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The Back Deck

Our view on navigating today’s marketing landscape

17 Apr
2014

Is Organic Reach Dead on Facebook?

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The window of organic reach on social platforms with self-service advertising products is rapidly closing, and brands are still adjusting to the new realities of paying for their desired reach and frequency. This is especially true when it comes to content marketing. I’ve been banging the drum on this since last year, so it is truly valuable to see up-to-the-minute research on exactly this phenomenon, specific to Facebook.

Facebook is just one of the social media platforms offering advertising products. However, Facebook’s actions can be seen as representative of larger trends. According to eMarketer research presented at ad:tech San Francisco this spring, there are only nine companies sharing two-thirds of all digital ad spending. It’s no surprise that Google and Facebook are at the top of that short list sharing a rather large slice of the paid media pie. eMarketer also reported that this year, digital ad spending will top $50 billion for the first time.

So, what’s up with Facebook’s organic reach? Well, some types of posts are getting less organic reach, and others are getting more.  ShopIgniter studied 2,000 brand posts in the last six months and identified some very important trends before and after Facebook’s Jan. 21 news feed update:

    • The reach of status update posts is down by 65 percent.
    • The reach of link posts is up by 30 percent.

What can you do about it? ShopIgniter’s VP of strategy, Justin Kistner, urges brands to optimize the social mobile experience on Facebook. There are good and bad examples to be found in Justin’s research deck presented at ad:tech. The key takeaway being that marketers should pay greater attention to the transition from clicking on a Facebook link post to interacting with content on a brand page. Keep the visuals bold and easy to find on a small screen; don’t leave your audience hunting and pecking for your content on their mobile phones or tablets. With this in mind, ShopIgniter reported a conversion rate of 4.4 percent from optimized link posts in the last six months.



Key Takeaways
OK, so what if you’re not placing expensive link posts on Facebook on a regular basis? The key takeaways here are still helpful:

    • Add more link posts into your content mix no matter what. Measure the change related to your content.
    • Measure link clicks, not total clicks. Facebook distinguishes between link clicks and other types of clicks, such as clicking to view a photo within Facebook. If you’re paying to merchandise content, it’s link clicks that count.
    • For the sake of your conversion rate, organic or paid, ensure that the user experience on your site is mobile optimized. That’s the truly hard work part of this equation, and ShopIgniter’s research shows that it can help you squeeze those valuable extra percentage points out of your conversion rate.

 

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3 Apr
2014

So You Want To Work With Social Influencers…

Last Friday brought a welcome opportunity to network with colleagues during a panel discussion at the Greater San Francisco Ad Club. I participated in a panel discussion titled #SocialConvo, which was focused on giving Ad Club members advice on how to get the convo started and steer it in a strategic direction that serves both content creators and target audiences.

Because CMD has established a San Francisco office, this was an awesome invitation to participate with Ad Club members and learn from this community, as well as from the other panelists, including Jim Lin of Busy Dad Blog and Jennifer Burnham from Salesforce. I’d like to offer a few points of advice to our blog readers at large:

So you want to work with social influencers. How do you get started?

Listening is always the best place to start. If you show up at a dinner party and immediately start spouting your opinions without listening to the others at the table or even learning about who they are, you’re in danger of being ignored, or at worse, shown the door. The same is true with brands. We have powerful tools at our disposal to listen to publicly searchable social conversation and understand what resonates with our audience and who is influencing conversation at any point in time. 

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What tools are available to locate and rank influencers?

Speaking of tools, there are many to choose from. For powerful, but pricey, aggregators of social conversation, it’s hard to beat Radian6 or Sysomos. There are also lower-cost tools like GroupHigh specifically designed to support marketers working with bloggers. I have gathered just a few selected tools (there are many more) in this Slideshare deck: http://www.slideshare.net/jyamamoto/social-influencer-research-tools#.

What are the key factors to evaluate before approaching an influencer?

One of the key themes emerging from our preparation as panelists was: Be cautious about evaluating based on numbers alone. Blindly pursuing content creators who have large communities might not serve business goals that call for reputation building, third-party recommendations and substantive discussion. However, a business goal that calls for awareness would indeed be served by aligning with content creators who can deliver large impressions numbers. Consider the business goal when looking for the best partnership with a content creator.  

What listening tools do you use for finding and working with social influencers?

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28 Mar
2014

What We’re Reading Now: SXSW Trends, Facebook News & More

We’ve been catching up on some awesome insights from SXSW sessions, social media tips and sharing an idea or two. Here’s what we’ve been reading:SXSW blogimage

  • CMD On-the-Ground at SXSW: Darcie Meihoff (@DarcieMeihoff) was onsite for SXSW and captured loads of great insights. A fundamental Austin Truth: Out of the ashes of one trend will always rise another. And this year, the buzz focused on the predicted demise of content marketing, and the rise of strategic gamification as the next evolution of digital marketing.
  • Speaking of SXSW… Klout’s blog had four great tips for building your social networks that I (@LauLundberg) thought were worth a read.
  • Networking Know-How: Kevin Murphy (@kevmurphy) had his ear to the ground on all things  SXSW. He suggests reading this ajc.com article to learn where top tech founders (and a celeb) dish their networking secrets.

 

And now for news beyond the world of Austin…

  • Short Reach for Organic Posts: AdAge recently revealed that Facebook brand posts with no paid support are starting to be pushed to the wayside due to the competitive space on personal newsfeeds. Thanks for the share, Scott Horlbeck (@scott_horlbeck).
  • Facebook’s New Look…Again: Just when we got used to the layout, Facebook had to up and change it again. Elizabeth Johnston (@Liz_John) dug Mashable’s scoop on how this change will affect your brand’s Facebook page.
  • Pinterest’s Ad Timeline: So you thought paid ads were still a ways off for Pinterest? Wrong. Megan Blankenship (@messengerbird85) found this Business Insider Australia article, which reveals that ads may arrive as early as the end of 2014.

What was your favorite digital marketing news from last week? Let us know by tweeting @CMDCreates, and include #WWRN.

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17 Mar
2014

Evolve or Retire: One CMDer’s SearchFest 2014 Takeaways

SearchFest 2014 is in the books and the Portland, Ore., SEM community is back to work, armed with a new arsenal of knowledge to help clients attract eyeballs – and engagement – online.

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The event has always focused on SEM and SEO tactics, but this year, a new emphasis was placed on social media trends. Topics ranged from social ad purchasing and targeting to content development and optimization. With just one day to cover a wide breadth of subjects, here’s what this CMDer took away:

  1. Evolve or get the heck out of the way.
  2. The biggest shift in marketing may not be where you think it is.
  3. Most brands are still behind the curve when it comes to Pinterest.

Joanna Lord, CMO at BigDoor Media, kicked off the event with a keynote that drove home the fact that consumers continue to receive their media in an increasingly fragmented fashion. Therefore, marketing tactics must change to meet these challenges. Not everyone is equipped to do this, and you must whole-heartedly embrace adaptation or find another business model. Her speech made four main 

  1. It just got personal. Big Data is allowing marketers to personalize messaging like never before. Listening tools make it possible to engage with a consumer much sooner in the sales funnel.
  2. Loyalty is critical. Building loyalty used to be done post-conversion by the customer service team. It was reactive. Now marketing must be designed to build loyalty and WOM pre-conversion.
  3. We decide differently. We can choose which media and messaging we consume now more than ever before. This is called the “democratization of distribution,” which allows consumers to streamline and choose which information they see, thus, which ads they interact with.
  4. Marketers must learn to shape brand advocates and manage the consumer voice. Similar to the first point, we must leverage the ability to listen in on conversations pre-sale and guide the direction of the conversation consumers are having.

Joanna finished by informing the audience that although it is imperative that marketers adapt, the biggest shifts are not happening at the brand level, but at the consumer level. Adapt to how consumers are engaging with content and jump in the stream with them, or look for safer shores to retire on.

I found Megan Rivas’ (aimClear) session on optimizing visuals for Pinterest and Instagram to be very insightful. Essentially, a lot of brands are guilty of overlooking the power of Pinterest, arguably the most visually appealing platform out there. Megan cited a few statistics I found interesting:

  1. 84% of active Pinterest users are female, and the average user has a HH income $100K+.
  2. Pins that include pricing have a 36% higher clickthrough rate.
  3. The best times to pin mimic the best time to post to Facebook (early AM, noon, 5-8 p.m.)
  4. The best pins focus on lifestyle and show the product in context to how it will be used.

The most useful tip Megan provided was the ability to track which of your web content gets pinned by other users. Even if your brand doesn’t have a Pinterest board (hopefully, that’s not YOU!), you can see which of your content has been pinned by entering /source/yoursite after http://pinterest.com. For example: http://www.pinterest.com/source/sempdx.org/. This is a great tool for researching which of your content Pinterest users are engaging with.

Overall, SearchFest 2014 was a great event that gathered a good majority of Portland’s SEM and social media professionals in one hotel and left all of us feeling a little more empowered as marketers. It’s impossible to know everything across digital marketing, but an event like this can at least help you stay ahead of the curve. Just remember, the consumer is now in the driver’s seat. To quote Scott Cook: “A brand is no longer what we tell the consumer it is, it is what the consumers tell each other it is.”

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14 Mar
2014

FANS BEHAVING BADLY – Your Facebook Brand Page Under Fire: A Social Media Issues Management Perspective

social-media-rantImagine this scenario…

A Facebook user starts complaining about the atrocious treatment he received from a brand. He rants about the shoddiness of the product and the terrible customer service. He’s blanketed the brand’s page with his unhappiness and the unjustness of it all, and has broadcast it to all his friends.

But what if you knew the whole story?

Now here’s what really happened: upon promptly and proactively investigating the complaint, the company’s customer service team found that the customer had basically failed to comply with even the most basic instructions for how to care for the product, which would have prevented the problem in the first place – a fact that didn’t quite make it into the complainer’s post.

Now whose side are you on?

Let’s face it, unhappy customers can get emotional. And sometimes, unhappy people try to take your brand down on social media out of sheer spite. I’m not talking normal, justified complaints and issues that surface up on social all the time; but those instances when a fan is simply out for revenge.

It is those moments when the “proper” steps for how to deal with a social media issue fly right out the window. These people aren’t going to take it offline and allow the company to deal with it off social (wishful thinking). Nor will they stop spamming and harassing. If you were dealing with a two-year-old, it would be called a tantrum, and we know how well rational, logical communication works in those cases.

Why brands give tantrum throwers a stage.                              

Since the dawn of social media time, brands have been inundated with the idea that complete transparency is the golden rule. That’s why when confronted with a truly unruly fan, companies tend to seize up. They are afraid to make any move; so they do what good mothers would know never to do – they give the tantrum thrower a stage and try to coddle them instead.

The playing field is no longer level.

Long ago, there were two sides of every story. With social media, that’s simply not always the case. Brands aren’t always the loudest voice in the room because most won’t, can’t and shouldn’t defend themselves against an individual customer who is attacking them. There are legal and PR teams, ethics, brand police and all sorts of internal, corporate things that prevent a brand from stooping to a certain level. And while taking the moral high ground is honorable and respectable, it’s not always fair.

Time for some tough love

The first thing brands need to realize is that not every tantrum thrower deserves a spotlight. In fact, you don’t even need to give them a stage. And even if it’s Facebook’s property, it’s your page. It represents you and your fans. As such, you have every right to set the rules. There’s some debate on whether brand social channels fall under “earned” or “owned,” but however they are categorized, it’s true that it’s your house. That means, I will repeat, your rules.

But what if they pack up their toys and go home?

You may say, “if we don’t allow them to throw a fit on our channel, won’t they just take it somewhere else – some less controllable channel? Or start their own handles and attack from there?” Maybe. But if they are a ranter, who’s going to listen and take them seriously? Especially if they resort to spamming techniques. Don’t know about you, but if someone started a spamming rant on Twitter, I’d quickly unfollow them.

The risk is, of course, that some may jump on the bandwagon, but social media users can typically spot a whiner versus someone who is honestly trying to work through an issue with a brand. And if your brand has other haters who feel the same way, then you need to dig into the root cause of the issue and deal with it at a higher level. A communications strategy alone typically won’t fix a larger underlying problem.

Coloring inside the lines

So back to fans behaving badly. At some point, we all learn what it means to color inside the lines. And a healthy community needs boundaries, too.

Consider what your policies are and what types of behavior you are going to tolerate and encourage. Then clearly state them, and out of respect for all of your fans, reinforce them. Note that social media is about an honest, open discourse between brands and fans, so be careful to ensure your community rules don’t fly in the face of the freedom users expect on social, yet protect you against those who may be out to simply sabotage.

To start, here are a few perfectly reasonable expectations you might want to include in your house rules book, making it clear that individuals who choose to engage in this type of behavior may be blocked from the page and offending posts will be removed:

  • Respectful, relevant comments are always welcome. No ugly, hateful or derogatory/profane language
  • No bullying, personal or adversarial attacks on other individuals or fans
  • No spamming or bots
  • Issues may be referred to customer service to ensure they are handled properly and promptly (that is, if you don’t want your page to be customer service support)
  • As administrator of the page, (the brand) reserves the right to remove irrelevant or unrelated content

What would you add to this list to help prevent brand page sabotage?

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13 Mar
2014

Social Media Tool Review: Chirpify, Hashtags and Demand Gen on Twitter

A tweet is great, a hashtag is cool – but what can they actually do when it comes to lead gen? Well, that’s the question every marketing and social media professionals have been asking themselves for years, and really, it all leads back to the eternal question of social ROI. The good news is that the industry is getting closer, partly thanks to social platforms like Chirpify.

In one word, Chirpify activates a brand’s hashtag messaging. With the combination of #actiontags and a brand’s campaign hashtag, Chirpify enables consumers to “raise their hand” and say: “I like you – now give me more.” This isn’t just an impression, people – this is a conversion. At the heart of the platform is the idea of bringing offline and online activities together, something that the industry has already begun moving toward.

For example, it’s hard to watch TV these days and not see a hashtag in an advertisement, or even in the show itself. Twitter is banking on this trend, first enabling brands to directly engage with users who saw their ads, then with TV conversation targeting. According to Twitter, the combination of TV placements and targeted tweets has led to record-breaking numbers. Chirpify wants to take that one step further.

How it works

Chirpify relies on #actiontags – a simple hashtag that represents a user’s desired action, such as buy, enter, vote, support. At an event, on live TV or on any social media platform, users see an #actiontag and the brand’s campaign hashtag. After posting, Chirpify follows up via a Twitter reply to individual users who participated with the actiontag, collecting any necessary information, inviting opt-ins for offers or contests, providing purchase and payment options, or even just thanking them with a link to more information. 

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For our clients, I can see many uses for a tool like this, particularly for social contests or new product launches – something the Chirpify team is well acquainted with. However, I also see some untapped potential. Users who post with a brand’s #actiontag/campaign hashtag combo are saying, “I may be a candidate to be a brand ambassador.” Talking with the Chirpify team, they definitely see this as the next step: to take the users who really like you, and turn them into your personal brand advocates. A tool like Chirpify is the first step to identifying true brand ambassadors because it allows brands to capture opt-in information and begin to build meaningful relationships with those users who care enough to raise their hands for a brand.   

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28 Feb
2014

What We’re Reading Now: So Many Changes, So Little Time

In the past few weeks we’ve seen a slough of announcements coming from major social media websites that reveal new partnerships, purchases and site updates. Here are a few headlines that piqued our interest:SS02074

Facebook vs LinkedIn: Megan Blankenship’s (@MessengerBird85) pick this week is a Mashable article that reveals tweaks to Facebook’s News Feed algorithm that could give brands a serious boost in post reach.

The Big WhatsApp Purchase: Late last week, Facebook announced its purchase of WhatsApp for $19 billion. Clarissa Fong (@MoCloFo) found an article on Mashable that dives deeper into why Facebook spent the big bucks.

Effectively Measure Your B2B ROI: Hack through the jargon and vanity metrics. We’re getting to the heart of B2B content performance with these six tips that Julie Yamamoto (@JulieY) discovered on the Content Marketing Institute’s website.

Mobile Disaster Aide: Elizabeth Johnston (@Liz_John) found this Engadget headline that points to key ways companies are ensuring that family and friends can find each other when disaster strikes. Read the article to see the Vodafone Foundation’s latest disaster aid invention: a 24 lb. backpack that holds a portable mobile network.

Get More Views on Linkedin: My favorite headline this week was Mashable’s report that LinkedIn is stepping up its profile view insights with a new analytics update. Soon, users will be able to see the job titles and industries of the people who have viewed their profile. The best part? LinkedIn will give you tips to gain more profile views.

Facebook Takes on TV: Facebook has stepped up to the plate in hopes of capturing real-time social chatter around TV shows by partnering with research firm SecondSync. Read more on Variety, as spotted by Jeshe Burch (@JesheBurch).

What was your favorite marketing and social media news of the week? Let us know by tweeting @CMDPortland, and include #WWRN

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27 Feb
2014

Changing Face of Marketing: 5 Trends That Will Impact Brands in 2014

The world of marketing as we know it is a constantly changing beast. Privacy issues dominate the news headlines at the same time we see brand journalism taking a greater role in the proliferation of news, and newspapers starting to offer promoted content (ahem, New York Times). Recently, I sat down with several of our department managers to ask them about where they saw our industry heading this year.

TREND #1: NATIVE ADVERTISING

Julie Yamamoto, a veteran PR leader and managing director of the earned media department, believes native advertising will make a bigger splash than ever. Last year, both The New York Times and the Associated Press announced native advertising platforms, and Altimeter Group released research and guidelines for publishers and brands. She says, “Watch for more formats and options as publishers continue to experiment.”

Advertising will continue to impact how brands use social media. “We’ll see limitations on the ability for brands to grow their content and following organically,” Julie said. “The major social networks will all convert to or improve self-service advertising platforms in a rush to demonstrate revenue for their investors.”

newsrooTREND #2: NEWSROOMS ARE BACK                                                                                                
While the trend away from traditional newsroom models has been well documented over the past few years, the lessons they hold for brands are here to stay.

That’s because quick-turn, high-quality content and better storytelling is the secret sauce brands need to try to capture if they are going to become trustworthy thought-leaders.

Journalists have always understood that to appeal to audiences, news must be timely, tangible, in sync with a larger trend, have human interest and be entertaining or educational. It also must be credible. Brands are learning these lessons too, and organizational structures are starting to shift to better mimic the newsroom model. We’re now seeing marketing departments designed after newsrooms, with managing editors and assignment desks to help plan and assign; content creators and “reporters” skilled at multi media creation designed to capture maximum audience attention and produce under tight deadlines; and publishers who master the fine art of amplification across social, digital and traditional avenues.

According to Darcie Meihoff, VP/executive director, CMD Earned Media, it’s a model CMD has refined over the past few years for clients such as Microsoft, Intel and Expedia – from reporting “live” at key events where content is created and published right from the show floor, to building ongoing content models to support deeper community engagement.

“At its core, the emphasis has to be journalism, not marketing,” she said. “The goal is to look at it as objectively as possible from the audience’s point of view while also being willing to tell and share not only the wins, but also the challenges and lessons learned. It sounds simple, but for corporate marketers trained to focus on telling their brand story in the most positive light possible, that kind of balanced, straight forward and quick turn storytelling can be tough to master.”

TREND #3: DIGITAL SOLUTIONS FOR EVENT SUCCESS

By connecting the dots, digital solutions are recreating the way we plan and design event experiences for clients. Jon Agee, our associate director of events, sees digital solutions for event registration, navigation, attendee engagement, content presentation and real-time feedback via social channels sharply increasing.

“Event marketers are discovering new ways to provide optimal environments,” Jon says. “Event experiences will grow richer in opportunities for face-to-face interaction to match the rise of peer-influenced perceptions in social media, inspiring digital both during and after the event.” 

cookiesTREND #4: CONTENT MARKETING

Just when you thought “content marketing” was a buzz term soon to go the way of “ROI” and “optimization,” think again. Gary Rubin, earned media account director, predicts:

“Content marketing will continue to become more important as companies look to make deeper connections with potential customers.”

The rub? “Companies need to get better at creating engaging content that accomplishes their objectives.”

Content marketing will fragment as two very different strategies emerge. According to Kevin Murphy, director of digital strategy, the first will be thinly disguised advertising and a lot of syndication, while the second will be truer to corporate journalism, where the people creating the content are in it as much for the consumer as they are for the marketing message.

TREND #5: MOBILE ADVANCES

Mobile, of course, continues to have a huge impact across all industries, its success propelled by what Matthew Douglas, integrated production director, calls the continued personalization and customization of content. As people are more willing to share their data, the messages and content will become more tailored. He says, “Mobile commerce is still a small part of total sales, but mobile research—either before an online purchase or while in-store is a growing trend.”

“Conversion of a mobile researcher into a mobile buyer means companies need to provide better contextual offers. For example, if someone is researching small personal electronics, getting a relevant offer for accessories or batteries – makes sense and may drive them to make a mobile purchase.”

What are your predictions? Leave a comment below or tweet us your thoughts @cmdportland.

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26 Feb
2014

So You’re Building an App

My guess is that, for many of you, this discussion about mobile may sound pretty familiar: After several long meetings and many debates on how to remain current with the ever-rising number of mobile devices for content consumption, you’ve decided that your company needs an app.  A bonafide, go-to-the-store-and-download APP. Congratulations! You’ve arrived. What next?

1.     DEFINE YOUR GOALS

It’s easy to get lost in the availability of features, the plethora of content options and the extensibility that mobile apps can offer your brand. You have a lot to say and to offer your customers—so how will you measure your success?

Deciding your most important metrics upfront will give your team guardrails to refer to as you get further into implementation, helping keep everyone on the same path. Some possible ways of measuring success may include:

      • Number of installs: how many people download your app
      • Retention rate: how many people who download your app KEEP it on their device
      • Repeat uses of downloads: how often someone reopens your app on a daily/weekly/monthly basis
      • Usability: how many complaints you’ve received from users
      • Accessibility: how many device platforms (iOS, Windows, Android) and devices does your team plan to accommodate for?

 2.     WHAT IS YOUR UNIQUE POINT OF VIEW?

A mobile app is a very different experience than a web page. It should be fun, concise and engaging for your audience and provide a different, or streamlined experience. What core features are important to your audience and what would keep them coming back?

Be sensitive to the time and needs of your audience and on what devices you suspect your audience will spend the most time viewing your app.

 3.     GAMIFICATION AND NATIVE FEATURES

There are several fun and built-in features of a phone that will give your app advantages a mobile-optimized site or a browser-based experience can’t offer. For example, maybe you could offer to save users’ information without having a USER ID/LOGIN. Or, are there fun touch gestures that are intuitive to your content? How about using GPS in a relevant context? Use gamification to reward behaviors within your app to keep it fun and engaging.

Using native features for the sake of using them is a huge NO-NO, but often there are fun features you can take advantage of without being intrusive to your users that will enhance their experience.

4.     GIVE THEM A REASON TO RETURN

You are asking someone to seek out your brand, possibly spend money with you, take time to remember their login information to the store and patiently wait while your app downloads. As attention spans are short and time is precious, make sure that what you offer your audience is worth their while.

Give them unique content that is timely, updates frequently, and isn’t overly complicated or verbose.

You’re earning the right to take up the memory space of 20 selfies, so ensure that your app experience is worthy.

CMD was asked to create an app for the Western Star client that served as a walk around tool for dealers. The team focused on communicating key features and benefits of the product and delivered the app using a clean user interface that is easy to navigate and pleasing to the eye.

CMD was asked to create an app for the Western Star client that served as a walk around tool for dealers.

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The team focused on communicating key features and benefits of the product and delivered the app using a clean user interface that is easy to navigate and pleasing to the eye.

Now Go Achieve Greatness

You’ve submitted your app to the various stores (while being mindful of how it maps back to your goals, of course). You’ve titled it in an intuitive manner and given clear descriptions of what it will do for your audience. Now what?

You need to get the message out to your audience about its existence.

A great way to do this is through social media. The majority of social media consumption takes place while on a tablet or phone, so hit them where they are. Be timely and post when you know your audience is in an exploratory state of mind, such as in the evening, to help boost the number of eyes that see your promotions.

Seek out your fan base and people who already review apps on their blog, and offer them incentives, such as free downloads, incentive codes or schwag. Get these influencers interested and talking. One of the best ways to get someone to download an app is through friend referrals.

Finally, remember to watch, analyze and tweak your app. Due to hardware upgrades your features may need to be tweaked fairly often. You may also discover features that are never used while others are outperforming your expectations. Do analysis and figure out why this is, and tweak your app accordingly. Abandoning the maintenance of your app will cause your audience to abandon it as well.

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14 Feb
2014

Get the Social Media Marketing 411: What We’re Reading Now

From a viral video that will give you an entirely new perspective on Facebook ads to the rebranding of a beloved online influencer calculator tool, social media channels are buzzing right now. Get up-to-date on all the changes with a few of our favorite social media and marketing reads this week:

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  • 7 Things about the #NewKlout: In the dark about the recent launch of the new Klout? Megan Blankenship (@MessengerBird85) stumbled across this great find on the Klout Blog that will shed some light on how the changes will affect your score.
  • The Death of Flipboard?: That’s right, Facebook may have created the next Flipboard with its latest mobile content curation app, Paper. Find out more about the new tool in this Business2Community article, as found by Julie Yamamoto (@JulieY).
  • Facebook’s Latest Button: Another new rollout for Facebook is the new ”Call to Action“ button, which can be used on both organic posts and within Facebook ads. This native tool will no doubt become invaluable to all page managers, so check out the post that Jeshe Burch (@JesheBurch) spotted on Jon Loomer’s blog.
  • Beware ”Like Farms”: The more ”likes” your Facebook ads get, the better…right? Maybe not. Gary Rubin (@Gary_Rubin) found this viral video by science YouTube channel, Veritasium, which unveils the dark side of Facebook Page Like campaigns.
  • The Landscape of Marketing Technology: In need of new marketing software? Kevin Murphy (@KevMurphy) read up on the latest technology marketers have available to them in this Chief Marketing Technologist blog post. Complemented with a chaotic yet organized infographic that breaks up the software into six different categories, this is one post that’s worth a bookmark.
  • Getting Your Authorship: While still in its infancy, Google Authorship is one tool that all content creators should add to their “best practices” toolkit. If you’re a bit perplexed on how to set up Authorship, this Social Media Today article that Laura Lundberg (@LauLundberg) found will point you in the right direction.

What do you think of these top social media marketing headlines?

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