If there’s one thing Google is famous for these days, it’s fiddling with a good product. Recently, YouTube revealed updated changes to the site that will make a difference in the way your business approaches online video. Change can be scary, but in the long run, we think this is a good move. Is your brand Google-ready?
Facebook has recently taken steps to provide more transparency around the way that their platform works. These steps have ranged from reconfiguring Facebook for Business to releasing information about upcoming changes to the Edge Rank algorithm that determine what content users see in their News Feeds.
More information can create more confusion, especially when trying to understand what the updates mean for your brand’s social media strategy. We sat down and analyzed the announcement in order to share the three things brands need to know about the changes that are headed to Facebook News Feeds:
1. This is good news for brands.
When it comes to the Edge Rank algorithm, change is the only constant.
Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.”
That means that if your content is getting a lot of engagement, it will have a new opportunity to gain additional organic awareness by being bumped back up in the feed. The cream will rise to the top.
2. This is great news for brands with strong, engaging content.
This most recent update makes it very clear that preference will be given to posts that have a lot of engagement. That means likes, comments, and shares will become even more important parts of the cyclical relationship between awareness and engagement, with each one creating new opportunities for the other.
For brands with a practiced approach to content creation, this is great news. It means that focusing on when your audience is online and the types of post that they engage with, will have a direct impact on your ability to increase organic awareness of your brand’s content.
Taking it one step further and focusing specifically on content creation best practices like balancing company focused posts with audience focused ones, including “fill in the blanks” and specific calls to action, and simply asking questions, will have even greater pay offs.
3. The update alone will not get your content in front of your fans and extended target audience.
Facebook is a business and businesses need to make money. One of the ways that Facebook makes money is by charging brands for the ability to advertise to their users. If Facebook allowed every post that your brand made to be seen by all of your fans, it would be difficult for them to charge you for access. From a user standpoint, it would be difficult to sift through the thousands of posts made each day. From a business standpoint, it can mean that much of your content goes unseen.
The answer? Promote the things that you really want people to see. If you strategically select content to promote, you can game Edge Rank.
Remember – strong content gets engagement, which leads to more awareness, which leads to more opportunities for engagement, and the cycle continues. An easy way to guarantee more awareness is to put some ad spend behind your content. If the content is good, the increase in awareness will magnify the amount of engagement, getting your content in front of an expanded audience.
Combining strategic ad spend with strong content and a system that allows the cream to rise to the top? That’s a recipe for social success.
LinkedIn has long focused on bringing together professionals of all levels, from CEO’s to interns. The network has been a place for people to connect but connections were historically not enough to bring people back to the site on a daily basis. Site views mean opportunities for advertisers. This past quarter LinkedIn only acquired about 23% of its revenue from ads. To expand that, they needed to become a place where people create and consume content. More content would mean more page views, and more page views would help them sell more advertisements. Continue reading
Back in March, Tim Howell wrote a blog that examined the value of Reddit for marketers.
Over the past couple of weeks this topic has become a popular one, with some advocating that brands get on the Reddit and start connecting with their audience, exclamation point exclamation point. Continue reading
In the late 1870’s the first animated images were sequenced and photographed in real time, kicking off what would become the foundation of the modern day movie. As technologies improve, the way that “moving pictures” are created and consumed, continues to evolve.
Google-owned YouTube, which is used by over one billion individual users each month and has an average of 100 hours of video uploaded to it each day. Those videos are instantly accessible to millions of computers and mobile devices. Video has been a great investment for Google, with advertising on YouTube consistently performing as a driver of revenue for the company. More videos = more revenue potential. Continue reading
Last week, we published a blog explaining the way some larger brands and developers are capitalizing on the connections between social media and the games industry. Of course, any brand with a large enough budget could accomplish much of the same thing. But what about smaller franchises? What about indie developers? How can a small business, with no spare budget, get their work in front of the eyes of millions of gamers?
Let me introduce you to Sips. Continue reading
Last week, I took a look at the future relationship between gaming and social media – two tech industries that will forever be entwined. Today, I’m going to look at the present. We’re going to explore the possibilities of multi-screen marketing, and multi-screen entertainment, by looking at a collaborative project by some of the larger brands on the scene.
How do you capture the attention of an audience with a notoriously short attention-span? In the world of DVR, where we fast-forward through television ads while surfing the net on our phones, how can a marketing team make an impact? There is the short route – hope your commercial is funny enough to go viral online – and the long route.
Fifteen years ago, video games helped me make my first friends in middle school. Having recently moved to the frigid north of Columbus, Ohio, I was able to bond with classmates thanks to the social activity required by Nintendo’s Pokémon series. We would sit across from each other at the lunch table, brick-like game systems connected to each other with a thick gray cord, sharing in an electronic social experience that would have been unthinkable even 10 years earlier. It was a technological marvel that was completely lost to us as children. This was simply the way we communicated – any alternative seemed impossible.
Last week, at the Electronic Entertainment Expo (E3), that same concept was reborn. Modern social media has come to video games. For better or worse, both industries will be forever changed by it. Continue reading
Is your marketing team ready to “circle back” to the social media discussion and you’re finding yourself short on bandwidth?
We have a list of the 5 most successful ways brands can use social media to irritate their fans as much as humanly possible.*
Get out the chalkboard, sharpen your nails, and get your loudest, quickest clicky pens ready – we’re going to discover what type of behavior brands can use to bother, pester, and all around annoy their consumers. Continue reading
A restaurant wouldn’t adjust their menu just because one patron didn’t like a menu item. A poll wouldn’t conclude that Citizen Kane was a bad movie because of one bad review. So why would a social media manager adjust his social strategy based on a single incident?
It seems obvious that this should not happen when we discuss it in these terms, but it happens in companies across the globe and from small to supersized. Continue reading