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So you want to be active in social media and engage with your consumers and followers, but you're not sure if you can handle a negative situation?
Relax, it's not the end of the world. In this article, I'll be sharing with you a simple example that I faced not too long ago and how I managed to turn a potentially negative experience into a positive one.
If you're a consumer, it may be difficult to believe that the next web page you visit might display the "perfect ad." After all, ads can be annoying at worst, and at best, you simply don't even notice them.
But according to Google's VP of Display Advertising, Neal Mohan, "there's a perfect ad for everyone." In a post on the Official Google Blog, he suggests "We’re at the beginning of a user-focused revolution, where people connect and respond to display ads in ways we’ve never seen before," and makes six predictions about the future of online advertising.
I’m a big fan of creative, engaging approaches to advertising, which is something I’ve covered before.
A lot of talk at the moment seems to be around brands using Facebook or Twitter for various campaigns, but it’s important not to forget YouTube as a potential engagement platform.
There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.
This article, like so many others, may be riding on the Royal Wedding coat -tails (please excuse the pun) but as well-wishers around the world gather to watch the footage on their (multiple) devices, I can’t help but think that as a brand, the Royal family are utilising social media and online video better than most.
Recently, Facebook rolled out a refreshed version of its Comments Box social plugin.
The free plugin makes it easy for publishers to add Facebook-themed commenting functionality to their websites. And it gives Facebook yet another hook into the web that exists outside its walled garden.
One of the key benefits of social media is the ability to create dynamic, long lasting relationships with customers. Creating a useful community can really add value to a brand or product and greatly increase return business.
If you have a community that’s both inviting and interesting to a customer then you’ll develop a stronger bond with them and have the opportunity to reduce sales cycles.
However, in order to benefit from this you’ll need to implement some solid management strategy.
The internet is littered with empty forums and half-formed Ning groups, so here are a few universal rules that will help you grow a successful, useful online community whether it’s for a blog, forum or dedicated network:
A large chunk of any online marketer's time is spent on engagement. Engaging bloggers and sites to chat about your content, to check out your products and if you prove valuable enough, sign up for a glittering platinum subscription.
If we receive a conversion, we can be pretty sure that our new member is actively engaged with the site right? You want to engage visitors, have them convert, or at least stick around on a semi-regular basis. It’s all about traffic numbers.
One of the largest problems online however, is that we still don’t have a cut and dried method for measuring engagement.
I love to see brands generating innovative, engaging and creative advertising online. Yet, I’m always surprised at how little effort companies put into Facebook from a creative perspective, especially given the noise they make about using the platform and the levels of engagement often put in.
Arguably, Facebook does have a static format that needs changing, but it’s not that difficult – or expensive – to come up with some great landing page manipulation through Facebook Markup Language (FBML)... And some brands are taking advantage of this, to great effect.
Here are a few examples from our How to Create Amazing Facebook Pages guide...
Although 90% of tech brands have a presence on at least two social networks, they are failing to make the most of opportunities for customer engagement, with many failing to respond to tweets and comments.
Wildfire's 'Putting the 'social' back into social media' report looks into the social media activity of the Deloitte Fast Tech 50, finding that not enough brands are having two-way conversations with followers.
Mel Carson is well known across the digital industry as Microsoft Advertising’s Community Manager, although he also takes on dozens of related responsibilities.
Following his five-year tenancy with the technology giant, Econsultancy caught up with him to discuss the ins and outs of successfully setting up and running an online community, the real costs involved and the resources needed.
He’s also generously offered to buy all of our readers refreshing alcoholic beverages...
While many companies are now seeing the social light and jumping on board with Twitter, Facebook et al, there’s still a temptation to set up your account and start pumping out updates straight away.
While there is a need for some of this as you grow an initial audience, the thing that will really make a social media presence successful is your ability to listen and take on board what people are saying about your brand.
In order to do this properly you’ll need to set aside time for detailed monitoring. Unfortunately one of social media’s biggest bonuses is immediacy, something which can make knowing how and what to monitor confusing.
There’s an awful lot of electronic chatter out there so how do you listen?