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Dec 07 2012
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Digital Marketing, Social Media, Twitter

How To Gain More Retweets

Over at QuickSprout, Neil Patel has performed extensive research about the elements of retweets. He has compiled a nice infographic that helps explain some of these common elements and what the best practices are for earning retweets. This is helpful for the digital marketing company to study so it can make sure clients’ tweets are gaining as much traction as possible.

One of the first rules is to tweet links. Most retweets contain links. This is fortunate for the digital marketing company, because spreading links is precisely the task at hand. Another fortunate outcome for the agency is that asking for a retweet significantly raises the chances that a retweet will happen.

Another easy lesson, but not as inline with the goal of the brand on Twitter is to not speak about yourself. Talking about others or about other things is more likely to earn a retweet. Speaking of the content of the message, the tweet should be new. Retweets are less likely to be retweeted and the more original the content, then the more likely it is to be retweeted. The final best practice is a difficult one: tweet about Twitter. People love to be meta-oriented. This is harder for the brand to do, but a creative application can pay off dividends.

The Art Of Getting More Retweets

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Dec 04 2012
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Facebook, Messenger, Social Media

Facebook Messenger No Longer Requires Facebook Account

Facebook’s Messenger was launched as a way to revolutionize digital communications. It allows users to do instant messaging as well as email communication from one platform. The boon to the social media agency if it takes off will be to increase Facebook’s social graph. The database is now limited to what users publicly share, but two-way communications would help reveal so much more about users and their private lives. However, the service has not yet taken off.

In an effort to kick-start Messenger Facebook is releasing an app that is a stand alone Messenger service for both Android and iOS devices. The app will not provide Facebook access to the user, so it is a smaller and much more functional communication client. Not only is the new app becoming available but it will also not require a user to have a Facebook account. What that really means is that the user will not need to be logged into her Facebook account. If that does happen, then some of the potential data gathering ability will be lost, but not much. Facebook will still have data about what the anonymous user likes, which is still useful data. It is also not at all likely that both users are operating without linking to their Facebook accounts.

This move might be enough to help unseat the SMS protocol, which has been dominant for nearly 20 years. If the unseating does happen, then the digital marketing agency will benefit because of the data Facebook is able to compile about what it is people like and are motivated by.

No Facebook Account Required: Facebook Messenger For Android Lets You Sign Up With Just A Phone Number

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Nov 29 2012
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Analytics, Facebook, Social Media

Wisemetrics Offers New Facebook Analytics

Over the Thanksgiving weekend Wisemetrics rolled out its new analytics package for Facebook Pages administrators. The package is updated to reflect the latest Edgerank update Facebook recently conducted. Edgerank has been criticized for limiting page reach, so an analytics package that can help optimize a brand’s reach is helpful to the social media agency.

The package also has some other helpful options. The dashboard is easy to navigate as well as supports export into other formats. The dashboard also provides a commenting ability, so notes can be appended to help explain the data at a later time. Wisemetrics’ package also offers suggestions for optimizing reach. It will be helpful for education companies to optimize their reach as well as traditional companies. One of the reasons Wisemetrics’ analytics is so powerful is because it allows the education marketing company to measure its efforts next to competitors’ efforts. This is a great tool to see where some small gains can be squeezed out. There is a two-week trial period offered for the package and the cost of $49.95 makes it affordable for even the smallest of firms.

Wisemetrics Officially Rolls Out Facebook Analytics Solution

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Nov 27 2012
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Bing, Search Engine, Social Media

Bing Testing New Social Sidebar Look

Bing’s social sidebar is probably the single best feature that distinguishes it from Google. That is important because of Google’s seemingly impenetrable hold on search engine market share. Bing is now testing a revamped social sidebar.

One of the main differences is cosmetic. The gray background is now white. The header now reads “social results” and the “post” button keeps the same Facebook terminology people are used to. This change is good because it makes the sidebar seem integrated into the search results. The previous version was easy to dismiss and not look at because it looked more like a large display ad. It is possible that several users did not look into the box to see what was happening for this reason. The new integration highlights that it is indeed a search result.

There is also a behind the scenes update to the sidebar. The search is now more discriminating in what is returned. Often the social results would return if just a word was shared with the search query. Now, however, Bing is doing more to measure the relevance of what is offered up from social networks. This will help make Bing better at pointing users to experts. It might be enough of a boost to help Bing make up some ground on Google in total marketshare. It will also help the Michigan marketing firm that works on making its clients thought leaders in an industry. That expertise will help put brands onto more search results.

Bing Testing Social Sidebar With New Look, More Answers

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Nov 26 2012
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Digital Marketing, Facebook, Social Media

FaceBook Visitation Time Is Slipping

If someone needed proof about the power of mobile, then the latest data about FaceBook’s visitors proves it. In September 153 million Americans visited FaceBook and each person averaged 6 hours and 40 minutes spent on the service during the month. That number is down 30 minutes from the March numbers. The speculated reason for this drop is because of the power of mobile. Users can catch their updates on their mobile devices, so there is less impetus to go onto the web site. Nielsen does not measure mobile usage, so the number is the website only.

The digital agency needs to see the slippage not as a loss for FaceBook but about shifting patterns in how people consume their information. Couple this trend with the surprising ROI on mobile based adds and the lesson is about focus on mobile apps. Brands posting to FaceBook also need to make sure their content is mobile optimized as people are increasingly more likely to try to consume information outside of the FaceBook ecosystem on those devices. There is not shortage of help about how to optimize sites for mobile devices.

Nielsen: Facebook Users Spending 30 Minutes Less There Now Than 6 Months Ago

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Nov 13 2012
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Digital Marketing, Social Media, Twitter

Prime of Life as a New Metric for Twitter Effectiveness

Seomoz has developed a new metric that is arguably a better measure for a tweet’s effectiveness. The Prime of Life metric measures retweets on the assumption that retweets are the currency of the social network. While measuring clicks on tweeted links is valuable, it is measuring the viral spread of a tweet, the Prime of Life, that earns the most. The essay does acknowledge some issues with this new metric, but even if it is flawed it is still a valuable metric for the social media agency to measure.

The easy answer is that the Prime of Life for tweets is an average of 18 minutes. For half of the users sampled 18 minutes is how long it took for half of their tweets to be retweeted. An interesting result is the near uniformity of the Prime of Life regardless of follower count for the Twitter user. One thing that does make a difference is the frequency of tweets. The more a user tweets then the longer it takes to reach the Prime of Life. The social media agency already knows this lesson in the adage about saturating the communication market. It is still helpful to see data confirming the notion.

One final bit of interesting data is about the time of the tweet. Late night tweets are often lost in the feed by people the next day. But for those followers awake at the time of the tweet the engagement it spawns is very high. The metaphor is the person watching television at 3 AM is more responsive to non-infomercials than at other times of the day. These are all interesting lessons for the digital marketing firm that need to be vetted depending on the type of service being marketed.

When Is My Tweet’s Prime of Life?

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Nov 12 2012
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Digital Marketing, Social Media, YouTube

YouTube Dropping Some Original Content

Last year YouTube launched an ambitious project of financing original content. The goal of the project was to make YouTube more like established television. In a sense it worked, because now YouTube is cancelling many of those shows. The rumor is that only 40% of the shows that originally received funding will be renewed. The cancelled shows will not be removed from the network. YouTube hopes these shows can continue to produce content just from a new funding source.

The lesson in this for the digital marketing company is about how video is consumed. The reason these shows did not succeed is that people do not browse YouTube as they do television. Most people see their video content as an embedded video and not on the YouTube ecosystem. There is no option then to immediately see other channels. The lesson is that people need to be pointed to a video. People will not seek out more video information, and if they do it is often in a search engine and not on YouTube directly. When the company’s client has video content, then pointers need to be made to it.

Changing Channels: YouTube Will Pull the Plug on at Least 60 Percent of Its Programming Deals

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Nov 09 2012
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Facebook, Social Media, Social Network

Facebook Can Deliver Offline Sales

Facebook has always been treated by the social media agency as a tool for brand maintenance and building. More and more though, the conversation about Facebook turns to it as merely the largest deliverer of display advertising. While this is great for products that can be purchased online, it has not yet captured the same significance for offline products and conversions.

A new study in the journal Nature points to data that Facebook can persuade people to take offline actions. For the 2010 midterm elections a message was sent to 61 million American users of Facebook and the study concludes that an additional 340,000 people voted in response to that message. In this case Facebook served as a tool for educating the voter about the timing and also as a tool to encourage a certain action.

The catch for the social media agency is not just about putting the message in front of viewers. The digital agency needs to have friends endorse a certain brand to their friends. It is the close relationships that drive most of Facebook’s ability to reach users. But at least there is now proof that Facebook can move the needle for offline behaviors.

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Nov 06 2012
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Digital Marketing, Foursquare, Social Media, Technology

Foursquare Updates iOS App

Foursquare added the Explore function to its website a few months ago. It took all of the data from check ins andreviews and then began to serve up suggestions to users based on where friends go and what is highly rated. Today the service has announced a new change to how it offers recommendations to users on iOS devices. The service is now more location aware and will recommend places nearby that the user has not been to in a while or are places highly recommended by friends. This is part of a new trend of location aware apps that will offer only a few recommendations instead of offering a catalog of options nearby.

The social media agency needs to be on top of this. If a user consults Foursquare and is told to go back to a certain pizza place, then they are likely to do that. The social media agency needs to make sure its clients are well served on the service so they are likely to be made as the recommendation. There is not too much that can be done to gin up the rankings, but there are some commons sense approaches. Businesses need to be reminding customers to check in on the service. Businesses should also suggest only one check in service, too many options and the customer may not do any. Foursquare does offer specials and discounts, so the social media agency could run some promotions to encourage users to visit places and check in. that is probably the single best method to take. Maybe offer a deeper discount if people share their check in other social media services like FaceBook or Twitter.

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Oct 26 2012
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Brands, Google, Social Media

Google Shopping Is Effective

A few months ago Google announced that it would be changing Google Shopping into a pay to play service. Many brands decided to pay and many opted out. The ones that stayed are seeing their money’s worth. Google Shopping ads are out performing text ads by 47% on clickthrough rates and conversion rates are 38% higher with the new vertical service.

One of the reasons for the improved performance is a universal lesson for the social media agency. Vertical searches (a search that has a global filter installed, think of all the Google options at the top of the screen such as ‘image’ or ‘shopping’) are better able to ascertain user intent. Searches are almost guaranteed to be more in line with what the customer is looking for and so clicks and conversions will also be more efficiently delivered to the user.

Another advantage of these engines is the lack of the big box retailers. While there are some, Wal-Mart is an example of a business that withdrew when Google changed to a pay to play system. Wal-Mart has the ability to offer up semantic searches within its own internet presence. That makes Google Shopping and other verticals more competitive for the smaller businesses. The social media agency would be wise to advise clients to take advantage of this.

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