How the Heck Can I Keep Up With Social?
We hear this question a lot, and rightfully so. Modern marketing means keeping pace with some of the fastest-moving companies on earth, including Facebook, Twitter, LinkedIn, Google, and Pinterest.
We created this guide so you can stay ahead. Use the following pages to get a quick recap of important changes in the world of social from the past 12-18 months and learn some practical tips to execute.
With marketing love,
What is it?
Facebook now has a rating system for businesses, similar to Yelp. Users can rate your company on a scale from 1 to 5 and write a comment. This feature has been available for quite some time, but only in 2013 did Facebook place the rating right under company names. This feature can be disabled, but doing so will also automatically disable the check-in feature for your business, meaning users won’t be able to share that info with their friends. Why is it important?
This is a helpful tool for measuring customer satisfaction beyond just “likes.” Use this to focus on qualitative feedback and engage fans and loyal customers by asking for ratings on your page. Don’t “game” the system, but definitely make it known through offline and online calls-to-action that you’re looking for ratings.
Stick to your roots by focusing on the quality of your business and customer satisfaction, not the ratings. Be attentive to unhappy customers on social media and in person.
• Users can find options to review your company on the right column of your business page underneath the “invite your friends to like this page” module. Here are Facebook’s step-by-step instructions for this feature.
• DON’T tell your employees to leave fake reviews – ratings have become so common online that customers can see through this tactic and instantly lose trust in your company.
What is it?
For over a year now, Facebook has offered “Graph Search” to users and businesses, promoting the feature to its users as a game-
changer. But not until September 2013 did it have real implications for content discovery. Graph Search now pulls from status updates,
photos, check-ins, and comments across Facebook.
Why is it important?
This feature opens up a slew of opportunities for marketers. Perhaps the biggest is the ability to monitor Facebook posts about events or
promotions. In the past, searching for “Dancing With the Stars” would show you related brand- or fan-created pages – now, you can see the
actual, public conversations, similar to searching on Twitter (provided Facebook users have made their posts public). You can also identify
opportunities to create content to add to the conversation, as well as track brand mentions. Now THAT is game-changing!
Fill out ALL of your profile information. Pay special attention to your business’s hours, address, name, and category, as these are all options users can specify in their search. Learn more about this algorithm update in this blog post.
• In the “about” section of your profile, use relevant keywords that will help optimize your ranking and get you found, similar to Google.
• Lastly, run searches regularly yourself to see what’s being discussed that relates to your business, survey the competitive landscape, and/or get ideas for content.
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