Social Media Marketing: Facebook and Twitter

Good day everyone,

Today I want to talk about social media marketing with Facebook and Twitter. Marketing has changed so much in the past 10 years and even longer than that, when I was growing up the biggest excitement for us was receiving the Sears Christmas Wish Catalogue, it was the highlight of every kids day I suspect in the holiday season, as it was with mine. Social media has created a new style of communication and there are now billions of conversations happening online.

Last week I talked about Facebook, and now I will bring Twitter into the discussion, mostly focussing on Twitter. Each is unique and has its own best practices, style, and audience, if you can adapt and go along with the change your company brand will benefit from it. By leveraging social media networks like Facebook and Twitter, you’ll find opportunities to capture new customers, as well as get your current customers re-engaged.

Social media creates the opportunity for you to hear from your customers. This will help you build credibility, as with an active social media presence you’ll allow your customers to indirectly advocate for you. If they’re leaving a positive comment, sharing a review, or interacting with your content, it’ll boost your overall credibility. This will help you develop a community, and a community is an important tool for driving awareness to your brand.

Twitter tends to be a public, real-time feed of short thoughts, whereas Facebook is a more private network used to catalog information and ideas with friends and family. You can be on both networks simultaneously, but understanding these differences between the two will help you determine the right strategy.

When you think about strategy, consider that Twitter content has a short life span. Almost 90% of all engagement on a tweet happens within the first hour, and that number might shift if you do get re-tweeted by a significant brand or a person, which rarely happens. Now, Facebook status updates, on the other hand, can live on for several days. Facebook delivers content when it thinks it’s most relevant to a particular user. Think of Facebook as an ongoing conversation, and Twitter as a real-time instantaneous one. Twitter is a great place for handling customer service, and providing short updates as they relate to your brand. Facebook is an excellent area to share in-depth content, and create conversations around particular topics.

The most important brand element of Twitter is the username. And this is how people will interact with your business so you’ll want to take time to secure an appropriate username. Most of your success will really hinge on this name. You need to build a powerful profile to build that brand presence. And your profile says a lot about your business. Your name, bio, header image, and profile picture should all work together to tell the story of your brand.

The goal of your tweets is to create brand awareness. But Twitter, unlike other social media platforms, will require a willingness to post frequently, if not, you look disengaged, dormant and uninterested. Customers like giving shout outs to businesses and at the same time, also appreciate when businesses are responsive.

To be successful in utilizing Twitter for your business, it is important to define your purpose on using it. What are trying to achieve, knowing your objectives would make it easier for you to see if your marketing efforts are paying off.

In figuring out how to tweet, you can start with Re-tweets, they are valuable and act as an endorsement for your business and profile. Re-tweets increase your tweets reach and every time your tweet is re-tweeted it provides the opportunity for your tweet to reach new followers and go viral. Make sure to try and entice high value Twitter accounts with lots of followers to increase the potential of your tweets being shared to more potential followers. Lastly, make sure to re-tweet others in the hopes that they may return the favor and re-tweet one of your posts. Quid pro quo idea.

You can utilize hashtags that are relevant and have the potential to increase your reach. Check trending hashtags and work with hashtags that attract attention around a central theme like Monday Motivation or Throwback Thursday. Don’t overdo hashtags on your tweets, pick relevant tags and understand the meaning and background of trending hashtags so you use them properly and don’t make a potentially embarrassing mistake by using the trending hashtag incorrectly or inappropriately.

As you are limited to 280 characters, type wisely and try adding photos or videos since they can help increase reach. If using someone else’s rich media make sure to hashtag or @ mention the original poster and give them credit.

There are hundreds, if not thousands of tools available online to help you manage your Twitter marketing. If you’re looking to go beyond the standard interface, I’ll give you a quick look at four common Twitter tools. TweetDeck, and you’ll find this at tweetdeck.com. It’s free, and it really provides you with a powerhouse of options. It’s a way to completely customize your Twitter experience.

Next is Hootsuite, and Hootsuite is very similar to TweetDeck, except for the fact that it allows you to connect across all of your social media profiles. So, if you’re using Twitter, Facebook and Google Plus, you can manage it all from one place. I just wanted to point out that Hootsuite costs money. They do have a free account, but the features are fairly limited, and the next account starts at $9.99 a month, and so on. Be aware of what your options are before committing to paying for a service that might not be what you need. I suggest trying the free 30 day trial to start.

The third tool I want to mention is Buffer. Buffer’s really cool, especially if you’re trying to manage a very active Twitter feed. With buffer, you can collect content from around the web, and put it all in a queue, buffer will then automatically distribute content from your queue to your Twitter feed at the frequency, and timing which you dictate. I also really like that buffer has an extension you can add to your browser, and this way you can quickly post relevant articles, and information into your queue. There are free options with Buffer, and for more features you would have to pay for them.

The next company I want to talk about is IFTTT. It stands for if, this, then, that, and it’s a rules-based trigger system, so you would set a rule, such as, if someone mentions my username, then send me an email. To learn more, look at what IFTTT calls a recipe, and that’s the if this, and the this is the trigger, then, that, and the that is the action, and if you scroll down, you’ll see that they have all of these ingredients and recipes, a way to sort of customize and create all of these various triggers and actions. You can also manage multiple accounts, by setting it to automatically tweet everything you post on Facebook to your Twitter account

These are some good tips on using Twitter for your business, remember to be smart, post responsibly and have fun.

Moving on to Facebook, of course the first step of course is to create a Facebook page for your business if you don’t yet have one. It’s there you’ll publish content and interact with your friends. With a Facebook Page, visitors can stay connected with your brand, read the latest news, participate in conversations, and share interesting content with their friends. The Timeline is where all of the posts and the content that your company will be publishing and sharing.

You’ll want to post content that will engage your customers. Visitors who choose to follow you might then see these posts in their feed. And the typical Facebook user follows many pages, and has lots of friends posting updates. If you use Facebook quite often, think about your own Timeline and how much content is being pushed into it. When you think about your content, the more engaging and relevant it is, the better the likelihood it has of being seen. So be sure to experiment with different kinds of posts.

It is recommended that you leverage your existing marketing channels to continue driving awareness to your Facebook efforts. It can take time to gain a meaningful audience, but if you continue to deliver quality content, you’ll eventually find meaningful traction. To gain traction, you will want to create high-quality content, and that includes defining your goal. This means what action do you want a user to take after they read your content? What will compel them to take that action, and what supporting information can you provide to help combat any doubts? Use photos that are attention getting, perhaps try using short videos to see if that will help gaining customers too, trial and error can be used, and then remove what is not successful.

When a Facebook fan likes, comments, or shares one of your posts, their network of friends and family will likely see that endorsement on their personal news feed as well. Users are highly motivated by special deals, offers, coupons, things that they couldn’t get outside of your Facebook page. So look to create unique opportunities for reasons as to why fans should like your page.

Analytics

Facebook makes it easy to review how well your page is growing, and provides helpful metrics so you can determine what types of content your audience likes best. This is called your Facebook insights, and you’ll arrive to it by choosing the insights option from your Facebook page, and then you’ll land here on the overview tab. Now, you can only access insights if you have more than thirty Facebook fans. Until you reach thirty, this dashboard will be unavailable. You’ll find that the charts and graphs are all unique to each section, and I encourage you to explore them. Make a habit of checking in on your Facebook analytics daily, because being familiar with your data will help you make key growth decisions.

Twitter has its own analytics dashboard. Once you’re there you’ll sign in with your account to get started. An engagement is the total number of interactions with a tweet, so this means any click on the tweet, whether it’s a retweet, a favorite, a view of your username, et cetera, is an engagement. If you want to get the full detail, you can click into a specific tweet and that’ll bring up another little dashboard.

A strong spike might suggest some level of virality, be it a retweet or a large amount of favorites or replies. To export the data, you can select Export Data in the upper right hand corner and what you’ll get is a CSV file which can be viewed in any spreadsheet software.

Understanding your data is important to building a better strategy and a better strategy will increase the likelihood that you achieve your marketing objectives.

During this week’s blog, I have learned quite a bit about the differences between Twitter and Facebook, which will help me when I have to create these sites for my company. Understanding the different analytic tools that each provide will help me see what posts are positive, what people like and even what they don’t like. Ensuring the analytics are checked regularly will help me to make my business a success.

Thanks for taking the time to read my blog this week, and sorry for any overlap with last weeks article.

Joan

References

Akhilendra. (n.d.). Twitter analytics tools to improve blog marketing [image]. Retrieved from http://akhilendra.com/twitter-analytics-tools-marketing/

Batesole, B. (2017, Mar 29). Social media marketing: Facebook and Twitter. Retrieved from https://www.lynda.com/Facebook-tutorials/Social-Media-Marketing-Facebook-Twitter/490093-2.html

Blaze, M. (2017, Sep 25). Which social media platform has a good engagement rate Twitter or Facebook: Sitepoint forums [image]. Retrieved from https://www.sitepoint.com/community/t/which-social-media-platform-has-a-good-engagement-rate-twitter-or-facebook/276624

Bohne, S. (2013, Jul 7). Measuring social media is a cinch with these five analytics tools [image]. Retrieved from https://www.builtinchicago.org/blog/measuring-social-media-cinch-these-five-analytics-tools

Facebook vs Twitter: which one is value for money. (2015, Apr 29). Vmll10’s blog: Edublog [image]. Retrieved from http://blogs.brighton.ac.uk/vmll10/2015/04/29/facebook-vs-twitter-which-one-is-value-for-money/

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