More on Social and How to Get All Your Participation Points

Ross Johnson's picture
Instructor
9/29/2015

Consider sharing it with your friends.

Hello students,

I'm up to bat on answering your questions!


 

First and most important, some of you have misunderstood the purpose of these Q&A's. For these blog posts you are supposed to ask questions regarding the subject matter of this weeks lesson. This is not an area for questions about your grade, your specific homework assignment the midterm or the final. You need to ask those questions on the assignment comment area itself.

Make sure you ask a question this week about building a following on social media, creating an effective social media account and other things related to your Facebook Fan Page midterm.

 


 

Q: I noticed that my brand, Heineken, is very internationally focused. Because of this, I noticed they use more than one brand homepage. Is that a smart thing to do, as an international brand? Also, will this give Heineken a boost with their SEO statistics?

This is a very smart thing to do for international brands. When you have an international brand your end up with many very different target markets. Different cultures have different values, meaning that a message that is effective in the United States could be totally ineffective in other countries.

Having multiple homepages not only allows you to communicate in the cultures native language (another huge benefit) you can also tailer the message as needed.

You are right that there is also a SEO benefit to having location specific landing pages. If you're searching using Google.ru (Russia) Russian sites are prioritized over other languages or .coms.

Q: My brand is Heinz, it is a food company, and it is a low involvement product. i don't think customer would go the website and search for information. i just wonder, how to attract people to go to the website at the very first time? since if customers don't even try to visit the website, no matter how prefect the website is, no body knows.

This day in age people will assume a company the size of Heinz has a website and people do actually visit the site. The question really is "Why do people visit Heinz.com?"

While you'd have to do some fairly in depth research to find out for sure, just looking at what information Heinz chooses to put on their site you can get a fairly good idea.

They talk about their health, wellness and sustainability. So Heinz.com isn't a site that a college student would likely visit in their spare time in between homework assignments, nor is it something that you'd e-mail all your friends. It's more likely targeted towards older folks with families who want to know if Heinz are safe and wholesome products for their children.

Heinz is also a publicly traded company so there is a good portion of the website with information for investors. This section of the site is geared towards keeping and attracting investors, communicating why purchasing Heinz stock is a good investment.

Q: I was very interested to see in this weeks blog post that there can be legal ramifications to a website if it is not accesible enough? What exactly does that entail? Meaning the colors have to be able to work for color blind and not color blind? What if a website is not updated, I know that is bad strategy all together, but an older design might make it unaccessible?

Eight years ago or so there was a lawsuit against target.com by the National Federal of the Blind which set some of the first legal precedent in this space. The argument was that because Target.com was built in such a way that screen readers (software that actually reads off what's on a page) could interact with it Target.com was violating national accessibility laws.

Despite the ruling in favor of the National Federation of the Blind this is really only a concern for large brands like target and government agencies. There is an accessibility law called Section 501 that requires any website that receives government funding to be accessible.

Big brands that would be targets for accessibility lawsuits should have the funding necessary to make their websites conform to accessibility guidelines. Smaller brands and companies are unlikely to be a target but should still realize that by not being accessible they are turning away customers (1 in 10 people in the US have some accessibility issue.)

In terms of what one should consider when making their site accessible there is a whole host of considerations, such as:

  • Making the site usable for blind or low vision users who need a screen reader
  • Making the site usable for those with motor impairments and can't use a mouse or keyboard
  • Making the site usable for color blind users
  • Making the site usable for those with cognitive impairments
  • Making the site usable for those who are deaf (closed captions, translations, etc...)
  • Making the site usable for those with old technology (text based browsers, etc...)

Q: In completing the audit of my company's website I found that their search tool is not functioning. How big of an impact do you think this can have on the popularity of a site? Do you think it would be significant enough to lose consumers? Would my brand's IT department be to blame?

This could have a huge impact on website success. A large portion of users will use the search function rather than try and find content using a menu system. This could be the IT department's fault or the agency that built their website if they hired an outside firm.

Q: I have fedex for my company. It is hard to communicate with its costumers becuase shipping isnt a everyday activity for majorty people. How can I make it revelavt and start converstaion with them?

Shipping is an everyday activity for most people! Consumers are having items shipped to them more than ever before. Recievers of packages are just as important to Fedex as those who are shipping items.

Thus starting a conversation is easy. All FedEx needs to do is first listen to what people have to say about their shipments. What excites them, what frustrates them. Once they understand how people feel they can respond, learning how to improve or what they can do to make their service even better.

---

Now it's time to ask more questions related to this weeks subject matter, building a following on a social media platform. I'll answer questions next week.


Comments & Feedback

Student

My company is ALDI and I am having trouble finding ways in which they advertise online (i.e., through social media and search engine marketing). While ALDI is a rather well-known company, they don't spend nearly as much as other comanpies on advertising - in order to keep in-store cost low for consumers. How do I go about creating campaigns for say, Facebook and Twitter, when people don't really get on those sites looking to make a grocery list or see at weekly produce deals?

Student

I was not sure where to post my comment (because the last blog post was from 9/29) I will ask another question here in the hope that this will not harm my participation score. Is there ever a time where social media could be not a strong advertising choice ?

Student

How do I build a large following while having a not so exciting company like Mastercard?  Also how do I create a efficient Pinterest account which will bring in new  visitors and attract attention?

Student

Ive noticed a increase in the use of infographics when marketing, what are your thoughts on using infographics to help boost your marketing? 

Student

Do you think that click-through-rates are an accurate rate way to see the activity on your advertisments and wesites? I know it shows the total number of views on a certain email, page, or advertisment, but there are times when I personally have accidentally hit an ad while using my computer and I immediately exit out of it. I feel that it could cause false numbers. 

Student

Most of the time, when someone is starting a company, they build a website. How can you promote your company in the first few years without spending too much money on unecessary advertisements? What alternatives are there to purchasing advertisments and brand promotion mediums?

Student

What are the best metrics for a business to track accross several social media platforms; for easier tracking and most succesfull branding outcomes accross different platforms. 

 

 

for 10/13/15 participation points. 

Student

When a social media advertiser pays for access to personal information on a website such as facebook, how much access to your personal data do they actually receive? I know that they are able to find out information such as age, gender, location, interests etc. but do they actually get to browse through our profiles/content? I use facebook but I choose to keep my account private so that only my friends have access to my information and updates.

Student

While learning about buying advertising space on websites, I started to wonder if it was a smart idea for all companies to purchase ad space. Do you think it is necessary for a small boutique to buy online ad space? Or just stick to other marketing strategies? Also, are there other places that companies can buy ad space from besides Google? 

Student

Not really sure where I am supposed to write a post for this weeks participation points since there isn't a new blog, so I will just post on this one again!

My question this week, again, has to do with building a social media following. In order to extend a social media page or following beyond your own network, is the paid method the best route to do this? And, are there certain incentives for Facebook pages if they have a certain amount of likes?

 

Student

From my own personal research, I have found a differing of opinion from professionals on the importance of click-through rates.

Some suggest that it is not an important figure and can be a highly misleading number. Others view it as a key metric when developing online campaigns. What is your viewpoint on the importance of click-through rates (CTR)?

Student

Is engagement an essential part of marketing?  Are there some brands that are well known enough that the marketing aspect has been sort of completed?  I feel like DirecTV could be an example because they are so well known.  Or something like McDonald's that people are so exposed to already.  

Student
Products vs. Services
I have a service, DirecTV< but I am wondering how much does the marketing strategy change when you are trying to sell a product?  For me, I am trying to get people to sign up for a service and continue using it.  So it is improtant that they get the service and also keep it.  
Student

How cohesive should a brands social media sites be? My brand is Kohl's and I am finding that their social media sites all have a different feel. Is it more effective to use a stremlined marketing technique? 

Student

What are the main components brands look at when deciding what social media platform to market on the most.  I know age and gender are key parts but are there any other components that people look at?

Student

New Media is always improving every year which is better for use students thats always uses social media beacuse that means we are learning need things everydays. For example I learned so much in a short time while doing the fan page I learned how to get so much liked also how to post things that will catch all of your followes eyes. I love how social media is always growing and thats a great way for the future. Sprint is a big company that uses social media that tries to make their company grow.

Student

When posting on Social medias, should the company post the same material on all different platform or it is better to post different on them? For my company Fedex, should it also has a trending social media platform like Instagram or snapchat?

Student

When posting on Social medias, should the company post the same material on all different platform or it is better to post different on them? For my company Fedex, should it also has a trending social media platform like Instagram or snapchat?

Student

What do you think, aside from Facebook, is the most important social media outlet a brand should focus on and why?

Student

Do you think it's better for brands to be on every social medis, even if some platforms get ignored a bit, or remain absent on certain platforms if it means the content on the platforms they are at is really really good? 

Student

I have tried building a fan base, but it has taken time on my Facebook page. I still keep promoting my company's brand and posting regularly, should I just keep inviting people until it starts growing?

Student

When it comes to advertising or simply promoting a brand does the choice of social media platform change depending on the industry? I know you can always use all social media platforms at once, but I'm curious as to if some benefit other industries more than others. For example, I noticed music artist are more likely to be promoted on twitter and instagram, while brands like Rolls Royce Aerospace Defence tend use facebook more. I was also wondering if this depends on the fans/following and/or the industry?

Student

Do you think it is neccessary for the Page owners to respond to every comment or post? I think it is effective to an extent but there is a point where it becomes time consuming and an inefficient use of time/resources. 

Student

What do you believe is a good SEO budget for a start up company and why?

Student

Should we be deleting or taking down our Facebook fanpage now that theyr are graded or should we still leave them operational? 

Student

Both Instagram and Pinterest are social media to share pictures. What's different of content posting at two website for a brand? Do you think a brand should expect different engagements from the followers?

Student

My brand, Home Depot, is the primary sponsor of College Game Day, and much of their Twitter interactions revolve around College Game Day. There are interactions, though they are very sports (football) related. I'm wondering how valuable of a sponsorship this is and how to measure their interactions into sales. Is Twitter really the best avenue for this type of communication to their audiences? Can you discuss the line between sponsorships and advertisements and how it can benefit the company and instances where it can harm the reputation? 

Student

This weel while reading I noticed I am also a culprit of "banner blindness", is there specific tactics to keep someone from being "blind" to display ads? Such as changing the shape or location on a webpage?

Student

This week, I have noticed in the news, a conversation about the merits and value of online ads came to a boil when Apple began allowing the sale of apps that block ads from appearing in Safari on mobile devices. Plenty of people have discussed whether ad blockers are morally dubious or ethically mandatory, but I want to learn more about how online ads work and why, like editorial they range in quality and purpose. 

 

I was able to find some useful information, from a developer here at MSU. 

He states: 

“Web ads . . . run arbitrary code on your computer, which can (and usually does) collect and send data about you and your behaviour back to the advertisers and publishers . . . All of that tracking and data collection is done without your knowledge, and – critically – without your consent.” 

I found what he had to say quite shocking, that was just a small except but it stuck me. In a way that relates to ad blockers and similar such applications. 


Student

Since Amazon.com (my company for this class) has such a large social media presence and audience, I have been having trouble attracting people to my fan page. I have been posting content that attracts a wide range of consumers and I have been using hashtags. Are there any other methods I could utalize to attract people to my page?

Student

As I am trying to build my facebook following and increase engagement from my followers, I'm struggling to post content that people respond to. I've tried photos and videos, but I haven't posted that many statuses. Do you recommend a certain time of day when people are most responsive? 

Student

In regards to measuring the success of an online campaign, do companies stick to using one analytics tool for each form of social media or do they use multiple? 

Student

For 10/13 Participation

 

While doing my assignment I realized that Instagram and Pintrest, mostly Pintrest, is more difficult to advertise on if you have a bigger brand such a Subway. What techniques, would you say, would be most beneficial if you had a nationwide brand and wanted to create an engaging ad? Through picture(s), videos, etc?

Student

I have a question about Pinterest

I'm trying to manage my pinterest. It was really hard to me.

Unlike Facebook, Pinterest is limited.

I think that we should make our boards look more clean and professional.

Could you show examples of clean and professional pinterest? 

 

Student

I have CarMax as my brand. For pinterest, can I use any car-related contents? Or it has to do something with my brand? 

Student

I have been doing a lot of research on Pinterest marketing recently due to our final exam. I personally love Pinterest but not did realize how beneficial it really can be for businesses. When working on my Pinterest board for my brand, I have been struggling with what exactly to Pin. Do I pin articles regarding Publix (my brand) and pictures of different Publix stores, etc.? I am a tad confused on the content wanted/needed for the Pintest board. 

Student

I understand the importance of keywords optimization in setting SEO. But from my understanding, when people search keywords on search engines, the keywords they type in are usually a phrase, a group of words instead or even a sentence. Is there any study that suggest the best length for setting keywords for marketers to yield best matching results?

Student

Is there anyway to promote the facebook fan page to group of people? How to seize these people's interests with some useful skills?

Student

Pinterest has been a fun project to play around with, but i have been a little confused on how to make your boards more efficient and clean. Some of the descriptive infographics I've been pinning to my boards are very long in length. Would you advise posting shorter pins to make your boards look more clean and professional?

Student

I know that adgroups and keywords are both for SEM. but I think they are both about keywords, i am wondering if there is any differences between those two?

Student

Is there a guideline for Facebook Fan pages or do you think there should be one? Who would create it to be deemed certified. What is most effective on your fan page in regards to posting, pictures and likes?

Student

Is there a guideline as to how many posts should be added to the facebook page each week? I am curious for our midterm but also for companies real social media sites. At what point does a company's social presence lose credibility? Does posting less often make sense for some businesses?

Student

I have a question of the Facebook fanpage. It is hard to advertise or recommand the fanpage to others, what should we do to get more attention and likes?

Student

I know cost per thousand is a common pricing metric, but I am wondering how advertisers come up with that cost? Is there a standard industry rate, or does it just depend on who is advertising and the cost that they set?

Student

There was a formula for CPM when I worked at an agency, but I don't remember it. basically it depends on display sections on the webpage. if the CPM goes higher, it means this section is more valuable to brands. 

Student

Search Engine Marketing is a little confusing for me. I guess what I don't quite understand is why it is important for a company to create a landing page rather than directing the searcher straigh to the company's official webpage? Is it because it is more interactive and personal on a landing page?

Student

I've noticed that I've mainly been posting infographics and articles to my Pinterest board. Is this enough? What other things would you recommend posting? I find it hard to post anything other than inforgraphics and articles because I think they more closely represent class concepts. 

Student

I want to know more details and direction for final exam, the pinterest board. Do we just upload the pictures related our brands? Or should we upload all the pictures that we used or looked for this course.

Student

Since I cannot find the latest blog, I will post my question for the week of 10/6-10/12 on this blog for the time being.

I know that online ads can be catered to the user through the use of tracking cookies. I have always wanted to know, how do cookies work in terms of online advertising?

Student

Would you explain more about PPC (Pay Per Click)? Also, I would like to know more detail about key phrases, would you give us more example about this term?

Ross Johnson's picture
Instructor
9/29/2015