It has become increasingly understood that having a Facebook presence for your business should be among the top things to be included in your 2011 online marketing efforts. The question is no longer why Facebook is a valid channel, but how to capture leads and generate a return on your investment (ROI).

Creating a loyal fan following within Facebook takes a lot of ongoing commitment, dedication, consistent engagement and strategy. Engaging fans to like your page by offering incentives, promotions or exclusive rewards is one of several ways to build your fan base. But the question that remains is: what do you do once you have your captive audience? Being able to capture fans’ email addresses, names and possibly phone numbers is a great way to get to better know your audience and build your database for other possible marketing efforts.

(Below is a screen shot of how you can capture your Facebook fan’s credentials)

The above custom Facebook tab has a lead generation form built into the design that allows you to easily capture your fan’s information. Building up and creating a Facebook fan base is step one, but it’s how you capitalize on your Facebook fan base and convert them into a sale that is key. Creating a custom Facebook tab that allows your fans to engage by asking questions as well as providing their contact information is great way to continue to build a relationship with your customer base outside of Facebook.

According to a recent article by eMarketer, “US marketers will spend $3.08 billion to advertise on social networking sites this year. Spending will be up 55% over the $1.99 billion advertisers devoted to social networks in 2010 and will rise by a further 27.7% next year to reach nearly $4 billion.”  Amazingly enough, spending in social media is $1 billion dollars greater than what was projected back in August 2010 (a mention that I made in a previous blog post).  What’s the disparity?  One word.  Facebook; the biggest player in the field.

Often times, businesses seek guidance in trying to formulate a “magic number” to set aside for online advertising.  While there isn’t an easy way to project this number, one thing to consider including in future budgets is paid advertising in social media networks.  According to the same study done by eMarketer, “Social network advertising is to account for 10.8% of the online market.” 

With the increasing number of people participating in these social channels, coupled with the amount of time spent throughout a day (either personally or for business), this data actually begins making a lot of sense.  People are spending more and more time on social media.  Paid advertising through these networks enables businesses to get in front of their viewers, hypothetically, all day long.  If you would like additional insights, check out this recent article from BusinessNewsDaily on 5 Ways Businesses Will Use Social Media in 2011. 

Understanding the benefit of the social media channels can greatly impact your ability to gain new customers and increase ROI in 2011. As a side note, always remember that it’s never too late.  If social media advertising isn’t within your budget for this year, begin with what you can afford. Creating social media accounts for business, if you haven’t already, is the first step in gaining a presence in the space.  Including social media accounts onto your website will help with your SEO rankings.  Lastly, always find a way to measure progress.  Quantitative data in social media channels through analytics, will allow you to understand which efforts are successful.  Use this data as a guide to making optimal business and marketing decisions for the future.

Social media channels have proven to be great marketing tools for companies, but measuring success can be difficult. You may be working significant hours each week to enhance your company’s social media efforts, but how can you be sure that you are tracking everything as optimally as possible?

First, it’s important to mention that social media success is not necessarily going to be visits to your website or immediate purchases of your products from social channels. Success can also be measured by engagement with fans or followers and the conversations held within the channels. 

That said, there are times when you’ll want to drive traffic to your own website or blog pages from channels such as Facebook and Twitter.  When doing this, you will want to make sure that you tag those links for Google Analytics (GA).  For basic instructions on how to tag links for GA, please see the blog post title, Yes, Google Analytics can track that, too!

If you are not familiar with tagging for analytics, you should read the above post first, because in short, you will not be able to successfully track social media visits if you are not going to code all of the links for Google Analytics first. At this time, Google Analytics depends upon those query parameters to know what referral information to write into the GA referring cookie (the __utmz cookie).

Below are a few examples… Here’s a hypothetical tweet on Twitter:

“Social media made simple from #morevisibility!!! http://bit.ly/1jiXS ”

Of course merely reading the tweet will not show you anything in GA (although it may provide value in terms of the information tweeted) but a visitor clicking on that bit.ly link will show you the following in GA (you can click on the link to get the full effect):

Source: direct
Medium: (none)
Campaign: (none)
Content: (none)

This is because, as you can see, there are no query parameters at the end of the URL once you get to our website’s homepage after you click the bit.ly link. The path that a visitor takes looks like:

Twitter >> Bit.ly >> MoreVisibility

Since bit.ly is merely a re-direct to MoreVisibility, Twitter isn’t credited with the referring information.

Another example with a different bit.ly link:

“Social media made simple from #morevisibility!!! http://bit.ly/f4Bfqg”

A visitor clicking on this second bit.ly link will show you the following in GA:

Source: twitter
Medium: social-media
Campaign: January 2011 Tweets
Content: Social Media Made Simple

This is possible due to the query parameters at the end of the URL after you’re redirected to our site. The path that a visitor takes is still:

Twitter >> Bit.ly >> MoreVisibility

But since we added the query paraments into the bit.ly shortening tool, it will show twitter as the source in Google Analytics, social-media as the medium, and so on, when clicking on that bit.ly link.

Last example: Same tweet, only this time we are not using a bit.ly URL:

“Social media made simple from #morevisibility!!!  www.morevisibility.com”

Now, if anyone clicks on this link you will see the following in GA:

Source: twitter.com
Medium: referral
Campaign: (none)
Content: (none)

twitter.com is now the source and the medium is a referral because that is a link on Twitter’s website that someone clicked on to get to the website. The path would obviously not contain bit.ly because we did not shorten the link this time:

Twitter >> MoreVisibility

As many of you knowTwitter only allows 140 characters per tweet.  Almost any page other than a homepage will use up quite a bit of valuable space, so that is why shortening links can be helpful.
Facebook does not have quite as strict restrictions on character counts, so you could use the actual URL (without Google Analytics tagging) and it will show up as a referral in GA.

Browser-based apps vs. desktop-based apps are also something to consider. If it’s a desktop-based app (one that you actually install on your PC where you don’t use a browser such as Chrome or Internet Explorer to control), then any clicks on links without GA query parameters will appear as direct traffic. If the links are tagged with the GA query parameters, then the traffic will appear with the source / medium combination that you have used in the query parameters.

Browser-based apps (ones that you log-in to a website and are using a browser to control) could appear as referrals from that website that you’re logged-in to, like Hootsuite.

So as you set out to track your social media efforts, it’s important to understand the intricacies of tracking and the ways in which this traffic may appear in your Google Analytics.

With the rise in use for social media for business, there is a great amount of discussion around how organizations quantify its success.  Is it through the number of followers, likes, mentions, or retweets…?  Although you may have not seen a direct correlation between user engagement and revenue in the past, social media has truly become a force to reckon with.  Companies are now adding lead generation forms to their social media company pages and are actively collecting prospects’ contact information through their regular “social media-only” promotions.

Aside from collecting actual measureable leads, analytics is very useful in understanding the value of social media. Over time, social media outlets have rolled out analytics data within their platforms to help companies start to quantify their investment in social media. Facebook for instance, has “Insights” available as their form of analytics, viewable only to administrators of the company page. Admins are able to select a date range to view the number of “likes” and “post views” within the desired timeframe.  This data, previously only collected by individuals manually, is now readily available. 

LinkedIn, now allows you to view statistics on different companies’ growth, number of employees (on LinkedIn), job function composition, etc.. In the future, I anticipate that all social media outlets will launch some sort of analytics for their users.  It will be interesting to see the additional analytics tools that are added and the value added as a result.

Although these tools will most definitely help businesses get insight on the success of their pages, I would definitely suggest accessing Google Analytics data to get a better understanding of the amount of “referring traffic” being driven to your company website.  You can also track the number of leads as a result of that traffic.

It used to be that starting a social media presence (creating a Facebook pages with customized tabs and a Twitter account for tweeting coupons and new products) was the big thing for online retailers. But as many have already immersed themselves within these channels, the next big trend that we see may be a broader use of social sign-in services. Social sign-ins enables customers to log-in to a website using their social media log-in credentials, such as Facebook, rather than registering with that site separately. 

There are benefits of social sign-ins for the retailer and the consumer. Social sign-ins provide retailers with access to information that they wouldn’t have access to if users were to simply create a new registration on their website. If someone logs-in to an ecommerce site using their Facebook log-in, that retailer would then have access to information about that individual – their likes, preferences, etc. - which they can then leverage for customized offerings. For the retailer, the goal is to have higher average order values, repeat customers, fewer returns, and an overall better user experience.  As you can imagine, it would be very difficult to capture all of the information people have shared on Facebook through a regular website registration process.

From the consumer perspective, it relieves the need to memorize one more log-in and password (as if we don’t have enough already).  But on the other hand, many are already weary about their privacy throughout the internet, and as a result, online retailers must tread lightly to make sure that the consumer does not feel that their privacy is being violated.

While social sign-ins is not brand new, only a handful of ecommerce websites have implemented this capability.  A report from eMarketer states the 18% of online retailers have implemented social sign-ins for their visitors by August 2010.  However, another 18% reported were in the process of implementing one, and 32% planned to implement one in the next 12-24 months.

As the social media landscape is ever-evolving, it will be interesting to see how quickly online retailers adopt social sign-ins.  Also, as more and more people are becoming aware of how their information is shared online (seen with many Facebook privacy concerns), it is still yet to be seen just how open the majority of consumers will be to using these social sign-ins.

Many companies have jumped on the social media bandwagon. They are on Facebook, they tweet, blog, and some have even social shopping sites which is great. However, here’s a word of warning. Make sure your company has a social media strategy before taking the social media plunge. There can be negative consequences if your company does social media with a half hearted effort or if your company jumps into the social media waters without understanding how it works.

Social media is a two way street; unlike traditional advertising, social media invites the consumer to share their ideas and thoughts. It’s more about building a relationship than telling them how wonderful your company is and expecting them to agree 100%. Although it may be difficult to believe, there may be someone that doesn’t think your business is the greatest one out there. However, social media is a great way to change their mind, but it will take time. Zappos is a great example of a company who has used Twitter to connect with consumers. The Zappos tweets come from the CEO of the company. He is not tweeting about upcoming sales; he is tweeting about fun company events, making jokes and sharing his thoughts on different activities that are occurring in his life. This is creating a bond with his followers, which makes people feel good about the Zappos brand. This can create loyal customers for life and positive word of mouth for the company. Zappos is using Twitter to show people the personality and face behind the company name. Their strategy seems to be working very well.

On the other hand, some companies have failed miserably at social media and have left a negative taste in people’s mouth because of the way they have handled certain situations. For social media to work right, there must be a plan in place. Let’s look at an example that recently happened to me. I went to the website of a well known retail store, (whose name I will not mention), and clicked on their social shopping link. On this social shopping site, there was a game of “find the coupon” (this wasn’t the actual name). Each coupon had a code that could be used for discounts on online purchases. After playing the game, I proceeded to shop online to use my new coupon codes to get discounts. However, there was one slight problem; the code I wanted to use didn’t work. Eventually, I was able to get someone to honor the discount that was on their social game site.

Here’s the issue. There was a disconnect, between this retailer’s employees and the social game that they offered. I spoke with multiple representatives and no one seemed to know about the social game. In fact, I had to explain to a representative over the phone how to find the coupon codes in their own game. Was the social game a great idea? Yes. However, it became a frustration when the code didn’t work and I have no intentions of engaging in any other social media games that this company may have in the future.

Social media is a great avenue to reach loyal consumers and potential new customers. However, to walk into the world of social media blindly is not a wise move. It’s better to wait an extra month before launching, in order to put a plan in place than to step off the cliff into the social media waters and hope your company can swim.

So you’ve finally bitten the bullet and added a blog to your website. Good for you! It’s about time!  As you probably know, a blog is an excellent way to add content to your website on a continual basis. In addition, the search engines love websites that have fresh, relevant content; this will help to improve your organic rankings, which is clearly a plus. Now you can begin to contemplate the following: What the heck do I blog about? How often should I blog? How long should my posts be?

Perhaps it might make you feel better to know that you are not alone with these quandaries. They are the most common obstacles clients are faced with when the topic of a blog comes up in conversation. This post will provide some suggestions to get you started on your blogging…

Let’s start with potential blog topics:

Anything Industry Related– This could include timely happenings in your business or niche. For example, if you were a florist, you’d want to be blogging about the upcoming Valentine’s Day holiday, as well as ideas on floral arrangements for that special someone.

Upcoming Events – An example would be if you are a hotel and there is a local art fair or concert taking place in your area. You could blog about these upcoming events that people might be searching for, as well as need a place to stay.

Crisis Management – In the event of a tragedy or a natural disaster, a blog is an ideal forum to communicate helpful tips and facts.

New Products or Services – This is a great way to spread the word about any new offerings you may have. An example would be if you now have ecommerce functionality, which allows website visitors to make online purchases, or perhaps you launched a new website. In either circumstance, a blog is a great way to boast about it!

Frequency of posts:

We typically recommend to our clients that they post a minimum of once a week, but more often is certainly preferable. It will depend on internal resources, as well as who will be reading your blog. An option is to have multiple members of your staff take turns posting to the blog. At the end of the day, only you can decide how often your blog will be updated, but in general, if you get into the habit of posting a minimum once a week, I’d say you are in good shape to start.

Length of blog post:

This, too, will depend on certain factors. Sometimes you will have less to say and as a result, will have a shorter blog (think 250 words). Other times you will have more to say and your post will be longer (600 words+). My advice is not to get too caught up in the length of a blog, but rather make sure that it is as relevant (to your business) as possible and the content is keyword rich.

Good luck blogging!

Is it Google?  Actually, no.  Google didn’t make it to the top this year. Google was bumped to second place by the one and only Facebook.  Who would have thought when Facebook began nearly 7 years ago, that it would become as large and as influential as it is today? There is a movie about it, there are more than 500 million people now using the site, and its users are visiting Facebook for more than simply connecting with “friends”.  Facebook draws people from around the world – supporting causes, promoting brands and celebrities, and even shopping – while staying in touch with friends.

Recent numbers from Hitwise  below show that Facebook has now surpassed Google in being the most visited site in the U.S. during 2010. What is interesting is that not only was Facebook the most visited site, Facebook was the most searched term in 2010.  Should some of the credit maybe go to Google and other search engines?  Of the top 10 most searched terms, variations of Facebook occurred 4 times, as shown in the image below.

If the current trend continues as we move into 2011, it would also be extremely advantageous for companies and brands not in Facebook to consider a strategy for building a presence there.  Facebook has changed the way people find information and communicate with brands online. Also, as with most marketing efforts online, your Facebook efforts can be tracked through an analytics package as well as through Facebook’s Insights.  It will be interesting to see what Facebook will bring this year, further enhancing the opportunities for businesses.

Wikipedia defines Social Media as “media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.” Merriam-Webster’s definition is “forms of electronic communications (as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).

Regardless of how it may be defined, Social Media is a medium that, in my opinion, ought to be embraced and used to its fullest potential from a business perspective.

If you are one of those people who think Social Media is just a fad, with all due respect, you might want to rethink that. Not only is Social Media not going away, it continues to grow and while it grows, so do the number of people who spend time on social media sites, such as: Facebook, LinkedIn, Twitter, etc.

Sure, many of these people are engaged for personal reasons; however, there is a large percentage that utilizes these channels for business. Companies that have become active in social media continue to gain momentum, aka Likes, Followers, Connections, etc. (See below for explanations of each directly from the sites themselves).

“Like” is a way to give positive feedback or to connect with things you care about on Facebook. You can like content that your friends post to give them feedback or like a Page that you want to connect with on Facebook. You can also connect to content and Pages through social plugins or advertisements on and off Facebook.

“Follow” Following someone on Twitter means you are subscribing to their Tweets and their updates will appear in your personal timeline on your Twitter homepage. When you follow someone, they will then have permission to send you private tweets, called direct messages, too. Your follower/following statistics are listed on your profile page.

“Connection” Find past and present colleagues and classmates quickly. LinkedIn makes staying in touch simple. Discover inside connections when you’re looking for a job or new business opportunity. Your network is full of industry experts willing to share advice. Have a question? Just ask.

If your corporate website does not have a presence in any social media channels, you are clearly missing the boat. It is not too late to get started and there is no better time than the present. So where do you start? You’ll want to establish a strategy before diving in head first; this is a mission critical step that is often overlooked and shouldn’t be. Who will be posting on your corporate Facebook page? Who will be tweeting? Who will update LinkedIn? These are important to sort out and a solid strategy is necessary in order to have a successful social media presence. Please visit our social media page to learn more.  I also encourage you to take a look at your competitor websites. What are they doing from a social perspective? Are they showcasing their channels on their home page? How often are they posting updates on Facebook? How frequently are they tweeting?

Social Media is an excellent resource that can bring much value if done correctly. Make 2011 the year of getting social!

We all know by now that Facebook has become the dawn of the new age and creating a Facebook presence for your business should be a staple in your online marketing efforts. The question is no longer why Facebook is a valid channel to venture into, it’s how do I grow my Facebook Fan Page following?

The truth is this isn’t something that can be easily achieved overnight. It takes time, strategy, dedication and an ongoing commitment to build up a Facebook Fan base.

Below are a couple tips that will help your business grow their Facebook Fan following:

#1: Ongoing Commitment and Consistent Engagement
Creating a great first impression is vital. When prospective fans review and select Facebook pages to “Like’, quality content and active engagements may heavily impact their decision to “Like’ your page. Other factors that may impact their thinking when deciding whether or not to “Like’ a page include brand image or recognition. If their fellow Facebook connections have “Liked” your page, there is regular posting of new information or content and steady engagement from the administrator, your page has every reason to be “Liked”.

#2: Offer Incentives, Promotions or Rewards to Your Fans
Encourage fans to “Like’ your page in order to receive ongoing promotions or incentives. Offer your fans an exclusive offer that people who don’t “Like” your page won’t be privy to.

(Below is a screen shot of how you can offer incentives only to those who “Like” you page)

Rewarding your fans with special deals and incentives for their continued support will encourage them to spread the word to their friends by sharing the content and persuading them to “Like” your page as well.