Author Archives: David

Social Media Content 101

You have selected the social media channels that best fit your target audience. Now what? Which content will be disseminated to each one of them? How are you going to present the content? These are just three fundamental questions that you and your team need to be analyzed thoroughly, when developing your content strategy. They can be both fun and frustrating at the same time.

by esalesdata

by esalesdata

1. Who are you trying to reach?

The primary action you need to take is defining who you are trying to reach when developing content. Research and collect data on your target audience to gather their demographics (age, gender, location, etc). This data will provide a better view on the personality of those looking for your content. You can tailor the role of each social platform to suit the needs of your audiences.

2. What matters to your audience?

After discovering who you are trying to reach, the next step is to understand what type of content engages and interests your audience. The content should grab your audience’s attention immediately and naturally, by demonstrating that your brand really knows and understand them. This part requires for you to be really creative and be able to use the proper images and videos that will fit into the content you are trying to share.

3. How often should you post?

There is no rule set on stone for this question, but there are some guidelines you should strongly consider while developing your content strategy. It is very helpful to have a content calendar that will enable you to define the right frequency and consistency of your posts based on your audience. You should also take into consideration analytical information you will be able to collect from the insights of your social platforms, such as what days of the week are most of your followers active. Never post just to post make sure your content has a purpose. You need to listen to your fans and followers because they will tell you what’s working and what’s not.

To take a further look into these and other tips click here: 5 Things to Think About When Creating a Social Media Content Strategy

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Social Media Policies in Schools

It’s hard to believe that only a few years ago, Facebook, Twitter, and Instagram were only just being developed. Now, it’s hard to go a day without browsing any of these social networking sites or talking about them. With the prevalence of social media in our everyday lives, it is important to understand how it has changed our communities.

As a relatively new phenomenon, schools are one place in which administrations and teachers are trying to create policies around social media use. There are many times in which Facebooking has gone wrong in the education field. For instance, when teachers or students post inappropriate or questionable material that can ultimately get them fired or expelled.

The New Hampton School in New Hampton, New Hampshire is tackling the issue head on with a policy that deems what is and isn’t acceptable online. The first policy for them is that teachers are not to friend or follow any of their students on any social media channels. They reason that it’s important to establish good relationships with students offline, away from social media channels. Their next policy is for Facebook groups for sports teams. Coaches and players are not able to be Facebook friends, but may interact in a way that the sports team can have an online presence. Furthermore, the final policy for the school is to respect the students’ personal social media presences. With a one to one iPad policy, the school needs to keep a certain policy in light of the educational environment.

Other schools have been taking different approaches with looser policies. Teachers and students are allowed to have social media contact, but they are still cautioned not to discuss grades or performance and rather to use email. Whatever type of policy schools use, loose or strict, it is important to understand the growing popularity of social media in our academic lives and how to use it to be best benefit both students and teachers.

Should Schools Implement Social Media Policies?

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The Return of Google Catalogs


Google Shopping has been touched up and part of the revamp is to reintroduce Google Catalogs to users. Along with the reintroduction, there is now an iOS and an Android based version of the app, so (most) all mobile devices can now access the service. The catalogs can also be updated to include videos and image galleries as well as links outside the service. Using all of these new and available services is important for brands because it will help its catalog stand out as well potentially earn a more prominent placement in the featured Catalogs section.

While not necessarily an advantage for the digital marketing agency, the ability to include web links will help the social networking function of the catalogs. There is also sure to be further Google+ integration with the new service. One of the new services is also to make a difference between a brand’s feed and also a brand’s catalog. One pundit has gone so far to say the feed is for SEO purposes and will help when within searching the service as well as outside the service. The catalog, then, is made for users who are browsing and looking at search returns. Keeping this distinction in mind will help the social media agency access the new features.

Photo Credit: FindYourSearch

How to Prepare Your Google Shopping Feed Shopping Feed for Google Catalogs

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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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Twitter Releases White Pages Of User Accounts

In a move that is sure to draw fire from privacy enthusiasts, Twitter has published a white pages of its user accounts. When asked why this was done, the company replied, “to help people find the accounts they’re looking for with various search engines.” The white pages are now crawlable by Bing and Google.

For the social media agency this means it will be easier to search the profiles of Twitter users. This may not present much gain, because many of the profile pages had already been indexed and crawled, but this development does mean that all of them will be searchable once the engines are done crawling them. Once it is done, then doing a search for user accounts will be simple for the social media agency. The agency will be able to discover all the Twitter accounts that have registered “Minneapolis” as location. Even if the location is not specified, if there are links in the profile, then the search engines will pick up those connections. Because most user accounts are not secret identities, this means the agency will be able to significantly increase its catalogue of relevant Twitter accounts, such as those liking cupcakes or certain brands of motorcycles.

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Twitter To Bring New Analytics Soon

Erica Anderson, Twitter’s manager of news and journalism, announced Twitter will be unveiling some new analytic tools in the next few months. She describes the tools as better helping Twitter users measure the reach of their messages. The main focus of these yet-unannounced tools might be about the predictive ability of Twitter. Lately people have been looking to twitter as a prediction tool for the GOP Nomination race. Andersons says this aspect of Twitter is still not receiving enough coverage and usage. It stands to reason that some of the new analytics might be an attempt to make Twitter more useful for predictions.

Otherwise the new analytics sound like services already offered by HootSuite and SocialFlow. Even though some of the tools may be repetitive, the social media agency should still take note. Twitter’s service may be able to provide a better accuracy than the third party services. Being able to tap into Twitter as a predictive tool might also be very helpful for the digital agency. It will take some time, however, to figure out what types of predictions are more reliable using Twitter. Regardless, a new set of tools, even if repetitive, will push others to make better analytics. It is these better analytics that may bridge the problem brands have with twitter, which is about building deep engagements and relationships.

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Google+ Opens Up To Teenagers

Facebook will allow teenagers to join the social network and until Thursday Google+ would not allow teenagers. That changed, although both social networks make 13 the cutoff on the lower end. What Google+ offers that Facebook does not is additional security for those teenagers.

An example of the additional security is a message before the teenager shares anything outside of his circles. The message is a further reminder about the potential danger of sharing too much. These security features do not address the larger criticism that teenagers are too young to really understand what they are doing. Requiring an additional action does not overcome this objection. One nice new feature, however, is the automatic removal of teenagers from a hangout if a stranger joins in.

This is big news for the social media marketing agency because there is evidence teenagers are looking for a Facebook alternative. Now that Google+ is available it will be interesting to see if the teenagers abandon ship. If so, then the digital agency that is working towards the teenager demographic will find a focus on Google+ instead of Facebook a lucrative endeavor.


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YouTube Now At 4 Billion Views Per Day

In May 2010 YouTube announced that it now sees 2 billion site views each day. In the almost two years since that staggering number was reached, YouTube now dispenses 4 billion views per day. That is almost one view per person on the planet each day, or each US resident watching 9 videos per day. Many of those views are accompanied by an advertisement.

This is staggering amount of inventory YouTube, owned by Google, can distribute each day. The enormity of it is huge, but also not terribly unsurprising. What is shocking is the growth. In less than two years YouTube has taken a large number and doubled it. More and more people are turning to YouTube. Internet Marketing Firms need to not only make advertisements for these people, but content needs to be created as well. A single thumbs-up on YouTube will translate into several views. Creative content on YouTube is a also great way to build exposure and can link into other brand channels for engagement.

The advent of frictionless sharing, especially from YouTube to Google+, will also make the presence of video content more lucrative. Just watching a video can translate into shares, which will also multiply the effect that a thumbs-up has on a video.


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Facebook To Release Open Graph Apps Soon

At September’s f8 Developer’s Conference, Facebook announced it would be opening up its open graph for third party apps. The open graph is collection of data about all sorts of information. An app can track how much a user runs or what purchases are made. The open graph is referred to as “read, watch and listen” because of its ability to track anything a user wants to share. The announcement that the open graph has been opened could come as early as Wednesday.

This is all part of the Timeline change where Facebook hopes to become the digital scrapbook of an entire person’s life. By integrating apps the Timeline can now capture all sorts of data of the user’s life. The other aspect of this open graph opening up is the implementation of frictionless sharing. A user’s habits will automatically become part of his timeline by a tacit umbrella agreement. Installation of an app will constitute this tacit agreement for the data collected by the app. Data can later be removed from a timeline of so chosen.

Despite criticisms, Timeline is a hit. Anything that makes Timeline more meaningful and makes it more comprehensive is probably also going to be a hit. Timeline and a better Timeline will help Facebook solidify its place as the portal onto the internet for most users. This will make advertisements on Facebook better. The data accumulated will also help the internet marketing firm make better targeting. By cross referencing data sets, interesting correlations may be drawn about whom certain ads need to be targeted towards.


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Cracking Twitter’s Trending Topics List

There are still many users that actively go to Twitter’s web site and on the left side of the screen is a list of trending topics for these viewers. This is valuable real estate. Twitter is offering to sell space there to advertisers for a mere $125,000 per day. Recent experiences with the TV show The Voice do demonstrate the effect trending on Twitter has on bringing people into the fold.

How the list is compiled has been open for much speculation. Twitter is keeping its lips sealed about those determinations, but after some observations, there is some advice to be learned for cracking the list. The first advice is to think of the list’s compilation as a news editor would think of it, more interested in a new story than in an ongoing story. This helps explain why The Voice benefits and other items like Occupy Wall Street did not benefit from the list.

It is also helpful to generate viral content. 31% of items on the trending list are subject to heavy retweeting. Most of those items come from news sources, but they don’t need to be. Hashtags are also useful, but only if they have not been seen before. The algorithm categorizes recycled hashtags as an ongoing story, even if it is not.

Because of the large, and growing, volume of Twitter users in the English language it is extremely difficult to organically place an item into the trending list. However, a digital agency that is able to do so will see very lucrative returns. As of this moment #IowaDebate is trending even though that debate ended on a previous day. Generating buzz creates a momentum that persists beyond the actual event being referenced.


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