Showing posts with label Social Media. Show all posts
Showing posts with label Social Media. Show all posts

Sunday, September 15, 2013

Facebook promotions New Rules


Facebook promotions !!!   As an administrator of a Facebook business page, you probably know the rules you need to abide by when running a competition | promotion on this social network.  And yes, many of us have been very frustrated with business that repeatedly flaunted those rules yet seemingly got away with it. The practice of holding a “comment to enter” or “like to enter” contest was common.
But today, Facebook amended its promotions policy to simplify the process.
Facebook announced updated guidelines | rules for Facebook promotions on the social network, and biggest change was the removal of the requirement that promotions be administered via applications (apps) only.
They’ve removed the requirement that promotions on Facebook only be administered through apps. Now, promotions may be administered on page Timelines and in apps on Facebook. For example, businesses can now:
  • Collect entries by having users post on the page or comment/like a page post.
  • Collect entries by having users message the page.
  • Utilize likes as a voting mechanism.
As before, however,
  • Businesses cannot administer promotions on personal Timelines
  • Businesses may not do are encourage users to tag themselves in content they are not actually depicted in, which Facebook says will “maintain the accuracy of Page content,”
  • Businesses should not require users to share posts on their personal timeline or those of their friends.
So let us look at the examples below
  • It is OK to ask people  to submit names of a recommended product in exchange for a chance to win a prize.
  • Itis not OK to ask people tag themselves in pictures of a recommended product in exchange for a chance to win a prize.
  • It is OK to giving away a prize to the 150th person who comments on a post.
We believe that these changes will even the playing field for the promotion of Facebook competitions and remove some of the current confusion that some businesses has in relation to the administration of Facebook competitions | promotions.
The other terms and conditions still apply.  These are that businesses are still responsible for the “lawful operation of [the] promotion,” which includes official rules, offer terms and eligibility requirements, compliance with applicable rules and regulations. Promotions must also include a complete release of Facebook by each entrant or participant, and acknowledgement that the promotion isn’t endorsed by Facebook.

Tuesday, August 27, 2013

Leadership Branding on Social Media


People who aren’t known for something haven’t done anything.
“How to Build a Brand,” was the title we settled on for a recent presentation. It included social media content and making money using your online presence.
Leadership brand building:
On the negative side of brand building, I know leaders who are “save the day” leaders. They love being the hero. Others are backstabbing asses. Still others feel threaten by the success of those around them.
What you’re known for determines the way people talk about you. The way people talk about you is your brand.
You’re known for what you contribute even if it’s negative. Ultimately, positive brand building is about giving not getting.
  1. Building your brand is about bringing value.
  2. Repeated behaviors create brands, negative or positive.
  3. Competency creates positive brands.
Five questions for leadership brand building:
  1. Who am I? You must know who you are before you can get where you want to go.
  2. What am I great at?
  3. Who do I want to be?
  4. How am I known?
  5. How do I want to be known – in ways that align with who I am?
These questions apply to both individuals and organizations.
Brand building has a slimy reputation because of manipulators and facade builders. Forget it! Be who you are or you’ll empty your soul and destroy yourself with stress. I’m a reformed people pleaser, I know.
Leadership brand building is contributing positive value, authentically.
There’s more to leadership brand building than five questions. What other factors contribute to effective leadership brand building?

Wednesday, August 21, 2013

Factors of Social Media Influence

Influence marketing today is in a state of experimentation that scientists call the pre-paradigm phase or exploratory phase. During this phase, everyone is trying different approaches based on experience. There are incomplete theories about why some approaches work and others fail, but there is no underlying fundamental principle that explains everything. My approach in this series is to see if we can gain a deeper understanding by analyzing the process of influence from a data analytics perspective, using a simplified model of social media influence.

A Simplified Model of Social Media Influence:
Influence involves two entities, which I will refer to as influencer and target.

1. The influencer's power to influence depends on two factors:
a. Credibility: The influencer's expertise in a specific domain of knowledge.
Please note: There is no such thing as a universal influencer, because no one can possibly be influential in all domains. The best that anyone can hope for is an influencer in a specific domain of knowledge
b. Bandwidth: The influencer's ability to transmit his expert knowledge through a social media channel.
Please note: Active influencers in one channel may not even be present on another channel. So influencers are not only specific to a domain of knowledge, they are specific to social media channels
2. The target's likelihood to be influenced by a specific influencer depends on four factors:
a. Relevance (the right information): How closely the target's information needs coincide with the influencer's expertise. If the information provided by the influencer is not relevant, then it is just spam to the target and will be ignored.
b. Timing (the right time): The ability of the influencer to deliver his expert knowledge to the target at the time when the target needed it. There is only a small time window along the decision trajectory when the target can be influenced. Outside this golden window, even relevant content will be treated as spam because there is no temporal relevance.
c. Alignment (the right place): The amount of channel overlap between the target and the influencer. If the target is on a different social media channel, then the influencer's information either take too long or never reach the target.
d. Confidence (the right person): How much the target trusts the influencer with respect to his information needs. Even if the influencer is credible, the target must have confidence in him. Without trust, any information from the influencer will be downgraded by the target.
This model is very general, and it is intended to be applicable to any social media channel. However, it is by no means complete. I just like to use the principle of Occam's razor and start with a simple model that is consistent with the data out there and see how much it explains. We can always add to the model if it proves to be insufficient. As Albert Einstein once said, "Everything should be made as simple as possible, but not simpler."

Please note that a lot of attention has been focused on influencers, but very little has focused on their targets. Although it is easier to work with the influencers, we must not forget that it is the targets that we want ultimately. I hope this simple model will help you think about social influence from a more balanced perspective, so that even when we are looking for the influencers and working with them, we still have the targets in mind.

Now that you know the basics of how social media influence works, it should not be difficult to diagnose the success or failure of a social media campaign, at least from a data analytics perspective. As shown in the photo above, any broken link between the influencer and the target is enough to break the chain and stall the whole influence process. Next time, I will show you how to take the first step of WOM/influencer marketing: find the influencers.

How Influential Are You? Social Media

It's simple, influence matters. It matters in your job and your private life. In fact, influence is part of every human interaction. Just think of parents influencing their children, political or religious leaders influencing their followers, CEOs influencing employees, sales people influencing customers, friends influencing each other and the list goes on...
Influential people have an edge over others who are not influential because with influence comes the ability to make others listen to what you have to say. Influence gives people the power to change beliefs and drive actions and behaviours in others and this is important in all aspects of life, whether you are a CEO of a global company, a sales rep, a football coach or someone that is simply trying to get friends to do or believe something.
So what makes us influential then? Whether anyone is seen as influential or not depends on a number of factors including:
  • Do we trust and like the person?
  • Is the person authoritative and respected?
  • Will being influenced by the person help us be more successful?
  • Etc.
The 10,000 Dollar question now is: How do we know whether we have this influential power or not? It's tricky because it is not always the charismatic and extroverted leaders that are the biggest influencers. Wouldn't it be great if we could measure how influential we actually are and maybe compare scores to see who is more or less influential in your company, among your friends or in your industry? The good news is that you can.
One way to measure and quantify your influence is by tracking your influence in social media. We all know that the way we interact with friends, customers or employees is rapidly changing. We use tools such as Facebook, Twitter or LinkedIn to share opinions and ideas, we 'like' people's posts, re-tweet status up-dates and recommend or endorse others on LinkedIn. The beauty with social media is that we can use all of this to calculate how influential someone is.
You might think that's not for me. Why should I care about my online influence? The reason why it matters is that companies are now using social media influence scores to recruit, promote or performance manage employees. Other companies use social media influence scores to put customers into certain categories that might mean you get preferential treatment or perks if you are particularly influential.
It is my job to help companies find the right data and measures that help them make better informed decisions about key business questions. And increasingly I put social media influence scores into the equation to help answer questions like:
  • Who are our most valuable customers?
  • How do I select the best sales person for my company?
  • Which PR person should best represent our business?
  • Where should I focus my lobbying activities?
  • How do I prioritise customers in my call centre queue?
  • Etc.
There are a number of different social media influence metrics out there but the Klout score seems to have an edge over others. Klout is the self-proclaimed standard for measuring social media influence. It uses social media analytics from TwitterFacebookGoogle+,LinkedInFoursquareWikipedia, and Instagram to generate a score between 1 and 100. Klout defines influence as "the ability to drive action". On their website they state that "When you share something on social media or in real life and people respond, that’s influence. The more influential you are, the higher your Klout Score." For example, US president Barack Obama has currently got a Klout score of 99 and Justin Bieber's Klout score is 92.
The problem with any such metric is that it is not perfect and will never be a complete representation of someone's actual influence. For example, prior to some recent algorithm changes, Justin Bieber and other celebrities had more 'Klout' than President Obama. Or as another example: I am one of LinkedIn's original influencers and regularly write posts that get hundreds of thousand reads and thousands of comments, however, the Klout algorithm does not yet take that into account. Of course, like all measures Klout is only as good as the information is it based on. At the same time Klout is working hard to constantly evolve theunderpinning algorithm to make the score more representative of the actual level of influence. I am fascinated by watching the evolution of these new types of metrics.
Let me share with you some real life examples of how some of my customers are now using the Klout score:
  • One of my clients is a fashion retail business that particularly targets teenagers with trendy clothes. This particular retailer has always tried to recruit the most popular teenagers to work in their shop because they know that they will bring in a lot of customers.In the past they had to guess how 'influential' or popular particular candidates are based on what they wrote in their application form or what they said in the interviews. Today, the retailer is using Klout to narrow down the applicants.
  • One of my telecom customers is now using the Klout score (among other measures) to build up a better image of who their customers are. For example, a recent analysis identified that 'influential' customers are more likely to churn and that if they do decide to leave for a competitor many in their network will do the same. This information is very valuable because it allows the company to focus on the customers that are more likely to leave and take actions to prevent this.
  • One of my car manufacturer clients is now using the Klout score to automatically customise the user experience of their corporate Facebook page.
So here are the issues. Klout is a great way to quantify and score your level of influence. At the same time it is not (and never will be) perfect. In the absence of anything better it is a good way of shining some light on someone's influence and many of my customers do so. However, I also see some alarm bells going off in my head when I think of how this sort of measure could be used in the future. If companies are now using the Klout score as a way to recruit new people or assess the effectiveness of sales staff, and if companies use the Klout score to differentiate customer service then I am also getting worried. Will people with a higher influence score get preferential treatments? Will this encourage people to play a game and find ways to artificially 'boost' their score? Are influence scores good or bad for society? Do you see it as just another way to get more transparency and data-driven insights or do you see it as dangerous and misleading? Please let me know what you think!

2 Tools to Leverage the Social Factor of SEO

The future of the internet is undoubtedly sharing on Facebook, “tweeting” on Twitter, along with the other various solitary verbs that are used for social networking actions.
Since Facebook, Twitter, and other social networks are becoming so increasingly popular, Google has changed its website ranking algorithms to take into account how much buzz websites create on social networks.  What this means for website owners is that the more your website is shared, “liked,” and “tweeted,” the better chance your website will have to rank higher on those search engines which take that factor into account.  While this factor of search engine ranking algorithms can appear to be an impediment to many, it can be a tremendous advantage if a website leverages its visitors and uses the following tactics and tools to make their website socially apt:

Facebook Comments

Facebook is a no-brainer to integrate your website with, having over 700 million active users and a current global website traffic ranking of #2.  Beyond allowing users to “like” your pages, one of the best ways that a website can foster social buzz about its latest blog post or website additions is to use the Facebook commenting plugin.  The Facebook commenting plugin makes visitor comments on pages matter more to search engines (when those comments are indexed) than a generic commenting system (because of the social aspect of the commenting system).  The Facebook commenting plugin will also generate social backlinks to the page that is commented on by posting the user’s comment on their personal Facebook wall.   That posting on the user’s personal Facebook wall will then show up to their network of friends to generate more visitors to your website, more comments, and even further buzz after that.
To integrate the Facebook commenting plugin into your website, the easiest way to determine your method of integration is whether your website is powered by WordPress or not.  If your website is powered by WordPress, it is as simple as installing the official Facebook Comments plugin.  If your website is not powered by WordPress, then you will need to consult the Facebook developer’s website, where the proper website code can be generated, which is then as simple as a copy and paste to integrate.

ShareThis

The obvious feature that should be on all webpages is the ability to share those pages across social networks.  Beyond humans, websites are now developing social reputations with this new social search engine ranking factor.  To make sure that you maximize your website’s positive social standing by allowing sharing, liking, tweeting, and other like social networking verbs, there are two ways to go about placing those buttons on your website.  Option one, visit each individual social network’s developer website and retrieve the necessary code, which inevitably ends up being overwhelming and time-consuming for most people.  Option two, make it easy by using a tool called ShareThis.  ShareThis takes the headache out of socializing your website by allowing you to choose what social network buttons you want to appear on your website, where they show, the style of the buttons, etc., simply and easily.
When it comes to integrating ShareThis with your website, simply visit the ShareThis integration tool where you will be walked step-by-step through the integration process based on your website platform (WordPress, Joomla, etc.).

Wednesday, August 14, 2013

Running a Hashtag Event: 7 Tips That Will Stand the Test of Time

So it certainly is the year of the hashtag! Who would have thought that the little underused symbol would have such an important role in the world. A topic organisation system, that all important, current, real time, search marketing staple allowing users to engage in conversations and to create topics and group their own tweets with others on a whatever theme they wish! Some would argue that the little hashtag is social media’s biggest icon. I would agree with these people. Google, Twitter, You Tube, Tumblr, Linkedin, Instagram, Pinterestand now Facebook are in. On all of these platforms, the hashtag has the same job and this role is going to develop more and more as time goes on.
Let’s face it, it’s not just used at the end of an emotive tweet; “Just paid full price of a pair of shoes. #fail”, “Watching Channel4?#LOL”  and as we saw in Kevin Basset’s infographic last week, it’s had a ripe old journey so far!
Hashtags are now able to help machines understand what is trending, who is liking the trending topic, when it is trending, where it is trending and not far off…why!  And because of the trend for using hashtags to give emotional or humorous context to posts, they can also help machines understand and process people´s feelings. This represents a huge leap towards a semantic web environment where machines can analyse meaning. Google has already started using hashtags as part of its semantic web strategy, by enabling Google+ to automatically assign hashtags to posts.
So with all this in mind, it is hardly surprising that huge companies and brands are jumping on the bandwagon and sucking the juice out of the hashtag.
#TheHashtagStringer: They think it’s cute to string together #Abunchofwordslikethis. And it is sort of fun and clever, at least the first 157 times you see it. The joke is stale, the fun is over, let’s give the stringer a rest. (#OhWhoAmIKidding.)” We all know someone that does that right!?
Bore.
But where I have found it almost a lifeline is running events. Having a hashtag strategy will be the primary concern of event marketers in 2014. So what strategy works?
Here are my 7 tips that will stand the test of time:
1. Begin your hashtag a few weeks before the actual event and hook people into the mystery/information/fun/emotion etc.
2.Use the hashtag in the title of your event! This will go on all promo material, on and offline. Flyers, Posters, Websites, Banners etc.
3. During the event, don’t forget the hashtag! Live tweeting from an event is on the money, will get all the ‘back row’ folk interested and wishing they’d have parted with their cash!
4. Use brand association where possible. For example, what brands, services, other events, people fit your event? Who would be interested? Get in touch with them and work out a mutually beneficial collaboration to expand your reach.
5. Monitor your own hashtag. Search it online, on all channels and see if anyone is mentioning you!
6. After the event, create a transcript from Twitter so people can catch up or analyse.
7. Lastly, now you can analyze all the great information you’ve collected. There are Twitter tools that can help you analyze hashtag streams and most are free!
Social Media Today posted some handy tips for using hashtags for your event. They talk about how to chose one that works to promotional advice. Well worth a read.

Friday, August 2, 2013

The Teacher's Guide to Social Media

Education is a two-way street — oftentimes, those who teach could stand to learn a few things as well.

Social media, for one, is largely dominated by Generation Y. We invented it, we grew up with it and we know it like the back of our keyboard-ready hands.

In some schools, tablets and social networks are becoming primary classroom tools. Even digitally versed teachers need to evolve with the language of their increasingly connected students.
Don't sweat it. Below, we've thrown together some basic guidelines teachers should follow when embracing technology in the classroom.
Are you an educator? Any dos or don'ts we missed? Teach us how you use social media in the comments section below.

1. Don't Post Inappropriate Activities

We've published plenty of horror stories about teachers who've posted NSFW content on their social profiles and have been summarily punished (see: the Aurora, Colo. teacher who tweeted half-naked photos of herself and joked about using drugs on school property).
Whatever (legal things) you choose to do outside school is your business — just be sure to not give your colleagues (and students) a front-row seat.

2. Don't Diss Your Students

Tommy Mayhem may have sprayed you with spitballs the first day of class, but that doesn't mean you should vent about it online. It looks unprofessional to colleagues, and more importantly, it could get back to the student.
This applies to other professions, too. In February we told you about a St. Louis, Mo. doctor who became the subject of a social media ethics debate after slamming one of her patients on Facebook.
As tempting as it may be, keep the venting for your significant other or barber. Tommy's time will come soon enough.

3. Keep Confidential Information Confidential

Again, pretty obvious. Confidential data, like a student's grades, full name or contact information, should stay within school records.

4. Utilize Privacy Settings

If you have a social media presence, on Facebook, Twitter or Instagram, your students are going to look you up; if you're not on social, they'll probably search for you anyway.
"Here's the thing about students nowadays: They're really good at Facebook," says Carolyn McChesney, who recently finished her second year teaching middle school with Teach for America at Main Street Academy in College Park, Ga. "They want to know everything about you, and if they can — and they usually can — they're going to find it and bring it to the classroom."

That being known, make your accounts as secure as possible, whether by locking your Twitter account or privatizing your Facebook profile — whatever you feel most comfortable with. It's not to say you need to hide anything, but rather, "it's just something to be cautious about," McChesney says.

Don't view privacy settings as impenetrable walls, though. Most major social networks update you with privacy improvements or changes in conditions, but they're often sporadic and difficult to keep track of. Similar to the first rule, always assume what you post will be seen by colleagues, students or anyone else in your networks. Think of the extra privacy settings as a deadbolt on an already locked door.

5. Communicate to Students on Their Level

Best way to learn to swim is to jump in the deep end, right?
Edmodo, a social network designed to connect students and teachers online, brings both worlds together on an easy-to-use platform. It's free to register and offers an interface similar to Facebook, where anyone can post articles, videos or questions to groups.

Adora Svitak, a 15-year-old author who spoke to 3,000 teachers at a conference in Austin, Texas in October about Twitter and Facebook, says Edmodo is an ideal way for teachers to communicate with students on "their" level.

"No one checks their email as often as they probably should, at least not if there are too many barriers in places," she tells Mashable. "My AP Art History teacher launched [Edmodo] and communicated with us that way, posting due dates, reminders and quirkly links ... For districts with restrictive social networking policies, sites like Edmodo can be incredibly useful."

McChesney used the network during her second year teaching at Main Street Academy. She offered her students extra credit if they signed up, then gave additional points to anyone who posted or answered a question relating to class.

"Students can sign up with their parents, too," she adds, "so if I post something like 'Just a reminder: Assignment X is due on Thursday,' the parents get the notification in their email as well."

6. 'Find and Flip'

Teachers can embrace social media through TED Ed, which offers a "flipping the classroom" feature to customize and share video lessons. "Flipping" lets you turn any video, from Khan Academy, YouTube or TED, into a customized lesson. You can share it with students and add context, questions or follow-up suggestions — again, a way to hit the topic head-on and keep your lessons relevant (and interesting) to your students.
Watch the video above to see how it works.
"I really love what [they've] done with social media and educational video content," Svitak says. "Now, a teacher's 'flip' can be viewable to the world through sharing on Facebook and Twitter, making them more easily accessible to students looking for them before their next class."

7. Avoid Chat Roulette at All Costs

Even if you're not a teacher. Just don't do it.

Thursday, August 1, 2013

For athletes, social media not all fun and games

Toronto Blue Jays catcher J.P. Arencibia quit Twitter last week with a three-tweet flourish in which he thanked supporters, prayed for haters and lamented that he gave way too much of himself.
And then Arencibia deleted his account. It did not stop the haters.
An account holder billing himself as Michael tweeted this parting shot:
"If jp arencibia had twiter I'd tell him I jus hucked his jersey off the condo balcony #shegawn"
That 94-character broadside stands as a semi-literate illustration of what athletes, entertainers and others in the public eye know only too well: Social media can be antisocial.

A feminist leader in England who succeeded in a public campaign to have Jane Austen's image placed on a new bank note was bombarded by recent tweets threatening to kill or rape her, leading to calls for Twitter to police its site.
Twitter said this week that a button to report abuse soon would be on its Android and desktop Web applications and already was available on its iPhone app and the mobile version of its site.
"We're always trying to improve our services," Twitter spokesman Jim Trotter said by e-mail when asked why the abuse button was being introduced now.
Twitter rules explicitly bar specific threats of violence of the sort some tennis players said they faced at Wimbledon this summer, though not the sort of garden-variety insults lobbed at Arencibia, who is in no mood even to talk about Twitter anymore.
"I'm done with it," he told USA TODAY Sports this week, waving off further comment. But Josh Thole, another Blue Jays catcher, was willing to talk. He quit Twitter in 2011 while a member of the New York Mets.
"It was just constant negativity," Thole said. "As a team we weren't playing well. Personally, I wasn't playing well. So it was becoming a grind. Every time you opened your phone up, you had all these Twitter notifications, and it was, 'You stink,' 'You suck,' 'You should jump off the bridge.' I don't need that.''
Trolls lurk under the bridges they urge others to jump from. That's Internet slang for those who regularly post offensive insults for little more than mean-spirited sport. Craig Kanalley, social media manager for the Buffalo Sabres, has advice for athletes who encounter trolls online: ignore them.
That, Thole said, is easier to say than to do.
"You're always going to see it," he said. "For guys to say, 'I don't read it,' well, you're going to read it, because if you're scrolling through, that's what pops up."
Johnny Manziel doesn't ignore Twitter gibes — he fires back. This week the Texas A&M quarterback engaged with two sportswriters, and when an Oklahoma fan mocked him, Manziel tweeted back, "Sweet bowl game bro," a reference to A&M's 41-13 win against Oklahoma in the Cotton Bowl.
Another fan tweeted that Manziel had a lucky year and wouldn't do excrement this year. Manziel tweeted back a picture of his Heisman Trophy, the statue's straight arm apparently aimed at his tormentor's face. Little wonder the combative quarterback passed 400,000 followers this week.
Arencibia had roughly 145,000 followers. Thole said Arencibia told him he quit Twitter for the same reason Thole did two years earlier — too much negativity.
Arencibia was hitting .219 at the time he quit, and his 10 passed balls were worst in the major leagues. That's troll bait.
"Yeah, it can be really nasty," Kanalley said. "As an athlete, you just kind of have to know it's going to be there and there's going to be criticism, especially when times are tough, but you can't let it get to your head."
Kanalley is an authority on Twitter. He founded Breaking Tweets, a news website that tracks world news through the use of Twitter, in 2009 and later joined the Huffington Post as traffic and trends editor. He began working for the Sabres, his favorite team from childhood, a month ago.
"There's always going to be some ignorant-type comments that have nothing to do with sports even, about any number of things," Kanalley said. "That's just the Internet."
He counsels athletes to have a thick skin on Twitter and other social networks.
"I don't know if deleting your account is a good solution," he said. "In some ways, it could make things worse, in my opinion. That's what some of these fans, or whatever you want to call them, that's what they want.
"They want to get a reaction. A lot of them, that's all they're trying to do."
Free speech or threat?
Some trolls traffic in more than mere insults. Some threaten bodily harm.
U.S. Fed Cup team member Varvara Lepchenko found a message on her Facebook page at Wimbledon telling her that if she didn't lose her first-round match in London she wouldn't live.
"I used to pay more attention to those things," Lepchenko wrote by e-mail. "Now I don't really care."
Lepchenko, who discovered the message after she'd lost that match to Eva Birnerova 6-2, 4-6, 6-4, said these sorts of threats are often from gamblers who have money on the matches. She said other players have had similar experiences.
"I've heard players' comments, but we always laugh at some of them because they are just hopeless bettors that have no idea how hard we work or that there is actually life besides sitting in front of the live scores and hoping for someone to lose or win," she wrote. "I feel pity for these people."
Eugene Volokh, a free speech expert and professor of law at the UCLA School of Law, says the First Amendment protects most forms of speech, though not threats of violence or instances of libel, "whether on Twitter or in a newspaper article or on a Web page or skywriting."
Writing on Twitter is closer to standing on a soapbox in the public square than to calling someone on the phone, Volokh said. Repeated phone calls or personal letters can be considered harassment in some cases, he said, but the same generally does not apply to insults on Twitter because even if addressed to an individual they are available on a public forum for all to see.
"If someone says, 'I hope you get sick and die,' that is offensive but that is protected by the First Amendment," Volokh said, "unless the subtext is, 'I am the one who can make you sick and causes you to die.' The classic example is the thug who says, 'This is a really nice store, it would be a shame if anything happened to it.' Depending on context, that could be an expression of friendly concern or extortion."
Oakland Athletics relief pitcher Sean Doolittle has heard plenty of nasty stuff about him and his family.
"Back in that stretch in June when I was essentially throwing batting practice, I got some really bad ones," he said. "People going after me, people going after my family, people mad because they lost money because they had a bet."
But Doolittle has no intention of quitting Twitter. He says the appeal for him is the ability to show his personality and dry wit and demonstrate he is more than just a baseball player. "I like to use it as an outlet for fans to see a different side of me," he said.
Kanalley said that's the true benefit for athletes — an unfiltered connection to fans.
"They have this ability to show who they are, the ability to really control the message," he said. "It's their accounts, and they can do that in a way to show their personalities. … If you're going to be absent on these social networks, you're going to miss out."
Tough in spotlight
Cris Collinsworth was on the Tonight Show last week when Jay Leno asked him about Twitter. "Tell me about your experiences," Leno said. "Are they pleasant?"
Collinsworth turned to Katy Perry, sitting next to him on the guest couch. "Do they always say nice things about you?" he asked.
"Oh, no," she said, laughing. "Oh, no."
And then Perry offered the bitter wisdom born of nearly 40 million followers.
"Generally," she said, "comments that are anonymous on the Internet are not typically that nice."
Collinsworth told of broadcasting a game on NBC's Sunday Night Football he thought went pretty well and how he figured he would go read some of the nice things people said about him on Twitter.
At this point Perry's pop-chart voice descended into a husky hoarseness as she did her impression of an Internet troll.
"'Die,'" she rasped. "'You're ugly.' 'You're so fat.'"
And the singer, the NFL analyst and the talk show host all laughed their way to commercial break.
"This is the paradox of being a leader or a celebrity in the digital age," said Nicco Mele, adjunct lecturer in public policy at Harvard's John F. Kennedy School of Government. "There are no intermediaries; whether it's the coach or the team or journalists or PR agent, it's an unfiltered relation, direct access, and that is very challenging for anybody.
"People live years working toward the spotlight and still have trouble managing it."
Thole played in New York when he quit Twitter, but Manziel's experiences suggest the light of social media can shine as brightly on College Station as on the city that never sleeps.
"New York is a different animal, most definitely," Thole said, "but I think you see it everywhere."
Contributing: Erik Gudris. Ortiz reported from Oakland and Brady from McLean, Va.

7 STEPS FOR SOCIAL MEDIA CRISIS MANAGEMENT

Crises spread with the speed of a rocket thanks to our online networks. What to do when you can’t keep anything as a secret and worst of all, when...

The way crises form, spread and how they should be treated has changed with social media. Maybe, we are a little more used to crises in Turkey compared to other countries. We can act more calmly. Turkey is one of the leading countries when it comes to the rates of social media use . It’s one of the best places to test crisis management and  take lessons from, in this social media age. We’ve already been through many incidents that other countries will face in the future. That’s why we have a great deal of experience we can share.

I want to share these experiences in the form of an action plan. Step by step, I’ll tell you what to do. There is no one single truth of course, but I’ll share our advices for every step.


Preparation Is A Must
There is one factor we overlook in marketing while creating value. That is “eliminating the risks”. You may have created more powerful brands and more revenue with your marketing activities. That’s an achievement. Similarly, eliminating the risks of interference with the permanence of this revenue is also an achievement. And it also increases  your brand value.  Just like people who become  more concerned about their health once they’ve lost it; brands see how precious and important it is to be prepared in a crisis.

That’s why everyone in your company needs to be competent in social media. Corporate social media policies are recommended often but I have to say that they won’t be taken into consideration if they look like user manuals. You should prefer policies that are as simple and short as possible. And, lastly, you need to have tools that can be used to monitor and manage the crisis, just like the fire extinguishers that people use in case of a fire. For instance, you should prepare a crisis meeting room and get ready to follow what people are talking about and what the hottest topic is simultaneously. I particularly recommend crisis management room because it’s hard to create instant coordination between distant teams.

Are Your Relationships Ready?
Social media is a world where everyone is equal and no one owns the communication channels. Brands are actually very lonely and powerless between millions of other users. On social media, you need to create “brand friends”. Maybe, after a while, we’ll measure success on social media with the number of “brand friends” we’ve made instead of fan numbers of our pages. Brand friends know you, trust you and defend you when it’s necessary. They know about your brand’s values and its human side because you’ve built a relationship beforehand. People who will defend your brand on social media most effectively are these brand friends. Brands should trigger this process proactively, find their brand friends, listen to them and strengthen their relationships because it’s very dangerous to be alone on social media.

Do You Know Your Stakeholders?

Knowing your stakeholders is very important for crisis-time communication. In view, the biggest group of stakeholders are your customers. However, employees and internal communication are as crucial as stakeholders. In a crisis, the spirits and the attitude of people are very important. It must be one of your top priorities to share the current situation with your team, lead them and keep their spirits up. In short, you should focus on keeping your team powerful and motivated first. And then, you need to study your stakeholders carefully before choosing a strategy.
For example, you’ve identified your customers as stakeholders. There are many different subsegments such as existing customers, new customers, people who react excessively etc. and different motivations for each subsegment. It’s important to create a stakeholders map and  think about their motivations and communication channels that lead to them. And lastly, you shouldn’t forget that you have different stakeholders like suppliers, government, journalists and investors apart from your customers.

Choice of A Strategy
The stakeholder map you’ve created will be the base of your strategy. Although it may change instance to instance, you shouldn’t spend too much time for building a strategy because generally the current situation changes at an unpredictable rate. At this point, scenario analysis is a priceless asset and the best management way is to keep the team updated with short and frequent meetings. There are some strategic decisions you need to make: “What’s your message?”, “What’s your attitude?”, “How will  you create plausibility?”, “Will there  be any official statements made? How frequent will they be?”

Micro Management /Know Your Tools
You need to know your resources and communication channels in order to apply your strategy. Of course, the most important ones will be your social media channels. However, you should know that the communication campaign run on these channels won’t reach many people. You can make your messages reach bigger crowds  by supporting them with Facebook and Twitter ads. You need to make a true analysis of your already existing tools and platforms, such as e-mailing, press releases, statements on your web pages and stores; and you should analyze how and when you can use them.
Another important issue is “micro management”. Think about it, thousands of people are speaking against your brand on social media. What should you do? Should you answer all of them or remain silent? Should you use corporate accounts to answer them? I personally recommend a third solution: Your crisis team can express that they’re company employees and  answer those people with their real Twitter accounts. Although, again, it changes from instance to instance, giving an answer is much better than not saying anything. Correcting misinformations as fast as possible prevents crises from  getting bigger. The reason I recommend to use employees’ accounts is that by doing this you’ll start a dialogue instead of just “answering” and it’ll feel more convincing and genuine.

Abundant Records, Abundant Information Flow
In a crisis, you need to collect as much material as possible to communicate through and when necessary, defend yourselves with. If your job is related to some kind of a “field”, your field teams should definitely take as many photos with their smartphones as possible. During crisis management, you need to search for materials that will provide you with advantage. These might be security camera recordings, interviews with witnesses, statistics about the company etc. Keep them prepared in order to build a strategy and share when necessary. And lastly, when it comes to social media tracking, finding positive comments, marking them and making sure that they are seen by many others are also parts of the job.

Making Statements On Social Media
In the social media age, there are also some things you need to be careful about while making statements. First of all, timing is crucial. We’ve seen that in “Gezi Parkı” events. There were days in which almost 5 million messages were  shared. If you want to make a statement about any situation in a world where conversation is this fast, it’s better you make it as early as you can. And don’t forget that people don’t read on the internet. The more you visualize and simplify your messages the more probable that they will be read. In some instances, if the CEO of the company is an influential person on social media, it’ll be beneficial to let him make the first explanation. Finally, use advertising channels actively in order to get your messages heard by the right people on social media.
Crises, if they are treated right, can turn into big opportunities. Don’t forget that your customers will remember you with your attitude in these crises. Other memories will fade away but the ones in crises won’t. We don’t have to be perfect and we don’t have to choose a side but we have to be sensitive, all the time. What people actually appreciate is this sensitivity that brands show.

Wednesday, July 17, 2013

Social Media May Soon Drive More Traffic to Your Website Than Search Engines

If your marketing strategy doesn't have a serious social media component you should probably consider adding one. While most people in the U.S. still use traditional search engines such as Google to find what they're looking for online, users -- especially younger ones -- are increasingly discovering websites by way of social networks.
Last year, half of all internet users ages 18 to 23, and 43 percent of users ages 24 to 32, used social networks as their go-to internet-discovery resource, according to a new report from Cambridge, Mass.-based Forrester Research. Overall, social networks like Facebook and Twitter are the preferred means of discovery for nearly a third of all Americans, up from 18 percent in 2010.
At the same time, 54 percent of American internet users still relied on traditional search results to find the information they were looking for. As expected, that number is on the decline and, according to the report, represents a seven-point drop in overall search engine popularity from 61 percent in 2010.
Although consumers are rapidly changing their habits and behavior, marketers still haven't caught up, prioritizing SEO and paid search efforts above engagement over social media. In order to turn that around, the report asserts, search marketing teams need to learn what searchers are really looking for and focus on broader engagement instead of simply trying to drive an immediate sale.

Some other interesting highlights from the report:
  • Direct marketing works. In 2012, 26 percent of users reported typically finding websites through corporate and branded emails, an 11 point jump from the previous year.
  • Sponsored search results surge in popularity. Last year, 18 percent of web users said paid search results helped them find what they were looking for. That's up from eight percent just the year before.
  • Links keep users engaged. Roughly 28 percent of all internet users, regardless of age, discover new sites from links on websites they're already visiting, the report said.

How to Use Social Media to Find Customers (Infographic)

Gaining popularity on social media is only half the battle. How do you convert those "Likes" into paying customers?
According to data compiled by Wishpond, a maker of social-media marketing applications, 77 percent of business-to consumer (B2C) marketers have acquired customers through Facebook, while business-to-business (B2B) marketers have found more success on LinkedIn -- finding it a whopping 277% more effective than Facebook or Twitter.

Sunday, January 6, 2013

10 Ways to Use Social Media to Increase Your Website Traffic


With the popularity of social networking sites like Facebook, Twitter, Google+ and LinkedIn growing over the last few years, more and more people are using Social Media to communicate. In fact, many consumers turn to these sites to find products and services, as well as, to get opinions from others.

Here are 10 Ways that your business can use Social Media to increase online traffic to your website:

1. Share Blogs on Social Media Sites

The absolute best way for business owners to drive traffic to their websites by using Social Media networks is through blogs. Essentially, blogs are similar to regular articles, but they are written from the author’s perspective, and they usually welcome comments. Add new blog posts frequently and link to these on Social Media networks.

2. Update Statuses Frequently

One of the best social networking strategies involves updating statuses frequently, but not frequently enough to put off visitors. Daily updates are generally sufficient, and they should inform consumers of any new products, sales or information that is related to the company.

3. Build Backlink Relationships

It is very common for small business owners to backlink to one another’s Social Media profiles as a form of free and complementary advertising. For instance, a business that sells pet products may choose to offer consumers a link for pet boarding, and the pet boarding company may return the favor. These agreements are usually pre-arranged.

4. Hold Advertising Campaigns

Business owners should hold frequent online advertising campaigns in order to get more website traffic. As an example, a business owner can offer consumers the chance to win a free product or a significant discount once their Facebook page has so many ‘likes.’ The drawing should be held as promised, and the name should be chosen randomly from among people who have ‘liked’ the page.

5. Promote Other Small Businesses

Social Media networks are fantastic ways to promote other small businesses, so it may also be helpful for business owners to start a thread in which another business can post updates and links to promote their business. As a whole, the participants in the thread will gain exposure to other companies that offer products and services they desire.

6. Post Photos

Photos are always a great way to increase consumer interest in products, so it is important for business owners to post them on Social Media frequently. Some great times to do this include when a new product is added to a line, when a blog post is about a particular product, or when a certain product or service goes on sale.

7. Get Consumer Opinions

Consumers want to know that their opinions matter, so asking for opinions on items or services on a Social Media network can work wonderfully. When a pet store owner is thinking of adding a new product, for example, they can post a photo of the product and a brief description, and then, ask consumers if they would be interested in purchasing it if the business chooses to stock it.

8. Guest Blogging

Guest blogging is another phenomenal Social Media Strategy that can cause a sharp increase in the number of website visitors. Essentially, business owners form agreements with popular bloggers in which the guest blogger will write a positive review about a product or service, either for a cash payment or a free product. Then, the blogger allows the business owner to link back to the blog on their Social Media pages.

9. Word of Mouth Advertising

Social Media is a huge venue for word-of-mouth advertising, and business owners should capitalize on this in any way possible. Owners can ask customers to ‘like’ their Facebook pages or include their name in a ‘Tweet’ when they are satisfied with their products or services. They can also offer prizes for those who mention the business name in Facebook or Twitter comments and updates.

10. Article Marketing

Article Marketing and Social Media networking go together like salt and pepper. Consumers want information, and well-written, short, informative articles are just the way to deliver. The articles should be related to the industry’s niche, located on the company’s website or an article marketing site, and then linked via a Social Media network.
These ten ideas are some of the best and most cost-effective ways to advertise online with the help of Social Media. Businesses can truly thrive when they make the most out of the available opportunities, increasing their online presence and driving online traffic to their website.