More on Social and How to Get All Your Participation Points

Ross Johnson's picture

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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 (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"

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 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 by the National Federal of the Blind which set some of the first legal precedent in this space. The argument was that because was built in such a way that screen readers (software that actually reads off what's on a page) could interact with it 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


My brand is Mitsubishi, and I was wondering how to generate content for the page that does not just mimic what is on the official page. Also, whether posting in facebook groups I belong to about this page will help me, or just be percieved negatively?


How can we show the differences between the fan pages that we create and the official fan page?

What is the best way to go about getting more likes onto your fan page? How many approximately are we supposed to have?

The best way I promoted my page was to post the link and page onto my actual facebook page. A lot of my friends liked it which eventually made my likes and group go up way higher.


Do you think having a consistent brand/identity associated with a specific company impacts the following that company is able to build on social media? How does branding effect followers?


What are the best ways to make sure your website is search engine optimized and how can you tell if it is or isnt? What are the best practices when running a blog or website to continue to improve and perfect the web page's SEO? 


(this question is for 10/6/2015 participation points) 


Since my brand is Aria, a hotel and casino in Las Vegas, is there a way that I can target a youthful audience ecen though it is Las Vegas. When people think about Las Vegas they think of a very adult atmosphere because the large variety of adult activitiy that takes place there. I wonder if I can cater to youth as well so that I can attract more people for my brand.


This week for the Facebook Fan Page, I have shared the link on my main page, however, many of the people arent very interested in the fan page. I do not know the most effient way to go about trying to get people involved in the page while also keeping the post about my company, Visa.


When I have been on Facebook building my Mercedes-Benz Fan Page I have seen an advertisement asking me to promote my page. If I chose to do this I would have to pay an amount each day and Facebook would put an advertisement of my page on other peoples' home pages. I am wondering if this option to promote your page is a good idea, and if it works at gaining your page more exposure? 


My brand is Colgate. To get more followers on the page, do you think it is beneficial to "share" posts that Colgate is tagged in from Facebook pages of Foundations/Charities they sponsor or are a part of?

How important is it that brands have a customized and engaging website when they are branding themselves on social media? Are people more likely to follow their social media profile then look at their official website for brand information?

When growing a brand, a company may have different targeted audiences.  My brand is Adobe and I have identified their audiences as creatives, marketers and business owners.  These are three totally different audiences.  When approaching social media, would it be a smart idea to designate different audiences to different social media platforms? For example, using Instagram to target creatives, while using Google+ to target business owners.


My brand is Barclays. It's hard to get people excited about banking so how do I attract people to my fan page? I've posted content relating to their services and products as well as Life Skills and images that they share through YouTube and other platforms. Should that be where I put most of my effort? Find content thats more humanistic rather than practical investing advice and other things like that? Should I extrapolate their volunteer efforts, the banks connection to soccer, basically anything that seperates Barclays from every other bank? 


I am really curious to learn more about formatting the platform of a website or other social media platform. How does a company go about making the page attractive and unique? Should we be learning through certain web design programs? Or do many companies hire in people who are experts on coding and what not in order to do this? Or is it easier than I am thinking? 


As I look around at different websites, it is obvious that some use pre-made templates, while others are individually coded. For example, some companies choose to use Squarespace, while others use IWeb. Which method of creating a website is most effective, maximizes the quality of the website and ensures universal viewing capabilities (able to view on any sized screen, including phones, computers and tablets)?

Ross Johnson's picture