Site owners, administrators, web business owners, content producers, and everyone in between, are always trying to find the best ways to encourage visitors to spend more time on their sites. It’s hard enough getting people there in the first place, but keeping visitors and customers on the site once there? No walk in the park. Just ask Groupon.
All posts by Pierre
UH, OH! Facebook Pages Only Reach 17% Of Fans
The Average Performance of 4,000 Facebook Pages
I teamed up with the folks from EdgeRank Checker to examine what was going on, and the findings were disturbing.
First, we found that (in a review of 4,000 Facebook pages) the average page post is only reaching 17 percent of the page’s fans.
Your mileage may vary, so do your own calculations — look at your page insights, average the reach of the last ten posts, and divide that by your total fan count.
New Jersey Newspaper Animates Editorials
The editorial board of New Jersey’s largest newspaper, The (Newark, N.J.) Star-Ledger, has taken to a new story form to express its point of views: the animatorial.
It’s an editorial that’s in animated video form. The result is amusing, hilarious and a surprisingly effective storytelling method.
The production values are pretty corny. It’s cheesy text-to-speech animated figures on a real-life background. But the story (in this case about toll hikes) is told in a way that anyone can understand. It speaks to the viewer more than a traditional text-based editorial would.
For a video to be an effective storytelling tool, it need not have tons of bells and whistles. Instead, it needs to be well-written and understandable. And that’s exactly what these animatorials are.
via New Jersey Newspaper Animates Editorials – 10,000 Words.
Do Social Media Postings Always Require a Brand Response? – eMarketer
Not all social media users are convinced that connecting with companies on social sites will be more than a passing fad, according to research from Conversocial, but those that do seem to expect that the connection will be two-way.
The social media customer service software provider asked about user attitudes toward companies that left their questions on Facebook and Twitter unanswered; most said they would be at least a little bit angry, including over a quarter who would no longer do business with the company. At the same time, nearly 28% said they understood that companies don’t have time to respond to each consumer.
via Do Social Media Postings Always Require a Brand Response? – eMarketer.
Building Thought Leadership through Content Curation
Why You’ll Start Paying for Analytics in 2012
As I reviewed those notes, I realized something. Most of them were really about measurement. That’s when it hit me: Search as a topic is interesting—there’s certainly academic value in exploring how search engines work and how we use them—but for all practical purposes, there’s very little perceptual difference between search and measurement. After all, we’re not that interested in what people are searching for in general; we’re interested in what queries people use when they are searching for the kinds of products and services we offer, and especially in how they get from their search to our websites. In other words, what we’re really looking to understand is the feedback loop that exists between search engines and websites, and the key to doing that is in measurement.
In the past year, however, there has been at least one major change to how Google participates in that feedback loop—one you’ve probably noticed and have urgent questions about. I’m going to get to that. In fact, discussing that single change will be the bulk of this article. But before I get there, let me offer a prediction for the coming year that is, for better or worse, largely the result of decisions Google made in the last few months: 2012 will be the year that many of us start paying for analytics. Whether for specific web analytics applications, API integration, or AdWords, we are going to start discovering that consistent, reliable access to data and analysis is well worth budgeting for.
Getting Started With An Editorial Calendar
Last week we covered the many benefits in working with an Editorial Calendar when managing an online community. In this article I will explain how to actually develop this calendar, provide examples of what you could add to it and offer a special bonus – your very own print-and-keep sample editorial calendar.
So, let’s get started…
The first step is to figure out how frequent you want to be creating regular events or editorial initiatives for your members to participate in.
Why Every Company Needs To Be More Like IBM And Less Like Apple
Today’s Big Blue is the antithesis of Big Brother. It’s ‘Big Open’. A transparent, nimble, collaborative organization known more for listening and engaging customers than for dictating to them. While ironically, some say Apple now resembles Big Brother given their propensity for tight controls.
And that’s why IBM — not Apple — represents the future workplace.
While Apple has been wildly successful, IBM’s Social Business is much more attainable and sustainable than what Fortune’s Adam Lashinsky describes as Apple’s genius led, culture of fear. For the genius is always, as Benjamin Disraeli and later Peter Drucker predicted, succeeded by a “lieutenant of Marines” who understands the business but nothing else. So the company is only left with an innovation vacuum.
via Why Every Company Needs To Be More Like IBM And Less Like Apple.
Social Media: Five Facts to Bank On in 2012
A new year on the calendar means new hope, new opportunities, new products, new trends and, most important of all, new budgets for many marketers. And while you’ll get served your share of predictions for the year ahead, here are five things you can bank on happening in social media.
Social Media Strategy and Tactics for Business
The PR people have always recognized value of partnerships between companies in press releases and stories pitched to the media, but brands rarely think to champion strategic partners via social media the way they might champion consumers. Why is this?
via Social Media Strategy and Tactics for Business | Shannon Paul | Very Official Blog.