All Things CRM

In what seems to be a battle of the titans between Facebook and Google+, the two social media giants are looking for ways to improve the user experience and broaden the ways users interact with one another and the web. One of the latest moves by Facebook was to add their new Subscribe Button ( https://www.facebook.com/about/subscribe). Now, users can get updates from people other than their friends and to choose what information appears in their news feed. This button is found alongside the Message and Poke buttons of a user’s profile.

You do not have to be an approved friend in order to subscribe to someone. This means that if your favorite celebrity or journalist allows subscriptions, you can follow the latest information that they share via Facebook. This move allows Facebook to replicate the functionality of Twitter and Google+ to follow individual users.

Additionally, this subscribe button allows you to unsubscribe from friends. (You are automatically subscribed to all of your friends.) If a friend becomes too frequent or of little interest on your news feed, you may simply unsubscribe from them. You will remain friends without having to receive constant updates.

Facebook is taking heed from Twitter’s success as well as the rapidly growing Google+ platform. It is currently working to rollout Timeline (http://www.facebook.com/about/timeline). Additionally, Facebook announced features that allow users to group friends and made privacy more prominent on the site (a move in an obvious reaction to the user-friendly Google+ Circles).

Keep in mind that the Subscribe Button is completely optional. You may choose to turn off the button in your settings and not subscribe to anyone else.

For businesses, it only makes sense to allow subscribers. You can enable subscriptions on your company’s profile page by simply following the steps listed on Facebook’s Subscribe Button page (https://www.facebook.com/about/subscribe). Many users have found increased traffic and improved search engine optimization results by simply adding this feature to their company page. Keep in mind that subscribers may only see information that you share publicly.

Like Twitter, the number of individuals subscribing to you, and the number of individuals you subscribe to, will appear on your profile. Keep in mind that friend requests will automatically be subscribed to your public updates unless you choose to turn the button off.

This new feature will allow individuals to customize their news feeds with only information that is important and relevant to them. It’s important for businesses to consider adding and utilizing their subscribe button in order to improve user engagement with their page. For business owners wishing to fully leverage the new option, it may be worth considering including the subscribe button in part of your overall integrated strategy. Consider making pushes for individuals to subscribe.

This will likely be one in many changes getting ready to occur for Facebook. Make certain that you are consistently keeping up with the latest trends in order to fully leverage your online brand. These changes are often viewed from the individual user experience level but it’s important to consider how each of Facebook’s changes may be leveraged to help your overall online marketing strategy. Consistently think of creative ways to use these new tools in order to attract and engage followers.

Remember, that fully leveraging your online presence can make a huge impact in your bottom line. However, it’s important to maintain your online presence as part of an overall marketing strategy. Consider your online presence as part of a growing conversation. Make sure you appear to be authentic and not trying to over sell your brand or product. A genuine online presence can significantly enhance your marketing strategy and help build your bottom line.  Are you looking to grow your online presence?

It’s likely that you’ve already seen the benefit of using Facebook to represent your brand online. It’s likely that you’ve gone through and set up a Facebook Fan Page in order to help your fans interact with you online. However, rather than using this as a catchall or silver bullet, it’s important to think of your fan page as just one tool in an overall marketing plan. Keep in mind that there are several things you should consider, including how to optimize your page.

The first thing to consider is what you wish to accomplish with your fan page. Are you attempting to build a community or affinity for your brand? Are you looking to drive web traffic or sell more items? Make sure you have a clear, consistent goal of what you wish to accomplish with your page. Once you do, you’ll want to optimize your page in order to make it more accessible and thus reaching more individuals. Once you do, you’ll find that your page has more impact. Here are a few tips in order to help you get started:

1.  Optimize the share preview for your website. Facebook allows for the viral spread of shared links using the Links application. It’s built directly into the Facebook interface so that whenever someone enters a URL, a screen shot and information will automatically appear. You can see that a number of images may be selected. If your website is primarily flash-based or has very few graphic components, it’s important to customize the preview image. Facebook walks through how to use meta tags on your website here (http://developers.facebook.com/docs/share/) in order to optimize the way your website shows up in Facebook. Facebook Links also pulls your description meta tag from your website so make sure that information is explanatory and succinct.

2. Determine the perfect profile picture. Facebook recommends that your profile picture be 200 pixels wide while the height being 200 pixels or more. Make certain to allow at least 12 pixels around the border for information such as your logo, etc. This is because Facebook will automatically crop your picture in order to use that image across the platform.

3. Strategically consider placing content for fans only. Profiles within Facebook Fan pages allow for separate posing of information for fans and nonfans. This allows companies and organizations to build brand awareness by offering special deals for individuals who become fans through the FBML tab or box.

4. Consider a custom vanity URL for your Facebook page. If you own your own website, consider making facebook.yourwebsite.com and directing it to your Facebook Fan Page. (This can be done with a simple redirect to your Facebook page.) This allows you to easily share your Facebook page with other users in print pieces and other places on the web.

5. Keep an editorial calendar for content. It’s important to make certain that you are keeping content fresh and authentic. It’s also important not to beat your Facebook fans over the head with the same type of information. Remember, you do not want to constantly be posting—as this will overload users’ newsfeeds and perhaps cause them to “unlike” your page. This is why it’s important to keep a consistent editorial calendar so those managing your online presence know when and where to post information. Remember to try to mix up the type of content you create such as links, photos, status updates, giveaways, industry trend information, etc.

6. Monitor feedback. Make sure you are repeating successes and limiting failures. Learn from the types of content that you display. If you are seeing more conversation, spikes in web hits or sales, or an increase in sentiment, you should try to repeat (without overdoing) that type of content. Likewise, make sure to limit information if you are seeing drop offs after releasing certain types of content. There are many tools on the market to help you keep track of all of these performance indicators.

7. Consider the search engines in what you do. Something as simple as naming your page can impact search engines. Pick the best name possible and stick with it. Remember, your Facebook Fan Page is an extension of your brand and should be esthetically similar. Use the “about” section to include keywords that are important to you. The “info” tab can likewise be used to go after target keywords or phrases. However, remember that although it’s important to put links to your website and other relevant urls, you do not want to seem spammy. Facebook is a place where authenticity is valued. Make sure that you are genuine and do not try to oversell your fans.

8. Don’t forget about media content. Facebook is a great place to share pictures and video. Make certain that they are not overly generic. They need to be media that your fans are interested in. Also, make sure that you add captions and descriptions along with anything posted.

9. Encourage feedback. So many brands make the mistake of dismissing customer input on their wall for fear of negative feedback. However, this only deters interaction on the platform, which is the entire point. You will never be able to get users involved without facilitating a discussion. Plus, this will make you a more genuine, trusted presence—something that is good for any brand.

10. Most importantly—constantly be learning. Never assume that you have everything figured out. Social media and online marketing is constantly changing. Make sure to stay up-to-date on current trends. Monitor your success and learn from your mistakes. It’s important to be flexible and agile when it comes to your online marketing strategy and always maintain your online marketing strategy as part of your overall integrated communications plan.

Google+ is growing fast. According to pcmag.com (http://www.pcmag.com/article2/0,2817,2390356,00.asp#fbid=UNntW99VjdD) more than 25 million users are now on the social networking site. Users are raving about the simplicity of the site. With more people joining, it’s important for you to keep up-to-date on the latest functionality of Google+. Once you’ve learned the basics, there are many more tips and tricks to enhance your experience on Google+. Here are 5 tips to get you started:

1. Sending a private message. One of the greatest benefits of Google+ is the ability to post limited information to your followers. However, unlike Facebook, Google+ private messaging isn’t nearly as obvious. It is, however, extremely simple. In order to send a private message, simply start typing into your stream. Instead of sharing the content with multiple Circles, remove the Circles altogether and then add an individual’s name by using a plus symbol (+) and then the person’s name. Only that individual will be able to see the message.
2. Disable sharing of your posts for increased security. One of the many perks of Google+ is that sharing content with certain group is much easier. You can send a message to an individual (as described above) or certain groups by simply adding the people you want to share information to into the box below your status update. However, there is nothing to keep individuals from sharing your post to others. In order to keep your information private and control what information may be repeated, Google+ offers the option for you to disable sharing of your posts. If you post something that you’d like to keep others from sharing, simply click on the menu drop down arrow at the upper right-hand corner of your post and select the “disable reshare” option.
3. Mentioning someone in your status. Facebook users by now have grown accustomed to mentioning their friends in a post using the @ symbol. This functionality works the same in Google+. Users may also use a plus symbol (+) in lieu of the @ symbol.
4. Altering text. Did you know that you can make text italic, bold or appear in strike through using Google+. This is done by using designated symbols before and after text. For italic text use the prefix and suffix underscore (_).

You would type your status:

_Happy Friday, everyone._

For bold, use a * instead of an underscore. And in order to achieve strikethrough text, simply use a hyphen (-).

1. Text how other users view your profile. This feature of Google+ is extremely useful and is an essential tool for keeping your Google+ profile safe and secure. To test how your profile appears to another user simply click on your name in the Google bar at the far top of your screen. Choose “view profile.” Across the top right there will be a category bar, select “view profile as.” Type the person you wish to test and you will instantly see how your profile appears to that individual. This will allow you to make adjustments based on what information you prefer to keep private.

This just begins to scratch the surface of Google+ and what it has to offer. Google+, like all Google products, is designed to work seamlessly with other Google offerings. Make sure to take time to explore and learn them all. For example, did you know that your Picasa pictures can be automatically synced with your Google+ profile?  Additionally, the official Google+ apps for smartphones are designed to integrate your mobile experience with your profile. Are you looking for ways to stay up-to-date on the latest social media trends?

Did you see our interview yesterday? We chatted with Amanda Vega, CEO at Amanda Vega Consulting. As one of the oldest social media management providers in the country, Amanda and her team bring many years of experience to any project. Follow Amanda on Twitter, @AmandaVega. Read below for the 2nd part of our two part interview series with Amanda!

What kinds of posts get the most “likes” or positive, happy feedback?

Snarky human related posts.

What things should we absolutely avoid in terms of social media posts and tweets?

This depends on your brand. Some brands are able to speak and go into otherwise controversial or “never talk about XYZ” topics. Others have to keep straight and narrow. So first, I would say to truly investigate your brand and the people in the company – as their personalities truly make up the brand rather than whatever 5 words you chose to be your brand platform (and usually are fluff more than reality) and then you find  your thresholds. Secondly, if you are publicly traded, deal in medical/pharma/hospital, or the financial services industry then  you need to adhere to your industry’s regulation and compliance issues.

How do you turn a fan or follower into a customer, and how do you track that?

You engage with them as you would anyone offline. Related to them on a personal and SOCIAL level. Answer questions immediately. Tracking is done through many tools like Radian or Sentiment Metrics and also through landing pages, tracked call services, and in-store promotions and redemptions.

Thanks again to Amanda for her awesome answers!

Amanda Vega, CEO at Amanda Vega Consulting, works with clients and agencies alike. As one of the oldest social media management providers in the country, Amanda and her team bring many years of experience to any project. Follow Amanda on Twitter, @AmandaVega.

Do you recommend different social media strategies for different types of companies (like retail versus business-to-business), and can you give some examples?

The overall strategies are the same, but the use of some of the social technology or properties may be different. For example, a restaurant may need to invest more time in Yelp, FourSquare and other location based services, and the like while a B2B company will find more use in forums, blogs, and open ended user groups and pages like in FB. In general though, the strategy should center around being social – not pushing messaging or sales, and using the tools to connect authentically to your users/customers/clients giving them access in a more immediate fashion.

What do you tell companies doing social media who feel they’ve “run out of ideas” for things to post?

My first response is that if they feel this way, they are likely not using social media correctly. When people come to us and are “out of ideas” we tend to find they are using social to push salesy and self-serving messages, rather than being social or adding value to other conversations. Social media needs to be thought of in the same way as going to a party or a networking event. You talk about all sorts of things, and in the background, or only when asked, or in passing do those listening hear what you do/what you sell, etc. So the answer is really – keep talking about whatever you would at a party or any other event. Talk about things non-related to peddling your wares and you will ultimately win in social. People connect with those they know, like, and trust – and that doesn’t happen through too many pre-planned soundbites.

In your experience, what are the most successful posts in terms of getting a lot of comments or replies, in other words, a lot of engaging dialogue?

Funny posts. Self-deprecating posts. Those with links to stats or research. And posts that show human nature. Our company, for example, is one of the oldest (if not THE oldest) social media management firm in the country. And in our 15+ years of blogging, tweeting, and posting into various social networks that come in and out of favor we have found our highest conversions not from any posts related to our industry, but in posts about Porsche’s, pugs, Britney Spears, politics, and bad restaurant reviews. Snark works wonders if that fits your brand (most do not.)

We want to thank Amanda for answering our questions. Part II of this interview will be live on our site tomorrow. Be sure to check it out!