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Semester Project Overview

For the duration of the semester, we will be creating fictional brands that the class will use to generate original social media, PR and adv...

WEEKS 12 & 13: Social Media Marketing Plans and Building Facebook & Twitter Pages

SUMMARY:

Over the next week, we will:
  • Continue to learn about social media marketing plans and begin work on the creation of one with the goal of driving traffic and awareness to our campaign website.
  • Learn about best practices in building an official Facebook, Twitter & YouTube presence for our campaign sites.
HOMEWORK:
  • Continue to work on your Social Media Marketing Plan (final version due Dec. 4)
  • Create two social media pages (such as Facebook and Twitter) for your campaign. These social media sites should then be linked to your main campaign website.
  • Start posting updates frequently (several times a week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages. 
    • You should try to have at least 30 followers/subscribers on each by the end of the semester.
    • You should try to have at least 10 social media posts by the end of the semester.
  • Continue to work on and revise your campaign website, including modifications to help optimize your content for search engine indexing and rankings.
  • Create at least one theme-specific landing page for your website.

Twitter Analytics

Are you familiar with Twitter Analytics?

With Twitter Analytics, you can learn more about the performance of your Tweet activity, as well as your followers.
TWEET ACTIVITY DASHBOARD

The Tweet Activity Dashboard helps you learn more about your followers, including:
  • Gender
  • Location
  • Affinity for other Twitter brands/influencers
  • Top Interests
  • Timeline Activity Summaries (No. of Faves, No. of Retweets, and Replies)
To access your Tweet Activity Dashboard, visit http://analytics.twitter.com. 
Disclosure: In some cases, you may be prompted to set up an account with Twitter Ads in order to activate full analytics. This might involve associating a credit card with your account, but you won't be charged unless you actually place a paid Twitter Ad campaign. Further, some non-business analytics dashboards will not include all data. For example, Affinity information may not be available for those with low follower counts and/or some consumer accounts.

ABOUT TWITTER CARDS

Twitter recently expanded the original analytics dashboard to also include a new Twitter Card dashboard that can be used by advertisers who wish to pay for media-rich campaigns on Twitter.

"Twitter Cards," which add a media-rich content area that extends beyond the typical 140-character Tweet. With a Twitter Card, you can add videos and other media experiences directly into your Tweets.
One important thing to note is that you can't begin to use Twitter Cards until you first "validate" your site with Twitter. This involves adding approved "metatag" code to your site. If this is of interest, you will need to "verify" your site. For example, instructions for adding metatags on Wix are here:
Once installed, Twitter Card activity will be tracked in the Twitter Analytics dashboard. You can use the dashboard to learn more about making your Tweets successful.


Email Marketing Campaigns

Email campaigns are an important way to reach your customers, but it is also important to know the rules of what you need to do to stay compliant with  CAN-SPAM, GDPR and other regulations that may impact who you can contact.

Fortunately, services like Mailchimp or Constant Contact make it easier than ever to create and send campaign emails. These types of email marketing platforms allow you to create a campaign and then send to targeted campaign audiences (including A/B tests that allow you to determine which content strategy or email subject line nets the highest open rates and/or click-through rates.




Creating a Facebook Fan Page & Facebook Business Manager

Now that you have your new Web destination site, you'll also want to begin to nurture a strong community of followers and fans via social networking platforms, such as Facebook.

CREATING A FACEBOOK FAN PAGE

1. Your designated social media editor should log in to Facebook and then visit this link to set up your fan page.

2. You'll want to classify your page by Business/Brand or Community/Public Figure.

3. You will also get a chance to "name" your page. Make sure it matches or includes the name of your branded Web property!

4. Now you can customize your page. You might want to populate the page with your custom logo, profile information and even any of the many Facebook Apps.

Key Image Specifications for Facebook Timeline:
  • Profile Photo: Displays at 170 x 170 (computers) and 128 x 128 (mobile) 
  • Cover Photo: 820 x 312 (computers) and 640 x 360 (mobile)
  • Video Cover: Want a video for your cover instead? Learn how
6. Once your page is ready, you can choose to take it public.

7. Ready to add a Like button to your new Facebook fan site on your Wix page? Use these instructions.

8. Use the Facebook Fan site to send alerts and updates about additions to your site. You might also promote it to friends and interested, related communities via Facebook and other social network sites.

9. After you are done inserting the Facebook Like button, you might want to explore some of the other easy-to-use apps on the Wix App Market or Wordpress/Weebly Plugins that you can add to your site, including embedding of a Google Calendar, Crowdsignal surveys, live chat and more.

Learn more about managing your Facebook Page >>

FACEBOOK BUSINESS MANAGER

Some businesses go further than simply creating a Facebook page. For example, if your business has multiple stakeholders that use your official Facebook page and/or it uses multiple Facebook services (e.g. Developer apps, advertising, etc.) then you might want to connect your Facebook page to Facebook Business Manager.

Use Facebook Business Manager if:
  • You need to centralize the management of more than one ad account or page for your business.
  • You need to request access to Pages or ad accounts from clients outside your organization and/or you want to grant access to an outside vendor or organization with controlled permissions
  • You have multiple team members and you wish to keep your personal Facebook profile private/separate.


Facebook Insights

Facebook Insights allow any admin of an official Facebook page to learn more about fans and followers including demographics and engagement patterns.

The social media giant recently overhauled and expanded this important metrics platform to include richer and enhanced data streams that provide better insight to your Facebook followers.



Best Practices in Facebook Page Management

Facebook has an official guide to Best Practices with some great tips. However, here are even more best practices in communicating with your followers on Facebook:
  1. Be conversational in your voice/tone with your followers. In many cases, it is best to use a casual tone that people can relate to. While it is important to stay "on message" and not offer personal and polarizing opinions, many social media managers infuse humor and personality into their posts to capture the attention of their followers.
  2. Ask questions to inspire conversations. When you ask a question of your followers, you are likely to inspire engagement with you on Facebook. Be sure to answer back and/or respond to any conversation that unfolds!
  3. Respond to Facebook comments, when appropriate. Many companies make the mistake of using Facebook as a one-way channel to deliver company news and updates. However, these organizations are missing the point of Facebook -- it is a media outlet that is best suited for social conversations that are not one-sided! Don't be afraid to respond to your followers. Most will appreciate that you acknowledge their opinions. 
  4. Don't feed the trolls! Some conversations can lead into a never-ending cycle of negativity. If the exchange is less about intelligent conversation and more like a rant, it might be best to be reserved in how (and if) you respond. In extreme cases, companies will block or ban followers that are not willing to engage in reasonable conversation.
  5. Share photos and videos. Visual media is more likely to grab the attention of your followers than simple text. This also means that you should consider changing out your Timeline cover photo often, as well. It also means that you should pay closer attention to the thumbnails that are generated when you link to other content.
  6. Consider exclusive content. Is there any insider information that you can reward your loyal followers with? Inspire more loyalty among your fans and followers with exclusive extras, insider tips and tricks and/or behind-the-scenes photos.
  7. Use post targeting. Some updates are only likely to appeal to a portion of your followers. For example, a particular post might only be aimed at customers in a particular geographic region. If so, you can use the "Add Targeting" option to limit who sees your latest post.
  8. Post useful info - not spam! Don't "hard sell" your followers -- they will likely view any blatant commercial posts as "spam" (which can lead to a decline in "likes" of your page). Consider your readers and what they will find interesting and/or useful. Many organizations use Facebook to establish credibility and authenticity with their fans. For example, a restaurant might post interesting recipes or food preparation tips. These posts might occasionally be accompanied with a gentle nudge to readers about your services -- but it is never a blatant commercial plug.
  9. Don't post more than two times a day. For commercial products, less is more. If you post too often, you run the risk of being perceived as spam. However, media and news properties are different. If your brand is centered around the idea of delivering news and/or information, then these non-commercial updates are more likely to be welcomed and perceived as useful to your audience. For example, CNN posts breaking news several times a day -- all of which is expected by those followers. 
  10. Use the "pin" feature. You can now "pin" a post to the top of your Timeline to ensure that it is seen first among visitors to your page.
  11. BONUS TIP: Use the call-to-action button, if appropriate. Facebook has a call-to-action button that you can add to the top of your page. This enables visitors to click through to complete an action. Options include "Book Now," "Contact Us," "Use App," "Play Game," "Shop Now," "Sign Up," and "Watch Video."
There are numerous other tips to consider, too. Take a look at these articles from various social media experts about best practices in Facebook engagement:

YouTube Analytics

YouTube Analytics is an analytics tool that enables you to view detailed statistics about the videos you upload.



With YouTube Analytics, you can view data that tracks:
  • Popularity and Number of Views
  • Demographics
  • Community Engagement
  • Discovery
  • Audience Attention
Did you know that you can pay to promote your videos using YouTube's "Promoted Videos" feature?

MORE YOUTUBE RESOURCES: