November 4, 2013

Review of ‘Dot Complicated’: A guidepost for our social era

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Randi Zuckerberg at her book release party in San Francisco on Thursday night.

Randi Zuckerberg’s new book offers wise advice on how to balance our personal & professional lives online

Target audience: Small and mid-size businesses, entrepreneurs, marketing professionals, social media managers, college students, job seekers, Facebook users and anyone navigating the social media landscape.

JD LasicaCool your online jets, kids. You too, mom and pop. Step away from the habit of 24/7 smartphone gratification. Friend only real friends. Treat others with respect. And don’t try to carve out an Internet persona different from your real-world self.

Those are a few of the common-sense prescriptions Randi Zuckerberg offers for the legions of always-on overindulgers bingeing on a social media sugar high in her new book Dot Complicated (249 pages, HarperCollins), coming out tomorrow. Continue reading

April 25, 2013

In praise of social media perseverence

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With social marketing, showing up is half the battle

Chris AbrahamMy advice for blogging and social media marketing alike is as follows: 20 minutes a day — and one hour once a week. If you spend any less time than that, you’re really not a content marketer. However, spending this amount of time on social media brand promotion and protection is really just barely enough time to keep things moving forward.

It’s yeoman’s work and you’ll never win any awards for doing the bare minimum, but if you can keep showing up every work day and then spend an extra hour once a week, and you can do that persistently and consistently over time, you’ll start seeing some impressive results.

Social media rewards consistency, persistence, and attention, even if it isn’t super-service or if you take a full 24 hours to respond to a customer’s query or constituent’s concern.

Come on, you’re not @AmericanAir, and you don’t need to be. My flight was grounded en route to SXSW, I tweeted complaint, and AA got back to me on Twitter by the time I deplaned — you probably don’t need to offer that much service, do you? Continue reading

April 24, 2013

Using social media to enhance your brand’s reputation

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Maintain your social profiles for better search results

Guest post by Cara Aley

caraaleyWith your company focused on its business goals and set up on social channels, it’s critically important that your online business reputation be one that is polished and positive. As you’re likely to be in the market for new customers, clients, partners or investors, it’s important that when they run a Google search on your business or startup, not only are you properly search engine optimized but that meaningful and positive results appear.

Social media as a marketing strategy is an important method for ensuring that this happens, and should be prioritized as much as or more than any other marketing strategy. I’ll explain why.

Understand SEO

Social media profiles are critical for search engine optimization (SEO). You know what SEO is. (See Socialmedia.biz’s series on online reputation.) Now it’s time to start building those social media profiles in order to improve your SEO. Continue reading

April 10, 2013

Blog like there’s nobody watching

perezhilton
Photo courtesy of Dell (Creative Commons)

Vulnerability reigns supreme in the blogosphere

Chris AbrahamI have been thinking about the posts of the most successful bloggers and social media sharers and I believe one of the things they all have in common is that they reveal of themselves just a little more openly and intimately than anyone else with a marketing agenda and a lot to lose. There’s a fine line between taking your friends, followers, fans, and audience on a beautiful and compelling narrative ride and oversharing, but even over-sharing verging on TMI has been better for the most successful social media artists and content marketers.

Business is personal, work is personal, selling is personal, sales are personal. The most successful business people lead with relationships, friendships, and trust.

It makes me think of the poem by William W. Purkey:

You’ve gotta dance like there’s nobody watching,
Love like you’ll never be hurt,
Sing like there’s nobody listening,
And live like it’s heaven on earth.

The most successful social media artists don’t hide their black eyes, they sing them. Continue reading

March 25, 2013

Why Facebook should stop charging to increase the reach of page posts

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Photo courtesy of Justin Sullivan via Getty Images

Reevaluating Facebook’s monetization strategy

Ayelet NoffFacebook pages are increasingly becoming an invaluable part of companies’ day-to-day marketing activities, but during last year’s Facebook Marketing Conference, Facebook announced to businesses that their page updates were seen by an average of only 16 percent of their fans through the news feed.

This caused quite a shock among companies. They weren’t entirely sure how Facebook’s news feed algorithm, EdgeRank, really worked or how much visibility they were actually getting but they were positive that it was higher than 16 percent.

Also beginning last year, Facebook introduced a way for page administrators to pay to promote posts to a wider audience.

Despite allegations that Facebook is now trying to force page owners to pay for reach by using promoted posts — see the flood of complaints from small business owners — the company has been aggressively fighting such reports. Facebook argues that the reason for the limit is not a shakedown but to avoid spam and make sure that Facebook’s news feed provides people with more of the content that they want to receive rather than content supplied by certain spammy brand pages.

So pages are now competing for a smaller share of users’ news feeds, and in order to gain significant exposure, they needed to invest money into promoting themselves. This all translates into spending a substantial budget on advertising. Continue reading