The demographic for Snapchat and Instagram are similar yet different: Snapchat has over 100 million users and growing, with more than 50% of them over the age of 25. 77% of the users are said to be college students, and there are more women than men, 70% vs. 30%. Instagram has 400 million users, only 25% of them are U.S. domestic, and it is said to be the second most engaged social network after Facebook today. 90% of users are younger than 35 years of age.
On Snapchat you can send a “snap” which is a particular photo or video to one or more friends and it will disappear after a maximum 10 seconds once it’s viewed. You can also opt to send a Snapchat “story” which broadcasts a collection of snaps to all of your followers for the duration of 24 hours. Basically, your graphic or video snaps are on loop for a day, and your followers can view them as often as they want in that period of time.
For business purposes, you can Snapchat company news and sneak previews of your products and services, and engage users that way. It can work in your favor to use this time-sensitive social media. For example, you can take advantage of short-lived snaps and stories when there is a time limit to a marketing campaign. And it creates a sense of urgency for followers to act much more quickly.
Alternatively, Instagram photos and videos are meant to be permanently online. You can include hashtags that categorize your posts and makes them eligible to be found by a universal search of that tag. You can cleverly start your own hashtag campaigns and get users to participate in the buzz around your hashtag in order to draw in more loyal followers. It’s an easy and creative marketing strategy. As a bonus, people also appreciate how the filters on Instagram improve the light and quality of their photos, making them appear more professional than they are.
If you have products or services that are visually marketable, you can show them off to followers on Snapchat or Instagram with photos, graphics, coupons, tutorials, re-shared customer photos/reviews, and more. Even if you are a service-oriented company, you can find visual ways to show what you do by uploading tutorials and informational videos or graphics for your follower base (i.e. customers).
With Snapchat or Instagram, my best advice is to learn what the users are like, learn their interests and see what’s popular, search hashtags, and create a visual strategy that appeals to your customer demographic in those social media outlets. And don’t forget to stay with your story, meaning don’t veer from keeping your posts business related if it’s a business social media account.
YouTube has over 1 billion users, launched in 88 countries, 50% mobile user access, and about 5 billion videos are watched daily at an average 40 minutes per session. That says a lot about the power of YouTube. Even the Presidential debates were streamed live on YouTube, as some of you probably know. It is said the second debate had 124 million views on YouTube last month.
Besides the fact YouTube is a strong social media platform for sharing your message, it also boosts your SEO with video search results if you do it right. After all, Google owns YouTube and it indexes videos in its search engine like it does any other content page. So, you can start your own “YouTube Channel” and utilize the power of video content to get more exposure to your website. It doesn’t have to be professional commercial-grade clips, either. I’m talking about the videos you might have on your phone.
Here are the basic steps for setting up a YouTube channel for your business:
On a computer or in a mobile browser, make sure you're signed in to YouTube.
Go to your channel list.
If you want to make a YouTube channel for a brand account that you manage, you can choose it here. ...
Fill out the details to create your new channel.
There are many theories on how Google ranks your videos in its search results as well as on YouTube, but the fundamental instruction remains the same when it comes to optimizing the page: Put the descriptions and keywords on the page accordingly, and stay with your message.
You might be surprised how people react to your “video manual” next time you upload to your channel.
Check out our PSPinc YouTube Channel and you’ll not only learn more about our web hosting company, but you can see how YouTube is a great social media resource to market a business online.
Managing information for our web hosting company on Google has been very confusing because we have to stay on top of what’s going on with their shifting policies. But since it’s impossible for us to ignore how much information Google delivers to our potential clients online, we’d better make sure our information listed on Google is accurate.
This is where we need to discuss setting up your Google+ account.
When you search for a business on Google, you see the star ratings and reviews on the right column or on the local map searches. That is generated by Google+ which is yet another social media site where you should claim your business, share your contact information, blogs, stories, and make networking connections.
At the end of last year, there were more than 1.5 billion Facebook users, whereas there were 300 million Google+ users. This might make Google+ seem less important than Facebook, however, Google+ goes well beyond the social media network and puts your information out on the search engines giving it a far broader reach. Google even lists photos from your Google+ page in its search results. And you don’t have to do any extra work, simply post the same articles you’re posting on Facebook to your Google+ page.
How do you start a Google+ page?
First, you will need to open a Google+ account by going to http://plus.google.com. If you already have a Gmail account for other Google tools such as Analytics, Google My Business, and such, you can use the same Gmail account and proceed to the Google+ icon from the top right menu in any Google site, including google.com.
If you have not claimed your business at Google My Business, you might want to take this opportunity to do so at the same time. Google My Business is a tool that lets you manage your company’s brand, the locations, contact information, and your online presence across Google search results. They do require you provide a physical verification of your location with a post card to legitimize your business. By doing this you gain control of your locations and other information from the dashboard that prospective clients may see. Get started at https://www.google.com/business/.
View and follow our PSPinc Google+ page to get a better understanding of how it works.
The company’s Facebook was claimed and established by their employees, and the unregulated posts included photos of a karaoke party with many of the employees tagged in them. I don’t need to go into detail, but you can imagine this kind of representation was not appropriate for a company page. Whoops!
I am pretty sure this was an innocent, albeit, irresponsible mistake by whoever started the company page as a way for them to share party photos with their colleagues. But the lesson here is that you should search your own company online and make sure it’s not being misrepresented in any way. It also reminded me of a legal case known as PhoneDog v. Kravitz.
"PhoneDog v. Kravitz, No. 11-03474 (N.D. Cal. Nov. 8, 2011), was a case in the United States District Court for the Northern District of California about whether Twitter accounts and their passwords could be company property or trade secrets. In this case a mobile device news website PhoneDog sued Noah Kravitz, its former employee, after Kravitz refused to turn over password information for the Twitter account he developed and cultivated during his employment. When Kravitz asked the court to dismiss this case, the court held that Twitter accounts and their passwords (as described by PhoneDog) could constitute trade secrets and that failure on behalf of the employee to relinquish an account could constitute misuse of a trade secret or "trade secret misappropriation." This case is often cited in arguments for the importance of including clauses about social media account ownership in employment contracts." - Wikipedia
It is important your business claims ownership of any current or future social media sites. Sometimes people in management rely on younger employees to engage and manage their social media sites, which is fine, as long as you make sure you have clear rules in place for it. As long as it is clearly distinguished as a business page versus an employee’s social or personal page. And it would help to have a clause in your employee contract that all admin rights and login information must be turned over upon employee termination or resignation. Protect your company’s image and make sure you are well aware of what’s being put out on social media about your business.
Update your Status Regularly
A page that sits stagnant without an update will get deserted or forgotten by its followers, as it shows you don’t care or have much to offer. If you don’t give a regular status update you might as well not have a page at all because it’s not doing you any good. Posting at least once or twice a week to your page will show a commitment and grow your followers.
Keep it Simple and Personal
People generally don’t take the time to read long status updates. Your social media status is for you to introduce what you have elsewhere, like a blog article or product page that may have quite a bit more information. Also, if your status lacks a personal tone and feels more commercial to your audience, you may lose their interest, so let your personal voice come through.
The beauty of social media is the ability to engage readers. It is perfectly fine to ask people for their opinions and feedback. After all, social media is all about making connections.
Include a Visual
The first impression matters and people’s eyes are more often attracted to a visual of some sort, so use photos and short video clips to capture your audience’s attention.
Respond Every Time
When readers comment on your post, you should respond. Not responding shows you don’t care. If you get negative feedback, hoping it will disappear will not solve your problem. You can often turn negative feedback into a positive experience for readers if you respond with sincerity.
The most important piece of advice is to be consistent – on posting regularly and in how you deliver your message. The tone of your voice should fundamentally remain the same across all of your social media accounts and for every status update you make.
If you decide to get your business presence out there on social media, make sure you work it and own it!
For example, if you are a consumer product company, you may want to focus on Facebook, Instagram, and other consumer-oriented platforms. But if you are a B2B service company, you may want to be visible to those who are on LinkedIn instead.
Instagram is all about photo sharing and end users will not read anything longer than a few hashtags. So if you have a product that is more visual, a bakery for example, Instagram is the perfect platform to show off your baked goods and entice customers to buy from you. But if you are a tax return service provider, lacking the visual appeal of a product, Instagram will not benefit you in the same way. The tax return service provider, however, may benefit by sharing a short informative video (commercial) on YouTube.
To figure out which social media sites are right for your business, first you have to define your audience and your brand story. When you do that, you’ll be able to place your business on social media sites that are relevant to your customer base and show off your product or service in the best way possible. Just remember, the social media sites that you engage in socially may not be the same platforms that work to promote your business.
Here are some questions for you to think about when considering where to build your company’s social media presence:
- What is your story, your brand, your product or service?
- What age group are you targeting for your business?
- Where do your consumers spend time and seek information from?
- Why do they want to purchase from you?
- Where do you want to be known?
Even within the consumer-minded social media sphere, you have several choices as to where to promote your business. Depending on how you would like to deliver your message, you will be able to choose different websites to join. But choose wisely - you don’t need to waste your valuable time trying to keep up with every single one.
Let’s start with the definition:
“Social media are computer-mediated technologies that allow individuals, companies, NGOs, governments, and other organizations to view, create and share information, ideas, career interests, and other forms of expression via virtual communities and networks." - wikipedia.org
The true birth of it came about when a new concept called “Web 2.0” was introduced in the early 2000s. Web 2.0 is a concept where users generate website content, and multiple ways to communicate collaboratively and easily on various platforms. That concept gave birth to many internet applications such as social media and blogs.
Social media is a Web 2.0 based application that goes a step further - it facilitates the online connections of individuals and groups. When we hear the word social media, we always think of Facebook, Google+, LinkedIn and such, but with this definition all user-generated content sites such as YouTube and Wikipedia are also social media outlets. We can even stretch it further to include online shopping sites that share user reviews and comments.
In our society today, we literally build our social connections virtually, and social media is the platform to do that. For those of us who are in business, it is vitally important to understand social media, what it is, and how it can benefit our companies. We cannot ignore the fact that social media is the new way to be seen in business, and if we do it right, it can be a driving factor in our success.
So what is coming in the near future?
There are a several predictions for how we may see social media evolve, but here is what we think you should look out for:
- Live streaming videos
- More photos, less words
- More segmented social media for interest groups
Please visit us throughout this month for more articles about social media for businesses.
PSP Children's Foundation will award scholarships for University of Washington Foster School in 2017
Read more Press Release at http://en.bloguru.com/pspcf/280263/psp-childrens-foundation-will-award
Earlier this month, we talked about Click Through Rate (CTR), which is one way you can measure the performance of a campaign. But don’t stop there. Check out these important things to know before setting up your online campaigns:
Define your Ultimate Goal
What is your goal for the campaign? I like to set a campaign goal that is more quantitative than qualitative because it is much easier to measure your success objectively. For example, you can set your goal to have 10 inquiries in a week for your product, or 3 reservations for your restaurant from your online campaign.
In order for you to get 10 inquiries online, how many people do you think you should have visiting your product page? 100, 1000, or 10,000? You may be guessing at first, but this is part of why you make goals, assess and try new things.
Set your Budget
Let’s continue to use the example where you want to get 10 inquiries a week. Say you estimate you need at least 1,000 visitors to land on your product page in order to get that. Now you have to set your budget. If you think getting 10 inquiries is worth $500, then let’s spend $500 on a Pay-Per-Click (PPC) campaign. But remember, with this $500, you want to get 1,000 visitors, and not just any visitors; the target audience who you believe would be interested in your product. If you spend $500 per 1,000 visitors, that means your ad budget is about 50 cents per click.
Evaluate the Time Frame
If your $500 budget is based per week, now you need to determine how many weeks to go on with your campaigns? If you are not meeting your goal of 10 inquiries in one week, is it worth losing as much as $500 per week without meeting your goal? Did any of the inquiries you received convert into sale(s) that would give you a sufficient return on your investment and reimburse your campaign budget?
Now you need to assess the numbers. If you are getting over 1000 visitors, yet you are only getting 5 inquiries per week, then you can estimate you need 2000 visitors to hit your goal of 10 inquiries. If you are getting 1000 hits but no inquiries, you probably need to redefine your target audience. It would also be ideal to know how they behaved once they landed on your site – Google analytics and other tools can show you where they departed from and how long they stayed on your website. You can use this information to re-align your strategy, your messaging, and revise your campaigns accordingly.
In the end, having a successful online campaign requires discipline in evaluating these areas on a regular basis and trying new things till it pays off.