About Another Perspectiv

I'll share my trials and tribulations, experience and lessons learned as I go about my day as a B2B marketing person--from demand gen, branding, PR, advertising, graphic design, events, web and social media.

5 Common Social Media Mistakes & How to Avoid Them

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[Image courtesy of PR Daily]

Written by Perspectiv3 social network manager, Cassandra D’Aiello

Social media can help expand your personal and company brand, if it’s done right. If social media is done poorly, it could send the wrong message to your community, hurting your brand. 

It is important that you don’t put your social media on autopilot and neglect it. Social media takes a lot of care and feeding. 

Here’s a list of five common social media mistakes and how you can avoid them. 

1. Not customizing your message to the social network.

How many times have you seen @ signs on LinkedIn? Probably a lot. Do you pay attention to those messages when you know they are for another social network? Probably not. Are you really going to read an article about LinkedIn tips that’s been posted on Twitter? Such mistakes are common. 

The remedy: Remember the purpose of each network, along with its ins and outs. LinkedIn is a social network for professionals; therefore, your posts should be more professional. Facebook is a network for friends; so these posts should be less formal, more casual. Remember to cater your message to the platform. For some that is communications 101, but for others it is a common sticking point. 

2. No strategy.

Have you ever asked yourself why you are on Facebook? What about Twitter? Are the people your company trying to reach on that social network? Are your friends still on Facebook, or have they left for another platform like Instagram? With whom are you trying to communicate? Before you or your company joins a social media platform, ask yourself: Why do it? 

The remedy: Create a social media strategy. Having an intern manage your company’s social media presence is a big mistake. (Here are 11 reasons why.) A seasoned and experienced professional should oversee your company’s social media presence, because he or she knows your business well and can avoid crises. 

3. One-way communication.

Social media is not a platform to blast messages. It is a way for people and brands to listen, learn, and engage. How often do you see a brand or person never respond to a post or a message they sent? How often do you see questions or concerns go unanswered by brands and people? It shows a lack of understanding the true essence of social media: being “social.” 

The remedy: Social media is way to humanize brands (here are 20 tips on that topic) and open up possibilities for people to connect with people around the world. Social media is a platform for two-way communication, not one-way broadcasting. For every @ mention on Twitter, you should reply. It doesn’t take a lot of time to say thank you to your followers who care about you or your brand. 

4. Selling. Selling. Selling. 

Social platforms are not for selling. People don’t join social media networks to be pitched. They join them to converse, see what others are doing, and learn about the world. How often do you see posts about companies talking about themselves too much? 

The remedy: Share news and expert content that is helpful and shareable. Find a balance of posts that promote others and you or your company once in a while. Share content created by your colleagues and industry experts. Be helpful, not sales-y. 

5. Inconsistent or no posts.

How many times do you see a company create a social network, but they haven’t posted in months or years? The page looks like a ghost town. For example, how many Twitter accounts have you seen where the person still has an egghead and has never tweeted? Inconsistent posting on social sites can say more to your followers than what you are actually posting. Would you work with a company that didn’t care about its social media presence? How you would be treated as a customer? Would you get neglected as well? 

The remedy: Make sure you post at least once a week. On some social networks, you may want to post once a day but you don’t want to clutter your followers’ feed. For example, Twitter is a much faster moving feed, so posts can be much more frequent than Facebook. On LinkedIn, you might want to make an update at least twice a week because your home feed on that platform is getting more activity recently with the launch of sponsored updates

What would you add to this list? What are others doing wrong on social media? 

A version of this story originally appeared on the Knowledge Enthusiast blog and PR Daily

3 Steps to Being Seen, Heard and Followed on Facebook

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Written by Perspectiv3 social network manager, Cassandra D’Aiello

“What is the best time to post on Facebook for optimal viewing and engagement?” We hear this question from customers every single week. And though the many self-proclaimed social media experts claim to have a magical time period for optimizing post views and engagement, no one “report” has produced the exact same results.

Which expert advice should you take for your post timing?

Below is a 3-step guide that will help you determine how to maximize your Facebook page results:

  1. Identify your audience: Take a deep look into the demographics of your Facebook fans. Are they predominately moms? Students? Business professionals? You can easily gather this information through your Facebook Insights feature.
  2. Analyze a typical day: Once you know your audience, determine what a typical day would look like for that demographic. If the majority of your Facebook fans fall between the ages of 18-24, don’t post before 8 a.m. As many of us can recall, young adults are typically not early risers. If, on the other hand, your audience is comprised predominantly of business professionals, assume they work a 9–5-ish schedule. If you’re talking primarily to commuters who rely heavily on their mobile devices, then the best time to post would be one to two hours on either end of the business day: from 7:00–9:00 am and/or from 5:00 – 7:00 pm. If you’ve got a large demographic of moms, they’re likely planning their day around their children’s schedules, so hit them mid-day or after 9:00 pm.

One point of consideration: According to an IDC report conducted in March of 2013, 79% of Facebook users, ages 18-44, checked their newsfeed on their smartphones within 15 minutes of waking up each day.

      3. Set your optimal post time: Now it’s time to plan your posts according the     information you gathered from steps one and two. And don’t forget to post on the weekends, too. Research conducted by Dan Zarrella, a social media scientist, found the most likely days for click-throughs from links are Friday, Saturday and Sunday.

There is no precise formula for determining peak time for post optimization. It is unique to your business and your audience. The only way to find out is to get out there and do it! Make sure to keep an eye on post insights: If you notice your engagement rising or falling during specific points throughout the day, adjust your timing accordingly.

4 Ways to Use Out-of-Office Response Messages for Opportunity Gathering

 

Dog SleepingSocialBiz 411 is a newsletter about social tips for your business, but we wanted to give a few tips about another social

engagement activity—email. An overlooked treasure that you can
use for business opportunities is the automated “Out of Office” email. If you take the time to open these auto replies, you will find actionable clues that may assist you in making
a meaningful contact. Here are four ways to use the emails to your advantage:
1. If the “out of office” email leaves a date of return, make sure to mark that date on your calendar. It may seem like common sense, but it is often forgotten.
2. Usually the recipient will leave another person to contact if needed during their time out of the office. This contact person may be an even bigger decision maker. Consider reaching out to them.
3. If the recipient has left another form of contact information that you do have (such as a personal phone number), add this information to your database. You can use it in the future when other forms of contact information have failed.
4. If the recipient is no longer employed with the company, the automated email will usually leave another person in that position to contact. Make sure to delete the old prospect from your database and introduce yourself to their replacement.

Want to Create Online Content That Gets Attention? Take a Lesson from Musician Jason Mraz.

 

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Indie musician Jason Mraz recently asked his Twitter followers to openly answer the question, “What does ‘The Woman I Love’ mean
to you?” He received 10,000+ results using the hashtag#MrazingTheVideo. The favored tweets appear in his music video, “The Woman I Love.” Those Twitter users were rewarded with their Twitter handles appearing at the end of the video. Talk about being relevant to your audience.

It’s not a stretch to put this idea to work for your social networking effort. Imagine creating instant content by simply asking for it throughCrowdsourcing, using today’s interactive online environment to gather opinions or solutions in an open environment. Fodder for any blog or post, or even e-report. Often there is a reward attached, like the recognition that the music video winning Tweeters received.

Now picture using this for business where you crowdsource the answer to a question like, “What is your most creative use of a mobile device for work?” or “What does cloud computing mean to you?” Make a hashtag for Twitter, or post it on your Facebook or LinkedIn page or group and see what happens. Make it compelling for the crowd to engage. The best answer wins a mini Cooper, or a pen. Now publish the results in your blog or back on your social sites. You’ll have an instant piece of relevant and timely content.

Trick to Spotlight and Promote Your Company’s Products/Services on LinkedIn

The Events application is no longer a part of LinkedIn. But don’t fret– you can still promote events, products or even your blogs using the LinkedIn Products & Services tab on your Company page. The tab allows you to add three scrolling, clickable banner images that hotlink to your chosen URL at the top of the tab.

How To:

If you’re an administrator of your company page, first add products/services. Then after they are published, enter the Products/Services tab and click the Edit button.

You’ll see an area here that you can upload 3 banners with clickable URLs. When you’re finished, remember to select PUBLISH.

LinkedIn Banner with URL

You can also advertise this page through LinkedIn Ads. Check out this live, clickable banner ad for a Content Marketing Institute conference. Viewers can also recommend the event as well as share it with their connections.

Clickable Banner LinkedIN

LinkedIn’s new Sponsored Ads: the news about your news feed

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Changes are yet again being made to LinkedIn. We’ve all become used to seeing sponsored ads as we scroll through our Facebook or Twitter pages. Up until now, LinkedIn’s news feed featured only updates from user connections and businesses you chose to follow. Taking a cue from the other social networks, LinkedIn is now making ad-free news a thing of the past.

 

The new feature? Sponsored Ads woven into your LinkedIn news feed. What does this mean for your company page and who will this new feature benefit? According to LinkedIn, they are giving businesses a way to go beyond their own followers to promote their brand. Insight into reader data will also be collected from the ad to allow a company to adjust the ad target their audience.

Good news for increasing your company’s brand awareness, not so good news for keeping your news feed streamlined!

Read more about these upcoming changes here.

Amplify Your Events with This Free Social Service

Got events? Here’s a free tool to spread the news. Tweet My Events

is an online marketing platform that lets you schedule and post tweets to an online event listing database. With this service you can promote your events to the world through Twitter, Facebook and LinkedIn. It’s a real easy way to market your events to get attendees for your next seminars, conference, workshops, webinars or other type of events.

Tweet my events

 Every event posted on the site is also posted on TweetMyEvents social pages, (Twitter has 10k followers!) giving further exposure instantly. In addition, events can also be retweeted, share with facebook and linkedin by viewers, which will be increasing your exposure even further.

How? Go to Tweet My Events, sign in with your Twitter account, register your event and tweet it out. There are no limits to the number of events you can display. TweetMyEvents also has a tracking counter so you can constantly monitor your page views in real-time.

 

Got an event? What are you waiting for?

5 Ways to Use Twitter #Hashtags for Promotion

Last month I attended a Taylor Swift concert and after speaking with 2,000 other fans via #TaylorSwiftRed, I got home that night and joined the crowd discussing the latest award fashions at the#OscarFashions then woke up to #SandyRelief where I checked to see what the local Jersey Shore relief efforts were for this weekend.

What is a #Hashtag ? On Twitter, hashtags allow for a virtual group discussion centered around an “event” or “interest.” Everyone using the hashtag becomes part of this online discussion and the discussion can be archived and looked up by this symbol.

Hashtag

Here are some #Hashtag best practices:

  1. The best hashtags are made up of abbreviations or
    acronyms and the year of the event, like the official
    hashtag for #RSA2013
  2. Before your event or chat, introduce and use the hashtag often, include it on all your materials, invites, etc. To get it started, begin with a question to be answered, or even a prize giveaway.
  3. During your event, broadcast the hashtag if possible so
    people can see it and interact with each other. Use a screen or even signage. It creates a buzz.
  4. After the event, use the hashtag to stay connected. Tweet relevant content and express thanks for attending.
  5. Save your hashtag discussion after your event using a free tool called Storify and send it out to your event attendees as a post event digest. Here’s a sample.

One of my favorite hashtags #leadfromwithin:

hashtag Info

One Great LinkedIn Tip to Finding Opportunity

LinkedIn Signal is a great little tool that let’s you search on a term and finds peoples’ status updates with it included. You can even tweak the search filters on the left to narrow down your criteria, say, by geography. Why is this important? Your company sells cloud solutions, find out who’s saying what, even who is looking for these services, and drop some crumbs on the trail either by adding your comment to the conversation or posting a company video or white paper that leads people to your site. You can build connections this way as well.

Audience Finder Linkedin Photo

Using Events to Prospect Through LinkedIn

Did you know that you can use LinkedIn to not only post your events, but also find out what events are going on and connect with people that are going? Just imagine, that prospect(s) you’ve been trying to connect with is attending the “Fans of Jethro Tull Conference” that you were thinking of attending. What a coincidence-you’re both going to be there! Why not connect with them on LinkedIn and set up a meeting over coffee?

Here’s how:

1. Go to your personal profile and get the Events app:

LinkedIn Profile AOM

It looks like this:
Events Pic. LinkedIn

2. See the events that your prospects and customers are attending, select their photo and CONNECT:

Connect LinkedIn