The New Twitter Brand Pages for Businesses
In early December, Twitter unveiled the new Twitter brand pages, which, according to Twitter, will “help marketers create an even more compelling destination on Twitter for their brands.” And, oh yeah—the new and enhanced Facebook-esque layout will give brands a more distinctive presence on Twitter, too. So when can your company expect to gain access to the exciting new brand page? Soon. The rollout is planned for the first quarter of 2012.
The first improvement is a new banner that will stretch across the page just below the profile information. There, brands can display their company logos, taglines, or other visuals. By allowing companies to showcase their branding more explicitly, Twitter is making steps toward positioning itself as an ideal platform for companies who want a brand-led social media presence.
What’s arguably the most exciting new feature, however, is pinned tweets. You now have the ability to control the tweet visitors see when they come to your brand page by semi-permanently featuring a tweet at the top of your brand’s stream. This is particularly effective for messages that contain rich media, such as an image or video, since the Promoted Tweet (so dubbed by Twitter) will appear auto-expanded. This helps brands customize their page, promote important news or contests, and drive traffic to a specific video, photo, or link.
Twitter is introducing additional features that will further enable tweeters to connect with brands more deeply. The new ‘discover’ button will help you find content relevant to your interests and offer big returns to brands. For instance, brands that tailor their content to the interests and likes of their target audiences will inevitably gain a bigger following and experience heightened engagement with their followers.
The overhaul positions Twitter alongside Facebook and Google+ by offering a brand-friendly environment. If you’re especially keen on gaining access to the new format, keep in the know about the rollout progress, and learn more about the new layout, on Twitter’s advertising blog.
Adding Social Media to Your Halloween Costume
My friend Sasha figured out what he’s going to do for his Halloween costume last night with the contributions of a few friends, myself and a few libations. Like any ah-hah moment, it started with the Big Idea. Then, in illustrative fashion, grew into a social media inspired event.
Sasha has a track suit that he picked up at a thrift store last year for Halloween. The plan was to be Prefontaine. He doesn’t have a ton of hair up top anymore, so it wasn’t going to make that much sense. But that was supposed to be the funny part. Put on a track suit and call yourself Prefontaine even though you don’t have his long flowing hair and dense mustache. Good times.
Anyway, he wanted to finally get his money’s worth with the track suit, which seems to be neither green nor brown, or perhaps a blend of both, with a sheen to boot. Also there is a patch on both the jacket and pants that says Esercito, which apparently means Army in Italian.
This last detail changed the plan a bit. When he showcased the suit for us last night, we came up with the brilliant idea that he should be the Spanish Track Suit Guy. Then he would shave his beard down to a handlebar mustache, throw on a headband and there you have it.
Something was missing though. A hook. Ah-hah. Let’s pretend Spanish — er, Italian — Track Suit Guy is a famous viral video character. We’ll do some video and put it on YouTube. Then when people ask who he is he can say he’s Italian Track Suit guy and show them the video on his phone. He’ll claim that ITSG is a viral sensation. Then he’ll look disapprovingly at those who have never heard of him (everyone).
I’m not the only one who thinks this is brilliant. I know at least two other people, including a staff member at a Los Angeles PR firm, who also think it’s brilliant.
What is the video going to be? The best idea yet is some footage of ITSG dancing on a treadmill. Sasha says he’s pick up some BluBlocker-esque shades to round out the costume, among a few other things.
I’ve often thought — and told people — that social media is just a channel. You still need the creative idea, and Facebook and Twitter are simply more ways to massage and distribute it. Sasha’s case reminds us, however, that social media can and should be the big hook, the medium, and the message all in one.
SCVNGR Emerges as Latest “Groundbreaking” Social Media Marketing Platform
At a local networking group that meets every other Wednesday I give a social media marketing and SEO update. I quickly found that people aren’t nearly as interested in the inner workings of search algos than they are with the latest social media gossip.
Most people in our group seem to have moved past their skepticism, which was a shared connection at first, especially among our more seasoned members. It helped that a few younger professionals reported making sales using Social Media. One professional in particular — a home remodeler — reported that he has sold remodeling projects on Facebook, which seems to be a favorite mode of communication for curious or aspiring moms.
So every other week I give an update (two weeks ago was Apple Ping and Google Instant), and normally at least half the group shakes their heads, except for a woman who is just starting her own raised garden bed company. Not from skepticism, but from the light speed at which social media moves, and the rate of which a well-funded start-up or established tech company launches a new, “groundbreaking” application.
At our meeting Wednesday, I’m planning to talk about SCVNGR, a game-based geo-location application that may uproot and usurp Foursquare. SCVGNR’s founder, a 21 year old dude named Seth Priebatsch, was quoted in the New York Times recently saying that SCVNGR is his attempt to create the “Game Layer on Top of the World.”
Trust me, it makes sense when you read the article. But when I first heard it, I shook my head, much like my group members will when I introduce them to SCVNGR on Wednesday.
Retail Social Media Edition – Ranking the Big 4
This is a post in a series ranking the Big 4 social media sites — Facebook, Twitter, LinkedIn, and Foursquare — for B2B, retail, and real estate. Read the introduction for background.
For retail social media, there is a clear loser — LinkedIn — though mainly for a lack of effort. LinkedIn simply doesn’t play in that space and never will. That leaves Facebook, Twitter, and Foursquare to vie for retail supremacy. Unlike B2B and real estate, however, there isn’t a clear winner. This is fitting since all seem to offer their own virtues and can compliment each other nicely in a social media campaign.
1. Facebook
Facebook gets the number one slot for its sheer volume. 500 million users can’t be sniffed at. With more and more people communicating through Facebook, and more and more young people ditching email and choosing Facebook for all of their communications needs, it is a powerful and still largely untapped medium.
Retailers can set up standard or customized pages and interact with customers like never before. Facebook promotions have been very effective in building consumer loyalty and driving repeat purchases.
2. Twitter
Twitter offers the most potential for viral promotion for retailers, and is a great way to jump start interest in a product or brand through competitions and promotions.
Being the fastest moving source of info on the planet, Twitter is also an excellent way to get in touch with media, since every reporter known to man seems to use it. That said, Twitter can quickly become all-consuming and turn into a full time job if you let it. Building a following takes blood, sweat, and tears. It’s worth the commitment if you have the resources, and eventually you’ll build your list and start to see the needle move. If you don’t have the resources, focus on Facebook, which doesn’t require constant updates to be fruitful.
3. Foursquare
Though Foursquare has savvy interplay of mobile and brick and mortar, it get the #3 spot, because, simply put, it still hasn’t achieved critical mass. Though the same Foursquare promotion could easily be promoted on Twitter, the geo-location feature actually requires a store visit. Retailers using Foursquare can offer incentives for bouncebacks and repeat purchases and, like Facebook, reward customers for being loyal followers. Last, in a nod to small business, it doesn’t require 24/7 monitoring and maintenance to be effective.
4. LinkedIn
See intro pp.
Given that the basic version of Facebook, Twitter, and Foursquare is free, all of them have played in a role in the tremendously democratizing force that social media has become. If resources allow, it’s a good thing to do all three. If they don’t, it’s more than acceptable to pick one or two and get the most out of them. In retail, you can only go wrong if you stay on the social media sidelines.
Real Estate Social Media Edition – Ranking the Big 4
This is a post in a series ranking the Big 4 social media sites — Facebook, Twitter, LinkedIn, and Foursquare — for B2B, retail, and real estate. Read the introduction for background.
Like traditional real estate marketing tactics, social media is a tool, not an end in itself. You’re not going to get a sale just because you’re doing it. Rather, your social media efforts need to reinforce your story and your brand. Facebook, as I’ll outline, is the big winner here, with the others on a much lower level of utility.
1. Facebook
A real estate agent client I work with recently set up a Facebook account where he posts his listings along with beauty shots of each property. His assistant does most of the page updating, and I’m not sure if he even knows what it’s doing for him. He’s too busy with referrals, working his relationships, and responding to the reputation juice he gets from having his name on sign riders throughout the community. But if he asked, this is what I would tell him:
People like to daydream and look at pretty pictures of nice homes, and Facebook does a very nice job of showcasing properties with well laid out galleries. If you’ve created a page and suggested it to your friends and other associates, you’re doing them a favor. You’re allowing them the chance to preview the houses and lifestyles they covet. From that standpoint, Facebook is about associating your brand with those bitter-sweet aspirations, and the opportunity to be front and center when it’s finally time for them to make a move. Or perhaps a link will get passed on to a friend or family member.
The event scheduling capability is top notch as well, and it certainly doesn’t hurt to have your contact info and website readily available on the Info tab. Getting more exposure for a property with a picture ad can’t hurt either, especially since you can narrow down the target audience by location, gender, age, and education level.
2. LinkedIn
LinkedIn is a good means for displaying your resume, and you should feel free to do so in a manner that suits you. If you have connections, people will find their way to your profile. They’ll want to know what kind of realtor you are and LinkedIn can help you shape their thoughts.
3. Twitter
Let’s face it – Twitter is not a regional service and your core community of customers probably isn’t actively using it. Unless you’re a celebrity or you’re building your own real estate company, you’re unlikely to reach buyers and sellers through this channel.
Twitter can be a good way to network within the industry, distribute content, and connect with the media. If these are your goals, make sure to have a sound strategy before you commit yourself long term.
4. Foursquare
Similarly to B2B, Foursquare simply isn’t a good match for real estate unless you have a very specific location based promotional goal. You could imagine, for example, giving away a gift to anyone who checks into an open house, but this would be unlikely to translate into a sale.
You’ve probably guessed by now that if I had to pick one application for realtors, it would be Facebook. It’s easy to update and will get you the most out of your sweat equity, and is by far the best way to connect with your community. Don’t forget, though, that Facebook is part of building a relationship, not a substitute for it.
B2B Social Media Edition – Ranking the Big 4
This is a post in a series ranking the Big 4 social media sites — Facebook, Twitter, LinkedIn, and Foursquare — for B2B, retail, and real estate. Read the introduction for background.
Not every social media application is right for B2B marketing. Yes, there are tools that allow you to post the same content to the Big 4, but that ignores the nuances of each site and can make you look spammy and out of context. In the end, picking the proper channels and doing right by them will drive the most value.
Here’s how we rank the the Big 4 for B2B -
1. LinkedIn
LinkedIn has basically taken the posting functionality of Twitter and Facebook and optimized it for business. Also like Facebook, they now allow businesses to set up their own pages and accumulate followers.
So why not just do Facebook? If you’re like me, your LinkedIn contacts are business people who want business information and will have a genuine interest in the information you’re providing. Don’t be shy about asking for followers and posting interesting content that reminds them of who you are and informs them of important milestones, new hires, and client acquisitions.
2. Twitter
Let’s be honest, Twitter is a pain the @ss, especially for Type B’s such as myself. You need to post frequently and do a lot of interacting to build a following and make it work. That said, you’ll find a lot of general and industry Media on Twitter, and if you work the relationships, you’ll be able to slip in your news and other timely content items.
As I’ve said in a previous post about building real relationships behind Twitter, it’s important to press the flesh with your Twitter network in person. Get that Type A go getter in your company a Twitter account and send him/her off to industry conferences to hob-nob and meet the media. You’ll see your posts getting much more traction and respect, and the publicity will follow.
3. Facebook
Imagine logging into your Facebook account to see what your friends are doing and seeing something in your news feed about the latest advances in PVC piping. Construction guys aside, I probably only Like your page because you’re a friend of mine, you suggested it, and I feel obligated to follow it.
Unless your B2B product or services cross into areas of social and hobby, you can feel free to leave Facebook alone. It simply isn’t the right context for B2B communication in most cases.
4. Foursquare
Of the big four, Foursquare is most blatantly geared toward consumers. Unless you’re trying to — okay, I honestly can’t think of a real Foursquare/B2B scenario. Can you?
If you insist on doing all of the Big 4, do yourself a favor and use a service like Hootsuite to manage your accounts. You’ll be able to post simultaneously, which is nice. More importantly, you’ll have the option to NOT push content through certain channels.
In summary, don’t stress yourself out thinking you’re missing something if you don’t do everything. Internet marketing, like traditional marketing, is about making choices, and it’s more important to do one or two things well than everything mediocre. B2B companies will find the most fruit with LinkedIn and Twitter, and should focus on building those channels first.
