Pinterest has announced that its buyable 'Shop the Look' Pins are now available to all businesses.
Pinterest has announced that its buyable 'Shop the Look' Pins are now available to all businesses.
Twitter is rolling out a small update which will make it easier to engage via tweet while viewing on-platform video.
Google has announced that its data query and presentation tool Data Studio is now available to all users.
Can you demonstrate your suitability for an advertised role via tweet? According to Twitter UK, younger applicants already are.
Facebook has launched the latest version of its' Topics to Watch' report, which highlights emerging conversation trends from across The Social Network.
Facebook is launching its new Facebook Dating tool in Colombia, with a view to an expanded launch in the near future.
Twitter's trying out a new ad option which would enable businesses to reach visitors to third-party websites which use embedded Twitter timelines.
Instagram continues to add and test new features, providing new interactive and engaging options within the app.
In this ever increasing world of innovation, technology and social media there are many options for business owners and marketers to use for promoting their business, products and services.
Social Media Marketing
Social media is a very popular medium for doing this but there are so many social media channels that it can be difficult to choose which ones to use and how much time to spend on each one.
Social Media Marketing issues
There are also issues with login in and out of all of the social media channels and accounts that you have which can also be time consuming and problematic.
And worse still, all of this is set against a back drop of hyper competitiveness for most businesses, especially those in saturated markets where the need for optimal operational efficiency grows greater and greater each day.
Social Media Automation
Many people turn to social media automation tools such as Buffer and Hootsuite to help them improve their marketing efficiency and I myself have done this in the past and still use them from time to time, but I have found blogging to be a much better way.
Social media automation tools cost, and usually have some sort of limiting factors to your posting and scheduling. There are also large steps ups from a small business user to a large agency users with very little in between for the business that is rapidly expanding and diversifying and expanding their social media portfolio but certainly not of Agency size and budget (just yet).
Also social media automations tools are just that, social media tools and marketing is a lot more than just Social Media Marketing.
So the reason why I blog, and why I teach blogging and recommend blogging to the world with lots of blogging articles including this, “why you should take time to blog” article is because I find it to be the best Social Media automation tool around but it comes with so many more marketing benefits and additional marketing efficiency benefits.
Before I cover the so much more, I need to explain something in a little more detail. Not all blogging platforms are the same and provide the same marketing and marketing efficiency benefits. I have tried tumblr, blogger and WordPress as well as other web design and build platforms that have built in blogging platforms and as yet, I have only found WordPress to have a built in social media automation feature – social sharer.
Therefore the reason I use WordPress and recommend WordPress and in fact only build websites using WordPress is for the social media automation feature and built in marketing efficiencies.
The social media sharer or automatic post and share feature saves time. With other blogging platforms you have to post your content, grab the link and share it around your social media universe whilst creating posts and titles etc. which can be quite time consuming, maybe even taking up half an hour or so per post.
Posting the same content via WordPress which is already linked and set up to all of your social media universe (or a large portion of it) and automatically creates the posts and titles can in comparison take just a few minutes.
People say to me “that they can’t find the time to post” but I say; “I can’t find the time not to post”.
Some marketing efficiency and social media automation has been covered but what are the other marketing benefits I hear you cry?
Free Social Media Automation!
Well we already covered the fact that Social Media Automation tools cost and one of the great things about blogs, especially WordPress blogs, is that they don’t. They all have free versions although do have paid for options as well.
Extra Google Traffic Benefits
The other great things about blogs is that you post the content on to the internet and get SEO and Keyword benefits that you just wouldn’t get with social media automation.
Website Benefits – SEO
If posting on a website you improve your own ranking in the search engines and spread of keywords and content that you can get found for and if posting on a deprecate blog site you get to build up the value and domain authority of a completely separate domain.
Join the Largest Blogging Community in the World and be inspired and build contacts…
Also if blogging on WordPress you are also part of their global blogging network, the largest in the world and can follow and take inspiration from this blogger network or blogger community as well as network with these other bloggers and build your own following!
So there we have it, to improve on Social Media Automation, to gain many additional marketing benefits and to improve on the marketing efficiency of your business are the reasons why I blog and the reasons why I recommend that all business owners or marketers should take the time to blog.
If you need help with blogging including a content marketing strategy, setup or tech issues, training or blogging services gel free to contact me at MA Consultancy.
Animals are the true champions of social media.
Facebook and Instagram are awash with pet photos and stories. Twitter has its memes and curated feeds of cute animal pics.
But what if we thought about farmed animals the same way we did of our domestic companions?
Mercy For Animals is an international nonprofit dedicated to eliminating cruelty to farmed animals, and regularly garners thousands of likes on their social posts. They’ve developed a level of engagement with their social audience that many organizations might only dream about, based on a strategy focused on triggering compassionate emotional responses, identifying top performing posts, and iterating on their best content.
On their global Twitter account, you’ll find content that is particularly confronting. Their most retweeted posts are often videos with footage of mistreated animals, asking us to question our own habits and conceptions around farmed animals and food. Warning: if you do find yourself visiting their Twitter account, prepare to be challenged.
A year or so ago, Mercy For Animals’ Facebook performance was hit pretty hard by Facebook’s algorithm shift. Without turning to advertising dollars to boost their social media posts, they still managed to grow their organic impressions to millions.
Focusing on consistently producing and recycling high-quality content that engages their followers and spreads their compassionate message.
According to their Global Content Manager, Julie Cappiello, Mercy For Animals focuses on being the most effective for their mission with the resources they have. As a nonprofit, they didn’t want to spend their donor’s money to place their social media posts in front of people.
(Mercy For Animals do run ads on social media platforms, mostly to promote their donor drives or their Veg Starter Guide on Facebook but not to boost their organic posts.)
Furthermore, posting organically also helps Julie and her team understand what their audience really reacts to.
“Our content varies, but we keep our focus on farmed animal and vegan advocacy. With the ebbs and flows of algorithms, we’ve found recipe videos work wonders on Instagram (and not so much on Facebook), but our news videos outperform on Twitter and Facebook. We try to maximize our content as much as possible, including reworking videos to be in “frames” to become more shareable. It’s all about keeping up with the trends.“
Mercy For Animals’ social media team has a total of nine people — eight working directly on social media and one supervisor. With the help of their video and graphic design teams, they manage 19 social media accounts worldwide. Their social media goals are total impressions, organic impressions, engagement, and followers.
Developing and distributing content and campaigns in a global organization is no easy feat. Mercy for Animals has a presence in different regions, from North America to Latin America to Asia. And each region has its own culture and sensitivity to the topics that Mercy For Animals advocates for.
Cappiello works very closely with the staffers in each region to develop culturally appropriate content. In some regions, she also works with VPs and managing directors to make sure their content is local and their messaging is what they need it to be to maximize the impact of every post. This also includes which platforms they choose to work on since some regions are more frequently on certain platforms more than others.
When it comes to the content creation process, Cappiello said that they have very collaborative teams, and that the process is different for images and videos.
For images, their graphics department works hard on their Instagram stories and some social images with direction and requests from the social team. The social team also creates images themselves from time to time as well.
On the other hand, for videos, their video team and social team meet once a month to discuss ideas and upcoming projects to work on. The social team also requests two to three “news” videos (similar to NowThis) a week to keep our followers updated on vegan and animal rights news.
When Julie was hired at Mercy For Animals, she was in desperate need to cut down the time she was volunteering on social media and wanted to republish old posts. She spoke to all of their social media staff about Buffer to see if it was something they wanted to implement. The staffer who oversees their US Twitter account, Joe Loria, was tweeting approximately 50 times a day and using another tool, which was proving to be cumbersome. To extend the shelf-life of their best content, they would have to copy the posts into their schedule multiple times.
Since adopting Buffer, Julie, Joe and the team have streamlined their publishing process, scheduling all their content a day or two in advance to ensure their social accounts never “go dark”.
During the scheduling process they use Buffer’s native analytics tools to identify which social media posts have performed particularly well, so that those posts can be recycled or repurposed.
“By being able to quickly and easily sort through past posts based on set KPIs, we know what type of content is performing best. Using this data we try and replicate the success by either rebuffering the content or creating a new, but similar, piece of content. Rebuffering content helps us reach more people with the same messaging. It saves us, literally, hours and in turn, helps us spread our message even further.”
As their Instagram and Pinterest content is created by their design and video teams, they also use Buffer as a place to store images and video. This stops content from becoming lost in their inboxes, and provides flexibility in timing; their social posts can be easily rearranged by dragging and dropping content within the Buffer interface.
According to their Pinterest and Instagram content manager, Sarah Von Alt, Buffer has also made their Pinterest account more consistent, helping their team spread out the content they’ve created and post on a more regular basis, rather than pinning a ton of things at once. Sarah has found that “Pinterest users seem to value regular content without being overwhelmed by dozens of pins at once”.
There are also a couple of side benefits that are unique to being global. 1) Covering staff who aren’t fluent in a region’s local language are able to easily reschedule pre-vetted content. 2) Buffer’s automatic Instagram scheduling means that staff no longer have to be online at odd hours of the day or work on weekends to post to Instagram.
The results are impressive.
In the face of declining organic reach across the industry, Mercy For Animals has garnered a 300 percent increase in Twitter impressions since they started with Buffer, and have been steadily and efficiently extending their reach across Facebook, Instagram and Pinterest.
Perhaps most impressively, they’ve achieved these results without the assistance of advertising dollars, extra staff or extra hours on social media. Time and money are scarce resources in the nonprofit sector, and with a smart strategy and the right tools, Mercy For Animals are maximizing their returns for both.