8. Using Hashtags
Useful in organizing and trending
Use Hashtag.org to find and track relevant tags
To search hashtags, go to your navigation bar and
enter it into the search field. Results will populate
below
Searches can be saved by clicking on the gear
Recommended uses for hashtags:
Find people/companies with similar interests
Create conversations around a brand or event
Create structured online events (Twitter Chats)
Monitor topics of interest (i.e., eating local,
conferences, etc.)
Discover new sources and information
Quickly assess sentiment
9. Using Lists
What is a Twitter List?
Hand-selected group of Twitter users with a
common interest
Create your own lists or subscribe to lists
created by others
Viewing a list will show you a stream of tweets
from only the users on that list
Benefits of using Lists:
Easily segment followers
Industry experts
Media outlets/reporters
Monitor competitors
Follow or participate in events in real time
10. Strategic Following to Grow Followers
Ways to find new followers:
Find handles via Twitter Search
Use Twitter’s recommendations
See who is following/not following
you
Friendorfollow
Use Twitter handle directories
Twellow
WeFollow
11. Twitter Contests
Prizes may be offered for tweeting a particular update, for following a
particular user or for posting updates with a specific hashtag
A few rules to live by:
Discourage the creation of multiple accounts
Discourage the same tweet repeatedly
Ask users to include an @reply to you in their update so you can
see all the entries
Encourage the use of topics relevant to the contest
Full Twitter rules: https://support.twitter.com/articles/68877-
guidelines-for-contests-on-twitter
13. Is Facebook old?
• Facebook will be 10 in
February 2014
• Facebook stays “young” by
always changing!
Timeline: March 2012
New user timeline: now
Graph search: soon
Rolling newsfeed: now
20. Make Posts Stand Out
Highlighted posts (Starred): Becomes widescreen
horizontal photos work best
Pinned posts (Ribbon):
displayed at top of page for 7 days
21. Maximize Milestones
Milestones take up more real estate on page, typically a significant event in your
company/organization’s history, opportunity to tell your back story
22. Facebook Advertising
You can promote: Page, App, Event, External Website
Can target ad audience based on demographics, friends, interests, more
Types of advertising:
Facebook Ads: appear on right side of your screen
Sponsored Stories: appear in news feed as messages from your friends
about them engaging with Pages, apps or events
Promoted Posts: appear high up in news feed, labeled “Sponsored”
23. Photos, Photos, Photos!
Photos and video are the lifeblood
of Facebook
As Guy Kawasaki says, “Facebook
is a pictures economy”
“Often I just put a picture of our
sunset or property, and it gets me
a few hundred Likes and 30-50
comments. A few times I’ve spent
hours creating a huge post, and it
doesn’t get nearly the same levels
of feedback as that beach picture
gets. Sometimes the easy route
gets the best results.”
32. Is Google+ old?
• Google+ is the baby here –
will be 2 in June 2013
• 343 million users (27%
considered active)
• 2nd largest social platform
behind Facebook
33. Unique/unusual/untapped uses
Blogging platform
Live online events via Google+ Hangouts (even monetized, a la Glamour)
Find Hangouts to join or watch (Gphangouts.com)
Use hashtag streams for thought leadership
Bookmarking (simply create a Circle, don’t invite anyone and save links
there)
37. Is YouTube old?
• YouTube is 8 years old
• 800 million+ monthly unique
visitors
• 2nd largest search engine in
the world
• 4 billion hours of video
viewed each month
38. Unique/unusual/untapped uses
SEO your videos (text and onscreen)
Create playlists
Interact with others’ content if you don’t have new videos
Research video trends going back to 2008 via Google Trends
41. Is Instagram old?
• Instagram will be 3 in
October 2013
• 100 million monthly active
users
• 40 million photos per day
• 8,500 likes per second
• 1,000 comments per second
42. Unique/unusual/untapped uses
Influencer outreach
Include some photos with calls to action (drive to website)
Show behind the scenes action (events, manufacturing, etc)
Use followers/customers as models
Print Instagram photos via Snapstagram
45. When to Post
There is no perfect time to post
Test different times of day, night and
weekend
Consider your audience
Jan. 2013 article analyzed interaction by
industry:
http://www.entrepreneur.com/blog/22
5419#
46. Facebook:
Schedule updates via Facebook
1 to 4 p.m. result in the highest average click
throughs
Peak time of the week: Wednesday at 3 p.m.
Less clicks on the weekends
Traffic peaks mid-week, 1 to 3 p.m.;
fades after 7 p.m.
Twitter:
Schedule tweets via Hootsuite
Tweets posted early in the week in the
afternoon have highest click throughs
(1-3 p.m. Monday through Thursday)
Less clicks at night and weekends
Peak traffic times are 9 a.m. through 3
p.m., Monday through Thursday
When to Post Guide from Bit.ly
47. Create a Content Calendar
Can include Facebook, Twitter, LinkedIn, Google+, blog, etc.
Looks different based on client (Excel, Word)
Use as a guide; be able to adapt accordingly – may not want to pre-load
Use Facebook insights and URL shortener analytics to determine
which type of content is most appealing
Think beyond text to killer visuals
Keep character count in mind – less can be more!
Leverage other communication properties – align messaging and themes
with advertising, digital, and so on
Do you remember when timeline came out? Just over a year ago.New user timeline rolling out now Have you seen the Facebook search?New newsfeed?
Sometimes in Graph Search a page shows up that isn’t yours – could be a Community page, place. You can take steps to take ownership of it. Search is still changing.
Mobile view on the left, notice you don’t see Fan Giveaways App we created. That’s why it’s important to have a unique URL to your app if you want to drive traffic to itCan see on right we drive users to woobox.com URL
Geo-targeting posts, for free, is an optionSchedule your posts in advance
It’s important to note that just because you post something, it doesn’t mean your fans will be seeing it. Maybe they haven’t subscribed to you. Maybe they’re not online at that time. Maybe they have a past history of ignoring your posts and not interacting with them, so FB assumes they wont care about this post and doesn’t show it. As you can see, few fans actually see your post on their newsfeed.Make sure you’re creating compelling, creative and interactive and engaging content. You want fans to interact with, comment, like your posts – the more likely you’ll then appear in their newsfeed. That’s why #1 importance is content. We have clients ask us all the time to spend time and money on refreshing the cover image, new apps, and so on – these are all great, and we use them specifically around campaigns, but if someone isnt visiting your page, they’re not going to see them Creating compelling content is what’s going to get fans to our page.SO if a few fans are visiting your page, how can you make posts stand out?
Pinned- more time-sensitive
Consider posting milestones in addition to ongoing posts.Company founded, significant anniversary, new legislation, new product launch, new brand rebranded
To make sure your audience sees your post, create a FB advertising campaign Within Facebook advertising, there are four main things you can promote: a Page, an App or Event or an External Website. 1. Advertising a Page: Through Facebook, you can create an ad that promotes your brand’s page, such as http://www.facebook.com/HockingHillsOhio. Within this advertising option, you can select an ad to either get more Page Likes, promote a specific Page Post, or select “Advanced Options” to create/configure advanced creative and pricing options, such as CPM (cost per 1000 impressions or pay per impression) or CPC (cost per click or pay per click). From what we understand now about your interests in and themes to advertise, we would recommend using this option – Advertising a Page (the HHTA Page) and selecting “Advanced Options.” 2. Advertising an App or an Event: You can also create an ad that draws users to a specific Facebook App or Event you’ve created. Within this advertising option, you can create an ad to get more App users or Event attendance, increase Engagement (shares plus users) or create an advanced ad that lets you configure advanced creative and pricing options, such as CPM or CPC. 3. Advertising an External Website: Some Facebook Ads are created to direct users to a website outside of Facebook, such as 1800hocking.com or the newly created explorehockinghills.com. FACEBOOK ADS, SPONSORED STORIES AND PROMOTED POSTS With Facebook Ads, an advertiser creates a message to share and chooses who they want to reach. Ads can appear in the right column of pages throughout Facebook. Ads may also appear on the side of the page when viewing apps, pages, photos, groups, the home page or someone’s timeline. General Facebook Ad: Sponsored stories are paid advertisements that appear as messages from your friends about them engaging with Pages, apps or events. These are targeted to Facebook users within the audience you’ve identified who are not already connected with your page, but whose friends interact with your page (via likes, comments, postings, etc.) Sponsored Story: Promoted posts appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). Promoted Post: appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). TARGETING YOUR AUDIENCE Facebook advertising allows you to target your message to a very specific niche audience based on their demographic info, friends or other Facebook connections, family status, interests and more. Determining a detailed target audience for your advertisement as opposed to a broad group of Facebook users will ultimately generate a more qualified “like” to your page. Once you select your ad’s target audience, Facebook will provide an estimated audience size to indicate the total number of people your ad will have the opportunity to reach depending on your budget. Below is an example of what Facebook may show you after you’ve selected a target audience:
Profile image must be 180x180 but shows up as 160x160
Can sort to view most popular types of posts by Reach (# of people who see your post), Engaged Users (who click on a post), Talking About This (Number who created a story from your post) and Virality (percentage who created a story from your post)