Category Archives: Social Media Optimisation

Linkedin Targeting – How to Create Targeted Audiences That Scale

With hundreds of millions of followers, Linkedin is practically the biggest social media platform for professionals. Targeting the right audience on linkedin is key and needs to be done with precision. Truth is, it is easy to target so many people and still not reach the people relevant to your business.

Reaching your target audience

Sponsored content ads are a great way to reach out to your target audience. Unlike regular audience targeting that makes use of age, gender and other less specific details, sponsored ads allow you to use more detailed demographics such as geographic area, type of industry, position and experience and even certain companies and groups.

Interestingly, audience size matters, but so does audience relevance. If your sponsored ad is too specific, you may miss out on a significant part of your audience, and if it is too generic, you may be wasting resources with little effect.

To create an audience that is wide enough and is relevant as well, the following tips would be great to use.

Basic Linkedin research

When you have figuredout what audience group you want to reach out to, get information from their profiles to see what common features they might share.These features include their geographic region, job titles, positions and so on. This information can help you decide if you can focus your ads in certain areas.

Merge your target features

Given that users rarely give all of the information you need to find them easily, you could run similar ads for several audiences. This will give you enough data to determine which audience you should spend time and resources on.

Try job title against skills. Job titles are relatively easy and there quite a lot to choose from, but skills can give you a broad audience with relevance as well. Try job function and seniority, specific industries and regions, skills and seniority, and so on.

Multiple campaigns allow you target the same persona on a larger scale, making sure you do not leave out any relevant audience. With these campaigns running, you can figure out what works and what adjustments to make at lower costs.

Use your retargeting options

Linkedin retargeting options allows you to make follow up moves on potential customers who may have checked out your page or taken some other relevant action.

The algorithms come into play

The audience expansion option on Linkedin helps you create a wider and relevant audience using the analysis on the features of your target audience.

Don’t forget to…

  • Use matched audiences to get the details of your existing contacts
  • Create specific audiences using the Demographics tab in campaign manager

Keep experimenting and working on your ads

Facebook No Longer Allows Ads Targeting with Third Party Data

In a continuation of the fallout to the Cambridge Analytic a privacy scandal, Facebook announced the shutting down of its Partner Categories – a section in its advertiser tools that allows third-party data brokers like Experian, Oracle and Acxiom to sell targeting data to businesses and companies.

What this simply means is that these third-party aggregators will no longer be allowed to match their data against Facebook’s audience and then sell the information gleaned – usually purchasing activities- to businesses and companies for improved ads targeting purposes.

There are three available data sources used in ads targeting – From Facebook, from business themselves and from third-party data brokers. These data brokers get their data from Facebook users’ other online (purchasing) activities outside Facebook. This third source is what Facebook is shutting down in the next 6 months as they have decided they are a jink in their privacy security armour as they have less control over how and where these firms get their data.

So what exactly does this change mean for stakeholders -Facebook, Facebook users, third-party data aggregators and businesses that advertise on Facebook?

For Facebook, it means they will jettison the partnership they have with major data brokers. The Social Media giant is hoping that this move, as well as other moves – will go a long way in assuring its users as to their online security. On the flip side, this move may negatively affect Facebook’s earnings from ads as businesses may seek alternative ways of advertising to potential clients. Apparently however, Facebook has decided that the earnings are not worth any potential troubles that may arise.

For Facebook users, it means they will be less targeted with those “too perfect” ads as their online activities outside Facebook will no longer be matched with them on Facebook. That creepy feeling of being watched will be reduced.

For third data aggregators, it means a loss in business revenues. Already, there is a wave of worry among these third party data brokers and agencies about the ban. The impact was seen in Acxiom stocks as it dropped by 30% following the announcement. In fact the company now expects “total revenue and profitability to be negatively impacted by as much as $25 million” in 2019 as a result.

For businesses that purchase these data for improved advertising on Facebook, they will have to rely solely on the data collected by Facebook together with their own data. As most businesses have at best scant data, they will be heavily reliant on whatever data Facebook is able to provide. Bottom line, their advertising efficiency on Facebook will be drastically reduced.

Although Partner Categories was not how Cambridge Analytic a got their data – and the outcome of the ensuing scandal, Facebook has taken this step nevertheless, as a precautionary move. They have responded well to the public backlash and are removing potential frailties from their system.

Instagram Brings back GIFs in Stories

Latest updates show that Instagram is bringing back GIFs in stories, after they were first launched on the social media platform around the first month of 2018. Two “consumer facing” updates were released recently by the platform. The second update shows that short length ads will also enjoy full screen support in Instagram Stories. Users are ecstatic about this, as they had showed displeasure with the removal of the GIF stickers earlier on.

You can recall that Instagram had removed GIF stickers around March when a sticker tagged as “really offensive” was posted on the platform. Giphy, the brand that develops the stickers, claimed to have sorted out the issues arising and looked forward to their suspension being lifted and the stickers integrated back into Instagram Stories. According to a statement put out by the Giphy team, they said that their stickers were being affected by “a bug” discovered in the content moderation filters. They further added that their whole sticker library was re-moderated more than 3 times, and even another level of moderation added to the already existing one.

Giphy had earlier sent out an apology to users, condemning the act and promising it will not happen again. In an interview with TechCrunch, the app said “GIPHY condone or support this kind of content. We have also finished a full investigation into our content moderations systems and processes and have made specific changes to our process to ensure something like this does not happen again.”

Instagram’s Response

Instagram responded by bringing back GIFs on its Instagram Stories feature. But this time it was done in a way that the platform also has some form of access to the Giphy stickers database. A statement released by Instagram said that they have “been in close contact with GIPHY throughout (the) process” and they were sure that Giphy had “put measures in place to ensure that Instagram users have a good experience.”

Snapchat on the other hand said they don’t have any plans of bringing back the GIFs yet. Critics believe they are probably waiting to see how good it will fair on Instagram during this second sojourn, before putting out a formal statement as to whether they will bring the stickers back or forever let it go.

Remember the two social media networks (Instagram and Snapchat) had earlier condemned the racial slurs that came with the GIFs (which led to removal/suspension of the Giphy stickers). Snapchat had earlier released a statement saying, “as soon as we were made aware, we removed the GIF and have disabled Giphy until we can be sure that this won’t happen again . . . while we wait for Giphy’s team to take a look at it.”

Meanwhile, Instagram users can enjoy the GIFs while they last. Perhaps, Snapchat might reconsider it’s stance overtime.

Making a Case for Video First Facebook Strategy

Facebook ventured into video in 2014 and began placing more emphasis on the format last year when it started funding live video broadcasts from producing partners such and The New York Times and BuzzFeed. But all that appears to be just a tip of the main thing. In a conference call with industry analysts earlier this year, Facebook’s CEO Mark Zukerberg said “I see video as a megatrend that is why we are going to keep putting video first across our family of apps.”

What does this mean exactly?

For small and medium sized business looking to get ahead by taking advantage of the social media, developing videos is a must. The attention span of online browsers has reduced to just 8 seconds, which means that in order to capture one’s audience, marketers and businesses have to grab their attention immediately, and continue with engaging content to maintain their interest from beginning of the post till the end. But with the Facebook video first Strategy, slow loading times and videos of just the right duration are just the ingredients that can lead to business success.

If you had just 8 seconds to totally sum up the entirety of who you are and what you do, how would you say it? That been said, video content presents an opportunity and not an inconvenience. A well done video can produce a focused narrative that will deliver your message in a unique fashion that portrays your brand or business.

Creating video content for social media such as Facebook, gives a business or brand the advantage of direct targeting, detailed measurements and access to multiple formats display. This can help small and midsized businesses drive conversion, increase subscription and sales and gives them the added value of being able to react to current events and trends.

The potential is far reaching. Reach a wider audience, appeal to influencers and partner with other brands. Video content unlike traditional marketing means has the potential to cause an online ripple effect which can drastically expand your message’s reach.

Videos that pay

Facebook video first strategy will open up a whole new avenue for businesses to increase their earnings. From targeted video content that improves conversion rate to revenue sharing between Facebook and premium content producers.

Facebook CEO Mark Zukerberg explained “There is the type of content that people produce socially, there’s promotional content that businesses and celebrities and folks will produce, but there’s also a whole class of premium content that creators need to get paid a good amount to support the creation of, that is why Facebook is working to build up its video advertising business, so that it can share in revenue with those creators.”

Facebook’s video first strategy is really big news for businesses and brands, with more options to create and have their own branded videos, get a wider reach and ultimately increase revenue.

Facebook Launching Custom Frames That Appear Similar to Snapchat Geofilters

Facebook Launching Custom Frames

Facebook is constantly launching new features to keep its users interested and hooked. However, its recent feature ‘Custom Frames’ seems to be borrowed from the Snapchat Geofilters concept.

According to DigitalTrends.com,Facebook now lets users create their own frames, which are like graphics that can be overlaid on images and videos. Users of photo editing apps such as PhotoShop and PicsArt should be very familiar with the concept of overlaying.

The new feature can be accessed via the in-app camera effects platform. Facebook’s existing feature ‘Profile Frames’ has been upgraded by adding special effects that can be downloaded and customised by users to create new backgrounds for their pictures.

The new feature is currently undergoing testing in some countries like UK, Ireland, and eventually, the U.S.

How Does It Work?

Facebook Launching Custom Frames

Create Your Designs

Right now, there are a few ready-made templates, but users in the countries listed above and a few others have been assigned the fun task of creating frames with design tools in PNG format. The frames are saved with a transparent background. This allows them to be used smoothly in the overlaying process.

Facebook Launching Custom Frames

Upload them to Facebook

After creating frames, they are uploaded unto Facebook. The frames are previewed to get an idea of what they would look like in various sizes, for example: portrait, landscape, square, etc. Basically, this is how you know the type of frame that fits different screen orientations.

Include Details about Your Design

Users also fill out details about their frames before submitting them to be reviewed. The reviewing process can take up to a week.

Get Approval and Track Your Creations

Once you get an approval, your creations become active and available to others for their videos and photos. One amazing thing about this is that you actually get to see the stats on how popular (or not) your designs are with Facebook users.

The Question on People’s Minds

Considering how similar this new Facebook feature is to Snapchat Geofilters, we’re all curious as to whether or not it will be launched successfully,and how well Facebook users will catch up on the new trend.Well, if some really unique frames were created, it would definitely give Facebook an edge over its competitors. The new ‘Custom Frames’ feature also appears to be intended for use by more than one individual,considering several people can use uploaded frames. Either way, it’s likely to be a huge hit amongst Facebook users.

Facebook Launching Custom Frames

Twitter Rolls out Automated Direct Message Replies for Businesses

Twitter

On November 1, 2016 Twitter announced the launch of an automated direct message feature for business accounts. Businesses can now send welcome messages to their clients automatically. They can use this feature to create multiple welcome messages, replies, and link clients directly to a particular greeting from tweets, websites, apps etc. A reply can be automatically sent to a direct message from a customer.

This feature was kick started to help businesses create relevant and beneficial communication with their clients without being distracted from the other tasks at hand. The new features are there for increased efficiency and productivity of businesses, while still keeping customers satisfied.

How it works is that once a Twitter user enters a direct message conversation with you (by selecting your account as the recipient of their intended message), an automated welcome message from your business account will be sent to them. This will be sent even if the customer does not send you a message first. When they eventually send the message, the features allows you to automatically send a message back to the user immediately.

With welcome messages and quick replies, businesses can now show the public that they are committed to serving their clients as best as they possibly can. Some of the messages could include a prompt that links the customer directly to your company’s customer support line. The message feature will reduce how long people have to wait before getting a response from you. It will be particularly beneficial in cases where the information needed by the user,such as contact details of your brand is included in the message body.

However, these automated messages should not take the place of you having a conversation with your brand. Customers like to engage with a real person as opposed to engaging with an automated one. This feature should not stop your account manager from personal replying to enquiries from clients.

Brands such as Evernote and Pizza Hut are making use of this feature to increase the level and quality of their interaction with their customers. Your business account can do the same thing. Start by visiting Twitters support settings page so that every personal account user can enjoy this new level of engagement with you.

Twitter Rolls out Automated Direct Message Replies for Businesses

Facebook Changes Page Layouts

Facebook Changes Page Layouts

After testing out new features on a number of pages, all pages on Facebook now have a new layout. The layout does not affect personal accounts and profiles, only Facebook pages. The changes did not totally take out any elements. They were merely moved around.

The new things that were changed or moved around in the rollout of Facebook page’s new layout include features such as:

  • A square page profile picture with the dimensions of 160 by 160 pixels.
  • The page’s profile picture no longer sits in a corner of the cover photo. It has its own space now in the left hand column.
  • A page cover photo with dimensions of 828 pixels wide by 315 pixels high for desktops. The dimensions for smartphones are 640 pixels wide and 360 pixels high. The position of the cover photo has also changed; it has been moved to the right.
  • There is a bigger call to action button. The call to action button is now at the right hand column directly under the cover photo and it is bigger and more prominent than it used to be. Calls to action buttons include “Book Now, “Shop Now”, and “Request Appointment”, among others.
  • There is a navigation section that can be customised. The layout has a new navigation from where users can visit the different sections of your page. You can customise this navigation area to show different sections as it suits your business such as upcoming events, videos, posts, and others.
  • The apps most important to you now appear on the right hand column. The page has a long list of apps on the left side under the profile photo, but you can choose three to appear on the right hand side.
  • You now have totally free ad pages. Prior to now, ads use to appear on the right hand side of Facebook pages. With the advent of the new layout, Facebook pages have become ad free.
  • The ‘like’, message and share buttons have also been relocated. They are now placed under the cover photo at the left hand side

firstclickdigital facebook page

Page administrators can enjoy the various options offered with the new layout by going to ‘Settings’and clicking on ‘Edit Page’. The Edit Page section is where users can customise the different sections of their page as it suits them, as well as edit the content therein.

facebook page edit