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What is no longer working in social media: 2014 edition

(Social Media) With a constantly evolving list of features, shifting culture, and new practices, what worked last year on social media may not work this year. Here’s what you need to know.

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What’s new in social media, and what is broken

At least quarterly, it’s a good idea to find out what’s no longer working in different parts of digital marketing, particularly in fast-moving areas like social. This week, we’ll talk about what’s no longer working in social media, then we’ll move on to what’s new. And in our next series, we’ll also talk about search.

Before we proceed though, it is worth mentioning that participating in social media without a plan is asking for trouble. Really think about why you’re using social and what you hope to achieve. More visibility? An increase in website visitors? What are they supposed to do when they get to your website? Is your blog connected to your lead capture system?

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Also think about the role of social in your overall online strategy, whether it’s part of branding, marketing or customer service.

1. Blogging

It’s often forgotten that blogs were among the first social media tools – the best we’d had available since the online bulletin board or forum.
The ramp-up to slow-down theory of blogging is no longer working. You can’t blog daily for six weeks, then slow down and blog when you “have time” and expect the same results.

Studies are now showing that ramping up to posting even every other day increases sales. So wake up that dead blog.You can start by asking people who have subscribed via email what they’d like to learn about.

Try doing more shorter, pithier posts, then one in-depth post a week.

2. Twitter

There was a time you could get away with broadcasting links into the general noise of Twitter, and be noticed due to the curiosity factor of Twitter’s firehose, and the fact that Google would pick up your tweets in real time, and even show them in real time on trending searches.

Now, not only has the Twitter firehose been hidden for years now, but Google’s relationship with Twitter has changed – no more real time tweets on hot searches.

Besides, Twitter was never meant to be a broadcast medium and most people ignore much of what is on their incoming streams, or whittle them down to a manageable level, full of only the people they most want to interact with frequently. Instead of trying to manage my full incoming Twitter stream,

I look at my Twitter lists, hashtags, and people who I’ve set to mobile notifications first.

Most people on Twitter now have a system similar to this or a custom timeline – being followed is no longer enough to get noticed.

You must provide value, and shouting “LOOK AT ME AND MY STUFF” isn’t doing it anymore.

Pick some non-competing colleagues (or even the competition if you’re confident) and share their most helpful content 6 to 8 times for every time you talk about yourself. I personally find that I get a lot more attention when I’m ready to talk about myself if I share my community with others.

Screen some Twitter chats related to your topic if you have trouble finding out who these people are.

3. Facebook

Oh #facepalm. Where do I begin with what doesn’t work on Facebook?

I’m tempted to say “everything”. For Pages, reach is down, because apparently Facebook differs from Twitter in that it either doesn’t see the value, or doesn’t have the capability, to show you everything you or your connections are subscribed to in the the public stream.

You’ve got to pay to play and even that can give you dismal results.

Ever since Facebook began to take away some of pages killer features, I haven’t been the fan I once was. It used to be easy to get prospects to opt-in to be contacted outside Facebook, to create posts natively using the Notes app, and many other things personal profiles have been able to do, or still can.

If you’re using your personal profile for personal interaction, it’s best to keep it that way. But if you’ve been using your profile’s ability to make certain information visible or hidden to certain groups via the refreshed Lists feature, that may be your best bet for visibility of informational posts that aren’t commercially heavy.

4. LinkedIn

LinkedIn used to have a kick-ass section called LinkedIn Answers. You could get a crazy amount of visibility by logging in once a quarter and answering questions until you were one of the top three in a sub-niche. I used to get very high quality client leads this way.

Now LinkedIn is letting more people into its Influencers program. Many don’t see the appeal to writing to an audience they already have. However, if you promote your LinkedIn posts as you would any other content marketing item or guest post, you will find that your audience expands outside the contacts you already have.

Test this out by applying to their program – if you’re accepted, test with a reworked blog post if you don’t have any new content on hand.

5. YouTube

Trying to grow your YouTube audience without interaction is much harder than it used to be. In years past, you could get away with just optimizing for search and exposing your videos to your own subscribers or your blog audience.

Now, the action on your page is part of the criteria for getting ranked, according to my favorite source on video SEO, ReelSEO (get it? Why can’t I think of things like that?)

A dead channel is an ignored channel. Get out there and find the active users in your space. Delight them and lure them to your channel.

6. Google+

So here’s a weird one for you – the main thing not working for Google+ is ignoring it.

If you’ve hated Google+ for years, you had good reason. With lots of abandoned profiles and few of the features that now exist, 2011 was way too early to speculate about its potential.

However adoption among more regular people, business owners, bloggers, and even Android users is making Google+ the place to be, not to mention the ability to leverage additional spots in Google’s universal search rankings, or the personalized rankings of people you’re connected to via the site.

If for no other reason than to get your OWN blog more personalized rankings by being connected to more people than your nearest competition, Google+ is a must if Google search is part of your marketing strategy.

You may hate it, but even though we may hate accounting, we still make sure it gets done. Build out your profile and invest just 5 minutes a day making new connections on Google+ – if you do it right, it’ll be worth your while.

The takeaway

Sometimes it feels like our social media efforts are failing. And sometimes, this is actually true. The key question to ask isn’t IF there is failing but WHAT is failing. Before you give up, make sure the point of failure isn’t your strategy or technique.

Tinu Abayomi-Paul is the CEO of Leveraged Promotion and a member of Network Solutions Social web Advisory Board. Her website promotion company specializes in reputation management, and engineering demand generation system for businesses, integrating search, expertise marketing and social media.

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11 Comments

11 Comments

  1. Eric "The Coach" Bryant

    April 21, 2014 at 1:16 pm

    Outstanding Article Young Lady! =)

    This is a subject that had to be talked about. So many “Newbies” are just now making their way into Social Media, and Internet Marketing, and they are landing on the very places that you have now show (And rightfully so) to be “Obsolete” and “Out of Touch” .. it’s scary! They will be stuck learning these outlets, and still be at the “Starting Line” … It’s so sad =(

    There are so many “Guru’s” out there, taking advantage of the ignorance, and teaching these things as if they are important! It’s “Snake Oil” sales now, and they are just taking money out of Small Business Owners and Entrepreneurs pockets, with little or no value.

    Here is my take on your 5 subjects …

    1)
    Blogging: “Try doing more shorter, pithier
    posts, then one in-depth post a week.” – Brilliant!

    2)
    Twitter: “You must provide value, and shouting
    “LOOK AT ME AND MY STUFF” isn’t doing it anymore” – Bingo!

    3)
    Facebook – IMHO … Dead! With one “Notable”
    exception … Private Community based Pages. They are “Knocking it Out of the Park!”
    Administrating a great Hyper-Local Neighborhood Page is garnering outstanding
    and quality relationships with potential clients!

    4)
    YouTube: Totally Disagree! This is the Future of
    Sharing your message, and connecting with potential customers here is at an
    All-Time High!

    5)
    Google+: Agreed … It is still a “Necessary Evil”
    to be a part of, and gaining (Ever so slowly) traction, and because it is
    Google, it has a high probability of long term success so you gotta stick with it!

    Really Enjoyed, Best of Luck to All Who Attack Online Marketing =)

    Coach

    • Tinu

      April 21, 2014 at 1:51 pm

      Thank you! Very in-depth commentary, you should write it up as an article. 🙂

      I’m not the guru type. Some people (still! gr) call me that, but I believe in sharing tested knowledge. I hold some advanced techniques back, but I’d rather prove my worth 100 times before someone hires me and have an enthusiastic client. In this day, doing otherwise is leaving money on the table.

      I think we’re saying the same thing about YouTube though. I think it’s at an all time high too – I just think if you ignore your channel, it’s at 1% of its potential.

  2. Trish Jones

    April 21, 2014 at 2:55 pm

    This is an excellent article, Tinu. With the exception of LinkedIn which I can’t comment on because I rarely use it, your points about the other social networks and blogging are spot on. And to add my two cents to Google+, guys, come and join the community, it’s good, good, good!

    • Tinu

      April 21, 2014 at 3:43 pm

      Hi Trish! How have you been? I’m not the biggest fan of LinkedIn, but even my sporadic use has paid off. I’ve been putting off adding an article in because I would rather that it’s unique content. But I’m softening after seeing peers re-publish popular content there.

      Hope to see you around here more, and soon!

      • Trish Jones

        April 21, 2014 at 4:03 pm

        I am very well thanks Tinu. I’ve been hearing from people who have had some good results via LinkedIn and so now you’ve mentioned it, it might be worth getting more active. Thanks for that heads-up. And yes, looking forward to reading more from you!

  3. Erika Awakening

    April 21, 2014 at 4:26 pm

    Love this article… Things are definitely shifting. I am no longer finding Facebook to be a very useful tool like it once was. And this is not only the changes in FB policies. It’s also because way too many people are now using FB as the equivalent of cable television. Mind-numbing, without taking the action they need to take to improve their lives. I will definitely be exploring other avenues, as I have now deactivated my main FB account.

    • Tinu

      April 22, 2014 at 6:46 am

      Hi Erika, Always interested in hearing about deactivation stories, because I always wonder if you maintain online connections elsewhere or just forego things like pictures of nieces and nephew that are far away.

      Since many immediate family members are overseas, its much cheaper from their side to follow my postings or pictures, or to share pictures online than by text or email. I doubt I’ll deactivate until family starts to migrate to whatever the next Facebook is.

      • Erika Awakening

        April 22, 2014 at 2:39 pm

        Hi Tinu, it helps that I don’t really believe in having a personal life lol (that’s too long a conversation for here). I don’t use Facebook to connect that way. I use it to reach people with my message and it was no longer feeling like an effective way to do that. My method has far outpaced the development of my “community” there and conversations were getting too frustrating. Not sure if that helps understand it …

        • Tinu

          April 23, 2014 at 6:26 am

          Oh I definitely understand the impulse. These are my own personal reasons for not jumping ship.

  4. Pingback: How to use tweet chats to expand your brand's reach - AGBeat

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Social Media

Facebook beta features fresh friendly facade you can try out

(SOCIAL MEDIA) Facebook is trying to change it’s image, literally. They already changed their logo, now is time for a new design you can see in the beta.

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After sixteen years in the game, Facebook is getting a facelift. Facebook has been working on a redesign for quite some time and they’re finally starting to roll out a beta. Facebook is taking the rollout slow, so it looks like just a few users are seeing the redesign and the rest of us will have to wait. Want to be among the first to test out the new look? Here’s how you can, maybe, make it happen.

If you are one of the lucky few who has been selected to beta test, then getting the new design should be simple. When you log into your account (as if you ever log out) a pop up will prompt you to try out the new beta. If this doesn’t happen, and you’re still feeling optimistic, then turn your eye to the upper right-hand corner of your screen and look for a button labeled “See Facebook Beta.” Still no button, but want to keep the hope alive? Click the drop-down arrow in the right-hand corner of your screen and see if the Facebook Beta option appears in the dropdown. Nothing yet? Tough luck, kid. You have not been chosen.

If the new design is available to you, then Facebook will offer to give you a tour of the new system. The fresh UI aims to simplify the user experience by making the page less cluttered and easier to navigate. Icons will be sleeker and brighter and it should be easier than ever to access your Messenger conversations. And if you decide that you kind of hate the new design, no big deal. Users will have the option to switch back to the classic design, at least while the redesign is still in beta.

Platform redesigns are always a contentious topic of conversation for users. Twitter, in particular, has seen some user drama over its redesigns through the years. Sometimes a redesign will knock out your favorite feature or make a shortcut you used to take in a workflow pointless. And, honestly, sometimes people just don’t like change. Whatever side of the coin you’re on, let us know how you feel about Facebook’s new look.

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Google takes a shot at competing with TikTok, Pinterest videos

(SOCIAL MEDIA) We all love to sit and watch short videos, be they humorous, reactionary, or weird, but here is Googles attempt to get educational with Tangi.

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Tangi screenshot

It’s happened to anyone who’s ever been looking online for how-to help… you click on a likely-sounding YouTube video, only to be greeted by an ad you can’t skip, a whole lot of introductory chit-chat, and three minutes of build-up before you finally see exactly what you need to do to handle your would-be DIY hack.

But what if you could get your answer in 60 seconds or less? It’s the concept behind Tangi, a newly released Google app created in the company’s Area 120 incubator by developer Coco Mao.

Variously described as short-form YouTube, video Pinterest, or TikTok for makers, Tangi was inspired by Mao discovering that her “smartphone challenged” parents were using their devices to watch photography and painting tutorials—and developing new hobbies as a result.

She came back to Google and worked with her team to develop Tangi as a place where such how-to inspiration could be more easily found and taken advantage of. “The name is inspired by the words TeAch aNd Give,” she explained as she introduced the app at the end of January. “’Tangible’—things you can make.”

The philosophy behind Tangi means this is hands-on how-to for the crafty club. The time-lapse heavy videos “could quickly get a point across,” Mao said, “something that used to take a long time to learn with just text and images.”

Videos fall into categories of art, cooking, DIY, fashion and beauty, and lifestyle, and are often accompanied by links to recipes or the maker’s blog or Instagram for more information. Some makers don’t quite have the format down pat yet, but most manage to provide a good balance of visual inspiration and a little more information.

And like Pinterest, Tangi can turn into a time-lapsing rabbit hole of its own. I started with a mere 10-second clip on propagating succulents (I’ve been doing it wrong), which led to a minute on “when succulents stretch” (“etiolation” — new vocabulary word!), which led to a succulent cake which led to a conversation heart cake and before I knew it, 20 minutes had gone by and I was watching an exploding heart science Valentine and had washed up at “Yoda one for me.”

While the app has only been out for about a week … and is only available on iOS and the web … it’s already well populated with content from makers and lifestyle bloggers who partnered with Mao’s team during the development process. And though it’s still in closed-beta mode for content creators, users can apply to be on a waitlist to be invited to upload their own work.

There are a few question marks still. No word on when it will be available on Google’s own Android platform, for one thing. While a couple of intrepid contributors are reviewing education apps and dispensing startup advice, its philosophy as stated by team lead Mao may not extend much more beyond the maker and creative fields to include technology and workplace input. And Google doesn’t always support its apps for long.

But it’s fun, simple, and easy on the eyes. As a place to find quick inspiration and direction, Tangi could carve out a niche.

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New Reddit policy on impersonation mimics other social media giants

(SOCIAL MEDIA) Reddit is the latest social media company to change their policy to protect against deepfake impersonation, because of the harm they can cause.

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Reddit is the latest social media company making updates to their rules and policies ahead of the 2020 election. Companies like Facebook, Twitter, and now Reddit are all trying to make the social internet a safer place to receive information.

Reddit’s new policy officially bans impersonation with the goal of handling “bad actors who are trying to manipulate Reddit, particularly are issues of great public significance, like elections.”

Deepfakes have become a key topic of conversation the last few years. In the wake of the mass spreading of misinformation during the 2016 presidential election, users have grown wearier than ever of the information they see online. Deepfakes are no longer a niche subject, but an everyday pain point that technology companies are scrambling to control.

In a statement made on r/redditsecurity, Reddit informed users of the change to website policy stating, “Reddit does not allow content that impersonates individuals or entities in a misleading or deceptive manner. This not only includes using a Reddit account to impersonate someone, but also encompasses things such as domains that mimic others, as well as deepfakes or other manipulated content presented to mislead, or falsely attributed to an individual or entity.”

The platform isn’t trying to make a mass change to it’s often humor driven culture. Parody and satire are still allowed forms of impersonation so long as the joke is obvious. Reddit has vowed to always take context into account when looking at cases of user impersonation.

It’s a good sign for society when popular social platforms start taking their role in controlling the spread of false information seriously. Companies like Reddit are in a position to create real change in the way we spread and consume information about major global events.

What’s unclear is how much man power these companies are putting behind their policies. Reddit ends their statement by pointing users to a report form that users can submit if they or someone else is the victim of impersonation. The question users should be asking is how long would it take to get a response or see action on these reports?

Policy changes are great, but if companies are simply throwing them onto their fine print with no resources behind enforcement then it’s not social change, it’s just legal jargon to protect their ass.

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