysis (of internal resources, your target market and competitors) and working through setup, management, and advanced techniques (e.g. running Facebook ads).
Using Facebook for B2B Marketing
5 Foolproof Ways to Generate Leads From Facebook by HubSpot Blog
Pamela Seiple explores five ways that B2B companies can generate leads from Facebook, from sharing links to content on your company’s Facebook wall (“This works particularly well if the link directs people to a landing page with a lead generation form for downloadable content such as an ebook or a webinar”) to adding the Facebook Like plugin and share button to your content.
7 Steps For Awesome B2B Facebook Marketing by Social Media B2B
Contending that while “many B2B marketers have dismissed Facebook as a B2C channel with no application to B2B, that is a false assumption—Facebook can be a strong driver of B2B traffic and leads,” Kipp Bodnar provides a seven-step guide to B2B Facebook marketing best practices, from using a “like and lead gate” through analyzing engagement via Facebook Insights.
Facebook for Small Business Marketing
HOW TO: Claim Your Business On Facebook Places by Mashable
Sarah Kessler steps through the process for small businesses to claim their page on Facebook pages in this richly illustrated post. As she notes, “By claiming your Page, you have the opportunity to customize that free advertising. It also makes it easy to purchase pay-per-click advertising for your Places page.”
Facebook launches how-to Page for small businesses by BizReport
Helen Leggatt reports on Facebook for Business, a centralized spot for small business owners and marketers to learn the details of creating business pages, placing Facebook ads, using sponsored stories, and transforming a company’s “website into a social experience with plug-ins and custom apps.”
Dealing with Facebook’s (Never-Ending) Changes
8 Facebook changes marketers need to know by iMedia Connection
Jeff Ragovin offers a helpful guide to changes in Facebook pages (to make them look more like user profiles), iframes (which, despite their drawbacks, do improve flexibility and trackability), sponsored stories, ad targeting, Facebook Places and more.
How to Make a Custom Facebook Page with an Iframe Application: Updated Instructions by (Anti) Social Development
Kim Woodbridge provides detailed, illustrated, step-by-step, and most importantly updated instructions for creating a custom Facebook page tab with iframes, from creating the page at the proper size to filling in the required information to adding the tab to your page and renaming the tab.
Notice Anything Different on Facebook? Big Changes are Happening by iMedia Connection
Angela Brown helpfully summarizes the Facebook changes made in late 2011, including how to obtain a vanity URL, the ability for non-friends to subscribe to your updates, changes to privacy settings, and Facebook’s Smart Lists, which “allow for more robust filtering and targeted posting, among other great features.”
Facebook will Turn Off all FBML on June 01, 2012. Transition to iFrames Now! by Wildfire Social Media Marketing Blog
This post outlines how FBML and iFrame apps work, Facebook’s plans for the transition, alternative scenarios for the changeover, and the next steps that Facebook page administrators need to take (or more likely, need to have taken by now).
How to Take Advantage of The Latest Facebook Updates by jeffbullas.com
Mitt Ray summarizes the impact of and techniques for capitalizing on three areas of Facebook changes that were implemented at the end of last year: subscriptions (“now with the subscribe feature, people can just subscribe to your Facebook profile”), posting Facebook updates and tagging people.
Optimizing for Facebook EdgeRank
News Feed Optimization: 14 Ideas To Get Noticed In Facebook by Get Elastic
Linda Bustos delves into Facebook’s EdgeRank algorithm for determining what appears in any user’s newsfeed and how marketers can utilize news feed optimization practices to increase the likelihood that their content will be seen by their fans and likers, from the creative use of tabs to being timely and responsive.
Infographic: How to Improve EdgeRank on Facebook by Marketing Technology Blog
Stating that “Most companies don’t realize that only a fraction of their page status updates are actually being presented to the audience,” Douglas Karr explains a bit about the EdgeRank algorithm and how to make it more likely your content will be seen by your users, illustrated with a clever Genghis Kahn-themed infographic.
Facebook Advertising Tips
An Optimizer’s Guide To Facebook Ads Performance Reports by aimClear
***** 5 STARS
Marty Weintraub serves up red meat for data junkies in this impressively detailed post explaining how Facebook advertising reports work and how to interpret each metric, from reach, response and frequency through bids, social impressions and social clicks.
The Photo Strip: Facebook’s Most Underused Free Ad by BlueGlass
Contending that “Many brands trick out their Facebook pages with flashy apps while ignoring some of the most valuable (and free!) tools available…When done right, the photo strip creates a stunning page design,” Kerry Jones explains how the photo strip works then showcases nine creative examples of how brands can take advantage of it.
How To Use Occupational Targeting In Facebook For B2B Leads & Sales by Search Engine Land
Musing that B2B marketers have tended to embrace LinkedIn advertising over Facebook because it is seen as more of a professional networking site—even though Facebook has seven times as many users as LinkedIn and a significant percentage of those users have jobs—Lauren Litwinka demonstrates, step by step, how b2b marketers can take advantage of occupational targeting to drive results from Facebook ads.
5 trends that could take down Facebook by iMedia Connection
Based on conversations with “entrepreneurs, digital marketers, and venture capitalists,” Dave Knox concludes that while it’s unlikely any single, giant “Facebook killer” will emerge, the behemoth social network could be at risk from a multitude of smaller sources chipping away at its dominance, from specialized niche interest networks and privacy concerns to entertainment services like Pandora, Hulu and Spotify.
Most Of Your Friends Still Don’t Trust Facebook by All Facebook
Jackie Cohen reports on research showing that 47% of users say they are “explicitly concerned” about their privacy on Facebook (versus just 15% who are explicitly unconcerned), and that “people feel more confident about privacy on YouTube more than Facebook, and thus trust the video sharing site more.”