5 common Facebook news feed issues and how to fix them

April 13, 2016Azure Collier Leave a comment

Ah Facebook. We love it, but there’s a few things that baffle us when we’re posting to and scrolling through its news feed.

Luckily, there are a few fixes to these common issues and I’m happy to share what I’ve learned to make your Facebook activity a more pleasant experience.

1. Facebook doesn’t show me posts from my favorite businesses.

You might not be aware that Facebook doesn’t show you every single post from every friend and business page you like. Which is a good thing! The average Facebook user has 338 friends and likes 70 Facebook business pages. Can you imagine scrolling through every little thought that is posted by your community all the time?

Facebook tries to give you an experience that’s more tailored to who you’re actually interacting with by using an algorithm to curate content that you might like. So, if you haven’t been interacting with your favorite businesses because their posts aren’t popular enough or because maybe they haven’t been actively posting, you may be missing out on posts that you actually want to see. How many restaurant specials, retail sales, or local events have you heard about after they’ve already happened? Chances are these pages have been sharing this information on Facebook, but the news feed algorithm doesn’t show them to your feed.

There are two ways to solve this:

First, go to the Facebook page of a business, and hover over the Like button that appears over the cover photo. You’ll see a few choices: See First, Default and Unfollow. See First shares the page’s post first at the top of the feed. Default means that the posts will be sorted and posted according to Facebook’s algorithm. Click See First to see this page’s posts at the top of the feed.

The second option is to create an Interests list for pages you don’t want to miss. Start by clicking The Interests category on the left side of your Facebook news feed menu. Then, create an Interests lists by clicking the +Add Interests button. Next, click the +Create List button, and Facebook will bring up a window with a list of all of the pages you follow. Select the ones you want in your list, name your list, chose its visibility (public, your friends, or only you), and click Done to save.

I created a list for local restaurants in my area, and now I can check for recent posts from those restaurants so I never miss a special deal or new menu item.

Issue 2: Facebook shows me ads that don’t fit my preferences.

Sometimes you’ll see a sponsored post in your feed and wonder why it’s there because it’s about something you’re not interested in at all.

Clean up the ads in your feed by clicking the dropdown menu in the right corner of the ad and click the Hide ad option. You can make Facebook show ads that are more tailored to your interests by clicking the Why am I seeing this? option.

Facebook will share why you’re seeing the ad based on the interests that were selected by the page that placed the ad. Facebook assigns these preferences to you based on not only what types of pages you like, but what ads you’ve clicked on in the past, and content you’ve clicked on on and off Facebook.

If Facebook has chosen ad preferences that don’t match what you like, click the Manage Your Ad Preferences, and then hit the X button to delete preferences you don’t want.

Issue 3: Facebook includes the wrong photo when I’m sharing a link.

Sometimes if you’re sharing a link to a webpage that has several images, Facebook will upload one with your post that’s not relevant. This happens a lot when sharing links to news sites, which means a photo of a car crash could appear next to a link you’re posting about a viral cat video. You do not want to illustrate a happy story with a tragic image!

If you see a set of arrows in the top left corner of the image that appears above your link, that means Facebook has found multiple images on the page you’re linking to. Simply tab through until you find the one that fits your post.

Issue 4: The link I’m sharing on Facebook doesn’t display an image in the post.

I don’t know enough about code to know why Facebook sometimes doesn’t pull in an image from a link you’re sharing in a post, but you do need a photo to draw peoples’ eyes to your post. There is something you can do to fix this, but you need to start over with your Facebook post.

Instead of placing the link first in your status updates, start your post by uploading a photo first. You can right click on an image from the webpage you’re trying to share and save it to your desktop or take a screenshot and save it to your desktop. Then upload that photo to your status update and add the link in the text box.

The post won’t automatically populate with the headline and description of the page, so you’ll have to remember to include that relevant information in your post.

Issue 5: Facebook is showing me On This Day reminders for people I’d rather not see.

Unfortunate things happen to the people in our lives – deaths, breakups, or friendships that end badly. Facebook’s On This Day app doesn’t know this, so these people or moments who remind us of heartbreak will sometimes appear in the posts from the past that it suggests each day. And if you start your day by scrolling through Facebook, you don’t want it to begin with these reminders.

You can, however, tell the On This Day app to stop showing you posts that involve the people you don’t want to be reminded of. Start by going to the Apps section in the left side of your Facebook menu, and choose the On This Day app. Then click the Preferences button. From there, you can tell the app to avoid reminding you of certain people and dates. One note about the people filter: it can only block people who you are friends with or who allow you to see that they have a Facebook profile. If someone has blocked you from seeing they exist on Facebook, you can’t select them for the filter.

Did I miss anything?

These are 5 common issues I’ve been experiencing when posting to Facebook, and if any of these are yours, I hope I’ve helped you make your Facebook news feed a happier place.

If you have more annoying things Facebook does, let me know in the comments. If you don’t know how to fix them, let me know and I’ll find a solution for you!

6 tricks to get more clicks

July 31, 2014Azure Collier Leave a comment

Anyone who uses social media marketing to promote themselves or their business wants people to see and interact with all the content they’re sharing. Sometimes that just doesn’t happen. You have an off day, a post that gets less engagement than you had hoped, or nothing but crickets.

But there are a few things you can do with your social posts to increase the odds of engagement. Here are 6 tricks to get you more clicks.

1. Use hashtags

Hashtags help to highlight the topics you’re talking about in a social post and make your content more searchable. And they’re used on all the social networks. When you use a hashtag, the network will turn it into a link, and when you click on it, you’ll see all the posts on that network that also use that hashtag. When people click on those hashtags, your post will be shown as part of that conversation. Take a look at Facebook, Twitter, LinkedIn, Pinterest, Google+ and Instagram and see what topics are trending. Use relevant hashtags for those topics in your post, and your content will be more likely to be seen by a larger audience.

When Spike TV’s Frankenfood truck stopped by my office to give out free samples and publicize the show, I took an Instagram photo, and shared it on Twitter, using their #frankenfood hashtag in both places. Frankenfood saw the tweet and retweeted it, resulting in a 52 engagement actions, including 14 link clicks, 11 clicks on the tweet to expand it, 9 clicks on the photo, and 7 favorites.

2. Use the hashtag #mostpopular
Everyone is interested in the latest trends – we want to know what everyone is talking about, what’s popular. Why can’t it be your content?

If you’ve been using a link shortener like bit.ly or Hootsuite’s ow.ly when you’re sharing links to your content or curated content, check your stats at the end of the week. Which of your posts got the most engagement? Retweet yourself or repost on Facebook using the same link and tell your followers it was your best content of the week by adding the hashtag #mostpopular. Anyone who read it or missed it will see that it was trending and they’ll be curious – why was this so popular?

A few weeks ago, I tweeted a link to a blog post about the Seinfeld emoji app, and also shared the link to the blog post on Facebook.

It got the most clicks out of my tweets that week, so I retweeted it that Friday as my #mostpopular tweet, and got a few more clicks.

3. Use an interesting fact, stat or tip

People love trivia and learning little nuggets of information that help them connect the dots about what’s happening in the world around them. Think about the content you personally or your friends share on Facebook. I bet there’s at least one thing that shows up in your news feed that makes you think “Hey! I didn’t know that. Pretty cool.” Do the same thing for your followers. Share something that makes you say that, but make sure it’s relevant to your business and your social voice, and link to the news story or blog post that talks about the stat, fact or tip.

Make it stand out visually – create some graphics with free tools like PicMonkey or Canva to Illustrate your stat, fact or tip. Share the image in your social post and link back to the blog post or article.

Here’s a tweet I posted that includes a link to tips on finding the best time to post on social media. People are always looking for tips like this!

4. Share multimedia
By now, it’s no secret that photos, video and graphics get more engagement than a text post. It’s why all of the top networks – Facebook, Twitter, LinkedIn, Pinterest, Google+, and Instagram have either improved the quality of the display of visual posts in their newsfeed, or added it or are all visual. If you haven’t started sharing multimedia, what are you waiting for?

Post photos to visualize your blog posts. Post photos on their own. Show off what you do, what you sell, or what happens behind the scenes (to show off your personality). You don’t need a professional camera for this. Use that gadget you keep in your pocket all day and on your bedside table at night – your smartphone. Smartphone cameras have improved a lot. That’s one of the reasons your iPhone is so expensive. It’s a fancy camera! Just make sure your photos are sized appropriately for the social network you’re posting to. Not sure what size you need? Check out this handy social media size guide for Facebook, Twitter, LinkedIn, Google+, Pinterest and Instagram.

This is a simple photo collage I shared on Twitter when our office started offering manicures at work from Manicube. You can see it got some nice engagement when you view the stats via Twitter’s analytics tools – 13 clicks to view the photo, 10 clicks on the link (which linked to the original Instagram photo), a few favorites, retweets and clicks on my profile. Pretty sweet!

Please promise me that you won’t use your iPad or whatever tablet you own to take pictures. That’s embarrassing. It looks like you’re holding up a book and smashing your face in it. Just don’t. Cameras are tiny. Use your smartphone.

Your phone also records video, so share that too. Record a greeting to your fans – tell them what’s new. Or try a how to video that includes instructions on how to use one of your products. Just make sure the video is short. Attention spans have changed – more than half of viewers will stop watching a video within the first 90 seconds.

5. Tag people
If you want people to see your posts, sometimes you have to do something that personally asks them “Hey would you please click on this?”.Try tagging people in your posts. When you tag someone, they get a notification and they’ll be more likely to click on your post and share with their networks, which gets you more clicks.

But don’t be obnoxious about it, like this person. It’s like they’re on a public sidewalk shoving a flyer in my face: “HEY I DON’T KNOW YOU, BUT READ THIS THING!” First of all, I don’t know who you are and if you’re credible. Secondly, you clearly aren’t a social media expert because you didn’t shrink your link in your Twitter post and you maxed out your 140 characters with a long link. So no, I might not like your post. Also, I might just block you and report you for spam.

How do you do it the right way? Relevance. Tag them if you or someone else mentions them in the thing you’re linking to (like a blog post). Tag them if you have a relationship with a person and you know them well enough that they would be interested in the thing you’re linking to. I tag my alma mater, Purdue University, when I see a blog post or news article that mentions them or their community (which is also my hometown). Sometimes they are very generous and retweet me, which gives my tweet more exposure to their 44,000 followers. Here’s a recent tweet I shared about a Forbes article that listed my hometown as one of the top places for small businesses and careers. It’s relevant to Purdue so they retweeted it. According to Twitter’s analytics, the link got 66 clicks!

6. Post on multiple networks

Another great way to get clicks is to post the same content on multiple social networks so that more people will see it. You don’t have to be on every network – just the ones that are relevant to you and your audience.

It’s OK to post on multiple places because your followers aren’t exactly the same people following you every place. If you were to print out a list of your Facebook fans, Twitter followers, Instagram followers, etc., you might have some overlap, but there could be some people who follow you on one or a few places, but not all. Don’t isolate your content to one network – people might not catch it there if they follow you on a different network. Or if they are following you on multiple places, well, clearly they like you. They won’t mind seeing the same thing a few times – in fact, they might scroll by and make a mental note to read your content later when they see it on Facebook, and make the move to click when they pass by it on Twitter.

Just make sure that you are not auto-posting and blasting out the same exact thing to multiple places. Keep in mind the nuances and etiquette of posting on each channel. If you’re auto-posting your Facebook posts to Twitter, those Facebook posts won’t work as tweets. If you exceed the 140 character limit in your Facebook post, it will get cut off on Twitter, which means a long link you post on Facebook might end prematurely in your tweet. Also, if you’re not changing up the content a little bit for each channel, you’re not really giving people a reason to follow you in multiple places.

Also, make sure you are shrinking your link so you can tell where the traffic came from. I shortened the link to an infographic I created and shared it on my personal Facebook, Twitter, and LinkedIn. Notice how each of the posts are a little bit different:

According to HootSuite, it got 22 clicks in the first 24 hours. On the day I posted it, it was the only one of the links from my tweets that I shared on multiple networks. You can see referrals came in from LinkedIn and Facebook.

How do you get clicks?

These are just 6 examples of how to get engagement with your content. How do you do it? Leave your tips in the comments or link to tips that you’ve seen on other blogs. I’d love to learn a few new tips!

4 common mistakes people make on social media posts (and how to fix them)

June 29, 2014Azure Collier Leave a comment

Admit it: You’ve looked through your Facebook or Twitter feed and cringed when someone uses the wrong your/you’re, its/it’s or they’re/there/their. I know I’ve done it.

Here are 4 more mistakes to add to the list. If you’re doing this, don’t worry. You can fix it. I won’t tell anyone:

1. He he vs. hee hee

A lot of people are laughing the wrong way on the Internet. Laughter is not the pronoun he. If you’re saying “He he he!”, what you’re really saying is “A male person a male person a male person!”

There’s actually another e. It’s hee hee.

2. Whoa or woah?

People are also expressing shock or surprise the wrong way. Crazy, right? It’s actually spelled whoa. You know, like what cowboys yelled to stop a horse. “Whoa, Nelly!” If you don’t remember which spelling to use, just write wow. That one’s hard to screw up.

3. Decades and the apostrophe

The poor little apostrophe. It’s misunderstood and abused! One of the uses of an apostrophe is a contraction. If you’re using a contraction, the apostrophe is taking the place of something that’s missing. When you list decades and leave off the first 2 numbers of the century, the apostrophe should take their place. So 1990s becomes ‘90s. If you’re using the apostrophe between the numbers and the s, you’re making the decade possessive. And that’s just weird.

4. Using symbols in a hashtag

I don’t think this person was deliberately trying to use an exclamation point in her hashtag. But you can see that it’s right next to the words in the hashtag and isn’t part of the highlighted text.

A hashtag on Twitter – or really on Facebook, Google+, Pinterest and Instagram because you can also use hashtags on those networks – is the pound sign in front of a word or a phrase that uses letters and numbers. Twitter will take whatever you put after the pound sign and turn it into a clickable link that you can use to find other tweets with that hashtag. But it doesn’t use numbers or symbols. So don’t even try to use them in your hashtags. They won’t work.

What mistakes do you see most often?

These are a few of my pet peeves. What drives you nuts in a social media post? Let me know in the comments!

Need proof that social media marketing works? Check out the movie Chef.

May 31, 2014Azure Collier Leave a comment

Chef Carl Casper (Jon Favreau) starts a Twitter feud with a food critic in the movie Chef.

When I went to the theater to see the movie Chef last weekend, I expected a quirky independent comedy with a lot of delicious cooking scenes. And I wasn’t disappointed. But what I didn’t predict is a subplot about the power of social media and how it helps small businesses. It’s a movie about marketing!

In case you’re not familiar with the film, Chef is about a Los Angeles celebrity chef, Carl Casper, (Jon Favreau) who gets in a public Twitter feud with a food critic and loses his job. He decides to start a food truck with the help of his son and a former co-worker.

The trio finds their footing in the food truck biz by taking a culinary road trip across the South, and this is where the marketing kicks in. Carl’s 11-year-old son Percy starts tweeting – using his dad’s Twitter handle (which has tens of thousands of followers thanks to the feud with the food critic) – about their itinerary. And he creates a Facebook page that is quickly filled with road trip and food photos. They’re greeted with long lines in each city and the movie does a great job visually of showing how social media helps generate new customers. The folks waiting in line start typing on their smartphones, and Twitter graphics appear like thought bubbles over their heads as they write tweets about the food truck. Once the customers press “tweet,” the tweets turn into a flock of Twitter birds that fly off to spread their messages to the followers of each person in the line.

Boom. Social visibility and word of mouth marketing.

I know it’s a movie, and in an ideal word, every single customer would tweet about their favorite businesses like the people in the food truck lines. And every business would send out interesting, relevant messages to their followers and be greeted with lines around the block.

But don’t ignore the reality here. Social media does work. You don’t have to be perfect, but you do have to be visible and use social media as an extension of who you are and what you do. If you have the right amount of personality and engaging content, you can connect with customers who will spread the word about you to their networks and attract new customers.

Why I’m not participating in restaurant week: Your Facebook posts don’t link to your menu

February 28, 2014Azure Collier Leave a comment

On paper, restaurant week is a great idea. If you haven’t heard of restaurant week, it’s a week out of the year where the restaurants of a community offer special prices and menus to drive people to local dining establishments.

Pretty cool, right? Eat local! Spend local! I’m for it.

Until the restaurants and organizers of restaurant week try to execute the event online. What happens is the organizers cobble together a horrible looking website using every font available in their publishing platform, hastily throw up a Facebook page and attempt – but fail – to provide prospective diners with the necessary information.

I’m not talking about the dates and the list of restaurants themselves. What I’m talking about is what every diner who searches for a restaurant online is looking for: the special restaurant week-only menu.

Aside from reviews on Facebook and Yelp, the menu is a key factor in the decision making process for which establishment gets our money. What are you serving? Do I like it? Will my friends/kids/family/co-workers who have gluten-free/picky eating/vegetarian issues be able to enjoy anything on your menu?

For some reason, restaurant week event organizers don’t get this, and they link to everything else besides the menu in their Facebook posts. They link to the Facebook pages of participating restaurants, the restaurants’ homepages, and their aforementioned terrible event website. All the links on the event’s website are also typically to the participating restaurants’ homepages. Although they did a good job reminding fans and posting delicious food photos, after post after post on one local restaurant week’s Facebook page linked to everything but the menus.

Linking to the homepage of a restaurant does not bring me to the restaurant week menu because restaurants typically build a special page for it. The restaurant owners and workers and their marketing folks know where to find it – they spend every day on their website. But the prospective customers who may use restaurant week to try you out have no idea where that special menu is or how to get to it. They don’t use your site every day, and they are not going to spend more than 2 clicks trying to find your menu.

So you’re going to get a scenario like the one I experienced with my friends this week. We picked a day, and then chatted on Facebook messenger to find a restaurant we could all agree on. The local restaurant week’s webpage listed the homepage of 18 participating restaurants. After a few tries of searching and failing to find the restaurant week menus, we decided to try the restaurant week of another nearby town. We found the same situation with the next town’s website, and they had 42 restaurants listed. Who has the time or energy to look all over the interwebs to find the restaurant week menus of 42 restaurants?

Restaurant week fail. We gave up.

I’m not the only one who feels this way. Here’s one Facebook fan’s response to the Restaurant Week Menu Quest:

Do not make customers work to complete a call to action. They will give up.
So my point is this: If you want people to do something, link to the thing you want them to do. This is not just for restaurant week. This is for any marketing anyone does anywhere, no matter if you’re doing it for an event or your business. Do not make people work to follow through on the call to action. It’s that simple. You want people to come to your business. Make it easy for them to come to your business. You spend a lot of time and money on your websites and social media marketing. You want prospective customers to view all the pages of all the fabulous things you have to offer. I get it. Just get them there first. If they want to come back, and want to learn more by perusing your Facebook posts and website, they will.

3 easy tips to make your social media content look professional

January 30, 2014Azure Collier 2 Comments

There’s a lot of noise in the newsfeeds of social media networks. A lot of clutter and sloppiness.

But your content doesn’t have to look like that. Your posts can stand out from everyone else’s. Before you share, take a moment and use these 3 easy tips to look professional

1. Shorten your links

When you include a link in a post or a tweet, avoid long URLs. They just look bad. And if you’re writing a tweet, a long link can get cut off if you go past 140 characters.

The solution is a link shortener. I’ve used HootSuite’s link shortener and bit.ly, an there are a number of others out there. I used HootSuite to shorten the link for this tweet:

The benefit of using a link shortener is that many of them include tracking tools so you can see how many clicks your link got and – if you share that same link on multiple platforms (bonus points for this!) – you can see which platform gave you the most engagement. Here’s a look at HootSuite’s reporting tools:

2. Change how your link is displayed

When you share a link on Facebook, LinkedIn and Google+, the URL is in your status update, and a preview of the webpage you’re sharing shows up below by pulling an image from the site, as well as a title and subtitle.

Once that link preview shows up, delete the URL in your post. You don’t need it because it’s still active in the preview.

Then use editing tools to clean up your link preview. These editing options are all pretty similar for Facebook, LinkedIn and Google+. Make sure you’re pulling in the image you want. If there’s more than one image on the website you’re linking to, you can choose to display the most relevant image. Click on the arrow below the image to flip through the options.

You can also edit the title, subtitle (if shown), and the first sentence or two that are pulled from the website. Sometimes the link preview will cut off sentences once they’ve reached a character limit. Click in the editor in the link preview and clean up the text.

Here’s a cleaned up Facebook link post for one of the nonprofits I volunteer with:

3. Crop your photos

Did you know that each social network displays images a little differently and resizes them based on the network’s design? Make this work to your advantage. If you’re sharing a photo, crop it for the best possible display for whatever network your posting to.

This cheat sheet lists all of the photo sizes for each kind of image – from profile to cover photo to photo posts – for Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and YouTube. Don’t have photo editing software to crop your images? Try a free service like PicMonkey.

I created this image in PicMonkey and cropped it for optimal display in the newsfeed. This post is for the Facebook page of the nonprofit I mentioned earlier. You’ll notice that I have a link in the text for this post because you can’t go to it by clicking the image:

Look great!

These tweaks take a few minutes, but they’ll make your posts look like the pros. Once you get in the habit of shortening your links, editing your link preview and cropping your photos, you’ll be able to optimize your social media content, look professional and attract the attention and engagement of your fans.

Got more tips? I’d love to hear them in the comments!

3 steps to testing content for your Facebook page

October 28, 2013Azure Collier Leave a comment

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

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

Though 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

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.

Ask Azure: Should I link to my email newsletter signup form in more than one place?

June 28, 2013Azure Collier 2 Comments

One of my friends – who is a marketer for a small business – recently asked me this question:

Q: When people request a free sample or download our manual, there’s a link on those pages to sign up for our newsletter. I was thinking of adding the link to the automatic email they receive after they fill out the form for the sample or manual. Is that too much?

A: The short answer is no.

And here’s a long answer and explanation to back that up. When I switched careers from journalism to higher education PR/social media marketing about a decade ago (oh man, I’m old), I had a tough time with content reuse and using the same links on multiple web pages. “Won’t people get sick of seeing the same thing all over the place?” I thought.

But here’s the thing: People don’t pay attention. They’re not seeing the same thing over and over again. Why?

People don’t enter your website through the same place and take the path that you use or laid out for them to discover information. Maybe you have a link to your newsletter on your homepage (which you should have anyway!). But what if your most popular page is your events calendar? What if people find your blog first when they do a Google search? You never know how, when or what page people first enter your website. So if there are important resources or actions you want people to take, make that part of your template for every page.

Your audience is not the same group of people across your platforms. Your website visitors, blog readers, Facebook fans, Twitter followers, and Pinterest board followers might have some overlap, but all of those people are not going from channel to channel to follow your every move. Some might not know you have a presence in other places. Or they might forget to check! That happens to me all the time. I’ve been a fan of HGTV on Facebook forever, but did not even think about following them on Twitter until I saw one of their commercials that featured fan tweets. And right after I typed that sentence, I realized that I was not following the HGTV Pinterest boards either. Done! My point: If you’re posting to one network more than others, the people on your other channels who aren’t following you there might miss it. And – for those of us who are following you on other channels – we’re all getting flooded with content, so even if we are following you on Facebook, we might miss a post there, but could see it in your newsletter or on Twitter instead.

We have short attention spans. We can’t even stick to doing one thing at a time anymore. 83% of social media users have gone online while watching TV (which was the original distraction we were doing while we were supposed to be doing other things!). So we’re going to miss some stuff.

No one is going to notice but you. Who knows every link, every photo, every bit of content on your website, blog, email newsletters, autoresponder emails, Facebook, Twitter, LinkedIn, Pinterest, Instagram and Google+? You, your boss, and anyone else who works on marketing for your business. Everyone else is coming and going quickly, and bouncing along to the next thing. You are the only one scrutinizing your Facebook page for hours and hours. Reusing links and content is going to only look repetitive to you because you’re the only one seeing it everywhere.

Got a question? I’d love to hear it! Feel free to ask in the comments or send it to askazurecollier@gmail.com.

Search and discover: Secret tips to finding and learning more about your connections on LinkedIn

June 7, 2013Azure Collier 2 Comments

I have more LinkedIn connections than Facebook friends – 371 on LinkedIn and 269 on Facebook. That’s because of my personal rules for adding people to those networks. I’m happy to connect with people on LinkedIn who I’ve worked with, known in person, or crossed paths with digitally. But I really don’t want all of those business contacts to have access to the personal details I share on Facebook.

Since Facebook tends to be a place where the conversation mostly leans toward personal than professional, I’ve found my LinkedIn community to be a place where I can learn more about the people in my network, tap into their collective skills of the people in my network, and discover new connections. And LinkedIn has a few resources to help me do that – some “secret” resources that you might not know about.

LinkedIn InMaps

This is my favorite LinkedIn feature. LinkedIn InMaps is a product of LinkedIn’s analytics team, and is an “interactive visual representation of your professional universe, based on the relationships between your connections.” InMaps organizes your contacts into color-coded clusters, and it’s pretty easy to tell what past jobs and connections have influenced each cluster.

Here’s what mine looks like:

The most interesting part of my InMap is the connections I’ve made during my current position at Constant Contact. I’ve been there a little over 2 years, and that’s the largest cluster of connections – even larger than connections by positions I’ve had for 4 or 5 years.

You can also see which people you’re connected to in your network are connected to others in your network, just by clicking their name. The larger that person’s dot is, the more shared connections you have.

In this example, you can see visually who my colleague Dave Charest is connected to – their threads are darker than the non-connections. The right sidebar of the page lists that connection’s title, resume highlights, and some of your shared connections; there’s a link you can click on to see all of your connections.

LinkedIn Mobile Calendar

LinkedIn’s mobile app allows you to sync your phone’s Outlook calendar with your LinkedIn contacts so you can get to know more about the people you’re meeting and working with. To get started, click on the blue LinkedIn logo on the app, then choose calendar, and allow access to your phone’s calendar.

The calendar sync function automatically pulls invitees’ profiles and adds their photos to your scheduled events. In my case, most of my meetings are with people I already am connected to, but this is a great tool if you have meetings scheduled with people who are new to you, or are from other companies.

Alumni Search Feature

Curious to see if any of your fellow college alumni work in your area and in your industry? LinkedIn makes this easy to do with their alumni search feature. To use it, click on Network in the LinkedIn menu bar, and then choose Find Alumni.

LinkedIn will automatically pull alumni for the college in your profile – if you have degrees from multiple colleges, you can choose the one you want to search for.

Choose which graduation years you’re interested in, and you’ll see the top 5 cities, companies and careers for alumni from that time period. Want to see results for a certain city, company and career? Click See more at the bottom of the top 5 to expand for more options. Click on the ones you want, and find alumni connections in your field.

I searched for all graduation years – there aren’t a whole lot of Purdue University grads in the Boston area, but it was interesting to see that there were some fellow alumni nearby who are in marketing and communications. Go Boilers!

Need more LinkedIn tips? Check out this post to learn how you can add projects to your LinkedIn profile and show off your work!

How one small business creates great Facebook content

May 31, 2013Azure Collier 4 Comments

Anyone who uses Facebook for social media marketing is looking for that magic bullet of content: What can I post that will get my fans talking, make them loyal, and spread the word about my business?

One of my favorite local small businesses has figured it out. Modern Edge Art Bar is a studio in my area that offers BYOB painting classes, jewelry classes, birthday parties, and kids classes. I have taken 3 of the BYOB classes, and was thrilled as a non-artist that I could have so much fun with my friends and walk out with a painting I am proud to hang up at home.

When I first heard of Modern Edge last summer, and liked their page, they had a few hundred fans. Since then, they’ve grown to 1,200 fans and have expanded their business – last month they moved to a larger space, increased their staff, and added more classes.

I think that word of mouth had a lot to do with Modern Edge’s growth, and they’re getting great word of mouth through Facebook because of the engaging content they share. Here are 5 ways Modern Edge creates great Facebook content

1. They strike the right tone

Modern Edge doesn’t post bland text updates about products or services. They share information about their business in a friendly, helpful way. This post is about a possible painting for a future BYOB class – it got 33 comments and 133 likes.

2. Photos, photos, photos

There is no mystery about what happens in a Modern Edge art class. They post photos of what project the class will work on. They post during a class. They post photos of happy artists with finished projects. This is the cover photo they posted after a class I attended with my friends.

3. Call to action/get people to share

Want to drive traffic to your products or services? Modern Edge has this down: tell people how many seats are left. Or ask your fans to share on Facebook for a chance to win a free class. This post got 47 comments:

4. They ask for their customers’ opinions

Modern Edge instructors are trained and skilled art teachers. But you can’t fill your classes if no one wants to learn what you’re teaching. They keep their classes fresh by asking their fans what they want.

5. They’re not all business

This Bob Ross meme is spot-on. It’s about art and it’s entertaining to fans, which is why it got 53 shares.

Need more help with Facebook marketing? Check out my other posts about Facebook!

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