It’s called “memejacking”. Done right, it lets you tap into the energy of a lively conversation to help amplify your message. Done poorly, it can do you some damage. (more…)
Archive for the ‘Social Media’ Category
It wasn’t that long ago that when you posted something to your Facebook Page, you had a pretty decent shot of winding up in your followers’ News Feeds — that stream of stories a user sees on the Facebook home page.
How times have changed. These days, you’re competing against literally thousands of other pieces of content for a precious slot in a user’s News Feed. No wonder one study showed a typical Facebook Page post reaches only six per cent of its followers.
There’s been a lot of gnashing of teeth over this among brands and organizations. Facebook is very consciously reducing the organic reach of Page posts, and holding up paid promotion as a way to close the gap. And while it’s hard not to resent that, Facebook is a commercial enterprise, and a lot of commercial Pages have had a good, long free ride. It would be awfully nice if Facebook gave non-profits and civic organizations more unpaid profile… but don’t hold your breath.
So the days when you had a pipeline to your Facebook followers are gone. How do you adjust? (more…)
One big challenge when you have a team managing a social media presence is accountability. Someone accidentally posted a photo of yesterday’s lunch to your Facebook Page. One of the people with the keys to your Twitter account just responded to an innocent question with an offensive tirade. But how do you know who?
If you’re paying for team collaboration features with a tool like HootSuite, you may well be able to answer those questions. But otherwise, unless someone owns up, you won’t be able to have the conversations that can prevent future misfires. (And conversely, you won’t be able to give the real author of a great post the recognition they’re due.)
Of all the YouTube features that communicators overlook, one of the most valuable is closed captioning.
We’ve been doing it for broadcast TV ads for years, but it’s remarkably easy and powerful on YouTube. By uploading a simple text file, you can have complete control over when closed captions appear, and what they say. That can help you reach hearing-impaired audience members, as well as viewers who’d rather keep their devices muted to avoid disturbing their cubicle-mates.
But closed captioning will even help you reach the folks who crank the subwoofers to 11. That’s because the text in those captions gets read by Google – making closed captioning an essential part of your search engine strategy.
You could just rely on YouTube’s speech recognition technology to transcribe it automatically. But that’s a risky proposition.
We’re seeing more and more online campaigns these days aiming to get their message out through social sharing. They pour time and money into creating videos, image memes and microsites, and then wait the magic to happen.
But then the Social Sharing Fairy with that pouch of viral dust never shows. A handful of retweets, pins and Facebook likes later, the project dies a quiet death… and everyone in the organization wonders what went wrong.
Too often, the answer is very simple. There’s a question every one of your audience members is going to ask before sharing something of yours – and if you don’t want your content to wither on the vine, you need to ask it first. (more…)
This Monday is the fourth annual Community Manager Appreciation Day. Officially, it’s a chance to recognize the folks who help keep the online conversation flowing smoothly, and the virtual bowls of Cheesies and beer cooler well-stocked.
But it’s a lot more than just 21-thumbs-up salutes and parades in cities across the world. (Note to self: confirm parades are happening before building that float.) It’s a chance to learn from each other, and share our experiences in community management. (more…)
When the news broke of last Friday’s attack on a Newtown, Connecticut school, many people turned to social networks: some looking for news, others for comfort, and still others a forum to express themselves.
But amidst the flood of messages of concern, sympathy and anguish on Twitter, you could also see businesses blithely tweeting about deep discounts and holiday sales, and organizations asking their followers to retweet cute photos of cats. And they reaped a whirlwind of online anger over their callousness and insensitivity.
In most cases, though, callousness wasn’t the problem. Automation was. (more…)
You might think it should be obvious: when you’re using a conversational medium, stay conversational. But shiny new tactics can derail even the best campaign strategists… including those on Barack Obama’s successful re-election campaign.
In a must-read post on Slate, John Dickerson reports on his interview with Obama campaign manager Jim Messina in the afterglow of the President’s November 6th victory. One topic that came up: iPads on the doorstep.
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When Alberta’s local public service workers wanted to take their message to Facebook, they did so with a custom fan page. Instead of being stuck with the plain Facebook page that gives you very little graphic control, NOW branded their Facebook space with the campaign look and feel as part of an integrated multi-media campaign. View the fan page: http://ow.ly/10JnR