All Posts By

Alexandra De Clerck

Which Analytics to Track on Facebook

By | Marketing, Social Media | No Comments

It’s important for every Facebook Page manager to have a good understanding of the performance of their Page. Especially today, where Facebook is more and more evolving in an advertising platform, and consequently an advertising budget comes in place, it is necessary to understand what works and where to allocate more efforts and resources. I will try to explain which metrics you should track and which analyses you should perform to fully understand the performance of your Facebook Page.

 

Analytics worth tracking:

You can export Page data or Post data from Facebook. Export Page data to have a better understanding of your audience, but Page data will give you a better insight of the performance of the content you posted.

1. Page Likes

The first number many clients look at, are Page Likes. However, since Facebook’s recent changes in its advertising model organic reach is dwindling down to 2%. Instead of focussing on increase page likes, brands should focus on reaching people, whether they Like the page or not.

2. Post Reach

Facebook defines Post Reach as “The total number of people your Page post was served to (Unique Users)”. Post Reach gives you thus a better idea of the size of your effective audience – those who see your content are namely not limited to your Fans. When you want to measure Post Reach over time, note that Total Post Reach should be taken with a grain of salt. You can’t simply add the numbers for your daily reach (unique users) within a time period because there will be an overlap.

3. Post Impressions

Some people might prefer Post Impressions over Post Reach. Facebook defines Post Impressions as “The number of impressions for your Page post (Total Count)”. Impressions indicate the number times a post from your Page is displayed and is a useful metric to analyze how frequently users are exposed to your content. Other social media platforms like Twitter and LinkedIn do not track Reach, so in order to compare your Facebook Page performance with your Twitter or LinkedIn performance, it is recommended to track Facebook Post Reach.

4. Post Engagement

Post Engagement measures how your audience responds to your content. There are two levels of Post Engagement; people can consume your content or create stories. Stories are the number of likes, comments and shares on your Page post, Consumptions are the number of clicks anywhere in your post (Total Count), including link clicks, other clicks, photo views and video plays. Clicks generating a story (like, comment, share) are included in other clicks. Measuring clicks on your posts gives you a more complete view of engagement, and a better idea of whether your posts will continue to appear in users’ News Feeds (clicks are factored into the Facebook Algorithm).

Not is it only important to measure Stories and Consumptions, you should also measure how many people are engaging with your page (unique users). Facebook has three different metrics that can measure the number of engaged users; People Talking About This (unique people creating a story), Post Consumers (unique users who clicked anywhere in your post) or Engaged Users (unique users who clicked anywhere in your posts, this also includes liking your page). Since I prefer to measure post level, I prefer to track PTAT and Post Consumers.

To measure your effectiveness at engaging your audience, you should calculate your engagement rate. You can calculate 2 different engagement rates: (1) PTAT/Post Reach: This measures the number of unique users who created a story with your content as a percentage of the number of users that were exposed to it. (2) Post Consumers/Post Reach: This measures the number of unique users who clicked anywhere in a post as a percentage of the number of users that were exposed to it.

 

Empower employees to become social media ambassadors

By | Social Media | No Comments

Social media is all about creating brand awareness and delivering your message to the right people. Companies are seeking brand ambassadors to spread their message across social media, but many companies forget that their most important and loyal brand ambassadors are their employees themselves. Especially companies targeting Millennials, people born between 1980 and 2000, should seek ways to empower their employees to become brand ambassadors. For Millennials, the Internet, connective technology, smart phones and social media have pretty much always been around. They are connected, share online, speak up and believe they can change the world. When Millennials want to buy a service or product, they go online to research the products, compare prices and read reviews. This is where it becomes interesting – reviews and recommendations from friends and family are the most valuable source when researching products. So start to spread your brand message through the right people and follow the next steps to empower your employees to become your social media brand ambassadors.

 Educate your employees

Do your employees know what your business stands for? Do they know your values and your goals? Before you can turn any employee into a brand ambassador, you need to educate your employees on your brand’s values, your products or services, and your customer service policy. This is a very important step because you don’t want your employees to jeopardize your brand’s values.

 Create a social media policy

Create a social media policy with guidelines that explain what can be shared across social media platforms and what not. However, when creating the policy, it is important that you encourage sharing and reduce fear. Create clear guidelines, but don’t stipulate many restrictions that employees need to go through before they can share a status update on Facebook or tweet.

 Make it easy

Don’t make your employees search for content to share. Be open and regularly communicate with your team about new product developments, marketing initiatives and new strategies. When you share these updates through email, you could for example include pre-formulated status updates and suggest they use them when posting on social media. This will also help your employees familiarize themselves with your brand’s tone.

 

 

 

 

 

How to run a successful contest on Facebook – Guidelines

By | Social Media | No Comments

Contests on social media are not only a great way to build buzz and increase brand engagement, but also they generate new followers and grow brand presence. There are many different types of Facebook contests ranging from a basic random draw or sweepstake, to a highly involved photo-sharing contest. These can run directly on your Facebook page or through an app on Facebook. Each contest has different benefits depending on your type of business, audience and campaign goals. However, Facebook has strict guidelines on how to run a contest on their network. When you infringe on these guidelines, your contest might be taken down, or even worse you may have your page deleted. The following are some do’s and don’ts you should keep in mind when creating your Facebook campaign.

Do’s

– The Facebook promotion must include your promotion’s official rules, terms and eligibility.

– Include an acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

– Notify that Facebook can’t be held liable for anything related to your promotion.

– Notify winners in a page update in the comment stream, by email or through an announcement on your blog or website. Before the rules stated that brands could not contact winners via status updates. But, to eliminate the hassle, luckily Facebook made this rule more lenient.

Don’ts

– Require people to like your page in order to enter the contest. You can ask people to like your page to enter the contest, but they must be able to enter the contest even though they don’t want to like your page.

– Require fans to share your Page in order to enter. Once again, you can encourage people to enter a contest by sharing your page, but you cannot force them to do so.

– Require people to tag themselves in a brand image for a chance to win a prize.

– Require followers to share the contest on a friend’s timeline to automatically receive additional entries. You may offer a referral link in a share as a means to receive additional entries, but they cannot automatically be awarded simply for sharing.

– Use your cover picture as an ad. Before, you could not include contact details, pricing or purchasing information (40% off, get yours now at your website, etc.), user interface elements (you can’t mention or use an arrow to point to Like, Share or any other Facebook feature), or calls to action (register now, tell your friends, etc.) on your cover image. However, Facebook has changed their rules in order to facilitate brands to promote their contests. They now state that covers cannot be deceptive, misleading or infringe on anyone else’s copyright. Nonetheless, brands mention that contests have been taken down because Facebook didn’t approve their cover image. I thus strongly advice to be very careful when you include any call to action or pricing information in your cover image.

– Encourage people to upload your cover photo to their personal timelines. This is still forbidden.

 

 

 

 

 

 

What we’ve learned from the Super Bowl

By | Marketing, Social Media | No Comments

Today, America’s biggest sports event is much more than the battle between the New England Patriots and Seattle Seahawks. With millions of people watching the game on television, the Super Bowl is thè opportunity for advertisers to create buzz and gain valuable brand recognition. In order to increase their reach, engage their audience and spark conversation, brands are taking the advertising battle to social media. With more than 28 million tweets and 65 million people on Facebook talking about the Super Bowl, Halftime Show and the commercials, the Super Bowl trended more on social media now than ever before.

So what’s in it for you? What are the most important takeaways to incorporate into your social media strategy?

Hashtags to continue the conversation

With companies paying up to $4.5 million for a 30 second TV-commercial, stakes are high for the brands to share their message with an astronomically large audience. In order to increase their reach, half of the 66 commercials shown during the Super Bowl featured a hashtag to carry the discussion into the digital space. Hashtags encouraging viewers to bring the conversation online in an organized format, making it easier for everyone to join the conversation. Whereas before, people remembered brands because of their tagline, today brands are remembered by their hashtags. A personalized hashtag creates brand equity and allows the audience to start a conversation, ultimately increasing your brand awareness.

Facebook is the ultimate winner

Most of the online conversation about the Super Bowl took place on Facebook. According to the social network, over 65 million people joined the conversation on Facebook worldwide. With 265 million posts, comments and likes, this year’s matchup drove the highest level of conversation Facebook has measured for any previous Super Bowl. The most talked-about moment was the New England Patriots victory, with 1.36 million people per minute talking about their big win. But as we all know, many people also watch the Super Bowl for the HalStime show; 1.02 million people per minute were talking about Katy Perry’s Firework finale. With Facebook putting an end to their organic reach, advertisers find it more and more difficult to reach their target audience. These numbers, however, prove that brands should not move away from Facebook, but instead have to find other, less profit focused ways to get to their Facebook audience.

Bud won the advertising game on social media

Budweiser, with their ad “Lost Dog”, won the USA TODAY’s Ad Meter, but also on social media it won the Super Bowl. The cute puppy-ad had the most shares across Facebook and Twitter, generated the most Twitter mentions (more then 197.800), and generated the top hasthtag (#bestbuds generated over 104 million impressions during the game). Also the “Like a Girl” ad for Always, Mcdonald’s “lovin”-themed campaign and Nationwide’s commercial were big winners. These commercials prove that simple and clear messages, with an awwww-moment, intended to start a conversation instead of selling a product, are (and will likely always) a big hit.

Real-time marketing is on the rise

31 companies, in the Interbrand 100, created and published content on Twitter during the game. Only 26 companies did this last year and just 8 in 2013. This emphasizes how social media is changing the way brands need to interact with their customers. Brands need to jump into the conversation their audience is having and use the strength of trending topics to get their message out there to the masses.

5 Tips to increase your followers on Twitter

By | Social Media | No Comments

Your follower count is not the most important Twitter metric, but it does indeed fall under the most sought after and popular metric. It is important to understand that communicating with just anyone will not bring you far on social media, especially on networks like Twitter. In order to increase your social media ROI, it is important to connect with the right people that are genuinely interested in your brand, voice and message. Below, I have listed five tips that will help you to increase followers on Twitter so you don’t only grow your following, but you also grow your following with an engaged audience.

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How to disconnect from technology

By | Life | No Comments

The average smartphone user checks their phone 6 times an hour, which, not surprisingly, makes them feel distracted and overwhelmed. With 84% of smartphone users claiming they could not go a single day without their device, it is safe to say that most people are addicted to their devices, and would feel naked without their gadgets buzzing all the time. Maybe it’s  time to disconnect from the digital world these holidays as a way to reconnect with people and places around you. Here are 4 tips to disconnect from your always-on lifestyle during the holidays:

1. You are off work, stick to it

You’re on holiday, so it is time to relax and reload your batteries. Use the out-of-the office setting on your office email and resist the urge to respond to emails. Also, inform your colleagues you won’t be able to respond your emails. If you value your off-hours, so will they. And, most importantly, delete your work email application form your phone for the holidays.

2. Make yourself incompatible

Plan activities during your holidays that are impossible to do with a device in your hand. Go hiking, meditate, volunteer or try a new recipe. Enjoy your holidays, plan fun activities ahead and make sure to reconnect with your friends and family.

3. Make rules and stick to them

Totally disconnecting from all technology during the holidays is probably too ambitious for most. The point is to relax and not feel like you are in withdrawal, however it is important to make rules and stick to them. You can, for example, allow yourself to read the online newspaper every morning or check your emails once a day.

4. Forget about social media

It might sound surprising that I advise you to forget about social media, but constantly refreshing your feed to see what your friends and favourite brands are doing is something you have to try to avoid when you want to disconnect. Turn off your social media notifications on your phone and connect with the people and places around you.