Tag Archives: Social Media

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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YP Is A Surprise Leader in Mobile Advertising

5663152018_d6f3ca5060YP, formerly AT&T Interactive, released a press announcement that in 2012 it earned over $350milion in revenue from its mobile advertising exchange. The firm then proclaimed that was the second largest mobile advertiser in the industry. That is probably not true as Facebook should be the number two spot after Google. However the size of the revenue is shocking and it does point to YP as a potential serious contender.

This is good news for the digital public relations firm. Mobile advertising will be a future place for growth and having the options limited to Google and Facebook should give some firms pause. The two are often not in competition so the agency is not able to play one firm’s pricing structure off of the other. Another contender to play off of Google will help the digital public relations firms control prices. This is important to help encourage new clients take the leap into mobile advertising. It is also important to note that YP does use geotargeting methods, so it is on the cusp of the new methods.

YP: Our Mobile Ad Network Second Only To Google

Photo by Majiscup – The Papercup & Sleeve

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Europe Set To Act Against Google

6764585321_7a93286294Four month ago European authorities issued a report about Google’s privacy policy. At issue is the bundling of Google products into a single service so Google would be able to draw from as wide a dataset as possible to counter Facebook’s walled garden. The issue is that users have little access to their data and no ability to prevent Google from acting on the data. European authorities, notably the CNIL of France, gave Google four months to reform. Monday was the end of the four-month period and now the CNIL is setting up a working group to at against Google.

Even though this action will be confined to Google products in Europe, it would be wrong for the American education marketing company to assume there will be no effect. Because of the sheer size of the European market any changes Google is forced to put into place might very well find itself over here as well. This does seem unlikely because the US market is so lucrative, but movement in European might bolster privacy advocates over here. Congressional action would be more likely using the European actions as political cover.

A possible benefit from this action, however, is Google’s response. This is a public opinion battle and if Google can seize the moment, then it can prevent punitive action from being levied. A way to do that is to make the data Google has collected seem savvy instead of an intrusion. Google could use the data to push relevant data at users and that might win them over to the data collection. Google Now is a product that can be at the forefront of this service. If that is Google’s response, then the education marketing company can expect to see a more effective method of reaching users.

Photo by Khalid Albaih

Google’s Consolidated Privacy Policy Draws Fresh Fire in Europe

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Visual Becoming More and More Important


As if the Pinterest craze and revamped Facebook appearance did not already emphasize the need for a strong visual component in social media campaigns, there is new data that should push the trend. 45% of US consumers say they will purchase a new television within the year. More and more those televisions are going to be smart and connected to the internet. This increasing use of a non-traditional device to connect to social media will drive how ads are handled.

The social media agency needs to dust off the graphic making software and skillset. Hiring may need to be done or refresher courses on the newest software. The visual component of social advertising will become more important and the quality of what consumers expect will also increase. It is not just the proliferation of smart TVs driving this trend. As gaming consoles become more capable, then they are also connecting TVs. Blue Ray disc players are also often combined with an internet capability.


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Facebook’s First Foray Into Local Search

images (1)Facebook is now a player in the local search market but only on mobile devices. The ‘nearby’ function is receiving an update, which is changing from a tool to see where a user’s friends have checked in to a tool that promotes discovery. Based upon criteria that Facebook is holding close to the vest it will now show nearby businesses and other places that have been entered into its database.

Users will be able to search and browse nearby locations. The criterion for ranking is a factor of star ratings, check-ins, Likes and recommendations. The rankings are allowed only by people who have checked-in to the location.

For the education marketing company this is good news. It offers a new channel for discovery and a valuable tool at that. One thing that must now be done, however, is that brands must have a Facebook Page. Only locations that have a Page will be shown in this new feature, because the discovery tool allows a link back into the location’s Page.

Facebook Gets Into Local Search With “Facebook Nearby” For IOS & Android

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Twitter Promoted Tweets Expands Keyword Options

Along with a new tool to import keyword options from other platforms—think about Facebook and Google keywords here—Twitter is also expanding advertiser’s abilities to use keywords on Promoted Tweets. The digital marketing agency is already familiar with these new keyword matching options: exact match, phrase match, and keyword match.

Advertisers will also be able to specify negative keywords. Their ads will not appear near tweets involving those keywords. Twitter will also begin automatically matching ads to trending items. The example Twitter gives is news of a celebrity pregnancy. Brands that advertise for baby products will now automatically be entered into auctions for placement near those tweets. That new automatic function will need close monitoring by the digital marketing agency because the scenario outlined does not seem to be a particularly well functioning ROI placement and automatic entry will eat away at advertising budgets.

Twitter Expands Keyword Targeting Choices For Promoted Tweets

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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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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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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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Facebook Makes Tracking Conversions Easier

The bane of the social media agency’s existence is convincing the skeptical client that social media can create conversions. FaceBook is now offering some advertisers an option that will make it easier to track conversions. This system will help demonstrate the value of social media as well as help the A/B testing to determine which ads are working better than others.

The system is fairly simple. Advertisers will receive a piece of code to be placed on conversion success pages. FaceBook will then collect that data and be able to pass it along to advertisers. The code can be optimized so each ad has a different code so the social media agency can see which ads are working better than others. Retailer Fab.com was a beta tester for this service and was able to reduce costs by 39%. With the system advertisers will be able to remove ineffective ads as well as change their bidding priorities.

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