Welcome to the Scarecrow Business Marketing and sales show
By the Wizard (Andrew Ledford)
Online Social Media Marketing Pitch
The first and foremost objective of this project is executing an effective social campaign. Being successful with social media involves more than just posting to your targeted social sites every day. You can read some of the elements that go into cultivating a successful online community on this site and my personal website. Probably one of the most important elements is understanding your audience and then dedicating the time needed to build engagement.
I have seen some of the videos the company I was approaching has done. The owner seems to do well on camera. I do believe with the right platform this business could have a successful YouTube channel. The owner is a subject-matter expert and has an outgoing personality that should work well on camera.
From doing a quick look at this business’s website and social profile it looks like they may be targeting a demographic that overlaps with Pinterest users. While they have a Pinterest account they have not used it. I happen to also have a Pinterest board that would complement the company’s area of interest.
In addition, there are some minor social media sites sites that could be quite beneficial for this business. I would have mentioned these in the video, but I no longer do free social media strategies on the hope of getting the job.
From the quick audit I did, it looks like this business is local and primarily works in their local area. The local nature of the business is the reason I recommend mingling some face to face networking with the digital marketing.
You ask, why do face to face? Because I think it will provide a way to get some local links back to the site. Yes, I think offline marketing can help with online marketing efforts. These links are now very important for ranking in Google local (Google My Business = GMB) and maps.
I wanted to do something a little different to help with their Search Engine Optimization (SEO.) I thought using a tactic other online marketers aren’t using would create a competitive advantage. It’s also a tactic that would effective utilize some of my hidden skills and complement the owner’s personality. Google local and Google maps have changed how and who they rank, so getting the local links will be important, especially if there are other similar business in close proximity to this business. The rules involving the proximity to other like businesses has recently undergone drastic changes.
I also think a little community outreach would be beneficial for getting referrals and reviews on some of the important minor social sites. We could call this dim social. It’s not quite dark social, but it’s not mainstream or open either.
This is a very short post. I can assure you the video took much longer to produce than text for the post.
If you would like help with your local marketing, SEO, Social Media or video marketing give me a call or contact us online.
One of the requests I get most often on Google Plus is for me to stop sending notifications about new posts. First I have to say, I am not intentionally sending anyone new post notifications. Usually these notifications are requested when someone signs up for or subscribes to a collections.
How to turn off G+ collection notifications
You can quit getting notifications by going to the collection you want to stop the notifications from and clicking on the bell icon. That should do it.
If you are in an android phone you can also go into your settings and toggle notification from on to off.
How to turn off Google Plus collection notifications in three easy steps.
Open Google Plus
Navigate to the collection you want to stop notifications from
Click on the bell icon
When doing this post I noticed that Google has improved the notification opt in message on my Chromebook. I don’t remember exactly what it used to be like, but I do remember that it was very easy to accidentally click the Get Notifications popover right after subscribing to a new collection. At least on my Chromebook the message is now moved away from the follow button. I have accidentally subscribed to notification several time on the Chromebook and I’m much more familiar with the G+ interface than most people.
The Get Notifications popover is still over the button on my desktop. But the larger screen makes it less likely that you will accidentally click the subscription popover.
If you need help with your social media give me a call, I do personal consulting and coaching in the Southern California area. Andrew Ledford 562-423-1691
Curating content and The Art of Building An Audience.
There are many different strategies and tactics that can be implemented when executing a curation campaign. Is your business ready to start a social media curation program? Those who read my blog know I like being authentic when using social media. Being authentic means you’ll get a lot of my personality injected into my curated posts. I know there are social media people who because of company policies need to post according to specific style guides. However, I believe harnessing the personality and style of a social media professional will lead to a more organic feel and therefore seem more authentic.
In this article I’ll go over some of the tactics, behaviors, and theories I use when curating media for social posts.
I do quite a bit of content curation. This is primarily what I do on Google Plus, Twitter, and LinkedIn. I’m also starting to share more on StumbleUpon and some on Reddit too. Fortunately I have also had some success on the first two platforms and I am beginning to see some traffic from the last two as well. Reddit looks like a very promising platform. I plan on writing more about the different social sites I use over the next 12 months.
Finding worthy content
Finding content that’s worthy to post can be quite time consuming. I spend about 4 to 7 hours a day finding content for Google Plus and between 1 and 3 hours looking for content to post on LinkedIn. Recently I have been trying to keep my content prospecting to no more than 4 hours a day. I will usually re-post at least some of the content across the rest of my social sites. The new content discovery workflow has me doing a lot of this work in my downtime. Now I am looking for content as part of my recreational social media time. I imagine this pushes the hours up way past the 4 prospecting hours I was planning on.
When curating information and media I usually post content that I enjoy and think my fans will also like. I have to admit that the categories of content I curate is influenced and shaped by what my friends and followers share and like. If one type of post gets a lot of shares, comments, and likes when another doesn’t, I will start posting more of the popular one.
Reinforcement Schedules in Content Curation
I imagine I’m responding to a well documented schedule of reinforcement in the way I post. I had not thought about it before writing this, but I can see my posting influenced by the reinforcement schedules of the various communities and platforms. There is definitely a response pattern linked to reinforcement schedules and their associated extinction pattern. Also of interest is the difference in posting frequency on the different platforms.
I imagine the platforms are tracking this and modifying their algorithms to manipulate the posting rate. If they are not doling out reinforcement now they soon will be as Artificial Intelligence becomes more widespread.
Curating content is a constant give and take in a reinforcement feedback loop.
I locate and post content I find reinforcing and that I think my fans will like. My fans vote with likes, comments, click-throughs, and shares. My fans and followers’ engagement reinforces and shape my posting behavior. If I get no response from friends and followers then posting that category of content undergoes extinction and I try something else. Performing a lot of behavior will usually lead to finding something that works. Like Thorndike’s cat in a puzzle box, finding the solution eventually begins to happen quicker and quicker. That is, until the rules change. Then other variables come into play, such as past conditioning and successes.
Past successes can get in the way of finding a new solution to what looks like an old problem.
Sometime what we have done in the past works so well and for so long that it can get in the way of doing something new. There are many reasons for this, but it’s best if we can learn to identify when the rules have changed in a way that requires us to change our behavior.
Experience teaches subtle patterns that influences our decision-making.
Experience can also expose you to patterns that let you see a clear path to a new way of responding. The benefit to experience is that you develop the ability to recognize patterns before it’s too late. Data can also serve this purpose and is becoming ever more popular.
In theory, the more familiar you are with experiencing the extinction of behavior the quicker it occurs and the sooner you will start using more effective responses.
When a behavior is no longer rewarded it begins to undergo extinction. The process of extinction has some rather interesting characteristics. One of these is that the behavior will often increase before it begins to decline. Another useful aspect of the extinction process is that the topography of the behavior changes. This change in the shape of the behavior is very important for developing new more effective responses.
As behavior increases and changes we can see what could be described as exploratory behavior.
Exploratory behavior is a leadership trait found in many species and cultures.
Exploratory behavior is part of leadership and is a necessity when finding what will work for your online audience. You need to constantly test older forms of content while exploring new content categories. In addition, social media professionals need to continuously explore new types of responses, interactions and platforms.
I frequently experiment with new categories of content. Sometimes I’m quite surprised at finding a new category that followers in one of my communities like and find engaging. I also post and curate some content that I really enjoy, even if I think it won’t be a big hit with my fans. I do feel it’s good to let my followers see some of my personal likes. This is especially true because in the future I hope to share with my fans television shows and video that I create about these subjects.
Curating content can be much more time intensive that one would expect. Not only do you need to find the content but you often need to add information to give the post context. It’s not uncommon for me to look at over 800 pieces of content a day. Investigating a great deal of content is often needed to find what I will curate and share for a day. It’s a constant and never ending search for high quality content. My work flow does change according to what platform I am primarily using and where I am sharing it. I like to manually share to Google Plus and LinkedIn. I usually use a scheduling service for Twitter posts. One of the advantages of scheduling content for twitter is that is incorporates a link shortener and I can better track engagement. With Tumblr I usually schedule within the platform itself.
Sharing is part of the curation workflow.
Curating content is a more refined form of sharing than hitting the share button.
As a general rule I recommend always adding a summary or reason you’re sharing content. However there are always exceptions to the rules and queuing content for curation is one of those. Earlier in part 2 where I talked about engagement on social platforms, I mentioned that it’s best to always add commentary to your posts. Well, this rule is not necessarily true if you have an account used only for archiving and queuing content for future posts.
I have several social accounts where I don’t add much or any additional information or commentary. Some people may think these are low quality shares, but they have a very good chance of getting re-posted to my larger audience. Being shared to my larger audience could earn them far more views and much more exposure than if I did a higher quality reshare on the accounts in question.
Post Collection Accounts
These are usually accounts that are used to hold or queue content for future examination and use. I sometime need to read the post better before I’ll share it to my fans. At other times I want to check the user experience on a different computer. If the site offers a good user experience on a tablet but is a spamomatic advertising-porn machine on my desktop, I usually won’t share the site. I also use these accounts to hold post that need added commentary before they’re ready for my main accounts.
I am always adjusting my use of social media and I am starting to add more commentary to these holding accounts. I imagine using these accounts differently is because I have started to collect new types of analytics and data.
Another scenario where I will do a simple re-share without commentary is if I’m only using an account to add visual interest to a website’s sidebar widget. There is not much benefit to this other than making a site just a little more interesting. In general I would say this last type of sharing is not really worth the time, unless you have a very specific reason for doing it. Using these widgets may even be a bit detrimental to the user experience and SEO (Search Engine Optimization.) When using a social sidebar widgets make sure you have a good reason and understand the consequences.
What’s Your Style?
Once you find high quality content to share with your fans you’ll need to determine how you’ll share it. What style will you cultivate? I suggest giving author attribution to your content source or at least not claiming it as your original content. I will usually quote the original post. I also recommend not posting or curating content that has an obvious copyright on it.
When curating content it’s useful to provide additional information about the post to give it context and/or help people understand the information. Often it’s the contextual information that makes the post popular. At other times you can spend hours researching additional content only to have a low context photo outperform your researched piece. It is not uncommon for me to research some interesting and hard to find information and then have few people appreciate it.
Research is often only the first part of adding context. Sometime you will have a photo to share but the only information you can find is on a site with a copyright. When this happens you’ll need to rewrite the information in your own words. This process may require distilling information from several sites and writing a short or long post depending on the subject. At other times you will need to rewrite/edit a translated text. I have several curated posts in the queue waiting for me to find time to write a worthy post. Most of these curated posts are too spectacular for a short description.
Curation is a form of quality control
Curating content is giving other people a glimpse inside your online world.
A very important but not often mentioned added value of curated content is providing a certain level of quality control.
The quality of much content found online ranges for down right terrible to life-changingly good. I find Google Plus collections have fairly high quality content compared to most groups. More and more Google Plus Collections are becoming my go to source for content discovery. This is especially true for information about business and marketing. Many years ago I used twitter as my content discovery engine and for several years I have used Tumblr, but Google Plus collections seems to outperform the rest. This is at least true for business content, I still like Tumblr for other content. I would say that my two main discovery sites are now Google Plus and Tumblr with Reddit moving up quickly.
About half of my curated LinkedIn post are now found on Google plus. Another half of my business posts are from Tumblr. Many of the websites I review during the day are either low quality or the site provides a very poor user experience. I try not to share these low quality sites or sites I find aversive.
Tactical use of curated content
I sometimes will use specially chosen curated pieces of content to attract, test for, and identify my target audience. I have some fairly large communities and I always like to know if those who I someday will be creating video for actually follow me. I am always experimenting with ever more refined uses of social content for audience segmentation.
I have noticed that my demographics have changed over the last several months. I think my core demographic might be getting younger.
Because of the poor user experience on most marketing websites I am starting to think about creating more content for my Google Plus Marketing and Social Media Collection as well as LinkedIn. Even if it’s rewriting content from other sites. I am not a big fan of this kind of content, but I also value my followers and I don’t like referring followers to sites with excessive popups and popovers.
Since starting this article I have added an ad blocker to my browser, now it’s harder to weed out the spammy sites. But the internet is now a lot more usable. Without the ad blocker many sites where totally unusable. An interesting development is that Google has recently started to penalize sites that use intrusive pop ups and popovers.
Creating your own content is the most time intensive form of media. I will need to talk about content creation another time. It may be of some interest to those reading this that I have invested over 50 hours producing this three article series.
Part 1 Social media marketing for your business and How It can be used to share and curate content Part 2 Engagement and How To Do Social Media
This is the second part of the “Social media marketing for your business and how it can be used to share and curate content”
Engaging with others – Likes and Pluses
Compared to creating content engaging with the content of others is an online activity that often takes less time than finding, creating, and posting your own content. However, it still requires reading posts and interacting with content you find valuable. It’s ideal if you engage with the kind of content your target audience finds of value too.
Liking other people’s content can ease you into learning the culture of your chosen social platform. As I post this I am starting to learn the ins and outs of Reddit. I have started my Reddit adventure by liking or up voting posts and comments. Reddit is a social site with a lot of rules and cultural norms that can discourage new users. I plan to write more about Reddit later in the year.
The Google + (Plus)
I regularly use a Plus 1, the Google Plus version of a like, to acknowledge people who have commented on my G+ posts. It would be best to reply to each comment, but I simply don’t have the time. Now that I am creating more of my own content I have even less time for responding to comments on all of my social accounts. Managing an active social profile can be more than a full time job. While content creation is taking more of my time, I still manage to regularly post to my accounts and experiment with new social platforms, but there is now more of a time crunch.
Liking content is the easiest way to get started on a social networking site.
A person can Like, Thumbs Up, and Plus other people’s content with the least time commitment.
The nice thing about many likes and pluses is that they will show up in your social stream. Thus allowing at least some of your followers to see what you like. This and clicking links are the most common types of social engagement.
Because of how easy it is to like a post some social media folks discount the value of a like. I do think the value of a like depends on what platform you’re using. I value likes on LinkedIn quite highly and on Google plus too. A like on LinkedIn can work in a slightly different manner than a plus 1 on Google. But they are both very useful. Likes can also be useful on Facebook. While they are nice on Twitter, I have not noticed them being of much value there. If you have found likes to be useful on Twitter please let me know.
Engaging with others by Commenting
Providing meaningful comments does take more time than a quick like here and there. As one would expect, it’s less common too.
Thoughtful comments can help establish you as an authority. I know there are many people who follow me who are much more knowledgeable about subjects I’m interested in than am I. I’m almost always thankful for their insight and expertise. One of the most enjoyable and intellectually stimulating aspects of having a fairly large following is that they provide insightful and valuable information about the content I post.
It’s not uncommon that I’m short on time and post something in haste, without the proper research, only to find one of my highly intelligent followers has discovered an error or that I left out some vital information. Sometimes the errors are obvious and at other times they’re rather esoteric. But the knowledge of the people who follow me is always amazing to behold. Usually it’s welcomed as well. When I find insightful comments somewhat troublesome is when they have good information but are presented in a confrontational, racist, proselytizing, or insulting manner.
One thing about having a robust following is that when you don’t know the answer to an obscure event or question there is usually someone who will. The good side to this is I am always learning new information from my online friends.
Commenting Builds Your Reputation
By commenting people build a reputation. Some people are very knowledgeable, others are humorous, there are also those who are argumentative and troublesome. While commenting is a great way to build authority, it may be necessary to comment with some tact and finesse. If what you say is at all controversial you will need to be even more careful. I’m always amazed at how a perfectly innocent, accurate, and helpful comment can turn into a heated and sometime hateful dispute.
If you run into trouble and another commenter decides to argue with your position or you, it’s usually best to stick to a position and not attack the person. Although there will be more than a few who will attack you, especially if they don’t agree with your position. I’m afraid how to deal with online confrontation is a bit beyond the scope of this article. But I can say if you run into trouble on one of my communities let me or a moderator know and we will look into it.
When cultivating an active social profile, managing the comments can be a large part of of the process. I do try to keep my social stream as friendly and clean as possible. The larger your follower base becomes the more difficult is this task.
On social I think commenting is where community is really built. For me this makes comments on my posts quite valuable. On my favorite channels comments connect me with others. This connection then develops into online friendships. For me it turns followers into friends, so I don’t think of my social following as a target market but more as friends. This can create its own problems, like looking out for their best interest instead of exploiting the relationship for profit. However, this is more a weakness in my personality than in the channel.
As mentioned before, comments from others on your content or your comments requires a much larger time commitment on your part. I feel almost compelled to at least look at all my comments. This can take quite some time when there are 100s of interactions in a day.
I do suggest that even after you establish a large following it’s still nice to go in and support the people you know and like with some engagement. I admit I sometime find this difficult. There are many a night I spend the last hours trying to get through all of my comments and I usually spend the morning trying to get new content posted. Often there is little time left for interacting with the content of others, but I try.
If you’re strategic instead of friendly you will also want to prioritize who you interact with. The strategic workflow is to interact with those who you think can help you the most. I tend to be more personable and less mercenary, which means I interact with people in a more organic fashion. Probably if I was posting as/and for someone else’s business instead trying to start my own, I would be more strategic.
Engaging with others by Sharing content
Here I am referring to sharing content on the same platform the post was originally shared on. Sharing other people’s content can take a bit more time than liking, but it will also help raise awareness of your profile.
Where comments build relationships and community, others sharing your posts and content is how you grow your following. Some of the new followers you get from having your content shared will become part of your community and perhaps become friends as well, and some of them will not.
When I used to study with a Taiwanese (Chinese) group this attraction to the community was known as an affinity for the group. One of the desired results of social media for business is to have shared content attract those who have an affinity to be part of your community.
I would say that having content shared by other is the type of engagement most valued by marketers. The marketer in me also finds the number of shares quite rewarding. The number of shares I get in a day is one of the Key Performance Indicators (KPIs) I watch and measure. However, I have recently started to pay a lot more attention to comments as well.
On Google Plus there does seem to be some correlation between the number of shares I get and the number of views I get. I believe there is still a correlation between the number of shares I receive and the number of website visits too. I know this was the case when I was doing my social to website experiment. I started getting too much traffic for my bandwidth so I shut down that experiment.
The new Google Plus Insights Panel is and attempt to measure the number of shares, likes, and comments a G+ profile receives in a week. The problem is, it does not show the most important insights, which is for the current and possibly previous day. As behaviorism and learning theory teaches us, the most important reinforcement and feedback happens within a short period of time. In this case a day or less.
There are high quality shares and low quality shares. Depending on your users it may be very difficult to tell a low quality share. So I recommend you appreciate them all. I will talk more about this in part 3 in the section on curation.
Sharing Best Practice
If you are sharing someone else’s post it’s a best practice to add some commentary. You want to let your current and future fans know why you think the post is shareworthy.
Adding information to your shared content not only makes the share more valuable for your social profile, it can make it more valuable to the original poster too. The added commentary will also give the original poster an opportunity to interact with your profile.
I will also share content to stay connected with offline friends. If I find the content on a different platform than I’m posting on I will often mention who brought the material to my attention with a +name or @name
Sharing and mentioning the person who made the post can be used as a tactic for getting likes from the post’s author that in turn may show up in the social stream of the original posters profile. I suggest that you do this kind of post as authentically as possible. I will often Plus a post that has been shared by someone I know on Google plus. Depending on the added text and information I may also comment on the post. Sharing content while mentioning the author can provide an opportunity to interact with the author. However, if it seems manipulative it may not work so well. If you use this tactic posting as a business be extra careful and do it sparingly or provide some real value to the original author.
I have seen several people repost content to associate their website with a post. With these post the URL is often the only content added to the share. These I think of as low quality shares. Sometime they try to make it look like their site is what should be clicked on to get more information. It is one of those online tricks that is not in the best interest of fans and could be detrimental to one’s reputation. I do need to warn that this can be seen as a kind of spam.
The next installment of this series will go over one of the ways I have built many online community and that is by curating content.
These are certainly not the only tactics to build a following, but they have worked for me so far. As the online environment changes, tactics and strategy need to change as well. I am moving toward creating more of my own content and sooner or later will curate much less content than I have in the past 5 years.
Social media is the art of narrative; it’s the art of liking, sharing, curation, creation, and media.
You are reading part one of a three part series.
Part one explores the role of social media in your business.
Part two will go over Sharing on social networks
Part three will dive into Curation on social media sites.
In the future I plan on adding a fourth part “creating content,” but that is not started yet and may take some time to finish. At this time I am starting to shift my resources from curating and sharing to content creation.
What place does social media have in your business?
“What does social media mean to your business” is more than a rhetorical question. How you answer will determine how you use media. Your answer will establish the role social and other forms of media play in your business’s processes, structure, and culture. Your business’s narrative shapes and is shaped by your company culture. No matter how clever your marketing/media strategy is, if it’s not aligned with your company’s culture it has a less than good chance for success.
A narrative is what defines and differentiates your business from its competitors. Within your narrative is your unique selling proposition.
Many companies think too narrowly about media and especially social media. Of course it does depend on the needs of the company. But even businesses that only want simple social posting can get much more out of social (digital/new media) than they are aware of.
Instead of thinking only about posting the same things on all your social networking sites try to think in broader terms. There may be good reasons for posting the same thing on all sites, but you need to know what they are and why you are doing it.
Online social networking can be thought of as interacting with others. Being social is a big part of social media. Often a major element of an online social strategy is sharing, curation, content creation, and posting media on sites where you can interact with your fans. All of these elements can help with lead generation and ultimately sales.
Thinking of your content as both social and media may be helpful when deciding on what content to use in your digital marketing and promotions. Are you posting useless dribble or are you posting to attract your target audience? Are you being intrusive and clobbering your audience with unwanted advertising?
While broadcast TV may not always be of the highest quality, they do try to air somewhat entertaining content. Entertaining is subjective and can include educational content and news.
What kind of information will your customers find useful for understanding how your product or service can help them. When I had a dog training business I tried to give potential customers a taste of what they could expect from working with me. I have quite a bit of information on my websites, I gave away a free puppy training booklet, and I had an inexpensive online training course where people could sample how I worked and what we would be doing with in-home dog training.
I am starting to develop resources for my promotion/media business so that I can help others in my new niche in a similar way. I plan to write a book about my experience of starting and bootstrapping a business at a time in life when most folks are retiring. I hope to chronicle the business journey from start to finish. This site will be part of that journey, so if you are at all interested you may want to follow this blog. I am also working on documenting my 7 step program oriented toward business and marketing.
The media you create should have some incentive for your target audience. Understanding your audience is paramount to creating engaging content. Incentive is the foundation of my marketing trilogy. Without incentive there is no interest. The other parts of the marketing trilogy, attention and acceptance, are special attributes of incentive. Attention allows you to engage with your audience. Acceptance involves earning the trust needed to move forward with the sale.
In today’s market customers are currently doing much of their research online before contacting a company. Social outreach and promotion can help generate interest when people start their research. This is thought of as filling the top if the sales funnel. The proper use of social media can also help build trust, thought leadership, and demonstrate expertise. Trust does become more important towards the the middle of the funnel and towards the end when the purchase decision is made.
Who is doing your social media and how important are they?
Your social outreach talent/personnel can range from low value staff to creative staff that are versatile enough to be integrated into your business’s strategy team. Those involved with a business’s daily social media are in a unique position to provide critical business insight and intelligence. Your social staff can be used like the unorthodox troops mentioned by Sun Tzu as necessary for a winning strategy. In The Art Of War Sun Tzu said “in battle one engages with the orthodox and gains victory through the unorthodox.” Sometimes online marketing is like a battle. Even if you don’t use unethical unorthodox methods you should be aware of them. If you’re to do well without a big budget you must be able to come up with ethical unorthodox methods.
I do think digital marketers should use standard promotional tactics. However, social media/digital marketing staff should always be ready to use more unorthodox (and ethical) methods when the opportunity or need arises.
Learning the market and the social landscape.
Those in social can act like anthropologists as they pursue the study of humans in their natural online habitats. This can become even more fine grained by the comparative study of different online cultures.
I used to spend a month every year watching the wild dogs in Taiwan. This is the realm of the ethologist.
I use these same observation skill in my job as an experiential marketer. While I have enjoyed engaging with and observing people over the last three years I now think it may be time to move into something new. There are new jobs I would like to dive into, but it seems like a new business is more realistic.
By Incorporating observational skills with the reinforcement theory of behaviorism we can come up with some new insights, solutions, and approaches. However, this formula is still missing a component. The missing link that makes information useful is mythos. Mythology is born from narrative. Many people will not be able to incorporate new information into their lives without a compelling narrative.
Using observation, reinforcement, and narrative as points of reference can lead to the development of new products and promotions. These three points of reference are also used for implementing new sales and marketing programs, lead generation systems, and thought leadership.
While I may talk about these three areas as points of reference in relation to marketing they are only components of the 7 primary points of reference in my 7 step program.
Some of the areas your social staff can monitor and influence are:
Keeping up-to-date on technology
Keeping up-to-date on social platforms
Search Engine Optimization – Someone good at social should be useful for SEO as well
Depending on style guides they can differentiate one business from another
Gain market insight and build competitive intelligence.
Can bring some social clout to the company from their personal online footprint. (it is often easier to build social trust from a personal profile than a business profile.)
Network with other people in the industry, social, and media
Creative integration of all the various digital marketing components
Help integrate online promotions with offline
Research products, people, and businesses
Social media is not easy and it takes time, often a lot of time. It’s not unusual for me to spend over 10 hours a day working on social networking. I spent up to 16 hours a day to build the over quarter of a million member Dogs community.
Many people fail to realize how much time is involved in doing social well. When Google Plus Communities were new I worked quite diligently to build the Dogs Community into a thriving spam free place for dog lovers to post their dog’s pictures and make new friends. It was not uncommon for me to spend over 16 hours a day interacting with members and promoting the community to outside social networks. That group now has over a quarter million members. I no longer spend that much time on social media but I still spend a good chunk of time being social.
There are a lot of articles about using online tools for managing and curating social content. In part 2 and 3 I’m going to tell you a little about how I do most of my social sharing without using a lot of fancy tools at all. I believe that social is more about relationships and stories than what kind of tools you use. I do think automating the social process can make it a bit less social.
I am extremely happy that the Google Plus team listened to the G+ user base and added analytics. The new G+ analytics in found in the Profile Insights Panel. More information about accessing it is at the end of the post. In the past I have used a guesstimate to figure out the number of shares, plus 1s, and comments I receive.
Classic Google Plus (Old Google Plus)
The new notification system that has been used for several months makes it more difficult to get a feel for the number of shares. Having shared posts grouped according to collections has lead me to estimating the number of shares by taking into account what was normal in the past. Using past references is not entirely accurate because I feel Google plus interaction has decreased since the New G+ has been introduced.
The way I used to estimate my interaction is first add all the shares I receive in a day and multiply it by 2. Before the new G+ notification system I would add all the shares for the day and roughly count how many old posts were shared. Often the total number of shares on old post would exceed the number of shared new posts.
I don’t have any numbers for comments in the past on the classic interface. Generally I was only aware of comments for the day and didn’t try to account for comments on old posts.
To get the number of views I would simply track my estimated views by watching how much the views increased each day. It used to change at specific times during the day. Sometime it would change twice a day, but the usual pattern was once a day. I think Google plus was doing some experimenting with this feature before we got the system that is in use now.
Website traffic from G+
When posts linked to one of my websites I would get about the same amount of traffic or more from old posts as I would from new posts. Traffic to the site averaged around 1,000 to 1,500 visits a day from my social media.
While this is not a huge amount of traffic I thought it was interesting that it was only coming from my social media accounts. I had search engines blocked on that site.
More than 95 percent of this traffic was from Google Plus. Most of the traffic was from my most active collections/communities. Compared to my larger collections, traffic from my less active collections was minuscule.
Posting from my website gave me a much better picture of the engagement dynamics on Google Plus posts.
New Google Plus
I find that there are some discrepancies between what the New Google Plus analytics report and what I count on my profile page. The culprit could be what we find in the bottom left of the Profile Insights Panel where it says “New data may take up to 48 hours to appear.”
I think the difference between what is reported on the profile page and on the dashboard is too large even for the 48 hour gap. I will need to watch this more closely over the next few weeks and see if I can find a pattern.
The numbers – Profile Posts
On my profile page I counted 46 posts while the New Google Plus said I made 18 posts.
Post shares are one of the metric I pay particular attention to. I find there is quite a difference from what I counted and what was reported on the G+ Insights Panel dashboard. I counted 325 shares of posts made in the last 7 days, this does not include the shares of any older posts. The G+ dashboard says 120 of my posts were shared in this time period.
I know that the number of shared posts, both new and older posts is less than it used to be. I have not been paying that much attention to my older post shares until I started writing this article.
While my older posts still get shared quite often the amount of older post sharing is way down. My new estimate is that they should account for somewhere around 100 to perhaps 150 additional shares. I think the new notification system is probably better and more streamlined, I simply need to get used to it. I’ll need to watch my numbers over the next few weeks to get a better feel for what is now normal. There could also be a bounce if my G+ friends accept and start using the new Google Plus at the same rate as they did the classic G+.
Plus 1s (+1s = the Google Plus “Like”)
Plus 1s are useful because liked/plussed posts often show up in the Plusser’s social stream. This means that the plus 1s/Likes quite often go out to the person’s G+ social stream of friends and follows. I think plus 1s are an important part of the Google Plus experience and expand your G+ footprint.
When I counted the number of plus 1s I came up with 4957. Google’s Insights Panel analytics said I received 2,642 +1s. Again I only counted the +1s from the last 7 days, I did not account for +1s for older post in this number.
I counted 469 comments and the dashboard said I had 260. I usually don’t keep track of the number of comment I have. I just try to look at all of them and respond to as many as possible.
I think the views count has always been more of a vanity metric, but I have used it to get a feel for Google Plus as a whole. It kind of helped Gestalt the Google plus posting experience, as did the old Ripples. The old total views is not a feature of the New G+. I looked through my files to see if I could find screen shots of two recent days in a row. I did, but it looks like they were all after Google stopped supporting the views feature. I can tell you how many views I used to get. At the height of G+ collections I would get between 200,000 and 300,000 a day with 500,000 views not uncommon. If I remember right, some days I would get more than 800,000 views. Over the last couple of month it seems to be around 100,000 to 250,000 views a day.
The image shows the view count from two days in 2015
As you can see G+ dash board says I receiver 300,785 views. I will start using these numbers, but I am questioning how accurate any of these are, old counts and the new one too.
Surprisingly the profile follows is pretty much what I would expect. The collection follows are also in line with what I would expect.
How to access the Profile Insights Panel Dashboard
You get to your Profile Insights Panel Dashboard by clicking on the tree dot menu which will open the “Your Influence” drop-down box.
click on the drop-down box and you’ll be in you private dashboard. You can change the time range for your analytics in the upper right corner of the Profile Insights Panel Dashboard.
The New Google Plus is still the best social networking site available, but now it requires more effort to use.
I have been using the New Google Plus interface on a separate account for several months. On that account it seems to work fine for me. However, I don’t post much on the new G+ account and I don’t get very much interaction.
When using it on a very active account the story is much different.I believe Google Pus is still a superior social site, but now it takes more work to use it.
First let’s talk about what I do like about the new User Interface. I think it is quite nice for scrolling through content others have shared. The new look should make it convenient for content discovery.
Ever since the introduction of collections I‘ve thought content discovery is one of the reasons more people would be using Google Plus. Collections contain curated content from individuals you more or less trust to post quality.
On the other hand, I have found groups on all social sites, if not highly moderated, full of so much useless information it’s hard to find anything that resembles quality content. Most unmoderated groups have an extremely high amount of noise and very little good content. At the moment I think following social accounts of individual’s is the way to discover useful content.
The Very Good
Update 1/30/2017 I really like the new spam filter for comments. It does catch most of the really bad spam. I can’t monitor the profile 24/7 so it is nice to not worry so much about having my friends and followers exposed to the bad guys.
End of update
There is a new analytic in the New G+ that look nice. I have not had a chance to really dive into it yet. I did notice that the new stats might be at odds with the numbers from the vintage version of G+. I do miss the total number of views. While that numbers may not have meant a whole lot, it was useful for correlating views to shares.
I plan on writing about the new analytic later in the week.
The Not So Good
The new UI is much slower to use. Selecting photos from posts is a little clunky. On my computer I can only go through photos forward – no back – and then I end up on a blank screen before I get back to the first photo.
There are now more steps to select the collection for a post.
You will need to click The See more if you curate a broad range of posts.
You will be taken to the menu with all of your collections and you can then select the one you want.
I can’t have my screen big enough to easily read my notification, which means I need to read them at a size that is not as efficient .
The screen size does not seem like a big difference. But the bottom screen size make it harder to read notifications.
Conclusion – the new Google plus makes it harder to post and harder to respond to comments.
I am hoping a more streamlined posting system can be developed. Or they could support the old G+ alongside the new- maybe call it G+ desktop (good for desktops) or G+ easy (Easy to use) or G+ vintage Aged to a comfortable degree of convince.) Or just use what we’ve always called it Classic Google Plus
I believe Google Pus is still a superior social site, but now it takes more work to use it.
Social engagement is down across my social sites – what’s up with that? This is a very short post documenting some of my observations about social media for the last part of 2016 and the first part of 2017.
Have other people noticed that social engagement is down for the first part of 2017? I am not getting as much engagement on Google plus, Twitter, or LinkedIn. LinkedIn use to be one of my top referrers. I did not get one site visit from my last post. I have also not received many comments or likes on LinkedIn. This lack of engagement on LinkedIn is not a normal pattern. For the last 6 months plus LinkedIn engagement has been fairly high. Now I am lucky to get one interaction every few posts.
I still get a good amount of engagement on Google Plus, but even that is down slightly. Recently I have not had time to plus and respond to all of my comments on G+, so I can understand not getting as much engagement there.
However, I have noticed that my Tumblr stream is sparse compared to what was normal. So It’s not just me, but a lot of other people are not posting or engaging as much as they were 30 to 40 days ago. Is this going to be the new normal? The only social site where I am getting more engagement is StumbleUpon. If anyone would like to follow me on StumbleUpon I’m at http://www.stumbleupon.com/stumbler/andrewledford
Case Study – Four day improvised and off the cuff social promotion for the Tim Russ Band
This was done sometime ago and I am just now getting around to publishing it. I wanted to document a very short and extemporise promotion I did for a friend on my different social media accounts. This started because I wanted build a private arts and entertainment group where my friends who are artist, musicians, and producers could support and promote each other.
I think that this kind of promotion can be improved with some pre-planning and coordinating our efforts across social. If I had a bit more time I would have thought about sending an email with a bit of information promoting the event.
I started posting on a Tuesday when I saw the post on Facebook.
The Tuesday posts consisted of reposting on Facebook and then scheduling a post on Twitter using Hootsuite.
Facebook = 1 like
Twitter = 54 impressions and 3 engagements
I received a message from the band that they had a new event page. I thought this would be more friendly to sites that are somewhat anti Facebook, including a new experimental site I have started to use.
On Wednesday I began posting with more intention. I posted to my favorite social network Google Plus, and then to my other social accounts LinkedIn, Twitter, Mind, and Facebook.
https://www.minds.com/register Mind is a new social network that at the beginning of this experiment I had only belonged to for about 3 days, at that time I only had 1 follower. I used some of my points on mind to “boost” or promote the post. I started with 13 views and then did another 50 promoted views. After the promoted posts I had 197 views. In the evening I did another 36 promoted views. I ended up with 295 views. Most of my posts on this site get around 12 views. This leads me to believe that the boosted/promoted posts get more views than what are paid for. I am still trying to learn how best to use the site. I think this site will become too spammy to use as it matures, unless they do something to control the people hurting the user experience by gaming the system and/or using it for trashy promotions.
On the second day I used better hashtags on my twitter post and received a beneficial retweet that hit the target market. This retweet earned a like from another band that does quite a bit of local marketing and I believe has developed something of a local fan base. I wish the band members would have reach out and connect with this band. In the future it could be beneficial for cross promotion. Some of the two band members have met at community events, so this would have been a great time to build up that relationship.
On Google I posted to my Art collection. Google Plus Post This is one of my least popular collections/groups. I also reposted it to a local Long Beach G+ community.
On LinkedIn I posted to a Long Beach group and a travel and tourism group that I belong to.
On day two I also posted to my Facebook fan page and then shared that post to my personal stream.
Mind = 295 views out of these I paid for 99 boosted views
Twitter = 65 impressions and 6 engagements this included 1 retweet + 3 likes
Google = 4 plus1s on profile page & 1 plus1 in Long Beach community
LinkedIn = 0 interaction
Facebook = post was clicked on 5 times and there were 7 reactions, comments, or shares it reached 19 people.
On Google Plus I did a new post in the Star Trek community
On Facebook I posted on my personal timeline and mentioned a friend who has a well developed follower base of Star Trek fans. He was out of town so this did not work as well as I was hoping. I also pinned the previous day’s post to the top of my fan page. In addition I did a post on StumbleUpon. I have not used StumbleUpon before, so I don’t have much experience on the platform. I was hoping to use StumbleUpon more for discovery, but it is a little too slow and clumsy for how I search for content. I opened the account hoping to develop a network on the platform, but I now don’t think I will use it much. Perhaps I will find a use for it as I get more experience on the platform. (Update – I am now getting fairly good results when I post to StumbleUpon 60+ page visits on a new post and some post earn a steady stream of traffic. I think at the time of publishing this post StumbleUpon has become the largest source of referral traffic for this site.)
I used 200 point from my mind account to promote the post on that platform.
Mind = 360 new views
Twitter = 36 views 1 engagement I do have to say it had a 6.9 percent engagement rate which is the highest engagement rate for the last 20 posts.
Google+ = 2 Plus1s on profile page 2 Plus1s in Star Trek community, 1 plus1 in Long Beach community
LinkedIn = 0 interaction
Facebook = 1 like, and 1 share on profile and 2 shares from fan page and 3 more engagements and 1 more post click. As of the second day the post reached 25 people.
The only promotion I did on this day was 200 promoted views on mind .com.
Mind = 532 new views and 2 up votes
Twitter = 16 new views, 0 new engagements and a 5.5 percent engagement rate which is still the highest engagement rate for the last 20 posts. But it is now getting closer to the engagement rate for an earlier post promoting the band. I have not been tracking the stats on the earlier post, but it looks like they have improved slightly.
Google+ = 1 Plus1 in Star Trek community
LinkedIn = 0 interaction
Facebook = The reach has expanded to 26 people on fan page
I could have done more for this band if they would have provided more content. A post a day would have been nice. It would have also been great if we had official bios on all the band members. The band is built around a famous cast from the Star Trek series and that is why I was posting to Star Trek groups. But other band members have their own talents and personas that I think would be of interest to the indie music community. Here is the Tim Russ website for those of you who are interested http://www.timrusswebpage.com/site/Welcome.html
This was a good experiment and it was at the beginning of my use of two social platform I have not used before. StumbleUpon gets the thumbs up and I think it is a useful platform for social promotions. Minds, well that one seems to not be so good. I am still playing with it, but I have had no meaningful interaction on that platform so far. On Minds.com you can get a lot of views, but those views do not seem to be at all useful.
I did enjoy tracking the engagement from this very improvised bit of social media use. I plan on doing another one of these case studies with one of my own post. Having access to website traffic does give some important numbers that are missing from this four day experiment.
I have found that website visits are much higher than recorded/reported site statistic would indicate. I often get quite good site traffic from Google Plus even if I don’t get much engagement on the post itself. The same is true for StumbleUpon and to a less extent LinkedIn. When I was doing quite a bit of experimenting with social traffic I found the same was true of Facebook too.