9 Ways to Become a Better Facebook Community Manager

9 Ways to Become a Better Facebook Community Manager

Source: http://www.socialmediaexaminer.com


Would you like to have a thriving Facebook community?

Are you looking for tips to improve your community?

In this article I’ll share 9 tips to improve your Facebook community.

#1: Know Your Voice

Branding is important on social media. Your company should have a “voice” that matches your brand and your company philosophy.

Are you more serious or do you add a little bit of snark in your posts? Do you stick mostly to business or can you be off the wall? Do you like to stir things up or do you remain neutral?

If you are a one-person operation, these decisions may be easy. But if you have multiple employees and possibly multiple people posting to the Facebook Page, you want to have the “voice of the company” communicated clearly to the people who will be managing your Facebook Page.

The voice of the company is important in how comments and community feedback are handled, as well as the day-to-day posting. Consistency in your voice will help your community know what to expect.

know your voiceModCloth has an offbeat, humorous voice that engages their audience.

#2: Have Access to Visuals

Visual marketing is becoming a vital part of Facebook and all social platforms. The more you can incorporate photos, screenshots and graphics, the richer your Facebook Page will be.

Even if your business isn’t visual, make a plan for how you will add images to your posts. You can use things like:

  • A screenshot of something you’re demonstrating
  • An interesting photo with a quote about your niche
  • An infographic with statistics about your niche
  • Behind-the-scenes photos from your company events

I like using tools like SnagitiPiccy or PicMonkey to create or modify images to make them interesting. You can even use PowerPoint to create a slide that you can then export as an image.

use imagesOrange County Animal Services uses creative images.

#3: Know the Rules

As a community manager, make sure you know Facebook’s policies. Pages can be shut down without warning for violating these policies. Usually it’s very difficult to get your Page restored and you don’t want all that hard work to go down the drain for violating Facebook’s contest terms, for example. Make sure you keep up with the updates to the terms as they do change frequently (see #7).

facebook contest violationThis Page is violating Facebook’s Promotion Guidelines and could be shut down.

#4: Know the Industry

If you are managing a Page for someone else, you need to know the industry so you can speak the lingo. It won’t reflect well on the company if you aren’t using the terminology or common acronyms correctly in your posts and follow-up comments.

know the industrySome industries have terms that you will need to know if you are managing a community for someone.

#5: Recognize Members

A community manager needs to recognize contributors and members and get to know them. If you have a physical location, you can take pictures of your community members and recognize them on your Facebook Page.

community membersRecognize your community members who come to your physical location.

Or you can find other ways to recognize your community by featuring them in a post or promoting their business somehow.

community members feature on pagePromote your community members by featuring them on your Page.

#6: Answer Questions Quickly

Promptly respond to posts or questions on your Page to create strong bonds with your community. Even if you don’t know the answer, let them know that you will get back to them. Or point them to a useful resource is another good option.

answer questions quicklyAnswer questions quickly if possible.

The good news is you have more options to get notifications when something happens on your Page. If your Page is large, these can get overwhelming, so you may need toset a schedule to check in. To access your notifications, go to Edit Page > Manage Notifications.

notificationsAdjust your notifications so you can keep on top of your posts.

#7: Stay on Top of Changes

Facebook changes a lot! There are changes to their official policies and in how things are working at any given moment. Make sure you keep track of Facebook’s official changes by following the Newsroom and the Facebook Marketing Page.

facebook news roomFollow the Newsroom on Facebook to see announcements.

For “unofficial” quirks and issues, you can always come to our Facebook Page and ask questions. Another great place to see if others are experiencing the same thing is to come to our Facebook Networking Club.

facebook clubFind out what others are seeing and get your questions answered in our Facebook Networking Club.

Some other great Facebook Pages to help you stay on top of the news are Mari Smith,Social Identities and Jon Loomer Digital.

#8: Respond Calmly to Negative Posts

If you get some angry posts for whatever reason on your Page, think before you fire off an angry response. Respond quickly (even if it’s to say we’ll get back to you), but don’t respond in the heat of the moment when you might feel like “telling them off.”

If you have some upset Facebook fans, there could be a good reason. By dealing calmly with the situation, you can hopefully salvage the relationship.

respond calmlyCampbell’s Condensed Soup acknowledges the customer’s concerns on their Page.

#9: Have Fun

Find some ways to have fun with your communityHave a Facebook “live Q&A chat” timedo a Livestream or even (gasp) go over to a Google+ Hangout.

have funHave fun with your community.

When you are having fun and sharing with your community, you are all getting to know each other better and everyone wins.

have fun encourage sharingEncourage sharing to have fun and get to know each other.

Always be thinking about how you can be a good resource for your communityand create a great experience for your fans. Your Facebook Page will grow and so will your business.

How to Improve Your Social Media “Calls to Action”

Source: socialmediaexaminer.com

How to Improve Your Social Media Calls to Action

Is your audience responding to your social activities?

Have you integrated the right calls to action into your social media strategy?

A call to action is a way for you to entice your social media audience to focus their attention on the next action you want them to take.

Here are seven steps for crafting calls to action to get your social community to do what you’d like them to and transform your social media marketing to get the results you want.

#1: Determine What You Want Prospects to Do

Your call to action should encourage readers to engage with you further.

You’ll want to break the activity into smaller steps that make sense to your audience. You can lose prospects at each step of the process, so you want to make it very easy for them.

Make readers an offer they want. What will get prospects to commit now? Your offer will vary based on your business and where the prospect is in the sales process. You can consider offering white paper downloads, ebooks, ongoing emails, discount coupons and/or free consultations.

#2: Create a Great Hook

You’ll need to answer the question, “What’s in it for me?” This is what your prospects want to know.

And your request must make sense to them. This means not asking prospects to purchase if they’re still in an information-gathering mode.

So you’ll want to assess the tradeoff prospects are willing to make. From a participants’ perspective, going to the next step means they have to consider if it’s worth their effort and social capital. Consider the 90%/9%/1% ratio of social media engagement.

social media participation ratesOn social media platforms, participants tend to follow a 90% view, 9% share and 1% create.

Skip the promotion. People active on most social media platforms are focused on socializing and aren’t prepared to buy.

Among the exceptions are blogs, Tumblr and Pinterest. These social media venues encourage sales by providing valuable content that persuades, not merely promotes.

For example, below are three sample implied calls to action. King Arthur’s Flour offers recipes with enticing photos and explanations of baked goods with links to their product.

king arthur flour muffinKing Arthur’s Flour blog has several calls to action above the fold.

By contrast, Target uses Tumblr to show customers the fashion backstory and how to style their clothes. There’s no “Buy, Buy, Buy” in their content. They use social media sharing and notes to build customer excitement and engagement pre-purchase.

prabal gurung targetTarget Style’s Tumblr for their Spring 2013 Collection featuring Prabal Gurung.

#3: Motivate Prospects to Act

Remember, you want to give your readers a reason to act.

Provide sense of urgency. Remember you’re not just competing against other retailers for the same item or other tradeoffs; your bigger opposition is customer inaction. It’s much easier for prospects to click to the next shiny item. Tests byMarketing Experiments proved that increasing the urgency of the call to action improved response.

Make people an offer they can’t refuseGive them a one-time offer to encourage a response. Realize, however, they may only buy when you provide coupons going forward.

#4: Optimize Your Call to Action

Like other aspects of your content, formatting matters! Here are some points to consider.

  • Use a contextually relevant presentation. Your offer should make sense based on the social media platform where it appears. Use a consistent voice and language to represent your 360° brand.
  • Make your call to action stand out visually. Use color, typography and wording to enhance presentation of your call to action.
  • Qualify your offer. Make readers feel that opportunities are limited or time-sensitive. For example, “There are only 100 tickets left”.
  • Limit selection choices. Don’t give prospects too many options or you’ll suppress response because readers will put off acting because they need time to consider your offer.
  • Place calls to action in multiple locations on your pages. Take the “Don’t make me think” approach. Don’t assume using only one call to action will yield optimal results. For example, put social sharing buttons at the top and bottom of articles.
  • Keep calls to action above the fold. Make your call to action visible so your offer isn’t dependent on participants scrolling down. Similarly, have a persistent banner or other calls to action below the fold.
  • Put call-to-action options in order of importance. While you can present more than one call to action, make the hierarchy of importance clear to participants. The more important option should be bigger, shown first or be given more prominent positioning.
  • Include social sharing. Ask participants to share your offer with their social network by using social sharing buttons. 
    ll bean million moment campaignL.L.Bean Million Moment Campaign uses social media calls to action on Twitter, YouTube, Google+ and Foursquare, as well as at live events and on their blog.

#5: Maintain a Consistent Presentation on Landing Pages

This is one of the biggest reasons calls to action don’t work. Send prospects to the appropriate step in the purchase process.

Make sure you use the same wording and graphics. The goal is to show continuity. Don’t let the reader think that you’ve sent them to the wrong place or they’ll leave.

king arthur call to actionUse of implied call-to-action on King Arthur Flour recipe for Morning Glory Muffins.

king arthur linksKing Arthur’s Flour links to Morning Glory Recipe have a consistent look and feel.

Tailor landing pages to increase resultsHubSpot research found that using more landing pages yielded better results. This makes sense because it translates to more targeted offers.

hubspot researchHubSpot chart showing the increase in the number of landing pages results in increased leads.

#6: Test to Maximize Results

Every element of your call to action can be tested. When testing, only modify one factor at a time or you won’t know what caused the change. Among the attributes to test are:

  • Text. Check the text on buttons as well as information surrounding the call to action.
  • Color. Take a holistic view of color. Consider the text and button colors, the background and the use of white space around the call to action.
  • Graphics. Test the use of photographs and other images.
  • Size. Assess the size of the call to action relative to the rest of the content.
  • Placement. Consider where on the page the call to action appears.

#7: Measure Results

How can you measure your results? You want to track the impact of your social media calls to action back to your original objectives. Here are some metrics to track:

  • Impressions are the number of people exposed to the call to action.
  • Click-throughs are the number of people who take action.
  • Click-through rate is the percentage of people who checked out your offer out of the number of people who saw it.
  • Completions are the number of people who filled out your form and submitted it.
  • Completion rate is the percentage of people who complete your form out of the number of people who clicked through.

Thời điểm tốt nhất để gửi email là khi nào?

Bài viết sưu tầm. Source: diemnhan.com.vn

Bạn có đang sử dụng email marketing trong chiến dịch Internet Marketing của bạn? Bạn có biết khi nào thích hợp nhất để thực hiện chiến dịch email? Khi nào trong ngày, trong tuần là thời điểm thích hợp nhất để gửi newsletter? Hãy cùng xem infographic dưới đây để tìm câu trả lời cho vấn đề này nhé.

GetResponse đã phân tích hơn 21 triệu email được gửi đi tại Mỹ trong quý một năm 2012, và kết quả mô tả rất rõ thời gian tối ưu cho việc mở và tỉ lệ CTR cho các chiến dịch email. Infographic dưới đây cho ta một bằng chứng rõ ràng về thời gian lập lịch gửi email, mang lại kết quả tương tác tốt hơn cho chiến dịch email của bạn.

Một trong những kết luận quan trọng là thời điểm gửi newsletter tốt nhất nằm trong khung thời gian từ 8 giờ sáng đến 10 giờ sáng và từ 3 giờ chiều đến 4 giờ chiều có thể giúp tăng tỉ lệ mở email trung bình và CTR lên 6%.

Luu ý đây là kết quả tại Mỹ, cần cân nhắc một số yếu tố cho phù hợp chiến dịch email marketing của bạn.


Những điểm nổi bật của nghiên cứu:

  • Email có hiệu quả nhất trong vòng 1 giờ đầu sau khi gửi. Tỉ lệ mở lúc này là 23.63%. Sau 24 giờ tỉ lệ mở email giảm xuống thành 0%.
  • Email được gửi vào buổi sáng và đầu giờ chiều có tỉ lệ được chú ý cao hơn và do đó cũng có kết quả tốt hơn: lên đến 10.61% cho tỉ lệ mở và 2.38% cho CTR.
  • Thời gian tốt nhất người đọc tương tác với email trong khoảng 8 giờ sáng đến 10 giờ sáng và trong khoảng 3 giờ chiều đến 4 giờ chiều với tỉ lệ mở và CTR lên đến 6.8%.