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1. Live Video takes a front seat:
It was a trend that took off in 2016 and will continue to rise. Social media users are becoming fascinated with live, authentic and unpolished content. More are more businesses have started using the live video feature to raise awareness and engage the community. They also use live video service for customer service by hosting Q&A sessions and product demo. Facebook Live and Periscope are among the most popular platform, however Instagram live video will also rise without a doubt.360 degree video is another format to look out for in 2017. Business will also greatly benefit from this technology.
2. Fake news on the Rise:
2016 saw the rise of “Fake news” on social media. Platforms such as Facebook will come up with tighter rules to curve fake news. The news outlets that publish fake news will no longer be allowed to advertise on Facebook and their reach will go down organically as well.
3. Chatbots and Social Messaging:
It’s still early to say how Chatboats will fully automate the way brands interact with customers. The primary objective of Chatboats is to efficiently assist customers with shopping, booking and completing a transaction and not replacing the human interaction entirely. As consumers become more used to chatting with bots, the use of artificial intelligence will increase, allowing brands to enhance their customer service experience. Facebook had integrated them within Facebook Messenger, and some of the brands are using them to communicate with customers. Social Messaging on the other hand will also rise at the same time. Brands will take users directly to a chat window through ads.
4. Social Commerce:
With the increasing popularity of mobile browsing, platforms are offering ways for users to purchase products from directly within the apps. This trend will continue to rise and brands will invest more on social commerce to sell products and services. Facebook, Instagram and Pinterest already offering ecommerce features and Snapchat has also joined them in the race.
5. Disappearing content and facial lenses:
Disappearing or a short-lived content is a great way to showcase the other side of the brand. Snapchat has introduced this feature and made it huge in 2016. Now Instagram has recently introduced the same feature with the ability to share live ephemeral video, too.
It goes without saying that Facebook copied all the popular features from Snapchat. The competition for artificial intelligence lenses could heat up between Facebook and Snapchat in 2017. Let’s wait and see who beats whom in the race.
6. Mobile advertising will continue to grow and become more competitive:
Last year, Facebook generated more than 7 billion USD from social ads and 80% of them came from mobile ads. Twitter mobile ad revenue increased in 2016 and it’s likely to grow more in 2017. Snapchat introduced a new advertising API that makes it easier to buy ad space. Shoppable Instagram lets users buy products directly by clicking on a CTA the app.
7. Virtual Reality and social media will merge:
Brands will offer immersive experiences through virtual reality integration at the platform level and at the campaign level. With Facebook acquiring Oculus, it will be interesting to see how they will adopt VR in its platform. Apple is rumored to be announcing a new virtual reality platform in 2017.
8. Organic Facebook content will have less reach:
Unless users click on “see first” on your page, they won’t automatically see your post on their news feed. The new algorithm will prioritize posts from family and friends over other sources. So it will be a good idea to communicate while running a fan acquisition campaign, to change the setting from “default” to “see first” when a user clicks “Like” on your business Facebook page. It has become more of a paid marketing tool this year.
Please do share your thoughts. I’m more than happy to connect!
Being a social media professional I handle multiple Facebook pages for my clients. I have noticed that of late the ‘likes’ and ‘comments’ have decreased in spite of growing the member base. I know one thing, it’s not because of my content; I have been posting the same kind of stuff I used to and I was getting good interaction. It’s the paid post that’s taking away my spot on the users news feed. In my opinion I don’t think it’s a very healthy practice. I understand that they need to generate revenues but not at the cost of suppressing free content.
Many people have been talking about this issue however Facebook denies the charges on their official blog post that was published recently.
Tech billionaire and Dallas Mavericks owner Mark Cuban says he is fed up with Facebook and will take his business elsewhere. He’s sick of getting hit with huge fees to send messages to his team’s fans and followers. See here readwrite
You did social media listening for your brand, now what?
Yes we all know that listening is an important aspect of ORM (Online reputation management). It gives you an idea on how your brand is perceived by the public. Any good social listening tools should give you at least the following report:
Share of voice
Volume of mentions
Influence of people talking about you
You have got the above report. You have also organized your data in a fashion that makes both consumption and navigation easy. Now from the report you know the following insights…
1. Where your users are present – go and create your profile on those new platforms. Look beyond Facebook. There are various forums, review sites, etc where your customer queries are left without response. Please do respond to them first.
2. Competitors status- Learn from your competitors. If your competitors have good ratings or higher recommendations than your brand on review sites, find out what they are doing different. You might be responding to your customer’s feedback but do you really mean it what you say and willing to work on it. If not it’s about time you did it.
3. Influencers – you know who are they and how often they talk about you. Give them recognition, awards, information etc based on the influencer category and connect with them often. Consider them as an extended team of marketing department.
4. Topics – you know the most commons topics now. Produce interesting and shareable content around those topics. Create your thought leadership position.
5. Post types – you know the post types. You know what is bad, what is good and what is neutral. Create a response mechanism for each category depending on the conversation. If it’s a problem – solve it both online and offline, Enquiry – answer it, suggestion – appreciate. Check this video by McDonalds on how they respond to a customer query by going an extra mile.
What is Graph Search?
Facebook’s technology for finding people and things that are socially connected
What is Graph Search For?
“Find people who share your interests”
“Explore your world through photos”
“Discover restaurants, music and more”
How Does Graph Search Work?
The Facebook search bar will suggest top search terms as you type. Search terms include all social objects : people, pages, places, apps, and groups to help users discover things that are most relevant to them.
The results page returns unique results tailored to the user who is using Graph Search. This provides incredibly relevant results to the searcher. Results that are socially applicable to the searcher will be displayed higher in the rankings. Also, brands that have been engaged with (checked-in, reviewed, liked, etc.) by the searcher’s friends will be more prominent in the results.
Fun fact : When social results are minimal, Bing search results are displayed to supplement the search.
Can You Advertise With Graph Search?
Currently, the only option to advertise on Graph Search is through Sponsored Results. You can learn more about Sponsored Results from Facebook Help. Sponsored Results currently only display within the search bar auto-complete dropdown, but we believe these will eventually be displayed among the actual results.
We expect that brands will be able to use search data for Retargeted Ads in the future. We also anticipate relevant ads similar to Google Search Results.
Optimize Your Brand for Graph Search
1 : Add Open Graph Meta Data To Your Website
Open Graph Meta Data is essentially more tags in the of your website. These tags are specific to sharing information on Facebook. Brands are able to tell Facebook how they want their content represented when shared. Control things like your Page Title, Description, and Images that are displayed.
Learn how to setup Open Graph Meta Data here
2 : Complete Your Facebook Page 100%
Any fields that are left open, should be filled in. This includes fields such as address, hours, and anything else that may be missing. Facebook will be using this information to index your Page. Without all possible input signals, Facebook might not serve up your Page in the results.
3 : Continue To Build a Fan Base
Many of the search results are ranked by total social connections. It’s simple—the more fans, the more likely the brand will appear in the results. Warning : Don’t resort to “buying fans” or using cheap tricks to attain fans. The quality of fan base is still important, especially when attempting to reach this audience organically. In the future, Facebook may examine engagement of particular posts to determine search results.
4 : Develop Engaging Content
Creating social connections between users is the key to receiving search results exposure. In the near future, we fully anticipate Facebook to incorporate Page’s posts and fan’s Comments. We also anticipate Facebook leveraging URLs that have been Liked in relation to the brand. This creates an incredible opportunity to drive people to your content, which can ultimately lead to more engagement.
Original version of the article appeared here http://whatisgraphsearch.com/