Posts Tagged ‘Facebook’

Tracking your reputation online for free

Friday, September 3rd, 2010

My favorite line (which our social media clients will attest to) is: “The conversation about your brand is happening online whether you want it to or not.  The only thing sticking your head in the sand does for you is breed ignorance and cede the floor to the naysayers.”

With the advent of services such as Yelp, Twitter, Facebook and other social media platforms, customers no longer have to wait to get out the door to write a letter of complaint or praise via snail mail.  They can–and will– do it right there under your nose.  Anyone at any time can generate a social media post that describes you inaccurately or criticizes your performance, service or product. Social media sites make it easy to to trash everything from bad food to slow service, and that is not what you want potential clients to find online. If you’ve spent any time making a good name for yourself, keeping it so online is a priority.

We recommend you track what people are saying about you online at least once a week.  Here are our favorite free tools (there are many good paid services, as well):

Social Mention This real-time Internet tracking aggregates mentions about your brand from across the web (and the universe, they proclaim) to give you a snapshot of who is talking about you and what they are saying.  While it’s not 100% accurate (we find it sometimes pulls in other accounts if you have a common Twitter or Facebook name), it does a great job of finding blog forum and Twitter mentions.  While it dishes out some questionable metrics (Passion? Sentiment?), the lists of top keywords, top hastags and top users it returns is invaluable information for your social media monitoring.

MonitorThis is another easy search tool that  feeds mentions from 26 various search engines like Google Blogsearch, delicious, MSN, Yahoo News, Flickr and many others.  What’s particularly nice here is that it features a ‘Get as RSS’ button that lets you directly subscribe to a list of feeds it pulls up.

Board Tracker watches conversation in discussion forums and keeps you up to speed on mentions. Just set alerts based on your specific keywords and you’ll be notified any time your brand’s name is mentioned in a forum.

TweetBeep is a Twitter tracker that keeps track of conversations that mention you, your products, your company, your brand–and gives you frequent e-mailed updates.

Google Alerts are regular email updates of the latest relevant Google results (web, news, etc.) based on your choice of keyword or topic.

The real answer to online reputation lies in constantly building, updating  and maintaining your online brand. This way, any negative commentary is automatically countered by positive news and information you’ve already put out.

Social media marketing is no business for teens

Friday, May 7th, 2010

Seems logical. When you can’t set your TIVO, you call your kid into the room. Twelve or twenty-two, he’ll have you watching last Sunday’s episode of Desperate Housewives in no-time. Can’t add a contact or download an application to your iPhone? Ditto. The younger generation just “gets it.” But do they?

We’ve encountered many firms that boast about their “genius” nineteen year-old social media hires. “They get this Facebook stuff,” we’ve heard. “They understand how to network through the Internet.” True. My older teen has hundreds of friends on social networks. He can easily find out the questions on the history test and where the best Saturday night party will be. He can connect girls to boys, not unlike traditional networking.

But what he can’t do—because he doesn’t have business training—is strategize, monitor and analyze a social media campaign. Facebook, Twitter, Foursquare, and other social media platform use is a skill most teens and college grads have. But putting a tech-savvy teen in charge of your $30,000 website redesign and social media campaign is like asking my husband to do the laundry. He’ll gladly wash clothes, but they won’t be sorted, he’ll forget the fabric softener, and assuming they get folded, they’ll end up in the wrong person’s drawer.

A social media expert is much more than someone who knows how to use Facebook. We are like custom builders, creating a blueprint for your entire campaign. From audience analysis and content goals to editorial calendars and professional monitoring with ROI tracking, firms that specialize in social media have both the knowledge and expertise to make your online campaign successful.

Anyone can get your business pages followers and likes. The question is: Do they know how to attract the right people, and do they know what to do with them? Can they track real-time and trending results—and do they even know what that is?

Nothing against teens. I have a few myself.  And they are experts at socializing. But please, for the sake of your online reputation and your hard-earned dollars, leave your all-important social media marketing to the experts.

Social media impressions score big

Tuesday, April 20th, 2010

We all knew that social media was important and our friends and fans sharing and liking our posts was fabulous.

A report was released today from Nielsen and Facebook that confirms that social impressions are more than fabulous, they increase someone’s intent to purchase.

The Value of Social Media Ad Impressions” study measured the impact of 3 types of Facebook ads and how their coordinated usage affects ad recall, awareness and purchase intent. They “analyzed survey data from more than 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 brand advertisers.”

Here are the three Facebook ads they looked at:

The study results showed how the combination of paid media (ads) and earned media (wall posts, likes, shares) significantly increased all three measurements (ad recall, awareness and purchase intent) than paid ads alone.

Combining paid media with earned media created:

  • 9% increase in awareness
  • 6% increase in purchase intent

These numbers are compelling. But what does it mean for your business?

People are influenced much more by their friends than our ads alone. Engaging in social media is your way to bridge the gap to share directly with your customers and, in turn, your customers’ network will grow your business.

Use ads in the right places to reach the right audience but be sure to engage with your customers where they are already (Facebook, Twitter, etc.). Create conversations and share relevant information that makes it impossible for your customers to not talk about you, like you and share your links.

Are you taking advantage of social media impressions?

Don’t stop playing in the middle of the game

Friday, March 19th, 2010

facebook_logo2While working on Counterintuity’s Facebook page yesterday, I happened upon a page we set up for a client.  Sadly, it hasn’t been touched since the day we finished a detailed marketing plan last summer.

This company is far from alone.  Though Facebook doesn’t release stats on inactive business (or personal) pages, I come across them daily.

To me, this is akin to training all season for the championship game and then dropping out in the first quarter.  Why would you spend all that (insert: time, money, effort, frustration) building a social media network and not use it?  Would you build a custom home and not move into it?

Facebook is free.  It’s easy.  And it tells people more about your business than you may realize.  A stale Facebook page says a) you’re no longer in business; b) you’re too busy to care about your fans or c) you don’t keep up with technology trends.  All three scenarios are troubling and lead me straight to your competitor(s).

Even if you’re not the cool kid on block-al la Victoria’s Secret PINK, consumers today expect you to be a player.   You don’t need a pimped-out Facebook or Twitter page just to stay in the game. 

Social media “housekeeping” should take small companies no more than 30 minutes a day, tops.  It can be done by anyone with knowledge of your company or products. Toss the excuses.  If you don’t have time, your secretary or intern does (and they’re probably young enough to understand the process).  Make a commitment now to spending time daily to keep your fans updated and engaged.

After all, if your online pages are slowly rotting away, then so is your reputation.

Twitter followers and Facebook fans are more likely to buy from you

Thursday, March 11th, 2010

“New consumer research shows over 50% of Facebook fans and Twitter followers are more likely to buy, recommend than before they were engaged”

A February 2010 study by Chadwick Martin Bailey finds that if a consumer friends, follows or fans your brand, the odds are good that they will recommend you or buy from you.

Consumers expect brands to be participating in social media. My favorite quote is from a Female 50-54:

“It’s EXPECTED that a company have some digital face – whether it’s on FB or Twitter I don’t know – but they need a strong electronic presence or you doubt their relevance in today’s marketplace.”

What are you doing to engage in social media?
How is it working for you?
I’d love to hear about your experiences and wins.

Feeling funky about Facebook’s Farmville newsfeeds?

Thursday, December 10th, 2009

Honestly, I don’t understand where my friends find the time to “virtually fertilize” others’ farms on Farmville or cook too much “virtual onion soup” in Cafe World.  Funny, I’m always working while they’re burning stew or plowing fields online.  Worse yet, they have to tell me every time they do so.

Want to control which 3rd party applications post these silly stories on your Wall? Don’t despair!  You can determine which applications generate wall news feed. Here’s how:

1. Hover over the upper right corner of any news feed from a friend and a “hide” button will appear.
2. Click on the “hide” button to prevent all news feed from that particular application from appearing on your home page again.
3. You will see a message stating that the application has been hidden from your news feed. 
 
In the future, you won’t see posts from any application you don’t care to see.  Buh bye, Mafia Wars!  So long, Yo’ Ville.  And a not so fond farewell to Farmville!

How Facebook Saved a Town

Monday, August 31st, 2009
The Station Fire in La Canada Flintridge

The Station Fire in La Canada Flintridge

This week, for the first time, I experienced Facebook in much more than a “reconnect with your 8th grade crush” way.  For the residents of La Canada Flintridge, facing the raging “Station Fire” with a dearth of TV news coverage (check LA Observed blog on that topic), Facebook became our lifeline to each other and to word of evacuations, power outages, friends’ safety, offers of shelter, and even panic and hearsay.

The Facebook phenomenon started August 26 when fire broke out in the Angeles National Forest–a hop, skip and a jump from many residents on the northern side of Foothill Blvd.  As flames grew higher and ashes rained on our sleepy town, TV news covered the Portuguese Fire in Palos Verdes.  Although “our” fire had a name–the Station Fire–no one source was able to provide the up-to-the minute coverage we needed to keep our families and homes at the ready. 

So we did what any good 21st century town does when there’s a disaster–turned to the Internet.  More specifically, Facebook.  We’d rushed to Facebook once before when a runaway truck crashed into an intersection, killing 2 and injuring dozens–but this time it was different.  This time, it was about the emotional and physical survival of an entire town.

It started slowly at first, after a smoky day of fire over the hills.  A few “Is anyone else seeing flames from their house?” and “Has anyone else lost power?” messages began to pop up.  That gave way to a barrage of speculation as to exactly where  the fire was coming from–”I think it’s at the top of Ocean View.” “It is definitely just EAST of me.”  “We are on Green Crest right below that area. It’s not looking good.”

Soon, vacationers and relatives chimed in, quite panicked that their far-away home or family could be affected. “Thanks to LCF Facebookers, I have gotten better info here while out of town than from news sources,” said one.  Another wrote, ” I am in Spain and have been hearing bits and pieces…any info you can send my way would be appreciated.”

As is human nature, as the fire spread, so did the rumor mill. Everyone was certain their neighbor’s cousin’s best friend’s house was in flames.  “Heard two houses are on fire on Starlight Crest. Probably going to spread,” wrote one.  “A  friend said a young woman walking by his house just told him a house on Crown and Knight was in flames.” Luckily, neither turned out to be true. 

Several posters continually added official updates from the city website and personnel, and others  posted direct quotes from fire personnel on scene. “Just saw one of the Fire Chiefs at Rite Aid on a break and he said it is moving towards Altadena.”

Many people simply prowled the hundreds of postings, adding a short reply or a thumbs up here and there.  For most , it was just comforting to be bound “together” in adversity, somewhere in this little Facebook bubble we created.  I kept picturing us in a (very large) lifeboat, sustaining each other towards an unknown future. Not only did Facebook keep everyone abreast of current and fast changing information, it also gave many peace of mind during a volatile time.

What was most amazing to me was the way our community used Facebook to lend a hand or reach our for help.  There were open offers of shelter, food, help evacuating, animal care—even clothing—from perfect strangers.  One posted about housing an unfamiliar senior citizen couple until it is safe for them to return home.  La Canada Facebookers publicly posted their cell phones and addresses–even told us where to find the spare key–anything to help a neighbor.

Tonight, as the fire rages in a different city (although large hot spots and flare-ups remain), La Canada is trying to get back to a sense of normalcy–whatever that may be.  Facebook has now become “group therapy”–the place where we go to talk about what we’ve been through, how we recover,  and how we can even slightly begin to show our thanks to heroic firefighters.

Soon, we’ll get back to posting about how our teens are driving us crazy or the wonderful travels we’ll take.  But we will forever be connected by the stories and information we shared during this tumultuous time.  For a short while, Facebook became our virtual water cooler, a place to comfort and be comforted.  And that’s how Facebook saved La Canada.