Archive for ‘Mobile Media’:


Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

The power of social media is a myth.

You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.

In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.

The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.

Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.

Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.

More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.

It’s time to stop posting and start planning.

 

Byline

Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.

The Keys to Facebook Campaign Success: Scale, Targeted Reach, and Measurement

Wednesday, October 30th, 2013

The Keys to Facebook Campaign Success: Scale, Targeted Reach, and Measurement - BurrellesLuce Fresh IdeasBecause of its size, Facebook allows businesses to scale, or reach full audience objectives, with just one media partner. Speaking to the Minnesota Interactive Marketing Association (MIMA) and Minnesota Public Relations Society of America (MNPRSA), Joe Benarroch, manager of corporate communications and international ads at Facebook, invited the audience to think about the intersection of scale (over 1 billion users), targeted reach, and measurement. He says when Facebook speaks with partners (businesses and organizations of all sizes) they emphasize the importance of thinking about the people, process, and technology, which can bring creativity at scale.

“Don’t think in silos,” said Benarroch.  All areas of an organization – PR, marketing, advertising, media, creative, brand, and others – need to work for a common brand message. Facebook conducts “Publishing Garages” with large brands, which bring together all these organizational areas and their agencies to re-engineer the process of creating content. One agency in attendance said the process has been a great success for their client.

We understand Facebook has the scale of users, and it also has the targeted reach. When you combine them, you have the reach of a mass media with the ability to target your primary audience’s demographic(s). You also have the ability to cluster people together.

Benarroch shared some of Facebook’s best practices:

  • Start with business objectives (and not a social metric)
  • Structure for success (include the right people)
  • Art and Science (prove the effectiveness of the campaign)
  • Leveraging @ Scale (you can reach large targeted audiences)
  • Ship & Iterate (Unlike traditional channels, you will get immediate feedback on your content, so you can refine and improve it at any time.)

Think Mobile

Facebook says they are a mobile first company, so companies need to think about how their content will look on mobile. Out of the 128 million U.S. Facebook users, 101 million are active daily mobile users (469 million globally are on mobile daily).  On average, Facebook users check Facebook 14 times per day, and 46 percent will even check it while they are shopping or running errands.  The time spent on the desktop is 320 minutes per month compared to mobile, which is 785 minutes per month. Additional usage stats are available on Tech Crunch.

Because so many people are accessing the Facebook newsfeed via mobile, businesses can still reach them when they are on their summer vacation, which is normally a slow time for other media.

When it comes to content, remember to make it “thumb friendly” or consumable by thumbs (mobile-friendly). The Lay’s Potato Chips “Do Us a Flavor” campaign‘s reviewing of new flavors is a great example. The campaign was easy to share, easy to respond to, and it provided Lay’s with new flavors and a new product to market.

What’s your Facebook strategy? How are you including it in your media mix?

Debbie Friez BurrellesLuce Fresh Ideas Blog Debbie Friez serves as tech editor for the Capitol Communicator and is also a consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.

Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.

She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).

Friez is a graduate of the University of North Dakota. She lives in Minneapolis, MN with her husband Paul Croteau, their two cats, Smokey and the Bandit, and Gus, the dog.

LinkedIn: dfriez Twitter: @dfriez

Debbie Friez serves as the Tech Editor for the Capitol Communicator and consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.

Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.

She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).

Friez is a graduate of the University of North Dakota. She lives in Minneapolis, MN with her husband Paul Croteau, their two cats, Smokey and the Bandit, and Gus, the dog.

LinkedIn: linkedIn.com/in/dfriez Twitter: @dfriez

Getting Facebook ‘Likes’ Without Violating Their Terms

Thursday, February 7th, 2013
Flickr: Katerha
Flickr: Katerha

Facebook “likes” has been the topic of some controversy for several years now—ever since brands began to get in on the action.  The fact that Facebook continues to tweak the newsfeed algorithm and is introducing Graph Search keeps companies on their toes as they are forced to adjust not only their expectations but their approach.  

Nearly all companies, causes, organizations, brands—anyone with a page rather than personal profile —on Facebook want to be “liked.” When someone likes a page, that page’s content then appears in that person’s newsfeed. And, that’s what you want, right? More eyeballs? No, actually, it’s not.  A Facebook “like” has nearly no real-world value—until you nurture that connection. What you want is engagement.  But you do have to have “likes” in order to nurture and engage.

I’ve seen all sorts of promotions and contests to get likes. One method, that is particularly troubling, was brought up by Gus Wagner in the #SocialIRL Non-Profits Conference series recently. And that is, companies partnering with a non-profit organization exchanging likes for monetary contributions. For example, a NPO posts on their page to go like this company and if the company gets x number of likes, they’ll donate x amount of money to the non-profit. The biggest problem with this is it is strictly forbidden by Facebook’s Terms

According to Wagner, “Facebook audiences are not looking to connect with brands, or non-profits, unless given a call to action. Whether it is a coupon on a pair of Levi’s for a Like or a connection with a local non-profit for someone else to make a contribution, these are the motivations for average audiences to connect with a brand.”

As a matter of fact, there are lots of ways to get Likes.  Here are some of them:

  • First and foremost, know your audience—inspire them
  • Increase your engagement so that others see your brand
  • Add a Like box to your website and blog
  • Offer something in exchange for Likes (ie. a free drink, a discount)
  • Tag your page from your personal profile
  • Ask and thank. Wagner says the two most powerful words in social is “thank you.”
  • Advertise on Facebook or use Sponsored Stories
  • Share original content—especially photos (which have recently shown to produce the most engagement, closely followed by video)

How is your brand or organization growing your Facebook fan base?

PR and Fair-Use: What Practitioners Should Know

Thursday, January 31st, 2013

Crumpled Copyright

January 2013

As a PR and communications professional you’re no stranger to disseminating information to your constituents. What you may not be familiar with, however, is copyright compliance and the effects sharing protected content may have on you and your clients.

“Most blogs and online sources are subject to copyright and are not in the public domain. Fair-use allows for limited use of content with proper citation depending on the purpose and character of the use, the nature of the copyrighted work, how much of the content is used relative to the work as a whole, and whether the use will affect the potential market for or value of the content. Who is sharing and using the content also is considered when determining if the use falls under the fair-use doctrine,” explains this Copyright Compliance Primer from BurrellesLuce.

In this newsletter, we will explore with you the 4 Ps of copyright compliance:

  • Proper Sharing
  • Proper Copying
  • Proper Citation
  • Proper Monitoring and Distribution

Read more on of this BurrellesLuce newsletter – PR and Fair-Use: What Practitioners Should Know.

BurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Thursday, September 20th, 2012

BurrellesLuce Complimentary Webinar w/ Todd Hartley - Leveraging Breaking News to Boost Your BrandBurrellesLuce Complimentary Webinar: Leveraging Breaking News to Boost Your Brand

Register Now!

When: Monday, September 24, 2012

Time: Noon EDT

When news breaks in your industry, what should you do? How do you own the conversation, promote your expert, and develop business relationships that convert to revenue?

Join BurrellesLuce and Todd Hartley, CEO of WireBuzz for this informative 60-minute webcast, “Leveraging Breaking News to Boost Your Brand.”

During the webcast you will:

  • Learn tricks to maximize breaking news opportunities by combining a press release with a rapid-response video.
  • Learn how to optimize social media engagement and search results for breaking news.
  • See case studies implementing this strategy.

And much more…

Register Now!

Moderator: Johna Burke, senior vice president, marketing, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Leveraging Breaking News to Boost Your Brand.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

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Todd Hartley (@TheToddHartley), CEO of WireBuzz, has spearheaded digital marketing campaigns for seven of the largest national talk shows and created the first video medical encylopedia on the internet. His agency, WireBuzz, specializes in developing fast video content production for press releases, search engine optimization, and customer lead generation.