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Archive for February, 2012

Ways to increase fan base (Likes) on Facebook

February 25, 2012 4 comments

Recently, several people  have asked me for ways to get more people to like their Facebook business page. Here are a few thoughts that popped into my head:

(1) Create and implement a content plan that includes daily status updates, including in the evening/possibly use HootSuite to time delay. Analyze your fan base. Provide content of value to followers; not just marketing stuff bragging about yourself.

(2) Do a targeted Facebook ad – target your geographic area, use keywords relevant to your business strategy, use logo and link to FB page. Can do daily per-click budget ($10 or $20 per day) for limited duration.

(3) Partner with other organizations and key influencers (Example: top local fitness blogger.)

(4) Integrate with traditional PR/marketing – newsletter, media coverage, events, etc.

I posted the list on Facebook — of course — and invited others to add. Matthew Dooley of Cincinnati offered these:

(5) Run a contest or give-away (using a third-party app)

(6) Tag other pages in your posts (when relevant). Like and comment on their posts.

(7) Create a landing tab for non-fans.

(8) Use multi-media (photos, videos) to stand out in the news feed.

(9) Ask fans to comment on and like your posts. Like-if, would you rather, and fill in the blanks.

(10) Post stuff people care about, not just you and your product/service.

Please offer your additions in the comments. Maybe you’ll win a prize. :-)

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Social media communities thriving in Cincinnati

February 18, 2012 Leave a comment

Top photo — Daniel Johnson Jr. at New Media Cincinnati. Middle — Andi Ferguson at Cincinnati PRSA. Bottom — Kevin Dugan at Cincinnati Social Media.

Cincinnati has a powerful, passionate social media community. Take this week, for example. Within six days, I attended afternoon, noon and morning meetings of three excellent groups — New Media Cincinnati, Cincinnati PRSA and Cincinnati Social Media

At New Media, Joanne Maly and Jodie Heflin shared helpful tips about Pinterest, the social media network that’s got so much potential for businesses and support communities. Maly gave a number of tips, such as the importance of filling out comments sections to improve SEO and using  the Google Chrome extension for efficienty. Heflin explained how she has helped build a community of parents like herself who have children with diabetes. Highlights on the #NMCincy hashtag on Twitter.

At Cincinnati PRSA, Andi Ferguson offered a number of case studies involving businesses that have tapped the power of Twitter to achieve business goals. I especially liked her description of a Twitter party she led for Verizon Wireless. The party involved a hashtag, paid moderator and respected panelists during an hour time slot convenient to the target audience. There were prizes every 20 minutes and answers to commonly asked questions. Thanks to numerous retweets, Verizon got a huge bump in the number of followers of its Twitter page. For more, see the #CincyPRSA hashtag.

At Cincinnati Social Media, Craig Daitch of Ford spoke about the car-maker’s sophisticated social media strategy. Ford leaves many others in the rear-view mirror as it leads social movements that translate to betterment of communities–and increased sales of its vehicles. I invite you to check out the #CincySM hashtag for more from this event. 

If you live in the Cincinnati area, hope to see you at an upcoming event! If not, maybe we’ll connect virtually as I tweet and share via this blog. Thanks for being a part of this, wherever you are.

It’s important to strive for actionable insights

February 11, 2012 1 comment

Untangling the social media measurement maze takes lots of thought

If you can’t measure it, why do it. I’m taking that adage to heart as 2012 unfolds. I want to go beyond counting fans and followers — and measure how social media drives attainment of  strategic  business goals and objectives.

My research has led to numerous great books, professional meetings and informal discussions, like the one with Taylor Wiegert and Claire Guappone of Empower MediaMarketing before work a couple of weeks ago at Tazza Mia in the Carew Tower in downtown Cincinnati. Taylor and Claire shared their knowledge about social media measurement tools after the topic was raised on the Cincinnati Social Media LinkedIn group.

Taylor pointed out that there’s a new measurement tool coming on the scene virtually every week. They’re a dime a dozen. You can get so far in the weeds with them that you don’t get actionable insights. It’s very important to start with objectives — the what and why you are trying to accomplish. to strive to measure campaigns and the way online conversations drive referrals.

It’s an imperfect science. Taylor pointed out that sentiment measures are 70 percent accurate because they don’t detect  factors such as sarcasm. You still need to roll up your sleeves and do some intensive analysis.

However, there are a lot of pluses to the various measurement tools — such as having the ability to customize a dashboard where you measure and engage through Facebook, Twitter, blogs and the like. For instance, I could do an analysis of health conversations by platform — and get a better idea where to focus. But, once again, Taylor reiterated the importance of getting actionable insights. For example, tracking terms such as “diabetes Ohio,” “health,” “workout program” or “going on a diet” could provide vital research helpful in developing a focused campaign.

I came away from our coffee session with a goal of getting a better picture of the social media landscape in which my employer operates. By understanding the mindset/motivation of key audiences, I’ll be better equipped to craft messages and deliver content at optimal times.  I’ll find those passionate advocates who can help drive word-of-mounth.

And I’ll set some more-precise objectives and implement more-effective strategies and tactics for achieving them.

If you can’t measure it, why do it?

 

Breast Cancer Answers — A best practice for using the Internet to empower patients

February 4, 2012 3 comments

My wife gives tips in YouTube videos on Breast Cancer Answers, an awesome website launched this year.

It’s World Cancer Day — and the fourth anniversary of the diagnosis of my wife’s breast cancer recurrence. As readers of this blog know, Tami has tapped the power of the Internet to empower herself and others as they live with advanced-stage cancer and life’s other challenges. Her book, From Incurable to Incredible: Cancer Survivors Who Beat the Odds, continues to gain momentum and her blog, www.miraclesurvivors.com, draws readers from across the globe. 

Today, I want to give a shout-out to a new website called Breast Cancer Answers. Tami was invited to share tips on the site — in part due to her ranking as one of Cision’s Top 10 Most Influential Breast Cancer Bloggers. Todd Hartley of WireBuzz recorded the YouTube video of Tami using Skype. He was great at prepping her for the interviews, taped on a day when Tami was encountering a major scare with her cancer. (That’s another story.)

I am in awe of the way this site pulls together so many elements to empower patients. It includes expert advice from the likes of Dr. Jay K. Harness, a past president of the American Society of Breast Surgeons and Breast Surgery International. E-patients such as my wife offer tips based on their real-life experiences. There are lots of interactive elements. Social media are sprinkled throughout the site, such as links to the LinkedIn profiles of Dr. Harness, Todd Hartley and project manager Amanda Wible, and other relevant resources.

Here’s the writeup about Hartley in the About Us section: “After Todd’s step-mom developed breast cancer, he called his friend Dr. Jay Harness and together they developed the first social media show. Their goal, provide a free service where women around the world, regardless of economic status, could ask a breast cancer question and the get the answer. Todd Hartley, the president of WireBuzz is a digital marketing innovator, creator of the first video medical encyclopedia on the Internet, who once led Internet marketing projects for seven of the largest national talk shows. We are happy to report that Todd’s amazing step-mom is now in recovery and back to living life on her terms.”

And here’s a summary about the site: “Discover, what every newly diagnosed breast cancer patient should do to improve their chances for survival of breast cancer, how breast cancer diagnosis has advanced, where the cutting edge for the treatment for breast cancer is today and what breast cancer medical terms really mean. Breast Cancer Answers covers a wide variety of information. For example, if you have symptoms for breast cancer, like a lump in breast, pain in breast, or you simply want to know what breast cancer is, please send us your question. It’s our mission to help patients understand breast cancer carcinoma, the most effective breast cancer treatment strategies, the latest breast cancer technological advances and help improve the lives of women living with breast cancer. If you would like to increase breast cancer awareness, please click on the Save Lives link.”

I encourage you to check out Breast Cancer Answers — an example for all of us in healthcare PR, a best practice from which we can learn… and, even more importantly, a website that can help many!