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Posted on October 19, 2009
Best Practices: The Importance of Facebook Profile Images
BY BRANDON WHALEN
Room 214 recently did a major overhaul of all of the Travel Channel's Facebook pages. We added a poll app, Youtube functionality, a live Twitter stream, and all sorts of great new tools. However, there was one area that we could still improve upon.
After taking a look at the profile images on all seven of the Travel Channel Facebook pages, I realized that there was a way for us to improve the look and feel of our pages. Take a look at a few of the profile images that were displayed at the time:
There were a few issues with each profile image:
- The formatting was inconsistent.
- The use of Travel Channel's logo and brand style was inconsistent.
- There was room for the images to look cleaner and more official.
Why is the profile image so important?
A profile image is the most used part of any Facebook page. It is the biggest and most noticeable design element when a fan is viewing your page, and it is also appears in the news stream of every one of your fans. If you have an active fan-base on Facebook (like Travel Channel has), there are tens-of-thousands of fans who see this image everyday.
See how I improved our profile images after the break:
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Posted on July 10, 2009
The PPLE Social Media Framework
BY JASON CORMIER
How do you make social media systematic? One way is by utilizing a comprehensive framework as part of your planning and execution. At Room 214, we are often asked about our methodology for social media, so the following post is dedicated to just that.
First, I would like to state that we are big fans of Forrester's POST (People, Objectives, Strategy, Technology) approach to social strategy. The components represent a linear model that I'd argue holds true for any online marketing efforts. You can dig deeper into this by reading Groundswell by Charlene Li and Josh Bernoff.
The Figure below illustrates Forrester's POST approach.
How the POST approach is actually integrated from a social media planning and execution perspective is where our own PPLE (Plan, Pilot, Launch, Extend - pronounced "people") framework becomes relevant (see figure below).
The practices behind PPLE are outlined as follows:
Plan: Addresses six core program elements (Workflow, Marketing Strategy, Content, People, Technology and Data) in the context of research and Forrester's POST methodology. This typically includes technology evaluations, social media monitoring, creative ideation, and development of strategies and tactics.
Pilot: Leverages a limited number of platforms with which to engage the market. Reduces risk, uncovers problems and provides data and feedback - flying "under the radar" to validate efforts prior to launch. This typically includes technology integration and development.
Launch: Uses additional marketing tactics to extend awareness and participation within chosen social networks. Re-aligns with business objectives and earns multidisciplinary team and public support.
Extend: Extends efficiencies and insights to other social networking models, technologies, and customer-specific initiatives.
The PPLE framework offers a proven structure to follow while providing a unique and holistic client preview for social media campaign development and strategy. It is complimentary to Forrester's approach, and helps to facilitate the communications and execution of work, ultimately enabling the value of our company.
Have you seen similar frameworks or methodologies? What does your experience tell you about this kind of asset?
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Posted on April 9, 2009
Computers Are Computers. Humans Are Humans.
BY BRANDON WHALEN
Today I found some pretty appalling examples of people misusing automatically generated updates on twitter to over-promote themselves. It inspired me to highlight why auto-tweets are a really bad idea.
First of all, if you are thinking about using Twitter to get your name out there, or tap into this social media stuff, please consider a few things first. People are not going to follow you, or help you achieve any sort of promotional goal, unless you understand how to operate within their realm. They can easily spot fakes and spammers.
If you want to promote something on Twitter, you have to do the ground work. You can start by being a human that knows how to listen, being respectful, and putting others before yourself. Take a look at Qwest's Twitter (@talktoqwest) for a good example.
Out of all of the bad examples I dug up today, one particular account struck me with it's extraordinary misuse. In the nearly two years this account has been up, it has amounted to a whopping 107 followers. They have been kind enough to follow zero of them back. Instead, they thank their followers by pounding them with an outrageous 211,291 tweets.
Here is an example of one of their tweets. I must note that every single one of their 200k+ tweets looks exactly like this (I changed the link to keep the computer Twitterer anonymous):
- www.newestfindings.com update: Zimbabwe parties 'agree timeline' (Mediators say Zimbabwe's rival parties have agreed to share power...)10:05 PM Jan 26th from web
There are a few fundamental things this computer is doing wrong:
1. Every tweet is self-promoting and comes out in the same format.
2. It does not interact or converse with anyone.
3. It is is sending way too many updates for any real Twitter user to ever want to follow.
You are never going to experience any kind of success running your account this way. In fact, it only showcases that you do not belong on Twitter.
Now lets take a look at the way a human uses Twitter:
One of my favorite persons to follow is Mr. Chris Reinhard. Chris' stream comes packed with plenty of humor and down-to-earth friendliness. He responds to people. He communicates with his friends. He shares his thoughts and feelings.
He even took the time to do a favor and let me interview him on his Twitter use:
1. Are you a human or a computer?
I am human. Or am I dancer?
2. Why do you Tweet?
I use Twitter as a news source, a writing and editing aid, and a place where I can make small talk without having to answer any questions about the weather.
3. Do you use Twitter to interact with other humans and physically meet them at some point?
I've only met people from Twitter who came recommended by other friends. Random folk...no thanks, unless it's a job opportunity.
I was able to get Chris to fill out an interview within 3 minutes of sending him a direct message. It demonstrates the kind of connections you can build on Twitter if you just use it in the appropriate way. It can be far more effective than any of the banners or links you see everyday.
I was able to get someone to stop what he was doing, open an email, and fill out an interview by sending him one direct message. The auto-generated account has failed to make a real connection with anyone in two years.
There are no shortcuts, but having a well-run Twitter is valuable and important for any company.
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Posted on February 12, 2009
Blogging Best Practices Checklist
BY JASON CORMIER
I know there is already a great deal of information on this, but it keeps coming up in client conversations. Since one of our clients recently requested that we create a checklist, I'm posting a version of it here to share with you all. As always, feel free to add your input too!
Blogging Best Practices Checklist
When Posting
1. Title: Intriguing titles go a long way. Consider using odd numbers as part of your title (example: The 7 Deadly Sins of Social Media)
2. Keywords: As much as possible, use your top keywords in:
i.) The post title
ii.) Hyperlinks pointing to older posts or specific company web pages in the post body
iii.) Tags used to describe the post subject matter
3. Scheduling: Consult your editorial calendar, in addition to top keywords highlighted in your SEO/Analytics report and/or your keyword analysis. No less that one post per week if possible.
4. Images: Including an image with a post is recommended when possible. Use your keywords in the image "alt" attribute when possible
5. Links: Link to other blogs and/or to previous posts of your own (using keywords for links to posts of your own when possible)
6. Post Length and Content: Mix up length of your posts. Don't be afraid to be brief (i.e. 200 words). When possible, offer analysis, new tips and tricks
7. Submitting: If resources are available, run your pending post by a trusted advisor or editor who can do a review, make minor edits and immediately submit on your behalf. If it has to go back to you for your "final approval," it may not be worth having an approval process.
8. Announcing: Sometimes announce on other social networks to notify others about your post (example: Facebook or Twitter). Chris Brogan recommends doing this tactfully by writing a question, then including a link to your post. Also remember not all posts are Twitter worthy - so don't abuse this.
When Commenting
1. On Your Blog: Comment to other's comments in your own blog. This will grow the conversation and ad more value to your posts
2. On Other Blogs: Make your comments thoughtful, beginning often by referencing what stood out to you in the post or in another's comments. Strive to include a valuable take-away for anyone else reading your comments
3. Frequency: No hard rule, but remember conversations are easier to join than start. Commenting on a few of the same blogs often can establish a relationship with the blogger and their audience.
4. Linking: If you are linking to content of your own, be sure it very relevantly addresses the topic at hand. Consider including links to other blogs often. Linking to your own content in a comment is better received when the blogger recognizes you have commented earlier.
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Posted on November 14, 2008
The 7 Deadly Sins of Social Media
BY JAMES CLARK
The 7 Deadly Sins of Social Media: Summary
Lust, Gluttony, Greed, Sloth, Wrath, Envy and Pride. Yuck - the power of the word is evident in just looking at this infamous list.
The forces of good and evil are universal principles both online and offline. We all come into the real world (and the virtual one) as innocent babes. But once we arrive, our actions can bring us glory or shame.
In the world of social media, are you going to be a force for good? Or are you going to turn to the dark side - ruining your chances and infuriating those who cross your path?
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