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Facebook metrics: building a strategy around free data

One of the most obvious social media metrics available to you is right beneath your nose. Here are some tips on how to get the most out of your Facebook page.

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The difficulty of monitoring

We hear it all the time: one of the best ways to have an effective and thriving online presence is to monitor who is looking at your content and which elements of your marketing are seeing the most success. You’d be surprised to know, however, that many people leave social media out of the mix. It’s understandable. Unless you use services such as HootSuite, where you can pay to monitor your social media metrics closely, it’s hard to really know how many people are actually seeing your posts.

There is one glaringly obvious metric, however, that you can easily monitor, and that is your Facebook presence. The social media giant makes it so easy for you. At the top of your Facebook Page (not profile, but business Page), you’ll notice an “admin panel” with a graph showing your overall reach and engagement in your Facebook postings over the past month.

If you look underneath each individual posting, you’ll also notice that you can see metrics showing how many people saw that particular piece of content. This might not seem like a big deal, but it is. Let me explain—I can’t tell you how many times I’ve heard agents say that Facebook isn’t working for them and that they’re not getting any engagement. There are a number of reasons that this could be the case, but if you look at your metrics and see which posts had the most views AND the most engagement, you can tweak your content accordingly. You have the ability to find out what really works. These metrics also give you a more accurate depiction of your target audience.

Quick tips for tweaking your strategy

As you start using these numbers to tweak your social media strategy, I wanted to point out a few things that you should keep in mind:

This is a more accurate indication of your reach. Sure, you might have 600 fans, but underneath each post, it may say that it reached only 300 people. This means that you have 300 fans who read your content regularly, and those are the people who you need to try to engage. If you can engage more, that initial reach WILL increase.

The higher the reach, the more engagement you will get. In order to increase reach, however, you need to focus on engaging with the fans who ARE looking at your posts. You do this by focusing your efforts on creating conversation, not marketing yourself or using your page as a bulletin board for upcoming news and events.

With these two things in mind, you have probably figured out that your number one focus in re-doing your social media strategy needs to be engagement. Focus on obtaining interaction and building a presence based on conversation, and your overall reach will increase. This is the key to getting your brand the exposure that you’re looking for.

Next: obtaining engagement

The next step is figuring out how to go about obtaining engagement. This is a process that is best implemented through trial and error. No two strategies will work for the same target market. You have to try some different tactics and see what works. Once you start seeing a trend, you can figure out a strategy that works best for your business. Here are some common tricks of the trade that you can implement as you go about your new strategy:

•    Post at the right time. Most studies show that the best time to post content on Facebook is early in the morning or late at night. Avoid late morning or early afternoon postings. The objective is to post so that the most people possible will see it right away.
•    Include CTA’s in your posts. It might sound strange, but the Facebook postings that see the most success are the ones in which the page asks them to like or comment on a status. It prompts them to participate on your page.
•    Make sure your content has a purpose. You want what you put on your page to be interesting and valuable to the consumer, so if that means you go a day or two without posting anything, then that’s okay. You don’t want to post just for the sake of posting. Unless you have something exciting to share or something purposeful to say, it’s best to refrain from posting and focus your efforts on engaging with your network on their own Facebook pages.

There you have it. Don’t overlook the most obvious social media metric available to you. Use the numbers, review your current efforts and come up with a plan to change it and improve your online presence. That’s the secret to being “cutting edge” in the online marketing realm. Start experimenting.

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Carrie Gable & the Real Estate Virtual Assistant team at RealSupport, Inc. work virtually for many top real estate agents & brokers nationwide, offering marketing campaigns, branding, website & logo design, listing marketing efforts, lead management, technical support, marketing presentations, social media setup & management, copywriting, blogging and much more.

Social Media

Deepfakes can destroy any reputation, company, or country

(MEDIA) Deepfakes have been around for a few years now, but they’re being crafted for nefarious purposes beyond the original porn and humor uses.

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Deepfakes — a technology originally used by Reddit perverts who wanted to superimpose their favorite actresses’ faces onto the bodies of porn stars – have come a long way since the original Reddit group was banned.

Deepfakes use artificial intelligence (AI) to create bogus videos by analyzing facial expressions to replace one person’s face and/or voice with another’s.

Using computer technology to synthesize videos isn’t exactly new.

Remember in Forrest Gump, how Tom Hanks kept popping up in the background of footage of important historical events, and got a laugh from President Kennedy? It wasn’t created using AI, but the end result is the same. In other cases, such technology has been used to complete a film when an actor dies during production.

The difference between these examples and that latest deepfake technology is a question of ease and access.

Historically, these altered videos have required a lot of money, patience, and skill. But as computer intelligence has advanced, so too has deepfake technology.

Now the computer does the work instead of the human, making it relatively fast and easy to create a deepfake video. In fact, Stanford created a technology using a standard PC and web cam, as I reported in 2016.

Nowadays, your average Joe can access open source deepfake apps for free. All you need is some images or video of your victim.

While the technology has mostly been used for fun – such as superimposing Nicolas Cage into classic films – deepfakes could and have been used for nefarious purposes.

There is growing concern that deepfakes could be used for political disruption, for example, to smear a politician’s reputation or influence elections.

Legislators in the House and Senate have requested that intelligence agencies report on the issue. The Department of Defense has already commissioned researchers to teach computers to detect deepfakes.

One promising technology developed at the University of Albany analyzes blinking to detect deep fakes, as subjects in the faked videos usually do not blink as often as real humans do. Ironically, in order to teach computers how to detect them, researchers must first create many deepfake videos. It seems that deepfake creators and detectors are locked in a sort of technological arms race.

The falsified videos have the potential to exacerbate the information wars, either by producing false videos, or by calling into question real ones. People are already all too eager to believe conspiracy theories and fake news as it is, and the insurgence of these faked videos could be created to back up these bogus theories.

Others worry that the existence of deepfake videos could cast doubt on actual, factual videos. Thomas Rid, a professor of strategic studies at Johns Hopkins University says that deepfakes could lead to “deep denials” – in other words, “the ability to dispute previously uncontested evidence.”

While there have not yet been any publicly documented cases of attempts to influence politics with deepfake videos, people have already been harmed by the faked videos.

Women have been specifically targeted. Celebrities and civilians alike have reported that their likeness has been used to create fake sex videos.

Deepfakes prove that just because you can achieve an impressive technological feat doesn’t always mean you should.

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Red flags to look for when hiring a social media pro

(SOCIAL MEDIA) Social Media is a growing field with everyone and their moms trying to become social media managers. Here are a few experts’ tips on seeing and avoiding the red flags of social media professionals.

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If you’re thinking about hiring a social media professional – or are one yourself – take some tips from the experts.

We asked a number of entrepreneurs specializing in marketing and social media how they separate the wheat from the chaff when it comes to social media managers, and they gave us some hints about how to spot whose social media game is all bark and no bite.

According to our experts, the first thing you should do if you’re hiring a social media professional is to check out their personal and/or professional social media pages.

Candidates with underwhelming, non-existent, out-of-date, or just plain bad social media pages should obviously get the chop.

“If they have no professional social presence themselves, that’s a big red flag,” says Chelle Honiker, CEO at Athenia Creative.

Another entrepreneur, Paul O’Brien of Media Tech Ventures, explains that “the only way to excel is to practice…. If you excel, why would you not be doing so on behalf of your personal brand?”

In other words, if someone can’t make their own social media appealing, how can they be expected to do so for a client?

These pros especially hated seeing outdated icons, infrequent posts, and automatic posts. Worse than outdated social media pages were bad social media pages. Marc Nathan of Miller Egan Molter & Nelson provided a laundry list of negative characteristics that he uses to rule out candidates, including “snarky,” “complaining, unprofessional” “too personal” “inauthentic,” and “argumentative.”

Besides eliminating candidates with poor social media presence, several of these pros also really hated gimmicky job titles such as “guru,” “whiz,” “ninja,” “superhero,” or “magician.”

They were especially turned off by candidates who called themselves “experts” without any proof of their success.

Jeff Fryer of ARM dislikes pros who call themselves experts because, he says “The top leaders in this field will be the first to tell you that they’re always learning– I know I am!” Steer clear of candidates who talk themselves up with ridiculous titles and who can’t provide solid evidence of their expertise.

According to our experts, some of them don’t even try. To candidates who say “’Social media can’t be measured,’” Fryer answer “yes it can[. L]earn how to be a marketer.”

Beth Carpenter, CEO of Violet Hour Social Marketing, complains that many candidates “Can’t talk about ROI (return on investment),” arguing that a good social media pro should be able to show “how social contributes to overall business success.” Good social media pros should show their value in both quantitative and qualitative terms.

While our experts wanted to see numerical evidence of social media success, they were also unimpressed with “vanity metrics” such as numbers of followers.

Many poo-pooed the use of followers alone as an indicator of success, with Tinu Abayomi-Paul of Leveraged Promotion joking that “a trained monkey or spambot” can gather 1,000 followers.

Claims of expertise or success should also be backed up by references and experience in relevant fields.

Several entrepreneurs said that they had come across social media managers without “any experience in critical fields: marketing, advertising, strategic planning and/or writing,” to quote Nancy Schirm of Austin Visuals. She explains that it’s not enough to know how to “handle the technology.” Real social media experts must cultivate “instinct borne from actual experience in persuasive communication.”

So, if you’re an aspiring social media manager, go clean up those pages, get some references, and figure out solid metrics for demonstrating your success.

And if you’re hiring a social media manager, watch out for these red flags to cull your candidate pool.

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Pinterest fights anti-vaxx info, urges Facebook to follow suit

(SOCIAL MEDIA) With misinformation continuing to spread online, Pinterest is putting their foot down and urging other networks to do the same.

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The World Health Organization calls anti-vaxxers one of the top 10 health threats in the world.

Pinterest decided to do something about misinformation being spread by anti-vaxxers. You can no longer search for vaccines on Pinterest and get any information, pro or con about vaccines.

You’ll get a message, “People have reported Pins from this search. Let us know if you see something that goes against our policies.” And “Sorry, we couldn’t find any Pins for this search.”

Pinterest’s policy prohibits “This includes promotion of false cures for terminal or chronic illnesses and anti-vaccination advice.”

Pinterest is disabling search for vaccines while it finds a better solution to allow material that is appropriate. Users should report pins that are against Pinterest’s policy.

There are ways to get around the general search terms. Type in measles. Fortunately, many of the pins are helpful and promote ways to avoid the measles, namely vaccines. With tons of search variations, there’s almost no way to prevent all misinformation.

The company has publicly urged other social networks to join them in this effort to combat anti-vaxx misinformation. But will they follow suit?

Search Google for the measles vaccine and the search engine provides good information for the most part. The first 10 results when I searched were from legitimate sites, the CDC, WebMD, vaccines.gov and the Mayo Clinic. On Facebook, it’s far less clear if the results from a search are coming from authentic, legitimate sites or anti-vaxxers.

CNBC reports that Pinterest’s ban on vaccines and its determination to stop the spread of misinformation pertaining to public health could put pressure on other companies to do the same. Bloomberg reported that Facebook is “exploring additional measures to best combat the problem.”

Tech companies do have an obligation to provide quality information. But given the problems with fake news on Facebook, I think it’s safe to say that no matter what these companies do, people are going to try and continue to find ways to share bad information.

It’s easy to be deceptive on Facebook and other social media sites. Many people continue to be fooled by fake news posts and phishing emails.

Does Pinterest’s move constitute responsibility or is it censorship that could be a slippery slope? Time will tell.

For now, question everything. Use your critical thinking skills to verify information. Maybe someone will come up with a solution to stop online hoaxes, but then the hoaxers will just find new ways to bend the rules.

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