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Social Media Terminology

There are A LOT of social media platforms, and with these come all sorts of new lingos and terms when referencing their features. There is some overlap, but it can be confusing at times to navigate through the ocean of terminologies. As a business owner, your presence on social media is vital to maintaining and growing your business.  Here is a guide to help you along the way:

 

1. Facebook
  • Profiles: These are for non-commercial use and represent individual people. Through your Profile, you can amass friends and you can also follow profiles to see public updates from people you’re interested in but aren’t friends with.
  • Pages: These look similar to personal profiles, but offer unique tools for businesses, brands, and organizations and are managed by people who have personal profiles. You can ’like’ a Page to see updates from that business in your Newsfeed. Businesses would always choose to create a page and not a profile for their social activity
  • Business Manager: This is a platform that lets businesses more securely share and control access to their ad accounts, Pages, and other assets on Facebook.
  • Creator Studio: This is a tool that allows you to track and manage content performance, even across different Pages if you manage many. There is a scheduling tool and an inbox that allows you to manage comments and messages across Facebook and Instagram.
  • Facebook Ads: These are a means to amplify and target content to specific audiences for a fee
  • Carousel: This is a popular post or ad format which allows up to 10 images or videos to be displayed in one scrolling post. You can highlight different products, showcase specific details about one product, service, or promotion, or tell a story about your brand.
  • Events: This is a calendar-based resource that can be used to notify users of upcoming events or occasions to reach many people in a short amount of time.
  • Watch: This is a free video-on-demand service you access through the Facebook site and app. It allows creators to upload their own short- and long-form videos, but it also includes original comedy, drama, and news programming.
  • Live: This allows people, public figures, and Pages to stream and share live videos with their followers and friends.
  • Messenger: This is a communication tool that can be used by marketers to engage with customers via private messages.
2. YouTube
  • Channel:  The channel serves your profile page, showing the account name description, the public videos the member uploads, and any user information the member enters.
  • Subscribe: By subscribing to a particular channel or user on YouTube, you can receive instant updates whenever new content from that source appears.
  • Title: This is the name that you give to each video you upload. Keywords are important here to ensure your content ranks well within search.
  • Tag: Adding categories through tags also helps your video to reach relevant audiences.
  • Description: This is a keyword-rich caption that appears underneath your video. Often businesses use this area to provide a strong call to action, link to a website, or other social media platforms.
  • Thumbnail: This is the custom image you can select as the cover of your video. This can either be a still from your video or a unique image uploaded to YouTube. 
3. Instagram
  • Feed: The algorithm-based home feed shows the photos and videos which Instagram thinks are most interesting to the user
  • Search and Explore: This is where the content of interest can be discovered from accounts you don’t yet follow.
  • Filters: These are a variety of photographic enhancements that can be applied to content before publishing.
  • Stories: These are ephemeral short-form content that shows in the home feed and on a user’s profile for 24 hours. These can be customized with filters and GIF stickers.
  • Highlights: This gives you the opportunity to save Stories in folders on your profile so they remain longer than 24 hours.
4. Twitter
  • Tweet: This is the communication unit on Twitter. It is limited to 280 characters. However, the most common length of a tweet is just 33 characters. Only about 1% of Tweets hit the 280-character limit.
  • Retweet: This is a tweet from another user that is shared publicly with your followers.
  • Quote Tweets: These are retweets with additional comments added (up to 140 characters) before posting.
  • Reply: This is a direct response to another user’s tweet which begins with the @ symbol followed by their username and then your response. Conversation replies are ranked out of interest, meaning that some replies in a conversation are not shown in chronological order. Replies are also grouped by sub-conversations to show the best content first, based on several factors such as interactions and likes.
  • Geo-tagging: This is the act of stamping the location details of where a tweet was created which enables users to search for tweets within a given area. This can be enabled or disabled.
  • Moments: These are curated stories showcasing the very best of what’s happening on Twitter, customized and editable to show the current topics that are popular or relevant to the user. They can only be created on Desktop.
  • Mute Words: This feature allows users to stop receiving notifications for mentions based on specific words, phrases, usernames, emojis, or hashtags.
  • Twitter Trend: This is a particular subject or conversation topic that is popular around the globe or a specific area used to classify tweets on the platform and increase their visibility.
  • Twitter Card: This is an enhanced version of a tweet that enables the attachment of media to tweets for the purpose of driving traffic to your website. There are four types of cards: the Summary Card, the Summary Card with Large Image, the App Card and the Player Card.
  • Periscope: This is a live-streaming social app built into Twitter that lets users broadcast and explore the world through live video and social interactions.
5. LinkedIn
  • Connections: People in your network are called connections. Your network is made up of your 1st-, 2nd- and 3rd-degree connections, as well as fellow members of your LinkedIn groups. Your communication options for your extended network vary based on the degree of connection.
  • InMail: These are private emails on LinkedIn, available only to Premium accounts, sent to fellow professionals without the need of an introduction, contact information, or connections.
  • Company Pages: These are specific pages for an organization to post or promote content through paid campaigns
  • Premium Accounts: These are paid-for subscriptions utilized for the purposes of career progression, recruitment, lead gen, business insights, and learning.
  • SlideShare: This is LinkedIn’s content hosting platform that works as a web service, letting you upload presentations, videos, infographics, and PDFs to share with everyone. It is a very convenient way to house all your brand’s shareable content in one place.
  • LinkedIn Group: This is a page that supports specific, topical discussions moderated by group owners and managers.
6. Pinterest
  • Pin: Pins are ideas that people on Pinterest create, find, and save from around the web. If you click on the Pin, you can visit the website to see how to make it or where to buy it.
  • Board: The Pins you save live on your boards. Name your boards and arrange them on your profile however you like.
  • Group Boards: These are collaborative boards with other Pinterest users, often used to share ideas and plans.
  • Rich Pins: Rich Pins provide more context about an idea because they show extra information directly on a Pin. There are four types of rich Pin: app, product, recipe, and article.
  • Pinterest Browser Button: This is a browser extension that allows users to save ideas from around the web to a Board with one click
Social Media Platforms and Algorithms

Although social media platforms all hover around a mutual aspect of “social networking websites”, they can differ quite a bit. These differences can be applied to more than just the base functions and user experience. In the back, all of the top social media websites, rank content and users using algorithms.  These main platforms are Facebook, Instagram, Twitter, LinkedIn, and Pinterest. 

Facebook

Facebook’s algorithmic layout is built around the idea of meaningful customer engagement. The focus is to enhance the importance and viewership of local, familial, and friendly posts, rather than strictly business posts. Paid content is ranked separately but still revolves around engagement, customer response, and relevance to the subject matter. While user-friendly content is the primary driver, another strategy the Facebook algorithm includes is spam management. Back in 2018, in just the first few months of its application, Facebook located and discarded more than 500 million false accounts. 

Instagram

Instagram has become a popular hub to find and post various types of content. Its algorithm focuses on every aspect of social media, from relevancy and connection to engagement and content popularity. The algorithm promotes Instagram’s users to comment, share, and likes. This cycle is applied, bracketed by ads and further posting, rinse and repeat. 

Twitter

Twitter’s algorithm is unique, as it ranks its posts not only by relation to the user but to time and date posted as well. Fresh and updated material will rank higher than day-old news. The number of comments on a tweet will also have an influence on its rank. 

LinkedIn

LinkedIn is known as the leader in B2B marketing. This social platform is dedicated to networking, rather than posting content and building followers. It does this so successfully that it is the most popular platform for Fortune 500 companies to use. The site has developed an algorithm based on connection and engagement. Strong and relevant content is the key to success. Even if you don’t have a lot of links in your networking chain, you can continue to build onto it later. 

Pinterest

While Pinterest has a very different layout and follower strategy, we’re going to include it in the social platform lists. Its guided search method uses data collected from past content interactions to encourage new links. Searching, for one thing, will suggest relative content as you continue to use it. The benefit to this interest-themed algorithm is that it’s always showing the user something Pinterest knows they like. This makes the content more likely to be consumed and enjoyed.

5 More Tips to Expand Your Reach on Facebook

In our previous post, we talked about 5 ways to help expand your reach on Facebook, we aren’t done yet. Here are five more ways to expand that reach.

 

Relevant pages

Facebook is home to countless businesses and it would be a shame to not be able to take advantage of all the other pages running parallel to yours. You might think that, as a business, it’s you against them, but it doesn’t have to be. Sometimes it can be helpful to tag and share posts of other businesses. Doing this can help increase your exposure and gain you new followers, but also it could help lead to some sort of partnership down the line. While this can be an effective strategy in some cases, it is important to remember to do this within reason and relevant to your own business.

 

Start a conversation 

Being social on social media might seem like an obvious thing to do as an individual, but your business can do it too. Starting a conversation with your followers is a great way to just simply maintain that relationship. Responding to followers on your posts and asking questions opens the door to a more active community. Having an active community is an easy way to gain traffic and even new followers. 

 

Get verified

Have you ever seen that blue checkmark beside the names of some companies or influencers on Facebook? That’s a verification mark, and it indicates that the page is authentic. This means it actually belongs to the person or company it claims to be. At face value, it’s good for followers to see that your company is the real deal, but behind the scenes, it does even more. Being verified is a fast and easy way to get you to rank higher in search results, allowing new followers to find you more easily. While blue checkmarks are typically reserved for larger companies, small businesses have their own (and equally important grey checkmark. 

 

Facebook ads

Facebook ads are a great service for social media marketing. These campaigns allow you to target your audience so specifically that you’re almost guaranteed to reach the ideal audience. Some of the ways you are able to filter your audience with ads and promoted posts is:

  • Age
  • Gender
  • Behavior
  • Likes
  • Geography
  • Past visitors

 

Facebook also allows you to input the qualities of your best customers. It also is able to promote posts and ads to a lookalike audience. Creepy… but effective. 

 

Don’t Be Afraid to Repost

Not everything has to be shiny and new for every single Facebook post. Reposting content is an important function of your business because you want to be able to talk about something more than just once. The most important part of reposting though is that the content you are resharing is quality. Make not of quality posts and keep them in your pocket for later. If you need to talk about something previously shared that wasn’t as successful, go back and see where it went wrong and try again. 

5 Tips to Expand Your Reach on Facebook

Facebook is one of the most prominent and far-reaching social media sites occupying the internet right now. Since it doesn’t seem to be leaving any time soon, it’s important for your business to be a part of it. Here are five tips for expanding your reach on Facebook.

Be interesting

The best way to succeed on a platform like Facebook is to provide relevant, interesting, and fun content. Posting enjoyable content will help motivate your followers to share with others. Sharing content on Facebook is a powerful feature that allows for the rapid spread of information all across the world. Creating content worthy enough to be shared gives you more exposure and maybe even some new followers along with it. New Facebook algorithms reward engaging content which will also help increase your reach. 

 

Show your personal side

Social media is a space to bring the conversation down to the consumer. Different platforms can offer different benefits, but ultimately, they are a place for you to interact with the public and build relationships. It is an opportunity to show the human side of your business. It doesn’t need to be all formal and informative, you have your company’s website for that. Be fun and friendly and it will help invite and attract more and more followers that want to interact with you. 

 

Use Facebook insight

Facebook has a built-in monitoring tool for their platform called Facebook Insights. This will allow you to gain a better understanding of your audience and how they react to your page and your posts. If your business is set up on Facebook, just go to your page and click ‘View Insights’ and then “Reach’. From here you will be able to see different kinds of information. You can see how your past posts have performed and what type of content and posts have reached the largest audience. You can use this information to your benefit and produce more positive content for the future. 

 

Change it up

Variety is the spice of life. It’s recommended that you change up the content you post every once in a while to keep things interesting. It’s important to have the promotional material, but not as important as you may think. In fact, only around 20% of your posts should be promotional, and the rest should be social. There are a few different ways to represent “social” content. It can be represented as videos, images, live streams, and different kinds of text-based posts.

 

Optimize future posts

One of the best ways to measure, track, and gain insight into the performance of posts is to do something called “A/B Testing”. By split testing two near-identical versions of the same post, you can get immediate feedback. You can use this method to optimize your posts. Take the one that performed the best and implement any necessary changes. From there, just repost the improved version to all channels and maximize your reach. 

Utilizing Reddit as Marketing Strategy

Utilizing Reddit as Marketing Strategy

Reddit advertises itself as “the front page of the internet” and it can most certainly back it up. While ranking as one of the top ten websites in the US and top 20 in the world, Reddit houses a collection of forums ranging in the millions. These communities of subreddits span just about any topic and interest. If you can imagine it, it probably exists, and if it doesn’t,  it probably just means it doesn’t exist yet.

These communities have all sorts of benefits attached to them. They’re great for personal interests, but definitely not limited to them. Reddit can be used as a tool and resource for not only maintaining your business but growing it as well. 

reddit logo

Reddit as a Research Tool

No matter what your business is, there is sure to be outside interest in it. If there is outside interest, odds are there is a subreddit to go along with it. Right away you have access to a community of prospective clients and consumers of your product. From here you can engage with the community and do research towards finding ways to fine-tune your business to further optimize it. If you want to take a more passive approach, sit back and observe. Recognize trends and the community’s interests. Learn from others and their questions and feedback. Whether you take a more direct or indirect approach, you are sure to learn something that will benefit your business and the directions to take.  

 

Reddit as a Way to Connect

Connecting with an audience is essential to the growth of your business. Reddit is massive and so it presents an opportunity to connect with a population that isn’t limited by locality, and instead reaches globally. Creating engaging content on the website can net you significant growth. With the prospect of virality and crossposting, this growth begets more growth and so on and so forth. Network with ease and have a space that you can self advertise with for free. 

 

Reddit as Advertising Space

While you can just self advertise across your chosen subreddits, that might not be the optimal way. You may not have the time nor resources to contribute to these places of interest to gain that overall following, which is completely understandable – time is money. But if you want to take advantage of the long arms of Reddit, there is an alternative solution. Reddit offers paid ad space featured across their subreddits and front page. Engage with the community automatically, and maybe even reach further than you previously thought was possible. 

 

Whether you approach utilizing Reddit as a strategy, actively or passively, there is always something to be gained. You decide your own level of involvement and don’t need to dedicate anything more than you need to. It’s a win-win.

Is Snapchat Effective for Marketing Your Small Business?

There are 187 million daily active users and more than 10 million daily video views on Snapchat.

This makes Snapchat a great platform for marketing, but is it the right fit for you?

If you’re not familiar with Snapchat, the most important thing to know is that the platform is all about disappearing content.

Users can exchange images and short videos (called “Snaps”), and post compilations of this content to their profile (called “Snapchat Stories”), but there’s a catch. The content doesn’t last forever. Snapchats last for a maximum of 10 seconds, and Snapchat Stories disappear after just 24 hours.

When considering whether to use Snapchat marketing for your business, it is important to note that Snapchat isn’t like other social media platforms. The interactions between businesses and users are much shorter, due to the short-lived nature of the content itself. Unlike Twitter or Facebook, there are no hashtags, URLs, links, likes, comments, or shares. The platform is also entirely mobile.

Although Snapchat doesn’t have the typical characteristics of other platforms, it does have unique attributes that can be very effective for marketing, especially for small businesses.

1. Snap Ads Get a Lot of Visual Attention

According to a MediaScience survey composed of 320 consumers ages 16-56, Snapchat ads reach a lot of eyeballs.

The survey compared Snapchat video ads to those on Facebook, Instagram, and YouTube. Looking at emotional responses, exit surveys, and eye-tracking, the survey found that Snapchat ads got twice as much visual attention as Facebook, 1.5 times more than Instagram, and 1.3 times more than YouTube.

The survey also found that Snapchat ads generated a stronger emotional response and a higher purchase intent than ads on other platforms.

2. Snapchat Creates a Sense of Urgency

Due to the ephemerality of Snapchat’s content, users have a deadline to take action. This can motivate users to engage with your content more than they would on other social platforms.

This attribute makes Snapchat a great platform for sharing coupons or deals that only work within a certain time period.

A good example of this urgency in action is Grubhub’s campaign “#Snaphunt”, a week-long scavenger hunt that featured daily challenges for users, all for a shot at $50 in free takeout. News spread through word-of-mouth with followers sharing the contest with friends and inviting them to participate. Thirty percent of Grubhub’s Snapchat followers ultimately participated in the challenge, and the brand earned more than 1.5 million organic social impressions.

3. Users Can Get a Glimpse Behind the Scenes

While many users consider Facebook, Twitter, and Instagram to be platforms reserved for polished, final content, Snapchat is viewed as a platform that portrays real reality. With Snapchat, you can give your users a behind-the-scenes peek at your business.

According to Jessica Maslin, directing partner at DayDreamCinema, “Snapchat is a glimpse into the lifestyle of your company…We shot an ad for Michael Jordan kid shoes last week but that edit won’t get released for eight months. On Snapchat it’s easy for people to watch and see how cool that is. They wonder how we’re filming and what it’ll look like in the end.”

Snapchat’s immersive video experience could be a great marketing opportunity for your business. You can also use individual chats to engage one-on-one with your customers to give them more insight into what it’s really like to be part of your brand.

How can a small business advertise on Snapchat?

Snapchat offers a variety of different ad formats. Each of these options approaches advertising in a unique way, and each has different benefits.

1. Snap Ads

Snap Ads are 10-second, full-screen vertical video ads that appear between Snapchat Stories. Within the ad, advertisers can offer the option for viewers to swipe up and see more in-depth content, such as a longer video, article, or more. Snap Ad campaign costs vary, but start at $3,000 a month.

This option is particularly user-friendly because it’s integrated with other personal content. It is also time-sensitive: a potential customer will swipe quickly because they know the ad will soon disappear. In fact, the swipe-up rate for Snap Ads is five times higher than the average click-through rate on comparable social media platforms.

2. Snapchat Geofilters

Snapchat Geofilters are small art graphics that show up when users take Snaps in designated locations. Sponsored Local Geofilters start at $5 an hour for 20,000 square feet, and can feature promotional messaging, branding, and logos. They also include usage metrics, which give you access to a dashboard with stats about engagement for your Geofilter.

Geofilters make it easier for your audience to promote your brand or product through word of mouth. This marketing option is great for announcing new product launches or promoting stores or events. Geofilters draw users to your location, and they give your brand the opportunity to engage with your customers in the moment.

3. Snapchat Sponsored Lens

Sponsored Lens gives a user the opportunity to play with an interactive ad that you’ve created and add it to their Snap. By pressing and holding down on their face, a user can take a Snap with your unique lens. Cost for these lenses can vary depending on the day of the week, holidays, or other trends, but tend to be cheaper than Snapchat Discover ads, which are reserved for big brands.

This ad format is great for engagement because users actually think Sponsored Lenses are fun. They use the feature regularly and tend to play with Sponsored Lenses for an average of twenty seconds.

So, is Snapchat the right marketing platform for you? Here are some things to consider.

  • Make sure your target audience fits the Snapchat user demographic. According to Omnicore, 70 percent of Snapchat users are under the age of 34, and 70 percent of users are female. If this doesn’t sound like your target customer, Snapchat probably isn’t the best use of your budget.
  • Are you struggling to compete with other brands on platforms like Facebook, Twitter, or Instagram? Because Snapchat has fewer users, there is a smaller and more selective demographic using the platform. If you operate in a competitive market, Snapchat could be a good option for you.

Overall, you should make sure that using Snapchat for marketing fits your business priorities and goals. If it does, it could be a rewarding opportunity for you.