Archive for Social Media

Facebook Subscribe on YouTube option

One interesting little link I noticed today on a Facebook post by John was a link to “Subscribe on YouTube”.  The link points directly to the correct subscription link for CaseyNeistat which is a perfect “call to action” if a viewer loves your video and then may way to subscribe from within Facebook.

Subscribe on YouTube Link

How do you enable this feature?

It seems that this feature is enabled automatically when you click the “Share to Facebook” icon on YouTube, there doesn’t seem to be another way to currently do this any other way that I could find.

YouTube Share Button

As you can see from the next image the popup Facebook post preview shows the “Subscribe on YouTube” like. This additional feature link is free and will offer a far higher chance of engagement “subscriptions”.

Share on Facebook

So the question is why is this not done automatically and why only if you use the manual share button from within YouTube.  I also wonder why this subscribe on YouTube feature is not yet available for Google+ or Twitter.

Vine seems to be a Ghost town for Brands

Vine LogoWow if you thought that some of the Google+ brand pages appeared to be a bit of a ghost town, from what I see Brand profiles on Vine are even worse. A random content heavy producer like Travel Channel who have 792,610 followers on Twitter and a 1.005 million fans on Facebook, 3.415 million people on Google+ but only have 10k followers on Vine.

A further sign that Vine is a ghost town for brands is the Travel Channel only have one Vine which they published on the 12th Feb 2013 almost a year ago, which doesn’t really show commitment to the platform and even that post only has 65 likes, 2 re-vines and 10 comments not amazing engagement from 10k followers. This seems to be one post to secure the profile and show people they are following the right channel but for a media company that produces such amazing content their Vine is well quite a lazy and boring so no wonder the engagement sux.

But if we look to competing platform Instagram they have 80,475 followers, 264 posts including a Christmas video post and already a post in January 2014. So it’s not like they are not focusing on creating and sharing short videos on social media they just don’t seem to care for Vine. Maybe the 6-second video limit just wasn’t of interest to them?

Vine Engagement appears lower

It is very hard to get much data at scale from the platform but from my manual checks there seems to be a majority of the posts that don’t get much engagement but some of the more successful ones seem to see tens of thousands of engagements (likes,re-vines,comments,social shares). Compared to other social platforms that is not really that amazing and enticing for brands or celebrities to join.

The big successes seem to be the ones that are getting hundred of thousands and even millions of engagements are those hand picked by the Vine Editorial Team, but even they have only picked 56 posts so far such as their one one below. Like Instagram it also appears that it’s individuals that are more successful and than brands in achieving engagement.

VineWhat could Vine improve?

The release of static profile URLs is a huge step forward as that will enable more users to find brands and users from channels such as Google but also will allow for cross promotion of their Vine profile URL on other social platforms. They could also look at improving the engagement possible via the web app will also help as sometimes your mobile/tablet is not your preferred device for consumption of content, it seems inconsistent if you are viewing another Vine that is not in your stream. If you do want to reserve a profile URL you need to post at least 2 Vines and have an account active for more than 30 days and then you can visit here. The ability to tag users is something that is expected these days and it seems that feature is still lacking.

What is Vine doing well?

The the re-vine or re-blog feature is something that Instagram is missing and something that worked very well for blog platform Tumblr.  There is appears to be vastly less spam and self-promotional messages such as #TeamFollowBack or pleads from users for other people to follow them back that I see on Google+ or Instagram.

Social Media and its fit with SEO

Bill-Clattering White StorkSocial media is a perfect channel for diversifying SEO strategies because it can directly impact on revenue lines – it has a low cost base (time), and can help with lead generation and customer support.  Google has been pushing more of its internal resources into Google+ and integrating it with all its other products, providing clear insight into how important social is to Google. As a small business owner you can easily set up a social profile on Twitter, Pinterest, Facebook or Google+ and start to build an audience with very little investment.

The advantage is that individual and small business owners have a lead over big corporate players as there is no need for legal or marketing to sign off for every posts or tweet that is sent out, you can adapt your strategy as you go. Small business can also benefit around using social as it allows the adjustment of messaging to suit the audience if initially it doesn’t work, if you test something and fail doesn’t mean thousands of lost dollars it just means a small setback.

Sharing Guidelines

The key to a successful social media strategy is to don’t make them all identical channel sharing the same content all about you, your brand and your products, to succeed you want to share social love across other people, products and brands.

If you are doing social mostly for SEO and Branding you can certainly share links to your website content including products pages but also include links to great customer reviews and good news items about you, company, staff and your products.  My advice is if you want to improve the chances of success you don’t want to make your social channel just about you. Filling the channel with up to 80% of its content about other people, products or businesses can show your audience (and the search engines) that you’re an expert about this topic.

Reputation Management

A big reason to be using social for SEO is to control the “brand” results that users see when they are searching for you. An example is when you search for “Pepsi” they have three of their company controlled social profiles showing on the first page of Google.  The advantage is that this reduces the chances competitors or businesses with similar names can steal away branded traffic. An SEO insight is that a large amount of your search traffic will always be branded, so you want to ensure you capture as much of this traffic as possible and social channels; Linkedin, Twitter, Facebook, Google+ or Pinterest are great ways to do this easily.

Social Trust Factors

One key insight is there is little use in buying blocks of “fake” fans or spamming other social channels to get noticed in Social Media as there is a social trust factor. Anyone can easily do directory submissions, comment spam or obtain paid links but the Google Penguin algorithm has been penalising online businesses who previously engage in these aggressive tactics as their only SEO methods.  Social works well because a good social media presence can be broken down to quality and community engagement and generating trusted brand links back to your sites but can be broken down further based on importance:

Twitter

  • Quality of your Twitter followers
  • What is the ratio of Tweets to ReTweets
  • Relevance of your Twitter Followers
  • Number of Twitter followers

Facebook

  • Number of Shares of your posts (content is quality/relevant)
  • Number of Comments on your posts (content is engaging)
  • Number of Likes (number of fans)

Google+

  • How many people have you in their circles
  • How many +1s your posts receive
  • How many shares your posts receive
  • How many comments your posts receive
  • How many +1′s your page/website has
  • Is your account a “verified name”

Pinterest

  • Number of Followers
  • Ratio of Followers to Following
  • Number of Followers of individual boards
  • Number of Likes of your pin
  • Number of comments on your pin
  • Number of Repins of your pin

The more authority your social channels have, the more impact they will have on your SEO efforts. An authentic social channel will also drive real visitors/consumers to your website and the more relevant your social audience the better quality these visitors will be, translating to revenue that  you stand to make. Having a small dedicated and engaged social audience is far better than having thousands of inactive accounts run by bots as they will potentially be your customers.

Google+ Local

Google made a large overhaul to its Google Places product last year which integrated more of their local search, business data and reviews into their Google+ social layer.  The importance is that the Google+ social network now also directly impacts on your local search ranking factors. The more social interactions, photos and reviews your Google+ Local listing has the more prominence that your listing will get in Google.

Share of Social Mentions

If you are looking across all of the main social media channels, it’s easy to see how people see your content as important or interesting.  It’s possible to influence a single channel such as Facebook or Twitter but it’s very hard to “fake” authentic social mentions across multiple channels. Social media will only help your SEO long term if your social channels are authentic as search engines know it’s hard to fake authenticity. There are also other factors such as frequency and consistency of social shares and engagement that is typically harder to fake so can be a good guide to judge authenticity.

What is your social karma?

The final consideration on using social media for SEO is that it’s important to examine what is the general sentiment being discussed around your brand online and in social conversations. You need to have a general understanding across social channels as to if the current tone around your brand/products is negative or positive and how you might be able to engage via the appropriate social channels to diffuse the situation.  If there are existing negative conversations they might be encouraging future consumers to go elsewhere such as buy from competitors or report you to the state Office of Fair Trading.

Social Media can help SEO

If you focus on creating interesting, relevant and engaging content you will find that it helps improve your SEO campaign overall, by building authority signals but it can also help with your link building activities, but social media does takes a lot of effort so it’s a good time to start today.

Top 1% Influencer Marketing Campaigns

Kred LogoLinkedin launched one of it’s most successful viral campaigns but it seems that Kred actually started the ball rolling 2 weeks earlier with their Top 1%, Top 5% and Top 10% of influencers on Kred. Linkedin’s marketing campaign was far more successful with people generating Occupy movement parodies about being in the 99% that are not seen as important.

It seems that unlike Linkedin’s annual insights Kred is still announcing new members such as myself who just joined 4 days ago based on the email notification I got tonight. I think from a marketing perspective that this is might bring some game metrics into play to keep your elite status as just like Klout if you don’t tweet or share for a while your Klout score starts to drop.

The email is fairly simple and unlike Linkedin’s message it doesn’t disclose what number of accounts this data is based on but plays to narcissism as it gives you the ability to instantly share the news via Twitter or Facebook. It’s important for the idea to work that people actually do share the news but I’m surprised how many people are actually sharing the news based on a Twitter search.

kred

I think they have done a much better effort of ensure the message can be easily spread but some transparency around what is their audience size that I lead as an influencer?

So what does that mean?

Well unlike Linkedin’s simple metrics which was based on the top profiles viewed in 2012, it seems Kred’s metrics are based on a much wider set of social signals.  I’ve included my “Kredentials” below but not sure what is the difference is there between me and the top 5% or top 10% as I don’t think I have an amazing Kred score. It’s also interesting that unlike Linkedin anyone can easily compare other peoples Kredentials to understand how much they need to improve their score.

I have looked at the Tweets and made a rough calculation of what Global Kred score you need

  • Top 1% – Over 744
  • Top 5% – Over 669
  • Top 10% – Atleast 616
  • Other 90% – Below 616

Kredentials

So the question is do you think more platforms will be pushing the eliteness angle to ensure their members do the marketing for them? Which platform is the first to touch on the other side, so you are in the bottom 5% so please lift your game?

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.@Kred Experience

 

So the first experience that welcomed me to Kred was this nice lot of code, which then followed up with me spamming my entire twitter feed! I’m feeling the experience is more Krud than Kred…

The Next Web Kills off Twitaholic? (Updated)

11:55pm Update – The site now appears to be live again see the comments below it was sever issues

In what was a bit of a surprise as I was trying to update the social stats for one of my Twitter accounts, I noticed that I was receiving 404 errors from a book mark I had just saved yesterday.  When I tried to visit the homepage I noticed this banner had replaced Twitaholic. I searched for news of the announcement but couldn’t find anything online so did this just happen?

The Next Web

The move has happened in the past 18 hours and Google still has hundreds of thousands if not millions of pages still in it’s index with any subpage resolving to a 404 error.  It’s only the homepage that shows the TNW banner.

Site Search

I did check against Compete.com site analytics and they advised the site had very little traffic so maybe it was a business decision to cut the site if it was no longer attracting enough demand to support the costs?

I have emailed TNW to see if they have anything to add about the sudden change? They have replied in the comments below that it was server issues and there is no plans to kill off Twitaholic, so all is well :)

Search and Social became one in 2012

Note: this post was originally published on Next Digital a agency I used to work for but was deleted last year and only available in Google Cache. I thought I would bring it back as it was a good topic and it’s been updated to reflect on 2012 instead of looking forward into 2012.

Google PlusLast year in 2012 SEO started off with a big shake up in a with Google kicking off the social media war with Facebook & Twitter by further extending its focus around its new social platform Google+. The key insight that is now better understood is how Google is using that information to transform and personalise your search results using your social signals signals from what your friends and family are sharing on Google+. But also they are further refining your search results based on your previous search behaviours more easily now because more and more people are remaining logged into Google.

I think finally business have started to understand that as Google pushes further prominence on social media via Google+ and as Facebook passes 1,000,000,000 users with its partnership with Bing, it is really time to ensure you have a seat at the social table. Google and Bing use public signals such as ‘likes’ and ‘shares’ to understand the context of the content which is contained in its search index. This was further improved in September 2012 when Bing invested in Klout but also started to roll out Klout integrations into Bing results.

Back in 2008 the importance for business was just having a social presence, but that has shifted today as your clients and consumers are looking to engage with you, therefore you need a social strategy rather than purely a social existence. I think 2011 was the tipping point when social provided significant branding and real revenue channels for businesses this was assisted with improved analytics and transparency around social channels.

Due to Google’s continuous algorithm change with more focus being placed around AuthorRank, this has pushed forward the importance of your company/brand having a clear social agenda to ride the Google+ Social Search transformation. Back in 2012 when search plus your world was announced Google introduced 3 primary new features for users of Google:

  • People and Page – Find social profiles and business Google+ pages within Google search results
  • Profiles in Search – Find people you are connected to or might be similar with in Google search results
  • Personal Search – Personalised user results and personalised results based on those in your network

Search Plus Your World

As you can see in the screenshot above, the important change to understand for Brands and Products is that prominent Google+ pages will be offered in the suggested search results powered by Google knowledge graph. But as the audience expands Google+ results will start appearing right hand side of the search results page in the Knowledge box for more than just branded search queries.  The Knowledge box will start to only feature the most prominent Google+ accounts around that topic or search query including leading experts, prominent authors and authoritative Google+ brand pages.

The shift towards knowledge graph means that unless your company is active and engaging within Google+ and recognised as an trusted expert you are going to miss out vast amounts of referral website traffic from Google+.  But also without a brand page or company spokesperson on Google+ you will miss starting potentially meaningful conversations with your consumers, growing new markets and even miss entire new audiences unless you are on Google+. If you don’t try and build your audience now you may give your competitors too much of a lead in Google+ that you may never catch them…

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