Many brands can easily get caught up in the numbers game when it comes to Facebook fans. If 5,000 fans is great, then 10,000 fans is awesome, and 100,000 fans must mean your brand is a big player in your category, right? Wrong. You can have all the fans in the world, but if they’re not engaging with your content you might as well shut down your page. Starting now, shift your focus from fan acquisition toquality engagement with your existing community. So, where do you start?
1.) Plan quality content: Start by spending more time planning content for the wall. Not sure what’s relevant to your current fan-base? Do an audit of activity and review your Facebook Insights for the past few months. What types of content are resonating with your community? Think about ways to incorporate those themes into future posts.
2.) Make sure you’re on their Newsfeed: If your engagement (Likes, Comments and Shares) has gone down in recent months you may have fallen off your fans’ Newsfeeds. Reminder, the content that streams down their Newsfeed is based on the level of interaction they’ve had with your page and your content. If your posts haven’t caught their eye in a few months or they’ve stopped clicking on them, you’ve most likely fallen off their feed. Not good since that’s where fans spend most of their time on Facebook – a point echoed by Edelman Digital’s David Armano who recently tweeted out of frustration, “People. Facebook is the newsfeed. Quit thinking of your brand page like a website. Not the same.”
So, just how do you get fans to re-engage if they aren’t even seeing your posts anymore?
3.) Advertise to Fans: Use ads targeted to current fans, to ensure your content stays in front of their eyeballs. Consider Sponsored Posts, which will give fans a taste of all the great content happening on your page. Pick the right post and Click! You’ve side-stepped the problem by re-engaging with fans and will now be more likely to show up in their Newsfeed in the future.
Note: Repeat steps 1-3 to continue to keep fans engaged. Why? Because engagement is a process, not a one-time interaction. Brands must continue to adapt to remain relevant to their audience.
You once said that you would like to sit beside me while I write. Listen, in that case I could not write at all. For writing means revealing oneself to excess; that utmost of self-revelation and surrender, in which a human being, when involved with others, would feel he was losing himself, and from which, therefore, he would always shrink as long as he is in his right mind… That is why one can never be alone enough when one writes, why there can never be enough silence around on when one writes, why even night is not night enough. — Kafka
We all know the old adage “patience is a virtue,” but I’ve never read such a well-stated example until I came across this quote by Apple co-founder Steve Wozniak:
“I acquired a central ability that was to help me through my entire career: patience. I’m serious. Patience is usually so underrated. I mean, for all those projects from third grade all the way through eighth grade, I just learned things gradually, figuring out how to put electronic devices together without so much as cracking a book… I learned to not worry so much about the outcome, but to concentrate on the step I was on and try to do it as perfectly as I could when when I was doing it.”
Cancel your next meeting — and don’t reschedule it.
I’ve been reading a book the past few days called Quiet: The Power of Introverts in a world that can’t stop talking. I know, I know… it sounds like a self-help situation, but really being introspective is a powerful tool and nothing to be ashamed of… and, well… I have something to confess. My name is Marta and I’m an introvert. There! I said it.
Quiet provides a look at how extroverts differ from introverts and how, while both types provide equal amounts of creativity, extroverts seem to be the most likely place one might look for exciting, new ideas — and how they are usually the ones that get their ideas executed. Why? Because in our culture there is a disproportionately high value placed on those that speak first, and those that speak with the most enthusiasm. In fact, the quiet types are usually thought to be less intelligent by both extroverts AND introverts. I’m certainly guilty of jumping to that conclusion myself.
So what does the title of this post mean? It’s about is corporate America’s tendency to have too many meetings and/or brainstorms as a means to generate quality ideas (no kidding!). While brainstorms may generate some ideas worth pursuing, working in solitude is also a valuable way to promote creativity and should not be overlooked. Alone, an individual can focus on thinking through an idea completely rather than it’s potential being ended prematurely by the judgement of their peers. I think this alternative work style would benefit everyone — the loud and the soft-spoken– if put in to practice even a quarter of the time, by shaking up the expected and inviting a new way of thinking (new ideas).
So, I challenge you (management) to cancel your next meeting in favor of solitary brainstorming — and for God’s sake, don’t reschedule it!
I barely even told you what this post was about and yet you’re here. Why?
Because this post is about you.
Grabbing the attention of readers is no easy task, even for the most skillful writer. Today’s readers are constantly being bombarded with choices — newsletters, magazine articles, blog posts, etc. — and to win their eyes it’s important to always put their needs first. So, next time you are tasked with say, writing a post for your company blog, try using some of the same techniques I’ve already used to capture your audience:
Use words like you to instantly draw in your reader. By the way, yes, it’s okay to use the word “you” — your journalism teacher may have told you otherwise, but you’re out of school now. Time to throw some of those “rules” out the window begin to develop your true voice.
In other words, be conversational. Write as though you are talking to a friend. I’d much rather spend my time feeling as though I’m listening to a friend than being lectured to by my professor/boss/mom.
Provide a take-away message — and make it quick! It’s easy to get lost in trying to make your writing style fun and witty, but you have to make sure you leave the reader with something besides the fact that you’re fun and witty (I’m sure you are) and something they can apply immediately.
In today’s world we are constantly bombarded with messages. From TV/radio commercials, to our constant connection to social media platforms, to the dozens of newsletters that appear in our inboxes each day – how’s anyone supposed to keep all of that information straight?!!
According to Kristin Thompson of Thompson Professional Development, a speaker at this year’s Annual PRSA OCIABC Communicators Conference, our brains can hold endless amounts of information, but in order to increase the strength of your memory (yes, you can) you need a STRATEGY. Techniques like using mental pictures (a birthday cake) held in a specific place (squished between your knees) with an additional bit of pizazz (4th of July sparklers as candles) can solidify any idea in your brain.
So why should we pay attention to developing our memory? As communications professionals we carry hundreds of key messages on the behalf of our clients in our brains every day and it’s crucial that we are able to recall the best/most accurate message on the spot (“Oh hi, Wall Street Journal…”). Blanking on key messages at crucial times can not only be personally embarrassing (Sheryl Crow), but leave a lasting, negative impression on you and your client in the eyes of industry reporters.
Oops! Did I just stress you out? Turns out stress isn’t good for memory either… sorry about that.
To avoid blanking, and stressing, spend time developing your memory skills the same way you work on developing your writing skills – and practice, practice, practice!
As more and more editors join the fast-paced digital age by blogging and Tweeting about the news, rather than waiting traditional print/air times, PR professionals are tasked with not only keeping up, but staying ahead of the quickening pace of the news cycle.
Just HOW can you do that? Make it easy to write about your client/service/product by finding out how the editors you’re pitching like to work. In “Eight Tips For Landing a Dream Travel Story: Three Editors Dish” Maxwell’s Vicky Hastings went straight to the source by asking a few travel editors to tell how they prefer to be approached. Check out the full article for more great insights.
In public relations, we often spread the word about our clients’ products through customized blogger outreach programs. We send products to bloggers who match the profile of our client’s target audiences and who have a dedicated following. The bloggers disclose that they were provided the products, and then they choose to provide honest feedback about their experience.
A sincere recommendation from a trusted friend, in this case a blogger, will inspire consumers to trying the brand the next time they’re cruising down the grocery store aisle.
Although leveraging relationships we’ve built over the past few years is a big part of securing blog coverage for clients, we continuously look out for new blogs to add to our outreach lists. So, what exactly do we look for in a blog?
There are three key attributes that we take into consideration when vetting a blog:
1. Content (of course): What do they write about? For an eco-friendly cleaning product we might look for a blogger with an interest in domestic topics like home décor and cooking, as well as mentions of green lifestyle choices. Along the lines of content, we look to see if they have done reviews or mentioned brand names in the past. This indicates a willingness to promote brand names and is a sign that the blogger is likely “PR Friendly.”
2. Aesthetic: Is the overall look of the blog well designed? Does it fit with the look and feel of the product you are asking them to review? Do they feature quality photos? Each of these questions, if answered yes, will help you quickly decide if the blog meets the level of quality that we require and our clients rightfully expect.
3. Influence: Bloggers with high monthly page viewsmeans more eyes will see a review post, but high readership can also be an indication of active social media networks, frequent posting and quality content −all of which add to the influence of a blogger. In addition to readership, affiliations with blogger networks such as BlogHer or making a top blog list like the annual “Babble Top 100 Mom Bloggers” indicate that a blogger has earned the attention of his or her peers and will likely continue to grow their fan-base.
That is the question brands are currently asking themselves as the number of users on the socially driven site, Pinterest, has more than quadrupled in the last five months; the site sees seven million unique visitors per month – quite impressive considering new pinners must be given access to the platform via an invite from Pinterest or a current user. This invitation, it seems, is not the barrier-to-entry one might expect. In fact, it may couch the new site in a much-needed cloud of exclusivity.
With all those hungry pinners in one place, many marketers may be tempted to build a presence by curating content consistent with their brand’s overall aesthetic and values; this in an attempt to “get out in front” of their consumers, foster brand loyalty and in turn, bring in sales (aka the ROI that proves to budget-keepers that the site is a worthy investment).
Chobani, Nordstrom and Mod Cloth, some of the earlier brands to jump on board (pun intended) and help define how the site will be used by businesses, are beginning to see their investment pay off, at least in the form of site referrals. While traffic doesn’t guarantee sales, it does point to the growing influence of the site. How much influence you ask? A recent study showed that Pinterest drives more visitors to third-party sites than Google+, YouTube and LinkedIn combined. Additionally, the site has become a top five referrer for several apparel retailers, according to internal data from Monetate.
Whether or not a brand’s presence on Pinterest will result in measureable sales still remains unclear, but it is clear that the site has captured the attention of millions of consumers around the world.