Monthly Archives: January 2014

The “Right Time” to Publish Content

It’s odd to start an article with the phrase “the right time to…”, because there really is no right and wrong in social media.  There is a large grey area around what works and what doesn’t because there is no predicting viral posts.

There is, however, a way to figure out what times are right for YOU.

A great place to start with any social measurement is checking your network analytics.  Facebook has Insights to help you see how your posts do and when they do best.

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Check here weekly to monitor how your posts have been doing and adjust your schedule as necessary to maximize your reach. Pay close attention to what kind of posts get the most engagement and try to post those during your peak user times.

Other social networking sites don’t have built in tools like Facebook to view your metrics, however, there are services that range from free to expensive that will give you everything you need to know about your social accounts.

Regardless of how you choose to monitor your metrics, you should make sure it is being done.  Experimenting with your post times and days is the only way to figure out what works and what doesn’t.  Try making a post on the weekend and making a similar post during the week.  Change up the times of day that you post. Trial and error will determine what your audience will see more of, so don’t be afraid to try new things to get engagement.  If a post doesn’t do as well as you thought, don’t be discouraged. Instead take it as a learning experience about what not to do in the future.

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After a few months of observing your own trends with your content, you should be able to pick up a discernible pattern.

Follow your own data and tailor your posting schedule to the trends.  Don’t take someone’s word about the best times to post because they can only speak to their content, not yours.  So get out there and put your pages under the microscope.  Good luck!

Best Twitter Practices

twitter-featured1You may not fully understand Twitter, but as a marketing tool it’s invaluable.  Twitter allows it’s users to communicate more directly with followers in short, easy to digest pieces that can be photos, videos or links to outside sources.  The tweet feed is active pretty much 24 hours a day, leaving the possibilities for global reach wide open.  The problem most people have with staying active on Twitter is maintaining a real presence that is valuable to a follower base.

We’ve looked at some key points to show the real you and engage with your followers on a more human level.

  1. Be grateful – Thank new followers each time you get them, even if there are many.  It’s well worth the time to invest in personally thanking followers as well as people who retweet your content.  After all, these people are helping to increase your reach and spread your messages.
  2. Relate to current events – No one lives in a bubble, so feel free to use current events, be it sports events or social to relate to your content.  A great way to mention current goings on is to use humor. Don’t be afraid to be hip and current, your audience will appreciate it.
  3. Share Insights – If you notice you are getting a lot of frequently asked questions, share your insight on the problems. Tweet tips and other helpful tid bits relating to your industry to really boost your value.
  4. Share local insight – If the bus near your shop always runs late, tweet about it. The people that are local to your business will connect with you ever further if they know that you deal with the same local issues they do.  It’s all about being personal, so connect to those closest  to your business.
  5. Make Jokes – Everyone hates Mondays, so it’s ok to make lighthearted humor of the things that bind us together as humans.  Weather is always a great subject, but steer clear of things that may insult or inflame members of your audience. Don’t be afraid to make people smile.
  6. Reminisce – Talk about the past in your industry and how things have changed for the better or worst.  Remember what it was like before? I can guarantee others do too.
  7. Ask Questions – Asking questions is a sure way to let your audience know that you care what they have to say.  Make sure you respond to the answers, or the point of listening will be made moot.

These are just a few examples of the many things that make Twitter more personal.

Take the time to follow accounts that are actively doing things the right way.  Take cues from accounts you like and put your own spin on it.  There is a fine line between personal professional and personal personal, so make sure you keep that in mind when coming up with your content. Good luck and happy tweeting!

Never Do This (on Your Company Pages)

Social-PlatformsSocial media has become a prime platform for businesses to engage and interact with prospects and customers.

Problems arise, however, when company representatives, or even owners, do things on social media that jeopardize rather than help the business.

Here are a few things you should avoid doing on the company’s social media page.

1) Sharing Too Much Information

One problem with social media is that anyone can share anything they want to share. Avoid sharing too much information, regardless of whether it’s personal or business related. Sharing too much information online where anyone can access it can lead to identity theft.

2) Getting Personal

Never share personal opinions or posts on the business social media page. It’s important to keep personal opinions and affiliations separate from your company. Posting updates with political slants, religious beliefs or personal opinions can end up doing more harm than good if you end up insulting prospects and customers. Keep updates business related and as unbiased as possible.

3) Mixing Up Personal with Business Account

Most company owners or representatives have their own personal social media pages along with a separate company page. Check to see which account you are logged into prior to posting. One of the biggest mistakes that an owner or representative can make is posting a personal update to the business account because they are logged into the wrong account.

business-people-yelling-at-each-other-300x2994) Criticizing Other Companies

Stay away from bashing other companies. All companies have competitors, but the business’s social media page is not the place to attack or criticize your competition. It looks bad on your part and can cause customers and prospects to avoid doing business with you because of your actions.

5) Selling Before Engaging

Social media is an interactive platform where companies and consumers can interact with one another. While the ultimate purpose for a company to have a social media page is to sell to prospects and customers, selling should not be the first thing the company does. Instead, try to engage the audience to build a relationship and build rapport with them prior to trying to get them to buy.

6) Going Off Topic

Another major mistake companies make on their social media pages is veering off topic. Your prospects and customers are interested in your business because of your industry. For example, a hotel’s social media page can share travel information, hotel information, airline deals and more. These are all topics related to its industry and topics that its audience seeks from the hotel. The hotel social media page should not be sharing information on politics or the latest political campaign. This information is irrelevant to the hotel industry and could offend some potential visitors.


7) Arguing

It is inevitable that someone is going to post something negative on one or more of the company’s social media pages. Avoid lashing back at the individual or engaging in a back and forth argument. Arguing on social media creates a negative environment and can leave a bad taste in the mouths of your prospects and customers. Immediately lashing out and acting on emotion will not only make you look bad, but it’ll make your company look bad as well. It could create a potential PR nightmare.

Social media can be an effective marketing tool for companies. The key is to making it an effective marketing tool by using social media properly. Avoid making these mistakes when posting to your company’s social media page to avoid losing business. 

Why Video Drives Sales

20130612_142504We know that content is king on the web, but what type of content drives the most engagement out of your audience. Simply put, video is on the top of the food chain. Youtube is the largest and most popular video site out there, and is one of the top search engines used.  What it comes down to, is if you are trying to sell products or services, adding video to your online strategy is a must.

The average tweet has a shelf life of 3 minutes. Facebook posts have 3 hours.  The average video lifespan is 4 years.

That is astounding. That makes video a greater long term investment than other traditional social media marketing. Not to mention, Google gives higher rankings to videos over text format because it gives more information in a shorter amount of time.  If that isn’t reason enough to get into making video, we have a few more surprising statistics that should convince you.

The average web user spends 88% more time on a website with video than on one without.

Most users will spend at least 2 minutes watching a video that educates them on a a product they plan on purchasing.Marketing business sales

This means that the most effective video is 2 minutes or under, so keep that in mind when planning video projects. 75% of executives or people with purchasing power watch work related videos on websites once a week.  Videos build trust, relationships, and credibility in an easy to watch, share and educational format.  Video attracts 2-3 times more monthly visitors than text sites and increases engagement about as much. Furthermore, almost half of all viewers say they are more likely to seek out information on a product or service after watching an online video about it.

Simply put, video not only drives more traffic to your site but it also sells more products and services.

Making the dive into video can be scary, but it’s well worth the investment if you do it correctly.  Stay tuned for more from us on how to make video and how to market yourselves online.  Thanks for watching.