More on Social and How to Get All Your Participation Points

Ross Johnson's picture
Instructor
9/29/2015

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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.

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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

Would you recommend using a program, such as Hootsuite, to manage social media for a business? And would you recommend that a company uses similar content or unique content across all social media platforms?

Student

While completing my audit of my casino brands website Caesars I could not help but notice that majority of their website is not focused on the casino itself, but more of the hotel aspect of the company and the night life and events going on near their hotel locations. Do you think that it is bad that online they do not focus much of their attention on their number two money maker (their casino)? Or are they trying to bait you into staying with them without even considering the idea of gambling until you get there.

Student

While completing my audit of my casino brands website Caesars I could not help but notice that majority of their website is not focused on the casino itself, but more of the hotel aspect of the company and the night life and events going on near their hotel locations. Do you think that it is bad that online they do not focus much of their attention on their number two money maker (their casino)? Or are they trying to bait you into staying with them without even considering the idea of gambling until you get there.

Student

What's the best way to use pinterest when branding your company?

Student

My brand is SK which is one of the biggest wireless company in the Korea. For the Pinterst, what should I post on that page? anything related works are going to be fine???

Student

Just how important is it to reply to negative comments on a brand's social media platforms? I know there was a section in the book that it helps your brand's image, but it doesn't seem to me that it is a popular thing to do. Does it have something to do with the Internet being such a rapid space; could companies be intimidated?

Student

My brand does not have an English Facebook fan page, but multiple international Facebook fan pages exist. What is the best way to get to their followers? Should I post in English or try posting in their native language?

Student

on the pinterest, what should we post? picture, artcle or video? Does is need relate to my brand?

Student

My brand, Avon, seems to spread themselves too thin on all their social media platforms, to the point where it seems as if they are not effectively reaching their market anymore? How might they be able to tailor their social media to target their audience better? Is it okay to drop a platform if its not being utilized to its fullest potential?

Student

My brand, Polo ralph Lauren, doesn't have a Pinterest page. Would you say that this social media platform is effective at reeling in new customers? Should they have one by now?

Student

What is a way I can maximize views on my Facebook posts? Is there a certain strategy other companies use? How can I study what other comapnies have been able to do

Student

With the creation of the Facebook page, I have noticed that the amount of "fans" have not grown substantially since the beginning of the page. It has hit a stagnant mark where only I would gain one or two fans a week (although, it has only been three weeks). What methods have been shown to be more successful to gain more fans each day?

We have learned that we should post engaging content, content that speaks true to the actual target audience, and posting with a timeline/schedule in mind. However, what would you reccomend to do if we wanted to gain more fans that were not part of the target audience before? For example, my Facebook page has to do with Nissan, but how can I gain more fans that does not consider cars and automobiles a part of their interest?

Student

My brand is Tencent QQ. When I creating my Facebook fan page, it is hard to find a lot related webs or articles, I want to know the focus of the midterm exam ( Facebook Fan page), should we make the fan page look like the brand's information page, or should it be a page that I post all the things related to it?

Student

When creating your Facebook Fan Page, what would you say is the most effective way of getting your page known by the public? I feel like it is very hard getting your fan page out to the public and being recognized. Any tips would help! 

 

Thanks, Bill

Student

My brand is travelers insurance, they do not have a instagram. That being said, how could a company such as mine that is not selling a visual product utalize a social networking site that is based mainly off visuals? Do you know of any companies that are using instagram for less tangable products such as mine?

Student

In regards to a social media channel, is it more valuable to post in short burts over a long period of time or to post less often?

Student

My brand is Kohl's. I am struggling to make a cohesive fan page that has more than one focus. My company sells a large variety of items. How do I post an even amount of all of the items we sell without being overwhelming? 

Student

My brand is IBM, and their official facebook page does a good job of slef-promoting, while also focusing on social issues (sexism). My facebook fan page for IBM mainly focuses on the social good that IBM is doing, along with some of their technology, but overall is focused on giving viewers a good feeling about IBM. To show that IBM cares about these social issues, not just technology. Is this the right direction to go in for the fan page?

Student

My brand is Bed & Bath Beyond. For my Facebook fan page, I know I need to post something related to my brand. What if I want to be more trendy and caring about what happened in the society which means not everything necessary is associated with my brand, is there any boundry to do that or what should I be careful about?

Student

Do i have to post officially proved articles and videos on my fan page? Can i also post non-official videos such as youtube video?

Student

My brand is Chow Tai Fook. I am working on building the Pinterest board but I am not sure if im doing everything correctlty since I have barely used Pinterest. What exactly are we expected to show on pinterest? Is there any example that we can look at?

Student

I am not sure if I am doing well on my facebook fan page. I put some articles and videos. Other than these What can I do more in order to make my fan page professional. 

Student

I clicked on the "promote your brand" button for the first time this week and realized you could pay on facebook to advertize your brand. While this is most likely very useful to a large company or page to you think it would be helpful for a purpose like ours, that being a small page? Or would it end up just being a waste of money and reaching viewers with posts and pictures would be more useful?

Student

How to test whether my company page is effeiencent? Other than ROI and SEO resluts?

Student

My brand is IKEA. I'm not sure if im doing everything correctlty on Pinterest. I'm not too familiar with Pinterest. What exactly are we supposed to show on pinterest. Is there an example of what the assignments should look like?

Student

In reference to building a following for my brands fan page, do you think it would be more useful to add more videos instead of the many articles that I have posted? It's hard to promote my page and building a following because my company, Siemens, is not the most exciting and searched for company compared to some others on the social media platforms.

Student

Hey,

My brand is GMC and has a lot of American followers and promotion. What are some techniques that could help promote the brand more worldwide?

Student

How useful are sharing commercials that people already see on telelvison?  My brand, DirecTV, has a popular line of commericals right now, such as the Peyton Manning commercial here.  

https://www.youtube.com/watch?v=wyYc1Z9j948

Student

Hi,

 

I am working on building my following, but without paying money, how do I build a better following?  I think this is especially hard when there is already an official website.  

https://www.facebook.com/Unofficial-DirecTv-681281378673861/timeline/

Student

My brand, Cadbury, is extremely well known on international standing. With this, they have several different websites based on the different countries they serve. I have approached this situation by creating a general fan page not specific to one region. With this I have found it hard to create a strong following due to most of Cadbury's information applying to different regions. Would it be best to keep my social media page more general by suggesting different recipes and new Cadbury products, or also keep my followers in the know about different news that is affecting specific Cadbury regions as well? 

Student

My brand, 21st Century Fox, has a company website that appears to be mainly a business to business site rather than for people interested in viewing their product - film and television, which are on other websites they manage. When creating a B2B site, what kinds of things would be different (is business speak ok? etc.) from a site made for the general public?

Student

Would having multiple websites for certain products a brand produces be considered a hassle or a help? I've seen confusions from some customers but I have also seen multiple reviews about how helpful and clear the HP brand is.

Student

I've made a little bit of progress since the initial struggle of creating a page that actually gets followers, yet it seems as if people are still not showing much interest in most of my posts. What strategies can I use to ensure that my posts will get more shares/likes? How can I distinguish what I have to say about the company to make it worthy of a repost rather than someone paying more attention to a more reputable page and simply overlooking mine?

Student

By researching for my brand's social media, I found that people are most interested on promotions. As an unofficial fan page, I can't provide them the information of special deals. What are the other ways I can attract them? 

Student

Is it okay to post content not directely related to my brand? I remember one lesson where they said it's okay to do that because it can gain new fans to the page. But how much is too much without losing focus of the brand?

Student

Whats the most effective way to get more likes on my page without paying for promotion, or constantly spamming my feed asking friends to like the page?

Student

My facebook page is gaining followers every day but the actual posts in the group are not getting much attention. What are some tecniques to get the reader more engaged and actually liking the content? Also I try to encourage the users to post interesting things themselves but have not had much luck with that. Is that something I can expect from truly dedicated fans?

Student

My company is RICOH Imaging that is the camera company, except just posting the picture, what kind of content can appeal my brand's products on the Facebook page?

Student

My brand, KFC, is usually using humor as a main marketing tactic. Using humor is great, but where do I draw the line with being humorous vs. actually selling and advertising? 

Student

Growing my brands page has been interesting due to such a large market for, in my case credit cards. Do you have suggestions on how to use the market for a product, but also promote your brand in top new stories? 

Student

Hi,

My brand Citroen has doesn't have much nearly as much relevancy in the US as in the EU. What aspects of an foreign country should be displayed to American people?

Student

I uploaded my assignment last week (at least I thought I did). But it did not show up on my board. Can I resubmit it? I have both assignments (last week+this week) on my laptop now.

Student

I have a question about my facebook page. I have made improvement (links, pictures, news and stories) on it, but I think it is still not attractive because the likes are small. Is there any suggestions that can make more and more people feel interested in that?

 

Student

If my company has huge international chain stores, do I need to indicate headquarter address on facebook fan page as representative of address?

Student

Whats the best way to gain a following beyond paid promotions? Word of mouth?

Student

My company is one of the most well known and established media and entertainment companies in the world. They run so many different shows and are partners with many other media firms. When I type in media and entertainment into a search engine however, nothing pops up on NBCUniversal. I tried a few other key words as well. Do you think SEO is acutally necessary for every company or is there a point in success of the company that it doesn't play a major role because people already know the name?

Student

I have a question about getting more interactions on my facebook page. I feel as if my page is doing well and growing but the actual intecations aren't present. I have people liking the page but no one is paying attention to the post that are posted. I'm just wondering if anyone else has tips for promoting there pages.   

Student

My brand is Purina, and I think it is great for building a following, however it is hard to get people engaged, especially when there is not much incentive I can give them. What are some of the best ways to do this? Just focus on getting views? Or try and ask questions that people want to answer?

Student

As I am updating my Facebook fan page regularly, I am struggling with building a following. Because Publix grocery markets are located in the south, most of my friends are not aware of Publix and can't shop there if they are aware. I know that when I travel down south, my family does shop at Publix so I'm sure some of my followers are aware of Publix, but since the grocery market is not located around this area, I can't see why my friends would follow the Publix FB fan page. How do I gain followers for a company that is not in the area that I live? And how do reach people that I don't know who do live in the south and would potentially shop at Publix grocery markets?

Student

When trying to build and retain social following on Facebook, would you say it is better to have more context based information or would it be better to have more videos and pictures? 

Ross Johnson's picture
Instructor
9/29/2015