Mashable has a great article about how Social Media has fundamentally changed how marketing campaigns are executed.
“Social media engagement.” It’s a phrase that generates a lot of buzz, but what does it actually mean? And, more importantly, why does it matter to companies that are integrating social media into their PR and marketing strategies?
We turned to some of the leading communication experts to discover the importance of sparking online engagement and how this new focus has forced PR, marketing and advertising campaigns to evolve.
Facebook Pages are in the process of transitioning to the new layout; they are also adding some new features as well.
A quick side note, that all Facebook Pages will be automatically switched over to the new layout on March 10.
We recommend reading this article for the details.
One new feature that might be causing some confusion is highlighted below.
#4: Use Facebook as Your Page or Personal Profile—Shape-Shifting!
This is definitely the most “revolutionary” new feature of the update. Previously, page admins could only comment as page admins on their own pages. Now, page admins can move around Facebook as their page, commenting on other pages’ walls (but not on personal profiles), and liking other pages (previously, this was “favoriting” a page).
Facebook has made toggling between your identity as a page or as a person easy. You can do it from the “Account” link at the top right (Account—Use Facebook as Page) where you can select which page you’d like to use.
Or, if you want to use Facebook as the page you’re currently on, there’s a shortcut in the right column. Click “Use Facebook as [your page name]“; that link then becomes “Use Facebook as [your name]” so you can easily switch back.
When you opt to be a page, those two links in the top right of the page—“Home” and “Profile“—change to reflect this, with “Home” displaying only news from pages you’ve liked and the “Profile” link taking you to your page’s wall. And the 3 notification icons to right of “Facebook” in the top left area change to just 2, “Likes” and “Notifications.”
You are now your page and you inhabit a world not of friends, but of pages!
Keep in mind: This is a double-edged sword. Yes, you can now comment on other pages as your brand, increasing exposure/awareness. However, other (perhaps competing) brands can post on your page. This could open the door to a new flavor of spam.
You’ll need to be more diligent about checking for posts from your competitors displaying their brand to your fans.
Via: SocialMedia Examiner
SocialFresh complied some great insights about when is the best time to post your Facebook page.
Age stereotypes are key when thinking about your target audience. Younger users are more prone to talk about themselves and think about themselves, whereas older users are more prone to think of others.
- Use this to your advantage when launching a contest, viral campaigns, or Facebook marketing (PPC) ads.
- Posts are most effective at 11:00AM, 3:00 PM, and 8:00 PM. Post during these times to grab the attention of the largest slice of your target market.
*However, be sure to respond to your fans whenever they are active, no matter what time of day.
- Test and find your own sweet spots, every community is different
- Post during the week for better conversations, relationship building and engagement of your brand. This would also be true of launching contests, polls, viral campaigns, etc.
This is a great Facebook page resource for small businesses. Bookmark for future reference!
You’re a small business owner and you’ve decided to create a Facebook Page for your company. Or you’re an employee in an organization and, since you are the only one who “gets” social media, you’ve been charged with running a Facebook Page.
You set it up and make it look nice. You put up some photos and videos that you think represent the organization well. You e-mail a bunch of your friends and the page has almost 100 “Likes.” But one day, your boss comes in and asks you the question that you have been dreading: “Is this Facebook Page helping us or just eating away most of your time?”
Enter Facebook Insights, a powerful analytical tool that can help any organization evaluate the effectiveness of its Facebook presence. But, for a small business where time is perhaps the most important (and often rarest) resource, Facebook Insights can help you evaluate whether you’re investing or wasting your time.
The following scenarios are illustrations of how a fictional small business, “Bill’s Tech Company,” can leverage Facebook Insights to evaluate the effectiveness of its new Facebook Business Page. Within each scenario are the different aspects of Facebook Insights that Bill could utilize to answer his questions. Beside each measure (in parentheses) is a note on where to find that specific piece of data in Facebook Insights.
It looks GM is putting some weight behind their Social Media Marketing.
Big Fuel, the New York-based agency that handles all of General Motors’ social media marketing, is opening a Detroit office to service the account and is on a hiring binge. Avi Savar, the CEO and founder of Big Fuel (pictured), said he has about 15 people on the ground in Detroit right now and is looking to double that number by March. The agency has another 80 people in New York and handles other clients including McDonald’s, Neutrogena and Colgate-Palmolive’s Wisp toothbrush. Savar said he hopes to have a staff of more than 200 by the end of 2011.
Big Fuel was brought on about three months ago. Previously, the agency had been gearing up to work with Hyundai, but when Hyundai’s lead marketer Joel Ewanick moved over to GM (after a short stint at Nissan), Ewanick persuaded Big Fuel to come over. The agency hasn’t executed any campaigns on behalf of GM yet, but Savar said a few are set to launch in January. This includes one for the Chevrolet Cruze called “Cruze-arati” that gives Cruzes to people who have big followings on social media.
GM’s social media marketing had previously been handled in house by, among others, Chris Barger and Mary Henige. The two were behind a program back in March in which eight teams of drivers/bloggers attended South By Southwest on GM’s behalf. GM’s social media marketing, however, has often been overshadowed by rival Ford, whose Scott Monty has more than 48,000 followers on Twitter. Ford also made a splash this summer when it introduced the Ford Explorer on Facebook and, in November, began circulating videos featuring celebrities like Snoop Dogg and Bret Michaels responding to consumers’ questions about the model.
While implementing a successful social media campaign is something to celebrate, longer term, policy-based programs (which may not garner as much immediate publicity) can be even more rewarding.
Here we are highlighting five companies that have enjoyed long term success with their own social media teams and taking a look at some of the measurable returns they have seen as the results of their programs.
Key personnel from within the five companies below (in alphabetical order) have commented on their teams’ successes to offer you an insight into their various processes. Meanwhile, please be sure to let us know in the comments about any other companies that you feel should be recognized for having strong in-house social media teams.
It looks like Dell is having great success with their @DellOutlet account.
Dell continues to be one of the more visible corporate behemoths actively using social media, and today they’re out with new numbers to demonstrate some of the success they are having.The company tells us that they’ve now generated a total of $6.5 million in revenue from their Twitter presence, where they have nearly 1.5 million followers on their @DellOutlet account (and 3 million “connections” across all social sites).
Here is an interesting article about calculating the Return On Investment of your Social Media Campaign.
First the bad news: If you’re going to calculate the ROI of your social media campaign, you’re going to have to know math. That may come as a disappointment to people who thought social media was only about accumulating Twitter followers or monitoring Facebook “Likes,” but it’s true. The future of social media is about math, metrics and monetization.
The problem is that most companies aren’t doing an effective job of measuring the value of their social media campaigns. In fact, a recent survey by Econsultancy found that 47% of the companies it surveyed said they were “not able to measure” their campaigns and that “the jury is still out” on the value gained from their social media investment.
If you’re one of the people who isn’t measuring your social media campaigns on an ROI basis, you’re setting yourself up for failure. Here are some tips, advice, and a little bit of simple math to get you on the right path to ROI success.
Here are some Social Media Monitoring strategies to try:
1. Define an Objective
2. Decide Where to Monitor
3. Decide What to Monitor
5. Develop a Plan
6. Involve Others
7. Listen First
8. Inbound vs. Outbound Conversations
9. Build Relationships
10. Select Tools that Match your Strategy
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