Bethany

Posts Tagged ‘Facebook’

Search Engines Now Paying Attention to “Likes”

In Facebook, Strategy, Trends on February 25, 2011 at 6:26 pm

If you’re part of the 50% of Facebook users, signing in daily – there’s a good chance you’re “liking” some of the content you come across  (videos, updates, pictures, pages, etc.).  And of course we enjoy it when other’s like our content too – as it gives us insight into what our audience is interested in.  Well, Google realizes how powerful and relevant this social information is for search results.

As of a week ago, Google, announced they would start placing a greater emphasis on social results in a search, based on their relevancy.  Same with Microsoft’s Bing.

From “our” business/marketing perspective – this makes sense and we should consider doing the same in our Facebook advertising.  Perhaps, targeting ads based on likes (what the user likes/groups/pages) over interests.

Here’s the article from Marketing Vox:

Microsoft’s Bing has followed Google’s lead last week and tweaked its search algorithm to emphasize social results. Building on a partnership it announced a few months ago with Facebook, it has introduced Liked Results, which promotes links friends have publicly liked or shared via Facebook. Bing is extending Liked Results to annotate any of the URLs returned by its algorithmic search results to all users in the US, it says in a blog post.

Last week Google announced it would start placing greater emphasis on social results in a search, based on their relevancy. The reasons for both search engines’ decision to move in this direction are similar: As Bing explains “this is the first time in human history that people are leaving social traces that machines can read and learn from, and present enhanced online experiences based on those traces. As people spend more time online and integrate their offline and online worlds, they will want their friends’ social activity and their social data to help them in making better decisions.”

Liked Results will pull up any publicly liked or shared search results by a fried below the result. “For example, when I was planning a trip to Napa, I wanted to find a great bed and breakfast for my stay,” Lawrence Kim on Bing’s Social Team writes. “A traditional search result showed me a long list of web links and captions, which would take up some time to parse through individually. Fortunately, several of my friends that have been to Napa in the past have liked Churchill Manor. Using Liked Results, the Bed & Breakfast that my friends have liked gets highlighted with their pictures and names – making it easier for me to quickly refine my search and decide where I should stay.”

Changing SEO Strategies

If that sounds like a brand’s social strategy can be used to boost SEO, that is correct. If that sounds like a brand’s social strategy can be used to boost SEO, that is correct. As one example, Jen Lopez, Community Manager at SEOmoz, tells of how one tweet from an unexpected source drove its page’s ranking and traffic.

Targeting By Likes

Also, as more people incorporate Likes and their equivalents into their online activities, marketers are beginning to target their campaigns accordingly. Decanted Wines, for instance, great success with using psychographic targeting based on likes, company marketing guru Jessica Fialkovich tellsMarketingVOX. “With the increasing number of ‘pages’ that are replacing interests, we are starting to phase out targeting by interest and instead focus on likes/pages that would reach the same group,” she says. According to Fialkovich, since implementing the psychographic targeting, the company has seen an increase of click through rates of 150%, increased fans of 75%, and surprisingly a decrease in click through rate cost by 30%.

Advertisements

Facebook Pages: New Layout, Strategies

In Facebook, Strategy on February 12, 2011 at 6:34 am

Yes, Facebook has done it again …  a new layout!  This time, the change is for Pages (vs. your profile).  And like with any change, it takes a little time to get used to the location of items.  More exciting though, you’ll be happy to hear how you can utilize these changes for your business.  Honestly, I think these are some of the best improvements to the pages! :)

Here we go…this information is from Mashable (one of my favorites) and Facebook’s Guided Tour:

1. Photos: Take ‘Em, But You Can’t Leave ‘Em


When the photos across the top of Facebook profiles first appeared, people were in a panic. Now anyone could tag you in a photograph, and it would automatically show up at the top of your page. You can, however, “X” them out, if and when you notice them. You can also remove your name from photos when tagged by others. On Pages, fans cannot tag or post an image and have it show up at the top. They appear based on images you post to your own Page wall as well as images where you tag your Page.

Be strategic: If photographs are part of what you do, this is a nice showcase. If images aren’t as relevant to what you’re conveying, this can begin to look random and distracting. Upload several key images to your Page’s photo area and remember to keep it pruned in order to present a cohesive and clear visual message.


2. Navigation: Farewell Page Tabs, We Knew You Well


Not to sound the panic alarm, but tabs as we know them are gone. Facebook tries to assure us that this is fine because it is “Just like on people’s profiles,” but that brings us back to the question “Why does a business want their Page to look like a person’s profile?” The reduction in prominence of the tools that helped communicate your company’s calls to action is a blow to the effectiveness of Pages.

Be strategic: One thing that the new navigation forces you to do is to examine what superfluous tabs you used to hide next to your six visible tabs. Now all someone has to do is click the “More” link below the first six “tabs” and see the entire list of links including Discussions, which most Pages hide or remove to avoid diverting comments from the Wall to yet another area that requires community management.


3. Wall Filters: And The Top Posts Are…


Facebook is providing two Wall filters: Showing posts by your page and top posts from everyone. This ostensibly gives people a way to see the most “interesting” stories first. Unfortunately, this doesn’t mean they see the stories that are most important or relevant to the messages you hope to communicate to the public. If you’re the only one posting updates, this becomes moot. But imagine what will happen to the view for Pages where the fans post very frequently.

Be strategic: For best engagement, you will want to show “Everyone” as the default setting. For more control — which isn’t always advisable if you are looking to provide people with compelling, interactive content — set the default view to just your Page posts.


4. Admin View: Sign-In as a Page on Facebook


You, as the Page or the brand, can now interact with other parts of Facebook. Before, you could only post to other parts of Facebook as yourself, the admin behind the Page. While you still cannot post to people’s personal Facebook profile Walls as a Page, you can post to other Pages as a Page. This can be useful, but also confusing and potentially disastrous.

You have to make sure that before you post to a Page that you are in the proper setting (human or brand). Also, for less scrupulous brands, this is a new opportunity for spam. You may need to be more diligent about checking for posts from your competitors displaying their brand to your fans. You can view most recent and hidden posts while in Admin view

Be strategic: A good use of Page-to-Page Wall postings is when you have multiple Pages for brands you own. Or when you want to do co-promotions with business partners who have Pages. If you manage Pages for multiple partners, you could also do some thoughtful cross-posting, with your clients’ permissions, of course.


5. Settings: Getting in Control


One of best Page changes for brands is that you can now get e-mail notifications when someone posts to your Page or comments on your post. This has been a long time coming and an invaluable feature for helping you monitor your Page activity. You can change your e-mail notification settings for each Page.

In Settings, you can also set the default to how you post –- as yourself or your Page -– and specify which featured pages will appear down the left side of your Page. To choose the pages you want to show up under Favorite Pages, go to “Edit Page” and choose “Featured.” This is similar to choosing your featured friends. You can also feature Page owners or admins if you so choose. This is a big change from the previously hidden identities of admins.

Be strategic: While there will be much debate about whether or not you should post as a brand or as a person, the best practice is to post as yourself. One of the tenets of social media communications is transparency. Posting behind the banner of your brand is fine on your Page, but moving into other spaces as a brand can be invasive and unwelcome.

You can get to your e-mail and posting preferences by going to “Edit Page” and “Your Settings.” If you own multiple Facebook Pages, you can switch over individually or take the plunge and upgrade them all at once, but you’ll still have to go into each admin area to manipulate individual Page settings.

If you have any questions, or would like guidance on making this ‘upgrade’ change – feel free to email or call. :)  It has been neat to see how many of my current client family members have reached out to learn more about the changes & to set up a quick 30 min one-on-one. :)

RockMelt…my new Internet Browser

In Strategy, Trends on December 30, 2010 at 5:52 am

There’s a new browser in town…  and it has been “rockin'” my online experience for the past couple of months.   :)

And, if you’re like most people, you might be thinking “oh great, another Internet browser…I was getting along just fine with my Chrome, IE or FireFox”….

Well, you’ll be happy to know that ROCKMELT allows you to blend in your social media world too, especially for the Facebook lovers.

Here are a few features:
– Facebook contacts on left side of window
– RSS feeds run down the right side
– Search bar is next to address bar at top
– “Share” button in between address and search bar
– Facebook chat is integrated right into browser
– “Favorites” are at top, under the address bar

Check out this video for the demo:

Google, Facebook Conversations?

In Facebook, General, Strategy on December 10, 2009 at 1:15 pm

Thought you all might find this interesting, from CMS Wire!  Something to keep in mind moving forward with your social media plans. :)

Because of Google, Watch What You Say On Facebook

Google recently announced a new real-time search feature to their well-used search engine. Under the new set of features, Google users will be able to track real-time conversations on sites such as Twitter, MySpace and Facebook.

So, if you are a Facebook user and your profile is set to public, you should watch what you say on the social networking site. This is because, soon, all Facebook status messages will be open for Google to discover and display along with all the other search results Google serves.

As ReadWriteWeb points out, because Facebook has almost 10 times the number of users that Twitter has, Facebook could become a huge force of real-time status updates when it comes to events and current happenings.

Also, with Facebook’s rich personal profiles, there is more data to pinpoint demographic information about the people behind those messages, which is key information for advertisers and other third-party users.

Save Time With Social Media

In Q&A on October 6, 2009 at 9:29 am

Q:  I’ve finally created a profile for Facebook, LinkedIn and that Twitter thing.  But I spend too much time trying to decide what to write as an update.  Then I have to go in and update all 3 profiles.  Suggestions?  – Mike (Kearney, NE)

Q: What is “Ping”? How does it work?   – Ed, (Kansas City, MO)

A:  Okay, today we get to kill two birds with one stone (no, not the Twitter bird)…

First, nice work on getting involved with social networking – soon it will become part of your lifestyle (it’s a good thing).  Now, as far as answering those constant questions of “what’s on your mind” “what are you doing” and “what are you working on”…  we can all agree that telling your network that you’re “thinking about making yourself a tasty peanut butter and jelly sandwich for lunch” isn’t the most interesting update to read (unless you’re a diet guru).

So here’s what you do…re-phrase the question: “what do I want my network to be thinking about today?”  Hence, opening your mind to share something creative, interesting, or valuable.  A few ideas:

  • interesting article link
  • helpful tips
  • upcoming events
  • promoting others
  • exciting news
  • the best brand of peanut-butter
  • neat video, picture

NOW that you have your 140 character status update ready…It’s time for the second question…

What is Ping.fm?

Well, if you’re an avid golfer, you’re talking about the brand of golf clothing & gear. Of course, we all know that Tiger Woods goes with Nike.

Now if you’re talking social media… Ping (www.ping.fm) is a sweet tool that allows you to update all of your social network sites at once. It sure beats logging into each site to share one quick message. Plus it’s free & easy to use! :)  Go check it out & set-up your social networking sites on there.

I don’t know if too many people know about it … you could probably share this info with your networks and become a social media hero (we’ll talk about getting you both a cape later! ;)

Thanks for the questions.