Many still believe that a the job of a social media professional is simply to tweet once in a while, upload pictures to Facebook or videos to YouTube... but it's much more than that! Moreover, I usually think that what people have in mind is a robot, not a person. Furthermore, if such a professional goes on and on about how cool they are and how great they are at their work (though not really working for anyone else but their own brand,) then it's a #smokemaker we'd be talking about.
Tasks and Responsibilities in the Social Web
I think this is something that must be talked about. This will help clear our path, make it easier to understand for others. The following are some of the basic responsibilities, starting from a strategic standpoint towards one that is more actionable:
Thou shall not commit Facebook fan page sins. Why? Not because God will smite you, but because your fan page engagement will suffer. Do you currently operate a fan page? Have you noticed any increases of decreases here lately? If you are gaining increases in engagement, then kudos to you! If you are experiencing a down turn, you may be a sinner – in a Facebook kind of way, ya dig? Let's jump in and take a look at what best practice rules you may be breaking.
THOU SHALL NOT BUY FANS OR LIKES
Ok dummies, did you really think that buying fans or likes was a good idea? Of course it wasn't! Having a bunch of fake facebook accounts that were sourced over-seas using proxies will do nothing for you. Inflating your numbers is silly. Want to know why? Because these fake accounts can't engage with your content. This means that your fan page will stink like a pile of horse puckey. No engagement = crappy edge score. If the numbers look too good to be true, then they probably are. Be cool and play by the rules. If you want lots of fan page fans, you are going to have to bust your ass and create good content. Furthermore, you will need to conquest other traffic from other social media platforms and remind them that you have a voice on Facebook!
In case you've been out of the loop, Facebook is in the process of rolling out a new feature and this
time, it has to do with the on-site search function. Facebook's Graph Search is not yet available to all
Facebook users (believe it or not, there's a waiting list!), and there seem to be mixed feelings about its
functionality since some users feel as though it's an invasion of their privacy.
While individuals may not be applauding Facebook's latest feature, business owners are
chomping at the bit for access to it. Facebook Graph Search crawls member profiles to see who
has "followed", "checked in", and "liked" your content. The more connections your brand's page has to
Facebook members, the more likely it is to be ranked in the Graph Search.
For this reason alone, you need to start getting ready since Graph Search will be unleashed to the
masses – and soon.
Here are a few pointers to make sure you're read:
Facebook is doubling down on its real-time bidding exchange and bringing third-party ads into users' news feeds for the first time. With news feeds being the dominant activity on mobile, the move also presumably gets the company one step closer to delivering more ads on its mobile platforms.
The expansion into users' news feeds, the most prized space in all of Facebook, indicates the company is enthusiastic about the early results of Facebook Exchange less than a year after it launched with ads appearing on the right-hand side of the site. As of last month, FBX had accumulated one billion impressions served according to Adobe.
As the exchange and data-driven ad offerings grew rapidly in the first few months, Facebook was eventually compelled to address privacy concerns after its partnership with data matching firm DataLogix was revealed in the fall. But now that users will see ads targeted to them based on the sites they visit outside of Facebook more upfront and personal in their news feed, fresh criticism will undoubtedly emerge.
When my agency started doing social media audits three years ago, we weren't exactly sure what to expect. What we soon discovered is that, big or small, B2B or B2C, many companies seem to be making the same mistakes, regardless of the department leading the charge. Here is a quick overview of the five most common mistakes we're seeing, along with notes on how to correct these self-defeating faux pas.
1. The Wrong Metrics
The most common metric mistake is emphasizing the number of fans you have over other markers, an approach that is symptomatic of a larger problem: viewing social as another mass medium through which branded content can be pushed. The reality is that it doesn't matter how large your social footprint is if fans aren't talking about your content on Facebook (PTAT) and sharing your videos, tweets and or LinkedIn posts. Enlightened brands use and monitor several more illuminating metrics, including brand sentiment, speed and quality of customer service resolution and engagement (comments, shares, CTRs, etc.).
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