Category: Social Media

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Social Media

The Duality of Social Media Marketing: How Creative and Metrics Come Together

If you’ve been involved in the world of social media marketing for a while now, you’ve probably started to notice an interesting pattern that’s developing within the marketing community. For whatever reason, there’s been an imbalance in the way that brands and businesses execute their marketing strategies.

It’s not surprising if you understand the roots of our marketing community. What is surprising is that no one seems to be addressing it.

So, if no one else will do it… It’s time to have a serious conversation about the development of the way businesses think about social media marketing. Not only are we going to consider the current state of affairs, but we’re also to going to take some time to consider exactly what it will take to maximize the potential of social media marketing.

Learning From Our Mistakes

It’s easy to forget just how much the marketing industry has changed over the last 20 years. Less than two decades ago, television advertising seemed untouchable. Celebrity endorsements weren’t going anywhere. Even radio advertising was still valid enough to be considered a viable marketing option.

But why did all of that work so well? What exactly was it that changed throughout those 20 years?

The short answer is the internet happened. The long answer is that the internet changed the way people consumed everything, including marketing content. Look at all the examples I listed above. Each of those represents a form of what can be considered ‘passive’ media.

It was easy to get people to watch your tv advertisements because they didn’t have much of a choice in the matter. Same with radio commercials. The only saving grace that print advertising had was that you could flip the page, and yet newspapers aren’t exactly light on the ads.

Passive media put marketing campaigns on autopilot. Come up with a catchy jingle, maybe a cute tagline and you were off to the races. Once you’d bombarded your audience with enough ads, you were in business.

The internet fundamentally changed the way that the average person interacted with the rest of the world. As a decidedly ‘interactive’ experience, consumers were able to choose where they wanted to go, what they wanted to consume and when they wanted to consume it.

The internet made the modern consumer well-informed. Instead of taking the television’s word for it that company xyz makes great cars, they can go online and see hundreds of reviews telling them to stay away.

But worst of all for marketers everywhere, the average person got used to being away from ads. Once they came back to watch television or listen to the radio, it was almost laughable how many commercials you had to sit through if you wanted to hear a few songs or see 8 minutes of a show. Expecting consumers to willingly subject themselves to all of that is unrealistic, and something that the marketing industry is still trying to figure out.

Why does any of this matter? Simple. If you want to understand what’s wrong with social media marketing today, all you need to do is look at our history. We’ve been used to bombarding people with shallow content and we’re just looking for another way to pull that off again.

More businesses than ever are using paid ads on social media now. Which isn’t itself a problem so much as how business owners are choosing to pour all their money into these paid ads. Most brands that I’ve seen are using Facebook Ads simply for the purposes of increasing their general exposure. Typically, there’s very little depth or purpose behind their marketing campaign except self-promotion.

“Wait, we shouldn’t be using Facebook Ads for self-promotion?” you’re probably thinking. There’s nothing wrong with drawing attention to yourself. But if your entire marketing campaign is built on self-promotion, you’ll probably run into some issues down the line. To be honest, it’s not the Facebook Ad that’s the issue here. It’s the overall focus on shameless self-promotion that’s prevalent in our marketing community on social media.

Creative: How to Avoid Wasting Potential on Social Media

Let’s step away from the marketing perspective for a second. If we look at this through the lens of the average person, we can recognize that the point of social media was to connect people.

I genuinely believe that all of this started from a good place. Sure, marketers were inevitably going to end up on social media because that’s where the attention is, but the reason social media marketing should would (in theory) is because from a marketing perspective, this is the perfect solution to our passive-interactive media issue. People want marketers to adapt? Fine, we’ll make an effort to connect with them.

And yet, that’s not really what has happened. To be fair, there are plenty of brands that have been able to understand the way social works and have been rewarded spectacularly. But for the most part, businesses have struggled with this concept.

So let’s clear a few things up. First off, your content has to provide value. And not just value in the sense that it leads consumers to a purchase of your product. Whether you’re making blog posts, videos, podcasts, you need to give something to your consumers for free, with no strings attached. The content can be value-driven or purely entertaining. All that really matters is that engages people in a way that isn’t purely based on self-promotion.

It’s really that simple. If you can put the focus back on consumers, you’ll be in a much better place creatively.

Recognize the potential that exists on social media for connection with consumers. It’s easy to forget, but the reality of social media marketing is that the more value you offer, the more valuable you become to consumers.

Metrics: How to Avoid Wasting Time on Social Media

Of course, some of you might be reading this and thinking that connecting with consumers is great and all, but how exactly does that help your bottom line? That’s what the metrics are for.

No one is saying that a business can’t function like a business on social media. You’re still there to make money and turn potential customers into paying ones. The compromise is finding ways to provide value to consumers while also convincing them that you’re worth their money.

The way you keep track of that is through analytics. For your typical marketing analytics, you have Google Analytics. For social media marketing, you’ll have a variety of platform specific tools. Instagram and Facebook both have comprehensive ones.

The key here is recognizing that social media marketing needs to continue to evolve. Trying to find ways to adopt the marketing strategies of old just won’t work in the digital media marketplace of today.

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Social Media

6 Common Reasons Why Your Video Content Isn’t Converting on Social

Creating video content is typically one of the most intimidating propositions when considering what kind of content you’ll create. When it comes to creating text-based content like a blog post, the average small business owner has enough confidence in their writing ability to sit down at a keyboard and create something.

Video, on the other hand, feels ambiguous to the average person. To be fair, most small business owners have written their fair share of essays in high school or college. The same can’t be said about informative 5 minute videos.

So, for those of you who took the plunge, bravo. But being brave isn’t enough to convert with video. In fact, there are probably some mistakes you’re making right now that are negatively impacting your marketing efforts.

1. Be Captivating

You’ve created a 5 minute video with unique, in-depth, industry specific content. It’s highly valuable and sure to turn you into an online authority overnight, right? Not quite.

The reality of making videos for a social media audience is that you aren’t the only act playing at this concert, so to speak. Honestly, you’re probably not even at the top of their mind as they’re scrolling through their News Feed.

The only way to ensure that they sit through that 5 minute video is by grabbing their attention with a powerful first impression. A good rule of thumb is that the first 5 seconds of your content should be absolute dynamite.

But that’s not all. Your thumbnails should be custom made and intriguing. You should avoid any sort of intro music or animation. They already know who you are — your name’s in the corner. Your title should be well-thought out, with something specifically designed to get people to at least check out the first few seconds.

2. Be Specific

It might seem like a strange point to harp on, but it’s absolutely crucial that you be as specific as possible with your video title. Remember that your audience in this exact instance isn’t searching for videos like yours. They’re scrolling through their News Feed and your goal is to stop them by piquing their interest. Your video shouldn’t ramble on and on aimlessly. Have a point. Address it. Finish strong. The less fluff you include in the video, the more likely it is that people will make it to the end.

Another good rule of thumb? You should be able to summarize your video in a sentence. If you can’t, then you’ve likely gotten too complicated and you’re likely to lose your audience’s interest somewhere through the video.

3. Be Understanding

One of the worst things you can do when it comes to video on social media is pretending that this isn’t a unique experience. Being in denial about social will only make things harder for you down the line.

Recognize the user experience and you’ll be amazed at how many people are willing to meet you in the middle. For example, when people are scrolling through Facebook or Instagram, the sound will be off by default. Instead of hoping and praying that they accidentally click on your video so they can hear what’s going on, go ahead and add captions to your videos. It might be a bit time consuming, but the benefits outweigh that by a long shot.

Having captions means that users can start to invest into the video with no effort on their behalf. If they’re intrigued by those first few seconds, they’re likely to turn on the sound and experience the video the way it was meant to be seen. But extending that olive branch within the first few seconds has the potential to make a huge difference.

Of course, you can go even further than that. If you really want to focus on being understanding, you can suggest that viewers tap for sound on Instagram. It might seem a bit corporate, but this simple ask can be massively effective when handled properly. If your video is heavily visual, you can run that message over the video without any issues.

If you’ve created a dynamite first few seconds, you may want to delay that by a bit to give people time to turn on the sound after your request. All of this depends on what kind of video you’ve made and how you’ve chosen to present it, but what really matters is remembering that it’s your job to make engagement as easy as possible for your audience.

4. Be Square

No, seriously. Focusing on creating square videos can have a surprising impact on your social media video marketing conversions. Keep in mind the way that people are using social media in 2017. Desktop is still relevant, but mobile is slowly becoming the status quo of social media, with more than half of video views taking place on mobile.

So, if you’re building a video experience for mobile, square videos are going to be your bread and butter.

5. Be Converting

This is one of the most frustrating issues with video content on mobile that you’ll see today. Even if the content is above average and the likelihood for engagement is high, businesses aren’t putting CTA’s on their videos.

Maybe it’s because they figure if someone liked their content on Facebook, they’re likely already following them or going to like the video.

Say it with me: never assume anything that isn’t backed by metrics. It’s impossible to predict with 100% certainty who will be watching the video. It’s also impossible to predict what anyone watching the video will do. Your best bet is to assume that everyone’s going to be so mesmerized by your content that without a CTA, they’ll be so speechless by the end that they’ll forget to engage at all.

Your video content is here to provide value and develop your online authority, no question. But it’s also there to leverage that attention into a conversion. If you’re serious about converting, you need a CTA at the end of every single video your business puts out on social.

6. Be Observant

The great thing about social media platforms like Facebook and Instagram is that they do so much of the heavy lifting for you. Let’s say you just addressed the 5 common issues listed above and your content still isn’t converting! At that point, it’s time to take a good, long look at your metrics.

An easy place to start is the average watch time. Over time, you’ll get a better sense of where you’re losing your audience and what you can do to avoid that happening in the future. You can go on to see the reach and engagement of your video content, to see just how many people your content is attracting.

Creating engaging video that actually manages to convert requires a deep understanding of your environment and the position your audience is in. Once you start to focus on those two aspects, you’ll be amazed at how much easier it’ll be to convert with video content on social.

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Social Media

Facebook Live and Periscope: Which Live Video Platform is Best for You?

If you’re not using live videos to attract leads and convert them into customers, then you’re doing your brand a disservice.

According to Livestream, live video appeals to brand audiences more: 80% would rather watch a valuable live video from a brand than read an article or written content, and 82% prefer live videos than Facebook posts. Interestingly, users spend three times more time on live videos than traditional videos.

But now that Facebook live and Periscope provides live video broadcasts, which one is best for your brand?

I get this question every other week.

And my answer is simple: “It depends on what your business objectives are.”

There’s no hard and fast rule here – I may choose to use Periscope because it meets my needs, whereas another marketer would do well with Facebook Live.

If you’re struggling to choose between Periscope and Facebook Live as your live broadcasting platform, I wrote this post with you in mind. For better clarity, you’ve got to understand that each platform has its peculiar benefits and features.

 

Why you need live video streaming

In a survey of 208 brands by MarketingCharts, to determine the perceived benefits of producing live streaming videos, 76% said that it creates a more authentic interaction with the audience.

You’ll always win as long as the quality of your live videos is great. Of course, this is the sole responsibility of the broadcasting app you use, however, there’s been a lot of improvements already.

One of the essential factors that up to a 67% of viewers consider when watching a live stream broadcast is video quality.

 

Are you considering Periscope?

Periscope is a powerful live video broadcasting social app. Since it’s launch in March 2015, there are over 10 million users already.

You may not be totally wrong if you decide to use Periscope to attract new users and establish a deeper connection.

I’m an active Scoper, and since the app was 8 weeks old, I’ve used it to grow my audience and expand my reach.

Getting started is simple. Follow this 5-step process:

  1. Download the free app.
  2. Add your Twitter account. (If you don’t have one, you can still use it.)
  3. Complete your information in your bio.
  4. Start following some people from Twitter or look up other people to follow.
  5. Once you start watching live broadcasts, make sure to give lots of hearts on the screen by tapping and be sure to comment plenty of times to get noticed by the broadcaster.

Several marketers have increased both traffic, engagement, and revenue through Periscope.

Sue B Zimmerman uses Periscope to get qualified visitors to her web properties, and generate sales. She’s generated over $30,000 from Periscope. In her words, “I saw that the power of standing out in today’s digital space was all about video and I adapted to Periscope early last summer.”

Sue currently has well over 11,0000 followers on Periscope and delivered over 420 live broadcasts.

One good reason why you might want to use Periscope is the fact that it integrates seamlessly with a user’s Twitter account. Apple even named Periscope the “App of the Year.”

Here are some of the reasons to use Periscope:

  1. Easy to use: Yes, you can easily log into Periscope with your Twitter account details and get the best of both platforms. The live streaming dashboard is user-friendly – thus, it encourages seamless communication via direct interaction between you and your viewers.
  2. Engage focus groups: Chris Moody, the V.P. of Data Strategy for Twitter told New York Times, that “Twitter is the world’s best focus group.” At the time, marketers accepted this claim with a pinch of salt, but Periscope makes the dream come true.
    Periscope is a new definition of Twitter’s focus app. Through the live streaming app, you can get feedback from customers as they engage with your brand, products, and services.
    If you’ve ever desired to request detailed information from your target audience/customers, you need to use Periscope’s Live video app to drive it.
  3. Evergreen content: Periscope’s Live videos remain relevant as time passes by; they live on on the platform forever. Of course, users can make a live video available for only 24 hours. Aside from that, a streamed live video will always be there.
    And because these live videos are compelling and stay forever, you can use them to generate quality leads on Periscope.

 

Why use Facebook Live?

You know how popular Facebook is, right? With live streaming gaining popularity, brands like Amazon and Shopify uses Facebook Live to answer customer’s questions and build brand awareness as well.

In fact, The Verge, Vox Media’s Tech and Culture Vertical has been using Facebook Live videos to generate between 100,000 to 200,000 views, which Havlak, engagement editor at The Verge described as a “Huge Win.”

Facebook is huge. For most digital marketers, their loyal following on Facebook far outweighs their presence on Periscope. More so, the mobile experience it provides users is without rival.

It’s true that most marketers and brands have recorded significant success on Periscope, but Facebook Live video often makes a greater impact.

Your ability to tap into Facebook’s ONE BILLION active users shows that the potential for growth is far greater and easier on Facebook than on Periscope.

Here are some of the benefits of Facebook Live:

  1. Great usability: Facebook Live isn’t just another Meerkat or Periscope, it’s actually more dynamic — because you can start broadcasting your message and have it appear instantly on your news feed.Yes, Periscope does the same thing, but the smooth streaming on Facebook is unmatchable.This also means that while you’re shooting the video, people can watch it, and you get to see their names, where they’re watching from, and their comments. What a great way to improve your customer service?You can find some of the most-watched Facebook live videos on this page.
  2. More sharing features: Since Twitter owns Periscope, it’s easier to tweet your live video link on Twitter, but sharing on other networks isn’t as straightforward as that.On Facebook live, you can share your link, tweet it, embed it on your posts, or repurpose the videos for YouTube, Vimeo, and other video-sharing sites.
  3. Attract targeted viewers: Aside from using Facebook live video to reach everyone, which may not be effective, you can use it on your group, Fan page, or personal profile.This way, you’ll reach fans who believe, trust, and like your brand. People who have visited your website, purchased your products, or attended an event in the past. They trust you now. You’ve got all the flexibility that you need on Facebook Live.

 

Facebook Live Vs. Periscope?

As I said earlier, both live video streaming applications will work for you. But if I don’t have experience with live videos, and you have at least 1,000 fans on Facebook already, you should kickoff with Facebook Live. Because there’s a community of people who will join your live broadcast.

Achieving success on Periscope can be difficult, especially when you’re just starting out and have no following. No influence. How do you scale?

Periscope: Pros and Cons

Pros:

  • You’re able to connect with new people who will eventually become loyal followers and viewers. With Facebook Live, you’re reaching an existing fan base who are familiar with your brand.
  • Periscope encourages a more intimate broadcasting experience. The hearts floating up adds a personal touch to the conversation. There’s a limitation on Facebook since the comments are restricted in a box below the broadcaster.

Cons:

  • Periscope isn’t as user-friendly as Facebook. The analytics and broadcast stability are two technical issues that users have to deal with. Whereas, Facebook Live is easier and has a more stable interface.
  • Trolls and creepers on Periscope is a huge distraction. Sometimes, it fills a broadcast with too many unnecessary comments, hindering the smooth flow of conversation. This is common on Periscope because of the new audience, but it’s less frequent on Facebook.

 

Facebook Live: Pros/Cons

Pros:

  • When shooting a live video, experts will tell you that the first few seconds into the broadcast is the most delicate. If you’re not savvy, you could mess up everything. With Facebook Live, you can adjust and get ready for your video – as first 3-second gives you a warning before the live broadcast, unfortunately, Periscope broadcast begins instantly, whether you’re prepared or not.
  • How you decide to start your broadcast is entirely up to you. You could begin with either the rear or front-facing camera on Facebook Live, unlike Periscope where you’re expected to start with the rear-facing camera. Though, during your live broadcast you can double tap to flip the screen as you see fit.

Cons:

  • There’s a limitation in the physical location that you’re on when broadcasting on Facebook Live. Square is the only acceptable mode. But on Periscope, you’re free to use full landscape or portrait mode as the case may be.
  • Replays are an essential aspect of a live video broadcast. For Facebook Live, the replay usually appears as your typical video, and comments are not as intimate and personal as they are on Periscope.

 

Conclusion

With all these huge benefits of live videos, it’s clear that Facebook Live and Periscope will do your brand a lot of good.

Do your best to learn the features of each broadcasting application and consider using either of them in the future to help strengthen your brand image.

Categories
Social Media

15 Tools for Stellar Social Media Images That’ll Get You Followers

This post was originally published on Sachs Marketing Group.

Creating social media images that stand out from the crowd is incredibly important. If the image isn’t clear, captivating, and chosen to fit within the company brand it can have a negative impact on the viewer’s impression of the company. Alternatively, a well-chosen image that has been carefully cultivated to impart a message that resonates with branding and customer expectations has the potential to create buzz throughout the social media channels on which it is shared.

There are two important components in creating authentic and memorable social media images; finding the right picture and editing it effectively. It is possible to address both components at no cost. Doing so for free may require more time, creativity, and design flexibility. For those who have a more substantial budget the options are truly limitless.

Finding Social Media Images

The first step to creating memorable social media images is choosing the perfect image. There are numerous online sources that can be used to help bloggers and businesses find the perfect picture, graphic, or video to promote their social media efforts at an acceptable price point. Remember when searching for the background of your image not to limit yourself. Be willing to experiment with vector images and short video clips if they speak to your objective.

Pixabay – This site has free images that are available to be used with Creative Commons copyright rules. At last count there were nearly 500,000 images to choose from. These include not only photographs but also vector graphics, illustrations, and videos. They can be used for commercial or private use and can be edited and altered as desired which makes them ideal for a variety of social media purposes. Many are free to use without requiring license attribution, so you don’t have to share credit.

Freepik – This company specializes in vector graphics that are required to meet some of the highest quality standards in the industry. They have implemented a freemium policy which ensures the majority of the images they offer are available to be used for free. The only requirement is that the illustration being used is credited back to Freepik. A monthly premium subscription opens up even more vector images and allows any image selected to be used without attribution.

LibreStock – This is one of the most comprehensive image search engines available. It searches numerous stock photography sites to produce the most relevant results that all are under CCO license. It’s a great way to find a wide variety of images that can be freely used, modified, and distributed without restriction.

Unsplash – This collections features stunning high resolution photographs. Through email subscription or by visiting the site daily it is possible to receive 10 new images every ten days completely free. These can be used without crediting the source of the image in any commercial or personal project. The images are presented in the larger more visually impactful version. However, it can be easier to load and view past collections by selecting the grid format.

PicJumbo – This site has several membership tiers as well as a selection of images that are available for free. While the free options are not as extensive as some of the other websites in the list, they premium membership is reasonably priced and provides new images to members every month. Higher level membership packages provide access for entire teams with a single count.

IM Free – Not only does this site offer free images for social media purposes, it also has a variety of other design resources. Some of these include button makers, templates, and icons. This can be especially useful for those who are looking to develop brand identity with cohesive components.

Gratisography – This is one of the only sites that has work created entirely by one photographer. Ryan McGuire offers a remarkable collection of his images royalty free to be used for personal or business purposes. New high resolution images are added weekly and announced via social media channels. These definitely have a creative flare that is a bit edgier than images found in other stock sites. For those with a quirky sense of style, this is a true gem.

Adobe Stock – This is one of the most natural selections, especially for those who already use one or more of the Adobe editing products. Their stock images are easily accessible from all of their editing platforms and are moderately priced. While most well known for their high-quality images, there are also a surprising number of videos and graphics available. As an added benefit, it is possible to preview the watermarked images within one of the Adobe apps before deciding whether or not to make a purchase.

 

Editing Images

Once you have artwork that will work with your concept it is time to create social media images that will bring your vision to life. It is important to note that one design will not fit all platforms. Images designed to be shared on Pinterest are vastly different from those that are used on Twitter or Facebook. Be sure to choose the platform and design tools that will create a design appropriate for the social media channel you intend to distribute it on.

There are many powerful free options available that allow the average person to create images that would have only been possible for a graphic designer a few short years ago. The level of editing skills needed and options available vary widely between the following options. All have a free version which makes it easy to try various editing platforms out to find the one that works best for your skill level and design needs.

Adobe Spark – This is one of the most powerful free tools available. It allows you to create social media banners, posts, videos, and even pages completely free. As mentioned previously, it is integrated with Adobe Stock and there are numerous free image options available as well as the ability to upload your own image to work with.

For social media posts there are template options that make creating copy for a specific platform easy and intuitive. You can add a variety of tinting effects, borders, and text to create a branded message. There is also a mobile app that makes creating on the go almost instantaneous.

Canva – Canva has a free platform that is robust and user friendly. The free templates are broken down by design type, channel, or document with many options available in each category. It is also possible to create an image using individually specified dimensions. As with Adobe Spark, it is possible to search through a catalog of stock images or to upload your own image. Many of the images in the Canva library are entirely free to use while others available for purchase at only $1 each. One of the more unique features of this platform is the ability to overlay images to create something with your logo prominently featured.

Canva for Work is the subscription based service that offers more flexibility by providing far more options.  It is possible to save colors, fonts, logos, templates, and transparent backgrounds. It also gives you the option of uploading your own fonts and creating custom folders and has features that promote team collaboration. The resizing feature available with the Work package makes changing social media platforms with one design much easier.

PicMonkey – PicMonkey is one of the darlings of social media aficionados. There are numerous filters, fonts, and effects that can be used in an almost endless combination. The one drawback for using PicMonkey is the lack of image integration. It is easy to upload your own images but finding one to work with needs to be done outside of the site like those listed above. The other option is to use a solid or textured background, which can be stunning in its own right. These can be further modified with a number of tools such as overlays and themes. One of the really great features of using PicMonkey is that you do not have to sign up at all and can use the basic features directly from the website. However, with this option ads are prominently displayed.

As with many of the photo editing websites, there is an upgrade available. PicMonkey Royale. With the monthly subscription there are more effects, touch-up tools, fonts, cloud storage, frames, textures, overlays, collage layouts, and no ads. Both options can be accessed with the mobile app.

Gimp – This is an open source platform that is completely free to download and works in a way comparable to Photoshop. If you have the ability to code using Perl, Python, or Scheme it is possible to create some truly impressive customization options for your social media images. You can use it to create social media icons, backgrounds, banners, gorgeous images, and posts.

The one caveat is that it is best for those with design experience. Some of the tools may be too advanced for users who want a quick and attractive social media post. However, if you want tremendous flexibility, have the ability to utilize all of the tools, and do not want to pay for one of the higher end photo editing platforms this is a fantastic option.

Pixlr – This platform has two great options; Pixlr Editor and Pixlr Express. Pixlr Editor is more like Gimp or Photoshop in that it allows you to create layered images, replace colors, and even transform objects. For those who really want to up their creative game this is a powerful options.

Pixlr Express is probably the better option for people who want to quickly make creative social media posts for a variety of different platforms. It’s possible to add borders, creative effects, text, and overlays. The templates make it look like you have years of experience even if it is your first foray into the world of image editing.

Pixteller – This hidden gem has the ability to make social media cover images, posts, and posters. Like many of the options listed, this company does not have an easy way to access images. With your own image or a willingness to work with textured colors. While not as robust as some of the other options, it does offer valuable community resources that can be useful for those new to the process.

Fotor – Another free resource that makes creating basic social media images almost effortless. The editing options are more limited, however, that can make it easier for novices to use effectively.

The Right Tool for the Job

Which one of these is the absolute best tool to create a social media post that will go viral and help spread ideas across the globe? That really depends on the individual behind the creative process. There are some image sources that are more popular than others and every blogger and social media manager has their favorite editing software. However, that is their favorite and there is no clear consensus on which would be the uncontested winner for best in show.

When it comes to finding the best image, the most useful approach is to have a variety of sources that have the style and quality you are most comfortable with. That way you are not limited by the offerings of one company. If you have a clear image of what you want to create it will be far easier to locate the right visual elements to bring that image to life no matter which curation site you use.

As for transforming an image, quote, or idea into a stunning social media masterpiece, the best editing software will be the one you are most comfortable using. The best method for finding out which one of the services will best fit within your abilities and stylistic preferences is to experiment with the free versions of a variety of options until you find the one that clicks. It is important to also note that preferences may change overtime as your editing abilities and social media design needs increase. Pick what feels most comfortable to you in the moment and be willing to revise as the need arises.

Photo credit: Pexels

Categories
Social Media

Foolproof Ways to Adapt Social Media Content Across Channels

This post was originally published on Sachs Marketing Group.

It may be easy to create a single message to share across your social media channels – but that is far from being an effective way to reach your audience. There are several social networks people use – and all of them have a different “hook” to get their attention. Simply crafting a message and keeping it the same across Facebook, Twitter, LinkedIn, Pinterest, and others doesn’t cut it if you’re looking to expand engagement and reach. So, how can you make the same general social media content applicable to the networks where you’re trying to build traction?

Adjust the Social Media Content for Each Platform

What works on Facebook isn’t going to perform the same way on Twitter. What works on Twitter won’t work for Pinterest. What works on Pinterest won’t work on LinkedIn, and so on. Whatever the content you have to share may be, it’s best to adjust it according to the style and nature of each network.

Familiarize yourself with the best practices for each social media platform. This way, you know what kind of adjustments to your messages for each of them. When you have something to post, think of the delivery method based on these broad concepts of what each social network responds to the best.

  • Facebook: The most popular social network, with the most brand competition, Facebook strategies are harder to nail. Because you have a bit more freedom with text length – don’t be afraid to share more of a back story or context around a post. Facebook users want entertainment and value.
  • Twitter: Twitter’s audience is there to learn more about what’s going on in the world right now and to connect with others. They want news, tips, how-tos, and interesting articles. Because updates disappear quickly, it’s normal to post the same update more than once, as long as it’s spaced apart, so don’t be afraid that it won’t get seen. And because of the immediacy of the network, it makes an excellent platform for customer service. With more people turning to social media to get an answer from businesses today – it’s a good idea to make use of it.
  • Pinterest: This network is an audience of creatives – combining stunning images with instructions. The more content you can fit into that visual, the better. If you’re venturing into infographics, Pinterest is a great network for this. Create boards built around core topics associated with your business, and expand as you find topics your customers are interested in. Don’t write off Pinterest because you’re worried its core demographic won’t be interested in your brand; plenty of businesses are rocking Pinterest marketing in unconventional ways.
  • Instagram: Like Pinterest, Instagram is a visual network, but you can add video, too. Just make sure when you use it, you’re posting quality images that speak to your brand. Photos shouldn’t look overly staged, and shouldn’t be serious if you’re a funny, lighthearted brand. Use the platform to share experiences. Use hashtags to categorize content, and invite customers to share photos showcasing their experiences with your products or services. Choose the most visually pleasing part of your content, and share that. If you don’t have an image, use a tool like Canva to create one. (It’s great for those of us who lack mad Photoshop skills!)
  • LinkedIn: Focused on business and job listings, this network is best for the B2B market, or those in the B2C market targeting an audience of professionals. You can share articles to your newsfeed, in groups, or the LinkedIn publishing platform. When sharing articles to a group, think about what information would be valuable to that audience. For example, I share articles on digital marketing and SEO to groups of marketing and communications professionals.

General Electric (GE) is a brand that’s over 100 years old, so you’d think they wouldn’t be able to rock social media like they do, but, they’re one of the brands that always stands out. Looking across their social channels, there’s a great mix of content, customized to each network.

On Instagram, for example, GE shows off their technology by using images to create experiences – while showing their engine factories and wind farms. On Twitter, GE focuses on sharing infographics, photos, and reports, designed to educate their audience on science and technology.

On Facebook, GE is more verbose, sharing a mixture of technology, company news, their products in action, and more.

On Pinterest GE has a wide collection of boards, related to all of their technology and products. Plus, they have science information, inside looks at factories, and even funny boards like this one.

In 2014, they took Best Brand on Vine (read the recent announcement about that platform’s demise.) from the Shorty Awards. But, they were also nominated in the Best Fortune 500 Brand on Social Media in the Twitter and Instagram categories.

Online home goods retailer, Wayfair.com customizes their messages for social media based on network quite well. They use Twitter for the immediacy and news focus, sharing seasonal, relevant articles from their own website, as well as from other related publications, like Real Simple.

When you look at their Facebook page, you see the same kind of information, presented in a format better suited for the Facebook audience. The page also includes embedded versions of their Instagram and Twitter accounts.

Wayfair uses Instagram to showcase their products in actual use cases, and uses stunning, visually appealing content – both images and video. This not only promotes what they have to sell, but makes it easy for customers to envision how the products would look in their own homes, and provides guidance for how to style them once they’re purchased.

Wayfair uses Pinterest to organize topics their customers find interesting. And, to keep things fresh, they build promotions around themes to encourage user generated content – like Turkey Day Table Challenge.

Ultimately, GE and Wayfair want to engage and inform their audience regardless of which social platform they use – and they want to sell products. The different strategy with each network still allows them to showcase products in ways that the audience will respond to.

Simply posting the same text/photo to each network at the same time gets stale quick. and doesn’t yield the highest possible return. Match each network for the benefit to customers – use Twitter for customer contact and chatting back and forth. Use other networks for showcasing benefits, contests, and generating buzz. Change headlines and text accordingly.

Keep The Content Visual

It’s no real secret people respond to visual content better than they do plain text. After all, research shows colored visuals increase a person’s willingness to read content by 80%. (That’s why I have so many images in this piece, you know.) While networks like Instagram and Pinterest are built around visual content – don’t forget to factor it into Facebook and LinkedIn, too.

Stock photography is obvious these days, especially where people are featured. It’s okay to use it in a pinch, so long as it’s appropriate. When possible, take your own photos, or if your budget allows, have a photographer do it for you. If you don’t have products or people to feature in photos, create your own.

Avoid Posting Too Many Updates at Once

Even though you should not assume that everyone who follows you on Twitter, also is a Facebook fan, a Pinterest follower, and so on, it’s best to stagger your updates so not too many are posted at once. Posting too often is considered one of the most annoying social media habits, so do what you can to stick to a schedule that’s best for each network.

If there’s time-sensitive information, by all means, post it whenever and wherever you need to, but stick to the varying the content in accordance with the network.

Include a Call to Action

Never assume your audience knows what you want them to do, or that calls to action have no place on social media. Calls to action are helpful to increasing conversion rates. Adding calls to actions on your Facebook page can increase your click through rate by 285%. If you want your social media channel to drive traffic to your website, then tell your audience to visit for more information. You should see a burst in traffic compared to leaving the call to action off – because only a portion of visitors will visit without being “told” to do so.

Create a Social Media Content Calendar

Going into social without a plan is like going to the grocery store without a list. You can do it – but you’re either going to spend too much money, or you’re not going to have anything to show for your trip when you get home.

Planning your updates in advance has a number of benefits:

  • Know what you’re posting and when so you can keep on top of promotions, holidays, and other relevant themes.
  • Schedule updates in advance so your social media content is never quiet. Tools like Hootsuite and Buffer can help accomplish this for you. Schedule Instagram posts with something like ScheduGram or Latergramme, bearing in mind the whole concept of the network is “instant.”
  • Allows multiple team members to have input on the social media content.

That said, you shouldn’t schedule all your updates. Be available to your customers in real-time when you can, and interact accordingly outside of your scheduled updates.

Start with a spreadsheet that details the message you want to send, with a tab for each network. Include the text of the update, and links to any photo or video assets, and any links to articles/content. It’s also helpful to include the date and time of the post so you know you’re posting at the right intervals and frequency in accordance with your strategy.

You Can Craft Unique Content Without Wasting Too Much Time

Though it may seem like a waste of time to craft individual status updates for each network, having content suited to each platform is the best strategy for your social media marketing. With these tips, the process becomes a bit easier to manage. You’ll develop a streamlined workflow for your social efforts once you determine the best course of action.

Keep an eye on the analytics built into each platform, but also pay attention to what Google Analytics tells you about your social activity. Use this information alongside what you know about your target audience and sales history. Then, when you see patterns in what’s working, stick to it as you refine your social strategy.

Which social channels do you use for your business? How are you finding that varying your content is affecting your engagement? Share your thoughts in the comments.

Photo credit: StockSnap.io, Screenshots from respective brand social media accounts.

Categories
Social Media

Top Annoying Social Media Habits to Avoid

This post was originally published on Sachs Marketing Group.

These days, having a stellar social presence is essential for online business growth, but simply creating profiles, getting followers, and posting whatever you want, whenever you want, isn’t enough to get there. There must be strategy, of course, but even when you operate within a strategy, there are a few things you can still get wrong. These are the top annoying social media habits I’ve seen brands committing regularly across social media – and I’m here to tell you to stop, right now. Even if you think you’re doing your brand some good, believe me, you’re not.

Posting Information Without Fact-Checking

If there’s ever a place full of misinformation that looks real, it’s social media. Tons of memes are floating around with false data, contributing to the dumbing-down of our society. If you see anything you think may be worth sharing to your audience, do everyone a favor and fact check it first. One of the best places to check is Snopes – but you can always go to Google, too. If people figure out the falsehood of what you’ve posted, you’ve knocked your credibility down a notch, and possibly lost a follower or two… maybe more.

Posting All.The.Time.

Fear of missing out (FOMO) is a real thing online, and that’s why we see teenagers posting everything from what they ate for breakfast to the movie they’re watching right now. You may think that because you have to compete with everyone else out there, the best way to do that is to post all the time. But, if you fill your audience feed too much, they’ll start to ignore whatever it is you’re saying, or worse yet, unfollow you all together.

There are many studies on the best time to post on social media to guide your efforts. On Facebook, the data shows:

  • Sunday: 32% higher engagement
  • Thursday: 18% higher engagement
  • Friday: 18% higher engagement
  • Saturday: 32% higher engagement
  • 1 pm: Get the most shares
  • 3 pm: Get the most clicks

On Twitter, however, it looks a bit different:

  • Wednesday is the best day to tweet.
  • The best times are 12 pm, 3 pm, 5 pm, and 6 pm.

Posting on Wednesday and noon and between 5 and 6 pm is optimal, though to increase retweets and clickthroughs, you can also tweet right at noon and 3pm. You can safely experiment with 2-3 am, 6-7am, and 9-10 pm.

Use Pinterest? Take a look at this:

  • Sunday: Best for Food
  • Monday: Best for Fitness
  • Tuesday: Best for Gadgets
  • Wednesday: Best for Quotes
  • Thursday: Best for Outfits
  • Friday: Best for GIFs
  • Saturday: Best for Travel

The best times to in are 2 pm, 9 pm, and 2 am. Avoid Pinterest during work hours, and for best results, include a call to action, and try to match the best topics of the day.

The data for LinkedIn shows the best days to post are Tuesday, Wednesday, and Thursday. The best times to post are between 7 and 8 am, noon, and 5 and 6pm.

The data for Google+ shows you should avoid posting in the early morning or late evening. The best time to post is between 9 am and 11am, or between noon and 1 pm, especially on Wednesdays. The majority of people there are lurkers and will not interact with what you post.

The data for Instagram shows people are engaged throughout the week, but Mondays and Thursday tend to get a bit more attention. Avoid posting between 3 and 4 pm on those days. Videos do best every day between the hours of 9 pm and 8 am. Generally speaking, the best times to post to Instagram are between 8 am and 9am, 2 am, and 5 pm.

Factoring in time zones sounds complex, but it doesn’t have to be. Half of Americans live in the eastern time zone, and when you add the central time zone, you’re accounting for 80% of the population.

So, now that we have the best times to post for optimum reach and exposure, that still doesn’t answer the question about how often you should post to your business accounts. And just like each network has ideal times, each network has ideal frequencies.

Conventional wisdom says you should post to Facebook twice a day, but this only works if you have a following of 10,000 or more. Posting twice a day with a smaller audience translates to 50% fewer clicks per post. Those with less can post one to five times a month and see clicks per post double.

In terms of Twitter, there’s no clear cut answer, because it depends on your goals, according to this study. If you want to want to get the best engagement from each tweet, then stick to one to five tweets per day, but if you want to get more responses overall, tweet as much as you want… with up to 50 times a day having no negative effect on your account.

For Instagram, it’s not the frequency, but the consistency that matters. You can start posting multiple times a day, even up to 15-20x a day on your account without negative effects, but setting that standard means you have to do it consistently. Changing to posting just a few times a week will translate to lost followers and less engagement for each post.

For Pinterest, post between four and 10 times a day to get maximum engagement, but some studies show pinning up to 30 times a day is okay for brands with lots of content.

And while we’re at it – let me take a second to say – don’t post to your social profiles apologizing for a lack of posts recently. It’s pointless – and because posting more often doesn’t really offer any benefit, just jump back in to posting regularly. Take time to curate some content and get it queued up and ready to go so you can avoid gaps in the future.

Constant Self-Promotion

People don’t use social media to be sold to constantly. Yes, they use it to discover new products and services, but they want do so on their own terms. Constantly tooting your own horn will lead to followers ignoring you, or completely unfollowing you all together. Some self-promotion is okay, but focus on providing content that educates, entertains, and informs. “Interesting” content ranks as one of the top three reasons people choose to follow a brand on social media. If you’re creating interesting and useful content, getting that content in front of the right eyes, the rest will fall in line.

There’s no real hard and fast rule about how much of your social content should be about your brand, but the consensus seems to be to apply the 80/20 rule. This means only 20% of your social content should be about your brand, and the rest of it should be focused on building relationships with your followers.

Automated Messaging

The automated direct message on Twitter, to say “Thanks for the follow!” or “Check out my new…” may seem like a good idea to connect with followers who catch you when you’re offline, but really, it defeats the purpose of social media. Social media is a platform, regardless of which channel you use, to connect with people you wouldn’t otherwise be able to meet… on a personal level. The automated message approach is highly impersonal, and can turn off new followers.

Informal Posting

Social media is fun to use among friends and family for your personal account, but it is fast becoming a powerful professional tool, and should be treated as such. It needs to be considered a conversation with a client you’ve known for a while. It’s okay to be conversational and casual, but don’t use that as a reason to be informal. You still want to show respect and leave an impression. TyPiNg Lik DiS, Or This, OR THIS, won’t do that.

Hopping on All the Trends

If you see something trending, your instinct may to be jump on the train and get in on the action. After all, if it’s tending, thousands of people are talking about it, so you’d get massive exposure outside of your current audience, right? Before you jump on that hashtag, do some research.

What’s the hashtag really about? In 2014, well-known pizza brand, DiGiorno taught the world a valuable lesson about hopping on trends without doing due diligence first. The brand jumped on the “#WhyIStayed” hashtag, with what ended up being an offensive tweet. The hashtag was actually in response to Janay Rice’s decision to stay with NFL player Ray Rice, after he’d committed acts of domestic violence against her. Thousands of women used the hashtag to share their stories, and DiGornio didn’t take 10 seconds to figure out what the hashtag was about before tweeting. As soon as they realized their error, they deleted the tweet and began issuing apologies.

Is the hashtag relevant to your business? If not, skip the trend. You don’t need to waste time talking about anything and everything. It could confuse your audience, and especially any new or recent followers.

Buying Likes and Followers

Okay, so this one should be dead obvious, and many of us know better. And yet, there are still countless services out there offering to get you likes and followers on any number of social media networks for a fee. It can be really tempting for an unsuspecting business owner to get a start that way, because they’re worried about having high numbers to make themselves look good.

The problem with this approach is – number one, these followers and fans are likely just spam accounts – up to 11.2% of Facebook accounts are. If they are actual user accounts, chances are they’re not targeted users, even if the service says they are. So, you end up with hundreds, if not thousands of followers who don’t give a flying hoot about what your business and what you have to offer.

Your business is far better served by 50 followers who are actively engaged in what you have to say and genuinely interested in your product – part of your target audience – than it is with 500 random people. Social isn’t a numbers game, no matter how much it looks like it. Quality over quantity is definitely true here.

Excessive Use of Hashtags

Hashtags are used on Twitter, Instagram, and Facebook as a way to categorizing information, curating content, and ultimately, reach a specific audience. Two to four hashtags is best – two for twitter, and more for Instagram where the image could easily appeal to a wider audience. Keep it simple, and don’t make up crazy ones.

Syncing Cross Posts

You think, “Hey, this is a good update for Twitter, Facebook, and LinkedIn, so I’ll just save time and sync them all to each platform automatically.” It sounds good in theory, but take the time to do it manually. Each network has its own style and the audience expects content to be delivered in a certain way. When you automate the process from one network to another – you’re sending the message that you’re lazy… and followers on all platforms see the same thing over and over.

Ignoring Requests from Your Audience

When someone sends you a message on social media, don’t ignore it. Do what you can to respond as soon as possible. 32% of customers expect a response within 30 minutes, while 42% expect a response within an hour. Think that’s rough? 57% of them expect the same response time outside of normal business hours, including nights and weekends. If you need to, have a team of people who can respond quickly. It’s okay not to be on top of things all the time, but make sure to include response time into your schedule so your audience can see you’re paying attention. One study found failing to respond to customers on social channels can lead to a 15% increase in churn rate for existing customers.

Putting it All Together to Create a Solid Social Strategy

Pay attention to your audience analytics on social media channels to see when your audience is most active. Use that data to determine the types of posts and topics they share and respond to the most. Focus less on how much you post, how many followers and fans you have, the hashtags you add to the content, and more on providing quality content, and responding to your audience. Remember your goals, and make sure everything you post fits into helping you accomplish them.

What other social media habits do you find annoying? Share them with me below.

Photo credit: iStock

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