Announcements Aren’t One-And-Done

If you’re announcing your reopening - or even just letting people know about your current limited offerings - you can’t do what I’m seeing so many people do:

Just one text-on-image post stating the facts.

Nope.

First of all, most people won’t see this announcement post. They have to go searching for it. That itself limits the reach of your message - but if you’ve continued posting other things in the interim (which, hopefully, you have), you may leave many people confused without the whole story, since very few will scroll back to see the initial post announcing what the heck you’re doing.

Here’s how to do it better:

• Focus on still making your posts interesting (as in non-COVID time), but perhaps with a twist. A drink held by a gloved hand. A shopping bag held by someone with a mask. A picture of your take-out setup. That special you’re serving, shot in natural light in a way that makes it look absolutely delicious - in a takeout container. A stack of packages for online item orders, ready for the post office.

• Reiterate at the end of every post what your ordering or buying situation is. Don’t make people search for your previous explanation. Do make sure it’s at the end, though - the beginning of your post should still speak to people, just like it always should. It should draw their attention to what’s appealing about what you’re showcasing, or call them out in a way they feel identified with, or ask a question to engage them - look at old posts that got a lot of traction, and do the same in Coronatime. But always end the message with very, very clear, concise information on how people can support you (and safely obtain this thing you’ve gotten them so excited for).

• Post a lot! Seriously. People are ROOTING for small businesses right now. Many large companies are slashing budgets, which often means fewer ads, and even fewer organic posts. So, get in those feeds! Rather than making your followers sick of you (and again - they aren’t seeing every post, I promise you!), it’ll warm their hearts to see you surviving and thriving.

• Don’t forget to let people know who you are and where to find you! I can’t even count how many random “specials” menus I’ve seen posted on Facebook that don’t in any way indicate what restaurant they’re for, posted by the owner’s personal account instead of by the business. Don’t make people dig for information. Make it really clear who you are, where you are, and how they can support you right now - as well as how you’re there to support them!

#MidweekMinute 10/2/19: Trashing the trash talk

Wow… that whisteblower sure does have a lot of Twitter accounts…

No, your Facebook isn’t broken; the previously-announced “Hiding Likes” test has begun on some accounts (all articles claim the test is Australia-only for now, but I have a few friends in the U.S. whose likes have already begun disappearing from public view).

Facebook will also soon allow some creators to add Messenger functionality to the “swipe up” feature in Story ads.

In the farther-off future, Facebook is developing augmented reality glasses that will work in combination with an AR map of real-world environments, as well as a virtual reality gaming space called Horizon.

Instagram is testing the ability to receive (or send!) product launch notifications . They’re also extending use of the Branded Content tag to IGTV videos (but you have to be approved first), and have launched the @creators account to encourage the IG creator community to, well, create.

Someone getting nasty in your DMs (in a way you don’t like)? Twitter’s rolling out new filters for that.

YouTube is now available on Google’s Fire TV streaming device, and has also introduced features for creators to more easily search, moderate, and filter comments.

LinkedIn continues developing its advertising tools, with new enhancements to audience targeting.

Join me on LinkedIn Live and Facebook Live at 4 pm ET for more on all stories.

MORE INFO

View my Flipboard Magazine.

#MidweekMinute 9/18/19: Creators gonna create

You all know you want #slofies of my dog, don’t even front…

LOTS of news about Facebook Creator Studio announced at the International Broadcasting Convention:

• New tools and metrics for Live, Watch Parties, Creator Studio

• Facebook Live “Rehearsal” mode

• Live video trimming

• Live video duration extended from four hours to eight

• Multistream broadcasting (simulcast to different platforms)

• Pre-scheduling to Instagram and IGTV via Creator Studio

• Expanded language options for auto-captioning

• New video metrics for Distribution, Watch Party viewership, and Loyalty

• Enhanced Watch Party branding, metrics, and sharing

Facebook is testing a new Chat post type to launch private group chats, much like the recently-introduced Chat sticker in Instagram Stories.

Facebook’s new Portal TV set-top box device functions as a broadcast system - like Firestick or Roku - as well as a webcam.

YouTube trolls beware: they’re testing a Profile Card feature that will publicly display your comment history.

LinkedIn has introduced Skill Assessment tests in order to support users’ claimed talents with validation badges for those scoring in the top 70th percentile or above.

more info on all stories:

View my Flipboard Magazine.

#MidweekMinute 7/3/19: Ms. Gritmon if ya nasty

I simply cannot imagine what public figure’s Tweets might inspire such a content warning…

Taking its recent advertising anti-discrimination regulations a step further, Facebook will now make advertisements for housing, jobs, and credit searchable by all users, regardless of income, geography, or other targeting features that might be deemed discriminatory.

New Story sticker alert: Instagram has officially added the rumored “Chat” sticker, which adds those who click it into a DM group.

Instagram is also adding ads to the Explore tab, and has rolled out a new profile layout (in case you’re wondering where scroll view went).

Twitter’s got a new layout in beta - and it’s making your Lists easier to access on mobile, just a quick swipe away from your home screen.

Twitter may soon allow you to customize the appearance of the site to your own liking. You’ll be able to better customize content, too; they’re testing an auto-mute feature that will preemptively prevent certain content from appearing on your feed based on accounts you’ve blocked in the past.

If you thought LinkedIn had been showing you more posts in your niches of interest, congrats, you’re correct; the algorithm has shifted to prioritize “people you know, talking about things you care about.”

LinkedIn is also beefing up Company Pages, including your choice of Calls to Action, mobile editing, and the ability to engage with hashtagged conversations as your page entity, and they continue to roll out upgraded advertising functions; the latest news is that audience retargeting is coming soon.

Girlboss is the new online professional network for women supporting women (started, of course, by Nasty Gal founder Sophie Amaruso).

more info on all stories:

View my Flipboard Magazine.

#MidweekMinute 6/5/19: Pinning more IKEA...

BRB, applying to become Tweeter-in-Chief…

Mozilla’s Firefox browser’s latest update includes a tracking blocker (a move already preceded by Apple’s Safari browser), sending Facebook Pixel devotees into a tizzy.

Facebook has been teasing their Bitmoji-esque Avatars since at least 2017, but they’re finally here (well, in the Australian test market, at least) for use in Messenger and comments.

Facebook has stepped up its Video Ad tools, enabling a whole bunch of creator features (including text and stickers), optimized sizes for different uses, the ability to split a video into multiple shorter ads, and - a blessing amidst all these fun features - the ability to save progress while putting this all together.

Facebook’s been testing integrating subscription options into Instant Articles, and is now officially rolling out the feature to all Instant Article publishers.

Facebook Portal has released a smartphone app to integrate with the device’s functions.

Game developers who advertise on Facebook will now have the ability to run rewarded video and playable ads via Audience Network.

Furthering Instagram’s close relationship with the “influencer” industry, brands can now turn influencer posts into “Branded Content” advertisements.

Instagram may be testing an Order sticker, likely a way to further commerce functionality in Stories, as well as further insights as to new vs. old “likes” on posts and account follower/unfollower info.

Twitter will now let you add guests to live video streams - but, just like this recent addition to sibling Periscope, guests are audio-only for now (think of it like a call-in show). Twitter has also acquired artificial intelligence firm Fabula AI to help combat false accounts, spam, “fake news,” and other pitfalls of the platform.

LinkedIn has acquired digital identity firm Drawbridge in a bid to enhance ad targeting functions.

And, just in case there wasn’t enough IKEA presence on Pinterest, the Swedish furnishings giant is now officially moving a shoppable version of its catalog onto the platform.

More info on all stories:

View my Flipboard Magazine.

Social returns, with two of my faves!

It’s back!

In case you’re new here: I had a weekly FB Live show, Social, that started in April 2017. I relaunched it in mid-2018 as a pre-recorded show focusing on local small business owners… then dropped off after 5 episodes. Now I’m bringing it back in its original format: live, Fridays at 12 noon ET, with a variety of guests from across the social media spectrum.

My first guests of the relaunch were my fabulous friends Julie & Jen of DepICT Media in Wichita, Kansas.

Julie and Jen may look familiar: they’ve been on the show before, and I on theirs (twice!). They were also part of Road to Social, a group road trip in June 2018 centered around several Social Media Day events (including #SMDayICT, which they helped organize).

They are wonderful, they are brilliant, they are great on video, and they know their s#!t when it comes to social media.

Much like Christine Gritmon Inc. does in the Hudson Valley, DepICT Media focuses on the needs of small, local businesses in the Wichita area. A year after “Facebookpocalypse,” people are STILL talking about the algorithm shift, so we decided we’d talk about how the new algorithm actually opens up more opportunities for small business than it shuts down.

Businesses have gotten spoiled. Social media provided unprecedented access to consumers - and businesses got way too comfortable broadcasting with no obligation to actually interact with their public. The great thing about this, as it pertains to the algorithm shift, is that businesses who want to “set it and forget it” will fall by the wayside when it comes to organic reach, and those business who are willing to utilize social media to facilitate, rather than replace, direct interaction with consumers will more easily stand out among the crowd.

Be human. Show your personality! Show that there are actual humans managing your social media accounts (and your business!) rather than corporate talking heads spouting out sales pitches. Having a unique voice (even an unpolished one!) will help you stand out from not only your direct competitors, but also from larger brands, which often aren’t able to be as flexible with showing off their “human side.”

Community-building means more than collecting “likes.” Vanity metrics mean nothing; it’s not how many people are watching, it’s whom, and what they’re doing next. You want the right people engaging with your brand, interested in what you offer, and hopefully buying. The way to do this is by investing in creating a sense of community amongst your followers - whether by using groups, or simply emphasizing your local cred and charm - and making them feel like they’re a part of something, rather than just being another faceless transaction.

Finally, we learned that my husband really likes Wendy’s.

Check out our conversation below:

Please join me again on Friday, January 11 at 12 noon ET, when I’ll be speaking with Filomena Fanelli of Impact PR & Communications about using social media & earned media to establish thought leadership.

#MidweekMinute 5/16/18: take a break

As stated last week, everyone's all abuzz that Facebook might - MIGHT - be developing their own cryptocurrency. Facebook also still hasn't escaped its data privacy woes: it just banned an additional 200 apps for illegally accessing or utilizing user data. In other, more popular news, Facebook's popular Live feature has unveiled the option of streaming across several pages at once, and is testing a "rewind" tool for live videos. (Cue Cher.) Facebook is also rolling out 3 new Facebook Story features to India first, with the intention to release them to the rest of the world soon thereafter: audio posts, archives, and the ability to save past story footage in your actual Facebook account (rather than on your phone).

Instagram has launched an emoji slider for Story polls, so you can tell us how you REALLY feel. And those ever-curious Instagram code spelunkers have unveiled the existence of an unlaunched "Time Spent" metric that can tell you precisely how much of your time you've spent scrolling through vacay shots

YouTube aims to keep you from frittering away too many hours passively watching by taking a leaf from Netflix's book and asking you periodically if you are still engaged in the platform, or if you need to "take a break" (you can control how long before it asks you in Settings). They're also rolling out a "voice remote" feature for Android.

Snapchat's redesign has been rolled back via yet another redesign, but users still aren't happy, claiming it keeps several of the redesign's least popular features.

Twitter will start identifying and hiding tweets that "detract from the conversation."

LinkedIn attempts to tell you how well your profile information matches what an employer has stated they're looking for before you even apply for a job.

View my Flipboard Magazine.

#MidweekMinute 5/2/18: A twist of F8

Facebook’s Hate Speech-reporting function, still in testing, was set live by accident, for every single post (don’t worry, they’re not going to be quite THAT sensitive in the future); Messenger Bot development is back up and running, and both translation & AR functions are being rolled into the platform; Facebook is also adding dating functionality later this year, and bringing 3D photos and a creepy new photo-environment-mimicking VR Memories feature to the feed; VR Oculus Go headset hopes to bring VR mainstream; virtual home assistant "smart speaker" (think Google Home/Alexa) may launch abroad before the U.S.

Instagram has officially launched group video chats, third-party app integrations with GoPro & Spotify (with more to come), and a new Camera Effects platform which will allow development of custom AR filters, stickers, and other items to customize stories. Rumor has it they're also testing story reactions, slow-mo video, muting of specific users, and a calendar to more easily navigate back posts. The Explore section will now more customized to your interests and more easily navigable by topic. AI will police online bullying by targeting language typically used to harrass users.

Twitter will continue its progression into a news source by promoting news higher in feeds and lumping together tweets around the same news stories.

Snapchat has officially launched their new water-resistant Specs, which feature LED lighting and the new Snappable AR game. Snapchat continues to expand their advertising accessibility by brings Story Ads to the self-service ads platform and taking a leaf from YouTube's book by testing non-skippable 6-second ads. And, of course, they're rolling back elements of the controversial app redesign by moving some features around.

Pinterest expands their usefulness to ALL by filtering beauty pins by skin tone and adding features to help the visually impaired navigate the service.

View my Flipboard Magazine.

#MidweekMinute 4/25/18: Greater transparency for all

Facebook provides new levels of transparency in how they identify controversial content (as does YouTube), and provides greater transparency into their privacy settings (as does Twitter).  In video news, Facebook introduces "Premieres," which streams pre-recorded video as live, and introduces pre-roll ads to a wider variety of videos from smaller creators than before. In advertising developments, Facebook is testing playable game preview ads, adding "loyalty prediction" settings for advertisers to attract fans who are more inclined to be brand-loyal, and people placing political ads on Facebook will need to register and prove their IRL identities. Instagram now allows batch uploads of up to 10 photos/videos to Stories. Snapchat adds a playable filtered selfie game, enters into additional exclusive programming deals with Viacom, and adds tabs to their redesign (but only for some users). Pinterest continues development of cool features to business profiles, introducing dynamic cover images and monthly page views. Reddit wades a little further into the advertising world, expanding its team and courting brand partnerships.

View my Flipboard Magazine.

#MidweekMinute 4/18/18: Putting the FACE in Facebook (& Snapchat!)

Facebook gets into legal trouble over facial recognition technology. Snapchat doubles down further on facial technology by opening up lens creation to all, and enabling ecommerce. Facebook Stories get AR drawing tools. Instagram lets you download your full history. LinkedIn adds GIFs for some reason.

Special guestpert: the ever-fabulous, always-on-the-move Chris Strub!!!

We had technical difficulties, so today's video is in TWO parts:

Part 1 of 2:

Part 2 of 2:

View my Flipboard Magazine.

#MidweekMinute 4/4/18: Data squeeze

Facebook further diminishes ad targeting options based on user data, including severing ties with third-party app data and getting tougher on email marketing permissions (used for custom audience targeting), and makes it easier to remove yourself from apps & games you've previously approved. Facebook also adds HD video & 360 photos to Messenger, and improves the VR in its Spaces feature. Instagram also restricts third-party app partnerships, and brings GIFs back to stories (which now have auto full screen ads). Snapchat has beat Instagram to the video-chat-party punch, announcing video chats for up to 16 people. Pinterest splits its feed in two: one for exploration and discovery, and one for people you're following. LinkedIn debuts video on company pages & video ads. YouTube debuts short ads with a reach component.

Flipboard is acting wonky this week (Mercury Retrograde!), so the articles are out of order, but here's more info on all stories above & then some:

View my Flipboard Magazine.

#MidweekMinute (sorry, no video!)

Facebook simplifies ad metrics, encourages local news subscriptions, posts local job offerings across the socioeconomic spectrum, allows users to opt-out of facial recognition, & considers entering streaming music market; Facebook Messenger allows users to add friends during calls & creates a customer chat plug-in for business; Twitter limits automated tweets from multiple accounts; YouTube adds location tagging, automatic captioning, & chat replay.

(No video this week, since I was too preoccupied at #SMMW18 to pull it together!)

Facebook Simplifying Metrics for Ad Performance

Facebook Simplifies Metrics After Data-Reporting Issues, Advertiser Confusion (The Wall Street Journal)

Facebook says it’s clarifying its ad metrics (Tech Crunch)

Facebook is removing 20 outdated, redundant ad metrics; adding methodology labels (Marketing Land)

Facebook Facial Recognition Includes Opt-Out Option

Facebook's New Face Recognition Features: What We Do (and Mostly Don't) Know (Gizmodo)

Facebook’s vaguely worded face recognition “announcement” coincided with a legal setback (Fast Comppany)

Facebook is starting to tell more users about facial recognition (the Verge)

Facebook Boosting Local News Publishers 

Facebook program aims to boost local news subscriptions (Engadget)

Facebook launches a local news accelerator for publishers (Tech Crunch)

Facebook is dead serious about getting you reading more local news (MIT Technology Review)

Facebook Launches Job Postings

Facebook rolls out job posts to become the blue-collar LinkedIn (Tech Crunch)

Facebook May Enter Streaming Music Market

Facebook Could Be Preparing to Enter the Streaming Music Market (Fox Business)

Facebook Messenger Allows Adding People During Calls, Adds Customer Chat Plugin

Facebook Messenger now lets you easily turn one-on-one video calls into group calls (9TO5Mac)

Facebook Messenger now lets you add friends during calls without stopping the party (The Next Web)

Facebook Messenger now lets you add more people to in-progress calls (Tech Crunch)

Facebook Messenger Adds Customer Chat Plugin For Businesses (ZD Net)

Twitter Limits Automated Tweets

Twitter bars tactics used by 'bots' to spread false stories (Reuters)

Twitter cracks down on automated tweets (The Hill)

YouTube Adds Chat Replay, Automatic Captions, Location Tagging

YouTube Live gains automatic captions, chat replay and more (TechCrunch)

YouTube Live gets automatic English captions, live chat replays, and more (Venture Beat)

YouTube Goes Local With Location Tagging for Uploads and Live Streams (Variety)

Presenting with Risa Hoag at Keller Williams

On Thursday, I started my day co-presenting to a room full of realtors with my friend & fellow RBWN board member Risa Hoag of GMG PR. Risa spoke about LinkedIn, followed by my presentation on best practices for the other social media platforms.

Risa's intro, in case you're not aware of her:

Risa's first point was that LinkedIn is NOT a social media tool; it is a showcase for you and your brand, an in-depth research tool, and a lead definer and generator.

With a live computer demo, Risa explained how to make yourself valuable and findable on LinkedIn by creating a robust profile, showcasing your business and expertise, and utilizing your profile as a "living" resume; instead of simply stating where you've worked, you can add skills, testimonials, even media. 

Risa then went into how to use this valuable tool to generate business by building engagement, finding leads, and making "warm" contacts - a familiarity that can be created by leveraging information you've uncovered via your prospect's LinkedIn profile. Did you go to the same school, sit on the same board, or share a common hobby? Bam - you've just turned a cold-call into a warm contact. 

Risa wrapped up with a series of best practices for LinkedIn (click to tweet):

Here's my own lovely intro:

I started my segment of the presentation with something clients always ask me about: which social media platforms to bother with. There is a misconception out there that you need to be everywhere, which puts undue pressure on busy professionals who are already daunted by social media. I walked through some pros and cons of different platforms.

Scroll through my tips below (click to tweet):

Next, I discussed the importance of setting up all profiles as completely as possible.

Once you've got your profiles set up, what do you do with them? I went through some of the basics of social media content strategy. This included some basic branding questions, as well as more platform-specific tips.

Next, I discussed what's been on everyone's mind with social media lately: what is "the algorithm," and why does it mean nobody sees my posts? I explained that you need to not just broadcast content for passive consumption, but rather engage and add value to your audience's feed.

Since one of the most important - and misunderstood! - pieces of content strategy lately is video, I provided several ideas for how realtors can effectively use video as part of their social media posting.

Finally, I ended with a brief overview of how to create targeted ads on social media that provide more bang for the buck. A key part of this, and my most important takeaway: use Ads Manager on Facebook & Instagram - don't boost! Boosting damages your organic reach, and doesn't give you nearly enough audience targeting power. Ads Manager is one of the best tools out there; use it!

Thanks so much to Keller Williams Realty and Citizens Bank for having us in to do this presentation. We look forward to presenting to the Westchester office next!

If you're a realtor (or any type of company, really!) and would like us to bring this presentation to you, please do get in touch.

#MidweekMinute: FB devices & integrations

Facebook gets into home devices & ditches its AI/VA hybrid in beta; Instagram Stories expand to WhatsApp; Ripple follows Bumble in taking on LinkedIn.

Facebook Portal

EXCLUSIVE: Facebook Dives into Home Device Market with Video Chat Product Named "Portal" (Cheddar)

Report: Details emerge on Facebook's planned video chat device (Marketing Dive)

Facebook may be ready to invade your physical world with an outrageously priced video device (Quartz)

Facebook "M" dies in beta

Facebook Is Pulling the Plug on Its Human-Powered M Assistant for Messenger Jan. 19 (Adweek)

Facebook is shutting down its standalone personal assistant “M” (TechCrunch)

Facebook is shutting down M, its personal assistant service that combined humans and AI (The Verge)

Instagram Stories on WhatsApp

Facebook (FB) to Bring Instagram Stories to WhatsApp Status (NASDAQ)

Facebook is reportedly testing Instagram Stories on WhatsApp (Business Insider)

Facebook Rolling Out Instagram Stories For WhatsApp Later This Year (International Business Times)

Ripple networking app

Ex-Tinder employees launch professional networking app Ripple (Mashable)

Ripple, a Tinder spinoff backed by Match, launches app for professional networking (TechCrunch)

Tinder’s New Professional Networking App Wants You to Swipe Left on LinkedIn (Slate)

#MidweekMinute: Suggested stories, business DMs, more Snap

Instagram now recommends stories; Twitter empowers businesses with stronger direct messaging tools; Snapchat expands shareability beyond the app and increases ad strength by disabling immediate skips for some clips.

Instagram Will Recommend Stories

Instagram will now add ‘Recommended’ posts to your feed (TechCrunch)

Instagram is further messing up your feed with ‘recommended’ posts (The Daily Dot)

Instagram Recommends Photos in Your Feed Now, Users Aren’t Happy (Peta Pixel)

Twitter and Direct Messages

Twitter Is Tweaking Its Direct Message Features for Businesses (Ad Week)

Twitter is making it easier for businesses to reach people with Direct Messages (The Verge)

Snapchat and Stories Everywhere 

Snapchat Looking to Publish Content on Third-Party Websites With ‘Stories Everywhere’ (Report) (Variety)

EXCLUSIVE: Snapchat Developing "Stories Everywhere” to Push Content Outside the App and Grow Users (Cheddar)

Snapchat 3-second video ads

Snapchat may force users to watch three seconds of ads before skipping (Ad Age)

Are There Ads On Snapchat? You Might Have To Sit Though 3 Seconds Of Clips Soon (Elite Daily)

#MidweekMinute: Imitation is the sincerest form of flattery

Facebook tries to replace Yelp, Foursquare, and - as always - Snapchat. High on the 280-character-limit raise, Twitter's also raising another limit, and hoping you'll trust them to allocate your money. Instagram is testing out a feature that bots have been using for years, and LinkedIn wants the final WORD on your resume.

Facebook Local

Facebook relaunches Events app as Facebook Local, adds bars and food (TechCrunch)

Facebook Local is the social network’s stab at Yelp, Foursquare (Marketing Land)

Facebook Local Relaunches, Makes It Easier To Browse Events, Listings (MediaPost

Facebook Collaborative Stories

Facebook Stories replaces Messenger Day with synced cross-posting (TechCrunch)

Facebook launches collaborative Stories for Groups and Events (TechCrunch)

Facebook is killing Messenger Day and consolidating it with Facebook Stories (The Verge)

Twitter Name Length Now 50 Characters

Twitter bumps display name length up to 50 characters (The Verge)

Twitter expands display name length to 50 character (Engadget)

Twitter, high on 280 characters, more than doubles the length of display names (Mashable)

Twitter $99 Ad Subscriptions Service

Twitter Tempts Small Marketers With a $99-per-Month Ad Subscription (Ad Age)

Twitter’s $99 monthly subscription ad program launches into public beta (TechCrunch)

Twitter launches $99 subscription tool to promote tweets (Engadget)

Instagram Will Let Users Follow Hashtags

Instagram could let you follow hashtags soon (TechCrunch)

Instagram may soon let you follow hashtags (Express Newsline)

Instagram will soon let users follow hashtags in addition to accounts (Digital Trends)

Microsoft and LinkedIn Resume Assistant

Microsoft adds AI-powered LinkedIn resume assistant to Word (Engadget)

Microsoft integrates LinkedIn with Word to help you write a resume (The Verge)

Microsoft and LinkedIn Team Up to Make Writing Your Resume a Lot Easier (and Your Results a Lot Better) (Inc)

Social: FB ad targeting, live from Greece!

As I get in touch with more groups of entrepreneurs & social media folk online, I'm learning from people way outside the confines of Nyack - including this week's guest Georgios Chasiotis, who joined us live from Greece!

Georgios's company, Slide In, uses digital marketing to grow companies in a way that's sustainable - by building and nurturing relationships, not focusing on one-and-done sales transactions. Georgios offers some useful tips for how to put Facebook to work for this objective: building sustainable relationships with the right people who your company can offer value to. (Amen!)

A few of Georgios's key points:

Audience Targeting: Ensure you're reaching the right people who are actually interested in your product. Look at customers as three-dimensional people, with an array of likes and dislikes, and sub-target accordingly. Create custom audiences from your best customers, and target "lookalikes" who are likely to also be interested in your product. Finally, don't be afraid to exclude those clients who aren't what you're looking for (and vice-versa).

Ad Creative: Speak to your clients with the words they use, and make it clear that you understand their concerns. Try showing different ads to different groups. And when something's working, put all your money there - not to something that's failing to deliver. Don't waste time talking to those who aren't going to gain value from your message.

Full Customer Experience: Getting the sale isn't the end of it. Thank your customers, and ensure everything's going well with their experience. If you drop the relationship once the money changes hands, you're not going to get another sale - and you're not truly offering value, just a product.

View fullsize

To put these tenets into practice for your business NOW, in time for the busy holiday season, join me next Friday in Haverstraw for my Facebook Audience Targeting Bootcamp:

In this active workshop, you'll gain deep levels of insight on your existing audience (and what else they're engaging with!), assemble your own custom & lookalike audiences, and create some highly targeted ads that WILL drive business.

#MidweekMinute: chattin' up a storm

Facebook Messenger has rolled out to websites (yes, non-Facebook websites) and Facebook's Slack-competitor, Workplace, now has a chat function. On Twitter, you can now use twice as many characters for your chatter. Snapchat needs a redesign because us olds can't figure it out. Instagram Stories no longer have to be in-the-moment...and you can now properly use Hebrew, Arabic & Farsi on the platform.

Facebook Messenger for Websites:

Facebook introduces a Messenger plugin for business websites (TechCrunch)

Facebook Messenger plugin enables cross-platform customer service (Engadget)

Facebook Will Let Brands Integrate Messenger With Their Websites (Adweek)

Facebook Workplace Chat:

Workplace: One Year Later (Workplaceblog)

Facebook's Workplace, now at 30,000 orgs, adds Chat desktop apps and group video chat (TechCrunch)

Twitter Character Limit:

Twitter Doubles Tweet Limit to 280 Characters (Bloomberg Technology)

Tweeting in 280 Characters? Now You Can Do It, Too (NY Times)

Twitter officially enables 280-character limit for all accounts, including brands (Marketing Land)

Snapchat redesign:

Snap Will Overhaul Its App Just Nine Months After Its IPO (Bloomberg Technology)

Snapchat will overhaul its app to bolster user numbers, as it endures the growing pains of shift to programmatic (The Drum)

A huge redesign is coming to Snapchat (The Verge)

Snap CEO Evan Spiegel is redesigning Snapchat because it’s too hard to use (Recode)

Instagram Stories:

You can now upload content older than 24 hours to Instagram Stories (The Verge)

Instagram continues Snapchat assault, lifts 24 hour limit on Stories clone (9 to 5 Mac)

Instagram now lets you add any photos or videos to your Stories (TechCrunch)

Instagram and Left-to-Right Languages:

Instagram now supports right-to-left languages like Hebrew and Arabic (TechCrunch)

Instagram adds right-to-left language support starting with Arabic, Farsi, and Hebrew (the Verge)

Instagram now supports three right-to-left languages (Engadget)

Which social media platforms should you be on? (VIDEO)

Today I had the honor of speaking to two of Sterling National Bank's women's networking groups, Sterling Women and Extraordinary Women of Sterling, in their Montebello, NY office. One of these groups includes some of their corporate banking clients (including small business owners), and the other comprises Sterling employees. I spoke about the differences between some of the major social media platforms (LinkedIn, Instagram, Twitter, and Facebook), and how to know which ones you really need to be on. I'm giving a talk on the same topic Wednesday night to a very different group - and I expect it will be a whole different talk!

Some key takeaways from this morning's talk:

LinkedIn:

• Everyone who does business
• Have a picture
• Keep it current

Instagram:

• Tangible product
• Visually engaging
• Feeling, not telling

Twitter:

• Informative communications
• Joining larger conversations 
• Direct engagement with others

Facebook:

• “Main Street” of the internet
• You’re on their turf: be relevant
• All types of communication

Social: Jason Bay on nurturing LinkedIn relationships

I'm part of too damn many Facebook groups, most of them local. But when I heard about the by-application-only Badass Marketers & Founders (BAMF) group, I knew I had to go for it. Part of the group's value is in the connections: everyone involved is legit. That's how Jason Bay found me (especially after I was spotlighted as one of the group's most active members), and connected with me on LinkedIn. And, lo and behold, here he is on my livestream, telling us all about how to strategically connect with the right people, then develop and nurture relationships on LinkedIn!

Just a few of Jason's great tips:

• Fill out your profile - especially the picture and the summary.
• Don't worry about being on every platform. Be on the platform where the people you want to connect with are. (Jason's work is B-to-B, so LinkedIn works for him.)
• Groups can be a great source to mine for relevant connections.
• Include a personalized message when you try to connect with someone; give them context, don't leave it blank.
• Add value! Make sure people are getting something out of being connected to you.