Have you ever wondered why some people or information is more predominant on your news feed than others? Or how those ads seem to always apply to your life? I recently learned the answers to these questions and I think it’s a great piece of information to keep in mind while on facebook.
Although facebook is a free service to its users, the social media site wants you to click on ads in order for them to make money. How do they do this? They know you will most likely spend more time on facebook if you see what interests you in your news feed. To simplify that statement, facebook is compelled to figure out what content interests you and deliver that to your news feed as frequently as possible.
This poses the next question, how does facebook know what you want to see? The posts on your news feed usually satisfy three criteria. They are:
Popularity: Posts have a high number of likes, comments, clicks, views and shares.
Relevance: If you have interacted with a page in the past, it is more likely to show up than a page that has had zero interaction from you.
Recent: They are new stories.
I have heard different versions of these criteria and I understood that the more I click on someone’s profile, the more they will show up on my news feed. What I didn’t realize was that facebook has an actual formula for how this is accomplished. This algorithm is referred to as an object’s EdgeRank (an object is another word for post). Here is the formula:
So let’s decode this formula, starting with affinity. This is another word for relevance. How relevant is the information you are posting to your friends? Weight is your popularity score, which is based on the number of likes, comments, clicks etc. your post receives. Last but not least is the time decay factor, which translates to how recent your post was created.
So how does this relate to you or your business? Simple. You need to be posting information that is relevant to your friends or fans. There is an increased chance for likes and comments if your friends and fans are attracted to what you post. You also need to remember to post frequently because if your last post was over a week ago, you are basically going unseen to your fans.
Social media sites can be a great way to gain a following but if your posts are not being published, your chances of having a successful social media campaign decrease significantly. Need help taking your Facebook page to new heights? Give Catalyst a call, we would love to sit down and discuss ways to successfully manage your social media site.
Become Socially Adept – We’re all still figuring out exactly how to incorporate and integrate social media into our marketing strategies. Everyone knows they need it (and increasingly so), but have you sat down to determine what your goals are and how social media can help you accomplish those goals? Ultimately it’s about increasing engagement through ongoing conversations that leads to brand advocates. Make this the year that your social media strategy comes into focus.
Mobilize – Mobile marketing is the new social media. Smart phones are used by nearly half of all mobile phone subscribers. Your customers are on the move and sites or communication that can’t be viewed on these devices is deleted as fast as they can swipe. Think about how you can optimize your site and communications to keep your brand in front of your customer wherever they are.
Give It Away – Giving your customers or prospects valuable content that helps them in their business makes you more than just a vendor. It makes you an expert. Put it in your blog, in your e-newsletter, on your facebook wall, and everywhere else your customers find you.
On the Tube – Think about it. People use YouTube like a search engine. The site has more than 2 Billion (yes, capital B) views per day. If people are searching, shouldn’t we be there? New video equipment and editing software can make it simpler for you to post demo videos, testimonials, advice, and more on YouTube (and on your own site). But if that’s not feasible, talk to us. We can help.
You Asked For It – Ask for business. It’s simple. Ask for referrals from your best customers. Developing a great referral program is a cost-effective way to increase your business, and it comes with a third party endorsement so your new prospect has reason to trust you. Also, ask your current customers how you can help them more. Gather the low hanging fruit and watch your business flourish.
These are our marketing resolutions for 2012. You’ll be seeing and hearing more from us in the days and months to come. Could any of these ideas apply to your business? If so we’d love to talk. Give us a call (or find us on facebook!).
Only released in beta version a little over a year ago, and already voted one of the “50 Best Websites of 2011,” Pinterest.com is a new social media phenomenon. It is a “mood board” style sharing site, where users create their own boards based on themes that interest them. Users “pin” URLs and photos to their theme boards, which are then shared with followers and other users. The site offers a “pin it” utility to allow users to quickly and easily pin something they see on any site on the web. Pins can be repinned, or liked, and allow other users to comment also.
To join Pinterest, you must be invited. You can get an invitation emailed to you from a current user, or go to Pinterest.com to request an invitation. When you are invited you can register through your facebook or twitter accounts.
I just started using Pinterest and I will say that the site has become a major source of inspiration and ideas for everything – cooking, fashion, home decor, art, design, technology, and much more. The search feature is useful when I’m curious about what’s been “pinned” on a particular topic. I started pinning favorite things of mine right away, and I also do a fair amount of “repinning” ideas that I see from other users that I want to save to my boards, too.
It will be interesting to see how companies and brands can promote products on the site. I’m sure many companies are already looking into how to incorporate Pinterest in a way that won’t alienate users – especially when their rules of etiquette are clearly opposed to overtly promotional activity on the site. As part of an overall social strategy, it appears that Pinterest is a site that should be considered, particularly if the brand can provide helpful, interesting, or inspiring information “pinners” would appreciate.
Have you started using Pinterest? Will it be part of your social media strategy?
I ran across this story yesterday and just had to share it. It is a tale about how an organization saved the day during what could have been a social media nightmare. And it reminds us, at the end of the day we are only human. We make mistakes.
It all happened on a Wednesday evening when a Red Cross employee mistakenly posted a personal tweet on the company twitter account. To make matters worse, it involved beer and a hashtag called #gettingslizzerd. Oh yes, it was that bad. You can read the full tweet in the graphic below.
Even though it appeared to be the end of this employee, the Red Cross did something miraculous: they just handled it. They deleted the post and tweeted, “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” They responded without any firings, without any drama – and showed a clever, personal side to the organization. This is what social media is all about!
But it doesn’t end there. Dogfish Head Brewery thought the Red Cross response was so clever, they launched a blood drive using the #gettingslizzerd hash tag. Bars even jumped on board and offered a free beer to anyone who donated during the drive. To top it off, HootSuite, the service the employee was using during the erroneous tweet, made a donation directly to the Red Cross. So cool!
When the Red Cross was asked why they responded the way they did, they gave one of the best answers I have ever heard, “Listen, we deal with huge, natural disasters all the time… this really isn’t that huge.” Awesome.
At Catalyst we have experience handling social media management, the good and the bad. Give us a call if you want to chat, need some advice, or want to hear more about how we can help. Social media isn’t perfect, it isn’t always easy, but when the world reminds you that you are only human – we would love to help!
The buzz is out and lots of people are talking about the new Google+ service that is coming from Google. Only a select few are getting to test the service out right now due to Google’s “Invitation only” model, but it won’t be long before you will be able to “+1” your friends. (This is actually just the same thing as “liking” someone on Facebook.)
We at Catalyst are already getting questions about this service and whether or not it’s something you should do as part of your social media strategy. Honestly, that’s up to your business needs. But what we can do is offer you a list of what to expect from Google+ and decide for yourselves if this is worth looking into or not.
Below is your “official” Google+ Cheat Sheet:
Circles
This is just Google’s fancy word for “groups”. If you’re familiar with Facebook grouping of friends then you’ll understand what this is. It allows you to put your coworkers into one circle, your close friends in another, family in another, etc. The difference between Google and Facebook here is that Google allows you to drag and drop your friends into a circle instead of clicking on them.
Sparks
Sparks is really just you telling Google what types of interests you have and in turn, Google provides you with content that has been “tagged” with the same interest. For example, let’s say you’re interested in news regarding the iPhone. You simply add “iPhone” as an interest. Google will then use its search engines to find articles on the iPhone. Think of it as a custom magazine for you to decide what you want to read when you have time. If you like the article, then you can “+1” it.
Hangouts
Hangouts are nothing more than group video chatting. Your status shows available so your friends can hop online and chat with you.
Mobile Apps*
Instant Upload – This is a camera app that is connected to your Google+ account that allows for instant upload online.
Huddle – This is basically just group texting for your mobile device
*Google+ app is still in review for the iPhone and iPad
Final Opinion
Google has attempted to enter into the social media market and has failed before. If you review the new things that Google is doing with Google+, it’s not really new. Facebook already has all of these features. They may not look the same, but they all work the same. Google just has different names for things, which in my opinion is going to hurt them with the general public. For example, when you “like” someone on Facebook that makes sense. But I still have a hard time imagining people “+1’ing” each other. My rule of thumb for any social media is to not make people think. If you have to ask what something is, then most people will move on rather than trying to figure it out.
After reading this you may still be left with the question as to whether or not your business should get involved. Will that little “+1” next to your site on Google’s search results make a difference in how you show up online? All I can say is that it could. Google uses algorithms online to determine ranking. I’m sure that they’ve added the “+1” results into the algorithm as a way to make sure you use the service, but that’s only an opinion. It will be important to monitor and promote that people “+1” your site. I’m sure there will be buttons for your site offered by Google that allow people to easily “+1” you. (Facebook is already doing this.)
In the weeks to come, there will be more information coming out regarding Google+. Catalyst will do its best to keep you up-to-date on these changes and how they could impact your company’s online strategy. If you have questions about Google+, please contact us or email me.
