Tag: Online Communities

The Pluses and Minuses of Google+

The following is my most recent blog on Mudbug Media’s Blog au Roux about how to determine if Google+ could benefit your social media strategy.

The buzz about Google+ has revved up again lately, possibly due to the negative press that has been recently circling around Facebook, like the sharks in shark week. The press around Google+ is also driven by recent changes to the social media platform, including custom URLs, social integration into Chrome iOS app, and the debut of the “slider” feature, which will unclog homepage feeds by allowing users to choose what and how often new posts from other users they have circled appear in their feed.

Even though Google+ is a known and changing platform, there are still a lot of unknowns when it comes to using it as a tool for marketing businesses and brands. Google+ is still a fairly new social media platform, finding its footing and place in the social media community. In addition, business and brands have only been on the social media platform since November, when Google+ unveiled Google+ brand pages. Even now, we are continuing to learn how best to use Google+ as a tool for connecting with customers.

So, how do you know if Google+ is right for your business?

The following breakdown of some of the pros and cons of using Google+ brand pages will hopefully help you decide if this tool could help promote your business.

Pros of Google+ Brand Pages:

  • Hangouts: Businesses can use video chats to talk directly to their customers. Hangouts can be used as a customer service tool to assist customers when they have questions or conflicts, as well as add a personal touch to customer service.
  • Circles: This allows businesses to target customers by demographic, interests, etc., so that they can better target promotional information and posts. Circles allow companies to reach the “right customers” with the “right message”.Google Plus Video Post
  • Posts: Google+ posts are much larger in size than Facebook wall posts, which is beneficial for posting images and videos, items that frequently increase user engagement. For example, videos in Google+ posts are full sized, and do not have to expand in order to be viewed.
  • Google Search Results Love Google+: Using a Google+ brand page to promote your business has the possibility of a very positive impact on your position in Google search result:
    • Google+ brand pages are indexed by Google’s search engine
    • +1 clicks on your Google+ brand page can help to increase you search engine rankings because Google ranks +1 items higher
    • Connect your Google+ brand page to your website by adding a Google+ Badge, a customizable widget that helps grow your Google+ audience and shows more recommendations for your page in Google search results
  • Social reports: Google Analytics is connected to Google+ pages. The social reports in Google Analytics provide metrics and insights into brand page activity.
  • Google direct connect: If your business has a Google+ brand page and someone types “+Company Name” in the search box, it takes him or her straight to your Google+ brand page.

Google Direct Connect Search

   Google Direct Connect Results

Cons of Google+ Brand Pages:

  • Limited Audience:While the Google+ audience consists of almost 40 million users, only 17% of those users are considered “active” or “frequent users”
  • The Google+ Demographic shows over 60% of users are male
  • Majority of users are between the ages of 25-34
  • Largest group of Google+ users is males between the ages of 24 and 25
  • While circles allow brands to separate customers into targeted groups, brands are only allowed to “circle” customers who have “circled” them
  • Google+ brand pages are tied to ONE personal account and additional admins cannot be added, so it is critical that companies carefully consider who will “own” the brand page because transferring or changing the connected account is not allowed. Ask this question: “What will happen if the person whose account is connected to the brand page leaves the company?”
  • A verification process for Google+ brand pages does not currently exist, so it is possible that someone else or competitor could create a false brand page for your company

Weighing the Benefits of Google Plus

Like other social media platforms, Google+ has its limitations and challenges, but it also offers features that other platforms do not. This changing platform can help businesses connect with customers through features like Hangouts, and understand their customers with Social Analytics. Based on the demographic of your customer base and social media goals,  Google+ may be a perfect match with your current social media strategy.

If you think that Google+ may be a beneficial component of your social media strategy, check out my post on creating an integrated social media strategy for your company. Also, check out more great articles on design trends, application development, and marketing strategy on Mudbug Media’s Blog au Roux.

The Power of the Facebook Power User

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With 526 million active daily users, as of March 2012, Facebook usage is continuing to grow. Facebook users are sharing, liking, and commenting on more content than ever before.

Of all Facebook users,  20-30% are considered ‘Power Users’; the most active and influential users on Facebook.

An active user is defined by the number of times they complete one of the “key” Facebook activities each month. The key Facebook activities measured include:

  • Receiving/sending friend requests
  • Tagging or being tagged in photos
  • “Liking” posts and comments
  • Sending/receiving private messages
  • Status updates
  • Commenting on posts Continue reading →

Best Times of Day to Use Social Media

Social media is 24/7 but your customers/fans/followers are not on each social media platform all the time. So, the question becomes:

When is the best time to reach your customers using social media?

There a many factors that will determine the best time of day to use social media, including the platform you are using (i.e. Facebook or Twitter) and where your customers are located. The infographic below by Kissmetrics explains when the best time is to reach your specific customers.

Science of Social Timing Takeaways:

  • Over 80% of the U.S. population is located in the central and eastern time zones
  • Majority of Twitter users are more likely to Retweet after lunch and at the end of the work day. Customers are more likely to see your Tweet if it is scheduled for 5 pm.
  • Since Twitter is a real-time feed, it is important to Tweet throughout the day. This data suggests Tweeting 1-4 times an hour; however, this can be difficult when first starting social media. I suggest aiming for the following 4 times a day when customers are more likely to check their Twitter feeds:
    • Before 9 am
    • Lunch time
    • Around 5pm (the end of the work day)
    • Between 7-8 pm after dinner
  • Facebook posts can reappear in a customer’s feed as likes & shares increase of a post increase; as such, the time between posts can be greater.
  • Facebook posts have the most shares & likes during lunch hours and on Saturdays, these are both times when people are relaxed and have more time peruse Facebook.

Science of Social Timing

How often do you Tweet or post on Facebook? Do you think ideal posting times vary by industry? I would love to hear your thoughts, please leave a comment below.

Why Your Klout Score is Important

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So what is a Klout score and why should you care?

Klout.com is becoming one of the most popular sites for understanding and growing your online network successfully. Klout was created to measure and understand, as well as leverage your brand’s influence online.

A recent article on Forbes.com by Dorie Clark breaks down why your Klout score is important for your brand. It also includes great tips from Alex Lightman, a high ranking Klout member, on how to increase your score.

Why You Should Care About Your Klout Score – Forbes.com

Your brand’s online influence can not truly be measured solely by the number of Twitter followers or likes on Facebook you have. True influence (Klout) is measured by the content you share and how frequently you interact with your community, as well how often they interact with you. Klout has created a process to convert your brand’s online influence into a number on a scale of 1 – 100. Some of the factors that influence your Klout score are:

  • Twitter: Retweets and Mentions
  • Facebook: Comments, Wall-Posts, Likes
  • LinkedIn: Comments, Likes
  • Foursquare: Tips, To-Do’s, Done
  • Google+: Comments, Reshares, +1

Even though the list above mentions “likes” and posts, Klout is not measuring your level of “activity” it is measuring your level of influence!

My favorite feature on Klout is the “Klout Style” report. The report measures:

  • Whether you share or create content
  • If the information you share is focused or broad
  • If you are more of a listener or if you participate in online conversations
  • Who you influence and who influences you

Based on these factors and more, your brand is categorized into one of 16 categories, including:Wendy's Facebook Page Timeline Format

  • Curator
  • Broadcaster
  • Dabbler
  • Conversationalist
  • Networker
  • Observer
  • Specialist

For example, Klout categorizes me as a Networker. Klout defines a Networker as:

“You know how to connect to the right people and share what’s important to your audience. You generously share your network to help your followers. You have a high level of engagement and an influential audience.”

Also, you can find out what topics you are most influential on, compared to those you assume interest your followers. Klout helps you better understand your brand and determine if your strategy is successful. Check out my Klout profile to find out more about what you can learn about your online community Being Your Brand Klout Score

Have you already signed up for Klout? If so, where you surprised by your score or how Klout categorized you? Leave a comment below, I always appreciate your thoughts.

Related articles

5 Steps to Using Twitter Effectively

Check out this great blog on 5 easy steps for using Twitter effectively.

This post explains why each step is important and how to complete it successfully.

Some of the steps covered are:

  • What to tweet about
  • When to tweet
  • Why to re-tweet
  • Using hashtags (Hashtags are one of my favorite ways to draw attention to your tweets!)

This post also has some great links to social media resources.

Related articles

Social Media Content Strategy: 3 Tips To Make Your Tone Less Brand-Centric

Takeaways

This is a great blog on how to perfect your tone when writing content for social media. Social media isn’t about sounding like a brand or company, it is about making a personal connection with your customers. Don’t try to sell your customers constantly through social media. Your customers are not following you on social media to find out every single detail about your product, they can do that on your website. They follow you to connect and build a relationships with the brand. Check out the article for more tips! Social Media Content Strategy: 3 Tips To Make Your Tone Less Brand-Centric 

How To Drive Traffic Between Social Media Platforms

A social media strategy involves the collaboration of multiple platforms, using the best features of each platform is necessary to create a successful strategy.

While Twitter should often be used as an “announcements” platform, Facebook can be used to build conversations through sharing more detailed and insight based content.

Example:

You find an interesting article on an industry trend that your would like to share. How you share the content will vary by platform:

  • A tweet would include the article title, a link, and a hashtag.
  • A Facebook post would include the article title/link and 1-2 sentences on what the article is about/why you think the industry trend is important.Pinterest
  • A pin on Pinterest would include the image in the article and a blurb about the article/trend.

Mashable posted a great article on how one platform can be used to drive traffic to another; how to drive traffic from Pinterest to YouTube. Pinterest has become one of the top 5 sites for referring traffic, now tied with Twitter. As we begin to understand the power of Pinterest, and how to use it best (in relation to the other big social media powers) we will learn how to best feature content on each platform.

Check out the Mashable article here:

Need More YouTube Views? Try Pinterest.

Why Wikipedia Is Important For Your Social Media Strategy

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Many times Wikipedia is overlooked as a tool for both branding and social media. Wikipedia at its core is a collaborative information source and a social media. It is often one of the first listings that appears in search results, and is many people’s first choice when they want quick information.

A big reason that Wikipedia should not be overlooked is because Facebook pulls information and images directly from Wikipedia pages for the info sections of community pages. Community pages are Facebook-administered and auto-generated. Community pages were auto-generated from keywords Facebook users  often used in reference to their “likes”, interests, and work. So, there is probably at least one (if not more) community pages out there with your company’s name.

Since community pages are Facebook-administered, it is important to keep content up-to-date on your company’s Wikipedia page, or create a Wikipedia page for your company so that the community page is not blank.

The majority of Facebook users are  unaware that companies do not actually control community pages, so your brand can still be damaged by incorrect content pulled from Wikipedia. In addition, only a certain amount of content will be pulled from the Wikipedia page. (Approximately 250 words though this number varies greatly across pages)

Below are screen shots of the Macy’s Department Store Facebook Community page and the Macy’s Department Store Wikipedia page – Same content!

Macys Facebook Community Page

Macys Wikipedia Page

Protecting Your Brand On Facebook

Recently I noticed that about an hour or so after reading a post from a company I follow, the number of comments on the post had almost doubled, or maybe even tripled. While I was amazed, I also knew that this was the power of Social Media in action; creating conversation and buzz quickly and in real tFacebook Like Buttonime. The number of comments on a brand’s single post can reach into the 1000’s in the matter of hours.

Moderating a large, and rapidly multiplying, amount comments can be difficult and overwhelming. One reason that moderation can be difficult is because of the Facebook culture. Facebook users expect a two-way conversation with the company, not just the other users. The combination of the users’ expectations and the vast number of comments turns social media brand management into a 24/7 job.

When venturing into the Social Media forum, it is important to plan not only one when, where, and what you will post, but also how you will respond to your audience. For most companies, the difficult questions or comments that you receive now, whether through email or phone calls, are the same questions that you will receive in the social media forum.  Setting up a protocol on whether you will respond to comments, and if so, which ones. This is imperative for brand health.

The expectations of users varies by platform, Facebook users are more likely to expect a response than twitter followers, or at least expect a response sooner. At times, it may seem like it would be easier to  delete negative comments that show up on your company’s page, but that may actually lead you down a more difficult path. Facebook users notice when a comment has been deleted from the comment thread and are often offended. Be very cautious when deleting comments, because this action may spark a larger negative backlash.

It is very common for Companies to post a “commenting policy” in the info section of their Facebook page, which would include protocols for dealing with inappropriate or offensive comments. If an inappropriate or offensive comment is posted on the page, then the established protocol should be followed to a “T”. In the Social Media world, it is considered justified to remove the offensive comment from the page. In addition, you should also respond to the comment via the comment thread or through Facebook message. You could mention your company’s “comments policy” and ask that they contact you via email with any questions or concerns.

If you only remember one thing when deciding to do Social Media, is that it is imperative that you prepare as much as possible beforehand. Social Media is an amazing tool that can grow and build a strong community around your brand, as long as you are prepared and active.

Image: Master isolated images / FreeDigitalPhotos.net