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Review Your Facebook Page To Make Sure Its Working For Your Business

6 Aug

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In a recent survey of 1,000 social media users, researchers found that more than 1/2 of them – 52% – found a business’ facebook page to be more valuable than its website.  82% said that facebook was a good place to interact with brands.  Use the following 10 tips in the below infographic to review your facebook page and make sure its working for your business:

1) To increase visibility, write a photo description for your cover photo that includes a CTA (to do this, just click on the photo and write in the space provided).

2) To track user data for ad targeting, “Export Data” from your Insights panel weekly or monthly. Use the report to track the progress of your Page and monitor the posts that get the most engagement.

3) Status updates Posts should speak to your brand. Follow the 70/20/10 rule. Seventy percent of posts should build brand recognition; 20 percent are content from other people/brands; 10 percent are promotional.

4) Define the style of your Page and create a social media style guide so admins know what to post — and what not to. Decide if the tone of the Page is fun, funny, informational, journalistic, etc. and be consistent.

5) If you’re using third-party apps, make sure they’re easily accessible on mobile devices. Use QR codes on in-store signs to lead customers to your Facebook Page or a custom app.

6) When responding to users in the comments section of status updates, leave negative feedback visible so customers and potential customers can see how you respond to it.

7) Feature your three most important app thumbnails on your Timeline and include a call to action on each app thumbnail.

8) A profile photo should complement the cover photo. Change your profile photo often to reflect seasons, highlight holidays, etc.

9) Use Facebook ads to target users with precise interests. Sponsored Stories and Promoted Posts are great ad options to help increase the viral potential of your posts.

10) In your Page’s About section, list your company URL first if possible; fill out the rest of the section completely, including URLs to your other sites. Use this section to also include information about your business, like the date you were founded, contact information and milestones you’ve reached.

Infographic courtesy


Ten Tips For Posting Compelling Social Media Updates

2 Jul

Ten (10) tips with examples for posting social media status updates that capture the interest of your audience.  Infographic courtesy Socially Stacked.

10 Quick Tips for Better Facebook Status Updates

Here’s a quick summary of the ten (10) tips:

  1. Post an interesting fact
  2. Share a tip
  3. Endorse content
  4. Don’t always ask a question
  5. Inspire action
  6. Tell users what to expect
  7. Add a P.S.
  8. Use short links
  9. Use images with text
  10. Ask users to comment

10 Quick Tips for Better Status Updates

How To Craft Messages That Capture Your Audience’s Attention

27 Jun










I found this infographic to be a great way to quickly summarize the points.  Courtesy Ragan Communications:

  1. Keep it simple
  2. Be unexpected
  3. Be concrete
  4. Get credible
  5. Be emotional
  6. Tell a story

Cheerios Ad Featuring Mixed-Race Family And Biracial Child Brings Out The Racists

3 Jun

A new commercial for Cheerios featuring a mixed-race family has become a target for racists on the internet – from YouTube to Facebook to Reddit.  The advertisement features a Caucasian mother, an African-American father and their biracial daughter, and contains no overt messaging, politically correct or otherwise, except that Cheerios are good for you.  The negative comments posted were reportedly becoming so outrageous that the commenting system has been disabled on the advertisement’s YouTube page.  According to CNN reports, there were over thirteen thousand negative comments compared to about six thousand positive comments. However the Huffington Post reported there were more than 1,600 likes compared to over 500 dislikes as of Thursday evening.

So why the huge uproar over this ad promoting the heart-healthy benefits of Cheerios?  This is another example of how the often anonymous environment of the Internet can bring out the worst in people.

Despite the fact that interracial couples and multiracial children continue to increase in the population of America, advertising agencies and the corporate sector are still cautious about featuring this demographic in their advertisements.  However, Camille Gibson, Vice President of Marketing for Cheerios, in a statement issued to The Gawker said “Consumers have responded positively to our new Cheerios Ad.  At Cheerios, we know there are many kinds of families and we celebrate them all.”
I commend General Mills, the manufacturer of the Cheerios brand, for their commercial which acknowledges diversity.  Hopefully the uproar over the Cheerios advertisement won’t discourage other companies from embracing the changing demographics of not just America, but the world.

Francisca Jordan is an accomplished communications strategist and advisor with over (24) years experience in Corporate Communications, Marketing, Sales and Customer Service.  Ms Jordan has assisted several large and small-to-medium enterprises (SMEs) in both the public and private sector by providing winning strategies that transform business, drive sales, engage customers, employees, and other stakeholders and increase brand value. 

More companies use email marketing for customer aquisition and lead generation

22 May

This blog by sheds light on B2B trends:

B2B Email Marketers Focus on Targeting Content
MAY 21, 2013


Customer acquisition, lead nurturing are top goals

For business-to-business (B2B) companies, email marketing is all about getting the right content in front of the right customers. Customer acquisition and lead nurturing were the most important purposes of email marketing programs among US B2B marketing professionals surveyed in March by BtoB Magazine. Brand awareness and customer retention were less important to email marketing efforts.

In keeping with the goal of reaching the appropriate audience, the greatest percentage of marketers saw delivering content to the right segment as the No. 1 tactic that would improve their email marketing program, cited by almost half of respondents. List segmentation, a related tactic, was also cited by 30% of B2B marketers surveyed.

But email marketing is not as simple as just targeting the right audience. The greatest percentage of respondents—58%—cited delivering relevant content as the biggest challenge and opportunity they faced in the next year. Reaching the right people is critical, but providing the audience with content that will matter to them is also important.

In terms of evaluating their efforts, the greatest percentage of B2B marketers (23%) said that click through rate (CTR) was the most important metric they looked at, and BtoB Magazine found that the average CTR across these businesses was 7%.

As personalization and targeting improves, CTRs are also likely to rise.


Majority of US Mobile Consumers Use Devices to Comparison Shop

20 May









A 2013 survey by the World Economic Forum indicated that Trinidad and Tobago has the number one mobile network population coverage in the world! The Global Information and Technology Report said the fact that there are 135 mobile telephones for every 100 citizens of this country, makes Trinidad and Tobago number one in the world.  With statistics like this, our mobile operators would be wise to pay attention to surveys such as this one by the eMarketer.

Majority of US Mobile Consumers Use Devices to Comparison Shop

MAY 20, 2013

Shopping-specific apps see heavy use

Mobile commerce is grabbing an ever-growing slice of the overall ecommerce pie. eMarketer estimates that 15% of all US online retail sales in 2013 will be made on a mobile device, an increase from 11% in 2012.

Those projections correspond with an April survey of US mobile internet users conducted by AYTM Market Research that demonstrates just how common mcommerce has become for mobile internet users. According to the poll, 55% of respondents had ever made a purchase on their mobile device, although only 9% did so with great frequency.

Researching products and prices on mobile was an even more popular shopping activity. In fact, 72% of respondents said they had used their phone to research product prices or seek a better deal online, with 22% saying they did so often.

Apps, in particular, appear to be playing an important role in leading shoppers down the path to purchase. Just more than one-third of respondents said they had downloaded an app specific to a particular store, making it the most popular type of shopping app used by consumers. That was followed by local store/shopping locators apps (26%), general coupon apps (25.5%) and daily deal apps (22.5%).

Figuring prominently in the mcommerce landscape are tablets, the ownership of which correlate strongly to digital purchases. eMarketer estimates that 63% of US tablet users will make a purchase on the device this year, with that percentage growing to 78% by 2017.

The Power of Being Black

14 May

The headline “Why is Facebook Blue” for the article below by Leo Widrich caught my attention.  Yes…why IS facebook blue?  I never thought about it until then.  The article goes on to discuss the emotions triggered by the use of various colours and which colours appeal more to men and women.  So what about my company’s logo that uses red lettering on a black background?


Hmmm……Not bad at all.  ;-o.  I hope you enjoy Leo Widrich’s blog as much as I did.  It’s a bit long, but worth the read.



Why is Facebook blue? According to The New Yorker, the reason is simple. It’s because Mark Zuckerberg is red-green color blind; blue is the color Mark can see the best.

Not highly scientific, right? That may not be the case for Facebook, but there are some amazing examples of how colors actually affect our purchasing decisions. After all, sight is the strongest developed sense in most human beings. It’s only natural that 90% of an assessment for trying out a product is made by color alone.

So how do colors really affect us, and what is the science of colors in marketing, really? As we strive to make improvements to our product at Buffer, studying this phenomenon is key. Let’s dig into some of the latest, most interesting research on it.

Which colors trigger which feeling for us?

Being completely conscious about what color triggers us to think in which way isn’t always obvious. The Logo Company has come up with an amazing breakdown that shows which colors are best for which companies and why. Here are 4 great examples:




Clearly, every one of these companies is seeking to trigger a very specific emotion:

When we feel compelled to buy something, color can play a major role. Analytics company KISSmetrics created an amazing infographic on the science of how colors affect our purchases.

Green stands out to me as the most relaxing color we can use to make buying easier. We didn’t intentionally choose this as the main color for Buffer–although it seems to have worked very well so far.

At second look, I also realized how frequently black is used for luxury products. Here is the full infographic:

How to improve your marketing with better use of colors:

This all might be fairly entertaining, but what are some actual decisions we can apply today to our website or app? The answer comes yet again from some great research done by the good folks over at KISSmetrics.

If you are building an app that mainly targets women, KISSmetrics suggests that women love blue, purple, and green, and dislike orange, brown, and gray.

In case your app is strictly targeting men, the rules of the game are slightly different. Men love blue, green, and black, but can do without brown, orange, and purple.

In another experiment, Performable (now HubSpot) wanted to find out whether simply changing the color of a button would make a difference in conversion rates.

They started out by trying to guess the outcome of a simple choice between two colors (green and red) and trying to guess what would happen.

“Green connotes ideas like “natural” and “environment,” and given its wide use in traffic lights, suggests the idea of “go” or forward movement. The color red, on the other hand, is often thought to communicate excitement, passion, blood, and warning. It is also used as the color for stopping at traffic lights. Red is also known to be eye-catching.”

So, clearly an A/B test between green and red would result in green, the more friendly color. At least that was their guess. Here is what their experiment looked like:

So how did that experiment turn out? The answer was surprising: The red button outperformed the green button by 21%.

What’s most important to consider is that nothing else was changed at all: 21% more people clicked on the red button than on the green button. Everything else on the pages was the same, so it was only the button color that made this difference.

This definitely made me wonder: If we were to read all the research before this experiment and ask every researcher which version they would guess would perform better, I’m sure green would be the answer in nearly all cases. Not so much.

At my company, we’ve also conducted dozens of experiments to improve our conversion rates using changes of colors. While the results weren’t as clear, we still saw a huge change. One hypothesis is that for a social media sharing tool, there is less of a barrier to signup, which makes the differences less significant.

Despite all the studies, generalizations are extremely hard to make. Whatever change you make, treat it first as a hypothesis, and see if the actual experiment supports your ideas. Personally, I’m always very prone to go with opinion based on research I’ve come across. Yet, data always beats opinion, no matter what.


Leo Widrich is the co-founder of Buffer, a smarter way to share on Twitter and Facebook. Leo writes more posts on lifehacks, efficiency, and customer happiness over on the Buffer blog. Hit him up on Twitter @LeoWid anytime; he is a super nice guy.

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