March 24, 2011

5 Facebook Posting Best Practices As more and more brands embrace Facebook, social media specialists have begun to analyze and measure ways to improve communication and engagement. Many of us feel like we’ve been able to mysteriously keep the plane in the air even though we don’t really understand the variables and the dynamics of interactions that keep us aloft. Dan Zarella has helped by giving us clues about language, cadence and voice. The biggest hurdle in optimizing customer conversation, interaction and satisfaction is overcoming the natural corporate tendency to see Facebook as just a new advertising or marketing communications platform. The beauty of this growing social network is the fact that it gives brands license and real estate to do things that aren’t advertising. Fighting this fight is critical because it directly affects the tone, manner, word choice, attitude and persona that is reflected on a brand page. If a brand insists on a top-down, promotional calendar, sell-em-everything approach, all is lost from the get-go. Facebook is a cocktail party and a conversation. It’s not a print ad, brochure, newsletter, package insert, digital point-of-sale sign or a chain letter. People visit Facebook frequently to keep up with their friends not to follow the latest missives from the home office. As you craft a Facebook tactical plan, consider these five best practices. Develop a conversational tone. Craft language and topics that mirror your customer base and then talk to people like you’d talk to a friend. Keep a respectful distance. Don’t overstep. Be as real, frank and human as you can. Try to convince the brand, that they should publicly reveal the people behind the Facebook page since everybody wants to know who's behind the corporate curtain. Be a fan not a shill. The page should feel like its being run by the brand’s biggest fan not by the marketing or corporate communications department. Develop a posting cadence that feels right for the brand. Most research suggests that brands should post every other day, unless there’s something immediately relevant in the marketplace or in the national news. Keep it light and relaxed. Don’t feel obliged to religiously synch posts to product introductions, sales or in-store events. You are not the Propaganda Commissar blasting out over a loud speaker. You are a friend talking to your friends. Be contemporary. Pop culture, news, sports and events affect everyone. Feel free to selectively comment about them. Don’t slavishly link these events to the brand; especially if it’s an obvious stretch. It’s okay to have an opinion about Lady Gaga, the Oscars, the NCAA Final Four or St. Patrick’s Day even if you are a brand. Prompt response and respond. Facebook is about talking to each other. Photos and open-ended questions achieve this faster and better than anything else. Statements prompt comments but far fewer comments than questions and hardly any pass-alongs. Everyone is a critic and everyone has an opinion. Solicit them clearly. There’s no shame in asking friends what they think or asking them to share content or like something. Some social media marketers have begun to measure and benchmark which kind of stimuli provoke the most response and when. There’s some evidence that early in the day and after work in the early evening people touch base with Facebook more often. Test these time periods and see if you get more interaction or less. Respond to your friends and fans. Thank them for good stuff and respond like a real person to the bad stuff. Arrange to have a way to direct unhappy friends to a customer service channel. Take down anything that’s obscene, racist, hurtful or otherwise out of bounds, but don’t take down the pedestrian negative comments. Instead empathize, respond, direct to customer service or apologize. Other friends seeing these interactions will see the brand as more genuine and more in synch with their sensibilities and that’s exactly what you’re going for. The whole point of putting a brand on Facebook is to integrate the brand with its customers and demonstrate that you live on the same planet with the same general sensibilities. Brands want to convince friends and customers that you get them, you care about them, you want to hear from them and that the brand is worthy of an on-going relationship.
The TV-Web Tango New data suggests that TV and the Internet have a deep, tangled and evolving relationship. Consumers still love the tube, even though they multi-task while watching and DVR their favorite shows. At the same time the digerati have finally convinced their elder brethren that behavior trumps demographics in media targeting. Deloitte’s recent “State of the Media Democracy” Survey documented America’s continuing unbroken love affair with TV. Seventy-one percent of respondents said watching TV was their favorite thing. Eighty-six percent TV ads have the most impact on their buying decisions. Compare this to 47% who said online had the greatest influence; roughly half as much. And yet nearly three-quarters split their time and attention even when parked in front of a screen. Forty-two percent are online, another 29 percent are on mobile devices and 26 percent are IMing or texting. With all this activity, TV watching feels like a background activity so it’s hard to imagine how much branding or ad copy is being received or actually absorbed or how memorable or influential those ads really are. But just when you doubt it, think about the growing phenomenon of watching TV and simultaneously tweeting, commenting, reviewing or responding in real time. Think about the Oscars, the SuperBowl, the NCAA Basketball Tournament or the Grammys as occasions for split attention and all three screens operating at the same time focused on the same content engaging overlapping yet different sets of consumers. This creates a much richer, more connected and more engaging experience than just staring or screaming at the television. Some brands have begun to exploit this new behavior by mounting successful cross-channel promotions. There’s a huge share-of-mind media roadblock opportunity lurking here somewhere. When you consider that more than 80 percent of Americans currently use a device that connects them to the web and a similar scale exists for the use of mobile phones, you get the picture of an ADD universe of consumers who can be concentrated or fragmented based on content, attitude and timing. Who said mass audiences are dead? You just have to corral them. But when you do, sort them by what they do not by who they are. Here the TV gang seems to have learned a lesson from digital marketers. According to new research spearheaded by CBS’ Research guru Dave Poltrack age and sex don’t matter when it comes to TV ad effectiveness. And my hunch is the same holds true online. As a the result of a massive study of Nielsen and Catalina data, Dave came out squarely against the reigning conventional media wisdom by concluding, “There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign… reliance on the 18 to 49 demographic is hazardous to all media and marketers partly because it doesn’t strongly correlate with purchases.” To some this feels like a defensive play by broadcasters eager to prorect and preserve their lion’s share of ad dollars. To others this signals a shift in consumer behavior that integrates rather than edits media choices. Remember disruptive new technology has not actually killed off any traditional media. New and old exist side by side interconnected in ways we are just beginning to understand.

Danny Flamberg

I am a veteran marketing consultant working with leading and emerging brands

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