5 Popular Posts About Social Media

Now, it is time for a recap again. Here, we will make a list of 5 popular posts within the last 30 days. Most of these posts contain information on how social media can be used, and what it can do for your business.

It seems as if they have kept receiving attention from readers, because the content of the posts are still “up-to-date” and something which hopefully can inspire you.

 

 

What To Include In a Social Media Policy

Building on my last blog post the Social Media Policy – not just for the big players I felt it was worth sharing some pointers on what should be included if you are drafting this document on behalf of your business or client. Remember that you want your policy to empower the reader to embrace social media rather than scare them off. This means ensuring that there is no complicated, technical jargon (if this needs to be included then make sure there is a glossary of terms at the back of the document) and that it is presented in easily digestible format (clearly defined sections, bite-sized paragraphs, tables for stats etc…) Read Full Post »

Successful Ways To Create User Involvement

Communication today is all about creating engagement and involvement and to create experiences for the individual user or receiver. This is also the case for the many organizations, brands or companies who want to get their messages across on the web. People get more and more used to being bombarded with messages more or less everywhere possible: in urban space, in buses, in public toilets, when checking your Facebook etc. So the challenge for communicators and marketers is to create new and engaging ways to reach the audience – in other words: to involve the users. Read Full Post »

Why You Need a Blog: Blogs Are The Websites of The Social Media World

Many businesses don’t have a blog yet. Too bad since blogs are really social media hubs and more. But there is hope, since blogs are almost a must for all businesses that want to do “something” with social media. A little more than a decade ago, many companies had no websites. And if they had one, it was often no more than some online brochure. Read Full Post »

The (R)evolution of Social Media Bloggers

The greatest thing about online media is that it is out of control. There is no censorship, it is not controlled (alright we are leaving Google and the Chinese government out of this one) and people write what they want. What makes social media bloggers unique compared to all other online information is their voice. It’s a single person talking about what he or she cares and are most passionate about. A blogger owns his inspiration, his voice, and is ready to let the world know his own opinion, what he is supporting or if he is taking a stand against something. Bloggers are credible communicators, because what they express is their own. Read Full Post »

Storytelling – A Powerful Tool When Branding Your Organization In Social Media

When we talk about social media, it’s the same as talking about connecting and making conversation. Via social networks people all over the world are able to interact, share content, valuable advice and also recommend products to each other, for example. Social media is also a particularly useful tool for businesses that want to brand themselves, market a new product etc, as social networks allow them to meet their current and potential customers at close hand. Read Full Post »

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!