Q&A from last week's post

Graham Davis's picture
Instructor
9/24/2015
Social Media

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Hi all: thanks for the great questions last week. Without further adieu...

How can I draw in an audience and gain more likes? (for a Facebook fan page -  we had this question often, so I'm spending more time on it here)
There's no single right way to do this: it takes work and creativity. Here are a few ideas – but you should also think about what made you like Facebook pages that you've personally liked before the class. What makes you want to "like" a page? (My guess would be interesting content, a personal invite from a friend, or something exclusive you could only get by liking a page)

  • Ask your friends and family to like the page (by word of mouth, email, Facebook message, etc)
  • Find other online communities of people who like your subject (e.g. online message boards, people on Twitter, etc) - show them how the page will benefit them, and ask them to like it
  • Think about who you want to like your page (e.g. what types of audiences), then think about what kind of content would interest those folks. Make sure you're posting that.
  • Use your other social media channels to promote your page: talk it up on your Facebook profile (your personal account), your Twitter account, etc.
  • Get the word out offline. I've even flyered buildings in the past to get the word out about new Facebook pages. Obviously, this isn't relevant or useful for all pages, since many don't have that local connection – but think outside the box!
  • Use popular hashtags or post about trending stories that people are interested in.
  • Above all: post useful and interesting content. No one wants to like a boring page or something that seems cookie-cutter.

What processes would you use to determine a target audience for a social media marketing plan?
Ask yourself: what audience is most important to my success? For a product, that might be the audience that is most likely to buy it, for instance. If I'm a marketer for an auto company and am trying to put a marketing plan together for a minivan, I'd first think about the most likely people to buy minivans (parents), and then would think about specific subgroups of parents that would be even more likely to be interested (parents of student athletes, parents with multiple kids, parents making over a certain amount of money each year, etc).

When making my facebook page should I have an ongoing marketing theme? 
Do you like talking to salespeople? If you're like most people, the answer is no. People don't like being "marketed" to – they like real, honest communication. Try not to sound like a salesperson or a marketer when posting. Use language "real people" use and post interesting, relevant content your target audience would be interested in.

You have talked about that there is no absolute answers for the best social media platform for promoting up and coming g brand. The choice of social media platform need to meet the requirement of brand position and target audience. So I was wondered that is it better to promote one brand on several social media platforms? Or focusing on one social media platform? Is it that the more social media platforms used, the better the brand promoted?
If you can pull it off, I think it's better to use as many platforms as possible to reach your audience – but that can be difficult. Each platform has different needs (e.g. blog posts designed for Facebook posts don't really work on image-only Instagram), and it takes a lot of time and effort to really build out each profile and keep it going over the long run. If you have the resources to be up on multiple platforms, great! But if not, I think it's better to start small, make sure you've mastered a given network, and only add another when you're positive you can take on the extra work involved with making it great. 

Do you think that in the future "old" forms of advertising and marketing will be relevant? Should we be spending time getting to know the old ways too, such as print and TV ads, or is Social Media marketing the one true future?
I know it sounds cliche, but learning something new will never hurt you in the long run – even if it might be a form of marketing that might not be as prevalent 50 years from now (newspaper print display ads, for example). The more you know about all forms of marketing, the better you'll be at social media (or any other form of marketing communication). At the end of the day, all of these forms are about communicating with people and appealing to their interests. 

When creating pages on different social media platforms, how much content from already existing sites am I allowed to use without it considered 'plageriazing' or an inappropriate use of someone elses information?
It's okay to post links to other people's content on social media, like sharing someone else's post on a Facebook page or on Twitter. In fact, many pages focus on this, being "curators" of content instead of creators of content. You have to make sure what you share is actually interesting though in doing this, since people who like your page are trusting that you'll share actually useful, interesting content with them. NEVER claim someone else's content as your own, however – which is why you should not directly post photos/images on your social media accounts that aren't public domain without getting the image creator's permission (since posting an image implies more authorship than linking to an external source, where the link itself makes clear it is somebody else's). 

My company is Lowe's, as I went through the social media platforms I noticed that they focus mostly on reaching out to families. Instead of posting all of their new products Lowe's shares ideas, tips, and instructions for at-home projects. Do you think this method actually helps with sales or would being direct be more beneficial? 
People probably aren't interested in seeing every new product Lowe's sells when they log in to Facebook every day – but probably would be more interested in seeing different projects and tips they could do as people interested in home improvement. It's important for social media to be interesting and relevant, and it sounds like Lowe's is definitely on the right track! 

How should companies respond to major events that threatens to harm their brand, or do crisis management on social media? I'm working on Volkswagen's project. I found it's really interesting that Volkswagen has kept silent on social media after they admitted to cheating on emissions tests. People are posting negative comments all over Volkswagen's social media sites.
I think VW should acknowledge this crisis on its social media, just as it has offline (their North American CEO was very blunt Monday, saying, "We screwed up."). It's not as if staying silent on social media is helping VW keep this story under control, given how widespread globally news of their fiasco has spread.

A good rule of thumb for crisis communications is easy to remember with the "OAF" acronym: Own it, Apologize for it, and Fix it. VW seems to be owning up to its past cheating and is apologizing for it. We'll see how they fix it. (Something I will be watching especially carefully as a Volkswagen owner!!!) :-)

 

Comments & Feedback

Student

 

Why is KPI important for a company?????????

Student

Do you think sweepstakes are still an important aspect of advertising? I feel as if there have been many more sweepstake styles ads in the past as opposed to now.

Student

Do you think companys in the near future should focus more time on advertising on the internet instead of television?  Also, do you think radio advertising will soon become obsolete?

Student

I still don't know what should i post on my fan page to attract people's attention. Can you give me a hint?

Student

How can I get my facebook page to get more attractions from students that are my age since they are occupied with studies and other things, I just want a better way to advertsie to students the most effetive way.

 

Student

My brand is Mastercard and I seem to be having a hard time connecting with the majority of my peers, which are my age.  Most of them already have a debit or credit card and aren't even independent yet.  How could I reach more of them and connect with them on a business level?

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My facebook fan page is one that is geared towards a population of people that I'm not connected with on facebook. The company I chose is American Airlines, and most of my friends on facebook are in college and can't afford to travel.  How would I go about building a fan base?

Student

What is better when your trying to get people to visit a certain place. My brand is Aria Resort & Casino that is located in Las Vegas. Im wondering if more pictures would attract people or if more information and written captions would attract them. Is there a such thing as share more information then pictures, and vice versa. 

Student

Should a Company's Twitter and Facebook post the same things or should they be posting separate pieces of information?

Student

What criteria will you use to grade on our Pinterest page?

Student

My brand is Yahoo. What the difference between promoting a specift product and a website? How could judge the social media used effectively for promotng a website like Yahoo?

Student

What is exactly expected from our pinterest page?

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In terms of internet marketing, when we have an issue that might hurt the company's reputation, should we immediately make decisions to our customers? What would be the best way to stop the blood?

Student

I still dont understand how can I tell whether a website is "search engine optimized". I understand the importance of finding keywords while doing SEO but how many keywords should website design include in their coding process in order to optimize their search results?

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In terms of keeping a consistent voice, yet utilizing all of the different benefits to each social media platform, what would you recommend?

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What is the most useful metric to use if you had to choose one? How would you go about taking this data and transforming it into something useful to help improve your web design?

Student

Do links to your brand's social media account count as the two external links you are required to have?

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Pinterest is social media site that is heavily based on images rather than text.  For products that are more geared toward consumers with a high need for cognition - interesed in text and information rather than pictures about products or possibly those concerned with reviews of products, what are tactics we shoud consider for our Pinterest posts? 

Student

when I use Facebook to post my brand news how can I get more attention form another peopel? did I need have topical in my news.

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For the companies that use many multiple social media platforms, do they have multiple people working in whichever division across all of the multiple platforms or do you think it is just a small team that handles it all? I ask because all the platforms have their differences and companies put different information on each, so I was wondering if different people would work and post for all the different functionalities.

Student

I know what the article talking about but I am confuse about how to make people want know the brand social media and how to makes it be more popular?

Student

I am still a little confused about KPIs. What do you think are the most useful KPIs when developing a brand, or even a fan page for a brand?

Student

You had a lot of great advice this week.  All of it is useful to anyone looking to have a better impact for a brand through social media.  I had never heard anyone use the acronym OAF, and I think it is spot on.  It is simple and powerful.  I will also be anxious to see how Volkswagen’s CEO handles the situation that he’s in. 

My question is about our Facebook page.  I know reasons why I follow a brand’s Facebook page, but I am having a hard time thinking of why I would follow a fan page. 

Student

My company is HSBC and it has a very mature target market, this being said as someone who is trying to get a younger generation of traffic to my Facebook page how can I present very specific financial information in a more appetizing manner?

Student

SEO is a little confusing to me. Keywords are very important; I get that. I don't really understand how to know if your website is "optimized," however. What is the best resource for learning how to understand SEO?

Student

I want to ask since the marketing is moving to the mobile, people are using their mobile phones to buy things, make reservation. Is it also necessary for us to analyze the mobile website or apps? And can we use SEO to analyze mobile website? 

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If a brand's facebook page is being used to tell inspiring stories about employees whilst the twitter page is full of customer complaints. How does a brand do the balancing act? Does this project the brand to be two different personalities to different set of target / audience. Where does the KPI come into play here in terms of engagement, cost reduction and increasing revenue (brand equity)?

Student

My brand uses pretty much every social media platform outhere. Is it more effective to concentrate on social media that has more users or just spread evenly across the social medias

Student

The Company I chose to study is Wrigley, and they use social media by making separate accounts for each of their brands (Starburst, Skittles, 5 Gum). There is not a lot of interaction on the pages for the high amount of followers, and the posts attempt to be humorous but lack direction and purpose. Do you think using social media is worth it for popular products like these?

Student

Im also running a small social media platform and it's called Letsparty and it is about a platform that users can throw or join the parties on it, how can I use other social media to promote my staff?

Student

Thank you again for posting and answering so many questions. They are very helpful and it is making these assignments much easier when we have this help. My question is in regards to the company I chose. Ford has proven to be successful, so would you ever suggest bringing back older advertisements they have used and tweak them a little where its a slight difference but still relatively similar to the older ad. Because I always see people trying to find a new way to promote but why get away from something that works?

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Is it important for brands to make great effort on inside offical website SEO?

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I enjoyed the advice about social media crisis management! The "OAF acronym: Own it, Apologize for it, and Fix it" is a great rule for social media marketers to follow. Is there possibly an example for us to look at to see how a company has demonstrated this in the past? My brand is Adidas and I can't help but wonder if there is any large disaster that was covered up (or owned up to) so well that the general public was left unaware. That would be some great crisis management. What would be some specific steps to take when facing this problem?

Student

I know on a facebook page, you can view certain demographoics and BPI's as the creator of the fan page. However, is heir a way to track engagment on Pinterest?

Student

AIG is a company that sells insurance, a product with extremely high involvement, I find that social media is great for creating a conversation or increasing awareness but struggles when trying to convey value, how would you suggest we get around this issue. To help convey value in the limited dialoge that social media allows.  

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In my Brand fanpage, do we need have my own opition on my share materials?

In pinterest, do we just pin resources about social media?

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The target audience for my brand is mainly young techno-savvy individuals who have who can express themselves and have a passion for cars coupled with self-confidence in their choices. What do you think I have to do with my fan page to draw their attention?

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How to i expand my niche for my fan page when my brands niche is already small and limited itself?

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What is the best strategy for marketing a high-end product, that people don't buy or browse on a regular basis? 

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Is there a way we can be shown examples of successful Pinterest pages? 

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What are some specific post you are looking for on our facebook page or pinterest board we should be looking to post?

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How can a company overcome a major pubic realtions crisis by using social media, when social media seems to be damaging thier brand as opposed to helping it? What are some tactics that they could use? (hopefully, this isnt a confusing question...!)

Student

Someone else mentioned this and I had the same thoughts, how can you tell what KPIs your brand is using? And also could you please explain them as well, I searched online but only found straight definitions and thoughts. Are there any examples?

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On my facebook fanpage, do I have to post only related materials? or is it possible to post funny or interesting pictures to gather people?

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In terms of the little things, what specific examples do you have that the best companies do on social media compared to their mediocre counterparts to set themselves a head of the rest? 

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Do you think it is beneficial for a brand to be on every type of social media or just one's that represents their brand the best?

Student

That is a very helpful lesson!

 

 

Student

If a company is going to come out with new products and or services that are not exactly consistent with their current target market or climate of the brand should that company completely re-brand them self's or can they just advertise slighly different. For example, would a brand need to completley change things such as a mission statement or goals, or should they just try to advertise differently while remaining in the same market segments? 

Student

How can I find What kind of KPI company is using ? Why is KPI important for a company? 

 

 

 

Student

What are some additional resources that will help beginners learn to code? I hear people talk about code academy a lot, is this a good place to learn and practice basic beginner coding skills? 

Graham Davis's picture
Instructor
9/24/2015
Social Media