Thanks to Social Media Examiner for this amazing article!
#1: Encourage Your Fans to Use the See First Option
Facebook now allows people to customize their news feed to prioritize updates from particular friends, groups and pages. This is great news for pages with good content, so fans can prioritize your posts.
Educate your audience on how to select to see your posts first in their news feed. There are a couple of ways to access the See First option.
The easiest way is to go directly to your Facebook page, click the Liked button and then select the See First option.
Another option is to go to the full customization options (people, pages and groups) from desktop or mobile devices. To access it from a desktop, select the down arrow on the far right to get to News Feed Preferences.
Next, navigate down to Pages. Then view the pages you’ve seen most recently and click the tab to list the pages in alphabetical order. Click the Following button to customize those you want to see first.
This video will walk you through the desktop and mobile customization process.
When you have good content, people will want to see your Facebook business page posts in their news feed first. Tell fans how to add your page to their See First list, so you make sure they do.
#2: Check Out Upgrades to Facebook Conversion Tracking
If you’re using website conversion ads or website retargeting, then you already know there are two types of pixels you place on your website to track these events and custom audiences. Facebook recently announced a new custom audience pixel that combines these features into one pixel, which will help with tracking and speed, so the stats are more accurate.
Your current conversion pixels will continue to work, but eventually you should migrate to the new upgraded code. This involves placing the new code on your website, adding some code on specific pages you want to track and then removing the old pixels. Facebook’s post explains the process and gives you the exact steps to change to the new custom audience pixel.
Ultimately the upgraded pixel will be good for marketers who are using custom audiences and conversion pixels with their Facebook ads, since it gives more accurate stats in reports.
#3: Get a Facebook Beacon for Your Local Business
The Facebook Beacon is a device you put in your local business that sends information to people who are on Facebook near you and have Bluetooth turned on.
Send people a welcome message with a photo, recommendations from their friends who have visited the store, a prompt to check in and more.
The Beacon device is free. All you need to do is request one from Facebook for your local page. It’s an excellent way to increase the visibility of your local business to people who are using Facebook nearby.
#4: Send and Receive Money on Facebook
Earlier this year, Facebook started rolling out the ability to send money between friends through the Messenger app only to users in the United States. This service will rival Google Wallet and make it easier for people to make “in-app” purchases on Facebook in the future. In the meantime, if your friends are clients, they can pay you through the Messenger app.
You can only use the Messenger mobile app with a debit card on file, not credit cards. Just click the dollar sign to get started.
You can also use the desktop version to send money, but the icon is a little more hidden. It only appears when you open the message outside of the inbox.
Facebook made this service available without a service charge, so there’s a benefit to using it over a service like PayPal, for example. However, as mentioned above, there are limitations: it’s only in the United States, you must be friends with the person and it’s debit card only.
#5: Create Saved Replies for Your Page
Saved Replies isn’t an earth-shattering change, but it can save precious time if you have a standard message you frequently send. Note: this feature is still rolling out.
To access your saved replies, first navigate to the Messages area of your page.
To see Saved Replies, click on a particular message. The message will appear in a pop-up box and the Saved Replies will be on the left sidebar. From there, select Manage Replies to see all of the replies you’ve created or create a new reply. You can even search replies by keyword.
Create generic replies for all of your frequently asked questions. Thencustomize them before sending them out.
Any new saved reply will be available to you in your Facebook Messages area.
This feature is currently only available for pages that have their Message button enabled.
#6: Watch for Lead Ads
Facebook is testing new lead ads that make it easier than ever to fill in contact information on mobile devices. If mobile users respond to an ad for something like a newsletter, business information, free report or follow-up call, they can submit their contact information (email address or phone number) with just two taps of a button.
Currently lead ads are only available for select businesses in closed beta testing.
Facebook is putting precautions in place to make sure this service isn’t abused. They are complying with the lead ads terms of service to ensure only page admins are able to export the .CSV with the lead information.
We will keep you posted when this feature is available on a wider scale.
Over to You
As marketers, it’s important to keep on top of all Facebook changes. While not all of these features have been rolled out yet, you can get a sense of what’s coming, as well as what trends may pop up in the future.
What do you think? What new Facebook features are you most excited about? Which ones are you already using? Share your thoughts in the comments below.
[Source: Social Media Examiner]
Parents use a variety of social network sites, with Facebook being the most popular. Usage rates for social media are similar to those of non-parents.
Fully 91% of parents1 in this survey use the internet. This is significantly higher than rates seen in the general adult population 2and among those adults who are not parents.
Among these internet-using parents, social media use across a variety of platforms is common, with 83% of parents using social media.3 The most popular platform among parents (and non-parents) is Facebook. Almost three-quarters of online parents (74%) use Facebook, a proportion similar to the 70% of non-parents who use the platform. Online mothers are more likely than online fathers to use Facebook – 81% vs. 66%. This reflects broader trends in social media use. While men and women are equally likely to say they use social networking sites4, women are more likely to be users of specific platforms5 like Facebook, Instagram, and Pinterest.
Mothers and fathers differ in their use of Instagram and Pinterest.
Parents and non-parents are equally embrace Pinterest and Instagram – among parents, 28% use Pinterest and 25% use Instagram. The greatest variation in use of the platforms is between moms and dads. Online mothers are more than twice as likely to use Pinterest than online fathers – some 40% of mothers do so compared with 15% of fathers. This echoes the popularity of Pinterest among online women more generally – they are three times as likely to use Pinterest as online men, 42% vs. 13%. A similar pattern emerges with Instagram. Mothers who use the internet are more likely than fathers to use Instagram, 30% vs. 19%. Again, this tracks with the broader trend that online women are more likely than men to use Instagram, 29% vs. 22%.
A quarter (27%) of online parents use LinkedIn, and 23% use Twitter. Again, these levels of use are consistent with the usage of non-parents. And, with these platforms, there is not a statistical difference in use of Twitter or LinkedIn between moms and dads.
There are few demographic differences among parents across platforms. Younger parents (those under 40) are more likely to use Instagram than are older parents, 33% vs. 18%. Parents of younger children also are more likely to be Instagram users. Among online parents who only have children ages 5 or under, 35% use Instagram. This is a significant difference when compared with the 22% of remaining parents with children over age 5 who use Instagram.
Parents — particularly moms and younger parents — are active users of Facebook.
Facebook is not only the most popular social media site overall, it also has an especially engaged network of parents. Among parents who use Facebook, fully 75% log on daily, including 51% who do so several times a day. This proportion of daily users is significant compared with non-parents, 67% of whom log on daily, including 42% who use Facebook several times a day. Another 12% each of Facebook-using parents log on weekly and less often, respectively.
Moms who use Facebook are more likely to check the platform several times a day compared with dads (56% vs. 43%). Younger parents (those under age 40) also are more likely to use Facebook on a daily basis than are parents ages 40 and older. Some 82% of parents under age 40 log on daily, compared with 68% of older parents. Older parents are more likely to log on weekly; 18% use the site weekly vs. 7% of younger parents.
Instagram users also tend to log on frequently, although parents use the site less often when compared with non-parents. Some 39% of parents on Instagram use the platform daily, significantly less than the 54% of non-parents who do so.
Parents who are LinkedIn users are more likely than non-parents to use the site daily – 19% do so vs. 10% of non-parents. There are no statistically significant differences in how frequently parents and non-parents use Twitter or Pinterest.
- In this survey, parents are defined as those with at least one child under age 18.
- The percentage of U.S. adults who say they use the internet has fluctuated somewhat from survey to survey. This September 2014 survey found that 81% of adults use the internet at least occasionally, while 87% reported the same in a comparable omnibus fielded in January 2014.
- For more information on and detailed demographics of social media use among the general adult population, please see “Social Media Update 2014.”
- “.” Pew Research Center, January 2014. http://www.pewinternet.org/data-trend/social-media/social-media-user-demographics/
- Duggan, et al. “.” Pew Research Center, Jan. 09, 2015.http://www.pewinternet.org/2015/01/09/social-media-update-2014/
[Source: Pew Research Center]
Image credit: FreePik
This infographic visualises the six guiding principles of Unity/Harmony, Balance, Hierarchy, Scale/Proportion, Dominance/Emphasis, Similarity & Contrast. How one applies these principles determines how successful a design may be.
June 2014 Update: I figured out that a presentation might help to convey and spread this 6 topics even better. So take a look, download it if you like and don’t forget to let me know what you think!
Social media is one of the newest and fastest changing elements of business. Let’s find out what are the most important trend for 2015…
Let’s start with internal organization and approach
As noted in the 2015 Guide to Enterprise Social Media Management Software, companies are slowly shifting their approach to social media, from an isolated marketing channel to an integrated part of the business. As companies increase their sophistication from a minimally viable social media presence to an integrated, strategic approach to leveraging social media across the organization, a few things tend to happen.
First, responsibility shifts from less than one FTE (typically in the marketing or communications department) to a small, dedicated team within one department to a team servicing multiple departments to a holistic approach, where many individuals in the company participate.
Second, organizations start to leverage social media in multiple ways, from reputation management to customer service to finding advocates to market research.
Finally, companies engage the help of more sophisticated technology to manage, measure, and analyze social media activities. This shift has been underway for a few years, so Simply Measured, a social analytics solution, commissioned TrustRadius to survey the state of social media marketing today.
Specifically, where do companies sit on the social media maturity spectrum? What are their main goals, and what are the biggest challenges they face? Do they have access to and are they using the right metrics to understand whether they are meeting those goals? Are they satisfied with the technology they use to support their social media activities?
Nearly 600 social media practitioners – from consultants to CMOs to community managers – took the survey in February/March 2015, responding to questions about the status, goals, and challenges of their social media programs.
These are the main findings:
1. Demonstrating the value of social programs is the number one challenge.
Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics” such as likes and followers and difficult-to-measure objectives such as brand awareness.
“Measuring ROI” was the most commonly cited challenge; 60% of respondents included it as one of the top three most challenging aspects of their social media program. It’s followed by “Tying social activities to business outcomes” (a similar challenge) and “Developing our social media strategy”.
Altimeter’s A Framework for Social Analytics report states that “ROI is just one metric in the social business toolkit. Rather than focusing on social media as a monolithic entity, businesses should evaluate it based on its contribution to a range of business goals.”
“Tying social activities to business outcomes” – the second most common challenge among survey respondents – could be a more mature method to evaluate the impact of social on the overall business, and allow marketers to use social media in the most effective way, rather than forcing it to fit into a specific ROI model measured directly in sales.
Another indication of the fact that marketers are struggling to measure and communicate the impact of social is the fact that they are still largely focused on easy-to-access vanity metrics such as likes, shares, followers and fans to evaluate success on social media.
“Engagement” (such as likes, shares, etc.) is considered the most important metric for evaluating success; 80% of respondents identified it as one of the top three metrics. Audience size and website traffic are also important, with 61% and 56% choosing them as one of the top three. Notably, all three of these metrics are easy to track. However, they don’t always tie directly to business goals such as revenue or customer retention. Metrics that are more difficult to track (yet tie more directly to broader business goals), such as revenue and customer satisfaction, are among the top three most important metrics for less than a quarter of respondents.
The focus on engagement is understandable though possibly misplaced and has the potential to lead to ineffective social strategies. According to this Scribd article discussing engagement on Facebook, online engagement metrics are not always an indication of the persuasiveness or effectiveness of content. Engagement metrics alone are not an effective indication of campaign success; it’s also necessary to measure real business outcomes attributable to social campaigns, such as customer loyalty or sales.
2. Social media is largely not yet integrated into the overall business.
Social media goals are not wholly aligned with overall business goals. Furthermore, while marketers largely feel they effectively leverage social media data and analytics to optimize their marketing strategies, they don’t feel social media data impacts their company’s overall business strategy.
The focus of social media efforts is overwhelmingly on top-of-the-funnel activities. Overall, brand awareness is by far the most common goal; 71% of respondents identified it as one of the top three goals of their social programs. It’s followed by driving website traffic and audience reach / share of voice – also top-of-the-funnel measures.
As mentioned above, the most common goals of social media programs are both top-of-the-funnel and, with the potential exception of website traffic, difficult to tie back to real business outcomes. Overall business goals are more likely to also include goals tied directly to revenue, such as increase conversions, tap into a new market, reduce churn, etc. In terms of both strategy and measurement, most companies have not been able to align social media efforts with the broader business objectives. It is still a channel that companies know they need a presence, but aren’t always sure how to leverage it.
Marketers do generally feel they effectively use social media data to inform their social media marketing strategy and to optimize their social campaigns. However, agreement declines significantly when we asked whether social media data and analytics impact the company’s overall business strategy. Marketers feel they are able to effectively leverage social data within their campaigns, but businesses aren’t leveraging this data beyond the silo of social media marketing. While broad potential uses of social data have been much discussed in the industry (informing product development decisions, discovering new customer markets, testing messaging strategies, surfacing issues such as outages or product failures, etc.), these approaches are still not widespread.
3. Companies don’t have the right set of tools to manage and measure social media activities.
Marketers are using multiple sources of data and multiple technology products to manage and measure social media activities. Though they largely trust the data they get, they still aren’t able to interpret the data to show value, and many aren’t satisfied with their set of tools.
Most companies are using one to two software products to manage social media activities. Many are using three or four. Larger companies tend to use more tools. In terms of measurement, companies are using an average of three different tools to report and analyze their social media activities. The most commonly used tools are the analytics offered natively in social media networks (64% of respondents), a social media management tool (62%), a web analytics tool (59%), and spreadsheets (46%).
Respondents largely trust the data they get from these multiple sources of analytics. The vast majority of respondents feel they understand their social media audience. Additionally, 26% agree and an additional 49% somewhat agree that “I trust the accuracy of my company’s social media data and reporting.” However, agreement declines when respondents were asked about their ability to optimize social media content and their level of satisfaction with the tools used for social analytics. Potentially, marketers trust the accuracy of the data, but feel analytics tools could do a better job of helping them interpret the data and use it to optimize their campaigns and strategies.
Many of these findings are true regardless of company size (from small businesses to large enterprise) and regardless of where companies fit on the social media maturity spectrum. All of these findings represent a prime opportunity to (a) educate their customers on building a social media strategy that is realistic, measurable, and supportive of overall business goals, and (b) help their customers take the leap from collecting data to surfacing insights. Once marketers are better equipped to define and demonstrate the value of social media to the business, other common challenges, like garnering enough internal resources, will be diminished.
The rest of this report explores these findings in greater detail and provides key survey results.
What about external trends that are ready to blow up?
Often times, during events and conferences you’ll be listening to the same old themes: “Be engaging!” “Pay attention to your audience!” “What’s going on with the millennials!?”. However, for 2015, let’s put much bigger emphasis on, “What’s next?”.
Below are three trends really worth sharing:
1. 2D Video, Step Aside! 3D Is on the Way
Leading marketers have already conceptually, and even tactically, moved on from the traditional video format. A couple months ago, Jameson made headlines by going beyond the traditional confines of normal Facebook and Instagram ad spots.
This is something we can expect to see much more of, and then some. Jenny Hodgson, Lead Marketing Manager of Digital Innovation for AT&T, said that her team is keeping up with the pace of 3D’s evolving technology and are excited about the application of it in their social programs. Hodgson and her team are not the only ones. Word is that Volkwasgon has plans for next year’s Super Bowl campaign. It’s only a matter of time people.
2. Social Listening is morphing into Visual Listening
As marketers, we understand that social listening is the process of monitoring keywords and conversations on social in real-time. We’re all keeping an eye on the conversations happening around our brand, our industry, etc. But now that visuals are the most-used content type across social networks, the conversation isn’t happening via text — it’s happening via images. We have to start listening to visuals.
Ditto is a tool that can scan images for brands’ logos. For example, if I were to Tweet “I LOVE ICE CREAM” and include a photo of my favorite kind of Ben and Jerry’s Ice Cream (Phish Food – duh), but not tag or mention Ben and Jerry’s, Ditto could still find the image if the logo was present. Ben and Jerry’s has 237,000 followers, and 123,725 people sharing B&J’s in photos, but only 26,625 mention “Ben” or “Jerry” in their text. That is a huge disparity and this type of visual analysis will become infinitely useful to marketers over the coming years.
3. The Social Media – Content Marketer Hybrid
For social media marketers like myself, this can be quite a scary concept. Our role is changing, but that couldn’t be more exciting, IMO. Doug Busk, the Global Director of Digital Communications and Social Media for the Coca-Cola Company, said it best, “Social networks are amplification networks. Amplification networks for the content we’re creating.” However, this “content” that no one can seem to say enough about is never one-size-fits-all. Each piece of content should be pivoted to be mindful of each channel’s strengths. Twitter is a news source, Facebook is a storytelling venue, LinkedIn is professional, Instagram is for high-quality visuals, etc… Making sure your content fits into each of those networks is of the utmost importance for a social media marketer. This emphasis is creating a niche for a new breed of role, a social-content hybrid marketer.
Our friends of TrustRadius just published the 2015 Buyer’s Guide to Enterprise Social Media Management Software.
It provides practical guidance to help you find the best social media management software solution for your use case. The guide focuses on the needs of enterprises (companies with more than 500 employees), but also provides useful insights for social media-advanced smaller companies. Based on thousands of insights from real software users , it offers an in-depth exploration of how enterprises are leveraging social media in their business processes, and which software products support those activities. Their research team analyzed 422 reviews of social media management software by authenticated users on trustradius.com, with the vast majority of reviewers sourced independently of vendors.
In this guide you’ll find:
- An overview of 3 major enterprise use cases for Social Media: Customer Care, Intelligence and Marketing
- A TrustMap™ showing the Top Rated Social Media software based on user ratings & frequency of evaluation
- Case studies of how Comcast, British Telecommunications and Groupon are using software for enterprise-level social media programs
- Profiles of 23 Social Media Management software products used by enterprises, including what each one is best used for, as well as pros & cons as cited in 400+ authenticated end-user reviews
This guide contains three sections:
The Best Social Media Management Software for Enterprises: TrustMap™ is an objective visual depiction of the 23 social media software products included in this guide, based on end-user likelihood to recommend ratings and evaluation frequency.
How Enterprises Are Leveraging Social Media: In this section, we talk about how enterprises use social media for customer care, intelligence and marketing. We also list the tool functionalities that are often required for each use case and the software products used, and feature in-depth case studies of Comcast, British Telecommunications and Groupon.
User Ratings and Feedback by Software Product: Here you’ll find an evaluation of 23 different social media management software products used by enterprises, including strengths and weaknesses, and other insights gleaned from end-user reviews on TrustRadius.
- If you’re in the market for a social media management tool, you should be able to identify your use case(s) and find the set of tools that you might want to consider in your search.
- If you’re just starting to think about expanding your company’s use of social media, the exploration of use cases could spark ideas of how you can leverage social media to advance your business goals.
If you tend to look for locations on your desktop more often than your phone, Google’s rolled out a handy feature for iOS that lets you send location searches from the desktop version of Google Maps to your iPhone in a click.
Once enabled, you can instantly send any location from your desktop computer to your iOS device as long as they’re signed into the same account by clicking on the “Send to Device” button on the desktop version after searching for a location. To use the feature, you’ll need to enable it on your iOS device first:
- Open up Google Maps on iOS and make sure you’re logged into your Google account
- Tap the Settings menu and open up Settings
- Tap Notifications
- Make sure the “Sent from desktop maps” option is enabled and notifications are enabled for Google Maps
With that, you should see the “Send to Device” option in Google Maps on your desktop. If not, try logging out and logging back in again. The same feature’s been in Android since April.