In the last couple of weeks everybody is talking about the huge decrease in facebook’s post visibility. Yep, algorithm changed again and now the most a brand’s page can achieve, in terms of reach, is something like 10% of its total fans. Let’s face it, it’s a very small percentage so, what do you do?
First I’ll tell you what not to do: cry about it! But, as usual, the crowd is mumbling, they cannot believe it, it’s an outrage. It is! Facebook makes you pay to reach people you already paid to have them in your page. It doesn’t have ethics written all over it but it is business and it was expected thus it’s you that must adapt! I’m doing that in the last 3 months.
If you follow the blog, you’ll know that I’m a strong believer in content’s power. The force, in social media and particularly…
View original post 190 more words
<a href=”http://www.bloglovin.com/blog/4039968/?claim=zfgcfhd5d8c”>Follow my blog with Bloglovin</a>
Journalists have been frantically learning SEO and social media techniques over recent years, so they can stay ahead online. But now some of them are so skilled that SEO teams could learn a few things from them too. From writing clickable headlines, to using Twitter to network, here are all the journo skills that I’ve learnt by following (no, not stalking!) some of the best in the business…
Like most blogs, news sites tend to cover a number of different subjects. For the main newspapers, these tend to be major topics such as politics, finance, property, jobs and so on. However, within those ‘channels’, similar stories often come up again and again – interest rates, house prices, unemployment figures, that kind of thing.
Journalists and editors use analytics programs to check how many readers are visiting each section and which stories are grabbing their interest. That means that they can give more coverage to the stories that really interest their readers, and move other stories further down the hierarchy. This also allows them to maximise click-throughs from their front pages because they know what stories get readers excited.
You can replicate this on your own blog or corporate site. Work out what content works best for pageviews, CTRs and purchases. Then ensure these most successful topic areas are well optimised, often updated and well positioned on your website.
Massively successful news resources like the Mail Online and the Huffington Post only reached where they are by endlessly testing and never being entirely satisfied with their websites’ click-through figures. You should do the same.
Using Twitter and Facebook to Research and Network
Anyone who’s used Twitter to any extent knows its power and reach. You can contact almost any other user, anywhere in the world, with a message of just 140 characters (or fewer) this is genuinely revolutionary. For journalists, it’s a whole new way of researching articles, and the #journorequest hashtag has become a first port of call for many when they’re looking for case studies or quotes from members of the public.
Most online news sites now tweet links to their major stories too. A single headline-worthy article can get a significant number of retweets, helping it to reach readers who might otherwise not have seen it. Add to this the Twitter conversations journalists and press representatives hold with each other on a daily basis. For journalists it’s a quick, easy but powerful way to network with other writers and to engage with their readers.
The lessons to be learnt for other webmasters and SEO teams are simple but worth spelling out – ignore Twitter, and your voice is missing from a global conversation. Make sure your best content is being tweeted, use hashtags to help get the message to people who don’t follow you, and aim to widen that audience still further. And don’t allow your Twitter feed to become mundane and overly-corporate. Stay fun and stay engaged. You’ll learn a lot about your customers and it could even help you generate ideas for blog posts and other content.
Although I hear a lot of negativity from SEOs about Facebook (some of them have already disabled their Facebook accounts), journalists use Facebook to engage with their audience and to reach out to a wider audience beyond the niche they operate within. Mia Aquino, The Huffington Post’s social media editor has set up an ‘interest list’ on Facebook of all their journalists so people could keep up-to-date with what their journalists write. Journalists such as Craig Kanalley, Jahnabi Barooah and Rosa Golijan engage with their Facebook subscribers almost at a personal level on a daily basis, thereby increasing visibility to their posts on user’s Facebook feeds.
Engagement and Relevancy
A good news site will pick out the most headline-worthy articles of the day, and give them pride of place on the front page (or main blog/magazine page). Think about this when updating your site – what belongs on your homepage (or main blog page)? And what can be moved deeper within your site?
It’s a rule of thumb that’s worth applying throughout your content – if a page is irrelevant to what you’ve got to offer, it’d be best to retire it, or update it so that it’s relevant to your audience and your business. By keeping a tight focus on the topics you cover, you can demonstrate expertise and relevancy throughout your site to search engines, helping them better understand what your website is about and the industry you operate within.
Make sure all your authors and bloggers have verified authorship on Google Plus. This will help Google’s algorithm distinguish the quality and relevancy of the content. If the blogger or author already possesses a high reputational score with Google, you will increase your site’s visibility and ranking ability for a greater number of keywords.
Opinion and Controversy
Not everyone can court controversy on their website, but blogs are a good place to express opinion and welcome conflicting comments from your readers. Again, take your inspiration from news sites – while many news outlets have a political agenda to push, they typically don’t do so (well, not too obviously…) in their main articles.
Legitimate news providers distinguish between their journalistic reporting and their editorial columns – and on any website, you can create a similar distinction between static content, opinion-based blogs and self-promotional press releases. It helps your reader to understand where you’re coming from, and why some pages might be more opinionated than others – and a little controversy can help to get some commenting going on your blog posts, too.
There is an important distinction to make between news site comments and those on a less formal blog, however. When somebody comments on your personal blog, it’s common practice to reply to them, to keep the conversation going. In contrast, news sites usually rely on interaction between their readers, rather than with the article’s original author – something worth aiming for on your blog, if you can get your readers’ activity levels high enough.
Catering for Fickle Readers
Online readers are impatient – they won’t wade through lengthy prose, even if they’re happy readingWar and Peace in real life. The internet isn’t the place people settle down to enjoy some timeless literature – in fact, they’re more likely to take ‘timeless’ to the other extreme and spend as little time as possible on your page.
Journalists understand this and are trained to use the ‘inverted pyramid’ model in their articles, with the most important information up top for those who don’t read to the end. For SEO it’s a particularly good approach, as the words and phrases you use up top will be given greater significance in choosing your page’s position in the search results.
The headline is a particularly important part of any page – whether it’s a news article or a static web page – as it highlights the main theme of your content. Make sure you’re picking out the key points in your headline, particularly if it doubles as your page’s HTML title and/or URL, as together these can all contribute towards the words and phrases the search engines associate with your page. Like in a news article, sub-headings also help to signpost readers to the sections of the page that include the information they’re looking for.
Remember, print came first, and while SEO has evolved over time much of it is still inspired by the early, print-like days of the internet. Classic page structures like news articles have left a permanent impression on the things search engines and people value.
Always on the Job
Finally, when you step away from your computer, it doesn’t mean your website ceases to exist. A good journalist will often carry around a notepad and jot down ideas for future articles, or make notes if he or she sees anything that might be worth investigating. You should do the same if you come across a timely and relevant issue that might earn you some extra search traffic if you blog about it or mention it on your website.
Many such ideas ultimately get forgotten by website owners, internet marketers and SEO teams, even if they seem unforgettable when you dream them up. By keeping a notepad – or even a note in your phone – handy, you make sure you remember your ideas. And it’s worth it. If you manage to build your online brand successfully enough, you might one day be making a few headlines of your own.
By Shaad Hamid
Read more: http://www.seoptimise.com
By Steve Olenski
“Lord knows I am not the smartest person in the world, the brightest bulb, the sharpest knife or any other euphemism you want to trot out connoting intelligence. But one fairly smart thing I said (at least I think it’s somewhat smart) over the past couple of years was that ‘people need to start looking at their computer screen or monitor the same way they look at their TV.”
Not exactly rocket science when you stop and look at your monitor. Is it not a box-shaped item that is akin to your TV set? Of course it is.
And you don’t read TV, do you? Of course you don’t.
Well unless you count reading the now incessant scrolls that every news/sports network has on the bottom of its screen.
But by and large you don’t read TV, you watch it. You watch the images. You watch the video. You watch the film.
So why should your computer be any different.
Now, before I go on, let’s one thing perfectly clear. I am in no way espousing the belief that traditional TV is dead; that we’ll be watching TV on our computers in the near future and our current TVs will become antiques.
Nor am I advocating the removal of all text from all Internet sites as fast as humanly possible to be replaced by videos and/or pictures. Being a writer who makes his living off the writing of words which appear on computer screens, I would kind of like to see words stay for a while.
No, I am merely pointing out something I think that has been obvious for quite some time and is now coming to fruition. And that is that people, AKA consumers, AKA the folks who buy your products, services and wares Mr. & Mrs. Brand, prefer to “see” rather than “read” when it comes to the deluge of information they are bombarded with day in, day out on the information super highway. (Boy, that’s an old term, isn’t it?)
Some highlights of the following infographic which is pretty self-explanatory. (NOTE: The infographic also includes a brief timeline of the “visual revolution” from just the start of 2012 alone.)
- On Facebook, videos are shared 12 times more than text posts and links combined
- Photos are Liked twice as much as text only updates
- 42% of all Tumblr posts are pictures
- Pinterest, the photo-driven social media phenomenon, is now referring more traffic than Twitter, StumbleUpon, LinkedIn and Google Plus
So, Mr. Brand Marketer & Mrs. Brand Manager and anyone else who is responsible for hits the Internet airwaves – especially those that hit the social media networks, try and remember the computer/TV analogy and instead of “just” posting words, include and image or video to help tell the story.
Read more: http://socialmediatoday.com/steve-olenski
It’s still… All About Content!
Brands both big and small across the globe are looking for the key to social marketing success. The answer may surprise you: it’s STILL all about your content. In fact, it’s so important, we devoted an entire series of white papers to content marketing, delving specifically into four components of effective content marketing: content creation, event sponsorship, social media contests, and understanding Facebook EdgeRank.
After you’ve performed a social audit to find your customers and competitors on social channels, and developed your social goals, in accordance with your overall business goals, it’s time to think about developing content. When you think about the kind of content generation that will jumpstart audience growth on social channels, it’s important to focus on two distinct areas:
- Proactive Content
- Reactive Content
You will likely be managing content across multiple channels at once. In order to avoid feeling overwhelmed with platform management and scalable content creation by channel, consider proactively scheduling a portion of your social content. It can provide a solid base of content, providing you ample cushion to focus your limited resources instead on monitoring and responding to timely and relevant developments as they occur – or ‘reactive’ content. We’ll share how Starbucks has successfully implemented this strategy to amass a Twitter following of over 2.76 million users.
Proactive Content – 70% of Your Content
Although proactively scheduling 100% of your content will certainly fill your social channels with content, this is not a recommended strategy. Scheduled content is not conducive to authentic, immediate audience engagement. While all brands share branded messages, like company updates and product offers, it’s not all your consumers are looking for. Promotional and evergreen content should be supplemented with engaging, real-time content to keep up with the ‘here and now’.
Best practices for scheduling proactive content show that 70% of content can be scheduled early in the week, which allows room for reactive content. In the example below, Starbucks spreads the word about their program ‘treat receipt’, in which a customer may bring a receipt verifying an AM purchase to a store in the afternoon for a discounted afternoon pick-me-up. This is a perfect example of a message that can be scheduled ahead of time.
Reactive Content – 30% of Your Content
The other 30% of content should, in turn, be reactive content focused on two areas: popular, timely topics and appropriate audience dialog. Staying abreast of trending topics allows you to leverage popular conversations to receive increased reach and engagement. Connecting trends to how they affect your audience will increase your opportunity for growth. The Nashville, Tennessee tourism board used the trending topic #tourismchat to prompt engaged chat users to plan a trip to Nashville.
Responding to users who have engaged directly with your brand through content moderation is another component of reactive content. Responding to your fans and followers in a timely manner increases your ability to maintain an engaged audience. The key is offering quick, positive, and helpful responses. Starbucks makes a personal connection with a store visitor, who shared an anecdote from his visit. Starbucks took the time to respond, providing Josh a closed-loop social experience.
Successful social marketing requires strategy and planning. By scheduling a portion of content proactively, marketers can spend their remaining time focused on creating authentic, immediate relationships with their audience, either by responding directly to users, or being active in broader digital discussions. For a closer look at specific components of a content marketing strategy, check out our newest resources on content creation, event sponsorship, social media contests, and understanding Facebook EdgeRank.
By Mike Lewis
Read more: http://socialmediatoday.com
Here’s the paradox: I run a company that’s incredibly visible, but not that well known. Conduit has 260 million users around the world, but our brand isn’t top of mind. It’s not even mid-mind, to be honest. One of those reasons is that I had never made a personal effort to get out in front of the company and act as a public advocate.
That’s changed now. I’m becoming more visible, leaving many people wondering why I’ve decided to emerge from my cave. Have I developed a newfound urge for the spotlight? Am I jealous of Zuckerberg? Why the sudden availability?
They’re all questions worth answering. They’re questions that got me thinking as well.
Into The Spotlight
I didn’t just wake up one morning and decide it was time to become more visible. It was a process. But I can tell you that I always believed that the responsibility of a CEO includes getting out there, and I had been thinking for a long time that I should start representing the company more actively and consistently. Plus, I realized that I wasn’t doing myself any favors by resisting the exposure.
I’m essentially a product guy. People at Conduit are bored of hearing me say that if the product isn’t right, nothing else matters. But I was also telling myself secretly that if the product is right, then nothing else matters either. In other words, a great product will speak for–and sell–itself. Anything else is just frivolous sizzle.
But I learned quickly that my thinking was faulty. There’s a marketing and media side to the success equation that’s really pivotal. And I probably used “it’s all about the product” as an excuse to stay behind the scenes because I don’t really enjoy the media whir.
Some people have asked me if there’s a right time for a CEO to become an active presence in the media.
Like most things in business, there is no one answer. It depends on the personality of the CEO, how competitive the market is, and how mature your product is, among many other variables.
But these are the key questions that can shed light on some answers: What are you trying to accomplish and how do you measure success? Do you want to raise awareness with opinion makers? Are you looking to raise visibility because you are, or will be, raising money? Do you want to attract new customers or consumers? Are you starved for talent and in need of improving your recruiting? Or does your giant ego need some stroking?
While all of these questions can be important, you need to figure out what’s most important to you, and how it all fits in with your objectives. Go deep before you go out. Brian Chesky, CEO of Airbnb, has done just that. He’s been terrific as a visible, sometimes in-your-face, evangelist for his brand. But often, I see a lot of CEOs working the media without a clear point of view about what they want to accomplish.
I realize now that I should have done this earlier, but I enjoyed taking the time to focus on product, on building the company. (And on family.)
As I look back, there wasn’t a burning need for anyone to know who I was in the beginning. We had a rapid uptake of our product by publishers, so I didn’t feel compelled to be visible. Soon after, toolbars–our primary business–began to get beaten up by the media. It was unfair, but so what? Life is unfair. Reporters didn’t really understand what we did.
I couldn’t help but think that if I had been out there more, I would have been able to push back. To strongly argue for our company and our brand. If I couldn’t change their opinions, I would have at least created a dialogue. I think we lost the opportunity to shift the perception of the toolbar. Now it’s too late to do that in any meaningful way. I’m not worried though, because I know there will be other opportunities to redefine our company.
So my advice to others is to be part of the dialogue sooner rather than later. It will benefit your company and your employees to do so. True, your product needs to mature, but it’s easy to hide behind the maturity excuse, particularly if you’re not really a media junkie at heart.
Visibility And Value
If I were hustling for an IPO though, everything would have been different.
There’s no question about that. CEOs and founders contemplating an IPO recognize that visibility translates to asset value. That’s actually why many Israeli companies hire an American CEO; they know that it will help achieve higher levels of awareness, whether for an IPO or an acquisition. But since neither of those is the case for my company, I had more reason to continue to operate Conduit under the radar. It wasn’t a conscious plan. Like many things, it was unplanned yet retrospectively, right.
Now, the more I get out there, the more I’m amused by the differences in global media. The American and the Israeli media are as different as a hot dog and falafel.
Cultural differences are manifested everywhere and they’re only heightened in the journalistic world. The media in Israel are tough. Compared with U.S. reporters, they’re even brutal. American audiences are much more generous. Some Americans may disagree, but having been exposed to both cultures, I can tell it like it is.
I remember being at a conference in the U.S. where a CEO gave a presentation that was not impressive, to say the least. In Israel, he would have been torn apart, whereas Americans are more polite. Your social rules create an atmosphere of friendliness. I guess that’s because we’re in survival mode all the time, and pleasantries are a luxury Israelis don’t get too often. Or at least they’re seen as one.
Last time I was in the U.S., a reporter began an interview by proclaiming, “I hate toolbars.” It was so unusual that I was really taken aback and felt for a second like I was at home in Israel. So forget media training. My advice to any American CEO is to come over here, expose yourself to some reporters, and get toughened up.
I’m also convinced that differing CEO backgrounds play a large role in how they relate to the media.
I once worked for a sales-driven CEO who started every day by asking everyone, “What did you sell yesterday?” He saw the media as one giant sales call. I’m from the product and engineering CEO track, not the sales or marketing side. This gives me the flexibility to speak about the product, the vision of the company, and how what we’re building delivers on that.
If a CEO gets out there too soon, especially when he or she is from the sales or straight marketing side, there’s a risk of overselling. Hype can make a fast difference, but in today’s world of media scrutiny, it has a dangerously short shelf life. It quickly starts to rot and smell.
Personal Brand Takes A Backseat
As far as the ‘Ronen Shilo’ brand, I don’t think about it much. My public brand is no different than my private behavior. Those who know me would agree that I don’t put on a mask when I speak to the media.
But I do want people to start to think of me and Conduit in the same breath. That’s a good thing. Whether it’s Bill Gates (before he started giving his money away) or Larry Ellison, or many others, the company benefits when it’s strongly linked to an individual. People are more interesting than companies. So it’s better for Conduit if I’m out there, and I certainly want to do what’s best for my company.
Except, you won’t see me making any speeches in the future. I like the intimacy of a one-on-one interview. For me, it’s important to look someone in the eye, to read body language, to be in tune with the conversation. If you get thrown a curve ball, you can handle it. And I like an environment where surprises happen.
One thing I really don’t like is a scripted speech. Once, when I was in the army, I had to give a lesson to a reserve group. They allocated an hour. Sixty minutes of air time! I finished what I had to say in five minutes. I was happy and they were happy.
The End Of The Media Hermit
After taking a breath of fresh air, I don’t think I can head back to my cave any time soon.
I have to admit that I can get energized by meeting with the press, particularly with really smart reporters who’ve done their homework. (When it’s the other way, and I have to educate a reporter who doesn’t have a clue about what we do, it’s frustrating. I’d never hire someone who hasn’t spent time studying us, so why should I waste my time with a reporter who didn’t gather any background information?)
At the same time, intelligent reporters can be challenging. They know the category and tend to ask some provocative questions that really get me thinking. They’re out talking to a lot of smart people, so they have a perspective I might not otherwise hear. Learning from a reporter, that’s something I never would have expected when I was in my media hermit period.
Come to think of it, I also never expected that coming out of my shell to answer people’s questions would, in turn, get a lot of my own questions answered.
BY RONEN SHILO|
MARCH 2, 2012
Read more: http://www.fastcompany.com/
Σε περίπτωση που εδώ και καιρό προσπαθείτε να εφαρμόσετε και να αξιοποιήσετε στρατηγικές marketing μέσω των social media και τα αποτελέσματα είναι πενιχρά, δεν θα πρέπει να απελπίζεστε. Κι αυτό γιατί αποτελείτε τον κανόνα και όχι την εξαίρεση – και μάλιστα σε παγκόσμιο επίπεδο. Έχει παρατηρηθεί πως παράτη μεγάλη εξάπλωση των μέσων κοινωνικής δικτύωσης οι εταιρείες αδυνατούν να αποκομίσουν τα προσδοκώμενα οφέλη από αυτά. Η βασική αιτία, σαφέστατα, δεν μπορεί να είναι το γεγονός ότι τα social media αποτελούν άγνωστη λέξη για τους χρήστες, καθώς η αποδοχή που χαίρουν βαίνει αυξανόμενη με απίστευτα γρήγορους ρυθμούς. Στο συγκεκριμένο άρθρο θα προσπαθήσουμε να προβάλουμε τις 8 βασικότερες αιτίες που κάνουν τις καμπάνιες ανεπιτυχείς ή τουλάχιστον μη αποδοτικές.
1. Έλλειψη ξεκάθαρων στόχων: Σε περίπτωση που ασχολείστε με τα social media προσπαθώντας να προβάλετε τις υπηρεσίες ή την ίδια σας την εταιρεία, χωρίς να έχετε θέσει ξεκάθαρους στόχους, τότε λυπούμαστε αλλά σίγουρα βρίσκεστε σε λάθος δρόμο και τα αποτελέσματα που αναμένετε δεν θα έρθουν ποτέ. Κάθε ενέργεια marketing -και στα social media πιο έντονα- απαιτεί μία ξεκάθαρη στρατηγική, από την εφαρμογή της οποίας αναμένουμε και ένα ξεκάθαρο αποτέλεσμα. Ανεξάρτητα από το είδος της εταιρείας ή του προϊόντος που επιθυμείτε να προβάλετε θα πρέπει να έχετε αρχικά αποσαφηνίσει σε τι ακριβώς στοχεύετε.
2. Υπέρμετρες απαιτήσεις: Η ύπαρξη ξεκάθαρων στόχων είναι σαφέστατα σημαντικότατος παράγοντας, όπως είναι όμως αντίστοιχα και η ύπαρξη ρεαλισμού στα αναμενόμενα αποτελέσματα. Θα πρέπει να κατανοήσουμε πως τα social media δεν είναι σε καμία περίπτωση η μαγική λύση σε όλα τα θέματα. Είναι απίθανο να καταφέρει μία εταιρεία να προσελκύσει εκατομμύρια χρηστών – πελατών από τη μια στιγμή στην άλλη. Τα social media είναι το μέσο από το οποίο κάποιος μπορεί να αποκομίσει κέρδος με μακροπρόθεσμο σχεδιασμό. Σε καμιά περίπτωση η χρήση μόνο των social media δεν μπορεί να προωθήσει ικανοποιητικά την εταιρεία, τα προϊόντα ή τις υπηρεσίες σας. Οι ενέργειές σας, για να έχουν τη μεγαλύτερη δυνατή αποδοτικότητα θα πρέπει να είναι συνδυαστικές και ελεγχόμενες ανά τακτά χρονικά διαστήματα.
3. Η αποκοπή από το κοινό που σας ενδιαφέρει: Πριν ακόμη ξεκινήσετε το σχεδιασμό μιας καμπάνιας για τα μέσα κοινωνικής δικτύωσης θα πρέπει να καταλήξετε στο κοινό το οποίο αποτελεί το εν δυνάμει πελατολόγιό σας. Θα πρέπει να έχετε απόλυτα ξεκάθαρη εικόνα για το ποιο είναι πραγματικά το κοινό στο οποίο απευθύνεστε, ποια τα ενδιαφέροντά του, ποιες οι προτιμήσεις και οι ανάγκες του. Η κατανόηση όλων αυτών των δεδομένων θα οδηγήσει σε μία ξεκάθαρη στρατηγική με πολύ καλύτερα αποτελέσματα.
4. Δεν blog-άρετε αρκετά: Η καρδιά κάθε σωστά δομημένης ενέργειας στα social media είναι χωρίς καμιά αμφιβολία το blog. Αυτό συμβαίνει φυσικά γιατί εντός του blog το κοινό μπορεί να διαβάσει, να αναζητήσει και να αξιοποιήσει χρήσιμες πληροφορίες που εσείς έχετε βάλει. Μέσα από αυτή τη διαδικασία αναπτύσσεται σταδιακά μία σχέση εξάρτησης με το κοινό που σας ενδιαφέρει το οποίο μετά από κάποιο σημείο θα επανέρχεται στη σελίδα σας σε τακτά χρονικά διαστήματα, αυξάνοντας σημαντικά και το κομμάτι της προβολής της εταιρείας σας. Σαφέστατα το περιεχόμενο που κάθε φορά θα επιλέγετε να προβληθεί θα πρέπει να έχει άμεση σχέση τόσο με την εταιρεία όσο και με τις υπηρεσίες ή προϊόντα που επιθυμείτε να προωθήσετε. Σημαντικό ρόλο όπως σε πάρα πολλά ζητήματα στην καθημερινή ζωή παίζει και ο τρόπος που παρουσιάζετε μια είδηση ή μια κατάσταση. Θα πρέπει να δώσετε προσοχή λοιπόν και στον τρόπο με τον οποίο προβάλλετε μια είδηση αλλά και στον τρόπο που αυτή εμφανίζεται στο κοινό που σας ακολουθεί. Για παράδειγμα, μπορεί να ακούγεται κοινότοπο αλλά ένας καλός τίτλος παίζει μεγαλύτερο ρόλο από μια καλή είδηση. Σε περίπτωση που οι συντακτικές δυνατότητές σας δεν επαρκούν ή στο τέλος της ημέ- ρας δεν παράγουν τα επιθυμητά αποτελέσματα, καλό θα ήταν να απευθυνθείτε σε κάποιον ειδικό για τη συγκεκριμένη δουλειά.
5. Δεν είναι υποχρέωση αλλά ανάγκη: Σε περίπτωση που η ενασχόληση με τα social media δεν είναι τίποτε περισσότερο για εσάς από μία συμβατική καθημερινή υποχρέωση, το καλύτερο που έχετε να κάνετε είναι είτε να μην ασχοληθείτε με το κομμάτι αυτό είτε να το αναθέσετε σε κάποιους άλλους. Κι αυτό γιατί έχει αποδειχθεί πως οι πιο επιτυχημένες καμπάνιες στα μέσα κοινωνικής δικτύωσης προέρχονται από εταιρείες και ανθρώπους που πραγματικά ενδιαφέρονται και αγαπούν το συγκεκριμένο χώρο. Θα πρέπει επίσης να κατανοήσετε πως ούτε το κοινό των social media ούτε και οι εταιρείες που ασχολούνται με το συγκεκριμένο χώρο δεν είναι απρόσωπες και χωρίς αντίληψη. Ο χώρος των μέσων κοινωνικής δικτύωσης έχει ιδιαίτερα αυξημένα αισθητήρια.
6. Έλλειψη κατεύθυνσης: Η στρατηγική παίζει πολύ σημαντικό ρόλο όχι μόνο στην επιχειρηματικότητα αλλά και στα μέσα κοινωνικής δικτύωσης. Σε περίπτωση που επιθυμείτε μία καμπάνια αποδοτική θα πρέπει να δημιουργήσετε ή καλύτερα να χτίσετε και μάλιστα βήμα – βήμα τη στρατηγική που ταιριάζει στις ανάγκες και το πελατολόγιό σας.
7. Ενημέρωση του κοινού εις το ενημερωτικότερον: Σε περίπτωση που αποφασίσετε να θέσετε σε εφαρμογή μια καμπάνια σας στα μέσα κοινωνικής δικτύωσης, θα πρέπει να ενημερώσετε παράλληλα και τους πελάτες και συνεργάτες σας για τις ενέργειές σας μέσα από την εταιρική ιστοσελίδα σας. Ιδανικά θα πρέπει να δίνετε τη δυνατότητα από κάθε μέσο με το οποίο επικοινωνείτε καθημερινά με την αγορά που σας ενδιαφέρει να γνωρίζει την παρουσία σας στα social media. Υπάρχουν μάλιστα, ειδικά τον τελευταίο καιρό, και πολλά νέα εργαλεία τα οποία δίνουν τη δυνατότητα άμεσης προώθησης περιεχομένου από ιστοσελίδες σε social media και το αντίστροφο. Με τον τρόπο αυτό εξασφαλίζετε ότι το κοινό που σας ακολουθεί, ακόμη κι αν δεν συνεργάζεται μαζί σας, σίγουρα κάποια στιγμή θα κάνει το πρώτο βήμα.
8. Έλλειψη αφοσίωσης: Σε περίπτωση που δεν ανταποκρίνεστε στα αιτήματα, στις ερωτήσεις και τις απορίες των ατόμων που σας παρακολουθούν μέσω των social media, τότε να είστε βέβαιοι πως τα άτομα αυτά θα στραφούν άμεσα και χωρίς περιστροφές αλλού. Μία ακόμη σημαντική λεπτομέρεια που όμως κάνει τη διαφορά είναι και το γεγονός ότι δεν χρειάζεται να διστάζετε να αναφέρεστε ακόμη και σε ανταγωνιστικές λύσεις ή προϊόντα προς το κοινό σας. Αυτό θα σας δώσει σίγουρα σημαντικό κύρος και πολύ μεγάλες πιθανότητες να αυξήσετε την αξιοπιστία σας.