Archives for online social networking

Facebook Fan Page Analytics: What you don’t know

Facebook has provided analytics for all page owners. However, you might find that a lot of their analysis is not necessarily all that informative.  Yes, it will give you an overview of your activity.  Overall how much activity was on your page? How is your engagement from last week to this week?

Superficially this provides you with great information.  But this report is better at pointing out what you don’t know than what you do.

What you don’t know

  • What specific posts are people responding to
  • How your fans are responding
  • Whether responses are positive or negative
  • If is it always the same 2 people
  • If you have a troll
  • If people are sharing your content
  • If you are being tagged in posts

This is all just focused on a fan page.  The questions get much bigger if you use a profile in combination with a fan page.  However, there is good news for fan page owners.

Facebook is making more detailed analytics available to all page owners. Last January Facebook made per post analytics available to pages with 10,000 + fans. This analysis looked at the influence and reach of a specific post. Though the analysis is relatively basic, it is still very valuable information.

The analysis

  • Impression Count:  This is how many times your post has appeared in a browser.  This includes newsfeeds, widgets, pages and posts showing up below the fold, which means a post showing up in the newsfeed below the primary viewing area, so you would have to scroll down to actually see it. The impression count is useful because it shows how many people may have seen your post.  But just because it is visible does not mean that it was actually seen or responded to.
  • Feedback measurement: The percent of your fans that interacted with your post, in the forms of comments or clicks. It does not give information about video plays or click-through. The formula is based on the number of comments and likes divided by the impressions.  This will result in a fairly low percentage, because the potential for impressions is huge. A more accurate feedback measurement would be comments and likes divided by the number of fans you have. Then you could see how many of your fans are interacting with your post.

This analysis is now available to all page owners. This will help owners understand the extent of their reach and will give good information for engagement levels.  A thorough analysis does not stop here and requires a more detailed look at the type and quality of engagement.  But this will provide a better and more complete picture of your reach.

Top 7 Ways to Use Cyber Monday to Grow your Social Media & Make the Sale

What could be bigger than Black Friday?  Cyber Monday.  This has been the Internet’s alternative to the biggest shopping day of the year.  However, the popularity and reach of social media has the potential to really make Cyber Monday a huge selling phenomenon.

From a business perspective this is an excellent way to work on your social media efficacy.

  1. Promote your promotions!

    Tell people that you are going to offer special deals just for Twitter and Facebook. Build the buzz around what you are going to do.

  2. Use your upcoming deals as a way to grow your network.

    Tell people to spread the word. Use growth benchmarks to give special secret deals, like “When I hit 500 fans I will give away a ….”

  3. Exclusive Deals

    On Monday, offer special deals that are only available on Facebook and Twitter.

  4. Post deals constantly throughout the day.

    This will encourage people to stay tuned to your updates. You can even schedule these tweets so they keep coming on a regular basis and you can focus on engaging with your new and massively growing network!

  5. Set up an auto-DM

    Create a one day direct message that sends a promo code to new followers….and promote the fact that you are doing this.

  6. Re-Tweet Promotions

    Tell your followers that you will do a special giveaway to the people who retweet your offers.

  7. Get people to blog about you

    Tell people if they blog about your deals and your business that you will give them a special deal or promo code that will last beyond Cyber Monday.  This way you carry your promotions longer.  You can even promote that between your Cyber Monday promotions on Monday!

Shop till you Tweet!…Black Friday on social media

Twitter bird tweeting the dollar sign

Black Friday is notoriously the biggest shopping day of the year and social media will not be excluded as a participant. But how is social media promoting it? Black Friday ads, Black Friday sales, Black Friday shopping! Are you shopping your tweets? Tweeting your shopping?

All you have to do is search “Black Friday” and you will see all the websites that are collecting sales information to become your personal Black Friday clearing house.  However, websites are not the only way you can learn about the special deals.  In fact, they might not even be the best way.

The best way to find some of the Black Friday deals might just be through Facebook and Twitter.

Many storeslike Staples and Walmart have been leaking their Black Friday deals over Twitter and Facebook for days, getting their friends and followers primed for shopping deal bonanzas.

If you search #blackfriday you will find an unending stream of tweets about deals and savings you can find online and in stores.  There is even a twitter account that is streaming Black Friday deals from all over the web and the twitterverse, @blackfriday.

If you do a search on Facebook for Black Friday you will not only find some pages that are listing sales but you will see what  Black Friday posts your friends are making.  This is actually a great way to see what deals your friends are sharing and what deals the pages you like are offering,

Many pages have been posting Black Friday deals, but because of the newsfeed optimization, or the time you get on your facebook, there are posts you might be missing.  Do a search for Black Friday and see what your friends and the pages you like have been offering.

If you are up for a shopping excursion, this may be the best way to find the best deals that are actually relevant to you.

Of course, outside of access to really cool deals, this is a great opportunity as a business to expand your reach and test your marketing.  Offering deals to twitter and Facebook fans is a great way to grow your network and test the efficacy of your reach.

…and if you didn’t do it for Black Friday you still have time for Cyber Monday!

Protected Tweets are bad for business

twitter bird behind jail baars

I recently went to re-tweet someone’s post and received a warning:

Warning: This tweet is from a protected user

I was taken aback!  This is someone who is in the public eye. Why on earth would they protect their tweets?

If you are wondering what a protected tweet is, it is essentially a private profile on Twitter.  It means that only approved people can see your tweets.

This is fine if you are just an individual and you don’t want the bots to get you, or the porn spam, or the regular spam. Maybe you tweet content that you don’t want certain people to see, or content that you only want to share with some people.

However, if you are a public figure or just using your Twitter for business, then having protected tweets is counter-productive. Your goal is to get people to follow you. Increasing your followers, increasing participation and improving your business networking opportunities are all centered around interactions.  If people can’t interact with you, or even see your posts, then what is the point?

Because I am on the “approved” list, I can see this person’s tweets.  But this tweep just missed a networking opportunity. I was going to re-tweet something interesting and engaging.  Maybe some of my followers would have started following this person because I facilitated an introduction.

I could have decided to re-tweet anyway. However, it would have only been visible to the other people who follow this person. So I abstained.

Re-tweet lost. Networking lost. Opportunity lost.

What a shame.

Facebook gets in bed with Microsoft

Mircrosoft logo shaped like lips sip off a cup branded by FacebookThe new Facebook email shot out of the gates on Monday as the announcement went live.  I have written extensively about the features and functionality of the new Facebook “Not-Mail” messaging system.

Since the news broke, people immediately started asking if the new Facebook mail is going to replace traditional email.  Although Zuckerberg is claiming that this is not Facebook’s goal, the recent struggles between Facebook and Google may indicate that it is indded what they are trying to do.

Regardless, the first big issue that Facebook mail is going to face is Spam. The second issue is turning their back on Adobe…and, well, everyone not Microsoft.

What do I mean by this?

One of the basic functions of an email, beyond communicating, is sending attachments.  We send documents, powerpoints, pdf’s, photos and other various and sundry items to each other via email.  If you are in business, being able to send attachments is an extremely important part of your communications.

Facebook is allowing attachments, however they are only allowing attachments from Microsoft.  So if you are sending a .doc, .ppt or .xls then you should be fine.  However, if you want to send a .pdf you are out of luck.  You heard me right, you cannot send a pdf via Facebook mail.

The reason Facebook is excluding everything other than Microsoft is because they are getting a benefit that other email programs, like gmail, are not.  You can view your attachments, in completion, online and without downloading them. This is a special privilege that Microsoft is giving Facebook for attachment exclusivity.

So the question is: does the benefit of viewing your documents without downloading outweigh the pitfalls or inconvenience of not being able to attach anything other than Microsoft?

Facebook Not-Mail: Part 5 The opposite of preferred is Spam?

Cartoon with a man saying "You should check your email more often, I fired you three weeks ago."

There is one glaring issue with the new Facebook email – spam.  There is no spam folder, only an “other” folder. Though we might tend to think this is the same thing, it isn’t. The “other” folder is really meant to filter emails that do not belong in your preferred email box, like bills, newsletters, and annoying friends who only send you forwards with inspirational quotes, etc.  The preferred box is supposed to be for people you really want to hear from. However the opposite of preferred is not spam.

The first part of your email address is your vanity URL.  So if you are  then will be your email address. These URL’s are crawlable by spam bots which means that any spam bot will easily be able to figure out your email address.

Any spam emails will automatically be put into the “other” box. So, now are you at risk of missing those emails that aren’t spam but aren’t preferred?

Facebook Not-Mail: Part 2 How the email works

stick person shooting an email with a slingshotOne of the biggest reasons Facebook decided to launch an email system (aka Not-Mail) is that more than 4 billion emails are sent through Facebook every day. Mark Zuckerberg feels that they traditional system of email is anachronistic. On this issue he might be right.  People are increasingly use mail rooted in their social network, ie. Facebook Messages, Twitter DM, Linkedin In Mail, text messages, mentions, wall postings are increasingly becoming primary sources for communication. Traditional email is becoming the way of the past. People are wanting their communications to be linked to one another and with higher functionality than type, send and read.  People are moving towards a complete integration of their communication technology.  This is why my calendar is linked to my other calendar which is linked to my which sends me emails that I get on both my computers and my phone. Though this seems complicated, when one is updated it is all updated. Ultimately this makes things easier because everything is interconnected and it doesn’t matter where or how I access it. Facebook is trying to do this without having 10 different applications and sites necessary to accomplish a high level of inter-connectivity.

There are a lot of questions about how the basic email function is going to work. Basically the essentials will be just like email. I type in your contact info, my subject and body and then send.  You receive and respond back.  This will not be that different.

The best change that will make conversation tracking much easier is that all your conversations with a person will be kept in a singular history.  Currently the messages in Facebook do this for a singular conversation but does not for all communications between two people.  The change will keep all conversations with one person in a singular history, and will do this for everyone in your contact list. This includes friends not on Facebook.

As Bos, the senior engineer at Facebook, said at the live announcement, he could track his entire relationship with his girlfriend through the email history.

What makes this so different from the standard Facebook messaging, outside of being able to email people who are not on Facebook, is that people can send you an email to an address and have it go to your Facebook message center.  All users will be able to get an email address. So whatever your name is on Facebook will be your email address, for instance mine would be This means that people can send you emails to your facebook email from any email client, and you can email them back.

Soon IMAP will also be supported, meaning you will be able to use your new email address on your mail client, taking Facebook mail completely off Facebook.

Read the overview of Facebooks “Not-Mail” messaging system here

Tomorrow I will talk about the cross-platform integration of Facebook messages, SMS, IM, and Facebook Chat.

Facebook Not-Mail: Part 1 the complete overhaul!

letter that has the Facebook logo and "To the world" written on the front

On Monday Facebook announced their new email solution, also being called “Not-Mail”. This is not a traditional email where write an email and send it, with some spam filtering and maybe some folders for organizing.  As Mark Zuckerberg has said, “this is not email.”  The modern messaging concept is going to involve multiple platform integration, complete conversation history and the incorporation of social mapping for email sorting.

Still wondering what this means.  Here is the break down:

  • When you receive an email, it will pop up in a message through Facebook messaging. It will also be in your email box. If you have and iPhone you will get a push notification. If you don’t have an iPhone you will get a text message.Essentially you will be connected as your emails happen. Don’t worry you can control the types of notifications you receive so you don’t feel like your technology just exploded.
  • The email will keep all of your communications with a singular user in one stream.  This way you can easily see every email between you and that person since the dawn of time…well, at least since the dawn of Not-Mail.
  • Social mapping is something that Facebook already does with the newsfeed.  The social map determines who you interact with the most and who it thinks are the people you are most interested in and then posts their updates on the wall. A social mail box will be the same.  Facebook will use the mapping algorithm to select who it thinks you want to receive email from.  The people not selected by the algorithm will be put in an “other” folder. You can assist the algorithm by adding people to your your “favorites” mail box, or by moving people into the “other” mail box.  The idea is that your friends and family will get priority via the social mapping and your bills will get put into the “other” box for you to look at later.

Over the next few days I will go into more detail about these features.

Facebook is positioning itself to become the center of your online social experience and focusing communication through the site will help accomplish this.

Will you use Not-Mail?

Want Exposure? Advertise your Facebook Group!

retro facebook adFacebook groups have significantly increased their functionality, and one of the best new features is the ability to grow your networks.  You can have people who are not in your friend network be a part of your group.  The best way to do this is to advertise your group.

Facebook allows you to create ads for your group just like you would for a website. There is a setting for group ads, but currently they are not including the new groups. So to advertise your group you need to do it as though it were an outside webpage, by copying and paste the URL of your group into the website field during ad creation.

You can target just like you would for any ad, and since most groups are interest based you already have your target demographic. You will be able to increase exposure to the people directly in your demographic.

Creating a special interest group can potentially generate a higher engagement level, and therefore a higher network reach efficiency,  because everyone in the group is interested in the topic and  notification features encourage involvement. From an ad, some people might be more likely to click “like” rather than “join”; the people who do join will be more likely to engage and therefore increase their value in your network. Your network will be comprised of quality rather than just quantity.

The default setting when you join a group is to receive notifications and to have it show up on your navigation menu bar. This means that when someone joins they will receive notifications when someone posts in the group, and updates will show up on the navigation menu as a number next to the group, indicating how many updates have been posted since you last visited the group.

Special interest groups have a higher conversion rate from ads, because you are targeting people who have expressed a distinct preference for the topic.

If you are looking to grow your group network, ads are an effective way to achieve this.