Blog Posts About Facebook

In Online Marketing, Mind the Time

By Ava Naves, Principal

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“Frequently update your company’s Facebook Page.”

“Consistently upload quality videos to your YouTube Channel.”

“Write one ‘can’t miss’ blog post per week, optimized for search visibility, obviously!”

“Publish ‘x’ number of tweets every day.”

“Review your latest analytics reports every month… and don’t even think of  letting your presence on Pinterest and LinkedIn fall by the wayside.”

STOP! THINK! How many hours have you retained from your agency, or how many hours is your in-house team actually able to devote to implementing your online marketing strategy and accomplishing these tasks? You wouldn’t have an architect draw plans for a house without first assessing your financial resources. In this case, you need to also consider other resources — namely time and skill. Yet, since I founded The Online Strategy House in 2009, there have been so many times when I have chatted with clients and found out that at some point in the past they had a strategy that was just out of reach.

A competent digital marketing professional will identify the tactics that will have the most impact on your digital goals, based on the hours at your disposal. If working with your in-house team, the consultancy or agency must also weigh the skill set that your human resources bring to the campaign.

QUESTIONS? GET IN TOUCH.

That is why I always kickstart projects with The Online Strategy House’s new clients by embarking on Discovery Sessions. Among other objectives, our Discovery Sessions enable us to understand our clients’ “bandwidth reality” so that we can develop their strategies based on their assets. This is not the time for clients to be boastful or to have strong egos. If your agency asks you how much time your staff will have to devote to the implementation of your digital marketing plan, then be frank and realistic. If you hire us, or another agency, on a retainer basis, then both parties must be mindful of the number hours available per month for your account.

As a client, ask the hard questions if need be: what areas should be the priority? You may even look at question on a more granular level. For example, when optimizing YouTube videos for enhanced search visibility, what’s most important if there isn’t enough time to get everything done at once? Should your staff first optimize the titles, descriptions and tags? Or should they invest their time in transcribing your videos so that they can upload the closed captioning?

Likewise, before you’re seduced by the latest online marketing “shiny toy”, have your agency explain the impact that it will potentially have in achieving the goals set out by the strategy. This is especially applicable to social media, where it seems that a new platform is launched every month.

As my father says, “tempus irreparabile fugit” (Latin for “time irretrievably flees”). So use your company’s or agency’s time wisely. Focus on what matters and on what is realistic.

HOW CAN WE HELP YOU? CONNECT WITH THE ONLINE STRATEGY HOUSE.

A Year From Now, You Will Wish You Had Started Today

By Ava Naves, Principal

It was shortly before 6:00 am here in Vancouver. As I settled in my office for my morning reading on all-things online marketing, I came across this blog post by Seth Godin that I read a few years ago, and which stands true. Its last paragraph:

“We’re going to spend our entire future living in tomorrow—investing now, when it’s difficult, is the single best moment.”

That sentiment isn’t new. We’ve been encouraged countless times to “get on with it”, to not delay to tomorrow what can be done today. A while back I came across a quote in the same vein that has become one of my favourites:

“A year from now you will wish you had started today.”  — Karen Lamb

You and I know so well that this applies to many areas of our lives: finances (“start saving now”), fitness (“get to the gym if only for 30 minutes”), diet, and so on.

It also applies to the creation and application of digital marketing campaigns.

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A How-Not-To Guide to Promoting Facebook Pages

By Ava Naves, Principal

Spam. It can take many forms.Facebook Spam

We’re all familiar with its more traditional incarnation – by e-mail. Then, there’s Twitter spam. You know the kind… you have barely started to follow someone, and BAM! There comes a “friendly” Direct Message, inviting you to visit their affiliate site. There’s also Twitter spam that arrives through “@ replies”: those that come from illegitimate Twitter accounts and contain a link to a titillating site where “ladies” (if you can call them that) await for you.

Worse, even, is when someone starts using his personal Twitter profile to retweet content from a client’s account.

Last but not least… there’s Facebook spam. This type of spam really, really annoys me. From what I recall, I’ve received messages from people in my Vancouver network inviting me to “like” the Page of a local company that I had never heard of; a charitable initiative in Alberta (whereas we’re based in British Columbia), and the Facebook Page for a tourism campaign, just to name a few. You can just tell that people are pimping their own projects. Have they no shame?

What’s even more deplorable is that these (hopefully well-intentioned) folks brand themselves as social media professionals! Little do they realize that they’re throwing their professionalism out the window!

Can they genuinely approach their client (or employer) with a clear conscience, and tell him that all those “likes” came from people who are genuinely interested in their brand?

There are many reasons why Facebook spam is just bad form. Here’s a few:

- Chances are that those friends, who were so nice to accept the Facebook Page suggestion, are not the target audience that will translate into conversions for the client. Yes, they have given their “thumbs up”, but by no means does that imply that they will pay attention to the updates posted on that Facebook Page.

- Those “likes” will probably disappear as quickly as they came. It’s always better to have a slow – yet steadily growing – number of supporters, than to have a windfall at first, followed by a high percentage of “unlikes” shortly after. I bet THAT won’t look too good on that monthly report to your client, will it?

- Facebook Insights (the metrics that Facebook provides about a Page’s performance) analyse the ratio of feedback that an update received (through comments, “likes”, etc) versus how many impressions the update generated. People who organically “like” a Facebook Page are more inclined to interact with that content, causing a higher feedback percentage per message. Now that’s something worth bragging about to a client in that monthly report.

- Last but not least… if you want to erode their professional respect for you, invite them to “like” a Facebook Page that you almost certainly know that they have absolutely no interest in.

There are other reasons why this practice should not be part of your online marketing arsenal, but I’ll stop here. Stop viewing your Facebook friends as commodity, and preserve that network that has taken you so long to grow.