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Like or Comment: What Do You Think of This Facebook Marketing Tactic?

July 22, 2013 3 comments

Like Comment Facebook Marketing TacticLikes. Comments.

When you interact with a page on Facebook, those are the two most common ways you will do so.

And, a new Facebook marketing is asking you to choose one of those responses.

This is what happens: A page will post an update (link share or photo, generally) and ask those who see the post to like if they agree with one option and comment if they agree with another option.

In other words, it’s a poll using Facebook actions. You can see an example above from the KLM UK Facebook page.

Legitimate or lame?

Why this tactic could be legitimate: Likes and comments are at least two of the metrics you measure for your Facebook success.

Why this tactic could be lame: If you want to set up a poll, you can do so; Facebook has that option already.

A lesson from big brands

Marketing tactics can sometimes have a trickle down effect, meaning big brands use them and then smaller brands adopt them. However, I perused most of the Top 20 brands on Facebook, according to FanPageList.com. None of the brand pages I looked through were using this tactic.

In fact, most brands often posted unique, brand-specific content as opposed to memes or other content that was not original to the brand. (Surely that’s one reason those are top brands on Facebook.)

But I digress: My point is KLM UK could have found some other way to use the above content without asking for fans to vote via likes or comments.

Measuring the efforts

Think about this: If a brand posts a one of these (a Facebook-action poll), does it hurt engagement numbers? For instance, if someone really wanted to like the photo above but didn’t want to vote for Africa, they might have left the content without liking or commenting.

Brands could measure this by comparing Consumers vs. Reach for Facebook-action poll posts versus other similar (photos to photos, link share to link share) posts as Jon Loomer suggests as a Facebook Insights ratio to monitor.

This is not a tactic that I have used, though, so I have no data to compare and contrast.

A call for action

But brands asking for likes or comments usually is not a bad thing. In fact, as Hubspot points out, calls to action on Facebook lead to more likes and comments (and more shares if the CTA is “share”).

In that light, providing a CTA is not a bad thing. But posturing the content as a Facebook-action poll could be.

What do you think: Is this a tactic that should be embraced or scorned by marketers?

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My Social Media Wish List for 2013

January 14, 2013 Leave a comment

Instagram and Twitter: Please get along nicely! Creative Commons photo courtesy of HighTechDad.

If you use social media tools every day like I do, then you’re bound to find a hoop here or a hole there that you have to jump through.

Sometimes it would be easier if that wasn’t the case. Sometimes you find yourself wishing for something that would make your life easier.

These are the things I hope happen. This is my wish list for social media for this year.

Engaging content

Too often do brands or bloggers or whoever post content on social sites that is, frankly, not good. Too often do they do the gimmicky thing and post something that isn’t necessarily relevant to them just to garner likes or comments.

Let’s stop this.

Let’s start posting content that is better than that, content that is relevant to the brand and its customers, content that unique.

Networks playing nicely together

Be honest: You, too, got sick of the bickering among networks last year. Most recently, Instgram and Twitter having a tiff over not showing photos in tweets. But there are certainly more examples.

Social media users are tired of it. We just want to use the networks we want and for them to get along. (Yes, I know this is a pie-in-the-sky wish and that it will not happen. Still …)

Mulitple managers for Facebook interest lists

Here’s a more tangible wish. I love Facebook interest lists, and it’s how I navigate the network now.

But I would love to be able to share managing duties of a list with another Facebook user. Already I have encountered a handful of situations where I had a list but a friend made their own because they could not add to mine. Make it happen, Facebook.

What do you wish to see in social media this year?

5 Key Thoughts from the PR + Social Media Summit, #prsms

October 15, 2012 4 comments

Photo courtesy of Gee Ekachai via Instagram

Last week the 4th Annual PR + Social Media Summit was held, and if you weren’t there, well, you were probably following along from home (read: work) at the #prsms hashtag.

Right? Right.

Just in case you didn’t go and weren’t listening on Wednesday, here’s a rundown of 5 key thoughts to take away from the summit.

1. Not Everything is a Social Media Crisis

Augie Ray in his keynote burst some social media bubbles and at the forefront were crises. Not everything that appears as though it’s a crisis will turn out to be one.

As an example, NBC took a lot of heat for its Olympics coverage this summer. The tape delays were probably the most known one, but there were several other public outrages, too.

But NBC ended up garnering its highest ratings for the Olympics, and the network, which forecast itself to lose $200 million in the process, ended up breaking even.

2. Tell Your Story Visually

Gee Ekachai, whose Instagram photo is featured in this post, presented about that social network at the summit.

The main takeaway from her presentation? That visual storytelling is growing and so popular because it can cross language barriers.

(As an aside, I share a lot of pictures of my dogs on Instagram. I was happy to learn that the first photo on that network was of a dog.)

3. “Not Everyone Is Going to Be a Fan of Your Brand.”

I tweeted this quote, but forgot to give credit to its author. And now I can’t remember.

Regardless, it’s an important reminder. As much as anyone involved in social media is fixated on growing a brand, getting new likes and followers, it’s important to remember this.

Some people won’t be swayed and that’s OK. Instead, try to recognize those who love your brand, and give them content and interactions that will continually solidify that feeling.

4. Listening is of the Utmost Importance

“Brands who pay attention, get paid with attention,” said Molly McKenna Jandrain during her breakout session on “Sharing Your Brand Story.”

To me it seems like social listening is not talked about as much as other parts of social media like humanizing, tools to use or metrics to track.

But listening is half of social media — by definition, social media takes two partners, and you have to listen to the other partner to keep the interaction going. If you’re not listening — and even if you are — take time out to see how you can improve in this area.

5. Be an Industry Leader

No, those aren’t words that Nick Symmonds uttered about himself, but he might as well have done so. He’s an industry leader for Olympic athletes.

Nick seized an opportunity this year and sold a space for a tattoo on his shoulder through eBay. Summit sponsor Hanson Dodge Creative won the auction, and the two have a mutually beneficial relationship because of it.

The auction started because Olympic track athletes can show only one logo when running in races, and Nick wanted to bring attention to that and get it changed. He has brought a lot of attention to the issue, and he has found opportunity where none existed, by partnering with Hanson Dodge and growing his personal brand.

That’s what happens when you’re an industry leader.

Read more about the summit

You can read some of my curated recaps on Storify:

And if you still want to read more, I recommend this recap — 3 Takeaways from #PRSMS — from my Twitter friend Abi.

How the NFL Tarnished Its Brand

October 1, 2012 9 comments
Green Bay Packers vs Seattle Seahawks last play

Creative Commons photo courtesy of Dave Hoefler

I did not watch any NFL football this weekend, and I won’t any time soon. I’m a former NFL fan.

Why? Because, in my eyes, the NFL eroded its brand and tarnished its product greatly in the past week.

One week ago

It started one week ago when the Green Bay Packers (my favorite NFL team) traveled to the Seattle Seahawks on Sept. 24.

On the last play of the game, M.D. Jennings of the Packers came away with an interception, but the replacement referees on the field called it a simultaneous catch, awarding the catch to Golden Tate of the Seahawks. With the catch, Seattle won the game.

The play was controversial because it exemplified how inept the replacement referees were at times. And, without argument (I think), it cost the Packers a win.

Hurting the NFL brand

But more importantly, the botched call showed that the NFL was hurting its brand of sports entertainment by having below-standard referees on the field, showing that the outcome of the games can be decided not just by the players on the field.

And I was ready to write a blog post about how that call, and about how the replacement referees, were hurting the NFL’s brand.

But then the NFL came out with a statement Sept. 25 about the game.

In it, NFL officials said it supported the referees in not overturning the call of a simultaneous possession. Notably, however, the statement does not say whether the simultaneous possession call was correct, only that it should not have been overturned.

Quite a nuanced statement, in my eyes.

Say one thing, display another

After the game, some players were decidedly angry. They took to Twitter.

That was arguably the most viral of all tweets about the game that night. And the NFL normally fines players for using profanity like Lang did. But on Sept. 26, the NFL decided not to fine the Packers players.

The NFL fines players when they are in the wrong. It is not hard to reach the conclusion that the NFL does not think the Packers players did anything wrong, and that they are siding with them in believing that Green Bay should have won the game.

Thus the NFL said one thing in its statement — the Seahawks won — and another in its actions — the Packers won.

And that was how the NFL tarnished its brand.

How I’ll come back

The end of the referee lockout was the biggest issue for me before Sept. 25. Reaching a conclusion to the dispute was a big step in the right direction.

It would be nice to hear the NFL apologize for its stances on the final call of the game and on not fining the Packers players for their tweets. But that won’t happen.

Instead, I will come back when NFL officials — I don’t mean the referees — are consistent in their rulings and show respect for the product and the fans, something that was quite lacking in the past week.

How do you think the NFL fared in the past week?

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