Posts tagged "social media marketing"

Facebook Engagement

If you’re looking to get better engagement out of your Facebook posts, add more pictures and start speaking in the first person.

Social media data expert Dan Zarrella — who tracked and analyzed more than 1.3 million posts from the 10,000 most-Liked Facebook pages — has released details about which posts get the most likes, shares and comments on Facebook, from post type and length to the best time of day to add updates.

Photos bring in the highest number of engagement across the board, followed by text and video, according to Zarrella. News links bring in the least numbers of likes, shares and comments.

Meanwhile, posts with a high number of self-referential words such as “I” and “me” get more likes — a tactic that doesn’t work well on Twitter.

SEE ALSO: The Best and Worst Times to Share on Facebook, Twitter

“Overall, the best strategy for Facebook, as well as all kinds of social media marketing, is to create a lot of interesting content and share it,” Zarrella told Mashable. “On Facebook, visual content does especially well. It’s also important to be passionate, not neutral.”

This means that both positive and negative posts tend to do well with engagement.

Timing is also key. Updates posted later in the day (Eastern Time) bring in more shares and Likes, but they tend to peak around 8 p.m. Shares trickle off around the end of the work day (6 p.m.).

“Publish when others aren’t, such as later in the day and on the weekends,” Zarrella advised.

For example, Facebook posts that go up on Saturdays and Sundays tend to get more Likes than those during the week. Similar to Twitter engagement, Facebook posts do better earlier in the week than later: Thursday is the least active day for Likes.

People also tend to be active throughout the week in the early hours of the day (5 a.m. ET) and during lunchtime (12 p.m. ET).

For a full look at which posts do best, check out the infographic below or sign up for Zarrella’s free marketing webinar.

What seems to be working best for you? Let us know in the comments.

Facebook Infographic

What to post

Content makes social media an effective tool for achieving core marketing goals including building brand, attracting prospects, converting customers, and supporting sales and advocates. Content feeds social media’s voracious appetite for information in a variety of forms.

Distributing targeted content across different social media platforms helps brands and businesses respond and engage with prospects and customers. This targeted information shows prospects that marketers have been listening to their problems.  Marcus Sheridan of The Sales Lion refers to this as the secret sauce. As a result, this content provides context for future interactions regardless of the device prospects use.

Here are the seven core social media content formats laid out in a useful infographic to help you use them effectively.

  1. Blogs are your social media home base in Chris Brogan’s opinion. Have one or more blogs to provide content that’s easily distributed and shared on other social media. Actionable Marketing Tip: Leverage the power of blogs to support your search optimization by integrating your blog(s) into your website, focusing each post on a keyword phrase, developing magnetic post titles, and creating stellar content that gets people’s attention.
  2. Images, particularly photographs, are a quick content format anyone can create with their smartphone and share via social media. Photographs pull viewers in and engage them. Use images to show your brand’s vision and versatility. Actionable Marketing Tip: Curate other people’s images with their permission. Also create images using text.
  3. Videos offer three options: high quality professional content (The figure mentioned at Content Marketing World was $10,000 per minute (but I haven’t checked this fact.)), the scrappy DIY approach used by up and coming YouTube celebs, and voice over presentation that’s like watching a webinar. Your choice depends on your subject and your budget. Actionable Marketing Tip: Optimize your video for search by adding text to it (since YouTube is the second biggest search engine after Google.) Also, integrate a call-to-action into the audio portion of your video like a DRTV ad.
  4. Audio, specifically, podcasts, provide a personal channel to talk one-to-one to your audience with a human voice. Audio has significant potential given the prevalence of smartphones and the ability to multi-task while listening to podcasts. Actionable Marketing Tip: Build your audience and learn to use this medium before it’s growth period. Audio is low cost relative to video. Further, with smartphones always within arm’s reach, it’s a great way to give your audience content when they’re focused on your information such as drive time.
  5. Slideshare. According to Todd Wheatland, author of  The Marketer’s Guide to Slideshare, Slideshare is a content treasure trove since it can deliver any content format including PDFs, infographics, video, and text, to a targeted audience that generally B2B focused. Closely integrated with LinkedIn, Slideshare helps get your content found more effectively than posting it on owned media. Marketo, according to Maria Pergolino (@InboundMarketer), transformed their content into the SlideShare presentation, Building a Better Inbound Marketing Machine; it garnered 145K views and and 173 comments on Slideshare. Actionable Marketing Tip: Strategically select content that positions your organization for the business terms your target audience is searching and transform it to shine on Slideshare.
  6. E-books are a sexy way to provide information that answers your target audience’s questions regardless of business type. Sheridan compiled information comparing all of the pool manufacturers into an ebook for their customers called: How to Buy a Swimming Pool the Right Way, causing them to call him. Sheridan says, “Have a dang opinion and share it because no one likes grey today!” Actionable Marketing Tip: Keep e-books short (5 pages or less) or long (over 50 pages) based on research by Hubspot’s Dan Zarrella. (BTW-Here’s a link to my e-book, What Every Blogger Needs to Know – 101 Actionable Blog Tips.)
  7. Infographics are a visually appealing way to present information. This is attributable to the fact that many infographics transform data into colorful charts making it faster to grasp the concept. As a result, infographics integrated into articles and blog posts are highly shareable. Actionable Marketing Tip: Use infographics to show your expertise and build links back to your blog or website.

Website Likegate

Hide parts of content from your site visitors until they like your page. (As demonstrated here: The code can be written by hand or found for a fee online.

This is a great way to retain your visitors, but also give them an incentive to like by offering promo codes, hidden gems, or anything else they might like! Give it a try.

Nice, simple social media icons for your site. Make sure your customers can easily get to your social media!

Nice, simple social media icons for your site. Make sure your customers can easily get to your social media!

(via brentlevi)

5 Companies With Inbound Marketing Strategies That Work

(via suryaray)

Gaining Followers On Pinterest

pinning 10 Steps to Gaining Thousands of Followers on Pinterest

#1. Pin Amazing Pics – The best way to get followers is to pin repinable, likable and commentable pics period.

#2. Create Specific Boards – The majority of your followers will follow specific boards rather then you. Make sure your pins go in the proper board and truly fit the description of that board.

#3. Follow Power Pinners – Follow people that pin amazing pics. This will give you great ideas for pins as well as cool stuff to repin to your followers.

#4. Don’t Over Pin – A couple of pins per board per day. No one likes a million pins from the same person. People unfollow over pinners.

#5. Maximize your Description – This doesn’t neccessarliy mean using all of the available characters to describe your pin.  Maximizing your Description means writing a powerful or relevant description about your pin.  This could be something as simple as “want, or love or WTF?”

#6. Pin Original Content – Content moves fast on the web. The best content gets shared quickly.  Creating and pinning original content is the a great way to gain followers.

#7. Pin Interesting Videos – Create a board/s for videos. Pinterest is a great place to pin and view cool / interesting videos.

#8. Like & Comment on Pins – Get involved. Like and comment on pins you like. This establishes a relationship with the pinner and you will get more follow backs if you are truly involved.

#9. Install the Pinterest Bookmarklet install this app in your browser for quick and easy pinning.

#10. Repin Amazing Pics - What more need I say?

#11. Follow JEMSU on Pinterest

How Often to Post on Facebook

One of the most frequent questions I get from small business owners relates to how often they should post updates on their Facebook business page. Additionally, I get frustrated when I go to a business page and see very infrequent updates, with gaps of sometimes days or weeks.

So, how much is too much? or too little. How often should you be posting on your business page?

First off, there is no formula, no “one size fits all” answer. There are a number of factors that might determine the frequency of your posts. The one thing that I always tell businesses is:

You are only as good as your last post.

When people log in to Facebook, the first thing they see is their news feed. Most people don’t spend a lot of time scrolling down to check out everything that’s happened since their last log-in. If you aren’t in someone’s news feed when they log in, chances are they won’t see you. If they don’t see you, you don’t exist. Plain and simple.

Having said that, you need to find the right balance for you in terms of posting frequency. Here are a few basic guidelines I think will work for most businesses, while keeping in mind that every situation is unique:

1. Post at least one update a day – With at least one update a day, there’s a good chance that a number of your fans will see you on a given day. One update a day will almost never be seen as “too much” by any of your fans.

2. Two or three updates is better – A few updates spaced throughout the day will give you a greater chance of being seen. Vary the content and you might see an increase in impressions and engagement. Often when I tell businesses to make the jump from one to three posts a day, I hear “So you mean I need to hire a full-time Social Media person?”. Not at all. An update can be very simple and take only 10 to 30 seconds to create. You can create a few meaningful updates in fewer than ten minutes a day.

3. Vary your posting times – Don’t necessarily post at the same time every day. If you mix up your times you have less of a chance of being seen as spammy, and you’ll have a better chance of being seen by more people based on their Facebook using habits.

4. Some posts might require consistency – One exception to the above guideline is if you have a particular feature that should be posted at the same time every day. One of my clients, Isaac’s Famous Grilled Sandwiches, is a regional chain of 20 restaurants. Each day, each of their stores is inundated with phone calls asking about their soup of the day. Many people make their dining decisions based on what that soup of the day is, so as a result, Isaac’s posts their soup of the day on Facebook each morning, as a way of notifying their customers, and these daily posts not only perform well in terms of impressions, but they also do well in terms of engagement, or what Facebook refers to as “feedback”. It’s a post that makes fans actually seek out the fan page each day.

Soup of the Day at Isaac's

5. Vary your content – Status updates can be statements, questions, photos, videos, notes, events, links to interesting articles…pretty much anything. If you have a blog, link your blog to Facebook to post automatically via the free Networked Blogs app. Questions are great because they spur on engagement; some people feel compelled to answer. People also love photos and videos, especially if you have the ability to tag them. Also, remember that not all of your post content should be about you. Generic statements and random questions about current events or local events will also work.

6. Know your audience – You need a good understanding of those who are in your audience on your business page. Who are they? What are the demographics? How many people like your page? One of the reasons this is important is that different types of people have different tolerance levels for frequent posting. In particular, if your fan base is made up of an older demographic, remember that those in that category tend to have fewer Facebook friends, so if you post frequently, they are more likely to see all of them, and will have a lower tolerance for what they see as spam. The older demographics also tend to be newer to computers and Facebook, and therefore might be less tech savvy, and more easily overwhelmed.

7. Check your analytics – Not only will your analytics give you the aforementioned demographic info, but you should frequently take a look at how many people are unsubscribing (hiding) from your updates, and how many are unliking your page. If you see any spikes in either of those, try to figure out what you may have done to cause that. Did you post too much or too often? I have one client who noticed a spike of unlikes on one particular day, and it seemed to correlate with having posted a few updates in a fairly short period of time. They have been more careful since that time, and haven’t seen any more spikes of people leaving. Also, look for the types of posts that get the most feedback or the least feedback and use that information as a guide for future postings.

Those are a few guidelines, but to provide a simple answer to the question asked in the title of this post in a quick and concise way, I’d say:

Post at least once a day, but two or three posts throughout the day might be better.


In our upcoming October design issue, one of the many fascinating feature stories we’ve lined up is a lengthy profile of Pinterest and its elusive CEO, Ben Silbermann. That story goes live later this week, but until then, here’s a teaser, in the form of an infographic about Pinterest, created by Fast Company’s staff and designed by our own Ted Keller.

In this profusion of figures, you find out a few key things about the image-sharing service. For one, it’s dominated by women. Second, something about its layout and culture stokes an enormous buying impulse. And third, major brands are getting in on the act. It’s not a stretch to say that soon, at least on retail sites, a Pinterest button might become as ubiquitous as a Facebook Like. Check out the full infographic via the link below.

Infographic: The Astounding Power Of Pinterest

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