Tag: branding

September 4, 2014 / / Facebook

Beyonce just released a new album on Instagram – totally ignoring Facebook.  Facebook is dead!

It seems that one of the most talked about facets of Facebook is its demise.  Its death knell has been heard almost since it started. After all, MySpace was wildly successful – until wasn’t.

Here are a few of the myths we have recently seen trumpeted around the Internet:

  1. Facebook is like MySpace.  Facebook actually uses a completely different business model. And unlike MySpace, Facebook continues to evolve.  When businesses began to try marketing on “personal” pages, Facebook introduced Business Pages.  When companies wanted to advertise, Facebook opened their right margin to ads, and then allowed limited ads to appear in the News Feed.  For marketers trying to keep up, it seems there is a new announcement about some Facebook tweak almost every day.
  1. Teenagers are leaving Facebook in droves.”  This may be true.  Youngsters are moving to other media.  (We all know they are a fickle group!)  However, when you look a little closer many are leaving because their parents are joining. Since many businesses that use Facebook to market products and services are more interested in customers in the parents’  age group than the children’s, the loss of the children is not really a big deal. In fact, many older people, who  take a little longer to embrace new technology, are just now discovering Facebook.  (A middle-aged friend of mind resisted FB for years. After her sister told her she was posting family photos there, she joined. She is now a frequent visitor with many new “friends.”)
  1. Facebook has decided to hide my posts from friends’ News Feeds.  Because of the sheer number of Facebook users (even with the exodus of teenagers) it would be impossible to show everyone everything.  Facebook has published guidelines to help marketers get more page views, including suggestions  about posting more sharable content, posting more often, and using ads and promoted posts.  While it might be more difficult to get our friends’ attention, it can still be done.
  1. Facebook is Free.  Facebook continues to be free to use. However, if you want to use it effectively to promote your business, there is a cost – whether it is in time (learning the rules, understanding the best practices and spending time researching and posting “valuable” content) or money (hiring a Social Media Manager and paying for ads and promoted posts).  Just as with any type of marketing, in order for it to be effective, there has to be a realistic budget.
  1. Facebook will always be the premier social network.  This also is a myth.  Nothing is forever, and there will come a time when the attention of the public is grabbed by something else.  However, at this time Facebook remains an important part of many lives, and smart marketers will continue to capitalize on that fact.
  1. Facebook is the only game in town. Another myth.  Businesses must continue to interact on the Social Media platforms their target customers’ are using.  If they are selling to a younger audience, they may use Instagram, Twitter and Vine.  If they want their content high on Google’s search engine, Google Plus is mandatory.  If they want to appeal to women, they might look into Pinterest and Houzz.   B2B companies, consultant and other professionals remain loyal to LinkedIn.  And don’t forget email marketing, website “Calls to Action,” and even print, television and radio.  There are many marketing channels and more seem to crop up every day. Smart business people will assess their options and spend their time and money wisely.

By the way, even though she didn’t launch her album there, Beyonce does have a very active Facebook Page with over 64 million followers! read more

August 22, 2014 / / Content Marketing

I recently watched a video of a large bear in a rushing stream grabbing salmon as they swam upstream, and I was reminded of the aggressive salesman I recently encountered.  He practically grabbed me by my shirt front and demanded that I buy what he was selling – a ham fisted approach that apparently works on some people.

The next day I watched a cormorant glide across the pond behind my house.  Cormorants are duck-like birds found in ponds and lakes. It looks like they are just enjoying swimming with the fish – until they make a quick dive and come up with a fish and you realize they were fishing all along.  These birds remind me of people who attend networking events.  They circulate through the crowd, making small talk, not really selling.  However, you may hear a sudden “snap” as they find a potential customer. read more

The owner of a Manhattan-based  organic produce delivery service decided to expand his business into a new geographic area. He had built his original business using traditional marketing methods. However,  his son suggested that he give Social Media Marketing a try.

The owner agreed with his son that the statistics were impressive:

  • 72% of internet users are active on social media  (JeffBulas)
  • 47% of Americans say Facebook is their #1 influencer of purchases (JeffBulas)
  • The average cost per lead for outbound marketing is 61% higher than for social media leads. (Hubspot)

The “new” company was launched in the summer of 2013, using a carefully planned Social Media Marketing campaign.  Social media accounts were created on Facebook, Google+, Twitter and Pinterest. Besides daily postings to each of the sites, a referral incentive program was initiated and a $30.00 a day Facebook Advertising Campaign was initiated. read more

August 11, 2014 / / LinkedIn

There has been a lot of chatter from people who have been blocked from posting to LinkedIn groups.  Some people even advise that we all leave LinkedIn and find another social network.

I agree that being blocked because of a perceived infringement (even if it was done quite innocently) is frustrating. In fact, it happened to me.

A couple of years ago, I suddenly saw that none of my posts or comments were being published on LinkedIn. My sin: I published an article (that I did not write) on a topic that was on target for the group. However, I had not added a discussion question. The moderator (a direct competitor of mine) took the opportunity to block me because it was a “rule” of the group that posts needed a discussion question. read more

If you confuse them…

A block of white in a sea of blue on a ground of green.

If they don’t believe you…

A white mansion on a perfectly manicured lawn existing in an area where the sky is always blue and the sun always shines.

If you bore them…

It’s a white house.

You have lost them

Have you ever opened a website that had so much going on you didn’t know where to look?  Have you ever visited a website that used so much jargon that you had to read it several times to figure out what the business actually did? read more

Companies that rely only on traditional marketing strategies are falling behind.   Their marketing people may understand that they should be using Social Media and Content Marketing, but have no idea of the many platforms available, which ones they should use, and the rules and protocols needed to use them effectively.  Even when a marketer thinks he has a handle on all of this, a new platform emerges or one of the platforms undergoes a major overhaul, demanding a complete change in design, content and strategic direction.  While traditional marketing may not be working as well as it did, Social Media Marketing is becoming exponentially more complicated.  As more companies enter the Social Media Marketing arena, it has become harder for a company’s message to cut through the noise.  Business owners and managers, who once felt obligated to “join the conversation” on Facebook and Twitter, and to post to their own blogs regularly, are finding it hard not only to find the time to do it, but to understand how to do it effectively. read more

Marketing today is all about content .  Email blasts, blog posts, online magazine articles and posts to social sites have become the way people find and (hopefully) decide to buy from a company.  Because of this, there is a lot of content being published.

But why is the title so important?

Shouldn’t people want to read your article because the topic interests them?  The fact is that no matter how well-written your content is, people are bombarded with so much information that they often just slide over boring titles, and titles that try to be too cute may not adequately convey what is being offered in the article.  With the attention span of most adult readers shrinking  (it is now a shocking 8 seconds) the art (and science) of writing titles that grab their attention is becoming critical. read more

June 4, 2014 / / Facebook

In early 2011, I wrote a blog detailing the reasons to hire a Social Media Marketing Manager.  It is now 2014 and Social Media has exploded. (Facebook has over 25 Million Business Pages and other Social Sites are not far behind.)   The downside to all of this is that it is more difficult for business to be heard “above the noise.”  In fact, Facebook recently announced a change in their algorithm that makes it harder for business posts to make it to the Newsfeed.  They admit that quality, quantity and engagement are factors impacting whether a post is displayed.  They also admit that paid advertising is more effective for businesses, who want their messages seen. read more

After writing an article about how Google’s New Panda 4.0 update will affect businesses, we received a comment from Bruce, “…No doubt a strong social presence is going to help you in general, but what are your thoughts on social’s direct impact on organic search results? In theory I get why it should be a factor, but in practice I am not sure I see it?”

We are not SEO “experts,” but we do know that Google’s algorithms are extremely complicated and are constantly being “tweaked.”  A website that ranks on Page 1 this week may fall to Page 3 next week.  In many cases, it is impossible to understand why. read more

May 28, 2014 / / Facebook

In the beginning (when there were only about 50 million people on Facebook) Social Media Marketing started a revolution.  Suddenly, companies were building Facebook Business Pages and Twitter Company accounts with the express purpose of engaging with current and potential customers by letting them peek behind the curtain of the corporation (to see their human side).  They began posting their blogs, adding interesting information about their companies and their industries, and putting their commercials on YouTube and then sharing those links on their other Social Sites. read more