Periodically a discussion arises about whether or not to repeat tweets with links to one’s own posts or information. Some people repeat information multiple times daily. Others do so mainly when posting something new. Some people don’t do so very much at all. It varies. Why might you repeat tweets? It’s a way to try and get your message and content shared with more people. Depending on the frequency, though, I think that if you routinely repeat tweets too often, there’s some risk. It’s a fine line. Repeat too often, and do so regularly as part of your overall strategy, and you may eventually be seen as a spammer. The good news is that there are multiple ways to get exposure for your tweets and message. You can package them differently, stream them verbatim in other platforms, and build awareness by creating your own hashtags and events. Tweeting in some of these additional ways right in Twitter may expand the reach of the tweets without looking like you’re broadcasting too much. It can also increase visibility and engagement in some other applications. Here are some examples.
Check out the top 10 over-performing Facebook posts, from the (roughly) 500 progressive groups followed by CrowdTangle. Of note this time: The Nation’s article about Ted Cruz, which is a link-post rather than the image posts that dominate these lists. The dominance of image-posts is a reminder of how much emphasis Facebook places on the visual.
One of the many great technological advances in marketing over the past decade is remarketing – the action of promoting your business specifically to people that have already visited your website. What used to be a hopeful, “Y’all come back now, ya hear?” can now be replaced with “The blender you put in your shopping cart last week (but didn’t buy) is now 20% off!” As a marketer, I enjoy this because I know that the people that have already visited my website are a much more targeted and engaged audience than the average internet user. Unfortunately, something I have been guilty of in the past is making remarketing an afterthought. I focus so hard on getting the right account structure and choosing the right keywords that I forget all about remarketing. In reality, remarketing should be more of a first thought, not an afterthought, and here are 3 reasons why.
According to Pew Research, 85% of U.S. adults use the internet? You may not be surprised by this statistic (and you probably shouldn't be). I'm not surprised either. What does surprise me is some of the politicians I've talked to claim that voters aren't on social networks. The result of this belief is that they refuse to join any social networks. This article will dispel this theory by clearly breaking down and comparing the voter and social network demographics. A political campaign is like a company that goes public, raises a bunch of funds, and then attempts to go bankrupt before the election is over. Campaigns have limited funds, time, and volunteers....and everything has to be executed just right for maximum effect.
Just as social media has become an increasingly significant part of our daily lives, it has also become a growing aspect of political campaigns. But just how crucial is a politician’s online presence? “I would regard social media as a necessary – but not sufficient – campaign strategy,” explains Patricia Misutka, the outgoing Chief of Staff for Edmonton Mayor Stephen Mandel. “You need to be on social media, but you can’t only be on social media. It’s not at the point yet of being a single means of reaching out to the public, but it’s part of an integrated strategy that a campaign would execute.”
Email can be a powerful tool for staying in touch with supporters. After spending time on your email strategy and crafting the perfect message, don't crash and burn by making one of these common mistakes. Here are a few email no-nos to keep in mind next time you create an email campaign. Using a generic subject line. You know that your latest email campaign is the October Newsletter. And you know that it's great. But it's up to you to tell your customers just why October is so darn special. Consider using your subject line to tease your favorite article or whatever *you* decide is the most enticing part of your newsletter.
In short, more good emails = more revenue. If you look at the latest M+R Benchmark study, the number of donation appeals sent per year to nonprofit supporters averages about twenty-four. If you break that down, it's two per month, on average. Many of the smaller or emerging nonprofits that I've worked with, or even larger brands who are just now getting started with building an online program, only send – or plan to send – about four appeals a year. Furthermore, those appeals might be buried in a newsletter – not even a standalone appeal in which the only call to action is to donate. The impact of these donation appeals is also often even further blunted by infrequent engagement opportunities, such as advocacy or other storytelling and educational messages where the constituent has a chance to make a difference without being asked for money.
I spent the weekend at O'Reilly Media's "News Foo" conference, which brings together journalists, publishers, tech types, and Werewolf players. A lot of the attendees worked for major social networks like Facebook and Twitter, had built products to help publishers manage their social-media presence, or worked for outlets that create content designed for social media. And over and again, I got the same question: Why are journalists so obsessed with Twitter?
A year after the 2012 election in which the Obama campaign dominated on data and Republicans wondered how they could catch up, both parties saw 2013 as not only a testing ground for new digital strategies but also a test of how much ground the GOP has made up. Democratic Gov.-elect Terry McAuliffe’s campaign, building on the foundations of Obama’s 2012 data operation, was able to adapt many of Obama’s data strategies to a state-level race.
The difference between a Facebook update that gets results, and one that doesn’t is the content. After all, Facebook users primarily share content they find useful and interesting. But knowing this and actually doing this takes more that just “posting awesome content” – an overused mantra that’s not too helpful. There are several steps that need to happen before, during and after a post is published: 1. Listen To Your Community First Every species on this planet has thrived by listening first. But for some reason, human beings tend not to listen first when engaging on social media. When you listen first, you get important information such as current topics most interesting topics, news, etc. Insights allows you to see which updates your community is engaged with most. You can also use Graph Search to discover a lot of cool things about your Facebook fans.
The Washington Post: ‘Sign this petition’: How political groups are turning their data testing tools on social mediaPresident Obama's reelection campaign famously sent different e-mails to randomized groups of followers to determine which language would generate the best response. It also, to a lesser extent, helped popularize the idea of Web site testing — diverting a fraction of a site's visitors to an alternate version whose performance can be measured against the standard. Now we've reached the next evolution of that political strategy: applying those same sorts of tests to social media. Honing your every tweet this way might seem like overkill. But for an industry where even the thinnest margins can have an outsized impact, gaining an edge on social media is crucial. So it's only natural that strategists' love affair with data would extend to their interactions with online as well as off-line followers. "Testing is critical, especially for smaller clients," said Serenety Hanley, a former Republican National Committee technology director who now runs a boutique social media consulting firm. "The smaller the client, the more vital it is to maximize their dollars."
Past studies have said that sharing photos on Facebook sparks engagement. According to a new study by Dan Zarrella of Hubspot, sharing photos on Twitter generates significant retweets too. Zarrella analyzed close to 500,000 tweets and found some interesting data. Tweets that had photos and used Twitter’s own image uploading system were retweeted 94% more then if users uploaded photos by another 3rd party system such as Twitpic, which experienced a 64% retweet rate. As some of you know Facebook and Twitter have been duking it our for years over becoming king of the social networks. After Facebook purchased Instragram, Twitter no longer provided access to users through their API. So it was no surprise to see tweets that included photos with Instagram links were 42% less likely to be retweeted. And Tweets that included Facebook images links were 47% less likely to be retweeted.
Check out last week’s top 10 over-performing Facebook posts, from the (roughly) 500 progressive groups followed by CrowdTangle. Of note this week: a couple of the top stories are re-posts of another page’s content, a good example of the value of sharing with your allies. As Dick Cheney once said, recycling is a virtue.
Facebook and other social networks are often used to promote charitable causes, and Web-hosting solution Bluehost used the infographic below to examine social media’s role in causes. According to Bluehost, a recent survey found that 83 percent of U.S. respondents want brands to support causes, and 41 percent bought products or services from companies due to causes those brands were associated with.
Many of our clients have recently reached out to us asking how to make their campaign website more visible to search engines (like Google). Due to popular request we decided to share a few tricks that we've learned from our social media and search engine optimization friends. Before we jump into the tricks it’s important to clarify a few things. The art of making your website visible to search engines is called search engine optimization (SEO). Traditional SEO generally focuses on changing code on your website to target specific words and creating a lot of links to your website from other websites. With the rise of social networks traditional methods for SEO became less relevant relative to social network signals. According to Searchmetrics, 7 of the 10 of the most important factors in SEO ranking now come from social media. This means that using social media for your political campaign has a huge effect on whether people can find you on the internet.
Update: We’ve received a response from Facebook regarding EdgeRank Checker’s study: >When we introduce a new product at Facebook, we focus on getting the user experience right; hashtags are no different. Since they are prone to abuse from, for instance, meme Pages, we’ve been focused on fine tuning the ranking algorithms before we surface them more prominently to people. >Pages should not expect to get increased distribution simply by sticking irrelevant hashtags in their posts. The best thing for Pages (that want increased distribution) to do is focus on posting relevant, high quality-content – hashtags or not. Quality, not hashtags, is what our News Feed algorithms look for so that Pages can increase their reach. Are Facebook hashtags useful in accelerating a company’s post’s viral reach? A recent study by Facebook analytics service EdgeRank Checker states that posts with hashtags do not have as great of reach than those without. Hashtag support is relatively new for Facebook as it copied this feature from Twitter in June to help users add context and discover shared interests. EdgeRank Checker’s study examined more than 500 Pages in July to see whether hashtags were used. Of those Pages, there were more than 35,000 posts, of which at least 6,000 contained hashtags.
The Great Convergence of paid, owned and earned media has generated much hand-wringing within the communication industry. It has set agencies hailing from PR, Advertising and media buying on a collision course, as each discipline endeavors to offer the full gamut of services to its clients. Content marketing, which has been the hottest topic for this industry for some time now and will continue to be for a while sits neatly at the nexus of this convergence movement. Each communication discipline has a good claim to a piece of the content pie: PR agencies tend to be strong in crafting editorial material aimed at catching the attention of the publics it seeks to engage with. Advertising agencies can produce amazing creative content, mastering the art of storytelling to appeal to our deepest desires, while media buying agencies have long held the key to getting this content in front of these audiences in the best possible form at the best possible time. These arguments are not new but will continue to rage in the communication industry until the dust settles one way or another. The distinctions have become so blurry they are in fact meaningless at this point. We cling to it because we need to name things, put them in buckets, when in fact it sometimes looks like we try to create a new picture with pieces of an old puzzle.
Starbucks CEO Howard Schultz is urging consumers to invest in something more than designer coffee at his stores this weekend: citizen action. Frustrated with the inability of the federal government to resolve its ongoing budget stalemate, the nation's largest coffee chain will become a de facto headquarters in the next several days for a megapetition that Starbucks vows it will share with Washington officials. Newspaper ads promoting the three-day petition signing will appear Friday in USA TODAY, The New York Times, The Wall Street Journal and The Washington Post. Starbucks is encouraging customers to tear out the ads, sign them and bring them into Starbucks stores this weekend.
Facebook's strategic partnerships manager Libby Leffler works to ensure non-profits and causes on Facebook understand how to use the platform to best reach their communities and make the strongest impact. She says the biggest struggle non-profits have with Facebook is not understanding how to best use the platform's tools to engage with their communities. Mashable spoke with Leffler to dive into the must-know information for non-profits and causes on Facebook. Leffler shared her favorite tips and tricks, highlighted some key examples, and outlined how a non-profit can turn its page around overnight.
Clicking "Like" on a Facebook post or page is now a form of speech protected by the U.S. Constitution's First Amendment, according to an opinion issued on Wednesday by a federal appeals court, which overturned a previous ruling to the contrary. The decision (.PDF) to consider a Facebook "Like" as protected speech may set a precedent of how courts apply freedom of speech rules to users' online activities. For the U.S. Court of Appeals in Richmond, Va,, Liking a candidate on Facebook should have the same protections as real-life actions that show political support. "Liking a political candidate’s campaign page communicates the user’s approval of the candidate and supports the campaign by associating the user with it," wrote Judge William Traxler, who authored the opinion. "It is the Internet equivalent of displaying a political sign in one’s front yard, which the Supreme Court has held is substantive speech."
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