By JP, on July 20th, 2012%
With nearly all PSE institutions on Twitter, we’ve established that it is important to have a presence. That presence has differing levels of dedicated resources, different goals and varying measures of success. Like Ornithology, this presentation will cover the study of behaviours, effectiveness, and measurements of PSE Twitter presences.
Defining your success on Twitter can be difficult, even more difficult when trying to explain it to someone who is Twilliterate. If being on Twitter is merely a way for your organization to check a box, that’s fine. But, if you are interested in taking that check box and turning it into an easily attained performance measure, this presentation is for you.
Like any dedicated birdwatcher, we took a look at some of the more successful Canadian PSE Twitter accounts and aimed to find commonalities in their behaviours and how that translated to their successes.
Finally, after searching for ways to define success from # of followers, % breakdowns of interactions to 3rd party measurements, we take a look at the different ways (free!) for you to measure your success.
Look past your number of followers and turn that check box into a CEO friendly success story.
By JP, on September 8th, 2011% I’ve had a lot of sporadic Facebook ideas throughout this week and I decided simply to write them down!
Facebook Ads: Target fans of your page on their birthday, with no specific call to action. Likely, they wouldn’t click on your ad, however, the positive brand interaction will still be fostered and at little cost (if any at all).
Increased Status Targeting: Recently, Facebook Marketing Solutions put out a post increasing the awareness of highly targeted Facebook ads specifically. This functionality is something I have been looking for to bleed into status updates for a while now. The ability to target specific areas of interest within a page update would be hugely efficient for Facebook pages. To me, this could be an area to become monetized. This would combat FB’s un-monetized server stress and would allow for interesting local contests.
Foursquare’s Event-based venues: This one I have been anticipating for some time. Soon, Foursquare venues will be able to have specific events in a venue. For anyone who manages a concert venue, or multi-sport facility they will be able to customize mayorships and check-ins. Annually, one of my projects, creates a venue at a large convention centre, I am curious to see where ownership of these time-sensitive venues would land.
Facebook as Google+: If you find the idea of circles attractive within Google+, you should know that Facebook has had the same ability for some time. Granted, in a stealthy presentation, FB has allowed you to write general status updates for specific friends to see only. Using the customization on your post, you can drill down through 4 layers of settings and ensure that only your BFF sees your link about the new Keanu Reaves movie.
By JP, on June 25th, 2011% “Respect is not given, it is earned.”
The same is true for social capital. For brands, it is becoming increasingly difficult to convert visitors to followers. Gone are the days of associating with a Facebook page simply because of a given affinity. The value has to be identified quickly and delivered upon constantly.
Facebook page’s, Twitter accounts and Websites, they all garner attention based on content. This much I made as clear as possible in my last presentation at PSEWeb. The real important thing here is that each page, after converting a follower, has a finite amount of what some call Social Capital. In a nutshell, how long you are willing to tolerate items you don’t care about until you Unlike, or Unfollow.
Each post you create factors into your social capital, everytime someone sees your name, you either increase or decrease in their mind. A brand, a politician or a friend, your brain becomes conditioned to either ignore or pay further attention to that brand.
Your social capital should be guarded fiercely, every post should be strategic and vetted. It’s hard to believe that many big brands aren’t customizing their posts, their websites or tweets. Even on a personal level, thinking of who will actually want to read your content will drive you to be relevant, interesting and timely. When you hit these three components you’re in the #baconzone.
Viva la baconzone.
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