Social Media listening and beyond!

You did social media listening for your brand, now what?

Photo by Allie Wojtaszek (Flickr)
Photo by Allie Wojtaszek (Flickr)

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
Frequent words
Topics/post types
Influence of people talking about you
Competitor comparison

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.


Facebook Graph Search

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.

Here’s a sample of Open Graph Meta Data code :

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

Real Time Content Marketing

Did you see what happened during the third quarter of the Super Bowl last night? No, not the electrifying 108-yard kick-off return for a touchdown by Jacoby Jones. I mean the world debut of real-time content marketing. Shortly after Jones’s romp to the end zone, half of the lights in the New Orleans Superdome went out, leaving players, coaches and fans alike with an unexpected 33 minutes to mill around.

Seeing an opportunity, advertisers and media outlets alike swept in with content developed just for this moment, when they knew millions upon millions of people would be looking for something to fill the time so they wouldn’t have to listen to the CBS sports crew try to improvise.
Oreo and Tide get props for being and incredibly creative and fast on their feet, but there were others. And new media companies like Mashable and BuzzFeed, who are used to the pace at which the world moves today, were all over the place, not just during the blackout, but during the entire game; my phone was lighting up with Google+ updates from Mashable all night and BuzzFeed was awash in Twitter trend summaries and Illuminati speculation.

Mashable was creating and sharing content all night. We all responded by widely sharing everything they did.
The collective reaction proves what content marketers have been told for a while now: to make an impact, you have to be there with relevant content when there’s an audience ready to consume. Oreo had the great (but expensive) whisper fight commercial last night, but what’s bringing them the most attention this morning? A cheapo jpeg created and approved on the fly.
Now, admittedly, most of us don’t have social media mission control rooms filled with creatives and executives gathered for the sole purpose of capitalizing on a huge ad spend, but the principle remains the same: know your audience, seek opportunities to create content that’s interesting to them and provide it at just the right moment. What’s the right moment? Keep your eyes and ears open and you’ll know.
In the meantime, be prepared, be nimble and be smart. To the quick-draw content marketer goes the spoils.

Original Article here