Social Media Knowledge Bank

Our resources and best practice guides for social media marketing. It’s time to engage with both customers and prospects alike. Build your community and gain advocates via social media with some of our guides

Social Media Strategy Guides

Social media conceptIt’s time to engage with both customers and prospects alike.  Build your community and gain advocates via social media with some of our guides:


Facebook Gets Personal As Algorithm Cuts Brands

Social media marketers have been given another kick in the Facebook. The content sharing giant has announced a change to its News Feed algorithm that practically wipes out the scant organic reach small businesses did have. As a result marketers are challenged to change their Facebook marketing strategy again. According to Vice President, Adam Mosseri, Facebook want to return to their core roots and promote stories from family and friends. This was the result of an alleged referendum taking the results of Facebook user preferences. A statement released by the company confirmed users are likely to spend more time in their News Feed when they “see content they are interested in.” Is this an admission that Facebook are concerned about the growing influence of social rivals such as Instagram, Snapchat and Pinterest? Mosseri noted that Facebook users are more interested in stories from family and friends, but also added that the social network intend to promote “All Ideas.” The social network claims publishers still have a way in by using their Pages initiative. Encouraging publishers to use Pages to post content their audience are likely to share means Facebook still intend to maintain some organic reach even if the network is forcing you through channels they want you to use so that users stay rooted in the network. How Facebook intend to manage this contradiction in terms remains to be seen, but given the company acknowledged content that is shared from source sites rather than posted to News Feeds will favour established brands with bigger marketing budgets. In other words, Facebook are favouring recognised brands people are familiar with...

Instagram Set To Launch Feed Algorithm

As social media networks continue to evolve, Instagram recently announced it will be adding an algorithm that will determine what content appears in your feed. The free ride is over. So should businesses worry that marketing content will not reach their audience? If the changes to Instagram are anything like its big brother, Facebook, then yes, online business owners should have cause for concern. But the changes could also benefit marketers. In its current chronological format, Instagram calculate that users miss around 70% of content that appears in their feed. The proposed change to filter content will help users free up the clutter and manage their accounts more easily. But for marketers algorithmic feeds are a concern. There is the danger your content will bypass your audience altogether. And since the algorithms are based on user-behaviour, marketing on social media becomes redundant for many small businesses that simply don’t sell products or services people want to read about. Paid advertising The real reason behind the change is to encourage business owners to purchase ad space – of course. And because algorithm feeds limit the amount of content on the page, there is more space to slip in promotional ads. Instagram has gradually ramped up its ad options over the past year. On its blog page, Instagram for Business, the social network explained the intent to focus on three key areas: “Expanding ad offerings to include action-oriented formats, enabling more targeting capabilities, and making it easier for businesses large and small to buy ads on Instagram.” With the introduction of advertising units – like Facebook did – online businesses have...

Is Advertising on Instagram Right For Your Business?

There are over 75 million users bouncing in and out of Instagram on a daily basis. The photo-sharing social network is no longer just an iOS-only app, but a major marketing platform. But it’s not for everybody! At least, this is the general perception – or it has been. But as more small businesses find creative ways to visually promote their brand, marketers are seeing the potential to reach out to a wider audience. When Facebook purchased Instagram for $1 billion in 2012, the social platform became the largest grossing acquisition in digital history. Mark Zuckerberg saw the prospects. In just three years, the photo-sharing app has emerged as one of the most visited social media networks on the web today. Well-known brands with bulging budgets jumped on straight away – but small businesses have typically shied away. This is understandable. Instagram primarily attracts followers by using images. So the photo content you post has to be of exceptional quality – which can be expensive. But you don’t have to blow your marketing budget to be a success on Instagram. You just need to think outside the bubble and flex your creative muscles. Instagram ideas Story-telling has become a marketing art, and telling a story’s through the use of images is arguably easier than writing an entertaining 1000-word article. And customers are generally interested in people – or more specifically, the people that work for the companies they are trading with. Browse through Instagram and you will find numerous examples of how companies are using images as an open window into the business. And given online marketing is essentially...

Social Media in 2016 Where Will Your Audience Go?

With Facebook Messenger and Snapchat using popularity, social network users are looking towards other apps to access content, engage with brands and find entertaining videos to share. The big hitters are still batting the ball out the park, but user behaviour is changing and consumers are looking for something new. So where will you find your audience in 2016? Facebook still reigns supreme Long time users may be losing interest in Facebook, but there is no doubt that the social media giant is still stomping all over its competitors. But whilst millennials are looking for something new, Facebook is attracting an older audience aged 65 and upwards. The reason for the shift in demographic is because young people are migrating to apps their parents are not using. So where are the kids going? Instagram Fair enough, Instagram is owned by Facebook so is only a jump for the kids to make, but the image-sharing network has become more popular with users in a short space of time. Predominantly featuring videos and photos, Instagram is easily digested on mobile phones and the content published on the social platform is typically top-notch, although the standard is dropping as more online businesses attempt to capture a growing audience. Yik Yak One of the most popular social media apps of the new crowd is Yik Yak, although bad press may damage its reputation. Despite being used for cyber bullying, students have really taken to Yik Yak as an alternative to other better known sites. The benefit of Yik Yak is the audience is concentrated on locals and the youngsters find it is a...

What The Experts Say About Social Media Marketing

Social media is an important tool that allows online businesses to connect with customers and drive traffic. But not every company is achieving results from social networks. There is a code of conduct – social etiquette, let’s say. Knowing how to correctly use social media is the first challenge marketers need to master. So to get you started, here are some top tips from social media marketing experts. Mine Twitter to Grow Your Audience The first objective of a successful social media campaign is building a community of followers that engage with your content and have a genuine interest in your products and brand. Easier said than done, and a fair amount of research is involved building customer profiles. And time is not a luxury many online businesses can afford to flitter away. According to social media consultant, Mark Schaefer, the quickest and most effective way of accruing valuable followers and developing an audience is by mining Twitter. Look for specialist communities and follow influencers in your field of expertise. This will allow you to tap into users engaging with the people you are following. Influencers are bloggers and celebrities that show an interest, or are affiliates of a specific brand, most of whom use Twitter as their social tool of choice. They like quick tweets, it’s fast and efficient. And mining the followers of influencers enables you to tap into people that already have an interest in your services and products, thus are more likely to engage with your content. This is best practice for businesses that are new to online marketing or if your social media strategy...

The Facebook Paradox: Is Posting More Content For Organic Reach A Good Idea?

To combat the drop in organic reach on Facebook, marketers have started to post content more frequently. But does this strategy work, or could it damage your organic reach? Since Facebook slashed the number of followers to just 6%, marketers have been challenged to reach their audience without having to go down the paid ad route. Posting content more regularly has been the common answer, and whilst this has had some positive shot-term results, posting more often could actually hurt your organic reach over the long-term. Facebook has an algorithm to determine what type of content appears in a user’s newsfeeds in relation to previous content they have engaged with. Everything else is just “noise” they will never see as it is filtered out. By posting content more often, you are making more noise, and in doing so could be hurting your organic reach as Facebook limit the number of stories that land in a newsfeed to 300 a day, so they say. Therefore, your content could end up going to followers that do not have an interest in your content just because they once showed a fleeting interest in a previous post. Furthermore, the more brands using the strategy to most more often, also means more noise is being created and your content gets pushed down the limited number of newsfeeds and off the board where it is never seen, a bit like Twitter. Potential problems with more posting The outline above is only a potential problem and will not affect every company, but as more brands use this strategy, it makes Facebook a less effective platform for...

New Report Reveals 92% of marketers Say Social Media Is Important For Business

According to, a leading authority on everything social media, a whopping 92% of marketers give a big thumbs up to online networking. Social networks have had a major impact on our lives and is changing the way companies can connect with customers. Although social platforms were never intended to be used for commercial purposes, they do have a major role to play in company-customer interactions. So let’s take a look at the top five most crucial benefits social media networks offer online businesses. 1. Drive traffic Although social media is not seen as an advertising platform per se, social networkers use it to discover content. By linking your blog with your social media networks you instantly post content in your account for others to access. Providing you are publishing great content with clickable titles, you will drive traffic to your site which helps to boost SEO. If you have a user-friendly website and excellent products, you should also expect to increase conversion rates as well. 2. Raise brand awareness The worldwide web does exactly what it says in the title. As a result your brand name is seen by more people. And social media is an ultra-fast courier. By interacting with followers, giving advice and making intelligent comment, your brand name and expertise will be noted by more people than traditional advertising can ever hope to achieve. 3. Developed customer loyalty Customer loyalty is important for the success of many online businesses. A core following enables you to build a strong fan base which will eventually earn you more reach. Social media networks are arguably the best tools...

Has Facebook Put A Bullet In Viral Marketing?

Social media has redefined the way in which we communicate with each other. For online businesses, dynamic social platforms have allowed them to extend their reach, raise awareness and drive traffic to their website. We also have social networks to thank for the rise of viral content. “Sharing is caring” has become a general motto, and as a result, some content is being viewed by thousands of people who would ordinarily have never received it. So why has Facebook shot down viral marketing? Facebook ban clickbait Writing headlines is a skill copywriters perfected with clickbait – titles that entice readers to click on the article to find out what happens. Typical click bait headlines include, “You will never believe what happened next,” “This video proves…,” and “what happened next made me cry.” When done well, click bait headlines are a very powerful tool. Beneficiaries of viral content attract huge swathes of visitors and significantly increase profits. The problem is, the content does not always offer readers the value the title promises. And that is why Facebook has taken action to prevent unwanted content appearing in the Newsfeeds of its users. How does Facebook measure content that offers value? Content designed to drive traffic to a website includes a link. Facebook use metrics that time how long a user’s account has been inactive after they click on a link that diverts them to a third party site. If the user appears to be away for some time, FB can assume they found content that interests them and will allow this type of content to appear in their newsfeed. Likes and...

Avoid These Potential Legal Issues When Using Social Media Marketing

Marketers using social media run the risk of infringing legal issues that have a negative effect on you and your brand. And could seriously but a dent in your finances if you are ordered to pay damages. But don’t panic, there are no major concerns and you are probably already aware of legal issues that can arise. That said, potential problems are worth going over and keeping in mind. It is worth pointing out at this stage that I am not a legal consultant, therefore do not take the following as advice. This article is only to raise awareness. Be careful what you say Social media largely includes posting messages into a public domain. You are therefore responsible for what you say. Advertising laws require companies to be honest about their products and services. Don’t say you can do something if you cannot deliver as this damages your credibility and you can be sued for damages. Likewise, if you say your product provides benefits that it does not, or if you lead consumers to believe your product does something that is not true, you will be in trouble with the advertising agency who will ban your advertising and issue a penalty. You are also accountable for defamation so do not spread rumours about your competitors. These type of legal actions brought against you can be very expensive. Duplicate content/plagiarise Never use content that somebody else created. All content that is published whether it be text, graphic, image or video is subject to copyright. Unless the copyright holder gives you permission to use their content for commercial purposes, you are...

How Social Media Is Evolving Customer Service

Social media has already revolutionised the way online users stay digitally connected, share content and interact with one another. These dynamic networks have even helped online businesses to expand their reach and improve conversion. And now companies are finding that social media networks enable them to master customer care services both pre and post-sale. Essentially, social media networking can become an integral channel as part of a purchase path together with customer support for aftercare services. But social can be more than that – with the right tools. Let’s say you have a disgruntled customer who tells a friend how unhappy they are with your product and services. This kind of social sniping could damage your reputation and online creditability. Online tools are available that enable companies to monitor discussions on social media so that when somebody mentions your brand or products associated with your company you will be alerted. Therefore, if an unhappy customer moans about you on their social media account rather than coming to you directly, customer services can swiftly look to resolve the complaint early and rectify the matter – thus protecting your creditability and saving your reputation. Customer sales services One of the key benefits of using social media to manage customer care services is that it allows you to interact with customers in real-time. From a sales point of view, this can be the difference between securing a sale or losing a customer to your competitors. This type of technology is already being used on-site. You have probably noticed the rise in virtual assistants when you visit a website which allows companies to...
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