Brands give a lot of attention to social media, and really, why shouldn’t they? Social networks like Facebook, Twitter, Google+, and Pinterest have enabled brands to connect with their target audience and increase customer engagement. Businesses can tap into the vast user base of these platforms to provide information about products, services, new product launches, and customer service easily. The best part is that their customers love it! If your customers are sharing what you share, re-tweeting your tweets, and re-pinning your pins, your social media marketing strategy is a success, but the success of any social media marketing campaign isn’t determined by the number of fans and followers. Any marketer worth their salt will also tell you to measure social media analytics.

Most businesses have depended on inbuilt dashboards like the insights section for Facebook page. It gives you information like the reach, number of likes, and so on, but fails to provide a breakdown of advanced metrics such as demographics and conversion data. With social media becoming more complex than ever before, these metrics are now becoming critical for business owners to fine tune their social media strategy, and to understand how the socially savvy customer is reacting to their content.

Here are three simple ways of tracking social media data –

Social interaction analytics

Social interaction analytics is available for Google Analytics users. Initially launched to track Google+ activity, it can now be integrated into social network buttons and used to track general and advanced social interactions.

To use social interaction analytics, you must first install social network buttons from their respective websites. Social network buttons include the Facebook like button, the Tweet button, the +1 button from Google+, and the Pin It button from Pinterest. Currently, tracking is available only for Facebook and Twitter. Google+ tracking is in built and no separate code needs to be installed for it.

Each button code needs to be appended with a specific tracking code from Analytics. The snippet looks like this:

_gaq.push(['_trackSocial', network, socialAction, opt_target, opt_pagePath]);

Use this link to understand each parameter and how you can customize this code snippet to receive data in your Analytics dashboard.

Advanced social interaction features for Facebook include number of unlikes, which can be very useful in creating an effective social strategy.

Google Analytics Tagged URLs

Tagged URLs are the most effective and probably the easiest way to track social traffic to website links and blog posts. By using a unique URL, you can see advanced reporting statistics in the Google Analytics dashboard.

Use the
Google Analytics URL builder to create a tagged URL. If you’re using this to track data from multiple social channels, you will have to create multiple tagged URLs, each specific to one channel.

Tracking with social media management dashboards

Perhaps the easiest way to track analytic data is by using a social media management dashboard. Hoot Suite is a wonderful tool that provides essential social interaction data that helps brands understand the effectiveness and reach of their social media campaigns.

The URL shortening service, bit.ly, also provides reporting features like number of clicks and traffic sources.

Did you know that customers who discover a new product via Pinterest are more likely to purchase it than those who find the product via other social networks?  There’s no doubt that online consumers are connecting with Pinterest in a huge way.

The proof is in the pudding. Check out this pinteresting infographic from Tamba.

Did You Know?

• The Ontario Court of Appeal recently recognized the right to privacy.
• Reviewing information on a job applicant’s Facebook page without his or her consent can result in a complaint under the Ontario Human Rights Code.
• It is unclear who retains ownership of business-related social media accounts, like an employee’s business Twitter account.

Fun Facts on Social Media

•  Canada is the world’s biggest user of LinkedIn.
•  85% of people want companies to engage with them via social media.
•  For employees under 35 years of age (Generation Y), more than ½ of their news and purchase influences are received through user-generated ratings and digital word of mouth.

 Use of Social Media in the Workplace

There is no denying that social media has permeated the workplace. This is particularly the case with Generation Y employees. In a study of more than 1000 business professionals, employees estimated spending around 4 hours per day managing multiple inboxes, with Gen Y employees spending 1.8 hours a day on social media websites. For a number of reasons, employers need to manage the use of social media by employees in the workplace.

 Developing a Social Media Policy

We suggest that an employer address these issues and others in a social media policy. The contents of each organization’s policy will depend, among other things, on whether the organization permits access to social media sites on its computer network, whether the business uses social media like Facebook and Twitter to promote its products and/or services, whether the organization has a website and/or blog, and the size of the business. Here are five issues to consider when preparing your social media policy:

1. Is an employee permitted to use personal social media during working hours?
2. Is an employee permitted to use employer property to access social media sites?
3. Is an employee required to comply with employer policies when creating personal social media content?
4. Is an employee prohibited from posting items that could reflect negatively on the employer or otherwise embarrass the organization?
5. Is the employee prohibited from mentioning the name of any of the employer’s personnel without prior approval?

 Our Complimentary Social Media Policy Seminar

We are offering a complimentary breakfast seminars in Toronto and Barrie from May 1^st to May 8^th to help employers learn more about developing a social media policy. To register for the seminar, please click here.

If you have any questions about managing social media in the workplace, please call us at 1-888-640-1728 or send an email to inquiry@macleodlawfirm.ca.

Here are a few reasons why we think you should integrate the infographic into your overall content strategy:

They’re eye-catching & engaging

We’re not talking about your everyday bar graph, here. Infographics take all that mundane and complex data and turn it into colourful, appealing and unique works of graphic art. Infographics are all about telling a story. Images and words work together to share information and facts relevant to a certain topic.

The format piques interest and demands attention. As Internet users, we read until we’re blue in the face. An infographic, which breaks up the text while still communicating valuable content, is definitely a welcome change. It makes research, learning and discovery more entertaining and, dare I say, fun!

It’s everything you need to know, simplified

Sure, you’ll be impressed by the design, but you’ll be even more blown away by what you’ll learn. No need to rack your brain: infographics are super easy to understand. You could always read the whole 200-page report, but who has the time?

We’re busy people with busy lives and infographics provide access to all the important stuff in a convenient and efficient manner. They deliver the message quickly and clearly in one compact, interesting and appealing package. Because of this, infographics actually enhance comprehension of the content that’s presented.

Leave them wanting more

Infographics are so easily digested because they address the valuable ideas, facts and statistics that people want to know.

It’s true, you can’t relay as much information in an infographic as you can in other information marketing materials. However, infographics can function as a kind of teaser or call to action; encouraging users to read or download the extended e-book or whitepaper.

Unparalleled shareability

Because they are so easy to understand, infographics are also easily shared. Infographics often explode via social media and, in some instances, even go viral.

Be sure to share your infographic with relevant influencers and infographic aggregators to generate the most impressions.

Have you discovered any awesome infographics? Share them in the comments below!

As a kid, Easter is all about chocolate bunnies, painting boiled eggs, and of course … the Easter Egg Hunt!

Through this past weekend I thought to myself, is the Easter Egg Hunt really just for kids? Or are some of us still on an Easter Egg Hunt in our Business Development efforts? Waking up every morning, should we be grabbing our basket (or briefcase), and heading out to grab whatever eggs we can find?

Is this the way you want to (or should) be growing your business? Or would it be better to set out with an understanding that you are only interested in purple eggs, or perhaps ones with patterns. Maybe your tastes are best suited for dark chocolate only. Would this identification and selection lead to better outcomes, improved positioning, and all around higher satisfaction?

Good businesses know what they are going after. Great businesses have what they are going after, come to them. Let’s take a look at how digital marketing can help.

Website

Does your website tell customers what you do at a glance, so they know you are right for them? If you’re a professional, does your site convey your personal brand and help answer the question “Why You?”, or does the pattern look like everyone else’s with a template website?

When was the last time you took a close look at your website and considered improvements?

Social Media & Content Marketing

What if you were able to communicate to potential customers, that your business is tailored to their specific needs. Wouldn’t they be more excited to be in your basket (community) rather than your competitors’? What if once they were in that community, there was ample content they could benefit from? They would feel confident that your basket will carry them where they need to go.

Do you have an adequate Social Media presence? Are you getting the feedback you need to direct your community? Most importantly, how are you establishing yourself or your business as a leader in the space?

As you read this, do your days look like an Easter Egg Hunt? If so, we would love the chance to speak with you — are you ready to Spark Conversation™?

PS – If you really want your day made … and are still in the Easter spirit … you have to watch this!

Pinterest is a place where you can “curate and share things you love”. Pinners are loving spending countless hours pinning and repining stuff they find fun, interesting and inspirational, and it didn’t take long for brands to follow suit. Now, more and more businesses are seeing Pinterest as a means to advertise their products and services, increase brand awareness, build community, raise website traffic and grow profits.

One of the reasons why Pinterest has really taken off is because of its simplicity. Pinterest is 100% visual. People are more attracted to images than they are to words. This is why many brands feel that Pinterest isn’t the space for them.

At first glance Pinterest might not seem like a natural fit for your brand’s social strategy. However, while you may not be able to present your brand’s products or services visually, it doesn’t mean you can’t create interesting and shareable content.

Even if you’re not in the business of trendy fashion, interior design or photography, there are many ways to leverage Pinterest and reap the rewards. Consider the following:

1. Information Marketing

You’ve written tons of ebooks and whitepapers, why not share them with your fellow pinners? Pin the cover photo, an infographic or another intriguing image from the document and link back to the PDF or relevant landing page.

2. Blog Images

Find at least one great shot to enhance your blog articles, then post it to Pinterest and link back to the article. Even if you use a metaphor (like the race to Facebook Timeline for Brands), find a great photo to illustrate it and start pinning!

3. Event Photos

Take photos at company events and socials and share them on Pinterest. You can even pin images of employees having fun at work or your sweet feng-shui office space. You’re usually all about business and consumers will love seeing your fun side. (Of course, be sure to get any necessary permission first.)

4. Pinterest Contest

Get your fellow pinners involved by asking them to submit images that relates to your brand. The pinner who submits the most fitting image wins the advertised prize.

Have you used Pinterest to boost your brand’s online presence? Tell us about your experience!

Avoid making these mistakes. This post will outline how your brand’s website and social media platforms can work together to maximize online exposure and increase brand awareness.

1. Placement of Social Media Buttons

I know, I know. This one’s obvious. But you might be surprised how often social media buttons are lost among crowded content. The best buttons aren’t necessarily the biggest and the boldest, but should definitely stand out and catch your eye.

Buttons should be placed in visibly obvious locations or integrated among Contact information. Keep in mind, your audience is now just as inclined to reach out to you on Twitter and Facebook, as they were to phone and email you. Furthermore, Facebook’s new Timeline for Brand Pages permits a user to contact the brand/business directly.

2. Be Consistent

Your social media buttons shouldn’t only be found in one place, either. Make sure they are consistent throughout your website and can be found in the same places when moving from page to page. Social media buttons that are locked in the navigation bar or menu are best.

3. Use Common Sense

Only integrate social media where it logically makes the most sense. Just because you’ve signed up for every social platform out there, doesn’t mean you have to link to all of them. If you haven’t touched your Twitter account since you created it, there’s no need to draw any attention to it. If the platforms aren’t updated frequently or actively managed, there’s no reason to link to them.

4. Include Social Feeds

If you’re an avid Facebook or Twitter user, why not add the feeds directly on your website? Including your social feeds gives visitors a taste of the kind of content you publish. It also shows website visitors that you are engaged and offering value through interesting, shareable content.

5. Incorporate Share Buttons

If you use your website to publish useful and valuable resources, articles, blog posts or other helpful content, don’t you want as many people as possible to see it? Share buttons allow website visitors to share or tweet your content to their social networks with a simple click of the mouse.

This isn’t just a great idea for content publishers; share buttons give brands selling products or services via their websites a great opportunity to increase social impressions, too. With share buttons, online shoppers can share great deals or hot finds on their social platforms.

6. Track your Success

Make sure to use analytics so you can discover how often website visitors are using your social media buttons. Google Analytics is a great tool. It allows you to see how many people are actually clicking on your outbound social media links. If you don’t see the results you were looking for, perhaps you need to consider a change in your button design or location.

Unfortunately, many brand managers don’t understand the difference between custom and template websites. This post will provide an in-depth exploration of the 2 alternatives and identify the advantages and disadvantages of both.

Template Websites

A template website is a layout that is used to display content and information for a simple website. It acts as a foundation on which you build your own content.

Affordability

Template websites are a great resource for brands with low budgets that are looking to get up and running as soon as possible. However, while it would appear that using a template would result in shorter development time, this is not always the case.

Restrictions

When using a template, you will be limited in the features you can and cannot customize. Without any specific technical knowledge or coding skills, you will need to spend the time learning or spend the money to hire someone in order to get the right look. Some templates are laid out in a very specific manner. If you wish to display your own graphics or include extensive content, there’s a chance the template won’t allow it.

There are also going to be many others out there using the very same template. If you find the template appealing, there is a chance that hundreds of others thought the same. Moreover, if the template design is relevant to your business, there is a chance that your competitors may be using the exact same one.

Unless you pay for exclusive rights to the template, the provider is going to continue to sell it to anyone who comes knocking. And even if you choose to pay the price, there are others who have bought the template before and still retain the right to use it.

Custom Websites

Custom websites, unlike templates, are built to your specifications by a web designer of your choosing.

A Unique Design

A custom website has a unique design that is created for you and you alone. Because your website is different from anyone else’s, it will help distinguish you from the competition and stand out in the crowd.

A unique design means that your website will be more adaptable to your brand’s unique needs. You are not limited to the offerings of a template. You are free to integrate a blog, include your social media feeds, incorporate sign-up forms and add other custom extras.

Don’t worry if your current budget doesn’t allow all your dream features to be implemented from the start. Simply set a few priorities and give your designer an idea of what to accommodate in the future.

Optimization

Having a great-looking website is only part of the package. When potential leads run a web search, results appear, sorted by relevancy, which match their search criteria. When delivering results, the search engine will present those websites with the highest SEO value first.

Hiring the right web designer means that your website will be built with SEO in mind. Custom websites improve your SEO value, bringing more visibility and awareness to your brand.

Control

Think you’d have no control over a custom website? Think again. Content management systems (CMS) can be very comprehensive and user-friendly. Although they come at an additional cost, a CMS will allow you, as the client, to access and modify all content pages, form submissions, blog posts, traffic analytics and much, much more.

When deciding whether or not a custom web design is the way to go, keep in mind that potential customers go to Google before they come to you. You want your brand to stand out among the rest and you need a website that answers the most important question “why me”.

The truth is that unsatisfied customers are more likely to share their stories than those who are satisfied. Word of mouth is one thing, but this becomes especially dangerous now that social media has become so prevalent in our lives. Issues that could once stay small and contained can now mushroom out of control with a few keystrokes and a simple click.

Unfortunately, not enough brands have put enough thought into how to properly handle these types of situations. Here are a few precautions you can take to protect your brand against social media assault.

1. Be Present

If you don’t have an online presence, how do you know what people are saying about you? A social media presence is integral for today’s brands. Having an online presence as well as a direct connection with customers gives brands the opportunity to answer to and rectify complaints before the issues get any worse.

2. Don’t Think it Won’t Happen to You

Always remember to take complaints seriously. Some of them may seem trivial or silly, but you truly never know how the public might respond or what has the potential to produce a PR nightmare.

For this reason, always anticipate that a comment or complaint can spiral out of control. It’s important to have a strategy in place should such a situation arise. Engage in some scenario planning and brainstorming. Ask how you would deal with a situation and what you would say if it happened. Make sure that you have a plan in place as to who is going to respond and how it will be done.

It is best to respond to a person who has made a negative comment or complaint within a 24 hour period. Otherwise, the complainant may feel ignored and launch more criticism. Yes, this means you need to be on alert 24 hours a day, 7 days a week.

3. Always Apologize

Be sure to apologize for the customer’s poor experience and offer reassurance that you are going to right whatever it is that went wrong. People will appreciate your seriousness and commitment to making things right.

4. Be on the Look Out

The secret to protecting your brand is always knowing what’s being said about it. Watch for mentions of your company’s name, products and services. Monitor Twitter, check YouTube, search Facebook and set up Google Alerts.

By paying attention to what’s being said about, you’re able to see if the same complaints keep surfacing. The process can be very insightful and beneficial. Applying customer feedback can greatly improve customer relations.

5. Experience is an Asset

Make sure you have someone with the necessary social media know-how and experience to handle your brand’s online presence. This person will be vital in helping the brand identify any potential problems quickly.

For brands, social media is all about managing customer relations. Customers will always have complaints and now they have larger, more public platforms to voice them. Taking a proactive stance is your best defence against social media complaints.

We believe that A/B testing is on of the most powerful marketing tools out there. Test results can provide marketers with invaluable insight into customer behaviour and conversion rates.

Unfortunately, A/B testing is not as common a practice as other Internet marketing strategies, like SEO and web analytics. We think this is because people don’t completely understand what A/B testing is, how it can benefit them or how they should be doing it.

Read on to learn more about the basics of A/B testing and how you can rediscover the lost art.

What exactly is A/B testing?

Originally a direct mail strategy, A/B testing has now been adopted in the online space to test digital marketing campaigns such as buttons, banner ads and email newsletter campaigns.

Quite simply, A/B testing is a method of testing out 2 versions of a campaign simultaneously and seeing which performs better against a pre-determined metric of success. When the test is finished, you measure which version performed best and select it for use going forward.

Say, for instance, that a brand wants increase online sales. To test conversion rates, they decide to experiment with their calls to action on an email coupon promotion. The first version states: “Coupon offer ends Friday! Use promotional code 1 at checkout”, and is sent to the first half of their mailing list. The brand then modified the call to action in the second version to read: “Don’t miss out! Enter promotional code 2”. This version was sent to the second half of their mailing list. Now, the brand is able to observe response rates by monitoring the use of promotional codes. Whichever version performs better will be used or tested against in future campaigns.

What Should I Measure Against?

The answer to this question will depend on what exactly you care about. Many engage in A/B testing because they are looking to increase conversion rates, clicks, sales, registrations or signups. Results can vary significantly depending on what metric you choose to measure against. Whichever metric you decide to use, make sure that it is measurable.

In the example above, the test’s purpose was to discover the most effective way to motivate customers to make a purchase. On the other hand, if the goal was to see which version would generate the highest CTR or traffic to the website, then the results may have turned out differently.

The answer to this question will depend on your particular goals for the test. For example, if you want to increase the number of completed sign-up or registration forms, then you might want to test the type and number of entry fields in the form, the length of the form or the call to action.

While every A/B test is different, certain elements such as copy text, length of text, colours, layouts, graphics and calls to action are among the most commonly tested.

Have you ever tried A/B testing? Please share your experiences by posting a comment below.