Social media platforms such as Twitter give brands a free and invaluable way to connect with clients (both current and potential), spread brand warmth, monitor competitors, manage customer service, gain customer insights and drive website traffic — what’s not to love?
Yet, many brands are jumping feet first into the social media realm without understanding the basics; in particular, how to post content. This may seem like a no-brainer to some, yet many brands still don’t understand the fundamental rules of social media. Yes, social media is integral to your brand, but going out all guns blazing with no planning or strategy may do more harm than good.
And what’s the biggest faux-pas of all? It’s using social media channels to broadcast rather than engage.
If used in moderation, broadcast messages on social media can be effective. You can flag up new website content including blogs, news and articles. And you can attract more fans and followers by positioning yourself as an industry expert.
Yet, this must be done in moderation. If you continuously broadcast marketing messages via your social sites, people will soon switch off. Mix these messages with engaging third party content, network with customers and work to build strong lasting relationships with your followers. Social media is a long game but over time you will see results.
You wouldn’t train your in-store staff to constantly shout out brand messages in an attempt to sell to customers — apart from looking unprofessional, it would drive people away. So why do brands do this on social? The best sales people get to know their customers, they engage them in conversations, find out what makes them tick and then provide a solution to match their needs. The same should go for social media.
A report from Brandwatch shows that 25% of top brands continue to use Twitter for broadcasting purposes only. If you’re constantly broadcasting marketing messages, your content is without context, no trust is built and ultimately no sales. This can also make your brand look uncreative; your social media sites are supposed to show the human face of your organisation, to show your personality. If you’re only pushing brand messages, your business looks dull and uninspiring.
The real value comes from engaging your followers in two-way conversations, interacting with them and showing them that you care. Over the years, many brands have created a huge sense of brand warmth via their humorous and engaging social media posts; and their messages are retweeted, spreading their brand messages much further than those brands who broadcast. So come on guys, get some personality.
We all know the saying; if a tree falls in a forest, does it make a sound? Well, the same goes for social; it’s all well and good endlessly posting but if you’re not engaging your followers then these posts will fall on deaf ears. If you’re constantly pushing out messages, people will soon switch off. Instead start engaging in conversations, joining in with the chatter and building up a strong sense of brand warmth and rapport with your followers.
Copyright © 2014 Emma Pauw, social media writer, We Talk Social.
When Erik Qualman — social media magic man and author of the hugely successful book Socialnomics — released his latest stat-packed YouTube video he did a great job of highlighting the power of social media in the modern age.
This three-minute clip is a shining example of clever video marketing. Considering that it’s a sequence of facts and figures strewn across the screen, the video drives home its point in a compelling way.
It just goes to show how a smart design combined with eye-catching infographics and a Daft Punk backing tune can hold a viewer’s attention for 180 seconds.
It’s even more impressive if you take into account one of the video’s stand-out statistics — the average person has an attention span of seven seconds.
It sounds extreme but I’m inclined to agree with that — mainly because as soon as I’d read it I immediately started wondering what I should have for lunch. But also because we, as consumers, are being so overloaded with advertisements that we tend to disregard anything that doesn’t appeal to us within the first few seconds.
This sort of consumer behaviour has shifted the way content marketers approach advertising — and that’s where Vine comes in.
In his video, Qualman describes the six-second Vine as the new 30-second commercial. This makes a lot of sense. Apart from anything, no-one’s buying into traditional marketing anymore — just 14% of consumers trust advertisements, according to Qualman.
With Vine, viewers are getting are short, snappy, engaging clips primarily intended to entertain while hinting at a brand or business — it’s the gentle approach to advertising.
One big business that is using Vine cleverly for content marketing is Ford. Ford has only been using the platform since early 2014 yet it has managed to accrue a substantial following by recruiting the help of more established Viners. It has asked these influencers to produce Vines in which Ford cars play a part — but this is more like product placement than traditional advertising and it’s better for it. Re-Vining the clips using the influencer’s handle, as opposed to Ford’s, also encourages more user engagement.
In addition, the playful and irreverent humour in its clips attracts the attention, trust and respect of a younger audience that would typically be less interested in corporate commercials.
Given that Qualman says 50% of the world’s population is under 30 years old, then gen Y is the largest and most social media-dependent demographic out there.
So, if you want to tap into this pool of potential customers, it would be worth taking a page out of Ford’s book and start harnessing the power of Vine in your content marketing strategy.
Copyright © 2014 Shelley Hoppe, managing director at Southerly.
With over 255 million monthly active users sending an average of 500 million tweets a day, it’s no wonder Twitter is the first place many people turn to receive up to date news.
There are over 2.1 billion searches on the site everyday — which means it’s hot on the heels of Google and YouTube. However, unlike the other search engines, Twitter allows any individual to post news that will be immediately positioned in the public eye.
Twitter is often called the “information network” to distinguish it from other traditional social networking sites. And according to Twitter CEO, Dick Costolo, the new Twitter Search site “is complementary to traditional forms like television, because it adds the kind of real-time discussion we associate with the town square”. In other words, Twitter wants to become the ultimate breaking news platform.
It is not just Twitter that can see these benefits — journalists have been using Twitter for years to find breaking news. Now, they are turning to the site to post the news before they have even written the article. Twitter has heightened the competition between media sources to be the first ones to report news.
Twitter allows users to personalise the type of news they receive. By following certain accounts, users can pick and choose what they see in their newsfeed. We’ve all opened a newspaper and had to flick through to find the articles that really interest us. The Twitter List is great for collating news, allowing users to separate the accounts they follow into categories such as sports news or celebrities.
In addition to Lists, the almighty hashtag has allowed us to group together tweets from a specific subject, so we can view millions of first hand accounts and traditional news reports on just about any subject. The hashtag allows us to see and share everyone’s opinions.
Not only can you filter the news you receive but you can also receive it from a variety of sources. By following multiple Twitter accounts you can get a less biased take on a breaking news story.
Perhaps the greatest feature that Twitter brings to news reporting is citizen journalism. These 140 characters have given everyone a voice, allowing first hand accounts to be posted as well as traditional news reports.
The problem with Twitter as a newspaper, however, is that it is a huge rumour mill. Not everything that is tweeted is true. In order to find great nuggets of news on the platform we have to sift through thousands of false accounts and spam.
But can the same not be said for traditional media? As confidence in newspapers wavers, are people increasingly turning to social media for the real first hand accounts from the average Joe?
In an age where the media is grappling for the best headlines and as confidence in newspapers beings to falter, will Twitter becomes the ultimate 21st Century newspaper?
One of the most frequently asked questions I hear during my “What’s the point?” series of social media talks is: “How do you find the time to do all this?”
My initial answer is, I’m abnormal. Don’t expect to do what I do — I’m not an average social media user.
My daily routine involves switching off my alarm and checking Facebook, Sky News, LinkedIn and Twitter on my smartphone. I have the same routine before I go to sleep. A couple of times a week, I’ll also look at Google+ and Pinterest. I might also look at Instagram at weekends.
I check in several times during the day — depending on where I am and what I’m doing — usually mid-morning and just after lunch, as my newsfeeds contain the most new content at these times.
But if I was a “normal” social media user, what would I recommend?
You need a plan. You need to know what you want to achieve and identify the best tools to enable you to achieve it. It’s far better to use two or three tools really well than to attempt them all.
First, spend time planning your content. Using a calendar to plan evergreen content frees you up to focus on the real-time stuff.
If you spend time planning, you can maintain an active and effective social media presence in just ten minutes a day.
This gives you time to check your newsfeed or timeline, share timely content, and engage with connections or followers — say thanks, like or add a comment.
Social media needs to become a habit, just as email use became a habit 10+ years ago. Technology is here to make our lives easier. It’s not fundamentally changing what we do — just how we do it.
It takes just 21 days to form a habit. In three weeks, social networking can become a part of your daily life.
Research suggests the following posting frequencies work best:
Facebook: three to four updates each week
Twitter: four to five times a day
Google+: two to three times a day
LinkedIn: two to three status updates each week
Once or twice a week you should check out who has viewed your profile on LinkedIn and participate in a group discussion. Regular participation will ensure you soon have a manageable habit to acquire news and information, and to engage in meaningful conversations.
If your timelines are filled with information that’s not of value, you need to reset your filters. Don’t be afraid to “unlike” and “unfollow”. You can use Twitter lists to organise the accounts you follow into manageable groups, then select which lists you view and when. Your LinkedIn home page allows you to customise the updates you see regularly.
Start forming your social media habit today — the chances are you’ll wonder how you managed without it.
Twitter has become an increasingly powerful device for small firms, allowing them to engage with clients, reach a wider audience and spread brand awareness
However, although Twitter is useful on its own, there are a number of tools available to help you get the most from the social networking site. They range from tools allowing you to schedule and track tweets and analyse competitor profiles to apps that can help you increase your followers and manage several accounts.
Here are 15 of the best Twitter tools:
Using one or more of these tools could prove extremely beneficial to your small business by giving you a greter insight into followers and competitors and making your Twitter use more efficient and effective.
Matt Russell is writing on behalf of WebHostingBuzz.co.uk.
It’s all too easy to sit at your laptop and write something in the heat of the moment — a complaining email or even a tweet or Facebook update having a moan about something. But these online moments could land you and your business in court.
Just because you are writing something in the comfort of your office or sat on your sofa in front of the TV doesn’t mean it might not have serious legal implications. It’s all too easy to respond to something in an instant — post a comment here, have a rant on Twitter there — but you should consider whether your actions might be stepping outside the boundaries of the law.
One tiny comment can have far reaching effects in terms of who sees it and what it means for you or your business. Your tweets, status updates and reviews are out there in the public domain, for all the world to see, and unfortunately, some may come back to haunt you. If you think the internet offers a free rein to say whatever you want, you need to think again.
If you have written a comment on a social media site, on your own or a competitor’s website or on a review site such as TripAdvisor or FreeIndex, you could be committing libel. Recently, there have been several high profile libel cases surrounding Twitter, including Sally Bercow’s tweet referencing Lord McAlpine.
The fact that the UK High Court found that her tweet was libelous shows that you don’t even have to explicitly defame someone for it to represent libel. Justice Tugendhat ruled that innuendo was equally damaging, carrying the “same effect” as the natural meaning of words.
Sally Bercow said: “Today’s ruling should be seen as a warning to all social media users. Things can be held to be seriously defamatory, even when you do not intend them to be defamatory and do not make any express accusation. I have learned my own lesson the hard way.”
It has been reported that online libel cases have doubled in recent years due to the social media explosion, so don’t think that social media is still a grey area in the eyes of the law — it’s really not. Your bite-sized tweets, status updates and comments on social networks (personal and business) are all covered by UK libel and defamation laws.
Even search giant Google has found to its cost that online defamation can take many forms. It has been sued several times because of its auto-complete feature, which whilst a useful tool for most of us, has been found to link people’s names with offensive or misleading terms, resulting in expensive lawsuits.
UK law is very clear on libel: anyone who makes a defamatory comment in published material about an identifiable person (ie someone named, pictured, or otherwise alluded to) that causes loss to business or reputation has committed libel. As the Sally Bercow case shows, a person does not even have to make a direct allegation, as UK libel law equally covers insinuation and implication. All social media users need to be aware of this.
Unlike criminal law where the burden of proof lies with the accuser, with UK libel law a defamatory statement is presumed to be false, unless the defendant can prove it’s the truth.
If you are in any doubt about what you can say online, take a look at this useful article Can I write whatever I want online? but my advice (and I’m not a lawyer I hasten to add) is never tweet or comment online in anger as it may land you (and your business) in a lawsuit!