Tag: Social Media

What Is Social Listening and Why Your Brand Should Be Using It

Social listening is a tactic that became commonplace among marketers during the past couple of years. As soon as social listening tools started monitoring social media networks and crawling billions of websites in minutes, brands jumped on the opportunity to gather the data on their customers. However, just as any trendy tactic, social listening is often not used to its full potential.

In this post, I’ll go through the ways you can use social listening and get the most out of the method.

But let’s start with the definition.

WHAT IS SOCIAL LISTENING

Social (media) listening and social (media) monitoring are the terms used interchangeably in most articles. They describe the process of gathering mentions of a given keyword(s) (brand name, person, product, industry) on social media, and, sometimes, also on news sites, blogs, forums, and the web.

Some authors distinguish between social media monitoring and social media listening, pointing out that the former means responding to mentions individually, while the latter means analyzing big data – the online presence of the keywords you’re interested in – and working proactively with social media rather than just responding to what’s already there.

Most media hasn’t caught up with the alleged difference between the two terms, so we will use them interchangeably and assume each meaning depending on the context. And the context starts with your goals.

DEFINE YOUR GOALS

Social media listening can do a lot. It reveals your customers and your potential customers, conversations that involve your brand and your industry, every post that links (or should link) to your website.

Social listening is both about individual people on Twitter that praise your book to their friends and big faceless data that demonstrates what kind of sentiment is expressed about your book all over the world and in all of the languages. So first, you’ll need a set of priorities. Otherwise, you might get too overwhelmed and confused to make an informed decision about what to use your new shiny social listening tool for. Here are the possibilities:

1. Perfecting customer care

More and more people address brands on social networks and expect them to reply quickly. Social listening makes sure you receive all these mentions (including the ones without the handle) from chosen social media platforms on one dashboard (or via email) in real time. Customer service is one of the most common applications for social listening.

2. Assessing brand reputation

Knowing your brand’s online reputation and assessing how it changes in reaction to your efforts (such as marketing campaigns, publications, product launches, etc) is another goal that companies are usually after. Social listening tools take all mentions and create a visual representation of the overall brand sentiment and its fluctuations. This, in turn, helps marketers with another important subgoal – spotting and preventing social media crises.

3. Market research

Social listening can reveal who your target audience really is and where they hang out. Social listening tools break down your brand’s (or other keyword’s) mentions by location, online resource, and language.

Some also analyze demographics and psychographics of the authors.

4. Competitor research

Social media monitoring isn’t always about monitoring your brand, your product, and your CEO (if they are a public person). Sometimes, it’s about doing that for your competition and learning their strengths and weaknesses.

5. Product research

Unlike with the questionnaires, people give honest feedback about all kinds of products online. Social listening can help with product research and development by uncovering what people are saying about your product and your competitors’ products.

6. Social selling and raising brand awareness

Finding conversations online about your industry and finding people that are actively looking for a product or service like yours online are two other goals that social listening completes.

7. Influencer marketing

Social listening identifies influencers and brand advocates in your niche.

8. Link building

By finding unlinked mentions to your brand, product, or pieces of content and discovering niche blogs, social listening tools discover potential link-building opportunities.

So that’s it. Although there might be more uses for social listening, these are the main ones.

Now you’ve got to identify a couple of goals you’re most eager to pursue. For small brands, it’s often perfecting their customer service (something that makes it possible for them to be better at than their larger competitors), social selling (something that big brands often neglect), and market research – getting to know the most about the customers.

For large brands, it’s usually about brand reputation, assessing the effect of their marketing campaigns and PR events, product research, and competitor research.

To find out how to get started with your first campaign, jump to this article.

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The post What Is Social Listening and Why Your Brand Should Be Using It appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/what-is-social-listening-and-why-your-brand-should-be-using-it/

Why Pinterest’s Verified Merchant Program Will Help You Reach New Audiences

For years Pinterest has served as a popular source of inspiration and creativity. As we continue to navigate through the unprecedented challenges of COVID-19, and people around the globe continue to practice social distancing, even more are turning to the platform as a primary destination for shopping and discovery.

More specifically, over the past two weeks, Pinterest observed a significant uptick in the interest of areas spanning home, self-care, and kid-friendly food and activities. Keywords being used the most include “home organization” (+43%), “spa day at home” (+19%), makeup tutorial for beginners (+180%), and “kid-friendly recipes” (+64%)

In response to the increase in traffic and what the company is referring to as an “unprecedented change in modern retail,” Pinterest is offering retailers the opportunity to reach their audiences in the places where they’re most interested to shop.

THE VERIFIED MERCHANT PROGRAM

The Verified Merchant Program is officially open to all U.S. businesses but was introduced with a select group of retailers including Quay Australia, Ruggable, Filson, Coyuchi, and Lotuff Leather who were manually vetted against Pinterest’s criteria for high-quality customer service experiences.

Aside from earning a fancy blue checkmark on their profiles, verified merchants have the capability to connect their catalog directly to the platform triggering a ‘Shop’ tab, through which they can amplify all of their shoppable products in one convenient spot. In addition, these products will be displayed within dedicated shopping experiences like when users are browsing related products.

From a measurement standpoint, merchants will gain early access to Pinterest’s new Conversion Insights tool that encompasses both organic and paid conversion sights enabling you to measure the impact of your brand across site visits, checkouts, and sales over multiple attribution windows.

With background into the program laid out, the next question becomes, ‘how do I get my brand verified?’

  • To begin, upload your product feed to Catalogs. This is the quickest way to get your products on to the platform and generate Product Pins which will tell users key information such as price, availability, a brief description as to what the product is,
  • Next, install the Pinterest tag. An important benefit of tags is that they help streamline the tracking process regarding actions coming from potential customers. If you don’t wish to use Pinterest’s tag, you can opt to use a compatible tag manager.
  • Meet Pinterest’s Merchant Guidelines. At a high-level, these requirements emphasize accuracy, transparency, and high-level details usable for both Pinners and customer service providers.

PROGRAM PERKS & THE FUTURE OF E-COMMERCE

While each brand should do their due diligence of accessing the fit and viability of the program against their specific goals, there seems to be reasonable pay-off across the board. Pinterest receives more accurate, informative Pins, brands get a boost in exposure, and users can engage with personalized and targeted experiences compatible with their interests and needs as they quarantine.

“As consumers shift their spending to online channels, brands should inspire Pinners and create a shopping experience that feels more like ‘real life,’ bringing a sense of normalcy and delight to challenging times,” Pinterest reiterated in its blog. With the length of ‘stay at home’ orders still up in the air, this shift will continue to grow the longer we’re confined.

For more information on the program including how to apply, you can check out this page. Pinterest’s Head of Global Retail Strategy, Amy Vener, will also lead a global webinar next Tuesday, April 7 (2pm ET) with special guests to unpack insights surrounding the evolution of retail we’re currently experiencing.

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The post Why Pinterest’s Verified Merchant Program Will Help You Reach New Audiences appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/why-pinterests-verified-merchant-program-will-help-you-reach-new-audiences/

Facebook Takes Another Step Towards AR-Enabled Glasses with Plessey Deal

Facebook has signed a new deal with microLED provider Plessey, which will help it create its coming AR-enabled glasses.

https://www.socialmediatoday.com/news/facebook-takes-another-step-towards-ar-enabled-glasses-with-plessey-deal/575149/

Facebook Pledges $100 Million to Support Local News Organizations Amid COVID-19 Pandemic

Facebook has allocated an additional $100 million in funding to assist local news organizations which are being hit hard by COVID-19 shutdowns.

https://www.socialmediatoday.com/news/facebook-pledges-100-million-to-support-local-news-organizations-amid-covi/575143/

Facebook’s Added a New ‘Experiments’ Element to Ad Manager to Help Optimize Ad Performance

Facebook has added a new 'Experiments' section to Ads Manager, which provides a central home for all your Facebook ad tests and results.

https://www.socialmediatoday.com/news/facebooks-added-a-new-experiments-element-to-ad-manager-to-help-optimize/575140/

Instagram is Considering an Option to Add More Than One Guest Into an Instagram Live Stream

Instagram is considering providing the capacity to go live with more than one guest, though it may not be a critical update for the platform.

https://www.socialmediatoday.com/news/instagram-is-considering-an-option-to-add-more-than-one-guest-into-an-insta/575077/

Facebook Updates ‘Download Your Data’ Tool With More Insight Into How it Uses Your Information

Facebook will provide more transparency over how it uses your on-platform data with new sections added to its 'Download Your Data' tool.

https://www.socialmediatoday.com/news/facebook-updates-download-your-data-tool-with-more-insight-into-how-it-us/575169/

Facebook’s Testing an Auto-Status Feature for Messenger

Facebook is working on a new Auto Status function for Messenger, which would enable users to share what they're up with friends, even without actively posting.

https://www.socialmediatoday.com/news/facebooks-testing-an-auto-status-feature-for-messenger/575162/

Facebook’s Testing a New COVID-19-Themed Reaction Emoji

Facebook appears to be testing out a new COVID-19-specific reaction emoji, though it's actual use-case is unclear.

https://www.socialmediatoday.com/news/facebooks-testing-a-new-covid-19-themed-reaction-emoji/575152/

10 Tools to Help You Generate More Engaging Content Ideas for Your Blog [Infographic]

Struggling to come up with content ideas? These tools will help. 

https://www.socialmediatoday.com/news/10-tools-to-help-you-generate-more-engaging-content-ideas-for-your-blog-in/575070/

50 Must-Have Remote Working Tools and Apps

With millions of people adjusting to work from home, here are a few apps and tools that can help you maximize your process.

https://www.socialmediatoday.com/news/50-must-have-remote-working-tools-and-apps/575069/

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How to Use Online Reviews to Market to Different Generations [Infographic]

Reviews play a key role in the modern path to purchase – but according to this report each generation values reviews a little differently.

https://www.socialmediatoday.com/news/how-to-use-online-reviews-to-market-to-different-generations-infographic/575068/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

Twitter’s Working to Keep its Systems Running Amid Rising Demand and Supply Chain Issues

Twitter has outlined how it’s working to keep it systems operating amid unprecedented demand during the COVID-19 lockdowns.

https://www.socialmediatoday.com/news/twitters-working-to-keep-its-systems-running-amid-rising-demand-and-supply/575067/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

Instagram’s Testing a New Set of Animated Selfie Stickers for Stories

Instagram is testing out an interesting new selfie sticker option which overlays your image over a rounded, animated background.

https://www.socialmediatoday.com/news/instagrams-testing-a-new-set-of-animated-selfie-stickers-for-stories/575064/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

Facebook Adds New Tools for Facebook Live Amid Rising Demand and Usage

Facebook is rolling out a new set of updates for Facebook Live, with demand for live-stream content rising amid the COVID-19 lockdowns.

https://www.socialmediatoday.com/news/facebook-adds-new-tools-for-facebook-live-amid-rising-demand-and-usage/575060/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

Google Pledges $800 Million to COVID-19 Relief and Support Efforts – #PositiveCoronavirusNews

Google has pledged a massive $800 million to a range of COVID-19 relief and support efforts.

https://www.socialmediatoday.com/news/google-pledges-800-million-to-covid-19-relief-and-support-efforts/575057/

Business News Coronavirus News Positive Coronavirus News and Sports News from Mike Armstrong – See https://mikearmstrong.me/news

For Business Advice follow the link or visit one of our Blogs: Entrepreneur Zone | King of Marketing | The Voice of Social Media | Networking Grapevine | British Business News |

How Platforms are Helping Brands and Users Navigate COVID-19

COVID-19 has undoubtedly become the dominant focus of our day-to-day lives. Keeping pace with the data, insights, and behavioral shifts can feel dizzying and cumbersome. Several major platforms have stepped up to play fundamental roles in helping marketers and people at various levels navigate through the uncertainty and changes we currently face and will continue to face after the pandemic is behind us.

Let’s break down what these efforts look like in action:

FACEBOOK

It’s no secret that as the COVID-19 pandemic expands, we face a circulation of various misinformation campaigns including rumored government decisions and ‘cures.’ Messaging apps are playing a key tool in spreading these amongst users.

In response to this trend, Facebook is spearheading new ways to stem the flow of messaging misinformation. One way it’s addressing this is through its instant messaging platform WhatsApp, which is testing a feature that would allow users to search for additional context on a message they encounter via a Google search prompt in-stream. WhatsApp also introduced a WHO chatbot, offering yet another stream to access critical information paired with a COVID-19 research hub.

Separately, Facebook, on its own platform, has taken numerous steps throughout the past few weeks that include:

  • Embedding informational prompts to relevant search queries to guide users to trustworthy information about COVID-19
  • Expanding access to local alerts so specific communities can stay in touch about what is going on around them
  • Providing free ad credits for organizations looking to deliver critical virus-related information and data tracking tools so users can keep tabs on evolving stories
  • Introducing a new set of learning resources for kids and parents to help them safely navigate the internet in addition to a set of tips for remote workers
  • Allocating over $100 million in funding to small businesses, fact-checkers, and local newsrooms

INSTAGRAM

Instagram is banking on the positive coming out of COVID-19 and an era of social distancing by offering ways to take an otherwise isolating and passive experience and transforming it into one that is more social and active.

Specifically, the platform launched “Co-Watching,” which allows users to on a video chat or group video browse through feed posts either Liked or Saved by an individual, or one that Instagram suggests. The goal is to give users the opportunity to have more meaningful conversations about what they’re encountering, incentivize them to use video calls more regularly, and spend more time in the app.

This release is one of several responses by the part of Instagram, including a dedicated Story spotlighting posts from your network that are using the “Stay Home” sticker and all of their quarantine activities. Additional stickers that have surfaced on the app include ones reminding of proper handwashing and keeping a six-foot distance from others if you have to be outside, and donation stickers so users across the world can give back.

SNAPCHAT

To support its audience in a time of need, Snapchat is stepping up through a diverse set of efforts. The platform rolled out several creative tools so people can creatively share information from the WHO with friends and family including Bitmoji stickers with common-sense health tips and a worldwide AR filter with tips for staying safe. Users can also visit the WHO and CDC’s official accounts for updates and browse custom content from the organizations.

Taking the information-sharing a step further, the platform announced an addition to its “Discover” tab: “Coronavirus: The Latest,” where access to high-quality news and information can be easily accessed. More generally, Snapchat is working with over three dozen content partners to provide reliable information.

COVID-19 also prompted Snapchat to speed up the debut of its “Here for You” feature, which went live in February and appears when a user conducts searches for topics related to anxiety, depression, stress, grief, suicidal thoughts, and bullying. A new section was added to incorporate content from the Ad Council, CDC, Crisis Text Line and WHO on anxiety related to the coronavirus.

TIKTOK

TikTok is using COVID-19 to identify meaningful opportunities to emphasize its growth and demonstrate its ability to serve as a connective tool for its community. In this vein, it announced a content partnership with the WHO. As part of the collaboration, the platform unveiled a comprehensive COVID-19 resource hub that can be accessed through the “Discover” tab in the app. It also appears amongst the top results when someone enters search criteria pertaining to the virus.

Additionally, on the dedicated page with videos related to the subject, the platform is adding links to serve as a reminder to only rely on credible sources for trustworthy information. The WHO is also using its own verified TikTok account to engage with younger audiences.

Beyond content, TikTok is supporting the WHO financially by donating $10 million to its Solidarity Response Fund used to help get supplies to those on the frontline. “In this time of global distress and concern about the impact of Covid-19, we’ve been inspired by people in towns and cities everywhere whose fundamental humanity is shining through when we need it most,” shared TikTok President Alex Zhu.

TWITTER

During the first month COVID-19 emerged, more than 15 million tweets were sent across Twitter mentioning the virus. The platform has since acted swiftly in ensuring fact-checked and authoritative content was discoverable above the noise and false claims by reawakening its profile verification.

Twitter is also increasing its use of machine learning and automation to take a wide range of actions on “potentially abusive and manipulative content.” This includes detecting spread of false stats and other information, accounts being used to deny or advise against following official advice and promoting treatments or cures that have not been proven. At the same time, the company is being careful to strike an appropriate balance between applying AI as a tool and the role of the human review in these special cases.

BuzzFeed News recently reported that the news media could see an impact “worse than the 2008 financial crisis, which saw newspapers experience a 19 percent decline in revenue.” To support the sector in the absence of some of the smaller, local companies that fuel these publications, Twitter announced a $1 million funding program to be split between The Committee to Protect Journalists and the International Women’s Media Foundation.

PINTEREST

Pinterest is doubling down on its effort to combat misinformation by removing inaccurate information and guiding its users to authentic insights through custom search results.

When searching for information about COVID-19, users are directed to a curated Pinterest page from the World Health Organization (WHO) detailing timely and useful details around how to protect yourself, friends, and family from getting sick. This includes hand-washing best practices, when to use a nose or face mask, and more.

In a statement to The Verge, Pinterest said the custom search results is a way to “connect Pinners with facts and myth-bust what’s not true with authoritative information from the [World Health Organization].” The platform also urges users and brands to follow the WHO’s account as a frictionless way to stay updated while they post and engage with others.

This approach has resulted in a significantly lower volume of pandemic-tied posts compared to other major platforms and spurred creative ideas from Pinners. Pins are showcasing products like COVID-19 notebooks for journaling about your experience, while a “coronavirus vibes” board is dedicated to ways to relax and use this time to practice self-care.

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The post How Platforms are Helping Brands and Users Navigate COVID-19 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/how-platforms-are-helping-brands-and-users-navigate-covid-19/

8 of the Most Important HTML Tags for SEO

SEO tags can have an impact on your search rankings. Here’s a look at some of the key tags you should be aware of, and how they’re used.

https://www.socialmediatoday.com/news/8-of-the-most-important-html-tags-for-seo/574987/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

Instagram’s Testing a New Option to Promote the Sale of Gift Cards via Your Business Profile

Instagram is testing a new option which would enable brands to provide a new ‘Gift Cards’ link option on their profile.

https://www.socialmediatoday.com/news/instagrams-testing-a-new-option-to-promote-the-sale-of-gift-cards-via-your/574982/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

Facebook Launches New Messenger COVID-19 Community Hub to Highlight Key Connectivity Tools

Facebook has launched a new coronavirus community hub for Messenger, in order to provide tips on how people can connect via the messaging app amid the COVID-19 lockdowns.

https://www.socialmediatoday.com/news/facebook-launches-new-messenger-covid-19-community-hub-to-highlight-key-con/574980/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

Facebook Releases New Digital Literacy Resources for Kids and Parents, Tips for Supporting Remote Workers

Facebook has launched a new set of learning resources for kids and parents to help them safely navigate the internet, while its also shared a new listing of tips for remote workers. 

https://www.socialmediatoday.com/news/facebook-releases-new-digital-literacy-resources-for-kids-and-parents-tips/574977/

TikTok Launches Celebrity-Hosted, Daily Live-Streams to Entertain Users Amid COVID-19 Lockdowns

TikTok has launched a new entertainment and information initiative to help lighten the mood amid the COVID-19 lockdowns.

https://www.socialmediatoday.com/news/tiktok-launches-celebrity-hosted-daily-live-streams-to-entertain-users-ami/574970/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

Pinterest Launches Verified Merchant Program for Brands That Deliver High Quality Customer Service

Pinterest has launched a new ‘Verified Merchant’ program which adds a blue checkmark to approved profiles, while also boosting Pin exposure.

https://www.socialmediatoday.com/news/pinterest-launches-verified-merchant-program-for-brands-that-deliver-high-q/574967/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone

#SMTLive Recaps: Managing Social Media When You’re Not (Physically) In the Office

In our most recent #SMTLive Twitter chat, we hosted a lively discussion around the topic of the moment: Maintaining productivity when working from home.

https://www.socialmediatoday.com/news/smtlive-recaps-managing-social-media-when-youre-not-physically-in-the/574961/

Tech and Tools to Help You Transition to Remote Work [Infographic]

Looking for ways to optimize your WFH process? Check out these insights into the benefits, and pitfalls, of remote work, along with some helpful tool tips.

https://www.socialmediatoday.com/news/tech-and-tools-to-help-you-transition-to-remote-work-infographic/574986/

Business News and Sports News from Mike Armstrong – See http://mikearmstrong.me

For Business Advice follow the link or visit the Entrepreneur Zone