Tag Archives: metrics

Facebook’s Algorithm Updates: How We’re Being Affected

Facebook metrics chart with organic and paid data

The ever-changing world of Facebook metrics.

In January, Facebook announced it would be prioritizing content from “friends, family and groups” in our news feeds. Of course, this caused a collective freakout from those of us who manage brand pages.

What does it all mean and how is it affecting reach and engagement for brands? After monitoring and analyzing three months of data, here is what we’ve found with our clients: Read more after the jump…

The Digital Advertising Landscape Evolves

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Facebook, Twitter and Google each claim to be rolling out shiny new features to make your digital advertising efforts easier and more effective, while Vero makes a push to become everyone’s next favorite social platform for personal use.

Vero 

Fast Company: What is Vero? What you need to know about the rising social media platform

Rising subscription-based social platform Vero claims to offer users an ad-free experience with content flowing in chronological order. Find out if and how brands can get in on the Vero game.          Read more after the jump…

Micro-Influencers and New Twitter Analytics

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Finding the right mix of prominent influencers and influencers you can afford is a marketing tightrope. Anyone who has an ongoing influencer relations effort in place is all-too-familiar with that balance, and this past week we’ve come across two great articles that discuss the advent of the “Micro-Influencer.” Twitter is also testing two new analytics features we’re excited to see come to fruition. And: Are you listening? Podcasts are coming back in a big way.

Micro-Influencers:

SmartBrief: How to Work with (or Become) a Micro-Influencer
It’s not necessarily a brand new idea, but the concept of “micro-influencers” – those who aren’t full-fledged influencers with hundreds of thousands of followers and require five-digit product mentions – is something that nearly every brand should consider. These individuals with followers ranging from 1,000 to 10,000 tend to be more authentic, more uniquely engaging, and drive interest in a real-world manner. Read more after the jump…

The Art of Taking a Step Back

Photo credit: @WiredForLego

Photo credit: @WiredForLego

This week one of our account teams held an “Intense Period Debrief” – an opportunity to assess what went well, what could have gone better and what we can do moving forward to learn from experiences once a project is complete. The irony of this particular meeting was that, in taking the time to take a step back, much of what we learned from this particular account was the importance of taking calculated steps back more often.

The marketing world moves fast – new platforms, new products, content trends (this week it’s sarcastic polls on Twitter, FYI), changes in user behavior… the list of things that change actually changes itself quite frequently.

Add aggressive deadlines and high expectations to the list, and we’re frequently working in a world that pushes forward so fast that it’s easy to forget to step back and think strategically once a plan is in place. Ultimately, the best-laid plans don’t mean much if expectations aren’t set, processes aren’t communicated, and those plans don’t evolve based on trends and ongoing data.

Read more after the jump…

Is Organic Facebook Reach Dead?

Organic Facebook Reach

What can we do to increase organic reach?

We’ve recently been hearing a frequent question from a number of our clients: “Is it even worth it to be active on Facebook anymore, given how you have to pay for anyone to see your content?”

It’s true that Facebook’s continually evolving news feed algorithm has been placing less and less emphasis on brand-related content. There are so many variables at play that it’s hard to provide a concrete statistic, but some research shows that your posts may be organically reaching only 6.5 percent of your total fan base – or even less. Gone are the days when all of your organic posts can easily reach thousands of customers. Read more after the jump…

Why Facebook’s Inflated Video Metrics Don’t Matter (That Much)

How long is long enough for Facebook video views?

How long is long enough for Facebook video views?

It was reported last week that Facebook had been artificially inflating the average viewing time of videos on the social media platform for upwards of two years. Obviously the news is somewhat of a shock, as indicated by the outcry of complaints by marketing professionals.

This is absolutely big news in our industry, and I’m definitely in favor of creating some form of third-party verification for social media platforms and their native analytics. But I do challenge the impact of this news a bit, and believe its something that highlights a larger issue within our industry: A greater focus on meaningful metrics.

Read more after the jump…

Use a UTM Code to Create Tracking URLs in Social Media Campaigns

You’ve created amazing, fresh, original content on your blog – and people are actually reading it! So you go to Google Analytics to find out how they got there… and then realize that although you posted the link to that blog post on Twitter 3 different times, it’s only showing up as one referral source all lumped together. So, how do you know which of your 3 tweets garnered the most traction?

Use a UTM Code to Create a Tracking URL

UTM codes are tags you add to the end of a URL that, when clicked, will be tracked in Google Analytics. Adding these UTM parameters allows you to track the effectiveness of various aspects of a campaign, such as the source or medium, and make decisions about how to best drive traffic to your website in the future.

Read more after the jump…

Google Mobile-Friendly Update Not So Friendly to Your Website?

Over the past few months, you may have noticed a dip in organic, mobile search traffic on your website. Wondering what gives? The recent Google Mobile-Friendly Update may be to blame.

What’s This About a Google Mobile-Friendly Update?!

Google released a mobile-friendly search algorithm update back in April 2015 that changed the way mobile search results are displayed, giving priority to mobile-friendly webpages.

Ok, but what does that really mean?

  • Only searches conducted on mobile devices are affected
  • Applies to individual webpages, not the entire website
  • Preference will now be given to mobile-friendly webpages in mobile search results
  • Non mobile-friendly webpages will experience a significant decrease in visibility in mobile search results
  • All languages are affected

Read more after the jump…

Marketing Metrics 101: Five Simple Steps

We get the question often, and it comes in several forms:

Metrics can be confusing, and worse, time consuming.

Metrics can be confusing, and worse, time consuming.

“What should we be measuring?”

 “We’ve got all these followers, but what are we doing with them?”

 “There are so many metrics, but which are the most important?”

“People saw our message, but what does that mean?”

The advent of digital marketing and social media is great because it allows us to measure an infinite amount of metrics.  The downside is determining which metrics are most important, and not wasting time on all of the other statistics. Here are five simple questions to ask when identifying the metrics that will matter most: Read more after the jump…

Lionel Trains Proves Old Brand Can Learn New Tricks

Lionel Trains screen shot

Image from www.lionelcollectors.org

It’s a common misperception that social media is only for young and innovative users and brands – but 113-year-old Lionel Trains has proved the naysayers wrong. Capitalizing on the Christmastime tradition of families setting up model trains as part of their holiday display and the popularity of train-themed holiday favorite The Polar Express, Lionel Trains launched an engaging and effective Facebook campaign earlier this year. By leveraging available metrics and listening carefully to the online conversation, the brand engaged with existing fans as well as fans of The Polar Express. For more on this successful – and seasonally relevant! – campaign, read the full story from Mashable.