Category Archives: Social Media Marketing

Helping you with Social Media Basics & Beyond

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Many individuals think they can “do social media” because they’ve been doing it for themselves personally for years. The fact is it’s different for business, and there are some basics that can help you on the right path. Things are constantly changing, and this is how I see it today.

Develop content in advance

There’s some time savings in not staring at your computer each day you set out to post, trying to figure out what it is you want to say. It’s also a way to be more strategic about what you’re posting. When creating your content it’s key to not only promote your organization and events you might be having, but to also promote other orgs.

Are their businesses or organizations that have a similar mission to yours? Are there individuals doing great work in the space you’re working in? Use their content in your posts. Also seek out their posts, and engage with them on their platforms. Let them know what they’re doing is awesome!

  • Put that content into a written plan of consistency using a tool like CoSchedule (coschedule.com) or PostPlanner. This will help you get an even spread of the different kinds of posts you’re sharing with the world.
  • Use a scheduling tool, like Buffer (better) or Hootsuite (fine), but don’t rely on it completely. It’s still important to mix in organic, active engagement with both YOUR account, and accounts you are following.

    Cross-promote content between platforms…

    But word the posts differently. I suggest writing for Facebook so that it’s natural and descriptive… and then pare it down for Twitter. 

    On Instagram there’s no real character limit, but most people aren’t there to read — they’re there primarily to see your images. Write a quick caption, and refer your followers to a link in your bio if you’re trying to drive them to register for an event, read a blog post, or donate money, etc. Also follow “thought leaders” in your industry who aren’t tied to a particular organization, but from whom you (and others) can learn.

    LIVE Video is hot hot hot.

    The videos don’t have to perfect, and they don’t have to be long, but Facebook is putting live video at the top of the feed and increasing the organic growth (that’s mostly gone away). If you “go live” directly in Facebook, your followers will be notified that you’ve gone live, and they are more likely to see the video. They might not see it live, but they are likely to see the replay.

    Special events are a great opportunity for this (create fear of missing out / FOMO for next time!), but your team / board can go live also at any time, so long as there is something of value to be shared! You should have a strategy, but have no fear because you have to start somewhere. Consider a weekly show at the same time each week… And just press RECORD.

    Good images are crucial.

    People aren’t very forgiving of images that aren’t appealing. This is important on all platforms, and especially important on Instagram. Your images should have a consistent look and feel. The algorithms on the platforms work based on people liking your content, and you’re likely to see more content similar to that which you’ve shown an interest (which means your account will be suggested to the “right” people also).

    Consistent voice is important.

    You might have different people writing your content, but it’s important that the “voice” sounds consistent. This can be accomplished by having the same person editing the calendar that ultimately goes out. You might also consider developing a style guide that everyone on your team follows, ensuring that the branding, verbiage, and look is consistent. Having consistent types of images is also important.

    Don’t be afraid to repeat content that does well.

    While you don’t want to always be “self-serving” when you post, you also don’t want to miss opportunities to promote the big events you have going like fundraisers or product launches. If you’re partnering with sponsors, this is a great opportunity to tag them and give them love for working with you! It’s also an opportunity to re-post evergreen content that has had a good response before.

    There’s no “one-size-fits-all” regarding frequency of posting.

    Even some of the experts disagree, but everyone agrees that it “all depends”! Your followers are different from the followers of other organizations, so you should test to see what times / types of posts get the best engagement. This might sound like a lot of work, but it’s worth it. If you post and no one engages, it’s not relevant, right?

    * Twitter tips: Use Tweriod.com to test best times to post for your followers (it works well with Buffer too). It also makes sense to use the hashtags appropriate for your industry to be found, but don’t use more than 2-3 in a single post.

    For example, in the events industry, use #eventprofs to make sure you’re seen/found by others in that space. In non-profit world, there are a bunch, but #socialimpact is a big one, and #givingtuesday is a good one also (more on hashtags in a minute!).

    * Facebook tips: Research has shown recently that posting more frequently will hurt, rather than help. More than likely you can get away with posting 4-5 times per week — just once per day. However, organic visibility is extremely difficult, so if you aren’t going to “pay to play,” you should have a tribe of people who are liking, commenting, and sharing what you’re posting! This helps increase the visibility (along with LIVE video posting).

    It is worth targeting VERY specifically in Facebook and spending a little bit of money to increase your reach. DO NOT use the boost button (even though they put it in your face all day long), but use the Ad manager instead. Within the manager you can get very specific on target demographics to maximize your spend (even at as little as $5 per day).

 

Pro TipHashtagging is an art – learn it.

You should develop appropriate hashtags, be consistent, and tweak/re-tool as you go. Use them somewhat sparingly in your initial post, but strategically. Figure out primary ones in your industry—use them, and experiment with others.

Some platforms “require” them, while others use them less liberally.

Facebook– You can search by hashtags, but it’s not done much here.
Twitter – Important here to be found – no more than 3 per post.
LinkedIn – Hardly used here, but they are searchable.
Instagram – Crucial to be found – used here religiously.

Some sites will tell you what’s trending…

In Conclusion

There’s no one right way to do things, but you will find the right way for your business or organization. Hopefully these tips and guidelines will help you to discover what works best for you. The tactics of how to use the different platforms will continue to change on a regular basis, but  you should be consistent with your strategy.

Need any help figuring out the right direction for your social media? Reach out to me, and I’ll see if we can help you with your strategy!

Are You Mad About Slow Organic Growth on Facebook?

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If you’re a marketer who is managing business pages in Facebook, the answer is absolutely yes (in the past three plus years). Okay, mad might not be the right word… Frustrated? Bummed? Yep. But I have some great news!

Facebook has been tweaking things in ways that really help us with organic growth. Here I explore the latest ways they’re helping.

6 ways Facebook business pages are great for location-based business organic growth

  1. Patrons often geo-tag their Facebook photos, whether they’re tying to “check-in” or not. This means the admins for the page get a notification Facebook restaurant check-inEVERY time someone posts a photo or indicates they were at your establishment.
    Which means? You have an opportunity to THANK them for visiting your establishment! This is a chance to bolster that relationship, and hopefully a way to make their visit with you even more memorable (so they’ll be more likely to come back). There’s a surprise & delight element here that shouldn’t be overlooked.
    Note: For whatever reason, if they comment again or like your response comment, you will NOT get a notification on that! Go back from time to time and see if there’s even more interaction (like “The meal was delicious!”).
  2. These same patrons are then prompted by Facebook to “Like” your page!Facebook business page like
    Which means? Your follower growth is growing organically, simply because of this change by Facebook. While this is a vanity metric, there’s an awesome change that came up recently (covered later in this post) that makes this even more awesome.
  3. Patrons and guests of patrons who were tagged in a photo are then again prompted within a day or so to write a REVIEW for the business!
    Which means? The number of reviews your business receives will go way up. Chances are not guaranteed (of course), but are likely that the review will be favorable. Fewer people will post to social if they’ve had a bad time or didn’t like the business.
  4. Friends of all of these patrons are also more likely to see their photos and posts, getting a glimpse into the business… and perhaps they’ll become a fan too? Also, friends of people who follow your page who have liked your posts see that activity.
    Which means? They then might like your post too! If you look to see the list of WHO is liking your stuff, Facebook now enables you to invite (non-Facebook business post likefans) to like your page right there! It works – I did it this week (see image to the right), and now I have a new, engaged fan.
  5. Live location is now in Messenger. It’s an easy way to share your location with friends and family. You can choose whether to share it continuously for an hour or as one static share. Which means? It’s another way for your business to get exposure.
  6. Search has been expanded in Facebook. Another great feature for local businesses is the way search works now. If you’re going to a city like San Diego where you know friends of yours have been, you can search “Visited by friends.” Which means? We all know we trust our friends more than advertising, and this will help your organic reach for local businesses!

The check-in notifications and review prompts are not brand new, but worth adding to your strategy. Do you have someone on your team who is responding to all these posts? If the answer is no, it’s worth considering the benefits.

Expanded search

In this example I searched on “global meetings industry day 2017,” and it defaulted to “Posts from Friends,” but gave me a chance to narrow the search.

Local businesses have the opportunity to have more posts seen in this way.

COMING Soon: Facebook is currently testing an even further expanded search, which will enable you to search “nearby restaurants,” and get reviews along with it. They appear to be moving in on Yelp’s territory (no complaints here!). As TechCrunch states in this article, “ ‘A spokesperson for Facebook confirmed the feature saying, “We’re testing a new way to discover where to go and what to do around you.’ ”

Awesome change to Facebook business pages

I recently liked a page on Facebook — my friend’s new business, Fredericksburg Cupcake — and I began getting notifications for it every time they posted. This was a first for me!

I wasn’t seeing it in my feed, but seeing this green image in my notifications is something I had never seen before. It perplexed me, so I set out investigating! It turns out this is a promoted post, which you can use to target specific demographics. Seeing this in notifications versus serving it up in the feed was new for me. I’d be interested to hear if your experience with this feature is different.

When you “like” a page, you are automatically “following” them. In following them, you can also control what you see.

Bonus tip

You probably noticed that sometimes you get a pop-up when someone responds to a post you’ve initiated or commented on. They’re calling it a “tab,” but when something pops-up, that’s what I call it! If you’d like to make it stop, here’s how.

Go to the very bottom right-corner of the Facebook browser window, and click the gear icon. The click Turn Off Post Tabs. Done!

Conclusion

Some of this might not be “new” news to you, but after several conversations I had at Social Media Marketing World from people interested in how I do social for restaurants, I thought it was worth the share. I also learned of more additions as I was writing the post.

Facebook continues to be an ever-evolving, ever-frustrating, but EVER-essential tool for all of us to use! I really like the changes they’re making for local businesses to reduce the frustration with organic growth on Facebook.

While it’s important to keep up on these updates, it’s just as important to use them to your advantage. It’s also crucial to keep up on engaging with the visitors that are engaging with you. If they include their (aka, YOUR) location in your post, they’re doing you a huge favor. Reward them for it by acknowledging them!

And… If you don’t have the time or the staff, it’s worth reviewing where time should be spent with your social. Please reach out to me if you’d like help with your local business marketing!

 

We need to port our blog over from Blogspot! Here’s loads of a variety of writing… http://lifesanevent-liveit.blogspot.com/

 

Do Work That Excites You

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When I get asked what I’m about professionally I say I’m passionate about events and marketing, and particularly how communication manifests itself between the two. I’ve worked in sales and marketing since 1998 (prior to that I was a technical writer), and through the work I did from 2006-2012 I grew the most personally and professionally because of my work in live events… I grew primarily because of the people in the industry with whom I built relationships, and because of all the work that went into the events that I planned and sold — not to mention the thrill of seeing an event come to life after SO MUCH work being put into the planning (more on that later!).

I’ve been working as a marketing consultant for the past two years. What does that mean? I help companies with any facet of marketing they need help with. I’ve developed sponsorship packages for an association, developed social media strategies for startups, provided technical advisement & Website development for an event planning company, managed community for three restaurants (all social communication and reputation management), executed marketing strategies, and developed blogs. If it involves marketing, I’m in!

Okay, so I’m not always in. I’ve learned the power of saying no. Saying no to taking on too much work… And to individuals or companies I had an inkling might not be a good fit. It was terrifying and empowering at the same time.

When I met my client Tommy Melancon to chat about his new venture EventCollab, I knew right away that I wanted to get involved. Planning events is an incredibly involved process. Events have planners, venues, producers, graphic designers, social media marketers, sponsors, exhibitors, audio-visual equipment providers (sales people, account managers, project managers), event producers (sometimes also the AV co.), freelancers, volunteers… and on. Making sure all of these people are collaborating efficiently is something we’ve all been trying to do forever. EventCollab excited me because it was a solution to a problem I knew existed–a problem I have experienced first-hand. There had to be a better way.

How many times do you have difficulty following an email trail that’s been going around-and-around? Keeping track of what the latest schedule is, and who still has what to do for the event? It’s exhausting. Most of the event management apps that are out there (more than 100) are attendee-facing apps dealing with registration, scheduling, speaker management, etc., but there are very few providing the ability to have logistics and planning pieces under one roof. The solution under the EventCollab roof is fantastic! I sincerely wish I had a program like this when I was working in event production. The opportunity to collaborate with my clients in this way leading up to a show would have been a dream.

I have the choice in who I work with, and I’m truly excited to be working with EventCollab. Working with a start-up being funded by someone who is still running his event production co. (EventCollab was created out of necessity because nothing else existed like it when they began development) is a challenge. And marketing a product that’s not really in competition yet with another product (there are few that exist, and they are very different) is also a challenge — we’re basically competing with “the same old way” everyone has been doing things… So we’re tasked with challenging the events industry to perhaps step outside of their comfort zone.

Getting out of our comfort zones can be hard at first, but in this case the payoff will be more collaborative and efficient teams, which will save money in the long run, and make planning repeat events more seamless. The potential excites me!

I hope the work you’re doing excites you also. Doing what you enjoy, with people you like, in a way that satisfies you will feed your soul. I’ve been told that I’ve never seemed happier, which is a direct result of following my gut, and only working with people and products that I believe in.

If you’re an #eventprof, you need to give EventCollab a whirl – challenge yourself to do it better. For real.

Check EC out on Instagram, Twitter, Facebook, LinkedIn, Google+… We love giving demos! Click here for the Website

Has Social Media Made us Less Connected?

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This notion is not new. Ever since social media emerged, we’ve heard that “we’ve never been so well connected, and yet so out of touch with each other.” Communication studies focus on all different aspects of this. More studies are trying to prove it’s improved our lives, but I’ve had some really interesting conversations recently, so I thought I’d post about it.

A few thoughts to explore…
1. Are we truly connected because of social media, and are you not being honest if you don’t share everything?
2. Is it a good or bad thing that people mostly only share the good stuff?
3. Has live-streaming (Periscope, Meerkat, Blab) changed the game on our ability to truly connect in real-time socially (putting the “social” in social media)?

Honesty (1): In the “beginning” it was so amazing to be connected to people I hadn’t seen in YEARS—first on LinkedIn with former co-workers, and then on Facebook with people I’ve been friends with throughout life. I’ve seen people face-to-face on business trips who I had been reunited with online, and I’ve continued friendships online that I developed in my travels… And it’s been awesome!

But after a while the shiny element wore off a bit, and it turned to some people sharing everything about their everyday lives. Is there such a thing as being too authentic? I’m not discounting people who share things that aren’t awesome, but are you being honest, and is what you’re sharing adding any value to your follower’s lives (or your own)? I don’t know the answer… But I do know that many of my friends who have been on Facebook are certainly interacting MUCH less than they used to, and some have abandoned it all together. The reasons vary, but I think it’s mostly because they grew tired of the over-sharing or extreme opinions that are different from their own.

I travel a bit, and it got to a point that people made me feel like I was bragging by posting photos of my travels. Their comments may have been in gest, but like most jokes, there’s a motivation there. This caused me to not want to share – but when I told some people that I was holding back, they got mad about it! I know I have some people who want to live vicariously through me, and I enjoy sharing, but I also want my family to know I’m safe (I often travel solo). 

There’s a delusion of connectedness that many of us have… People will tell me when I haven’t seen them for a while that they feel like “they’re all caught up on my life” or that they “see me traveling all over”… And they feel like we’re truly connected because of that. Most of these people proclaim to be lurkers, saying “I just read on Facebook—I don’t like or interact on there.” So, really, they’re only caught up on what I’ve posted that I’ve been doing, and not on ME as a person. AND, this communication has only been one-way. I don’t share everything, and Facebook photos and posts don’t define who I am. They’re fun updates, but they certainly don’t serve as a replacement for spending time face-to-face with my friends and family.

The Good Stuff (2): Facebook is an incredible environment for empathy. I truly believe it’s an environment where people who need it can post and get heartfelt responses from their friends and family. Hopefully it doesn’t back-fire if they don’t get the responses they hope for (FB algorithms constantly changing and all–we don’t see everything). Personally, I choose to not post much about being blue. I have posted when something crazily irritating has happened (luggage being stuck in my taxi’s trunk when on my way OUT of town for the biggest meeting of my career comes to mind!), or when I’m super mad about a customer service issue or something (Verizon). Of course, we’re all individual in our choices.

When my brother Terry passed away I chose to take a couple of days, and then I wrote a blog post. I posted the blog link on Facebook, but I didn’t make a big declaration. I’m not saying it’s bad if you do because everyone has their own journey. My life isn’t all butterflies and unicorns, but does it appear like I’m not portraying my authentic life if I don’t post the good *and* the bad? What are the limits?

Do you feel more connected to people who share the good and the bad, or does it not matter? 

Live-Connectivity(3): I watched a recording of a Blab recently that spoke to the fact that authenticity is now more important than ever in light of the emergence of live-streaming. If you’ve been putting forth a personality or demeanor online that isn’t in line with your true self, you’re sure to be “busted” once you enter the foray of live-streaming.

On a talk show last week Jason Sudeikis said he doesn’t really tweet because  “I, uh, like to tweet in person,” to which the host said “Oh, so you prefer conversations – nice!” I’m inclined right off to say “Don’t we all?” But the reality is everyone isn’t comfortable networking in person with people they don’t know, or putting themselves live on video, whether recorded or live-streaming. This was one of the most interesting angles on communication that I enjoyed in my grad school program… So many people are more communicative and open online because they’re more comfortable behind the computer, but the research varies on whether the same things can be accomplished online that can be accomplished face-to-face.

The results of my thesis on the subject uncovered that people feel a combination of online and face-to-face communication is the best solution as it relates to events. Because there is true value in both, I think live-streaming does a great job of marrying the two. On Blab we’re “face-to-face” with the four people who are in the video squares, and the platform provides the ability to allow different people to pop in and out, giving their input, along with interacting with them in the chat stream.

I think the live-streaming environment provides the chance to get to know people more on a personal level (putting the “social” in social media), but it’s probably not something friends will use to stay connected because of the publicness. As it evolves more and more it will be interesting to see what people use it for both in business and personal life.

Conclusion…
What do you think? Should we filter ourselves in what we’re posting? Everyone is going to use social media in different ways, and everyone gets different value from the interactions we have on there. I personally do think our lives ARE richer as a result of social, but we need to remember to have REAL social interactions with our friends and family—and we shouldn’t assume we “know it all” because of the information we’ve learned from Facebook… There is surely MORE to know and learn about how we’re all doing, and not just WHAT we’re doing.

We can be truly connected in real life, and online.

Ten Tips for Using Instagram for Business

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I had a young college student ask me for some tips on Instagram because her employer has asked her to take over their Instagram account, and she had only used it on a personal level. How we use Instagram absolutely depends on the product, service, audience, etc., but I really think these tips should help anyone who is just getting starting with a business account. They’re in no particular order!

1. Create a hashtag that you’ll use with every post that is reflective of your business–hashtags is one of the main ways your account will be found.

  • Keep in mind whether there are other locations or businesses that yours might be confused with, and use location as part of the hashtag. For example, there are several Harbor House restaurants around the world, so the San Diego restaurant uses both the #HarborHouse and #HarborHouseSD hashtags. The SD one reflects the location, but by also using the other, the restaurant also has a chance of being “found” by a larger group of people.
  • Search on hashtags using https://www.hashatit.com to see if the hashtag you want to use is already in use.

2. Look at what hashtags similar businesses, the competition, and industry are using—and use them also. 

  • Also use variations on the hashtags that are a bit more unique. Some are totally over-used, so it makes it harder for your posts to be seen. #SanDiego, for example is one of the most used hashtags (so popular people who aren’t in SD use it!). 
  • See what the “top Instagram hashtags” are: http://top-hashtags.com/instagram/ 

3. In your initial post* how many hashtags to use for “maximum impact” is different depending on which expert you listen to, but 5-11 seems to be the range. However, you can then add a comment with numerous other tags, and your post will still be found by all the tags attached to it.

  • This also makes your post more visually appealing to followers in their feed—there’s nothing worse than hashtag overload!
  • Use a notes app on your phone to store your most used hashtags so you don’t have to re-type them every time you post.
    * Instagram now “auto-completes” hashtags (& lists similar ones) as you enter them in the initial post (only – not in comments), so you can see how many times the tags are being used. 

4. Each time you log in to post, I recommend searching on your top hashtags first. This will show you posts your guests or customers might have posted of or about your business. 

  • Go through and like all of them, at a minimum—but make comments on as many of them as you can to show your appreciation. 
  • Repost the good images, and give the initial poster attribution. This gives you more content (“user generated content”), and people LOVE being highlighted for their photography! 
  • NOTE: Some people will include your location in their post (like a check-in), but haven’t used your hashtag, and you do NOT get notifications on those posts, so seek those out in the posts that have used both… it was a goldmine of content once I figured this out.

5. Good community / social media managers are also relationship-builders. In addition to liking posts using your hashtag, you should also be regularly following those people who you think are good, and who might be following your account also. 

  • Make sure to like a handful of posts by those you are following whenever you log in. 
  •  Also make comments on those posts you like—they should be genuine, though—so you don’t need to overdo it. 

6. What to post & how often? Visually appealing photos get the most activity, period. 

  • Colorful product photos, scenery… along with clever words—make your caption brief, and try to use your business hashtag within the sentence structure. 
  • Mix in some videos in your posts if it makes sense for your business—Instagram has them auto-play in the feed. 
  • Do not post a bunch of images all in-a-row because that’s the quickest way to get un-followed! How many will depend on your business–I typically post just one per day (5-6 days per week) for my client’s accounts.

7. Be sure to reply to every person who comments on your posts. 

  • Make your comments personal based on what they have written, and know that you have to use their handle in order for them to get a notification. 
  • To include their handle, swipe left on the comment, and click the arrow–this will add their handle w/o having to re-write it.
  • Many times people will just say “Great!” or post a thumbs-up emoji, and for them it’s okay to reply “Thanks” in one comment using all their handles. 

8. If you’ve noticed you made a mistake after you’ve posted, you can edit your post (yea!)—click the three little dots to the right of the heart and comment bubble, and click edit.

  • You cannot edit comments, so if you need to edit your own comment, you’ll need to delete it and re-write it. 
  • You do have the ability to delete comments that other people have made—occasionally people will spam your posts, so you can either report them (which will delete the comment) or simply delete.

9. The only “hot link” (clickable URL) you can have in Instagram is in your bio.

  • Normally you would want this to be a link to your Website or blog, but if you’re running a contest or have some information that’s particularly important (like a press release), you can always switch it up. 

10. Instagram provides the ability to simultaneously post to different social platforms—Twitter, Facebook, Tumblr, and Flickr. 

  • Unfortunately, either the Twitter or Instagram engine gets confused… So, if you’re managing multiple accounts, that post can go to the wrong Twitter account! 
  • As a workaround, I recommend posting to Twitter separately — I copy the initial post after I write it, put it into the notepad file, copy out the additional hashtags in a comment, and then post it to Twitter. 
Of course, this isn’t everything, but hopefully it’s a good start as you get going with Instagram! And perhaps even you veterans learned something new? If you have any additional tips, I’d love to hear them in the comments, and perhaps I’ll use them in a future post.