Azure Collier

my take on social media marketing and its impact on how we work, live and consume

3 steps to testing content for your Facebook page

A common question I hear from people using Facebook for marketing is “What kind of content gets the most engagement?” There’s no easy answer I can give you. But what you can do is test to find out what topics and types your audience is interested in. And you can also take advantage of marketing research that shows what kind of content gets a typical Facebook user’s attention.

That’s what I did recently in September when I started volunteering with the Leominster Office of Emergency Management (LOEM) and helping with their Facebook page. Before I became involved with the page, the organization had been posting text updates about severe weather warnings and links to news or information about public health, safety and emergencies. This was important information that the page’s fans needed to know, but it wasn’t getting them much engagement, spreading the word about what the organization and its volunteers does, or helping to grow their fan numbers.

What was missing from the page was original content, posts that show what happens behind the scenes at LOEM, and photos. If you want to increase your engagement, photos are a great start. Photos get 2 times the engagement of text posts. Photos are also the No. 1 content type shared by Facebook users.

So, for the month of September, I tried posting more of that type of content, and the results showed that this is what the fans want. Here’s how I tested the content:

1.       Testing Post Types

Facebook Insights Post Types

We posted 4 text updates during the month and tried 5 photo posts. The text updates included the weather warnings and information about a community event. The photos showed LOEM volunteers in action at a fire and at a booth during an annual festival, as well as a post known as a word image that combined a stock photo of a first aid kit and 4 emergency preparedness tips and a link to more information online.  It’s clear from the stats shown above in Facebook Insights that photo posts get the most reach and engagement.

2.       Measuring Likes, Comments and Shares

Facebook Insights Likes Comments SharesThough photos received more clicks than likes, comments and shares, fans are showed through digital body language by just clicking that they’re interested. Of course I’d love more likes, comments and shares on the page, but the clicks are a good start and indicate strong interest. The activity shows Facebook that these fans want to see our page’s updates in the news feed. And the actions of likes, comments and shares can be seen by our fans’ friends in their news feeds, which gives us greater reach, more exposure and potential page likes. The behind-the-scenes and LOEM in action photos are starting to help spread the word about what the organization does. Since the September tests, there have been a few fan comments thanking volunteers for their work.

3.       Posting When Fans are Online

Facebook Insights When Your Fans Are Online

In recent months, as Facebook has updated its Insights, page admins now have access to some great data about when fans are online. The stat – found when you click on the Posts tab in the new Insights –  shows an average  of how many of your fans are online during each day of the week, as well as during each hour of the day.

So I decided to post 3 out of the 5 photo posts specifically using the When Your Fans Are Online data. The majority of our fans who are online using Facebook are viewing the site from early afternoon to late evening on any given day of the week, from 4 pm to 9 pm. This is pure speculation on my part, but based on the time of day and the gender of our engaged fans (65% women, 40% of them are ages 25-44), many of them may hold day jobs and may be parents. They are using Facebook after work or after their kids are in bed, so they have time to browse Facebook. By posting during those hours, our content has a better chance of being seen in their news feed.

It’s important to note that you shouldn’t solely rely on the When Your Fans Are Online stats. Make sure you’re testing other days and times as well. But the stats are a great start to helping you find a frequency sweet spot.

Results and Moving Forward

There’s a lot more that you can test when posting Facebook content, but just looking at these 3 factors helped us determine that trying visual content that showed what the LOEM was about is a great start to improving the page.  As more people interacted with and commented on our content, that engagement was seen by their fans, and that helped to influence fan growth. The LOEM page gained 10 fans in September. To some people, that may not be a lot, but to a small organization, those small gains are a fantastic step forward. We’re continuing to post photos and testing to see what other types or topics our fans will engage with.

Need more Facebook help?

Check out my other posts on Facebook marketing or ask your questions in this post’s comments.

Leave a comment »

3 tools that will help you measure and optimize your Instagram engagement

Instagram isn’t the largest social network in terms of users (13% of Internet users have accounts) or businesses using it for social media marketing, but you can make a big impact with the content you’re creating there.

There are 3 reasons for this:

  1. You can easily share to Facebook, Twitter, and a few other sites through Instagram’s settings.
  2. People love visual content. If you share your Instagram photos to Facebook, they will receive between 120-180% more engagement than just a text-based post.
  3. You now have access to a lot of 3rd party tools that can measure engagement with your Instagram content – and show you some other nifty stats about your activity.

I’ve done a little digging recently, and thought I’d share some tools I found to help you get the most out of your Instagramming.

Statigram

I’ve mentioned Statigram before – as a tool you can use to create a Facebook profile photo from your Instagram shotsbut Statigram also has great statistics for your account.

Statigram Optimization

When you click on the Statistics tab, it will give you:

  • An overview of your total photos, likes, comments, followers. The overview also shows scores for your love rate (how much your followers like your photos), talk rate (how many followers comment on your photos), and spread rate (engagement from non-follows). Judging by those scores, I have a lot of work to do on my Instagram account!
  • A rolling month analysis – and this is exactly a month from when you’re currently accessing your stats. You’ll see the amount of content you posted during that period, engagement in likes and comments, and follower growth.
  • Content analysis from your first Instagram post, including total photos per month, a month by month and week by week comparison, which day of the week and hour you post the most, filter usage, tags, and geolocation.
  • Engagement statistics, such as the percentage of likes from followers and nonfollowers, likes compared to growth history, most liked photos, percentage of comments, comments compared to growth history, and most commented photos.
  • Optimization of your frequency and filters, and how they impact engagement. I think this is the most useful set of statistics. There’s a great chart that shows your current posting habits for days of the week and times, compared to when your followers interact with your photos. The places those intersect are your optimal posting date and time. You’ll also see a chart that shows the lifespan of engagement with a photo – how quickly people comment after you post a photo. There’s a graph that shows the filters you used, compared to comments and likes. It looks at your tags as well – what tags you use compared to the most popular tags.
  • Community statistics on your followers – who you’re not following back, who’s not following you back, and who are you following that follows you back – and your follower growth.

SimplyMeasured

SimplyMeasured’s free reports give you a look at multiple social networks, including Instagram. The best part about the Instagram report is the engagement activity. If you’re sharing to Facebook and Twitter from Instagram, SimplyMeasured will show you which channel is getting the most engagement for your images.

Simply Measured Engagement

In my case, Instagram ranked the highest, followed by Facebook and Twitter. Since I share photos mostly on Instagram, sometimes on Facebook, and rarely on Twitter, that makes sense. If I shared every photo on all networks, this report would give me a better idea of – all sharing being equal – what channel would give me the most engagement as far as Instagram photos.

SimplyMeasured also analyzes engagement among your Instagram activity – likes and comments per photo. And it shows engagement via Twitter and Facebook – tweets per photo, and Facebook likes, comments, and shares per photo. It shows your top photos for the last month, a keyword analysis – comments per keyword, and determines your best time and day for engagement. Not what I expected at all; it turns out my best time is 4-5 pm, and my best day is Friday.

Twtrland

A tool called Twtrland might throw you off – we’re talking about Instagram here. But in addition to Twitter analytics, Twtrland gives you stats for your Instagram profile:

  • Your follower count, and what percentage of your followers are novice, casual users, or power users.
  • Your average activity per week
  • Likes and comments per photo
  • Your most popular photos – my No. 1 is of one of my cats, which is a relief; I’m trying not to post too many cat photos. But I guess this just reaffirms that cats rule the Internet.

Twtrland

What I Learned

Based on these tools, my current Instagram habits, and common marketing knowledge, I know that I do need to post more (I have been slacking). My growth history from Statigram shows the more I post, the more engagement I receive and my follower count goes up.

I get good results if I’m posting photos during an event and tagging the pics with the event hashtag – more exposure because event attendees are looking for related content. The Simply Measures activity stats show that the weekend I posted during Blog Better Boston, my engagement went up. Hashtags count too – when I participate in the Photo a Day challenge, other participants are looking at the #fmsphotoaday hashtag, and are catching my content. And that explains why my most popular photos from the Twtrland stats are from the photo challenge.

Simply Measured Instagram Twitter Facebook

Stats from Simply Measured and Statigram show that I should be posting at 4 pm on Fridays, but weekend mornings and weekday evenings after dinner will get me steady engagement.

Simply Measured Frequency

How is Your Instagram Activity?

If you’ve used these tools, what did you learn? And if you have other tools to suggest, I would love to hear about them in the comments!

2 Comments »

How to make time for social media marketing

According to my tiny alarm clock, it's time for you to post to your blog!

According to my tiny alarm clock, it’s time for you to post to your blog!

One of the biggest struggles that people have with social media marketing is finding time to actually do it.

Everyone has their own tips, tricks and tools, so I thought I would share mine:

Make it a part of your routine

Every day I make time to read social media blogs, marketing blogs, and tech blogs to keep up on what’s happening in the industry. It doesn’t matter if you do this at the beginning of your day, your lunch hour, or during an afternoon coffee break. Make some time to at least scan the headlines so you’re aware of news, updates, stats and what’s next in social media marketing. If you subscribe to these blogs with an RSS reader like Feedly, you can organize them by topic, and quickly scroll through the latest updates.

Not sure what blogs to read? There are a lot of great blogs – and I know I’m missing a few – but here’s some that I suggest (in no particular order):

My blog has now been up for 6 months, and I have to schedule time to work on it. Between my job, my commute, my volunteering, and my social life, there are not enough hours left in a day! Right now, I just can’t post more than once or twice a week. To accomplish that, I schedule office hours for myself a one or two nights a week to write, think of other blog topics, and review my blog and social media stats.

Bookmark all that marketing goodness

The only thing constant about social media marketing is that it changes every day – there’s always new stats, case studies, tools, and news. You won’t remember everything, and that’s OK. Use a social bookmarking site to help you keep track of it all. I use a social bookmarking site called Diigo (it’s also an app!) to bookmark relevant news, posts, stats, studies, infographics, and tools. The great thing about Diigo is that you can tag posts, so if you’re interested in tracking down a post you read that included an infographic on content sharing statistics for Facebook, Twitter, LinkedIn, Pinterest, YouTube, Instagram and Tumblr, you can search your tags in just a few seconds and find it.

This also works for content ideas. If you find a blog post that triggers a topic you want to write about, an article, a photo, a design, or a campaign that inspires you, save it and tag it in Diigo so you can use it later.

Schedule your posts with a calendar

When you walk in to the office or store or wherever it is you work in the morning, you probably aren’t surprised by what’s ahead of you for the day. You have meetings, events, sales, new products, and interesting things on the docket. You’ve been planning these things. So when you’re putting on your social media marketer hat for the day, you’re not walking in with nothing to say. You already have lots of things going on that you can share. As you’re planning them, think about how you can promote them. Make it easy on yourself – create “meetings” for yourself in your Outlook calendar that remind you to create content and post it to whatever social channels you use.

Schedule your posts with a tool

When you know what you want to say, you don’t have to wait to post it. Combine your calendar with social media management systems like HootSuite and TweetDeck (which have free and paid levels) to prepare your posts and schedule them in advance for Facebook, Twitter, LinkedIn, and more.

What are your tips?

Do you have tips or tools to share? What blogs inspire you? What tools are essential to your marketing? Let me know in the comments!

Leave a comment »

Why George Takei is a Facebook superstar

Rainbow StarsI’ve never been a Trekkie, so I missed George Takei as Sulu in the original Star Trek series, but I knew who he was. When he popped up occasionally as Howard Stern’s official announcer (I know – shocking. I listen to Stern. Sometimes. His celebrity interviews are amazing!), I thought – hey, what a nice, funny, laid-back, sweet guy.

And that’s exactly what George Takei brings to social media.

Takei has the kind of following and audience engagement that social media managers dream of – 3.2 million Facebook fans, more than 500,000 Twitter followers, 250,000 Pinterest followers, and a hilarious Tumblr page.

When he was on WBUR’s On Point last week, I tuned in to hear the secret to his Facebook success (to hear the interview, check out the On Point podcast – the whole podcast is fantastic, but the Facebook stuff starts at 37 minutes in). Here’s what he revealed:

Show me the funny

Takei originally jumped on the social media bandwagon to promote his new musical, Allegiance. He wasn’t sure what kinds of content to post at first. “In order to get the likes, we kind of experimented. How do we get the likes?” He quickly found out what his audience wanted. Anytime he shared something funny, he got a lot of likes. But visual content hit the home run – photos and funny memes got even more engagement. This is something we’ve been hearing for a while. I couldn’t find any stats on humorous posts, but there’s plenty of data about images and video. Visual content rules: photos are 5 times more popular than text updates, and videos are shared 12 times more than links or text.

Don’t stop

Facebook fans want consistency. If they like your page and they’re engaging with your content, don’t leave them hanging. They might forget about you. And – according to Facebook’s EdgeRank formula – the more someone engages with your page, the more you’re going to show up in their news feed. “If we’re on regularly, more and more people will come to expect to find us – regularity. And so we kept growing and growing,” Takei said.

Regularity does not mean posting every hour. But don’t speak to your fans once a week either. You have to balance your content and frequency, and Takei does that well because he knows his audience. They love his content. It’s something they look forward to seeing in their news feed, so they’re OK with a few posts a day. On the day I’m writing this blog post, Takei has shared content 3 times, and I haven’t seen one complaint about posting too much. This may not be the case with your page – 33% of fans have unliked a Facebook page because they posted too many updates. The important lesson here is to test. What is the engagement, new likes and unlikes on days that you posted several times vs. just once? Let your audience tell you what their limit is.

Ask for help

Takei is a celebrity, so of course he can hire people to do his marketing – in the early days of his social media management, he started with an intern, and now has a small staff. But that doesn’t mean you have to do this on your own. If you have the money and can hire someone, or have a person on your staff that can take on your social media marketing, that’s great!

If you don’t, you can still get help for free. Reach out to other social media marketers in your industry and ask them for advice. Find a LinkedIn group in your industry or create your own. Network via a Tweet Chat. Attend free social media events in your area or start your own by creating a Meetup group. Read as many social media marketing blogs as you can for tips and best practices (thank you for reading mine!). I suggest the Constant Contact blog (of course!), Mashable, HubSpot, Likeable, Social Media Examiner, Content Marketing Institute, and MarketingProfs. That’s just a few – there are many, many more out there. And if you have any recommendations of who to read, I’d love to hear them!

Have a digital suggestion box

A lot of Takei’s content is contributed by fans, and he makes sure to give them credit. “The material is really what my fans send me. The commentaries are mine. That is genuinely me. But I do not take credit for the memes. They are very clever, very funny, and I’m very grateful that I have those clever, funny meme creators,” he said. This is a smart move – you can’t be everywhere at once, and – even if you have a staff – you can’t find every interesting bit of content that’s out there. So encourage your fans to share. With 3 million fans, Takei has a lot of digital eyes and ears scanning the interwebs to find EdgeRank gold.

Nice guys can finish first

Though most of Takei’s content is very visual and very funny, what comes across to me most is just how nice he is. And that’s just who he is – his Facebook page is his personality. He’s the same guy on Howard Stern’s show as he is in the On Point interview, and in any news story I’ve read about his social media success. There’s no negativity on his page, which is very rare because everyone (guilty!) lets the crankiness get to them from time to time, and shares their bad days online. I think this caller – a woman named Pax – from the On Point interview says it best: “It’s how you’ve reinvented yourself now – as a beacon of kind and clever and informed humor in the face of all the fake behavior that we’re barraged with in our society that has made me a devoted fan.”

Leave a comment »

Follow

Get every new post delivered to your Inbox.

Join 1,527 other followers

%d bloggers like this: