Tag Archives: social media courses

7 Obvious Signs That Your Organisation Needs Social Media Training

Time and again, we’ve seen that Social Media amplifies – sometimes for good, too often for bad or worse. Say something stupid in social media and there’s a better than even chance that the whole world will find out about it, far sooner than you think.

There’s really only one solution (and even that’s not guaranteed): learn what you should and shouldn’t say on Facebook, Twitter, Google Plus, LinkedIn and all those other social networks. Get some training before it’s too late.

So how do you know if you need social media training?

If your organisation exhibits any of these classic errors.

7 Obvious Signs That Your Organisation Needs Social Media Training

Social Media Warning Signs

Get yourself social media training fast if your business makes any of these mistakes:

1. Asking open-ended questions (and then ignoring the responses)

2. Getting into an argument and insulting your customers and followers

It was the customer service disaster heard around the Internet. An Arizona restaurateur, fed up after years of negative online reviews and an embarrassing appearance on a reality television show, posted a social media rant laced with salty language and angry, uppercase letters that quickly went viral, to the delight of people who love a good Internet meltdown.

Amy & The Cakes #fail

 

3. Not replying to questions and comments on your social media platforms.

Too many brands simply ignore what’s being said to them, with entirely predictable results. This graph from SocialBakers shows which industries are the best (and worst) at responding:

social media responses by industry

 

4. All you talk about in social media is yourself

Only 10% of what you talk about in social media should be yourself and your own products or services. The rest of your discussions should be about things that matter to your followers. Don’t be like this Donut shop, constantly posting meaningless pictures of donuts and drinks to an audience that couldn’t care less (3416 followers but less than a dozen likes per image).

donut posts that nobody cares about

 

5. Nobody’s talking about you

As you may have heard, Facebook is dialing back its organic reach. What that means, in a nutshell, is that even if someone likes your Facebook brand page, it’s most unlikely that they will see your posts in their newsfeed. That means, to all intents and purposes, that you’re invisible to your followers — unless (a) you promote your posts to them; or (b) you write posts that are sufficiently interesting and engaging that they get shared by the few that do see them (and thus get out to a wider audience).

The Star Wars page on Facebook, for example, despite 11 million followers, was only averaging around 15,000 weekly talks — until May the Fourth (“be with you”), when interest surged and more than a quarter of a million people found Star Wars worth talking about again on Facebook.

May the Fourth Be With You

 

6. Everybody’s talking about you (but not in a good way)

Justine Sacco, head of public relations for UK media giant IAC, flew towards Africa in December 2013, blissfully unaware of the uproar caused by her final tweet before boarding her 12-hour flight.

Justine Sacco

Even though Ms Sacco had a mere 200 followers, the tweet went viral even while she was flying. Her tweet was universally condemned as racist, resulting in the hashtag #HasJustineLandedYet trending worldwide. Unsurprisingly, Ms Sacco lost her job, her former employer apologised profusely and several AIDS charities received donations from appalled twitterati.

 

7. You post too often (or too seldom)

How often should you post to your social networks? That depends on (a) your networks; and (b) your followers.

If you’re posting to Twitter, for example, and reaching out to a business audience, then posting (variations on the same information) at three-hour intervals during the business day is acceptable — very few will see more than one post, given the transient nature of Twitter.

On the other hand, posting to a consumer audience via Facebook should be less frequent, because posts are likely to linger more there. Take a look at your Facebook page Insights data (via your Page Manager dashboard) and view “When Your Fans Are Online” (under “Posts”).

when your fans are online

Post perhaps twice a day, at times that coincide with most of your fans being online.

fans online

 

Once you realise you need Social Media Training

We would be remiss if we didn’t point you to our range of social media courses: overview here.

  • If you want a comprehensive overview of Social Media Marketing, its principles and its practices, start here
  • If you want a rundown of the latest developments, check out our Advanced Social Media Marketing course here
  • If you want to market your business on Facebook but don’t know how, our Complete Facebook Marketing course is the place to start
  • If you’re already active on Facebook but think you could be doing it better, our Facebook Accelerator course could be the one for you
  • If you operate in the B2B space, we strongly recommend you learn How To Use LinkedIn Effectively
  • If you plan to use social media but won’t be hands-on yourself, you should take a look at our course covering How To Prepare An Effective Social Media Brief

Most Talked About NZ Facebook Pages – August 2013

If you’ve taken any of our Social Media courses, you’ll know that we keep harping on about Engagement — creating content that your followers want to talk about and share with their friends.

We thought it was time once again to check out which Kiwi Facebook pages are the most engaging right now, as at 19 August 2o13. We’ve sliced and diced the numbers two ways, firstly measuring Engagement as a percentage of Page Likes and secondly in terms of total volume.

Leading the first list by a country mile: Made4Baby.

made4baby

This Kiwi brand, which provides natural skincare for babies & children, has only 2,457 Likes but was talked about by 14,300 last week, representing 584.2% Engagement — nearly six times as many people talking about the Facebook page as it has followers.

And the most talked-about post? This one, on August 6:

dirtydishes

This image attracted 286 likes and a staggering 7,393 shares — the sentiment too good not to spread. Clearly Made4Baby understands its audience!

What other New Zealand Facebook pages got people talking? Here’s our Top 10 list:

Most Engaged NZ Facebook Pages August 2013
Engagement as a percentage of Page Likes

Page Name Likes Talking Engagement %
1 Made4Baby 2,448 14,300 584.2%
2 Kaukapakapa Veterinary Services. 55 176 320.0%
3 Shed 10 36 68 188.9%
4 TripMe.co.nz 618 1,139 184.3%
5 Deborah Quin 259 403 155.6%
6 The Factory 570 763 133.9%
7 The Natural Parent Magazine 41,718 55,002 131.8%
8 nzblokes.co.nz 38,527 47,232 122.6%
9 O’Neill New Zealand 587 634 108.0%
10 Dairy Womens Network 1,107 1,123 101.4%

On the other hand, if we just look at the total numbers talking about Facebook pages, these are the Top Ten:

Most Engaged NZ Facebook Pages August 2013
Highest Numbers of People Talking About The Page

Page Name Likes Talking About Engagement %
1 All Blacks 2,016,724 101,459 5.0%
2 The Natural Parent Magazine 41,718 55,002 131.8%
3 nzblokes.co.nz 38,527 47,232 122.6%
4 Paw Justice 268,229 28,398 10.6%
5 Flight of the Conchords 1,626,814 24,782 1.5%
6 Made4Baby 2,448 14,300 584.2%
7 Air New Zealand 647,475 13,710 2.1%
8 Tip Top Ice Cream 129,218 13,560 10.5%
9 Vodafone Warriors 107,180 13,416 12.5%
10 Peter Jackson 1,029,657 13,327 1.3%

NB: We’ve discarded a few pages which were Australia/New Zealand pages (eg BlackBerry Australia/New Zealand) or which were parent/child pages (eg Nissan NZ, where reported Likes and Talking About statistics were cumulative totals of all official Nissan pages globally).

Source of this analysis: the 19 August 2013 edition of our own Netmarketing Courses database of more than 31,000 NZ Facebook pages, for which we gather updated data weekly.

20 Ways to Engage More in 2012

If you’re a typical marketer, your tendency will be to use Facebook, Twitter or Google Plus for a one-way stream of information about yourself and your products. #socialmediafail

Umm — they’re called “social networks” for a reason. The idea is for you to ENGAGE with your connections, not simply pour out your own thoughts and ignore them.

In fact, Facebook’s EdgeRank algorithm — which determines how visible your postings are to those who say they “like” you — gives priority to posts that are two-way in nature. In other words, the more engaging your content — the more your posts turn into conversations — the more visible they are to your fans and followers.

So, what can you do to engage more effectively through social networks in 2012?

Apart from the obvious — LISTEN to what your connections are saying and RESPOND in a timely manner — here are 20 ways for you to engage more, by constructing relevant, valuable, remarkable content designed to cater to the needs, wants and interests of your audience. Your aim is to add value to your followers, including outbound links to areas that could help them with their goals and purposes.

These are the criteria you need to use to shape the content:

  1. Your message needs to be relevant to your audience — and to their audiences as well, if you want the content to be shared beyond the initial recipients
  2. It needs to be fresh — stale news won’t get past the Delete key
  3. Your news needs to be worth buzzing about
  4. It needs to be exclusive — those potentially sharing the information want to be seen as ’in the know’, ahead of the pack
  5. There needs to be an element of scarcity involved to drive urgency (’only 150 made’, ’only until [date]’)
  6. It needs to come from a credible source
  7. Your product or service needs to be the right stuff (inherently valuable)
  8. Helpful – Does your content help solve problems? “Always be helping” is the new “always be closing.”
  9. Timely – Can your target audience relate to it?
  10. Targeted – Is the content intended to inform those “just looking”, “close to buying” or in the post-purchase phase?
  11. Interruptive – Is there a captivating element that grabs and sustains attention?
  12. Entertaining – Is there a novel or enjoyable aspect that is well-conceived and engaging?
  13. Illuminating – will it lead to “A Ha!” moments for recipients?
  14. Shareable – Does it have a viral quality? Would an influencer want to forward it, or post it?
  15. Progressive – Is there a call to action or “next-steps”?
  16. Versatile – Can it be leveraged across media channels?
  17. Crowd-sourced – Does it involve customers or partners in the spirit of cooperation?
  18. Efficient – Is it concise, perhaps in an effective list format, to offset diminished attention spans online?
  19. Attractive – is it graphically interesting and will it stand out?
  20. Integrated – Does it fit with your existing or upcoming marketing pieces?

You should also regularly ask questions of your constituents, seeking their opinion or input (and responding to them if they give it).

Don’t just treat social media like advertising, you won’t like the results.

PS If you need guidance in how to engage, may we direct you to our social media courses, all of which include a healthy focus on tools of engagement.