Business, Extra

CEOs’ Use of Facebook

hand working businessMore CEOs are gravitating toward social media to capture insightful information and to participate in online chats and conversations. One popular social networking site they are choosing to appear on is Facebook.

Facebook has dominated the social networking landscape. It has more than one billion active users. An estimated 143 million Americans have a Facebook profile, according to a 2012 “Social Habit” report from Edison Research and Arbitron, and many of them are dedicated users.   The report found nearly a quarter of Facebook users check their account at least five times a day.

Researchers for the 2012 CEO.com Social CEO study combed through Facebook filtering out CEOs with accurate profiles, relevant content and a good number of followers. They found as many as 38 CEOs from Fortune 500 companies use the site.

However, Edison Research and Arbitron’s discovery that Facebook is the dominant platform for brand-following behavior and that it’s the network that influences respondents buying decisions the most is resonating with CEOs.

Some businesses hear “Facebook” and only think its relevant to the B2C side of business; however, they’re mistaken. The social media platform can serve their B2B side as well.  In fact, Hubspot’s 2012 State of Inbound Marketing report learned the 43 percent of B2B companies who were questioned acquired their customers using Facebook.

They use the platform to build awareness, generate leads and build thought-leadership.  In addition, they customize offers throughout each stage of the sales funnel to connect with people on Facebook.

CEOs can take advantage of the Facebook’s social networking platform by providing their perspectives and insight, responding to customer feedback, seeking suggestions for new products and services and understanding EdgeRank.

Photo Courtesy: GraphicStock.com

Do you think CEOs should have a presence on Facebook? Why or why not?

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Read more:

Understanding Edge Rank

Learn more on this topic in the ExecSense webinar, “CEO Best Practices for Using Facebook to Land New Customers.”

 

Business, Career, Marketing

Screening Job Candidates Online

Social networking conceptJob recruiters circumvent traditional methods when pursuing a job candidate with a few taps on a keyboard. The old methods involved an advertisement, a short list of candidates to interview and a list of their best references.

Now, recruiters use a more cost-effective approach to find and screen top job candidates: social media.
In fact, CareerBuilder, an online job site, produced a recent study that found more employers are using social networking sites like Facebook, LinkedIn and Twitter to learn additional information about job applicants.
Nearly 39 percent of employers it looked up information about job candidates online; yet, within that amount nearly half of these employers found information that led them not to hire a candidate. This information included provocative and inappropriate photos. On the other hand, almost one in four employers found information that influenced their decision to hire the candidate, such as a professional-looking profile.
Social media gives employers the opportunity to peer into an individual’s personal life. This glimpse has consequences. Employers who rely on the information found on social media to make hiring decisions are opening themselves to an array of legal troubles and headaches.
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Photo Credit: GraphicStock.com
Business writing, Marketing

Keep Your Customers Wanting More: How to Engage Your Audience with an Effective Brand Story

open book-apeekatkarensworld.comBusinesses are changing the way they talk to you.  Have you noticed? Many of them have realized that their customers can develop and build their company with a single share on social media.

They’ve also learned not to talk at consumers. Instead, they are trying something new. They are bringing consumers along on their journey through the art of telling a story.

Finding ways to ‘entertain’

Remember the last time you were entertained by a brand?  TV advertisements, such as SuperBowl commercials, may come to mind.  However, many businesses are finding other ways to engage an audience. Building their customers’ experience, learning their customer segments, and talking less and listening more have become top priorities.

Businesses are providing consumers with more educational information and promoting this content on different platforms from email to social media. They are using stories as a way to help consumers escape their daily lives and enter their world.

The environment businesses create draws an appealing picture of their firm, and they are infusing emotional hooks into their narratives.  The narratives are consistent and visually appealing in order to create a connection. Several examples can be found in a recent survey by Aesop, a UK brand storytelling agency. They include Apple, Coca-Cola, McDonald’s, Heinz and IKEA.

Developing the story

Writing brand stories and presenting them as online content is something a few people are trained to do, points out Susan Gunelius in the Forbes article, “5 Secrets to Use Storytelling for Brand Marketing Success.” The teller of a story must understand the elements of a story. Many people make the assumption that a story only needs a beginning, middle and an end; however, good stories establish the setting, characters, conflict and resolution.

Well-told stories have the ability to build a following, especially when they give the audience some type of value, such as actionable items. Many businesses utilize different storytelling techniques.  For instance, The Guardian describes in its article, “Three steps to better storytelling for brands,” using myths to forge a shared identity that describes what people value, what they don’t and what they want for the future; and, casting the target audience as heroes by providing information that uplifts them.

Another method involves drawing attention to a social problem or issue. A business will align their mission with a cause that relates to their values.

Businesses have the opportunity to tell their story multiple ways and on many different platforms to give consumers numerous chances to interact with them on and offline.

Use the tools to help you create a good brand story. Take the course, “Create Your Business Narrative: Bank on Content.”

For a limited time only, save 50% off the regular price ($50)  with the coupon code: HALFOFF2013.  Click here to start creating an effective and engaging business narrative today.

Photo Courtesy: Creative Commons, apeakatkarensworld.com

Business

3 Ways to Boost Your Edge Rank Score

equationLearning your Edge Rank score is important because it lets you know how significant your Facebook page is to those who “like” it, and it helps you to increase its exposure.

The lower a brand’s Edge Rank value the less updates are seen by consumers. Brands that score well tend to offer more media-rich content.

Here are three ways to boost your Edge Rank  score and online presence.

1. Make your posts more visual. Use photos and videos to help explain your content. They are a  quick way to get people’s attention because it catches the customer’s eye. For instance, instead of writing lengthy posts, post a picture that links to an article or website. Find unique photos related to your industry and put a caption beside them.

2. Consider the time of day when posting content.  Aim for times when people are most active on Facebook, such as mid-afternoon, evenings and weekends.

3. Keep content interesting, short and fresh.  Keep updates consistent. Some brands have themes for certain days of the week. Add deals and discounts to your posts to lure customers and prospects and consider Facebook sponsored promotions.  Ask questions to encourage engagement, and use fill-in-the-blanks to get people thinking. For instance, if you work in the food industry, try something like:

“My favorite food is _______,”

or

“Tonight, I am looking forward to having ___________for dinner.”

You can find out how to boost your page rank by going to edgerankcheck.com.

Read more:

Understanding Edge Rank

Business

Understanding Edge Rank

equationEdge Rank is an algorithm that determines the order of posts seen on a user’s Facebook news feed. It sifts out what it considers the most relevant information, so news feeds aren’t cluttered.

Consumers benefit from more interesting and engaging posts. Businesses, on the other hand, realize their fan base is not seeing everything it posts. In fact, only 16 percent of the posts from the brand’s page actually reach its fans, but taking a few actions can reach even more.

The Algorithm

EdgeRank Algorithm

First, let’s take a look at how the algorithm works. The algorithm seems complex in nature when you look at
it, but it’s essentially the sum of the activity that takes place on Facebook such as updates, comments, likes and shares.  Each activity, or edge, is assigned its own affinity, weight and time decay.

The affinity indicates how close a viewer is to the creator of the Facebook content. The metric assesses your interaction with posts.  Each activity has its own weight, so the metric looks at what’s uploaded and the increase or decrease of it. For instance, commenting is a more involved activity compared to a “like;” therefore, it’s considered more valuable. Last, each edge has a time decay.  As the edge or activity gets older, its time decay decreases in value; its reach is less.

Not too long ago, third party application developers, such as Hubspot and Hootsuite, had some issues with Facebook Edge Rank Checker. They believed that they were penalized. The  developers noticed that they were receiving fewer “likes” compared to a  person who manually puts in the content on the Facebook site. Facebook checked out the claims and announced that all the bugs were fixed. The founder of the Edge Rank Checker, Chad Wittman suggested in B2B the reason why some third-party developers received lower engagement is because they generated too much content and some of it the content wasn’t interesting.  Yet,  some experts have advised not overusing the third party applications on the Facebook platform and updating directly on Facebook.

Learn 3 Ways to Boost Your Edge Rank Score

Photo Credit: AJ Cann, Creative Commons BY-SA 2.0,  Grant Cochrane/FreeDigitalPhotos.net 

Business writing, Career, Extra

Business Blog Series: 4 Tips for Using Blogs in Corporate Environments

Blogs present many opportunities for corporate environments.

  1. A blog can be a resource for different departments to share their stories.
  2. C- suite executives position themselves as opinion leaders with the use of blogs.
  3. Blogs are used as an avenue for super fans of products and services to share their love for the product.
  4. Encouraging guest bloggers to participate helps elevate the conversation on the site.