Facebook Bans Like Gating

Facebook bans fan gatingIf you have been using the “like gating” technique it’s time to stop, as of November 4th Facebook bans like gating

If you don’t know what fan gating is, like gating is enticing your followers to like your page ot posts in exchange for freebies

Harshdeep Singh, a software engineer at Facebook, wrote in an August blog post that  people “like pages because they want to connect and hear from the businesses, not because of artificial incentives”.

The ultimate goal of Social media is to build relationships and banning the practice will force brands and organizations to create  quality content that engages their audiences and builds relationships instead of relying on technical tricks

No doubt some marketers will suffer but ultimately, building better relationship with quality content will lead to better quality likes and more engaged audiences.

In addition, social media should be a means to an end, no matter what you do you do not control the medium and one of your goals should be to get the data on followers out of the platform and into a platform you have more control over like traffic to your website or building your mailing list.  Building better relationships will help you build better quality mailing lists more engage traffic to your websites and ultimately generate more ROI

FDA Social Media Guidance Controversy

FDAUnder the new FDA social media guidance, manufacturers would be responsible for monitoring their social media platforms for comments considered inaccurate, misleading or related to non approved or off label use.

They would also be liable when third party websites they have collaborated with publishes or do not filter articles, posts, ads or comments considered inaccurate, misleading or related to non approved or off label use.

All three major industry trade associations – the Pharmaceutical Research and Manufacturers of America (PhRMA), the Biotechnology Industry Organization (BIO) and the Advanced Medical Technology Association (AdvaMed) warn FDA of significant flaws in the agency’s proposed regulations on the use of social media.

Their contention being that information and comments published online by third party comes under the first amendment and they should not have to monitor, correct or remove them even if they are misleading

The first amendment argument has been widely used to justify misleading information in non regulated industries but in the healthcare industry, misleading information, even by third party can have wide ranging consequences on the health of patients, raise false hope and create undue pressure by ill patients on doctors. Continue reading

2013 Facebook Cover Photo Guidelines Allow Calls-To-Action

2013 Facebook cover photo guidelines now allow calls-to-action in cover photos.

Previously, Facebook did not allow contact information, pricing, discounts, invitations to like and share and calls to action on the cover photo, many learned the lesson at their expense.

Not so anymore, Facebook simplified the rules and removed many of the restrictions as you can see in the 2013 Facebook cover photo guidelines bellow:

All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text.

The one restriction is the 20% text

What does that mean for marketers?

  • Generate More Leads

  • Promote More Content

  • Improve Conversion

  • Get more value for of your timeline

And if you have not yet customized your cover photo, here is a reminder of the dimensions:

2013 Facebook cover photo dimensions

Social Media Rules for Brands: The 10 Commandments

Ten-commandments

Social media for brands dos and don’ts, the social media rules to know

Fleeting as social media exchanges may seem, they can have a pronounced impact on business and their influence can echo far beyond a simple post or retweet.

While the anonymous, public and often informal nature of Internet dialogue often leads corporations to relax their guard, it’s important to note: Managing a brand’s social media presence is a tricky balancing act. The key to being successful? Keeping things polite and professional, and constantly acknowledging your audience’s voice, while adding value or insight to customer exchanges.

Looking to enhance your corporate social media efforts? Here are

1. Thou shalt be patient and considerate.

While many campaigns seem to go viral overnight, it’s important to remember that businesses rarely experience instant breakthroughs or meteoric audience growth on social media. More important than chasing huge follower or subscriber counts is to consistently and meaningfully engage an audience by creating helpful and insightful content that addresses key concerns or speaks to consumer needs.

Over time, through constant two-way dialogue with users, this commitment will help your business build a loyal and involved following, the influence of which may far outstrip that of larger, less engaged audiences.

Be relevant, generous and sincere. While doing so may not seem as sexy or instantly gratifying as posting a viral video or infographic, it will help you build trust, empathy and, most importantly, relationships, the currency of the modern social realm.

2. Thou shalt not be indifferent to the voice of thy customer.

When you engage in social media, you commit to playing a role in very public customer conversations. This entails consistently having to acknowledge other parties’ opinions, and embracing both the good and the bad, including harsh or critical feedback.

Instead of looking the other way when someone posts something unflattering, take a moment to objectively assess the feedback. Constructive criticism not only presents opportunities to improve our efforts to serve end-users; it also presents a chance to engage in human exchanges, and apologize and appease the situation.

In other words, the goal is to create conversations, not critiques, and optimize the level of customer support and service provided to your audience. Sometimes, simply taking a moment to acknowledge others’ voices, or answer questions directly can bridge gaps that threaten to build a gulf between you and end-users.

3. Thou shalt be true to thyself.

You’ve spent ample time crafting your brand’s mission and values across your website, marketing materials and advertising efforts. Now is not the time to abandon the positive image you’ve worked so hard to cultivate, or forsake professionalism or propriety in the name of popularity.

Given the medium’s more personable nature, social media exchanges should certainly be more human than formal. But all should be respectful of customers, audience needs and the positive image you’ve worked so hard to cultivate. It’s important not only to respect followers’ time and intelligence, but also to be consistent with your branding and messaging across all platforms. That way, fans and followers know both who you are and the values that your business stands for.

4. Thou shalt think before you post.

Trade secret: Every post or status update you share should add value for your audience, regardless whether that value comes in the form of enlightenment, entertainment or an uplifting exchange.

Therefore, make every share unique, and think about how to ensure it counts – i.e., what can you add to the conversation that others can’t? As a simple example, retweeting posts of note is an excellent way to share information, but adding your own opinion or links to further resources is an even better use of time. Likewise, if you post every single little detail or update about your brand, industry and products, fans may become fatigued. Respect your audience and think about how to make posts superlative, singular and of notable worth before sharing.

The key question to ask yourself: What’s in it for them?

5. Thou shalt be brief.

Remember to keep it short and sweet on social media. You have only a few seconds to catch someone’s attention, and even less time to keep it. Therefore, make sure your posts have an immediate impact and utilize concise language, links, references or (better yet) visual assets, such as photos, videos and inforgraphics. These quickly convey key information at a glance.

Look for ways to distill an idea down to a single statement or elevator pitch that clearly and quickly communicates subject matter, tone and target audience, and provides further points of reference should audiences wish to dive deeper into the topic.

6. Thou shalt not hog the conversation.

In many ways, social networks serve as the world’s largest cocktail party. But no one wants to be stuck with a self-centered conversation hog.

The same rule applies to your social media presence, where it’s important to listen before speaking – doubly so, as the dynamics of conversation and rules of online behavior differ depending on context and parties in attendance. Dedicate the majority of your time proactively engaging your audience, then split the remaining time between content your audience will care about and promoting your brand.

7. Thou shalt do good.

Think of social media as the world’s largest megaphone or amplifier – it can project your online voice louder, farther and faster than ever before.

Always be engaging and upbeat (negativity never reflects well on the poster, especially online, where conversational subtlety and nuance are often lost in translation), and take advantage of the opportunities presented to promote positivity. Material you post online should be less promotional than beneficial in nature, designed to help viewers save time or money, enhance learning and awareness, or offer key opinions and insights. From securing support for charitable ventures to offering deeper looks at evolving trends to helping fans and followers make valuable connections, consistently look for ways to aid, assist and uplift your audience.

8. Thou shalt keep it strictly business.

While color and personality are always welcome online, business and pleasure seldom mix well in social media contexts – personal and corporate accounts are best kept separated. Remember: Users following business accounts do so because they identify with the brand, and expect content in keeping with its core image and focus. Posting anything outside of this realm may prompt confusion, surprise or indifference, and has the potential to reflect poorly on your brand.

Communications should universally be polite, professional and on-topic. Where the risk of misinterpretation or controversy exists, play it safe and skip posting. Keep your tone and voice upbeat and respectful – avoid complaints, negative comments and stabs at the competition at all costs.

9. Thou shalt respect the hashtag.

Twitter hashtags are great vehicles for highlighting topics of relevance, drawing audience’s attention and fostering fan engagement. However, they can also be dangerous when used incorrectly – i.e., too frequently or in inappropriate contexts.

Oftentimes, brands overuse hashtags or place them in unrelated posts to drive added visibility. But doing so may leave viewers feeling cheated, especially if those hashtags add no relevant context to conversations or potentially alienate readers. This can cause a negative reaction to your online voice and ultimately your business, which will not only hinder fan acquisition but potentially detract from your brand.

10. Thou shalt not lie.

Skip the temptation to embellish, fib or inflate the truth online, especially since it can easily backfire or even lead to potential legal repercussions. Likewise, be honest with your audience. If fans and followers have questions about an evolving scenario – e.g., a potential PR crisis -– sometimes, the best answer is simply a prompt: “Apologies, but we don’t know. However, rest assured we’re working on it, and will let you know as soon as possible.”

Trust is the foundation of any relationship – real or online, and its loss can have a marked impact on both your brand and customer perception. As Benjamin Franklin once pointed out, it takes many exchanges to build a positive reputation, but only one mistake to undo it.

See Article

Across Channels, Retailers Push to Keep Customers Happy

The rise of the internet has meant big changes for customer service, according to a new eMarketer report, “Multichannel Customer Service: Best Practices for Building Retail Loyalty.” Consumers today have an array of digital customer service tools at their disposal, the newest of which include live chat, social networks and smartphones.

 

And the stakes are high for retailers trying to keep up. Consumers are quick to punish retailers that do not meet their customer expectations—and reward those that do.

Findings from a Q1 2012 study by the Temkin Group, a customer experience research and consulting firm, showed that customers are loyal to businesses that provide good customer service. Some 86% of survey respondents who reported being very satisfied with their most recent customer service interaction with a company were likely to repurchase, as opposed to only 9% who said they would likely purchase again after being very dissatisfied with their customer service experience.

et another benefit of good service is that satisfied customers become brand advocates who refer other people to the company. A 2012 American Express study found that 48% of internet users told other people “all the time” about a good customer service experience with a business. The survey also found that people were roughly as likely to share their poor customer service experiences.

But consumers have different expectations and preferences for customer service depending on where they are in the purchase journey and the types of questions they have. A 2012 global customer experience study sponsored by Capgemini found that social media was most important in the awareness stage (learning about products and promotions), while smartphones were most valuable in the delivery and after-sales care stages.

Visual outperforms text when it comes to social media engagement

According to a new study from M Booth and  Simply Measured, visual content is not only taking over the digital and social media landscape, it’s also outperforming all other mediums when it comes to engagement!

  1. Videos are shared 12X more than links and text posts combined on Facebook
  2. Photos are liked 2X more than text posts on Facebook
  3. 48% of all Tumblr posts are photos.
  4. On YouTube, 100 million users are liking, sharing or commenting on videos every week.
  5. Pinterest refers more traffic than Twitter, StumbleUpon, LinkedIn, and Google+ combined
Graphics and videos drive engagement in social media

Reviews Are Key To Build Consumer Trust

Gaining consumer trust is an important issue for marketers seeking to ensure that they’re not scaring prospective customers away. In fact, a March to June survey of US adults conducted by About.com found that 84% of respondents felt that brands needed to prove themselves trustworthy before they would interact with them or other information sources. Moreover, the study found that there were 10 primary trust “elements,” or cues, that brands must establish in order to engender trust, including accuracy, expertise and transparency.

In a social media context, customers wanted to see that brands had a significant number of positive reviews, and that they didn’t go out of their way to hide the negative ones. The survey found that 41% of respondents said the ability to see reviews on social networks added to their feeling of trust in a brand. Reviews played a bigger role in cultivating trust than seeing that friends had “liked” or recommended a brand, or that the brand had accumulated a large tally of “likes.”

Video was found to improve trust the most when it served as a complement to other types of content. This ties back in to consumers’ hunger for useful information. Brands can build trust with potential customers by demonstrating expertise through quality owned content that is also devoid of a hard sales message.