Twitter is an entirely different form of social media compared to the other social media platforms out there today. Although Twitter users often use the social media platform as a way to share their basic day-to-day thoughts, Twitter can also be used by businesses to target desirable clientele. In fact, many Twitter users are highly educated, with over thirty percent of users holding four-year degrees. People are increasingly turning their attention to Twitter as an up-to-date source of news and information. Click here to read about one example where Twitter had a huge impact on the Dow, S&P and Nasdaq.

Get Personal

Twitter has become a worthy customer service tool because it allows brands to engage with consumers in conversation. Aside from that it also makes it easier for companies to go viral and link to consumers.

Twitter is all about connecting with customers and engaging them in conversation. If you are not going to be interactive and attentive to your Twitter account, then your Twitter campaign will be unsuccessful. Consumers are drawn to relationships that feel personal, which relies heavily on the assurance that you will see and respond to their tweets almost instantly.

Go Viral

Becoming viral is always a goal when engaging in a social media campaign. While Twitter does not guarantee that this will happen, it does make it simpler with the use of the retweet button.

Learning how to get people to retweet your posts is a crucial part of using Twitter.

#Hashtags
Hashtags provide multiple services. They connect users with the same interests, permit brands and companies to target a specific audience, and allow for conversations to be started between companies and clients.Hashtags are important because they are central to having your updates connect and searchable by other users. Twitter also cuts through the “noise” of social media. You can easily search a keyword with a hashtag in front of it, and it will produce posts with your specific interests.

These hashtag campaigns were extremely successful.

Twitter, in conjunction with other social media outlets, will help you build your brand and gain loyal customers.

The average Facebook user spends about one-fourth of their time on that site scrolling through their news feed according to Mashable.com. The best way to expand your brand’s reach on Facebook is to get your content into your fans’ news feeds.

How does Facebook determine what content travels into an individual’s news feed? The first step towards answering this question is understanding the Edgerank metric.

Edgerank is the algorithm that Facebook employs to filter posts streaming into a person’s news feed. Edgerank is comprised of three factors: Affinity, Weight and Decay. The following is a description of these factors to help your brand improve its performance in relation to them.

Affinity (U)

Affinity is a measure of the relationship that a Facebook user has with your brand. The more they interact with your content through likes, shares and comments, the higher your brand’s affinity score will be in. You can increase affinity by encouraging engagement with your posts.

Weight (W)

Different Facebook posts are assigned different weights. Photos and videos have the most weight. Posts with links are a bit less valuable. However, a post’s weight can be increased if enough people interact with it via sharing, liking or commenting. Including visuals in your posts can increase your weight.

Decay (D)

As a general rule, posts lose value as they get older. Your brand’s post is less likely to show up on a fan’s news feed three days after it is posted then it is the day it was posted. The way to maintain a high decay score? Consistently post new content.

Is your brand showing up in your fans’ news feeds? What have you tried to increase your Edgerank score? Share your experience in a comment below.

A Picture is Worth 1000 Words- Businesses are finding that using visuals on social media is a much more effective way to engage their audience.  The increased use of pictures has led to great growth for sites such as Instagram and Pinterest.  YouTube and Vine have grown as they provide space for the use of videos.

Two Hands are not Enough- Americans are spending more time on more computing devices than ever before. It is common for this time to be spent on more than one device at the same time.  In this atmosphere, it important for brands to coordinate their efforts on numerous platforms.

Brands Need to be Human- More consumers are following brands on various platforms online.  At the same time, these consumers don’t want brands to misuse their online loyalty.  The delicate balance of relating to fans and customers is not any easier online.

Privacy is Still a Priority- Increased time spent online has led to increased concern about keeping personal information secure.  In light of this, it is important for businesses to balance their need for data with individuals’ needs for privacy.

Measurement is a Necessity- With a large percentage of individuals visiting social media several times a day, brands are looking for more ways to measure how well they are accomplishing their goals online. Numerous tools are available to brands to fulfill this need.  Businesses looking to succeed online need to learn how best to use these measurement tools.

What trends have you seen affecting your business online?  How have you responded to these trends?  Share in a comment.

1. Create Video Content- It doesn’t take much to give readers a break from text only posts.  If you have a camera, some knowledge of editing and a good idea and you are on your way.  One study has found that videos are shared 12 times more than text and links combined.  If a video is too much to handle right now, you can go visual with still pictures that relate to your topic.

2. Interview a Person of Interest- If the interview takes place on camera, or if it is audio only, the back and forth of a question and answer session can pique your readers’ interest. Consider interviewing an interesting employee of your business, maybe the employee of the month.  Contact a satisfied customer.  Ask if they would be willing to be interviewed about their experience with your company.  Use the questions you ask them to draw out why they like your company so much.

3. Use an occasional guest Blogger- There may be a talented writer amongst your readers. Give them an opportunity to give their views at times.  If they are a regular reader of your company’s blog, they may well have unique insights to share.  Whether they include praise or constructive criticism, the words of a follower can be a valuable asset to your blog.

As you seek to entice more readers to your company’s blog, the key will always be providing quality content on a consistent basis.  However, it will help to inject some variety into that quality.

Have you used any of the above ideas in your company’s blog?  Share your experience in a comment.

The 40,000 followers that the Boston Police had on Twitter prior to the bombing was the result of time and effort invested into community relations by the department.  Since engagement with its constituency had already been established, the BPD online was prepared to communicate effectively via social media during this crisis.

A few highlights of Boston Police Department’s online activity:

Correcting errors in reporting- As events unfolded last week, information was flowing freely through social media and traditional means.  The BPD monitored the information diligently and used its presence on social media to make sure that as many people as possible had accurate information.  For example, shortly after the bombing took place, the Boston Police Department announced via Twitter that, contrary to various reports, no arrests had yet taken place. This announcement was retweeted more than 11,000 times.

Letting readers know what they need- When police began closing in on one of the suspects, some sources were tweeting information from police scanners that had the potential to put officers in danger. The Boston PD firmly but politely tweeted a reminder that such information should not be publicly shared. This tweet was retweeted more than 20,000 times, further supporting the department’s efforts.

Leading the investigation- The department was on top of things online throughout the crisis.  They distributed good information and negated bad information in a timely manner.  They were so effective in fact that when the bombing suspect was finally apprehended, local reporters waited on a tweet from the Boston Police Department before making the official announcement.

The ability of the Boston Police Department to engage so effectively with its online audience during this highly stressful time, is evidence of the level of preparation that the department had made prior to the crisis under the leadership of Police Commissioner Davis and his team.  The Department’s investment into actively using social media to connect with its community reaped big dividends during recent events.

How did you use social media to follow the events in Boston last week?  Share in a comment below.

The basic issue facing the students of the school’s creative writing program was a paltry stipend. Graduate students in the program had not received a raise in 20 years. Further compounding the problem, students were not allowed, by policy, to seek employment outside of their role as graduate assistants.

Skipping ahead to the end of the story: the university’s president recently announced that $1 million dollars would be redirected to the creative writing department. These funds will be used to begin to address the low pay that graduate assistants receive.

So, what part did social media play in this change? What steps did students take to make their voices heard?

Online Petition Circulated- In the fall, tuition at the school was raised by $100; however, the tuition waiver graduate students receive was not raised to cover that increase.  In response, a petition was circulated in protest on Facebook. The original goal of 50 signatures was surpassed and 300 individuals took a stand online with the U of H students.

Profile Pictures get a New Look- In February, graduate students were asked to change their profile pictures to support the cause. The new picture depicted a cougar dressed as an indentured servant. The caption for the picture read, “UH English TAs, Making $11,000 since 1993”. During the school’s prime recruiting period, scores of students and alumni changed their picture and made a statement.

Facebook Page Created, Takes Off- Students created a Facebook page which served as a source of information about the cause. A picture of a peaceful sit-in outside the university president’s office in April was posted on the page. It was shared 76 times.

Twitter Used to Reach out to the Media- Students tweeted information about the sit-in to numerous media outlets. The event was covered by The Houston Chronicle, The Houston Press, and The Chronicle of Higher Education.

Last but not least, Memes- During the second and third day of the sit-in, several appropriate memes were created to take the message to new heights. One notable attention getter featured singer Billy Ray Cyrus.

As mentioned above, the social media efforts of these University of Houston students had the intended effect. The university is taking steps to address their concerns. How has your business used social media to make its voice heard in a unique way? Share a comment below.

If your business is just starting its blog, or if it has been blogging for awhile, we have a few tips that will help make your offerings more helpful to your audience.

1. Strategize

It’s best to know what you are trying to accomplish and how you are going to go about it before you start your blog. Actually, experts recommend not starting a blog if you aren’t going to be able to create enough content to keep it current.

If you can keep your blog updated consistently, plan ahead, so that you provide readers with timely material.  Know what you want to accomplish with your blog posts and create with this goal in mind.

2. Use Hyperlinks

By linking to other sites, you accomplish at least two things.  First, you give due credit to the source from which you got your information.  Second, you give your business an opportunity to expand its connections within the industry.

3. Multiply the Media

It is a good idea to augment your well-written words with other types of information.  Hold onto the short attention spans of your readers by giving them other items of interest.  Embedding pertinent videos, images or audio are a few examples of this useful practice.

4. Interact

Your blog can be a great way to engage your audience, encourage communication and build community.  Take the time to respond to positive and negative comments on your blog.  This investment will help your business build rapport with various stakeholders in your industry’s online community.

How has your company used its blog to build its relationship with its audience? Share in a comment below.

]]> http://www.refugemarketing.com/wblog/?feed=rss2&p=1885 0 http://www.refugemarketing.com/wblog/?p=1857 http://www.refugemarketing.com/wblog/?p=1857#comments Wed, 03 Apr 2013 15:51:18 +0000 AnnaK http://www.refugemarketing.com/wblog/?p=1857 Continue reading →]]> Talk about being slow to speak and quick to listen. In the face of a social media firestorm two weeks ago, The Amazing Race was surprisingly quiet on social media.

Hundreds of fans of the show’s Facebook page commented negatively on a segment of the March 17 episode that they found offensive.  In addition, many Twitter users employed the hashtag “cbsapologize” to communicate their displeasure with the show’s content.  Throughout the week of March 17, representatives of the show did not respond via social media to the criticism. Instead, their response, an apology, aired on primetime television at the beginning of the March 24 episode.

What Caused the Buzz?

The March 17 episode of The Amazing Race was set in Vietnam.  Two segments of that evening’s show touched a nerve with Vietnam veterans and their loved ones.  First, racers found one of their clues directly in front of a war memorial, which commemorated the wreckage of a downed American B-52.  In addition, as part of the competition, contestants listened repeatedly to a communist victory song.  A substantial number of viewers took issue with these elements of the program and aired their displeasure via social media.

In addition to the online reaction, The Amazing Race received a scathing letter from the Veterans of Foreign Wars shortly after the episode aired.  In the letter, John Hamilton National Commander of the VFW told CBS that these scenes were “totally unnecessary to the show’s plot.”

Is the Apology Accepted?

CBS’ apology was posted on The Amazing Race’s Facebook page shortly after it aired on television.  It was accepted by numerous military agencies and Senator John McCain, who was a prisoner of war in Vietnam.  Further, many of the responses to the apology on social media were positive.  However, some fans indicated that the show’s delayed response caused them to doubt the sincerity of their apology.

All’s Well that Ends Well?

By airing their apology on national television, The Amazing Race showed that it heard what people were saying about them on social media and elsewhere after the Vietnam episode.  They even responded in a manner that satisfactorily answered most of the criticism the show had received.  However, some damage was done to the show’s brand by their slow response.  The spread of bad vibes could have been tempered if The Amazing Race had more proactively engaged with its 1.5 million fans on Facebook and its 150,000 followers on Twitter.

What do you think about the way The Amazing Race responded to this situation?  Share in a comment below.

Is Your Drawer of Followers a Jumbled Mess?

A website like Tweepi can help you get a handle on who is following you on various social media channels.  This is a good time to evaluate your followers and to clarify your strategy for managing “inactive” followers.

Do Any of Your Rooms Need a Fresh Coat of Paint?

You can show your brand in a whole new light.  Take some time to update the cover pictures and other images that you are using on Facebook, Google Plus and other social media platforms.

Do You Really Still Need that Bicycle in the Garage that You Never Use?

This is an opportunity to evaluate the social media platforms that you are using.  Have any of them been dormant for months?  It may be beneficial to prune your social media tree to maximize over-all fan engagement.

Have You Considered Making a List?

You can more effectively listen to relevant conversations on Twitter by strategically creating lists on that platform.  Consider a private list of competitors or a public list of your best customers.  Aim for those key individuals who will maximize your marketing mix.

Take Some Time to Smell the Flowers

Once you’ve completed your social media cleaning, enjoy the arrival of spring.  Seek out the possibility of hosting an outdoor event with a nonprofit or community group in your area.

How do you spring clean your social media channels?  Share in a comment below.

]]> http://www.refugemarketing.com/wblog/?feed=rss2&p=1833 0 http://www.refugemarketing.com/wblog/?p=1805 http://www.refugemarketing.com/wblog/?p=1805#comments Wed, 20 Mar 2013 14:10:54 +0000 AnnaK http://www.refugemarketing.com/wblog/?p=1805 Continue reading →]]> If you are feeling skeptical that your social media efforts are having any effect, a recent post by Stephanie Chandler for Forbes.com assures you that they certainly are.  While building momentum with social media is not an overnight proposition, Chandler highlights the hidden impact social media campaigns have for businesses.

As a supplement to Chandler’s article, the following (based on the article) is a poem of encouragement for those social media marketers wondering when they will see the fruits of their labors.

Spring Has Come, and So will the Fruit of Your Social Media Labors

Let people know your name and tell them what it is you do

“Sit Down” a while and ask them what they like and DON’T LIKE too

Say “Howdy” to them often, or at least give them a smile

Invite them over to your place so they can see your style

If you see they have a problem,
Do your best to lend a hand

Share your knowledge with them as often as you can

Now, many won’t respond to you,

But they’ll know that you’re there

And someday they’ll surprise you when they open up and share

Your progress may be hidden, Your forward steps concealed

No clock will tell exactly when such things might be revealed

It can be slow to breakthrough,

Yet you are on the right track

Soon your big wins will come and then

You won’t stop to look back.

What advice do you have for a marketer struggling with the slow results of a social media campaign?  Share your thoughts in a comment below.