Archive for the ‘social media’ Category

Facebook Testing “Save For Later”

Thursday, August 2nd, 2012

Facebook is testing a new feature on both desktop and mobile platforms. When users are given a link to a story, Facebook will allow the user to save it in a folder and then read it later. Currently, if a user is too busy to read something, then she needs to remember it and return to it later. It’s not a huge issue on desktop where browsers have numerous tabs, but mobile devices are notoriously difficult for saved reading.

Facebook

Social media agencies are increasingly being turned towards content creation This is also a key change Google is trying to create with its latest updates. One of the failures of the new focus on content is that Facebook, as the leading social network to distribute the content, did not make it as easy as possible to read the content. Stories become lost in the ever moving newsfeed and people might feel overwhelmed by the chase to read what is being shared. This change should help the internet marketing company better expose people to its content and to what brands are trying to sell.

Facebook Testing “Save for Later” Feature

Yelp Updates its iPhone App

Tuesday, July 31st, 2012

Yelp is increasingly becoming a standard in the geo-location services. It is also increasingly losing desktop views and replacing them with mobile usage instead. To capitalize on this transition Yelp has updated its iPhone app to make it more user friendly and to better encourage more mobile usage.

Yelp

The business profile page on the update is now cleaner and sports a stronger visual look. The information that is generally less important is made small and removed to a less valuable piece of real estate on the mobile screen. Calls to action, such as make a reservation, are now more prominently displayed on the business profile page. It is also easier to access photos of vendors.

Yelp does plan on issuing updates for its iPad version as well. There are also some changes coming to the web site that will make it easier to leave tips and access bookmarks.

The internet marketing agency needs to recognize that Yelp is becoming more and more important for its brands. Not only does Yelp now provide the data for Siri searches, but the Yelp service proper is becoming more highly trafficked. Yelp’s ability to let friends allows it to tap into the geometric growth potential of social networks.

Yelp Rolls Out Improved iPhone App, Other Mobile Changes

Curalate Opens UP 3rd Party Pinterest Platforms

Tuesday, July 24th, 2012

Curalate is an analytics platform that helps brands measure activity for their images on Pinterest. Pinterest has yet to open its API, which is part of the reason it has taken so long for services like this to emerge, so Curalate is operating solely on image recognition software.

Print

The social media agency can use Curalate or use it as a model for its own system of creating metrics of brands on Pinterest. What Curalate measures is the repining rate of client images. Curalate is also able to measure who is doing the repining and what images are being repined along with the brand’s image. This will help create a fuller picture of what users are looking for and if brands need to expand their services beyond those currently offered. These metrics also point brands to who the influencers, and more importantly early influencers, are.

Services such as these offer better potential than FaceBook because Pinterest is the first social network built around products and not personalities. Brands can use Pinterest to test colors of products or small tweaks that are otherwise more difficult to test. The social media agency can use Pinterest and metrics on it to help expand its portfolio into more traditional consulting roles as well.

Group M Next Taps Pinterest Analytics Company Curalate

Facebook Is Shifting Metrics

Friday, July 20th, 2012

With Facebook’s new advertising exchange it is able to open up some avenues for marketers. One of these is the ability to use data from outside the Facebook ecosystem for evaluation within the Facebook ecosystem. One of the larger problems Facebook has faced is its inability to drive conversions. The social network is able to drive other calls to action, but the big one has always seemed elusive. The new data collection abilities of the exchange will make it easier to measure conversions.

measure-social-media-metrics

Facebook is now beginning to slowly shift its emphasis on metrics so brands can better see how a long chain leading to a sale might have involved Facebook. Facebook will be able to better sell itself as the data will now will be available to show social media’s importance.

These new metrics will also help the social media marketing agency. The agency will be able to better show results to its clients as well as be able to better measure effectiveness of efforts and focus on those more lucrative channels. The process will not be without missteps though. New metrics will be devised and some will need to be discarded. It is an exciting time for the digital brand, but also one certain to be fraught with red herrings and missteps that are intuitive and persuasive. Vigilance will be necessary as these new waters are tested.

Changes in the Way Facebook Measures Brand Impact

ShareThis Offers a Better Frictionless Sharing on Facebook

Friday, July 20th, 2012

Facebook introduced frictionless sharing a few months ago and it has, if anything, created buzz. Third party apps, like The Guardian’s, will automatically post to a user’s Timeline articles read on the site. While this is good for publishers looking to spread their content, this created privacy concerns and many users backlashed by not adopting the apps that used frictionless sharing.

share_this_icon

ShareThis is a service that places social media buttons on pages to make them easier to share. It has just released a new service, ShareNow, which enables frictionless sharing, but should allow users to bypass their privacy concerns. The button can be turned off and on, enabling and disabling frictionless sharing onto the user’s Timeline. If a page is viewed and the button was turned on, then toggling the button will remove the entry from the user’s Timeline.

This will help the internet marketing agency by making content easier to share over Facebook. A share button on the page is good, but it requires the user to actively seek it out and select it. Frictionless Sharing was supposed to be the solution, but the privacy concerns and the concerns about non-anonymous prevented many people from adopting it. This new service should ease all the concerns and make content sharing even more productive.

Finally, Control over Facebook Frictionless Sharing

Google+ Earns High Marks For Customer Service

Wednesday, July 18th, 2012

Each year the American Customers Satisfaction Index is released which ranks different vendors in different industries according to how happy its customers are. This is the first year the ACSI has measured Google+, Twitter and Linkedin. Google+ scored a 78, which earns it the highest rank for social media sites. FaceBook came in last with 61 points. Except for Google+, Pinterest beat the other social networks.

google+

The features that set Google+ apart are the lack of ads, a superior mobile service and a commitment to privacy. These stand in contradistinction to how people think of FaceBook, which is about intrusive, irrelevant and frequent ads. FaceBook has also been heavily criticized many times for a lack of concern about the privacy of its users.

This difference in approach does not, however, make Google+ the clear winner for the social media agency’s efforts. It does mitigate the likelihood of Google+’s collapse as some predict. The social network is still growing and as more and more people find it a more peasant experience than FaceBook—except for the absence of people—then it is possible that Google+ becomes more frequented by many users. That growth will then make people check it more often and turn it into an important social network for brand messaging.

The lack of clutter might also make a brand’s efforts on Google+ more effective than FaceBook. There is less to distract customers, and the lack of ads means users are seeing brand messaging inside newsfeeds where updates about friends are also seen.

Google+ earns highest ranking for social media sites

Best Metrics For Facebook Page Optimization

Friday, July 13th, 2012

The social media agency is constantly on edge to prove its value to clients. The lack of immediate conversions is a problem, but a larger issue is how to show that the Facebook pages for brands are getting traction and actually improving the awareness of the brand. Amy Porterfield has an essay where she points out the three metrics provided by Facebook Insights that the social media agency ought to pay attention to.

facebook-metrics

The first metric to watch is Engaged Users. An engaged user is one that clicks on a post. Some users that are responsive will be lost in this measure, but there is a guarantee that these reflected users are engaged. Each post is broken down by Facebook Insights, and the social media agency can use this measure to see what type of post is gaining the most traction with fans. Commonalities like calls to actions and questions being asked can be measured and this metric can then help answer which of those are working best.

Traffic coming in from external referrers is the next metric. Even Facebook pages need to be geared to draw people in to it. FaceBook Insights allows this to be tracked. If the number is low, then the social media agency can take appropriate actions such as optimizing the page for search engines and by including social buttons on other web sites.

The final metric offered is the Talking About This score. This metric will catch all of the engaged users and then some. It measures all of the people who over the past 7 days had any sort of engagement with the post by clicking, sharing, commenting or liking. The best way to boost this number is to ask fans to share with their friends. Fans are often willing to do so.

The social media agency is increasingly inundated with metrics and things that need to be done on a daily basis. This essay helps simplify  matters and helps direct the agency to places that can produce the most and best information about its efforts.

How to optimize your Facebook page

FaceBook Launches Read Receipts

Thursday, July 12th, 2012

Brands that have a presence with FaceBook Groups will soon see a new feature called read receipts. When the cursor is held over an update or a share, then FaceBook will also display who has seen the content and when they saw the content. This feature was introduced in FaceBook Messenger a few months ago, but few people, let alone brands, use Messenger so measuring its success is difficult.

Facebook

This new feature can be a boon for the social media agency. It will require a fair amount of labor to extract the data this makes available, but it does make more data available. One of the useful data points will be exposure times. There is no shortage of best practices listings about when most people see FaceBook updates, but this new tool will allow analysis to specific groups instead of large macro trends on the social network.

The second useful data point provided by read receipts is the listing of individual fans and when they saw the update. This helps better track them on a micro scale as to when they are most responsive to a brand’s post. The social media agency will be able to better tune messages and updates to reach maximum potential.

Better Tracking on FaceBook

Amazon Working on a Mapping Application

Thursday, July 5th, 2012

Amazon has been rumored to be working on an Android based smartphone. This week Amazon purchased UpNext, which is company that models the world into 3D maps. UpNext has been prioritizing 3D mapping on tablets and smartphones, and this acquisition fuels speculation that Amazon’s smartphone is in the works. Because of the inherent mobile qualities of a smartphone, mapping is an increasingly necessary and competitive function for user’s discrimination among options.

amazon-buys-upnext

The Amazon Appstore is currently closed to Google Maps, offering Mapquest instead. This acquisition could make a stronger competitor if Amazon does develop it fully.

This means there is another mapping database the social media agency needs to add to its portfolio. Even though Amazon does not yet have its own mapping software, being an item in UpNext’s database will make the transition easier. As of now the software is not terribly powerful and not focused on locating businesses, but that will change if Amazon hopes to monetize tis efforts.

An Amazon smartphone will be good news for social media agencies. The smartphone will be designed to make shopping for products seamless. The problem for businesses will be showcasing, where customers see items in a store and then buy the product from Amazon instead. Of course this is not an issue for the brands that sell on Amazon. The social media agency will need to design mechanisms to reward a non-showroomed purchasing. Fortunately, social media can offer a channel for celebrating non-showrooming behaviors and the social media agency can help handle this transition into a world where Amazon also offers a smartphone.

Amazon Buys UpNext, Will We Soon See Kindle Maps?

Facebook Needs Metrics For Marketers

Wednesday, June 27th, 2012

Brands want to market themselves on FaceBook. Marketing firms are only too happy to take money from those clients. The problem is that nobody yet knows how to measure effectiveness for those efforts. The problem is not necessarily on FaceBook’s end. There is a lot of transparency; the problem is how to value those metrics. This will pose a problem for FaceBook as it tries to scale its advertising out to more people and to mobile devices.

facebook_logo

Most marketers use FaceBook as a marketing vehicle, but much fewer of those who answered a Citigroup survey said they actually advertise on the social network. While all of this sounds pessimistic for the social media agency, there is a silver lining. Brands are confused and few social media agencies can provide clarity. An articulate message about long-term branding instead of looking to click-throughs and conversions will help ease brands’ concerns and sell a pitch where other digital marketing firms cannot provide a confidence-building message.

In time FaceBook will develop metrics that prove its worth as a branding vehicle. More and more studies are being conducted and finalized, which do demonstrate the value of FaceBook branding on a brands’ sales. The prudent social media agency will stay abreast of these reports and look for ways to refine them hoping to establish a solid correlation between its efforts and increased sales for the clients.

Does Facebook Advertising Work?