Posts Tagged ‘Facebook’

The History of #Hashtags

November 15, 2013

Hashtag imageOnly six years ago, a hashtag was regarded as a simple symbol most commonly used in front of a number. Today, hashtags have become one of the most valuable content marketing tools. They now even appear in many leading brands’ TV commercials.

And it doesn’t stop there. Hashtags have become an integral part of people’s everyday lives – from a teenager’s Instagram photo to a marketing director’s tweets.

For marketing professionals, the hashtag’s short but rich history proves its unique ability to attract attention and help build conversations around a marketing message.

In the splendid infographic below, social marketing specialist Offerpop has compiled some key moments in the history of the hashtag to show how, in under a decade, this commonplace sign has turned into a global icon.

History of #Hashtags (Infographic)

(click on the image to enlarge)

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Facebook launches own search engine, Graph Search

January 17, 2013

by Brian Oliver

Facebook is bringing a social networking element to search with the beta launch of its own search engine, Graph Search.

It will allow users to search for friends or people they have interacted with by using cross-sections of information within their social network. Initially, only photos, people, places and interests will be searchable, but more content will be added in future.

Facebook founder and chief executive Mark Zuckerberg says “Graph Search is not Web search” and describes the new search feature as the social network’s “third pillar” after its news feed and timeline.

“Graph Search is a completely new way for people to get information on Facebook,” says Zuckerberg. “Graph Search is a really big project. It will take years and years to map the whole index of the graph. Eventually, we want to index all the posts and all of the content on Facebook.

“This is one of the coolest things we’ve done in a while.”

Zuckerberg insists that Graph Search is not intended to be a rival to Google. All searches will be restricted to Facebook. Users with wider search queries will be directed to Bing, through a new partnership with Microsoft.

“We have the social network, now we can truly search it,” says Zuckerberg.

Meanwhile, Bing has announced that its search results will now feature five times more content from users’ Facebook friends, including status updates, shared links and comments.

More information about Graph Search HERE…

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                       About the author:

Brian Oliver is a business journalist and the MD and founder of London-based strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Facebook study shows brand marketers the best way to engage with fans

May 21, 2012

by Brian Oliver

Internal research by Facebook has found that brand marketers stand a much better chance of engaging with the social network’s 900 million active users if they focus on posting content about generic topics related to their brand, rather than promoting a specific product or service.

The study also found that conversational ‘fun’ posts that have nothing to do with the brand are least likely to attract a response from fans.

In fact, a separate survey by global Software as a Service company ExactTarget recently revealed that chit-chat posts are one reason why people ‘unLike’ brands on Facebook.

In a bid to help content marketers gain a better insight into which posts generate the most ‘shares’, ‘Likes’ and comments, Facebook spent four weeks analysing activity on 23 brand Pages spanning six different industry sectors.

For the study, Facebook’s research team divided social content into three categories:

1. Purely promotional messages (such as the launch of a new product, a new store opening, or a special deal);

2. Messages that tie in with the brand but cover general topics about the sector in which the brand operates (such as recipe ideas from a food brand or holiday tips from a travel company);

3. Posts completely unrelated to the brand (such as chatty posts about current events that have no connection with the brand).

FACEBOOK POSTS MUST RELATE TO THE BRAND

“The topicality of page posts impacts all types of engagement,” explains Elisabeth Diana, corporate communications manager at Facebook. “But the bottom-line result is that posts related to the brand and posts related to a product or service are the ones that are significant predictors of actions.

“The third, unrelated content, is not a significantly predictive page post.”

In other words, posting content on your Facebook page that is not about your brand is the only type of post that does not correlate with engagement.

“Speaking in the voice of the brand, talking directly about your product or service, or a topic related to the brand, is the best way to engage with fans of your page,” she says.

The Facebook study also found that photos and videos are best for generating ‘Shares’, while ‘Likes’ are driven by posts that prompt users to ‘Like’ something, and posts that pose questions are most likely to foster comments.

“You can maximize your success on Facebook by optimising your Page posting strategy for the type of engagement you are trying to drive,” adds Diana.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

New LinkedIn ‘Follow’ button helping B2B content marketers

April 11, 2012

The recent rollout of LinkedIn’s new ‘Follow Company’ button is making it easier for content marketers to target and engage with B2B audiences that are already using LinkedIn.

This appears to support the view that, while Facebook is great for B2C marketing, LinkedIn can work better for B2B. LinkedIn claims to have over two million companies in its network, representing all industries and company sizes.

Just like Facebook’s ‘Like’ button and Twitter’s ‘Follow’ button, you can now add the LinkedIn ‘Follow’ badge to your company website – making it easier for businesses or individuals to begin following your company’s LinkedIn page with just one click. There is no need for them to navigate to the LinkedIn website.

As LinkedIn’s Mike Grishaver explains: “Companies can engage with people from their Company Page on LinkedIn and through status updates. It’s a great and easy way to gain insights and stay connected.”

According to LinkedIn, the ‘Follow’ button is already being used by companies such as Starbucks, AT&T, Sony Electronics and American Express.

HIGHER LEAD CONVERSION RATE

In a recent study of over 5,000 businesses, integrated marketing solutions company HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74% – almost three times higher than both Twitter (.69%) and Facebook (.77%).

This suggests that increasing your reach on LinkedIn through quality content is not only likely to boost your website’s LinkedIn referral traffic, but can also lead to an increase in sales leads because of the higher conversion rate of LinkedIn traffic.

NEW TARGETING FUNCTION

LinkedIn has also announced plans to roll out two new functions – ‘Targeted Updates’ and ‘Follower Statistics’ – which have been designed for companies that have followers on the network. Initial users will include AT&T, Samsung Mobile, Dell and Microsoft.

The ‘Targeted Updates’ function will allow companies to segment their followers by a range of variables such as industry, seniority, job function, company size, non-company employees, and geography. LinkedIn says this will enable companies to send different content and status updates to different groups of followers.

The ‘Follower Statistics’ product will be an analytics dashboard that allows companies to see how effective their updates have been.

According to LinkedIn, the new tools are all about “driving media efficiency” and helping marketers to create “direct and lasting relationships with their audience”.

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Here’s a video showing how businesses or individuals can follow a company on LinkedIn …

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing