Category Archives: SMM

Damage Control with PPC

If you are a social media or advertising enthusiast, you probably noticed some of the biggest brands pulling off outstanding campaigns. Clips are going viral, buzz is created, everybody is talking about the brand. A good example of an amazing campaign is Old Spice’s “The man your men could smell like”. It’s simple, it’s funny, it reached its targeted audience in no time.

However, social media is not always a positive experience. Mistakes tend to get viral much faster than the good news. Who hasn’t seen the clip where an UPS guy is throwing a package? Or the scandal around US Airways, who posted an inappropriate picture on their Twitter account. Continue reading

Twitter’s huge layout update

We have had major changes on pretty much every major social network recently, and Twitter is no exception here. Only a mere month has passed since the they announced some changes, and the network’s developers and designers are working on yet another change. Only this time it will be a major one.

There is no official announcement yet, but Mashable’s Matt Petronzio spotted a huge update on his profile this week. Continue reading

Facebook disappoints marketers, but is the network dead?

Facebook was adopted and accepted by both “common” people and companies faster than anyone would have expected.

For web agencies, new jobs appear everyday. When the Social Media Manager job appeared, online marketers who embarked on this new adventure struggled to explain to companies and organisations the importance of Social Media Optimisation in addition to and not in place of SEO. It wasn’t easy at all, the in-house marketing teams being accustomed to more traditional forms of advertising were quite sceptical when faced with this of this new opportunity. (Probably) Hundreds of pitches later, CMOs started to understand, to believe and, more important, to invest.

But did they get it right? Some of them did, most of them didn’t.

Millions and millions of users who willingly submit their personal information, tools for advertising and numerous available reports. And all for free. Seems like any company’s dream, doesn’t it? In fact, Facebook was never free and now it’s going to cost even more to address your potential clients. Thinking of Facebook as a free tool was wrong and so was thinking that you need to invest only in likes gathering campaigns.

Another major mistakes companies made was to believe that anyone can handle a Facebook Page. Of course, anyone can post, but without some know-how in PR and without a strategy, the efforts are often doomed to failure or, worse, they could have a negative impact on the company’s image.

What did Facebook do? They changed their algorithm.

Facebook officially admitted that Organic Reach is falling short and the only efficient way to be seen by your fans is through paid ads. As reach plunged, so did the other indicators (engagement rate, comment rate, like rate). Important pages reported fallings of up to 76%, but, on average, the decline is around 44%. At least for now.

While many thought that if you have 10,000 fans, you will have addressed 10,000 people with just a share, in fact, by now, only 16% of the community will see the page’s activity. 16% is already low enough, but it is expected to lower to 3% by the end of the year.

Is Facebook dead? Of course not.

There will always be people resourceful enough to invest in Facebook. The fact that their competition might not do the same is only another advantage in their favour.

Facebook also twists the marketer’s arm to create intelligent, shareable and potentially viral content. No one will invest in promoting a cat picture, a fade “good morning” or any other useless content.

Google+ offers vanity URLs for everyone

Google’s social network still has a long way to go before reaching the success of its competitors. Although it looks really good and has some interesting features, users are not flocking to change from what they are familiar with and what they’ve been using for years. Besides not offering much innovation at this point, G+ still has some catching up to do in terms of usability and features.

When compared to other social networks, one of the disadvantages Google+ had, was the lack of vanity URLs. Until now, the criteria by which the pages were declared eligible were very strict. A couple of days ago though, Google announced what users have been waiting for, for quite some time: Free vanity URLs for everyone. Well, not really anyone, but the minimum requirements are fairly decent: Continue reading

Make friends with the #hashtags

Everyone is craving for a more organised and relevant internet. We are fed unimaginable amounts of information of which only a small percentage is useful. Search engines, social media networks and many other online entities are putting a lot of effort into keeping up with the internet users’ needs. One method available to filter the information in certain digital environments is the hashtag.

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Facebook’s like & share free pass

Ever since Facebook competitions gained popularity, marketers and business owners were instructed to avoid, at any cost, the “Like & Share” contest mechanism. Facebook’s guidelines clearly stated that penalties would be applied if anyone ignored these rules. However, judging by the way our timelines were still invaded by these types of promotions, we can be pretty sure that the algorithms were not that efficient and the guideline was close to impossible to enforce.

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Social Media Conduct

The Internet is the most open communication channel and  therefore susceptible to really poor communication skills. Of course, anyone who has an opinion is entitled to share it with the world, but things are a bit different when you are a public figure or a spokesperson for a company. You are not speaking personally, and, if something goes wrong, the consequences will be shared. Continue reading

Verified accounts – Now available on Facebook too

When we go online we need to make sure that we are accessing the websites we think we are and not a clone or a copy, today the online world can be a confusing place and its always good to check twice particlaurly when you are making online purchases or divulagaing personal details. This confusion now als extends to the social networks, how can you be sure that the people you are linking up with are the people you think they are, this can become a very confusing and sometimes dangerouse affair. This can be particularly problematic when it coms to protecting the identity of a brand or a public figure.

Among the important social networks, the first that got the wakeup call was Twitter, which has been offering the “verified account” option for quite a while now. The verified badge allows the users to trust the authenticity of the source. Continue reading